Luxury Real Estate Listing Presentation

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After building four websites for this client, he approached me about creating a luxury listing presentation for his high-end real estate clients on Florida's beautiful Emerald Coast. Here's what I came up with. He was thrilled and so were clients!

Published in: Real Estate

Luxury Real Estate Listing Presentation

  1. 1. www.AllEmeraldCoastHomes.com daniel@danielonthegulf.com (850) 974-1621
  2. 2. MEET DANIEL WALKER Known as one of the hardest-working agents on the Emerald Coast, Daniel Walker, broker associate at The Premier Property Group, brings a technological savvy and friendly, get-it-done attitude to every client relationship he enters. After being named Rookie of the Year in 2012, Daniel solidified his place as one of the preeminent luxury agents on the Emerald Coast Corridor—serving the waterfront communities from Destin to Panama City Beach—with more than $30 million in property transactions. As both a marketing and negotiations expert, Daniel brings the skill set needed to consistently sell his clients’ properties for top dollar. As a specialist in luxury and rental-income properties in Panama City Beach, 30A, Santa Rosa Beach, Miramar Beach, Sandestin, Destin and Okaloosa Island, Daniel is one of the most sought-after listing agents along the Emerald Coast.
  3. 3. THE PREMIER PROPERTY GROUP FOUR CONVENIENT LOCATIONS DESTIN 4393 Commons Drive E Destin, FL 32541 O (850) 259-9236 F (850) 424-3529 GRAND BLVD 495 Grand Blvd., S201J Miramar Beach, FL 32550 O (850) 337-1555 F (850) 837-0494 WATERCOLOR 1701 E Co Hwy 30A, S101 WaterColor, FL 32459 O (850) 231-6500 F (850) 231-6501 SEACREST 10343 E Hwy 30A, S105 Seacrest Beach, FL 32413 O (850) 213-5000 F (850) 213-5008 Ranked among the top 10% of performers from the Emerald Coast Association of Realtors , The Premier Property Group is a dynamic firm with a strong presence in the Emerald Coast real estate market. In 2014, PPG closed more than $300 million in sales in the Destin and 30A markets. Simply stated, The Premier Property Group is the Emerald Coast’s premier full-service brokerage firm with the top-rated agents offering the highest level of customized services to buyers and sellers.
  4. 4. OUR PARTNERS
  5. 5. WHAT CLIENTS SAY ABOUT DANIEL WALKER “I truly enjoyed working with Daniel. You won’t see him without a smile on his face and a positive attitude.” —Fantasia M. “[Daniel] knows his real estate. Thank you for finding us the perfect vacation home, and being extremely professional along the way!” —Scott M. “Daniel Walker is the perennial real estate agent. Knows every block of Hwy 98.” —Will T. “Excellent realtor. I would recommend him buying or selling!!!” —Debra M. “Daniel is top notch when it comes to knowledge of the Emerald Coast real estate market! Customer service is fantastic! Highly recommended ... my entire family uses him!” Andy M.
  6. 6. FOR MOST PEOPLE THE SALE OF THEIR HOME IS THE MOST IMPORTANT FINANCIAL TRANSACTION OF THEIR LIFE Who you select to represent you in the sale of your home can have a tremendous effect on the amount of equity you walk away with when your sale is complete. For most people, their home is their largest asset and the Realtor they select can make a difference of tens to hundreds of thousands of dollars to their net worth. The information in this guide will help you make the right choice in a Realtor. A Realtor who will do all they can to maximize your equity upon sale. At Emerald Coast Exclusive, our main objective is to provide you as a Seller: the most amount of money, in the least amount of time and with the fewest hassles. Our unmatched expertise, phenomenal service, and aggressive marketing allow us to achieve that goal time and time again for our clients. There are many factors involved in selling a home, but getting the most money for your home really boils down to five things: Preparation, Presentation, Pricing, Promotion & Negotiation. This guide will cover these five factors and outline our proprietary Smart Home Selling Strategy that has been proven to sell homes for up to 18% more than the neighborhood average.
