Canada Generic Luxury Marketing Book

DISCOVER A NEW LEVEL OF

MARKETING EXCELLENCE W ITH J A NE S M IT H

RE

C

R E A L E S TAT E

Co nc e pts

A PREV IEW OF JANE SMI TH

AND REAL ESTATE CONCEPTS

MEET JAN E SM ITH The most important decision you can make when buying or selling a home is to find the right REALTOR®. You need someone with experience and someone who is dedicated to looking out for YOUR best interests.

Jane Smith is an energetic, passionate, driven woman who thrives on going the extra mile. She is a devoted wife who loves being active and inspiring others to live well and be healthy. Jane brings this same passion and drive to every relationship she develops. She is a top producer for Real Estate Concepts, focusing on luxury properties and their communities.

Jane attributes her success in real estate to her ability to understand the individual motivations of each client and her desire to forge lasting relationships with them. She measures her achievements by the value she’s added and the difference she’s made.

As a certified luxury home marketing specialist, Jane is committed to staying on top of the latest trends in the local market. She also focuses on areas of specific concern for her clients, including upcoming local events and happenings and any news impacting the health and wellbeing of the community as a whole.

• • • • • •

10 years of committed service in real estate Lifelong resident of your community Respected real estate agent within the community, amongst homeowners and fellow REALTORS® Over 75 closed transactions per year Proud member of the Calgary Real Estate Board (CREB®) CLHMS Designee - Certified Luxury Home Marketing Specialist

JAN E SM I TH REALTOR® Designations

123.456.7890 JaneSmith@rec.net www.JaneSmith.com Real Estate Concepts 123 Main Street San Diego, CA 92116 123.456.7890

FULL SERVICE LUXURY REAL ESTATE When you hire Jane, she will become your home’s: M ARKETING M ANAGER • Showcasing your property with the finest marketing • Developing and implementing a customized marketing plan • Determining the best price in-line with market forces • Communicating regularly so you are informed LIAISON M ANAGER • Introducing new buyers to your property • Pre-qualifying the buyers to avoid time-wasters • Providing you with timely updates on viewings and feedback NEGOTIATOR • Presenting and negotiating on your behalf with potential buyers • Advising you on the merits of each offer • Always keeping your best interests as first priority

CLOSING M ANAGER • Providing information to the buyer in a timely manner • Only accepting certified bank drafts • Liaising with your lawyer/notary and delivering necessary documentation • Facilitating answers, resolving any issues during the closing process, and ensuring the process is completed seamlessly CONCIERGE • Providing you with access to experts including legal advisors, insurance experts, builders, landscapers, interior designers, rental experts, home display, painters, handymen, home inspectors, and moving services

DE D I C AT ION AN D COMMI TMENT JUST ASK JANE’S CLIENTS: “Jane has represented us in numerous real estate transactions. She always listens very closely to our needs and quickly understands our priorities. Her knowledge and experience of selling and buying homes in the luxury market are priceless, and she never tires of exploring new avenues to gain maximum exposure for our homes at all times.”

— George Smith CEO Smith Enterprises

“Jane Smith is simply professional. Her hard work, patience, and knowledge are second to none. I felt that she truly cared about what best suited my needs rather than just making a sale. She took the time to explain and educate me on things that I just would not have taken into consideration, but are the important differences in selling a home in the luxury market. I had a great experience and would highly recommend Jane to be your Realtor.”

— Adam Rundel CFO, The Industrial Corp.

R E A L E STATE CON CEPTS LOC ALLY ***BACKGROUND ON COMPANY***

Just as it is imperative to choose the right agent, knowing why they have chosen to work for a specific brokerage is important. What a brokerage offers to both the agent and their clients in terms of service levels and products are keys to maximizing the success of selling and buying a home.

Real Estate Concepts is committed to supporting Jane Smith and her clients with the highest level of service through their extensive marketing and networking platforms, innovative technology, and commitment to their community.

OUR PHILOSOPHY The success of the Real Estate Concepts philosophy and its commitment to the community has enabled Real Estate Concepts to become a #1 Brokerage. Its owners are dedicated to honouring their reputation, while strategically investing in enhanced products and services that will better serve their clients.

