First Story Real Estate Company is proud to partner with home sellers in the sale of their home. We pride ourselves in our market knowledge, our marketing expertise and our communication skills with our customers. Located in the heart of Midtown, Tallahassee, FL we are life long residents of Tallahassee as well as those who have chosen to make Tallahassee their homes and who love it so much that they are ready to share their love of community with our customers. We are different. We are unique. We are all that is good in the real estate space. All that is ethical, professional and we are shaped by a higher level of expectations, not just from customers, but from within. We are closer. We lean in. We listen, but we hear. We serve. We are the first story for some, for others the second, third and re-written stories. We are partners in creating the space people call home, in finding the investments that people need to grow and prosper, and the tissue holders when people have to say goodbye. Need a Tallahasssee, FL Realtor? Call Us, We Care. First Story Real Estate Company Debbie Kirkland, Broker 316 Williams St. Tallahassee, FL 32303 850-727-0066 Specializing in luxury homes, equestrian homes, land sales, residential resales, first time buyers, and relocation to Tallahassee, FL.

1. Home Selling Proposal
Presented by: Debbie Kirkland, Broker/Founder
First Story Real Estate Company, LLC
316 Williams St.
Tallahassee, FL 32308
Debbie: (850) 212-0440
E-Mail: debbie@FirstStory.co
Office: (850) 727-0066
Website: FirstStory.co
HomeSalesofTallahassee.com
RetireToTallahassee.com
TallahasseeVeterans.com

2. Are You Listing,...
or Selling?
Do You Know There Is A Difference?

3. Meet Our Team
Debbie Kirkland
Broker/Founder
CRS, E-Pro, SFR, SRES, GREEN, CLG, AHWD
2014 District 8 Vice President, Florida Realtors
2012 President, Tallahassee Board of Realtors
Top 5% Producer, TBR
Our Realtors® at First Story Real Estate Co.
will help service, promote and show your property
Susan Waldman, Realtor®
Jillian Kirkland, Realtor®
Briana Lech, Social Content Curator
Users of Advanced Marketing Technology,
Dedicated Team

4. Selling Your Home
•Any Sales Agent can LIST your Home
•Our goal is to SELL your home. Quickly.
•How we do that depends on two things:
•Your Motivation
•Your Cooperation
Our Selling Success Depends on YOU

5. Education
You Hired a Professional Full Time Realtor and Team
• Listen to Your Professionals
• Evaluate Your Position and Goals
• Adjust Your Thinking Like a Buyer
You MUST See Your Competition
• This is our full time-job. We are educated in sales and marketing, and real estate law.
• We am working with buyers in your market.
• We will provide you with an in-depth analysis of your home as it compares to others that have SOLD and that are ACTIVE
on a regular basis – this changes often.

6. Our Promise to You
“Everyone says buying your first home makes you feel like an adult.
What no one mentions is that selling it turns you right back into a child.”
We’re here to help you realize your financial goals.
Ultimately, selling your home is business, and it’s a big decision
.
We gingerly and professionally help you separate the emotional side from the business and move to the
next phase of your life.

7. Our Relationship

8. Agency Relationship
Disclosure
As Transaction Brokers, First Story Real Estate Company, LLC and its Associates provides to you a limited form of
representation that includes the following duties:
1. Dealing honestly and fairly;
2. Accounting for all funds;
3. Using skill, care and diligence in the transaction;
4. Disclosing all known facts that materially affect the value of residential real property and are not readily observable to the buyer;
5. Presenting all offers and counteroffers in a timely manner, unless a party has previously directed the licensee otherwise in writing;
6. Limited confidentiality, unless waived in writing by a party. This limited confidentiality will prevent disclosure that the seller will accept a price less
than the listed price, that the buyer will pay a price greater than the price submitted in a written offer, of the motivation of any party for selling or
buying property, that a seller or buyer will agree to financing terms other than those offered, or of any other information requested by a party to remain
confidential; and
7. Any additional duties that are entered into by this or by separate written agreement.

9. Core Marketing Tools
• Mobile. All listings are claimed and given maximum exposure for location-based property search "APPs" like those found at Realtor.com, Trulia, Zillow
and Smarter Agent.
• On-Site – Marketing with professionally prepared print pieces, photography and videos.
• Email/Database – Marketing to peers and qualified buyers.
• Social – Networking - Marketing using the social web including LinkedIn, Active Rain, Twitter, Facebook, YouTube, Instagram, Pinterest and other high
traffic social interaction portals. Involvement with Networking, Trade Exchange Groups, Boards of Realtors present opportunities for discussion about
listings.
• Online Marketing - Presence via the Home Sales of Tallahassee website and Blog. This unique Tallahassee real estate website was built in partnership with
DAKNO Real Estate Marketing for maximum web penetration all with one laser-focused mission in mind, to sell your Tallahassee home, condo, lot or
property for maximum fair market value and sell it as quickly as possible. TallahasseeRealEstateSales.com provides buyers with tools to search for homes
and us a way to capture those buyer inquiries on your home within seconds. Our newest websites RetireToTallahassee.com and TallahasseeVeterans.com
offer the same search tools for buyers and target market to specific demographics of buyers in our area.

10. Understanding Your
Expectations
What Is Important To You?
•Communication • Marketing Plan
•Previous experience • Positive experiences
•Concerns • Expectations
•Motivation • Time frame
•Relocation assistance • Home-selling decisions
• Price

11. Appreciating Your
Property
What Will A Buyer Love About Your Home?
• Most appealing features
• Unique features
• Changes or enhancements
• Neighborhood amenities
• Problems or concerns

12. Seller Sales Tools
SELLER CONFIDENCE
 Written Seller’s Property Disclosure
 Home Warranty Offer
 Professional Home Inspections
 Current Appraisal or Market Analysis
 A Plan to OVERCOME the Objections of a Homebuyer

13. The Process
Our Services Are Comprehensive
Initial Consultation
Design and Implement Marketing Plan
Negotiate ALL Offers
Complete Settlement Process
After-sale Service and Follow-up

14. How Buyers Find
the Home They Purchase
NAR 2013 Profile of Home Buyers and Sellers
Does the Realtor you are interviewing
study market Statistics of Home Buyers
and Sellers?
92% do not.
WE DO.