  7. 7. OUR SMART HOME SELLING STRATEGY FOCUSES ON THESE 5 KEY AREAS TO SELL YOUR HOME FOR UP TO 18% MORE THAN THE NEIGHBORHOOD AVERAGE • PREPARATION • PRESENTATION • PRICING • PROMOTION • NEGOTIATION
  8. 8. PREPARING YOUR HOME FOR SALE The majority of homebuyers prefer a home that looks new or is recently upgraded, yet most homes that come to market aren't upgraded. Because of this, homebuyers will pay a premium of 5 - 7% for a home that is upgraded or recently remodeled. To help maximize the value of your home, we offer expert advice on where to invest to ensure your maximum return when selling. ► PREPARATION • PRESENTATION • PRICING • PROMOTION • NEGOTIATION
  9. 9. HOME UPGRADE ANALYSIS With every property we list, we provide a free home upgrade analysis, along with specific recommendations as to which upgrades will pay a 200%, 300% or 400% return upon sale. Once we agree on a preparation plan, we immediately put our team of property preparation specialists to work for you to make the process simple and hassle-free. And if you don't have the available funds? In some cases, we may even be able to defer the costs of renovation to be paid AFTER the home sells. *Note: Upgrades are not a requirement, only a recommendation. We successfully sell properties in all conditions. ► PREPARATION • PRESENTATION • PRICING • PROMOTION • NEGOTIATION
  10. 10. PRE-INSPECTION The number one deal killer in any real estate transaction is the home inspection. Why? Once you receive an offer for your property, 80% of the negotiating power shifts to the buyer. Pre-Inspecting your home enables us to know about and handle any potential issues with the property BEFORE you receive a purchase offer. This reduces the possibility of any “surprises” during negotiations. Additionally, addressing repairs up front has been proven to minimize the cost of repairs by up to 400%. ► PREPARATION • PRESENTATION • PRICING • PROMOTION • NEGOTIATION
  11. 11. PRESENTING YOUR HOME TO THE MARKET Once the property is prepared for market, it is time to stage the home and capture it in photos and video. Our goal in the Presentation phase is to make a prospective buyer say, “Wow! What a house” and compel them to come for a visit to look at it for themselves. PREPARATION ► PRESENTATION • PRICING • PROMOTION • NEGOTIATION
  12. 12. PREPARATION ► PRESENTATION • PRICING • PROMOTION • NEGOTIATION STAGING Professional staging defines the space and makes it show in its best light. Our staging professional will visit your home prior to photographing the property and discuss with you subtle changes that will make the property stand out in photos, video and in person—and inspire potential buyers to picture themselves owning your home as a result. Why stage your home? Staging a home helps it sell faster and for more money. 95% of staged homes receive an offer within the first 14 days, and can sell for up to 3% more money.
  13. 13. PROFESSIONAL PHOTGRAPHY If a picture is worth a thousand words, what are the pictures saying about your property? We exclusively use HDR photography on every property we list. With 95% of buyers starting their search online, that first impression has to be one that inspires buyers, compelling them to see it in person. PREPARATION ► PRESENTATION • PRICING • PROMOTION • NEGOTIATION
  14. 14. PREPARATION • PRESENTATION ► PRICING • PROMOTION • NEGOTIATION STATEGIC PRICING Once your home is prepared and ready to present to the market, the next most important factor is making sure your home is priced properly to attract the highest possible offer. Most Realtors use an outdated pricing model called a CMA (comparative market analysis) that only considers past sales data and can cause a property to sell for up to 11% less than it should have. Our Strategic Pricing model considers not just past sales data, but also factors in up to 27 additional economic variables to determine current market trends and how to position your home on the market to maximize buyer demand.
