Good To KnowTM

2 | Good To KnowTM

Modern Brand.Timeless Values.

Strength, Stability, Quality

The plan to SELL your home | 3

“I would want to be associated with somebody where the

financial strength was unquestioned and where the

name stood for integrity. What other quality would you

want that Berkshire Hathaway HomeServices does not

have; and I don’t think you could find one.”

– Warren Buffett, Chairman and CEO, Berkshire Hathaway Inc.

4 | Good To KnowTM

Increased Salability.

Enhancing YourProperty For Sale

The plan to SELL your home | 5

No one has a more important role in the home selling process than you. Your SalesExecutive can help your home make a strong first impression. Since the condition of a propertyaffects the price and speed of a sale, by optimizing your home’s physical appearance, you canmaximize its value.

The first steps to take to prepare your home include: i. Clean and repair ii. De-clutter iii. De-personalize iv. Neutralize

To help enhance the value of your property for a prospective buyer, consider offering a2-10 Home Buyers Warranty.

Studies show that homes listed and marketed with a home warranty sold 15 percent faster—and closer to the asking price—than those without a warranty program in place. More impor-tantly, homes offering a home warranty were 29 percent more likely to close. Ask yourBerkshire Hathaway HomeServices Florida Properties Group Sales Executive aboutmarketing your property with a 2-10 Home Buyers Warranty.

6 | Good To KnowTM

Effective Pricing.

Understanding Market Value

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Market-sensitive pricing can be the key to maximum market exposure and ultimately, a satis-factory sale. Establishing the best listing price up front will result in the best sellingprice.

The existing pool of prospective buyers determines a property’s value, based on:• Location, design, amenities and condition.• Availability of 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.

A Competitive Market Analysis considers properties similar to yours that:

• Have sold in the recent pastThis shows us what buyers in this market have actually paid for properties similar to yours.

• Are currently on the marketThese are properties that will be competing with yours for the attention of available buyers.

• Failed to sellUnderstanding why these properties did not sell can help avoid disappointment in the mar-keting of your property.

An impartial evaluation of market activity is the most effective way to estimate a property’spotential selling price. A general rule of thumb to keep in mind is that a prudent person willpay no more for a property than it would cost to purchase a comparable substitute.

8 | Good To KnowTM

Timing Is Everything.

Dangers of Overpricing

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Broker and buyer interest is at its highest when a property is first offered on the market. Anasking price that is beyond market range can create the following adverse effects: • Fewer buyers are attracted, and fewer offers received.• Marketing time is prolonged, and initial marketing momentum is lost.• The property attracts "lookers" and helps houses competing with yours look better by com-parison.

• If a property does sell above true market value, it may not appraise and the buyers may notbe able to secure a loan.

• It may become necessary to adjust the price below market value to compete with new, com-petitively priced listings. Hence, the property may eventually sell below market value.

Percent of Buyers Who Will View Property% of Prospective PurchasersWho Will Look at Property

Fair MarketValue

+5%

-5%

-10%

2%

30%

60%

80%

92%

+10%

Timing

Activity

Weeks1 2 3 4 5 6

Asking Price in Relationshipto Fair Market Value

10 | Good To KnowTM

Where AreBuyers Looking First?

How Buyers FindThe Home They Purchase

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Homebuyers may use several information sources in their search process, but they are mostlikely to find the home they actually purchase through a real estate professional. Because weknow the entire range of categories, we have developed our marketing strategies to increasebuyer demand.

Source: The National Association of Realtors Profile of Home Buyers & Sellers

Note: Due to rounding, percentage distributions may not add up to 100 percent.

All Buyers 34 & younger 35-49 50-59 60-68 69-89

Internet 43% 51% 49% 39% 34% 24%

Knew real estate agent 33 31 28 36 39 37

Yard sign/openhouse sign 9 7 8 8 8 17

Friend, relativeor neighbor 6 5 4 6 6 11

Home builder ortheir agent 5 4 6 5 8 5

Directly fromsellers/Knewthe sellers 3 2 3 3 2 3

Print newspaperadvertisement 1 * 1 1 2 3

Home bookor magazine * * * * 1 *

Other 1 1 1 * 1 1

12 | Good To KnowTM

Expanding Your Reach.

