Prudential Georgia Home Marketing

ProPerty ADVANCED M S arketing ySteM MAKE YOUR PROPERTY STAND OUT FROM THE COMPETITION!

SOLD D efining Y our g oals By understanding your goals, we can customize our Advanced Property Marketing System to meet your needs. Common Questions 1. Factors that Affect Selling Timeframe • Unique Attributes • Condition • Pricing • Marketing • Competition • Mortgage Rates • Other Factors 2. Timeframe To “Get Ready to Sell” unDerstanDing Your DeCision ProCess • What Is Your Decision Criteria? • How Would You Rate Them In Importance? • What Is The Decision Process?

C hoosing the right a gent INVESTMENT IN IMPACT SKILLS, TIME, $ ON ROI & SYSTEMS WINNING VALUE PROPOSITION ADVANCED PROPERTY MARKETING REAL ESTATE NEGOTIATIONS REAL ESTATE CONTRACT EXPERTISE CLIENT SERVICE & Which agent can Which agent can deliver the highest deliver the right return on your client experience? property investment? COMPARE? CAN YOU DIFFERENTIATE? NOT ALL REAL ESTATE BROKERS OR AGENTS ARE THE SAME.

how BuYers finD ProPerties Changing Trends - Buyers First Learned About Home Purchased 1999 2001 2003 2004 2005 2007 2008 Real estate agent 49% 48% 41% 38% 36% 34% 34% Internet 4 8 11 15 24 29 32 Yard sign 15 15 16 16 15 14 15 Friend, neighbor or relative 8 8 7 7 7 8 7 Home builder or their agent 4 3 7 7 7 8 10 Print newspaper advertisement 8 7 7 5 5 3 3 2008 NAR Profile of Home Buyers and Sellers Internet 32% 2008 Home Builder 7% Print or Newspaper 3% nar Profile Friend, Neighbor or Relative of BuYers 7% Real Estate Yard Signs Agent 15% 34% Other 3% The way buyers find properties is Changing Dramatically INTERNET Over 89% of consumers in Georgia and 100% of buyer’s agents use the internet for their real estate search. (National Association of Realtors)

PruDential aDvanCeD ProPertY marketing sYstem ASSESS OPTIMIZE DESIGN ADVANCED PROPERTY MARKETING PROCESS MEASURE IMPLEMENT The Prudential Advanced Property Marketing System was developed specifically for the current market conditions. This unique system was developed from extensive buyer and buyer’s agent feedback plus the latest innovations in technology and “best practices” in marketing and consulting. The Prudential Advanced Property Marketing System is a proven methodology with its roots in the quality and process improvement approaches that transformed corporate America in the last 20 years. Prudential is the first to create a real estate marketing system based upon these powerful principles. It is simply the most effective property marketing system available!

PruDential aDvanCeD ProPertY marketing sYstem • The Prudential Advanced Property Marketing System begins by assessing the subject property, competition and market. • Next, we develop a winning value proposition that stands out from the competition. We use the latest rich media solutions to bring the value of your property to life – online, in print and in person. • Our online marketing is the best in the nation. We provide maximum exposure on 100+ websites, provide the highest search priority and a distinctive look on the pages. Your property will not be buried deep in the pages like other listings. • As market conditions change, we get real feedback and statistics that allow us to optimize the competitiveness of your property. This continuous improvement provides the best chance for your property to be found and sold.

ASSESS iDentifY uniQue attriButes OPTIMIZE ADVANCED PROPERTY DESIGN of Your ProPertY MARKETING PROCESS MEASURE IMPLEMENT Buyers with emotional connections pay more! The objective of our marketing is to get buyers to fall in love with your property. Together, we will discover what is unique and interesting about your property and the area. • Location? • Historic? • Style? • Lifestyle? • Amenities? • Events? • Eco-Friendly? • Schools? Every property has a unique story!

