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- 1. Real Estate Services Proposal Tiffany Morris Century21 Goodyear Green 223 Interstate Drive Norman, OK 73069 (405) 456-9119 http://table19homes.com - Get Your Home on Video! http://tiffanyshome.com - A place for everything! tiffany.morris@century21.com
- 2. 02 The Purpose of this Presentation • Understand your goals, objectives and expectations • Explore what’s important about your home • Provide you with details on the CENTURY 21® Brand and how we attract buyers • Discuss the current state of the marketplace • Determine an initial market position for your home • Explain the next steps towards a successful sale 2
- 3. 03 Working Together to Achieve Your Goals Your goals, dreams, expectations and objectives are at the center of the CENTURY 21 ® System’s selling process. In order to set the foundation for a successful transaction for your home, let’s discuss the following topics: • Why you are selling your home • Where you are moving to • The time frame for your move • Anticipated challenges • Last home sale experience • Specific services sought Century 21® Goodyear Green has successfully represented buyers and sellers in your neighborhood. Our knowledge, expertise, and total commitment to your goals drive a selling process that runs smoothly and achieves success. 3
- 4. 06 CENTURY 21® at a Glance There are many realty signs on front lawns these days, but only one can offer representation in over 70 countries through a network of approximately 120,000 real estate professionals. •Founded in 1971 •Part of the Realogy Franchise Group •Century 21 Real Estate LLC is the franchisor of the world's largest residential real estate sales organization •Operate in approximately 8,000 offices around the world •Considered “the most recognized name in real estate,”* ours is the brand that comes to mind most when consumers think of real estate services We 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: 2010 Ad Tracking Study. The survey results are based on 1201 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 1201 respondents at a 90% confidence level with a margin of error of +/-2.4%. The study was conducted between April 5 – October 31, 2010 by Millward Brown, a leading global market research organization. 4
- 5. 07 An Industry Leader For the past decade, CENTURY 21® has reigned as the nation’s most recognized brand in real estate! Source: 2010 Ad Tracking Study. The survey results are based on 1201 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 1201 respondents at a 90% confidence level with a margin of error of +/-2.4%. The study was conducted between April 5 – October 31, 2010 by Millward Brown, a leading global market research organization. 5
- 6. 08 Finding Buyers For Your Home 6
- 7. 09 Attracting Buyers We have an aggressive strategy for attracting home buyers to our listings. By distributing your listing information, along with photographs, to a wide array of consumer websites, we maximize every opportunity to attract qualified buyers. In addition, you will have a clear view of the results of your property’s online exposure. Detailed marketing reports will provide you with valuable feedback on the traffic your property is receiving from online real estate consumers! Did you know... • 90% of home buyers use the internet to search for a new home* • 38 million home buyers search the internet each month for real estate information* • One in three buyers find the house they ultimately purchase on the internet* We get your property noticed! *2010 National Association of Realtors Profile of Home Buyers and Sellers 7
- 8. 10 A World Class Website CENTURY21.com More than 2 million visitors come to our site every month . Your home will get a tremendous amount of exposure and will include detailed information about the property and the surrounding community. Our state-of-the-art Website helps make buying and selling real estate easier with many features for buyers and sellers, including: • An award-winning online marketing program helps drive over 2 million visitors to our site each month • A new expanded search that features one-click access to millions of listings • Your home listing for sale on our CENTURY 21 Real Estate Search app for the iPhone or iPod touch, with multiple photos, property details, and open house information 8
- 9. 11 Social Media The CENTURY 21® System continues to be on the cutting edge of real estate marketing. We successfully utilize social media channels like YouTube, Facebook, Twitter and many other applications to market your property listing in an effort to find the right buyer for your home. Considering that hundreds of millions of people use these sites on a daily basis, it is Facebook important for your home to be included. YouTube flickr twitter 9
- 10. 15 A Powerful Web Presence It’s an axiom as old as the industry itself - location is everything! That’s why we feature all of our listings on many of the Internet’s most visited real estate websites, including: CENTURY 21® listings are also displayed on most MLS-enabled real estate sites. 10
- 11. 17 LEADROUTER The CENTURY 21 LeadRouter System is a software application empowering CENTURY 21 agents to receive buyer leads for your property instantaneously wherever they are. LeadRouter sends alerts when a potential buyer inquires about your property, enabling me to respond immediately. This means that buyers interested in your property will be able to reach me quickly. 11
