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CALLAWAY HENDERSON SOTHEBY’S INTERNATIONAL REALTY

MARKETING PLAN

The Yellow House by Vincent Van Gogh

Callaway Henderson Sotheby’s International Realty strives to provide you with the professional representation and marketing required

to succeed in artfully selling your proper ty.

The Yellow House used with permission.


Local Ownership True Global Connections Remarkable Agents Extraordinary Marketing We reinvest in our local community with financial contributions to

With expert local insight,

charitable partners supporting those in need,

People from all over the world actively follow our local social media sites.

more than

3k

54

We help our clients buy and sell homes here, there, and everywhere:

New York City; Lido Beach, Florida; Charleston, South Carolina; Montclair, New Jersey; Rye, New York; Bear, Delaware; and an island in the Bahamas are a few of our successful referrals this year. Actual island Of the 14 closed sales over $2 million in Princeton, we represented

We proudly boast of the top 20 agents in Princeton.

13

100% of the sellers.

No other company has more than 3.

Oh and 86% of the buyers too.

Our average sold listing price is

52% higher than our next competitor in Mercer County.

#1 Our market share in Princeton

Unrivaled Results

Actual chart


A MESSAGE FROM OUR BROKER OF RECORD Thank you for considering Callaway Henderson Sotheby’s International Realty The opportunity you have given us to compete for your business is very much appreciated, and we thank you. The heritage of Henderson Sotheby’s International Realty dates back to 1953 when John T. Henderson Sr. opened his first office, located at 116 Alexander Street in the picturesque college town of Princeton, New Jersey. Since those early days, the company has thrived and entered the 21st century with a third generation of Hendersons actively managing this exceptional boutique business. In 1974, I founded N.T. Callaway Real Estate, also opening our first office in Princeton. Like the Henderson family’s, our firm grew, adding offices in the strategically located and delightful area communities. Combining forces in January 2012, Callaway Henderson Sotheby’s International Realty represents a time-honored concept of one-on-one marketing specializing in residential brokerage. Our professional agents apply this approach when helping buyers, as well, enabling them to make important real estate decisions with confidence. Sotheby’s International Realty brokers have a long history of exceeding the expectations of the world’s most discerning buyers and sellers. Since 1744, the Sotheby’s name has earned renown as a marketer of the world’s most valuable and prestigious possessions. For many of our clients, real estate is their most valuable possession and the unrivaled tools and techniques that Sotheby’s International Realty brokers have developed to sell grand estates are equally effective for selling fine properties in any price range. It is our intimate knowledge of local markets, our commitment to superior service, and our high regard for ethics that drives our success and keeps our clients happy. We will honor your business and your trust. We look forward to working diligently on your behalf. Sincerely,

Norman ‘Pete’ Callaway Broker of Record


CALLAWAY HENDERSON SOTHEBY’S INTERNATIONAL REALTY

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UR GOAL IS CLEAR: TO PROVIDE YOU WITH SUPERIOR SERVICE. Callaway Henderson Sotheby’s International Realty prides itself on the power of our united offices. We are more than 100 full-time agents and 187 licensees.We are fluent in eight languages.We live in 11 different municipalities in and around Princeton. We are licensed in two states. We belong to four MLS systems. We are at the head of the pack of when it comes to e-marketing and back it up with an expansive print-media advertising program as well. We are the perfect combination of tradition and technology: reaching buyers online, in print and via mobile devices.

How are we different? Sotheby’s International Realty Intimate local knowledge Unparalleled social media exposure Web presence Mobile app Professional photography Live action videos Professional Copywriting Interactive floor plans Home staging consultation

Our affiliation with Sotheby’s International Realty, a venerable institution, provides our agents with exclusive access to the best marketing tools and resources. Although the Sotheby’s International Realty affiliation provides your property with unique global exposure, your buyer may live much closer than that. We advertise regularly in local newspapers and publications. Our policy calls for every agent in our office to be introduced to your property at the onset of the marketing campaign to ensure an intimate knowledge, which is conveyed to any and all inquiries. A strategic online presence is critical in the successful sale of your home. Our listings are featured on dozens of websites and syndicated to hundreds more. We pay for premium positioning on Google and other search engines. We utilize video presentations on YouTube.com, are active on Facebook, Pinterest and Twitter and are the first local company to provide information about your home via texting.