Real Estate Concepts is dedicated to providing highly sophisticated marketing platforms, strategies, and solutions — they believe that whether you are buying or selling, their name should immediately signify that you are working with professionals who have integrity, ethics, and quality service.

LO C A L COM M UN ITY S UPPORT Real Estate Concepts agents are well known locally, nationally, and internationally for their involvement in many community programs.

They are committed to working in their local community serving both their clients’ needs as well as being part of the daily lifestyle. ***INCORPORATE LOCAL AND NATIONAL CHARITIES YOU AND YOUR BROKERAGE SUPPORT

BIG BROTHERS BIG SISTERS Brief description of charity and involvement

M AKE A WISH FOUNDATION Brief description of charity and involvement

ST. JUDE CHILDREN’S RESEARCH HOSPITAL Brief description of charity and involvement

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THE POWER OF REAL ESTATE CONCEPTS

AND ITS GLOBAL NETWORK

R E A L ESTATE CON CEPTS A L E A DER IN T H E IN DUSTRY M ARKETSHARE AND AGENT PRODUCTIVIT Y Real Estate Concepts associates average more sales than any other real estate agents in the world.

BR AND NA ME AWARENESS Real Estate Concepts is a highly recognized brand in real estate. Their national advertising campaign positions the Real Estate Concepts name in front of millions of buyers and sellers all over the country and is designed to keep the brand, as well as realestateconcepts.com, top-of-mind when someone decides it is time to buy or sell their home.

ADVERTISING In Canada, Real Estate Concepts has presence in national television advertising, helping to make the Real Estate Concepts logo a recognized and respected emblem.

WEBSITE TR AFFIC AND ONLINE SEARCHES Realestateconcepts.com is a highly visited real estate website, attracting nearly 50 million unique visitors annually. Consumers frequently search “real estate concepts� online, and it has become the most used search term among real estate brokerages.

PROFESSIONAL EDUC ATION Real Estate Concepts agents lead the industry in professional designations, awards, and recognitions.

NUMBER OF COUNTRIES SERVED Real Estate Concepts has a presence in nearly 100 countries and numerous partner organizations around the world.

I N S TITUTE FOR LUXURY H OM E M ARKET ING The Institute for Luxury Home Marketing is fully endorsed by Real Estate Concepts; their professional luxury real estate agents are encouraged to acquire their designation and become lifetime members.

The Institute exists to provide resources, training, and guidance to their members. Their goal is to ensure that REALTORSÂŽ are able to provide high-quality service to discerning buyers and sellers of luxury homes.

The Institute is the premier independent authority in training and designation for real estate agents working in the luxury market. For agents working in the multi-million dollar market, an added recognition is awarded for members of the Multi-Million Dollar Guild.

RE A L E STATE CON CEPTS AG ENT S HELP PEOPLE FIN D H O M ES BUYERS AND SELLERS WHO KNOW THE BR AND

50% 45% 40% 35% 30% 25% 20%

15% 10% 5%

Real Esate Concepts

Royal LePage

Century 21

Sutton

Exit Realty

Coldwell Banker

HomeLife

Sotheby’s

Realty Executives

Keller Williams

RESIDENTIAL TRANSACTION SIDES

TRANSACTION SIDES PER AGENT

BRAND AWARENESS (UNAIDED)

COUNTRIES

OFFICES WORLDWIDE

AGENTS WORLDWIDE

975,000

16.5

46%

80

5,525

84,000

Each office independently owned and operated. Data is full-year or as of year-end 2016, as applicable. Transaction sides per agent calculated by Real Estate Concepts based on 2016 REAL Trends 500 data, citing 2016 transaction sides for the 1,605 largest participating U.S. brokerages. Brokerage reports all transaction sides and does not itemize Canadian residential transactions. MMR Strategy Group study of unaided awareness among buyers, sellers, and those planning to buy or sell; asked, when they think of real estate brands, which ones come to mind? Based on lists of countries claimed at each franchiser’s website, excluding claimed locations that are not independent countries (i.e. territories, etc.).

