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STEPS TO SUCCESS
For Selling Your Home
1 - We are interviewing you as much as you are interviewing us.
If we decide we can work together well, we will be able to guide you
throughout this extensive process to help you sell your home in the
quickest time possible and at the highest price.
2 - We are not going to simply promise marketing genius and brag about ourselves,
instead we will show you just how we will be your resourceful guide helping you
through one of the most important processes of your life.
3 - We want you to know WHAT we are doing for you, WHEN and WHY.
Introduction
Real Estate Concierge
Selling Your Home
In 7 Steps
Whatever you need, whatever it takes, we will get you into or out of your
home with no stress and no mess. Curb-to-curb, The Real Estate Concierge
treats you like a celebrity because we believe you deserve first class
service.
 Over 50 years of experience in real estate, financing, and investing
 State-of-the-art online presence with 110 unique posts going out daily
 Database of over 50,000 buyers
 International MLS for all listings
 Endorsed by Barbara Corcoran, as seen on Shark Tank
 Featured nationally on HGTV House Hunters
 Megan Zucaro is a published author and real estate expert
 Marketing that makes your home stand out in the marketplace from
websites, topostcard mailings, to videos, to professional photography
 24/7 response to email and phone call inquiries
We speak: English, Farsi, French, Russian, Italian, Spanish, Hebrew.
Real Estate Concierge – Nationally & Internationally
Introduction
A Little About Us
Real Estate Concierge
Selling Your Home
In 7 Steps
The highest level of service is the cornerstone of our unprecedented success and
is our continued promise to you. Professionalism, knowledge, integrity and
commitment are all aspects of offering the absolute best as real estate
professionals. As your helpful guide throughout every step of every real estate
transaction, we pride ourselves on our focus to your personal attention and
complete satisfaction. Our experienced team works together to ensure that you
always receive the excellent service you expect and deserve.
At Real Estate Concierge, we view numbers such as sales results as nothing more
than a reflection of our commitment to serve our clients. Success, we believe, is
not in the number of deals, but in the way we deal with people. You can expect
your real estate transaction with us to be a great experience. Your success truly is
our success.
Real Estate Concierge - Locally
Introduction
A Little About Who We Are
Real Estate Concierge
Selling Your Home
In 7 Steps
James E. Daughrity
Real Estate Consultant
Introduction
A Little About Who We Are
James Daughrity is a full time professional real estate agent with Real Estate Concierge
and has been a Realtor sine 2003. In May of 2013 he received his California license.
James has lived in California since 2011. From the first time you meet James, you will feel
at ease with his professional and personable working style and confident in his ability to
represent your best interest throughout the Real Estate Transaction.
He continually upgrades his education and knowledge. Being raised on a the South Side
of Chicago has allowed James to learn from an early age what it was to have a strong work
ethic, high morals, and core values.
He has worked in Economic Development, sales, and in the human resources field in the
education industry. James has an Bachelor Degree in Business Management and
Marketing and a minor in Economics from Morehouse College.
James has his own investment portfolio and can relate to the needs and goals of other
investors. He also has the desire to help people become investors.
James was a graduate of the REAP (Real Estate Associate Program) in California and is a
candidate for the CIPS (Certified Internationally Property Specialist) designation.
Selling Your Home in 7 Steps
Step 1 - Selling Consultation
Step 2 - Develop Pricing Strategy
Step 3 - Develop Marketing Strategy
Step 4 - Implement Customized Marketing Plan
Step 5 - Understanding Your Role
Step 6 - Negotiating the Purchase Contract
Step 7 - Managing the Transaction Through Closing
Real Estate Concierge
Selling Your Home
In 7 Steps
There are 3 types of Agency Relationships in a real estate transaction:
• Seller’s Agent - An agent who represents the Seller
• Buyer’s Agent - An agent who represents the Buyer
• Dual Agency - An agent who represents both the Seller and Buyer
When you select Real Estate Concierge to promote the sale of your
property, we become your “Seller’s Agent” working on your behalf and
looking out for your best interests. We will market your home, evaluate and
negotiate offers from buyers, and guide you throughout the entire
transaction to ensure a successful closing. A Dual Agent represents both
Seller and Buyer in the same transaction and works to assist in negotiating
a mutually acceptable transaction.
Working for You as Your Seller’s Agent
Step 1
Selling Consultation
Real Estate Concierge
Selling Your Home
In 7 Steps
Motivation - Why have you decided to sell your home?
Timing - Flexible in timing or are we working towards closing before a certain date?
Pricing - Are you leveraged with debt on the home? Is there concern of a short sale?
Decision Making - Will anyone else (family member, financial advisor) be involved?
Communication - How often would you like updates? What is the best way to contact
you?
Previous Selling Experiences - What went good, what went bad?
Personal Property - Are you planning to include any personal property in the sale?
Condition of Home - Any problems with the property that will need to be disclosed?
Relocating - Can we assist you in purchasing a new home or moving to a new area?
Concerns - Are there any general concerns you would like to discuss?
DETERMINE YOUR NEEDS
What is Most Important to You?
Step 1
Selling Consultation
Real Estate Concierge
Selling Your Home
In 7 Steps
• What will you miss most about your home?
• What will you miss most about this location?
• What are some favorite features about your home?
• What compliments have friends and neighbors made about your home?
• What characteristics do you feel make your home unique when compared to
others?
• Who do you consider to be the target market for your home?
Your Home’s Marketability
Step 1
Selling Consultation
Real Estate Concierge
Selling Your Home
In 7 Steps
Two of the first things we do when we list your home is to order a “Preliminary
Title Report” and have you fill out a “Sellers Property Disclosure Statement”.
These documents will answer or confirm some of these questions below, but lets
get started on the right foot and discuss these potential issues now. PROACTIVE
vs. REACTIVE!
Any Issues We Need to Be Aware Of?
• With pricing in our market, will we be close to a Potential Short Sale?
• Does your current mortgage have a Pre-Payment Penalty?
• Are there any Liens on your home?
• Are there any Easements, or Encroachments associated with your
home?
• Is there an HOA? What are the Dues? Is there a Transfer Fee?
• Is there any Litigation associated directly with your home or the HOA?
• Are there any Assessments coming up or pending with the HOA?
• Are there any Physical Issues with your home?
• Have you had to do Major Repairs to your home?
DISCLOSE! DISCLOSE! DISCLOSE!
Step 1
Selling Consultation
Step 1 - Selling Consultation
Step 2 - Develop Pricing Strategy
Step 3 - Develop Marketing Strategy
Step 4 - Implement Customized Marketing Plan
Step 5 - Understanding Your Role
Step 6 - Negotiating the Purchase Contract
Step 7 - Managing the Transaction Through Closing
Selling Your Home in 7 Steps
Real Estate Concierge
Selling Your Home
In 7 Steps
Physical Characteristics:
Your home’s location, home size, lot size, architectural design,
floor plan, age, amenities and condition have the strongest
impacts on the value.
Market Conditions:
There are other factors that also directly impact the value of your
home.
These include current mortgage interest rates, national and
regional economic conditions, buyer demand, seasonal demand,
availability of competing properties and prices of recently sold
properties.
What Affects Your Home’s Market Value?
Step 2
Develop Pricing Strategy
Real Estate Concierge
Selling Your Home
In 7 Steps
Using a Comparative Market Analysis as a Guide
A Comparative Market Analysis (CMA) is the strongest tool we use when
estimating the potential selling price for your home. As a member of the Board
of REALTORS® with access to the Multiple Listing Service, we can prepare a
report that analyzes comparable homes in your area. Using this valuable
information, we can assist you in determining an attractive, yet realistic price for
your home.
A Comparative Market Analysis highlights similar homes in your area that
are:
Active Listings - Homes that are currently competing with yours for the
attention of buyers.
We can see what comparable asking prices are, but remember these homes
have not yet received an acceptable offer.
Under Contract - Homes that have received and accepted an offer
and give a good indication of realistic pricing.
Sold - Looking at the prices paid for recently sold
homes provides the best foundation in determining your
home's most accurate market value. Once adjustments
are made for square footage and features, we can make
a qualified recommendation for the asking price of your
home.
Expired - Homes that have gone through the duration of
a listing period, but failed to sell. Many factors could be
responsible such as lack of marketing or the home’s
condition, but most often it is simply because the home
was priced too high.
Step 2
Develop Pricing Strategy
Real Estate Concierge
Selling Your Home
In 7 Steps
It’s quite simple, a Buyer is just not going to pay any more than they have to
when purchasing a home. They have been watching the market closely, and are out
there looking at all the inventory. They know more than anyone what is available,
and for how much. If your price is within the range of your market, Buyers will come
look at your home. If you’re priced too high, they probably will skip it. Your high
price will make your competition look good, and will get them sold, not you.
If you had time to only see 3 homes in this neighborhood,
which 3 would you go look at?
Do you want to sell your home or help
sell your neighbors home?
A Buyer Will Not Pay More Than They Need To
Step 2
Develop Pricing Strategy
List Price:
$430,000
$455,000 List Price:
$435,000
List Price:
$437,000
$415,000 List Price:
$432,000
Real Estate Concierge
Selling Your Home
In 7 Steps
The Risks of Pricing Too High
An asking price that is beyond market range
can adversely affect the marketing of a property
If you price your home at “Fair Market Value” you will see good activity and a
good amount of buyer interest. The higher you go above Fair Market Value to
“Test the Market” the less showings you will have. If you get really aggressive
and price below Fair Market Value, you will get an increase in showings, and may
end up receiving multiple offers with buyers trying to outbid each other for your
home.
