Property Marketing   P  R  O  P  O  S  A  L
Marketing Proposal Presented By   Howard Koor Vanguard Realty Direct (617) 257-3868 February 9, 2012
Understanding Your Expectations
What Are You Looking For In A Real Estate Agent?
Professional Strengths
Choosing a Real Estate Representative <ul><li>Why Me? </li></ul><ul><ul><li>Locally owned and operated company </li></ul><...
Choosing a Real Estate Representative <ul><li>Why Me? </li></ul><ul><ul><li>Consistently one of the top agents in the area...
Choosing a Real Estate Representative <ul><li>Why Me? </li></ul><ul><ul><li>Experience </li></ul></ul><ul><ul><li>Commitme...
Choosing a Real Estate Representative <ul><ul><li>I will create  maximum value  for you with our comprehensive marketing p...
Choosing a Real Estate Company <ul><ul><ul><li>Ranked #1 in Sales among Brighton offices for 2006. </li></ul></ul></ul><ul...
Choosing a Real Estate Company Why Vanguard Realty? <ul><ul><ul><li>State-of-the-art facilities </li></ul></ul></ul><ul><u...
Choosing a Real Estate Company Why Vanguard Realty? <ul><ul><ul><li>Featured in Profiles in Commerce in Banker & Tradesman...
What Does A Real Buyer Look Like?
Homebuyers may use several information sources in their search process, but they are most likely to find the home they act...
Homeselling Process I will be your resource and guide every step of the way. Initial Consultation •  Determine your needs ...
Homeselling Process <ul><li>Complete Settlement Process  (per purchase contract) </li></ul><ul><li>Deposit of buyer’s earn...
My Role <ul><li>Objective Pre-Market Evaluator </li></ul><ul><li>Marketing Manager </li></ul><ul><li>Property & Neighborho...
The Pre-Marketing Analysis <ul><li>Analyze your property’s “buyer emotional appeal” </li></ul><ul><li>Work with you to dev...
Our Marketing System <ul><li>Staged homes sell for significantly more </li></ul><ul><li>First 10-15 seconds are critical <...
Our Marketing System <ul><li>MLS – Hundreds of Offices.  Thousands of Agents. </li></ul><ul><li>Real estate magazines </li...
Our Marketing System <ul><li>Company website –  www.vanguard-realty.com  over  110,000 hits a month ! </li></ul><ul><li>My...
<ul><li>Floor plans </li></ul><ul><li>Postcard campaign to target markets </li></ul><ul><li>Postcard campaign to agents </...
<ul><li>Open houses & broker tours </li></ul><ul><li>Full color Just Listed postcards </li></ul><ul><li>Virtual Tours – Wi...
Local Marketing <ul><li>Full color, multi-page </li></ul><ul><li>Property Marketing Sheet for open houses & broker tours. ...
Local Marketing <ul><li>Our Professional Floor plans allow buyers to envision how they would make a home their own. </li><...
Local Marketing Full Size Property Information Posters
Internet Marketing <ul><ul><li>80% of buyers first see the home they end up buying online </li></ul></ul><ul><ul><li>These...
<ul><li>How will we use the internet to maximize exposure of your property? </li></ul>Internet Marketing <ul><ul><li>Prope...
Internet Marketing Virtual Tours
Internet Marketing Virtual Tours <ul><ul><li>www.realtor.com </li></ul></ul><ul><ul><li>www.boston.com </li></ul></ul><ul>...
Internet Marketing Registered buyers can search for properties online at  vanguard-realty.com. The site gets over 110,000 ...
Internet Marketing Registered buyers will receive an email telling them about your new listing and pointing them to our fe...
Internet Marketing Banner advertising on boston.com increases internet exposure for your property. Boston.com
Internet Marketing <ul><ul><li>Studies show that properties are 500 times more likely to be clicked on when they have pict...
Internet Marketing <ul><ul><li>Paid placement on Google, Yahoo, Lycos and many other search engines generates more traffic...
Internet Marketing <ul><ul><li>We are able to create our own boston.com listings that have a link to the Virtual Tour.  No...
Internet Marketing <ul><ul><li>How will your listing stand out on realtor.com? </li></ul></ul><ul><ul><li>Through our mark...
