Marketing Strategy FOR SELLING YOUR HOME
lindsey@lauerrealtygroup.com EM AI L
www.lauerrealtygroup.com
608.354.3864
W EB
P HO N E
O NLIN E
Welcome
Powerful Results. Real People Lauer Realty Group is a full-service residential brokerage, specializing in home sales in the most desirable neighborhoods in Madison, Dane County and beyond. It takes more than a computer and MLS access to move you when and where you want to go. The best real estate transactions happen with a great realtor at your side, and gives you the edge in the process. We bring our clients the latest information, technology, and our mastery of the industry. In using our expertise, you’re tapping into the top performing 1% of realtors in Dane County for over a decade. At your side and on your side. Our Madison real estate agents live, work, and play right here in the Madison area and are deeply tied to the communities where you’re looking to sell your home. We know the perks and quirks of each neighborhood, and we’ll work hard to honor the unique hopes and dreams you bring to the table when pricing a value on your home. At Lauer Realty Group we believe that being the best isn’t something you say, it’s something you are. We believe the most important thing is that we listen to our clients’ wants, needs, and expectations and deliver on them every single time. Thank you for your interest in our firm and we look forward to delivering a superior real estate experience that exceeds your every expectation. Cheers, Liz Lauer
www.LauerRealtyGroup.com
Topics COVERED
01 Price Evalulation 02 2019 in Numbers 03 Listing Process 04 Marketing Proposal 05 Guaranteed Performance Agreement 06 Seller’s Checklist 07 Our Marketing Strategy 08 Community Outreach 09 About Liz 10 Meet the Team 11
Client’s Testimonials
12 FAQ 13 Contact www.LauerRealtyGroup.com
Price Evaluation THE COMPARABLE MARKET ANALYSIS How will I determine the value of your home? My price evaluation uses many of the same variables which an appraiser utilizes - the correlations between location, style, size and condition of homes. Please understand that a Comparable Market Analysis is based on the current market conditions and is not to be construed as indicative of future market values. I will review the properties in your area which are currently on the market, pending sale, or recently sold. Although these properties may differ from your home, they do provide a basis for comparison in determining what the current market is willing to pay and the fair market value. I use this information, combined with a tour of your property to determine the current marketing price that is appropriate for your home. My Marketing Plan and Guaranteed Performance Agreement highlight the actions that will bring the best response to your property when it is placed on the market. The advertising and outreach that target potential buyers boosts initial interest and helps to bring in the best possible offer.
www.LauerRealtyGroup.com
2019 In Numbers LAUER REALTY GROUP
351
Homes Sold
101% 17
Average Sale Price to List Price *The market average is 97%, meaning overall sellers who list with Lauer Realty Group are earning 4% more than sellers utilizing other firms.
Average Days on the Market
26%
Average Sale Price vs. Market
14
Firm Ranking (Volume Sold)
*Our firm’s average sale price is 26% higher than the rest of our market.
*Firms with higher rankings are brokerages with 100s of active agents. Our boutique firm has only 9 agents and yet we still rank in the top 1%. *Data is from the South Central Wisconsin Multiple Listing Service (MLS)
www.LauerRealtyGroup.com
Listing Process STEPS TO GET YOUR HOME LISTED
1
Property Overview
2
Determine Value & Seller Needs
3 4
The first step is to always conduct a thorough assessment of the property and its history, improvements, and features. These are important factors in pricing your home.
A comprehensive analysis of comparable properties, neighborhood inventory and price per square foot will determine optimal list price. Our goal is to match your needs when it comes to selling your home, and it is important to discuss expectations and the timeline for the sale.
Exclusive Listing Contract
Once price has been determined and agreed upon, an exlusive listing contract is signed with the RealtorÂŽ.
Preparing the Property for Showings
We offer advice and recommendations or steps you can take to have your place show its best through appropriate enhancements and staging to prepare it for professional photography and showings.
www.LauerRealtyGroup.com
5
Targeted Advertising and Market Strategy
6
Showings & Open Houses
7
Adjustments Based Upon Feedback
8
Negotiate Offers
9
Accepted Offer & Applicable Contigencies
10 11
From the MLS, to syndicated websites and social media, your home is marketed thoroughly online as well as in print, including home brochures and ads in neighborhood newsletters.
