MORE SUPPORT PER SQUARE FOOT D E VE LO P M E N T
M A R K E T I N G
S U P P O R T
More Support Per Square Foot BERKSHIRE HATHAWAY HOMESERVICES CHICAGO IS ONE OF THE LARGEST AND MOST SUCCESSFUL REAL ESTATE BROKERAGES IN THE CHICAGO AREA. WE H A V E B E E N C O N S I S T E N T LY C H O S E N T O R E P R E S E N T THE FINEST NEW CONSTRUCTION PROJECTS AND CONVERSIONS, INCLUDING THE ICONIC PROJECTS YOU’LL VIEW IN OUR PORTFOLIO.
WE RECOGNIZE THAT EACH PROJECT IS UNIQUE. WE TAILOR A SALES AND MARKETING PROGRAM THAT WILL ENSURE SUCCESS.
Picture the Perfect Partner WE HAVE THE EXPERIENCE, CONNECTIONS AND EXPERTISE.
We are grateful for the opportunity to present our ideas on how to market and sell your exceptional project. Our specialized marketing program has been established with one goal in mind — to deliver unrivaled customer service and superior knowledge of the Chicago area real estate market. Our network of professionals will work closely with you to achieve results that exceed your every expectation. Our Berkshire Hathaway HomeServices story starts with a sign: We call it like we see it. When one of the world’s most admired companies puts its name on a real estate sign, that’s a sign buyers and sellers want to see. Berkshire Hathaway HomeServices is a real estate brokerage network built for a new era in residential real estate. The brand, among the few organizations entrusted to use the world-renowned Berkshire Hathaway name, brings to the real estate market a definitive mark of stability, strength, quality and innovation. Our vision is crystal clear: To be the best-recognized and most highly respected homeownership services brand in the United States and worldwide. Our lineage is Good to know™: HSF Affiliates LLC, based in Irvine, CA, operates Berkshire Hathaway HomeServices. The company is a joint venture of which HomeServices of America, Inc., the nation’s largest, full-service residential brokerage firm, is a majority owner*. HomeServices of America is a Berkshire Hathaway Inc. affiliate. Berkshire Hathaway is a worldwide holding company based in Omaha, NE. Its chairman and CEO is Warren Buffett, often referred to as the “Oracle of Omaha,” who according to Time magazine’s ranking is among the world’s most influential people. Berkshire Hathaway is the #1 company in Barron’s 2013 ranking of the world’s 100 most respected companies; it ranks at #8 in Fortune magazine’s 50 Most Admired Companies survey; and is #18 in Harris Interactive’s reputation study of the 60 Most Visible Companies.
More Support Per Square Foot
*Real Trends 2019, Closed Units
3
D E L I V E R I N G B O T T O M - L I N E S A L E S R E S U LT S
Development Marketing Program OUR DEVELOPMENT MARKETING PROGRAM STANDS OUT FOR ITS ABILITY TO DELIVER B O T T O M - L I N E S A L E S R E S U LT S F R O M S T A R T T O F I N I S H .
• We are committed to being your dedicated sales and marketing team. We seek long-term, mutually beneficial relationships with builders who share our commitment to excellence. • Our goal is to sell your inventory as quickly as possible and for the highest price possible. We staff your development with our best brokers who are committed to your success. SM
• Luxury Collection
is our luxury marketing program. It provides access
IN BUSINESS, SOME NAMES STAND OUT FROM THE CROWD. OUR NAMESAKE, BERKSHIRE HATHAWAY, IS
to markets that cater to the buyers of premium properties on a regional,
CONSISTENTLY AT THE TOP OF BARRON’S
national and international level.
LIST OF THE WORLD’S MOST RESPECTED
• Throughout the city of Chicago and suburbs, southeast Wisconsin, northwest Indiana and Michigan’s Harbor Country, our large portfolio of new and
COMPANIES OF THE WORLD’S MOST RESPECTED COMPANIES.
converted properties underscores our ability to deliver and close buyers across a broad spectrum of price points and lifestyles.
