Prudential Bob Yost Homesale Services Listing Education

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Table Of Contents

Additional Homesale Complete Services

We Help People Achieve Their Dreams

Homesale Guarantee

Your Needs Come First

Advertising, Marketing & Merchandising

Transaction and Risk Management

Contract Negotiation

Return on Investment Strategies

Who We Are

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• It will help me to know what you want to achieve from the sale of your home and the support you expect to receive from me.

• Together, we can decide how the homeselling process should be tailored to fit the unique characteristics of

your home.

Your Needs Come FirstThe process of marketing and selling your home must match your

objectives, priorities and needs.

In order to best serve you, I will want to learn more about your plans, so please feel free to ask questions and share your concerns with me. In this way, I will understand your goals, helping us build a strong working relationship.

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Communication. How important is regular communication with your real estate professional? What information is important to you? How often do you want to be contacted, and what is your preferred way of staying in touch?

Motivation. Why are you considering selling your home at this time? How far along are you in the homeselling process? Are you just exploring the possibility of selling, or are you definitely committed to putting your home on the market?

Time frame. Is there a certain date by which the sale of this home needs to close? How flexible are you on this time frame?

Relocation assistance. Will you need information or assistance in moving to a new area?

Homeselling decisions. Are there any other individuals who will be involved in your home sale decision? May I please have permission to speak with them?

Understanding your ExpectationsThe following questions will help me understand what is most

important to you in the sale of your home.

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Price. Do you have specific expectations as to the selling price of your home? If so, what do you base this figure on? Do you anticipate a certain amount of net proceeds from this sale?

Marketing Plan. Are there any specific activities you expect to see included in the marketing of your home?

Previous homeselling experience. Have you ever sold a home before? If so, how many and how recently?

Positive experiences. What were the most positive features of your previous homeselling experiences? If you have never sold a home before, what would help make this a positive experience?

Concerns. Were there any unsatisfactory features of your previous homeselling experiences that you hope to avoid this time? If you are selling your first home, are there any problems or concerns about which you are worried?

Expectations. What are your expectations of me as your real estate professional? What specific services and support do you look forward to receiving from me?

Understanding your Expectations

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What do you feel are the most appealing features of your home?

What features does your home have that differentiate it from other similar properties?

What changes or enhancements would you suggest to make your home as marketable as possible?

What are the most attractive features of the surrounding neighborhood?

Do you have any special terms or conditions regarding the sale of your home, such as items of personal property to be excluded?

Are you aware of any problems or concerns regarding your home or the neighborhood that will need to be disclosed to prospective buyers?

What Should I Know About Your Home?Each home has special features that may interest buyers.

Please tell me about your home.

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I Guarantee Your Experience in Writing

• You’ll receive a signed contract outlining what Prudential Bob Yost Homesale Services and I will do for you.

• Enjoy Peace Of Mind. If I cannot perform the services outlined in the Guarantee, you will be released from your listing agreement.

• This level of safety and assurance is only available with Prudential Bob Yost Homesale Services.

See the Seller Services Guarantee for complete details.

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One Company. One Purpose.

Complete real estate solutions

from a neighbor you can trust.

The HomeSale Complete family of services work from the same set of Core Values:

• We don't claim success until our customer declares success.

• We want to earn our customers for life.

• We set the standards for customer excellence.

• We believe the quickest way to grow our organization is to grow our people.

• We believe we achieve more together.

• We think and act with a sense of urgency.

We help people We help people achieve their dreams!achieve their dreams!

Our HomeSale Complete family of services:

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Residential Real Estate Agencies – Top 10Ranked by dollar volume of sales.

Jack Gaughen Realtor ERA

PrudentialHomesale

Re/Max Realty Professionals Inc.

Re/Max Associates of Lancaster

Brownstone Real Estate Co.

Morgan-Collins Inc.

Century 21 Piscioneri Realty Inc.

The Homestead Group Inc.

Re/Max Patriots

Prudential Thompson Wood Real Estate

$72,000,000

$83,200,000

$103,550,000

$185,800,000

$204,730,000

$221,130,000

$257,550,000

$262,900,000

$943,820,000

$1,620,000,000

Superior service and expertise make

Prudential Homesale the leader in

real estate sales.