Internet Marketing Realtor.com
Internet Marketing Realtor.com <ul><ul><li>Showcase box on listing results </li></ul></ul><ul><ul><li>Banner text on listi...
<ul><li>Online floorplans allow buyers to virtually look through the property. </li></ul>Internet Marketing Online Interac...
<ul><li>Most sales are “co-broked” meaning another agent brings the buyer </li></ul><ul><li>Pro-active approach to marketi...
Internet Marketing Some of the sites where your listing will appear:
Aren’t all MLS listings the same, what makes ours stand out from the crowd? <ul><ul><li>Lots of high quality, bright, clea...
Showing Your Home Here are some ways you can help the process go smoothly when we’re showing your home. <ul><ul><li>Mainta...
Pricing
Understanding Market Value <ul><li>Market-sensitive pricing can be the key to maximum market  exposure and, ultimately, a ...
These are the best buyers!  1) They understand what they’re looking for and know how much to pay for it. 2) They can make ...
The Bottom Line ......................................... Approximate  Selling Price: $330,000-360,000 Competitive Market ...
Total Satisfaction and Then Some
<ul><li>I will apply my knowledge and expertise to market your home. Here is what you can expect from me:  </li></ul><ul><...
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  1. 1. Property Marketing P R O P O S A L
  2. 2. Marketing Proposal Presented By Howard Koor Vanguard Realty Direct (617) 257-3868 February 9, 2012
  3. 3. Understanding Your Expectations
  4. 4. What Are You Looking For In A Real Estate Agent?
  5. 5. Professional Strengths
  6. 6. Choosing a Real Estate Representative <ul><li>Why Me? </li></ul><ul><ul><li>Locally owned and operated company </li></ul></ul><ul><ul><li>We live and work right here and care about the neighborhood </li></ul></ul><ul><ul><li>We support local groups and charities </li></ul></ul>
  7. 7. Choosing a Real Estate Representative <ul><li>Why Me? </li></ul><ul><ul><li>Consistently one of the top agents in the area </li></ul></ul><ul><ul><li>Will work hard until your house is sold </li></ul></ul><ul><ul><li>Has Showcase homes on Realtor.com. </li></ul></ul><ul><ul><li>Strong and effective Internet Marketing Strategy </li></ul></ul><ul><ul><li>Strong relationships with Brookline & Brighton agents </li></ul></ul>
  8. 8. Choosing a Real Estate Representative <ul><li>Why Me? </li></ul><ul><ul><li>Experience </li></ul></ul><ul><ul><li>Commitment </li></ul></ul><ul><ul><li>Hard Work </li></ul></ul><ul><ul><li>Enthusiasm </li></ul></ul><ul><ul><li>Integrity </li></ul></ul><ul><ul><li>Results! </li></ul></ul>
  9. 9. Choosing a Real Estate Representative <ul><ul><li>I will create maximum value for you with our comprehensive marketing program </li></ul></ul><ul><ul><li>Your business is very important to me and I will work tirelessly to ensure your satisfaction </li></ul></ul><ul><ul><li>I specialize in residential sales and I understand the Brookline & Brighton markets </li></ul></ul>Why Me? Because you will get more service and more money in your pocket.
  10. 10. Choosing a Real Estate Company <ul><ul><ul><li>Ranked #1 in Sales among Brighton offices for 2006. </li></ul></ul></ul><ul><ul><ul><li>Locally owned and operated. </li></ul></ul></ul><ul><ul><ul><li>More marketing than any other firm in our market. </li></ul></ul></ul><ul><ul><ul><li>Always using the latest technology and best practices. </li></ul></ul></ul><ul><ul><ul><li>We can do more without charging higher fees. </li></ul></ul></ul>Why Vanguard Realty?
  11. 11. Choosing a Real Estate Company Why Vanguard Realty? <ul><ul><ul><li>State-of-the-art facilities </li></ul></ul></ul><ul><ul><ul><li>Central location </li></ul></ul></ul><ul><ul><ul><li>Latest technologies </li></ul></ul></ul>
  12. 12. Choosing a Real Estate Company Why Vanguard Realty? <ul><ul><ul><li>Featured in Profiles in Commerce in Banker & Tradesman, the top industry trade publication. </li></ul></ul></ul><ul><ul><ul><li>“ One of Brighton’s top-producing real estate offices.” – Banker & Tradesman </li></ul></ul></ul>
  13. 13. What Does A Real Buyer Look Like?
