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The Horton Team

YOUR REAL ESTATE PROFESSIONALS Elaine Horton Broker Associate Accredited Relocation Specialist Senior Marketing Consultant, Life Member Atlanta Board of REALTORS@ Million Dollar Club, Life Member Phoenix Award Recipient

—————————— Home Office: 770-333-9329 Cell: 404-316-1095 EFAX: 404-497-5140

Kaki Horton Colvin REALTOR@ Atlanta Board of REALTORS@ Young REALTORS@ Council

——————————— Cell: 404-983-1604 EFAX: 404-497-5651

Tom Horton REALTOR@ Atlanta Board of REALTORS@ Retired Colonel, USAF Retired Chief of Staff, Ga Tech Research Institute —————————-

Cell: 404-290-6027


Why work with us? Whether you are planning to buy or sell a starter home, million dollar estate or something in-between, The Horton/Colvin/Horton Group is prepared to help you do so in the least amount of effort on your part and at the optimum prince that the market will allow. We offer truly professional assistance. With our thorough knowledge of the complex Atlanta market, we can provide the invaluable edge required for the successful marking of your present home as well as in the selection and financing of your next home.

We are supported by over 22 offices and over 1,000 agents at Harry Norman, REALTORS@. Founded in 1930, Harry Norman, REALTORS@ is one of Atlanta’s largest and oldest residential real estate companies and is the exclusive Atlanta Affiliate of Sotheby’s International Realty. Harry Norman, REALTORS@ also represents RELO@, one of the largest relocation companies in the United States.

Our exceptionally broad real estate background includes sales, construction, property management and real estate office management in residential and commercial real estate. Our expertise in all these fields will help you become a very educated buyer or seller. We are dedicated to meeting our clients’ real estate needs through personal integrity and enthusiastic efforts.

We are long-time residents of Atlanta, and even attended college in This great city. Elaine and Kaki both attended Agnes Scott College, and Tom attended Georgia Tech. After college, Tom and Elaine moved many places with the United States Air Force. Kaki and her twin sister, Betsy, were right there with us! We lived in Mississippi, California, Italy, England, Washington, D.C., Sumter, SC and FINALLY got back to Atlanta. One thing Is for sure, we KNOW how to relocate!

We have the knowledge, energy , flexibility and sales expertise to offer the assistance you need to negotiate effectively. We work hard to provide personal, professional and proven marketing techniques to our clients as well as prompt, courteous and comprehensive service.


Decision Process ——————— STEP 1 - QUESTION MOTIVES STEP 2 - INSPECT PROPERTY STEP 3 - MARKETING PLAN STEP 4 - DETERMINE PRICE & NET STEP 5 - EXPLAIN FORMS STEP 6 - MUTUAL DECISION


Client Qualifier 1. WHY are you moving? 2. WHEN do you want to/have to move? 3. HOW LONG have you lived in your present house? 4. What MAJOR IMPROVEMENTS have you made in your current home? 5. WHAT PRICE do you have in mind? HOW did you arrive at your price? 6. What are your MAJOR CONCERNS in making a move? 7. What is the MOST IMPORTANT to you (in rank order)? PRICING? TIMING? CONVENIENCE? 8. What would it do to your plans if the house takes a long time to sell OR if it sells very quickly? 9. What are you looking for in a LISTING AGENT so that I can better service your needs? 10. WHEN will you be making a decision on listing your house? And, WHEN do you want to list?


PROPERTY INSPECTION While we are doing the walkthrough and inspection of your home, please TELL ME WHY YOUR HOME IS SPECIAL….. I’m sure you have enjoyed living in your home and have been pleased with many features. I can make sure I tell prospective buyers about all the special features of you home. This will help me target our marketing to those prospects most likely to buy your house. 

Home features you have really enjoyed

Features you feel are negatives about the home

Your home is well suited to (family, couple, seniors, single person, etc.) because it has these particular features.

What advertising media do you use when you are looking for a home? Internet? What Internet sites? Yard signs? Agent reputation? Post Card? Printed Media?