Published June 13, 2008. Updated August 20, 2008. The Central Penn Business Journal’s list of residential real estate agencies is limited to those in or near Adams, Cumberland, Dauphin, Lancaster, Lebanon, Perry, or York counties. Information came from the individual companies and other Business Journal research. To access the Business Journal’s online database, visit www.centralpennbusiness.com and click on ListCentral in the quick-links menu.

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The only firm in south central PA with sales of more than $2 Billion

1997 2001 2007

2001 was Homesale’s first complete year of operations after expansion into the York/Adams and Eastern Regions.

$2,092,800,000

$1,404,000,000

$535,000,000

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York County’s Broker of Choice • In 2007, Prudential Bob Yost Homesale

Services completed over 3,100 sales in York and Adams counties alone, more than twice as many as the closest competitor.

• The Homesale offices are ranked by the Central Penn Business Journal as the #1 home seller in the region, with $2.39 billion in sales volume.

• Honored by REALTrends as a national leader in home sales, mortgage services, and settlement services.

• Award We’re Most Proud Of:Winner of York Sunday News’ “Best of York County” Award,year after year

Prudential Bob Yost Homesale Services is the #1 resource for York

County home buyers & sellers.

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Hanover’s Broker of Choice

Prudential Bob Yost Homesale Services has been named the Best Real Estate Company in Hanover by

The Hanover Evening Sun’s Reader’s Choice Awards for 2008

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Region’s Top HomesellerAll Companies are the same? You decide.

Yost numbers from Yost Homesale Services data; other companies’ results from RAYAC MLS.

0 500 1,000 1,500 2,000 2,500 3,000

Choose The Leader!

Prudential Bob Yost Homesale Services

Century 21 Action

Century 21 Heritage

Jack Gaughen Realtor ERA

Morgan Collins

Long & Foster

Re/Max of Gettysburg

Re/Max Patriots

Re/Max Quality

ERA Preferred

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Return on Investment (ROI) Strategies

1. Contract Negotiation Skills & Strategies

2. Transaction & Risk Management

3. Advertising, Marketing & Merchandising

As a Premium Provider of Real Estate Services, I will use proven strategies to maintain a strong negotiating position to enable you to yield the best attainable Return on Investment.

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Performance-Based Compensation

• Commission is an Expense if you choose the wrong agent, an Investment if you choose the right one.

• You don’t “save money” on a commission, because commission savings versus value can only be determined at settlement.

• When you Invest in me, you can expect a Return on Investment.

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Contract Negotiation Skills & Strategies

• Contract Negotiation Skills & Strategies• Transaction & Risk Management• Advertising, Marketing & Merchandising

I will use proven strategies to establish, then maintain a strong negotiating position for you:

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Strategy: Determine Mortgage Portability

• If your buyer’s mortgage company closed tomorrow, a buyer with Mortgage Portability can take their pre-approval to another lender.

• What is Mortgage Portability? It is a pre-approval based upon nationally acknowledged lending standards that other lenders can accept.

• I will protect you by insisting that your Buyer’s mortgage be

portable.

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Strategy: Determine Buyer Quality • Is this buyer actually able to purchase

your home?

• Are there mortgage-related “conditions” that are likely to impede a successful closing?

• What is the true negotiating strength of the buyer?

• If you have multiple offers, which offer really is the strongest?

• Depending on your risk tolerance, the best offer might not be the highest price.

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The VALUE of a Buyer Quality Specialist

• As your Agent and a Buyer Quality Specialist, I will ascertain the Buyer Quality and Mortgage Portability on each offer you receive.

• This will enable you to make informed decisions, while I negotiate for you from a position of strength.

– A buyer who is accustomed to paying more for things due to past credit issues may be willing to pay more for your home. My job is to examine those credit issues to insure that they don’t interfere with closing.

• Being proactive and understanding Buyer Quality upfront will help anticipate and avoid potential “deal-killing” problems as we approach settlement.

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Transaction & Risk Management

• Most problems that delay settlement are caused by title issues, failed inspections and insurance issues.

