my marketing proposal for sellers

© 2006 NRT Incorporated. All rights reserved.

COLDWELL BANKER RESIDENTIAL BROKERAGE

MARKETING PROPOSAL

© 2006 NRT Incorporated. All rights reserved. The text of this publication, or any part thereof, may not be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, storage in an information retrieval system, or otherwise, without prior permission.


Minimum Marketing Services you should Expect

Multiple Listing Service

Local Advertising

For Sale Sign

Agent & Office Preview

Open House

Required Property Disclosures

Competitive Market Analysis


Why Choose Coldwell Banker Residential Brokerage to Market Your Property?


International Brand Recognition with Local Expertise

More Buyers from local, national and international locations to your property

Unsurpassed client representation

100 years of Real Estate “know-how” working for you

Truly Remarkable Customer Service

Worldwide Exposure = Proven ResultsWorldwide Exposure = Proven Results


What is it that will NET you the Most Money?

A: Finding the one buyer that will pay you the most money

? How do we find that buyer?

A: This is the answer we will be talking about today.


The Basics of Real Estate

When you are BUYING a home it’s all about Location, Location, Location

When you are SELLING a home, it’s all about Exposure, Exposure, Exposure………Exposure, Exposure, Exposure………


Take advantage of our NETNETwork

Expose your property through our unsurpassed InterNETNET presence

Get the ultimate Result – More NETNET Profit for you

It’s All About the NET

Let us make the NET, work for youLet us make the NET, work for you


Let’s Talk About Our Network


Our Agent And Office Network

Number of Offices: 3,700+

Sales Associates: 120,800+

Coldwell Banker

Number of Offices: 130+

Sales Associates: 5,500+

RI, MA, NH and Maine

Cendant Mobility Network 150,000 leads generated per year nationwide

Cendant Mobility is the Nations #1 Relocation Service Provider

Coldwell Banker Residential Brokerage in New England

One Company,One Network


National and Local Marketing

Our Network of Marketing Services

TV and Cable Promotes Brand Awareness

Brings Buyers to NewEnglandMoves.com

Specific Property Promotion

Specific Property Promotion

Specific Property Promotion through print Marketing and direct mail

An integrated approach to marketing your propertyAn integrated approach to marketing your property

Radio

Internet Marketing Program

Newspaper and Magazine

Targeted Marketing


Have You Seen Us on TV?


Our Brand is Featured on the Following Major Networks


Our Ads are On When People are Watching


More ExposureExposure nationally and regionally

More BuyersBuyers for your property

More Net ProfitNet Profit for you

Why is Coldwell Banker’s TV and Radio Marketing Important to You?


Let’s Talk About Our InterNet Services


Use of the Internet during the home search

process increases dramatically In 1995 2% of buyers used the Internet during

their home search,

In 1997, 18%

In 1999, 37%

In 2001, 41%

In 2003, 71%

In 2004, 74%


How our website Stacks up against

the competitionTraffic Rank for www.newenglandmoves.com: 11,420

Traffic Rank for www.localcompetitor.com:#####

Source: http://www.alexa.com

Traffic Rank for www.localcompetitor.com:#####

Date: ____


Exclusively for Exclusively for Our Our ClientsClientsExclusively for Exclusively for Our Our ClientsClients

www.NewEnglandMoves.Com (Averages 900,000+ Visits A Month)

Largest, Most Visited Real Estate Web Site in New England

Marketing your property 24 hours a day, 7 days a week


Exclusively for Exclusively for Our Our ClientsClientsExclusively for Our ClientsExclusively for Our Clients

www.NewEnglandMoves.Com (Averages 900,000+ Visits A Month)


Exclusive Tools: Photo Gallery


Compare us with the RestCompare us with the Rest


Actual Examples from MLS


Exclusive Tools: Ability to Track Exact Numberof Page Views for Your Home



Automatic Email Alerts

Property Watch

Open House Watch

Instant Notification on New Listings and Open HousesInstant Notification on New Listings and Open Houses

790,000+ automatic email alerts send out every month

Over 400,000 People registered on our web site

Street Watch



Exclusive Tools: We Know Where to Find Buyers

Ability to track where buyers are coming from so we can target market those areas