SIGNIFICANT SALES

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allaway Henderson Sotheby’s International Realty has represented some of the area’s finest properties during the past few years including the highest priced sales in the following areas: • • • • • • • •

Princeton (Mercer County) Hopewell Township (Mercer County) Lawrence Township (Mercer County) Montgomery Township (Somerset County) West Windsor Township (Mercer County) West Amwell Township (Hunterdon County) East Amwell Township (Hunterdon County) Delaware Township (Hunterdon County)

According to Trend MLS sold residential properties within the past 20 years as of 8/14/13

We are also able to share of the 49 sold properties in Trend MLS in the past 20 years priced above $3 million, agents with our company have represented 40 of the sellers with no other company having more than three. Of the 13 properties to close in Princeton above $2 million, we have represented 100% of the sellers and 86% of the buyers.


OPINION OF VALUE

MARKET PRICE

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ur mutual objective is to achieve the highest selling price for your property. Market research assists in determining “opinion of value.” Our comparative market analysis considers both recent transfers as well as active listings.

In the auction world, the highest price for a painting is achieved by all prospects in a position to both afford and appreciate the painting. In auctions, the consignor may set a reserve. If the highest bid is less than the reserve, the painting will go unsold.This is not unlike a real estate property for sale. In contrast to a painting, however, real estate is location specific. Your property value is closely tied to the history of prices in your same community, region, and state. Ultimately, the selling price will be determined not only by comparable properties but also by competing buyers.These buyers will essentially establish a “worth” for your property. At Callaway Henderson Sotheby’s International Realty, we understand that the purchase of a residential property, at any price, is both an emotional and financial decision.


FACTORS THAT INFLUENCE

THE SALE OF YOUR PROPERTY

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our property will need to be uniquely positioned to create maximum interest and help produce the highest possible financial return. Although the listing price you place on your property will influence its sale, there are many other factors that come into play. Some of these factors are within your control; others are not. For example: Factors not within your control: • Your property’s location • Recent property market values • Current economic indicators Factors within your control: • Your property’s distinctive and compelling attributes • The physical condition of your property (home and grounds) • Your preferred closing date • Ready access to your property for showings • The real estate sales professional you choose to represent you and your home


OUR PLAN TO

SUCCESSFULLY MARKET YOUR HOME

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• • • • •

allaway Henderson Sotheby’s International Realty professionals are proud of the level of service we provide. We understand the unique value of your property and will develop a marketing plan that will provide it with the attention and exposure it deserves. We will: • Professionally photograph your property and create a custom brochure designed by Sotheby’s International Realty, distributing it to the area brokerage community and prospective buyers • List your property in the Multiple Listing Service(s) used by the Realtors® who are working with buyers looking for a property like yours • Market the property on over twenty popular consumer websites such as: SothebysRealty.com, NYTimes.com, WSJ.com, IHT.com, CallawayHenderson.com, and more (see enclosed Online Media Plan) • Produce a video to be included on YouTube.com, CallawayHenderson.com and SothebysRealty.com • Produce an interactive floor plan to be featured on CallawayHenderson.com and SothebysRealty.com • Provide you with access to an online marketing activities report specific to your property • With your approval, place a Callaway Henderson Sotheby’s International Realty sign on the property with texting instructions • Prepare and pay for all advertising on the property • Show the property to prospective buyers by appointment • Host weekend open houses (if appropriate) and publicize them on CallawayHenderson.com, Realtor.com, and OpenHouse.com Host an open house for the real estate brokerage community and their prospective buyers Be available to preview the property to other real estate agents Keep you regularly informed of the responses from prospective buyers Use all available promotional materials to ensure maximum exposure to potential buyers Provide regular updates on comparable properties in the area that are placed on the market and/or sold


OUR PLAN TO

SUCCESSFULLY MARKET YOUR HOME PHOTOGRAPHY

ProFESSIONAL IMAGES - Working with the best in the business, we have three professional on staff photographers to capture the right images to best represent your home. We will make a statement about your property with the detailed, artistic, professional photography. Considering the high importance of having a strong online presence, we stress the importance of a large variety of quality, professional photography to best represent your property on each and every website, mobile device and all print media.


OUR PLAN TO

SUCCESSFULLY MARKET YOUR HOME HIGH DEFINITION VIDEO TOURS

VIDEO TOURS - Since 2005, online video tours meet the expectations of a growing number of home buyers, taking the online viewer through your home with a high-definition video. Real videos provide a more true-to-life experience than watching a “photo montage” designed to mimic a video tour. One can find our video tours on CallawayHenderson.com, SothebysRealty.com, and YouTube.com. As of January 2014, our videos had been viewed more than 25,000 times.


