Marketing Plan for
Mr. and Mrs. John Q. Seller
23 Elmwood Ave, Hastings, PA 15999
Prepared by
John Hamilton, Broker
724 344 7029
Botox Realty
Table of Contents
Section A: Activating the Real Estate Community
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2.
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4.
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6.
7.
8.
9.
Our Company’s Buyer Pool
Cooperating Agent Buyer Pool
Buyers’ Agents
Capturing the Attention of Top Producers
Sales Meetings
Property Showings Follow Up
Assisting Other Agents
Lockbox Access
Broadcast Fax
Section B: On Site Property Promotion
10.
11.
12.
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14.
15.
16.
Yard Sign
Yard Sign Enhancements
Custom Brochures and Flyers
Feature Highlight System
“Staging” Your Home for Viewing
The Property Data Manual
Short Range Property Radio Messages
Section C: Direct Marketing and Promotion
17.
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31.
Complete Prospective Buyer Profile
Capitalizing on the “Buyer in Waiting”
Direct Mail Campaign
Home Buyer Seminars
Open House
Newspaper Advertising (Major Daily)
Newspaper Advertising (Regional Weekly)
Selected Neighborhood Canvassing
Real Estate Buyer Guide/Magazine
Company Buyer Guide
Virtual Catalog
Photo Post Card Handout
TV and Cable
Contingency Planning
National Network Strength and Resources
Section D. Technology and Web Resources
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35.
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Multiple Listing Service (MLS)
Our Company’s Internet Website
Realtor.com and Other Home Search Websites
YourProperty.com
MLS Prospect Search
Super Fast Inquiry Response System
Automated Tech Services for Buyers
Intranet (In House) Computer Promotion
Section E. Special Resources and Programs
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Expanding the Purchasing Power of Buyers
Buyers With a House to Sell
Local Employer Contacts
Working With the Buyers’ Advisors
Special Events
Relocation Network Services
Home Warranty Plan
Outdoor Advertising
Institutional and Company Advertising
Hometown People and Pride
Negotiations
Service Pledge and Promise
Appendix: Contract Analysis and Processing
1.
Our Company’s Buyer Pool
Promoting your property to buyers our company is serving.
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2.
Most buyers work with agents who help them select and acquire the right house.
There is a high likelihood that the buyer for your home is already or will be working with an
agent.
Our firm has a significant record of finding buyers for our own listings, called
‘in-house’ sales.
A company tour will immediately bring the availability of your property to a buyer pool
who are working with our associates.
Cooperating Agent Buyer Pool
Promoting your property to those working with buyers.
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As mentioned above, most buyers will use an agent to help them find a home.
A significant buyer pool is created when we consider all the buyers who are currently
working with agents in our marketplace – whether with our firm or cooperating offices.
To tap this pool of active prospective buyers, your home will be held open for cooperating
sales associates.
This exposure will immediately make information about your home available to an
expanded active buyer pool.
Buyers’ Agents
3.
Targeting those who specialize in serving buyers.
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4.
More and more home buyers are working with agents who specialize almost exclusively in
buyer services. They’re known as buyers’ agents.
Typically the buyers who use these agents are pre-screened, qualified and
motivated.
To expose your property to this profile of buyer and make sure the buyers’ agents hears
first hand about your property, I’ll be contacting these buyer agents.
I’ll communicate the features and benefits of your home as well as provide them with
flyers/brochures that they can quickly convey to their buyer clients.
Not all agents are equally effective when serving buyers. I’ve identified a select few who do
substantial business and would benefit from learning about your property.
Capturing the Attention of Top Producers
Timely reminders to those who generate substantial activity.
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A second select group of agents who I will contact directly are the top producers.
These agents are key associates and represent the leaders in their respective firms. They
may be overly concerned with quantity over quality, but they do generate activity with
buyers who very well may find your home desirable.
It will be my task to protect your interest. I’m confident that many active top producers
have buyers that they represent who are looking for properties like yours.
My contacts and relationships with these agents can work to our mutual benefit.
Prepared for Mr. and Mrs. John Q. Seller
23 Elmwood Ave, Hastings, PA 15999
By John Hamilton, Botox Realty
November 5, 2014
5.
Sales Meetings
Keeping our staff focused on your property.
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6.
In the hectic world of real estate sales people are inundated with activity and information.
