Stuart 4106 listing presentation

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Listing Presentation for 4106 Stuart Avenue Property of Lacy Williams of Joyner Fine Properties

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Stuart 4106 listing presentation

  1. 1. Marketing Plan 4106 Stuart Lacy Williams Joyner Fine Propertieswww.RichmondHousing Today.com 1 804-864-0316
  2. 2. Keys To Selling a House Today1. Staging and condition of house2. Price3. Marketing PlanA Diamond and A Deal!!! 2
  3. 3. 1. Staging and Condition of House 3
  4. 4. Staging Your House• Rule #1: You can’t sell it if you can’t see it• Rule #2: Get rid of the clutter. Look like a model home BEFORE AFTER 4
  5. 5. Staging Your House• Rule #3: Raise the Blinds and turn on all lights BEFORE AFTER• Rule #4: Rooms with Furniture are Better than Empty Rooms 5
  6. 6. Additional Staging Ideas• Curb appeal is more important. If you can’t get them inside, you can’t sell it.• First impressions are most important – focus on the entrance• Use Plants inside and out at front door and in living areas. Have flowers on the dining room table.• Landscaping is important – trim overgrown bushes, cut grass and put in new mulch• Get rid of smells (Dogs, cats, cigarettes)• Depersonalize• Float the furniture• Repurpose unused rooms• Less is more• Additional ideas are on my web site, www.LacyWilliams.com. 6
  7. 7. Maximizing the Value of Your Home• I will help you stage your house to sell• I can coordinate service people including cleaners, painters, contractors, etc.• Clean and put away (Smart Box, PODS to store unneeded things)• Remove excessive furniture• Repair electrical and plumbing issues• Fresher up the paint – neutralize• Buyers need a blank slate and a neutral palette to be able to see themselves and their things in the house 7
  8. 8. Staging Ideas• For more staging ideas, go to www.stagedhomes.com. 8
  9. 9. 2. PricingRemember The following: 2012 is not 2007!! 9
  10. 10. Pricing Your House• Agents do not establish market value, they show and market. Buyers buy.• Buyers dictate the market value of your home • Buyers engage in comparison shopping • Buyers may not like your colors, finishes, etc • A Buyer will not pay more for one property than for another similar property• Competitive Market Analysis • A competitive market analysis will show you what buyers are willing to pay for similar properties • Also shows you what they have not been willing to buy that is currently on the market • Focuses on other properties which are competing for Buyer’s attention 10
  11. 11. Pricing Your House• Factors that Do Not Affect Your Property’s Value – What you paid when you bought the house – What you put into the house • Replacement of maintenance items • Additions, upgrades etc – What you “Need” to get out of the house – The assessed taxes – What an appraiser or a real estate professional says the property is worth 11
  12. 12. The Overpriced Listing • House should be priced at $200,000 The Overpriced Listing • Seller says “Lets just start it higher and see what 260,000 $250,000 happens 240,000 $240,000 $230,000 • Each month Seller reduces 220,000 $220,000 the price and continues to $210,000 pay mortgages and 200,000 $200,000 expensesList Price $190,000 The right price 180,000 $180,000 • Seller gets mad at agent! 160,000 • House becomes “tainted” 140,000 and price continues to fall below the “right price” 120,000 • House finally sells below 100,000 what it should have sold 1 2 3 4 5 6 7 8 for Months on Market 12
  13. 13. The Correctly Priced Listing • House should be priced at $200,000 The Correct Price Listing • Seller says “Lets price it 260,000 to Sell! 240,000 • House sells in 1 week for the asking price 220,000 200,000 • Happy Seller!List Price The right price 180,000 160,000 140,000 120,000 100,000 1 2 3 4 5 6 7 8 Months on Market 13
  14. 14. Market Activity vs. TimePrecision Pricing is most important in the early days of marketing! “Testing the Market” closes the Window of Opportunity! Source: HP Real Estate Marketing Assistant Program 14
  15. 15. What are your Carrying Costs for Your House? (The price of not selling)• Mortgage• Insurance• Taxes• Association fees• Utilities• Maintenance and repairs (outside and inside) 15
