marketing proposal prepared for mr. and mrs. paul kierce
TRANSCRIPT
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Marketing proposal
Prepared for Mr. and Mrs. Paul Kierce
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Hiring a Broker to Market Your HomeShould be a Business Decision
Hiring a Broker to Market Your HomeShould be a Business Decision
Broker selection is the most important element in the
process
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You Could Hire a Real Estate Brokerat a Reduced Rate
You Could Hire a Real Estate Brokerat a Reduced Rate
You may think the money you’re saving is going into your pocket
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Reward
Sales Side Listing Side
Marketing Fee
What the Public ThinksWhat the Public Thinks
Total Fee
Survey of recent home sellers indicate that 85% felt the selling agent earned the fee.*
85%
* Survey by NAR
Survey of recent home sellers indicate that 87% felt the listingagent did not earn the fee.*
87%
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The “Tangibles”The “Tangibles”
• MLS
• Key Box
• Advertising
• Public Open Houses
• Signs
• Feature Sheets
• Magnets, Pens and Pads
• Broker Open Houses
• ‘Just Listed’ Announcements
• Real Estate Magazine Advertising
• Internet Advertising
• Home Warranties
• Corporate Relocation Affiliation
• Property Preparation Consultants
• (800) Telephone Number on Signs
• Advertising Your Home Every Week Until Sold
• Advertise Your Home on Video
• National Advertising in Real Estate Publications
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Example: Gardenburger spends 2/3 of its advertising budget on SuperBowl ad and created an overnight success
Real EstateProduct vs. CommodityReal Estate
Product vs. Commodity
Seller establishes price
Direct relationship to advertising and marketing of product.
Product
Buyer establishes value
No relationship to advertising
Commodity
Example: Have you ever seen an ad for the saleof soy bean futures or IBM stock?
With a commodity, prices go upwhen there’s more than one buyer.It’s the price point which creates
positive and negative energy.
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FACT:Buyers Buy When They Perceive Value
FACT:Buyers Buy When They Perceive Value
Inventory sells at its highest pricein the first days of exposure
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The Buyer PoolThe Buyer Pool
Perception:Fewer buyers in the marketplace = Buyer’s Market
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The Buyer PoolThe Buyer Pool
Perception:More buyers in the marketplace = Seller’s Market
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The Buyer PoolThe Buyer Pool
Scale of Value
The Paradigm Shift
The Reality:The buyer pool remains relatively constant.
Prices go UP and DOWN
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The First 14 Days Are the Most Criticalin the Marketing of Your Property
The First 14 Days Are the Most Criticalin the Marketing of Your Property
We’ll show you the statistics
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The Importance of Market PositioningThe Importance of Market Positioning
What is it worth? Buyers wanting to buy
What will it take? Buyers prepared to buy
Buyers just entering market
% of Buyers
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14-Day Listing Follow-Up14-Day Listing Follow-UpPROPERTY ADDRESS: ____________________________________________ AGENT: ________________________ Open House Date: ______________ List Price: _____________
Day #13Shows:Repeat Shows:Feedback: Day #14Shows:Repeat Shows:Feedback:
Day #5Shows:Repeat Shows:Feedback: Day #6Shows:Repeat Shows:Feedback:Day #7Shows:Repeat Shows:Feedback:Day #8Shows:Repeat Shows:Feedback:
Day #9Shows:Repeat Shows:Feedback: Day #10Shows:Repeat Shows:Feedback:Day #11Shows:Repeat Shows:Feedback:Day #12Shows:Repeat Shows:Feedback:
Time to re-evaluate property and arrange personal meeting with seller (set date): Time to re-evaluate property and arrange personal meeting with seller (set date): ____________________________
Results of meeting: Results of meeting: __________________________________________________________________________________________________________________________________
Three Phases of Showing:
3. NO SHOWS3. NO SHOWS: home is above the market; no perception of value
1. REPEAT SHOWINGS:1. REPEAT SHOWINGS: home being shown continuously with second looks
2. SHOWINGS BUT 2. SHOWINGS BUT NO SECOND LOOKS:NO SECOND LOOKS: home being shown but not perceived as a good value
Day #1Shows: Repeat Shows:Feedback: Day #2Shows:Repeat Shows:Feedback:Day #3Shows:Repeat Shows:Feedback:Day #4Shows:Repeat Shows:Feedback:
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Newspaper Advertising vs. the InternetNewspaper Advertising vs. the Internet
Over 75% of today’s homebuyersbegin their search on the internet
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Inventory coming on… Inventory going off…
What is the Market Doing?What is the Market Doing?
Inventory coming on… Inventory going off… Prices go DOWN
Prices go UP
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Depreciating Market
Appreciating Market
Abundance of energyand no inventory
Abundance of inventoryand no energyCompetitive pricing makes your home look good compared tothe other inventory and createsthe same environment as anAppreciating Market.
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Our Job as Marketing Consultants:Our Job as Marketing Consultants:
• Educate seller–– To market conditions and marketing concepts
• Create a perception of value–– To stimulate the buyer pool to make offers
• Negotiate the sale–– To net the seller(s) top dollar for their home
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Market StudyMarket Study
• Uses current market data
• Analyzes buyer criteria
• Requires in-depth inventory knowledge
• Assists in choice of initial market position
• Assists in repositioning