©2009 Coldwell Banker Real Estate Corporation. Coldwell Banker® is a registered trademark licensed to Coldwell Banker Real Estate Corporation.

An Equal Opportunity Company. Equal Housing Opportunity. Owned and Operated by NRT Incorporated.

THE COLDWELL BANKER

FULL-SERVICE HOMEMARKETING SYSTEM™

pittsburghmoves.com

©2008 Coldwell Banker Real Estate Corporation. Coldwell Banker® is a registered trademark licensed to Coldwell Banker Real Estate Corporation.

An Equal Opportunity Company. Equal Housing Opportunity. Owned and Operated by NRT Incorporated.

pittsburghmoves.com

THE COLDWELL BANKER

FULL-SERVICE HOME

MARKETING SYSTEM™

MARKETING PROPOSAL

Prepared for

You, Home Owner

By

Dionne Malush

Your Address Here

MARKETING PROPOSAL

Prepared for

Insert Homeowners’ Names

Insert Address of Home

City/Town, State

By

Insert Agent Name

Insert Date

THE IMPORTANCE OF BROKER SELECTION

• Hiring a broker is a

business decision.

• We can net more

money for your

home than the

competition.

MY JOB AS YOUR CONSULTANT

• Inform you– Explain market concepts and conditions

• Create a high perception of value– Assist you in properly pricing your

property to stimulate the buyer pool

to make offers

– Provide maximum exposure of your

property to the buyer pool

• Negotiate the sale– Obtain the best possible price and

terms for your property

REAL ESTATE IS A COMMODITY

PRODUCT COMMODITY

Seller establishes price. Buyer establishes value.

Consumers become aware of

products through advertising and

choose to buy or not to buy the

product at the seller’s price.

Products that don’t sell are

discontinued.

Commodities sell every day with

prices fluctuating based on

market conditions and

perceptions influenced by

supply and demand.

COMMODITY MARKETS APPRECIATE &

DEPRECIATE

Appreciating Market

Depreciating Market

Prices go UP

Prices go DOWN

Less inventory coming on… More inventory going off…

More inventory coming on… Less inventory going off…

MARKET DIRECTION

To determine the market direction of real estate commodities

in the area, examine local market statistics:

Mo1 Mo2 Mo3

• The first column represents new listings on the market

• The second column shows listings under contract

• The third column shows total inventory of homes

• The fourth column shows overpriced listings that expired

High inventory = Depreciating market

Low inventory = Appreciating market

BUYER POOL

The Buyer Pool, those who could buy, is relatively

constant in any market

Buyers that do buy are motivated to act when they see a perception of value

(Buyer Pool)

(Buyer Pool) (Buyers motivated to act)

% of Buyers

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6++

Buyers most

prepared to buy• Working with an agent an average of 10 weeks.*

• Knowledgeable about market prices.

• Financially pre-approved.

• Have seen properties previously on the market.

• Ready to make an offer when they perceive value.

* Source: National Association of REALTORS 2008 Profile of Home Buyers and Sellers

CAPTURING THE MOST BUYERS IN THE

FIRST DAYS OF EXPOSURE

The first 14 days are the most critical in capturing the largest group.

Inventory sells at its highest price in the first days.

DAYS ON MARKET AFFECT SELLING PRICE

Buyer perceptions of value decrease with

every day on the market.

$429,000

$429,000

$429,000

Days on Market

2

Buyer’s Perception

Must See

30

Seller getting anxious and

should be willing to

negotiate

60+

Why hasn’t this house sold?

What is wrong with it?

BUYER POOL PERCEPTION BASED ON MARKET

“What will it

take to get this

property?”

“With so many

choices, I can

afford to wait.”

Appreciating MarketAbundance of buyer energy and

motivation, but no inventory

Depreciating MarketAbundance of inventory, but

no buyer energy or motivation

POSITIONING YOUR PROPERTY TO GENERATE

BUYER POOL TRAFFIC

Proper Positioning in a

Depreciating Market

Through strategic pricing, we create a

perception of value compared to other

inventory and stimulate the same

buyer motivation and action as in an

Appreciating Market.