- 12. 18 Our Commitment to Seller Service Pledge You As an independently owned and operated CENTURY 21 ® Office, we are dedicated to providing you with service that is professional, courteous and responsive in helping you market your property. To fulfill this commitment, we will: 1. Dedicate ourselves to making the process of selling your home as easy and successful as possible 2. Respect you and your needs and be honest and forthright, in accordance with Fair Housing regulations and ethical real estate practices 3. Hold your best interests in the highest regard throughout the process 4. Value and respect your time, being as efficient and effective as possible 5. Understand your needs and respond quickly 6. Utilize my knowledge, resources and training to best serve you 7. Provide regular progress reports throughout the process and discuss with you comments received about your property 8. Explain each step of the process and act as a guide to help you make informed decisions 9. Make recommendations to enhance the marketability of your property 10. Utilize a written Competitive Market Analysis and local market information to help you set an appropriate listing price to sell your home and receive the value it deserves 11. Review various financing alternatives 12. Develop, present and agree upon a customized marketing plan that will detail specific promotional efforts to help best market your property 13. Place the internationally recognized CENTURY 21 yard sign on your property, with your permission and subject to local ordinances 14. Post your property on century21.com, a site which receives millions of visitors each month 15. Explain local real estate procedures and regulations 16. Show your property to potential buyers 17. Utilize the CENTURY 21 System’s vast online resources to expose your property to potential buyers around the world 18. Utilize the CENTURY 21 System to help you obtain the results you deserve, including leveraging our network of more than 8,000 offices worldwide 19. Submit to you all written offers, assist with negotiations, and provide an estimate of your net sales proceeds, so you understand all implications prior to the acceptance of any offer 20. Upon acceptance of an offer by you, pre-settlement (escrow) activities throughout the closing process will be monitored as permitted by law or local practice 21. Assist you in finding your next home, or offer to refer you to another CENTURY 21 Office in another location 12
- 13. 20 Market Overview 13
- 14. 21 The Current State of the Marketplace Insert Name of Market where town is located CENTURY 21® Goodyear Green Total number of Homes Sold (Insert dates here): Price Ranges: Average Sales Price in this Market: Peak Sales Price in this Market: 14
- 15. 04 The Unique Value of Your Home In order to take advantage of the comprehensive marketing that the CENTURY 21® Brand offers, it is important that we get to know your home as well as you do. Let’s use the following points of discussion to explore the features of your home that might be most attractive to a potential buyer: • What caused you to buy this home? • Which features of the home have you enjoyed? • Features that a typical buyer might miss when walking through? • Other features or benefits to highlight? Highlighting the unique features and benefits of your home is essential in ensuring that it receives the value it deserves. 15
- 16. 22 Factors that Influence the Value of your home FACTORS THAT HAVE NO IMPACT ON THE CURRENT VALUE OF YOUR HOME: • What you paid for it • Your Investment in the property (such as baths or kitchen upgrades, etc) • What you want to net from the sale • What those outside the industry believe the property is worth 16
- 17. 24 Pricing Your Home To Sell Intelligent Pricing Activity vs. Timing By pricing your property at market value, you A property attracts the most attention, expose it to a much greater percentage of excitement and interest from the real estate prospective buyers. community and potential buyers when it is first listed on the market. This increases your chances for a sale while ensuring a final sale price that properly reflects Improper pricing at the time of initial listing the market value of your home. misses out on this peak interest period and may result in your property languishing on the market. The Effect of Overpricing Improper pricing may lead to a below market value sale price, or even worse, no sale at all. Your home has the highest chances for a fruitful sale when it is new on the market and the price is reasonably established 17
- 18. 25 Next Steps 18
- 19. 26 Next Steps Towards Selling Your Home • Contact me to set up a time to have a complete Market Analysis done on your property • From here we can discuss the best marketing plan to get your home in front of buyers and to the closing table as fast as possible. • As an agent, I do full internet video and tv marketing. I am in partnership with KFOR News Channel 4 and have marketing access other agents in the area DO NOT have! • When we meet, I will go over every aspect of the home listing process so you feel comfortable with your decision. • I will be ready to put a sign in your yard and get your property on all web and TV media’s ASAP! 19
