2. Marketing Proposal
Presented To
For The Property Located At
Prepared By
Presented On
Rachael Boling Photography • Linda McDougald Design | Postcard from Paris Home
- EVERYONE
- CALIFORNIA
- AARON
SCHEUERMAN
- 1/1/17 to ________
Client Name
Address
Sales Associate Name
Date
3. As the number one real estate company in California and throughout the United States,
Coldwell Banker Residential Brokerage represents hundreds of buyers and sellers throughout the
state and across the nation, every day.
Founded in 1906 after the great San Francisco earthquake, when respectable business practices
were rare, Colbert Coldwell and Benjamin Banker sought to create a real estate company that
would provide honest, knowledgeable and trustworthy real estate services to area residents.
More than a century later, Coldwell Banker remains the real estate leader due to its commitment
to trustworthiness, professionalism, innovation and exceptional customer service. Although there
are many choices when it comes to real estate, more people choose Coldwell Banker time and
again because of its reputation for service excellence. Coldwell Banker looks forward to proving
this reputation with you.
NUMBER ONE IN CALIFORNIA
Welcome to Coldwell Banker
Residential Brokerage
1/9 homes sold in the
United States involves
a Coldwell Banker
Independent Sales
Associate
Rachael Boling Photography • Linda McDougald Design | Postcard from Paris Home
Real estate agents affiliated with Coldwell Banker Residential Brokerage are independent contractor sales associates and are not
employees of Coldwell Banker Real Estate LLC.
5. As a full-service Independent Sales Associate, your Coldwell Banker professional will handle the
complexities of your transaction so you have peace of mind throughout the process. Here is a
look at the duties your Sales Associate may perform on your behalf…
PRE-SALE ACTIVITIES
• Research and determine market value
• Prepare for signature all documentation and
home warranty
• Home preparation consultation including list of
trade professionals who can help prepare your
home for sale
• Arrange and attend inspections (representing
seller’s interests)
• Develop disclosure packages
MAXIMUM EXPOSURE MARKETING
• Order sign (“Coming Soon” rider optional)
• Take multiple photos
• Create a virtual tour
• Put lock box on your home
• Enter property listing on Multiple Listing Service
(MLS)
• Enter property listing on the country’s top real
estate websites
• Create a compelling brochure highlighting the
features of the home
• Create and distribute a Just Listed postcard
• Create and distribute an open house invitation to
neighbors
• Promote to Agent network; announce at office
and regional meetings
• Utilize Relocation Referral Network to promote
your home to relocating buyers from around the
country
• Call past client referrals
• Canvass the neighborhood to invite people to the
open house and alert buyers
• Submit ads to appropriate publications
• Host Broker’s open house
• Host public open house
• Schedule showings and show property to
potential buyers
COMMUNICATION
• Provide feedback from showings
• Continuous monitoring of marketing results
• Communicate and consult with seller on a regular
basis
• Respond quickly to all buyer inquiries
• Facilitate the flow of information between buyers
and sellers
• Arrange showings when necessary
NEGOTIATE OFFERS/ACCEPTANCE
• Schedule offer presentation with seller
• Present offer(s)
• Explain ramifications relating to terms
• Negotiate terms on behalf of seller
• Complete necessary paperwork
• Organize and tender copies of offer, counter
offer and addendums to appropriate parties for
ratification
NEGOTIATE ESCROW
• Deliver completed contract to both parties
involved in the contract
• Identify and disclose details concerning property
to buyers
• Deliver completed contract to lender
• Deliver contracts to title company
• Coordinate and attend all inspections
• Negotiate post inspection findings
• Resolve problems and challenges relating to
property condition
• Coordinate appraisal appointment
• Negotiate any negative impact relating to
appraisal
• Arrange home warranty
• Complete necessary paperwork
• Negotiate actual occupancy
• Coordinate actual close date
• Coordinate and attend the closing
• Work with seller on organizing utility shut-off
• Work with seller on organizing moving and
storage
• Arrange and attend buyer’s final walk through
• Resolve any problems or challenges
• Deliver keys to new owners
AFTER ESCROW FOLLOW-UP
• Provide close of escrow package with all
supporting home sale documents
• Work with seller to ensure the transition to new
residence is smooth
• Provide a list of trade professionals who can help
with repairs or upgrades to your new home
• Serve as a resource to your friends and family
Redefining Full-Service
SETTING THE BAR. THEN RAISING IT.
