Listing Presentation


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BHGRE Metro Brokers, is the largest real estate company in Georgia with 26 offices and over 2100 agents.

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  • Thank you so much for meeting with me…
  • ____________before we get started, I’d like to take a moment to explain how I work so you know what you can expect from me as your agent. First, I’d like to ask you a few questions, so I can better understand your situation because every seller is unique so there is no one-size-fits-all solution. Then, I’ll present my marketing plan and focus on the solutions that best fits your situation. After that, we’ll take a look at the research and the detailed comparison that I’ve done to assist you in determining the most probable sales price for your home. Hopefully, at the end of this presentation, we’ll make a mutual decision to move forward and we’ll get started. If not, we’ll just shake hands and part ways. Does that sound okay?   When I previewed your home yesterday, you indicated that you’re selling your house because _____________. Is that correct?   Ideally, when would you like to have your house SOLD and closed? If, for some reason, your house has not sold by then, what will you do? Would you be more likely to give it more time or adjust the price? What is the price you have in mind for your home? What is your single biggest concern in selling your home? What are the main things you expect from your agent?   Great! _______Now I’d like to share a little information on me and my background…..
  • It’s important for you to know that as a fulltime sales professional who is paid on commission only, I only earn an income when I’m successful in reaching our mutual goal…getting your home sold. However, it’s my goal to do much more than that…Not only will I take the steps that should lead to the sale of your property, but I want you to be so pleased with the service that I provide that you’ll use my services again should you have any real estate needs in the future. As a result, you’ll be willing to refer others to me as well. In my experience that’s truly the measure of a job well done…don’t you agree?
  • Let me tell you a little bit about my company and why it’s the company you want representing you in the sale of your home…
  • My company, BHGRE Metro Brokers, is the largest real estate company in Georgia with 26 offices and over 2100 agents. It’s quite possible that one of my fellow agents is working with a buyer RIGHT now who would be interested in your home. You would like that, wouldn’t you?
  • Real Trends, one of the most respected sources of real estate information in the country, named BHGRE Metro Brokers one of the Top 25 companies in the country….in fact, we’re the only company in Georgia on their list. What that means to you is that BHGRE Metro Brokers has clearly established that its agents and staff know how to get the job done…You do want a company with a proven track record, don’t you?
  • We also offer our clients and customers the convenience of One Stop Shopping for all their real estate needs. We offer real estate, mortgage, insurance and closing services. Because of the close coordination and control of these different areas, the benefit to you is it’s less likely that there will be problems in getting to a successful closing…that is what you want. Isn’t it?
  • ______________, What do you think of when you hear or see the name Better Homes and Gardens®? Yes, I hear that often. Most people are familiar with and trust the Better Homes and Gardens brand name. The magazine itself has a readership of nearly 40 million people. It regularly directs readers to its website…and on its website, there’s a link to search homes for sale. If someone is looking for a home like yours in this area, your property will be included in their search. Can you see how the Better Homes and Gardens brand will help attract more buyers to your home?
  • So do I…one more point when it comes to the strength of the Better Homes and Gardens brand. Because consumers associate quality and desirability with the brand, real estate agents have been using it for years in their ads for properties they’re marketing. Quality and desirability…that’s what you want buyers to think when they learn about your home, isn’t it?
  • Many agents take what I call a passive approach to getting a home sold…that is, they implement some basic steps, sit back and hope the property will sell. That just doesn’t work in today’s highly competitive market. My company and I take an active approach to get your home sold. Let’s review the marketing steps we’ll put in place to make that happen. My company and I will market your home in a variety of ways because we want to reach prospective buyers the way they shop. By that, I mean we will expose your property to buyers who drive by your property, buyers working with agents and buyers who are doing research on the internet. Regardless of how they shop, your property will be there! That is what you want isn’t it? Note to Agent: Delete MLS services that don’t apply to you.
