the complete home marketing plan - The Rogers

Transcription

Ben Rogers, Realtor®
Team Leader & Listing Specialist
Rogers-Long Team of Hometown Realty
[THE COMPLETE
HOME
MARKETING
PLAN]
6 Critical Steps to Getting Your
Home SOLD
[THE COMPLETE HOME MARKETING PLAN]
Benjamin Rogers, Hometown Realty
MEET THE TEAM
Ben Rogers, Team Leader & Listing Specialist
Born and raised in Mechanicsville, Va., real estate in the greater Richmond
area has been in my family for multiple generations. After graduating from
Hampden-Sydney College with an Economics degree in 2012, I was licensed
in July of 2012 in order to represent you in the sale or purchase of a home.
An avid football fan, I played for 16 years of my life, most notably at Hanover
High School and Hampden-Sydney College. I am a member of HampdenSydney Football’s Advisory Board and I am the Chairman of the Super
Boosters for Hanover High School. In my spare time, I enjoy spending time
with family and friends at the river, snowboarding, and working on my
terrible golf game. In the fall football season, you can find me at HampdenSydney, Virginia Tech, and although it’s tough to be a fan, even at Redskins
games!
Kevin Long, Buyer Specialist
Also born and raised in Mechanicsville, Va., I grew up focused on becoming a
high school teacher and baseball coach. Upon graduation from James
Madison University with a History and Education degree in 2012, my plans
changed as I decided to get my real estate license because of the strong and
close-knit network of friends I had created during my high school and college
years. I’ve been a Realtor® ever since! An all-around sports guru, baseball has
always been my passion. I have played baseball ever since I can remember,
coached a high school team during my time at JMU, and coached for two
years at Benedictine High School. Outside of real estate, you can find me
playing golf (or attempting to do so), church softball, or watching my favorite
baseball team, the Pittsburgh Pirates. With a large part of my family being
from Boston, you might even find me at Fenway Park for a Red Sox game!
THE ROGERS-LONG TEAM
Although we grew up going to the same church, we didn’t become good friends until we were in the 5th
grade, as we played on the same baseball team together; little did we know as little leaguers that we would
form a friendship that would grow from best friends to business partners. Neither of us thought we were
going to become Realtors® until our senior year of college. We both got licensed after graduation, and
during a vacation with a group of our best friends (yes, it was Vegas) we made the decision to start our
careers at the same company in Hometown Realty, but under our own names. Finally in 2014, we decided
it was time to team up. While Ben found more success working with sellers and Kevin found his niche in
real estate working with buyers, we saw the great opportunity ahead in forming The Rogers-Long Team.
HOMETOWN REALTY
Our number one rule at HTR is to “TREAT PEOPLE THE WAY YOU WANT TO BE TREATED”. HTR was founded
in 1988 to provide professional real estate service and today, it is the largest locally owned real estate
company in the greater Richmond area.
-Attitude is Everything…Pick a Good One-
MISSION STATEMENT—THE ROGERS-LONG TEAM
Why Ben Rogers & Kevin Long?
With over 4,000 Realtors® in the greater Richmond area, why choose us? The answer is very simple: while
other agents spend their time cold-calling and door knocking in order to find clients, we choose to work
exclusively by referral. By counting on our vast network made up of friends, business associates, and clients
to refer us their friends, family and co-workers, we can keep our head down working hard for you. In short,
while other Realtors® focus on what we refer to as “lead-generation”, our focus is on you.
Our Business Plan
We love to joke about how every Realtor® is “honest” and “hard-working”. Who isn’t going to tell you that?
Our business plan is truly built on the classic values of Honesty, Hard Work, and Dedication and in addition
to these “old school values”, we approach our professional relationships with creative and innovative
tactics. If you like to sign paperwork the old fashioned way with pen and paper, that’s great! We can
accommodate. If you have a busy schedule, we understand and can accommodate that as well—we have
access to and understand how to utilize resources that allow us to get things done electronically…and not
to mention, extremely quickly. Being members of what is referred to as the “Social Media Generation”, we
can accommodate your needs in a very efficient and quick manner. Whether it’s a phone call, email, text,
or even a hand-written note, we understand communication is of the utmost importance and have been
able to become experts of communication in the real estate business.
