ERA American Marketing Roadmap for Sellers 2016

Property Marketing

Roadmap

Property Marketing Roadmap

Pre-Listing Marketing

Once you’ve made the commitment to sell your home, choosing a Realtor® to represent your interests is the most critical decision you’ll make. This roadmap walks you through the marketing tools and processes available to ERA American Realtors®. This guide contains the lessons of 35 years in Emerald Coast real estate and more than 4 billion dollars in transactions. We are the leading real estate and marketing firm in Northwest Florida because of the care, planning, and precision we use to ensure your home is positioned well and receives the greatest amount of exposure in the marketplace.

At the end of every chapter, we’ve compiled a list of important questions you should ask every Realtor® you interview. The answers will help you choose your trusted advisor.

Pages 3-6

Pages 6, 10, and 14

1 Does your company have a written plan to sell my home fast and for the most amount of money?

Selling your home is a process best served by careful planning and meticulous execution. As your trusted advisors, our goal in this phase is to analyze your home through the eyes of prospec-tive buyers, make sure your pricing is competitive, and develop a unique marketing strategy that allows you to close quickly.

In this step, your ERA American Realtor® helps you fully analyze your home and current market conditions to ensure you are fully informed before making important pricing decisions.

In this step, your agent will work with you to craft a narrative about your home that piques the interest of prospective buyers, both online and in person.

Marketing Roadmap | 4

Competitive Pricing Analysis

We will use the following best-in-service tools to determine the fair market value of your home:

Competitive Market Analysis ToolUtilizing comparable properties, this tool presents the most traditional means of analyzing the market and making adjustments for features and amenities.

Pricing Analysis GridGoing a step further, this grid gives you a complete picture of the entire market. See what didn’t sell and how the current competition is priced.

Absorption Rate ToolAbsorption rate projects the speed of the sale. Our agents use this tool to analyze the past sales rate to estimate the expected marketing time for your home.

Home AppraisalAnalysis by a professional appraiser is an optional investment in selling your home that allows you to gain objective insight into your home’s value.

Pricing your home correctly is critical to selling your home quickly and for the most amount of money. While a quick decision is tempting, pricing your home too high or too low could keep potential buyers from finding your home. Our goal in this stage is to consider all of the internal and external factors that will influence the salability of your home and your pricing strategy.


Crafting Your Media StorylineEverything we do to market your listing paints a picture that compels the potential buyer to look further, ask more questions, and ultimately see your home as a new part of their story. ERA American agents not only understand the tools available to craft a compelling story, they are supported by a full time, in-house marketing staff and, where required, proven marketing contractors.

*In 2015, 88% of all home-buyers used the Internet as part of their home search. Of those buyers, 87% found photos extremely helpful in narrowing down their search.This is your home's first impression. ERA American Realtors® ensure that all of the media used to tell your home's story is not only professional-quality, but persuasive and interesting to potential buyers.

Professional Copywriting

Professional Photographs & Video

*In the same study, 84% of buyers found descriptions of the property extremely helpful. ERA American Realtors® know how to create compelling marketing copy while avoiding over-used real estate language. Our agents are informed on trends and tactics for effective copywriting, as well as keeping your home's descriptive language in compliance with Fair Housing Act (42 U.S.C. 3600, et seq.) requirements.

Home Staging AssistanceTaking the extra step to stage your home makes a difference in how a buyer values your home. *According to a recent poll, Realtors® agreed that buyers most often offer a 1-5% increase on the value of a staged home. Your ERA American agent will help you make the most effective choices for your home's staging.


*Yun, Lawrence. ”2015 Profile of Home Buyers and Sellers.” National Association of Realtors. November 5, 2015.


ASK YOUR AGENTPre-Listing Marketing

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What tools will you use to best position my home to sell under current market conditions?

Does your company have a written plan to sell my home fast and for the most amount of money?

How will you determine what my bottom line could or will be with each o�er?

Should I get a pre-listing home inspection and how could this help me sell my home?

Is there a bene�t for me or the buyer to have a home warranty?

Listing Launch

ConsumerReal Estate Broadcast

Video-Based Microsite

Social Media Broadcast

InsiderBroadcast

LocalAdvertising

Now that we've prepared you and your home for the selling process, it's time to put your listing in front of other Realtors® and potential buyers. ERA American sellers are uniquely positioned to gain the maximum amount of exposure possible for their listings. Our programs, expertise, and reach is unmatched among Northwest Florida real estate firms.

Today's market includes a proliferation of third-party websites and apps that use aggregate information to represent your home online. With so many different sites for buyers to search, managing your listing online can be a complicated process. ERA American Real Estate is the only Northwest Florida firm with a paid staff dedicated to managing your listing on the most popular web sites and troubleshooting any third-party aggregation issues. This frees your Realtor® from the time-consuming work of listing enhancement and allows them to focus on selling your home.

Online Enhancement & Troubleshooting


Listing Launch

The moment your listing is activated in the MLS, your listing is broadcast throughout the consumer real estate market, including your agent's website, ERA.com, eraREAL.com, ERA's mobile apps, and the most popular real estate portals and apps in the industry. ERA American sellers benefit from unique listing, promotional, and advertising relationships we've established with listing services throughout the real estate industry.