You can expect showings to be requested right away after your home goes on the market. Through our showing line program, you will be able to approve these and keep track of all activity that occurs. An Open House will also typically be scheduled within the first weeks to market.
As feedback is received from showings and the open house, we will discuss if anything needs to be done to make the property more attractive for potential buyers while still meeting your goals.
We have a proven track record as expert negotiators and know how to navigate this process. Whether dealing with multiple offers, or a single buyer, we will use our market knowledge and expertise so you receive the best price. Once negotations are finalized, we reach an accepted offer. This means your property is under contract and we start working towards closing. Our office will stay on top of all tasks and deadlines from the contingencies that were included in the offer.
Provide Necessary Information
It’s important that as we move forward to close that any an all necessary information is given to parties involved such as the Closing Officer, and any lenders or attorneys.
Remove Contingencies and Close
Once all contingencies have been removed by both buyer and seller, and all necessary documentation has been provided to the title company, it’s time to meet at the closing table. This is your final step in the process where the paperwork is completed, the buyer takes ownership of the home, and you receive the proceeds from the sale!
www.LauerRealtyGroup.com
Our Marketing Proposal AN OUTLINE OF MARKETING STEPS
1 2 3 4
Photograph Your Home a. Publish images in advertisements, on website, and MLS b. Virtual Tour will also used to showcase your home c. Home Brochures containing photos and features created for showings and Open Houses
Advertise to Prospective Buyers a. Multiple Listing Service b. Social Media c. Home placed on Wisconsinhomes.com & Syndicated Services (ie Realtor.com & Zillow.com) d. Featured on Isthmus.com on a rotated basis e. Featured in neighborhood newsletters on a rotated basis f. Featured in the Willy St Reader on a rotated basis g. Open House advertised on websites h. Guaranteed Performance Agreement
Showcase Home to Area Brokers a. Promote your property by connecting with other Realtors who do business in your area to inform them of your property
Commitment to Service a. We provide you timeline and informative feedback on all showings b. We work with you to promote your home and to strategize throughout the transaction c. Closing consultation and coordination
www.LauerRealtyGroup.com
Guaranteed Performance Agreement This Guaranteed Performance Agreement is part of our Exclusive Marketing System. It includes the following terms and conditions:
1
FOR SALE SIGN-A Lauer Realty Group “For Sale� sign will be installed on
2
PRINT ADVERTISING-Your home will be rotated through local and
3
INTERNET-Your home will be presented on numerous websites including but
4
WEBLINE-Information and a virtual tour of your property is available 24
5
MULTIPLE LISTING SERVICE-Your home will be placed on the South
6
NATIONWIDE REFERRAL AND RELOCATION NETWORK-We
your property soon after the listing begins. This sign is the single most effective marketing tool in selling your home. neighborhood newsletter.
not limited to: a. www.LauerRealtyGroup.com - Your home is immediately presented on our web site including photos, details, and commentary. This means your home can be seen by anyone who is looking at any of our listings, or using our web site for resources we provide. b. www.wisconsinhomes.com - Public access to the Multiple Listing Service - this site generates interest in your home with photos and a wealth of information, from comprehenseive home searching to an exhaustive real estate gloassary. c. www.Zillow.com / www.Realtor.com - These websites are nationally promoted and are utilized by local and out of town home seekers. Your property will be promated as a showcase listing and will receive additional exposure with Lauer Realty group. d. www.Isthmus.com - Your home will be advertised on a rotated basis on the Isthmus website.
hours a day on the internet. This is a dynamic way for interested buyers to obtain information on your home at any time. Additionally, they can contact us directly from our website to ask questions or to set up a showing. Central Wisconsin Multiple Listing Service (MLS) network. This network advertises your home and invites any cooperating Brokers to sell it to their buyers. The MLS is available to the public through www.wisconsinhomes.com work with national referral networks to make information on your home available to many out of town buyers. This network also means that Brokers across the country put me in touch with individuals and families that are relocating to our area. In addition, we work with an extensive number of area corporations, industries, and employers to meet their employee relocation needs.