Our Mission
Our goal with every transaction is duplicate our clientele by providing exceptional service to our current
clients in order to earn their referrals in the future. While both of us grew up playing and even coaching
sports, we understand that accountability is huge. Like we had coaches during our years as athletes, we
have coaches in the real estate business, too. As clients of Buffini & Company, the largest and most
respected real estate coaching program in the United States, we are always held accountable to be sure
that the service we provide is unmatched in order to make you confident we can get not only your deal
closed, but your referrals’ as well.
Attitude is Everything
Our business relies on this motto we learned at a young age, that “attitude is everything”. Our belief is that
for things to be accomplished in an efficient manner, attitude truly is everything. We pride ourselves in
being competitive and having a positive outlook on life, and our biggest promise to you is that we will be
competitive and have a positive attitude in our time working together. The glass is always “half-full” with
The Rogers-Long Team!
Work Hard. Play Hard.
Don’t confuse our work ethic and dedication to our careers with boredom. As a client of The Rogers-Long
Team, you will see that we have like to have fun. The most successful businesses operate by working hard
and playing hard, and we are no different. Being a member of our clientele, be ready to party with us at
different client events throughout the year!
REAL ESTATE ACCOMPLISHMENTS, BEN ROGERS
2014
Hometown Realty Top 15 Agents
Top 3% of Richmond Realtors
RAR Outstanding Production Award
The Rogers-Long Team: $10 Million Volume Production
2013
Hometown Realty Top 20 Agents
Top 7% of Richmond Realtors
RAR Outstanding Production Award
“Treat People the Way You Want to Be Treated” Award, 2012
Testimonials
“Ben is a powerhouse! He worked nonstop for us and had great marketing strategies and connections—he
sold our house within 22 hours and helped us move into our dream home. We will always recommend him
to our friends and family.”
- Mark & Stephanie Sullivan, 10627 Looking Glass Road, Chesterfield
“The time and effort that Ben Rogers spent working to position my house for sale far exceeded my
expectations, and it paid off. I had a signed contract that exceeded the list price of my house 30 hours after
it hit the market. I couldn’t have asked for a better outcome, or a better Realtor to work with!”
- Russ Clay, 6214 Club Road, Richmond
“It would be hard for me to recommend Ben highly enough. Have been working with him on several
transactions and he is truly impressive. The hardest working guy in the business!”
- Nathan Wiley, Owner, Blue Ridge Custom Homes
“Ben Rogers is a super agent! Not only does he have excellent market strategies and knowledge about
current trends, he also is very good about staying in contact with you on a consistent basis. During the
entire process of selling and buying our properties, we always felt like we were his only clients. He never
pushed us in a decision and always gave us options during the process. I always recommend him to anyone
who is looking for an agent.”
- Van & Anne-Myra Everette, 8394 Bink Plaace, Mechanicsville
“Ben Rogers was highly recommended to me by a co-worker. I can honestly say he knows how to market a
house. He was with me every step of the way with phone calls of updates and what I should expect next. I
never had to guess where we stood; he was always a step ahead. He has a passion and drive for what he
does and does it with a smile.”
- Lesa Wooldridge, 1185 Herring Creek Road, King William
*If you would like to speak to any of my past clients as a reference, I’d be happy to set up a phone call!
Ben Rogers, Listing Specialist
THE COMPLETE HOME MARKETING PLAN
-THE 6 STEP PLAN1
• Property Enhancement
2
• Marketing Your Home
3
• Clear & Open Communication
4
• Negotiating & Structuring the Sale
5
• Complete Transaction Management
6
• My Client Appreciation Program
STEP #1: PROPERTY ENHANCEMENT (“Preparing for Battle”)
Home Enhancement Checklist
During my first visit to your home, we'll tour the home and the
property and I'll take notes and make suggetsions on how to
make your home more marketable. Shortly after the first visit,
I'll have an organized checklist emailed to you to help you
prepare your home for the market ("Preparing for Battle").
Recommendations for Repairs/Improvements
I am going to tour your home as if I am a prospective buyer. If
there are any minor repairs or improvements that should be
made in order to sell your home for market value, I will
recommend these to you in order to make your home more
marketable.
I Can Refer You, Too!