  16. 16. 3. Marketing Plan 16
  17. 17. Preparation• Measure square footage by an appraiser (when necessary)• For sale sign on property• Box on property with flyers• Lock box 17
  18. 18. Internet Marketing : How Real Estate Consumers Have Changed• The first showing of your house is not in your house-it is on the Internet!!! If Buyers like the first showing, then they will come into the house for a second showing.• Buyers are 9X as likely to find the home they purchase on the Internet than in a newspaper.• Buyers are 34X more likely to find the home they purchase on the Internet than in a home book.• Buyers want every bit of information available on properties, especially in a buyers market where negotiating power has increased.• Buyers become more visual and demand more photos and full-motion videos; they expect more than simply moving print listings online.• Internet home buyers also use the web to effectively filter out properties that do not interest them. 18
  19. 19. On Line Marketing• Put into MLS Exposes to 5000+ agents plus numerous public web sites• Create a video tour to be included on most web sites.• www.JoynerFineProperties.com – Features weekly open houses – Features your listing• www.LacyWilliams.com 19
  20. 20. Visual Tour• Visual tour will be created for your house.• Only 5% of the agents use Visual Tours. Do you want your house to stand out?• Visual Tour allows us to have an unlimited number of photos, visuals including community information.• Visual Tour listings get more showings, sell quicker for a higher price. 20
  21. 21. On Line Advertising SitesHGTV Front DoorIntegrated Asset ServicesHome  Tour  ConnectHome WinksCyberhomes 21
  22. 22. Video Tour: On Line Advertising• A video tour will be created and will be included on the following web sites:LinkedinTwitterfacebookVisualtour.com Video 22
  23. 23. Capturing Buyers on Realtor.Com®The more buyers we caninterest, the betterchance we have offinding one who willmeet your price, termsand desired closingdate.SHOWCASE LISTINGSI will upgrade yourlisting onREALTOR.com® to bemore prominent usingREALTOR.com’sShowcase Listing Because REALTOR.com® has millions ofEnhancements. listings… I will make yours stand out!! 23
  24. 24. SHOWCASE LISTING ENHANCEMENTS helps to sell your property: • Your home will be more visible to buyers – highlighted on the screen in Realtor.com • I receive customer leads directly so I can personally respond to buyersrr • More exposure for your property Up to 25 Jumbo Photos (instead of one photo) Video tours Promote open houses 24
  25. 25. Featured Homes • Your home will be in a rotation to be one of Realtor.com’s featured homes. 25
  26. 26. Web Site Search Optimization• Zillow• Trulia• Realtor.com• Mobile App (Joyner and personal) 26
  27. 27. Luxury Portfolio • Luxury Portfolio is a boutique group of luxury firms that represent more listings and more sales than any other franchise or luxury organization. • Web site allows you to search luxury properties worldwide. • Joyner Fine Properties is on of only 2 companies in Richmond that is a member. 27
  28. 28. Marketing Plan: Print Advertising• Create an attractive color brochure that highlights the elegance and charm of the house. Combine written details with color photographs• Advertise in Sunday classifieds when holding an open house 28
  29. 29. Open House• Open house the first Sunday• I supply flowers, Open House signs, lead in signs and a newspaper ad and Open House directory ad for each open house.• Open houses are advertised on Joyner Fine Properties web site, Zillow and other web sites and on Visual Tour web sites. 29
  30. 30. Showing the House• Use lockbox on property to gain maximum exposure to all agents• Attempt to get feedback from agent from all showings• Contact owner weekly (or as desired) with status• The easier it is to show the house, the easier it is to sell the house. If you can’t show it, you can’t sell it.• Buyers are often on a short fuse – I will give you as much notice as I have but often I get a call from an agent who wants to see the house now.• Important to leave the house during showings – the Real Estate professional will answer their questions. 30
