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BHGRE Listing presentation-Katie Dixon
This document outlines a home sale strategy that includes 5 key elements: 1) branding the home to increase visibility, 2) merchandising through curb appeal, staging, and accessibility, 3) promoting the home online and offline through various marketing channels, 4) strategically pricing the home based on market comparables, and 5) negotiating offers and managing the closing process. The real estate agent has experience in the local Sacramento market and will leverage their professional network and online marketing platforms to effectively implement this strategy.
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BHGRE Listing presentation-Katie Dixon
- 1. EXPECT BETTERSM EXPECT BETTERSM HOMESALE STRATEGY Katie Costa Dixon
- 2. EXPECT BETTERSM EXPECT BETTERSM UnderstandingYour Expectations What questions do you have about working with a real estate agent? What are your expectations of your real estate agent?
- 3. EXPECT BETTERSM EXPECT BETTERSM Strategiesfor Selling Your Home 1. The Power of Branding 2. Merchandising 3. Promotion 4. Competitive Pricing 5. Negotiating & Closing
- 4. EXPECT BETTERSM EXPECT BETTERSM 1.The Power of Branding 40,000,000 monthly readers 1 in 5 homeowners 1 in 6 adults 1 in 4 women Nearly
- 5. EXPECT BETTERSM EXPECT BETTERSM Consumersassociate quality with the brand The Power of a Brand
- 6. EXPECT BETTERSM EXPECT BETTERSM 2.Merchandising  Curb Appeal  Staging  Interior Condition  Access
- 7. EXPECT BETTERSM EXPECT BETTERSM Elementsof Merchandising Curb Appeal Many buyers will immediately eliminate a property from consideration based on its drive-by appearance  Keep the lawn manicured  Clear walkways  Trim and maintain landscaping  Rake leaves
- 8. EXPECT BETTERSM EXPECT BETTERSM Elementsof Merchandising Staging and Interior Condition “The way you live in your house and the way you sell your house are two different things”  Remove clutter  Put extra furniture in storage  Organize closets and cabinets  Depersonalize décor
- 9. EXPECT BETTERSM EXPECT BETTERSM Elementsof Merchandising Be Ready to Show Provide easy access  Be flexible for showings  Prospective buyers feel more comfortable if the seller isn’t home Keep your home neat
- 10. EXPECT BETTERSM EXPECT BETTERSM 3.Promotion I will promote your home both online and offline to potential buyers and other agents
- 11. EXPECT BETTERSM EXPECT BETTERSM OnlinePromotion Where The Consumers Are! With 9 out of 10 homebuyers on the Internet it is important that we have an online strategy to promote your home
- 12. EXPECT BETTERSM EXPECT BETTERSM WeWill Market Your Home Online
- 13. EXPECT BETTERSM EXPECT BETTERSM BHGRE®Drives Traffic to Your Home Once a home search is conducted on bhgre.com on either the web or a mobile device, buyers will be able to see all MLS listings available in the search area.
- 14. EXPECT BETTERSM EXPECT BETTERSM HelpingYou Get The Word Out Advertising Direct Mail Flyers
- 15. EXPECT BETTERSM EXPECT BETTERSM ExclusiveAccess to Meredith Customers 100 million+ people in Meredith’s subscriber database
- 16. EXPECT BETTERSM EXPECT BETTERSM ThePower of Yard Signs most commonly used information source The 3rd
- 17. EXPECT BETTERSM EXPECT BETTERSM ThePower of Open Houses advertised online & offline Open Houses
- 18. EXPECT BETTERSM EXPECT BETTERSM MobilizingLocal Agents According to NAR, 88% of all buyers used a real estate agent and an online site as a source of information in the purchase of their home. I will mobilize the local agents to show your home:  Entering it in the MLS  Holding Broker Open Houses  Emailing Just Listed notices  Posting on social media sites  Distributing flyers I will also target agents who are known to work this area in case they have buyers ready to go!
- 19. EXPECT BETTERSM EXPECT BETTERSM 4.Pricing Your Home Factors affecting home value  Location, size, condition and amenities of the house  Local market conditions  Recently sold properties
- 20. EXPECT BETTERSM EXPECT BETTERSM 4.Pricing Your Home Reviewing the market Recent Sales To show what buyers have been willing to pay for a home like yours. This carries the most weight in pricing your home. Current Homes on Market To show what buyers will be viewing – your competition. This is important in how we position your home in the market.