- 20. Now is a good time to consider: 1. A Pre-Sale home inspection to uncover any hidden 3. The features that you think make your home desirable issues before showing to potential buyers. •Is there anything that you would change if you were going 2. CENTURY 21® Home Protection Plan • Give buyers peace of mind to be staying in your home? • Sell your home faster •Are there any little things that can be done to enhance the • Get closer to your asking price aesthetics of your home? •What do you love about your home that you think buyers Homes with a protection plan will love as well? • Sell an average of 23 days faster* • Sell an average of 4% higher at closing* • Sell .63% closer to the list price* *As reported in the survey A Study of Homeowners’ Appliance and Home System Service Experiences, Decision Analyst (2008) and reprinted with their written permission. 20
- 21. What to Have Ready Prior year tax bill Survey to List Your Property Account numbers for mortgage 3 copies of the key to the front door Invoices for repairs or improvements to the property A list of inclusions and exclusions in the sale Any interior or exterior pictures of the property Declarations/Covenants/Deed Restrictions (if applicable) These are always helpful, but don’t Utility bills, actual monthly costs or monthly budget Information on special assessments (if applicable) get bogged down trying to find it all. Homeowners Association/Condominium association We can work with what you are able information (if applicable) • Amount and Frequency to provide. • Company • Address • Contact name • Phone number 21
- 22. 19 My Commitment to You In the preceding pages I have provided you with an outline of my expertise and that of my company. I have also demonstrated why CENTURY 21 Goodyear Green and I are the best choice to market and sell your home. I would like to extend my personal and professional commitment to you. As your CENTURY 21 Agent, I will: • Provide you with excellent service and support • Communicate with you every step of the way • Represent your interests ethically and professionally • Make every effort to sell your home promptly and at a fair price Let me go to work for you now! Tiffany Morris Century21 Goodyear Green 223 Interstate Dr Norman, OK 73069 (405) 456-9119 http://table19homes.com http://tiffanyshome.com tiffany.morris@c21.com 22
Editor's Notes
- _____ and _____ I want to thank you for the appointment to meet with you today. It is truly an honor to have this opportunity to earn your business today and to get started working together! Make sure font is consistent: Century Gothic Lighten Black Bar at top – make gray uses too much toner when printed. Add page numbers (not on cover page)
- Before we get too far along, I want to share with you the agenda I use in consultation meetings with sellers. I have found this agenda to be highly effective in really answering all the client ’s questions and concerns with regards to selling your home. What I would like to do, with your permission, is explain the agenda and get your approval…. Alright? First, I want to start with the most important part, which is to clearly understand your goals, objectives, and expectations. I want to know what you expect from me as the one who will represent you in the sale of your home. My goal is to provide outstanding service and to do that, I need to know what that means to you. Is that ok if we start with what ’s important to you? Once I understand what ’s important to you, I want to know from your view what’s important about your home. What do you feel are the best selling features and benefits? You are the ones that have experienced the home and I want your insight? Once I understand you and your home, now we can talk about the strategy to sell your home. We are going to first talk about Century 21 and what makes us more effective than any other company in today ’s real estate market. We will then move on to my local Century 21 broker _________ and our local market presence. Additionally we will review my services that my clients receive. ____ and ____ when we conclude our discussions on Century 21 services, benefits and my services and benefits, you will know why you should hire us to represent you in the sale of your home. Does that sound fair? We will then move on to discussing the current state of the marketplace. I will reveal to you the true facts of the marketplace so you can make an informed decision. We will determine the value of your home based on today ’s market conditions. Then we’ll evaluate and compare pricing strategies. There are a number of different strategies to employ, the goal is to price using the correct strategy based on your goals and desires. We will then select an initial list price for the sale of your home. Once we have done those items on the agenda I will explain the next steps to take to insure a successful sale for you. We then can start working together to accomplish the goals and dreams that you desire. I have found this agenda order to be highly effective in covering all the issues for my clients…again…with your approval I would like to follow this agenda order. Do you have any questions for me? Great, then let ’s get started. Because my desire is to create lifelong client relationships that are enduring, I am going to spend more time here on the front end to ensure I truly under promise and over deliver in service. To do that, I must know your goals, dreams, objectives, and expectations. I will spend as little or as much time as you need so I totally understand your expectations. To do that, I will need to ask you a few questions.
