BERKSHIRE HATHAWAY HOMESERVICES
BERKSHIRE HATHAWAY HOMESERVICES
Proven
Results
BERKSHIRE HATHAWAY HOMESERVICES
BERKSHIRE HATHAWAY HOMESERVICES
STEVEN JAMES
President & CEO, BHHS New York Properties
DIANE RAMIREZ
Chief Strategy Officer, BHHS New York Properties
BERKSHIRE HATHAWAY HOMESERVICES
BERKSHIRE HATHAWAY HOMESERVICES
BERKSHIRE HATHAWAY HOMESERVICES
BERKSHIRE HATHAWAY HOMESERVICES
Rebny
Distribution
Apartments.com is the leading online apartment listing website offering renters access to information with more than 1.1M listing available. HomeFinder is part of the top 5 sites for streaming home searches from sales to rentals including foreclosure and rent to own homes. REA Group is the No. 1 digital advertising company specialized in residential and commercial Real Estate UrbanDigs is a premier real estate service provider for Manhattan and Brooklyn offering local analytics, personalized reports, and relevant insights. Chalk Digital is a dedicated digital advertising partner for BHHS Sales Executives with a FREE week of listing ads, shown to potential homebuyers within a 15-mile radius on social, premium mobile & desktop sites, and phone apps. Property Shark is a nationwide data provider of in-depth information on any US commercial and residential property. PropertyNest is a one-stop shop, from home services, and improvement needs, with tips and insights on how to improve a credit score, qualify for mortgage and more. Luxury Real Estate is recognized worldwide by industry leaders as the premier luxury home search site and magazine proving access to international estate and property listings.
BERKSHIRE HATHAWAY HOMESERVICES
WATERFRONT LUXURY LIVING
COAST TO COAST More than 24 pages of Waterfront Escapes
TECH THAT WORKS Just For the Fun of It
BERKSHIRE HATHAWAY HOMESERVICES
BERKSHIRE HATHAWAY HOMESERVICES
BERKSHIRE HATHAWAY HOMESERVICES
BERKSHIRE HATHAWAY HOMESERVICES
BERKSHIRE HATHAWAY HOMESERVICES
STAGING, DESIGNING, CREATING !e Meier Team Does It All for You BEFORE
AFTER
BEFORE
AFTER
BEFORE
AFTER
We can handle all that you need to get your home ready for its sale. STAGING • CLEANING • DETAILING • PAINTING • ORGANIZING
We do all this and more. We use the best resources and vendors. We design, we manage the process and we assist in the costs. Let us take the responsibility. Let us do what we do best. BERKSHIRE HATHAWAY HOMESERVICES BERKSHIRE HATHAWAY HOMESERVICES
AUCTION HOUSE CONNECTION Christie’s New York Introductory Bonus Program
As an exclusive client of The Meier Team at Berkshire Hathaway, your properties will receive direct marketing and coordination with the Christie’s New York network. With a network of over 3,000 art and antiquities sales associates, your property will be actively promoted to their private clientele of buyers and sellers. In this process, Christie’s art representatives will receive a substantial commission, a unique advantage not available through any other brokerage or group.
BROKER AGE COMMISSION
GROSS REVENUE
REPRESENTATIVE BONUS (2.75%)
WITH AN A F F I L I AT E B R O K E R AG E
US $150,000 ( A S S UM E 3 %)
U S $ 3 7, 5 0 0 ( A S S UM E 2 5%)
US $8,375
W ITH THE MEIER TE A M
N OT APPLIC A BLE
US $150,000 ( A S S UM E 3 %)
US $ 3 7, 5 0 0
Examples
CLIENT BU YS OR SELLS U S $ 5M H O M E
Doyle New York Berkshire Hathaway HomeServices New England, New York & Westchester Properties’ clients enjoy access to this premier New York City auction house. •
•
• •
Founded in 1963, Doyle New York is one of the
•
Committed to providing expert evaluations and
world’s foremost auctioneers and appraisers of
personalized services to meet the individual
fine art, jewelry, furniture, decorations and a variety of other categories. Holds approximately 40 sales each year that attract a broad base of buyers and consignors
needs of our clients. Sales Representatives from Doyle New York are available to assess the value of your more rare or precious personal items as a complimentary
•
from around the world. Has a professional reputation for achieving outstanding prices at auction for clients. Recognized for providing direct and comprehensive access to international markets
service, and take valuable items under consignment for auction. •
Under appropriate circumstances, Doyle New York offers a “Broomclean” service when the entire contents of a home are to be liquidated.
and maintains an ever-expanding network of regional representatives throughout the United
Doyle New York will consign the valuable property to auction, purchase the remaining
States including Arizona, Connecticut and Washington, D.C.
property outright, deliver the items of little or no commercial value to a thrift organization, and sweep the premises “Broomclean” to be ready for closing day.
