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Prepared by« Chuck Yeager Prudential Fox & Roach * Malvern
Dear Home Owner: Our records indicate that your property listing has recently expired from the Multiple Listing Service. There is probably nothing more frustrating than not having your property sell after you've made plans, prepared your property for sale and endured the inconvenience of showings. Don¶t be discouraged. There are only three reasons why listings expire in this market. If I could spend a few minutes with you in your home, I will be able to tell you which one it was. I have put together the enclosed materials for your review. It contains information on Prudential Fox and Roach REALTORS and how I propose to market your property. Together, we will identify the reason your home has not sold and discuss what we will do about it. I assure you that I will design a customized and innovate marketing plan just for you. I provide maximum exposure advertising, honest market analysis, and constant contact to you. Very truly yours,
Chuck Yeager, Associate Broker Agent, REALTOR®
What I Will Do For You
As your Prudential Fox & Roach Sales Associate, I won¶t just facilitate the sale of your home. I will create value for you. As a Value Creation Specialist, I will launch a dynamic process that will result in a sales price that will exceed your expectations. Here¶s how:
STEP 1: I will help you SET THE BEST PRICE based on a Competitive Market Analysis I will prepare. Using my knowledge of neighborhoods, comparative sales, market conditions and the ³inventory of homes for sale,´ I will help you establish a price that will maximize your return and achieve the best results for you STEP 2: I will help you ³STAGE´ YOUR HOME for maximum value. I will look at your home through the eyes of a buyer. I will gauge its ³curb appeal.´ I may suggest fixups. I will help you ³edit´ your furnishings and, with you, strategize to present your home in its best light. STEP 3: I will FIND THE RIGHT BUYERS. To generate serious interest from qualified buyers, I will create a marketing program specific to your home. I¶ll keep your home ³top of mind´ with my colleagues who represent qualified buyers. I will also make sure the prospects have the wherewithal to become purchasers.
What I Will Do For You
STEP 4: I will NEGOTIATE THE OFFERS for best results. I¶ve set the best price. I¶ve helped ³stage´ the home. Now there are buyers on the threshold. This is precisely when you want a Value Creation Specialist managing the negotiation, gearing up the excitement. stoking up the urgency to buy, and, most essentially, to net you a higher price.
STEP 5: I will NAVIGATE THE PROCESS for a problem-free settlement. I¶ll use my expertise and experience to anticipate and eliminate any obstacle along the way from contract to settlement. And I¶ll communicate with you each and every step of the way.
STEP 6: And I will DELIVER SUPERIOR RESULTS to you. Many agents approach the sale of a home as a facilitator. They go through the motions, check the boxes, and maybe a ³Sold´ sign goes up. I approach the sale of your home as a creator. I use my company¶s market leadership, and put my intelligence and instincts to work to create added value.
How I Will Create Value
Consult with you to determine your needs and goals PREPARE THE PROPERTY FOR OPTIMUM APPEAL Set price based on your goals and a Competitive Market Analysis ³Stage´ your property for broadest appeal Arrange for exclusive Guided Virtual Tour (with Audio!) EXPOSE THE PROPERTY TO THE MOST BUYERS Use PF&R¶s Home Marketing System List on Multiple Listing Service and on the region¶s #1 web site: prufoxroach.com List on more than a dozen additional sites Mobilize PF&R¶s Relocation Services for qualified leads Target Market to PF&R¶s top- producing agents MANAGE DYNAMIC NEGOTIATIONS Create excitement and urgency Negotiate for best price and terms MOVE TOWARD SETTLEMENT Offer buyers Trident Group¶s one-stop services (financing, settlement and insurance) Offer buyers HOMEssentials service package Coordinate inspections and appraisals Renegotiate after inspections if necessary Offer buyers a Home Warranty ELIMINATE OBSTACLES Stay on top of all issues at every step Keep all parties smiling all along the journey MAKE THE SETTLEMENT SUCCESSFUL Protect you from future litigation Attend settlement and resolve issues if necessary
What can you expect from me as your Prudential Fox & Roach Sales Associate?
