SRS Designation Course

SRS Designation Course

Property Marketing Plan

Property Marketing Plan

Listing Information

Property Address
City
County
State
Zip Code
Type of Property
SFR, Condo, TH, Land, etc.
Community Name
Year Built
# of stories
Type
Ranch, Tudor, Cape Cod, etc.
Total Sq Footage
Lot Sq Footage
# of bedrooms
# of bathrooms
Additional rooms
Den, laundry, rec room, etc
Basement (Y/N)
Finished (Y/N)
Garage
2 car, 3 car, finished, cabinets, etc
Heating/AC
Interior Features
Exterior Features
Energy Saving Features
Roof
Additional selling points
Homeowners Assn. Info
Elementary School
Middle School
High School
Community Features
Parks, shopping, transportation

Marketing Venues

Traditional Marketing Venues / Electronic Marketing Venues

Plans for Visual Marketing

What types of photos am I going to take?
What are the most important points of interest in the home? (Master bedroom, master bath, pool, deck, kitchen, etc)
How many pictures am I going to publish (remember you will take dozens more pictures than you will actually publish)?
What time of day would be the best to take the pictures within the house and outside the house?
What can I do to make the pictures more appealing?
What other visual media will I use (videos, virtual tours, etc)?
What resources do I have available to produce the visuals (access to cameras, lights, professional photographers, etc)

Signage and Print Materials

What signs will I place in front of the property?
Do my signs comply with state requirements? If not, what am I going to do to get them in compliance?
What print materials will I create for my property? (Jumbo post cards, flyers, brochures, etc.)
How am I going to distribute my print materials?

Internet Marketing Plan

What MLS systems do I have available?
What online resources can I use to market the property right now?
What requirements are necessary to get my listing on those sites?
How can I get the listing onto my own website?
If I create a property specific website, what will the site contain?
What technical requirements do I face when creating an internet marketing plan?
If people are searching for properties on the internet, how can I best get my property to come up in their searches?

Agency Disclosures

What are the requirements for agency disclosure in my state?
What are my company’s agency disclosure policies?
When must I give an agency disclosure to a client or customer?
What forms must I use?

Agency Policies

What are my company policies regarding handling customer inquiries?
Does my company allow dual agency? Designated agency?
If so, what are the policies regarding disclosure and behaviors to ensure proper actions?
Does my company allow transactional brokerage?
If so, what are the policies regarding disclosure and behaviors to ensure proper actions?

Staging the Property

Make a room-by-room assessment of the home and make initial plans for staging the home:

Furniture Placement
Wall Art & Accessories
Neutralizing Color Palate
Updating concerns
Minimizing functional obsolescence
Must Dos / Should Dos / Nice To-dos
·  De-clutter rooms
·  Empty closets
·  “White Glove” clean
·  Neutralize look
·  Address pet stains
·  Remove valuables
·  Shampoo carpets
·  Remove/re-arrange furniture items
·  Pack unnecessary clothes/items / ·  Minor Repairs
·  Mechanicals must be working order
·  Paint in neutrals
·  Remove dated wallpaper
·  Update lighting
·  Update hardware
·  Replace old carpets & old linoleum
·  Focus - curb appeal
·  Replace bathroom mats/curtain/towels / ·  Major Repairs
·  Organize garage
·  Organize basement
·  Organize & empty kitchen cabinets
·  Update doors
·  Update cabinets
·  Replace windows
·  Service/repair furnace
·  Update toilets & bathroom vanities

Pre-Showing Checklist

Arrange for a Floor Agent or Call Coordinator to scheduling showings and make timely confirmations.

Discuss these items with your client prior to allowing co-agent showings:

¨  Be away from the home during showings

¨  Timing of Appointments

¨  Lockboxes

¨  Storage of valuables and medications

¨  Arrangement for pets

¨  Security systems

¨  Door and window locks

¨  Removing items that will not convey to a new owner

¨  Safety issues

¨  Everything “show” ready

¨  Tenants (if applicable)

Open House Checklist

Assuming you have successfully staged the home ready for showing, you will want to prepare for an Open House.

Arrange with the seller to have these items accomplished:

¨  Hire a cleaning service to ensure that the property is spotless. Conduct a white glove test the day before the open house.

¨  Mow lawn, and turn on sprinklers to make the lawn sparkle.

¨  Clean gutters.

¨  Be sure toys and yard equipment are stored.

¨  Buy a fresh doormat.

¨  Replace old towels and shower curtains with fresh ones, hide toothbrushes, and display designer soaps.

¨  Set the table with elegant dishware and candles.

¨  Make the space feel bigger by removing one or two pieces of furniture from every room.

¨  Conceal small kitchen appliances and personal bathroom items.

¨  Store all personal items, including family photos, mementos, and artwork.

¨  Lock up client valuables.

¨  Send pets to a neighbor or kennel (if this isn’t possible, crate them or confine them to a single room).

¨  Install higher wattage incandescent light bulbs to brighten rooms.

You will also need to do the following during the open house:

¨  Ensure that your clients are not on the premises (it’s awkward for potential buyers to express their opinions of the property when the client is present)

¨  Open all the drapes to let as much natural light in as possible

¨  Turn on all the lights, even in the daytime

¨  Place fresh flowers around the house to add color to main rooms

¨  Lay logs in the fireplace, and, if weather permits, light a fire

¨  Serve cookies, coffee, and soft drinks, but use disposable cups to avoid clutter in the sink (Get permission from the seller. Food can cause unexpected stains)

¨  Place handouts by the door

¨  Prepare a sign-in sheet so people can write down their contact information

¨  Set the thermostat to a comfortable level

¨  Turn on soothing music at a low volume

¨  Have important documents available, such as homeowner’s association rules, inspections reports, etc.

Anticipating Buyers

Make a list of features and items that will be attractive to buyers.

What questions will potential buyers have about the property?