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MARKETING YOUR PROPERTY For All It’s Worth 8 most important questions To Getting the Most Money for YOUR PROPERTY 843-284-3213 • [email protected] • C21TheHarrelsonGroup.Com to ask when selling your property 5 Proven Steps

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Page 1: to ask when selling your property - Amazon S3 · Marketing Your ProPertY For All It’s Worth 8 most important questions To Getting the Most Money for YOUR PROPERTY 843-284-3213 •

Marketing Your ProPertY For All It’s Worth

8 most important questions

To Getting the Most Money for YOUR

PROPERTY

843-284-3213 • [email protected] • C21TheHarrelsonGroup.Com

to ask when selling your property

5 Proven Steps

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Century 21 The Harrelson Group

Dear Property Owner,

Thank you for taking the time to review our MARKETING PLAN of action. I recognize that selling your property can be one of the most important decisions you make. I am confident that the plan you are about to review will bring you the highest price for your property, in the least amount of time, with the least amount of aggravation.

I have spent years researching and developing systems that are proven to get positive results. I fly all over the country, meeting with other top real estate agents, looking for the newest and most innovative ways to get the results that sellers want. The best ideas for selling property have been implemented in our marketing plan and have resulted in more than 5,000 properties sold.

A basic overview of our marketing plan looks like this: First, we study the market in great detail and determine how it relates to the sale of your property. Next, we design a customized marketing plan that targets the greatest number of buyers for your property. We then blast your property to the entire market using email, database marketing, and networking stratagies that generate the fastest results. Finally, we negotiate the highest price for your property using our unique trend analysis. The end result is your property sold in a time frame that is designed by you, at a price that you are happy with.

I am so confident that you will be happy with our marketing plan that we offer a 100% satisfaction guarantee or we will cancel the listing with no questions asked. I look forward to getting your property sold!

Certified Property

Selling Advisor

From the Desk of Brendon Payne…

843-222-5771 C21TheHarrelsonGroup.com

Your Realtor,

Brendon Payne

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Table Of COntents

Step #1: Market Overview & Consultation ...................................... 4

Reports ...................................................................................... 5

Step #2: Creating Massive Exposure ............................................. 6

Leading Edge Internet Technology ................................................. 7

Another Competitive Advantage Over Our Competition .................... 8

Quality Lead Conversion ............................................................... 9

Step #3: Cooperation with Other Agents ........................................ 10

Seller Feedback Program .............................................................. 11

Step #4: Negotiation and Execution .............................................. 12

Team and Positions ...................................................................... 13

Frequently Asked Questions - Learn More About Your Agent .............. 14

8 Most Important Questions to Ask Before Selling Your Property ......... 16

Real Estate Report Card Ranking .................................................... 19

• Ranked #1 sales team in Horry County.

• No one works harder to sell your property than Brendon…experience the difference…

• Friendly, knowledgeable, experienced and referred by more people.

• More than 140 properties sold in the past 12 months.

4999 Carolina Forest Blvd,Myrtle Beach, SC 29579

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Step#1 Market Overview & COnsultatiOn

Review the big picture and then zoom into the CMA. The technology that is used in the real estate industry today is extremely current and effective in helping buyers and sellers navigate the overall real estate landscape. However, the same thing can’t be said about the strategies traditionally employed to help you determine the best price at which to sell your property.

You see, the same protocol for pricing that has been used for years - a Comparative Market Analysis (CMA) - is still used today...and using it “by itself” is literally killing sellers’ ability to maximize the sales price of their property.

In fact, using a CMA “by itself”, is so detrimental to sellers getting top dollar, that the average list-to-sales price ratio of a property across the country is only 89%. That is a full 11% less than the asking price and worth about $16,210 to the average property seller in 2011.

The inherent problem with a CMA is that it only takes into consideration the sale of a small sampling of properties in your competitive range, without considering the reason why those properties may or may not have sold at a specific price. The condition of the property, loss of job, dated interior, low curb appeal, staging, foreclosure, short sale, etc can all create a false sense of value.