BERKSHIRE HATHAWAY HOMESERVICES BERKSHIRE HATHAWAY HOMESERVICES
BERKSHIRE HATHAWAY HOMESERVICES
MARKETING PLAN The below marketing plan outlines the activities Berkshire Hathaway HomeServices will undertake to promote the property. Marketing Service
Each property is unique and therefore our entire team helps to decide what will work best to benefit you and your home. PRE-MARKETING PLAN
Photography: Your property will be photographed by a hand-selected private team. We only take photos on clear days and will reschedule if the conditions are not ideal. These professional photographs are multilayered exposures that are back-end edited by a separate team of specialists. Our goal is to produce images fit for the cover page of a high-end design magazine, while staying true to the nature of the property. We will not use images that misrepresent the property or could mislead a possible buyer. We do not limit the number of photographs but also will not take more than necessary. We only use images that enhance the property; Sometimes we use five images while other times we use fifty. We use as many images as we have available that are high-quality and compliment the property. Video: Like our photography, we have a team of specialists that will help to create a video of your property. We use these videos to create property websites as well as in social media campaigns. We also use these videos to follow-up with potential buyers who have already seen the home. We find that videos are a valuable tool that allow these buyers to remember the home and plan their life inside the space after their visit. Our video team use drones, dollies, and lighting to capture the true essence of your property. This can mean that your home looks like a movie studio for a few hours, but we do this to ensure we can produce a bright and clear video. Much like with the photos, the length of the video will depend on the content we capture. Description: Our copywriter not only writes content that captures the imagination and creates desire in potential buyers but is also an expert in SEO, using terms that ensure our ads show up in online searches. Social Media Templates: We work with an outside firm that will create a social media plan for your home prior to it being released to the market. From templates, to placement and timing, the plan is to engage with the most amount of decision makers and connecters as possible. Postcards: In this step, we create a list of potential buyers. Our third-party platform designs these postcards and mails them once the images and copy are completed. The most important part of this step is to identify who will receive these marketing postcards.
MARKETING PLAN The below marketing plan outlines the activities Berkshire Hathaway HomeServices will undertake to promote the property. Marketing Service
Each property is unique and therefore our entire team helps to decide what will work best to benefit you and your home. PRE-MARKETING PLAN
Photography: Your property will be photographed by a hand-selected private team. We only take photos on clear days and will reschedule if the conditions are not ideal. These professional photographs are multilayered exposures that are back-end edited by a separate team of specialists. Our goal is to produce images fit for the cover page of a high-end design magazine, while staying true to the nature of the property. We will not use images that misrepresent the property or could mislead a possible buyer. We do not limit the number of photographs but also will not take more than necessary. We only use images that enhance the property; Sometimes we use five images while other times we use fifty. We use as many images as we have available that are high-quality and compliment the property. Video: Like our photography, we have a team of specialists that will help to create a video of your property. We use these videos to create property websites as well as in social media campaigns. We also use these videos to follow-up with potential buyers who have already seen the home. We find that videos are a valuable tool that allow these buyers to remember the home and plan their life inside the space after their visit. Our video team use drones, dollies, and lighting to capture the true essence of your property. This can mean that your home looks like a movie studio for a few hours, but we do this to ensure we can produce a bright and clear video. Much like with the photos, the length of the video will depend on the content we capture. Description: Our copywriter not only writes content that captures the imagination and creates desire in potential buyers but is also an expert in SEO, using terms that ensure our ads show up in online searches. Social Media Templates: We work with an outside firm that will create a social media plan for your home prior to it being released to the market. From templates, to placement and timing, the plan is to engage with the most amount of decision makers and connecters as possible. Postcards: In this step, we create a list of potential buyers. Our third-party platform designs these postcards and mails them once the images and copy are completed. The most important part of this step is to identify who will receive these marketing postcards. BERKSHIRE HATHAWAY HOMESERVICES
STANDARD MARKETING PLAN
PRE-MARKETING PLAN CONTINUED
Brochures: While many firms have consistently overlooked this aspect over the last few years, we feel that brochures are still an important part of the campaign. A brochure is the takeaway piece of a potential buyer’s experience when visiting a property. While you can absolutely find this information online, we believe that a brochure is an anchor that connects the buyer with their visit. They will keep this as collateral, and it becomes a reminder of the home and the decision they will be making. We use a third-party designer and printer for our brochures and demand the highest quality paper and print available. Like Lamborghini and Ferrari – two companies who have utilized their business – our printers understand quality and what wealthy buyers respond to. Email campaigns: Our email campaigns are all done in-house using third-party software. Just like with any traditional mailing, the recipient list is as important as the marketing piece. We send “blasts” to both potential buyers and real estate brokers and track the percentage that open and respond to each separate campaign. Because this is done in-house, we can repeat or change the campaign as often as we see fit. In this step we will also design the first introductory email for release on the day the property goes live. We will also assemble several other eblasts for the overall campaign.
Marketing Service THE MEIER TEAM’S WHISPER CAMPAIGN
Before going to open market, we have a soft launch. This soft launch does two things; First, it gives the presale information to some active buyers and brokers. In some cases, a buyer may step forward with a substantial offer, attempting to prevent the home from going to the open market. Sometimes these offers are higher and/or have better terms then we could expect in the open market. Second, by testing out this offering in a limited launch, we can gather feedback and make any necessary changes before we release to the open market.