I¶m committed to providing you with more than just a successful real-estate transaction. I believe my clients are entitled to an experience that is convenient, stress-free and remarkably satisfying. Here is how we do that at Prudential, Fox & Roach, Realtors... Constant Communication
Being Your Real-Estate Representative for Life!
Marketing Your Home With One Thing In Mind: Results.
In this day and age, the home marketing process begins on the internet. The internet has become the Information Source of Choice. Since you¶re a home seller, you want to list your home with a company that doesn¶t just realize this; it really realizes this! For years, www.prufoxroach.com has been a national model. We¶ve invested millions in tools and training to make sure we don¶t just meet the home buyer¶s web expectations; we exceed them! Do we still rely on traditional marketing tools and the savvy of our sales associates? Of course! But we start on the internet, because home buyers do, too.
What You Need to Know About Selling Your Home in the Internet Age:
This visual is worth a thousand words. Sure, selling a home will always involve a professional real estate sales associate to create a strategy and close the sale. But over the last few years there has been a seismic shift in the mechanics of marketing a home. Today, home buyers begin their home search on the internet. They return to it. Frequently. And they trust the information they find there. Here are some facts that will explain why Prudential Fox & Roach doesn¶t just accept the internet. We¶ve embraced it! FACT:
Use of the Internet to find and buy a house has Increased
of home buyers say they consult the internet ³frequently.´
of home buyers say they find internet information ³very useful.´
Profile of Home Buyers and Sellers.
first-time home buyers use the internet.
in just the last five years.
repeat home buyers do so.
Source: 2008 National Association of REALTORS
Two Great Tools to Drive More Visits to the Site and Drive More Visits to Your Home:
1) Home Tour Planner. Talk about the ultimate Road Trip! The Home Tour Planner allows buyers to enter listing numbers (up to five) and we¶ll generate a wellthought-out map and full set of directions.. 2) Homes Sold Recently. Let¶s say your prospective buyers are searching a particular neighborhood and price range. Now they can get a print out of what¶s sold there recently. A great source of comparative data!
When a buyer clicks on ³Homes Sold Nearby´ he or she gets property descriptions, selling prices and a map. Buyers get access to ³Recently Sold´ data on our Property Detail pages.
Here¶s How Your Home Gets Big Play Marketing Your Home on the Biggest and Best Website in the Region:
Your property won¶t just be listed on prufoxroach.com. It will be showcased! In addition to ³vital statistics,´ buyers will see: a slide show featuring multiple full-color photographs map and directions to your home neighborhood and school information enhanced financing data, including a mortgage calculator based on your listing price buyers can print a flyer, schedule a showing while they¶re still online, even get a mortgage pre-approval!
Our Improved ³Inline´ Strategy:
A global online alliance that propels buyers in to your home¶s listing. We have created a collection of web connections±±local, regional and international±±that get a direct feed of our listings onto hot real estate sites as quickly as possible. This exposure is incomparable in the industry and produces enormous exposure for your property. And we constantly monitor the collection¶s ³deliverability.´
OUR COMPANY WEB SITE: Prufoxroach.com NATIONAL REAL ESTATEWEB SITES: Realtor.com Prudentialproperties.com Trulia.com Zillow com Frontdoor.com Homes.com Homefinder.com Hotpads.com Openhouse.com Homewinks.com Propertypursuit.com SEARCH ENGINES WITH REAL ESTATE SEARCH: GoogleMaps.com Lycos.com Yahoo.com Vast.com AOL.com Overstock.com Ooodle.com MEDIAWEB SITES: WSJ.com (Wall Street Journal) Philly.com* (Philadelphia Inquirer) Phillyburbs.com* (Leading newspapers in PA and NJ suburbs) Delawareonline.com* (Wilmington News Journal)
All listings may not be displayed depending on the geographical focus of the web site.
