Dear Mr. & Mrs. Abrams,
I understand that selling your house is an important decision for you. My goal is to help you sell your property for the
highest price attainable and within the time frame that fits your plans. I represent a Brand that has stood for strength,
integrity and trust for over 125 years – and this presentation will show you how I can put its significant business
strength and unparalleled marketing advantages to work to provide a real estate transaction that is as effective,
efficient, and stress-free as possible.
Recently I have developed a Sales Plan to provide my customers with a quick and effective selling experience. My
goal is to create an explosive marketing campaign that draws as much exposure as possible in the first few weeks. It is
important the home priced right and advertised properly because the first few weeks a home is on the market are the
most important. The sales plan is actually quite simple but requires a lot of diligent organizing and planning. I have a
timeline of events to make the sale of your home a success!
My hope is that you will enjoy the selling experience!
I sincerely hope to have the opportunity to represent you.
John J. Brink
Prudential Gower Realty
Identifying your goals
Establishing a pricing
property for sale
Who we are
The process of marketing and selling your house must
match your objectives, priorities and needs.
In order to best serve you, I want to learn more about your plans
and needs. The following topics outlined below can help me
understand your goals and help us build a strong working
The agency laws that may apply as we work together
in the marketing and sale of your property.
The objectives you want to achieve from the sale of
your house and the support you expect to receive
How the home selling process should be tailored to fit
the characteristics of your property.
When real estate professionals work with buyers and sellers, “agency”
relationships are established. There are three kinds of agency
Disclosure dual agent
When you agree to have me help you sell your
property, I become your “seller’s agent”, which
means I will work for your best interests throughout
the entire process.
When an offer is presented, the buyers will have a
separate agency relationship with their broker.
Understanding your Expectations
One of the most important factors that will contribute to the
successful sale of your home is my knowledge of your
expectations so that I may represent your real estate-related
needs in an efficient and effective manner.
Please help me understand your needs and expectations as they
relate to the decision you have made to sell your property. This
information will, of course, remain confidential.
Understanding your Expectations
• Why are you considering the sale of your property at this time?
• What transactional time frame are you most comfortable with? Is there a definite time by which
your property should be sold? When do you need to be your new home?
• Will you remain in this area or will you be relocating?
• Are there any other individuals who will be involved in your property sale decision
• When was the last time you sold a property of this nature?
• What have been positive real estate experiences. What was an unsatisfactory experiences that
you hope to avoid this time.
• Do you have any questions, problems, or concerns about the sale process in general that you
wish to discuss?
• What are your expectations of me as your real estate professional? What specific services and
support to you look forward to receiving?
Each property has special features that may interest buyers.
Please tell me about your house.
1. What do you feel are the most appealing features of this property?
2. What features does this property have that differentiate it from other similar
3. What changes or enhancements would you suggest to make your property as
salable as possible?
4. What do you regard as the most attractive features of the surrounding
5. Do you have any special terms or conditions regarding the sale of your
property I should be aware of (e.g., items of personal property to be excluded,
6. Are you aware of any problems or concerns regarding the property or the
neighborhood that will need to be disclosed to prospective buyers?
Selling a house typically includes many of the following elements.
I will be your resource and guide every step of the way.
Design and Implement
Review Offer and Reach
Agreement with Buyer
To successfully promote your property to the market, a comprehensive plan of
targeted activities is essential.
Our marketing program has three aims:
Promote directly to prospective buyers
Other marketing activities
Enlist the efforts of other real estate professionals
The Prudential Real Estate Network
Referral and relocation resources
Multiple Listing Service (MLS)
Direct promotion to other real estate professionals
Maintain communication with you
Review the results of our marketing activities
Consult with you to fine-tune our marketing strategy, as needed
PLANNING AND ORGANIZING LISTING INFORMATION
• Sign listing agreement, property disclosure and MLS data sheet and discuss
seller’s net sheet
• Compete Market Analysis and discuss pricing structure
• Order sign and riders
• Order virtual tour
• Take digital pictures for MLS, flyers, magazines
• Organize Broker’s Open for first Thursday
• Organize Open House for first Sunday
• Create flyer with important property information and photos
• Order ads for St. Pete Times
• Schedule ads for Homes N Land magazine and Pinellas Home Search magazine
• Print, Label and Mail ‘Just Listed’ postcards
HITTING THE MARKET FULL FORCE
Place listing in MLS
Place listing on the following websites
Sign in the yard with info tube
Office Caravan to show the house to Prudential Gower Realtors
Hold Broker’s Open and invite all area real estate agents to preview the
property (Thursday 11:30 – 1:00)
Hold Sunday Open House with ads in St. Petersburg times.