  • Let’s talk about internet exposure…__________, now that you’ve decided to move, have you done any research for a new home on the internet? Do you remember any of the websites you visited? Using the internet to search for properties is typical of most buyers today. In fact, according to the 2009 National Association of Realtors Home Buyers and Home Sellers Survey, 90% of all home buyers used the internet when searching for a home and over a third of them found the home they actually purchased on the internet. When you searched the internet, did you see any properties without pictures? Did you look at those? Like you, most buyers skip properties without photos. In fact, 84% of buyers surveyed indicated that multiple photos were “very useful”. So, internet exposure with multiple photos is critical in attracting buyers. But it’s not enough for a property to simply be on the internet. A property must be on the websites most visited by buyers and with multiple photos in order for them to be noticed by buyers. When you hire me, your house will be promoted on all the top websites with multiple photos and a virtual tour. That’s what you would expect, isn’t it? Internet exposure is critical in attracting buyers.
  • Not only will your property be on my personal website but it will be on all of BHGRE Mero Brokers’ agent websites – over 2,000 websites. So, if one of my fellow BHGRE Metro Brokers agents is working with a buyer who is looking for a house like yours, they’ll know about it. Note to Agent: Don’t forget to insert a screenshot of your agent website. Instructions are on MetroNet under “Marketing Tools” in the “Listing Presentation” section.
  • In addition, by listing with me, your property will be on the Better Homes and Gardens Real Estate website and it will be on, our company website.
  • has 30,000 unique visitors a week! Isn’t it realistic to think that one of those visitors could be the right buyer for your house?
  • Once a prospective buyer is on our site, they can easily utilize search and mapping features..
  • as well as, schedule a showing. In fact, visitors to our site spend an average of 23 minutes on our site because of the number of tools and the ease in using them to find a home.
  • The information on your home will also be available on the mobile version of It’s a major benefit because your property can be accessed by any prospective buyer or agent with any cell phone that has internet access. With their cell phone, prospective buyers and agents can access the photos and information on your property and contact me directly. We won’t miss out on a prospective buyer or an agent working with a buyer that’s “on the go” and wants the information NOW. Can you see how this will help us attract more buyers for your home?
  • In addition, iPhone users have access to a free app from BHGRE. It’s a unique mobile real estate tool that allows prospective buyers and/or agents to find local home comparison information, create photo albums of their favorite homes and then share the photos with friends and family. This BHGRE app is so popular that it was one of the Top 10 most downloaded apps after it was launched.
  • We’ve positioned as “the site for homes”. Wouldn’t you agree?
  • But because buyers tend to visit multiple sites…some of which you visited… when researching properties, your property will also be promoted on dozens of the other most popular websites, such as, Trulia, AOL, Google, Zillow and Cyberhomes to name a few. Can you see how promoting your property on all these sites will help us drive more prospective buyers to your property?
  • Just as important as the internet marketing itself, is how quickly I respond to a prospective buyer’s inquiry about your property. Sadly, as an industry, we don’t do a very good job. The average response time is 52 hours, but that won’t happen when you list with me. We have a full-time team that constantly monitors internet inquiries and notifies me immediately when one is received so I can follow-up quickly. I also receive emails on my cell phone …Because of my quick response, I will not lose a possible buyer for your home.
  • Another unique marketing tool of BHGRE Metro Brokers is our Atlanta area billboards…have you ever noticed one? They are in front of over a MILLION drivers a day. The lighted display advertises the number of properties available for sale on, as well as positive call-to-action messages. This drives a significant number of prospective buyers to our website to search for properties. A buyer may very well find your property because our billboards got them to our website. Can you see how our billboards can help us find the right buyer for your house?
  • Another marketing tool that is unique to BHGRE Metro Brokers is our Super Sunday Open House on the second Sunday of each month. Hundreds of properties are held open each month. BHGRE Metro Brokers spends thousands of dollars to heavily promote Super Sunday each month. All of the advertising promotes the fact that we give away $1,000 to one lucky open house visitor. As a result of all the promotion and the giveaway, thousands of potential buyers visit our open houses. Would you like for your house to be held open during one of our Super Sundays? Great…we’ll cover those deadlines and details later.