The Home Selling Process
Selling a house typically includes many of the following elements. I will be your resource and guide every step of the way.
Initial Consultation Determine your needs and priorities Review ³agency´ choices and select appropriate working relationship Discuss Marketing Plan Establish pricing strategy Design and Implement Marketing Plan Complete home enhancement recommendations Carry out scheduled marketing activities Show the property to brokers and prospective buyers Communicate with you on a regular basis Monitor results of marketing activities Modify Marketing Plan and Pricing Strategy as necessary Review Offer(s) and Reach Agreement with Buyer The Buyer¶s Real Estate Professional presents the offer Discuss and clarify proposed terms and conditions Negotiation; possible counter offers Reach final agreement
Complete Settlement Process (per purchase contract) Deposit Buyer¶s earnest money Sign documents Title search; preliminary title report to Buyer Inspections Removal of any remaining contingencies Buyer¶s final walk-through of property Loan funding/balance of funds from Buyer Record title Relocation of Seller; possession property by Buyer After-Sale Service Help you find your new home, as needed Assist you with relocation, as needed Provide resources for other after-sale home owner needs
Appreciating Your Property
Each property has special features that may interest buyers. Please tell me about your home.
1. What do you feel are the most appealing features of this property? 2. What features does this property have that differentiate it from other similar properties? 3. What changes or enhancements would you suggest to make your property as salable as possible? 4. What do you regard as the most attractive features of the surrounding neighborhood? 5. Do you have any special terms or conditions regarding the sale of your property I should be aware of (e.g. items of personal property to be excluded, etc.)? 6. Are you aware of any problems or concerns regarding the property or the neighborhood that will need to be disclosed to prospective buyers?
The Goals of Effective Marketing
To successfully promote your property to the market, a comprehensive plan of targeted activities is essential.
Our marketing program has three aims:
1. Promote directly to prospective buyers, by... print advertising the internet, through our groundbreaking web site prufoxroach.com yard sign open houses other marketing activities 2. Enlist the efforts of other real estate professionals... The Prudential Real Estate Network Referral and relocation resources Multiple Listing Service (MLS) Direct promotion to other real estate professionals 3. Maintain communication with you... Review the results of our marketing activities Consult with you to fine-tune our marketing strategy, as needed
Is There a Trend in Using the Internet in the Home Buying Process?
Benefits of a Pre-listing Inspection for Sellers
. Discover property conditions before a buyer walks through the door . Fix problem(s) and display receipts showing what repairs have been made . Help prevent buyers from subtracting thousands for what may be a hundred dollars worth of repairs . Shop contractors to find the best price for repairs . Set your listing apart from the others . Demonstrate your motivation and strengthen your market position
Understanding Market Value
Market-sensitive pricing can be the key to maximum market exposure and, ultimately, a satisfactory sale.
The existing pool of prospective buyers determines a property¶s value, based on:
Factors that have significant influence on the market value of a house, including: Location, design, amenities and condition Availability of comparable (competing) properties Economic conditions that affect real property transactions Factors that have little or no influence on the market value of a house include: The price the seller originally paid for the property The seller¶s expected net proceeds The amount spent on improvements The impact of accurate pricing: Properties priced within market range generate more showings and offers, and sell in a shorter period of time Properties priced too high have a difficult time selling
Determining a Market-Sensitive Price
An impartial evaluation of market activity is the most effective way to estimate a property¶s potential selling price.