Our Commitment to You The name Harry Norman, REALTORS® has been synonymous with quality service, professional integrity and successful transactions since 1930. In addition to assisting generations of Atlantans throughout the decades with the sale or purchase of a new home, we welcome thousands of transferees each year who now make their home in Atlanta. Our undisputed leadership position in Atlanta's residential real estate market is attributed to the efforts and expertise of our outstanding sales associates and their dedication to professional excellence. Our sales associates are widely recognized for their skills and are recipients of most of the professional designations and honors awarded in the industry. Whether you anticipate the purchase or sale of a home, no one is more qualified to assist you through the complexities of a real estate transaction than a Harry Norman, REALTORS® sales associate. This presentation is an introduction to the unparalleled services Harry Norman, REALTORS® has to offer. Your sales associate will be the professional who makes it all happen, and who shares our company mission of having a satisfied customer at the end of each transaction. We are proud to facilitate the best move you’ll ever make.

Dan Parmer President and CEO Harry Norman, REALTORS®

www.harrynorman.com


Harry Norman Jr.’s philosophy, “the quality of customer service is only as good as the customer says it is” has guided both the vision and mission of Harry Norman, REALTORS® since 1930.

Our Vision

Providing an exceptional real estate experience to every Harry Norman, REALTORS® client.

Our Mission

• Providing superior counsel to our buyers and sellers through leadership, experience and knowledge. • Engaging in honest, loyal and ethical business practices. • Maintaining an ongoing commitment to serve our communities by contributing our time and financial resources. • Committing to passionately exceed our customer’s expectations. • Providing innovative strategies for business development.

Our Guiding Principles

SERVICE:

Ensuring the trust and loyalty of our clients, associates and employees.

Providing effective timely communications in all business dealings.

INTEGRITY:

Respect and value all individuals. Maintaining the confidentiality of our clients.

COMMUNITY:

Preserving the value of home ownership as the fabric of our communities.

EXCELLENCE:

Providing unparalleled professionalism and exceptional service.

Continuing as leaders in innovation through education and technology.

FINANCIAL STEWARDSHIP:

Empower and reward success.

W W W. H A R RY N O R M A N . C O M


Local connections with a national presence. ,

Your connection to real estate, mortgage, title and insurance. Harry Norman, REALTORSŽ is a member of HomeServices of America, Inc™, which has over 17,000 sales associates and operates 400 branch offices in 20 states throughout the country. HomeServices of America, LLC™ is the second largest residential real estate company and the premier family of real estate sales associates and brokerages in the nation, having closed 200,000 transactions last year. We offer integrated real estate services to our customers, including brokerage services, mortgage organizations, title and closing services, home warranties, property and casualty insurance and other related services.

www.harrynorman.com


RELO® Quality Certification Harry Norman, REALTORS® is proud to achieve the Highest Certification for Quality Relocation and Residential Real Estate Services Harry Norman, REALTORS® was the first Georgia company to earn the Leading Real Estate Companies of the World® highest certification for quality relocation and residential real estate services. Modeled after the Malcolm Baldrige national quality award, the RELO® Quality Certification award is the first quality management program to quantify, qualify and measure excellence in the relocation industry.

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Diamond Award Recipient Harry Norman, Realtors® is proud to announce it has received the prestigious Diamond Award - the highest Member Achievement Award given by Leading Real Estate Companies of the World®. Put the expertise, reputation and personalized service of Georgia’s best Relocation Division to work for you!

www.harrynorman.com


Corporate Relocation Impact More than 15 percent of Harry Norman, REALTORS速 closed transactions originate in our Corporate and Consumers Business Services.

In Metro Atlanta

We offer first-class service to our relocation clients, including coordinated group moves, special services and short term living arrangements. We work with over 200 companies in metro Atlanta, including many of the top employers. Below is a sampling of some of the businesses for whom we provide relocation services.

National and International Relocation We are affiliated with the Leading Real Estate Companies of the World速, a network which represents over 600 of the foremost local and regional brands in residential real estate. Members number at 5,000 offices and 150,000 sales associates in the U.S. and 35 other countries. Collectively, we sell over 1 million homes annually valued at $300 billion. These numbers secure our position as the highest volume producing real estate organization in America. In addition to helping families relocate to Atlanta, we also offer services to list, manage and sell corporate-owned and banked-owned properties.