- Why are you selling your home? Where are you moving too? Tell me about the time frame for your move? What is determining that specific deadline? Are there any challenges that you anticipate that we might have in selling your home? Tell me about your last home sale experience? When did you sell your last home? Are there specific services that you want from me? What would it take for you to be confident my services would meet your requirements? So what you are saying is, if I provide you ____ and ____ and ____ we would have a solid basis for doing business together? ____ and ___ Thank you for helping me understand your situation. It will help me provide you with the best service because I know what you want.
- One of the most important words for a seller in today ’s real estate market is exposure. Nobody does that better than Century 21. With a global network of 120,000 real estate professionals in over 70 countries, your exposure is the widest in the industry. This wide exposure leads to higher probability of selling your home in today’s challenging market when you work with me. We truly give you the edge in today’s marketplace. ____ and ____ for many agents and companies this marketplace has really been tough. Any market change can be a challenge, the difference is has the company seen it before? At Century 21 because of our longevity as a international brand for over 40 years, we have seen this marketplace before. We know the moves to make so we ’ll get your home sold faster and for more dollars in your pocket. We have the longevity to navigate you through this marketplace.
- Real estate has dramatically changed in the last few years with only 4% of the consumers using the newspaper and 90% using the internet. Consumers are on the web earlier in the search period looking at homes. They are learning about the home buying process, researching, shopping, restaurants, schools, and what it feels like to live in you neighborhood. Capturing them early in that search period and servicing them effectively needs to be mastered, we have done that at Century 21. In real estate sales, you must have tremendous web traffic and web strategy, we have both at Century 21. Our Century 21.com site has over 2 million visitors a month! That level of traffic will create the buyer we need for your home. We also make it easy for buyers to connect with us and find your home, that ’s the strategy. Internet buyers want fast and easy, find the information they want and need or they are gone to another site.
- In today ’s work you need to combine the internet strategy with social media to be really effective, we have done that. Century 21 is innovation in real estate marketing. Our social media marketing strategies are part of that innovation. Facebook has more than 750,000,000 users currently and growing. We have our agents posting, tweeting, tagging, blogging and connecting with people daily across the world. Real Estate is certainly local, but it ’s also global as well because of the reach of social media and power brand like Century 21. We can cost that wide net to find the buyer for your home.
- Today ’s real estate buyer can come through a lot of open portals. That’s why we connect with so many different open channels to reach the buyer for your home. We position your home more prominently with more compelling copy, more photos than most agents so it grabs the prospects attention. We have you covered locally, nationally and globally with an internet lead generation. We are able to convert the buyer to a click….a call…and then a closing so you get moved.
- We have talked a lot about exposure and leads _______ and _______ leads are really important because they represent potential buyers…showings…and a sale. How a company and agent handles and converts the leads could make the different between a for sale sign and a sold sign in your yard. Creating leads is one thing, converting leads is entirely different. That ’s why Century 21 has a system called Lead Router. ONE CAVO, a company specializing in internet lead responses, conducted an internet shopping study of real estate companies recently. They found over 46% of the internet inquiries went unanswered. That 23% of the buyers who got responses received them on average 8 hours after they submitted their forms. Internet consumers expect quick response rates. Lead Router insures rapid response and rapid service. When a lead comes into our website it’s instantly routed to an agent. That agent has minutes to accept the lead, respond to the lead, call the lead, connect with the lead, email the lead, text, or the lead is routed to another agent. With Lead Router you are guaranteed that the leads for your home will be responded to quickly and converted to appointments at high conversion rates. Additionally, we can track the ongoing communication process with that lead, see what the lead is viewing, what stage of their looking process they are in, how they are responding to our email communication. It aids us in determining what to send, when to send it, when to call. There are automated processes as well, so leads don ’t fall through the cracks. With this system if the prospect lead is viable we will sell them your home.
