2. Dear Sir or Madam, Let me begin by thanking you for the opportunity to deliver my presentation on how CENTURY 21 ACCESS AMERICA and I are best positioned to market and sell your home. The information contained in the following pages will demonstrate our knowledge, expertise and commitment to making your home selling experience a complete success. CENTURY 21 ACCESS AMERICA has successfully represented buyers and sellers in your neighborhood and we believe that we know what is important to you during this process: 1. That the selling process runs smoothly without hassles 2. That your agent keeps you informed of all vital information throughout the sale 3. That your home sells quickly 4. That you receive the best possible price and terms for your home I look forward to working with you as we achieve the goals above. Sincerely, Kim Lambert
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4. Provide you with details on my experience and the CENTURY 21® Brand
5. Develop a customized marketing plan for your home
15. Considered “the most recognized name in real estate,”* ours is the brand that comes to mind most when consumers think of real estate servicesWe strive every day to better understand your needs to help you complete a successful transaction for your home. We embrace your goals as our own. This is why the CENTURY 21 System is “The Gold Standard.” *Source: 2009 Ad Tracking Study. The survey results are based on 903 online interviews with a national random sample of adults (ages 18+) who are equal decision makers and who have bought or sold a home within the past two years or plan to purchase or sell a home within the next two years. Brand awareness questions are based on a sample of 903 respondents at a 95% confidence level with a margin of error of +/- 3.3%. The study was conducted between March 16 and November 15, 2009 by Millward Brown, a leading global market research organization.
16. As a CENTURY 21® professional I will... •Provide you with professional, personalized service •Monitor details and coordinate marketing activities for the sale of your home •Show your property to qualified buyers •Present all written offers •Facilitate the closing Our proven Marketing System also offers traditional and proprietary marketing tools, systems and services to help get your home sold, including: Marketing •Website Listing Distribution Network •National Advertising •Local Advertising •Global Referral Network •Seller Service Pledge® •Mortgage℠ Services •Preferred Client Club Marketing •Direct Mail Marketing •Fine Homes & Estates Digital Magazine •Buyer lead distribution program (LeadRouter) •Client lead reporting tool (Golden Ruler) CENTURY 21 Internet Marketing Program: •www.century21.com • www.century21espanol.com •Neighborhood Profiles •Targeted E-mail Communication •Social Media Website - Facebook - Twitter - YouTube - Flickr
17. An Industry Leader For the past decade, CENTURY 21®has reigned as the nation’s most recognized brand in real estate! LEADER IN BRAND AWARENESS* For the past decade the CENTURY 21 System continues to hold the strongest presence in the category. With almost universal brand awareness the CENTURY 21 System enjoys the highest brand awareness level when compared to any other real estate organization surveyed. THE MOST RECOGNIZED NAME IN REAL ESTATE* Consumers continue to identify CENTURY 21 as “the most recognized name in real estate.” Adults surveyed singled out CENTURY 21 by almost 10 percentage points more than the nearest competitor. AT THE TOP FOR LIKELIHOOD TO RECOMMEND* The CENTURY 21 system continues to be one of the top brands leading the industry on likelihood to recommend. *Source: 2009 Ad Tracking Study. The survey results are based on 903 online interviews with a national random sample of adults (ages 18+) who are equal decision makers and who have bought or sold a home within the past two years or plan to purchase or sell a home within the next two years. Brand awareness questions are based on a sample of 903 respondents at a 95% confidence level with a margin of error of +/- 3.3%. The study was conducted between March 16 and November 15, 2009 by Millward Brown, a leading global market research organization.