  31. 31. Estates and Homes 31
  32. 32. Contract to Closing• Negotiate offers and addendums• Qualifying purchasers and work with lenders to get required information.• Association packages• Inspection and inspection issues• Contractors to perform or estimate repairs• Appraisal• Coordinate settlement with attorneys.• Getting to the closing 32
  33. 33. 4. Qualifications 33
  34. 34. Qualifications: Joyner Fine Properties• Full service real estate firm specializing in high end properties• Founded in 1973• 130+ full time agents plus a staff of 15+• Leadership in Local and National Boards• Member of Leading Real Estate Companies of the World relocation network which provides a vast cross-country network of 82,000+ sales associates belonging to 1500+ leading firms• Currently working with Mead Westvaco and other firms on relocating their employee to Richmond 34
  35. 35. Leading Real EstateCompanies of the World (Leading RE) • Joyner Fine Properties is a member of Leading RE • Leading RE does more relocations that anyone else! • LeadingRE members sell nearly 25,000 homes annually valued at $43 billion, 20 percent more than any other national real estate organization. 35
  36. 36. Joyner Fine Properties Relocation Experience• Alcoa • Motorola• Alpha Lavall • Northrop Grumman• Bank of America • Performance Food Group• BB&T • Philip Morris• Black & Decker • Siemens• Capital One • Sun Trust Bank• Circuit City/Car Max • Sun Trust Mortgage• CSX • Sunbeam• Department of Defense • Virginia Commonwealth• Dominion Resources University• Federal Reserve • VCU Medical Systems• Ford Motor Company • Wachovia Bank• Honeywell • Wachovia Securities• JP Morgan • Others• Lowe’s• MeadWestvaco 36
  37. 37. Joyner Award Winners!• Lacy Williams: one of top 10 agents in Richmond in 2007 as reported by Richmond Association of Realtors 37
  38. 38. Joyner Fine Properties 2011 Award Winners 38
  39. 39. Joyner Fine Properties is #2 in Volume Volume of Sold Listings By Company in Greater Richmond in 2011 (Top 10 Companies) $1,000MVolume of Sold Listings $400,000,000 $350,000,000 $297M $295M $290M $300,000,000 $250,000,000 $219M $197M $186M $200,000,000 $150,000,000 $108M $90M $90M $100,000,000 $50,000,000 $0 n A BL er ty l ty C ty tio ER s RM al al st tie ea YO ... Ac Re Fo Re rs er rJ lR m m ax to op n d s m ta te ow m m an al /M Co Pr pi la Co ia Re et lS Re Ca ng ill ne ax m rW ax tia er Lo ia Fi Ho /M pi /M en in lle er Re Na rg Re ud yn Ke Vi Pr JoSource: Richmond Association of Realtors 39
  40. 40. Number of Agents By Company Number of MLS Agents By Company 793Number of MLS Agents 900 800 700 600 500 400 221 231 300 132 100 108 89 200 57 23 31 100 0 t er y lty RA BL on y os s RM C alt a cti alt dF rtie Re e s E Y O .. . A e n p e m m n s R al tor m r J a Max alR ga Pro x Co tow lia m e om ate Re/ pit Lo n ine /Ma om e Wi l ier R ax C Sl Ca F H er p ti al ia n er Re ell Na R e/M en ir g in Jo y K ud V Pr Source: CVRMLS Data 1/9/12 40
  41. 41. Joyner Fine Properties is #1 in Average Sale Price Average Sale Price by Company in Greater Richmond in 2011 (Top 10 Companies) $331,942Average Price Per Side $350,000 $300,000 $259,110 $256,831 $228,060 $231,975 $250,000 $212,561 $212,951 $185,456 $176,745 $200,000 $150,000 $111,718 $100,000 r MC y y RA BL on lt y o ste rti es R ealt e a lt E O ... A cti ea dF pe nR sR rs Y s lR an ro omm w m al to m m ame / Max it a P to a e Co p ng ne axC me illi rR er J Re Ca Lo Fi Ho W ie ax t a er e/M ler ap /M Sla in i n R Ke l N Re al Vir g Joy nti de P ruSource: Richmond Association of Realtors 41
  42. 42. Joyner Fine Properties is #1 in $1,000,000 Sales Number of Sides (Listings and Sales) for 2011 Sales over $1,000,000 in Greater Richmond in 2011 by Company (Top 10 Companies)Number of Sold Sides 23 25 20 14 15 10 5 5 0 1 0 0 0 0 0 0 er s C ty ty A L .. ty .. st t ie M al al E R B s. al ca. F o er R R e R e rs YO m e R e lo p m s to l e nd ro om w n m al m m Ja ita R a P C o ia e o er ap & n g ine x et ill R C lat C lty Lo a om W er ax lS ia ea erF e/M H le r pi /M a in R a ti n R el N e rg ia oy K R d en Vi in J ru rg P Vi Source: CVRMLS Data 1/9/12 42
