MARKET POSITIONING PLAN

Betsy and Richard Bullock202 Richdale Avenue, Unit 1

Prepared by:Laura Fitzgerald & Bill Caci BrokersOffice: 781-729-6200

CENTURY 21 Commonwealth39 Church StreetWinchester

Date: May 8, 2015

May 8, 2015

Betsy and Richard Bullock202 Richdale Avenue, Unit 1Cambridge, MA 02140

Dear Betsy and Rick:

Thank you very much for giving us the opportunity to present the enclosed proposalto market your home. We appreciate the time you spent with us reviewing thefeatures of your home and outlining your financial goals and time considerations. You will receive competent and professional service when you select us and Century21 Commonwealth Fine Homes & Estates to represent you. We will provide you withall the information and resources you need to make your real estate transaction asconvenient and hassle-free as possible. We hope you will select us as your agents inthis very important transaction. This proposal includes a comprehensive market analysis that will assist us indetermining the market value and pricing of your home. We hope the informationincluded on Bill and me and Century 21 Commonwealth Fine Homes & Estates willconfirm that we are best qualified to market your home.

Very truly yours,

Laura Fitzgerald & Bill Caci Brokers, REALTORS®

Leader In Brand Awareness

In 2014, the CENTURY 21® System continued to maintain the highest brand awareness level when compared to any other real estate organization surveyed, a trend we have upheld since 1999.

“Which Real Estate Agencies Have You Ever Seen Or Heard Of?”

*Source: 2014 Ad Tracking Study, Millward Brown.

Highest Overall Satisfactionfor First-Time and RepeatHome Buyers and Sellers

The CENTURY 21® brand received the highest numerical score among full service real estate firms for first-time andrepeat home buyers and sellers in the proprietary J.D. Power 2014 Home Buyer/Seller StudySM. Study based on 4,800total evaluations measuring 5 firms and measures opinions of individuals who sold a home in the past 12 months.Proprietary study results are based on experiences and perceptions of consumers surveyed March 2014 - May 2014.Your experiences may vary. Visit jdpower.com.

Global Brand.Global Economy.

Across Town. Across The Country.Across The World.

1 2000 properties are bought and sold

company in the world!

2 Our image works for you. Nine out of 10 American homeowners recognize the CENTURY 21 name.

3 We attract more buyers.

4

5 Many sales occur as a result of someone recognizing theCENTURY 21 Commonwealth sign.

6 CENTURY 21 referral system. You have the nation’s largest network of real estate professionals to help you sell your property.

7 Local advertising targets prime prospects. Our national advertising attracts buyers

advertising brings them to your home.

8 Financing experience. Our real estate ex-perts can help answer important questions.

9 Up-to-date tools to market your home.

10 Professional training keeps our agents on top.

11 means results.have helped sell thousands of homes for over 40 years and are ready to work hard for you!

12 We’ll handle the details! We have the contacts to take care of the many details associated with the sale of your home to save you time!

13 Corporate Relocation. We work globally with major companies who transfer employees.

14 Skilled negotiations close the sale. CENTURY 21 Commonwealth professionals make things move smoothly, negotiating to help you get the right terms and the price for your property.

15 We help with other services too! CENTURY 21 system has business relationship with companies with can service your needs.

16 We take care of the paperwork. Our

professionals have the knowledge and experience to arrange all the documents so you can start packing.

17 Teamwork. When you list with a CENTURY

access to other CENTURY 21 professionals locally, from surrounding areas, and even across the world.

18 We keep you up-to-date. We inform you at

every stage of the process.

19 We can help you

avoid the pitfalls you face when trying to sell your own home, saving you time and getting the best price.

20 You have our promise. We don’t just tell you

what we’re going to do — we give you our word. Our CENTURY 21 Service Pledge puts our promises in writing.

21 We care. Our clients are our most impor-

tant asset. When you work with CENTURY 21 Commonwealth sales associates, you’ll receive the quality of service you need and deserve.

21 Reasons To ChooseCentury 21 Fine Homes and Estates

6900

• #1 Most Recognizable Brand• #1 CENTURY 21 Company in New England

• #5 CENTURY 21 Company in the U.S.•

• Integrated Media Plan• Customized Direct Mail and Virtual Marketing

• Systematic Lead Capture & Measuring Tools• Local and Worldwide Relocation

• International Exposure• In-House Mortgage Originators

• Written Guarantee of Service

The Commonwealth Advantage

Cambridge

Cambridge, MA 02138617.492.0021

Local Brand. Local Business.