18. Selling Your Home with the Help of Century21.com The Century21.com web site averages more than 2 million visits per month Consumer Leads Property Listings Registered Users Top Search Engine partnerships; Google, Trulia and Yahoo Page 8
19. Our Agents Stand Out from the Crowd • Knowledge – CENTURY 21® Agents participate in extensive and ongoing formal training to keep us at the top of our field • Attentiveness – CENTURY 21 Agents are great listeners focused on understanding your goals and dreams and providing you with relevant information • Responsiveness – CENTURY 21 Agents respond quickly and professionally as we manage all the details to achieve your goals UNPARALLELED AGENT EDUCATION Century 21 Real Estate LLC has a culture and history of having some of the best training programs available in the industry through its award-winning* CENTURY 21 Learning System®. CENTURY 21® Agents have access to a comprehensive suite of training and skill development programs, designed to help us stay at the top of our game. A TRUE PARTNER Real estate transactions are a big deal with many moving parts. The details can get unwieldy without the right support. CENTURY 21 Agents know that buying a home can be the culmination of a life-long dream, and will help you manage the details with the right support. *Training Magazines Top 125 for 7 of the last 10 years
21. Offices Under Regional President Beverly A. Peterson Meriden, CT Office 477 South Broad Street Meriden, CT 06450 Phone:203- 634-1876 Toll Free:1-800-525-7793Fax: 203-237-4142 Southington, CT Office 117 North Main Street Southington, CT 06489 Phone: 860-621-8378 Toll Free:1-800-525-7793Fax: 860-276-8032 Branford, CT Office 265 East Main StreetBranford, CT 06405Phone: 203-481-7247 Toll Free:1-800-525-7793 Fax: 203-481-4075 C21 Access America Career Development Center143 North Main Street Phone:860-378-1456 Toll Free:1-800-525-7793Fax: 860-276-0369 Access America Call Center Customer Service 411 143 North Main Street Phone: 860-621-8378 Fax:860-276-0369 The Real Estate Development Center Pre-License School 143 North Main Street Phone: 860-378-1479 Fax:860-276-0369
22. My Professional Experience Principals and Practices in Real Estate through the State of Connecticut Approved School; The Real Estate Development Center Member of the National Association of REALTORS Member of the Connecticut Association of REALTORS Member of the Hartford Board of REALTORS Member of the Connecticut Cooperative MLS REALTOR with CENTURY 21 Internationally, 8,400 offices in the World, 4,200 Offices in the USA REALTOR with CENTURY 21 of Connecticut, 64 Offices in CT. Team Member of the Largest Most Productive Century 21 Office in All of Connecticut kim.lambert@century21.com Page 12
23. Southington Century 21 Access America Southington, CT Office 117 North Main Street Southington, CT 06489 Phone: 860-621-8378 Toll Free:1-800-525-7793Fax: 860-276-8032 Welcome to my office: Kim Lambert Office: 1-800-525-7793 x1009 Direct Line: 860-736-1009 Email: kim.lambert@cox.net
24. Branford CENTURY 21 Access America265 East Main Street Branford, CT 06405Phone: 203-481-7247 Toll Free:1-800-289-2100 www.cthomeseekers.com Ryan Peterson Vice President 800.525.7793 CALL FOR FREE MARKET ANALYSIS Serving the Great State of Connecticut
25. Meriden, CT Office 477 South Broad Street Meriden, CT 06450 Phone:203- 634-1876 Toll Free:1-800-525-7793Fax: 203-237-4142 Our Purpose To establish lifelong relationships with the families and households in our marketplaces by providing sound advice, outstanding service and reliable results when it comes to any of their real estate needs. Kelly Peterson Coach & Manager of the Meriden Office 203-634-1876 CALL FOR FREE MARKET ANALYSIS Serving the Great State of Connecticut www.cthomeseekers.com
34. Sales Technique Workshops & and MORE!Jodi Tussing Marketing Consultant New Homes & Land Development Manager New Home Construction Center 143 North Main Street Southington, CT 06489 Phone: 860-621-8378 Toll Free:1-800-525-7793Fax: 860-276-0369
35. Call Center Open 7 Days a Week to Capture All Calls and Internet Leads, and to set up showings on company listings. While we are doing what we do, leads that come in on the sale of your home, won’t fall through the cracks! Capture Lead - Transfer to Agent who knows the most about that property Record and put in a follow up plan based on agent feedback. Incubate leads – good service – more sales
37. A History of Proven Results Not only were we the # 1 Century 21 Office in Connecticut in 2008, 2009 we were the only CENTURY 21 office to receive the Centurion Award! We are on track to do it again! Page 19 Market Share Century 21 Access America Last 12 Months
63. Steps and Strategies for Successful Selling Selling Process: The Basics •Choose the right agent •Set a fair price - Use a Comparative Market Analysis •Sign the Listing Agreement •Prepare your home for prospective buyers - Neat and clean and repaired or painted where necessary •Agree on a Marketing Plan relevant to today’s market - Advertise heavily where the buyers are - online 90% of all buyers use the Internet in their search process* - Hold an Open House •Present all offers •Negotiate the Selling Price •Buyer Home Inspections •Close the deal * Source: 2010 NAR Profile of Homebuyers and Sellers