Delivering Bottom-Line Sales Results
5
MARKETING PROCESS
Marketing Designed to Build Sales W E N O T O N L Y U N D E R S T A N D T H E T H E O R Y O F B U I L D I N G A S T R O N G B R A N D F O R Y O U R D E V E L O P M E N T, B U T H A V E T H E A B I L I T Y T O T R A N S L A T E O U R M A R K E T I N G S A V V Y I N T O B O T T O M - L I N E S A L E S R E S U LT S F O R Y O U R P R O J E C T.
• We take the time to understand the current state of the market and share insights with you to help drive your sales. • We look at your development with a fresh perspective that allows us to maximize your project’s unique points of difference and present them in their best light. • We then work to ensure that all facets of your marketing communications
WE HAVE WORKED WITH ESTABLISHED BRANDS AND
efforts work seamlessly to communicate the brand in a highly motivating manner that turns lookers into buyers. Our Development Marketing program is executed by an experienced marketing team and brokers who are highly knowledgeable in development marketing
WE ARE EQUALLY AT HOME WHEN YOUR NEEDS DICTATE A COMPLETE BRANDING EFFORT.
and project sales. We do not take a cookie-cutter approach to serving your needs. Our marketing is designed to provide every possible selling advantage in today’s marketplace.
Marketing Process
7
Berkshire Hathaway HomeServices Chicago functions as your in-house advertising agency with experience creating compelling and award-winning multi-media marketing campaigns. Our development programs utilize an integrated Marketing and Information Technology Department. By bringing the strength of these two critical areas together, we provide a seamless approach to market your project in a creative, compelling and cost-effective manner.
5 STEPS TO SUCCESS 1. UNDERSTANDING TODAY’S MARKETPLACE 2. UNDERSTANDING YOUR DEVELOPMENT’S BRAND 3. CREATING A COMPREHENSIVE MARKETING PLAN 4. MARKETING, ADVERTISING & MEDIA 5. TRACKING RESULTS WITH ROBUST REPORTING
Understanding Today’s Marketplace WE TAKE THE TIME TO UNDERSTAND WHERE YOU FIT INTO TODAY’S MARKETPLACE. WE ASK IMPORTANT QUESTIONS AND SHARE RELEVANT INFORMATION. • What is the current state of the market? • What is the best pricing model? • How does current local activity influence your pricing strategy? • What are the numbers with regard to activity and recent sales?
Understanding Your Development’s Brand WE FEEL THIS IS THE MOST CRITICAL STEP TO UNDERSTAND YOUR PROJECT AND TO BE ABLE T O S E T I T A P A R T F R O M A L L T H E R E S T. • We begin by asking the right questions. • We take the time to thoroughly understand your potential buyers. • We work with you to develop a strong value proposition by asking questions: • What makes your development the best choice? • What differentiates you from the competition that prospects care about? • How do we communicate your value proposition
• We understand what motivates buyers of properties like yours on both an emotional and rational level. • We gain a thorough understanding of the features and amenities that set your project apart. • We take the time to understand existing brand graphic standards. • We can create a complete brand identity system for your development that includes a professional logo and appropriate color palette.
quickly and clearly?
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Marketing Process
WE WILL SHARE INFORMATION FROM OUR EXTENSIVE DATABASE AND HELP YOU FRAME AN ANSWER TO THE QUESTION, “WHAT’S REALLY GOING ON IN MY NEIGHBORHOOD?”
WE UNDERSTAND
Creating a Comprehensive Marketing Plan D U R I N G T H I S S T E P W E A P P LY O U R E X P E R T I S E T O T H E C R E AT I O N OF A MARKETING PLAN THAT COVERS IMPORTANT ELEMENTS LIKE: • Understanding the demographics and psychographics of your prospective buyers. • Understanding the media habits of your potential buyers. • Using that knowledge to create a comprehensive marketing and advertising plan that includes appropriate new and traditional media vehicles. • Creating custom color brochures, price sheets and postcards. Complete branding and rebranding services are also available. • Providing professional photography of finished model units, common areas and lobby, and creating an optional online virtual tour. • Creating a public relations plan. • Coordinating broker events.
WE SEE YOUR DEVELOPMENT MARKETING PLAN AS A LIVING DOCUMENT AND CLOSELY MONITOR RESULTS. THIS ALLOWS US TO FINESSE OUR EFFORTS TO MAXIMIZE MEDIA DOLLARS AND EXPOSURE.