Step 2
Develop Pricing Strategy
Real Estate Concierge
Selling Your Home
In 7 Steps
The Excitement of a “New On Market” Listing
When selling your home, time is not your friend. When a new home is listed
for sale, we market it extensively to other agents and potential buyers. Most of
the local working agents and their prospective buyers will see it come on to the
market right away. Interest will build over the first week or two, with a peak of
interest usually at about 2-3 weeks out.
Then as we always see, the activity of inquiries and showings will start to
decrease rapidly. Your home becomes “old” and “stale” in the eyes of other
agents and buyers. Marketing time is prolonged and our initial marketing
momentum is lost. If you are not priced right, you may miss showing opportunities,
or showings that do occur will not produce an offer. Your home may eventually
sell below market value due to these costly delays.
Step 2
Develop Pricing Strategy
Real Estate Concierge
Selling Your Home
In 7 Steps
The Problem with “Testing the Market”
Step 2
Develop Pricing Strategy
A common mistake sellers make is pricing their home high in the beginning to
“test the market”. The thought is “we can always lower the price if we don’t receive any
offers” or “we need to build in a cushion for negotiation.” Unfortunately most of the
showing activity occurs when the home is first listed. Once initial pool of buyers have
seen the home and it doesn’t sell, the sellers will then have to wait for new buyers to
come into the market and they will have to reduce their price to be competitive.
Also, the longer your home remains on the market, the less interest it will generate
among all buyers. Buyers typically feel that they should pay less for a home the longer it
has been on the market. At that point you have to face the real possibility of being forced
to sell it for less than if you had priced it at fair market value from the start. It is especially
important to make sure that your home is priced correctly when the conditions are
leaning towards a buyers market. In that scenario buyers are very sensitive to price and
will look harder to find homes that offer the most value. Simply put, buyers are not
making “low-ball” offers on properties, they are waiting for properties priced correctly to
come onto the market.
Real Estate Concierge
Selling Your Home
In 7 Steps
Why Your First Offer is Often Your Best Offer
Step 2
Develop Pricing Strategy
Another common mistake Sellers make is to disregard the first offer they
receive. Often, if they receive an offer quickly, they get over confident and think
maybe they could do better if they wait for another buyer. Rarely is that the
case. When you first list your home for sale, New Buyers and Buyers who are
Waiting for the Right Fit will come see your home. So it is possible, if priced
at Fair Market Value, that you could get a good offer right away. After time
goes on, and pricing comes down, you then attract the Deal Makers. Then
after more time and more price reductions you attract the Bottom Feeders.
Who would you prefer to sell your home to?
Real Estate Concierge
Selling Your Home
In 7 Steps
Its really quite a simple equation. Price + Exposure = Your Home
Sold.
You must first start out with the correct, accurate pricing for your home. Then
once we have the home priced right, we will heavily market the home to both
potential buyers as well as to other Realtors in the area. We have established
many great avenues and resources for marketing your home, but if we are
overpriced, all of our extensive marketing efforts will go to waste.
The “Selling Equation”
Step 2
Develop Pricing Strategy
Selling Your Home in 7 Steps
Step 1 - Selling Consultation
Step 2 - Develop Pricing Strategy
Step 3 - Develop Marketing Strategy
Step 4 - Implement Customized Marketing Plan
Step 5 - Understanding Your Role
Step 6 - Negotiating the Purchase Contract
Step 7 - Managing the Transaction Through Closing
Real Estate Concierge
Selling Your Home
In 7 Steps
The pie chart above illustrates where buyers find the
home they purchase. 89% of home sales are
generated from the marketing efforts of a real
estate professional.
Real Estate Agent and Internet leads are directly
driven from having your home listed on the MLS.
Source - National Association of REALTORS® - 2012
Where Buyers Find the Home They Purchase
Multiple Listing
Service
Real Estate Agent
38%
Internet 37%
Yard Sign 11%
Print Newspaper Ads 2%
Home Book or Magazine 1%
Home Builder or
Builder’s Agent
4%
Friend, Relative
or Neighbor 6%
Knew Seller 2%
Step 3
Develop Marketing Strategy
Real Estate Concierge
Selling Your Home
In 7 Steps
Internet 37%
Step 3
Develop Marketing Strategy
Almost All Buyers are Searching Online
As we just learned in the previous page with the pie chart, 37% of buyers actually
find the home they purchase on the internet. But the important thing to know is that
over 98% of buyers are searching online for homes. This is often the first step
a buyer takes when planning to buy a new home. And it is also important to know
that today’s buyers are extremely educated and knowledgeable on the market
before they even go out to look at homes. They know the current inventory, what
pricing looks like, what has recently sold, and for how much.
With the utmost importance of online exposure, we have a strategic
marketing plan that focuses strongly on the exact locations where
buyers are looking the most.
Real Estate Concierge
Selling Your Home
In 7 Steps
HUGE-LOCAL-EXPOSURE
 A custom property website will be created
 A custom color property brochure will be created
 A detailed description of the property with color
photographs and a link to the website will appear
in the Los Angeles and Beverly Hills Board of
Realtors Multiple Listing Service
 Over 2000 just listed cards will be mailed to area
residents
 A custom E-mail blast with photos and a link to
the property website will be sent to several
thousand agents (encompasses all major real
estate offices in Los Angeles)
 A custom E-mail blast with photos and a link to
the property website will be sent to 3,000 of
James’ personal and business contacts
 With the owners permission, an Open House for
the Entire Brokerage community will be held
 The property will be presented to over 120 agents
during the Real Estate Concierge weekly office
meeting
 With the owners permission, a For Sale sign will
Selling Your Home in 7 Steps
Step 1 - Selling Consultation
Step 2 - Develop Pricing Strategy
Step 3 - Develop Marketing Strategy
Step 4 - Implement Customized Marketing Plan
Step 5 - Understanding Your Role
Step 6 - Negotiating the Purchase Contract
Step 7 - Managing the Transaction Through Closing
Real Estate Concierge
Selling Your Home
In 7 Steps
You only get one chance to make an emotional connection with a potential buyer.
An important early step in the marketing process is to have your home photographed
professionally. These photos will appear on the MLS listing, all print media and are
posted to the top ranked real estate websites. We provide custom professional
photography for all of our listings. Online, homes with multiple photos get viewed
over 5 times as much as homes with only one or two photos.
Beautiful Professional Photography
Book & Magazine
1%
Newspaper
2%
YardSign
11%
Internet
37%
RealEstateAgent
38%
Step 4
Implement Customized
Marketing Plan
Real Estate Concierge
Selling Your Home
In 7 Steps
We are always so surprised on how many properties are listed with
minimal, poorly written property descriptions or even no description at
all! We take our time to write well-written descriptive text promoting
your home’s best features, what makes it unique in our market, and
what sets it apart from other competing properties. Separate text is
written for both the end consumers (potential buyers) as well as for the
other agents looking for the best fit for their buyer clients.
Descriptive Text Promoting
Your Home’s Best and Most Unique Features
Book & Magazine
1%
Newspaper
2%
YardSign
11%
Internet
37%
RealEstateAgent
38%
Headline:
Beautiful City View Condo with Amenities!
Public Remarks:
The Bella Vista Community in downtown Phoenix is a unique collection of large and open
condominium homes located at the city center. This 3 bedroom, 3.5 bath City Townhome enjoys park
access, incredible walking & biking trails, pool, Jacuzzi, cardio room, private fitness lockers and
reserved underground parking. This particular unit boasts beautiful views of downtown, and is a
desired corner unit adding extra windows for more light. High-end finishes, sensible floor plans,
superior construction and a casual, family friendly atmosphere define this unrivaled metropolitan
development in the heart of the City.
- Approx. 2450 Square Feet
- 3 Bedrooms, 4 Bathrooms
- Expansive City Views
- Easy Access to Nearby City Park
- Corner Unit, 11th Floor Location
- Fully Furnished
- Private Patio with Hot Tub
Confidential Agent Remarks:
Call John(333) 444-5555 or assistant (222) 666-7777 to schedule showing. Owners are often in
town but flexible with showing appointments, we will check on availability for you. Can get key onsite
at the Phoenix front desk office. Transfer fee of 1% to be split 50/50. Agents - This is best location in
project, corner unit, best views of city.
Step 4
Implement Customized
Marketing Plan
Real Estate Concierge
Selling Your Home
In 7 Steps The Multiple Listing Service (MLS) is an extensive on-line database that
includes all the listings from all the participating local brokerages. It is the single
most important tool that brokerages and agents use when searching for available
properties for their clients.
It contains all the properties that are listed for sale in our market area. The
instant a property’s data is listed on our local MLS, 1,000’s of Your city agents
have immediate, on-line access to all of the relevant information their buyer
clients need.
Over 75% of sales originate with the MLS
Your Home’s Information Listed on the MLS
Internet
37%
RealEstateAgent
38%
Multiple Listing Service
(MLS)
Step 4
Implement Customized
Marketing Plan
Real Estate Concierge
Selling Your Home
In 7 Steps
Over 98% of home buyers use the internet as a tool when searching for a
new home!
Now more than ever people are accustomed to using the benefits of technology to
better gather information. Many home purchases start from surfing the web, where
buyers can take a virtual tour of your home. It’s like having a constant open house
with no inconvenience on your part. Web use for the real estate market is growing
rapidly.
We have websites for the brokerage, each city in the area and most major
communities. We literally have hundreds of websites at Real Estate Concierge
that we use to market your property to anyone searching for real estate online.