Place property flyer in Beach Drive Office Window to attract walk-in
Exclusive Marketing Advantage
WORLD WIDE BRAND RECOGNITION
Prudential Real Estate is the only real estate network to share the name of its parent company. Our
Brand is often associated with the words reliability and trust: important words that clearly resonate
with the level of real estate transaction that you have in mind.
Prudential Financial is one of the largest financial services institutions in the world, serving millions of
individual and institutional clients in the United States and abroad; and has $500 billion in assets under
management. In addition, it ranks 57th on the Fortune 500 List of America’s Largest Corporations.
It is this kind of significant global presence that predisposes people to doing business with our Brand.
In addition, 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.
PRUDENTIAL.COM AND INNOVATIVE MARKETING TOOLS
More than 75% of prospective home buyers use the Internet to begin their home search. What’s
important to them? Up-to-date information aggregated on all properties available in a community’s
Multiple Listing Service (MLS), real-time new listing alerts, and multiple property photos. In 2004,
Prudential Real Estate launched a new technology platform on Prudential.com to do this and more.
Today we help millions of prospective home buyers find robust real estate information in a fast-
growing number of markets on Prudential.com.
 As of December 31, 2004. Includes assets in general and separate accounts, and other assets managed for retail and
institutional customers such as mutual funds and wrap-fee products.
 2004 Survey of Home Buyers and Sellers, National Association of REALTORS®
The most important words in Real
Estate when selling your home.
Prudential Real Estate has an agreement with Yahoo!, the
No. 1 Internet brand globally and the most trafficked Internet
This agreement enables visitors to the Yahoo! Real Estate section
of the site to connect directly to the real estate website of a
Prudential Real Estate affiliate.
In the January of 2004, Yahoo! reached 70% of all Internet users,
drawing over 325 million unique visitors each month. Consumers
who perform a search on Yahoo! Real Estate will be taken to a
search results page co-branded Yahoo! Real Estate and Prudential
Source: Comscore Media Metrix Jan 2005
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 sales
SOURCE: The 2004 National Association of REALTORS® Profile of Home Buyers and Sellers. Due to rounding, percentage distribution may
not add up to100 percent.
Commitment to Customer Service
Prudential Relocation, the nation’s second-largest relocation firm as of March 15, 2004, according
to Relocation Information Systems, is a premier provider of global mobility with locations in
Phoenix, Washington D.C., New York, Toronto, London, Paris, Singapore, Tokyo, Taiwan, China,
Mexico City and Hong Kong. Prudential Relocation associates work directly with relocating
employees on a daily basis and use advanced information and communications capabilities as a
commitment to customer service. As a result, Prudential Relocation achieved a 94 percent
transferee satisfaction rate in 2003.
In 2003, Prudential Relocation served approximately 47,000 relocating employees from Fortune
500 companies, small industrial and service companies, and U.S. government agencies. After
completing approximately 187,000 relocation transactions with approximately 1,000 clients in
2003, Prudential Relocation continues to have a 95 percent client retention rate.
Market-sensitive pricing can be the key to maximum market exposure
and, ultimately, a satisfactory sale.
The existing pool of prospective buyers determines a property’s value, based on:
Location, design, amenities and condition.
Availability of comparable (competing) properties.
Economic conditions that affect real property transactions.
Factors that have little or no influence on the market value of a house include:
The price the seller originally paid for the property.
The seller’s expected net proceeds.
The amount spent on improvements.
The impact of accurate pricing:
Properties priced within market range generate more showings
and offers, and sell in a shorter period of time.
Properties priced too high have a difficult time selling.
An impartial evaluation of market activity is the most effective way to
estimate a property’s potential selling price. A Comparative Market Analysis
considers similar properties that:
Have sold in the recent past
This shows us what buyers in this market have actually paid for
properties similar to yours.
Are currently on the market
These are properties that will be competing with yours for the attention
of available buyers.
Failed to sell
Understanding why these properties did not sell can help avoid
disappointment in the marketing of your property.
An asking price that is beyond market range can adversely affect the
marketing of a property.
Fewer buyers are attracted, and fewer offers
Marketing time is prolonged, and initial
marketing momentum is lost.
The property attracts “lookers” and helps
competing houses look better by comparison.
If a property does sell above true market
value, it may not appraise, and the buyers may
not be able to secure a loan.
The property may eventually sell below
Our exclusive Prudential Value Range Marketing can give your property
an advantage over other houses on the market.
BENEFITS FOR SELLERS: BENEFITS FOR BUYERS:
Increased marketing exposure for Introduces a larger selection of
your property properties
Eliminates the need for price
reductions Eliminates intimidation by a fixed price
Accelerates the sales process by Allows searching within affordable price
encouraging more offers ranges
Optimizes final sales price Optimizes final sales price allowing true
allowing true market forces to market forces to determine maximum
determine maximum price price
Attracts more buyers Attracts more buyers
With Prudential Value Range MarketingSM, your property is
listed at a fixed price, but marketed within a price range.