64. 21 Step Marketing Plan The following pages will provide additional detail to some significant components of our comprehensive marketing plan to get your home sold as quickly as possible and for the best price. Immediately below is an overview of our complete Marketing Plan. 1.Recommend a pre-listing inspection and hiring a professional home staging service Develop a Comparative Market Analysis (CMA) Create a photo slideshow or virtual tour to post on listing websites 4Enter your listing into local Multiple Listing Service 5Place the CENTURY 21® “For Sale” yard sign 6.Announce your listing to Agents in my office and other CENTURY 21 Offices in the area 7.Place a “Lock Box” on your door to provide easy access for other agents 8.Place your listing on our century21.com website 9.Distribute your listing to hundreds of Listing Partners 10.Place your listing on social media sites like Facebook, Twitter and YouTube 11.Place your listing on my personal website 12.Create an Individual property website for your listing 13.Prepare full color property flyers and brochures to showcase your home to buyers and other agents 14.Offer the CENTURY 21 Home Protection Plan that can help attract buyers to your property 15.Schedule email marketing pieces to my entire list of contacts and past clients as well as area REALTORS® 16.Print (newspaper) and direct mail advertising in our local area - Just Listed Cards - Open House Cards 17.Hold an Open House for area REALTORS and the public 18.Tour your home with prospective buyers 19.Provide you with constant feedback from buyer showings 20.Send you weekly online activity reports on your property 21.Negotiate with potential buyers on your behalf to help get you to the closing table
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66. Individual tastes vary, but you should follow some basic rules in getting your home ready for sale:
72. Home Staging Eight seconds.That’s all it takes for most buyers to form a first opinion of your house. It’s not long, so you need to make it count. Ideally, your home will impress and motivate a buyer to swiftly make an offer before it’s gone from the market. We are dedicated to selling your property at the best price possible in the shortest amount of time. Home staging can help highlight your home’s best features, making it appeal to buyers’ senses and emotions. Following simple exterior and interior design ideas and home-improvement suggestions such as the ones found on page 43 of this presentation can maximize your home’s attractiveness and create a captivating first impression.
75. 38 million home buyers search the internet each month for real estate information*
76. One in three buyers find the house they ultimately purchase on the internet**2010 National Association of Realtors Profile of Home Buyers and Sellers We get your property noticed!
77. Keeping You Informed Online Marketing Summary Our exclusive "Golden Ruler" tool is a listing measurement device that provides reports on the number of consumer views and leads on your online property listing.
84. A new expanded search that features one-click access to millions of listings
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86. We Leverage Technology to Get Your Home Sold The tools and systems listed below collectively demonstrate that the CENTURY 21 System uses every effective medium to find the right buyer for your house! SOCIAL MEDIA The CENTURY 21® system continues to be on the cutting edge of real estate marketing. We utilize social media channels like YouTube, Facebook, Twitterand many other applications to market your property listing in an effort to find the right buyer for your home. Facebook alone has over 500 million monthly users. CENTURY21.COM Our consumer website offers state-of-the-art access to your property listing and includes photo descriptions and virtual tours as well as neighborhood information to attract buyers. MOBILE MARKETING CENTURY 21 leverages mobile applications to make it convenient and easy for buyers to shop for CENTURY 21 listings on the go. From our iPhone app to accessing www.century21.com via mobile devices, CENTURY 21 is bringing your listing to thousands of online customers. LEADROUTER The CENTURY 21 LeadRouter System is a software application empowering CENTURY 21 agents to receive buyer leads for your property instantaneouslywherever they are. LeadRouter sends alerts when a potential buyer inquires about your property, enabling me to respond immediately. This means that buyers interested in your property will be able to reach me quickly. VIRTUAL TOURS Giving potential buyers a virtual walk-through can help your home stand out from the competition. OPEN HOUSE PLANNER A helpful tool that helps buyers plan a day of open house tours.
87. Social Media The CENTURY 21® System continues to be on the cutting edge of real estate marketing. We successfully utilize social media channels like YouTube, Facebook, Twitterand many other applications to market your property listing in an effort to find the right buyer for your home. Considering that hundreds of millions of people use these sites on a daily basis it is important for your home to be included.