Our websites are found on the first page of Google for 1000’s of search terms
• Ten’s of Thousands monthly visitors
• Millions of monthly property searches
• Hundreds of monthly buyer leads
• Listings appear on 20+ real estate partner websites!
• The best web exposure in the industry!
Step 4
Implement Customized
Marketing Plan
Your Home’s Information Listed on All Company and Agent
Websites
Real Estate Concierge
Selling Your Home
In 7 Steps
Nationally, these are continually the top 5 real estate websites. If you
Google “Your City Homes for Sale” these are often the first sites to
come up. When a buyer selects their search criteria, and gets a set of
properties to browse through, our listings stand out on the page - highlighted
by descriptive headlines, body text and the inclusion of many high quality
photos. When they click on one of our listings, our contact information is
included so they can easily call or email us.
Featured on the 5 Most Popular Real Estate Websites
Internet
37%
Trulia.com Zillow.com
Step 4
Implement Customized
Marketing Plan
Yahoo! Real Estate REALTOR.comHomes.com
Real Estate Concierge
Selling Your Home
In 7 Steps
Internet
37%
YourPersonalWebsite.com is the most useful website for Yourcity real estate,
with advanced search technologies that allow you to browse ALL homes for
sale and all property listings in the Yourcity MLS®. You can search by property
type, or by community, or try the MAP Search, its SO EASY! You will find our
website to be a one-stop resource for your online research whether you want to
browse through our collection of real estate communities, search all MLS
listings, view Real Estate News and Trends or need further information about
buying or selling a home in Yourcity.
Step 4
Implement Customized
Marketing Plan
Your Home’s Information Listed on YourPersonalSite.com
Real Estate Concierge
Selling Your Home
In 7 Steps
Internet
37%
We cannot guarantee third-party websites display all listing information at all times.
We strive to update and expand our network frequently. Please notify us immediately if your listing is presented
incorrectly.
Your Property Appears on Many Local and
Nationally Popular Real Estate Websites
Over 100’s of other Realtor and Brokerage Affiliate Sites.
Step 4
Implement Customized
Marketing Plan
Real Estate Concierge
Selling Your Home
In 7 Steps
Many potential Buyers for your property have already teamed up with a
local Realtor, and have been set up on an automated “Hot Sheet”
system. When a new property that meets their search criteria becomes
available, or has a price reduction, that property is automatically emailed
to them. When we list your property on the MLS, your property’s
information and photography will be automatically emailed to your ideal
target market - could possibly be hundreds of potential buyers. This is
another reason why we make sure photos, text and info are all looking
great right from the start!
Automated Email Notifications
Internet
37%
RealEstateAgent
38%
Step 4
Implement Customized
Marketing Plan
Real Estate Concierge
Selling Your Home
In 7 Steps
The consumer (the buyer of your home) will fall in love with some
properties while viewing them online. We want them to fall in love
with yours long before they ever walk through your front door.
We have teamed up with the industry’s leading virtual tour
photographers to offer every one of our listings a custom online virtual
tour. As both buyers and their agents use the internet to browse
possible home choices, the added benefit of a virtual tour allows the
buyer to better understand the layout, finishes, views, design, etc.
This captures the buyer’s attention and allows them to imagine
themselves in your home.
Showcasing Your Home with a Virtual Tour
Internet
37%
RealEstateAgent
38%
Step 4
Implement Customized
Marketing Plan
Real Estate Concierge
Selling Your Home
In 7 Steps
Yard Sign still account for about 11% of where Buyers find the
home they purchase. At Real Estate Concierge Real Estate, we
install a professional, bright and highly visible yard sign. This not
only helps attract potential buyers who drive through desired
neighborhoods, but also attracts other agents who may not be
watching the MLS daily.
Highly Visible Yard Sign
YardSign
11%
RealEstateAgent
38%
Step 4
Implement Customized
Marketing Plan
Agent Name
480-555-4444
www.YourWebsite.com
Real Estate Concierge
Selling Your Home
In 7 Steps
Open houses can be a great way to promote your property. As soon as
we get listed, we conduct a Realtor Open House Tour. This is the
opportunity for all other agents to easily preview new homes on the market
for their clients. Getting agents to come view your property is a great
promotional event and a great way to launch the property’s marketing. The
open houses are also open to the public.
Realtor & Public Open House Tour
YardSign
11%
RealEstateAgent
38%
Step 4
Implement Customized
Marketing Plan
OPEN HOUSE
Real Estate Concierge
Selling Your Home
In 7 Steps
It takes strong marketing tools, such as our full color brochures, to entice
buyers to make that important first phone call. An attractive, well done
brochure goes a long way. We will present your home in the best possible
manner in order to convert lookers into buyers. Our custom designed color
brochures provide maximum impact with an emphasis on adding “value” to the
product, whereby obtaining the highest possible price for your home.
Custom Designed Property Brochures
YardSign
11%
RealEstateAgent
38%
Step 4
Implement Customized
Marketing Plan
Real Estate Concierge
Selling Your Home
In 7 Steps
Another very effective tool for us has been sending out email ads to the entire
Board of Realtors® membership, which includes 1,000’s of agents. We create
the ads to be very graphically rich, and attractive, and include valuable
information to sell your property to the agents. We also create these ads in
away that the agents can then delete our contact information and then forward
the ad on to their prospective buyers. Agents love these!
Board of Realtors® Email Blast Ads
RealEstateAgent
38%
Step 4
Implement Customized
Marketing Plan
Real Estate Concierge
Selling Your Home
In 7 Steps
Direct marketing has proven to be one of the most successful ways to generate
new buyers, keep in touch with current contacts and create an awareness of
new product.
We can send a beautiful, custom designed “Just Listed” postcard directly
to the locations that include the highest probability of prospective buyers. Many
buyer leads are generated from direct marketing sent to the same neighborhood
in which your home is located.
Just Listed Postcard Mailing Campaign
Step 4
Implement Customized
Marketing Plan
Real Estate Concierge
Selling Your Home
In 7 Steps
Once our focused marketing generates results, we are always available on phone, text
and email. When there is genuine interest in your property, we want to be able to
immediately respond to an interested buyer or another agent inquiring on behalf of
their client.
Social Networking allows us to reach an even wider audience of potential buyers.
Mastering today’s available technology allows us to be connected to our prospects
and serve our clients well.
Quick Response to All Inquiries
Step 4
Implement Customized
Marketing Plan
Real Estate Concierge
Selling Your Home
In 7 Steps
Our ultimate goal is to exceed your expectations in achieving your real
estate objectives. As professional Realtors we have resolved that nothing
less than your complete satisfaction is acceptable. To achieve our goal, we
will work to obtain the highest price for your home within the allowable
period of time. Once all of our initial marketing is in place, we will continue
our efforts in promoting your home until we have completed the sale.
Promoting Your Home to the Close
Book & Magazine
1%
Newspaper
2%
YardSign
11%
Internet
37%
RealEstateAgent
38%
Our Continued Marketing Efforts:
• Follow up through market analysis and agent feedback
• Periodic reviews of our marketing plan based on current market activity
• Discuss pricing and timing within the market
• Notify you on other competing properties in your neighborhood
• Inform other agents of any and all changes to your listing
• Maintain stock of property brochures for buyers
• Make seasonal changes to online marketing as needed
Step 4
Implement Customized
Marketing Plan
Selling Your Home in 7 Steps
Step 1 - Selling Consultation
Step 2 - Develop Pricing Strategy
Step 3 - Develop Marketing Strategy
Step 4 - Implement Customized Marketing Plan
Step 5 - Understanding Your Role
Step 6 - Negotiating the Purchase Contract
Step 7 - Managing the Transaction Through Closing
Real Estate Concierge
Selling Your Home
In 7 Steps
Every showing counts and you only get one chance to make a first impression! A
home that is presented at its very best will typically sell faster, at a higher purchase price
and with fewer problems involved. Here are some useful tips for preparing your home
for showings. We will also walk through your home together and make suggestions.
• Remove all clutter, personal objects and unnecessary furniture - less is more.
• Do a quick dusting and vacuuming right before showings.
• Leave lights on and open all drapes and shades. Be sure windows and blinds are
clean.
• Be aware of unusual cooking or pet odors. Opening windows can provide fresh air.
• Be sure items like laundry, dishes, kids toys, pet items, etc., are put away.
• Turn off TV, appliances and other distractions. Soft music can create a positive
experience.
You want to have your home show like a model home.
We don't want it to feel like a USED home.
Presentation of Your Home
Step 5
Understanding Your Role
Real Estate Concierge
Selling Your Home
In 7 Steps
• Always maintain your home in ready-to-show condition.
• Try to be flexible in the scheduling of showings.
• It is always best to leave during showings. Also secure pets or take them with you.
• Save business cards of all agents who show your home.
• Be cautious when talking to buyers, you could accidentally weaken your negotiating
position
• Let us know of any changes in your property's condition.
• If approached by buyers not accompanied with an agent, contact us immediately.
Do not let them in unescorted.
• All valuables such as jewelry, portable electronics, collectibles and pharmaceuticals
should
be safely secured.
Your Participation
Step 5
Understanding Your Role
Real Estate Concierge
Selling Your Home
In 7 Steps
The advantage of a key box installed at your home makes it very convenient
for agents to set up showings while maintaining a high level of security. A
realtor key box is a secure way to allow cooperating real estate agents access to
show your home. The agent must be a member of the Board of Realtors with an
access key and code to open the key box and obtain the key to your home.