Being a Real Estate Professional, I work with many different
service providers every day. I have a list of business partners
that would be happy to serve you; consider me the source of
the source for anything you might need.
STEP #2: MARKETING YOUR HOME (The Proactive Approach)
Intense Research for
Competitve Pricing
•Extensive and aggressive research to
provide you with the best price for your
home to sell
•Understanding of your equity
•Honesty in providing the correct price
The Multiple Listing Service
•You will receive a copy of your MLS
listing to review for accuracy
•At any time, we can edit the MLS to
help attract more buyers
•Reverse prospect to get in front of the
buyers that are currently looking for a
home like yours
Optimize Condition &
Viewing of Your Home
•Preparing your home for "battle"
•Creating space
•De-cluttering
•Recommendations on staging
Network with Buyer's
Agents & COI
•Exercising the fundamentals of selling:
voice to voice contact
•You have put a lot of effort in to
preparing your home for the market; I
want people to know about it!
MAXIMUM EXPOSURE
*92% of buyers first see their home of choice on the internet*
• Old School + New School
• Professional Sign Post Installation
• Just Listed Postcards to Closest 100 Neighbors
• Professional Photography
• Virtual Tours
• How you can help:
• Social Media Sharing
• Email Blast
…and many more!
My Guarantee to You:
STEP #3: CLEAR & OPEN COMMUNICATION (My Winning Strategy)
IMMEDIATE FEEDBACK
The lockbox on your door is connected to our email. When the lockbox is
opened, we know which Realtor showed it, what time they went in, and all of
their contact information. Please allow 24 hours or until the next business day
for feedback; we want to know what the potential buyers thought, too!
WEEKLY REPORTS
Every Thursday, I dedicate a majority of my day to market updates for my
sellers. I'll contact you to go over market activity in the past week in your area
to be sure we are accurate in our pricing. We will be emailing you all of the
properties that are comparable from the past week so you can see for
yourself.
MEET PERIODICALLY
The goal is to get your house sold as quickly as possible. If it does not sell in
the first month, I will request an appointment with you to review market
conditions and adjust marketing strategy as needed to get your home sold.
The number one complaint among sellers is the lack of communication from their
Realtor®. I believe that communication is of the utmost importance. The scariest
thing for a client is to feel like their Realtor® and his or her team is not available
when needed; this will not happen with us. My job is to be here for you and be
proactive with getting your home under contract and closed. Let’s face it: the only
way I make a living is to get your home SOLD.
STEP #4: NEGOTIATING & STRUCTURING THE SALE
As your Real Estate Professional, I am trained to
understand your options and your situation in order to
give you the best advice possible. I hold myself to a strict
code of ethics to maintain a higher level of knowledge of
the process of buying and selling real estate.
My promise to you:
Offers
Qualified
No
Buyers Surprises
• I will carefully review
and present all offers • We will not waste your • During our review of a
time with "shoppers"
contract, you will know
for your
exactly what will happen
• I will be sure that buyers
consideration
and what could happen
are qualified to actually
• Remember, there are purchase your home
during the ratification
many other terms to • Financing is never
period
a contract outside of guaranteed, but the
• We will be sure that we
are prepared for
the price
chances of securing
anything that can occur
financing are
• All parts of a
while under contract so
dramatically increased
contract are
we close in an efficient
when buyers have
negotiable
manner without any
already been qualified
surprises
• "The Selling Pathway"
STEP #5: COMPLETE TRANSACTION MANAGEMENT
There are well over 100 people involved in every real estate transaction. Here is a
quick list of the different pieces of the “real estate puzzle”:
Lenders
Attorneys
Co-brokers
Warranty
Contractors
Appraisers
Inspectors
Termite
Homeowner's
Associations
I will be sure to manage all of these on a daily basis. After all, this is why you hire me!
STEP #6: MY CLIENT APPRECIATION PROGRAM
Even after
closing, I'll be
there to
assist you
with all of
your real
estate needs.
You'll be added
to my Client
Appreciation
Program and
will be receiving
valuable
information on
a monthly basis.
Consider me your
source of referrals
for all types of
businesses,
whether related to
real estate or not.
I've partnered
with great
professionals who
would be happy to
serve you!
“How do I refer?”
