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Using the Coldwell Banker Residential Brokerage Previews International PreListing Package and Listing Presentation

A Tutorial

Listing Presentation Tutorial

The Coldwell Banker Previews International PreListing Package and Listing Presentation The Coldwell Banker Previews International PreListing Package and Listing Presentation work together to form a powerful listing system and point of differentiation for Coldwell Banker Broker Associates—to give you a competitive listing edge in your marketplace. PreListing Package • Designed to serve as a confirmation of the listing appointment • Provides background on yourself and Coldwell Banker prior to the initial appointment • Hand deliver to your clients or mail Listing Presentation Features • High impact, full color listing presentation • A flexible pre-listing, listing or leave-behind marketing piece • First page available for customization with Agent and client contact information • PowerPoint version available

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Components of the Coldwell Banker Previews International PreListing Package Creating a PreListing Package saves you and your sellers time and effort. The PreListing Package provides your seller with information that builds value for your services before you meet to give your full presentation. The PreListing Package reflects your and Coldwell Banker’s commitment to service. The standard PreListing Package includes: Introductory Letter Purpose: Confirms in writing your listing presentation appointment and outlines the information you will be providing during the presentation itself. The letter also encourages the client to complete the two inserts, Seller’s Homework and Qualities of Your Home, prior to the appointment to help “determine the unique aspects of your home as well as the items that you value most in the sale of your property.” The standard PreListing Package includes a generic letter that should be customized. You may download the customizable version of the PreListing Package Introductory Letter via CBAgentInfo.com. Top 10 Reasons to List Your Home with Coldwell Banker Purpose: Introduces Coldwell Banker’s “Full-Service” approach to real estate by focusing on our strengths including dominant market share, superior training, full-time management and administrative support, superior marketing, unparalleled Internet exposure and more. Seller’s Homework & Qualities of Your Home Purpose: These pages are excerpts from the listing presentation. The Introductory Letter suggests that the seller should complete the pages prior to your arrival at the appointment. Doing so gets the client involved in your presentation and encourages him/her to review your introductory package. Resume of a Master, Luxury Homes Market Share, Worldwide Marketing, Marketing Strategy Purpose: These pages are designed to sell the Previews International story, giving you respect and credibility before entering the listing presentation. The story of Previews International is one of great success and having this story as your introduction will undoubtedly set you apart from the competition. How to Personalize Your Pre-Listing Guide Purpose: Gives you ideas on how to customize the package to best suit your business and your clients’ needs. Be sure to throw this page away before presenting to client. Suggestions include: • Personal Information o Biography o Testimonials on similar listings that you have successfully closed and/or from satisfied clients o Consider including a list of closed transactions YTD and/or past five years o Include information about designations and recent education you may have received and how it will benefit your seller o Provide samples of property brochures from previous listings • Lender Information (for sellers who will also be buying a home) • Industry Information o Newspaper articles to inform clients about current real estate trends


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Components of the Coldwell Banker Previews International Listing Presentation A well-developed listing presentation should address the following seller concerns: 1. “Why should I list with you?” 2. “What will you do to get my home sold?” 3. “What will I get (net) from the sale of my home?” The Coldwell Banker Listing Presentation effectively addresses the above questions. The “standard” presentation is available on CBAgentInfo.com for Broker Associates to download and print. Broker Associates must develop the customized listing presentation by choosing the pages that address their clients’ wants and needs. Helpful Hints: • Consider binding two or three listing presentations in advance so you have them on hand when a seller requests an immediate meeting • The recommended page order of the complete listing presentation is available on our Intranet site The listing presentation is organized in seven sections: SECTION ONE: Introduction Purpose: Introduces the seller to the advantages of working with you and Coldwell Banker. Features: • Customizable Marketing Proposal page (a customizable template [applicable for most printers] is available on CBAgentInfo.com) • Seller’s Homework (also seen in the PreListing Package) • Priorities in Selling Your Home (also seen in the PreListing Package) SECTION TWO: Professional Qualifications Purpose: Provides a progressive scope of marketing services. Included in the “standard” Professional Qualifications tab: • Limited Service vs. Full Service • Full Service Representation • Realtor® Matrix

Broker Associate Customization Enhancements: • Your Sales Professional • List of closed transactions YTD and/or past five years • Testimonials • Include information about designations and recent education you may have earned and include how that education benefits your client • Office Profile Page • Manager Profile Page


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SECTION THREE: Coldwell Banker Purpose: National, international quotables, local information and statistics that demonstrate the advantages of listing with you and Coldwell Banker. • History of Coldwell Banker • Your Partner to the World (International Coldwell Banker statistics) • Quotables • Market Share • Setting the Standards of Professionalism • Connecting Buyers • Added Value Services

