Luxury Real Estate Listing Presentation

www.AllEmeraldCoastHomes.com
daniel@danielonthegulf.com
(850) 974-1621

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.

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.

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.

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.

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

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

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.

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%.

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

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.

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
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.

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.

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.

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

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.

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.

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.

THE INTERNATIONAL REAL ESTATE MARKET
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.

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.

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.

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!

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.

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.

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.

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

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.

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

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