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MARKETING PLANA COMPREHENSIVE PLAN FOCUSED ON THE SALE OF YOUR HOME
MORE HOMES SOLD FOR MORE MONEY IN LESS TIME
PRESENTED BY:
NANCY KIRKENDALL(303) [email protected]
TOM KIRKENDALL(303) [email protected]
ILANA PEARLMAN(303) [email protected]
LAURA GUERRA PEREZ(720) [email protected]
2 | RE/MAX ALLIANCE HOMESINCOLORADO.COM
TABLE OF CONTENTSRESIDENTIAL REAL ESTATE BROKERAGES ................................................................................................................................................... 3
SELLING YOUR PROPERTY WITH RE/MAX Alliance ................................................................................................................................. 4
WHO IS RE/MAX Alliance? ................................................................................................................................................................................ 5
RE/MAX PREMIER MARKET PRESENCE ........................................................................................................................................................ 8
RE/MAX VS. THE INDUSTRY ............................................................................................................................................................................. 9
GREATER VALUE ................................................................................................................................................................................................. 10
RE/MAX TV SHARE OF VOICE ....................................................................................................................................................................... 11
HOMESINCOLORADO.COM ........................................................................................................................................................................... 12
STRATEGIC MARKETING PLANS AT WORK .............................................................................................................................................. 13
AGENT TO AGENT MARKETING ................................................................................................................................................................... 14
NEWSPAPER ADVERTISING ............................................................................................................................................................................ 15
LISTINGS MAGIC ................................................................................................................................................................................................ 16
THE COMPETITIVE MARKET ANALYSIS ..................................................................................................................................................... 18
PRICING – THE KEY ELEMENT ....................................................................................................................................................................... 19
WHAT DO I NEED TO DO TO GET MY HOME READY TO SELL? ....................................................................................................... 21
30 DAY ACTION PLAN ...................................................................................................................................................................................... 22
SHOW TIME! ........................................................................................................................................................................................................ 24
CUSTOMER SATISFACTION ............................................................................................................................................................................ 26
SATISFACTION GUARANTEE ......................................................................................................................................................................... 27
COMMUNITY INVOLVEMENT ....................................................................................................................................................................... 28
BOULDER BASELINE OFFICE4770 BASELINE RD. SUITE 110 | BOULDER, CO 80303
BOULDER WALNUT OFFICE1911 11TH STREET STE 107 | BOULDER, CO 80302
MARKETING PLAN FOCUSED ON THE SALE OF YOUR HOME RE/MAX ALLIANCE | 3MARKETING PLAN FOCUSED ON THE SALE OF YOUR HOME RE/MAX ALLIANCE | 3
RESIDENTIAL REAL ESTATE BROKERAGES
Sales Volume1
2013Average Home Price(bought or sold) 2013
$2,756,161,965 $298,961
KENTWOOD $2,185,929,162 $547,029
RE/MAX PROFESSIONALS $2,156,112,672 $327,776
SOTHEBY’S $1,525,055,014 NA
YOUR CASTLE REAL ESTATE $904,799,215 $302,507
RE/MAX OF BOULDER $891,893,975 $433,169
SalesVolume
2012/2011
Number ofTransactions
2012/2011
Gross commissions 2012No. of FT licensed agents
$585,118,313$428,724,126
1,794952
$14,659,468144
RE/MAX OF BOULDER $548,694,365$505,438,764
1,2461,206
N/A95
WRIGHT KINGDOM $298,453,186$234,734,270
641569
N/A80
COLORADO LANDMARK $188,085,651$161,673,000
345285
$4,478,10145
8Z REAL ESTATE $141,057,273$80,244,565
328219
N/A14
SOTHEBY’S $82,983,060$56,393,467
149108
$1,975,30812
1Sales volume from properties (bought or sold) that are located in the 7-county Denver area (Adams, Boulder, Broomfield, Denver, Douglas, and Jefferson counties.)
DENVER-AREA
BOULDER AND BROOMFIELD COUNTIES
4 | RE/MAX ALLIANCE HOMESINCOLORADO.COM
SELECTING RE/MAX ALLIANCE TO SELL YOUR HOMERE/MAX Alliance is Colorado’s largest locally owned real estate organization stretching from Castle Rock to Fort Collins and everywhere in-between. This affords you the maximum exposure across the Front Range to get your property sold by a company committed to your specific needs.
A DEDICATED AGENTYour RE/MAX Alliance agent is an experienced and qualified professional who will assist you in getting your property sold for the highest possible price, with the least amount of friction, providing you with the greatest return on your investment.
GETTING YOUR HOME READY TO SELLPreparing your home for sale is critical to getting it sold in a timely manner. Cleaning, de-cluttering, and making any necessary repairs are a must. Yard maintenence, maximizing curb appeal, cleaning windows and professional staging are other considerations to ensure your property looks its best the day it hits the market. Your RE/MAX Alliance agent will assess your property and provide suggestions for improve-ments and assist you in determining the value of your home.