Unlike some in our profession who list a property and place it in the multi-list or log it into
the company’s listing pool, I found substantial success for my sellers by personally
promoting at our weekly meetings.
These meeting provide a great opportunity to provide promotional materials, highlight
your property and remind my associates to consider it for their buyers.
I’ve found over the years, that strategically timed in-house promotional efforts
can provide great results.
Property Showings Follow Up
Getting timely feedback and offering assistance.
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7.
Whether your property is shown by one of our company’s associates or an agent from a
cooperating company, I will personally follow up with that agent to get a first hand
reading on how well the showing went.
Since there was significant enough interest to schedule a showing, it is obvious
that many of the features of your home drew positive attention from the buyer.
These follow up calls often provide an opportunity to discover a concern, overcome an
objection, present an option or discover an adjustment that needs to be made.
It likewise can provide valuable feedback as to how the property might be presented more
effectively.
Assisting Other Agents
Making it easy for a buyer to purchase your property.
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While my primary function is to represent you and handle the marketing of your
property, there are times when I have to get somewhat involved with the buyer.
I mean no disrespect, but on occasion I’ve encounter a buyer for my listing whose
agent was unable or unwilling to address a specific concern or overcome an
obstacle.
I have no hesitancy to step in and offer assistance, solve a problem, present an
alternative or facilitate an option the other agent could not perform.
Many times the obstacle has nothing to do with the purchase of your property,
but relates to a difficulty exclusively dealing with the buyer. I’ve often given
hints or advice on how that situation could be rectified and thereby allow the
buyer to complete the purchase.
Prepared for Mr. and Mrs. John Q. Seller
23 Elmwood Ave, Hastings, PA 15999
By John Hamilton, Botox Realty
November 5, 2014
8.
Lockbox Access
Accommodating buyers without inconveniencing our sellers.
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9.
Hectic schedules could get in the way of property viewing opportunities.
A lockbox devise will provide convenient access to your property for previewings and
showings without the need for someone to host them.
This safe, secure and agent only access has proven a time saver and a real assist to buyers
and their agents.
Lockbox equipped properties tend to get a high standing on buyer agents’ show list.
Broadcast Fax
Low tech hard copy reminders, updates and invitations.
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10.
I maintain a broadcast fax list of key firms and selected agents who need to receive special
information.
Providing this in a ‘hard copy’ format gains special attention and has often proven more
impacting than electronic means.
In addition to real estate practitioners, my broadcast fax list includes key employers,
business people and parties with a substantial interest in real estate. These people interact
with parties who know of buyers.
Yard Sign
Highlighting the property all day, every day.
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11.
Long recognized by buyers seeking properties, the property ‘for sale’ sign attracts
attention 24/7. They are equally effective in both high and low traffic areas.
This sign also has proven effective in attracting the attention of neighbors, area visitors and
people driving by. These people, while not likely in the market to buy, typically know others
who are. This word of mouth promotion is extremely valuable.
The yard sign also eases the agent’s task of locating the property when bringing a
buyer to view it.
Yard Sign Enhancements
Providing critical information once attention is secured.
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Additional riders, placards and brochure boxes can quickly inform an interested
party and greatly enhance calls, inquiries and viewings.
These enhancements can quickly enable interested parties to properly identify the listing,
provide easy access to web addresses and directly contact the agent with the most first
hand information about the property.
Studies show that buyers want information fast, sources for easy follow up and
contacts to gain more information at their convenience.
Prepared for Mr. and Mrs. John Q. Seller
23 Elmwood Ave, Hastings, PA 15999
By John Hamilton, Botox Realty
November 5, 2014
12.
Custom Brochures and Flyers
A hard copy data and benefit reminder for each visitor.
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Buyers view many properties and struggle to match an address and a corresponding
property feature. Buyers rarely miss the opportunity to pick up a flyer/brochure offering
additional details about a property.
A flyer/brochure will be designed and duplicated for distribution. A supply will be left
at the property for buyer prospects to read, review and recall.
By taking a flyer/brochure, buyers are significantly more likely to remember a property,
appreciate the property features and have less concern of unknown data or unanswered
questions.
These flyers/brochures can compensate for a showing agent who does not adequately point
out all the benefits or attractive features of your property.
13. Feature Highlight System
Tactfully adding emphasis to features often overlooked.