ASSESS unDerstanDing the market OPTIMIZE DESIGN ADVANCED PROPERTY MARKETING PROCESS MEASURE IMPLEMENT By understanding the market, we are better equipped to make informed decisions on the best marketing approach that will achieve your goals. • Real Estate Market Update • Local Market Conditions • Competitive Properties • Positioning Online Valuations & Tax Records • Future Value Trends Prudential Georgia Home Investment Analysis 1. What has been the avg. appreciation in the past? 2. What is the expected appreciation in the future? 3. What are the typical cash-on-cash returns for real estate? Since 1980, appreciation in Atlanta avg. 5-8% Real Estate is Local Every Market is Different

ASSESS ProPertY ConDition & staging OPTIMIZE ADVANCED PROPERTY MARKETING PROCESS DESIGN MEASURE IMPLEMENT You only get one chance to make a great first impression. Potential buyers will give your house 3 seconds in a photo and 30 seconds in person to decide if they like it. That is why “curb appeal” is critical. The basics of property condition include: • Clean and Repair • De-Clutter • De-Personalize • Neutralize The U.S. Dept. of Urban Housing and Development (HUD) conducted a survey that showed staged homes netted 17% more profit than homes that were not staged. The average days on market for staged homes were 132 days less than homes that were not staged (StagedHomes.com). Return on % of Agents Project Typical Cost Price Increase Investment Recommending Lighten & brighten $233-370 $1,178-1,566 355% 97% Staging Home Clean and de-clutter $190-318 $1,505-1,937 578% 97% Landscape front/back yards $378-546 $1,718-2,158 319% 97% Stage home for sale $403-584 $1,938-2,431 343% 91% $436-621 $1,205-1,590 164% 93% Repair $628-878 $1,633-2,061 145% 94% Home $1,404-1,828 $3,216-3,934 121% 87% $562-808 $1,532-1,950 154% 98% $663-938 $1,757-2,205 147% 88% Courtesy of HomeGain 2007 National Survey

return on investment analYsis ASSESS OPTIMIZE DESIGN ADVANCED PROPERTY MARKETING PROCESS 1. Original Purchase Price MEASURE IMPLEMENT 2. Sale Price • Best Possible Price • Acceptable Sale Price • Walk-away Price 3. Cost of Repairs/Improvements 4. Monthly Carrying Costs 5. Expected Months on Market 6. Estimated Closing Costs 7. Net Return on Property Investment 8. Opportunity For Return On Next Property PriCing strategY PerCent of BuYers who will view ProPertY • If you price too high, many potential buyers will not look at your property. • If you price too low, you will not get the highest return on investment. • It is critical you step out of the shoes of the seller and pretend you are a buyer to fairly assess your competitive positioning.

ASSESS PriCing strategY OPTIMIZE ADVANCED PROPERTY MARKETING PROCESS DESIGN MEASURE IMPLEMENT • The most common mistake in selling Timing real estate is to begin by pricing too high for the market. This most often results in a lower return on investment. • The highest level of activity is generally in the first few months after the home has been staged and is new on the market. • Assessment and optimization can also produce increased levels of activity. Market Values Increasing • It is important to understand market conditions to develop the right pricing strategy. Price • Pricing above the market can be effective if home values are increasing. Market Value • The most common mistake in a buyer’s market is to price the home too high and end up chasing the market. In most cases, the property is eventually sold for less than it could Market Values Declining have been in the early stages. The owner may also incur significant additional carrying costs over time. And finally, homes that are Price on the market for long periods of time get “labeled” by potential buyers and buyer’s agents. Market Value

ASSESS aDDeD visual marketing OPTIMIZE ADVANCED PROPERTY MARKETING PROCESS DESIGN Yes - pictures are worth a thousand words! You only get one chance to make MEASURE IMPLEMENT a great first impression. The quality of the pictures and other media is critical to effective property marketing. Your Prudential agent has access to the best tools and innovations available. Pgr marketing Center Prudential agents have access to over 1,000 beautiful marketing solutions including brochures, flyers, virtual tours, slide shows, web commercials, postcards and more. Pgr Digital magazines Prudential Digital Magazines provide a unique and powerful format that can be used for websites, e-campaigns and other marketing solutions. Pgr viDeos Prudential produces a series of streaming videos for consumers. These powerful marketing tools are designed to attract buyers to our properties. Prudential agents may also use virtual tours or narrated property videos that bring the story of your property to life.

