Marketing Plan for HOMES Lynn Patrick
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Transcript of Marketing Plan for HOMES Lynn Patrick
My Real Estate Services Marketing Proposal
Presented by:
Lynn Patrick
CENTURY 21 Access America
117 North Main Street
Southington, Ct. 06489
Prepared for:
You!
Property to be marketed:
Your Property
Copyright © 2008 Century 21 Real Estate LLC. All rights reserved.
My Professional Experience
• Principals and Practices in Real Estate through the State of
Connecticut Approved School; The Real Estate Development Center
• Member of the National Association of REALTORS
• Member of the Connecticut Association of REALTORS
• Member of the Hartford Board of REALTORS
• Member of the Connecticut Cooperative MLS
• Fairfield Board of Realtors 1985-1991
• REALTOR with CENTURY 21 Internationally, 8,400 offices in the
World, 4,200 Offices in the USA
• Home Stager, Relocation, New Construction
• REALTOR with CENTURY 21 of Connecticut, 64 Offices in CT.
• Team Member of the Largest Most Productive Century 21 Office in
All of Connecticut
• Currently working with Ralph Williams of Bottom Line University
• Brian Buffini Systems Certified
Cell: 860.302.7646 Voice Mail: 860.378.1465
Email: [email protected]
Page 2
Lynn Patrick
REALTOR
CENTURY 21
Access America
CENTURY 21 Access America
Lynn Patrick
REALTOR
CENTURY 21
Access America
Copyright © 2008 Century 21 Real Estate LLC. All rights reserved.
CENTURY 21® Access America
• My company’s strengths
– 20 Years of experience with Strong Leadership that shows
– Cutting Edge Systems have made us a leader in our market place
– Over 100 Agents in the Southington & Meriden Offices
• My company’s awards & recognition
– We have the Number One, Top Producing Office for C21 in the State!
– We have been the Most Successful, Top Producing Firm in the State since 2002
• Strength of the CENTURY 21 brand
– Millward-Brown results
– CENTURY 21® continues to be the most recognized name in real estate*
– Not only the most recognized but NOBODY in the World sells more homes than CENTURY
21. No One does more referrals, 8,400 Office, 143,000 agents.
– CGRN/worldwide Referral Network in addition to the CENTURY 21 network we have
REALOGY which uses the referral network of all brands in the REALOGY network.
Page 4
*Source: 2007 Ad Tracking Study. The survey results are based on 1216 online interviews with a national random sample of adults (ages 25-54) who are equal decision makers and who have bought or sold a
home within the past two years or plan to purchase or sell a home within the next two years. Brand awareness questions are based on a sample of 1216 respondents with a margin of error of +/- 2.4% at 90%
confidence level. The study was conducted between February 19th - October 7th, 2007 by Millward Brown, a leading global market research organization.
Our Offices
Under Regional President
Beverly A. Peterson
Lynn Patrick
REALTOR
CENTURY 21
Access America
Copyright © 2008 Century 21 Real Estate LLC. All rights reserved.
Meriden, CT Office
477 South Broad Street
Meriden, CT 06450
Phone:203- 634-1876 Toll Free:1-800-525-7793
Fax: 203-237-4142
Southington, CT Office
117 North Main Street
Southington, CT 06489
Phone: 860-621-8378
Toll Free:1-800-525-7793
Fax: 860-276-8032
C21 Access America
Career Development Center
143 North Main Street
Phone: 860-378-1456
Toll Free:1-800-525-7793
Fax: 860-276-0369
Offices Under Regional President Beverly A. Peterson
The Real Estate
Development Center
Pre-License School
143 North Main Street
Phone: 860-378-1479
Fax: 860-276-0369
Access America Call Center
Customer Service 411
143 North Main Street
Phone: 860-621-8378
Fax: 860-276-0369
Transaction Management
Center Online
143 North Main Street
Phone: 860-378-1479
Fax: 860-276-0369
Copyright © 2008 Century 21 Real Estate LLC. All rights reserved.