RE A L E STATE CON CEPTS AG ENT S OUT SHIN E THE COMP ET I T I O N AVERAGE RESIDENTIAL TRANSACTION SIDES PER AGENT

RESIDENTIAL TRANSACTION SIDES

AVERAGE RESIDENTIAL SALES VOLUME PER AGENT

REAL ESTATE CONCEPTS HOLDS

16.5 975,000 $2.5 Million

70 OF THE TOP 100 BROKERAGES

Rankings calculated by Real Estate Concepts based on 2016 REAL Trends 500 data, citing 2015 transaction sides and sales volume for the 1,460 largest participating U.S. brokerages (ranked by transaction sides).

LUXURY EXP ERT S WIT H TH E RI G H T GLO B AL CO NN ECT I O N S Tapping the global scope and phenomenal presence of the Real Estate Concepts international network gives Real Estate Concepts a unique and powerful advantage over any other real estate company in the world. Having access to thousands of international referral sources is key to finding qualified buyers and sellers. Through a network of 84,000 associates in over 80 countries, Real Estate Concepts has the inside track on buyers and sellers around the globe.

THE WORLDWIDE REAL ESTATE CONCEPTS NET WORK NORTH AMERICA • Canada • Mexico • United States CENTRAL AMERICA • Belize • Costa Rica • El Salvador • Guatemala • Honduras • Nicaragua • Panama CARIBBEAN • Antigua and Barbuda • Aruba • Bahamas • Barbados • Bonaire Cayman Islands

SOUTH AMERICA • Argentina • Bolivia • Brazil • Chile • Colombia • Ecuador • Guyana • Peru • Suriname • Uruguay • Venezuela EUROPE • Albania • Austria • Belarus • Belgium • Bosnia and Herzegovina • Bulgaria • Croatia • Czech Republic

• Denmark • England • Estonia • Finland • France • Germany • Greece • Hungary • Iceland • Ireland • Italy • Latvia • Liechtenstein • Lithuania • Luxembourg • Malta • Montenegro • Netherlands • Norway • Poland • Portugal • Romania • Scotland

• Serbia • Slovakia • Slovenia • Spain • Sweden • Switzerland • Wales MIDDLE EAST • Bahrain • Egypt • Israel • Kuwait • Lebanon • Oman • Qatar • Saudi Arabia • Turkey • United Arab Emirates

AFRICA • Algeria • Botswana • Cape Verde • Mauritius • Morocco • Mozambique • Namibia • Seychelles • South Africa • Zambia • Zimbabwe

ASIA/PACIFIC • Australia • Bhutan • China • Guam • India • Indonesia • Japan • Micronesia • Mongolia • Nepal • New Zealand • Northern Mariana Islands • Philippines • Republic of Palau • Singapore • South Korea • Sri Lanka • Thailand

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THE M A RC H M A N S I O N - s o l d b y J a n e S m i t h

D ETERM IN IN G THE VALUE OF YOUR HOME

TH E OBJECTIVE Our mutual objective is to sell your home: FOR THE HIGHEST POSSIBLE PRICE › IN THE SHORTEST AMOUNT OF TIME › WITH THE MOST FAVOURABLE TERMS Prior to any marketing strategies being implemented, it is critical to go through a process of discovery - determining the fair market value, understanding the barometer of current market conditions, and reviewing the variety of factors that will help us prepare your home for sale.

Selling luxury homes requires a different level of expertise, strategy, and exceptional marketing to the right buyers is key to maximizing the true value of your home.

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DISCOVER A NEW LEVEL

OF LUXURY MARKETING FOR YOUR HOME

MARKETIN G F OR M AXIM UM EXPOSURE Selling your home can be a very exciting experience, but also an emotional one. As a REALTOR®, I have found the best way to sell a home is through partnership and teamwork — combining the understanding of your requirements and goals with my knowledge, expertise, effective marketing strategies, and extensive brokerage resources.

Together we will: • • • • • • • • • • • •

Prepare for the “Window of Opportunity” Leverage the attributes of your location Prepare and present your home ready for sale Highlight your home’s features through professional photography Showcase your home to the market through professional and strategic marketing Maximize the exposure of your home through our extensive network Leverage the brokerage’s reputation and recognition Cooperate and communicate to maintain your home’s perception of value Promote your home locally, nationally, and internationally Maximize your home’s web exposure Always prepare your home so that it is ready to be shown to potential buyers Discuss and review the market’s analysis of your home — feedback is essential to knowing the perceived value and potential for negotiation • Finalize your sale • Find your next dream home

T H E W IN D OW OF OPPORTUN I TY The “Window of Opportunity” is the period in which your home will receive its maximum exposure — typically when your home is new on the market.