速 速

www.harrynorman.com


Our Family is Here to Serve Your Family The Harry Norman, REALTORS® Family of Services When purchasing a home customers can rely on HomeServices Lending’s extensive resources and capabilities to answer unique financing requirements. HomeServices Lending, LLC is focused on value as well as quality. Therefore, they offer practical rate, term and closing options so customers can effectively optimize tax advantages and leverage their capital. For more information, visit www.harrynorman.com

As an independent insurance agency, HN Insurance Services represents a carefully selected group of nationally known insurance companies. HN Insurance’s independence allows their professional insurance agents the flexibility to shop and compare a wide variety of insurance and financial products for customers. Existing solely to serve the needs of the Harry Norman, REALTORS® organization, HN Insurance Services is a part of their team of trusted advisers. For more information, call 404-943-1899. Township Title Services offers quality title services for buyers and sellers while providing a smooth closing experience. A strategic joint venture alliance between Harry Norman, REALTORS® and Campbell & Brannon LLC, Township Title Services was created to provide buyers and sellers with the vast knowledge, skills, and experience of the Township Title attorneys and staff. Campbell & Brannon LLC is a law firm at the forefront of the real estate law and litigation in metro Atlanta and Georgia. Township Title shares a customer service philosophy with Harry Norman, REALTORS® which supports serving the client first and foremost. For more information, call 404-504-8700 or visit www.campbellandbrannon.com. Moving made easy. All connect is a free service that not only helps you find the best home services deals in your area; we also manage the process of getting them all connected. Allconnect provides you with a detailed list of plans available for your home address from over 200 nationally recognized partners. www.harrynorman.com/allconnect.

One less thing to worry about.

Get the peace of mind an American Home Shield Warranty provides. Harry Norman, REALTORS has partnered with American Home Shield Warranty to offer comprehensive and affordable home warranty coverage, with unmatched customer service. American Home Shield has over 35 years of experience. Whether you are buying or selling a home, an American Home Shield Warranty eliminates the uncertainty of unplanned expenses for repair or replacement of covered items and limits your exposure to a reasonable deductible. www.harrynorman.com/HomeWarranty

www.harrynorman.com


Harry Norman, REALTORS® Marketing Tools · Famous yard sign synonymous with quality service · Cooperative sales through two multiple listing services (FMLS, MLS) · Online marketing through the all new www.harrynorman.com and mobile.harrynorman.com · AJCHomefinder.com, Realtor.com & hundreds more websites · Exclusive Atlanta affiliate of Christie’s International Real Estate · Charter Member of Luxury Portfolio International · Board of Regents Atlanta, Who’s Who in Luxury Real Estate™ ·  Member of Leading Real Estate Companies of the World® · RELO® National Home Search participants nationwide · Charter Member of The Realty Alliance · Marketing presence in local, national and international magazines · Atlanta Journal-Constitution, Atlanta Business Chronicle and Neighbor Newspaper print advertising · Harry Norman HOME magazine, fine properties magazine published twice a year · Harry Norman HOME insert, properties newspaper insert published twice a year · VoicePad 24-hour property information hotline · In-house, promotional materials including property flyers, postcards, etc. · Comparative Marketing Analysis · Virtual Tours · Photography enhancements · Sales meeting and agent open house/caravan promotion · Open house campaigns · Property staging and showcasing recommendations

www.harrynorman.com


BL VD

Harry Norman, REALTORS速 Offices Conveniently Located Near You

E TO

OLD

PK

WY.

Cobb Marietta

Country Club of the South

Atlanta/ Perimeter Sandy Springs Buckhead/ Northwest

AC E MA RK ET

Blue Ridge

Atlanta North

NE

East Cobb

20

Forsyth County/ Lake Lanier

North Fulton E WN

PL

400

HWY

Clayton/ Luxury Lake & Mtn

Big CanoeNorth Georgia

HWY

Buckhead Chastain Buckhead North

Duluth/ Sugarloaf

To COLUMBUS

Peachtree City

25

E BAY ST DRAYTON ST

Highlands-Cashiers North Carolina

441

S MA IN ST

COURT HOUSE ST

Savannah

Buckhead & Corporate Historic Vinings Intown

A network of more than 1,000 sales associates in 22 sales offices of Harry Norman, REALTORS速 throughout Atlanta and in North Georgia, Savannah & Highlands, North Carolina. HomeServices Lending, LLC mortgage consultants are located in Harry Norman, REALTORS速 sales offices in order to provide you with immediate, personal and professional service.

www.harrynorman.com


The Home Selling Process I will guide you through each step of the sale of your home. Below is an example of the steps involved from listing your home through closing the transaction.

SOLD

www.harrynorman.com


TARGET MARKETING As your agent, it is our job to get your property presented to the buying public in the most effective manner. To do that, we need to know where the Buyers come from.