Southington, CT Office
117 North Main Street
Southington, CT 06489
Phone: 860-621-8378
Toll Free:1-800-525-7793
Direct Line: 860-378-1465
Southington
Lynn Patrick
REALTOR
CENTURY 21
Access America
Copyright © 2008 Century 21 Real Estate LLC. All rights reserved.
Meriden, CT Office
477 South Broad Street
Meriden, CT 06450
Phone:203- 634-1876
Toll Free:1-800-525-7793
Fax: 203-237-4142
Meriden
Lynn Patrick
REALTOR
CENTURY 21
Access America
Copyright © 2008 Century 21 Real Estate LLC. All rights reserved.
The Training Center
143 North Main Street
Southington, CT 06489
Phone: 860-621-8378
Toll Free:1-800-525-7793
Fax: 860-276-0369
The Career Development Center
Sessions with Ralph Williams at the
Career Development Training Center
In Addition to New Agent Training Under Regional
President Beverly Peterson, The Training Center In
Southington Offers Experienced Agent Coaching and
Training in:
• New Construction
•Advanced CMA workshops for target marketing and
statistics
•Technology including Social Networking
•Online Slide Show Presentations
•Foreclosures purchasing at Auctions
•Sales Technique Workshops & and MORE!
Jodi Tussing Regional
Career Coach and
Training Center
Manager
Copyright © 2008 Century 21 Real Estate LLC. All rights reserved.
CENTURY 21 Access America®
Transaction Management Center
•Entire transaction is coordinated from day one
•One single contact – Monday through Friday, 9:00am to 5:00pm
•Transaction Manager is a licensed Real Estate Agent and truly understands the
financing application and approval process
•Buyers and sellers receive clear, step by step instructions to ensure a smooth and
timely closing
•Access your sale or purchase with your own secure ID via the web, 24 hours a day,
seven days a week, 365 days a year
•Communicate with all parties of your transaction through one consolidated messaging
center via fax, text to voice messaging and e-mails
•View posted documents such as Contracts, Disclosures, MLS printouts, Amendments,
Extensions, Contact Sheets, etc
•Continued access to file once it has become a closing for years
•Allows you to be an active participant in your transaction
Copyright © 2008 Century 21 Real Estate LLC. All rights reserved.
A History of Proven Results Not only were we the # 1 Century 21
Office in Connecticut in 2008, we were the only CENTURY 21 office
to receive the Centurion Award!
Page 11
Market Share Century 21 Access America Last 12 Months
Copyright © 2008 Century 21 Real Estate LLC. All rights reserved.
Bridgeport, CT Office 3850 Main Street
Bridgeport, CT 06606
Map It with Google Maps
Phone: 203-374-9451
Toll Free: 1-800-722-0187
Fax: 203-374-9706
Access America Offices
Meriden, CT Office 477 South Broad Street
Meriden, CT 06450
Map It with Google Maps
Phone:203- 634-1876
Toll Free:1-800-525-7793
Fax: 203-237-4142
Branford, CT Office 265 East Main Street
Branford, CT 06405
Map It with Google Maps
Phone: 203-481-7247
Toll Free: 1-800-289-2100
Fax: 203-481-4075
Southington, CT Office117 North Main Street
Southington, CT 06489
Map It with Google Maps
Phone: 860-621-8378
Toll Free:1-800-525-7793
Fax: 860-276-8032
Watertown, CT Office429 Main Street
Watertown, CT 06795
Map It with Google Maps
Phone: 860-274-8200
Toll Free:1-800-240-2952
Fax: 860-274-0382
Stamford, CT Office 27 Strawberry Hill Avenue
Stamford, CT 06902
Map It with Google Maps
Phone: 203-326-3399
Toll Free:1-800-243-5295
Fax: 203-326-3388
Wethersfield, CT Office449 Silas Deane Highway
Wethersfield, CT 06109
Map It with Google Maps
Phone: 860-263-2121
Toll Free:1-800-343-2166
Fax: 860-263-2144
Wolcott, CT Office246 Wolcott Road
Wolcott , CT 06716
Map It with Google Maps
Phone: 203-879-2339
Toll Free:1-800-240-2952
Fax: 203-879-2102
East Greenwich, RI Office387 Main Street
East Greenwich, RI 02818
Map It with Google Maps
Phone: 401-885-6260
Toll Free: 1-800-818-2100
Fax: 401-885-5360
Coventry, RI Office 1025 Tiogue Avenue
Coventry, RI 02816
Map It with Google Maps
Phone: 401-828-2100
Toll Free: 1-800-343-0227
Fax: 401-821-5889
Middletown, RI Office72 East Main Road
Middletown, RI 02842
Map It with Google Maps
Phone: 401-849-0660
Toll Free: 1-800-521-3336
Fax: 401-848-5385
Newport, RI Office640 Thames Street
Newport, RI 02840
Map It with Google Maps
Phone: 401-849-9192
Toll Free: 1-800-876-2429
Fax: 401-849-5871
Copyright © 2008 Century 21 Real Estate LLC. All rights reserved.