What does that mean? If the agent is only using the CMA to determine how you are going to price your property, they could be using properties that sold for much less than a property such as yours. Since the agent picks the comparable properties this could skew the market data significantly, causing you to lose valuable equity.

The approach we use to help you determine list price is different. We first review the housing market from a national perspective. We review interest rates, availablity of financing, and overall inventory. Next, we review the overall local market. We carefully review the overall demand in each price range and determine if buyer demand

is trending up or down. Finally, we review the properties that are similar to your property. This wholistic approach ensures that an accurate price is established for your property.

“The original list-to-sales

price ratio is 89%, an average of

$16,210 nation wide in 2011.”

“Brendon understood the market inside and out. We sold for a higher price than we expected and it sold fast.”– Jeremy Finger

Century 21 The Harrelson Group 4

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5Century 21 The Harrelson Group

natiOnal HOusing trends Our 3-tier apprOaCH tO priCing

lOCal HOusing repOrt

neigHbOrHOOd & like kind prOperty repOrt

National Housing Report - Reviewing the market for a national perspective, ie., interest rates and availability of financing.

Reviewing buyer demand in each price range in the local market.

Comparing properties similar to your property.

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Step #2 Creating Massive expOsure

Important StatsticCentury 21 The Harrelson Group sells over 1000 transactions per year. More than any other office along the Grand Strand.

Exposing your property to the largest number of qualified buyers gets you the best possible price.

Building on the principle of standing out, Massive Exposure seeks to represent the differences your property offers to the largest possible pool of qualified buyers in your market area.The traditional marketing strategy employed in today’s market falls woefully short of getting your property the exposure you need to attract the largest number of qualified buyers. The largest number of qualified buyers looking at your property will get you the right offer for the highest price.One reason that the traditional strategy is still being used today is because of the limited financial resources of the average real estate agent.However, we allocate a significant portion of our income to research proven marketing. Since we sell hundreds of properties, this means we have a significantly larger amount of money to allocate towards getting your property the exposure that it needs to get you top dollar.Not only do we have more resources to invest in getting your property maximum exposure, we also have more knowledge of where to market your property to get you the exposure you need.What we know:• That 90% of buyers look for a property on the Internet where

more than 900 million websites are accessible.• How to tap into the top 5 real estate websites of Realtor.com,

Yahoo! Real Estate, Homes.com, Trulia and Zillow to get the most amount of visitors to our site to find your property.

• That photography needs to be used when marketing your property because the first showing of your property will be online.

• The best ways to target buyers based on their lifestyle, occupation, family, school and safety/security needs.

• How to track all of the leads and prospects we get for your property and then report the information to you in a useful, structured and meaningful manner.

“90% of buyers

look for a property on the internet where more

than 900 million + websites

exist.”

6Century 21 The Harrelson Group

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7Century 21 The Harrelson Group

prOblem: The majority of U.S. households now have internet access, and a great number of websites offer virtually unlimited real estate listings. As a result, today’s buyers rely heavily on the internet as their primary source of information and data about properties for sale. With thousands of real estate sites now competing for attention, very few agents have the time, tools, or knowledge to properly utilize the internet as a sales tool.

sOlutiOn: We have developed partnerships with the best, most effective websites, each designed to capture a unique sector of the property buying public and push them to our listings.

Seller’s Benefits:C21TheHarrelsonGroup.com has listings, market data and related information along with extensive community descriptions designed to entice people to identify themselves as potential buyers for our listings.

Your property is exposed to the world on 100’s of different websites.

Our pictures and professional descriptions capture buyers attention.

Buyer’s Benefits:Our websites are recognized as extremely valuable resources for the free information buyers crave.

These sites allow buyers to circumvent dealing directly with agents while still getting their information.