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There are likely to be features of your home that will not be obvious to
perspective buyers or even the agent showing the property.
To make sure these features are not overlooked, a system of identification,
marking and itemization will be implemented.
This effort involves property owner and listing agent agreeing on a list of such ‘less than
obvious’ features and publishing a list of these items or perhaps even flagging the item itself,
if appropriate.
Care needs to be taken to insure the promotion of these items does not interfere with the
normal day to day functions within the property by the family.
14. “Staging” Your Home for Viewing
Good marketing falls flat if the property isn’t market ready.
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Getting your home prepared just right can pay great dividends when marketing a home in
a competitive setting.
We help you determine how your home should be set or “staged” for visitors. Included will
be critical advice on improvements, decorating, and welcoming tips for the public.
Making your home stand out in the eyes of prospective buyers and cooperating agents
can be crucial.
Prepared for Mr. and Mrs. John Q. Seller
23 Elmwood Ave, Hastings, PA 15999
By John Hamilton, Botox Realty
November 5, 2014
15. The Property Data Manual
Proudly providing details all interested buyers would want.
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Any unasked, unanswered questions on the part of a perspective buyer will become an
obstacle to affirmative decision making on the part of the buyer.
Interested buyers seek a deeper level of information, such as exact utility costs, age and
warranty status of mechanical items in the home, data detailing when repairs and/or
capital improvements were made.
Gathering this data, assembling it in a binder or folder and making it readily
available to previewing visitors can be a major positive in the eyes of a buyer.
This data can also be summarized in print and distributed with the required
seller disclosure information.
Buyers view this data as a clear indicator of pride of ownership and they appreciate the
owners’ overt willingness to inform.
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16. Short Range Property Radio Messages
An audio info-mercial while in front of the property.
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A transmitter broadcasts an informative message detailing the finer point of the
property to motorist driving by. Commonly called the ‘talking house’.
The radio frequency to receive this message will be posted on the yard sign.
Proven effective to command interest and communicate critical information.
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17. Complete Prospective Buyer Profile
From experience predicting who the buyer will be.
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Upon reviewing the property, the neighborhood, the marketplace and past sales data, many
traits and characteristics of a likely buyer can be anticipated.
Factoring in current market conditions, we can research and
project the circumstances and traits of the buyers most likely to be
interested in a property like this.
While certainly imperfect, buyer profiling has proven to be a great assist in targeting
marketing efforts in the most productive and effective directions.
18. Capitalizing on the ‘Buyer in Waiting”
Following up with an identified interested party.
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It’s very common that property owners get compliments on their home. Many of these
compliments include comments from people indicating that they or someone they know would
be interested in purchasing it if it ever went on the market.
To be sure, these comments are often made without serious intent. But many times they are
sincere and certainly worthy of follow up.
As your agent, I would be in the best position to initiate that follow up inquiry to determine
that party’s current interest or status. My third party permits candor and encourages full
disclosure of intent.
Even if this party has no sincere interest currently, they do know the property and often can
supply the buyer lead that we’re seeking.
Prepared for Mr. and Mrs. John Q. Seller
23 Elmwood Ave, Hastings, PA 15999
By John Hamilton, Botox Realty
November 5, 2014
19. Direct Mail Campaign
High impact results from a mode many think to be antiquated.
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The contact mailing list, the sphere of influence list and the key parties who build our base of
impact are a treasured possession of every agent in our office.
Our entire staff mails hundreds, often thousands, of direct mail pieces every month. Through
this mode people are kept up to date on real estate and related issues.
Our focus is not only to inform but to influence the local market to think of us first when they
know of someone who is thinking of buying or selling. “Just Listed” Cards have always
generated a good response.
Included in these mailings are newsletters, area updates, market changes plus information
about properties that have sold and are just coming on the market.
20. Home Buyer Seminars
Educating consumers on how to become home owners.
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For many the task of buying a home is intimidating and complicated. Our company regularly
conducts informational programs and seminars to allow potential home buyers to better
understand and feel more comfortable with the home buying process.
These seminars/programs are conducted in many formats. Occasionally they’re conducted in a
large group classroom setting. More commonly they are conducted in small groups or even one
buyer at a time.
Always relaxed and low-pressure, many homebuyers find these as an information resource, an
opportunity to see what the process is all about and connect personally with someone from our
firm.
