Property Marketing Roadmap
Property Marketing Roadmap Once you’ve made the commitment to sell your home, choosing a Realtor® to represent your interests is the most critical decision you’ll make. This roadmap walks you through the marketing tools and processes available to ERA American Realtors®. This guide contains the lessons of 37 years in Emerald Coast real estate and more than 4 billion dollars in transactions. We are the leading real estate and marketing firm in Northwest Florida because of the care, planning, and precision we use to ensure your home is positioned well and receives the greatest amount of exposure in the marketplace.
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At the end of every chapter, we’ve compiled a list of important questions you should ask every Realtor® you interview. The answers will help you choose your trusted advisor.
1
Does your company have a written plan to sell my home fast and for the most amount of money?
Pre-Listing Marketing Pages 3-6
Selling your home is a process best served by careful planning and meticulous execution. As your trusted advisors, our goal in this phase is to analyze your home through the eyes of prospective buyers, make sure your pricing is competitive, and develop a unique marketing strategy that allows you to close quickly.
In this step, your ERA American RealtorÂŽ helps you fully analyze your home and current market conditions to ensure you are fully informed before making important pricing decisions.
In this step, your agent will work with you to craft a narrative about your home that piques the interest of prospective buyers, both online and in person.
Pre-Listing Marketing Competitive Pricing Analysis Pricing your home correctly is critical to selling your home quickly and for the most amount of money. While a quick decision is tempting, pricing your home too high or too low could keep potential buyers from finding your home. Our goal in this stage is to consider all of the internal and external factors that will influence the salability of your home and your pricing strategy.
We will use the following best-in-service tools to determine the fair market value of your home: Competitive Market Analysis Tool Utilizing comparable properties, this tool presents the most traditional means of analyzing the market and making adjustments for features and amenities.
Pricing Analysis Grid Going a step further, this grid gives you a complete picture of the entire market. See what didn’t sell and how the current competition is priced.
Absorption Rate Tool
Absorption rate projects the speed of the sale. Our agents use this tool to analyze the past sales rate to estimate the expected marketing time for your home.
Home Appraisal
Analysis by a professional appraiser is an optional investment in selling your home that allows you to gain objective insight into your home’s value. Marketing Roadmap | 4
Pre-Listing Marketing
Crafting Your Media Storyline Everything we do to market your listing paints a picture that compels the potential buyer to look further, ask more questions, and ultimately see your home as a new part of their story. ERA American agents not only understand the tools available to craft a compelling story, they are supported by a full time, in-house marketing staff and, where required, proven marketing contractors.
Home Staging Assistance Taking the extra step to stage your home makes a difference in how a buyer values your home. *According to a recent poll, Realtors® agreed that buyers most often offer a 1-5% increase on the value of a staged home. Your ERA American agent will help you make the most effective choices for your home's staging.
Professional Photographs & Video
*Last year, 95% of all home-buyers used the Internet as part of their home search. Of those buyers, 89% found photos extremely helpful in narrowing down their search.This is your home's first impression. ERA American Realtors® ensure that all of the media used to tell your home's story is not only professional-quality, but persuasive and interesting to potential buyers.
Professional Copywriting *In the same study, 84% of buyers found descriptions of the property extremely helpful. ERA American Realtors® know how to create compelling marketing copy while avoiding over-used real estate language. Our agents are informed on trends and tactics for effective copywriting, as well as keeping your home's descriptive language in compliance with Fair Housing Act (42 U.S.C. 3600, et seq.) requirements. *Yun, Lawrence, et al. ”2017 Profile of Home Buyers and Sellers.” National Association of Realtors. NOV 2017.
ASK YOUR AGENT Pre-Listing Marketing
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Does your company have a written plan to sell my home fast and for the most amount of money? What tools will you use to best position my home to sell under current market conditions? How will you determine what my bottom line could or will be with each offer? Should I get a pre-listing home inspection and how could this help me sell my home? Is there a benefit for me or the buyer to have a home warranty?
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Listing Launch Now that we've prepared you and your home for the selling process, it's time to put your listing in front of other RealtorsÂŽ and potential buyers. ERA American sellers are uniquely positioned to gain the maximum amount of exposure possible for their listings. Our programs, expertise, and reach is unmatched among Northwest Florida real estate firms.
Online Enhancement & Troubleshooting Today's market includes a proliferation of third-party websites and apps that use aggregate information to represent your home online. With so many different sites for buyers to search, managing your listing online can be a complicated process. ERA American Real Estate is the only Northwest Florida firm with a paid staff dedicated to managing your listing on the most popular web sites and troubleshooting any third-party aggregation issues. This frees your RealtorÂŽ from the time-consuming work of listing enhancement and allows them to focus on selling your home. Consumer Real Estate Broadcast Social Media Broadcast
Video-Based Microsite
Insider Broadcast
Local
Advertising
Listing Launch
Real Estate Consumer Broadcast
The moment your listing is activated in the MLS, your listing is broadcast throughout the consumer real estate market, including your agent's website and mobile app, ERA.com, eraREAL.com, ERA's mobile app, and the most popular real estate portals and apps in the industry. ERA American sellers benefit from unique listing, promotional, and advertising relationships we've established with listing services throughout the real estate industry.