Leading edge internet Technology

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8Century 21 The Harrelson Group

• Over 300 new buyer leads per week

• Over 2500 website visitors per day

• Thousands of You Tube video reviews

• Ranked at the top for Myrtle Beach Real Estate

• Saved search component for prospective buyers

• Average over 700 repeat visits per day - once buyers get on our site they continue to use it as a resource.

anOtHer pOwerful advantage

Over Our COmpetitiOn

we Own many branded and non-branded websites that currently dominate the real estate rankings on Google. While many agents subscribe to services to generate internet buyer leads, we have also invested over $50,000 to build out our own web assets. You can Google various Myrtle Beach real estate search terms and find that C21TheHarrelsonGroup.com shows up more than any other privately held website in our market.

C21TheHarrelsonGroup.com

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9Century 21 The Harrelson Group

Convert buyer leads as quickly as possible and turn them into legitimate buyer opportunities.Buyers have a tremendous amount of access to information about properties in which they are interested...at the click of a mouse button. Furthermore, they are very finicky and want as much information as possible in the shortest amount of time.A recent survey noted that Agents have about 15 minutes to respond to a buyer inquiry. Failing to do so would make the agent 21 times less likely to get the chance to do business with the potential buyer.We know this and actually have Immediate Response Systems in place to get in touch with buyer prospects within as little as 60 seconds (which is significantly shorter than the industry average of 16 hours).We know that brand loyalty in real estate is among the lowest of all industries. Therefore, we equip ourselves with the best buyer lead conversion, retention programs, technology and strategies that the real estate industry has to offer.This effort results in your property selling more quickly to a qualified buyer, than it would with virtually any other agent in your marketplace. Here is our system for responding to and converting buyer leads:

Seller’s Benefits:Our lead response and conversion program brings a mass of qualified buyers into our family of clients.

We have expert lead coordinators who are in constant contact with active buyers to show them the listings that match their criteria. This service builds buyers loyalty, giving us a stong number of serious buyers to bring through your home.

Quality lead Conversion

9

:• Immediate Response Systems that offer a live or auto response in 5 minutes or less, 24 hours per day, 7 days per week...providing a connect rate that is 106x that offered by the average agent.

• A Professionally Trained Sales Team that is committed and held accountable to responding to buyer inquiries.

• Lead Follow Up Systems that alert our buyer everytime a new property is listed for sale that meets their search criteria.

• Repeat buyers and referals. A large proportion of the buyer business that comes into our office is from past clients and sphere of influence.

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Step #3 COOperatiOn witH OtHer agents

Comment by a co-op agent:

“I enjoy working with Brendon’s team. They handle nearly all the paperwork and help the sale go smooth.”

Target agents in your marketplace to increase the flow of buyers to your property.

There are 3 types of buyers in any market. The first group are “Local buyers” searching neighborhoods, the internet, and local magazines. Next, there are “out of town buyers” that typically search the internet for properties. Finally, there are “buyers under the influence of other agents”. To reach these buyers, you must have a system for attracting other agents. We know the importance of working with other agents in our marketplace and we have a plan that leverages the largest amount of cooperating agents to sell your property.There’s a common misconception among property sellers that you need to work with a local or neighborhood specific agent in order to get your property sold. The fact of the matter is that 70% of properties are sold by co-op agents. This means that you have a less than 30% chance that your agent is going to attract the buyer for your property.To increase showings from co-op agents, we target buyer specialists in our market. This leads to increased showings from them, a higher profile for your listing among all buyer specialists and an expanded reach and exposure for your property.We also make certain that co-op agents are paid a fair portion of the commission that is negotiated. This not only gets buyer specialists excited about your property, but also gets them to “talk up” your property to potential buyers. This positions your property in front of the stronger agents in our marketplace.Lastly, we occasionally offer monetary and other incentives to both co-op agents and prospective buyers when appropriate. This can increase the excitement about your property by both parties. When inventory levels are high, additional incentives may be needed to gain maximum exposure.

Marketing directly to the population of buyers in the marketplace, without focusing on the buyer specialists who work with these qualified buyers, can cost you thousands in equity, and weeks or even months, on the market.We have the right plan in place to attract the highest amount of cooperating agents to view your property.

“70% of properties are sold by co-op

agents. We have a plan to

reach them.”