• Preliminary review of the settlement sheet can reveal potential issues.

• Problems that are uncovered too close to settlement may result in additional out-of-pocket expenses for the seller, postponement of settlement or killed contracts.

• Better to be proactive in the beginning than to be reactive near settlement.

As part of my Transaction and Risk Management strategy, I will help you maintain negotiating strength by identifying potential problems early.

Review our risk management guidelines to see how we protect your interests.

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Transaction & Risk Management

• Identifies potential issues early that may otherwise cause costly problems near settlement.

• Increases the marketability of your home and attracts more qualified buyers

• Provides up-front information on your home, so qualified buyers can see the solid value your home represents

• Home Warranty protects you against covered repairs while the home is listed, and transfers to the buyer for one year after closing.

There is an investment when you use HomeBuyer Ready, but there is a cost if you don’t.

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American Home Shield

• Our overriding goal is your complete satisfaction by helping you protect your largest asset!

• Help protect yourself from unexpected home repair costs and add value to your home with an American Home Shield warranty.

• In 2007, American Home Shield paid $266,461 in warranty claims on behalf of Prudential Homesale customers.

Statistics show that homes sell for more

money in less time with an AHS Warranty.

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The Strength of the Brand

The Prudential name and “Rock®” logo have stood for strength, stability, integrity and trust for over 30 years.

• Prudential Real Estate benefits from the name recognition and outstanding reputation of Prudential Financial.

• The Prudential Real Estate brand represents service, quality and exceptional value.

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Awareness of the Prudential Brand is almost universal among Americans

Data Source: 2007 Wave 38 brand image study

General Public Affluent Americans

The Strength of the Brand

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Network Growth

Approximately 68,000 sales professionals

Nearly 2,100 offices

547,000 transactions

$187.2 billion in sales

Presence in 50 states, nine Canadian provinces and Mexico

The Growth of Prudential

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Extensive National Advertising Presence

National advertising drives potential buyers to see your home via Prudential.com and Yahoo!

Prudential uses the most prestigious and effective media to reach the most people.

We can tell you about buyer traffic!

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Highest Average Sale Price

You want to be listed with the Broker whose referral network produces out-of-town buyers in your price range.

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eCertified® Designation

eCommerce Opportunity

• I have earned the eCertified Designation.

• The knowledge gained from this achievement enables me to handle any eCommerce opportunity.

• The presence of Prudential Real Estate and Prudential Homesale Services in 20 networks gives you a greater chance to find more buyers.

• It’s a competitive edge for you!

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What is Merchandising?

• Presenting a product to the right audience

• Carrying out organized, skillful advertising

• Most importantly, correctly positioning (pricing) the home in the current market.

Merchandising is the creation of a marketing plan that, when promoted, reaches the right buyers by:

As a Market Data Expert, I will help you understand and position your home correctly for the current local market, both in the MLS and private sale inventory.

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Advertising, Marketing & Merchandising

• Homes sell 5% of the time from newspaper ads and 1% of the time from homes magazines.

• 80% of consumers use the Internet to search for homes.

• However, 85% use a REALTOR®.

Source: National Association of REALTORS® “2006 Profile of Home Buyers & Sellers”

Newspaper ads don’t sell properties. Agents do.

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Positioning Your Home For The Market

• Determining the price of your home through a Competitive Market Analysis, or CMA, is not the only way to position your home in the current market.

• A CMA looks at properties that have already sold and often doesn’t include private sale data.

• However, you are competing for buyer attention against properties that are currently for sale (the total available inventory).

• It is important to determine the Correct Positioning Price to achieve the highest Market Value for your home.

CMA Pricing versus Market Value

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Determining Market Value

Price Positioning Analysis

Estimated Price Objective $_________

Area Proximity to Subject Home _________ miles

Total Available Units for Sale within MLS _________ units

Total Available Units for Sale Privately _________ units

Excitement Moderate Average Below Average Risky

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Return on Investment Worksheet

Purchase Price (A)

Date of Purchase (B)

Down Payment + Closing Costs (C)

Improvements (D)

Investment to sell (E)

Anticipated Price (F)

Formula:

C+D+E=X

X is Your Total Investment

F-A=Y

Y is Anticipated Profit

Y-X=KK is your Gross Profit

K/X=Z

Z is your Return on Investment

Z/Years Owned

Your Annual Return on Investment

The decision about how to position your home needs to be made with an understanding of ROI.