In order to capitalize on this window, it is crucially important that your home is ready for sale: priced at Fair Market Value, prepared to showcase its features and attributes, and a marketing strategy is implemented to further increase its exposure.

(Amount of Interest)

ACTIVITY

M AKING THE MOST OF INITIAL INTEREST

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2

3

4

5

6

7

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TIME ON MARKET

9

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(Weeks)

- Graphic for Illustrative Purposes Only -

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MA R K ETIN G YOUR LOC ATI ON According to real estate convention, the three most important criteria to consider when buying a property are: LOCATION, LOCATION, LOCATION. In fact, buyers are often attracted to a general location, a neighborhood, or even a certain street, well before settling on a specific home.

Understanding your location’s positives and negatives are important when determining price, but also very significant in the marketing of your home. Misconceptions, preconceptions, and knowing the nuances of your home can make a significant difference how a home is marketed, when it’s shown, and how it is positioned — one man’s displeasure can be another’s delight!

P R EPARE TO PRESENT YOUR H OM E First impressions are lasting. Preparing your home is one of the most difficult, emotional, and critical steps to maximizing its value — together we will review, recommend, prepare, and create an environment that is appropriate for the type of buyer looking to purchase your home. No matter how stunning, loved, or well-maintained your home it is important that you view it with critical objectivity and whether it needs simple changes or major repairs, these should be addressed before the home is listed.

PROFESSIONAL PHOTOGRAPHY Photography must reflect your property. Whether print or web, these photos are often the first impression that a potential buyer will receive.

Take advantage of new technology to showcase the true essence of the property within its environment, especially since your buyer is likely to be from outside your local area. Lifestyle videos provide a realistic depiction of the intended space and livability.

A photo shoot is the time when a home must shine — both figuratively and literally. A fully prepared home, clean, tidy, with clear sight lines, and shot in its best natural light will speak volumes to the viewer before and after the home is visited.

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P R OFESSION AL A ND ST R AT EGIC M ARKE TI NG Sophisticated and professionally prepared marketing is essential to maximizing your home’s exposure and requires more than just listing the property for sale on the Internet and REALTORS® listing service. It needs to be a carefully prepared, strategically implemented plan.

Your home must become a highly prized item, launched on the market with maximum impact, to create the right exposure and reach the right buyers.

YARD SIGNS AND DIRECTIONAL SIGNAGE The trusted yard sign is the #1 way to show your home is for sale. It is fast, effective, and easy to spot. Directional signs help guide people to the home.

PUBLIC AND PRIVATE SHOWINGS Broker tours, Open Houses, and Caravans are ways that other real estate agents see your home and recommend it to their potential buyers. This is why preparing the home is so important — sometimes real estate agents are more particular than buyers.

LUXURY ADVERTISING For luxury homes, local advertising is not sufficient — these unique homes need exposure to the elite and discerning. I will showcase your home to these affluent buyers through publications such as The Wall Street Journal, Unique Homes, DuPont Registry, Ocean Homes, and the James Edition.

NET WORKING AND REFERR ALS Real estate agents have a large database at their disposal, particularly their networks with other agents. Referrals are especially important in the luxury market, as you will want to work with a well-respected agent with an extensive network of contacts.

CLHMS DESIGNATION AND MEMBERSHIP Working with an agent who is fully certified in luxury marketing is critical as you look to maximize the exposure of your home. My knowledge, expertise, and access to a unique and targeted network is second to none.

WEB E XPOSURE 94% of buyers look at homes online as their first step in the home buying process. This trend will only increase over time. Placing your home online allows the home’s exposure to be seen locally, nationally, and internationally, whether it is on a computer, tablet, or cell phone.

VIRTUAL TOURS / ONLINE VIDEO M ARKETING Creating a digital experience and footprint is an integral part of advertising in the 21st century.

P R O FESSION AL PRINTI NG AN D D IRECT M AI L The power of showcasing your home and its unique features through professional photography and sophisticated marketing materials is crucial to setting your home apart from the competition. Promotional materials that feature your home and are mailed to your neighbours, potential buyers, and other REALTORS® are some of the most powerful ways to spread the message that your home is for sale.