These programs always provide an ideal setting to match buyers with our listings since we know
them both so well. The credibility we gain from our seminar setting carries over as we present
and promote our current inventory of homes for sale.
21. Open House
No appointment necessary. Come on in.
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This invitation to the public to view your property without the need for appointment or
obligation is attractive to many home purchaser prospects.
It is especially effective with busy, double income, working couples who are uncomfortable
making appointments. It is especially effective for those just beginning their home search
process.
An Open House is typically scheduled early in the marketing process to accommodate all the
parties interested in a ‘new’ listing. Most importantly, Open Houses provide substantial
feedback and reaction to area, features, condition, price and terms.
It has also proved effective to schedule additional Open Houses later on in the marketing
process to regenerate attention to and increase activity on a home.
Prepared for Mr. and Mrs. John Q. Seller
23 Elmwood Ave, Hastings, PA 15999
By John Hamilton, Botox Realty
November 5, 2014
22. Newspaper Advertising (Major Daily)
Not the homebuyer’ first stop, but still effective.
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Advertising in local newspapers has been the most used and most noticed form of property
promotion. To be sure, it is still effective to a degree, but it’s no longer the homebuyers’
first stop for property information. (Replaced by the internet)
Newspaper ads provide us with both qualified and unqualified buyer prospects. Typically only
selected properties are advertised this way. Those selected are selected because of their
expected capacity to generate calls and responses. Once taken, these calls can be screened, the
parties qualified and then introduced to the property matching their needs.
Statistically, only a very small percentage of homes are sold to the party who actually
calls on the ad for that property.
23. Newspaper Advertising (Regional Weekly)
Smaller targeted circulation with significant impact.
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Advertising in weekly newspapers tend to capture the attention of local buyers and those simply
interested in what’s going on close by.
These publications tend to have a slightly longer shelf life, get distributed more extensively in a
confined area and are a favorite of local businesses and merchants who advertise in them
extensively.
Attractive rates permit ads to be a bit more extensive and capable of capturing more attention in
a targeted market.
24. Selected Neighborhood Canvassing
People love to pick their new neighbors.
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Any property going ‘on the market’ captures the attention of the neighbors. Not only are they
interested in value trends, but also who will be moving in.
Quite often the parties most interested in finding a purchaser for your property live in the
immediate neighborhood. The neighbors know the benefits of living here and are quick to tell
others who they’d like to have live closer to them.
We’ll be implementing a direct mail, telephone and personal contact program to inform these
people about your property. We want to tap this enthusiastic and highly motivated source of
buyer leads.
25. Real Estate Buyer Guides/Magazines
Serious buyers almost always tap this comprehensive resource.
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This publication has a distinct advantage over newspaper advertising in that it has a longer
“shelf life” and serves as a lasting resource of serious homebuyers.
It also permits more information, often a photo and allows for fuller promotion of the details
of any available property.
We’ll certainly use this as a promotional resource for your property.
Prepared for Mr. and Mrs. John Q. Seller
23 Elmwood Ave, Hastings, PA 15999
By John Hamilton, Botox Realty
November 5, 2014
26.
Company Buyer Guide
An in-house resource promoting all our company’s inventory.
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27.
From time to time our company publishes its own ‘exclusive guide to homes’
promoting and displaying our own listings, our own inventory of fine homes.
The marketing tool has a wide distribution and has served us well to increase
activity, focus home buyer attention and boost interest and inquiries.
This catalog also has the additional benefit of encouraging buyer to contact our
firm even if they aren’t interested in any specific property advertised.
Virtual Catalog
A one stop guide to attractive properties, instantly downloadable.
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I personally publish an on-line catalog of attractive properties to focus buyers on
current ‘best buys’. That catalog allows me to include, highlight and draw
attention to my listings.
This virtual catalog identifies and details my “Ten Most Wanted” properties.
My contact and distribution list for this catalog is constantly growing, being
updated and being refined.
28. Photo Post Card Handouts
The ultimate user-friendly face-to-face property promotion technique.
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Designed to fill the gap between mass newspaper/internet advertising and the full page flyer.
The ‘photo card’ is a post card size and stock photo of your home that can be carried easily
and distributed to people we see in our daily activities.
We’ve found people receiving these cards, keep them, review their content and pass them on to
friends and associates.