Clearly, targeting real estate agents will be the most effective way to concentrate our marketing strategy. The Internet is also essential to our marketing effort since most people search the Internet prior to working with an agent or a builder. This statistic is even more compelling when considering out-of-town buyers. BOTTOM LINE: We need to get real estate agents IN your property!


Harry Norman, Realtors® proudly announces the NEW features of REALTOR.com® Company Showcase beginning June 1, 2009 (at no cost to you)

Realtor.com Showcase Listings More powerful call-to-action

More integrated personal branding and contact information

Stand out with larger gallery photos

Better placement of Company Brand

Upload full motion video

Stronger open house alerts Display virtual tour

Engage consumers with custom property description

Automatically promotes your 3 most similar listings

Drive more sales with a more robust lead form

Why are are Company Showcase Why Company ShowcaseListings Listingsbetter better than than before? before?

• Consumers spend 70% more• time viewing them on the results page ��� Consumers spend 70% more time viewing them on Nearly half of consumers believe the agent knows the results page1 “how to sell” • Two-Thirds of respondents remember the2 broker/real estate agent information 1

after viewing2

• Nearly half of consumers perceive Showcase Listings as nicer homes2 • Over 80% of consumers say that Showcase Listings 2 believe the agent knows “how to sell”2 are more attention grabbing • Over 80% of consumers say that Showcase Listings are more attention grabbing2 Source: Eyetools Study for Move, Inc. 3/14/08

• Two-Thirds of respondents remember the broker/real 2 • Nearly half of consumers estate agent information after viewing

1

2

• Nearly half of consumers perceive Showcase Listings 1 Source: Eyetools Study for Move, Inc. 3/14/08 as nicer homes2

Source: Customer proof points; 4 Mar08 OTX 2 Source: Customer proof points; 4 Classic Arrowhead Effectiveness Study

Mar08 OTX

Classic Arrowhead Effectiveness Study

www.harrynorman.com


Harry Norman, REALTORS速 listings appear on ajchomefinder.com!

When listing your property with Harry Norman, REALTORS速, your home will automatically appear on ajchomefinder.com. This is just another way in which we expose your property on the internet to buyers actively searching for homes.

ajchomefinder.com Annual Stats for 2010 Total Visits 3,651,918 Average Pages per Visit 12 Total Page Views 43,731,754 ajc.com Websites*: # 1 Local Atlanta Website

* ajc.com sites include: ajc.com, ajchomefinder.com, accessatlanta.com and all ajc classifieds sites

www.harrynorman.com


Harry Norman, REALTORS® Places Your Home on over 500 Websites Homes listed with Harry Norman, REALTORS® receive unmatched internet exposure due to the power of our brand and through our membership affiliations. Here are just a few...

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FRONTDOOR’S

Harry Norman, Realtors® is proud to be a member of Christie’s International Real Estate, Leading Real Estate Companies of the World®, RELO Home Search and affiliated with Luxury Portfolio International™ and Who’s Who in Luxury Real Estate’s Board of Regents. Property must meet eligibility requirements on certain sites.

www.harrynorman.com


When you entrust us to sell your home, your listing will be seen on the websites of hundreds of top real estate companies through our participation in RELOHomeSearch.com, a program available to us as members of Leading Real Estate Companies of the World®. Over 84% of home buyers use the Internet in their search. Let me help you reach those buyers interested in our area — worldwide. starrealestate.com choi-realty.com tahoepinnacle.com golyon.com clarkhawaii.com whitehouseproperties.com kahalaassociates.com harcourts.com.au interorealestate.com willisallen.com austria kappels.com palikairealtors.com australia winkrealty.com idaho stiller-hohla.at karpe.com johnlscott.com harcourts.net zephyrsf.com the bahamas colorado windermere.com bahamasrealty.bs londonproperties.com austria bjac.net illinois canada madisoncompanyrealtors.com stiller-hohla.at brayandco.com atproperties.com harveykalles.com breckenridgeassociates.com mcguire.com bairdwarner.com macrealty.com the bahamas coloradolandmark.com chamberscross.com royallepage.ca mckinzienielsen.com bahamasrealty.bs denverrealestate.com countylineproperties.com cayman islands mcmillinrealty.com canada perryandco.com fcpilgrim.com irg.ky platinumhomesales.com fctucker.com china nourmand.com harveykalles.com rusinak.com gglrealty.com 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ü international australia