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Marketing Process
Pre-Marketing Communications to the Brokerage Community WE WILL GENERATE INTEREST AMONG TOP SELLING BROKERS AND OFFICES IN THE AREA O F Y O U R D E V E L O P M E N T T O I N V I T E T H E M I N F O R A P R E V I E W.
THE PERSONAL TOUCH We will personally contact area brokers with recent transactions by phone or in person.
BROKER eBLAST We hand-pick a database of brokers who have recently sold in the area of your development, as well as those who have buyers potentially interested in purchasing in your area.
EVENTS We will hold private broker open houses to generate buzz.
WE CREATE Marketing Process
13
MLS Exposure and Ongoing Broker Marketing BEFORE YOUR DEVELOPMENT IS LISTED IN THE MLS, WE WILL UTILIZE REVERSE PROSPECTING, CLOSED SALES DATA, OUR BHHSCHICAGO.COM REGISTERED USER DATABASE A N D G U E R I L L A M A R K E T I N G T A C T I C S T O G E N E R A T E E A R L Y I N T E R E S T I N Y O U R P R O J E C T.
MLS EXPOSURE
E-MAIL MARKETING CAMPAIGNS
The MLS is the most effective way to create awareness
E-mail blasts will be sent to the brokerage community the
about your development within the brokerage community.
week of the launch. Our automated system identifies every
We will strategically position units and regularly modify
buyer in our database exhibiting interest in developments
inputs to keep listings fresh, up-to-date and ensure accurate
like yours and sends out e-mails, directly notifying them of
representation of the project at all times.
your listing.
BROKER OPEN HOUSES
IN-HOUSE BROKER MARKETING
Approximately 1-2 weeks after your development is introduced
We will announce the listing of this project at company
in the MLS, we will hold an Introductory Broker Open House.
sales meetings and execute follow-up promotions within
Publicity among local brokers is crucial to gain exposure and
our office by sending a company-wide e-mail announcement
receive feedback.
and distributing flyers in each broker’s personal mailbox.
REVERSE PROSPECTING Our extensive contact database allows us to connect directly with potential buyers searching for similar properties. We monitor potential leads and follow up to schedule showings and proactively get feedback.
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Marketing Process
WE WILL UTILIZE MULTIPLE RESOURCES TO GENERATE EARLY INTEREST IN YOUR PROJECT.
We Create the Ultimate Online Experience O N C E W E H A V E G A I N E D A C O M P L E T E U N D E R S T A N D I N G O F Y O U R P R O J E C T, W E W I L L B E READY TO BUILD YOUR BRAND IN THE MARKETPLACE BY CREATING AND IMPLEMENTING THE MEDIA PLAN AND MARKETING MATERIALS.
ONLINE MARKETING Online promotion and advertising has rapidly become an essential component of modern marketing. Today, approximately 90% of home buyers search for their properties on the Internet.* Our online marketing objective is to reach the widest audience of potential buyers, produce activity to attract buyers and monitor traffic to follow up leads. We will create an immediate and heavy Internet presence, grabbing the attention of web savvy consumers.
CUSTOMIZED DEVELOPMENT WEBPAGE We will create a custom webpage and provide a unique URL to match the project address. The webpage is an easily accessible destination for buyers to view the best representation of your development as well as obtain a brochure and other materials available for download. The custom URL will enhance search optimization of your custom webpage, increasing its footprint online and driving more traffic to the site.
REGISTERED USER eBLAST We will inform our large registered user database of BHHSChicago.com of your development and generate interest early on with highly desirable prospects.
ONLINE SOCIAL MEDIA MARKETING We connect your project with brokers and potential buyers using a variety of social media platforms, including Twitter, Facebook, YouTube and our blog, as well as innovative e-marketing outreach.
*Source: 2012/13 National Association of RealtorsÂŽ Profile of Home Buyers and Sellers
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Marketing Process
Realtor.com
Zillow.com
Trulia.com
WEBSITE REPRESENTATION Your development will get premium placement on a network of, extending the reach of your project to thousands of online users each day to generate buyer traffic in today’s market.