Content emphasis is on the photo with minimal additional copy (address, price and room
summary).
Many times these photo cards are the most comfortable promotion tool for the property
owners to distribute to acquaintances and interested parties.
TV and Cable
A visual preview that captures the attention of buyers.
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Buyers have different strategies to find properties of interest. To some the television provides a
synopsis preview of properties for sale that proves informative and comfortable.
Our firm taps this resource with our parade of homes. This weekly broadcast generates calls
that often turn into appointments.
Strategically selected, a number of listings are previewed in this manner. Interested parties who
contact our office for more information can be asked to consider other homes that match that
price range and profile.
Prepared for Mr. and Mrs. John Q. Seller
23 Elmwood Ave, Hastings, PA 15999
By John Hamilton, Botox Realty
November 5, 2014
30.
Contingency Planning
Being able to hit a moving target. Adjusting to market changes.
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Adjustments are routinely called for during the marketing of any property.
Updating of the Market Analysis, modifying promotional efforts, and positioning
the property in light of changing market conditions and new competition will
insure maximum results.
If a property is not under contract during the first surge of marketing (initial 3 to
6 weeks) a lull in activity typically occurs.
Prompt and decisive actions must be taken to avoid letting the property slip into
a “stale” or “market worn” position.
Five members of our firm - all with special analytic and marketing skills – will be called
upon to review my marketing efforts as well as the property, condition, pricing and
suggest appropriate actions.
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31. National Network Strength and Resources
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As active members of the REALTOR family, our firm and all its associates call on
nationwide resources.
We are also a member of other national networks, through which we can capture the out of
town purchaser who is looking for a local “expert” to guide their purchasing decision.
Our staff works hard to build skills and relationships to enhance the services to
our seller clients.
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32. Multiple Listing Service (MLS)
Instant dissemination of property information to all MLS members.
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Information on your property will be quickly and accurately disseminated via computer and hard
copy to local real estate companies who are members of our multiple listing service.
This provides a comprehensive base of data dissemination to key parties who work with buyers.
Despite its effectiveness, properties can be “lost or overlooked” without special and continuous
reinforcement
33. Our Company’s Internet Website
We drive traffic to our websites.
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We will place pertinent information about your property on our company website. We
actively and continuously promote our web address so interested parties can access the crucial
data relating to your property.
Approximately 80% of all home buyers begin their home search process by visiting internet
websites. To compete against other properties on the market, our presentation of your
property on the internet must be user friendly and comprehensive.
Prepared for Mr. and Mrs. John Q. Seller
23 Elmwood Ave, Hastings, PA 15999
By John Hamilton, Botox Realty
November 5, 2014
34. Realtor.com and other home search websites
Ensuring that more search engines find your property information.
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In addition to the resources of our own company website, we tap the power or various sites
that search out properties in response to search engine instructions.
Making information about your property accessible to these websites captures the tech savvy
buyer who’s searching for new home possibilities.
These sites include the capacity for any leads generated to be directed to me for immediate
follow up and attention.
YourProperty.com
We’ll secure a website and web address just for your property.
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We won’t let your property get lost in the multitude of other properties on the market.
We’ll secure a website and address exclusively for your property. All our promotional
efforts will reference this address so buyer can secure a full and impressive presentation
about your property.
This exclusive site for your property will include content that surveys indicate buyers want
when they’re searching for property information. Specifically, a full photo array, virtual
tour, diagrams, layouts, location, details on amenities and detailed property features.
36. MLS Prospect Search
A reverse directory to find the right buyer already in the buyer pool.
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Our MLS system is a two way street. Not only can we put in information about
your property but also we can access buyers interested in a property like yours.
Any MSL member working with a buyer prospect can enter into the MLS computer
system the type of property such a buyer might be seeking.
I can, on your behalf, access information about any buyer prospect who is seeking a home
similar to yours and contact the agent who logged in that information.
37. Super Fast Inquiry Response System
Today’s consumers demand an immediate response.
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Our company’s commitment to quickly replying to phone or web inquiries pays tremendous
dividends for our seller clients. We’ve learned that letting a day or even excessive hours go
by before getting back to a buyer prospect can mean the difference between serving or losing
a buyer.
Our company’s rapid alert system conveys the contact information to me within the hour
and enables me to reply promptly, supply information competently and present my listings
effectively.
