Generic Marketing Book

DISCOVER A NEW LEVEL OF MARKETING EXCELLENCE PREPARED ESPECIALLY FOR YOU

BY JANE SMITH

RE

C

R E A L E S TAT E

C onc e p t s

A PREVIEW OF JANE SMITH AND REAL ESTATE CONCEPTS

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JANE SMITH Designations

123.456.7890 JaneSmith@rec.net www.JaneSmith.com Real Estate Concepts 123 Main Street San Diego, CA 92116 456.789.0123

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AGENT BIO & ACCOMPLISHMENTS The most important decision you make when buying or selling a home is finding the right REALTOR®. You need someone who is experienced and dedicated to looking out for YOUR best interests.

JANE’S ACCOMPLISHMENTS • 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 • Member of the Chamber of Commerce • Proud supporter of {Charitable Foundation}

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DEDICATION & COMMITMENT Buying or selling a home is the largest transaction most of us will ever make in our personal lives and it can be a very complex, emotional, and time-consuming experience. Jane is dedicated to making certain that YOU come away completely satisfied.

JUST ASK JANE’S CLIENTS: “Jane has represented us in numerous real estate

“Jane Smith is simply professional. Her hard work, patience

transactions. She always listens very closely to our needs and

and knowledge are second to none. I felt that she truly cared

quickly understands what our priorities are. Jane has worked

about what best suited my needs rather than just making

extraordinarily hard in both purchasing and selling our homes.

a sale. She took the time to explain and educate me on

She never tires exploring new avenues. We love her clean,

things that I just would not have taken into consideration. I

down-to-earth business ethics and genuine willingness to

had a great experience dealing with her and I would highly

give her best at all times.”

recommend Jane to be your Realtor too.”

- Fanny and George

- Adam

CONVERSION OF LISTING TO SOLD RATIO 25

Jane Smith

Average Agent

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50

75

100

FULL SERVICE REAL ESTATE When you hire Jane Smith, she will become your home’s: MARKETING MANAGER • Showcase your property with the finest marketing • Develop and implement a customized marketing strategy • Help determine the best price in-line with market forces • Communicate regularly so you are informed and knowledgeable LIAISON MANAGER • Introduce new buyers to your property • Pre-qualify the buyers to avoid time-wasters • Provide you with timely updates on viewings and feedback NEGOTIATOR • Present and negotiate on your behalf with potential buyers • Advise you on the merits of each offer • Always keep your best interests as her first priority CLOSING MANAGER • Provide information in a timely manner to the buyer • Only accept certified bank drafts • Liaison with your lawyer/notary and deliver necessary documentation • Facilitate answers and resolve any issues during the closing process, and afterward ensure it is completed seamlessly CONCIERGE • Provide 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

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REAL ESTATE CONCEPTS Just as it is imperative to choose the right agent, knowing why they have chosen to work for a specific brokerage is also important.

What a brokerage offers both the agent and their clients, in terms of service levels and products, are key 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.

Originally founded in 1995, Real Estate Concepts is now the largest brokerage in this community and offers quality real estate services throughout its three offices and 200 agents.

#1 in (Your City)

#1 in Dollar Volume

#1 in Number of Agents

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#1 in Home Sales

REAL ESTATE CONCEPTS PHILOSOPHY The success of the Real Estate Concepts philosophy and its commitment to the community has enabled Real Estate Concepts to become the #1 Brokerage. The owners are dedicated to honoring their reputation while strategically investing in enhanced products and services that will better serve our 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 offer quality service.

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LOCAL COMMUNITY SUPPORT/CHARITIES 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 their clients’ real estate needs as well as with being a part of the daily lifestyle.

CHILDREN’S MIRACLE NETWORK Since partnering with Children’s Miracle Network Hospitals in 1992, Real Estate Concepts agents have raised more than $147 million for the charity’s 170 member hospital in the US and Canada. Donations help fund pediatric medical equipment and treatments, healthcare services and charitable care. For some agents, these donations are very personal, helping kids in their own families and neighborhoods.

SUSAN G. KOMEN FOR THE CURE Real Estate Concepts Affiliates have proudly supported Susan G. Komen® since 2002. Through the Home for the Cure program and past sponsorship of the Komen Race for the Cure Series, Real Estate Concepts agents have contributed more than $7 million to the fight against breast cancer.

