Phase I - Assessment Phase

Local Market Analysis

·          Online CMA summary of comparable properties

·          Visit competitive properties

·          Review online valuation sites (Cyberhomes, Zillow)

·          Create detailed competitive analysis

-          Identify differences of each property

-          Identify advantages and challenges

-          Establish market value ranges

Future Trends for Community

·          Populations trends

·          Resale trends/ New Homes Absorption

·          Demographics, schools, etc.

·          New Homes – architectural impacts and design trends

·          Traffic – Future infrastructure plans

·          Amenities/ Local activities

Gather Input For  Value Proposition

·          Owner assessment of advantages and challenges

·          Invite other agents for independent perspective

·          Identify home clean-up & repairs

·          Identify neutralization, de-personalization

·          Feedback from home stager (if appropriate)

Identify Target Buyer Segments and Desired Attributes

·          Relocation buyers

·          Local Moves (identify feeder neighborhoods)

·          Seniors, International, Others

Identify Databases of Real Estate Agents/ Buyer Prospects

·          Reverse-prospecting for agents selling in area

·          Leverage 1600 PGR agents/ Other agents

·          Leverage personal relationships

·          Leverage agent databases

Phase II – Design Phase

Create Unique Value Proposition & Story

·          Identify key aspects that make this home unique

·          Identify hot buttons for targeted buyer segments

·          Identify scenes for pictures and/ or videos

·          Develop written marketing messages

Develop Pricing Strategy

·          Validate market value range

·          Establish market pricing trends (higher or lower)

·          Establish Tri-Level pricing: “preferred price” and “walk-away” pricing

·          Identify carrying costs

·          Establish initial pricing strategy

·          Establish pricing strategy over time

Develop Certified Listing (optional)

·          Pre-Inspection

·          Appraisal

·          Home Warranty

·          Cleaned & de-Cluttered

·          De-Personalized

·          Upgrades (or allowances)

·          Home Staging

·          Priced To Market

·          Include in special advertising campaign

Develop Online Marketing

·          MLS sites (FMLS, GAMLS, others)

·          Enhanced listings - Realtor.com, PGR website, AJCHomefinder.com, Zillow, Trulia

·          Syndicated listings - AOL, Yahoo RE, Google Base, PropSmart, Cyberhomes plus many more…

·          International exposure

-          Realtor.com Internationally Featured

-          Yahoo Real Estate

-          Viewr.com, Findahome.com, others  

Develop Marketing Materials

·          High-quality pictures for websites/ print

·          Virtual tour and/ or web commercials

·          Yard sign with custom domain (123 Mainstreet.com)

·          Property video/ Community video

·          Property brochure, Custom Buyer Homebook, E-Cards

·          Print ads (Enclave, others appropriate)

·          Develop Homefeedback.com survey questions

Plan Negotiating Strategies

·          Identify things willing to give up

·          Agree upon methods for showings and offers

·          Review negotiating strategies

Quality Assurance

·          Check online marketing from consumer perspective

·          Inspect print materials for errors/ omissions

·          Ensure proper legal disclaimers

Phase III – Implementation Phase

Host Agent Caravan

·          Sell value proposition to buyers agents

·          Gain additional feedback

Market To Agents and Buyer Segments

·          E-cards for buyers agents

·          E-cards for targeted buyer segments

·          Personal calls for follow-up

Host Open House(s)

·          Invite neighbors, prospects, agents  

Host Showings

·          Ensure optimal experience and understanding of value

Market To Incoming Relo Buyers

·          Contact and provide information to RELO companies

·          Contact local orgs for business moves/ expansions   

Rapid Response to Internet Leads

·          Rapid Response Agent for internet leads or other inquiries

Phase IV – Optimization Phase

Feedback From Potential Buyers  & Buyers Agents

·          Direct feedback using Homefeedback.com

·          Call buyers agents for follow-up

·          Share facts and opinions with seller

Real Estate Website Statistics

·          Realtor.com, PGR website, AJCHomefinder.com reports

Market Trends

·          Trend Graphics, MLS sites, Smart numbers reports

Optimize The Competitiveness Of Value Proposition

·          Implement modifications or improvements

·          Change pictures and/ or marketing messages for online marketing and other materials

·          Update pricing (if appropriate)

Communicate Updated Value Proposition

·          Use same tactics as Implementation Phase