www.LauerRealtyGroup.com
7
BROKER MARKET ANALYSIS-We will do a complete and thorough
8
HOME BOOKS AND CARDS-I will prepare a home book/brochure that
9
PHOTOGRAPHS OF YOUR HOME-To present your home as its very best
10
MORTGAGE & FINANCING CONSULTATION-With an understanding
11
HOME WARRANTY PROGRAM-A home warranty program is available
12
ADVERTISING/MARKETING TIMELINE-I will advertise your property
analysis of your home and the current real estate market. With this knowledge, I can work with you to determine the price range and marketing strategy which will result in the timely sale of your home at the best possible price.
points out the special features and highlights of your home and these will be distributed to potential buyers and other Brokers to keep after seeing your home. This book not only showcases your home’s features, it helps interested Buyers remember your home more than others they have seen. The home book will provide a positive answer to many of the Buyer’s questions that often come up during and after the showing. It includes (as appropriate): recent updates and renovations, energy costs, and school district information. With your approval, cards will be placed in your home to highlight its special features.
to potential buyers, we photograph your home inside and out. These photographs will be used on the MLS, websites, and in all of our print marketing. We do our best to photograph on a sunny day and we always take our time to capture and edit the best photos of your property. A picture is worth a thousand words.
of current interest rates and various financial programs available, we can prequalify potential buyers when possible, and suggest alternative mortgage financing that is availale in the community.
for you to purchase in order to provide protection for you throughout the listing contract and to provide the Buyer coverage for one year after closing. I can provide a brochure that explains the program and the cost. This can be a strong tool for marketing your home to buyers who may be concerned with the potential for mechanical problems that can occur in an older or existing home.
until there is an accepted offer to purchase. The advertising shall resume in the event the offer to purchase contract does not result in a closing. The Broker does reserve the right to substitute the advertising, home warranties, trade names, marketing methods, and referral networks covered in this agreement.
www.LauerRealtyGroup.com
13
CLOSING CONSULTATION AND COORDINATION-I will work with
14
COMMUNICATION/AVAILABILITY-I will constantly monitor conditions
15
GUARANTEED PERFORMANCE-The Broker shall carry out the terms of
16
CANCELLATION POLICY-You may request a cancellation of the listing
17
NOTICES-Any required notice must be addressed to Lauer Realty Group, Liz
the title company to coordinate the preparation of the closing statement and other documents necessary to close your transaction. I will also coordinate schedules with attorneys, lenders and others to complete the sale of your home.
and communicate with other agents who show your property. I will contact you at regular intervals in person, by phone, mail or email to inform you of the reactions or comments buyers had about your home, and advise you as to any changes in the market. If you have additional questions or would like more information, I will be ready and available to assist you. Should I be out of town, you will be made aware and will have one of my associates working with you during that time.
this agreement at the Broker’s discretion during the term of the listing contract. The Seller understands and agrees that while the Broker will substantially adhere to the above outline of services, there may be deviations due to seller request, holidays or other.
contract at any time after 30 days from when the listing contract is signed and if we breach this agreement by failing to comply with its material continuing requirements. In order to receive a cancellation agreement, you must first mail us a written statement setting forth the reason for the cancellation request. If we do not remedy the breach within 10 days after receipt of said notice, this contract shall be canceled at midnight of the 10th day. Should such cancellation take place, there will be no penalty to you; however, if a sale is consummated to someone introduced to your property during the period of the Listing Contract, Lauer Realty Group shall receive the commission in accordance with the Listing Contract.