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THE POWER OF REAL ESTATE CONCEPTS -9-

REAL ESTATE CONCEPTS 40 Years of Outstanding Agents & Outstanding Results From a single office that opened in 1985, Real Estate Concepts has grown into a global real estate network of franchisee-owned and operated offices with nearly 100,000 agents.

Those agents constitute the world’s most productive real estate sales force.

Real Estate Concepts is a privately held company still based in San Diego and led by its founders, Bob and Jill Jones. The system is based on attracting productive agents and providing them with valuable support, incredible brand awareness, educational opportunities, and other competitive advantages.

Customer service—built on a foundation of drive, experience, and education—is the cornerstone of Real Estate Concept’s success. The track record of Real Estate Concepts was built over the past 40 years is proof that a focus on the customer’s needs, backed by the ability to deliver, remains as important as ever.

In other words, great things happen when driven individuals come together and treat real estate as a profession. And that, in a nutshell, is Real Estate Concepts.

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REAL ESTATE CONCEPTS LEADS THE INDUSTRY MARKET SHARE AND AGENT PRODUCTIVITY: Real Estate Concepts agents average more sales than other real estate agents in the United States.

BRAND NAME AWARENESS: Real Estate Concepts is highly recognized brand in real estate. Our 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 in the forefront of their mind when it is time to buy or sell their home.

PROFESSIONAL EDUCATION: THE NUMBER OF COUNTRIES SERVED: ADVERTISING: WEBSITE TRAFFIC AND ONLINE SEARCHES:

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R E A L E S TAT E C O N C E P T S A G E N T H E L P S S O M E O N E F I N D T H E I R P E R F E CT P L A C E US RESIDENTIAL TRANSACTION SIDES

TRANSACTION SIDES PER AGENT

BRAND AWARENESS

COUNTRIES

OFFICES WORLDWIDE

AGENTS WORLDWIDE

960,000+

17.3

27%

95+

6,986

104,826

U.S. Residential Transaction Sides2

1,000,000 900,000 800,000 700,000 600,000 500,000 400,000 300,000 200,000 100,000

BROKERAGE

Keller Williams

Coldwell Banker

Century 21

ERA Real Estate

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Sotheby’s

Better Homes & Gardens

Not Provided

Not Provided

Berkshire Hathaway

Realty Executives

$4 Million RE/MAX

89

$3 Million Century 21 - 4

of the top 100 brokerages

$3.9 Million

$2 Million

Coldwell Banker - 2 ERA - 2 Non-Franchise - 3

REAL ESTATE CONCEPTS AGENTS OUTSELL THE COMPETITION

$1 Million

18

BROKERAGE

12

14

16

Average Transaction Sides Per Agent

10

Real Estate Concepts agents averaged

Sotheby’s

Better Homes & Gardens

Keller Williams

Real Living

Century 21

Berkshire HHS

Coldwell Banker/NRT

ERA

Realty Executives

Prudential

2

4

6

to 7.8 sides for all competitors.

BROKERAGE

8

17.3 transaction sides, compared

Top 100 Brokerages:

Sales Volume: Average Per Agent

Real Estate Concepts holds 85 of the top 100 brokerages

Real Estate Concepts agents averaged 60% more

when ranked by most transaction sides per agent.

than the average for all competitors.

RE/MAX

89

RE/MAX

85 of the top 100 brokerages

of the top 100 brokerages

Coldwell Banker - 3 Century 21 - 6 ERA - 1 Non-Franchise - 5

$5 Million

$4 Million

$4 Million

$3 Million

Banker - 2 $3 Coldwell Million Century 21 - 4

ERA - 2 Non-Franchise - 3

$2 Million

$4.2 Million $2 Million $1 Million

12

RT

10 8

16

18

14

16

18

RE/MAX

4

$2.5 Million

BROKERAGE

$1 Million

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$3.9 Million

Competitors

$2.4 Million Competitors

$2.4 Million Competitors

LOCAL EXPERTS, GLOBALLY CONNECTED

NORTH AMERICA | United States of America | Canada | Mexico | CENTRAL AMERICA | Belize | Costa Rica | El Salvador | Guatemala | Honduras | Nicaragua | Panama | SOUTH AMERICA | Argentina | Bolivia | Brazil | Chile Colombia | Ecuador | Guyana | Peru | Suriname | Uruguay | Venezuela | CARIBBEAN | Antigua and Barbuda | Aruba | Bahamas | Barbados | Bonaire | Cayman Islands | Curacao | Dominica | Dominican Republic Grenada | Jamaica | Puerto Rico | St. Barthelemy | St. Kitts & Nevis | St. Lucia | St. Martin | Trinidad & Tobago | Turks & Caicos | US Virgin Islands | EUROPE | Albania | Austria | Belarus | Belgium | Bosnia & 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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DETERMINING THE VALUE OF YOUR HOME - 15 -