Another advantage to using a key box is that it can provide a record of
showing activity for us to review. When a realtor shows your home, we receive
an email within 5 minutes of the keybox being opened, with info on the time, and
who it was. How did the home show? Is it priced right? Is there interest? These
follow-up questions provide valuable information that we get back to you. We
continually update you on each and every showing. And for interested parties, we
stay in contact and do what we can to help them along to making an offer.
Scheduling Home Showings and Providing Feedback
Step 5
Understanding Your Role
Real Estate Concierge
Selling Your Home
In 7 Steps
Throughout the listing time period we will continually update you on the competing homes
in your neighborhood. You need to be aware of other homes that come on the market,
and what pricing they are at. Also once you start getting showings, these other homes will
most likely be shown too. If they are selling, and yours is not, we need to know about it,
and figure out why. Is your price too high? Is it the showing condition of your home? Was
the other home simply a better fit for the buyer? What can we do to be sure you are the
next home to sell?
Watching and analyzing your competition is extremely important!
Keeping You Updated on Competing Homes
Step 5
Understanding Your Role
New Listing Pending Sale New Listing
New Listing Recently Closed New Listing
Selling Your Home in 7 Steps
Step 1 - Selling Consultation
Step 2 - Develop Pricing Strategy
Step 3 - Develop Marketing Strategy
Step 4 - Implement Customized Marketing Plan
Step 5 - Understanding Your Role
Step 6 - Negotiating the Purchase Contract
Step 7 - Managing the Transaction Through Closing
Real Estate Concierge
Selling Your Home
In 7 Steps
An offer for your home will come in the form of a Real Estate Purchase Contract (REPC) -
a state approved form that is used to present an offer. The REPC should be thoroughly
read and reviewed before any decisions are made. Once we receive an offer for your
home, we will carefully review all terms of the offer with you. All accepted terms of the
REPC must be carried through the life of the contract. The signed, accepted REPC (with
all addenda & counteroffers) is a LEGALLY BINDING CONTRACT.
Below are some of the items that we will need to pay close attention to:
Purchase Price - Be sure to factor in all the terms of the offer before getting excited or disappointed.
Included Items - What is included - Refrigerator, Washer & Dryer, Hot Tub, Furniture, Artwork, etc.?
Excluded Items - What is excluded - Refrigerator, Washer & Dryer, Hot Tub, Furniture, Artwork, etc.?
Water Rights - Do they apply? You may need to employ the services of a Water Lawyer.
Earnest Money - This is the initial deposit. The importance of this item is often overlooked.
Method of Payment - Is this a cash sale, conventional mortgage or seller financing? How much down
payment?
Special Assessments - Are there any outstanding or upcoming HOA assessments? Who pays, Buyer or
Seller?
Possession - When does the property legally change ownership? (Buyer receives keys and moves in)
Seller Disclosures - What information about the property is the Buyer asking for? Do we have it ready?
Due Diligence Condition - What "outs" will the Buyer have?
Appraisal Condition - Is the sale contingent on the home's appraisal amount?
Financing Condition - Is the sale contingent on the Buyer securing financing?
Additional Earnest Money - Will the Buyer offer an additional deposit of earnest money?
Additional Addenda - Are there any additional terms or addenda attached to the offer?
Home Warranty - Is the Buyer asking for a home warranty? Are they asking for you to pay for it?
Mediation - If a dispute arises, how are you and the Buyer directed to handle it?
Seller Disclosure Deadline - What is the deadline date for you to provide all seller disclosures?
Due Diligence Deadline - What is the deadline date for the Buyer to complete due diligence?
Financing & Appraisal Deadline - What is the deadline date for the Buyer to cancel based on loan denial?
Settlement Deadline - What is the deadline date for you and the Buyer to complete closing?
Response Deadline - How long do you have to respond to the offer, or counteroffer?
Multiple Offers - As great as it is to have multiple buyers for your home, we need to negotiate strategically.
After considering all terms... Do you Accept, Counteroffer, or Reject the Buyer's Offer?
Evaluation of an Offer - Does it meet your needs?
Step 6
Negotiating the Purchase
Contract
Selling Your Home in 7 Steps
Step 1 - Selling Consultation
Step 2 - Develop Pricing Strategy
Step 3 - Develop Marketing Strategy
Step 4 - Implement Customized Marketing Plan
Step 5 - Understanding Your Role
Step 6 - Negotiating the Purchase Contract
Step 7 - Managing the Transaction Through Closing
Real Estate Concierge
Selling Your Home
In 7 Steps
Providing the Seller's Disclosures
This is the process where you as the Seller are required to provide information relating to your home.
• Seller Property Condition Disclosure - filled out, signed and dated from Seller.
• Commitment for the policy of Title Insurance, showing easements, encroachments and liens.
• HOA information, budget, minutes, assessments, CC&R's, and survey, water rights if applicable.
• Copy of any leases, rental, and property management affecting the property not expiring prior to closing.
• Notice of any claims and/or conditions relating to environmental problems & building or zoning code
violations.
Buyer's Due Diligence (Evaluations and Inspections)
This is the time period provided to the Buyer to learn, review, inspect and decide if acceptable.
• The Buyer will carefully review all items provided in the Seller's Disclosures.
• The Buyer may schedule physical condition inspections, tests and evaluations of the property.
• The Buyer will review the costs, terms and availability of homeowner's insurance for the property.
Buyer's Right to Cancel or Resolve Objections
If the Buyer determines the Evaluations and Inspections to be unacceptable, the Buyer may:
• No later than the Due Diligence Deadline, cancel the contract by written notice to Seller.
• Or no later than the Due Diligence Deadline, resolve in writing any objections.
Remaining Contingencies and Financing
In the final steps of the transaction we will coordinate and complete any remaining details.
• Is the sale contingent upon an appraisal? At what amount did the property appraise?
• How is the Buyer's financing going? Are there any last minute issues for securing their mortgage?
• Was the sale contingent upon the Buyer selling their previous home?
• Final pre-settlement walk-through inspection.
Settlement (Closing)
Settlement, and then Closing shall take place only when all of the following occur:
• Buyer and Seller have signed all documents required by REPC, Title, Lender, etc.
• Any monies required to be paid have been delivered by Buyer and/or Seller.
• The proceeds of the new loan have been "funded", then all closing docs are "recorded" at the County
Recorder.
• Hand off keys, garage door openers, manuals, warranties.
• Help you to find a new home in this area or offer relocation assistance.
Step 7
Managing the Transaction
Through Closing
Lets Get Started!
There is so much thought, knowledge and preparation that
goes into a successful home-selling campaign. We will be your
resourceful guide through every step. Lets get started on
formulating our strategic plan to get your home sold.
Thank You for Your Business
Much of our business is based on referrals from satisfied clients.
If you know anyone who could benefit from our services,
please let us know how we can be of help!

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Real Estate Concierge Listing Presentation

  • 1. STEPS TO SUCCESS For Selling Your Home
  • 2. 1 - We are interviewing you as much as you are interviewing us. If we decide we can work together well, we will be able to guide you throughout this extensive process to help you sell your home in the quickest time possible and at the highest price. 2 - We are not going to simply promise marketing genius and brag about ourselves, instead we will show you just how we will be your resourceful guide helping you through one of the most important processes of your life. 3 - We want you to know WHAT we are doing for you, WHEN and WHY. Introduction
  • 3. Real Estate Concierge Selling Your Home In 7 Steps Whatever you need, whatever it takes, we will get you into or out of your home with no stress and no mess. Curb-to-curb, The Real Estate Concierge treats you like a celebrity because we believe you deserve first class service.  Over 50 years of experience in real estate, financing, and investing  State-of-the-art online presence with 110 unique posts going out daily  Database of over 50,000 buyers  International MLS for all listings  Endorsed by Barbara Corcoran, as seen on Shark Tank  Featured nationally on HGTV House Hunters  Megan Zucaro is a published author and real estate expert  Marketing that makes your home stand out in the marketplace from websites, topostcard mailings, to videos, to professional photography  24/7 response to email and phone call inquiries We speak: English, Farsi, French, Russian, Italian, Spanish, Hebrew. Real Estate Concierge – Nationally & Internationally Introduction A Little About Us
  • 4. Real Estate Concierge Selling Your Home In 7 Steps The highest level of service is the cornerstone of our unprecedented success and is our continued promise to you. Professionalism, knowledge, integrity and commitment are all aspects of offering the absolute best as real estate professionals. As your helpful guide throughout every step of every real estate transaction, we pride ourselves on our focus to your personal attention and complete satisfaction. Our experienced team works together to ensure that you always receive the excellent service you expect and deserve. At Real Estate Concierge, we view numbers such as sales results as nothing more than a reflection of our commitment to serve our clients. Success, we believe, is not in the number of deals, but in the way we deal with people. You can expect your real estate transaction with us to be a great experience. Your success truly is our success. Real Estate Concierge - Locally Introduction A Little About Who We Are
  • 5. Real Estate Concierge Selling Your Home In 7 Steps James E. Daughrity Real Estate Consultant Introduction A Little About Who We Are James Daughrity is a full time professional real estate agent with Real Estate Concierge and has been a Realtor sine 2003. In May of 2013 he received his California license. James has lived in California since 2011. From the first time you meet James, you will feel at ease with his professional and personable working style and confident in his ability to represent your best interest throughout the Real Estate Transaction. He continually upgrades his education and knowledge. Being raised on a the South Side of Chicago has allowed James to learn from an early age what it was to have a strong work ethic, high morals, and core values. He has worked in Economic Development, sales, and in the human resources field in the education industry. James has an Bachelor Degree in Business Management and Marketing and a minor in Economics from Morehouse College. James has his own investment portfolio and can relate to the needs and goals of other investors. He also has the desire to help people become investors. James was a graduate of the REAP (Real Estate Associate Program) in California and is a candidate for the CIPS (Certified Internationally Property Specialist) designation.
