Thinking about selling in The Woodlands, Spring, Conroe, Tomball, Magnolia, Montgomery, and Cypress? I'm happy to assist. 832-797
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Katie CooperRealtor® | Marketing Consultant
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A Word of Thanks to You!
Thank-you for the opportunity to discuss marketing your property.Selling your home is an important decision for you. My goal is to sell your property for the highest attainable price, within the time frame that fits your plans, and to make the home selling process as stress-free, successful and efficient as possible.The purpose of my proposal is to help guide you through the merchandising and marketing process, to acquaint you with the current market activity and to explain how Better Homes and Gardens Real Estate Gary Greene and I can assist you in achieving the sale of your home.My hope is that you will be very happy with your home selling experience.Again, thank you for allowing me to assist you in the marketing of your property.
Very truly yours,Katie CooperRealtor
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Our Guarantee
Our commitment is to provide a results-oriented real estate experience that will achieve the highest price possible for your home with the least inconvenience to your family and in a time frame that meets your needs.
As your marketing professional, I will:Communicate with you on an agreed upon interval and method: phone, email, text messageProvide you with ideas and recommendations that will enhance the presentation of your home to the public
and to the real estate community.Develop a list of features that will more likely attract showings to the right buyers. Schedule the dates you can expect completion of marketing activities including: Multi-photo marketing on all web sites, provided web site accepts multi-photos under normal
conditions. Color flyers strategically distributed to generate activity Mobilize the entire local market sales force of Realtor® members of the Multiple Listing Service®.
This will include e-mail or direct notification to those agents who have sold a home in your area in the last six months.
Place your home on multiple internet sites – see our Internet Marketing Menu. Communicate daily or weekly updates about changes in your market.
Periodically reevaluate the market, reviewing with you recent activity of sales and new listings.Provide you with available feedback after showings, when received and be candid about suggestions that are
made to improve our position. I will look for every opportunity to obtain an offer to purchase your home.At your request, I will obtain information and a sample quote on insurance for your home in order to facilitate
the sale.Obtain information from the buyer on their ability to qualify for a mortgage before you are asked to take your
home off the market for a contract.My manager will be available to discuss any concerns with you.When an offer is received on your home, I will diligently work as your advocate to help you achieve the
highest price and the best terms possible. I will also be your advocate in the negotiation of repairs.Coordinate all the closing procedures with the mortgage company, the title company, the appraiser, the
inspectors, and the cooperating agent.Review your papers before closing, if available and attend the closing with you.Our Guarantee to You:
Our Guarantee to You:If, during the listing period, you feel that I do not perform to this standard, you may talk with
my manager and if your concerns can not be satisfied, Better Homes and Gardens Real Estate Gary Greene will release you from the listing.
______________________________________ ______________________________Better Homes and Gardens Real Estate Gary Greene Seller
Selling a home represents one of the largest investments of a lifetime for the family and/or the individual owners. There is no question that such a large transaction should come with a guarantee from their listing agent. “If I don’t do what I say I will do, you can get with my manager and I. If we can’t work it out, we will release you from the listing agreement without obligation.” Mr. Seller, I wouldn’t list my home without a guarantee that clearly states that if the agent doesn’t perform – we can part company – no strings attached.
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Review of Previous Material
Communication and concerns of seller about real estate agents. Property information to generate
advertising target market. 7 Strategies to Sell Your Home – visual
next page #1 Merchandising #2 Competitive Market Positioning
Any questions you have so far about the material?
Presenter
Presentation Notes
Mr. and Mrs. Seller – as discussed previously, [or if sent in a pre-listing packet], let’s review very quickly what’s been covered so far: Your communication expectations and needs in a real estate agent. Things you like about the home – why you bought it, etc. As mentioned, we have 7 strategies to get your home sold and the two that you control are: #1 Merchandising - Do you have any questions and were you able to view the staging video on bhgrealestate.com? #2 Competitive Market Positioning – I’ve now had time to review the market and have prepared for you an analysis to help you establish an initial market position.