The Value of working with a REALTOR
• 85% of sellers used a broker or agent to sell their home*
• 76% of sellers placed their home on the Internet with the assistance of a
real estate agent*
• My mission statement
– “I strive to make the sale of your home and all of the associated
activities free of stress, easy to understand, and at times, even fun. My
goal is to exceed your expectations and provide you with exceptional
service throughout our relationship”.
Page 13
The value and importance of real estate professionals has not changed!
*2007 NAR Profile of Home Buyers and Sellers
Copyright © 2008 Century 21 Real Estate LLC. All rights reserved.
Get More with CENTURY 21®
Standard Services
• Multiple Listing Service
• Local Advertising
• Yard Sign
• Agent and Office Preview
• Open House
• Required Property Disclosures
• Competitive Market Analysis
• Featured on National Website
Customized Services
• National Advertising
• Global Referral Network
• Seller Service Pledge
• Quality Service Survey
• Other Internet Websites
Page 14
Copyright © 2008 Century 21 Real Estate LLC. All rights reserved.
CENTURY 21®: The Gold Standard
Page 15
We are a strong, vibrant and global real estate family. We strive everyday to
deliver unsurpassed market intelligence and insights. Our network of over
140,000 agents in over 8,000 offices worldwide is your edge. These CENTURY
21 standards inspire us all to a higher level of performance.
What does “The Gold Standard” mean to you?
Gold is symbolic of three positive and distinct values
• Great financial value = Getting the best price for your home
• High performance achievement = Best trained associates
• Insightful wisdom = Your neighborhood specialist
I am your “Professional Champion”.
Copyright © 2008 Century 21 Real Estate LLC. All rights reserved.Page 16
Most Recognized Name in Real Estate
Source: 2007 Ad Tracking Study. The survey results are based on 1216 online interviews with a national random sample of adults (ages 25-54) who are equal decision makers and who have bought or sold a
home within the past two years or plan to purchase or sell a home within the next two years. Brand awareness questions are based on a sample of 1216 respondents with a margin of error of +/- 2.4% at 90%
confidence level. The study was conducted between February 19th - October 7th, 2007 by Millward Brown, a leading global market research organization.
• Consumers continue to identify the CENTURY 21 brand as “the most recognized
name in real estate.”
• Forty-two percent of adults surveyed singled out CENTURY 21 as the most well-
known brand, with the nearest competitor trailing by a substantial 14 percentage
points.
Q “Which of these agencies , if any, is the
most recognized name in real estate?”
Copyright © 2008 Century 21 Real Estate LLC. All rights reserved.
Marketing Plan
• Send “Just Listed “postcards highlighting your home to local area residents.
• Advertise and hold agent/broker and buyer open houses.
• List your property on our company website, which boasts the only Google powered search by key
word in addition to field searching, Mapping Features, Trulia & Zillow integreation to help the buyer realize the
value of your home. Plus ability to set up an appointment real time, in addition slide show, of your home.
• Internet marketing – REALTOR.COM All of our listings boast enhanced REALTOR.com with 20 pictures and unlimited text,
– We have banners placed on TRULIA featuring our listings as advertising
– Trulia - Openhouse.com - Hotpads.com
– Zillow - WSJ.com (homes over 300,000) - Cyberhomes.com
– Homescape - New York Times.com - Google.com
– Courant.com - ListHub.com - aol.com
– Cyberhomes.com -oodle.com - homefinder.com
– Frontdoor.com -yahoo.com - backpage.com
– …. And more
• Send out electronic notices about your home i.e., eNewsletters and eCards.