  • 6. Selling Your Home in 7 Steps Step 1 - Selling Consultation Step 2 - Develop Pricing Strategy Step 3 - Develop Marketing Strategy Step 4 - Implement Customized Marketing Plan Step 5 - Understanding Your Role Step 6 - Negotiating the Purchase Contract Step 7 - Managing the Transaction Through Closing
  • 7. Real Estate Concierge Selling Your Home In 7 Steps There are 3 types of Agency Relationships in a real estate transaction: • Seller’s Agent - An agent who represents the Seller • Buyer’s Agent - An agent who represents the Buyer • Dual Agency - An agent who represents both the Seller and Buyer When you select Real Estate Concierge to promote the sale of your property, we become your “Seller’s Agent” working on your behalf and looking out for your best interests. We will market your home, evaluate and negotiate offers from buyers, and guide you throughout the entire transaction to ensure a successful closing. A Dual Agent represents both Seller and Buyer in the same transaction and works to assist in negotiating a mutually acceptable transaction. Working for You as Your Seller’s Agent Step 1 Selling Consultation
  • 8. Real Estate Concierge Selling Your Home In 7 Steps Motivation - Why have you decided to sell your home? Timing - Flexible in timing or are we working towards closing before a certain date? Pricing - Are you leveraged with debt on the home? Is there concern of a short sale? Decision Making - Will anyone else (family member, financial advisor) be involved? Communication - How often would you like updates? What is the best way to contact you? Previous Selling Experiences - What went good, what went bad? Personal Property - Are you planning to include any personal property in the sale? Condition of Home - Any problems with the property that will need to be disclosed? Relocating - Can we assist you in purchasing a new home or moving to a new area? Concerns - Are there any general concerns you would like to discuss? DETERMINE YOUR NEEDS What is Most Important to You? Step 1 Selling Consultation
  • 9. Real Estate Concierge Selling Your Home In 7 Steps • What will you miss most about your home? • What will you miss most about this location? • What are some favorite features about your home? • What compliments have friends and neighbors made about your home? • What characteristics do you feel make your home unique when compared to others? • Who do you consider to be the target market for your home? Your Home’s Marketability Step 1 Selling Consultation
  • 10. Real Estate Concierge Selling Your Home In 7 Steps Two of the first things we do when we list your home is to order a “Preliminary Title Report” and have you fill out a “Sellers Property Disclosure Statement”. These documents will answer or confirm some of these questions below, but lets get started on the right foot and discuss these potential issues now. PROACTIVE vs. REACTIVE! Any Issues We Need to Be Aware Of? • With pricing in our market, will we be close to a Potential Short Sale? • Does your current mortgage have a Pre-Payment Penalty? • Are there any Liens on your home? • Are there any Easements, or Encroachments associated with your home? • Is there an HOA? What are the Dues? Is there a Transfer Fee? • Is there any Litigation associated directly with your home or the HOA? • Are there any Assessments coming up or pending with the HOA? • Are there any Physical Issues with your home? • Have you had to do Major Repairs to your home? DISCLOSE! DISCLOSE! DISCLOSE! Step 1 Selling Consultation
  • 11. Step 1 - Selling Consultation Step 2 - Develop Pricing Strategy Step 3 - Develop Marketing Strategy Step 4 - Implement Customized Marketing Plan Step 5 - Understanding Your Role Step 6 - Negotiating the Purchase Contract Step 7 - Managing the Transaction Through Closing Selling Your Home in 7 Steps
  • 12. Real Estate Concierge Selling Your Home In 7 Steps Physical Characteristics: Your home’s location, home size, lot size, architectural design, floor plan, age, amenities and condition have the strongest impacts on the value. Market Conditions: There are other factors that also directly impact the value of your home. These include current mortgage interest rates, national and regional economic conditions, buyer demand, seasonal demand, availability of competing properties and prices of recently sold properties. What Affects Your Home’s Market Value? Step 2 Develop Pricing Strategy
  • 13. Real Estate Concierge Selling Your Home In 7 Steps Using a Comparative Market Analysis as a Guide A Comparative Market Analysis (CMA) is the strongest tool we use when estimating the potential selling price for your home. As a member of the Board of REALTORS® with access to the Multiple Listing Service, we can prepare a report that analyzes comparable homes in your area. Using this valuable information, we can assist you in determining an attractive, yet realistic price for your home. A Comparative Market Analysis highlights similar homes in your area that are: Active Listings - Homes that are currently competing with yours for the attention of buyers. We can see what comparable asking prices are, but remember these homes have not yet received an acceptable offer. Under Contract - Homes that have received and accepted an offer and give a good indication of realistic pricing. Sold - Looking at the prices paid for recently sold homes provides the best foundation in determining your home's most accurate market value. Once adjustments are made for square footage and features, we can make a qualified recommendation for the asking price of your home. Expired - Homes that have gone through the duration of a listing period, but failed to sell. Many factors could be responsible such as lack of marketing or the home’s condition, but most often it is simply because the home was priced too high. Step 2 Develop Pricing Strategy
  • 14. Real Estate Concierge Selling Your Home In 7 Steps It’s quite simple, a Buyer is just not going to pay any more than they have to when purchasing a home. They have been watching the market closely, and are out there looking at all the inventory. They know more than anyone what is available, and for how much. If your price is within the range of your market, Buyers will come look at your home. If you’re priced too high, they probably will skip it. Your high price will make your competition look good, and will get them sold, not you. If you had time to only see 3 homes in this neighborhood, which 3 would you go look at? Do you want to sell your home or help sell your neighbors home? A Buyer Will Not Pay More Than They Need To Step 2 Develop Pricing Strategy List Price: $430,000 $455,000 List Price: $435,000 List Price: $437,000 $415,000 List Price: $432,000
  • 15. Real Estate Concierge Selling Your Home In 7 Steps The Risks of Pricing Too High An asking price that is beyond market range can adversely affect the marketing of a property If you price your home at “Fair Market Value” you will see good activity and a good amount of buyer interest. The higher you go above Fair Market Value to “Test the Market” the less showings you will have. If you get really aggressive and price below Fair Market Value, you will get an increase in showings, and may end up receiving multiple offers with buyers trying to outbid each other for your home. Step 2 Develop Pricing Strategy
  • 16. Real Estate Concierge Selling Your Home In 7 Steps The Excitement of a “New On Market” Listing When selling your home, time is not your friend. When a new home is listed for sale, we market it extensively to other agents and potential buyers. Most of the local working agents and their prospective buyers will see it come on to the market right away. Interest will build over the first week or two, with a peak of interest usually at about 2-3 weeks out. Then as we always see, the activity of inquiries and showings will start to decrease rapidly. Your home becomes “old” and “stale” in the eyes of other agents and buyers. Marketing time is prolonged and our initial marketing momentum is lost. If you are not priced right, you may miss showing opportunities, or showings that do occur will not produce an offer. Your home may eventually sell below market value due to these costly delays. Step 2 Develop Pricing Strategy
  • 17. Real Estate Concierge Selling Your Home In 7 Steps The Problem with “Testing the Market” Step 2 Develop Pricing Strategy A common mistake sellers make is pricing their home high in the beginning to “test the market”. The thought is “we can always lower the price if we don’t receive any offers” or “we need to build in a cushion for negotiation.” Unfortunately most of the showing activity occurs when the home is first listed. Once initial pool of buyers have seen the home and it doesn’t sell, the sellers will then have to wait for new buyers to come into the market and they will have to reduce their price to be competitive. Also, the longer your home remains on the market, the less interest it will generate among all buyers. Buyers typically feel that they should pay less for a home the longer it has been on the market. At that point you have to face the real possibility of being forced to sell it for less than if you had priced it at fair market value from the start. It is especially important to make sure that your home is priced correctly when the conditions are leaning towards a buyers market. In that scenario buyers are very sensitive to price and will look harder to find homes that offer the most value. Simply put, buyers are not making “low-ball” offers on properties, they are waiting for properties priced correctly to come onto the market.
  • 18. Real Estate Concierge Selling Your Home In 7 Steps Why Your First Offer is Often Your Best Offer Step 2 Develop Pricing Strategy Another common mistake Sellers make is to disregard the first offer they receive. Often, if they receive an offer quickly, they get over confident and think maybe they could do better if they wait for another buyer. Rarely is that the case. When you first list your home for sale, New Buyers and Buyers who are Waiting for the Right Fit will come see your home. So it is possible, if priced at Fair Market Value, that you could get a good offer right away. After time goes on, and pricing comes down, you then attract the Deal Makers. Then after more time and more price reductions you attract the Bottom Feeders. Who would you prefer to sell your home to?