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Strategies to Get Your Home Sold
Presenter
Presentation Notes
As mentioned previously I utilize a seven-point approach to positioning my listings. I have found these resources to be most effective in attracting buyers and other real estate agents. My findings concur with the survey results found in the National Association of Realtors® Profile of Home Buyers and Sellers in 2011. Of the seven strategies in my marketing proposal, the two strategies where you have the most control are also the most important in getting a home sold. Merchandising and Competitive Market Positioning The other five strategies are the ones I control but certainly in conjunction with your input and feedback. Let’s move on to the other 5 strategies starting with online and offline promotion or strategy #4 and #5 respectively.
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Online and
Offline Promotion
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PromotionOnline and Offline
National Association of Realtors® Profile of Homebuyers and Sellers 2011 indicates that buyers use both online and offline resources when searching for a home.
Presenter
Presentation Notes
Mr. and Mrs. Seller, when it comes to buying a home, recent research conducted by the National Association of Realtors® indicates that buyers use a multitude of resources, both online and offline during the home buying process. Buyers surveyed in 2011 said their first step taken in the home buying process were all of the above. As you can see – most buyers looked online, contacted an agent, or drove by homes. To get a better indication – 2011 home buyers named all the resources they used to find the home they actually bought. Let’s take a look at that.
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Promotion – Online and Offline
To successfully promote your property to the market, it is important to know what sources buyers used in 2011 in a home search.
Presenter
Presentation Notes
Mr. Seller, “Our marketing strategies are designed to target the major buyer resources found in the consumer research chart above because they are the most likely to result in a buyer for your home.” If the sellers are thinking about selling “By Owner” and are not convinced they need the help of a sales professional, this page can help you demonstrate the importance of your role. Also, by comparing the relative effectiveness of various marketing activities, this page can help sellers realize that daily classified ads will not do much to help sell their house. Open houses are great – sellers just need to understand how this activity compares with others in terms of buyer attraction.
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#3 Online Promotion –It’s Important!
- 9 out of 10 homebuyers used the Internet as a tool when searching for a home
- 37% of buyers found their home online
- 85% of buyers who used the internet in their home search, used an agent for their home purchase
- 61% of buyers found virtual tours “very useful”
- 36% of home buyers first learned about the home they purchased using the internet
Presenter
Presentation Notes
NOTE TO SALES ASSOCIATE: Remember to include the sellers throughout. This keeps them engaged and creates opportunities for trial closes as well as helping to establish buy-in. Have you been searching online about real estate as you’ve been considering a move? [discuss response. Ask questions such as: Which sites have you looked at? [listen] Why did you choose those sites?] It’s true, today’s buyers are online. In fact, according to the National Association of Realtors 2011 Home Buying and Home Selling Survey, 9 out 10 of all home buyers used the internet when they were searching for a home. My personal experience has been that buyers from around the corner search for homes today as though they were searching around the world. The internet is a viable tool for exposure and as the marketing agent for your home, I’ll be sure to position it to that global buyer as well as local buyers via my online marketing strategy. Let me show you how.
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Presentation Notes
Online searchers tend to visit multiple websites so that’s why I’ll also ensure your property is displayed on many other highly visited home search sites. Google Real Estate, AOL Real Estate, Zillow, etc. These are all powerful sites to have in your corner. Mr. & Mrs. ____, are you beginning to see the value of the internet and the impact it has on buyers? We do too. And we do everything to leverage online promotion in our merchandising plan.
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www.bhg.com
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Presentation Notes
Are you familiar with BHG magazine’s website, bhg.com? This is the site where more than 6 million unique visitors go each month to locate recipes, learn home decorating ideas and more. We again leverage our relationship with Better Homes and Gardens, for part of our national advertising campaign to build brand recognition. Another plus for you here is that the 6 million unique visitors each month have the ability to get to your listing in just two clicks when they visit this site. That’s a lot of opportunity, isn’t it.
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#3 Online Promotion Upgrade
Your home will be showcased, branded and featured on Realtor.com!