7. YOUR BUYER COULD BE ANYWHERE. THAT’S WHY COLDWELL BANKER IS EVERYWHERE.
Your Partner to the World
With more than 84,790 Independent Sales Associates in over 2,960 offices throughout the
United States and 47 countries around the world, your local Coldwell Banker Independent Sales
Associate is backed by a vast, worldwide network and has the resources to reach home buyers
around the world, including the key international markets purchasing California real estate. This
helps increase your chances for a timely sale.
International buyers of California real estate come from these countries1
–where Coldwell Banker
is already a familiar name thanks to its vast office presence:
2,960+
Countries & Territories
84,790+
Sales Associates
Offices Worldwide47
35% from China
12% from India
5% from the UK
7% from Canada
19% from Mexico
12015 National Association of REALTORS® Profile of International Home Buying Activity
8. CALIFORNIA REAL ESTATE COMPANY REPORT
Number One in California
Coldwell Banker does a remarkable 376% more business than that of its nearest
competitor:
Rank Company
Sales Volume
1 Coldwell Banker Residential Brokerage $40,697,816,741
2 Alain Pinel Realtors
$10,823,469,734
3 Realty ONE Group
$8,525,267,229
4 Pacific Union International
$6,749,876,175
5 First Team Real Estate
$5,312,612,000
6 Keller Williams - Forward Management $4,498,454,387
7 Rodeo Realty
$4,263,272,181
8 RE/MAX Estate Properties
$3,324,207,000
9 Better Homes and Gardens Real Estate Mason-McDuffie $3,262,800,088
10 RE/MAX Gold
$3,075,515,550
11 Lyon Real Estate
$2,603,066,436
12 Sereno Group
$2,362,000,000
13 Keller Williams - Cunningham Group $2,303,774,650
14 HOM Sotheby’s International Realty $2,176,153,883
15 Pacific Sotheby’s International Realty $2,164,794,064
16 CENTURY 21 M&M and Associates $2,097,722,889
17 CENTURY 21 Award
$2,028,981,265
18 J. Rockcliff Realtors
$2,009,424,484
19 Zephyr Real Estate
$1,990,455,178
20 John Aaroe Group
$1,833,000,000
This representation based in whole or part on data according to REAL Trends Big Broker Report for 2015.
Some offices acquired during analysis period.
9. AS SEEN IN THE SAN FRANCISCO BUSINESS TIMES
Largest Real Estate Company in the Bay Area
11. PROVIDING BROAD EXPOSURE BEYOND YOUR LOCAL AREA
Northern California Network
With 30% of buyers coming
from outside of the county,
it’s imperative to choose a
real estate company that
has reach beyond the local
area when selling your home.
Coldwell Banker Residential
Brokerage has 57 offices in
Northern California, ensuring
that your home receives broad
exposure beyond your local
neighborhood.
ALAMEDA COUNTY
Berkeley
Castro Valley
Fremont
Oakland
Pleasanton
CONTRA COSTA COUNTY
Danville
Orinda
Walnut Creek
EL DORADO COUNTY
El Dorado Hills
Placerville
MARIN COUNTY
Greenbrae
Larkspur
Mill Valley
Novato
San Anselmo
San Rafael
Tiburon
MONTEREY COUNTY
Carmel
Pacific Grove
Pebble Beach
NEVADA COUNTY
Truckee
PLACER COUNTY
Auburn
Roseville
Tahoe City
SACRAMENTO COUNTY
Elk Grove
Fair Oaks
Folsom
Sacramento
SAN MATEO COUNTY
Burlingame
Half Moon Bay
Menlo Park
Portola Valley
San Carlos
San Mateo
Woodside
SAN FRANCISCO COUNTY
San Francisco
SANTA CLARA COUNTY
Cupertino
Gilroy
Los Altos
Los Gatos
Morgan Hill
Palo Alto
San Jose
Saratoga
SANTA CRUZ COUNTY
Aptos
Capitola
Santa Cruz
SONOMA COUNTY
Bodega Bay
Healdsburg
Kenwood
Petaluma
Santa Rosa
Sebastopol
12. 2015 COLDWELL BANKER QUOTABLES
Strength in Numbers
Northern California
Sales Volume $22,256,625,160
Sales Associates 3,984
Offices 57
Closed Listings Sold 12,693
Buyer Controlled Sales 12,625
Closed Buyer Controlled Sales
and Closed Listings Sold 25,318
Million Dollar Plus Homes Sold 6,414
Million Dollar Plus Sales Volume $12,181,286,139
Million Dollar Plus Average Sales Price $1,899,172
Three Million Dollar Plus Homes Sold 642
Three Million Dollar Plus Sales Volume $3,183,393,619