  15. 15. PREPARATION • PRESENTATION ► PRICING • PROMOTION • NEGOTIATION STATEGIC PRICING All buyers are naturally attracted to a good value. The list price for your property in relation to the market value will have a direct impact on the number of interested buyers that come to see your property. Over-pricing can discourage potential Buyers from viewing your home, while Underpricing can potentially cause you to leave money on the table. Our Strategic Pricing model will guide you to position your home in the market to attract the highest possible offer based on current conditions and Has helped our sellers net up to 6% more money when selling their home.
  16. 16. PREPARATION • PRESENTATION ► PRICING • PROMOTION • NEGOTIATION STATEGIC PRICING The #1 mistake sellers make is thinking, "I will list at a high price and if it doesn't sell, I can simply lower the price later." As you can see from this chart, buyer activity peaks in week 3, yet most overpriced sellers don't reduce their prices until week 5 or 6, effectively missing the peak of buyer activity. Pricing properly the first time enables you to maximize exposure and increase your chances of attracting the highest possible offer during the peak activity period. Overpricing is a critical mistake that costs homeowners valuable time and money.
  17. 17. PROMOTION: TELLING THE WORLD ABOUT YOUR HOME Once your home is prepared and priced for the market, it's time to promote your home to buyers and their agents everywhere. A well-executed marketing plan includes local, national, international and social media campaigns. This helps to maximize exposure to buyers and can drive the final sales price up by as much as 3%. PREPARATION • PRESENTATION • PRICING ► PROMOTION • NEGOTIATION
  18. 18. LOCAL MARKETING Our local marketing strategy starts where buyers begin searching: Google and the most popular local listing services. Our site, AllEmeraldCoastHomes.com —along with other highly targeted domains and online marketing channels— provide homebuyers with up-to-the-hour MLS updates and ranks on the 1st page of Google for many local search terms. Our network of websites attract hundreds of thousands of homebuyer views annually through the use of local search engine marketing and social media. PREPARATION • PRESENTATION • PRICING ► PROMOTION • NEGOTIATION
  19. 19. EXCLUSIVE PRINT OPPORTUNITIES Exposure in national publications and local and statewide newspapers may be part of the marketing plan available to Emerald Coast Exclusive clientele. PREPARATION • PRESENTATION • PRICING ► PROMOTION • NEGOTIATION
  20. 20. TARGETED EMAIL CAMPAIGNS Targeted email campaigns may be used to highlight your new listing to qualified buyers or inform people in our sphere of influence that your property has sold in record time. Email is one of the most effective channels to marketing your home, giving us the ability to get it in front of just the right people at just the right time. PREPARATION • PRESENTATION • PRICING ► PROMOTION • NEGOTIATION
  21. 21. THE INTERNATIONAL REAL ESTATE MARKET PREPARATION • PRESENTATION • PRICING ► PROMOTION • NEGOTIATION Of the approximately $1.07 trillion in US existing-home sales between March 2012 and March 2013, approximately $66 billion dollars-worth were purchased by foreign or recent immigrant buyers. This represents 6.1% of the total US Market. In some of the most desirable second-home and vacation-rental markets, international buyers account for up to 31% of existing-home sales during this period of time.