- 21. EXPECT BETTERSM EXPECT BETTERSM 5.Negotiation & Closing When we have an interested buyer who makes an offer, that is when I put my market expertise to work.
- 22. EXPECT BETTERSM EXPECT BETTERSM 5.Negotiation & Closing I’ll interact with others to manage the package including:  Other agents involved  Attorneys  Property inspectors  Insurance agents  Mortgage representatives When we have negotiated and executed a contract with all terms and conditions agreed upon, then I become responsible for making sure every detail is handled correctly and in the necessary time frame.
- 23. EXPECT BETTERSM EXPECT BETTERSM MyProfessional Experience I have spent most of my life in the Sacramento area. I have a love for my city, and a vast knowledge of its surroundings that translates directly to my work. It is so rewarding to help my clients buy and sell properties. It feeds my curiosity and satisfies my urge to help others. My clients appreciate my passion for Sacramento, and couldn't picture myself doing anything else! My Background BA of Political Science from SDSU 2010-2015 Flight Attendant for Virgin America 2006-2009 TEFL Teacher, South Korea
- 24.
Editor's Notes
- #3 Hiring a real estate agent to find a buyer for your home is serious business and I’m sure you’ve given it much thought and it’s very important that we are on the same page throughout the process. So, it would be very helpful to me, in moving forward, if you would share a few of your thoughts with me. NOTE TO SALES ASSOCIATE: The key to all engagement is empathy. Acknowledge their concerns, make sure you understand their expectations and then deliver! Next, I’d like to discuss with you six strategies that I use when marketing a home.
- #4 The days of putting a sign on the front lawn and entering data into the multiple listing service to produce a sale are long gone. Today we need to strategically position properties in ways that set them apart from the sea of available homes on the market. I utilize a six-point approach to positioning my listings. I have found these resources to be most effective in attracting buyers and other real estate agents. Let’s take a look at them, one at a time.
- #5 What do you think of when you hear or see the name Better Homes and Gardens? [Wait for their response] Yes, I hear that often. So many people are familiar with the Better Homes and Gardens® brand name. Meredith began publishing the magazine nearly 100 years ago and has been a household name ever since. The magazine alone enjoys a readership of nearly 40 million people every single month. And one thing that my experience has taught me is that people want to do business with a name they know and trust.
- #6 The Better Homes and Gardens® brand name is so powerful to consumers that real estate agents have been using it for years in their ads for properties that they are marketing. Consumers associate quality and desirability with the brand. Exactly what we want potential buyers to think when they learn about your home. Can you see how the Better Homes and Gardens brand will help in marketing your home to potential buyers?
- #7 If all that was needed to do to sell a home was to put a sign on the front lawn and enter information into the Multiple Listing Service, real estate agents would have a very easy job and so would sellers. Today especially, a marketing plan and promotion strategy are critical to attracting buyers to a property and ultimately to the sale of the property. And that’s where merchandising strategies come in. Have you ever noticed displays in the retailers store windows of the products they sell? This is merchandising. Retailers spend a great deal of time making sure their products look appealing to consumers so they catch their attention and encourage them to have a look. These same principles apply to selling your home. We need to merchandise it to make it as appealing as possible to prospective buyers. Let’s look at the elements of merchandising.
- #8 NOTE TO SALES ASSOCIATE: Feel free to add bullet items – such as “Clear snow off driveway”
- #9Â The way that you live in your house is not the same you would sell your house. We will talk more about staging as we move further along in the process as it is important. Homes that are staged not only sell faster than the average home on the market, but also sell on an average of 6% more. We will talk about giving it a more universal appeal so prospective buyers can visualize themselves living in the home.
- #10Â Make it easy for prospective buyers to view your home!
- #11 Part of my job is to make sure your home gets maximum exposure – to consumers and to other agents in the area that will also be working with prospective buyers. Better Homes and Gardens® Real Estate provides us with state-of-the-art marketing tools to promote your home both online and offline.
- #12 Let’s start with the online consumer. And no doubt, you have already been online looking what is listed in this area – and also where you are thinking of moving to. So it is important that we give your home as much exposure as possible. I am just wondering, what sites have you already visited? NOTE TO SALES ASSOCIATE: Remember to include the sellers throughout. This keeps them engaged and creates opportunities for trial closes as well as helping to establish buy-in.