RECEIVING PURCHASE OFFERS AND NEGOTIATIONYour RE/MAX Alliance agent will present all buyer contract offers to you for your review andconsideration, and help to negotiate the best strategy to achieve your desired results.
ACCEPTING OFFERS AND CLOSINGOnce an acceptable contract offer has been reached, your agent will navigate you through theinspection, appraisal and other procedures. Finally, the title company and buyer’s lender, if required, will provide the closing documents for the legal transfer of the property to the buyer.
MARKETING YOUR HOMEOnce your property is in the care of a RE/MAX Alliance agent the process of marketing your home to potential buyers will begin.
Placing your home in the local/area Multiple Listing Service (MLS) is the first step in allowing other agents access to showing your home to potential buyers.
Your RE/MAX Alliance agent and their dedicated staff/marketing team will design a custom marketing program that may include direct mail, online search engines, social mediaplatforms, and agent-to-agent marketing.
Adjustments to pricing and the marketing strategy may be done periodically based on the level of buyer activity, agent feedback, and fluctuating market conditions.
SELLING YOUR PROPERTY WITH RE/MAX ALLIANCE
MARKETING PLAN FOCUSED ON THE SALE OF YOUR HOME RE/MAX ALLIANCE | 5
OVER 20 OFFICESLOCATED ALONG THE
FRONT RANGE
WHO IS RE/MAX ALLIANCE?
6 | RE/MAX ALLIANCE HOMESINCOLORADO.COM
RE/MAX ALLIANCE3Is Colorado’s largest locally owned Real Estate Organization
3Has over SEVEN HUNDRED REAL ESTATE PROFESSIONALS
3Is the #1 RE/MAX franchise in the world
3Has 21 office locations strategically located along the Front Range from Castle Rock to Ft. Collins, and Boulder to Evergreen
3Has quality support staff, equipment and has the leading edge of technology
3Is a name readily recognized and respected throughout Colorado
3Sells over THREE BILLION DOLLARS in Real Estate each year
3Is your best choice for your Real Estate needs
#1 RE/MAXFRANCHISEIN THE WORLD
28TH LARGESTBROKERAGE IN THE U.S. BY TRANSACTION SIDES
6
RE/MAX Alliance is... n Over 800 Real Estate Professionals n Colorado’s largest locally owned real estate organization n The largest RE/MAX Franchise in the WORLD n The largest RE/MAX Franchise by US sales volume n Approximately $3 Billion in real estate sales annually n 20 offices located along the Front Range from Fort Collins to Castle Rock n A name readily recognized and respected throughout Colorado n Quality support staff and equipment n The leading edge of technology n The place to grow and learn, and become a great business professional n 13.5 Average Transaction Sides per Agent n Your best choice to pursue your real estate career
RE/MAX Alliance - The 31st Largest Brokerage in the United States by transaction sides
RE/MAX AllianceRE/MAX Alliance - Home Office, 5440 Ward Road, Arvada, CO 80002 - 303.420.5352 - Each office independently owned and operated.
64 April 2013 RISMedia’s REAL ESTATE
Trans. Rank
Sales Rank
Company State Transactions Sales Volume Total Offices
Total Agents
1 1 NRT LLC NJ 289,614 $128,750,466,000 712 41,300
2 2 HomeServices of America MN 151,017 $42,648,864,959 371 16,069
3 3 Long & Foster Real Estate, Inc. VA 65,912 $22,532,848,816 170 10,164
4 7 Howard Hanna Real Estate/Hanna Holdings, Inc.PA 37,986 $6,682,415,983 104 3,190
5 14 Crye-Leike REALTORS® TN 25,520 $4,086,340,792 77 2,449
9 24
10 29 Real Estate One, Inc. MI 18,564 $2,622,833,861 32 1,382
11 20 HomeSmart Real Estate AZ 18,559 $3,567,487,945 10 4,375
12 15 Baird & Warner IL 18,269 $3,990,927,849 25 1,500
13 21 Allen Tate Companies NC 15,932 $3,447,642,989 37 1,388
14 12 Ebby Halliday, REALTORS® TX 15,916 $4,799,215,545 30 1,389
15 22 RE/MAX Results MN 15,633 $3,079,993,431 24 707
16 27 West USA Realty, Inc. AZ 13,389 $2,811,690,000 23 1,172