  • As I’m sure you know, the Atlanta area is home to many corporations including many of the Fortune 500….as a result, corporations are constantly moving people in and out of the area. In my experience, the corporate transferee who is moving to the Atlanta area is typically the most motivated and qualified buyer. That’s the kind of buyer you’d like, isn’t it? That’s great because we work with buyers directed to us from dozens of the major corporate relocation companies. And, proudly, we are affiliated with the world’s largest corporate relocation company – Cartus, which handles more corporate relocations than its next 3 closest competitors combined. In fact, we are one of only a few select companies who have access to their business. What that means to you, ________, is that it is far more likely that we will have corporate transferees, who we agreed are the most qualified and motivated, as prospective buyers for your home. Can you see how we will be able to attract more buyers for your home because of these affiliations?
  • A big part of our marketing is directed to agents with other companies who are working with qualified buyers. We are members of all the major multiple listing services in Metro Atlanta and North Georgia. As a result, your property will be exposed to ALL the agents in the Atlanta area through both First MLS and Georgia MLS.. Not all companies invest the money to be members of all these MLS’s...but BHGRE Metro Brokers does. We want to make sure that we don’t miss a single agent who may have a buyer for your house. That’s what you want, isn’t it? Note to AGENT: Delete logos and text of MLS services that don’t apply to you.
  • Of course, we want to make access to your property by other agents as easy as possible and we’ll do that by putting a lockbox containing a key on your property. Do you have a spare key for the lockbox? Great!
  • In addition to easy access, another advantage of using a lockbox is that I’m notified immediately by email when an agent shows or previews your home. Then, I can quickly follow-up with them for feedback on your property. In fact, I’ll contact you every _____ between ____ and ____ to update you on any feedback from the previous week. Do you prefer phone or email?
  • And certainly I will put our distinctive BHGRE Metro Brokers sign in your front yard along with a flyer box. But I’ll need your help with the flyer box The number one problem with flyer boxes is that they are often empty when a buyer stops to pick up a flyer. I will supply you with plenty of flyers and ask you to check the flyer box every day to make sure that there are at least 10 in it at all times. Would you be willing to do that? Great! Here’s a sample of the flyer I’ll create for your property. Note to AGENT: Show customer a sample of the flyer you’ve created for their property.
  • Over the years, I have built a large database of contacts that consists of past buyers and sellers, friends and professional acquaintances. Each time I’m hired to market a property, my contacts receive promotional information about the property – some by telephone, some by mail or email, and others personally. You never know who may have an interest in your property! I’ve also developed relationships with many agents. I’ll contact them personally regarding your property and see if they are currently working with buyers who may have an interest. Another way that I attract buyers is through social networking like Facebook, LinkedIn and Twitter. I have more than # of contacts on these sites Do either of you do any social networking? _________ is there anyone in particular, you would like for me to add to my list of contacts regarding your home?
  • Can you see how my active marketing will help me attract more potential buyers for your home which will lead to a quicker sale?
  • ________________, Once I’ve done my job in exposing your property to as many prospective buyers as possible, it’s critical that your house puts its best foot forward in order to maintain and increase their interest. Have you seen any of the HGTV and similar shows that focus on getting your house ready to sell by enhancing the curb appeal and interior staging? Regardless of what one thinks of the shows, it’s true that these 2 elements are crucial to the sale of your property. Because there are so many competing properties on the market, simply put, the homes that are selling are those that are priced right, smell good and look good. According to the latest NAR survey, buyers look at 12 homes on average. So, at least 11 other houses are competing with yours for the same buyer. In essence, in addition to competitive pricing your property must win the “beauty contest” to be at the top of a prospective buyers list.