Lauer, 2229 Atwood Ave, Madison, WI 53704. Any notice to you shall be addressed to your address in the Listing Contract.
www.LauerRealtyGroup.com
Seller Checklist A buyer’s overall impression of your home begins when they pull up to the curb. Here are some tips to help you prepare to show your home:
- Deep Clean - Set thermostat to a comfortable temperature - Clean up after any pets - Bring in the most natural light - Ensure all light bulbs work - Toilet seats are down - Lawn should be maintained and clear of random toys or tools - Keep sidewalks and driveway shoveled and clear of ice - Elimate odors - Eliminate clutter where possible - Leave front porch light on for showings after dark
www.LauerRealtyGroup.com
When your home is ready for showings How would you like to confirm appointments for showing requests on your home? 1. Go & Show - for listings where no appointment is required and the showing request can be immediately confirmed. 2. Courtesy Call - an appointment is automatically approved, but a call is made to notify the seller. (This notification can be by call, text, or email.) 3. Appointment Required - a confimation must be obtained from the seller, tenant, or listing agent before the showing may occur. * We submit a Showing Feeback Survey to all agents that show your home. When they complete the survey you will be able to view this feeback after. *Sellers find their personalized “Activity and Showing Feedback Report” convenient and simple. It’s availble to view online anytime after your first showing.. This is an example of the Activity and Feedback Report. Upon your first showing, you will receive a link that allows you to view each showing and their feedback of your property.
Our showing appointment line is open 7 days a week 7am-10pm Showing Line: 1-800-746-SHOWING (1-800-746-9464)
www.LauerRealtyGroup.com
Our Marketing STRATEGY
Our comprehensive approach to marketing your home ensures that it will be seen by as many potential buyers as possible. Always forwardthinking, our customized marketing approach will make your property stand out!
Signage
Print Marketing
Professional Photography
A “For Sale” sign will be installed once a listing contract is signed to maximize exposure. Contact information will be on the panel to ensure that potential buyers are reaching out to us directly to get the most accurate information.
Custom property brochures are created and placed in the home. This allows buyers who visit your home an opportunity to remember your home best after their home tours are complete.
A buyer’s first impression of your home are the photographs they see online. That is why we will hire a professional photographer to take the images of your home and make it stand above the competition.
Web Presence
Social Media
Your home will be placed on the MLS, which is then syndicated out to many websites including Zillow and Realtor.com. We also create a landing page dedicated solely to your property on our own website, www.LauerRealtyGroup.com
We have a strong social media presence in our area and launch campaigns on them when posting your home. This ensures it will be highly visible on these networks, as well as allows us to target optimal demographics.
Smart Gallery/3D Tour We provide 3D virtual tours from professional photographers that allow buyers to see a “doll house” model of your home. This interactive experience allows interest buyers and to tour the home 24/7 and sets realistic expectations.
www.LauerRealtyGroup.com
STUNNING HOME STAGING & STYLING PROFESSIONALS
As experts in our field, we have a keen eye for what you can and should do to present your home in the best way for the greatest, positive impact. Styling and staging your home places a crucial role in allowing buyers to imagine themselves living in the home and for it to be seen in the best light. We offer an added value to our Seller’s by providing the necessary resources to ensure your home out paces the competition, including staging professional connections as well as our Lauer Realty Group Home Styling program. What is Lauer Realty Group Home Styling? Lauer Realty Group works with a professional home stylist who will visit your home and work with you to provide advice on decluttering, rearranging, and decorating. This initial consultation is provided at no cost to you. If additional home styling is needed, including accents pieces and decor, the stylist will discuss additional package options that will best be suited for your home. 40% of Buyer Agents said home staging an effect on most Buyer’s view of the home. 83% of Buyer Agents said staging a home made it easier for for the Buyer to visualize the home as a future property.
22% of Listing Agents reported an increase of 1-5% dollar value offered by buyers in comparison to similar homes when the home was staged.