SECTION FOUR: Previews International Marketing Strategy Purpose: To introduce Coldwell Banker’s full-service approach to marketing that corresponds to the seller’s needs and interests. • Marketing with Discretion • Colorado Homes & Lifestyles Magazine • Previews International Homes & Estates Magazine • Unique Homes Magazine • Targeting the Select Group of Buyers For Your Remarkable Home • Noteworthy Homes and Public Relations • Newspaper Versus Internet • Plug into the Technology that Puts Your Home on Top • Leaders on the Web • Coldwell Banker Web Strategy • Website Statistics • ColoradoHomes.com Featured Property • Realtor.com Showcase Enhanced Listings • LeadRouter • Bringing Buyers to Your Home • Staging Tips • Dotting the “I”s and Crossing the “T”s

Broker Associate Customization Enhancements: • Title company brochure • Sample Just Listed card • Sample property brochure • Sample broker’s open invitation • Local newspaper ad sample/tear sheet • Marketing/advertising samples • Current listings and recent sales lists • Virtual tour information • Staging information • List of professional resources (i.e. landscaper, carpenter, etc.)


SECTION FIVE: Market Analysis Purpose: Supports your pricing strategy presentation and recommendation by using a CMA. • Evaluating the Competition • Pricing Strategies • The Effects of Overpricing • Market Value Strategies Broker Associate Customization Enhancements: • Competitive Market Analysis of the property

SECTION SIX: Property Profile Purpose: Provides title and background information on the property. Broker Associate Customization Enhancements: • Tax record • Title company report: Property Profile • Plot map

SECTION SEVEN: Blank Purpose: Additional information not applicable in other areas. • Client Satisfaction Survey Broker Associate Customization Enhancements: • Business card • Listing Agreement • Transaction Forms

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Listing Presentation Dialogues SECTION ONE: Introduction Introducing the Listing Presentation • “Mr./Mrs. Seller, I have prepared this portfolio of important information and data to assist us in developing a customized marketing plan and pricing strategy for selling your home.” • “But before we discuss marketing and pricing, I’d like to take a moment to tell you about the company you’ll be entrusting the sale of your home to as you consider working with me and Coldwell Banker.”

Welcome to Coldwell Banker • “Few real estate companies have the resources or contacts to market your home to large areas. As the number one real estate company in key regions throughout Colorado and the United States, Coldwell Banker represents hundreds of buyers and sellers throughout the state and across the nation, every day.’” • “These connections, together with our range of powerful marketing resources, make it easy to see why no other company is better equipped to deliver more potential buyers to your front door.”

Seller’s Homework and Priorities in Selling Your Home • “I previously dropped off a package that introduced you to both me and Coldwell Banker and also included three pages that I hoped you would complete. Did you have a chance to?” • If yes: “Great, thank you. These will help me in determining the unique aspects of your home as well as the items that you value most in the sale of your property.” • If no: “No problem. I understand you must be very busy. Following this presentation we can complete them together. They will help me in determining the unique aspects of your home as well as the items that you value most in the sale of your property.” SECTION TWO: Professional Qualifications Your Sales Professional • “When choosing a real estate Agent it is important that you look for an Agent who is a full-time professional dedicated to their client’s specific real estate needs. Equally important is ensuring that the Agent attend ongoing educational training to stay abreast of timely legal issues that may affect the sale of your property.” • “As a Coldwell Banker Agent, I attend ongoing education training to maintain the highest level of expertise and knowledge to ensure my clients make informed decisions and I continue to offer more value at every step of the transaction.” • “You’ll find that when working with an Agent, it’s not enough to know what goes in the blanks on the contract. I receive extensive training on the entire contract and use of forms. When properly used, the contract provides customer protections, minimizes liabilities and can be a tremendous tool in accomplishing your goals.” • “The Colorado Legislature is prolific when it comes to passing new laws. Additionally, our courts are continually rendering opinions that mandate close monitoring. And finally, industry trends and complications are always adding new areas of concerns for buyers and sellers. Coldwell Banker Agents receive regular legal updates to make sure that our customers are being protected.”


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Limited Service vs. Full Service Representation • “There has been a great deal of talk in the marketplace about the differences between limited service companies and full services companies.” • “In a changing market like ours, now more than ever, you need the support of a full service company like Coldwell Banker.” • “Limited service companies cost less but they will also do less, taking away the necessary exposure and support you need to net the highest possible price for your home.” • “The three main reasons you should consider hiring me: Equity position, risk reduction and trust. In addition to the services you see here, my specialized program goes beyond even the standard full-service model helping to maximize your equity position and reduce your risk.” Realtor Matrix • “As a full service Realtor, I will handle the complexities of the transaction documents, inspections, escrow, marketing and the important art of skilled negotiation…so you enjoy the peace of mind that the sale of your home will be smooth, efficient and satisfying.” • “Here is a look at the professional duties I will perform on your behalf.”

SECTION THREE: Coldwell Banker History of Coldwell Banker • “Coldwell Banker has a proud heritage of industry leadership dating back more than 100 years.” • “Our company was founded in San Francisco in 1906 immediately following the 1906 Earthquake. At the time, respectable business practices were rare and Coldwell & Banker saw an opportunity to distinguish themselves by offering honest, knowledgeable and competent real estate services.” • “The two blazed a trail in our industry and have helped set the standard of today’s Coldwell Banker.”