96. Work with mortgage services including obtaining loan pre- approval for your new home
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98. Determining the value of your home A Comparative Market Analysis (CMA) is essential to determine the value of residential property. Location and characteristics of the property are the key elements in determining value. Therefore, the basis for valuation is similar properties in your area. THE FOLLOWING ARE A FEW THINGS TO KEEP IN MIND ABOUT PRICING: • Realistic pricing will achieve maximum price in a reasonable time • The market determines the price • The cost of improvements are almost always more than the added value • Houses that remain on the market for a long time do not get shown • A house that is priced right from the beginning typically achieves the highest proceeds
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100. Your Investment in the property (such as baths or kitchen upgrades, etc)
106. Pricing Your Home To Sell Intelligent Pricing Activity vs. Timing A property attracts the most attention, excitement and interest from the real estate community and potential buyers when it is first listed on the market. Improper pricing at the time of initial listing misses out on this peak interest period and may result in your property languishing on the market. By pricing your property at market value, you expose it to a much greater percentage of prospective buyers. This increases your chances for a sale while ensuring a final sale price that properly reflects the market value of your home. The Effect of Overpricing Improper pricing may lead to a below market value sale price, or even worse, no sale at all. Your home has the highest chances for a fruitful sale when it is new on the market and the price is reasonably established
147. Seller Service Pledge – My Personal Commitment 21 points of differentiation Commitment to service Agreement between you, the seller and my CENTURY 21® office. Page 52
148. Quality Service Quality service is my goal. After each sale, to help us maintain a high level of customer service, we invite our clients to complete a Quality Service Survey and return it to an independent research group.
149. Put me to work for you! CENTURY 21: The Gold Standard. Page 54
150. Kim Lambert CENTURY 21 Access America 117 North Main Street 800.525.7793 x1009 kim.lambert@century21.com Thank you! Page 55
Editor's Notes
The well known gold post is known by consumers all over the world. This sign will be placed in your front yard. NAR research shows that a considerable amount of inquiries come from our yard sign. A lock box makes your house more available to possible buyers. Your perfect time to have buyers come by may not be their perfect time and the lock box allows for more flexibility with showing appointments. CENTURY 21 sales associates can also use eNewsletters and eGreetings to showcase your home. If you ‘d be willing to share your email address with me, I can send you samples of these. As well I can send you updates, copies of advertising and any feedback I receive from interested buyers. Direct mail and email campaigns to potential buyers will compliment the other forms of local advertising we will provide to you. Posting your property on our Century21.com website will provide prospective buyers with a convenient first hand look at your home while the local Multiple Listing Service will make sure that all area brokers and agents know that you home is for sale.Finally I will hold Open Houses which will allow buyers to get an up close and personal look.
The most important part of staging your home is to make sure it is extremely clean. Eliminate extraneous knickknacks and furniture to make rooms and closets more spacious. Consider toning down bold colors and patterns.A Home Protection Plan is also a tool to make your home more attractive and is a nice marketing tool..
This slide stresses the importance of the Internet and the continued partnership with the real estate professional.As I’m sure you are aware, Internet use has become a predominate practice in most households. Its important that your listing have a stellar web presence on Century21.com. I will explain how I plan to do this in a moment.
This research from the National Association of Realtors shows the increasing importance of the internet in the home buying process. Each year more and more buyers find the internet more useful and the newspaper less important/useful when searching for homes. You will also see that more and more buyers are finding their home on the internet, this number will continue to grow. The percentage of buyers who find the home they purchase in the newspaper has significantly decreased as has newspaper circulation. As your agent I will make sure that home gets the online exposure it deserves.
Century 21 has an aggressive listing distribution strategy to maximize the online exposure of your home. Research from the National Association of Realtors shows that consumers are conducting much of their research online and in many cases find their home online. We provide maximum exposure so that more potential buyers see your property. Your home will appear on some of the top real estate sites like Trulia, Yahoo etc. It will also appear on sites like Frontdoor.com which is owned by Scripps Network ( owner of HGTV, Food Network, Fine Living Network DIY TV).All of our listings are enhanced on homefinder.com and their network of local newspaper web sites. Today’s home buyer is searching online. We’re ready for their visit on the web twenty-four hours a day, seven days a week.Every open house we conduct will show up on Century21.com and Openhouse.com.
Regarding the market analysis, here is the research we’re going to review to determine a good price for your property. I looked at several categories when I did the research. I looked at properties that recently sold, because that tells us what other buyers are willing to pay for property like yours. This is similar to what an appraiser is going to use when a buyer applies for financing and it is the category we should to give the most consideration. We also look at currently listed properties and those that are under contract because they are your competition. Homes similar to yours that are currently on the market or under contract are a great benchmark against which to evaluate your ideal price point. Finally we review similar listings that have expired. We know in the majority of cases when a property doesn’t sell, it is because it’s overpriced. Essentially, we’re drawing the line that states, “If we go there, we’re going to wind up on the expired list.” And every time a house gets listed, it’s going to wind up on one of two lists. It’s either going to be on the sold list or the expired list.