Dover14 Dedham StreetDover, MA 02030508.785.2111

Framingham1 Edgell RoadFramingham, MA 01701508.879.0555

Franklin9 Main StreetFranklin, MA 02038508.528.7777

Hopkinton76 Main StreetHopkinton, MA 01748508.435.6333

266 Main Street

508.359.2355

Milford199 Main StreetMilford, MA 01757508.478.8800

Natick1 Common StreetNatick, MA 01760508.655.1211

Needham1492 Highland AvenueNeedham, MA 02492781.444.7015

Newton64 Needham StreetNewton, MA 02461617.969.2121

Somerville205 Holland StreetSomerville, MA 02144617.666.2121

29 Albion Street

781.245.4151

Watertown161 Mt. Auburn StreetWatertown, MA 02472617.926.5280

Wellesley592 Washington StreetWellesley, MA 02482781.237.8000

Westwood549 High StreetWestwood, MA 02090781.329.7500

Winchester39 Church StreetWinchester, MA 01890781.729.7777

Waltham693 Main StreetWaltham MA 02451781.313.2800

Chatham214C Orleans Road Chatham, MA 02659508.810.0700

Lexington9 Meriam StreetLexington MA 02420781.862.0202

Lexington

Relocation

INCOMING REFERRALSCENTURY 21 Commonwealth receives incoming referrals from Relocation Management Companies, Cartus

DESTINATION SERVICESAcross townAcross the countryAcross the world

CENTURY 21 Commonwealth Global Relocation Reach

Local & Regional

19400+ Agents

200+ Communities

National &Worldwide

Across Town. Across The Country.Across The World.

6,900102,000 Agents

75 Countries

Customized Marketing

Your home will be marketed through our customized advertising and our exclusive direct mail system.

Current Market Conditions

Demand Trend

Up

Down

Even

Supply Trend

Up

Down

Even

Market: _____________________________________ Past _______ Month(s)

Numberof Homes

Avg. Dayson Market

LowestPrice

HighestPrice

MedianPrice

AveragePrice

*Current Data: MLS Property Information Network, Inc.

Active

Pending

Sold

Expired

500+ Websites

Homes.com

• Google.com• Trulia.com••• Competing real estate

company websites…

• Realtor.com• Boston.com• www.century21.com/finehomes• Commonmoves.com• Zillow• Yahoo.com

CENTURY 21 Commonwealth Lead Capture System

CENTURY 21 Commonwealth Live and Local Call Center

Full-time Relocation Department

Live Agents

Lead Router

MA Pass

Lead Incubation

Time is of the essence when responding to customer inquiries

Enhanced Web Presence

A CENTURY 21 Commonwealth agent will:

• Assist you in determining fair market value.

• Assist you in making your home presentable for sale, offering suggestions about how to best show your home, and what, if any, improvements you should make.

• Inform you about laws and regulations including: fair housing requirements, septic regulations, lead paint laws, carbon monoxide and smoke detector requirements.

• Provide a detailed marketing plan.

• purchase your home.

• Help you relocate locally, domestically or internationally.

• Negotiate the best sale price and terms that are mutually agreeable.

• Guide you through the closing process.

The Role Of AListing Agent

Selling your home is an important decision. The person you choose to represent you can

make all the difference.

Choose carefully!

When a seller chooses a real estate agent to represent them in the mar-keting and sale of a property, the seller engages in a relationship with that agent to accomplish their mu-tual goal — to sell the property in a timely manner at the highest price possible with the least anxiety.

In-Depth Market Knowledge

Expert, Experienced Negotiators

Problem Solvers

• Smoke / CO Detectors• Permit Questions• Inspection Issues• Structural Defects• Pest Inspections

• Mortgage Contingencies• Appraisal Issues

• Short Sale Guidance

A Solid Commitment You Can Take To The Bank

to qualify your buyers.

A direct underwriter of Freddie Mac and Fannie Mae federally insured loans.

Pricing your home correctly is crucial to selling your home in a timely manner at the highest price possible. Current market con-ditions determine the value. Pricing too high or too low can cost you time and money.

• What you paid for your home has nothing to do with its present value.

• is not always accurate.

• Homes you think are the same as yours may in fact be

• Our full-time professional agents have seen your compa-rables and competition - they know the market INSIDE and out!