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Is now a good time to sell?

• Myth: “If I wait, my home willbe worth more, and I’ll make more of a profit.”

• Fact: As your home’s value increases, so does the value of other homes.

• Example:– Your home may sell for $200,000 today, but you think it

would sell for 10% more, or $220,000, next year.– You want to buy a home that is $250,000 today.– Assuming a 10% increase in home values, the home you

want to buy would be $275,000 if you wait. – You’d need an additional $5,000 to buy the home you

want if you wait.

• And if mortgage interest rates rise, your buying power is decreased further.

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MARKETING: How do buyers find the home they buy?

• 36% From their Real Estate Agent

• 24% On the Internet• 15% Yard Sign• 8% Friend, neighbor, or relative• 8% Home Builder• 5% Print Newspaper Ad• 3% Directly from the Sellers• 1% Home Book or Magazine

Top Three Ways Buyers Find the Homes They Purchase

Newspapers and Homes Magazines are not an effective way to attract buyers

Buyers rely primarily on their Real Estate Agent to find homes for them. It is important to select an Agent working with a large network of other Agents who may have buyers interested in a home like yours.

Source: National Association of REALTORS® “2006 Profile of Home Buyers & Sellers”

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• At 98% name recognition, Prudential is the most recognized of all real estate brands.

• Prudential Bob Yost Homesale Services are associated with quality, experience, service, and exceptional results.

• More local buyers select Prudential Bob Yost Homesale Services.

Prudential Homesale Agents Bring More Buyers

Consumers prefer to work with companies they know and trust

• Our 22 locations provide a network system of referring buyers throughout 11 Pennsylvania counties.

• No other real estate firm will match our services.

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• Web Presence– At PruHomesaleServices.com, potential buyers can

schedule their showing appointments online.

– “Online Advantage” technology offers industry leading enhanced customer tools and lead generation.

We Give The Online Buyer The Right Tools

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• A client base from global Fortune 500 companies to U.S. government agencies.

• Global locations include Canada, France, Hong Kong, Mexico, Shanghai, Singapore, Taipei, Tokyo, United Kingdom and the United States.

• Prudential Real Estate certification programs assure that you get the benefits of working with the best of the best.

• J.D. Power agrees: Prudential Relocation represents some of the most influential corporate clients in the country.

Relocation and Business Development

Prudential Relocation offers a full-service global mobility management firm.

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• Prudential Brokers throughout North America also refer their buyers to us.

• Added to this, we receive buyer leads from hundreds of other relocation sources.

• If you want to reach the out-of-town market, go with the leader. We sell thousands of homes to relocating buyers every year.

Our Relocation Network Brings Buyers

No other realty firm in our area sells as many homes to out-of-town buyers.

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What’s the Value of Online Marketing?

• Who’s Looking for Homes Online? – 80% of buyers overall– 87% of buyers ages 18-44 – 76% of buyers ages 45-64– 44% of buyers ages 65+

• Actions taken as a result of seeing a home online– 74% Drove by or viewed a home – 61% Walked through a home – 24% Purchased a home they first

saw on the Internet0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Internet Newspaper Advertising

Home Book or Magazine

80%

55%

34%

More home buyers use the Internet

than any other single marketing source

Second only to real estate agents, the Internet is the next largest source of information about properties for sale for home buyers.

Source: National Association of REALTORS® “2007 Profile of Home Buyers & Sellers”

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They’re Searching Online Right Now...Will They Find YOUR Listing?

Real Estate

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Prudential’s Online “Net” Captures Buyers

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Marketing on PruHomesaleServices.com

• Featured New Listing – Qualifying listings will appear on the

home page first. – These listings will be included in the

New Listing Archive for 30 days after being featured on home page.

• Property Web Page (interactive flier) with complete description and unlimited photos.