Traditionally, property owners desiring to sell their home have been limited to a fixed price
when advertising their house for sale. By using the traditional method you run the risk of
overpricing which can slow the process of selling your home and limit the number of buyers
exposed to your property.
Properties marketed using PVRMSM can appear in many more “range of affordability”
searches, exposing your property to more prospective buyers.
Prudential Value Range MarketingSM Requirements
1. PVRMSM does not require the Seller to accept any offer within the range, but the Seller does agree to
counter any offer within the range with price and terms acceptable to the Seller.
2. The Seller may only use the Published Ranges.
3. All marketing and advertising materials for the property will read “Seller will entertain offers between
(Low Range) and (High Range).”
By providing peace of mind to prospective buyers, these
steps can enhance the salability of your property:
A written property disclosure statement will give buyers a clear
understanding of this property and the surrounding
A home warranty can give prospective buyers peace of mind by
providing repair-or-replace coverage of major home operating
systems and appliances.
Professional home inspections
Professional inspections, such as structural, roof and termite, will
reveal the current condition of the property.
It is important for a property to make the best possible impression on
prospective buyers. The following can interfere with a buyer’s appreciation
of a property:
Clutter Worn carpets and drapes
Lawn needs mowing and edging Soiled windows, kitchen, baths
Untrimmed hedges and shrubs Clutter
Dead and dying plants Pet and smoking odors
Grease or oil spots on the driveway Peeling paint, smudges or marks on
Anything that looks old or worn
These tips can help your house make the best impression, every time it is
previewed by sales professionals or shown to prospective buyers:
Make beds; clean up dishes; empty wastebaskets.
newspapers, yard Remove clutter throughout and put away toys.
tools and other clutter.
Set out “show towels” in baths.
Tidy up; pick up after
Freshen the air; potpourri or baked bread
aroma; deodorize pet areas; set a comfortable
Park vehicles in the temperature.
garage or on the
Do quick vacuuming and dusting.
street; leave the
driveway clear. Arrange fresh flowers throughout.
Add color with flowers Fire in fireplace (when appropriate).
and potted plants.
Play soft background music.
No one has a more important role in the homeselling process than you. Here
are some ways your participation can contribute to a successful sale:
Maintain the property in ready-to-show condition.
Ensure that the house is easily accessible to real estate
professionals (lock box and key).
Try to be flexible in the scheduling of showings.
When you are not at home, let me know how you can be
reached in case an offer is received.
If approached directly by a buyer who is not represented by
a real estate professional, please contact me. Do not allow
them into the property unescorted.
Remove or lock up valuables, jewelry, cash and
I will apply my knowledge and expertise to achieve the successful sale of
your property. Here is what you can expect from me:
I will work with you 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
We will want to agree to a system of regular communication so
that you can be kept informed at all times.
I will give you reliable information and solid advice so that you
can make informed decisions.
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.
My Mission is to work diligently and
professionally in order to earn the
client’s confidence and loyalty.
• I will represent your best interests to the fullest of my abilities, applying my knowledge,
experience, connections, and skills to successfully market and sell your home.
• I will provide you with reliable information and solid advice to help you make informed
decisions; and will use my experience and negotiation skills to obtain the highest sales price
attainable for your home.
• I will invite to your home only qualified prospective buyers and those who represent and
influence their purchase decisions.
• I will handle all of the details required by me to successfully complete your real estate sales
transaction. I will work to help make this process as enjoyable for you and stress-free as
• I will communicate with you on a regular basis and in the manner you prefer.
• I fully appreciate the emotional aspects involved during the sale of a luxury property, and
respect the confidential nature of the information you share with me. My professional
reputation relies on discretion. I am worthy of your trust.
• I am committed to providing you with a level of service that is deserving of my referral to
your family, friends, and colleagues. I want you to be so pleased with my representation of
your real estate needs, that I will earn your business again in the future.
Your real estate needs, objectives, and concerns are my top priority
Prudential Real Estate and Relocation Services are guided
by these core values:
Worthy of Trust
Our heritage reinforces the need to safeguard our customers’ interest. We
keep our promises and behave with integrity at all times.
We believe the best way to win customers is to earn them. Our goal is not to
simply attract them, but to gain them as customers for life.
Respect for Each Other
We maintain an environment where innovative, service oriented associates
work collaboratively to exceed our customers’ expectations.
We strive to anticipate our customers’ needs and proactively provide them with
the best possible advice and solutions.
Why Prudential Real Estate can do more to meet your home selling needs:
Commitment to customer service