  • 19. Real Estate Concierge Selling Your Home In 7 Steps Its really quite a simple equation. Price + Exposure = Your Home Sold. You must first start out with the correct, accurate pricing for your home. Then once we have the home priced right, we will heavily market the home to both potential buyers as well as to other Realtors in the area. We have established many great avenues and resources for marketing your home, but if we are overpriced, all of our extensive marketing efforts will go to waste. The “Selling Equation” Step 2 Develop Pricing Strategy
  • 20. Selling Your Home in 7 Steps Step 1 - Selling Consultation Step 2 - Develop Pricing Strategy Step 3 - Develop Marketing Strategy Step 4 - Implement Customized Marketing Plan Step 5 - Understanding Your Role Step 6 - Negotiating the Purchase Contract Step 7 - Managing the Transaction Through Closing
  • 21. Real Estate Concierge Selling Your Home In 7 Steps The pie chart above illustrates where buyers find the home they purchase. 89% of home sales are generated from the marketing efforts of a real estate professional. Real Estate Agent and Internet leads are directly driven from having your home listed on the MLS. Source - National Association of REALTORS® - 2012 Where Buyers Find the Home They Purchase Multiple Listing Service Real Estate Agent 38% Internet 37% Yard Sign 11% Print Newspaper Ads 2% Home Book or Magazine 1% Home Builder or Builder’s Agent 4% Friend, Relative or Neighbor 6% Knew Seller 2% Step 3 Develop Marketing Strategy
  • 22. Real Estate Concierge Selling Your Home In 7 Steps Internet 37% Step 3 Develop Marketing Strategy Almost All Buyers are Searching Online As we just learned in the previous page with the pie chart, 37% of buyers actually find the home they purchase on the internet. But the important thing to know is that over 98% of buyers are searching online for homes. This is often the first step a buyer takes when planning to buy a new home. And it is also important to know that today’s buyers are extremely educated and knowledgeable on the market before they even go out to look at homes. They know the current inventory, what pricing looks like, what has recently sold, and for how much. With the utmost importance of online exposure, we have a strategic marketing plan that focuses strongly on the exact locations where buyers are looking the most.
  • 23. Real Estate Concierge Selling Your Home In 7 Steps HUGE-LOCAL-EXPOSURE  A custom property website will be created  A custom color property brochure will be created  A detailed description of the property with color photographs and a link to the website will appear in the Los Angeles and Beverly Hills Board of Realtors Multiple Listing Service  Over 2000 just listed cards will be mailed to area residents  A custom E-mail blast with photos and a link to the property website will be sent to several thousand agents (encompasses all major real estate offices in Los Angeles)  A custom E-mail blast with photos and a link to the property website will be sent to 3,000 of James’ personal and business contacts  With the owners permission, an Open House for the Entire Brokerage community will be held  The property will be presented to over 120 agents during the Real Estate Concierge weekly office meeting  With the owners permission, a For Sale sign will
  • 24. Selling Your Home in 7 Steps Step 1 - Selling Consultation Step 2 - Develop Pricing Strategy Step 3 - Develop Marketing Strategy Step 4 - Implement Customized Marketing Plan Step 5 - Understanding Your Role Step 6 - Negotiating the Purchase Contract Step 7 - Managing the Transaction Through Closing
  • 25. Real Estate Concierge Selling Your Home In 7 Steps You only get one chance to make an emotional connection with a potential buyer. An important early step in the marketing process is to have your home photographed professionally. These photos will appear on the MLS listing, all print media and are posted to the top ranked real estate websites. We provide custom professional photography for all of our listings. Online, homes with multiple photos get viewed over 5 times as much as homes with only one or two photos. Beautiful Professional Photography Book & Magazine 1% Newspaper 2% YardSign 11% Internet 37% RealEstateAgent 38% Step 4 Implement Customized Marketing Plan
  • 26. Real Estate Concierge Selling Your Home In 7 Steps We are always so surprised on how many properties are listed with minimal, poorly written property descriptions or even no description at all! We take our time to write well-written descriptive text promoting your home’s best features, what makes it unique in our market, and what sets it apart from other competing properties. Separate text is written for both the end consumers (potential buyers) as well as for the other agents looking for the best fit for their buyer clients. Descriptive Text Promoting Your Home’s Best and Most Unique Features Book & Magazine 1% Newspaper 2% YardSign 11% Internet 37% RealEstateAgent 38% Headline: Beautiful City View Condo with Amenities! Public Remarks: The Bella Vista Community in downtown Phoenix is a unique collection of large and open condominium homes located at the city center. This 3 bedroom, 3.5 bath City Townhome enjoys park access, incredible walking & biking trails, pool, Jacuzzi, cardio room, private fitness lockers and reserved underground parking. This particular unit boasts beautiful views of downtown, and is a desired corner unit adding extra windows for more light. High-end finishes, sensible floor plans, superior construction and a casual, family friendly atmosphere define this unrivaled metropolitan development in the heart of the City. - Approx. 2450 Square Feet - 3 Bedrooms, 4 Bathrooms - Expansive City Views - Easy Access to Nearby City Park - Corner Unit, 11th Floor Location - Fully Furnished - Private Patio with Hot Tub Confidential Agent Remarks: Call John(333) 444-5555 or assistant (222) 666-7777 to schedule showing. Owners are often in town but flexible with showing appointments, we will check on availability for you. Can get key onsite at the Phoenix front desk office. Transfer fee of 1% to be split 50/50. Agents - This is best location in project, corner unit, best views of city. Step 4 Implement Customized Marketing Plan
  • 27. Real Estate Concierge Selling Your Home In 7 Steps The Multiple Listing Service (MLS) is an extensive on-line database that includes all the listings from all the participating local brokerages. It is the single most important tool that brokerages and agents use when searching for available properties for their clients. It contains all the properties that are listed for sale in our market area. The instant a property’s data is listed on our local MLS, 1,000’s of Your city agents have immediate, on-line access to all of the relevant information their buyer clients need. Over 75% of sales originate with the MLS Your Home’s Information Listed on the MLS Internet 37% RealEstateAgent 38% Multiple Listing Service (MLS) Step 4 Implement Customized Marketing Plan
  • 28. Real Estate Concierge Selling Your Home In 7 Steps Over 98% of home buyers use the internet as a tool when searching for a new home! Now more than ever people are accustomed to using the benefits of technology to better gather information. Many home purchases start from surfing the web, where buyers can take a virtual tour of your home. It’s like having a constant open house with no inconvenience on your part. Web use for the real estate market is growing rapidly. We have websites for the brokerage, each city in the area and most major communities. We literally have hundreds of websites at Real Estate Concierge that we use to market your property to anyone searching for real estate online. Our websites are found on the first page of Google for 1000’s of search terms • Ten’s of Thousands monthly visitors • Millions of monthly property searches • Hundreds of monthly buyer leads • Listings appear on 20+ real estate partner websites! • The best web exposure in the industry! Step 4 Implement Customized Marketing Plan Your Home’s Information Listed on All Company and Agent Websites
  • 29. Real Estate Concierge Selling Your Home In 7 Steps Nationally, these are continually the top 5 real estate websites. If you Google “Your City Homes for Sale” these are often the first sites to come up. When a buyer selects their search criteria, and gets a set of properties to browse through, our listings stand out on the page - highlighted by descriptive headlines, body text and the inclusion of many high quality photos. When they click on one of our listings, our contact information is included so they can easily call or email us. Featured on the 5 Most Popular Real Estate Websites Internet 37% Trulia.com Zillow.com Step 4 Implement Customized Marketing Plan Yahoo! Real Estate REALTOR.comHomes.com
  • 30. Real Estate Concierge Selling Your Home In 7 Steps Internet 37% YourPersonalWebsite.com is the most useful website for Yourcity real estate, with advanced search technologies that allow you to browse ALL homes for sale and all property listings in the Yourcity MLS®. You can search by property type, or by community, or try the MAP Search, its SO EASY! You will find our website to be a one-stop resource for your online research whether you want to browse through our collection of real estate communities, search all MLS listings, view Real Estate News and Trends or need further information about buying or selling a home in Yourcity. Step 4 Implement Customized Marketing Plan Your Home’s Information Listed on YourPersonalSite.com
  • 31. Real Estate Concierge Selling Your Home In 7 Steps Internet 37% We cannot guarantee third-party websites display all listing information at all times. We strive to update and expand our network frequently. Please notify us immediately if your listing is presented incorrectly. Your Property Appears on Many Local and Nationally Popular Real Estate Websites Over 100’s of other Realtor and Brokerage Affiliate Sites. Step 4 Implement Customized Marketing Plan
  • 32. Real Estate Concierge Selling Your Home In 7 Steps Many potential Buyers for your property have already teamed up with a local Realtor, and have been set up on an automated “Hot Sheet” system. When a new property that meets their search criteria becomes available, or has a price reduction, that property is automatically emailed to them. When we list your property on the MLS, your property’s information and photography will be automatically emailed to your ideal target market - could possibly be hundreds of potential buyers. This is another reason why we make sure photos, text and info are all looking great right from the start! Automated Email Notifications Internet 37% RealEstateAgent 38% Step 4 Implement Customized Marketing Plan
  • 33. Real Estate Concierge Selling Your Home In 7 Steps The consumer (the buyer of your home) will fall in love with some properties while viewing them online. We want them to fall in love with yours long before they ever walk through your front door. We have teamed up with the industry’s leading virtual tour photographers to offer every one of our listings a custom online virtual tour. As both buyers and their agents use the internet to browse possible home choices, the added benefit of a virtual tour allows the buyer to better understand the layout, finishes, views, design, etc. This captures the buyer’s attention and allows them to imagine themselves in your home. Showcasing Your Home with a Virtual Tour Internet 37% RealEstateAgent 38% Step 4 Implement Customized Marketing Plan
  • 34. Real Estate Concierge Selling Your Home In 7 Steps Yard Sign still account for about 11% of where Buyers find the home they purchase. At Real Estate Concierge Real Estate, we install a professional, bright and highly visible yard sign. This not only helps attract potential buyers who drive through desired neighborhoods, but also attracts other agents who may not be watching the MLS daily. Highly Visible Yard Sign YardSign 11% RealEstateAgent 38% Step 4 Implement Customized Marketing Plan Agent Name 480-555-4444 www.YourWebsite.com
  • 35. Real Estate Concierge Selling Your Home In 7 Steps Open houses can be a great way to promote your property. As soon as we get listed, we conduct a Realtor Open House Tour. This is the opportunity for all other agents to easily preview new homes on the market for their clients. Getting agents to come view your property is a great promotional event and a great way to launch the property’s marketing. The open houses are also open to the public. Realtor & Public Open House Tour YardSign 11% RealEstateAgent 38% Step 4 Implement Customized Marketing Plan OPEN HOUSE
  • 36. Real Estate Concierge Selling Your Home In 7 Steps It takes strong marketing tools, such as our full color brochures, to entice buyers to make that important first phone call. An attractive, well done brochure goes a long way. We will present your home in the best possible manner in order to convert lookers into buyers. Our custom designed color brochures provide maximum impact with an emphasis on adding “value” to the product, whereby obtaining the highest possible price for your home. Custom Designed Property Brochures YardSign 11% RealEstateAgent 38% Step 4 Implement Customized Marketing Plan