COMBINED WEB EXPOSURE Our marketing strategies utilize our superior online positioning so your development gets the most effective exposure and buyer traffic. • We have thousands of registered users and our sites draw thousands of visitors every day, providing your development the exposure and buyer traffic necessary to sell quickly and successfully. • Through exclusive partnerships, we feature your listings on popular Chicago area websites, including ChicagoTribune.com and SunTimes.com. • We syndicate listings to more than 100 of the top real estate websites in the world, giving your development maximum web exposure in the Chicago area
TODAY, APPROXIMATELY 90% OF HOME BUYERS SEARCH FOR THEIR PROPERTIES ON THE INTERNET.
and beyond. • Awareness of your development will skyrocket from the expanded Internet presence, and online house hunters will find your development listings no matter which search engine they use.
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Marketing Process
YOUR PROJECT WILL BE PROMOTED VIA DIGITAL AND PRINT ADVERTISING, TARGETED DIRECT MARKETING AND MORE.
GolfmoreEstates.com
FEATURES
FRONT UNITS:
GENERAL FEATURES
■ 1814 Square Feet (tbd)
■ 9.5” Ceilings Throughout
■ 3 bedrooms
■ 1 parking space (covered or uncovered – first come first serve)
■ 2 bathrooms ■ Private Balcony
REAR UNITS: ■ 2086 Square Feet (tbd) ■ 3 Bedrooms ■ 2 Bathrooms ■ Private Balcony ■ Options: add Den and/or Dining room OR Oversized Living Room and/or Master Suite
■ 50 gallon capacity water heater ■ Gas-forced air furnace and air conditioning ■ Whole Unit Humidifier ■ Smoke & Carbon Monoxide detectors (hardwired) ■ 4” recessed LED can lighting with white baffle & trim ■ All masonry construction
FEATURES
■ Oversized Windows ■ Building Elevator: ■ High End Appliances ■ Luxury Finishes
FRONT UNITS:
GENERAL FEATURES
■ Side by Side In-Unit Laundry
■ 1814 Square Feet (tbd)
■ 9.5” Ceilings Throughout
■ Custom Trim and Woodwork
■ 3 bedrooms
■ 1 parking space (covered or uncovered – first come first serve)
■ 2 bathrooms ■ Private Balcony
REAR UNITS: ■ 2086 Square Feet (tbd) ■ 3 Bedrooms ■ 2 Bathrooms ■ Private Balcony ■ Options: add Den and/or Dining room OR Oversized Living Room and/or Master Suite
■ 50 gallon capacity water heater
■ Gas-forced air furnace and air conditioni ■ Whole Unit Humidifier
■ Smoke & Carbon Monoxide detectors (h
■ 4” recessed LED can lighting with white b ■ All masonry construction ■ Oversized Windows ■ Building Elevator: ■ High End Appliances ■ Luxury Finishes ■ Side by Side In-Unit Laundry ■ Custom Trim and Woodwork
We Create Strong Traditional Media Support PRINT AND DIGITAL ADVERTISING We will feature your development in a vast array of digital and print media including The Chicago Tribune, Pioneer Press and The Wall Street Journal.
DIRECT MARKETING Professionally designed and customized digital and print direct mail pieces will be distributed to prospective purchasers and key brokers in the targeted markets for your development.
GUERILLA MARKETING We will post flyers and drop off postcard-sized marketing pieces at strategic locations throughout the area surrounding your development.
SIGNAGE We will create visible and eye-catching signage highlighting your development’s features and price point, motivating buyers to explore. We will create large banner and corner signs to capitalize on exposure from nearby traffic.
PUBLIC OPEN HOUSES We will hold open houses and staff your development with additional brokers as the size of the development and traffic dictates.
Marketing Process
21
If your development qualifies to be included in our Luxury Collection
SM
marketing program, it will benefit from additional targeted exposure on a local, regional, national and international level.
LUXURY COLLECTION
SM
BERKSHIRE HATHAWAY HOMESERVICES CHICAGO BROKERS HAVE CLOSED NEARLY $2.5 BILLION IN LUXURY REAL ESTATE IN THE PAST TWO YEARS ALONE. OUR LUXURY COLLECTION
SM
PROGRAM
YIELDS RESULTS BECAUSE OUR BROKERS UNDERSTAND THAT MARKETING A LUXURY PROPERTY IS A BLEND OF ART AND MARKET SAVVY.