ASSESS JoB loss ProteCtion Program OPTIMIZE DESIGN ADVANCED PROPERTY MARKETING PROCESS MEASURE IMPLEMENT Studies show that the #1 reason preventing potential buyers from purchasing a home is their concern over job stability. Leading financial planners recommend a 6-month “rainy day fund” to be prepared for these types of events. The reality is that very few potential buyers have such a fund. What if you could provide a buyer with a special fund worth up to $10,800 that would provide 6 payments of $1,800 per month for a 24-month coverage period? Sounds too good to be true? Not anymore! JoB loss ProteCtion • Coverage Period - Twenty-four (24) months from the closing date of the mortgage. • Maximum Benefit - The lesser of the actual mortgage payment (PITI) or $1,800 per month. • Benefit Period - Up to a max of six (6) payments during the twenty-four (24) month coverage term. *Additional Terms & Conditions Apply

testing Your value ProPosition versus the ComPetition BELOW AVERAGE PRICING & PACKAGING OUT OF AVERAGE THE MARKET CHASING THE MARKET MARKET BEST LEADER ZONE BEST AVERAGE BELOW AVERAGE ATTRIBUTES OF THE PROPERT Y Market Leader Zone - The Market Leader Zone is determined by the percentage of properties selling versus total listing inventory in your defined market. For example, there may be 100 properties available and an average of 10 sold each month. To obtain Market Leader Zone status, your property must be in the top 10% versus the competition. Pricing and Packaging Attributes of the Property • Price & Incentives • Location / Area • Condition • Style / Floor Plan (Decluttered, De-Personalized & Neutralized) • Amenities • Repairs/Upgrades • Historic • Staging • Events • Appraisal, Inspection & Home Warranty • View

ASSESS PGR Online Marketing Advantage OPTIMIZE ADVANCED PROPERTY MARKETING PROCESS DESIGN MEASURE IMPLEMENT PRUDENTiAL ExPOsEs OUR LisTiNGs TO hUNDREDs OF REAL EsTATE wEbsiTEs – MORE ThAN ANy OThER bROkER! Mobile devices are rapidly growing as the next wave of accessing the internet. Prudential provides the latest technology for mobile real estate searches. Your property is now available anytime, anywhere and on any device. Prudential listings simply get more views!

Realtor.com Online Marketing Award Of Excellence Prudential Georgia Realty was the first large brokerage in the nation to be awarded the Realtor.com Online Marketing Award of Excellence. This prestigious award recognizes the leadership and innovation of our company in all aspects of online marketing excellence. Our Advanced Property Marketing System is simply the most effective solution available to market and sell your property! LIstIngs that stanD Out FROM thE COMpEtItIOn! • showcase Framing - Making listing look distinctive on the page. • headline banners - Delivers impactful message to the viewer. • Animated sign Rider - Grabs your attention. • Custom Text - Communicates summary of your value proposition. • 25 beautiful Photos - Our listings have 25 photos which help your listing rise to the top in search results. Great photos communicate the unique value and story of your property. • Virtual Tours/Video Tours - Bring the story of your property to life online!

Prudential Online Marketing Advantage ONLiNE sEARCh sTRATEGy It is important to understand how buyers find properties on the internet. Consumers find real estate websites by using the major search engines, real estate stores plus other new innovations that are rapidly changing the way consumers find listings. PRUDENTiAL GEORGiA REALTy Using search Engines ThE LEADiNG bROkER wEbsiTE ON GOOGLE In the United States, Google powers 80% of real estate searches. prudential georgia is the leading broker website for metro Atlanta searches. Just click “real estate atlanta georgia” or “atlanta real estate” on Google and see for yourself! Using Real Estate stores Many websites deploy the use of real estate stores as one of their common navigation options. These real estate stores are generally powered by one of the major real estate websites. For example, the MSN real estate store is powered by Realtor.com. The WalMart real estate store is powered by Oodle. This is important to understand because these sites are great sources of consumer traffic.