- I am so committed to achieving a long term successful client relationship with you that I am going to offer you our Century 21 Service Pledge. It ’s my personal promise of service to you, my client, of the 21 things that I commit to do for you. I am going to do much more than just these listed, but as the only international brand with a bold service pledge, Century 21 is committed to our clients. The last part is the most important for you. It says that you have the right to cancel our agreement if I don ’t follow through on these 21 commitments. In essence, what I have given you is a no risk opportunity to do business with me, because you can cancel our agreement if I do not perform, you have zero risk in working with me.
- In giving you the right market overview you have to know and understand not only where the marketplace is today but also where it is trending to…That knowledge can mean the difference between a for sale sign and a sold sign for you. It ’s one of the reasons why I invest time with my clients to show the whole marketplace numbers in addition to what is happening in their neighborhood. This gives you the confidence you are making the best decision for you and your family.
- Let ’s look at the market conditions, market competition, inventory levels and buyer levels so you can better understand the current state of the marketplace. The total number of homes sold in the last few months was ___________. You can see how I have broken that down in different price ranges. The average sales price in our marketplace is ____________. That is _______ from a peak of _________ in our marketplace. There are certainly more buyers below that number than above that number based on the market report. We have a competitive market today. We have a market where homes are selling in today ’s marketplace. We have to be price sensitive as it relates to the value of your property to achieve a sale. Let ’s look at what influences the value of your home.
- The second part of doing an exceptional job for sellers is gaining them maximum exposure. By knowing the home and highlighting the homes valuable features and benefits, Coupled with the extensive marketing we do at Century 21 we can increase the buyer inquires, showings, and sales. I want to talk about your home as well. Let me ask you about your home… What caused you to buy this home over all others when you were a buyer? What are some of the features about the home that you have enjoyed? Is there anything a typical buyer or even a typical Realtor might miss when walking through your home? Are there any other features or benefits you feel I should highlight in marketing your property that we haven ’t talked about?
- The value of your home is influenced by a number of key forces. Market conditions, we looked at those in terms of competition, but we also have interest rates which are favorable, available financing which is a little restrictive compared to what has been in the past. Demand is a little lower because of the economic concerns that may have today. The terms you are offering are competitive, and your exposure will be outstanding when we work together. We have looked at the level of competition as compared to your home and you are comparable and competitive if we price competitively. How do you feel about what we have discussed so far? We must also explore and understand some of the factors that don ’t influence the marketplace for value. Unfortunately, the marketplace, nor the buyer, will be influenced by what you paid for the home. They also won’t be influenced by what you have into the home as well, or what you might need to net from the sale. I care about your situation and your needs but what I’m saying to you is the market and buyer probably won’t.
- Now that we have reached an agreement on the value of your home, we need to discuss pricing your home so we can achieve a successful sale. The initial period when your home is a new listing is the most important time period. Potential buyers have a higher level of excitement and urgency to buy because you are new on the market. If we price your home too far away from the value, we could lose the right buyer. That is one of the effects of overpricing, loss of urgency in the buyer, or longer market time, or eventually selling for less money or not selling at all. Where are you thinking you want to price your home at initially? You are ____________% above the market value we are finding in today ’s economy. That percentage gap will lead to much lower activity on your home, is that what you want? You will need to be within _______% of market value to generate the buyer interest, showing activity, quality offers and ultimately the sale we are both working toward. Should we start at ____________? That is the price that will enable you to reach your goals and objectives, can we start there?
- ________ and ________ we have covered a lot of information in a short period of time. We started with really understanding your goals, expectations and objectives. What you really wanted and expected from me, your agent. Those are still the most important items of the agenda, to make sure that I exceed all your expectations in the time frame you want. I have no doubt that I can _______ and ________ and _________. I am ready to get started making those things a reality for you, so let ’s get started.