Your neighbours will be first to tell their friends and family about your home — they already love their community so they are your biggest advocates! Also, knowing where the potential buyers are locally is powerful — after all, 78% of homeowners purchase within a 10-mile radius of their present home.

A PL ATFORM F OR 2 4 /7 W EB EXPOSURE With nearly 94% of home buyers beginning their search on the Internet, you will want to ensure that your home will receive maximum online exposure. As part of my marketing plan, your home will receive unparalleled exposure to consumers and REALTORSÂŽ, across the globe, through my extensive online partnerships.

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SH OW IN G T H E H O ME Your home needs to be ‘show ready’ at all times — this is difficult to balance if you are still living in the home. However, we must ensure the preparations are done up front — unnecessary items removed, space has been created, and a plan implemented for the best times to show the home, then the final prep and inviting touches are easy for us to add around your busy schedule.

Each and every buyer will be pre-qualified. During the showing, a fully guided tour will be provided to ensure the features and nuances are showcased and explained to maximize the value of perception.

M ARKET AN ALYSI S The market analysis is a report compiled from a system that tracks your showings, all REALTORÂŽ and buyer feedback, as well as my marketing effectiveness on your home. This report provides you with an in-depth analysis and a comprehensive list of actions, recommendations, and objectives.

F I NAL IZIN G T H E SALE A myriad of details must be attended to before the sale becomes final including offers, counter offers, inspections, disclosures, subjects, loan documents, insurance, mortgage approval, and escrow items. This final step can be overwhelming with all its moving parts.

Whatever the next step may be, know that I am here to guide you through this final process — to keep in constant communication, track the proceeding, and to keep things on schedule.

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DISCOVER A NEW LEVEL

OF LUXURY MARKETING TO FIND YOUR NEW HOME

MARKETIN G F OR YOUR N EXT H OME If you are looking to buy or sell another property, let my knowledge of your requirements, needs, likes, and dislikes be the foundation of a new search — from finding the perfect buyer to locating your next dream home.

In the world of luxury, it takes more than just searching for a home on the Internet, so allow my extensive network of connections, strong marketing skills, and exceptional knowledge open the right doors.

EXCLUSIVE LUXURY NETWORKS

STRATEGIC ONLINE SEARCH TECHNOLOGY

INSIDE LOCAL KNOWLEDGE & CONNECTIONS

SUPERIOR PROSPECTING CAPABILITIES

D E F I N IN G YOUR G OALS AN D OPT ION S In the search for your next dream home, we must define the goals and reassess your requirements so that we approach the search with complete insight. This will enable the creation of an appropriate action plan and expected timeline.

• • • • • • •

Where are you thinking of moving — local or out of state?

Do you have a budget?

What do you and your family need from your next home?

Are you looking for a turnkey or renovation property?

What are your essential requirements during our search?

Are there any financial considerations?

When is the ideal time for you to move?

This information will enable a qualified search. Equally, it is important to ensure that we research the true value of homes and their current selling price reflects an amount that the property is “worth” to you.

LO C AT I NG TH E RIGH T PROPERTY When helping you look for a property, I will make recommendations based on my experience and local knowledge, in addition to having access to a variety of technology, a wide network of area agents, and homes not yet on the market. A comparison chart and thorough objective inspection of each home, combined with such factors as market data and resale potential, will help in narrowing your search. By building a checklist, we can better evaluate each home and review together the important criteria of homes visited.

And when you find that perfect home, I will help negotiate the best offer based on the condition of the home, length of time it’s been on the market, activity, location, and urgency of the seller. Ultimately, they will protect and represent your best interests.

On behalf of myself and my team, I’d like to thank you for giving me the opportunity to present this preview of the marketing services we can offer you and your property.

I’d be pleased to assist you with the sale of your present home and the purchase of your next home, and the next one, because I’m not just providing a service, I’m building a relationship. Please let me know when I can be of service.

Call me before you make any important real estate decisions; you’ll be glad you did.

J A N E S M I T H | 12 3 . 4 5 6 . 7 8 9 0 | J A N E S M I T H @ R E C . N E T Each office is independently owned and operated. Copyright© June 2017