Prepared for Mr. and Mrs. John Q. Seller
23 Elmwood Ave, Hastings, PA 15999
By John Hamilton, Botox Realty
November 5, 2014
38. Automated Tech Services for Buyers
Using technology to build buyer confidence and loyalty.
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It seems that everyday a new capability or new layer of information services is made
available to the buyers we service.
Auto-responders keep contact until a fuller response can be generated. Market and
financing updates are provided by e-newsletters and consumer links.
Flash notices enable us to quickly get information about your property to buyers who
indicated they’re looking for something like yours. It’s fast, it’s automatic and it’s
effective.
39. Intranet (In House) Computer Promotion
Communication instantaneous wherever we are.
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Communicating updates, changes, pending opportunities and challenges needs to be fast
and thorough. Our company has a computer and cell phone based system that alerts us to
critical information wherever we are and whatever we’re doing.
Without such a system, I would struggle to provide my colleagues with the latest information
regarding the marketing of your property and would find it challenging to continually remind
them to introduce your property to their buyers.
40. Expanding the Purchasing Power of Buyers
Enabling more buyers to be able to afford your property.
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Expanding the capability within the current buyer pool by increasing their purchasing power is
sometimes more effective than finding more buyers.
We can expand the price range of many potential buyers by applying owner-investor options plus
co-owner/co-borrower programs.
Especially effective in tight financial markets, these resources for perspective buyers can lead to offers
on properties typically above the buyers’ standard price range. This has proven effective for first
time and tenant buyers.
41. Buyers With A House To Sell
They say they can’t buy your house until they sell theirs.
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As much as we’d like to find a purchaser for your home with cash and no conditions…it’s
not very likely.
Buyers have pluses and minuses, as we all do, and one of our most important functions is
to provide you (our client) and the perspective buyer with options.
Its not uncommon that a buyer will also have a house to sell. They (and you) need to know
that there are seven or more options available to deal with this dilemma.
We’re committed to exhausting all options to find the best buyer at the right terms for you.
We won’t reject any opportunity until it is fully explored.
Prepared for Mr. and Mrs. John Q. Seller
23 Elmwood Ave, Hastings, PA 15999
By John Hamilton, Botox Realty
November 5, 2014
42. Local Employer Contacts
Strong local relationships yield productive results.
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Our company’s reputation has been built and enhanced by long term professional
relationships with key civic, educational and business leaders. They know us, trust
us and even rely on us.
Our marketing goals can often be realized by targeting local corporations, school
districts and major employers with information about your property.
The personnel departments of these firms are willing to receive and distribute
property opportunities to their new and promoted employees.
We often help them sell our area to their people. They often help us sell our listings
by disseminating information we provide to them.
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43. Working With the Buyers’ Advisors
Home buyers seek lots of advice before selecting a house.
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Rare are the buyers who select and acquire a new home without involving a cadre of
advisors.
Many agents find such buyers and their advisors too much to work with. We don’t.
Many of these buyers are motivated, realistic and qualified financially.
Our company has special training on techniques to involve and make allies of these
advisors.
Rather than consider them as adversaries, we have found we can use them to focus
positive attention on your property.
We don’t want to lose even one potential buyer for your property.
44. Special Events
We support our community and our neighbors.
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It’s rare that we miss an opportunity to participate corporately or individually with local
events.
While most of these special events need our time and financial support, there are times
when we can also gain some exposure for our firm and our properties.
Many low key, ‘below the radar’ events fit this category. Over the years we’ve participated
in home show and trade show type events where we can meet consumers who are looking to
buy or sell properties.
We rarely miss an opportunity to reinforce the message, when you have a real
estate need, think of us.
Prepared for Mr. and Mrs. John Q. Seller
23 Elmwood Ave, Hastings, PA 15999
By John Hamilton, Botox Realty
November 5, 2014
45. Relocation Network Services
Out of town buyers – motivated and qualified.
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Not everyone is capable of handling the “demanding” relocation buyer. They have special
needs that require special services.
Our firm and its alliances nationwide have experience and tools to keep these
qualified and motivated buyers in our camp and focused on properties we’re
most responsible for.
46. Home Warranty Plan
Enabling your property to compete with new construction.
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Perspective buyers always dread the possibility of “something breaking down” after they
move in. That’s why many buyers gravitate to newly built homes.