If you had a friend, family member, or co-worker that was interested in buying or
selling a home, am I the Realtor you’d refer them to? If the answer to this questions
is “yes”, that’s great! I am so happy to have you in my Client Appreciation Program.
If you run across someone interested in selling, buying, or building, please ask
permission for me to call them. If you could provide me with your referral’s name
and contact information, I’ll be sure to follow up quickly to provide the same
exceptional service that was provided to you.
THE SELLING PATHWAY
• Initial Appointment
1
•The purpose of the initial appointment is to understand your goals and set expectations correctly.
•After our initial appointment, we'll have a great idea of price and marketing strategies.
• Preparing for Battle
2
•Within 2-3 days after our initial appointment, you'll receive a "Preparing for Battle" document
specific to your house. At this time, you'll also be set up on my weekly MARKET UPDATES list.
• Pre-List Appointment (your first showing!)
3
•Typically 2 days prior to our list date, a professional photographer will take photos of your house.
•The lockbox will be installed & the "for sale" sign will be hung.
• Official List Date & Scheduling Showings (always be prepared)
4
•On the list date, you will be sent all links & marketing pieces pertaining to your home for sale.
•Showings are usually scheduled via text message. If this is not okay, please let me know.
• Receive, Review, Negotiate, & Accept Offer: Contract Ratification
5
•When an offer is received, we will carefully review before negotiating and accepting.
•Upon contract ratification, you will be introduced to your attorney representation.
• Property Inspection
6
•Within 14 days (+/-) after ratification, the inspection(s) take place. See following page for more
information on this process. The Purchaser pays for this.
• Appraisal
7
•After inspection negotitations are complete, the Purchaser's lender orders the appraisal. The
Purchaser pays for this. An appraiser confirms that the house is worth the contract price.
• Termite, Well/Septic Inspections
8
•All Sellers are required to have (and pay for) a termite inspection within 30 days of closing.
•If applicable, well/septic inspections are also required to be completed (and paid for) by the Seller.
• Deed Signing
9
•One common misconception by Sellers is that they have to be at the closing table; they don't!
•Usually within a week of closing, you'll go meet with your attorney to officially sign the deed over.
• Final Walk Through/Closing (45-60 days after ratification)
10
•Also referred to as settlement, the Purchaser will sign all documents at the closing attorney's office.
•Upon conclusion of the closing & recording of the sale, you will be contacted to receive your check!
THE HOME INSPECTION EXPLAINED
After we receive the inspection report on your house, the Purchaser will be granted the opportunity to request repairs
by the Seller, or request a credit in lieu of repairs. Once the Seller receives the inspection report and Repair/Repair
Credit Addendum, there is a 7 day negotiation period.
IMPORTANT REMINDERS:
-
Most Buyers get nervous about inspections. It is possible that some requested “repairs” will be
unreasonable. Try to keep a calm mindset.
Buying a home is just as emotional as selling one. Just as we don’t want to be offended by
inspection requests, the Buyer wants to be sure they are buying a home that functions properly.
Just because something is requested, doesn’t mean that you have to do it. Sometimes, not
everything on the inspection report will be requested. Sometimes, it will be.
After inspection negotiations are agreed to, I can help you schedule repairs to be completed.
Please keep all receipts/invoices of work completed and send them to me.
What is reasonable to take
care of:
Defects of the property.
This means something that
is damaged or
dysfunctional that affects a
normal standard of living.
"Defect": a condition which
impairs the normal
stability, safety, or use of
any improvements
(buildling) on the Property.
Common examples include:
structural defects, a
damaged roof, mold in the
crawlspace.
What is unreasonable:
Cosmetic flaws. This means
something that improves a
personal preference of
living (i.e., affects
appearance vs. substance).
"Any cosmetic flaws, antiquated
systems, or grandfathered
components that are in working
order but would not comply with
current buildindg code if
constructed or installed today."
Common examples include:
normal settlement cracks, a
roof that is towards the end of
its life expectancy that
currently is in working order.
Inspection negotiations can be situational. Depending on the Buyer’s request, focus on the larger
items first. We will want to get some quick estimates on how much certain items might cost to repair. I can
help point you in the right direction here.

the complete home marketing plan - The Rogers

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