Three Million Dollar Plus Average Sales Price $4,958,557
Southern California
Sales Volume $19,080,449,812
Sales Associates 4,136
Offices 57
Buyer Controlled Sales 9,665
Closed Listings Sold 10,313
Closed Buyer Controlled Sales
and Closed Listings Sold 19,978
Million Dollar Plus Homes Sold 4,914
Million Dollar Plus Sales Volume $11,427,341,113
Million Dollar Plus Average Sales Price $2,325,467
Three Million Dollar Plus Homes Sold 796
Three Million Dollar Plus Sales Volume $4,737,948,705
Three Milion Dollar Plus Averages Sales Price $5,952,197
Coldwell Banker Real Estate Corporation
Sales Associates | Worldwide 84,793
Offices | Worldwide 2,966
Countries and Territories 47
Transaction Sides | United States 730,128
Average Sales Price | United States $308,398 (15.8% higher than NAR® 2015 average*)
Sales Volume | United States $225.2 billion
Million Dollar Plus Transaction Sides | United States 25,171
Million Dollar Plus Average Sales Price | United States $1.94 million
Daily Luxury Sales Volume | United States $133.5 million
*National Association of REALTORS®
2015 Average: $266,400
15. Added Value Services
RESOURCES YOU CAN COUNT ON
RELOCATION AND REFERRAL SERVICES
Coldwell Banker has access to relocating buyers through its
unsurpassed network of more than 84,790 affiliated Sales
Associates in over 2,960 offices and 47 countries around
the world, helping to bring more buyers to your listing than
any other brokerage.
In addition, Coldwell Banker is a principal broker for top
relocation companies worldwide, together representing
the majority of the relocation business and services of the
Fortune 500 companies, top corporations and the U. S.
government, delivering relocation services to nearly 3.5
million individuals and families. Referrals from these relocation
resources provide qualified buyers for your home. In addition,
your Sales Associate can assist you if you decide to move or
purchase a second home or investment property out of area.
MORTGAGE SERVICE
Coldwell Banker has an exclusive affiliation with Princeton
Capital, Northern California’s largest retail lender, which helps
secure qualified buyers for your home. As both a mortgage
banker and broker, Princeton Capital offers a variety of loan
products at extremely competitive rates designed to attract
more buyers for your home. Each Coldwell Banker listing is
marketed with a customized financing sheet to help promote
your home by offering attractive financing terms to the widest
audience of potential buyers. Since Princeton Capital has
the ability
to make the lending decision and control the funding
process, Coldwell Banker customers are assured a
smooth and on-time closing.
Princeton Capital is licensed as a Residential Mortgage Lender by the California Department of Corporations and is an equal
housing lender. Princeton Capital is a subsidiary of Cendant Home Mortgage and member of the Cendant Corporation family of
companies.
16. Giving Back
BUILDING STRONGER COMMUNITIES FOR GENERATIONS TO COME
Coldwell Banker has always cared deeply about giving back to
the community and is known for its work with a range of caring
causes, helping to build better, more sustainable communities for
generations to come.
COLDWELL BANKER
PROUDLY SUPPORTS:
Adopt-a-Family
Be Fire Safe
Celebrate America
Donate-a-Phone
Housing Industry
Foundation
Local Food Banks
Lucile Packard Children’s
Hospital Stanford
One Warm Coat
Path to Excellence
Scholarship Program
Salvation Army
Samaritan House
18. How Buyers Search for Homes
While buyers use a variety of information sources to learn about homes for sale in their target
neighborhood, Coldwell Banker knows that the vast majority will discover your home with the
assistance of a real estate professional and the Internet. That is why Coldwell Banker offers a
powerful combination of expert real estate representation and a dominant Web presence.