  14. 14. Homebuyers may use several information sources in their search process, but they are most likely to find the home they actually purchase through a real estate professional. How Do Buyers Find The Home They Purchase?
  15. 15. Homeselling Process I will be your resource and guide every step of the way. Initial Consultation • Determine your needs and priorities • Review “agency” choices and select appropriate working relationship • Discuss Marketing Plan • Establish Pricing Strategy • Complete our Pre-Flight Evaluation Design and Implement Marketing Plan • Complete home enhancement recommendations • Carry out scheduled marketing activities • Show the property to brokers and prospective buyers • Communicate with you on a regular basis • Monitor results of marketing activities • Modify Marketing Plan and Pricing Strategy as necessary Review Offer and Reach Agreement with Buyer • Buyer’s Real Estate Professional presents offer • Discuss and clarify proposed terms and conditions • Negotiation; possible counteroffers • Reach final agreement
  16. 16. Homeselling Process <ul><li>Complete Settlement Process (per purchase contract) </li></ul><ul><li>Deposit of buyer’s earnest money </li></ul><ul><li>Home inspection </li></ul><ul><li>Smoke inspection by fire department </li></ul><ul><li>Title search; preliminary title report to buyer </li></ul><ul><li>Removal of remaining contingencies </li></ul><ul><li>Buyer’s final walk-through of property </li></ul><ul><li>Loan funding/balance of funds from buyer </li></ul><ul><li>Recording of title </li></ul><ul><li>Relocation of seller; possession of property by buyer </li></ul><ul><li>After-sale Service </li></ul><ul><li>• Help you find your next home, as needed </li></ul><ul><li>• Assist you with relocation, as needed </li></ul><ul><li>• Provide resources for other after-sale home owner needs </li></ul>
  17. 17. My Role <ul><li>Objective Pre-Market Evaluator </li></ul><ul><li>Marketing Manager </li></ul><ul><li>Property & Neighborhood Specialist </li></ul><ul><ul><ul><ul><li>Experienced Negotiator </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Transaction Manager/Coordinator </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Trusted Advisor </li></ul></ul></ul></ul>Selling your home is not just a financial decision, but an emotional one as well. That’s why it’s important to choose the right real estate agent who cares about more than just the transaction.
  18. 18. The Pre-Marketing Analysis <ul><li>Analyze your property’s “buyer emotional appeal” </li></ul><ul><li>Work with you to develop an cost-effective plan to enhance emotional appeal </li></ul><ul><li>Coordinate and manage team to put plan into action and make improvements if necessary </li></ul>Maximizing value and getting faster results with our unique pre-marketing plan.
  19. 19. Our Marketing System <ul><li>Staged homes sell for significantly more </li></ul><ul><li>First 10-15 seconds are critical </li></ul><ul><li>Exclusive Home Staging Strategy Report </li></ul>Staging
  20. 20. Our Marketing System <ul><li>MLS – Hundreds of Offices. Thousands of Agents. </li></ul><ul><li>Real estate magazines </li></ul><ul><li>Local newspapers – Boston Homes, Boston Globe </li></ul>How will I market your home locally?                                                                                                
  21. 21. Our Marketing System <ul><li>Company website – www.vanguard-realty.com over 110,000 hits a month ! </li></ul><ul><li>My website – www.mattbless.com </li></ul><ul><li>Enhanced Realtor.com listings </li></ul><ul><li>Other top websites – local & national </li></ul>How will I market your home locally?                                                                                                
  22. 22. <ul><li>Floor plans </li></ul><ul><li>Postcard campaign to target markets </li></ul><ul><li>Postcard campaign to agents </li></ul><ul><li>Extensive Internet campaign including banner ad on boston.com </li></ul>Local Marketing Property Tours and Announcements                                                                                                