17 25 Keller Williams Realty, Dallas TX 13,369 $2,860,658,020 11 1,517
18 4 Douglas Elliman Real Estate NY 12,976 $12,363,477,447 64 4,074
19 44 Watson Realty Corp. FL 12,640 $2,104,087,317 40 1,096
Top 500
9 24
RISMedia’s REAL ESTATE April 2013 65
Trans. Rank
Sales Rank
Company State Transactions Sales Volume Total Offices
Total Agents
20 50 First Weber Group WI 12,265 $1,963,087,351 61 1,025
21 8 William Raveis Real Estate, Inc. CT 12,193 $5,356,731,000 66 2,427
22 40 Realty Executives Phoenix AZ 11,985 $2,175,322,750 44 808
23 19 John L. Scott Real Estate WA 11,833 $3,784,987,269 31 1,078
24 42 Prudential Homesale Services Group PA 11,571 $2,143,355,231 26 1,046
25 75 Coldwell Banker Honig-Bell IL 11,267 $1,534,430,000 40 840
26 38 Prudential Americana Holdings NV 11,141 $2,227,961,412 17 1,474
27 23 RE/MAX Alliance CO 10,818 $2,946,108,713 20 759
28 43 Shorewest, REALTORS® WI 10,746 $2,111,000,000 22 900
29 16 Coldwell Banker Bain|Seal WA 10,212 $3,949,818,773 30 1,014
30 49 Prudential Georgia Realty GA 9,900 $1,990,000,000 18 986
31 11 First Team Real Estate CA 9,696 $4,845,015,600 36 1,749
32 86 Coldwell Banker Schmidt, REALTORS® MI 9,515 $1,346,617,765 44 624
33 76 Keller Williams Realty, Pinnacle Partners GroupGA 9,476 $1,532,478,756 12 1,272
34 31 Keller Williams Realty, Austin TX 9,397 $2,493,100,389 4 1,564
35 56 The Keyes Company FL 9,230 $1,774,083,508 30 1,817
36 57 Sibcy Cline REALTORS® OH 9,213 $1,729,324,942 22 1,137
37 36 Prudential Florida Realty FL 9,113 $2,244,641,000 39 1,358
38 46 RE/MAX Gold CA 9,055 $2,034,453,267 21 643
39 88 Nothnagle REALTORS® NY 9,021 $1,300,000,000 25 641
April 2013 RISMedia’s REAL ESTATE
MARKETING PLAN FOCUSED ON THE SALE OF YOUR HOME RE/MAX ALLIANCE | 7
THE RE/MAX COLLECTIONWe continually strive to serve all of our clientele equally across the various sectors of the market and with The RE/MAX Collection, we are able to add an emphasis on the luxury market in Boulder County.
Sophistication. Elegance. Class. The RE/MAX Collection offers all this and much more to affluent homebuyers and sellers around the world.
LUXURYREAL ESTATE
MARKET
MARKET SHARE TOTALSTotal $ Volume (By Office). Price: $1,000,000 - $999,999,999
RE/MAX ALLIANCE COLLECTION BRAND
14.49%13.24%
RE/MAXOF BOULDER
RE/MAX ALLIANCEBOULDER COUNTY
11.60%
COLORADOLANDMARK BOULDER
9.78%
4.40%
GOODACRE& COMPANY
5.67%
FULLERSOTHEBY’S
WRIGHTKINGDOM
10095908580757065605550454035302520151050
$ in Mil-
8 | RE/MAX ALLIANCE HOMESINCOLORADO.COM
NOTE: This bar combines the “sold” listings of all office locations and independent of-fices of each multi-office or franchise orga-nization identified, which listings were sold by such organization itself, or with the aid of a cooperating broker, according to data maintained by the Local Board or Multiple
Listing Service for the geographic area in-dicated. The bar graph compares all those listings that were “sold” by each organiza-tion during the period April 1, 2014 –June 30, 2014. This representation is based in whole or in part on data supplied by the Metro Denver Association of Realtors.
Neither the Association nor its MLS guar-antees or is in any way responsible for its accuracy. Data maintained by the Associa-tion may not reflect all real estate activity in a market. © 2012 RE/MAX, LLC. Each RE/MAX office is independently owned and operated.
NOBODY SELLS MORE REAL ESTATE THANRE/MAX
MARKET SHARE, BOULDER COUNTY COLORADOJuly 1, 2014 to September 30, 2014
RE/MAX PREMIER MARKET PRESENCE
32.03%
8.18%
COLDWELL BANKER
3.85%
METRO BROKERS
3.29%
KELLER WILLIAMS
0.70%
FULLER SOTHEBY’S
MARKETING PLAN FOCUSED ON THE SALE OF YOUR HOME RE/MAX ALLIANCE | 9
RE/MAX VS. THE INDUSTRY 2014
There are over 105 RE/MAX Alliance agents in the Longmont, Nederland, Baseline and Walnut offices ready to assist with buyers and sellers across Boulder County and neighboring cities.