A Comparable Market Analysis (CMA) considers similar properties that: Have sold in the recent past This shows us what buyers in this market have actually paid for properties similar to yours Are currently on the market These are properties that will be competing with yours for the attention of available buyers Failed to sell Understanding why these properties did not sell can help avoid disappointment in the marketing of your properties
The Dangers of Overpricing
An asking price that is beyond market range can adversely affect the marketing of a property. Fewer buyers are attracted, and fewer offers received Marketing time is prolonged, and initial marketing momentum is lost The property attracts ³lookers´ and helps competing homes look better by comparison If a property does sell above true market value, it may not appraise, and the buyers may not be able to secure a loan The property my eventually sell below market value
Percent of buyers who will view property
Asking Price in Relationship to Fair Market Value % of Prospective Purchasers Who Will Look at Property
You are the Key Player On the Home Selling Team
No one has a more important role in the home selling process than you. Here are some ways your participation can contribute to a successful sale: Maintain the property in ready-to-show condition. Ensure that the house is easily accessible to real estate professionals. (lock box and key) Try to be flexible in the scheduling of showings. When you are not at home, let me know how you can be reached in case an offer is received. If approached directly by a buyer who is not represented by a real esate professional, please contact me. Do not allow them into the property unescorted. Remove or lock up valuables, jewelry, cash and prescription medicines. If possible, do not be present when the property is being shown. Securely pen up pets, or take them with you. Be cautious about saying anything to prospective buyers or their agents that could weaken your negotiating position, especially regarding price or your urgency to sell. Collect the business cards of real estate professionals who preview and show your home, and pass them on to me. Let me know of any change in the property ¶ s condition that would need to be disclosed to potential buyers. Be available to review with me the list price and condition of your property if it has not sold in a reasonable period of time. Feel free to contact me at any time with questions or concerns.
From Offer to Completed Sale...
When our marketing efforts bring forth a purchase offer, you can count on me to:
Negotiate the agreement I¶ll explain the offer to you and answer your questions. I¶ll help you determine the best course of action by pointing out potential advantages and disadvantages of the offer and by clarifying the choices available to you. I¶ll prepare an Estimate of Net Proceeds based on the proposed price and terms. I¶ll negotiate through the buyer¶s agent, and handle possible counteroffers, to reach a final agreement that is favorable to you.
Complete the transaction I¶ll explain to you in detail all the steps that will occur for a successful closing, and answer any questions you might have. I¶ll work with the buyer¶s broker, settlment officer, title officer and others to help coordinate their activities and keep the transaction moving forward. I¶ll monitor the progress of inspections, the buyer¶s loan and other contingencies as called for in the purchase contract. I¶ll resolve questions or problems that might arise, in order to ensure a timely closing. I¶ll accompany the buyer and buyer¶s agent during their final walk-through of the property. I¶ll assist you in handling details required for the completion of the transaction. I¶ll communicate with you on a regular basis so you can stay informed and remain as worry-free as possible. Follow up after the sale closes I¶ll confirm that all your real estate-related needs have been met, and provide information on service providers you may require. I¶ll offer relocation assistance if you¶re moving to a new area. I¶ll help you locate a new home if you¶re remaining in the area.
As Your Sales Associate, Here¶s My Guarantee to You...
At Prudential Fox and Roach, we do not just facilitate the sale of thousands of homes each year. We create those sales. I guarantee that you will receive an exceptional level of service and a sale price that you want and deserve. In order for that to happen, Prudential Fox & Roach and I will provide the following services...
My Guarantee to You...
I will set the Best Price. I will help you determine the optimum outcome of your house sale in terms of time table, pricing, marketing and any special requirements that will make the experience a superior one. My Guarantee We will review current market conditions and their impact on the sale of your home. I will create a personalized Prudential Fox & Roach Comparable Market Analysis on your behalf. I will review, in detail, the impact of competing properties on the sale of your home. Based on our review and your goals, I will recommend the very best price for your property. (It is our objective to secure the optimal price and terms for your home and will review, in detail, the basis for our pricing recommendation.) I will provide you with a report (called a Sellers¶ Net Sheet) that shows the cost of sale, pay off of any mortgages and a net balance that will be due to you at closing. Should market conditions change, I will outline your options and make recommendations for the best outcome. I will ³stage´ your home for sale.
I will advise you as to the most advantageous presentation of each room in your home as well as the home¶s exterior and landscaping. I will advise you as to any minor cosmetic changes that would increase the marketability of your home and maximize your return. These changes will be recommended only when the return on the investment will exceed the expense.
My Guarantee to You...