Your Partner to the World • “With a worldwide sales team of over 96,700 sales professionals in 3,300 offices spanning the United States and 30 countries around the globe, Coldwell Banker receives strong national and international brand name recognition.” • “This name recognition means national and international buyers purposely look for Coldwell Banker when searching for their new home which means a larger pool of available buyers for your home.” • “Interestingly enough, one out of every nine homes sold in the United States involves a Coldwell Banker Broker Associate.” • “People know and trust the Coldwell Banker name. Each and every day we help people buy their first home, help families put down their roots, customers change lifestyles and others fulfill their dreams.”


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Quotables and Market Share • “In addition to our national success, we have quite a success story to tell here in Colorado. As you can see, according to sales statistics Coldwell Banker ranks #1 in sales volume and units sold in our area. In fact, last year along we represented more than $2.7 billion in sales. That means more people have entrusted the sale or property of their home to Coldwell Banker than any other company in Colorado.”

Setting the Standards for Professionalism • “Mr./Mr. Seller, when you list your home with me and Coldwell Banker, you can rest assured that you have an experienced and knowledgeable team behind you.” • “Most of our Office Managers are non-selling Managers so that they can focus 100% of their attention and expertise on assisting me and my clients.” • “In addition, I am supported with full-time administrative staff in my office which allows me more time to attend to your needs. And because our offices are open seven days a week with Broker Associates and staff available at anytime, support is always available to you.” • “As a real estate company with ties that extend beyond our local marketplace, the marketing of your home is supported with office, local and national advertising which helps increase exposure to potential buyers.” Connecting Buyers • “Our local market is greatly influenced by the greater Denver area and throughout Colorado.” • “We sell more than 30 homes per day in Colorado. It is likely that one of my fellow Coldwell Banker Agents is working with the buyer of your property now.”

Added Value Services Coldwell Banker Home Protection Plan • “You’ll be pleased to know that at Coldwell Banker, we have a full complement of transaction support services under one roof.” • “We offer the Coldwell Banker Home Protection Plan, administered by American Home Shield. A home warranty builds buyer confidence and peace of mind and can go a long way toward enhancing the marketability of your property by helping it stand out from the competition.” • “A home warranty can also more than pay for itself by saving you unexpected repair bills and potentially allowing you to obtain a higher price than without one.” • “Let’s look at what the plan offers.” (Show application/advertising materials) • “What questions do you have about home warranties?” • “Do you think it would be an advantage to offer a home warranty with your house?”

Concierge Service • “Our complimentary Concierge Service will help you with many details associated with buying, selling or merely owning a home.” • “When you put your home on the market, our Concierge program can help you with the many details associated with selling a home.” • “From home inspections, handyman services and staging to trash and hauling, carpentry and heating and cooling—our contacts offer a wide range of trustworthy and professional services at affordable prices.”


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Professional Title Service • “One of the services that is unique to Coldwell Banker is our in-house title company, Guardian Title, which assists with finalizing the real estate transaction with professional title closers.” • “Our settlement service company is designed to provide peace of mind that each closing will go smoothly.” Coldwell Banker Home Loans • “Through our affiliation with Coldwell Banker Mortgage, home buyers are offered timely mortgage preapprovals at competitive rates. The advantage of this service to you is during the negotiation of a sale. We can suggest or even insist that a buyer be pre-approved before you enter into a contract with them. This can be done at no cost and results in the elimination or reduction of wasted time in the home selling process.” • “Coldwell Banker Mortgage literally offers hundreds of loan programs so that you can secure a loan tailored to meet your specific needs and goals. Working with them, you can expect extremely low rates and fees and because of our size, we can pass the savings on to you.” • “Would you be interested in having Coldwell Banker Mortgage provide mortgage marketing on your home?”

Cartus • “Our international relocation and referral network benefits you in two ways.” • “The first benefit is the additional exposure to out-of-town home buyers your property receives.” • “As broker of choice for Cartus, the world’s largest relocation company, we enjoy a high level of corporate transferees in this area. Each year we bring in thousands of additional home buyers and sellers into our Colorado market which become your home’s window to more qualified buyers.” • “Additionally, our Coldwell Banker International Network of 3,300 offices and more than 96,700 Broker Associates creates more connections and referrals from within our family of companies.” • “The second benefit is the assistance you can receive if you relocate upon the sale of your home.” • “Through our Coldwell Banker relocation network, we have brokers in your destination who will assist you in finding a home. And there is absolutely no cost or obligation to you for this service. If you are interested, I will have one of our brokers in your destination city contact you and provide you with maps and housing information for that area.” • “Do you see how our relocation and referral services can benefit you?” • “Mr./Mrs. Seller, I know how important working with a full-service company is to home sellers like yourselves in order to ensure a seamless and hassle free one-stop shopping experience when selling their home.”