©2014 RE/MAX, LLC. Each office independently owned and operated. Data is full-year or as of year-end 2013, as applicable. Except as noted, Coldwell Banker, Century 21, ERA, Sotheby’s and Better Homes and Gardens data is as reported by Realogy Corporation on SEC 10-K, Annual Report for 2013; Keller Williams, Weichert, Real Living and Berkshire Hathaway HomeServices data is from company websites and industry reports. 1RE/MAX residential transaction sides may include some leases, estimated to be less than 1%. Keller Williams reports all transaction sides and does not itemize U.S. residential transactions. 2MMR Strategy Group study of unaided awareness. 3U.S. national media ad spend, as a percentage of spend of all national real estate franchises, as reported by Nielsen Ad Views. Others: 9.7%. 4Based on lists of countries claimed at each franchisor’s website, excluding claimed locations that are not independent countries (e.g. territories, etc.). 140331
U.S.Residential Transaction
Sides1
U.S. Brand Awareness2
U.S. National Advertising3 Countries4 Offices
WorldwideAgents
Worldwide
907,785 28.1% 31.7% 97 6,481 93,228
COLDWELL BANKER 725,058 16.0% 29.5% 41 3,100 84,900
KELLER WILLIAMS 644,297 4.2% 1.0% 7 700 94,906
CENTURY 21 410,543 20.9% 14.4% 61 7,100 103,800
ERA REAL ESTATE 118,160 1.6% 0.0% 32 2,300 31,200
SOTHEBY’S 78,841 0.7% 11.8% 41 700 14,500
BETTER HOMES 55,712 0.7% 1.6% 2 260 8,400
WEICHERT REALTORS Not released 1.5% 0.1% 1 370 14,00
10 | RE/MAX ALLIANCE HOMESINCOLORADO.COM
WE SELL MORE HOMES FOR MORE MONEY IN
LESS TIME
98.25% LIST PRICE TO SOLD PRICE
NUMBER OF DAYS TO OFFERDATES: 10/13/13 – 10/13/14
50MLS AVERAGE44
RE/MAX
GREATER VALUE
MARKETING PLAN FOCUSED ON THE SALE OF YOUR HOME RE/MAX ALLIANCE | 11
RE/MAX LEADS ALL OTHER NATIONAL REAL ESTATE FRANCHISE BRANDS IN TV SHARE OF VOICE.
Source: Nielsen Monitor-Plus / A25-54 GRPs Unequivalized
6.2%
10.6%
CENTURY 21
COLDWELL BANKER
2013RE/MAX percentage of total ad impressions by national real estate franchises
for ads purchased through nationwide buys
83.2%RE/MAX
TV SHARE OF VOICE
12 | RE/MAX ALLIANCE HOMESINCOLORADO.COM
POWERFULSEARCH
TOOLS
PROPERTY SEARCH: PHOTO VIEW
PROPERTY SEARCH: LIST VIEW
PROPERTY SEARCH: MAP VIEW
HOMESINCOLORADO.COM
MARKETING PLAN FOCUSED ON THE SALE OF YOUR HOME RE/MAX ALLIANCE | 13
MARKETING TO POTENTIAL BUYERS3 Yard Signs3 Direct Mail Campaign3 Enter Internet Information3 Write and Place Print Ads3 Show Home to Prospects3 Prepare Flyers and Brochures
MARKETING TO OTHER REALTORS®3 Set up Property into MLS3 Agent Tours and Open Houses3 E-mail top agents3 Professional photos3 Over 750 agents, 105 in Boulder County alone
working to sell your home
OTHER MARKETING3 Members of IRES (northern Colorado)3 Members of Metrolist (metro Denver)3 Member Colorado Association of Realtors3 Members of National Association of Realtors
WEB PRESENCE3 Director of Online Marketing on Staff3 Web position optimization strategies3 Pay for Placement programs3 Custom designed AIM follow up system to
nurture leads3 Over 20,000 visits per week to
Homesincolorado.com. 3 Trulia.com3 Zillow.com3 Realtor.com3 YouTube
DELIVERINGRESULTS
STRATEGIC MARKETING PLANS AT WORK
14 | RE/MAX ALLIANCE HOMESINCOLORADO.COM
RE/MAX Alliance uses intranet adver-tising to insure that all of our agents know that your home is for sale. We use our online whiteboard to post new listings and listings that are soon to hit the market. We also have monthly office meetings that begin by discussing these new listings. Our Client Care Team insures the highest MLS quality by imputing high reso-
lution photos, comments and verify-ing all listing information. Once this is done, the Team creates brochures for our lobby, and posts the address on our new listing board. With over 800 agents along the Front Range, we have the most powerful Agent to Agent marketing program in Colo-rado.