I will market your home with professionalism and passion. I guarantee to put our Home Marketing System to work for you. This is our exclusive set of state-of-the-art disciplines and tools that has helped us become the region¶s real estate market leader. As part of this systematic approach, I will constantly market to other Prudential Fox & Roach sales associates and the cooperating brokers in the Region.
The Home Marketing System includes instant and continuous presence on the industry¶s strongest and most often visited website, prufoxroach.com instant and continuous presence on an additional dozen global sites including realtor.com, aol.com, prudential.com and yahoo.com powerful, large-space listing advertising in the region¶s best-read newspapers access to our strong regional Relocation Services and to Prudential¶s network of offices and real estate professionals. I will manage the negotiation process to create a sense of excitement and urgency. I will be your advocate. I will negotiate the most advantageous price and terms for your home, given existing market conditions. You and I will discuss various approaches to negotiating, and I will recommend the best option for the specific circumstance. I will make our mortgage specialists available to you to help make a determination of the validity of the offers you receive. I will review each condition and/or contingency in the offer and their impact on the transaction.
My Guarantee to You...
I will take every step to insure a smooth, on-time settlement. I guarantee that you will have the opportunity to take advantage of Prudential Fox & Roach/Trident Group¶s ³Right here, right now´ collection of financial and closing services designed to help get buyers and sellers to the closing table with speed and efficiency. These Trident Group services include one of the nation¶s largest broker-affiliated mortgage banking, title insurance and homeowners insurance companies. Speaking of services, I guarantee that you will be able to take advantage of our exclusive HOMEssentials home services as well. HOMEssentials includes utility turn-on services, contractor referral, discounts on moving companies and discounts at regional companies. These services are of great benefit to buyers and sellers alike. I will provide you with timely status reports. I will personally supervise the purchaser¶s walk-through inspection. And I will follow up on any outstanding issues after closing. To sum up, I will not just facilitate the sale, I will create value for you.
Two Powerful Connections for You...
First, you get the preeminent reputation of Prudential, a 125-year-old brand name that in consumer study after consumer study is considered the essence of stability and reliability.
You also get the prowess of Prudential Real Estate affiliates, Inc., our global network of 1,940 offices and 62,000 real estate professionals. and proven performance... that ranks Number One in customer satisfaction.
The ³Voice of the Consumer´ has just spoken. J. D. Power and Associates ranks Prudential Real Estate highest nationally in buyer and seller satisfaction. For the second time in three years!
With Prudential Real Estate, You Get the Prodigious Power of a Local Brand
Why Prudential Real Estate can do more to meet your homeselling and buying needs.
Reputation Prudential*, with a history of 125 years in financial services, offers a broad range of financial products and services in the U.S. and abroad. Prudential¶s distinctive Rock of Gibraltar logo and the Prudential name are among the most enduring brands in U.S. corporate history. The company¶s long history is a testament to the quality of service it has provided its customers. Commitment to Customer Service The needs of home sellers and buyers come first. Because the Prudential Real Estate Network is affiliated with the Prudential family of companies, Prudential Real Estate Network members can connect customers through- out the United States with Prudential professionals who can assist with a lifetime of financial services, ranging from insurance to securities to retirement planning. Advanced Technology Prudential Real Estate has pioneered the most advanced tools in the industry to create solutions to our customers¶ homeselling and buying needs. A world-class web site, www.prudential.com, is designed with easy-to-use features that enhance the homeselling and buying experience. Network Strength The Prudential Real Estate Network is one of the largest real estate brokerage franchise networks in North America, with more than 1,700 member offices. Its network of 50,000 sales associates can satisfy your homeselling and buying needs virtually anywhere in the United States and Canada. High Standards Not every company is invited to join the Prudential Real Estate Network. It is a highly selective process, and only those companies that measure up to their demanding criteria may become members of the Network.
I Am Ready To Go To Work For You Now!
If your home is currently listed, please disregard this presentation. It is not intended to be a solicitation.