Total Marketing Exposureto Increase Buyer Demand

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At Berkshire Hathaway HomeServices Florida Properties Group, we are committed

to providing high quality tools and resources to our sales executives so they in turn can provide

the highest level of service to their clients. From exclusive programs such as Seller Advantage

and Buyer Advantage to automated listing exposure on hundreds of web sites—including Trulia,

Zillow, Yahoo!, and Realtor.com—we have the power to move Tampa Bay real estate.

Our listings are also promoted on BerkshireHathawayHS.com, an industry-leading website fea-

turing up-to-the-minute tools and resources to meet the demands of today’s consumer. Dy-

namic features include:• Mobile optimization• Geo-location• Ability to save and compare selected properties• Search and send listing information to consumer’s social network• Inrix Drive Time to help consumers determine drive time to work from each home they areconsidering

• Walk Scores provides a walkability index for listed property highlighting restaurants, grocerystores, parks and more

No other brand has a stronger commitment to

EXPOSURE. Only Berkshire Hathaway

HomeServices delivers a collaboration sys-

tem that provides the best of both worlds: per-

sonal service from real estate professionals

you can trust and powerful world-class online

tools fueled by the freshest property data.

14 | Good To KnowTM

Global Strength.Local Expertise.

Total Marketing Exposureto Increase Buyer Demand

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About 94 percent of home buyers begin their search online.

Seller Advantage® was created to help distinguish your listingfrom competing properties and maximize exposure to qualifiedbuyers.

Seller Advantage brings together the collective brand strength, marketing clout andtechnological capabilities of Berkshire Hathaway HomeServices and our online network.

Constant Communication• Listing Presentation Report - highlights the number of registered buyers who are lookingfor property in your area and who have requested to be notified the minute a property likeyours goes on the market.

• Seller Activity Report - gives you detailed information about online buyer activity for yourhome and neighborhood in addition to information on new listings in your area, price andstatus changes.

These are exclusive benefits that only Berkshire Hathaway HomeServices can deliver.

16 | Good To KnowTM

All The Right Connections.

The Power OfMobile Technology

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The real estate business has changed. So has the way we sell properties.Introducing…

Curbside Info To You — CITY 24-7 leverages the power of over 260 million U.S. cellular phoneusers to instantly deliver information on your home. Buyers can use CITY 24-7 to find out theMLS ID, square footage, price, or to schedule a preview of your home before they drive away!When a buyer is ready to see your home, they can immediately connect with your sales execu-tive. Even Spanish-speaking inquiries can immediately connect to a bilingual sales executiveeliminating language barriers in the sales process.

Put the power of CITY 24/7 to work for you!

18 | Good To KnowTM

A Stress-Free Transaction.

Bringing You Convenience,Value, and Reliability

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Our partnership with Capstone Title gives you the added value of a smooth closing. Ourexclusive partnership enables us to deliver advantages such as:

• A dedicated transaction coordinator to ensure that everything is completed accu-rately and on time

• One stop convenience with title professionals located ‘in-house’

Capstone Title, the Added Value of a Smooth Closing

Our relationship with our in-house mortgage partner saves you time and energy by en-abling us to effectively determine serious qualified buyers for your property. Working withthe strength of a nationally recognized company facilitates our ability to keep your trans-action moving ahead while delivering many advantages, including:

• Quick pre-approvals*• A full suite of loan options: Conventional, Jumbo, FHA/VA, Affordable Home LoanOptions, Home Equity, New Construction & specialty loans

• Competitive rates & terms• An experienced team of professionals that are committed to working with youfrom start to finish.

*Pre-approval is based on information provided by the borrower and credit reporting agencies, and final loan approvalwill be subject to verification of no change to borrower’s credit history or financial situation, identification of a propertyacceptable to our mortgage partner, and satisfaction of all required closing conditions such as survey and/or title exam-ination. Pre-approval is only valid until the expiration date stated on the pre-approval letter.

Bringing Qualified Buyers To Your DoorWith In-House Mortgage Services

20 | Good To KnowTM

Who You Know.

Referral & Relocation Resources

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Through our extensive referral and relocation resources, we have preferential access tobuyers moving here from throughout North America.