  • I’m sure you’ve heard the expression “you never get a second chance to make a first impression”…that is never more true than it is with curb appeal. Prospective buyers will make a quick decision about a house based upon their first impression from the outside…sometimes eliminating it and moving on without ever going inside. When a buyer does enter a house, they are already “hoping to like it” or “hoping not to like it”. Prospective buyers definitely “judge a book by its cover”. So, we want the buyer’s first impression to be the best possible. __________, on a scale of 1 to 10 with 10 being best, how would you rate the curb appeal of your house? What do you think it would take to make it a 10? Hmmm…we can discuss that in more detail later.
  • Once a buyer is in your house, you want that positive impression to continue by having the interior in top showing condition. Doing things like eliminating clutter, being sure the house sparkles from top to bottom, neutralizing colors and minimizing “personal” items like family pictures…Not only do we want a positive impression, we want the buyer to easily picture themselves living in this house. When all is said and done, you can’t live in your house the same way when it’s on the market as compared to when it’s not. It’s important for you to think of your house as a product that you’re trying to market and sell…and no longer think of it as your “home”. Essentially, it has to be “show ready” at all times. Does that seem reasonable?
  • Like I asked you earlier about curb appeal __________, on a scale of 1 to 10 with 10 being best, how would you rate the showing condition of your house? What do you think it would take to make it a 10? Can you see how great curb appeal and staging makes a home more appealing to buyers? Let’s do this… I’ll email you a link that will take you to a Better Homes and Gardens Real Estate video on staging. I think you’ll find it very helpful. I can also give some ideas before I leave.
  • Once we have a qualified buyer who makes an offer on your home, we’ll want to get together as soon as possible to review the terms. In my experience, this process is more efficient if we meet at my office to review offers because I’ll have access to all of the forms and information we may need. It will make the process much smoother for you. If it’s convenient for you, will you be willing to come to my office to review offers? Great! In negotiating offers on your behalf, my #1 priority is to protect your position and promote your interests. My thorough understanding of the forms used in a real estate transaction will ensure that all forms and required disclosures are properly executed. Nothing will be left to chance and your position will be protected.  
  • After we’ve negotiated an acceptable contract on your behalf, there are lots of details that must be managed in order to get to a successful closing. Are you aware that there are over a dozen time sensitive provisions and clauses that could allow a buyer to cancel the typical sales contract?   So, to assure that you have a successful closing, I will   Maintain contact with the buyer’s lender and track the progress of the buyer’s loan through closing and advise you as to the status Maintain contact with the buyer’s agent Track time sensitive contract provisions
  • I will also… Negotiate inspection concerns, suggest options and assist in securing bids and contractors, if needed Monitor the progress of the title search, survey, appraisal, inspections and removal of contingencies Keep YOU informed throughout the process Attend the closing with you Do you think the marketing plan I’ve discussed will lead to the quickest possible sale?
  • Terrific….let’s take a look at the detailed pricing comparison that I completed for your home…Before we look at the actual details, let me explain the process that I went through to determine the best price possible for your property. First, I carefully researched properties, in this area, that are similar to yours that have sold in the last 90 days. This tells us what buyers have been ready, willing and able to pay for homes similar to yours… and what a buyer is willing to pay is the most important element of pricing. I only looked at sales that occurred in the last 90 days because that’s what an appraiser will do…and ultimately, regardless of what a buyer is willing to pay, the house must meet the test of an appraisal… Next, I researched properties that are similar to yours in this area that were on the market…but did not sell. We call those “Expireds”. Basically, they tell us what buyers have NOT been willing to pay…and you don’t want to be on that list. Last, I researched properties that are currently on the market because they are in competition for your buyer. Remember, buyers look at 12 homes on average. These are the properties a buyer will look at in addition to yours before making a decision. And because of that, it’s not enough to simply be priced competitively…you need to have a compelling price….one that separates your home from all the others and puts it at the top of a buyer’s list. Can you see how a careful analysis of recent solds, expireds and actives is the best way to determine the right price for your house? Terrific! Now, let’s review my research….
  • _______________, if you make me your Realtor, I’ll begin implementing everything we discussed starting today. Can we get started?