  23. 23. <ul><li>Open houses & broker tours </li></ul><ul><li>Full color Just Listed postcards </li></ul><ul><li>Virtual Tours – With CirclePix, excellent quality </li></ul><ul><li>Market to my own pool of buyers </li></ul>Local Marketing Property Tours and Announcements
  24. 24. Local Marketing <ul><li>Full color, multi-page </li></ul><ul><li>Property Marketing Sheet for open houses & broker tours. </li></ul>Open House Marketing
  25. 25. Local Marketing <ul><li>Our Professional Floor plans allow buyers to envision how they would make a home their own. </li></ul>Open House Marketing
  26. 26. Local Marketing Full Size Property Information Posters
  27. 27. Internet Marketing <ul><ul><li>80% of buyers first see the home they end up buying online </li></ul></ul><ul><ul><li>These buyers need to see your property and it needs to look good! </li></ul></ul>
  28. 28. <ul><li>How will we use the internet to maximize exposure of your property? </li></ul>Internet Marketing <ul><ul><li>Property search at www.vanguard-realty.com </li></ul></ul><ul><ul><li>Listings on the most active real estate websites </li></ul></ul><ul><ul><li>Our Virtual Tour allows your home to be toured 24/7 looking its very best </li></ul></ul><ul><ul><li>Search engine placement allows surfers to easily find our website and your property listing </li></ul></ul><ul><ul><li>Featured advertiser on BOSTON.COM </li></ul></ul>Your home will be featured on all the most active real estate websites.
  29. 29. Internet Marketing Virtual Tours
  30. 30. Internet Marketing Virtual Tours <ul><ul><li>www.realtor.com </li></ul></ul><ul><ul><li>www.boston.com </li></ul></ul><ul><ul><li>MLS pin website </li></ul></ul><ul><ul><li>homefind.com </li></ul></ul><ul><ul><li>vanguard-realty.com </li></ul></ul>
  31. 31. Internet Marketing Registered buyers can search for properties online at vanguard-realty.com. The site gets over 110,000 hits a month! Vanguard Website
  32. 32. Internet Marketing Registered buyers will receive an email telling them about your new listing and pointing them to our featured properties page. Vanguard Website
  33. 33. Internet Marketing Banner advertising on boston.com increases internet exposure for your property. Boston.com
  34. 34. Internet Marketing <ul><ul><li>Studies show that properties are 500 times more likely to be clicked on when they have pictures </li></ul></ul><ul><ul><li>Many companies in this market DO NOT show property pictures on boston.com! </li></ul></ul>Boston.com
  35. 35. Internet Marketing <ul><ul><li>Paid placement on Google, Yahoo, Lycos and many other search engines generates more traffic </li></ul></ul><ul><ul><li>Buyers from all over the world can find your property through web searches, using keywords like “Brookline Condo” or “Brighton MA Property” </li></ul></ul>Boston.com
  36. 36. Internet Marketing <ul><ul><li>We are able to create our own boston.com listings that have a link to the Virtual Tour. No other office in our market has Virtual Tour links on their boston.com listings! </li></ul></ul>Boston.com
  37. 37. Internet Marketing <ul><ul><li>How will your listing stand out on realtor.com? </li></ul></ul><ul><ul><li>Through our marketing agreement with Realtor.com, our properties feature ALL of the available listing enhancements. </li></ul></ul>Realtor.com
  38. 38. Internet Marketing Realtor.com
  39. 39. Internet Marketing Realtor.com <ul><ul><li>Showcase box on listing results </li></ul></ul><ul><ul><li>Banner text on listing results </li></ul></ul><ul><ul><li>Complete MLS remarks instead of no description at all </li></ul></ul><ul><ul><li>Multiple photos instead of one photo </li></ul></ul><ul><ul><li>Link to Virtual Tour and Real Estate Show </li></ul></ul><ul><ul><li>Logo and link on results page and listing detail page </li></ul></ul><ul><ul><li>Photo Gallery link </li></ul></ul><ul><ul><li>Scrolling text on listing detail </li></ul></ul>
  40. 40. <ul><li>Online floorplans allow buyers to virtually look through the property. </li></ul>Internet Marketing Online Interactive Floorplans
  41. 41. <ul><li>Most sales are “co-broked” meaning another agent brings the buyer </li></ul><ul><li>Pro-active approach to marketing to other agents </li></ul><ul><li>- Formatted “reverse prospecting” emails </li></ul>Internet Marketing Agent-to-Agent Marketing