shanahanre.com allentate.com russellandjeffcoat.com johnrwood.com thehigginsgrouprealtors.com appalachianland.com schillerhomes.com south dakota vernonmartin.com ashecountyrealestate.com hegg.com keyes.com sebastiancorealestate.com michigan beverly-hanks.com landmarkinverness.com brips.com strano.com rapidcityrealestate.com adlhoch.com tennessee matchmakerrealty.com tradersrealty.com boltonjohnston.com ccbhrealtors.com appalachianland.com cressyeverett.com clark-branch.com bobparks.com michaelsaunders.com whiteheadrealtors.com greenridge.com dickensmitchener.com crye-leike.com mccolly.com wooffrealtors.com hallandhunter.com firstwilsonproperties.com fletcherbright.com jaquarealtors.com fmrealty.com gablesandgates.com indiana meyerre.com realestateone.com foreproperties.com callcarpenter.com joeorrrealtors.com montgomeryrealtors.com reinhartrealtors.com harrynorman.com knoxville-tn.com murphy-matthews.com hodgeandkittrell.com cressyeverett.com surovell.com marx-bensdorf.com 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www.harrynorman.com & mobile.harrynorman.com Harry Norman, REALTORS® is committed to providing the technological resources you need. For both buyers and sellers, www.harrynorman.com is THE online resource for real estate information.

Advantages for buyers:

Advantages for sellers:

• Search more than 75,000 area listings of multiple listing services located throughout Georgia and North Carolina • Search nationally and globally through our affiliation with Leading Real Estate Companies of the World® • Apply online for a mortgage through HomeServices Lending, LLC • Determine how much you can afford with our mortgage calculator • Search for Open Houses • Obtain step-by-step information on the buying process

• More than 129,000 visitors per month • Exposure for your home with direct access to our site from more than 600 Leading Real Estate Companies of the World® affiliated companies across the country and around the world • User-friendly search brings more buyers to your home • Your open house will be listed and searchable • Step-by-step information on the selling process • Direct connection with your agent and access to website activity information on your property

www.harrynorman.com


KEYSAFE (also called Lockbox)

One of the many methods we utilize to market your property is a listing service keysafe. The keysafe enhances the accessibility and therefore the salability of your property. When a REALTOR has a prospect for your property, unless other arrangements are made, he or she will call you to set up an approximate showing time. With a keysafe system, the agent can then enter and show your property when you are not present. Often the most qualified prospects are transferees who must make a decision quickly and access to your property can be the key to making the sale. Over 25,000 properties are actively entered in the listing service computer at any given time. The majority use a keysafe entry system because it has proven to be a very effective selling tool. Because many different people will be inspecting your property, it would be prudent to keep jewelry and other valuables locked away and out of sight during the listing period. Please help me work toward a successful sale by following these simple security precautions. Also, with a keybox, it immediately notifies us that someone has entered the property, and provides their name, company and phone number. So, even if you are leaving the house when someone arrive to see it, please ask them to use the keysafe/lockbox so that I will be notified. They will understand because they also want that information on their listings. We will be happy to answer any questions you may have concerning keysafes (also called lockboxes).

.


First Impressions: How to Prepare Your Home for Showings Marketing your home is a team effort and you are an important part of the team. The following checklist will help set the stage for a speedy sale at the highest price. When a prospective buyer looks at your home, these suggestions are the very things that influence a buyer’s first impression. The House Interior q

Kitchens, bathrooms, floors and woodwork are the key. Keep these areas clean and in good condition.

q

Keep ovens, stoves or surface units and all porcelain or stainless steel clean. Cabinet counter tops should be clean and kitchen accessories in order. Remove unnecessary clutter from counter tops.

q

Whether you have hardwood floors, wall to wall carpet, tile or any combination, keeping them clean is important. Mop or sweep hardwood or tile. Vacuum carpets thoroughly, clean if needed.

q

Bathrooms are of great importance in the overall appearance of your home. If grout between tile has cracked and fallen out, it is best to recaulk those areas.

q

Replace old furnace filters and remove any dust accumulations from heat registers or vent covers.

q

If doors stick or folding doors are off track, repair them.

q

Storage is important to any prospective homeowner. Cluttered closets and other storage areas may accentuate a storage problem, especially in homes without basements. Clean out closets. Pack items you do not use, leaving only those needed before you move.

q

If any rooms within the house are dark during daylight hours, keep curtains or drapes open and if necessary, keep a lamp on. Also, make sure that all windows are clean and gleaming. A bright, cheerful room is pleasing and gives an air of spaciousness.

q

If interior painting is necessary, use neutral colors.