• Provide local advertising
• Leverage the CENTURY 21® Global Referral Network to access leads from around the world.
Copyright © 2008 Century 21 Real Estate LLC. All rights reserved.
Marketing Plan, Continued
– Enhanced listing display on Realtor.com site to make your property
stand out
– Video/virtual tour on YouTube.com, FaceBook.com, Linkedin.com,
Wordpress.com, LiveVideo.com
– Offer a Home Warranty program
– Offer special Century 21 Access America Mortgage financing options
– Transaction Management Online
– Feature your property on my personal website and blogs
– Place property on Craig‟s List and other online classified websites for
maximum exposure
Copyright © 2008 Century 21 Real Estate LLC. All rights reserved.
Marketing Plan Continued
Copyright © 2008 Century 21 Real Estate LLC. All rights reserved.
Targeted Local Marketing
• Open Houses – Actively promote open house showings for Brokers and
Buyers
• Direct Mail – Just Listed cards, Open House cards and other targeted
mailings
• E-Greetings – Online greeting cards directed to potential buyers
• Local Advertising
• MLS – Place your home with the local Multiple Listing Service to make it
available to all local Brokers
• Internet – Courant.com Century21.com allows internet users to get
information and photos of your home
Page 20
Lynn Patrick
REALTOR
CENTURY 21
Access America
Letters of Thanks!
Lynn Patrick
REALTOR
CENTURY 21
Access America
Letters of Thanks!
Lynn Patrick
REALTOR
CENTURY 21
Access America
Copyright © 2008 Century 21 Real Estate LLC. All rights reserved.
2009 Online Marketing continued
Page 23
• Strategically publish creative banners that increase traffic and
listing exposure on Century21.com.
• CENTURY 21 provides an innovative online experience for
consumers that is second to no one in the industry.
• Online media is optimized to drive leads and response from
consumers on your property.
• Automated email communications to buyers interested in your
property
• Search Engine Marketing is a key component of our online
marketing efforts that drives consumers to our website and
thereby increases the exposure your listing receives to
interested buyers.
Copyright © 2008 Century 21 Real Estate LLC. All rights reserved.
CENTURY 21® National Advertising
• Multi-million dollar national advertising campaigns
• Print, Internet and radio
• Targeted advertising for Specialty Markets
Page 24
Copyright © 2008 Century 21 Real Estate LLC. All rights reserved.
CENTURY 21® Global Reach
Worldwide presence
• Century21.com international links and websites
• CENTURY 21® Global Referral Network
• Significant buyer opportunities - with over 8,000 offices and 140,000 sales associates worldwide
• Additional buyer opportunities - with the CENTURY 21®
Global Referral Network, an Internet based referral system for broker selection and distribution of referral leads
Page 25
Copyright © 2008 Century 21 Real Estate LLC. All rights reserved.
Referral Services
• World’s largest referral network (based on the number of offices
worldwide) brings you:
– More buyer opportunities for your property
• With over 8,000 offices and 140,000 sales associates worldwide
• CENTURY 21® Global Referral Network, an Internet based referral
system for distribution of referral leads from around the globe
Page 26
Lynn Patrick
REALTOR
CENTURY 21
Access America
Copyright © 2008 Century 21 Real Estate LLC. All rights reserved.
Home Buyers
• 84% of all home buyers used the Internet as a tool when searching for a
home*
• 84% of recent home buyers found photos “very useful”*
• 60% said the same about virtual tours*
• There are over 200 million users of the Internet in the USA**
– 29% of home buyers first learned about the home they purchased
using the Internet*
– 84% of first time home buyers used the internet as an information
source in the home buying process*
Page 27
*2007 NAR Profile of Home Buyers and Sellers
**Nielsen-Net Raings.com
Copyright © 2008 Century 21 Real Estate LLC. All rights reserved.