  22. 22. INTERNATIONAL MARKETING STRATEGY With a growing percentage of property purchases on the Emerald Coast from foreign or foreign-born buyers, we are proud to be exclusive international partners with LeadingRE.com and LuxuryPortfolio.com, which syndicate our listings worldwide to over 50 countries in dozens of languages and reach more luxury buyers than any other company in the world, including Sotheby’s International. Leading Real Estate Companies of the World produces more than one million transactions valued at $321 billion annually. PREPARATION • PRESENTATION • PRICING ► PROMOTION • NEGOTIATION
  23. 23. TARGETED SOCIAL MEDIA POSTS When listing your home, we take a step beyond sharing your property with our sphere of influence on social media. In addition to free social media promotion, we pay a premium to boost your property to a targeted audience of buyers on Facebook. This vastly extends the number of qualified eyes that see your home. These social media campaigns get your home in front of thousands of buyers who would not see it otherwise. PREPARATION • PRESENTATION • PRICING ► PROMOTION • NEGOTIATION
  24. 24. OPEN HOUSES Our take on the open house is completely unique. Often, neighbors have a friend or family member who would love to move into the neighborhood, and these buyers will usually pay a premium to live nearby. So to get the word out, we personally identify and invite the “tastemakers” in your neighborhood to an exclusive wine and cheese open house so they will promote the property and spread the word among their friends and family. Additionally, at our weekend open houses we serve refreshments and place three times as many signs as our competitors, garnering 200- 300% more traffic as a result. Our open houses are truly do-not-miss events! PREPARATION • PRESENTATION • PRICING ► PROMOTION • NEGOTIATION
  25. 25. TARGETING BUYERS AGENTS Over 70% of homes are sold in part by at least two realtors—a listing agent and a buyers agent. Targeting buyers agents can increase showings and boost sales prices by up to 3%. As the sole proprietors of the Emerald Coast Connection—a unique, invitation-only network of buyers agents we recruited from the Emerald Coast’s three largest feeder areas: Atlanta, Birmingham and Nashville—we are able to massively expand your property’s exposure, far beyond what other local agents offer. Through the Emerald Coast Connection, we proactively engage buyers agents with area broker tours, e-flyers sent directly to their inboxes and incentives like free vacations to encourage them to share your property with their qualified database and bring their buyers’ best offers. PREPARATION • PRESENTATION • PRICING ► PROMOTION • NEGOTIATION
  26. 26. LIVE PHONE PROSPECTING Our sales data confirms that a combination of tried-and-true strategies along with leading-edge technology yields the best results. So we believe in picking up the phone and calling the people in your neighborhood to announce your property is for sale. Additionally, our inside sales team is here to answer inquiries on your property within 15 minutes. So when a prospective buyer inquires about your property, we guarantee that someone will be there to respond promptly. PREPARATION • PRESENTATION • PRICING ► PROMOTION • NEGOTIATION
  27. 27. IMMEDIATE RESPONSE The #1 factor that determines if an inquiry on your property leads to a sale is how quickly we respond. When buyers are sitting in front of a property for sale, they want information now, without having to wait. For this reason, we utilize a call routing technology that delivers property information 24/7. With this approach, we have increased sign calls by 300%, and we are able to track exactly how many inquiries are coming in for your home. PREPARATION • PRESENTATION • PRICING ► PROMOTION • NEGOTIATION
  28. 28. NEGOTIATION Negotiation skills are the single most important variable that can help you maximize the equity in your property sale once offers come in. While most realtors have little to no formal training in negotiations, every listing expert on the Emerald Coast Exclusive team has deep expertise in both the art and the science of winning negotiations—trained in the same rigorous curriculum taught at Harvard Law. PREPARATION • PRESENTATION • PRICING • PROMOTION ► NEGOTIATION
  29. 29. EXECUTION: PUTTING IT ALL TOGETHER With over 115 variables in the process, selling your home for top dollar requires a team effort to make sure everything gets done and done right. What makes this possible is a division of labor among our team of qualified experts who are focused on making sure that no detail is overlooked. It is this ability to do a lot of little things right—on a tight deadline—that enables us to sell your home for the highest price in the least amount of time with the fewest hassles.
  30. 30. CONTACT DANIEL WALKER As a specialist in luxury and rental-income properties in Panama City Beach, 30A, Santa Rosa Beach, Miramar Beach, Sandestin, Destin and Okaloosa Island, Daniel Walker is one of the most sought-after listing agents along the Emerald Coast. www.AllEmeraldCoastHomes.com | www.EmeraldCoastBeachHomes.com www.EmeraldCoastExclusive.com | www.DanielontheGulf.com DanielWalker.PremierBeachRetreats.com | www.DanielWalkerGroup.com E: daniel@danielonthegulf.com P: (850) 974-1621 F: (850) 837-0494 DANIEL WALKER | PREMIER LUXURY BROKER | $30 MILLION SOLD SINCE 2012
  31. 31. www.AllEmeraldCoastHomes.com daniel@danielonthegulf.com (850) 974-1621

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