10Century 21 The Harrelson Group

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11Century 21 The Harrelson Group

prOblem: Most agents put a sign in front of your property, place the property on the multiple listing services and then wait to see what happens. When nothing happens, the agent often times just asks for a price reduction. Sellers are left feeling disappointed and don’t understand why their property has not sold.

sOlutiOn: Our team constantly monitors the showings that take place on your property. We follow up with each showing and determine 3 things. We first get feedback on how the buyer and agent felt the property showed. Next, we get feedback on the list price. Then, we report the details to you.

Seller’s Benefits:You are constantly updated on how your property is perceived by the buyer.

You can quickly identify what can be done to improve showings.

You can easily monitor the showing activity.

Seller’s feedbaCk Program

COntinuOus netwOrking Systems

prOblem: Agents have hundreds of properties to scan through to find the right property for the buyer they are working for.

sOlutiOn: We proactively contact buyer agents in different companies and identify the agents that are looking for properties like yours.

Seller’s Benefits:Not waiting for agents to find your property on the MLS.

Buyer’s Benefits:Agents can locate the ideal property for purchase faster.

Showing Time Report

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Step #4NegOtiatiOn and exeCutiOn

Testimonial by Seller:“I have worked with a lot of agents over the years. No agent has ever come close to this level of professionalism.” - Sean Catto

“We work with a team of qualified specialists

to help with your sale from

inception to fruition.”

12Century 21 The Harrelson Group

Your Doctor, Attorney, and CPA all have additional staff to serve your needs faster. Your agent should as well.

We work with a team of qualified specialists to help with your sale from initial listing all the way through closing. We have systems in place to ensure specialized services in the various areas necessary to get your property sold efficiently and effectively...Our goal is simple...We don’t want you to wait for anything, instead, we want you to be waited on.

To provide the highest level of service our Team consists of:• Market Research Team that utilizes the appropriate tools to

look at all the critical data and trend analysis above and beyond what can be found in the MLS to ensure the right price is identified for your property.

• Marketing Team that excels in managing your listing with true professionalism. This team is comprised of a listing and marketing coordinator with the essential lead and showing management systems. Constant communication and feedback with our clients is the hallmark of this position.

• Closing Team to help make closing effortless. Throughout the closing process we have systems in place to manage all parties in the transaction and ensure all activities are completed as required by the contract.

No truly successful company on the planet has one person doing everything and that includes the top performing real estate companies nationwide. We use proven systems to exceed your expectations at every turn.

“Getting the most amount of money is not something that is left to chance. It is the result of proven, tested and measured strategies that we can offer you.”

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“Our buying experience went very smoothly and very fast. The staff were prepared and had excellent

customer service. C21 THG was

very prompt & efficient.”

- Ardell

“I will recommend Brendon and his team to

anyone needing real estate

services. They have excellent

attention to detail and

great customer service.”

- Rick B

“Everyone was very friendly and

helpful. They worked hard to make the sale go smoothly. They always

checked in with me to make sure everything was

ok. Great team!”

- Carla B.

team & pOsitiOns

Executive Assistant: Laura LigaProviding great customer service starts with excellent communication. This job is to be in the field introducing buyers to your property. To ensure you get the attention you deserve while I am on appointments.

Closing Coordinators: The old saying “the squeaky wheel gets the grease” holds true when it comes to running escrows. Our certified and licensed team oversees each and every escrow to ensure a smooth sale. Our team will regularly communicate with lenders and ensure that contractual timelines are adhered to with regards to appraisals, inspections, and loan documents. Our team will constantly update you on your escrow and is available for your questions.

Marketing Specialist: Meridith LienOffering a customized marketing plan requires a full time specialist. This specialist understands how to attract the greatest number of buyers for your property. Each month new ideas for increasing buyer demand are identified. These new ideas become projects and are assigned a deadline to be implemented. We encourage your feedback during the marketing of your property.

Listing Coordinator: Lisa GastonProviding great customer service starts with excellent communication. Our listing coordinator is in contact with you weekly ensuring that you are updated on showings that have taken place on your property. In addition, your customized marketing plan will be tracked for results and modified as necessary in order to get your property sold faster and for more money.

