2021 Listing Presentation

THE HERRON-UNDERWOOD GROUP EXPERIENCE ISN’T EXPENSIVE IT’S PRICELESS

TODAY’S AGENDA

Seller Interview Get to Know Jennifer and Her Team Discuss Marketing Strategy Tour Your Home Discuss Pricing Strategy Answer Any Remaining Questions Review Paperwork

Email: JenniferHerron-Underwood@HowardHanna.com Visit: JenniferHerron..com

THE HERRON-UNDERWOOD GROUP EXPERIENCE ISN’T EXPENSIVE IT’S PRICELESS

Getting to Know Jennifer I am a 21-year veteran in the Real Estate Industry who helps clients buy and sell homes with energy, enthusiasm, & experience. Growing up in Parma, I now sell homes on the Westside of Cleveland and its suburbs as well as Lorain & Medina county.

My family is local Grafton Township residents. Though I am passionate about real estate, my first love is my family which consists of my husband of 17 years, three children, and two dogs. We are all highly involved in the community, as well as with the Midview Schools. My love for children extends to those outside of my family and am a consistent donator to Our Lady Queen of Peace Backpack Program which provides food for children over the weekends who may not have food to eat at home. Also, I give back by sponsoring youth football and soccer teams and is a volunteer volleyball coach through the Elyria recreation center.

Professionally, I am a Certified Negotiation Expert, as well as a Certified Residential Specialist. I have a proven track record of negotiating 96% of the asking price for my sellers beating the average realtor who negotiates at 92%. That means on an average $200,000 sale my seller nets $8,000 more than working with an average realtor.

Email: JenniferHerron-Underwood@HowardHanna.com Visit: JenniferHerron..com

THE HERRON-UNDERWOOD GROUP EXPERIENCE ISN’T EXPENSIVE IT’S PRICELESS

Professional Qualifications §

Top 1% of Howard Hanna Company

§

Top 5% of all REALTORS® in the United States

§

In 2020, I sold over 73 homes which is 10 times more than the average REALTOR®

§

Proven track record of negotiating 96% of seller’s asking price

§

Certified Relocation Agent- Specializing in third party companies

§

Certified Residential Specialist – only 4% of REALTORS® nationwide hold this credential

§

Accredited Buyers Representative

§

Certified Negotiation Expert

§

Certified New Construction Specialist

§

Recognized by Howard Hanna & The Cleveland Area Board Of REALTORS® as a panel expert to train colleagues

§

Home Staging Certification

§

Over 1000 transactions and 19 years of real estate experience

Email: JenniferHerron-Underwood@HowardHanna.com Visit: JenniferHerron..com

THE HERRON-UNDERWOOD GROUP EXPERIENCE ISN’T EXPENSIVE IT’S PRICELESS

Getting to Know the Group Nina Herron is not only Jennifer Herron-Underwood’s mother but she is also the best closing coordinator a buyer can expect. Once the buyer and seller have signed the purchase agreement, Nina, will take over the processing of the paperwork. She will get a copy to the lender, the title company, the buyer, and the seller’s agent as needed.

Nina will communicate with you up to the closing to remind you when to transfer utilities, get your insurance and will get you to the closing table!

Rhonda Kollias is the listing coordinator for the group as well as a licensed real estate agent. She knows the ins and out of the market and how to navigate all that is needed to ensure the paperwork is in order to gett your home sold quickly.

Rhonda grew up Parma but has moved with her husband, daughter, and dogs to Brecksville. Her passion for real estate is her driving force but she has realized that she is better working on the back end to get the homes properly listed and keep everything moving forward. Her attention to detail and strategic mind makes her a perfect fit in the Jen HerronUnderwood group.

Email: JenniferHerron-Underwood@HowardHanna.com Visit: JenniferHerron.com

THE HERRON-UNDERWOOD GROUP EXPERIENCE ISN’T EXPENSIVE IT’S PRICELESS

Jennifer was easy to work with. She was honest and trustworthy. She came to my house a year before time to sell and told me what updates were necessary (and it was less than I had on my list!) When it came time to sell and buy she was reliable and hardworking. I will be recommending her!

Jennifer was absolutely amazing! Her expertise was invaluable to us. We needed to sell our home in order to purchase a new home and the selling price and the purchase price had to be in the right ballparks to make this move happen. There were three families and agents involved and Jennifer made sure everything went timely and smoothly. I’m sure we will move again, once the kids are out of school, and I can assure you that Jennifer will be my first call.