OUR PLAN TO

SUCCESSFULLY MARKET YOUR HOME THE INSIDE STORY

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any home buyers enjoy knowing exactly how a home flows from room to room, where staircases are, if there are bay windows, where the entry is from the garage, etc.

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allaway Henderson Sotheby’s International Realty integrates interactive floor plans, complete with professional photographs, on CallawayHenderson.com. Floor plans help communicate details about a property that are sometimes difficult to grasp even when a potential buyer is visiting the home in person.


OUR PLAN TO

SUCCESSFULLY MARKET YOUR HOME PROFESSIONAL COPYWRITING

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hotographs may speak a thousand words, but poor descriptions can take away from even the best photographer’s work. That’s why Callaway Henderson Sotheby’s International Realty hires a professional copywriter to prepare the narrative of your property.


OUR PLAN TO

SUCCESSFULLY MARKET YOUR HOME STAGING

BEFORE

AFTER

Sellers have been rewarded with higher returns when they stage their home for the public. Before your house is shown, we’ll help you strengthen buyer reception with a complimentary staging analysis and recommended enhancements.

Photographs courtesy of Showhomes of Princeton


OUR PLAN TO

SUCCESSFULLY MARKET YOUR HOME DIRECT MAIL

Direct Mail is an important part of our marketing plan. Our direct mail campaign conveys a strong, effective message and reaches neighbors and prospective buyers in a stylish, sophisticated manner. Full color, custom mailers with professional photography and ample description will be mailed to the proper target market to best introduce the property.


OUR PLAN TO

SUCCESSFULLY MARKET YOUR HOME PROPERTY BROCHURES

BEAUTIFULLY UPDATED 4 BEDROOMS, 2.5 BATHS, BASEMENT

A gorgeous take away piece is an impressive way to give important information and key highlights about the property to potential buyers. Full color brochures with multiple photos and a detailed description will be displayed at the home.


OUR PLAN TO

SUCCESSFULLY MARKET YOUR HOME THE IMPORTANCE OF ONLINE ADVERTISING

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nline research has surpassed all other media used by consumers when searching for real estate. In fact, during the home buying process, 92% of consumers use online services.*

*Source: The 2013 National Association of Realtors速 Profile of Home Buyers and Sellers Survey


OUR PLAN TO

SUCCESSFULLY MARKET YOUR HOME ONLINE MEDIA (only a portion of our online reach is listed)

With nine out of ten buyers beginning their real estate search online* the plan to sell your home must utilize extraordinary Internet exposure. Our approach to target buyers on the web includes websites far beyond CallawayHenderson.com. We employ Sotheby’s International Realty to power the distribution of listings our network represents to all of the leading websites where consumers search for real estate. We also provide comprehensive marketing repor ts that detail the traffic generated for your home on each of these websites, including SothebysRealty.com.

* 2012 National Association of RealtorsÂŽ Profile of Home Buyers and Sellers Survey


OUR PLAN TO

SUCCESSFULLY MARKET YOUR HOME SOCIAL MEDIA

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ocial Media is a powerful marketing vehicle enabling Callaway Henderson Sotheby’s International Realty to connect your home to our global community like no other. Our locally owned, family company has over 3,500 followers on Facebook, Twitter, Pinterest, YouTube, LinkedIn and Google+. Followers from the Greater Princeton Area, England, China, Brazil, India and Canada look to us for timely real estate opportunities in the local communities we service. Unrivaled in our market place, Callaway Henderson Sotheby’s International Realty’s social media engine truly creates unique exposure and opens an entire new opportunity to uncover the right buyer for your home.


OUR PLAN TO

SUCCESSFULLY MARKET YOUR HOME Advertising on CallawayHenderson.com

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he Callaway Henderson Sotheby’s International Realty website offers an unparalleled user experience and serves as the one place where our local consumers can search for properties in and around the surrounding communities as well as nationally and internationally listed homes. Since launching our new site in June of 2012, our traffic is up over 480% proving that consumers are trusting callawayhenderson.com as their online real estate resource. • • • •

Create a user account and save customized searches Show only the most recent listings Combine municipalities for focused regional searching Get personalized driving directions to all public open houses being hosted by the sales associates of Callaway Henderson Sotheby’s International Realty


OUR PLAN TO

SUCCESSFULLY MARKET YOUR HOME Advertising on SothebysRealty.com

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he Web site of Sotheby International Realty (SothebysRealty.com) is one of the premier online destinations for real estate. Utilizing professional photography, in-depth property description and video, your home is marketed with the latest Webbased technology to a global audience of discerning buyers. Our exclusive association with the Sotheby’s auction house includes a direct link from the Sotheby’s homepage to SothebysRealty.com—generating more qualified leads for your property.