Buyer Specialists:Providing the highest level of service and value to buyers means that you have to be available. Our buyer specialists have only one job: show the best property available on the market to our buyers first! Our team of buyer specialists are free to work with buyers quickly because of the limited responsibilities they have. This unique feature sets our team apart.

The Brendon Payne Real Estate Team:Our team consists of full time trained professionals. Each team member has a detailed work description and daily schedule to follow. This means we don’t miss steps, large or small. When a client hires us, they don’t hire one agent, they hire an entire team!

Stacey Bowers &Maureen Verna

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14Century 21 The Harrelson Group

frequently asked questiOnsLearn more about your Agent

1. How long have you been in real estate?

Brendon: I began my career in 2005.

2. Is your company nationally or locally owned?

Brendon: Locally Owned

3. How many days is your office open a week?

Brendon: We are open 7 days a week.

4. Does your office provide a tour of properties?

Brendon: Yes.

5. How does your office rank within the MLS?

Brendon: We are ranked the

Past performance can be a good indication of future success. Therefore, be sure to know your Agent’s experience and track record.

number 1 company in Horry County.

6. Have you been nationally recognized by your franchise?

Brendon: Yes, I am ranked in the Top 50 Century 21 Agents Nationwide.

7. Do you work alone or with a team?

Brendon: I work with a team.

8. Do you work with relocation companies?

Brendon: Yes, multiple companies

9. Do you have a detailed marketing plan?

Brendon: Yes.

“Just wanted to thank both of you for making this purchase easy and enjoyable. Hope I wasn’t too much of a pain. Will surely highly recommend you in the future. It was a pleasure working with you and again thanks for making my dream for the family come true.” - Jack

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15Century 21 The Harrelson Group

frequently asked questiOnsLearn more about your Agent

10. How many transactions did your team do last year?

Brendon: Last year, our team sold over 1000 properties. I personally closed over 140 properties

11. What is your average sale price to list price ratio:

Brendon: 1.62% over market average.

12. How often do you give updates on showing activites?

Brendon: Each time we have a showing.

13. How many websites will you advertise my property on?

Brendon: More than 100.

14. Do you take photos of my property?

Brendon: Yes.

15. Have you sold properties that other agents couldn’t sell?

Brendon: Yes, often.

16. Do you think you can sell my property?

Brendon: Yes.

17. How soon can you start? Brendon: Today!

15

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16Century 21 The Harrelson Group

8 mOst impOrtant questiOnsto ask before selling your property

What’s the difference between marketing and advertising a property and how does this difference affect me?

There are many interpretations of both advertising and marketing and the differences between them. But it can be best stated like this:• Advertising tells a story about something to attract attention. Advertising is a step in the

marketing process.• Marketing is the planning of, and steps taken, to bring sellers and buyers of any product

– especially a property – together.

1.

What are the specific elements of your property selling and marketing strategy that affect the selling price and the time my property will be on the market?

1) I know the market better than anyone in the area. I’m a student of the local, regional and national real estate market and economy. Being an expert in this area lets me help you price your property properly so it will sell faster and for more money. It also allows me to position your property in the market place for maximum exposure, and highest sales price.

2) We invest thousands of dollars each month on marketing and advertising. This is over 300% more than our average competitor in this market place spends. As a result, your property will get more exposure to a larger number of buyers, giving us the best chance to find a buyer who will pay the price you want for your property.3) We have a Buyer Acquisition strategy. This strategy is 100 times more efficient than

that of other agents in the area. We follow up with buyer inquiries on your property faster and with more skill than other agents in the area. We get more buyers to work with us and who will want to see your property. Any time you can drive the demand up on your property, you have a better chance of selling it faster and for more money.

4) We sell more properties and employ a straight-line negotiation strategy. This strategy helps us get you the results you want, netting you more when your property sells.

2.

With the Internet being the first place that most buyers look for a property, can you identify for me the best internet property marketing methods and why they work?

• We pride ourselves on doing the best job in our marketplace to get your property the Internet presence it needs to sell.

• We market on the top 5 national real estate websites: Realtor.com, Yahoo! Real Estate, Homes.com, Trulia and Zillow, so the largest number of buyers will see you.