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Replace any burned out light bulbs, especially in the basement or darker rooms.

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Tighten door knobs, window fittings and other hardware.

q

Do not hide a problem; it will come back to haunt you. Cracks in walls or concrete, broken appliances, roof leaks or wet basements should be repaired.

q

Keep all steps clear of any hazards.

q

Make up beds with attractive spreads and dress up any windows in freshly laundered curtains.

q

Keep pets out of way during showings.

q

Pack personal collections and photos. Too much seller personality prevents buyers from taking “personal possession” of a home.

q

Put jewelry, checkbooks and other valuables in a secure place.

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The House Exterior q

Your front door gives a vital first impression. A little linseed oil will freshen up stained wood. If painted, wash with soap and water. If paint or varnish is chipped or peeling, a fresh coat of paint may be in good order.

q

Clean gutters if needed.

q

Repair any torn screens or replace existing ones.

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Hose off or pressure wash exterior wood and trim.

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If gutters or exterior wood are in need of paint because of obvious cracking, peeling or chipping, it is best to repair those condensation areas.

q

If you have window air conditioning units, wipe them clean and remove any rust that may have accumulated around condensation areas.

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If you have an outside patio or deck, make sure any lawn furniture, gas grills or exposed wood are in good repair.

The Yards and Grounds q

Keep the yard cut and trimmed.

q

Trim and shape the shrubs if necessary.

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Keep the area around the garbage cans neat and free of trash.

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Stack woodpiles neatly.

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Keep drives and walks swept free from pine straw, limbs, oil stains, etc.

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Put a fresh layer of pine straw on pine islands.

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Keep surface water drainage areas and natural streams free from debris that may cause water to stand or stagnate.

q

Pick up toys, tools, bicycles, etc.

Remember q

Leave property showings to your agent. The agent’s business is to sell; the agent can overcome objections and highlight your home’s features better without your help.

q

It is best for you to leave when your home is being shown if at all possible.

q

Never try to sell furniture to a customer before the house is sold.

q

Do not discuss anything concerning your sale with a customer. Refer customers back to the agent.

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Advertising The Real Estate Book

PLUS Local Neighborhood Papers (as appropriate)

The Northside Neighbor


Atlanta Area Publication Circulations Harry Norman, Realtors速 superior marketing program includes established relationships with publications that can create additional exposure for your home. Below are a few of those publications:

Publication

Circulation

Alpharetta-Roswell Revue & News

Publication

Circulation

28,000

East Cobb Neighbor 44,450

48,000

Johns Creek Herald 20,000

Atlanta Business Chronicle 38,000

Marietta Daily Journal 18,600

Atlanta Homes & Lifestyles

Milton Herald 8,500

Atlanta INtown

32,000

Atlanta Jewish Times 25,000

North Fulton Neighbor 47,225

Atlanta Journal-Constitution

Northside/Sandy Springs Neighbors 29,750

Sunday Homefinder

Buckhead & Brookhaven Reporter

1.4 mill 25,000

Sandy Springs Reporter 26,000 Southern Seasons Magazine

275,000

Dunwoody Crier 24,500

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Time on Market and Value Factors The following factors determine the selling time for your property and the price you will receive: Listing Price Location Available Financing Condition of Property Market supply and demand New Construction Economic Trends You control the selling time of your property by selecting a COMPETITIVE PRICE and IMPROVING THE CONDITION OF YOUR PROPERTY. The following factors do NOT affect value: Original purchase price and costs Cost to re-build today Investments and Improvements Personal Attachment Personalized or overbuilt improvements


The TWO most important elements when selling your home are:

PRICE The initial price is CRUCIAL!

and

CONDITION The condition when introduced to the market is CRUTIAL!

——————Formula for Success: Priced right + Excellent Condition ————————Least time on market AND BEST PRICE!