ONLINE SUPPORT Your luxury development is distributed to all Berkshire Hathaway HomeServices Chicago partner websites, and an elite list of additional luxury websites that most notably include: • Luxury CollectionSM on BHHS.com, our global website. • Who’s Who in Luxury Real Estate at LuxuryRealEstate.com. • The Wall Street Journal at RealEstateJournal.com. • Unique Homes at UniqueHomes.com.
BHHS.com
• Your luxury property’s one-of-a-kind webpage at www.<youraddress>.com. • Your luxury development will also be featured in special e-mail announcements that we send to our proprietary database of high-end prospects.
TRADITIONAL SUPPORT Professional photos of your luxury development are featured in select print media, from advertising to broker communications to professionally designed consumer marketing pieces. LuxuryRealEstate.com
RealEstateJournal.com
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Marketing Process
Marketing, Advertising & New Media Summary • Create a bold, contemporary design for your development’s customized webpage with large, professional photos and unique URL. • Program and maintain your fully search engine-optimized webpage. • Provide detailed market reports for individual neighborhoods. • Create and execute an e-mail marketing campaign to BHHSChicago.com subscribers and area real estate brokers. • Create and maintain reports giving a historical profile of your project and the surrounding market. • Create a Buyer Tour with directions “to and from” your development, including a detailed map. • Feature your development on BHHSChicago.com. • Where appropriate, incorporate our New Construction search feature.
Marketing Process
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SALES PROCESS
It’s Phase 4—Will You Have the Same Broker? B E R K S H I R E H A T H A W A Y H O M E S E R V I C E S C H I C A G O H A S I T A L L : T H E T A L E N T, T E C H N O L O G Y AND TRADITION. IN THIS SECTION WE WOULD LIKE TO HIGHLIGHT THE HIGH LEVEL OF T A L E N T T H A T W E W I L L F I E L D F O R Y O U R D E V E L O P M E N T. We make a great partner for your development because we look for long-term relationships and we are committed from start to finish. While some real estate companies are far better at getting listings than closing sales, Berkshire Hathaway HomeServices Chicago delivers results.
IS THAT WHAT YOU REALLY WANT? In today’s world a talented broker is not an option, it is critical. We were one of the first major real estate companies to embrace the Internet; however, we never lost site of how important good brokers are to closing a sale. We have one of the largest and most productive networks of real estate sales professionals in the Chicago area. We hire the best and it shows in your results.
CONSIDER THIS: ALTHOUGH MOST HOME BUYERS START THEIR SEARCH ONLINE, 89% OF BUYERS PURCHASED THROUGH A REAL ESTATE AGENT IN 2019.*
*Source: 2019 NAR Profile of Home Buyers and Sellers
Sales Process
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We Track Results with Weekly Summary Reports W H E N Y O U R B R A N D I S O U T I N T H E M A R K E T P L A C E , W E T R A C K R E S U LT S A N D P R O V I D E R O B U S T I N F O R M AT I O N T O K E E P Y O U F U L LY I N F O R M E D AT E A C H M I L E S T O N E .
TRANSACTION MANAGEMENT We manage all details of each transaction by opening the escrow accounts, being present at inspections, appraisals and walk-throughs, supervising any repairs and ensuring contract and paperwork are in order. We coordinate with lenders, attorneys, developers and developerâ&#x20AC;&#x2122;s in-house brokers throughout the entire process.
MANAGE & TRACK PROSPECTS/COMPILE FEEDBACK We are diligent in obtaining feedback from all leads and showings as well as responding to inquiries immediately. A propertyâ&#x20AC;&#x2122;s initial exposure to the market brings considerable information and data to our attention, that was not available at first. We will provide regular feedback and traffic statistics to update you on changing market conditions. We also monitor the pulse of the market regularly to analyze the performance of your project against its competitors and provide feedback in a timely manner.
WE TRACK RE 28
Sales Process
PROJECT MANAGEMENT In addition to the Sales Team, our Development Marketing Team will coordinate all components of the marketing plan.
INFORMED UPDATES A summary of the week’s activity, including showings, inquiries and feedback, will be delivered via e-mail to you each week.
STRATEGIC MEETINGS We will be available for regular meetings to review activity, feedback and to evaluate our plan and strategy.