90% OF BUYERS USE THE INTERNET TO SEARCH FOR
A HOME
AGENT TO AGENT MARKETING
MARKETING PLAN FOCUSED ON THE SALE OF YOUR HOME RE/MAX ALLIANCE | 15
NEWSPAPER ADVERTISING
Cynthia Arey Jack Austin Ron CooperKen Berg Bridgett ChaconKevin Byrne Mike Byrne Duane CaraballoKathryn Brantmeyer Donald Cicchillo Evie Cohen
Heather Brandt
Tami Johnson
Erik IngvaldsenCindy Campbell Kathy Crowder Tonya Deiter
Julie Ann Markiewicz Steven Noel Amy O’Donnell Tom Pringle
Laurell Richey Catherine WoodStacey SchadJim Sarvadi
John MarcotteLydia Creasey Carrie DeGraw Richard Skip LedwithDennis GreenfieldAnna GayerZach Epps Penny JohnstonJeff Gazaway Kevin KellyBob Gordon
Jan Marose Andrew MullerKristen Brown Martin Andre Mazur Sharon Monroe
Brenda Love Bennett Jill GranoScott Carlsen Jennifer Egbert
Derek Mayber
Janet Lyons Lenny Maiocco
Dave Naber Katie Patterson
Paul KimbirisDunbar Hardy Jay Hebb Tom Kahn George Keays
Carl Oldham Kim PayesDon Newton Pam Oden Chris Ratay Erin Doherty-Ratay
Cheryl Shatz Suzannah ShogrenDave Rosenberg Bruce RoyerPeggy Reed Doug SmithBarb Silverman Ron Smaron Greg Smith Mark Taylor Patrick Temaat
Steve Titus Rene Vellinga Roger WalkerJim Thomas Joel Thompson Linda Whittle Rod Wilcox Warren Williams Yvonne Williams Carl Worthington Jr. Jamie Zimmerman
WALNUT - 303.442.3180
BoULder - 303.499.9880
LoNgmoNT - 303.651.3939
Nancy KirkendallLiz Ford Thomas KirkendallHeather Games Karen Isaac
NederLANd - 303.258.7020
Experienced professional agents ready to assist with your home buying and selling needs.CoNTACT AN AgeNT TodAy!
Boulder 303.499.9880 4770 Baseline rd. Ste 110
Boulder, Co 80303
Longmont 303.651.3939512 4th Ave. Ste 101
Longmont, Co 80501
Walnut 303.442.31801911 11th St. Ste 107Boulder, Co 80302
Nederland 303.258.7020286 North Bridge St.Nederland, Co 80466
Holland SeydelChuck SempleEd SchultzAmanda SalzmanOdie RonTom Precourt Matt RheingoldKitzie Pettersen
Dara West Kathryn WhelanJR Stearns Leyla Steele Zach Zeldner
Janet Lyons Lenny MaioccoPaul KimbirisJay Hebb Tom Kahn George Keays
Carl Oldham Kim PayesDon Newton Pam Oden Chris Ratay Erin Doherty-Ratay
Doug SmithBarb Silverman Ron Smaron Greg Smith Mark Taylor Patrick Temaat
Linda Whittle Rod Wilcox Warren Williams Yvonne Williams Carl Worthington Jr. Jamie Zimmerman
NNederederLANLANdd - - 303.258.7020303.258.7020
Holland SeydelChuck SempleEd SchultzAmanda SalzmanAmanda SalzmanOdie RonMatt Rheingold
Showcasing YOUR home to potential buyers every day!integrity | expertiSe | efficiency
Boulder Dtwn. ...303.442.3180Boulder ......................303.499.9880Longmont ................303.651.3939Nederland ..............303.258.7020
homesincolorado.com
for a complete list of open housesand up to date listings visit:
Open Sun 1-3
New Price! Boulder Ranch$1,850,000 6 Beds, 6 Baths, 7850 SqFtPeggy Reed 303-818-7000 MLS 700536
7283 Old Post: Jay Rd, Carter Tr, Rustic Tr, Old Post Rd
Open Sun 1-3
BOULDER$1,125,000 4 Beds, 4 Baths, 4138 SqFtMike Byrne 303-931-3030 MLS 717377
3860 Newport Ln: Broadway to Poplar to Newport
W BOULDER ESTATEWest Juniper Ave $3,500,000
Multiple buildings on nearly an acre
5280 Magazine Featured Home2065 Alpine Dr $1,295,000
4 Beds, 4 Baths, 2894 SqFt, MLS 717697
BOULDER9626 Mountain Ridge Dr $1,159,000
4 Beds, 4 Baths, 5129 SqFt, MLS 716017
BOULDER953 11th St $1,075,750
3 Beds, 3 Baths, 3157 SqFt, MLS 717448
BOULDER98 Anemone Dr $950,000
3 Beds, 4 Baths, 2628 SqFt, MLS 718311
Rural Luxury On&Off The Grid4227 N 119th St $949,000
4 Beds, 6 Baths, 4917 SqFt, MLS 717252
LONGMONT9841 Shoreline Dr $1,225,000
5 Beds, 6 Baths, 4912 SqFt, MLS 718016
LOUISVILLE587 Manorwood Ln $879,000
5 Beds, 5 Baths, 4621 SqFt, MLS 717755
Open Sun 12-2
Keller Farm Cul-de-sac$1,175,000 N Boulder 5 Beds, 4 Baths, 5242 SqFt
Dunbar Hardy 303-859-7922 MLS 7165622363 Keller Farm Dr: N on Folsom, W on Keller Farm
16 | RE/MAX ALLIANCE HOMESINCOLORADO.COM
MARKETING PLAN FOCUSED ON THE SALE OF YOUR HOME RE/MAX ALLIANCE | 17
18 | RE/MAX ALLIANCE HOMESINCOLORADO.COM
PURPOSETo determine the Market Value of a given parcel of real estate
WHAT IS MARKET VALUE?The highest price in terms of money a property will bring given that:
• It is exposed for a reasonable time on the open market.• Purchaser has knowledge of comparable properties on the market.• Purchaser buys with the knowledge of all uses to which the property
is adapted.• The property is capable of meeting the financial criteria set forth by the
local lending agencies.