Berkshire Hathaway HomeServices Florida Properties GroupRelocation DivisionOur staff of certified relocation specialists work diligently to establish relationships withcorporate clients and secure our services for companies moving to the Tampa Bay Area.

Berkshire Hathaway HomeServicesBerkshire Hathaway HomeServices provides access to prospective buyers of agents workingfor companies associated with Berkshire Hathaway HomeServices, Prudential Real Estate andReal Living Real Estate offices throughout North America.

22 | Good To KnowTM

The Plan For Success.

We’ll Help You Arrange TheHome Selling Process

The plan to SELL your home | 23

Selling a house typically includes many of the following elements. Your Berkshire HathawayHomeServices Florida Properties Group professional will be your resource and guideevery step of the way to make this a worry-free transaction.

Initial Consultation• Determine your needs and priorities• 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 and Reach Agreement with Buyer• Buyer’s real estate professional presents offer• Discuss and clarify proposed terms and conditions• Negotiation; possible counter offers• Reach final agreement

Complete Settlement Process (per purchase contract)• Deposit of buyer’s earnest money• Sign documents• Title search; preliminary title report to buyer• Inspections• Removal of remaining contingencies• Buyer’s final walk-through of property• Loan funding/balance of funds from buyer• Recording of title• Relocation of seller; possession of property to buyer

Service After the Sale• Help you find your next home, as needed• Assist you with relocation, as needed• Provide you with resources for additional homeowner needs beyond the sale

24 | Good To KnowTM

Our Pledge To You.

Service Guarantee

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As your Sales Executive, I will manage all the details in order to effect a worry-free transaction.My Service Guarantee is as follows:

� Prepare a Competitive Market Analysis to assist in developing a pricing strategy

� Introduce you to our umbrella of services provided by Capstone Title, Capstone Insurance,

and our in-house Mortgage Partner

� Create and present a tailored, written marketing plan that includes strategies to generate

buyer and broker activity

� Recommend property staging and enhancements to maximize marketability

� Provide a written estimate of seller expenses and proceeds

� Review your property history and disclosure statement and deliver it to each prospective buyer

� Commit to timely communication and feedback

� Promote property through internet, industry networking, direct marketing, advertising,

and mobile technology

� Provide counseling and negotiating assistance on all offers to purchase

� Make every effort to have each buyer pre-qualified or pre-approved with a lender prior to

any offer

� Monitor and communicate the status and satisfaction of contract contingencies

� Offer home purchase assistance, referral services

� Provide access to community and property information

� Review the HUD statement with you prior to closing and attend the closing

� Contact you and follow-up after closing to assure the satisfactory completion of all service details

Your Sales Executive / Realtor

It’s A Sign

26 | Good To KnowTM

Berkshire Hathaway HomeServices is a real estate brokerage network built for anew era in residential real estate. The network, among the few organizations entrustedto use the world-renowned Berkshire Hathaway name, brings to the real estate mar-ket a definitive mark of trust, integrity, stability and longevity.

Berkshire Hathaway HomeServices Florida Properties Group – establishedas Tropical Realty in 1959 – has an admired reputation and a successful history inTampa Bay real estate, made even more powerful by its local ownership and manage-ment.

When a Berkshire Hathaway HomeServices Florida Properties Group salesexecutive works with you, he or she is representing an organization that consistentlystrives to provide the most effective homeownership experience possible, through in-novative uses of technology, marketing and key business initiatives. Take a good lookat Berkshire Hathaway HomeServices Florida Properties Group and you’llsee there IS a difference in real estate companies. We have the power to moveTampa Bay real estate.

Good To Know.TM

The plan to SELL your home | 27

THE ANSWERS…under one roof.

bhhsfloridaproperties.com

Residential Real Estate SalesMortgage ServicesHome Warranty

Relocation & Business DevelopmentREO/Foreclosure • Auction • Condo/HOAAsset Portfolio Management/Leasing

New Home Builder Sales

Asset Portfolio ManagementCommercial Leasing

Business Brokerage • Office • RetailIndustrial • Land • Multi-Family

Capstone TitleCapstone Insurance

©2015 An independently owned and operated franchisee of BHH Affiliates, LLC. Berkshire Hathaway HomeServices and the Berkshire Hathaway HomeServices symbol are registered service marks of HomeSer-vices of America, Inc.® Equal Housing Opportunity.