Email: JenniferHerron-Underwood@HowardHanna.com Visit: JenniferHerron.com

Jennifer was easy to work with and very professional.

Excellent communication and always available. Great attention to detail--she helped to professionally stage our home and took great photos. Very knowledgeable. Highly recommend!

For more reviews visit: JenniferHerron.com

THE HERRON-UNDERWOOD GROUP EXPERIENCE ISN’T EXPENSIVE IT’S PRICELESS

Important Questions To Ask Before Hiring A Realtor 1) 2) 3) 4) 5) 6) 7) 8) 9) 10) 11) 12) 13) 14) 15) 16) 17) 18) 19) 20) 21) 22)

What is your average market time for homes sold?

How much of your seller’s asking price do you negotiate compared to their sales price?

What is your negotiating strategy?

What makes you different from other realtors?

What is your pricing strategy and why?

What precautions are you taking during COVID to safely show my home?

Do you record walk through videos or tours so buyers can see the home before coming through it?

Do you work with relocation buyers?

What websites will my home be advertised on and why?

How do you handle showings on my house?

How do you get feed back to me and share it with me?

Are you a full-time realtor?

How long have you worked in real estate?

Where does your company rank in local sales?

Where do you rank in your company?

Do you have any testimonials?

Do you have any advanced designation and what do they mean?

How many houses have you sold in your career?

How many last year? This year?

Do you have a personal assistant to help you in servicing your clients?

How will you communicate once the house is listed?

How will you market my home?

Email: JenniferHerron-Underwood@HowardHanna.com Visit: JenniferHerron.com

THE HERRON-UNDERWOOD GROUP EXPERIENCE ISN’T EXPENSIVE IT’S PRICELESS Coordinate With Escrow Officer

Coordinate With Appraiser

Enter Home in MLS

Research Home Informatiion

Prepare Listing Presentations

Comparable Market Analysis

Present Offers

Resolve Unforeseen Issues

Prospect for Buyers for Listed Homes

Answer Buyer Questions

Install Lock Boxes

Order & Pick-Up Supplies

Attend Buyers Home Inspections

Maintain Contact with Title Company

Negotiate Offers

Qualify Buyers

Handle Ad Calls

Agent Put Sign Up

Create and Maintain Office Files

Facilitate Buyer Offers

Send Contracts To all Parties

Put Lock Boxes Up

Coordinate Repairs

Follow Up With Showing Agents

Create Home Videos

Schedule Buyer Showings

Create Marketing Flyers

Review Escrow Instructions

Enter Listing on Realtor.com

Follow Up with Open House Buyers

Coordinate Closings

Negotiate Home Inspection Repairs

Answer Listing Questions

Email: JenniferHerron-Underwood@HowardHanna.com Visit: JenniferHerron.com

Call Lenders Weekly

Developing Marketing Plan

Hold Open House

Hold Broker’s Open

Weekly Contact with Clients

Put out Open House Signs

Create Social Media Posts

Present Offers

Mail Thank You Cards

YouTube Video Marketing

Review Settlement Statements

Enter Listing On Zillow and Trulia

Enter Listing On Howard Hanna

Give Keys At Time of Home Transfer

Feedback From Showings

THE HERRON-UNDERWOOD GROUP EXPERIENCE ISN’T EXPENSIVE IT’S PRICELESS

What Jen Does Differently Than Other REALTORS® 1) MORE MONEY IN YOUR POCKET On the average $200,000 home, you will receive $8,000 more by working with Jen than the average realtor. This is due to Jen’s extensive knowledge of the market and negotiation skills that is backed by her proven track record.

2) PERSONAL ATTENTION & SECURITY

Jen and her team provide each home they are selling with the personal attention it deserves. If your home is located in Grafton, Lagrange, Carlisle Township, Columbia Station or a surrounding community Jen and her team can answer all the questions about your home and provide immediate feedback to you when the showing is over.

No more coming home to lights left on or doors unlocked.

3) STRATEGIC MARKETING

“What is special and unique about your home? Why did you buy your home?” These are just some of the questions that Jen and her team will ask. The answers will allow us to market your home to the right people. Her strategic marketing plan includes: Controlling which day of the week we list your home for sale, which day we turn on the internet marketing, pricing search engine optimization so you get more buyers looking at your home and determining which order the photos are online.