• More exposure for your property
• Up to 25 JumboPhotos
• Listing video tours
• Promote openhouses
Your home will be featured as a premium listing on Trulia.com
Presenter
Presentation Notes
While your home will be displayed on all the web sites mentioned – Better Homes and Gardens Real Estate Gary Greene took it a step further. We ‘ve upgraded the features and displays of our listings on both Realtor.com and Trulia.com. On Realtor.com – your home will rise to the top of any search in your neighborhood and price range – because I’ll add 25 pictures. In addition – your home will be featured periodically at the top of the page in a features slide show. All of these strategies increase eyeballs on your home and the opportunity for more inquiries and appointments for your property. On Trulia.com – your home will be featured and branded and rise to the top in a search in your neighborhood by price range – in short, it will stand out over other listings and generate more interest and inquiries.
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Digital Promotional Strategies
• Web Commercials• Virtual Tours• Property Slide Shows• Houston Homes for Sale app• eCards• eBrochures• eNewsletters• Craigslist Ads
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Presentation Notes
Add or delete any bullet you will not be using. [Most can be found deliverable from mybhggreenehouse.com] I utilize the latest in digital promotional strategies to reach my database of influencers and prospects and to promote your property . I’ll create promotional projects that highlight the attributes of your property and distribute them via the internet and various social media sites that have proven to generate buyer interest. Houston Homes for Sale app – our local mobile marketing strategy - over 25,600 local searches ytd [June 6, 2012] See an example of a web commercial you can create and customize on mybhggreenhouse.com in the digital marketing center. You can send it to the seller beforehand. Did you receive it? Impressive, isn’t it. And that’s just a flavoring of what I would do. Do you feel this would be an effective addition to the marketing of your property? (yes) I’m not surprised. It’s proven very effective in creating additional exposure for properties to produce a buyer.
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# 4 Offline Promotion
Because 87% of all buyers used a real estate agent as a source of information in 2011*,, we know the importance of having a good working relationship with all Houston Realtors®. We make a unilateral offer to pay any Realtor® who finds a buyer for your home ½ of our commission and we are happy to do so.
*Source: 2011 National Association of Realtors® Profile of Homebuyers and Sellers.
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When you list your home with me – we mobilize the entire Houston MLS to go to work selling your home. We offer every Realtor one-half of our commission if they show and sell your home.
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#4 Offline Promotion
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Presentation Notes
NOTE TO SALES ASSOCIATE: Explain and address each of the points on the slide. Be sure to expand on them as they relate to your local market. Let’s address offline promotion now. I will employ a wide variety of offline promotion avenues to attract buyers and real estate professionals to your property. Other agents are working with buyers, and we want them to show their buyers your home. To be sure they know about it, I’ll put the information into the Multiple Listing Service just as soon as we complete the paperwork and I’ll be sure to host an agent open house where they’ll have an opportunity to preview your property for their buyer clients. How does that sound? [wait for approval or handle objection] Mr. & Mrs. ___, what are your feelings about a public open house? [wait for approval/handle objection if necessary]. An open house is great way to give your home some additional exposure to potential buyers. Would you feel comfortable if we included open houses in our marketing schedule? Great, we can discuss dates shortly. [wait for approval or answer questions] Right now, let’s look at some other offline promotion.
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#4 Offline Promotion – National Print Advertising
MARCH 2011
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Presentation Notes
BHG magazine reaches one in every 4 homes. This iconic brand has been a trusted name in home ownership and beautification since 1924 and we all know people want to do business with a name they know and trust. We leverage our relationship with Meredith and Better Homes and Gardens magazine in a variety of ways and our national advertising in BHG Magazine is a visibility plus for BHGRE properties.
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#4 Offline Promotion - PinPoint
Finding out about you when you first bought your home enables me to target buyers in the same life stage as you
were then. I use PinPoint.