Exclusive Tools: Our Town Video Tour



www.coldwellbankerpreviews.com



www.ColdwellBanker.com (Averages 2,400,000 Visits A Month)

Your property will also be featured on ColdwellBanker.comYour property will also be featured on ColdwellBanker.com


www.Realtor.com: 5,500,000 users a month

Banner Marketing and Featured Home ListingsBanner Marketing and Featured Home Listings

Our Signs dominate the Market and the InternetOur Signs dominate the Market and the Internet


Showcase Listings for your home

Our Competitors CBRB Listings

Statistics show that consumers “click” on properties with multiple Statistics show that consumers “click” on properties with multiple photos 20 times more than those with 1 photophotos 20 times more than those with 1 photo


Ability To Track Property Views By Buyers

Ability to track the exact # of page views for your home

Ability to Monitor activity changes from week to week

The property you want to call “HOME”


Multiple Listing Service (MLS PIN)

Central Database that allows us to:

Exchange information with any

Real Estate Agent

Direct market to Real Estate

Agents working with buyers

looking for property with

characteristics similar to yours

Advertise Public Open Houses

to other Real Estate Agents and

to the Public

Advertise Broker Open Houses

to other Real Estate Agents


Driving internet traffic to our web site

Our Company Web sites NewEnglandMoves.com ColdwellBanker.com ColdwellBankerPreviews.com

Search Engines: Over 9,000 search terms for

NewEnglandMoves.com

Realtor.com (5.5m people a month) Banner Marketing Featured Homes

(viewed 20x more often) Enhanced Listings

TV/Web banner Marketing HGTV Discovery Channel A&E Food Network, etc


No One will Respond as Quickly as I will Respond

=

Truly Remarkable Truly Remarkable Customer ServiceCustomer Service


More ExposureExposure for your property

More BuyersBuyers for your property


Why is Coldwell Banker’s Internet Marketing Important to You?


Coldwell Banker Ads Appear in the Following Magazines:


An Example of our Regional Print Marketing

We have the ability to capture buyers through the Marketing of our We have the ability to capture buyers through the Marketing of our entire office network entire office network


Targeted Direct Mail


An Integrated Approach to Marketing Your Property Brings More Buyers to You


We Are a Full Service Real Estate Company

Moving Services

Mortgage Services

Real Estate Services

Insurance Services

Relocation Services


Franklin Knotts, Realtor & International Presidents Circle Member


Exclusive Services Through NEMoves Mortgage

Pre-approved buyers for your homePre-approved buyers for your home

NEMoves mortgage representatives available 24-

7

#1 Purchase Lender in Massachusetts

Peace of mind


More QualifiedQualified Buyers

More ControlControl over the transaction


Mortgage Services


Some of Our Corporate Clients



More Ready Ready More WillingWillingMore AbleAble Buyers


Relocation Services


Coldwell Banker Home Protection Plan

Sellers covered during listing period No cost to you until the property sells Adds value for your home Statistics show that properties sell for 2.2% more Buyer covered for one year Reduce buyer concerns after home inspection Used to differentiate and market your home

through a sign rider



More SatisfiedSatisfied Buyers

More Peace of MindPeace of Mind during the transaction


Home Protection Plan Services


Do You Need any Help with Your Next Move?

Moving Services

Relocation information (in and out of state)

Mortgage Consultation

Pre-approval

Insurance Services (inclusive of vacant home insurance)


Setting the Industry Standard in Real EstateEducation

AA Word on Education and Career Development Word on Education and Career Development from Our Presidentfrom Our President

“We are committed to providing the necessary tools and training to remain a leader in the industry.

We have strategically implemented a robust internal training program that educates, reinforces, and supports the technology platforms required to exceed consumer demands and expectations.”