Determining The Value of Your Home A Comparative Market Analysis (CMA) is essential to determine the value of residential property. Location and characteristics of the property are the key elements in determining value. Therefore, the basis for valuation is similar properties in your area. The market analysis takes into account the amount received from recent sales of comparable properties and the quantity and quality of comparable properties currently on the market. The desired end result is to find a price that will attract a willing and able buyer or buyers in a reasonable time. Once the value of your home has been determined, you can decide on an offering price that will achieve your goals. Generally, the price should not exceed the value by more than 5% or potential buyers may not even make offers. Naturally, if you want to sell quickly your asking price should be very near the value. The following are a few things to keep in mind about pricing: • Realistic pricing will achieve maximum price in a reasonable time. • Your cost or profit desire is irrelevant; the market determines the price. • The cost of improvements are almost always more than the added value. • Houses that remain on the market for a long time do not get shown. • A house that is priced right from the beginning achieves the highest proceeds.

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The Importance of Intelligent Pricing Determining the best asking price for a home can be one of the most challenging aspects of selling a home. It is also one of the most important. If your home is listed at a price that is above market value, you will miss out on prospective buyers who would otherwise be prime candidates to purchase your home. If you list at a price that is below market value, you will ultimately sell for a price that is not the optimum value for your home. As Figure 1 illustrates, more buyers purchase their properties at market value than above market value. The percentage

Figure 1 - Percentage of Buyers by Asking Price

increases as the price falls even further below market value. Therefore, by pricing your property at market value, you expose it to a much greater percentage of prospective buyers. This increases your chances for a sale while ensuring a final sale price that properly reflects the market value of your home. Another critical factor to keep in mind when pricing your home is timing. A property attracts the most attention, excitement and interest from the real estate community and potential buyers when it is first listed on the market (see Figure 2). Improper pricing at the initial listing misses out on this peak interest period and may result Figure 2 - Activity versus Timing

in your property languishing on the market. This may lead to a

below market value sale price (see Figure 3), or, even worse, no sale at all. Therefore, your home has the highest chances for a fruitful sale when it is new on the market and the price is reasonably established. We can give you up-to-date information on what is happening in the marketplace and the price, financing, terms, and condition of competing properties. These are key factors in getting your property sold at the best price, quickly and with minimum hassle.

Figure 3 - The Effect of Overpricing

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WE WILL WORK HARD TO REPRESENT YOU IN THE PROMPT SALE OF YOUR PROPERTY AT THE BEST POSSIBLE PRICE AND TERMS. WE ARE COMMITTED TO PROVIDING YOU WITH PERSONAL, PROFESSIONAL, AND PROVEN SERVICE. When and only when you have received the proceeds from the sale of your property do we receive payment. We look forward to serving you!


RELO® Quality Certification Harry Norman, REALTORS® is proud to achieve the Highest Certification for Quality Relocation and Residential Real Estate Services Harry Norman, REALTORS® was the first Georgia company to earn the Leading Real Estate Companies of the World® highest certification for quality relocation and residential real estate services. Modeled after the Malcolm Baldrige national quality award, the RELO® Quality Certification award is the first quality management program to quantify, qualify and measure excellence in the relocation industry.

®

®

Diamond Award Recipient Harry Norman, Realtors® is proud to announce it has received the prestigious Diamond Award - the highest Member Achievement Award given by Leading Real Estate Companies of the World®. Put the expertise, reputation and personalized service of Georgia’s best Relocation Division to work for you!

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Harry Norman, REALTORS® Marketing Tools · Famous yard sign synonymous with quality service · Cooperative sales through two multiple listing services (FMLS, MLS) · Online marketing through the all new www.harrynorman.com and mobile.harrynorman.com · AJCHomefinder.com, Realtor.com & hundreds more websites · Exclusive Atlanta affiliate of Christie’s International Real Estate · Charter Member of Luxury Portfolio International · Board of Regents Atlanta, Who’s Who in Luxury Real Estate™ ·  Member of Leading Real Estate Companies of the World® · RELO® National Home Search participants nationwide · Charter Member of The Realty Alliance · Marketing presence in local, national and international magazines · Atlanta Journal-Constitution, Atlanta Business Chronicle and Neighbor Newspaper print advertising · Harry Norman HOME magazine, fine properties magazine published twice a year · Harry Norman HOME insert, properties newspaper insert published twice a year · VoicePad 24-hour property information hotline · In-house, promotional materials including property flyers, postcards, etc. · Comparative Marketing Analysis · Virtual Tours · Photography enhancements · Sales meeting and agent open house/caravan promotion · Open house campaigns · Property staging and showcasing recommendations

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Horton listing presentation