WHISPER CAMPAIGN
Eblasts: We send emails to a private list of buyers who we are currently working with at the time of release. We also email brokers who have been working to sell or market properties similar to ours in the past year. Call Campaign: We target and call brokers and buyers who are highly active in the market specific to your home. Social Media: We provide a sneak peak release on limited platforms, revealing a small amount of information about the property. BERKSHIRE HATHAWAY HOMESERVICES
STANDARD MARKETING PLAN
THE RELEASE
Release Day is a big day. At this point, we will already have a list of potential buyers collected from the pre-release phase, but Release Day is the first time that the property will be made available market-wide.
WHAT HAPPENS TODAY
Websites: The property is released live on over 100 websites including all NYC based websites (Corcoran, Elliman, Compass, BHS, etc.), third-party website (Zillow, Streeteasy, Trulia, Realtor.com, etc), and other private syndications (WSJ.com, NYtimes.com, etc). Each ad will have the same style, brand, and overall look. This creates a singularity between them and, as most buyers look on multiple platforms, your property will repeatedly pop up in their search. Our team checks and tests online ads to make sure there are no mistakes or issues. Berkshire Hathaway Release: There are over 145 additional BH owned websites in over 59 different cities and countries. Every luxury market will have digital presses of your property in their market. Postcards: Thousands of postcards are mailed out on Release Day through our marketing partner. These postcards are sent to our private members as well as targeted individuals within the chosen demographic. Brokerage Release: We release the property’s campaign to all three brokerage’s back-end systems. There is no MLS in NYC so we make sure your listing is placed on OLR, Real Plus, and Perchwell. Social Media: Release Day is also the start of our social media campaigns. This includes paid and organic posts on Instagram and Facebook as well as additional marketing on LinkedIn and YouTube. Eblasts: We also release a New-to-Market email campaign and continually follow-up with email. All email is sent through our marketing system to help capture every potential buyer and also give feedback as to who is showing interest in the home. The Top 300: We create a list of the top 300 agents based upon their activity and production in the market associated with your home. We call these agents to advise them of the property and let them know it has been listed. These are brokers who are normally working with or talk to buyers in our demographic, and we want them to not only have your property’s information front and center, but also to have continual open communication with us. BERKSHIRE HATHAWAY HOMESERVICES
STANDARD MARKETING PLAN
ON THE MARKET
Feedback: As an owner, you will receive ongoing feedback on a daily and weekly basis. Every Monday morning you will receive overall feedback including an analysis of traffic from the previous week. You will receive individual feedback after each showing sent to you via email or text by Brian or a team member. After the first month (if we have not already sold the property), we will have a meeting to discuss our placement in the market, the current feedback, and what changes we can implement to increase traffic, interest, and offers going forward. Buyer Follow-up: After each showing, we continually follow-up with buyers. Brian will email and text buyers who viewed the property and/or follow-up with their brokers. In addition, we have a third-party software system which contacts the buyer directly and asks for feedback. We find that sometimes direct feedback given to a third party is more open and honest than feedback given to Brian. Open Houses: Open houses are scheduled on a weekly basis. We prefer to schedule these five to seven days in advance as this allows more time for the market to see the advertisements and results in a larger turn out. We advertise on social media and all web platforms. In addition, we send out emails, eblasts, and postcards advertising these open houses. Web Exposure: As we continue to market the property on 104 different websites, inside our nine different auction houses, and throughout our 1,500+ offices, we are routinely checking the ads making sure they are accurate. We also update them to ensure they are on the top of each list for every website; Many times, when an ad sits dormant on a website, it may fall to the bottom of the list, disappear completely, or become contaminated with misinformation. Constant Communication with The Market: Like the top 300 in which we call the initial brokers who work that market, we continue to call agents. However, now our focus is on agents with comparable listings. The goal is to get more of an up-todate insight on what is going on in the market. We like to see how much traffic and how many offers the competition is receiving. We then compare that to what we have received and make sure they are comparable. In areas where we are falling behind, we find out what the competition is doing differently. Paid Placements: Throughout the marketing cycle, we advertise on 104 different websites. Many of these have paid enhancements. We carefully choose which enhancements to pay for and update them on both a weekly and monthly basis based on our findings.
BERKSHIRE HATHAWAY HOMESERVICES
BERKSHIRE HATHAWAY HOMESERVICES
BERKSHIRE HATHAWAY HOMESERVICES
BERKSHIRE HATHAWAY HOMESERVICES
BERKSHIRE HATHAWAY HOMESERVICES
BERKSHIRE HATHAWAY HOMESERVICES
BERKSHIRE HATHAWAY HOMESERVICES
BERKSHIRE HATHAWAY HOMESERVICES
BERKSHIRE HATHAWAY HOMESERVICES
BERKSHIRE HATHAWAY HOMESERVICES