SPECIAL FINANCING We will work with your preferred lender or bank and schedule their representatives to be present at open houses and events. This will make the lending process for potential buyers easier and the sales process for us…seamless.
PROSPERITY HOME MORTGAGE Prosperity Home Mortgage offers a comprehensive menu of mortgage loans at competitive rates. Our in-house mortgage consultants offer a superior level of service and expertise to your clients, along with support tailored to meet the needs of your project.
ESULTS
All first mortgage products are provided by HomeServices Lending, LLC Series A. HomeServices Lending, LLC Series A may not be available in your area. Wells Fargo Home Mortgage is a division of Wells Fargo Bank, N.A. ©2010 HomeServices Lending, LLC Series A. All Rights Reserved. An Equal Housing Lender. Berkshire Hathaway HomeServices Chicago is an affiliate of HomeServices Lending. Please speak to your real estate broker for more information on this affiliation.
Sales Process
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My Commitment to You T H I S I S T H E S A L E S P R O C E S S YO U C A N E X P E C T W H E N YO U PA R T N E R W I T H U S: • Each prospect will be treated like a VIP, allowing the buying process to be as stress-free as possible. When it comes to communication, we are professionals. • We will manage your buyers’ transactions from beginning to end. Selling your development is an involved process and our job is not only to close the sale, but also to work with your buyers, making sure they have a positive experience. • Our team of sales professionals is among the best of the best in Chicago area real estate, showing a dedication and drive that is rare even among top producers. • Commitment to your success is our first priority and that is a promise. Our professionals put the developer first, no matter what other clients they may be working with at the time. Ethics stand above all else. • We understand that all potential buyers generated by advertising dollars are your clients and our goal is to make sure they become your buyers. • Our brokers will work diligently to develop a sophisticated understanding of the strengths of your development versus the competition. • Consistency of message is also important, and that is why our brokers will be well-versed in the history and unique opportunities provided by your development. • Our brokers stay in touch with your prospects and work hard to convert them to buyers. • Our brokers will follow up with every contact made and use all of our multi-media marketing tools to reach out to them, leaving no stone unturned in the pursuit of sales success.
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Sales Process
• We believe in regular updates with frequent face-to-face meetings, phone calls and e-mails to keep your buyers informed. • We will take the time to thoroughly explain the sales contract and buying process, ensuring that every buyer understands their sales contract, an essential obligation of any real estate broker. • Our goal is to sell each property at the highest possible price, in the least amount of time and in the most convenient manner.
SUMMARY REPORTS We provide a comprehensive report that includes traffic summary, traffic sourcing, sales summary, and project data.
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Outstanding Strength and Stability E V E R Y D E V E LO P E R W A N T S A PA R T N E R W H O I S G O I N G T O B E H E R E T O D A Y A N D T O M O R R O W. B E R K S H I R E H AT H AWAY H O M E S E R V I C E S C H I C A G O I S A PA R T O F T H E B E R K S H I R E H AT H AWAY H O M E S E R V I C E S N AT I O N A L R E A L E S TAT E N E T W O R K , A N D I S W H O L LY O W N E D B Y H O M E S E R V I C E S O F A M E R I C A , I N C , A N D T H I S N O T O N LY G I V E S U S S C A L E — B U T A L S O A H I G H D E G R E E O F F I N A N C I A L S T R E N G T H A N D S T A B I L I T Y. • HomeServices of America, Inc., a Berkshire Hathaway affiliate, is the largest, full-service residential real estate brokerage firm and the largest settlement services provider in the U.S. • As part of the Berkshire Hathaway HomeServices, we are part of a national brand that is redefining real estate. Our global network of nearly 50,000 brokers in 48 states and around the world offers incredible access and opportunities to connect with some of the most prestigious brokers.
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Sales Process
“PRICE IS WHAT YOU PAY. VALUE IS WHAT YOU GET.” Warren Buffett Chairman and CEO of Berkshire Hathaway
SUMMARY OUR GROUP WILL ALWAYS BE DIRECT AND HONEST. • You will know what you are getting and who you are getting with our team. • We promise to be available and accountable for every aspect of this project from beginning to end. • Your project will be a priority for not only our team, but for our company as a whole. • We feel that we can produce the results necessary to complete our number one goal, which is to sell your development as quickly as possible, for the highest total sellout.