  • Listing Presentation

    1. 1. Home Sale Strategy Wayne Chappel Direct Line: 678-441-5692 [email_address]
    2. 2. A Plan For Success <ul><li>What To Expect </li></ul><ul><li>Marketing Plan </li></ul><ul><li>Detailed Pricing Comparison </li></ul><ul><li>Mutual Decision </li></ul>
    3. 3. My Background Wayne Chappel Areas Served | Focus Area Metro Atlanta | Gwinnett & Hall Counties Fulltime, Full Effort Real Estate Sales Professional Over 4 Years Of Solid Real Estate Sales Experience Designation SRS – Seller Representative Specialist Affiliations Member Of; NAR, GAR, NAMAR, FMLS & GMLS
    4. 4. BHGRE Metro Brokers One-stop shopping with Metro Brokers Financial, Metro Brokers Insurance and Metro Brokers Title Trust. The largest real estate company in Georgia 94% Customer Satisfaction Rate The fastest growing real estate company in metro Atlanta and north Georgia with 26 offices and 2,100 agents Unparalleled marketing Top 25 real estate company in the country according to
    5. 5. 26 Offices and 2,100 Agents serving the entire Metro Atlanta area and North Georgia Mountains Georgia’s Largest Real Estate Company
    6. 6. <ul><li>Better Homes and Gardens Real Estate Metro Brokers is the ONLY company in Georgia on the Real Trends “Top 25” </li></ul><ul><li>Constant feature on the list since 2003 </li></ul>Real Trends “Top 25”
    7. 7. “ One Stop Shop” Convenience <ul><li>Buyers appreciate the convenience of our “One Stop Shop” </li></ul><ul><li>Real estate, mortgage, insurance and title/closing services </li></ul>
    8. 8. Better Homes and Gardens® <ul><li>What do you think when you hear or see Better Homes and Gardens? </li></ul><ul><li>An American staple since 1924 </li></ul><ul><li>Magazine circulation of 7.6 million </li></ul><ul><li>Readership of nearly 40 million </li></ul><ul><li>Consumers know and trust the Better Homes and Gardens brand </li></ul>
    9. 9. What’s in a Name?
    10. 10. Reaching Buyers the Way They Shop <ul><li>Drive-By Buyers </li></ul><ul><li>Yard Sign </li></ul><ul><li>Flyers </li></ul><ul><li>Direct Mail/ Postcards </li></ul><ul><li>Open Houses </li></ul><ul><li>Buyers with Agents </li></ul><ul><li>Information Sheets </li></ul><ul><li>Caravans </li></ul><ul><li>FMLS/GAMLS/NEGAMLS </li></ul><ul><li>Networking </li></ul><ul><li>Telemarketing </li></ul><ul><li>Internet </li></ul><ul><li>BHGRE Website </li></ul><ul><li>My Company Website </li></ul><ul><li>My Website </li></ul><ul><li>Property search sites </li></ul><ul><li>Virtual Tours </li></ul>
    11. 11. Internet Promotion and Exposure Source: National Association of Realtors 2009 Profile of Home Buyers and Home Sellers 90% 84% 63% 36%
    12. 12. My Own Website (
    13. 13.
    14. 14. <ul><ul><li>Over 1 MILLION page views per week </li></ul></ul><ul><ul><li>30,000 unique visitors per week </li></ul></ul><ul><ul><li>23 minutes spent on site per user </li></ul></ul><ul><ul><li>Online Appointments </li></ul></ul><ul><ul><li>Best search feature </li></ul></ul><ul><ul><li>Voted “ Best Real Estate Company Website ” by The Greater Atlanta Homebuilders Assoc. </li></ul></ul>
    15. 15. Searching and Mapping
    16. 16. Schedule a Showing Online
    17. 18. <ul><li>Free iPhone app from BHGRE. </li></ul><ul><li>Reached Top 10 status after launch. </li></ul><ul><li>Unique mobile real estate tool that: </li></ul><ul><ul><li>Finds local home comparison info. </li></ul></ul><ul><ul><li>Allows buyers to create photo albums of their favorite homes. </li></ul></ul><ul><ul><li>Share the photos with friends and family. </li></ul></ul><ul><li>More info on </li></ul>BHGRE iPhone App
    18. 19.