Source: 2019 Home Staging Profile-National Association of REALTORS Midcentury Modern home in Madison that was professionaly staged from top to bottom
PROFESSIONAL PHOTOGRAPHY QUALITY
We partner with experienced professional photographers for our photography and virtual/digital imaging. We use Step Inside Media , who will capture your home with cutting edge technology that best showcases your home. They provides HDR (high dynamic range) images, an interactive Smart Gallery, a Single Page Website Listing, a 3D Matterport Tour, and Floor Plans. These can all be seamlessly accessed across all platforms, from you cell phone to your laptop.
www.LauerRealtyGroup.com
SMART GALLERY/ 3D TOUR & FlOOR PLAN INNOVATION
The Smart Gallery Media Player contains all of the property photos along with the home’s floor plan. This allows buyers to see where a photo is on the floor plan, and to better understand and experience the photo tour. The 3D virtual tour, powered by Matterport, allows prospective buyers the opportunity to virtually walk through your home. They can explore by either clicking or tapping location points on any device. Buyers can expand the 3D tour to get a dollhouse view of the home as well.
www.LauerRealtyGroup.com
PRINT MARKETING & HOME BROCHURES ADVERTISEMENT & DESIGN
Lauer Realty Group advertises our listings on a rotated basis in many neighborhood newsletters as well as area magazines and newspapers. These advertistments provide additional exposure, drive website traffic, and interest more prospective buyers. Our firm also creates custom brochures tailored to your home to highlight your home’s important features to interested buyers. These brochures are placed in a prominant location within the home, allowing buyers to take and keep, ensuring they remember your home after their showing has ended.
Where You Can Find Our Print Ads -Dudgeon Monroe -Eastside News -Madison Magazine -Monona East Side Business Alliance -Northside News -Our Lives -Regent Neighborhood -Sunset Village -Tenney/Lapham -Westmorland -Willy St Co-Op
www.LauerRealtyGroup.com
SOCIAL MEDIA Facebook, Instagram, & More EXPOSURE We utilize many social media platforms to promote and feature your home. Our marketing efforts on social media include advertising our new listings and our Open House events. All new listings are posted with just a few teaser photos that entice a potential buyer to click through to our website to learn and see more about your property. To ensure your home is visible and reaches maximum exposure, we create boosted and sponsored ads. This allows us to target specific audiences and locations to make sure your home is seen within the right market.
www.LauerRealtyGroup.com
WEB PRESENCE Online Syndication LOCAL & NATIONALLY At Lauer Realty Group, we understand that a strong online presence is critical to ensure the visibility of your home. Your home will always be listed on the Lauer Realty Group website, www.LauerRealtyGroup. com and your property will be placed on all of the most trafficked real estate websites in the nation such as Zillow, Trulia, and Realtor.com. This allows us to maximize every opportunity to find a qualified buyer for your home at the optimal price, and in the shortest amount of time possible.
www.LauerRealtyGroup.com
87% of buyers See websites as the most useful information source
50% of buyers
28% of buyers
22% of buyers
Find their home online
Find their home by working with a dedicated buyer’s agent
Find their home via signage, networking, print ads, or other methods
Source: National Associations of Realtors, 2018
Community Outreach #atLRGinthecommunity We believe in and are committed to staying connected and involved with our local community. We love to give back and throughout the year we participate, contribute, sponsor, and donate time and resources to many wonderful organizations and causes. You’ll be sure to find us volunteering in neighborhood festivals, walking in a community parade, and supporting local artists. Whether it’s fundraising with the Goodman Center for the Annual Thanksgiving Drive, or working with GSAFE to ensure LGBTQ+ youth and families thrive, we are dedicated and passionate about the community we live in.