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SECTION FOUR: Marketing Strategy Marketing with Discretion • “Today, as you will see, I have created a custom marketing plan utilizing a variety of marketing and advertising resources, many of which are exclusive to Coldwell Banker Previews International.” • “The following pages of this presentation have been customized to best suit your home and are designed to outline the vast exposure we can create through a consistent and effective marketing plan.” • “Our goal as we review this is to gain the most exposure to the largest pool of potential buyers qualified to purchase your home. The more potential buyers we reach, the better the chance we have of attaining a buyer and netting the highest possible price for your home.” Colorado Previews Magazine • “Possibly one of the most impressive tools in our Previews International marketing system is our proprietary magazine, Coldwell Banker Colorado Homes Magazine.” • “This magazine is direct mailed three times per year to more than 10,000 carefully-selected, affluent households in Colorado.” • “As part of the marketing plan I have created for your home, I recommend that we advertise your home in Coldwell Banker Colorado Homes Magazine the INSERT EDITION (i.e. Spring) edition.” • “I will also post a digital copy of this publication on my personal website.” • “As my gift to you, I d like to leave you with this sample magazine. An example of the ad I have reserved for you is as follows….”


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Colorado Homes & Lifestyles Magazine • “As an added benefit, all homes that I advertise in our Coldwell Banker Colorado Homes Magazine are included in a reprint that is published in Colorado Homes & Lifestyles.” • “Colorado Homes & Lifestyles is the oldest and most read home design magazine in Colorado. The magazine caters to upscale readers and is distributed to more than 32,000 individuals throughout the state as well as newsstands in Arizona, California, Idaho, Illinois, Texas and Wyoming.” • “Here is a sample of the magazine with the reprint so you can see what your home’s advertisement will look like.” • “All properties that are advertised in the magazine are also featured on their website, ColoradoHomesMag.com, so your property can reach far beyond the pages of the magazine.” • “As you can see, by advertising in Colorado Homes & Lifestyles, we are reaching an important audience in our local marketplace and beyond.”

Previews Homes & Estates Magazine • “Thus far much of our focus has been on reaching the 60% of potential buyers who may be local.” • “Now I intend to show you how we will reach the other 40% of buyers who are coming from outside our county, state and abroad.” • “Previews International Homes & Estates Magazine is our international magazine that features an impressive array of the world s most fabulous properties.” • “The magazine is direct mailed to more than 81,000 luxury households throughout the United States and is prominently displayed in the more than 3,500 Coldwell Banker offices in 30 countries around the globe.” • “Furthermore, Previews International Homes & Estates Magazine reaches international audiences twice per year by being poly-bagged with Unique Homes Magazine. The two highly impressive publications are distributed on newsstands in more than 50 countries.” • “Here is an example of the magazine as well as a sample of what your home’s ad will look like.” • “I will also post a digital copy of this publication on my personal website.” Unique Homes • “No luxury home marketing plan would be complete without Unique Homes Magazine, the magazine of luxury real estate.” • “Our exclusive partnership with Unique Homes allows your home to be part of this coveted society of fine real estate and showcases your property to the more than 54,000 paid readers in all 50 states and in more than 80 countries around the world.” • “The full-color magazine is available on more than 15,000 newsstands and will help us reach an impressive list of prospective buyers worldwide.” • “Here is an example of the magazine as well as a sample of what your home’s ad will look like.” • “As you will see there is a very large section devoted to Coldwell Banker Previews International.” • “Additionally, your home will be featured on UniqueHomes.com for six months.”


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• “Our company has an unprecedented partnership with Unique Homes which gives our listings prominent exposure in the magazine as well as the creation of a digital reprint known as Coldwell Banker Previews International Exceptional Homes Magazine. This publication is distributed electronically to all Previews Property Specialists worldwide so they may use it in their marketing and share it with their luxury clientele.” • “I will post a digital copy of both publications on my personal webiste.” Targeting the Select Group of Buyers for Your Remarkable Home Very important: Only mention the databases you intend to use. Keep in mind that for each mailing you will be paying for the printed piece as well as the postage and at 100,000 pieces, this will become quite expensive. • “Now that we have covered print and Internet advertising, I’d like to discuss the value of direct mail.” • “Through our Previews International resources, we can choose precisely the audience we want to reach and effectively position your home from our lists of more than 158,000 prospective buyers throughout the nation and in many areas throughout Europe. Our exclusive direct mail program reaches: o United States residences assessed over $3 million o Ultra-affluent millionaires and multi-millionaires in the United States o Sports promoters, managers and recruiters in the United States o Aircraft owners, yacht owners and horse owners in the United States o Sports figures, actors, personalities and politicians o Real estate investors with home values of $1 million plus o Talent agencies, casting services, TV/film producers and modeling agencies in the United States o Fortune 1000 executives including, presidents, COOs, board chairmen, vice chairmen, members of the board of directors, EVPs, SVPs,VPs and CFOs o Major corporate executives including senior and executive vice presidents, directors and CFOs o Top European and Asian business executives including CEOs, COOs and managing directors of top European companies o European and Asian millionaires and multi-millionaires


