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Marketing Proposal
The document provides details on a real estate agent's proposal to market and sell a home. The agent outlines their experience with Century 21 and commitment to making the home selling process smooth and successful. They propose a comprehensive 21 step marketing plan utilizing various online and traditional advertising methods to maximize home exposure and the chances of finding a buyer who will pay the best price. The plan also includes preparing the home for sale and providing feedback during the selling process.
Marketing Proposal
- 1. Real Estate ServicesProposalPrepared Especially for:You!Kim LambertREALTOR
- 2. Dear Sir orMadam,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 hassles2. That your agent keeps you informed of all vital information throughout the sale3. That your home sells quickly4. That you receive the best possible price and terms for your homeI look forward to working with you as we achieve the goals above.Sincerely,Kim Lambert
- 3. The Purpose ofthis Presentation Familiarize you with the selling process
- 4. Provide youwith details on my experience and the CENTURY 21® Brand
- 5. Develop acustomized marketing plan for your home
- 6. Share currentreal estate information on your local area
- 7. Determine aninitial market position for your home
- 8. Leave youwith some resource information and sample forms
- 9. Reinforce ourcommitment to your goals
- 10. Answer anyquestions you may haveCENTURY 21®: The Gold Standard
- 11. CENTURY 21® ata GlanceThere are many realty signs on front lawns these days, but only one can offer representation in over 70 countries through a network of more than 120,000 real estate professionals.Founded in 1971
- 12. Part of theRealogy Franchise Group
- 13. Century 21 RealEstate LLC is the franchisor of the world's largest residential real estate sales organization
- 14. Operate in approximately8,000 offices around the world
- 15. Considered “the mostrecognized 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 CENTURY21® 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 closingOur 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 LeaderForthe 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 Homewith the Help of Century21.comThe Century21.com web site averages more than 2 million visits per monthConsumer LeadsProperty ListingsRegistered UsersTop Search Engine partnerships; Google, Trulia and YahooPage 8
- 19. Our Agents StandOut 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 goalsUNPARALLELED AGENT EDUCATIONCentury 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 PARTNERReal 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
- 20. Our OfficesUnder RegionalPresidentBeverly A. Peterson
- 21. Offices Under RegionalPresident Beverly A. PetersonMeriden, 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: 203-481-7247Toll Free:1-800-525-7793Fax: 203-481-4075C21 Access AmericaCareer Development Center143 North Main Street Phone:860-378-1456Toll Free:1-800-525-7793Fax: 860-276-0369 Access America Call CenterCustomer Service 411143 North Main Street Phone: 860-621-8378Fax:860-276-0369The Real Estate Development CenterPre-License School143 North Main Street Phone: 860-378-1479Fax:860-276-0369
- 22. My Professional ExperiencePrincipalsand Practices in Real Estate through the State of Connecticut Approved School; The Real Estate Development CenterMember of the National Association of REALTORSMember of the Connecticut Association of REALTORSMember of the Hartford Board of REALTORSMember of the Connecticut Cooperative MLSREALTOR with CENTURY 21 Internationally, 8,400 offices in the World, 4,200 Offices in the USAREALTOR 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.comPage 12
- 23. SouthingtonCentury 21 AccessAmericaSouthington, 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 LambertOffice: 1-800-525-7793 x1009Direct Line: 860-736-1009 Email: kim.lambert@cox.net
- 24. BranfordCENTURY 21 AccessAmerica265 East Main StreetBranford, CT 06405Phone: 203-481-7247Toll Free:1-800-289-2100www.cthomeseekers.comRyan PetersonVice President800.525.7793CALL FOR FREE MARKET ANALYSISServing the Great State of Connecticut
- 25. Meriden, CT Office477 South Broad Street Meriden, CT 06450 Phone:203- 634-1876 Toll Free:1-800-525-7793Fax: 203-237-4142 Our PurposeTo 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 Office203-634-1876CALL FOR FREE MARKET ANALYSISServing the Great State of Connecticutwww.cthomeseekers.com
- 26. New Homes &Marketing DivisionCoaching and Training is available to New and Experienced Agents in the following areas: New Construction
- 27. Advanced CMA workshopsfor target marketing and statistics
- 28. Technology including SocialNetworking
- 29. Online Slide ShowPresentations
- 30. Foreclosures purchasing atAuctions
- 31. Short Sale &Commercial Training through C21 Corporate, work shops and online.
- 32. Century 21 CorporatePartnership Coaching PEP
- 33. Century 21 OnlineSessions
- 34. Sales Technique Workshops& and MORE!Jodi Tussing Marketing Consultant New Homes & Land Development ManagerNew 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 CenterOpen 7Days 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 propertyRecord and put in a follow up plan based on agent feedback.Incubate leads – good service – more sales
- 36.
- 37. A History ofProven 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 19Market Share Century 21 Access America Last 12 Months
- 38.
- 39. Marketing Your HomeTwo things sell homes – Exposure and Price
- 40. At CENTURY21 Access America we pride ourselves on our ability to create custom solutions to maximize both
- 41. We havea proven model to market and sell homes
- 42. Forged throughexperience and analysis of thousands of home sales
- 43. Enclosed isa comprehensive summary of how we will put our unique approach to work for you.The more people exposed to your home, the better the chances of finding the buyer who likes it and will pay the most for it.Copyright © 2009 CENTURY 21 <Insert Name>. All rights reserved. Each office is independently owned and operated.
- 44. Marketing Plan Placethe CENTURY 21 Gold Post Yard sign on your property (if local ordinances allow for it)
- 45. Place alockbox on your home
- 46. MLS – Placeyour home with the local Multiple Listing Service to make it available to all local Brokers
- 47. Open Houses –Actively promote open house showings for both real estate professionals and Buyers
- 48. Direct Mail– Just Listed cards, Open House cards and other targeted mailings
- 49. eCampaign Center One-timeEmails – Online Property Flyer Emails directed to potential buyers
- 50. Local Advertising– Television, newspaper and local magazineCopyright © 2009 CENTURY 21 <Insert Name>. All rights reserved. Each office is independently owned and operated.
- 51. Marketing Plan continuedInternet – century21.com allows internet users to get information and photos of your home century 21.com
- 52. Agents PersonalWebsite
- 53. Banner adson local websites
- 54. Post onother real estate search websites like Trulia.com, Realtor.com, Google and Yahoo that receive millions of visitors.
- 55. Leverage theCENTURY 21 Global Referral NetworkSM to access leads from around the world.
Editor's Notes
- #23 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.
- #28 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..
- #33 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.
- #34 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.
- #36 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.
- #44 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.