  • 37. Real Estate Concierge Selling Your Home In 7 Steps Another very effective tool for us has been sending out email ads to the entire Board of Realtors® membership, which includes 1,000’s of agents. We create the ads to be very graphically rich, and attractive, and include valuable information to sell your property to the agents. We also create these ads in away that the agents can then delete our contact information and then forward the ad on to their prospective buyers. Agents love these! Board of Realtors® Email Blast Ads RealEstateAgent 38% Step 4 Implement Customized Marketing Plan
  • 38. Real Estate Concierge Selling Your Home In 7 Steps Direct marketing has proven to be one of the most successful ways to generate new buyers, keep in touch with current contacts and create an awareness of new product. We can send a beautiful, custom designed “Just Listed” postcard directly to the locations that include the highest probability of prospective buyers. Many buyer leads are generated from direct marketing sent to the same neighborhood in which your home is located. Just Listed Postcard Mailing Campaign Step 4 Implement Customized Marketing Plan
  • 39. Real Estate Concierge Selling Your Home In 7 Steps Once our focused marketing generates results, we are always available on phone, text and email. When there is genuine interest in your property, we want to be able to immediately respond to an interested buyer or another agent inquiring on behalf of their client. Social Networking allows us to reach an even wider audience of potential buyers. Mastering today’s available technology allows us to be connected to our prospects and serve our clients well. Quick Response to All Inquiries Step 4 Implement Customized Marketing Plan
  • 40. Real Estate Concierge Selling Your Home In 7 Steps Our ultimate goal is to exceed your expectations in achieving your real estate objectives. As professional Realtors we have resolved that nothing less than your complete satisfaction is acceptable. To achieve our goal, we will work to obtain the highest price for your home within the allowable period of time. Once all of our initial marketing is in place, we will continue our efforts in promoting your home until we have completed the sale. Promoting Your Home to the Close Book & Magazine 1% Newspaper 2% YardSign 11% Internet 37% RealEstateAgent 38% Our Continued Marketing Efforts: • Follow up through market analysis and agent feedback • Periodic reviews of our marketing plan based on current market activity • Discuss pricing and timing within the market • Notify you on other competing properties in your neighborhood • Inform other agents of any and all changes to your listing • Maintain stock of property brochures for buyers • Make seasonal changes to online marketing as needed Step 4 Implement Customized Marketing Plan
  • 41. Selling Your Home in 7 Steps Step 1 - Selling Consultation Step 2 - Develop Pricing Strategy Step 3 - Develop Marketing Strategy Step 4 - Implement Customized Marketing Plan Step 5 - Understanding Your Role Step 6 - Negotiating the Purchase Contract Step 7 - Managing the Transaction Through Closing
  • 42. Real Estate Concierge Selling Your Home In 7 Steps Every showing counts and you only get one chance to make a first impression! A home that is presented at its very best will typically sell faster, at a higher purchase price and with fewer problems involved. Here are some useful tips for preparing your home for showings. We will also walk through your home together and make suggestions. • Remove all clutter, personal objects and unnecessary furniture - less is more. • Do a quick dusting and vacuuming right before showings. • Leave lights on and open all drapes and shades. Be sure windows and blinds are clean. • Be aware of unusual cooking or pet odors. Opening windows can provide fresh air. • Be sure items like laundry, dishes, kids toys, pet items, etc., are put away. • Turn off TV, appliances and other distractions. Soft music can create a positive experience. You want to have your home show like a model home. We don't want it to feel like a USED home. Presentation of Your Home Step 5 Understanding Your Role
  • 43. Real Estate Concierge Selling Your Home In 7 Steps • Always maintain your home in ready-to-show condition. • Try to be flexible in the scheduling of showings. • It is always best to leave during showings. Also secure pets or take them with you. • Save business cards of all agents who show your home. • Be cautious when talking to buyers, you could accidentally weaken your negotiating position • Let us know of any changes in your property's condition. • If approached by buyers not accompanied with an agent, contact us immediately. Do not let them in unescorted. • All valuables such as jewelry, portable electronics, collectibles and pharmaceuticals should be safely secured. Your Participation Step 5 Understanding Your Role
  • 44. Real Estate Concierge Selling Your Home In 7 Steps The advantage of a key box installed at your home makes it very convenient for agents to set up showings while maintaining a high level of security. A realtor key box is a secure way to allow cooperating real estate agents access to show your home. The agent must be a member of the Board of Realtors with an access key and code to open the key box and obtain the key to your home. Another advantage to using a key box is that it can provide a record of showing activity for us to review. When a realtor shows your home, we receive an email within 5 minutes of the keybox being opened, with info on the time, and who it was. How did the home show? Is it priced right? Is there interest? These follow-up questions provide valuable information that we get back to you. We continually update you on each and every showing. And for interested parties, we stay in contact and do what we can to help them along to making an offer. Scheduling Home Showings and Providing Feedback Step 5 Understanding Your Role
  • 45. Real Estate Concierge Selling Your Home In 7 Steps Throughout the listing time period we will continually update you on the competing homes in your neighborhood. You need to be aware of other homes that come on the market, and what pricing they are at. Also once you start getting showings, these other homes will most likely be shown too. If they are selling, and yours is not, we need to know about it, and figure out why. Is your price too high? Is it the showing condition of your home? Was the other home simply a better fit for the buyer? What can we do to be sure you are the next home to sell? Watching and analyzing your competition is extremely important! Keeping You Updated on Competing Homes Step 5 Understanding Your Role New Listing Pending Sale New Listing New Listing Recently Closed New Listing
  • 46. Selling Your Home in 7 Steps Step 1 - Selling Consultation Step 2 - Develop Pricing Strategy Step 3 - Develop Marketing Strategy Step 4 - Implement Customized Marketing Plan Step 5 - Understanding Your Role Step 6 - Negotiating the Purchase Contract Step 7 - Managing the Transaction Through Closing
  • 47. Real Estate Concierge Selling Your Home In 7 Steps An offer for your home will come in the form of a Real Estate Purchase Contract (REPC) - a state approved form that is used to present an offer. The REPC should be thoroughly read and reviewed before any decisions are made. Once we receive an offer for your home, we will carefully review all terms of the offer with you. All accepted terms of the REPC must be carried through the life of the contract. The signed, accepted REPC (with all addenda & counteroffers) is a LEGALLY BINDING CONTRACT. Below are some of the items that we will need to pay close attention to: Purchase Price - Be sure to factor in all the terms of the offer before getting excited or disappointed. Included Items - What is included - Refrigerator, Washer & Dryer, Hot Tub, Furniture, Artwork, etc.? Excluded Items - What is excluded - Refrigerator, Washer & Dryer, Hot Tub, Furniture, Artwork, etc.? Water Rights - Do they apply? You may need to employ the services of a Water Lawyer. Earnest Money - This is the initial deposit. The importance of this item is often overlooked. Method of Payment - Is this a cash sale, conventional mortgage or seller financing? How much down payment? Special Assessments - Are there any outstanding or upcoming HOA assessments? Who pays, Buyer or Seller? Possession - When does the property legally change ownership? (Buyer receives keys and moves in) Seller Disclosures - What information about the property is the Buyer asking for? Do we have it ready? Due Diligence Condition - What "outs" will the Buyer have? Appraisal Condition - Is the sale contingent on the home's appraisal amount? Financing Condition - Is the sale contingent on the Buyer securing financing? Additional Earnest Money - Will the Buyer offer an additional deposit of earnest money? Additional Addenda - Are there any additional terms or addenda attached to the offer? Home Warranty - Is the Buyer asking for a home warranty? Are they asking for you to pay for it? Mediation - If a dispute arises, how are you and the Buyer directed to handle it? Seller Disclosure Deadline - What is the deadline date for you to provide all seller disclosures? Due Diligence Deadline - What is the deadline date for the Buyer to complete due diligence? Financing & Appraisal Deadline - What is the deadline date for the Buyer to cancel based on loan denial? Settlement Deadline - What is the deadline date for you and the Buyer to complete closing? Response Deadline - How long do you have to respond to the offer, or counteroffer? Multiple Offers - As great as it is to have multiple buyers for your home, we need to negotiate strategically. After considering all terms... Do you Accept, Counteroffer, or Reject the Buyer's Offer? Evaluation of an Offer - Does it meet your needs? Step 6 Negotiating the Purchase Contract
  • 48. Selling Your Home in 7 Steps Step 1 - Selling Consultation Step 2 - Develop Pricing Strategy Step 3 - Develop Marketing Strategy Step 4 - Implement Customized Marketing Plan Step 5 - Understanding Your Role Step 6 - Negotiating the Purchase Contract Step 7 - Managing the Transaction Through Closing
  • 49. Real Estate Concierge Selling Your Home In 7 Steps Providing the Seller's Disclosures This is the process where you as the Seller are required to provide information relating to your home. • Seller Property Condition Disclosure - filled out, signed and dated from Seller. • Commitment for the policy of Title Insurance, showing easements, encroachments and liens. • HOA information, budget, minutes, assessments, CC&R's, and survey, water rights if applicable. • Copy of any leases, rental, and property management affecting the property not expiring prior to closing. • Notice of any claims and/or conditions relating to environmental problems & building or zoning code violations. Buyer's Due Diligence (Evaluations and Inspections) This is the time period provided to the Buyer to learn, review, inspect and decide if acceptable. • The Buyer will carefully review all items provided in the Seller's Disclosures. • The Buyer may schedule physical condition inspections, tests and evaluations of the property. • The Buyer will review the costs, terms and availability of homeowner's insurance for the property. Buyer's Right to Cancel or Resolve Objections If the Buyer determines the Evaluations and Inspections to be unacceptable, the Buyer may: • No later than the Due Diligence Deadline, cancel the contract by written notice to Seller. • Or no later than the Due Diligence Deadline, resolve in writing any objections. Remaining Contingencies and Financing In the final steps of the transaction we will coordinate and complete any remaining details. • Is the sale contingent upon an appraisal? At what amount did the property appraise? • How is the Buyer's financing going? Are there any last minute issues for securing their mortgage? • Was the sale contingent upon the Buyer selling their previous home? • Final pre-settlement walk-through inspection. Settlement (Closing) Settlement, and then Closing shall take place only when all of the following occur: • Buyer and Seller have signed all documents required by REPC, Title, Lender, etc. • Any monies required to be paid have been delivered by Buyer and/or Seller. • The proceeds of the new loan have been "funded", then all closing docs are "recorded" at the County Recorder. • Hand off keys, garage door openers, manuals, warranties. • Help you to find a new home in this area or offer relocation assistance. Step 7 Managing the Transaction Through Closing
  • 50. Lets Get Started! There is so much thought, knowledge and preparation that goes into a successful home-selling campaign. We will be your resourceful guide through every step. Lets get started on formulating our strategic plan to get your home sold.