• Target marketing with My Home Finder and First Look e-mails.

• “E-mail To Friend” feature lets interested buyers share your home with others.

Central PA’s leading local Real Estate Site with 49,818 visitors per month

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Marketing on PruHomesaleServices.com • “Online Showing Request”

feature on home page.– 45% of showing requests are made after

hours. The Online Showing Request feature is an important strategy to create a showing for your home at the moment the buyer is excited about seeing it.

– Every five hours, a Prudential Homesale buyer schedules an appointment online.

• Printable Fliers are available on the home page.

• Reports of online activity on PruHomesaleServices.com available upon request.

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Buyer Match-My Home Finder-First Look

• We have over 23,000 buyers registered with My Home Finder who are looking for homes in Central PA.

• With our Buyer Match tool, I can show you know how many subscribers are currently looking for a home like yours.

• When you list your home with me, I’ll send a First Look e-mail to matching My Home Finder subscribers right away. This is the fastest target marketing currently available in the industry.

• In two to three days, a second e-mail will be sent to matching My Home Finder subscribers.

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Marketing for Open Houses

• PruHomesaleServices.com– Open House hours featured in list of search results and

the home Detail Page– Your home added to Open House search

• PrudentialProperties.com– Open House hours featured on home Detail Page– Your home added to Open House search

• OpenHouse.com – Coming Soon! Your home posted to this site, including

Open House hours

• Print Marketing– Advertised in local print media

• Open House and Directional Signage– Placed at your home and nearby, as local jurisdictions

permit.

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Today’s consumers want information . . . FAST.

• The nature of print media prevents it from having the detail and immediacy that buyers crave.

• It doesn’t take long for buyers to realize that the information they want is online.

• 65% of home buyers find magazines “not useful”, and 43% find newspapers “not useful” while 74% find the Internet “very useful”

• We utilize local print media to help drive buyers to PruHomesaleServices.com.

Our World has Changed

Internet

Very Useful,

73%

Somewhat Useful,

25%

Not Useful, 2%

Newspaper Ads

Very Useful, 20%

Somewhat Useful, 37%

Not Useful, 43%

Home Book or Magazine

Very Useful,

11%

Somewhat Useful,

24%Not Useful, 65%

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• Yard signs are the third-largest source of home inquiries.

• While 15% buy the home on which they first saw the sign, 85% ultimately buy a different home.

• When the home isn’t a fit for the buyer who saw the sign, a Sales Associate will tell them about other homes that may suit them, such as yours.

• With the largest number of yard signs in the area, you’ll receive interest from buyers who first called on another Prudential Homesale sign.

More Signs = More Calls

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• When a buyer calls, it’s critical to address their needs promptly to avoid their calling another real estate Company about another home.

• Many buyers look for homes on the weekend, when most real estate offices are closed.

• Only Prudential Homesale has a seven-day-per-week Call Center dedicated to systematically handling the valuable leads we receive.

• You will have the reassurance of knowing that I will personally answer the vast majority of calls on your home.

Buyer calls handled efficiently by Call Center

Call Center – Prudential Homesale – actual

Typical Firm – est.

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Showing Center . . . Ensures You the Most Showings

• Only Prudential Homesale takes a systematic approach to working with Buyers’ Agents to scheduling showings on your home.

• Showing Center staffed seven days per week with professional scheduling coordinators.

• The efficient way for Agents from ALL companies to show your home, so you get MORE showings.

• More showings mean a greater likelihood of finding the right buyer in the fastest time possible.

• Showing activity reports and feedbackavailable through your Prudential Homesale agent.

• One good showing = One good sale Only at

Prudential Bob Yost Homesale Services!

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Prudential Real Estate Affiliates received the highest numerical score among full service real estate firms in the proprietary J.D. Power and Associates 2008 Home Buyer/Seller StudySM. Study based on 3,670 total evaluations measuring 7 firms and measures opinions of individuals who bought or sold a home between April 2007 and June 2008. Your experiences may vary. Visit jdpower.com.