HOW IS MARKET VALUE DETERMINED?There are numerous factors that affect the market value of a property:
• Location• Exceptional appeal• Style• Exciting extras/inclusions• Special financing• Area market conditions/competition• Time allotted for a successful sale• Property condition
PRICING GUIDELINES• What you paid for your home does not affect its value!• The amount of cash you need to buy your next home does not affect
its value!• What you want to sell your home for does not affect its value!• What another real estate broker says your home is worth does not af-
fect its value!• What a real estate appraiser says your home is worth does not affect its
value (except that if it does not appraise for the buyers loan, the buyer has the option of terminating the contract)!
• The value of your home is determined by what a buyer is willing to pay in today’s market conditions based on comparing your home to others currently on the market for sale and others that have recently sold.
BUYERS ALWAYSDETERMINE VALUE
THE COMPETITIVE MARKET ANALYSIS
MARKETING PLAN FOCUSED ON THE SALE OF YOUR HOME RE/MAX ALLIANCE | 19
UNCONTROLLABLE
Location The single factor with the greatest effect on value
Competition Buyers make a decision as to which home to buy and how much that home is worth based on the choices available at that time
Market Conditions The status of the housing market at the time of sale
CONTROLLABLE
Property Condition Condition of the property directly affects both the speed of the sale and price revealed
TermsBuyers make a decision as to which home to buy and how much that home is worth based on the choices available at that time
Price The status of the housing market at the time of sale
PRICING – THE KEY ELEMENT
20 | RE/MAX ALLIANCE HOMESINCOLORADO.COM
RE/MAX ALLIANCETAKES THE FRICTION OUT OF THE PROCESS
AGENT TO AGENT
SPHERE
BLOGGING
MLSFULL TIME STAFF
OPEN 7 DAYS A WEEK CLIENTCOMMUNICATION
8AM-8PMSHOWING CENTER
SOCIALNETWORKING
WEBSITETRULIA.COMZILLOW.COM
REALTOR.COMYOUTUBE.COM
MARKETING PLAN FOCUSED ON THE SALE OF YOUR HOME RE/MAX ALLIANCE | 21
PRIOR TO LISTING
GENERAL HOME INTERIOR Cracks in walls repaired Touch-up or re-paint Leaks repaired Watermarks covered Floors cleaned or refinished All closets cleaned Lights operating Wallpaper secured Window coverings clean Carpets steam cleaned
FRONT DOOR Newly painted Doorbell operating Door Brass polished Hinges oiled
BATHROOMS Sink stains removed Leaky faucets repaired Grouting stains removed All joints caulked Missing tiles replaced All fixtures operating New shower curtain
BASEMENT No evidence of water penetration Dampness removed Cold water pipes covered Sump pump installed No musty odors Drains cleaned Furnace cleaned Storage neatly arranged Excess storage removed Floor swept Handrail secure
PATIOS Wood stained or painted Fencing secure
GENERAL HOME EXTERIOR Paint or touch-up house paint Gutters recently cleaned Missing shingles replaced
TREES / SHRUBS Dead branches pruned Dead shrubs replaced Overgrown shrubs pruned
LAWN Lawn in good condition
KITCHEN Sink free of stains No dripping faucets Appliances in working order Pantry neatly arranged Freezer defrosted
DRIVEWAY Resurfaced Potholes patched Recently sealed
WINDOWS Windows operating freely Cracked window replaced Windows washed
LIVING & FAMILY ROOM Furniture positioned to show space
PRIOR TO SHOWING
GENERAL Open window coverings Remove clutter Vacuum floors Clear & wipe counters Snow removed from driveway Snow removed from walkways All lights turned on Fresh flowers
DINING ROOM Set table for guest
BEDROOMS Beds made Laundry put away Floor free from clutter
LAWN Lawn mowed recently Beds weeded & edged
BATHROOMS Guest towels out Trash removed Toilet cleaned Counters clear and clean
KITCHEN Clear & wipe counters Take out the trash Remove all clutter
YOUR TEAMWORK IS NECESSARY FORA SUCCESSFUL SALE• Keep your home in showcase condition and provide easy access for
potential buyers• Make yourself available from the time a contract is signed to the
closing day• Keep your home accessible for the appraisal and inspections• Properly disclose all material facts about your home and its condition• For your security, refer all potential buyers to your REALTOR®
WHAT DO I NEED TO DO TO GET MY HOME READY TO SELL?