Many of these fears can be put to rest with a Home Warranty Program.
This optional program not only protects you during the listing term but protects
the buyer from repair expenses to many components and mechanical items.
This enables you to attract more buyers who will consider your property a
worthy purchase.
47. Outdoor Advertising
Training today’s buyers to think of us first.
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We’ve been preparing to market your home even before you decided to sell.
The promotion of myself, my company and our services is strategically accomplished through
placards, billboards, posters and similar media.
While not an extensive program, it is getting the message out to the public that their first
stop in finding a home should be with us.
48. Institutional and Company Advertising
Laying the groundwork for future service opportunities.
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For years our firm has maintained a high and respected profile while holding strong name
recognition as a reputable firm dedicated to quality service.
Our advertising is on going and targeted so people looking for homes will feel
comfortable in looking to us for help. You’ll see our good name everywhere!
While this advertising isn’t targeted at your home specifically, it does impact the market and
generates inquiries related to home buying.
Prepared for Mr. and Mrs. John Q. Seller
23 Elmwood Ave, Hastings, PA 15999
By John Hamilton, Botox Realty
November 5, 2014
49. Hometown People and Pride
Don’t underestimate the influence of our associates locally.
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Real estate is (and always will be) a local transaction.
Our Broker and Management Team is comprised of people who know our area. They live and
grew up near here.
You’ll find our people active in their church, civic, school and charitable institutions. It’s the kind
of people we are.
These activities build relationships, show a willingness to serve and provide an opportunity for
people to comfortably ask about our home buying services.
The range of contacts they’ve developed over the years brings scores of prospects our way every
year. Often overlooked, that resource helps us sell your home quicker and get you the best terms
possible.
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50. Negotiations
Not only getting the right buyer, but at the right terms.
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Structuring a WIN-WIN transaction requires thoughtful and objective planning and
execution.
Often the negotiating strategy employed during on contract phase determines the success
or failure of our marketing.
I will be consulting with you throughout this process and formulating a strategy to help
achieve the desired results.
Prepared for Mr. and Mrs. John Q. Seller
23 Elmwood Ave, Hastings, PA 15999
By John Hamilton, Botox Realty
November 5, 2014
My Service Pledge and Promise
I promise that during the process of marketing your property, I will
employ the marketing element contained in this Marketing Plan
Should I, in your view, fall short in any of these elements, I would ask
you to contact me personally. I pledge and promise to correct these
deficiencies within 24 hours and provide you with a full accounting of my
activity.
If my corrective actions do not meet with your approval, you may cancel
the listing.
__________________________________ 11/5/2014
John Hamilton, Broker
Prepared for Mr. and Mrs. John Q. Seller
23 Elmwood Ave, Hastings, PA 15999
By John Hamilton, Botox Realty
November 5, 2014
Appendix: Contract Analysis and Processing
In addition to the specific marketing techniques listed above, our services continue after
a buyer is procured.
Many times our attention to detail in the follow areas have:
 protected our sellers from entangling complications
 insured that problems don’t jeopardize the transaction, and
 provided the full professional ‘start to close’ service you’d expect.
1. Contract Analysis
Whenever agreements (contracts) to purchase are to be presented for your consideration, I will
review the specifics of that agreement and their ramifications to insure your full
understanding. A “Contract Analysis Guide” will serve as the framework for objective review
in light of your goals and current market conditions.
2. Financing Considerations
Our marketing goals cannot be realized without full analysis of the financial aspects of any
agreement. A review of the financial terms along with options and a risk analysis will be
paramount in making the property available to as many bona fide purchasers as practical. I will
investigate, to your satisfaction, the ramifications of the buyers’ purchasing power.
3. Contingency Management
Once under agreement the parties have to attend to the conditions and
contingencies identified in that agreement. It is rare that everything proceeds
smoothly and without a problem. My services include a thorough monitoring of
this process, informing you of status and progress and advising you of actions
required and options available.
4. Post Closing Services
The final settlement of the sale is not the final service event on my part. Our follow up services
include being in contact after the close, assisting in relocation details and inviting an analysis and
evaluation of my services.
Prepared for Mr. and Mrs. John Q. Seller
23 Elmwood Ave, Hastings, PA 15999
By John Hamilton, Botox Realty
November 5, 2014