• Ultimately, the market determines the value of your home based on comparisons of homes currently for sale, under agreement and recently sold.

• CENTURY 21 Commonwealth has access to the latest technology to always provide you the most current market data available.

• Our experienced agents can help you position your home correctly so that it sells for the highest price possible, in the shortest amount of time, and with the least amount of anxiety.

• Homes that are not competitively priced, do not sell.

Pricing Your Home To Sell

Improper pricing may also eventually lead to a below market

home has the highest chance for a fruitful sale when it is new to the market and the price is reasonably established.

Buyers and agents lose interest in properties that are priced too high. To generate interest, the price might have to be reduced below the competition. We can give you up-to-date information

factors in getting your property sold at the best price and in the best time-frame for you.

time on the market

price

The Effect OfOver-Pricing

The Importance OfIntelligent Pricing

Determining the best asking price for a home can be one of the most challenging aspects of selling a home. It is also one of the most im-portant. If your home is listed at a price that is above market value, you will miss out on pro-spective buyers who would otherwise be prime

ure below illustrates, most or almost all buyers

asking price comparedto market value

% of potential buyers who will look at property

+15%

+10%

market value

-10%

-15%

10%

30%

60%

75%

90%

purchase their properties at fair market value.

ing your property at market value, you expose it to a much greater percentage of prospective

Activity vs. Timing

Another critical factor to keep in mind when

pricing your home is timing. A property attracts

the most attention, excitement, and interest from

the real estate community and potential buyers

pricing at the initial listing misses out on this

peak interest period and may result in your

property languishing on the market.

0 1 2 3 4 5 6 7

number of weeks on market

acti

vit

y

OUTSIDE

• Mow the lawn, trim trees and shrubs away from the house. Sweep the sidewalk, rake shrubs.

• Put away tools, garbage cans, hoses, toys and building materials neatly in the garage.

• Check for broken roof shingles and win-dows; clean gutters; replace missing siding.

• Clean windows and front door; paint if needed.

• Reseal asphalt driveway and decks.

• Spotlessly clean woodwork, carpeting,

tention to the kitchen and bathrooms.

• Consider applying a fresh coat of paint.

Preparing Your Home

• Organize closets to make them appear larger; be sure all clothes are hanging up and not out in the room.

• work. Fix leaky faucets and frayed cords.

• Clear away magazines, books and unneces-ary objects from furniture throughout the house. Clear kitchen counters to make the room look more spacious.

• Take down pictures that hide walls; patch holes and paint.

• Fill the house with a pleasant aroma: fresh-

• Keep pets under control at all times.

Scheduling Showing Appointments

In order to make sure that we maximize all opportunities to show your property, provide you with access to online showing activity, and ease the stressful experience of selling your home, our company uses Showingtime for scheduling broker assisted showings Accessi-bility, Consistency and

Showingtime is open Monday thru Saturday from 8:30am to 8pm; Sun-

provides a link for brokers through MLSPIN for 24 hour appointment setting requests.

Login anytime, from anywhere to check your property schedule, block times when your property is not available for showing, and review feed-back about your property.

Showingtime automates the feedback so that you can login and read the

Showingtime follows a computerized process for scheduling. When an appointment is requested you will always receive a call from Showingtime asking for permission to send the agent. If you chose to, you will also

licensed agent.

When a request for an appointment is set through Showingtime, we willcall you and tell you the name of the agent who requested the showing, the

Showingtime cancels the appointment and contacts the agent and relays to them when it is more convenient to reschedule the appointment. If we can’t speak to you directly, we will leave you a message and a callback number for you to call if an appointment needs to be cancelled for any reason.

Call this number any time to reach Showingtime if you have a question about your appointments or to cancel an appointment 888-627-2775

acc

essi

bili

ty Hours

Process

Security

Process

co

nsi

sten

cy

effi

cie

nc

y

Accuracy

Feedback Online

Activity

Showingtime

Showingtime

Showingtime

you should choose me as your realtor!

• I will provide you with excellent service and support.

• I have made a thorough good-faith estimate on your home.

• I have developed a winning marketing plan.

• professionally.

• I will contact you regularly to report on the selling process of your home.

• I have the resources of CENTURY 21 behind me.

• I will provide you with a CENTURY 21 Seller Service Pledge.

My Commitment To You

Our Written Guarantee