Our social media syndication is a highly effective effort that combines work done by our internal marketing team and your ERA American agent on behalf of your listing. Your agent will then give you access to your home's social links to help you best utilize your own sphere of influence. 2015, ERA American posts reached more than 2 million people and resulted in over 300,000 actions taken.

Real Estate Consumer Broadcast

Social Media Broadcast

More and more, online shoppers are using mobile devices and tablets to browse for homes. Every home listed with ERA American is given its own mobile-responsive site using the latest technology and advanced design. Whether buyers find your home on a traditional computer or through a mobile device, your home's website looks amazing.

After 35 years of real estate leadership in Northwest Florida, the ERA American yardarm is one of the most recognizable signs in the area. Our local advertising strategy combines decades-long brand recognition with promotion built specifically around your home. From targeted digital advertising to traditional outreach, ERA American agents receive ongoing training on the most effective marketing tactics. Because of this, our agents are able to avoid cookie-cutter marketing, tailoring their strategies to your unique needs.

*87% of all buyers in 2015 used the services of a Realtor® to purchase their home. We market your home specifically to Realtors® throughout the Emerald Coast and beyond to ensure maximum exposure. Our internal network includes 6 offices and more than 100 licensed professionals, while our referral network reaches 256,800 agents all over the world.


ASK YOUR AGENTListing Launch

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What is your company’s plan to syndicate my listing online?

How many o�ces and full time agents do you have within your company?

Whose responsibility is it to enhance and troubleshoot my listing’s online presence, particularly with third-party sites?

What promotional relationships does your company have with national real estate syndicators?

How does your company advertise locally, nationally, and through social media?

Active Promotion

Tools & AnalysisAny open house or tour given at your home is broadcast throughout our consumer real estate and social media listing syndication network.

1 Home Tours & Events

ERA American agents monitor the performance of your listing and provide feedback necessary for a swift sale.3 Sales Performance Analysis

ERA American agents analyze the performance of your home's marketing strategy, making any tactical adjustments required in real time.

4 Marketing Performance Analysis

ERA American agents benefit from lead-management system that ensures every inquiry on your home is processed and responded to immediately.

2 Customer Relationship Management

Once we've launched your home into the marketplace, ERA American sellers benefit from a plethora of tools and analyses to create demand for your home, maintain a high level of exposure, and take potential buyers through the process of choosing your home. In this chapter, we will walk through the tools available to your agent and to you to ensure your home sells as quickly as possible and for the most amount of money.

The ERA American family of agents work together to make sure any event or tour held at your home is executed well. Open Houses are promoted throughout our consumer, social media, and Realtor®-syndication systems, both in person and online. Your ERA American agent makes sure that every Realtor® who tours your home is well-equipped to communicate the benefits and storyline of your home to the buyers they represent.

ERA American Real Estate provides a dynamic, integrated lead-management system that combines marketing automation, customer relationship management, and actionable prospect data. LeadRouter routes all online requests to available agents immediately via cell phone and email, creating an opportunity for immediate follow up. Zap then scores each prospect as they shop, providing your agent with actionable insight to the leads that are most likely to transact quickly.

Homes Tours & Events

Active Promotion

ERA American agents are trained to monitor sales conditions and interpret market indicators as they pertain to your listing's market position. This process continues throughout the lifecycle of the sale of your home. Using many of the pre-listing analytic tools, such as the Competitive Marketing Analysis Tool, the Pricing Grid, and other resources, ERA American agents will continue to offer qualified advice to ensure your home remains in the most competitive position.

An important ingredient in a successful sale is your agent's ability to analyze your home’s marketing and make tactical adjustment when and where change is indicated. Your ERA American agent is supported in this effort by a fully-staffed and professionally-trained marketing team. Is one ad performing better than another? Is your listing getting the Internet traffic expected? Together with our marketing staff, ERA American agents are able to analyze marketing performance and recommend swift action.

Sales Performance Analysis

Marketing Performance Analysis


ASK YOUR AGENTActive Promotion

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How do you receive leads from online customers and what is your follow-up plan with them?

Will you be able to provide me with feedback from all showings?

What tools do you use to predict when an online buyer is ready to purchase?

Are you able to provide statistics on your company’s history and performance in the market?

How will you report sales and marketing performance to me and how will that data inform my home’s marketing plan?

ERA American agents have a number of tools available to ensure buyer prospects are fully qualified before engaging in the sales process. We have established relationships with a network of reputable lenders to assist in this process.

The average ERA American agent sells 15.5 homes per year, more than twice the MLS average*. Our agents are prepared for every detail of your transaction through the most comprehensive ongoing training program in the area. In addition to exceptional preparation, ERA American agents have 24/7 access to a very hands-on leadership team who work with your agent. This team includes access to nationally-recognized real estate coach and mentor, our Broker/President, Gloria Frazier.

Keys to a Quick ClosingQualified Buyers

Offer, Contract, & Closing Acumen

COMBINED RESIDENTIAL SALES RATE

65%MLS

73%ERA

AMERICAN

DAYS ON THE MARKET

ERA AMERICAN

102DAYS

MLS

121DAYS

PERCENT OF ASKING PRICE

98% 96%

Our sellers net 2% more, have an 8% better chance of selling, and sell 19 days faster.*

*Based on ECAR Data, January 2016

ERA American Marketing Roadmap for Sellers 2016

Documents

Transcript of ERA American Marketing Roadmap for Sellers 2016