Appreciating Market

THREE PHASES OF SHOWINGS

No Showings

Home is priced above market - no

perception of value.

Showings with No Second

Viewings

Home is being shown, but not

perceived as a good value.

Repeat Showings

Home is being shown continuously

with second viewings and high

probability of offers.

THE POWER OF PRICING

Over

Priced

No Traffic

No Offers

Market

Priced

Some Traffic

Possible Offer

Action

Priced

Heavy Traffic

Multiple Offers

MY JOB AS YOUR CONSULTANT

Inform you

– We have discussed market concepts and conditions

• Negotiate the sale

– When we achieve heavy traffic to your property, I will

manage the important negotiation process to net you the

most possible.

• Create a high perception of value

– When you properly position your property to energize the

buyer pool to make offers, we will provide maximum

exposure.

MAXIMUM EXPOSURE TO BUYER POOL

Local, National and International Exposure

• Multiple Listing Service

• PittsburghMoves.com

• ColdwellBanker.com

• Other heavy-traffic real estate web sites

• Yard Signs

• Open House

• Media Advertising

• Property Feature Sheets

• Just Listed Announcements

• eCards

REACHING BUYERS WHERE THEY

ARE LOOKING

87% of home buyers use the Internet when looking for a

home* and yours can be on these major, high traffic web sites:

• ColdwellBanker.com

• PittsburghMoves.com

• REALTOR.com®

• Google Base™

• Trulia.com

• OpenHouse.com

• Yahoo Real Estate™

• Zillow.com

• FrontDoor.com

• NewYorkTimes.com

• IHT.com

• HomeFinder.com

• Cyberhomes.com

• AOL®

Real EstateOnly 3% of buyers found the home they bought

from newspaper ads*.

* Source: National Association of REALTORS 2008 Profile of Home Buyers and Sellers

INSTANT RESPONSE TO ONLINE BUYERS

• Many website inquiries go unanswered

by agents

• Many take days to respond

With our online rapid response system –

LeadRouter™ – every buyer receives a fast,

professional response:

• A buyer sees a listing online.

• They request additional information or

request a showing through the website.

• I receive an alert on my phoneand can respond within seconds!

Cell phone photo

EXPOSING POSITIONED PROPERTIES

Initial Marketing for Properly Positioned Properties

• I will utilize the powerful Coldwell

Banker marketing tools to expose

your properly positioned property

to the buyer pool.

• You can also make your home more

compelling to the buyer pool through

– Home enhancement and staging

– Home warranty

INCREASING BUYERS PERCEPTION OF VALUE

Home Enhancement

• The better your home shows to the buyer pool,

the more value they perceive.

• Review our Home Enhancement Guide.

Home Protection Plan

• Studies show that homes without a home

protection plan sell for a lower price than

those that do*.

• Homes with a protection plan sell faster.*

*Homes with AHS Home Protection Plan sold an average of 4% higher at closing and average of 23 days faster.

TRANSACTION MANAGEMENT

.• Provides you with a dedicated online access,

secured by 128 bit SSL encryption and

password protection.

• You can access your account at any time from

any computer as an additional communication

tool during the entire process.

• After the transaction has closed, your complete

documented transaction is stored in a permanent

online archive.

The HomeBase℠ transaction management

system is an exclusive online tool for

accessing and reviewing your real estate

sale and purchase via a personal, secure

web site account.

FULL SERVICE REAL ESTATE ENVIRONMENT

In me, you have a knowledgeable and

skilled professional to help you net the

most amount of money for your property

in today’s market place.

In my company, you have the largest real

estate brokerage company in the U.S.

offering Mortgage Services, Home

Protection Plans, Homeowners

Insurance, Relocation and Concierge

Services.

MARKET STUDY – INITIAL MARKET

POSITIONING

We will now:

• Review current market data, also available

to buyers

• Analyze what buyers are currently paying

• Interpret data through in-depth inventory

knowledge

• Determine choice of initial market position

• Evaluate after 14 days and reposition if

necessary