Published on September 4, 2007
Listing and Marketing Consultation
List Your Home in 7 Easy Steps Our job is to make the process of selling your home painless! Step 1: Discuss Agency Step 2: Analyze the Property Step 3: Discuss Your Needs and Concerns Step 4: Discuss Seller’s Choice® Marketing Plan Step 5: Understand Seller Net Proceeds Step 6: Explain Forms and Procedures Step 7: Mutual Decision!
Understanding The Principles • KELLER WILLIAMS® • Consultant Vs. Agent • Key Objectives • Sources of Buyers • Marketing • Controlling Factors •Preparing for the Offer •Processing the Sale • Pricing Factors To Keller Williams Website
About KELLER WILLIAMS® Realty • Founded in Austin, Texas, on October 18, 1983. • KELLER WILLIAMS® Realty laid the foundation for agents to become real estate business people. • Mo Anderson owned the #3 franchise in the largest real estate company in the world. • Gary Keller was chosen by Realtors across the U.S. as one of five of the “Most Admired” REALTORS® in the nation. KELLER WILLIAMS® FACTS: • “Most Innovative Real Estate Company” — Inman News. • 17,500+ real estate consultants. • 250+ offices in the U.S. and Canada. • 7th largest real estate company in North America. Gary Keller • Excellence in real estate consultation training. Chairman Of The Board • Mo Anderson- Austin Business Woman of the Year 2004. Mo Anderson CEO
KELLER WILLIAMS® Realty
The KELLER WILLIAMS® Culture Win-Win — or no deal Integrity — do the right thing Commitment — in all things Communication — seek first to understand Creativity — ideas before results Customers — always come first Teamwork — together everyone achieves more Trust — starts with honesty Success — results through people
About Dee Copeland Name: Dee Copeland, Broker-Associate/Listing Specialist Professional Designations: Insert Your Accredited Buyer Representative (ABR) Photo Certified Residential Specialist (CRS) Certification for Internet Professionalism (e-PRO®) Graduate REALTOR Institute® (GRI) Seniors Real Estate Specialist (SRES) Dee Copeland Real Estate Marketing Expert Education: (BA) Bachelor of Arts in Communications. Special Training: Luxury Home Marketing, Tactical Negotiations, Investments, Exchanges, Risk Management, Contract Clauses and Addenda. Previous Profession: Global Project Manager/Business Analyst, Apple Inc.
Consultant Vs. Agent Fiduciary (Consultant) Functionary (Agent) • Advises and Consults • Delivers Information • Educates and Guides • Tells and Sells • Involved in Decision Process • Stays out of Process • Uses Judgment and Experience • Follows the Rules and Procedures • Irreplaceable • Replaceable • Competitively Compensated • Minimally Paid To Keller Williams Website
The Home Sale Process
Our Key Duties • PRICING… your home at the property’s fair market value. • TIMING… in the desired time period. • CONVENIENCE… selling your home with the least amount of inconvenience.
List Your Home in 7 Easy Steps Congratulations! We are half-way there! Step 1: Discuss Agency Step 2: Analyze the Property Step 3: Discuss Your Needs and Concerns Step 4: Discuss Seller’s Choice™ Marketing Plan Step 5: Understand Seller Net Proceeds Step 6: Explain Forms and Procedures Step 7: Mutual Decision!
Marketing Plan • Targeted Advertising • To the public • To the REALTOR® community • KELLER WILLIAMS® Professional Real Estate Consultants • Office Tours • MLS Area Tours • Keller Listing Book • Lawn Signage (When Appropriate) • Highly recognized • Calls come from our signs • Agent Marketing Action Plan • Multiple Internet Web Sites • MLS • Realtor.com • Local/International Internet Sites
Marketing Your Home Our Respective Duties Agent Seller Client • Advertise in MLS and on the internet. • Complete all repairs and cleaning. • Install nationally recognized sign. • “Stage” the home to be appealing. • Provide print and electronic fliers. • Hide valuables (also prescriptions). • Give Pricing Guidance. • Keep marketing information out for prospective buyers. • Guidance in Staging your property. • Contact us when materials are depleted. • Launch your tailored Marketing Plan • Leave premises for showings. • Place Home on Property Tours. • Refer friends and acquaintances who might be interested in your property. • Send detailed weekly Feedback reports. • Refuse to discuss terms with • Send detailed weekly Listing reports. prospective buyers or their agents. • Review contracts and represent you in • Make adjustments based on showings negotiations. and market feedback/.