4) PROFESSIONAL QUALITY PHOTOGRAPHY

Jen personally takes her own photos with an incredible wide-angle lens that shows off the beauty and lighting of the rooms in your home. She will not list a house for sale without photos, unlike many realtors do. As the seasons change, she will update the photos to reflect the exterior look of your home.

5) FOLLOW UP UNTIL CLOSING

Jen and her team follow up on her transactions from the time the home goes under contract until closing. Weekly check-ins on the lender, title company, inspectors, and buyers will ensure everyone is doing what they are supposed to be doing. Most agents will just move onto the next sale.

Email: JenniferHerron-Underwood@HowardHanna.com Visit: JenniferHerron.com

THE HERRON-UNDERWOOD GROUP EXPERIENCE ISN’T EXPENSIVE IT’S PRICELESS

Pro-Active Marketing Strategy § Why I believe in a pro-active approach to selling your home § Why Howard Hanna has more internet traffic than any other local company § How Howard Hanna brings more buyers into your home § Why Howard Hanna has more local relocation buyers than any other local or national company § What I will do differently than other REALTORS® to sell your home § Why I am different than another Howard Hanna REALTOR®/Office

Email: JenniferHerron-Underwood@HowardHanna.com Visit: JenniferHerron..com

THE HERRON-UNDERWOOD GROUP EXPERIENCE ISN’T EXPENSIVE IT’S PRICELESS

Follow up on all calls and inquiries from potential buyers with details of your home in a timely manner.

Negotiate the transaction with the buyer’s agent.

Upon request, we will personally be present with you at the closing to ensure that everything is correct.

Manage and finalize the closing process.

Contact you regularly and using your preferred method of communication with progress reports.

MY PROMISE TO YOU

Arrange for a relocation agent at your new destination where applicable.

Email: JenniferHerron-Underwood@HowardHanna.com Visit: JenniferHerron..com

Review marketing activities with you regularly.

Present and discuss ALL offers received on your property with you in a timely manner.

Follow up with you after the sale to make sure all is well.

THE HERRON-UNDERWOOD GROUP EXPERIENCE ISN’T EXPENSIVE IT’S PRICELESS

Don’t you want the REALTOR® who has listed your home to be the one who sells your home?

Enhanced listings on REALTOR.COM sends buyer questions directly to me instead of another REALTOR® who may never have seen your home or may have a similar listing of their own to sell to them. This also allows me to schedule a showing on your home, pre-screen them, and ultimately SELL your home to them so we are not wasting your valuable time.

Email: JenniferHerron-Underwood@HowardHanna.com Visit: JenniferHerron..com

THE HERRON-UNDERWOOD GROUP EXPERIENCE ISN’T EXPENSIVE IT’S PRICELESS

COVID-19 Precautions As an industry, REALTORS® are doing our best to maintain a safe environment for showing homes. Here are a few of the things I am requesting on your behalf:

Buyers are to preview the home via the video tour before scheduling an appointment to see your home in person when possible No overlapping appointments per seller’s request – limiting the amount of people in the home at one time Only the showing agent plus the adults making the home purchase decision are to be at the showing All persons entering must wear a mask, remove shoes and either use hand sanitizer or wear gloves Showing agent should be the only person touching any handles or switches