OUR PLAN TO

SUCCESSFULLY MARKET YOUR HOME Advertising on Realtor.com

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allaway Henderson Sotheby’s International Realty invests a portion of its advertising budget to showcase our listings on Realtor.com. Indeed, more than 80% of consumers say that Showcase Listings are more attention grabbing than listings without showcase features. Our listings maximize the number of photographs available to ensure a higher ranking for those consumers searching by number of photos.


OUR PLAN TO

SUCCESSFULLY MARKET YOUR HOME LOCAL EXPOSURE

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ewspapers are no longer the first choice for most buyers but they still play a role in driving consumers to reach in-depth property descriptions, color photographs and live-action videos on our website. Locally we regularly place print advertisements in Town Topics, Hunterdon County Democrat, West Windsor Plainsboro News, US1, Montgomery News, and The Packet Publication Group.


OUR PLAN TO

SUCCESSFULLY MARKET YOUR HOME LEAD GENERATION AND MANAGEMENT

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ith the use of LeadRouter, Callaway Henderson Sotheby’s International Realty can receive and respond to Web-based leads from potential buyers within minutes.

Leads from buyers who are interested in your property come to us from Realtor.com, CallawayHenderson.com, SothebysRealty.com, other real estate Web sites, and e-mail are converted to a telephone call placed to specially trained sales associates working for Callaway Henderson Sotheby’s International Realty. LeadRouter immediately provides the sales associate with details about the potential buyer by converting the lead with text-to-voice technology. In addition, the system also facilitates the management of leads from other sources—phone calls, walk-ins, referrals, etc.


OUR PLAN TO

SUCCESSFULLY MARKET YOUR HOME HANDHELD DEVICE / MOBILE APPLICATION

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he FREE Sotheby’s International Realty mobile application SIR Mobile puts your home into the hands of today’s sophisticated buyers. SIR Mobile is leading the charge of the growing mobile marketplace and helping our network own the mobile relationship with your clients and potential clients. SIR Mobile is unique in that it works on any phone including iPhone, BlackBerry, Android and standard cell phones across all carriers, enabling the Sotheby’s International Realty network to reach all homebuyers that use mobile devices. Text SIR to 87778 to download SIR Mobile to your cell phone.


OUR PLAN TO

SUCCESSFULLY MARKET YOUR HOME KEEPING YOU INFORMED

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allaway Henderson Sotheby’s International Realty uses proprietary technology to help ensure that all of our clients receive unparalleled service.

Our technology tracks all of the showings of your property, records all print advertisements and other marketing activities (open houses, mailings, Web site postings, etc.) associated with your property. It also supports our agents through the most important aspects of real estate transactions—from the first offer to closing and all the critical steps in between. Perhaps most important is that we provide you with secure, online access to an activity report covering all of the marketing and business services performed by our company in support of your property. This proprietary service is available 24 hours a day, 365 days a year.


OUR PLAN TO

SUCCESSFULLY MARKET YOUR HOME ADDITIONAL PRINT EXPOSURE

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argeting those who value the unique, our advertising campaign elegantly positions appropriate listings, encouraging a diverse group of qualified readers to contact Callaway Henderson Sotheby’s International Realty about the listing being advertised and other luxury properties we represent. Our unique partnership with the Sotheby’s Auction House allows us to exclusively include your luxury property within the Sotheby’s and Reside magazines which are delivered directly to people who have done business with the Auction House.


OUR PLAN TO

SUCCESSFULLY MARKET YOUR HOME eGALLERY

eGallery is a dynamic real-time property slide show designed to provide immediate worldwide reach for your home. Exclusively presented on plasma-screen televisions in Sotheby’s International Realty offices and Sotheby’s auction locations around the world, eGallery’s world-class innovation allows us to showcase your property like no other company can


HistoricPropertySIR.com GolfPropertySIR.com FarmandRanchSIR.com WaterfrontPropertySIR.com We understand that lifestyle focused properties cover a diverse range of offerings and require special skill to be successfully marketed and sold. From centuries-old European castles to pre-Revolutionary War plantations to National Registry landmarks, our brand represents property in the most sought after locations around the world. Buyers of these homes come to our dedicated lifestyle websites to find such treasures.


Callaway Henderson Sotheby's International Realty marketing services  

Callaway Henderson Sotheby's International Realty marketing services

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