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Professionally Designed Property Brochure • “My property brochures have been very effective in communicating the best features of a property directly to buyers.” • “Here are some samples of brochures that I am using with my current listings.” • “In fact, the property in this brochure sold last week as a direct result of the buyer seeing the brochure.” • “On your behalf, I will develop a high quality, high impact property brochure tailored to the unique qualities of your fine home.” • “I will organize photography, write compelling copy and ensure that the brochure meets the needs of your fabulous estate.” • “We’ll keep a supply of brochures here at the property for buyers and their Agents to pick up at open houses and showings. In addition, I’ll distribute brochures to other real estate offices in our immediate market area as well as through our exclusive network of Previews Property Specialists.” • “Furthermore, I intend to distribute brochures to my sphere of influence, distribute to your neighbors, distribute to the Agents in my office, flyer box on the yard sign, flyers distributed to all Coldwell Banker Agents in the X region and throughout Colorado.” • “The Coldwell Banker network is unmatched and now your home will be part of this elite society.” • “What do you think about this idea?” Noteworthy Homes & Public Relations Note: Only use this page if the property enjoys noteworthy attributes such as a well-known architect, local or national historical significance, was featured in a movie or commercial, or boasts qualities that may interest the general public. If the property does, we may have our public relations team pitch the story to local, and in some cases, national media outlets. If you are unsure as to whether or not the property qualifies and would like to first discuss it, please contact Michelle Payne in Marketing at 925.275.3085. • “Possibly one of the most unique features of working with Coldwell Banker that will certainly benefit your home is that we have a professional in-house public relations team that will visit your home, write a feature article and present the story to local, and in some cases, national media outlets.” • “The group enjoys major hits in such noteworthy publications as Architectural Digest, The Wall Street Journal, The Robb Report and more.” • “Because I am so fascinated by the significance of your home, I am recommending to our team that your property be the next featured estate in the Coldwell Banker public relations portfolio.” • “We may consider pitching the property to INSERT NAMES OF LOCAL PUBLICATIONS” Newspaper Versus Internet • “According to an article published in The New Yorker, “Only nineteen percent of Americans between the ages of eighteen and thirty-four claim even to look at a daily newspaper. The average age of the American newspaper reader is fifty-five and rising.” • “What does this mean to you? Print advertising is not where today’s home buyers find their information. Where are they going? The Internet.” • “Only some real estate companies have been forward thinking enough to redirect their marketing dollars to online spending.” • “In fact, a few companies in our market are still relying on old fashioned ways—like newspaper advertising—to market homes to modern customers.”


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Plug Into the Technology that Puts Your Home on Top • “I’m sure you are aware that the Internet is a powerful medium for advertising real estate. That is why it is so critical in today’s world that the marketing plan for your home include a strong Internet presence.” • “Coldwell Banker Colorado is part of the largest full-service brokerage in the nation and with that, we are also part of the nation’s largest residential real estate brokerage on the Internet.” • “90% of today’s home buyers use the Internet to search for a home, which is 34% more than those who use the newspaper.” • “Furthermore, studies show that only 2% of the buyers who call in on an ad actually buy that home. We want to talk to the other 98%.” • “Companies who lack a comprehensive Internet marketing plan are outdated in today’s competitive market.” • “Coldwell Banker Colorado recognizes the opportunities the Internet creates. We are the first real estate company to fully leverage the Internet in the way we have to help sell your home.” • “Our technology initiative includes $45 million worth of the most comprehensive Internet marketing in the industry.” • “On average, most real estate companies spend only 4% of their advertising budget on online advertising, which means they are far behind the curve in servicing their customers. They are still relying on old fashioned ways to market homes to modern consumers.” • “By virtually dominating the Internet’s most exclusive real estate websites, Coldwell Banker Colorado provides you added services to sell your home.” Leaders on the Web • “It is critical that the marketing plan for your home include a strong Internet presence. Sellers who hire Coldwell Banker Colorado receive maximum online exposure.” • “We will place your home on our local Internet site, ColoradoHomes.com, our national site, ColdwellBanker.com, Google.com, OpenHouse.com, Realtor.com, the country’s most visited real estate website, ColdwellBankerPreviews.com,Yahoo! Classifieds, Zillow, Trulia.com, FrontDoor.com, WSJ.com, HomeFinder.com, NYTimes.com, Homes.com.” • “Our partnership with Google, where 61% of all online searches are performed worldwide, ensures your home appears on Google within a day of entering our system. Furthermore, it is refreshed daily so it outperforms less frequently updated listings and your listing will link directly to the full listing at ColoradoHomes.com.” • “We’re proud to be among the first national real estate companies to become a listings provider with Trulia.com, a popular site amongst home buyers who enjoy the Web 2.0 map-based search interface. Like our affiliation with Google, your Trulia.com listing will be uploaded within 24 hours of entering our system, will be refreshed daily and will link directly to your full listing on ColoradoHomes.com.” • “And by placing your property on Realtor.com, it will also be seen on the real estate channels of major Web portals like MSN, Juno, Net Zero, The Wall Street Journal Online, iWon, Excite, Digital City and more.” • “ColdwellBanker.com welcomes more than 2.3 million potential buyers a month, ranking it as the leading real estate brand website in the industry.” • “Through alliances with other popular Internet sites such as The Discovery Channel, TLC, and HGTV.com, the award winning ColdwellBanker.com website provides direct linking to our local website ColoradoHomes.com, where potential buyers can find more details on your home. ColdwellBanker.com is advertised nationally on television, radio and in publications such as USA Today.”