22 | RE/MAX ALLIANCE HOMESINCOLORADO.COM
PRE-LISTING3 Run Full Owner & Encumbrance3 Look up schools, public service etc…3 Review and/or preview comparable properties3 Prepare detailed market
analysis3 Interview for listing
PRIOR TO DAY 13 Stage property (if applicable)3 Prepare marketing brochure3 Arrange property photogra-
phy3 Order ‘for sale’ sign and brochure box3 Prepare ‘neighborhoods’
profile3 Prepare disclosure package for
potential buyers
DAY 13 Deliver temporary property
marketing brochure neighbor-hoods profile and disclosure package
3 Place ‘for sale’ sign, lock box and brochure box on property
3 Announce property through
Multiple Listing Service3 Load property pictures on
3 Arrange for printing of seller’s approved marketing brochure
3 Distribute marketing brochure to RE/MAX Alliance Agents
3 Present property to RE/MAX Alliance and RE/MAX Interna-tional Relocation Departments
3 Order TBD through Land & Title Company
DAY 23 Order ‘Just Listed Postcard
Mailing’ announcing property to surrounding neighborhood and our personal sphere
3 Prepare broker announcement flyer and email to all board member agents
DAY 33 Deliver final marketing
brochures to property (with photo)
3 Replenish seller’s supply of temporary brochures for
brochure box 3 Monitor agent showings and
feedback
DAY 43 Approve ‘Just Listed PostCards’
announcing property to sur-rounding neighborhood
3 Monitor agent showings and feedback
DAY 5-73 Monitor agent showings and
feedback 3 Send a showing summary report through email and
regular mail 3 Review agent feedback with
seller 3 Have broker announcement
flyers printed 3 First news display ad in Daily Camera
DAY 83 Mail ‘just listed postcards’
DAY 9-113 Monitor agent showings and
feedback3 Review agent feedback with
sellers3 Approve and print open house
mailer (if applicable)
boulderhomesource.com
Realtor.com
BoulderProperty.com
HomesInColorado.com
trulia.com
zillow.com
youtube.com
30 DAY ACTION PLAN
MARKETING PLAN FOCUSED ON THE SALE OF YOUR HOME RE/MAX ALLIANCE | 23
DAY 12-143 Monitor agent showings and
feedback3 Send a showing summary re-
port through email or regular mail
3 Provide feedback report to seller
DAY 153 Evaluate activity for active,
under contract and sold properties3 Review market activity with
seller3 Prepare newspaper display
advertisement for property for the Friday ad
DAY 16-183 Monitor agent showings and
feedback3 Review agent feedback with
seller
DAY 19-223 Monitor agent showings and
feedback3 Send a showing summary
report through email or regular mail3 Review feedback with seller
DAY 23-253 Monitor agent showings and
feedback3 Review agent feedback with
seller
DAY 26-293 Monitor agent showings and
feedback3 Send a showing summary
report through email and regular mail3 Provide feedback report to
seller
DAY 303 Monitor agent showings and
feedback3 Review feedback with seller3 Evaluate activity for active,
under contract and sold properties3 Review marketing activity with seller3 If property is not under contract, review market positioning with seller
30 DAY ACTION PLAN
24 | RE/MAX ALLIANCE HOMESINCOLORADO.COM
FIRST STEPS/STAGE THE HOME• Clean windows, walls and bathrooms• Paint walls in need of a fresh coat• Fix worn woodwork• Create look of large storage areas and utility spaces by removing unnecessary items and neatly organizing
kitchen cupboards, bathroom cabinets, garage, basement and attic• Make closets appear adequate by properly hanging clothes and placing shoes, hats and other items in an
orderly fashion; remove items if necessary• Spend a few hours fixing up things that could potentially detract from your home’s value; i.e., prospective
buyers see dripping faucets and think your home has faulty plumbing• Fix loose doorknobs, sticking drawers, warped cabinet doors, holes in screens, windows that don’t work etc.• Make sure your appliances work
MAINTAIN FOR EACH SHOWING• Exterior of home should have ‘curb appeal’• Keep lawn mowed and edged, shrubs trimmed, flowerbed cultivated• Sweep or remove snow and ice from the walkway• Pick up lawn tools, toys and newspapers• Clean up after pets
INTERIOR• Pick up toys and shoes• Make beds and put clothes away• Tidy up bathrooms; set out ‘show’ towels• Do a quick dusting• Give carpets a once-over with the vacuum;
straighten rugs• Empty wastebaskets• Turn on lights! Yes, All of Them!• Eliminate any offensive odors
PUTYOURSELF
IN THEBUYERS SHOES
SHOW TIME!