  42. 42. Internet Marketing Some of the sites where your listing will appear:
  43. 43. Aren’t all MLS listings the same, what makes ours stand out from the crowd? <ul><ul><li>Lots of high quality, bright, clear photos </li></ul></ul><ul><ul><li>Remarks that draw in the buyer and pique interest </li></ul></ul><ul><ul><li>Links to Virtual Tours, “Real Estate Shows”, floorplans </li></ul></ul><ul><ul><li>Complete and accurate listing information </li></ul></ul><ul><ul><li>Brokerage firm is trusted and respected by agents </li></ul></ul><ul><ul><li>Competitive 2.5% co-broke pay out </li></ul></ul><ul><ul><li>Property is staged for maximum impact </li></ul></ul>Multiple Listing Service - MLS
  44. 44. Showing Your Home Here are some ways you can help the process go smoothly when we’re showing your home. <ul><ul><li>Maintain the home in “show-ready” condition </li></ul></ul><ul><ul><li>Confine pets if needed </li></ul></ul><ul><ul><li>It is best to leave your home during showings </li></ul></ul><ul><ul><li>Be as flexible as possible with showings to accommodate buyers </li></ul></ul>
  45. 45. Pricing
  46. 46. Understanding Market Value <ul><li>Market-sensitive pricing can be the key to maximum market exposure and, ultimately, a satisfactory sale. </li></ul><ul><ul><li>The existing pool of prospective buyers determines a property’s value based on: </li></ul></ul><ul><ul><ul><li>Location, design, amenities and condition. </li></ul></ul></ul><ul><ul><ul><li>Availability of comparable (competing) properties. </li></ul></ul></ul><ul><ul><ul><li>Economic conditions that affect real property transactions. </li></ul></ul></ul><ul><ul><li>Factors that have little or no influence on the market value of a house include: </li></ul></ul><ul><ul><ul><li>The price the seller originally paid for the property. </li></ul></ul></ul><ul><ul><ul><li>The seller’s expected net proceeds. </li></ul></ul></ul><ul><ul><ul><li>The amount spent on improvements. </li></ul></ul></ul><ul><ul><li>The impact of accurate pricing: </li></ul></ul><ul><ul><ul><li>Properties priced within market range generate more showings and offers, and sell in a shorter period of time. </li></ul></ul></ul><ul><ul><ul><li>Properties priced too high have a difficult time selling. </li></ul></ul></ul>
  47. 47. These are the best buyers! 1) They understand what they’re looking for and know how much to pay for it. 2) They can make a fast decision. <ul><li>An asking price that is beyond market range can adversely affect the marketing of a property. </li></ul><ul><ul><li>Fewer buyers are attracted, and fewer offers received.  </li></ul></ul><ul><ul><li>Marketing time is prolonged, and initial marketing momentum is lost.  </li></ul></ul><ul><ul><li>The property attracts &quot;lookers&quot; and helps competing houses look better by comparison.  </li></ul></ul><ul><ul><li>If a property does sell above true market value, it may not appraise, and the buyers may not be able to secure a loan.  </li></ul></ul><ul><ul><li>The property may eventually sell below market value. </li></ul></ul>Benefits of Market Pricing
  48. 48. The Bottom Line ......................................... Approximate Selling Price: $330,000-360,000 Competitive Market Analysis
  49. 49. Total Satisfaction and Then Some
  50. 50. <ul><li>I will apply my knowledge and expertise to market your home. Here is what you can expect from me: </li></ul><ul><ul><li>Your needs, interests and objectives will be my top priority. </li></ul></ul><ul><ul><li>I will give you reliable information and solid advice so that you can make informed decisions. </li></ul></ul><ul><ul><li>I will work for your best interests at every stage of the homeselling process, from the development and implementation of a Marketing Plan, through the negotiation of purchase offers, to the final settlement of the transaction.  </li></ul></ul><ul><ul><li>Communication is important. We will want to agree to a system of regular contacts. </li></ul></ul><ul><li>It is my hope that you will be so pleased with my service that you will turn to me for advice on your future real estate needs. </li></ul>What I Will Do For You
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