- #13 Note to Sales Associates: Listing distribution is typically managed by your broker – please check with your broker/manager to confirm your company’s listing distribution strategy as these sites might not be accurate for your company Online searchers tend to visit multiple websites so that’s why I’ll also ensure you property is displayed on many other highly visited home search sites. Zillow, Trulia, Homes.com etc. These are all powerful sites to have in your corner. Mr. & Mrs. ____, are you beginning to see the value of the internet and the impact it has on buyers? We do too. And we do everything to leverage online promotion in our merchandising plan.
- #14 One way that our brand recognition can help, is through our national website – driving traffic to your listing and trying to qualify that traffic by matching homes to people’s lifestyle needs.  Have you had a chance to take a look at our website? [Wait for their answer and respond accordingly] [If they have]– Great ! [If they have not and they have internet access, you can log onto our site and demonstrate how easy it is to find properties.]   BHGRE® also set out to change the way people search for homes: by the functional needs they have, as well as the lifestyle needs. All are important to today’s consumer. BHGRE.com is so unique that we’ve trademarked the slogan The Friendliest Search in Real EstateSM.  Most real estate sites organize searches by number of bedrooms, bathrooms, price and location. Our site provides all of this information and much more! You can begin your search by city, school, or commute time during a specific time of day to a specific location! You can then refine your search by bedrooms/bathrooms, price, square footage and a number of additional lifestyle parameters such as access to parks and public transit. BHGRE.com was designed for today’s mobile consumer: No matter what kind of device they are searching on, they will have the full BHGRE.com experience!  The Better Homes and Gardens® Real Estate brand does many things to drive traffic to bhgre.com: between online marketing strategies and great content, we work to capture the attention of people at all stages of the searching process. Any of these visitors could be the potential buyer for your home. We did a lot of consumer research to be sure that our website gives consumers what they want: ALL of the listings in our area, not just some of them; excellent content such as do-it-yourself projects, real estate information, and design tips. And tons of other information that we know makes people want to return again and again: community information, school data, even local restaurant and weather information. NOTE: PLEASE CHECK WITH YOUR BROKER TO ENSURE THAT AN IDX AGREEMENT IS IN PLACE AND ALL MLS LISTINGS APPEAR ON YOUR SITE BEFORE PRESENTING THIS INFORMATION.
- #15Â When you home first hits the market, I will use an arsenal of materials to promote your property. I will create Just Listed marketing materials to reach my database of influencers and prospects. I will also use the latest digital tools to highlight and promote the important attributes of your home to generate buyer interest.
- #16Â A lot of agents use direct mail to promote a new listing. Most of the time these mailings are sent to surrounding properties around the listing - which I will do as well. But because of our relationship with Meredith, we have access to a database of over 100 million people where I can determine more likely prospects for your home. This kind of target marketing increases the odds of us finding the right buyer for your home. Through our relationship with Meredith publishing, we have access to a database of over 100 million consumers that we can target by: 1. Location 2. Lifestyle (first time buyer, etc.) 3. And even income levels Using this tool, we can determine likely prospects for your property based on their match to our search. NOTE TO SALES ASSOCIATE: At this point, it would be nice to present them with a printout of a search you have already done for their address.
- #17 And just as you have probably driven around the area you are considering moving to, so are the prospective buyers for your home! Did you know that over half of all buyers use yard signs in the home search? The most popular age group for those to actually find a home through yard sign is between 45 and 64. Not to mention that these beautiful yard signs are another way of leveraging the Better Homes and Gardens® brand.
- #18 Open Houses are a way to increase your exposure and reach out to those who might not otherwise know about it. The ability to advertise Open Houses on online instead of just in the Sunday paper, has certainly made them a successful part of today’s marketing strategy.
- #20Â There are several factors that impact the price of your home including location, local market conditions and recently sold properties.
- #21Â Remember that buyers who are interested will also go through the process of examining the comparable properties and factoring in the market conditions when trying to determine what price to offer. We want your property to be competitive - the higher a property is priced above realistic market value, the more time it will take to sell and the less interest it will attract.
- #22Â One of the most important skills I can provide to you is the power of third party negotiation in your behalf. There are dozens of terms and conditions relating to a successful sale and my job is to make sure that all of those meet your needs.
- #23Â I promise I will keep you informed and give you more details all along the way. But right now we need to discuss the pricing strategy for your home!
- #24Â NOTE TO SALES ASSOCIATE: Customize this page with personal information. Add or delete bullet points as needed. This is your opportunity to create personal value and convince the seller that you are the best person to market their property.