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Presentation Notes
I’d like to introduce you to a BHGRE exclusive program. Most agents utilize direct mail to announce a new listing. They choose from a variety of options to decide who they will mail to… most often though, the mailings are sent to properties around the subject property and a few people in their sphere and prospects in the price range of the property. These are all great options and frankly, I’ll do that as well. In addition, though, we have an program exclusive to BHGRE agents. Through our relationship with Meredith publishing, the publisher of BHG magazine, we have access to their database of consumers by location, lifestyle (first time buyer, mature, second home, etc.) and even income. Using this tool, we can determine likely prospects for your property based on their match to our search. For example, I did some research today and as soon as we get your property on the market an additional _______ of people will receive information about your home and have the opportunity to see it. I’m sure you’ll agree, the more people who have access to the information on your home, the better the chance of finding a buyer. Target marketing such as this, puts the odds of finding a buyer faster more in your favor
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#4 Offline Promotion –Print Property Marketing
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Presentation Notes
Although the internet is a key factor is the home buying process, *88% of buyers use a real estate agents in the home buying process. Printed property marketing materials are also a critical element to finding a buyer and keeping your property top of mind. Through Better Homes and Gardens Real Estate, we can leverage the well know brand name along with clear concise descriptions and high quality photos of your house in various print marketing items such as just listed postcards, leave behind flyers and brochures. * Source: National Association of REALTORS 2010 Profile of Home Buyers and Sellers
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#4 Offline Promotion –Yard Signs
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Presentation Notes
The 3rd most commonly used information sources identified in the home buying process is…you guest it…the good old yard sign! *Over half of all buyers (56% to be exact) use yard signs in the home search, with repeat buyers and buyers between 45 and 64 being the most likely to find a home using a yard sign. Better Homes and Gardens Real Estate yard signs stand our from the crowd of many other real estate signs while leveraging the iconic brand name that touches one out of every four households! With such a powerful brand name synonymous with a passion for the home along with our local real estate company name, known for being experts in helping sell homes in the local area. * Source: National Association of REALTORS 2010 Profile of Home Buyers and Sellers
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We are members of Cartus Relocation – the world’s largest corporate relocation company. The oil industry is one of their largest clients and that is great news for those that list with us. Cartus Relocation refers incoming buyers to us and we in turn do our best to show our listings to them. It’s an extra added benefit for selecting me as your listing agent. More buyers means more exposure for you.
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#5Networking
And Target
Marketing
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#5 Networking / Target Marketing
Personal sphere of influence Professional agent networkTarget marketing to showing agentsTarget marketing to neighborhood agentsTarget marketing based on sellers’ right buyer.
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Presentation Notes
Over the years, I have built a large sphere that consists of past buyers and sellers, friends, professional acquaintances, etc. Each time I add a property to my personal inventory, my sphere of ____ people receive promotional information about the property – some by telephone, some by mail or email, and others personally. Target marketing to showing agents: Regarding the real estate community, I use the CSS showing reports to see what agents are showing in your homes’ price range and contact them to show your home. Target marketing to agents that have sold homes in your neighborhood: I have a group e-mail list of agents that have listed and sold in this neighborhood in the last year. I’ll personally send them a link to your listing in MLS regarding this property and see if they are currently working with buyers who may have an interest. Or – invite them on a personal tour of your home. These strategies represent the 20% that will result in 80% of results in getting your home sold. Mrs. & Mrs.____, is there anyone in particular, you would like for me to add to my list of contacts regarding your home? [Wait for their response.] All right, just be sure to give me their contact information before I leave and I’ll add them to the list. Target marketing based on sellers’ right buyer - The answers to all of our questions to the seller at the beginning of the proposal shed light on what to put in public, private remarks and in marketing materials regarding the property. What features did he like the most? What did he like most about the house? All of those answers should now be used to target the right buyer for the home now.
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#6The
Power of
Branding
Strategies that Sell Your Home
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A recent NY Times survey indicated that 96% of respondents were likely or very likely to consider Better Homes and Gardens Real Estate when purchasing next home.
• 23 Subscription Magazines• 12 TV Stations• 300+ Books in Print• Watch the “Power of the Brand” video on BHGrealestate.com
Reaching 1 in every 4 American homes.