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Realtor.com Showcase Enhanced Listing • “We are very proud of our Coldwell Banker websites. However, we know that homebuyers spend the majority of the time they search online for a home at Realtor.com. While Realtor.com is the Internet’s #1 real estate website, most real estate companies fail to leverage all of the benefits of Realtor.com on behalf of their sellers.” • “Coldwell Banker Colorado has launched an unprecedented alliance with Realtor.com. I am going to tell you more about how we use this partnership to enhance your home online in a moment. First, I want you to know that our relationship with Realtor.com also allows us to provide maximum exposure to your home on Realtor.com partner websites such as AOL Digital City, MSN and The Wall Street Journal Online in a way that no other brokerage has been able to accomplish.” • “You may have noticed I brought my digital camera. Did you know research shows home listings featuring six photos are viewed 299% more often than homes without multiple photos?” • “In fact, many consumers will not even look at homes with only one or no photos. I will use the multiple images I take to showcase your home on ColoradoHomes.com and ColdwellBanker.com and further enhance your listing on Realtor.com.” • “I mentioned our exciting partnership with Realtor.com. This arrangement allows me to position your home on Realtor.com as a Showcased Enhanced Listing.” • “Most listings on Realtor.com have either one or no photos, very limited property descriptions and the contact information is minimal.” • “By making your home a Showcased Enhanced Listing on Realtor.com, I can provide six images of your home along with a detailed property description and my own contact information so that buyers can reach me quickly and easily.” • “My job is to position your home to be more attractive to buyers than your home’s competition. Fewer than 10% of listings on Realtor.com are Showcased Enhanced so you can see how I can help make your home stand out among the rest.” • “It is important for you to choose a company and an Agent that will be able to provide this feature to you. Don’t you agree?” • “Can you see how our Internet capabilities can expose your home to a bigger market thereby allowing you to receive the highest price in the least amount of time?” Coldwell Banker Web Strategy • “Most people these days begin the search for a new home online. That’s why Coldwell Banker has developed strategic alliances with the Web’s most popular real estate sites, driving more traffic to ColoradoHomes.com and your listing.” • “Your listing automatically appears on the nation’s top real estate websites. In addition to the sites pictured here, your listing is also linked from popular web portals including MSN, Juno, NetZero, iWon, Excite and Digital City.” • “Our LeadRouter system automatically turns any website inquiry regarding your listing into a voicemail or text message sent to your Agent’s phone within 15 seconds, allowing your Agent to respond to leads almost instantaneously.” ColoradoHomes.com Featured Property • “To build on our aggressive Internet marketing campaign, I have also reserved a featured spot on the home page of our Colorado Coldwell Banker website, ColoradoHomes.com.” • “If you log on to ColoradoHomes.com, you will find a series of rotating properties that are reserved for only our finest estates, like yours.” • “On average, homes featured in this section generate 1600% more hits than other listings, thus showcasing your fine home to thousands more home buyers each day.” • “Don’t you agree our plan sets forth an impressive and well-rounded Internet marketing campaign?”


LeadRouter

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• “When surveyed, 93% of buyers felt an Agent’s speed of response was very important and second only to the Agent’s knowledge of the buying process. Timing is everything.” • “We have exclusive rights to a system known as LeadRouter, a revolutionary new program that is one of the most powerful tools available today to ensure every buyer lead on your home gets to me and receives a fast, professional response.” • “All inquiries on your home on ColdwellBanker.com, ColoradoHomes.com, OpenHouse.com, Realtor.com, Google, Trulia and Yahoo! Classifieds are fed directly to my cell phone within seconds.” • “After our meeting, I would be happy to give you a demonstration of how it works.”

