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Marketing Plan designed for:
By Susan Kane Carr
My ProfileSusan Kane CarrCharles Rutenberg [email protected]
Started selling real estate in Pinellas County in 1988Graduated from St. Petersburg High SchoolGraduated from St. Petersburg CollegeDesignations:
Certified Residential SpecialistMilitary CertifiedGraduate Realtors Institutee-PROShort Sale & ForeclosureResourceAccredited Staging Professional
Organizations:National Association of RealtorsFlorida Association of RealtorsPinellas Realtor OrganizationWomen’s Council of RealtorsNetworking Professionals
My Testimonials
“Susan, we love our house...great location, lots of nooks and crannies, pool going in and very happy with all your suggestions. Another happy customer...the second time!” -Anne
Timeline for Listing Property
30 Day Review of Activity
Show Property Until Offer Received
Marketing PlanPlace Yard
SignAdvertise on
Internet
Create Flyer & Home
Marketing Book
Advertise at Networking
Meeting
Broker Open House Open House
Place Property in MLS
List Property
Timeline for Contract to
Close
Closing
Walk through by buyer
Survey is completed
Buyer finishes up financing process and gets insurance
Appraiser comes and inspects house and completes appraisal
Buyer may request repairs
InspectionsHome Termite Insurance Other
Buyers applies for financing
Contract goes to title company of sellers choice
Negotiate offer until agreement is signed by both parties
Receive offer
Marketing Plan
• Multi-Platform Marketing• Enhancing the value of your home• Market placement• Forms
Marketing is the key to getting you themost money for
your home.
• The importance of a name– Charles Rutenberg Realty is
the top company in Pinellas County.
– Susan Kane Carr is highly recognized and respected in the Pinellas County area.
Marketing
I sell homes for more
I use the latest technology and the best marketing to get your home sold for more than other agents.
I-Pad2ComputersInternetDigital Cameras
Yard Sign The yard signs that I use
have my name and cell phone number on them to allow quick access for buyers to obtain information on your home.
Marketing
Importance of Internet Home
Search
90%
Home Buyers And Sellers Internet Usage
• 90% of home buyers and sellers use the internet to search for their home1
• Reach the widest audience of potential buyers
• More buyers = better chance of finding one that is willing to meet your terms, price and desired closing date
Source: National Association of REALTORS®, Profile of Home Buyers and Sellers, 2012
Where Buyers Find Homes
42% of buyers found a home via the internet – up from 8% in 2001
Source: National Association of REALTORS®, Profile of Home Buyers and Sellers, 2012
Where buyers found the home they purchased, 2001-2012 (Percentage Distribution)
How Buyers Found Their
Homes
• 2002: Internet surpassed print ads
• 2004: More buyers found their home on internet than from signs
• 2009: The internet is THREE TIMES as powerful as signs
90%
2001 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Internet 42%
Print Ads 1%
Signs 10%
Source: National Association of REALTORS®, Profile of Home Buyers and Sellers, 2012
Facts That Matter
Realtor.com® is the industry’s most engaging real estate search site.*
• More Minutes
• More Visits
• More Pages Viewed
Social Networking
I will use social networking as a non-intrusive way
to keep my network apprised
of your listing.
Screen shots represent site as of publication date. Site subject to change without notice.
15
Marketing
AdvertisingInternet
Realtor.comZillow.comGoCrr.comSueKaneCarr.comSt. Petersburg Times, Listingbook,
and over 100 other websites
Realtor.com
Featured Home – At the top of the search
Showcase Listing – Expanded listing 25 PhotosBannersOpen house banners
Marketing
How will I showcase your home to the most buyers?
• I will help your home rise to the top of the search, above other homes, by adding more photos.
Showcase Listing Enhancements |
by realtor.com
Showcase Listing Enhancements |
by realtor.com
How will I showcase your home to the most buyers?
• I place my cell phone number at multiple points to increase buyer calls for your property.
Showcase Listing Enhancements |
by realtor.com
Open Houses• Local and regional
buyers make up half of the market.
• I will post your Open House on the website where more consumers are doing research.
• Those who know the neighborhood may refer their friends to your Open House
Marketing
St. Petersburg Times
Open House Ads
General For Sale Ads
Internet Ad
Listingbook
Open House Ads
Flyers
Marketing
Marketing
Mobile Marketing
With Realtor.com buyers can be driving thru the neighborhood and find your home and immediately get the information on your home and contact me by text, phone or email.