#6 The Power of Branding
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Presentation Notes
Mr. & Mrs. ________, what do you think of when you hear or see the name Better Homes and Gardens? [Wait for their response] Yes, I hear that often. So many people are familiar with the Better Homes and Gardens brand name. The company branded itself nearly 85 years ago and has been a household name ever since. The magazine alone enjoys a circulation of 7.6 million with a readership of nearly 40 million people. And one thing that my experience has taught me is that people want to do business with a name they know and trust. Mr. & Mrs. ____, do you feel that the public image and experience with the name and the brand will help attract more buyers to your home? [Wait for their agreement.] Better Homes and Gardens is owned by Meredith, one of the largest publishing companies in the world. Besides the well know BHG magazine, they publish 22 additional well know magazines, own 12 TV stations and print over 300 books, many of which you will see at local home and garden stores like Lowe’s and Home Depot. Meredith, through all of the media outlets, reaches 1 in every 4 American households! Watch the Power of the Brand video on bhgrealestate.com http://www.bhgrealestate.com/Franchise/Video/PowerofthebrandBetterHomesandGardensRealEstate/31760138001/1548943482001
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Changing the Business of Real Estate Through Service, Innovation and Values
The name “Better Homes and Gardens” is a household word nationally. The name “Gary Greene” has been known to Houston households since 1963. Two names you can trust.
More than 850 agentsMore than 19 officesCelebrating 50 years of success
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Strategies that sell your home
#7Negotiation and Closing
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#7 Negotiation and Closing
Negotiate favorable terms and conditionsAdvice and counsel – especially
inspection results, the survey, etc.We look out for you! Successful closing
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Presentation Notes
All these tools and strategies we’ve been discussing are just the first part of a successful sale. They are how we find an interested buyer. Once we’ve found an interested buyer who makes an offer, that’s when my work really begins! One of the most important skills I can provide to you is the power of third party negotiation. There are dozens of terms and conditions relating to a successful sale and my job is to make sure that all of those meet your needs. Once we have a successful offer in place with all terms and conditions agreed upon, then I become responsible for making sure every detail in handled correctly and in the necessary time frame. I’ll interact with any other agents involved, attorneys, property inspectors, insurance agents, mortgage reps, etc to make sure every “i” is dotted and “t” crossed. A National Association of Realtors Profile of Real Estate Firms showed that an average of 12% of all residential transactions failed in one year. Some companies surveyed reported a failure rate of more than 30%. It is my job to minimize the risk of that happening to you and to get you to a smooth and successful closing.
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Summary of 7 Strategies
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Presentation Notes
So, Mr. & Mrs. ____, can you see how utilizing these seven strategies can greatly impact the marketing time for your home? [Wait for response] Excellent. They have worked very well for my clients in the past. Are there any questions? [wait for response – answer any questions ] [move to next slide]
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Do you have any questions about
how these strategies can get your home sold?
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Presentation Notes
Let me ask you, Mr. & Mrs. ____, based on what we’ve discussed so far, if we can agree on price, would you feel comfortable listing your property with me? [Handle all objections now before you move into the pricing discussion.] Perfect, then the only thing left for us to agree on is price. Let’s take a look at the numbers.
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Personalization Templates – Customizable Slide
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NOTE TO SALES ASSOCIATE The following slide templates can be customized to your needs.
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My Professional Experience
My PhilosophyYou can get anything you want in life if you’ll just help enough other people get where they want to go.My CredentialsMember: National Association of Realtors®, Texas Association of Realtors® and Houston Association of Realtors®My BackgroundBorn and raised in Houston, have a BBA in Marketing from the University of Houston and have sold real estate for “X” number of years. My AwardsOffice Top Producer
Replace withYour
Photo
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NOTE TO SALES ASSOCIATE Customize this page with personal information. Add or delete bullet points as needed. This is your opportunity to create personal value and convince the seller that you are the best person to market their property.
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Company Background
The company - Founded in 1963 in Houston by Gary Greene, the founder is still associated with the company. Gary Greene is the longest existing real estate firm in Houston.Locally owned and operated by partners, Mark Woodroof and Marilyn Eiland.Years of experience 50Number of agents 850Accomplishments In 2011, the firm was ranked Number 1 in Houston by the Houston Business Journal and the HAR-MLS Broker Ranking Report by dollar volume closed, number of listings sold and number of buyer transactions. It was ranked Number 44 nationally in 2011 by Real Trends in the Top 100 Brokers by closed transactions.
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Presentation Notes
NOTE TO SALES ASSOCIATE Customize this page with personal information. Add or delete bullet points as needed. This is your opportunity to create personal value and convince the seller that you are the best person to market their property.