THE OBJECTIVE Our mutual objective is to sell your home:

For the highest possible price

Âť

In the shortest amount of time

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With the most favorable terms

Prior to any marketing strategies being implemented, it is critical to go through a process of discovery, determining the fair market value, understaniodng the barometer of current market conditions, and reviewing the variety of factors that will help us prepare your home for sale.

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INFLUENCES ON THE VALUE OF YOUR HOME With any marketing strategy, it is important to research the market conditions that are currently influencing the marketplace and the value of its products.

“Market value” is the highest price at which a property will sell on the open market, given a reasonable time period to find a qualified buyer.

What a property is truly worth - whether that is higher or lower than the selling price - and what a buyer is willing to pay for it, is known as the “Fair Market Value” as the buyer is influenced by the following criteria: • Location of the property • Condition of the property • Buyer demand • Prices of similar properties on the market • Recent sales of competitive properties • Availability of financing

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MAXIMIZING FAIR MARKET VALUE The following key factors affect the sale of your home and are for the most part in your control.

Typically, market conditions are not in your control but choosing to use an agent with extensive experience in the local market, a respected reputation, and who implements a proven comprehensive marketing strategy could make all the difference in MAXIMIZING THE TRUE VALUE OF YOUR HOME.

MARKET FACTORS:

CONTROLLED BY:

Price

Seller

Terms

Seller

Condition

Seller

Marketing Programs

REALTOR /Real Estate Concepts

Value

Buyer/Market Conditions

®

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MARKETING YOUR HOME - 19 -

MARKETING FOR MAXIMUM EXPOSURE Selling your home can be a very exciting experience, but it will also be an emotional one. As a real estate professional, 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 • Co-operate 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 in knowing the perceived value and potential for negotiation • Finalize your sale • Find your next dream home •

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THE WINDOW OF OPPORTUNITY 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,

ACTIVITY (Amount of Interest)

prepared to showcase its features and attributes, and a marketing strategy is implemented to further increase its exposure.

1

2

3

4

5

6

7

8

9

TIME ON MARKET (Weeks) Graphic for Illustrative Purposes Only

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10

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12

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MARKETING YOUR LOCATION The three most important criteria to consider when buying a property: 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, and very significant in the marketing of your home. Misconceptions, preconceptions, and knowing the nuances of your home can make a significant difference in how a home is marketed, when it’s shown, and how its positioned - one man’s displeasure can be another’s delight!

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PREPARE TO PRESENT YOUR HOME First impressions are lasting, therefore it is important that your home is presented to potential buyers so that it not only shows the home well, but entices potential buyers to start envisioning it as a place to call their own.

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 it is viewed with critical objectivity and whether it is simple changes or major repairs, these should be addressed before the home is listed for sale.

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PROFESSIONAL PHOTOGRAPHY Photography must reflect your property. Photos should be crisp, clear, properly lit, color corrected, and showcase the home in the best way possible. Professional photographers provide high-resolution photos that should be presented in a home’s marketing materials. Whether print or web these photos are often the first impression that a potential buyer will receive.

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.

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 of your local area. Lifestyle videos provide a realistic depiction of the intended space and livability.

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PROFESSIONAL & STRATEGIC MARKETING Sophisticated and professionally prepared marketing is essential to maximizing your homes exposure and requires more than just listing your home for sale on the Internet and the local REALTORSÂŽ listing service; it needs to be a carefully prepared and strategically implemented plan.

Your home must become a highly prized item that should be launched on the market with the 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.

Directionals help guide people to the home.

PUBLIC AND PRIVATE SHOWINGS: Broker tours, Open Houses, and Caravans are great 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.

NETWORKING AND REFERRALS: Real estate agents have a large database at their disposal, especially their networks with other agents. Referrals are a simple and effective way to help people find homes to buy and homes to sell.

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Virtual Tours through Online Video Marketing:

NOTIFY TOP LOCAL AGENTS: Contacting and

Creating a digital experience and footprint is an

connecting with top local agents in the area is

integral part in advertising in the 21st century.

more than just a professional courtesy, more often than not it is all you need to do. REALTORSÂŽ

Web Exposure: 94% of buyers look at homes

are in constant communication with their clients,

online as their first step in the home-buying

they will know if there is a buyer or a listing

process. This trend will only increase over time.

available for purchase.