Rick LoughlinRick LoughlinPresident

Coldwell Banker Residential BrokerageCentral New England


Market Share Throughout Massachusetts


Previews Program Market Share $2 million +


Local Market Share


More VisibilityVisibility in the market place

More ExpertiseExpertise on your side


Market Share


Our Local Office

Number of Agents

Mortgage Rep

Services

Community Involvement

Specialized Marketing


ASHBYTOWNSEND

GROTON

WESTFORDCHELMSFORD

LUNENBURGFITCHBURGSHIRLEYGARDNER

WESTMINSTERWILMINGTONBILLERICAAYER

LITTLETONLEOMINSTER

CARLISLEHARVARD

BURLINGTON

LANCASTERACTON

WAKEFIELDWOBURNBEDFORDBOXBOROUGH

PRINCETONCONCORD

STONEHAM

STERLINGLEXINGTON

BOLTON

MELROSEWINCHESTER

STOW LINCOLN MEDFORDMAYNARD

RUTLAND SUDBURY

CLINTON

ARLINGTON

HOLDEN

WALTHAM SOMERVILLEBERLIN

BELMONT

WAYLAND

HUDSONWEST BOYLSTON CAMBRIDGE

WESTONBOYLSTON

WATERTOWN

MARLBOROUGH NEWTON

NORTHBOROUGH

FRAMINGHAMPAXTON

WORCESTERSHREWSBURY NATICK

SOUTHBOROUGH WELLESLEYNEEDHAM

SPENCER

WESTBOROUGHASHLAND

LEICESTER DOVER DEDHAMSHERBORN

HOPKINTON WESTWOODGRAFTON

MILLBURY HOLLISTONAUBURN

UPTONMEDFIELD

OXFORD SUTTONCHARLTON NORTHBRIDGE

Our Office Network is Able to Bring Buyers to Your Property from Different Marketplaces

Exclusively for Our ClientsExclusively for Our ClientsExclusively for Our ClientsExclusively for Our Clients


Why should you List your Home with Me?

The first part of my job is Marketing:

I know my business; I know our local neighborhoods and current real estate conditions and I know how and where to find buyers

The 2nd part of my job is Negotiations and Transaction Management:

I know how to negotiate a contract that can close and how to manage the transaction so that it will close.


I have the Tools and Skills to Actively Market your Property

Franklin Knotts has been selling real estate since 1993 in Boston.RealtorInternational Presidents Circle Member


What is it that will NET you the Most Money?

A: Finding the one one buyer that will pay you the most money

? How do we find that one buyer?

When you are SELLING a home, it’s all about Exposure, Exposure, Exposure………Exposure, Exposure, Exposure………

I think you must agree that our tools and resources I think you must agree that our tools and resources will provide you the most exposurewill provide you the most exposure


Take advantage of our NETNETwork

Expose your property through our unsurpassed InterNETNET presence

Get the ultimate Return– More NETNET Profit for you

Let Us Make the NET Work for You

““NET” VALUE !!NET” VALUE !!


Establishing an Effective Listing Price

My Objectives are to:

obtain the highest sales price

within your time frame

with the best terms and conditions

with the least inconvenience to you


What Effects the Market Value of Your Property? Physical qualities of your property

Location Age Size of house and lot Floor plan and architectural style

Market Conditions Interest rates and availability of financing Buyer demand Prices of recently sold properties State of the economy Seasonal demand

The Competition The number of similar properties for sale Their prices, location and physical condition


What Effects the Market Value of Your

Condominium ? Physical qualities of your property Location (Neighborhood / Unit Level) Condo Association: Budget Financials/Assessments Availability of outdoor space and parking Amenities: Elevator, Gym, Pool, Laundry Age, Architectural style and Floor Plan

Market Conditions Interest rates and availability of financing Buyer demand Prices of recently sold properties State of the economy and Seasonal demand

The Competition The number of similar properties for sale Their prices, financing terms, location and physical condition


What has No Effect on The Market Value of Your Property?