Email: JenniferHerron-Underwood@HowardHanna.com Visit: JenniferHerron..com

THE HERRON-UNDERWOOD GROUP EXPERIENCE ISN’T EXPENSIVE IT’S PRICELESS

Email: JenniferHerron-Underwood@HowardHanna.com Visit: JenniferHerron..com

THE HERRON-UNDERWOOD GROUP EXPERIENCE ISN’T EXPENSIVE IT’S PRICELESS

Email: JenniferHerron-Underwood@HowardHanna.com Visit: JenniferHerron..com

THE HERRON-UNDERWOOD GROUP EXPERIENCE ISN’T EXPENSIVE IT’S PRICELESS

SOCIAL MEDIA OUTREACH

Email: JenniferHerron-Underwood@HowardHanna.com Visit: JenniferHerron..com

THE HERRON-UNDERWOOD GROUP EXPERIENCE ISN’T EXPENSIVE IT’S PRICELESS

Email: JenniferHerron-Underwood@HowardHanna.com Visit: JenniferHerron..com

THE HERRON-UNDERWOOD GROUP EXPERIENCE ISN’T EXPENSIVE IT’S PRICELESS

Email: JenniferHerron-Underwood@HowardHanna.com Visit: JenniferHerron..com

THE HERRON-UNDERWOOD GROUP EXPERIENCE ISN’T EXPENSIVE IT’S PRICELESS

Email: JenniferHerron-Underwood@HowardHanna.com Visit: JenniferHerron..com

THE HERRON-UNDERWOOD GROUP EXPERIENCE ISN’T EXPENSIVE IT’S PRICELESS

Email: JenniferHerron-Underwood@HowardHanna.com Visit: JenniferHerron..com

THE HERRON-UNDERWOOD GROUP EXPERIENCE ISN’T EXPENSIVE IT’S PRICELESS

Example of a Personalized Marketing Strategy Week 1

Take pictures and prep the home Create video walkthrough Input home into the MLS Create remarks and have seller approve

Place temporary for sale sign Install lockbox Upload to real estate sites: Howard Hanna, Realtor.com, Zillow Market on Social Media

Week 2

Contact Howard Hanna agents who have active leads for similar homes Create a video of the home and post on social media Create a Facebook sponsored ad

Week 3

Send out targeted post cards Email entire database your home listing

Week 4

Follow up with agents regarding how the home shows and compares to others Review current market and how your home is performing compared to others

Email: JenniferHerron-Underwood@HowardHanna.com Visit: JenniferHerron..com

THE HERRON-UNDERWOOD GROUP EXPERIENCE ISN’T EXPENSIVE IT’S PRICELESS

SOME THOUGHTS ON PRICING Statements Frequently Heard From Sellers That Have Nothing to Do with the Home’s Value: • “Another agent said it was worth more” • “People always offer less than asking price” • “The buyers can always make an offer” • “My neighbor was able to get this price” • “We paid more than that for our home” Other Factors That Do Not Affect Value •

Your Original Purchase Price Chances are you paid market value for your home. Markets change, therefore we have to consider the current market conditions, which may have changed significantly since you bought.

•

Over-Improvement

Improvements should be made for enjoyment, not for resale. You cannot add an item to a home, select it to fit your style, use it, and then expect a buyer to pay the original cost.

•

The Owner’s Need for Money

•

The Cost to Rebuild It Today

• •

The fact that you are moving to a more expensive area where you will have to pay more for a home, or the balance of your mortgage, has nothing to do with a home’s current market value.

A buyer probably wouldn’t rebuild an existing home using the same materials; and if they want new construction, they’ll buy new construction.

Your Attachment to the Property

Again, price is based on what the market will bear. Your feelings about the home don’t matter to a buyer’s market evaluation.

Certain Types of Improvement

For example, the swimming pool you enjoy may actually be a deterrent to some buyers. They not only won’t pay extra to own the pool, they may want you to help pay for its removal

Email: JenniferHerron-Underwood@HowardHanna.com Visit: JenniferHerron.com

THE HERRON-UNDERWOOD GROUP EXPERIENCE ISN’T EXPENSIVE IT’S PRICELESS

Pricing Strategy How The Market Place Works

Selling a home is a team effort. I will develop and implement your home’s marketing plan. As the seller, you control the home’s condition and you set the price. The buyer will determine the value of your home based on what he or she is willing to pay for it.

Marketing Factors

Who Controls

Marketing Plan

The HerronUnderwood Group

Home Condition

Seller

Price

Seller

Value

Buyers

Email: JenniferHerron-Underwood@HowardHanna.com Visit: JenniferHerron.com

THE HERRON-UNDERWOOD GROUP EXPERIENCE ISN’T EXPENSIVE IT’S PRICELESS

Pricing Strategy The “Flood” of Buyers Usually Happens in the First 21 Days If the property is not priced properly in the first three weeks, the “flood” of local buyers is lost. The future pool of buyers “drip” into the market. This limited pool of buyers decreases competition, lessening the odds of receiving your highest probable selling price.

Weeks on Market 100 80 60 40 20 0 Listing Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8

Anticipated buyer activity assuming that there is a market for the property and that the property is initially positioned to create excitement and urgency.