  43. 43. Luxury Homes Specialist 43
  44. 44. Qualifications• Ruby award winner which is the highest award that Richmond Association of Realtors gives• Top 1% of Realtors nationwide• Number 752 in the nation ranked by sales volume in 2005• I sell homes and condominiums all over the Richmond area• Full Time Office assistant 44
  45. 45. Houses that I have Recently Sold in Your NeighborhoodBuyers Agent: Listing Agent:• 515 Granite Ave 600 Libbie Ave• 4704 Cutshaw Ave 4635 Stuart Ave• 4003 W Grace St 5409 Toddsbury Rd• 4108 Grove Ave 4407 Hanover Ave• 5707 Park Ave 4509 W Grace St• 4622 Hanover Ave 39 Lexington Rd• 4715 W Franklin St 13 Willway Ave• 4508 Bromley Ave 6207 Three Chopt Rd• 4407 Hanover Ave 5300 Matoaka• 4509 W Grace St Lock Lane Condominiums (116 sold!)• 39 Lexington Rd• 207 N Wilton Rd• 105 Seneca Rd• 98 Tuckahoe Blvd 45
  46. 46. How to sell your home today 1) Maintain and stage 2) Help pay closing costs 3) Expect to pay for a home warranty 4) Dont snub low offersSource: Market Watch 6/15/09 46
  47. 47. AdditionalInformation on theReal Estate Market and Pricing 47
  48. 48. Number of Single Family House Sales by Year Greater Richmond Single Family Sales Number of Single Family 18000 16450 15262 15533 15074 16000 14000 12737 12644 House Sales 12000 9482 9069 10177 8574 9051 10000 8000 6000 4000 2000 0 2 3 4 5 6 7 8 9 0 1 2 200 200 200 200 200 200 200 200 201 201 201 Year Source: CVRMLS data 1/6/13The number of single sales dropped every year from 2005 to 2010. The number of sales in 2010 was approximately halfof the number of sales in 2005. After 5 straight years of declining sales, the number of sales in 2011 was 5.5% higherthan 2010 and 2012 sales were 12.5 % higher than 2011 sales 48
  49. 49. Year Over Year Change in Number of Sales Number of Single Family House Sales in Greater Richmond Price Range 1/11-12/11 1/12-12/12 Change $0-$250,000 6259 6799 8.63% $250,001-$500,000 2317 2755 18.90% In the Condominium market, Year over Year number of sales $500,001-$750,000 395 470 18.99% by price point have increased in all price points with dramatic $750,001-$1,000,000 102 106 3.92% increases in the higher price $1,000,001+ 30 47 56.67% points.. In the single family market, Year over Year number of Number of Condominium Sales in Greater Richmond sales by price point have increased in all price points Price Range 1/11-12/11 1/12-12/12 Change with the greatest increase in the high end market.. $0-$250,000 932 1078 15.67% $250,001-$500,000 268 300 11.94%Source: CVRMLS data 11/25/12 $500,001+ 14 39 178.57% 49
  50. 50. Months Supply’s Impact onPrice Months Market Pricing 1-4 Sellers Appreciation 5-6 Even The Norm 7+ Buyers Depreciation 50
  51. 51. Inventory of Single Family Houses by Month in Greater Richmond Inventory of single Family Houses By Month 12.0 10.0 Inventory of Houses 8.0 2010 6.0 2011 2012 4.0 2.0 0.0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Month Source: CVRMLS dataThe supply of houses is determined by the number of active listings divided by the monthly sales rate for the past year.After 2+ years of inventory between 8 and 10 months, inventory began to drop in the later months of 2011 and hascontinued to drop in 2012. We are following a nationwide trend of declining inventory. In May 2010, there were 7455houses listed for sale in Greater Richmond and now there are 3619. A normal market is 5-6 months of inventory. 51
  52. 52. Average Price Per Square Foot By Year for Single Family House Sales in Greater Richmond Greater Richmond Single Family Price Per Square Foot For Closed House Sales By Year Price Per Square Foot $150 $139.64 $140 $135.82 $132.43 $130 $123.38 $117.82 $120 $112.24 $107.60 $104.98 $106.16 $110 $99.65 $100 $92.37 $90 $80 03 04 05 06 07 08 09 10 11 12 02 20 20 20 20 20 20 20 20 20 20 20 Year Source: CVRMLS data 11/25/12Prices have started to rise in Greater Richmond with 2012 prices being approximately 2% higher than 2011 prices. Witha 25% decrease in prices between 2007 and 2011, prices are still at 2004 levels as indicated in the red line on this graph. 52

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