My website also has the option of contacting me by phone and has a mobile app.
Marketing
Flyers (with additional information)
To other Real Estate Agents
To leave in the property for buyers
For OPEN HOUSE’S For the neighbors
Marketing
Business Card Labels Used to put on the back of our business cards and give to you to pass out to friends, coworkers etc. and for us to use at Open Houses so that your house is not forgotten when the buyer leaves the Open House.
Marketing
Post CardsLet’s the neighbors know your property is on the market.
Just Listed!
Marketing
Brokers OpenPersonally inviting other agents to come see your home and have lunch on us.
Benefit to you is that more agents see your home and can tell buyers about your home without your home only being another listing on a piece of paper.
Marketing
StagingAssistance with making your home show its best. Result more $$$ for you, the Seller.
I have taken the Accredited Staging Professional classes to obtain an ASP designation.
Enhancing the value of your home
Curb AppealKitchens BathsClean WindowsFix any thing that needs
to be repairedNeat and CleanReplace air conditioning
filtersClean out closets
Enhancing the value of your home
If possible, when buyers are coming to see your home take a few minutes to add the finishing touches.
Turn on the lights Open all blinds and curtains Put on soft relaxing music Check countertops, put away dirty dishes Make Beds Pick up anything that is laying around Take pets with you if possible Leave if at all possible (so buyers can feel at home)
Market Placement
ConditionTime FrameSeller motivationPrice
In today’s market you want to make your home look the best and price your home right from the start. Pricing your home right means getting the most money for your home, and this means a quicker sale.
Market Placement - Condition
The condition of your property is your responsibility. I will help you by letting you know what I see needs to be done and by giving you feedback from other agents that show your property.
Top Condition = Top $$$
Top condition may mean that everything is new, kitchen, appliances, air conditioning and heating, roof, etc. (few homes are this perfect).
Market Placement - Condition
Above Average Condition Some new items but not everything
and property has been well maintained and has some updates.
Average Condition Well maintained average age of
appliances, roof, kitchen in acceptable condition as compared to the rest of comparable properties on the market.
Below Average Condition = less $$$ Needs updating and some repairs,
older appliances, roof, etc.
Market Placement – Time Frame
In this market where prices have been going down you want to sell quickly.
If you don’t price your home to sell quickly you will be doing larger price reductions and buyers will wonder what is wrong with the house that it is on the market so long.
Your type of sale, short sale or normal sale affects the market value of your home.
Market Placement – Seller Motivation
Do you want to move in 30 days?
Do you have a house under contract and you need sell this house to close?
How much work do you want to do to the property to get top dollar?
Market Placement - Price
Pricing a home is one of the most important items in selling a home in today’s market.
The buyers use the principle of substitution. “Which house will work for them and at what price.”
Buyers don’t care what you paid for the house, how much money you have put into the house, what bills you want to pay off when you sell the house. The buyers look only at how your house and price compare to other houses they have seen both on the internet and in person.
ASKING PRICE VS. SELLING PRICE
Price too low and you lose the value.Price too high and you lose the
buyers.
Strategically pricing your home to get it sold for the most money
in the least amount of time
Critical Weeks When Listed
Pricing correctly helps you strike a deal when there is more competition for your home.
Pricing VS. Potential Buyers
Properly priced, you will have the possibility
of many more buyers competing for your property.
Asking Price Compared to Market Value
Percentage of Potential Buyers who will look for
Property
Market Value
+10%
+15%
-15%
-10%
60%
30%
10%
90%
75%
Market Placement - Price
What has sold recently?
What is currently under contract?
What is currently on the market?
What condition will your home be in when it is on the market?
Price and the Internet
Price is the most important factor in today’s market because buyers are receiving emails of newly listed homes within minutes of the property coming on the market. They make quick decisions based on the photos of the house and the price. The old saying “You only have one chance to make a first impression” is truer than ever in today’s real estate market. This is one reason that well priced homes are selling in days. Once a home is seen by buyers they either go and see it or if they feel the price is too high they delete it.
Importance of Pricing
I will negotiate on your behalf to help get the best price at the best terms in the shortest amount of time.
Over time a home that has not been sold may attract offers below market value.
Summary
Type of Sale, Condition, Seller Motivation,
Competition and what has recently Sold
Come together to determine the Price of your property.