2015 National Association of REALTORS® Profile of Home Buyers and Sellers
Internet
Real Estate Agent
Mobile/Tablet Website or App
Yard Sign
Mobile or Tablet Search Engine
Open House
Online Video Site
Print Newspaper Ad
Builder
Home Book or Magazine
Billboard
Television
Relocation Company
METHOD OF HOME SEARCH
19. 360° Approach
With 92% of home buyers using the Internet as part of their home search and an ever increasing number
of home searches being done on mobile and tablet devices, it’s imperative to partner with a real estate
brokerage that understands how to reach today’s buyers and has the marketing strategy and technology to
deliver on it.
Coldwell Banker has a well-rounded marketing strategy to help ensure that your home is truly being seen by
the largest numbers of potential buyers. Coldwell Banker’s marketing strategy includes:
BRINGING MORE BUYERS TO YOUR HOME
MEDIA RELATIONS
SOCIAL MEDIA
INTERNET
ADVERTISING
PRINT
ADVERTISING
360°
EXPOSURE
VIDEO
YARD SIGN
RELOCATION/REFERRAL
NETWORK
POSTCARDS
& FLYERS
EMAIL
MLS
MULTIPLE LISTING SERVICE
20. ColdwellBankerHomes.com
ColdwellBankerHomes.com features all
homes for sale throughout California and
the country, giving your home massive
exposure to buyers locally and across
the nation. Whether buyers are searching
from their mobile or tablet device, or
computer, they will enjoy all the site has
to offer—including homepage featured
properties and localized content.
Coldwell Banker’s Exclusive Websites
ColdwellBankerPreviews.com
ColdwellBankerPreviews.com
features more than 10,000 luxury
property listings—an exceptional
home inventory that attracts visitors
from over 200 countries led by
Canada, France, Brazil, Russia,
Spain and the United Kingdom.
ColdwellBanker.com
With more than 40 million visitors
each year, this national website
connects buyers, sellers and
Independent Sales Associates
like never before, making the
home buying and selling process
human again.
21. Most Influential Brand in Real Estate
*According to Klout, January-December 2015.
TOTAL UNIQUE VISITS
Through its highly trafficked websites, expansive social media channels and powerful video
marketing, Coldwell Banker is the most influential brand in real estate, helping provide
more exposure for your home to the world’s audience.
COLDWELL BANKER – 86 MILLION
ZILLOW – 82 MILLION
TRULIA – 82 MILLION
CENTURY 21 – 81 MILLION
RE/MAX – 80 MILLION
CORCORAN GROUP REAL ESTATE – 77 MILLION
BETTER HOMES AND GARDENS REAL ESTATE – 69 MILLION
SOTHEBY’S INTERNATIONAL REALTY – 66 MILLION
KELLER WILLIAMS – 63 MILLION
ERA – 54 MILLION
BERKSHIRE HATHAWAY HOMESERVICES - 53 MILLION
CHRISTIE’S INTERNATIONAL REAL ESTATE – 52 MILLION
PRUDENTIAL REAL ESTATE - 44 MILLION
22. The Industry’s Most Powerful Web Exposure
MAXIMIZING THE ONLINE PRESENCE OF YOUR HOME
1 2015 National Association of REALTORS® Profile of Home Buyers and Sellers
Coldwell Banker and its partner websites account for more than 83% of the online real estate
market share. With 92% of home buyers using the Internet as part of their home search1
, working with
a real estate brokerage with a strong online presence is imperative. Coldwell Banker’s comprehensive
Internet strategy includes displaying clients’ homes with a detailed property description and multiple photos
on the leading real estate websites, including:
Through Web syndication, your property will be featured on more than 700
websites around the country.
YOURHOME
23. Your Home. America’s Top Websites.
REAL ESTATE IS ALL ABOUT LOCATION
In addition to Coldwell Banker’s powerful network of more than 700 websites, your property
will enjoy positioning on eight of the most dominant real estate portals today, which account for
approximately 83% of the online real estate market share1
, including:
1 Based on a review of all Fab Plus website partner leads received 1/1/2014–12/31/2015
Coldwell Banker Residential Brokerage is the only real estate brokerage to
offer this exclusive online marketing strategy, helping your home to be seen by
as many online home buyers as possible.