www.LauerRealtyGroup.com
About Lindsey Lindsey Cooper Realtor® Buyer Specialist
Hi there! Here’s a little bit about me...I love real estate and helping people. Education and personalized service are my specialties when it comes to guiding clients through the big transitions of moving, buying and selling real estate. The real estate transaction is not just a transaction, it is a process with a lot of moving parts and it requires many different skills that I’ve built over the years. I might be the expert in the real estate field but you are the expert of what you want and where you want to be. My perspective is that in using my knowledge and my teaching skills, I can effectively walk you through the process, step by step, so you will always know what is happening and what your options are. The process requires many decisions that I will not make for you, but will help you understand and explore the creative options with you. I will personalize and guide you in a way that works for you and that sets me apart from other Realtors. I also have incredible listening skills which is key to making sure your needs are met with efficiency and care. My strong communication skills make me a natural during negotiations and keeping you updated. I understand the value of having a professional that listens with the intention to be an advocate with your goals and dreams. Buying a house is not just about finding a place to call home, it is an investment. I am here to teach you the ways in which you can make a solid investment for your family and at the same time, find the right place to come home to each night. Because there is no greater solace than one’s home. I grew up in Madison and am an alum of the UW - Madison, with a degree in Elementary Education. As a teacher at heart I have found my sweet spot in working with adults after many years of teaching and working with children. My family lives on Madison’s near westside and we love to bike, run, kayak, swim, and read. I keep trying to embrace Winter, but alas, I am a Summer girl. I love this town and I love the people in it. One of the reasons I feel at home with the Lauer Realty Group is my passion for building community and strengthening neighborhoods. Being an integral part of helping you find your next home is an honor that motivates me. Connecting people and being of service to others is what drives me. I look forward to learning more about your hopes, dreams and goals in finding your next home.
www.LauerRealtyGroup.com
Meet
OUR TEAM Our team of agents and support staff work cohesively together to ensure your real estate experience goes smoothly and is enjoyable.
Liz Lauer BROKER
Founder/Owner Realtor® Listing Specialist
Lindsey Cooper REALTOR®
Buyer Specialist
www.LauerRealtyGroup.com
Tobi Silgman
Mark Gladue
REALTOR®
BROKER
Rachel Whaley
Asher Masino
REALTOR®
REALTOR®
Ben Anton
Alejandra Torres
BROKER ASSOCIATE
BROKER ASSOCIATE
Andrea Davitt
Tina Rogers-Frisch
BROKER ASSOCIATE
EXECUTIVE ASSISTANT COMPLIANCE BROKER
Ryan Esser
Tiffany Bekx
REALTOR®
MARKETING COORDINATOR REALTOR®
Jackie Brown
Colin McMullen
BROKER ASSOCIATE
EXECUTIVE ASSISTANT REALTOR®
www.LauerRealtyGroup.com
Client
TESTIMONIALS “We’ve had a great first home buying experience with Lindsey! We were total novices and needed a lot of help and support! She has been patient and willing to explain every detail and has given us insightful advice all along the way. She went out of the way to quickly view properties with us and make offers and had excellent communication at every step. And she’s kind and funny to boot! I’d definitely recommend.” -Rebecca B “Incredible awareness of detail and knowledge of the market. We absolutely loved working with this team of people. Lindsey was incredibly flexible, considerate, and kind to our family. Her work was efficient and her communication was clear. She made the process of finding our home really warm and intentional.” -Ali M “Liz Lauer and her company are real professionals and great to work with! We referred one of our clients from Texas who was looking to buy a new home in Madison. They really took care of her and found her a fantastic property. ” -Linda P “The selling processing with Liz and the rest of the Lauer group was flawless and stressfree! This is the second time I’ve worked with this group and I would defiantly recommend Liz and the rest of her team. I’m a very happy home buyer and seller! -Meredith S
www.LauerRealtyGroup.com
‘‘
Liz and her team could not have done a more stellar job for me. Early on I was very eager to get a house, and Liz did a great job of reeling me in and made sure that I did not pay too much for a house, even though she could have made a quick commission and moved on to another client. She was CLEARLY always looking out for the best interest of the client. She was always very honest about providing feedback, both positive and negative, about any houses we would look at. It was so wonderful having an agent who I could trust 100% start to finish for the whole project. Liz and her team were true professionals: prompt, honest, responsive, and eager to help in every way. Liz has a motto on her website that says “the last realtor you will ever need.” I could not have said it better myself. She and her team do live up to their reputation as being one of the very top realtors in Madison.
‘‘
Angie’s List
Notes
www.LauerRealtyGroup.com
Notes
www.LauerRealtyGroup.com
608.354.3864 2229 Atwood Ave Madison, WI 53704 Lindsey@LauerRealtyGroup.com Let’s get your home listed and sold!
www.LauerRealtyGroup.com