Selling Your Home with the Help of Century21.com
The Century21.com
web site averages
more than 2 million
visits per month
• Consumer Leads
• Property Listings
• Registered Users
• Top Search
Engine
partnerships;
Google, Trulia and
Yahoo
Page 28
Copyright © 2008 Century 21 Real Estate LLC. All rights reserved.
The Search Areas on Century21.com
• Century21.com is a consumer‟s home buying and selling information gateway
• The easy to navigate menu bar allows consumers to identify exactly what
they‟re looking for
• The site serves as a real estate resource library for consumers
• Property Search
– Satellite technology to visually scout the location of CENTURY 21
properties that meet their search criteria
– Aerial views allow users to explore the property yard, street and
neighborhood
Page 29
Copyright © 2008 Century 21 Real Estate LLC. All rights reserved. Page 30
Online Marketing Tools that help us Sell Your Property
• Slide Shows & Virtual Tours
Visually highlight the best features of your home; automatically created when you have 6 or more pictures
• Neighborhood ProfilesImportant information about this and other neighborhoods
• MortgageCalculator s and financing information
Slide Show
Copyright © 2008 Century 21 Real Estate LLC. All rights reserved.
Your Listing on Century21.com
Page 31
• Up to 20 listing Photos can be included
• Detailed property descriptions (English and Spanish)
• Floor Plans
• Slide Show
• Virtual Tours
• Open House schedule
• CENTURY 21’s exclusive LeadRouter technology directs online inquiries regarding your property directly to your agent within minutes
Copyright © 2008 Century 21 Real Estate LLC. All rights reserved.
A custom Slide Show to Showcase Your Property
Page 32
• This is what the consumer sees on Century21.com
• Slide Shows are automatically created when you have 6 or more photos of the property
• 98% of prospective Buyers feel property photos are useful in their home search*
* 2007 NAR Profile of Home Buyers and Sellers
Copyright © 2008 Century 21 Real Estate LLC. All rights reserved.
Competitive Market Analysis
Establishing the perfect price for your home!
• Recent Sales
• Current Listings
• Under Contract
• Expired Listings
Page 33
• How do you stack up against the
competition?
• What will help your property sell
faster?
• How much will you have after closing?
Copyright © 2008 Century 21 Real Estate LLC. All rights reserved.
We‟re with you every step of the way
CENTURY 21 Connections®
• The CENTURY 21 Local Connections® program offers you convenient, cost-saving
products and services that simplify your home buying, selling and ownership
experience.
• To search for money saving coupons and discounts, visit:
http://www.century21.com/learn/connections/
Home Warranty
• The CENTURY 21® Home Protection Plan offers home sellers and buyers protection
against costly, unexpected repair bills that may occur after closing.
Financing
• Northern States Mortgage, with it‟s „BEST RATE GUARANTEE‟
Transaction Management Online
From deposit to close, your transaction will be monitored online, by you, your agent, your
legal council, and your mortgage company.
Home Owners Insurance
• SCM Insurance, part of the one Stop Shop experience you can choose, to compare the
best rates and best services in the industry.
Page 34
Copyright © 2008 Century 21 Real Estate LLC. All rights reserved.
Seller Service Pledge – My Personal Commitment
• 21 points of differentiation
– Commitment to service
– Agreement between you,
the seller and my
CENTURY 21® office.
Page 35
Lynn Patrick
REALTOR
CENTURY 21
Access America
Copyright © 2008 Century 21 Real Estate LLC. All rights reserved.
Quality Service
• I strive to provide outstanding
service to our clients
• My clients are invited to
complete a Quality Service
Survey and return it to our
independent 3rd party research
group
• Consistent monitoring of service
in order to assure highest level
of quality.
Page 36
Lynn Patrick
REALTOR
CENTURY 21
Access America
Copyright © 2008 Century 21 Real Estate LLC. All rights reserved.
Put me to work for you!
CENTURY 21: The Gold Standard.
Page 37
Cell:860-302-7646
Voice Mail: 860.378.1465
Email: [email protected]
Lynn Patrick
REALTOR
CENTURY 21
Access America
Thank you!Page 38
Lynn Patrick
CENTURY 21 Access America
117 North Main Street\
Cell:860-302-7646
Voice Mail: 860.378.1465
Email: [email protected]