Email: JenniferHerron-Underwood@HowardHanna.com Visit: JenniferHerron.com

THE HERRON-UNDERWOOD GROUP EXPERIENCE ISN’T EXPENSIVE IT’S PRICELESS

Effective Pricing Strategy How to determine a price adjustment • 10-12 Showings OR 30 days on market • Web showings • Your motivation and timing • Monthly Market Updates including: Showing Time Activity Reports Market Statistics That Matter Click Through Percentages

Email: JenniferHerron-Underwood@HowardHanna.com Visit: JenniferHerron..com

THE HERRON-UNDERWOOD GROUP EXPERIENCE ISN’T EXPENSIVE IT’S PRICELESS

The Dangers of Overpricing Your Home (Overpricing Can Be Costly)

You lose the excitement that a new listing generates.

REALTORS® are working with buyers who have seen what’s currently on the market and are waiting for something new to be listed. Therefore, the most activity takes place within the first 30 days of listing. Your home receives its highest and best offers during this time. After that initial period, the only people to look at your home are new buyers to the marketplace You will lose the most qualified prospects.

Buyers won’t just “make an offer”, because they probably will never see your home. They’ll view the properties that are priced within their affordable range, knowing that they can’t afford anything above that range.

You help sell other, more competitively priced homes first.

Your home may be used to demonstrate the good market value of other properties. Your objective should be to enter the market in a position that will attract prospects, not drive them away.

Your home may become stale on the market.

Prospects wonder why the home’s been on the market so long; they assume something is wrong with it, even after you lower the price. You may have to settle for less than the market value. A house takes on a reputation surprisingly fast, so don’t wear out your welcome on the market.

You lose a strong negotiating position when your house is on the market a long time.

Prospects will not “rush” to make an offer on an overpriced property, and you will likely have to accept less when they finally do.

If you do get an offer, the contract may fall through because of appraisal issues.

The lender must justify the price to the market, based on comparable sales.

Email: JenniferHerron-Underwood@HowardHanna.com Visit: JenniferHerron.com

THE HERRON-UNDERWOOD GROUP EXPERIENCE ISN’T EXPENSIVE IT’S PRICELESS

What Happens Next?

The Sign: Howard Hanna will install a post sign on your property within the next 7-14 days. Expect to see utility flags to be placed on your property prior to installation. Once the post sign is placed, please remove the flags and give me a call Lockbox: If you have one installed, I will do it in the next 24-72 hours. I would suggest posting a note on your garage door for realtors not to lock it, so you do not get locked out.

The Multiple Listing Service (MLS): Your home will be entered in the MLS. Once it is entered, I will email it to you for approval.

Many of the fields we enter are simple letters that we choose and the fields are auto filled. Occasionally, we may enter the wrong letter, so please take time to review the MLS information. Please call or email me with any corrections ASAP because the next morning this information will be emailed to all the buyers registered in the MLS that are looking for a home in your price range or area.

Websites: Your home will appear on Howard Hanna’s website within 48-72 hours of being listed. It will also be on Zillow, Trulia, and Realtor.com. The listing could feature up to 35 pictures as well as home tour featuring music and a slide show of your home.

Smartphone: You can view your listing on your phone by going to JenniferHerron.com Email: JenniferHerron-Underwood@HowardHanna.com Visit: JenniferHerron..com

THE HERRON-UNDERWOOD GROUP EXPERIENCE ISN’T EXPENSIVE IT’S PRICELESS

What Happens Next?

•

Showing Time: This is a third-party company that I provide to you that will call you and inform you when a realtor would like to come through your home. Using this service allows realtors to schedule an appointment while I am working with my clients. They will request the appointment and await your approval for the showing allowing the other realtor to schedule quickly and efficiently making your home more attractive to show.

•

No Shows: It is important to understand that agents can be delayed.

Sometimes their clients are late for an appointment or they stay longer at a house before yours, which can throw the schedule off. Some people will look at a home in 5 minutes while others may take 20 mins or more.

If you want to minimize the inconvenience of showing your home: Wait until the agent arrives then leave immediately Take a walk outside Drive away for a bit By leaving your home, it allows the buyer to feel comfortable and truly see the beauty of your home. Having a seller looking over their shoulder can make them tour too quickly and not allow to see it as their own.

Email: JenniferHerron-Underwood@HowardHanna.com Visit: JenniferHerron..com

THE HERRON-UNDERWOOD GROUP EXPERIENCE ISN’T EXPENSIVE IT’S PRICELESS

I appreciate the opportunity to speak with you in regards to listing and selling your home.

If you have any additional questions, or are ready to get started, please do not hesitate to get in touch!

Jen Email: JenniferHerron-Underwood@HowardHanna.com Visit: JenniferHerron.com