Bringing Buyers to Your Home

Staging Tips

• “Understanding where buyers come from allows me to market your home more effectively.” • “While buyers use a variety of information sources to learn about homes for sale, statistics show that 34% first found their home through their real estate Agent. But even more important is the fact that 33% of buyers in Colorado come from outside the county when buying a home – 8% of which are from out of state and abroad. That is why it is imperative that you associate with a firm that is not only known beyond your local neighborhood, but around the world as well.” • “Knowing the importance of gaining maximum exposure for your home, I will be marketing your property to our extensive network of XX Agents in my own office as well as to the more than 1,180 companywide. Furthermore, I will present your home to brokers via regional events and other broker networking opportunities.” • “One thing that I have learned in my years in the real estate business is that a home that shows well and is competitively priced will sell.” • “The effects of lighting, open spaces, neat interiors and manicured landscaping can dramatically decrease the amount of time your home is on the market.” • “When you list your home with me, together we will follow a checklist like this to ensure we present your home in the best light possible.”


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Marketing Your Home • “Because we believe that each home has individual marketing needs, we have also created a customized level of service that enables you to select services that best work for you.” • “As I go over each of these services, I’d like you to tell me if you would like include in your marketing plan.” • “My property flyers have been very effective in communicating the best features of a property directly to buyers.” • “Here are some samples of flyers I am using with my current listings. In fact, the property on this flyer sold last week as a direct result of the buyer seeing the flyer.” • “We’ll keep a supply of flyers here at the property for buyers and their Agents to pick up at open houses and showings. In addition, I’ll distribute flyers to other real estate offices in our immediate market area and I plan to distribute flyers to my sphere of influence, distribute to your neighbors, to the Agents in my office, flyer box on the yard sign, to all Coldwell Banker Agents in the X region and throughout Colorado.” • “What do you think about this idea?” • “When you select us, we will post your home on the Multiple Listing Service or MLS. The MLS allows us to multiply our efforts in selling your home by enlisting the support of real estate professionals throughout this market.” • “The MLS is a computerized resource that allows us to share information on your property with members of the local Board of Realtors. This is important because it allows Agents to match their buyers’ needs with the prices and features of available properties on the market.” • “Do you agree that the MLS is an important ingredient in the marketing plan for your home?” • “The next step is networking with other brokers. When you list your home with me, we will cooperate with and invite other brokers in the community to your home to find the perfect buyer. I will follow-up with each broker who visits the property to gain feedback on their clients’ thoughts on pricing as well as their overall response to the home. This feedback is extremely important to ensure that the home is priced well and shows well.” • “I know from our discussion earlier how important it is to you to be kept informed. Communication is a priority for me and I will call you at least once a XXX to keep you up-to-date on the results of marketing activities, keep you current on trends in prices, interest rates and sales, and I’ll share suggestions from other Agents as to how we can boost our marketing efforts.” • “Of course communication is a two-way street so please feel free to contact me whenever you have a question or concern.” The remaining portion of this section should be used to showcase how you plan to market this home. It may include: • Title company brochure • Sample Just Listed card • Sample property brochure • Sample broker’s open invitation • Local newspaper ad sample/tear sheet • Marketing/advertising samples • Office tour information • Broker’s tour information • Current listings and recent sales lists • Virtual tour information • Staging information • List of professional resources (i.e. landscaper, carpenter, etc.) • Door knocking information • Neighborhood only open house with sample invitation


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Market Anticipation Dialogue Tips: • “It is important to build curiosity and interest. That is why I strongly recommend my Market Anticipation Program. This program utilizes a series of marketing techniques to build interest and curiosity about your property even before it comes on the market.” • “While everyone wants to sell their home quickly, exposing your home to the widest possible market ensures that you receive the highest possible net.” • “Some may choose to sell their property to ‘the guy down the street’ or perhaps someone else who has expressed an interest. There is nothing wrong with helping others out, but if it’s your goal to get as much as you can from your home, building the largest possible demand and exposing your property to the largest possible buyer pool will net you more money.” Open Home Dialogue Tips: • “Open homes have been a very successful marketing tool for us in this area. Through advertising and strategically placed signs, we have the opportunity to make direct contact with prospective buyers. I will also invite your neighbors who frequently are good sources of buyer leads.” • “I suggest we schedule our first open home for a week from Sunday from 1:00 to 4:00 p.m. How does that work for you?” • “To gain maximum exposure of your home, we will announce it on OpenHouse.com, the only national website denoted to advertising open homes.” • “If the seller insists on an unreasonable number of open homes: “It would really not be in your best interest to wear out the effectiveness of open homes by holding too many of them. We’ve found that one per month is a good pace to maintain buyer interest. Are you comfortable with that?” For Sale Yard Sign Dialogue Tips: • “The Coldwell Banker yard sign is an important market tool. It is a ‘silent salesperson,’ at work 24 hours a day.” • “The Coldwell Banker sign is a good example of how our name recognition works. Buyers drive by your house and instantly recognize the Coldwell Banker name, and they tend to be more comfortable calling us than a company they’ve never heard of.” • “A sign also lets neighbors know your house is on the market. No one likes the area better than those living there, and they have friends, relatives or business associates who they know would want to live near them.” • “How do you feel about having a sign in your front yard?” The Selling Process • “Once offers are presented, my job is far from over. One of the most important aspects of my job is to help you obtain the best possible price and terms. I do this through skilled negotiation.” • “Effective negotiation is a skilled art. Step one in any good negotiation is to define our goals and objectives so we can stay focused on our target without getting distracted by personalities, challenges or situations. Counseling with you and identifying clear objectives is one of the most important things I can do.” • “As important as understanding the most important issues facing our decisions, is to understand the same about the buyer. Whenever possible, I interview the selling Agent to get as much information about the buyer as I possibly can. The more I know, the better I can negotiate on our behalf. I have a systematic way of doing this, which in most cases will give us an upper hand in the negotiations.” • “Whenever possible I try to meet with the buyer’s Agent face-to-face. It may be more convenient to utilize a fax machine, but I find it is easier to communicate and negotiate on your behalf if I can actually meet with the buyer’s Agent. The way you negotiate can often be more important in the long run than the terms on a piece of paper. It adds a spirit of cooperation and allows the other side to better understand our position.”