Prudential Online Marketing Advantage OThER METhODs ThAT DRiVE TRAFFiC TO OUR LisTiNGs New and innovative methods of driving traffic to our listings include online articles, Google Maps and online video. Online Articles - A popular method of driving consumer traffic to listings is from online articles. A great example is Trulia.com - the fastest growing real estate website. Trulia has strategic partnerships with leading sites such as CNN Money, Fortune.com, Wall Street Journal and others. Since our listings are “Featured Listings” on Trulia, our listings get the most views! Google Directory Services - Google has expanded Google Maps to offer local business listings. Google also announced a new 411 service called Goog 411. Just dial 1.800.466.4411 to get directory listings for free. It is clear that Google intends to be the 800-pound gorilla for local directory services. This is just another example of how Prudential Georgia and our agents are leveraging the latest innovations to capture the most leads for our listings. Online Video – Over 20% of internet traffic is now video. Online video is a powerful medium and is clearly the future of real estate marketing. Prudential Georgia agents leverage our unique partnerships which allow our property videos and other video market reports to be easily found online. This gives your listing more traffic and leverages the most powerful medium available to communicate your value online.

ASSESS Multi-Channel Advertising OPTIMIZE ADVANCED PROPERTY MARKETING PROCESS DESIGN MEASURE IMPLEMENT The mediums where buyers find properties has dramatically changed. The old ways of advertising properties in the classified sections of the local newspaper is no longer effective. Real estate websites and rich media innovations have quickly impacted the real estate business. Prudential has shifted our focus to more online ads and television commercials in addition to our extensive syndication to real estate websites. TV spots may be seen on popular AbC shows like Good Morning America, Cbs prime-time shows like Numbers, Criminal Minds and others. Prudential Real Estate 2008 Advertising Campaign 123MainStreet.com Examples of Online Banner advertising

ASSESS soCial network marketing OPTIMIZE ADVANCED PROPERTY MARKETING PROCESS DESIGN Social networks are rapidly emerging as an important element MEASURE IMPLEMENT of real estate marketing. Facebook currently has more than 250 million active users worldwide with over 120 million users logging on at least once per day. The fastest growing demographic is age 35+. Online video sites are growing rapidly. PGR property videos can now be distributed to many video sites. These videos can be tagged with “key words” that allow your property to be found in relevant Google searches.

ASSESS market to targeteD BuYer segments OPTIMIZE ADVANCED PROPERTY MARKETING PROCESS DESIGN MEASURE IMPLEMENT NEiGhbORs, FAMiLy AND FRiENDs: An often overlooked marketing opportunity for properties are your neighbors and friends. This is a specific area where we can work together for your benefit. There are variety of tools we can use to help your neighbors, family and friends understand and help communicate the unique value of your property. These include the Prudential yard sign, distinctive sign riders, brochures, Home Books, email campaigns and more. Prudential eCard exaMPle TARGET MARkET sEGMENTs Depending upon the property, there are identifiable segments of potential buyers. These may include target segments like feeder neighborhoods, seniors, first time homebuyers, international buyers, investors and more. We will identify the most likely segments and develop an appropriate marketing strategy. Of course, we will comply with all real estate fair housing laws and guidelines. Friends Seniors & Family International Neighbors 1st Time Feeder Homebuyers Neighborhoods Investors