    19. 20. Additional Internet Promotion and Exposure For Your Property Your listing appears on more than 2,000 websites!
    20. 21. Capturing Online Leads <ul><li>Average industry response time to an online lead is 52 hours * </li></ul><ul><li>Most prospects work with the first real estate agent who contacts them* </li></ul><ul><li>My team contacts me immediately after a lead comes in and I follow up immediately. </li></ul><ul><li>* According to the National Association of Realtors . </li></ul>
    21. 22. Atlanta Area Billboard Campaign <ul><li>Billboards on major interstates around metro Atlanta reach more than 1 MILLION drivers EVERY DAY </li></ul><ul><li>The lighted display advertises the number of homes for sale on our website and positive call-to-action messages </li></ul>
    22. 23. Super Sunday Open House <ul><li>Hundreds of homes held open generating thousands of potential buyers: </li></ul><ul><ul><li>The second Sunday of each month </li></ul></ul><ul><ul><li>Advertised on the Internet and Atlanta Journal-Constitution </li></ul></ul><ul><ul><li>One visitor will win $1,000 </li></ul></ul>
    23. 24. Relocation Services Market Share – Top 5 Companies <ul><li>Primary broker in Cartus network </li></ul><ul><li>Cartus is the world’s largest relocation company </li></ul><ul><li>Handles more corporate relocation than the next 4 closest competitors combined </li></ul><ul><li>Over 800 companies are represented by Cartus </li></ul>
    24. 25. Multiple Listing Services <ul><li>First MLS </li></ul><ul><li>Georgia MLS </li></ul><ul><li>Northeast Georgia MLS </li></ul>
    25. 26. Easy Access For Agents With Buyers
    26. 27. Showing Activity Instant Email Notification Of Showings Or Previews
    27. 28. For Sale Sign
    28. 29. <ul><ul><li>Personal database </li></ul></ul><ul><ul><li>Professional agent network </li></ul></ul><ul><ul><li>Social Networking </li></ul></ul><ul><ul><li>Metro Brokers Blog </li></ul></ul>Networking
    29. 31. Appealing Conditions
    30. 32. Appealing Conditions Curb Appeal
    31. 33. Appealing Conditions <ul><li>Interior Condition </li></ul>
    32. 34. Appealing Conditions Staging
    33. 35. Managing The Details <ul><li>Every offer will be presented for your review on a timely basis! </li></ul><ul><li>My thorough understanding of the forms used in a real estate transaction insures that nothing is left to chance and you are properly protected </li></ul><ul><li>I will ensure that all disclosures and associated forms are provided to protect you </li></ul>
    34. 36. Managing The Details <ul><li>To further protect your position in the transaction, </li></ul><ul><li>I will : </li></ul><ul><li>Require buyers to provide written evidence of their loan qualification </li></ul><ul><li>Maintain contact with the buyer’s lender and track the progress of the buyer’s loan through closing and advise you as to the status </li></ul><ul><li>Maintain contact with the buyer’s agent </li></ul><ul><li>Track time sensitive contract provisions </li></ul>
    35. 37. Negotiation and Closing <ul><li>Negotiate inspection concerns, suggest options and assist in securing bids and contractors, if needed </li></ul><ul><li>Monitor the progress of the title search, survey, appraisal, inspections and removal of contingencies </li></ul><ul><li>Keep YOU informed throughout the process </li></ul><ul><li>Attend the closing with you </li></ul>Our experience enables us to anticipate problems and provide solutions
    36. 38. Competitive Pricing <ul><li>Detailed Comparison </li></ul><ul><li>Recently Sold </li></ul><ul><li>Expired </li></ul><ul><li>Active Competition </li></ul>
    37. 39. Ready To Get Started?