The original price you paid

The cash proceeds you want or need from the sale

Opinions from friends and neighbors

Inaccurate/Outdated Comparables


Let’s Review the Market Analysis


Competitive Price Lines

Recently Sold Selling price (in thousands)

255 260 265 270 275 280 285 290 295 300 305 310 315 320 325 330

Listing Price (in thousands)Currently For Sale 255 260 265 270 275 280 285 290 295 300 305 310 315 320 325 330

Did Not Sell Listing Price (in thousands)

255 260 265 270 275 280 285 290 295 300 305 310 315 320 325 330

288 Commonwealth Avenue


Additional Slides


Through Coldwell Banker Residential Brokerage, you receive the standard marketing services and so much more

Multiple Listing Service

Local Advertising

For Sale Sign

Agent & Office Preview

Open House

Required Property Disclosures

Competitive Market Analysis


Going Above and Beyond to get you the most NET profit from the sale of your home

National and Local Television and Radio Marketing

Local Network of 5500 agents working to bring buyers to our seller’s homes

NewEnglandMoves.com; ColdwellBanker.com; Realtor.com

Immediate Response Technologies and Network of e-agents ready to answer buyer inquiries

The Largest Relocation Division in New England with buyers from client corporations

Pre-approved Buyers using In-House Mortgage Services

Home Protection Plan

One Stop Shopping experience (Insurance, Mortgage, Relocation, Moving Services)

Marketing Department producing quality Direct Mail/Postcards/Property Brochures

Audio Visual Department producing quality Home Movies and Picture Galleries

Home Enhancement Consultation

Custom Multi-Page Property Handout

Skillful Negotiation

Unsurpassed Client Representation

Transaction Management

Weekly market updates and analysis of property positioning

The Integrity and Power of the Brand of Coldwell Banker Residential Brokerage

This is an example of what you can expect from Coldwell Banker Residential This is an example of what you can expect from Coldwell Banker Residential Brokerage in addition to the Standard Marketing Services:Brokerage in addition to the Standard Marketing Services:


Absorption Rates

Insert Absorption Rates Report


List To Sell Price Ratio

Insert Sold Portion of Area Market Survey from MLS


Client Testimonials


Sample Portfolio of Sold Properties


Additional Slides (Jay Schweppe – Denise Riordan)


FACT: Buyers Buy When They Perceive Value

InventorySells at its highest price in the first daysof exposure


Perception:

Fewer buyers in the marketplace

“Buyer’s Market”

The Buyer Pool


Perception:More buyers in the marketplace

“Seller’s Market”

The Buyer Pool


The Buyer Pool: The Paradigm Shift

Expensive---Property---

----Inexpensive Property-----

$

Scale of Value

The Reality

The buyer pool remains relatively constant.

PRICES go UP and DOWN


What is the Market Doing?

UP

DOWN

Prices go…

Prices go…

Inventory coming on….

Inventory going off….


Appreciating/Depreciating Market(Abundance of energy and no inventory)

Depreciating Market(Abundance of inventory and no energy)

Depreciating Market(Abundance of inventory and no energy)

$


$

Depreciating Market(Competitive pricing makes your home look good compared to the other inventory and creates the same environment as an Appreciating Market.)

Depreciating Market(Competitive pricing makes your home look good compared to the other inventory and creates the same environment as an Appreciating Market.)

$

Appreciating/Depreciating Market(Abundance of energy and no inventory)


The Importance of Shelf Positioning

Buyers prepared to buyWhat will it take?

Buyers wanting to buy

Buyers just entering market

# of

Bu

yers

Days on Market

20

40

60

80

100

0

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21

What is it worth?


Marketing vs. Advertising

74% of today’s Homebuyers begin their search on the

internet


My Job as Marketing Consultant:

Educate sellers -

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

To market conditions and marketing concepts


Market Study

Uses Current Market Data Analyzes buyer criteria Requires in-depth inventory knowledge Assists in choice of initial market

position Assists in repositioning


21-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 #1Shows: Repeat Shows:Feedback: Day #2Shows:Repeat Shows:Feedback:Day #3Shows:Repeat Shows:Feedback:Day #4Shows: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): ______________

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 NO SECOND 2. SHOWINGS BUT NO SECOND LOOKS:LOOKS: home being shown but not perceived as a good value

my marketing proposal for sellers

Business

nrt incorporated

network net

local marketing tv

print marketing

open houses property

exclusive tools

minimum marketing services

internet services