  • 51. Thank You for Your Business Much of our business is based on referrals from satisfied clients. If you know anyone who could benefit from our services, please let us know how we can be of help!

Editor's Notes

  1. The Cover This is the only page not controlled by a Master Page. You can change the logo. And if desired, change the photos to better represent your market. IF YOU ARE CHANGING THE OVERALL COLORING, THERE ARE A FEW COLOR SAMPLES TO CHOOSE FROM AT THE END PAGES OF THIS FILE.
  2. Introduction Page Nothing to change here.
  3. You may choose to add a page or two about Real Estate Concierge if you like.
  4. Now that you have talked about the brokerage, you can talk about yourself. This is YOUR BIO page. You can write a short bio in paragraph format, or use bullet points. We have a basic bio in place as a sample. And you’ll drop in your photo.
  5. These are the Chapter Pages. They help break up the presentation into defined section, or Steps as we call them. No changes to this page. If you changed your overall coloring on the master pages, you may want to change the coloring of the text here.
  6. Simple here. You're just explaining how Agency works. Should not need any changes.
  7. Great questions to ask. This will give you a good outlook on why they are selling and what their motivation and timing is. Basically a reminder to you, to ask these important questions.
  8. Good questions to ask. Lets them talk about their home. BTW – We use “Home” throughout the presentation vs. “Property”. It feels more genuine. In most cases your dealing with their home. If it’s a condo, its still their home. To us, it felt better to say home each time rather than property. Property seems disconnected and may not give them the warm fuzzy feeling from you. Since this is easily editable, you can change it to meet your needs. Even save a Home version and a Condo version if you really want to.
  9. VERY IMPORTANT page here. Great questions to run through to try to avoid running into trouble down the road. Remember, they are interviewing you, and you are interviewing them.
  10. Another Chapter page, should not need changes.
  11. Basically explaining the basics of pricing and value. They cannot control these factors. This should not need changes, unless you want to add a photo of a home that represents your market or area better. (like a ski home or beach home).
  12. Should not need any changes here. Just explaining what a CMA is. You will prepare a CMA separate from this Listing Presentation. Talk through the entire presentation first, then consult them on a specific CMA and price strategy.
  13. Basic theory that helps a Seller really understand how a Buyer looks at the market. You should not need any changes here.
  14. Great pricing theory chart. Should not need any changes here.
  15. Great pricing theory chart. Should not need any changes here.
  16. Great pricing theory chart. Should not need any changes here. This is one of the best pages to focus on to help you get the home priced right!!!!!!!!!!!!!
  17. Great pricing theory chart. Should not need any changes here. Another great chart to focus on. The Seller should be starting to really “get it” by now.
  18. Great lead in to next chapter. You should not need any changes here.
  19. Chapter Page, no changes.
  20. Great chart. You can get new numbers from the National Association of Realtors each year if you want. They have be about the same for the last couple years, really high on internet use. Notice the colors of the pie slices. We use these again all throughout the Marketing Strategy section.
  21. We learned on the pie chart page where buyers find the home they purchase. This is a statistic from NAR that over 98% use the internet in their home search. So if that’s the main place where buyers are looking, that should be the main place to advertise listings – not running expensive print ads that no longer provide much return. Because your MLS and/or brokerage probably already has many internet agreements (such as ListHub) you are already advertising your listings widely through many internet avenues.
  22. Now that we know where the buyers come from, we can use that knowledge and create a custom marketing plan based on that. Key word here is PLAN.
  23. First thing is photos. It drives everything we do. You probably do professional photography. You can replace these with homes that look more like your area or market. Notice how the colored bars at the bottom of this page are the same as the Pie Chart we just looked at. Photos are important in marketing to all of the 5 outlets that produce buyers, so all 5 colors are shown here.
  24. This is also very important to have done well. You can highlight our sample descriptions and change if you would like to.
  25. We know the power of the MLS, but not everyone does. You should not need changes here. The MLS graphic is basic, really no need to change unless you want to. Change the “Yourcity” text in the description.
  26. Here you will replace our graphic with an image of your company website. Then you will need to adjust the text a little as well. To take a screen shot of your website on a Mac, the key command is: SHIFT-COMMAND(APPLE)-3. To take a screen shot of your website on a PC, here is a link with info on how to do that: http://www.wikihow.com/Take-a-Screenshot-in-Microsoft-Windows
  27. Your MLS or brokerage should be sending your properties to these major websites. Should not need any changes here, excpet where it says “Your City”.
  28. On this page you will drop in images of your personal website. If you don’t have one, you probably have a personal version of your company website. If you don’t have either, you should look into setting one up right away. Also adjust the text as needed. gain, the more you personalize based on your business model the better this presentation can be. Internet is huge, so show as much online strength as you can. You’ll just add another new slide after this page (a new CONTENT page/slide), and copy and paste this page as a starting point.
  29. Your MLS probably pushes out to all other competitor websites, third party websites, etc. That is a reach of hundreds or thousands of other websites.
  30. These are automated emails to other agent’s buyer clients. Often called automated “Hot Sheets”. Probably don’t need changes here.
  31. This can be a sample of video tours, or virtual tours. We use the term virtual tours here, in case you are not doing videos. A basic image, so probably don’t need to change this page.
  32. You can adjust our sign graphic here, just be careful selecting the items to edit. Also adjust the “Real Estate Concierge” text. Or you can take a good photo of a yard sign in front of a nice home. Whichever you prefer. If you use a flyer box, or 800 number, or designated website address for the property, you can mention or show that here as well.
  33. Just like the yard sign graphic, you can edit this Open House sign. Or add an image of your open house sign. This is a good time to explain the difference of Realtor organized tours, or normal Open Houses.
  34. Use our generic graphic, or drop in a sample of your brochures and flyers. If you have a PDF file of one of your brochures, you can place that PDF as a “picture” here.
  35. You can probably send email blast ads to your Board of Realtors. This is generic enough, so should not need changes here.
  36. Use our generic graphic for these postcards, or drop in a sample of your postcards ( A pdf file will work). If you don’t send these out, you can delete this page.
  37. Should not need any changes here.
  38. Should not need any changes here.
  39. Should not need any changes here.
  40. Should not need any changes here.
  41. Should not need any changes here.
  42. Should not need any changes here. If your equipment looks different you can take photos and change out, if you want to.
  43. Should not need any changes here, unless you want to use photos that look more like your market (mountain homes or beach homes for example).
  44. Should not need any changes here.
  45. Should not need any changes here. If your contract process is different, or if your area uses different names or phrases from what we use in our market, you can make changes here.
  46. Should not need any changes here.
  47. Should not need any changes here. If your contract process is different, or if your area uses different names or phrases from what we use in our market, you can make changes here.
  48. Should not need any changes here.
  49. Should not need any changes here.