Ranked “Highest in Satisfaction for Home Sellers Among National Full

Service Real Estate Firms”by J.D. Power and Associates

We’re proud of this recognition because it reflects the real-life experiences of the people we value most: our clients. Discover how Prudential Real

Estate’s exceptional knowledge, innovative marketing strategies, exclusive “Online Seller

Advantage” and commitment to service can make selling your home faster and easier.

Don’t be left in the dark.

Learn how ONLINE SELLER ADVANTAGESM

will help you sell your home.

I can show you how many people are viewing your home every day. ONLINE SELLER ADVANTAGESM is an exclusive tool that can distinguish your listing from competing properties and maximize exposure to qualified buyers.

The Real Estate market changes every day.

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Online Seller Advantage

Online Seller Advantage (OSA) is an exclusive advertising and marketing tool that can distinguish your home from competing properties and maximize exposure to qualified buyers.

Primary OSA Components

• Listing Presentation Reports

• Listing Activity Emails

• Featured Property Status

• Sign Rider & Pru IDs

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Sign Rider with Pru ID

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Listing Presentation Reports

Prudential Real Estate EXCLUSIVE: No other brand, technology company, or Multiple Listing Service can delivery this report to seller prospects. Showcases very recent actual Web buyer interest and behavior activity surrounding your property.

Includes:• How many registered buyers have requested to be notified the minute a property like yours enters the market

• How many registered buyers are monitoring other listings in your general area

• How many times yesterday, last week, and last month your property would have been presented in search results to prospective buyers.

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Listing Activity E-Mails

Alerts Every Day

Every day, until your property sells, you’ll receive email alerts that let you know:

• how many times your Web ID has been entered through Yahoo! by a prospective buyer.

• how many times your listing has been returned in Search Results.

• how many times the Property Details for your listing have been viewed.

• how many times your listing has been added to a prospective buyer’s portfolio.

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Featured Property Status

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HomeSale Mortgage Services

• HomeSale Mortgage Services has the ability to shop multiple lending institutions to find the best rates and terms to fit your needs.

• We partner with your agent by providing marketing materials to aid in the sale of your home.

• We work with your prospective buyers to pre-approve them and customize unique financing packages.

The answer is YES! Let’s talk about how.

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• Homesale Settlement Services can provide title search and a deed review on your home to find potential problems early, thus ensuring they are properly handled.

• There is a Homesale Settlement Services agent at each Prudential Homesale office.

• HSS is a licensed Title Insurance agency for LandAmerica Lawyers Title, one of the largest and most sophisticated title insurers in the nation.

• HSS is bonded and carries insurance four times greater than required by law.

• Lowest Rates Permissible by Law. All-inclusive rate combines the costs of title search, settlement services and title insurance for ease and affordability.

Homesale Settlement Services delivers for you!

Settlement Services & Title Insurance

“#1 Settlement Company in PA” - Central Penn Business Journal

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• I am committed to assisting you with all of your real estate needs.

• Through our relationship with The Trident Group, I am able to provide exceptional homeowners’ insurance at competitive rates.

• Residential, commercial or investment properties

• These insurance Companies are working with carefully selected local, national and international insurance firms.

• We’ll find a way to insure your new home or investment, even if others can’t.

Protecting your new home

Homeowners’ Insurance

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Homesale VIP Services Need to spruce up your home before you put iton the market?

Never Fear – Homesale VIP is Here!

• Prudential’s Free Homesale VIP Services can recommend quality, pre-screened, pre-approved vendors to get your home ready for the market.

• Homesale VIP Services is exclusive to Prudential.

• Buyers moving into the area love the convenience and security of our Homesale VIP Services.

• More buyers means more people looking atyour home!

“We Help People Achieve

Their Dreams”

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FREE Home Repairs

Changing the way people buy and sell their homes!

No other Real Estate firm in south central PA offers this service!

• Buying or selling a home with us makes you eligible for this program. • We’ll provide the labor to fix those nuisance repairs.

• We’ll save you the time, money and frustration of hunting down a repairman,

plumber, etc.

• Ask your Sales Associate for details. Certain conditions apply.

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Prudential Bob Yost Homesale Services Group

We’ll help sell your home and take care of the details along the way...