Trulia.com
Yahoo.com
Zillow.com
Hotpads.com
RealEstate.aol.com
Realtor.com
MSN.com
Homes.com
Through Coldwell Banker’s exclusive partnership with these websites:
• Listings receive 192% more leads1
:
• Homes priced at $1,000,000+ receive 60% more leads than unbranded listings
• Leads are routed directly to your Independent Sales Associate’s work phone for immediate response
24. Socially Connected
CONNECTING SOCIALLY WITH TODAY’S BUYERS
Coldwell Banker is one of the most followed real estate companies in social media and
for good reason—it has an impressive array of social media tools designed to engage,
entertain and connect with today’s home buyers and drive those leads directly back to its
websites, further exposing your property.
Facebook
facebook.com/cbcalifornia
Twitter
twitter.com/cb_california
Pinterest
pinterest.com/cbcalifornia
CaliforniaHome
the official blog of
Coldwell Banker California
CALIFORNIAHOME.ME
YouTube
youtube.com/coldwellbanker
Instagram
instagram.com/cbcalifornia
25. Setting the Stage for Your Home
The following “staging tips” by award-winning interior designer Lorna Oppenheimer will help your
home look its very best.
• Check the visibility of your house numbers; repaint or polish if necessary
• Create an inviting walkway by adding color with annuals and a new doormat to brighten your
home and welcome buyers
• Open windows every day to let in fresh air and appeal to buyer’s sense of smell by creating an
inviting feeling by lighting candles or baking
• Sharpen the look of your rooms by paying attention to detail—polish knobs and handles and
replace lights in bathrooms and kitchen as necessary
• Turn on all lights, especially at night, to highlight your home’s amenities
• Create a focal point in your entryway by adding a picture, lamp or plant
• Remove furniture to make rooms appear larger and allow for a clear traffic pattern
• Unify the accent pieces and details in your home—replace old lampshades, bedspreads and
bath towels and coordinate matching area rugs, pillows and candles throughout all rooms
• Try to make a child’s room minimally personal and make sure it is safe
• Always test your doorbell to be certain it is in good working order
• Move your best pieces of furniture toward the front of each room and your least attractive pieces
toward the back
• Hang all pictures on the low side and hang mirrors across from windows that get a lot of light or
have a view
• Set your dining room table for a decorative appeal
• Place plants and fresh flowers in rooms to add vibrancy and freshness
• Use big, bright or bold accessories to draw attention to important areas of the room
• Try not to be present when potential buyers are viewing your home; if you are present, keep
conversation to a minimum
Rachael Boling Photography
27. Determining the List Price
Your Coldwell Banker Independent Sales Associate will help you determine the list price of
your home by providing you with a thorough market analysis. It is a skill where experience and
judgment are fundamental. Some of the factors that influence the list price of your home are:
• Physical Qualities
• Market Conditions
• Competition
The price you paid for your home or the proceeds you want from the sale have no effect on the
value of your home. Your Sales Associate will advise you on all aspects to help you determine
your list price and implement your custom marketing plan to procure a sale.
Rachael Boling Photography • Linda McDougald Design | Postcard from Paris Home
28. Pricing your home is a complex task that requires
the expertise of an experienced real estate
professional. Consider the following:
• If the listing price is set outside of the proper
parameters, potential buyers may be deterred
from considering your home
• Arriving at the optimal price requires evaluation
and understanding of current marketing
conditions, the marketable features of your
home and recent trends in the real estate
market
• The closer your home is priced to fair market
value when it first comes on the market, the
more likely it will sell quickly at the highest price
• The higher your home is priced above market
value, the fewer number of available buyers
Your Coldwell Banker Independent Sales
Associate will advise you of the following factors
when assisting you in determining a listing price
for your home:
• What have buyers recently paid for similar
properties?
• Will this price attract enough attention by
buyers to generate showings and acceptable
offers?
• What properties are competing for the attention
of buyers right now?
• What properties have not sold, indicating what
prices buyers are unwilling to pay under current
market conditions?
Pricing Strategies
Rachael Boling Photography • Linda McDougald Design | Postcard from Paris Home
29. Market Value Statistics
IF THE ASKING PRICE IS: THE PROPERTY APPEALS TO:
Fair market value 95% of the buyers
5% over market value 50% of the buyers
10% over market value 30% of the buyers
15% over market value 20% of the buyers
If the asking price of a property increases beyond fair market
value, the market of potential buyers decrease dramatically.