ASSESS market to international BuYers OPTIMIZE ADVANCED PROPERTY MARKETING PROCESS DESIGN MEASURE IMPLEMENT IntroducIng your property to the world! The internet has dramatically changed the way that real estate is found and purchased across the world. It is true that real estate is becoming part of the global economy. PrudentialGA.com offers property searches in 13 languages. Prudential Georgia Realty is active in local, national and international associations and networks that specialize in international and multi-cultural real estate. 2008 Origin of International Buyers Percentage Distribution South Pacific 1.0% Latin America 9.0% North America 33.0% LUxURyREALEsTATE.COM Exposes our Fine Homes listings to over 77,000 Asia agents from 1650 brokerages in 65 countries. This Africa 23.0% 3.0% extensive broker referral network is the largest Europe international network in the world. 31.0%

CorPorate reloCation & ASSESS OPTIMIZE DESIGN ADVANCED leaD generation BuYers PROPERTY MARKETING PROCESS MEASURE IMPLEMENT North East Mid Atlantic Midwest West Coast International Southwest CORPORATE RELOCATiON: Prudential is the leader in metro Atlanta for Corporate Relocation. For over 45 years, we have been helping thousands of corporate clients relocate to metro Atlanta. Our organization is led by Senior Vice President, Kathy Connelly SCRP, who also functions as Chairman of the Relocation Directors Council - the national trade organization for residential relocation. Our team is the recipient of numerous awards but more importantly has provided thousand of buyers for our listings. This is a significant competitive advantage for Prudential agents. LEAD GENERATiON PROViDERs: This is a rapidly evolving area for residential real estate. Our Rapid Response Real Estate team stands ready to assist and nurture buyers who contact us from our corporate website and other sources. Qualified leads are provided directly to your agent to maximize the opportunity for your listing. In addition, we partner with a variety of fee-based lead generation providers. We believe it is best to help our clients find the widest range of buyers possible and continue to lead our market in developing these types of buyer leads for our properties.

ASSESS market to the BuYer’s agent OPTIMIZE ADVANCED PROPERTY MARKETING PROCESS DESIGN MEASURE IMPLEMENT MULTIPLE LISTING REVERsE SERVICES PROsPECTiNG Match your home Metro Atlanta has two with buyers who are MLS systems. By having searching for a comparable home. Agents a membership with both services, you are of matching potential buyers will be notified guaranteed to have the greatest amount of via email giving them the opportunity to exposure to a potent pool of market-educated contact me about your home. buyers currently working with more than 30,000 Atlanta area real estate agents. OFFICE CARAVANS/ SALES E-MARKETING MEETINGS This tour gives our very top Prudential has a variety agents the opportunity to of electronic marketing preview new listings and solutions to make other offer helpful marketing agents aware of our listings including special tips to their peers. This incentives. Our agents leverage extensive has often led to a contract after an agent databases of local agents to target the best agents realized the property they were previewing that may be representing a potential buyer. was the perfect one for a client. REFERRAL Weekly sales meetings provide an NETWORKS opportunity for the agents in our office to Prudential agents provide an additional spotlight on homes. have extensive personal networks with other real estate agents. Prudential is also a member of numerous national and international referral networks.

rePorts, feeDBaCk anD trenDs ASSESS OPTIMIZE DESIGN ADVANCED PROPERTY MARKETING PROCESS ONLiNE shOwiNGs MEASURE IMPLEMENT Online showings are critical “moments of truth” in getting prospects to take the next step and visit your property. Prudential provides important statistics and perspective that can help you and your agent understand the facts and trends online. These include insightful reports from Realtor.com, Yahoo! Real Estate, Trulia.com, and the Prudential websites. • The number of web viewers • The number of buyers who searched for homes in your neighborhood • Home tour requests • Price changes of properties in your area • New competing listings • Instant alerts to registered buyers who have targeted a home just like yours TRENDGRAPhix & MLs DATA Trendgraphix and information from the local multiple listing services will illustrate market activity specific to your area and price range. These powerful tools empower you and your agent to see important market trends based upon actual sales activity. PROPERTy shOwiNG REPORTs Agents may use tools like HomeFeedback.com to get direct feedback from buyers agents and consumers about your live showings.