Social Media Broadcast Our social media syndication is a highly effective effort that combines work done by our internal marketing team and your ERA American agent on behalf of your listing. Your agent will then give you access to your home's social links to help you best utilize your own sphere of influence. Every year, ERA American remains the most influential local real estate brand on social media.
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More and more, online shoppers are using mobile devices and tablets to browse for homes. Every home listed with ERA American is given its own mobile-responsive site using the latest technology and advanced design. Whether buyers find your home on a traditional computer or through a mobile device, your home's website looks amazing.
After 37 years of real estate leadership in Northwest Florida, the ERA American yardarm is one of the most recognizable signs in the area. Our local advertising strategy combines decades-long brand recognition with promotion built specifically around your home. From targeted digital advertising to traditional outreach, ERA American agents receive ongoing training on the most effective marketing tactics. Because of this, our agents are able to avoid cookie-cutter marketing, tailoring their strategies to your unique needs.
*Last year, 87% of all buyers used the services of a Realtor® to purchase their home. We market your home specifically to Realtors® throughout the Emerald Coast and beyond to ensure maximum exposure. Our internal network includes 6 offices and more than 100 licensed professionals, while our referral network reaches more than 25,000 agents in 110 countries and territories worldwide.
*Yun, Lawrence, et al. ”2017 Profile of Home Buyers and Sellers.” National Association of Realtors. NOV 2017.
ASK YOUR AGENT Listing Launch
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How many offices and full time agents do you have within your company? What is your company’s plan to syndicate my listing online? Whose responsibility is it to enhance and troubleshoot my listing’s online presence, particularly with third-party sites? What promotional relationships does your company have with national real estate syndicators? How does your company advertise locally, nationally, and through social media? Marketing Roadmap | 10
Active Promotion Once we've launched your home into the marketplace, ERA American sellers benefit from a plethora of tools and analyses to create demand for your home, maintain a high level of exposure, and take potential buyers through the process of choosing your home. In this chapter, we will walk through the tools available to your agent and to you to ensure your home sells as quickly as possible and for the most amount of money.
Tools & Analysis
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Home Tours & Events
Any open house or tour given at your home is broadcast throughout our consumer real estate and social media listing syndication network.
Customer Relationship Management
ERA American agents benefit from lead-management system that ensures every inquiry on your home is processed and responded to immediately.
Sales Performance Analysis
ERA American agents monitor the performance of your listing and provide feedback necessary for a swift sale.
Marketing Performance Analysis
ERA American agents analyze the performance of your home's marketing strategy, making any tactical adjustments required in real time.
Homes Tours & Events The ERA American family of agents work together to make sure any event or tour held at your home is executed well. Open Houses are promoted throughout our consumer, social media, and Realtor®-syndication systems, both in person and online. Your ERA American agent makes sure that every Realtor® who tours your home is well-equipped to communicate the benefits and storyline of your home to the buyers they represent.
ERA American Real Estate provides a dynamic, integrated lead-management system that combines marketing automation, customer relationship management, and actionable prospect data. Zap® routes all online requests (including all 3rd party syndicators) to available agents immediately via cell phone and email, creating an opportunity for immediate follow up. Zap then scores each prospect as they shop, providing your agent with actionable insight to all inquiries.
Active Promotion Sales Performance Analysis ERA American agents are trained to monitor sales conditions and interpret market indicators as they pertain to your listing's market position. This process continues throughout the lifecycle of the sale of your home. Using many of the pre-listing analytic tools, such as the Competitive Marketing Analysis Tool, the Pricing Grid, and other resources, ERA American agents will continue to offer qualified advice to ensure your home remains in the most competitive position.
Marketing Performance Analysis An important ingredient in a successful sale is your agent's ability to analyze your home’s marketing and make tactical adjustment when and where change is indicated. Your ERA American agent is supported in this effort by a fully-staffed and professionally-trained marketing team. Is one ad performing better than another? Is your listing getting the Internet traffic expected? Together with our marketing staff, ERA American agents are able to analyze marketing performance and recommend swift action.
ASK YOUR AGENT Active Promotion
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Will you be able to provide me with feedback from all showings? How will you report sales and marketing performance to me and how will that data inform my home’s marketing plan? How do you receive leads from online customers and what is your follow-up plan with them? What tools do you use to predict when an online buyer is ready to purchase? Are you able to provide statistics on your company’s history and performance in the market?
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Keys to a Quick Closing Qualified Buyers ERA American agents have a number of tools available to ensure buyer prospects are fully qualified before engaging in the sales process. We have established relationships with a network of reputable lenders to assist in this process.
Oer, Contract, & Closing Acumen
The average ERA American agent sells 16.5 homes per year, more than twice the MLS average.* Our agents are prepared for every detail of your transaction through the most comprehensive ongoing training program in the area. In addition to exceptional preparation, ERA American agents have 24/7 access to a very hands-on leadership team who work with your agent. This team includes access to nationally-recognized real estate coach and mentor, our Broker/President, Gloria Frazier.
Our sellers net 2% more, have an 21% better chance of selling, and sell 45 days faster.* ERA AMERICAN
80%
ERA AMERICAN MLS
59%
77 DAYS
COMBINED RESIDENTIAL SALES RATE
98%
96%
PERCENT OF ASKING PRICE
MLS
122 DAYS
DAYS ON THE MARKET *Based on ECAR MLS Data, January-December 2017