What You Do & Don’t Control Seller Controls: • Property Condition • Availability for Showing • Price • Service Contract and Pre-Inspection Seller Doesn’t Control: • Competition • Buyer’s or Seller’s Market • Interest Rates • When the Right Buyer Appears
Home Service Contracts Home service contracts go a long way to alleviate some risks and concerns. For a modest price, the seller can provide to the buyer a one year warranty covering specified heating, plumbing, electrical, water heater or appliance breakdowns. Coverage under most plans commences at closing. In all cases, there are important limitations and exclusions (example: appliances/systems must be operative at commencement of coverage).
Selling Price Vs. Timing A C T I V I T Y 1 2 3 4 5 6 7 8 WEEKS ON MARKET • Timing is extremely important in the real estate market. • A property attracts the most activity from the real estate community and potential buyers when it is first listed. • It has the greatest opportunity to sell when it is new on the market.
Preparing For The Offer In slow economic times, offers to purchase routinely come in “low” whereas in healthy economic times, offers are closer to the asking price. Do not be offended by any offer received. Be offended by buyers who tour your property and don’t submit an offer. • ACCEPTANCE. Signed by all parties, dated, delivered… congratulations, you’re on your way to having your property sold! • REJECTION. Unconditional… unfortunately, your home is still on the market. • COUNTER OFFER. Any change to the contract constitutes a counter offer. You are now in the renegotiation stage. • NO ACTION. Equals rejection. Your home is still on the market.
Inspections Inspections and potential repairs are the number one reason sales don’t close. Typically, buyers have a certain number of days in which to inspect the property and accept or reject the property based upon these mechanical and structural inspections. SELLER BUYER INSPECTOR SEES THEIR HOUSE SEES YOUR HOUSE SEES THE HOUSE Save Yourself Time, Money and Disappointment — Do Deferred Maintenance Now!
Pricing Factors IMPORTANCE OF INTELLIGENT PRICING +15% 10% ASKING +10% 30% PERCENTAGE PRICE OF BUYERS Market Value 60% -10% 75% -15% 90% As the triangle graph illustrates, more buyers purchase their properties at market value than above market value. If you price your property at market value, you are exposing it to a much greater percentage of prospective buyers and you are increasing your opportunity for a sale.
Pricing Misconceptions It is very important to price your property at competitive market value at the signing of the listing agreement. Historically, your first offer is usually your best offer. WHAT WHAT WHAT WHAT WHAT COST YOUR ANOTHER YOU YOU YOU TO REBUILD NEIGHBOR AGENT PAID NEED WANT TODAY SAYS SAYS Buyers & Sellers Determine Value The value of your property is determined by what a BUYER is willing to pay and a SELLER is willing to accept in today’s market. Buyers make their pricing decision based on comparing your property to other property SOLD in your area.
Competitive Market Analysis • Recent Sales • Current Listings = Competition • Expired Listings = What has not sold
Focusing On Results The proper balance of these factors will expedite your sale. LOCATION CONDITION COMPETITION TERMS TIMING PRICE
Focusing On Results The proper balance of these factors will expedite your sale. LOCATION CONDITION COMPETITION TERMS TIMING PRICE SOLD
Local Marketing Tools Sample marketing for your home (Local) • Custom Sign with Extra Marketing Slot(s) • Electronic MLS Lockbox • 24/7 Text Message Listings Information • “Just Listed” Postcards to Neighbors and Agents • Featured in in Keller Williams Premier Magazine • City-wide Broker Tour(s) • Attractive Marketing Flyers Inside Home • Personalized “Home Book” for Buyers
Online Marketing Tools Sample online marketing plan for your home • Flyers, Disclosures and Max Photos in MLS • Custom Virtual Tour and Professional Photos • Custom Video Presentation with Audio Tour • “Just Listed” E-flyer to Buyers, Agents and Investors • Website with Your Own Domain Name! • Marketing on Craigslist.com and other Classified Ad Sites • Showcased Home Upgrade on Realtor.com • Listed on KW.com and 1000s of international websites! • Listed on CopelandGroupRealty.com and AustinHomeSearch.com • Listed on AustinHomeShopper.com and DeeCopeland.net
What Makes Us Different? Our Seller’s Choice® Flexible Fee Program and Upgrades! • Weekly Market Conditions Update • Your Own Automated Feedback Website • Weekly Seller Reports and Website • Personal Closing Assistant • Professional Service from a Home Staging Specialist • Trouble-Free Sale Services • Cleaning and Moving Concierge Program • Move-Up Sale Reward Program • Easy-Exit Listing Agreement
How to Reach Us Address: 1801 South Mopac Expressway Suite #100 Austin, TX 78746 Website: www.CopelandGroupRealty.com Email: info@CopelandGroupRealty.com Toll Free Phone: 888-346-6389 Local Phone: 512-697-9140 TREC License# 0519683
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