Continuous imProvement ASSESS OPTIMIZE DESIGN ADVANCED oPtimize the Plan PROPERTY MARKETING PROCESS MEASURE IMPLEMENT BELOW AVERAGE OUT OF AVERAGE VALUE PROPOSITION THE MARKET CHASING THE MARKET MARKET BEST LEADER ZONE BEST AVERAGE BELOW AVERAGE MARKETING EFFECTIVENESS Market Leader Zone - The Market Leader Zone is determined by the percentage of properties selling versus total listing inventory in your defined market. For example, there may be 100 properties available and an average of 10 sold each month. To obtain Market Leader Zone status, your property must be in the top 10% versus the competition. Value Proposition - Your agent will provide feedback from buyers and buyer’s agents on the competitiveness of your Value Proposition. As the market changes, you must continue to adjust to remain in the Market Leader Zone. Marketing Effectiveness - Your agent will provide statistics and reports plus additional insight to determine if your marketing is effectively reaching the intended audience. Together, you can decide upon any adjustments in marketing strategy and tactics.

PruDential The Prudential Brand is known across the world with 98% Brand recognition. Our worldwide marketing presence benefits home sellers because it increases the likelihood that prospective buyers actively researching the market will be attracted to listings represented by the Prudential Real Estate Network. highest average sales PriCe Once again, Prudential Real Estate has achieved the industry’s Highest Average Sales Price. Prudential’s Fine homes International program continues to be a tremendous success nationally. Even in a market with declining national home prices, Prudential’s average sales price continues to rise. Consumer ChoiCe awarD Prudential Georgia Realty was awarded a 2008 Consumer’s Choice Award for Executive Home Sales. This is the 5th year in a row that consumers have voted to recognize our company and associates for delivering exceptional value and service. realtor.Com online marketing awarD of exCellenCe Prudential Georgia Realty was the first large brokerage in the nation to be awarded the Realtor.com Online Marketing Award of Excellence.

allianCe Partners We understand that moving is a complicated and emotional process. That is why we take such great care in choosing the right alliance partners. We would be happy to introduce you to our alliance partners and simplify your move. Trust the #1 mortgage lender in Atlanta! SunTrust Mortgage is also the recipient of a J.D. Power and Associates award in 2006 for being “Highest in Customer Satisfaction with Primary Mortgage Sales.” SunTrust Mortgage is a wholly owned subsidiary of SunTrust Bank and originates loans through 214 locations in SunTrust markets and adjacent states. sunstrustmortgage.com Weissman, Nowack, Curry & Wilco is nationally recognized for its extensive real estate, community association and litigation practices. Founded in 1991, the firm’s 65 attorneys include visionary leaders who have literally “written the book” on real estate contract and community association law and a litigation practice highly regarded for their success and trial experience. wncwlaw.com The right people. The right service. The right home warranty. HSA provides quality home warranty coverage, service and convenience. onlinehsa.com Georgia’s leading natural gas company. GNG offers a variety of budget-friendly variable and fixed pricing plans - something to meet the needs of all consumers. More than half a million households and businesses depend on GNG to provide them with peace of mind. onlygng.com

CommunitY ConneCtions Behind every great achiever are caring people offering encouragement and support. Prudential Georgia Realty rewards the members of our Prudential family who care about each other, their company and the communities they serve... people whose simple acts of kindness make the difference. Star of the Month Nominations are taken in each branch office. Winners receive special awards and are highlighted in the company newsletter. At the end of the year, each branch nominates one winner from among their monthly winners, who receive rewards and recognition from their peers at an annual company event. To attain status as a sunshine kids listing, i will agree to make a donation in your honor at the time we enter the listing. We believe that people are not given life simply to take from one another. We are here to give. Prudential Georgia Realty is proud to support these and many other worthwhile charity and community fundraising initiatives throughout the year.

Prudential Georgia Home Marketing

by Hank Bailey on Dec 02, 2009

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Prudential Georgia Home Marketing — Document Transcript

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