15. Advertising and
Promotion
Quality Brand Exposure
• Advertising
– First Story Real Estate and Debbie Kirkland,, Broker are widely recognized in the North Florida and State of Florida.
– Prospective homebuyers see the First Story Real Estate name in a wide array of media, including T.V., radio, magazines, newspapers,
outdoor advertising and numerous community event and organization sponsorships.
– Debbie Kirkland and other First Story Real Estate Company agents budget for the quality brand advertising exposure each year so
homebuyers recognize the sign in your front yard.
• Local Advertising
– Print
– Periodicals
– BLOGS
– Video
– Social Media Niches
– Specialty Websites

16. Relocation Resources
Networked Professionals
Relocation Networks
• Connected to over 100,000 CRS Professionals Nationwide
• We specifically market to Relocation Consumers
• We offer concierge Services to our Relocation Customers
• Our relocation program related assistance for more than 300 transferees and their families last year.
• Services for National and International Relocations:
– Consulting services
– Home sale
– Household goods movement
– Home finding
Let Us Help You Plan Your Next Move

17. On the Web
HomeSalesofTallahassee.com, RetireToTallahassee.com, TallahasseeVeterans.com,
TallahasseeRealEstateSales.com
• Facebook, Promoted Posts and Pages
– First Story Real Estate Company
– Equestrian Homes of Tallahassee Florida
– 365 Things To Do In Tallahassee
• Tallahassee Listing Photos on Flickr
• Animoto Video Presentations
• Videos of Your Home Our You Tube Channel
• Posts on Twitter @FirstStoryCo
• Google+ Postings, Google Maps
• LinkedIn Postings
• HomeFinder.com
• Blogger on multiple sites as guest expert
• Realtor.com, Zillow.com, Trulia.com

18. Property Websites
Marketing Exposure Tools

19. How Much Is Your
Home Worth?
Market Value
“A Fair market value is often an estimate of what a willing buyer would pay to a willing seller, both in a free market, for an asset or
any piece of real property.”
Remember these few things if nothing else:
•Market Statistics are used by Appraisers
•Appraisals are ordered by Lenders
•FHA and VA Appraisals last for 6 months
•Lenders WILL protect their investment
•Lenders will NOT loan money to buyers on homes over an Appraised Value
•You WILL NOT sell your home in today’s market if it is priced OVER Market Value
There is NO SUCH THING as a Bad Offer
Our Sellers PROMISE to counter any offer not suitable the first time around.
An offer is simply a point of beginning.

20. Market $$ = Offers
Market Sensitive Pricing
• 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 certain 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.

21. Pricing vs Overpricing
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
• Are currently on the market
• Failed to sell
As your Realtor, it is my
business to know why
homes used in a market
analysis have either sold or
failed to sell. I can explain
this to you.
Pricing, Days on Market are
significant negotiating
factors used by agents when
showing your home to their
buyers!

22. Overpricing Can Kill
Your Sale
An asking price that is beyond market range can adversely affect the marketing of a property.
• Fewer buyers are attracted,
and fewer offers received.
• 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 will eventually sell
below market value.

23. 3 Elements of
A Listing
PRICE
Price to Sell, Don’t Chase The Market,
You Will Miss Your Buyer

24. CONDITION

25. Leon County
MARKETING

27. Today’s Buyers
Look Here
Multi-Media
Debbie Kirkland, Realtor
Armor Realty of Tallahassee, Inc.
Social MediaLeveraging Social
Media for
Exposure of your
Listing creates
conversation and
sharing of your
home marketing
materials
produced by First
Story Real Estate
Company

28. How Buyers Find
Your Listing
http://www.homesalesoftallahassee.com/neighborhood/Weems-Plantation
Single Property Websites
Neighborhood Feeds
Add Depth To Your Listing Exposure

29. What Customers Want
To Know
• What’s Your Walk-Score?
• Where Is The Grocery?
• What Are The Demographics of My Neighbors?
The Question Is:
Do Other Realtors
Target buyers for YOUR
Property?

30. Todays Buyers Talk
Like This
We’ve Come a Long Way,..

31. Interactive
Real Estate Websites

32. So What If They Could See
Your Home….. This Way
Using Current
Marketing Innovations
and
Mobile Technologies

33. …Or This Way,…
Or Are You Still Hung
Up On Seeing This?
One day in a local paper,..
This small,.. For One day.

34. Multi-Media Marketing
Gets Exposure!
CLICK ON THESE
PHOTOS

35. The Right Exposure
in the Right Places

36. We are pleased to
showcase your home.
And Pleased to Help You Sell Your Home

37. Summary
Your Questions
• What the are agency laws that may apply as we work together in the marketing and sale of your
property?
• What are the objectives you want to achieve from the sale of your house and the what support do you
expect to receive from us?
• How should the home selling process be tailored to fit the characteristics of your property?
• I understand What The Market Value of My Home Is.
Have We Addressed All Your Questions?

38. I want to help you
SELL your home!
I am dedicated to working with you, to providing you with a listing service that is
unprecedented.
I will bring enthusiasm, professionalism and innovation into a market that is more
competitive than ever before.
Your satisfaction, your confidence and your referrals are my ultimate rewards.
Thank you for your time in allowing me to give this most important and valuable
presentation.