MARKETING PLAN FOCUSED ON THE SALE OF YOUR HOME RE/MAX ALLIANCE | 25
ATMOSPHERE• Open drapes and shades and turn on all lights to make your house look light and bright; open windows to
freshen rooms• Set a comfortable temperature; cool in summer, warm in winter• Turn off television; play soft background music• Keep pets out of the way; make sure all pet areas including litter box are clean and free of odor; use air • freshener if necessary
ADDED TOUCHES• Prepare tables with flowers and place settings; set out game or coffee table book• Start a fire in your fireplace on a chilly day• Create pleasant aroma with fresh baked cookies or bread• Consider a professional stager
SPECIAL TIPS FOR SHOWINGS• Secure jewelry, cash, prescription medications and other valuables• It is usually best if you can leave while your house if being shown; if you’re home, don’t follow the sales • associates around-they know their buyers and can best emphasize the most fitting features of your home.
Please save all business cards of sales associates who show your property. If people who are not • accompanied by an agent ask to see your property please refer them to us; we will pre-screen them• Don’t discuss price, terms, possession or other factors with buyers. Refer them to us. We are better able to
bring the negotiation to a favorable conclusion as intermediary third parties. It is also not a good idea to try to dispose of furniture to a prospect before an offer; again leave that to us
SHOW TIME!
26 | RE/MAX ALLIANCE HOMESINCOLORADO.COM
HOW WAS OUR SERVICE LEVEL?• 100% reported “Very good” to “Excellent”
WERE YOUR CALLS ANSWERED IN A TIMELY MANNER?• 100% reported “Yes”
WHAT WILL YOU REMEMBER MOST FROM WORKINGWITH OUR TEAM?
• The professionalism and smile• House showings well planned, great follow-up and professional service• Sense of professionalism and knowledge of your work• You worked very hard at advertising our open house and really got our house sold• All your staff was willing to help/answer questions and do whatever was asked• Patience, great communication, willingness to shift priorities for our sake, great positive attitude• [Our agent] was incredible to work with. She took an honest interest in me and did a great job• Very responsive, proactive and knowledgeable• [Our agent] was proactive…and our home was sold in 3 days after being on the market for 3 months• Excellent follow-through and great weekly updates on showings, feedback, etc…• No matter the situation, good news or bad news, their attitude was positive and can do! • They always went above and beyond. Always!• You made us feel like we were the most important customers
STRIVING TO MAKE YOUR SELLING EXPERIENCE THE BEST IT CAN BE
CUSTOMER SATISFACTION
MARKETING PLAN FOCUSED ON THE SALE OF YOUR HOME RE/MAX ALLIANCE | 27
When you list your home through or EASY EXIT Listing Guarantee, you can cancel your listing with us at any time. No hassles. It’s easy!
We believe that if you are unhappy with the service you receive that you should have the ability to terminate your relationship with your agent.
It takes a strong belief in one’s service to make this kind of statement, but I never settle for less than the highest professional standards from myself. I am confident you will be happy with my results. That’s the simple truth. I always stand behind our service.
THE GUARANTEE:If you are unhappy with the service I am providing you, I ask that you first discuss it with me because I would like the opportunity to improve. Simply tell me the problem, give me seven days to attempt to fix it. If you are still unhappy, simply ask for an unconditional release in writing faxed to 303-499-1755 and you will have your release in writing (you will receive a copy of the MLS data sheet showing “Withdrawn” status) within 24 hours from receipt of your request.
THE EXCLUSIONS:If there is an accepted offer (either in Attorney Review or Fully Under Contract), listing cannot be released. Broker protections as per the listing agreement continue to be in effect as explained on the listing agreement until such time as you re-list with another broker.
Agent signature Date
Seller Date
PROFESSIONALISMAND EXCELLENCE IS A
PRIORITY ON EACH AND EVERY TRANSACTION
SATISFACTION GUARANTEE
MARKETING PLAN FOCUSED ON THE SALE OF YOUR HOME RE/MAX ALLIANCE | 28
CHILDREN’S MIRACLE NETWORKChildren’s Miracle Network (CMN) is an international non-profit organization dedicated to helping children by raising funds and awareness for 170 children’s hospitals throughout North America. Each year these non-profit hospitals treat more than 14 million children afflicted with diseases, injuries and birth defects of every kind.
RE/MAX Alliance has been a longtime supporter of Children’s Miracle Network, with annual contributions of more than $115,000. The annual RE/MAX Alliance Golf Tournament raised over $66,000 for CMN in 2011. RE/MAX Alliance is the number one contributing organization in the Rocky Mountain Region, where 100% of our donations stay in the local community. Each year, RE/MAX Alliance agents also participate in the Alice’s 36 Hours for Kids Radiothon. This year’s Radiothon raised over $1.8 million.
SUSAN G. KOMENRACE FOR THE CUREThe Susan B. Komen Race for the Cure in Denver is now the 2nd largest Race for the Cure in the country! RE/MAX International announced in 2002 that they will be a national co-sponsor of the Race. This year over 60,000 participated in the Denver race and RE/MAX Alliance Associates were proudly carrying a banner with names of associates, friends, and family members that have been affected by Breast Cancer in some way. Margaret Kelly, the president and CEO of RE/MAX International, spoke at the Survivor’s breakfast and again at the conclusion of this year’s Race.
COMMUNITY INVOLVEMENT