3.

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17Century 21 The Harrelson Group

What reporting do you have available that shows how many unique visitors are seeing my

property on the MLS?We have in depth tracking that helps us see how many buyers and/or agents have viewed your property on the MLS. This gives us the information necessary to determine our next marketing strategy. We will share this information during our updated conversations.

4.

Do you have any information that details what real estate buyers find the most useful when it comes

to searching for a property and what motivates buyers to take action?Prospective buyers still rank real estate agents as the most useful source of information compared to the Internet, yard signs, billboards, television and open properties. Coming in last were newspapers and print advertisements. Buyers most often find the property they purchase through a real estate agent. When they looked at property ads, what buyers valued most were photos, detailed property information, and real estate agent contact information.

5.

17

• We own and market our properties on the top ranking websites for Myrtle Beach Real Estate. (C21TheHarrelsonGroup.com)

• Target buyers based upon their lifestyle, occupation, family, school and safety needs.

We also track all the Internet leads we receive and report the information to you, so you are kept informed.

Can you identify for me what buyers say is the number one reason they choose an agent for buying

a property they found on the Internet? What in your business reflects that you understand this fact?You may find this odd, but the number one reason a buyer chooses an agent for a property they found on the Internet is the time it takes an agent to respond to their inquiry. In fact 70% of Internet buyers picked that as the reason for choosing their agent. The industry standard is 16 hours (as unbelievable as that seems),

6.

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18Century 21 The Harrelson Group

8 mOst impOrtant questiOnsto ask before selling your property (cont’d)

How will you work to attract co-op agents so they show my property over other properties in the market?

We have a system that allows us to target buyer agents in our marketplace, that are already working with buyers that are looking for a property like yours. Since 90% of buyers use an agent to buy a property, this program is a great way to get more buyers through your property and ultimately a higher sales price. We track the agents that have viewed properties similar to yours and give them the opportunity to have a “first look” at your property.

7.

What is your negotiation strategy and how can I count on you to negotiate from a position of strength instead of weakness?

Our negotiation strategy is pretty simple: put our needs to the side and put your needs on the front burner. We use a straight-line negotiation method that gets us from point A (where we are) to point B (where you want to end up) without giving up the “farm” to do it. We negotiate from a position of strength and protect your bottom line at all costs. Our job is to protect your equity.

8.

but ours is as little as 5 minutes – with a maximum of 30 minutes in extreme cases. We have Immediate Response Systems that offer an instant response, 24 hours per day, 7 days per week.

18

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19Century 21 The Harrelson Group

we are ranked #1 in tHe mlsout of more than 417 companies

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MCGUIREHAGEMANNARMSTRONGMCJURYBRITTENCRESCITELLIMORRISONVOCEZIEMBALOUIE/LIN EAGLE, LLCBOWDENPARLIERBAKSHIKNUDSENBUSHRMS ASSET MGMTGREENBARRMANINNOFISCHERTALLINIHAMILTONCLARKSTEELTOWN DE-VELOPMENT, LLCMANLYJOHNSONJ & R VENTURESVERNONVERNONSOUDERSLASKAMARINIWRIGHT/OWENSLAWSONRUSSELL

They ALL hired Century 21 The Harrelson Group and successfully sold their property!

Page 20: to ask when selling your property - Amazon S3 · Marketing Your ProPertY For All It’s Worth 8 most important questions To Getting the Most Money for YOUR PROPERTY 843-284-3213 •

Our marketing plan is provided by request, meaning that it has been sent only to those who have specifically requested to receive it. In the event you receive this plan by mistake, please contact our office at

843-903-3550. We will arrange to have it picked up immediately. Reproduction of this marketing plan, in whole or in part, in any format, is strictly prohibited without written permission.

This Marketing Plan is not intended as a solicitation if your property is currently listed for sale with a different real estate broker.

Phone: 843-284-3213 [email protected]

C21TheHarrelsonGroup.Com4999 Carolina Forest Blvd, Myrtle Beach, SC 29579