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• “Negotiations aren’t always done upfront. Many times, others will continue to negotiate through the escrow. To minimize this and to help the escrow go smoother, I provide the other Agent a Summary Recap of our negotiations that highlights important timeframes and buyer obligations when we have an acceptance. By doing this, it helps the other side comply with their obligations and time frames and clarifies our important issues. Unfortunately there are times when the buyer’s representation isn’t as thorough as it should be. I have found that by providing the summary information, it actually helps others do their job better.” • “Furthermore, it is imperative that the contract to the closing process be closely monitored and managed in order to get the transaction closed.” • “I will handle the complexities of the transaction documents, inspections, escrow, marketing and the important art of skilled negotiation so you enjoy the peace of mind that the sale of your home will be smooth, efficient and satisfying.” • “At Coldwell Banker, we understand the trust you’ve placed in us. You can be assured that we will use diligence. We also have a second set of eyes looking at the transaction – double-checking is our way of making sure important issues don’t get overlooked.” SECTION FIVE: Market Analysis Dotting the “I”s and Crossing the “T”s • “We will work on your behalf throughout the transaction to successfully close the sale.” • “We will monitor the progress of the transaction, including the satisfaction of contingencies and conditions.” • “We will continue to work on your behalf in dealing with the buyer’s Broker.” • “We will stay in touch on a regular basis to keep you informed and answer your questions throughout the entire transaction.”

Evaluating the Competition • “It is very important that you realize that neither you or I will set the selling price for your home. That price can only be determined by thoroughly and aggressively testing the market – challenging the competition for the attention of the right buyer who is ready, willing and able to make a decision now.” • “The highest price you can hope to realize is the best price obtainable from the best buyer available in the present market. Therefore the list price needs to attract and generate activity. We’ll create that price in a number of ways.” • “One thing I would like us to do is drive around and tour the homes in our market that are ‘comparable’ to yours. This will help us view the competition and will base our price on today’s competitive marketplace.” Pricing Strategies • “Pricing your home is a complex task. If the listing price is set outside of the proper parameters, potential buyers may be deterred from considering your home.” • “The closer your home is priced to fair market value when it first comes on the market, the more likely it will sell quickly, at the highest price.” • “I know from experience, the higher your home is priced above market value, the fewer number of available buyers.” • “The stronger our pricing position is to start with, the better our negotiations will end up. It is common for a seller to want to leave room to negotiate. There is also a common notion that if you price a home high, you can always come down. In practice, however, just the opposite is actually our best strategy.” (Go to Market Value Strategies)


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The Effects of Overpricing • “We’ve seen the statistics. Now let’s look at what happens in the mind of a consumer when a home is overpriced.” • “Overpricing your home will attract fewer potential buyers and may cause it to sit on the market longer than desired. To the buyer, too much time on the market indicates an overpriced property and often is perceived as an opportunity to negotiate a price lower than the market might typically bear.” • “Pricing your property outside of the reasonable range can also cause low level of broker activity, reduction in exposure, difficulty in obtaining financing for prospective buyers and an increased amount of time on the market.” • “This is why it is imperative that we remain competitive in our pricing strategy.” Market Value Strategies • “Statistics have shown that a home has a 95% chance of selling if it is priced at market value.” • “In contrast, the home has just a 50% chance of selling if the home is priced at just 5% over market value. The statistics worsen as the home price continues to rise over market value.”

SECTION SIX: Property Profile • Use this section to show the time and effort you put into researching the client’s home before arriving. • Also take this time to discuss any issues that may relate to the title or property itself.

SECTION SEVEN: Blank Client Satisfaction Survey • “As part of our commitment to offering you truly remarkable service, following the transaction we will be e-mailing you a Client Satisfaction Survey.” • “The survey takes only five minutes to complete and is helpful in ensuring that we continue to provide the highest level of service possible in this industry.” • “May I have your e-mail address so we can be sure to get your feedback following the close of escrow?” • Perfect time to transition into having the seller/s sign the listing agreement and associated transaction forms.

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