Placing your home online allows the home’s exposure to be seen locally, nationally, and

LOCAL ADVERTISEMENTS: For some homes

internationally, whether it is on a computer,

advertising locally can be the best way to

tablet, or cell phone.

generate interest, especially when a home has features that are particularly important to the local community.

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PROFESSIONAL PRINTED MATERIALS & DIRECT MAIL 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.

Professional promotional materials that feature your home and are mailed to your neighbors, potential buyers, and other REALTORS®, are some of the most powerful ways to spread the message that your home is for sale.

Your neighbors will be first to tell their friends and family about your home – they already love their community so they are your biggest advocates!

Knowing where the potential buyers are locally is powerful – after all 78% of homeowners purchase within a 10 mile radius of their present home.

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PLATFORM FOR 24/7 WEB EXPOSURE With nearly 94% of home buyers beginning their search on the Internet, we 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 real estate professionals across the globe, through my extensive online partnerships.

REAL ESTATE

REAL ESTATE

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SHOWING THE HOME Your home needs to be ‘show ready’ at all times – this is difficult to balance when you are still living in the home. However, if all the preparation is 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 to add around your busy schedule.

From boosting curb appeal, to highlighting focal points, adding ‘lived-in’ vignettes, letting in the light, adding touches of nature, moving your favorite chair out of the way to keep a good flow between rooms, and even adding inviting just baked cookies or scented candles all help in showing the home to its best potential.

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MARKET ANALYSIS The market analysis report is 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 an in-depth analysis and a comprehensive list of actions, recommendations, and objectives.

Selling your home is important, therefore it is equally important to ensure that its sale potential is maximized - whether that requires further changes to showcase your home more effectively, having additional open houses, changing the price point, increasing the marketing exposure, or understanding the potential of multiple buyers.

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FINALIZING THE SALE A myriad of details must be attended to before the sale becomes final including offers, counter offers, inspections, disclosures, contingencies, 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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LEVERAGE MARKETING TO BUY YOUR DREAM HOME 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 determining the perfect location to finding your next dream home.

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

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SOLD

27 12 M I LE S C I T Y SO LD FO R $ 1 , 1 95 , 0 0 0

45 0 5 L AK E SIDE HOLLOW STR E E T S OL D FOR $8 4 9 ,000

“You were awesome! Thank you for everything! Your

“Thank you for your level of excellence and professionalism!

dedication to understanding our neighborhood, constant

After six months with our previous agent and very little interest,

communication about the status of our sale and negotiation

we were amazed by the difference your marketing strategy

skills are unmatched.” - Maurine and Lee Ward

made and how this enabled us to achieve the financial return we hoped. Thank you for your level of excellence and professionalism.” - Bob and Cecile Pineda

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SOLD

20 21 V I STA T RAI L SO LD FO R $ 5 1 5 , 0 0 0

2 1 2 0 L A KE R IDGE DR IV E S OL D FOR $9 5 0,000

“You have done a great job! I’m sure I have been a thorn in

“A friend recommended that I contact you. You were

your side on more than one occasion and you have handled

relentless in your determination, networking, marketing, and

it with all the grace and patience a person could hope for.”

communication. You sold the house for me and continued

- Don Mabry

to work just as diligently after I relocated to New Mexico.

Choosing you as my REALTOR® was one of the best decisions I have made. Your love of your work, coupled with your positive attitude, resulted in unmatched professionalism and success.” - Carolyn Bates

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SOLD

7 2 12 T RI A NON C OUR T S OL D F OR $ 1,985,000 “As very busy physicians and business owners moving from

efficient REALTOR® that could make our deal happen

out-of-state and looking in the $2 million range, we needed a

quickly and smoothly. Our home is absolutely gorgeous

trustworthy REALTOR who specialized in multi-million dollar

and we purchased it for several hundred thousand dollars

real-estate transactions and could handle all the details

below market value in a very competitive market. Although

for us. Having bought and sold several homes in the past, we

this was the largest real estate transaction we had made

knew the value of a great REALTOR . We wanted an ethical

to date, it was by far our easiest. We are so grateful to

agent who specialized in our area, with amazing word of

you and will refer all our friends!” - Michael and Andrea

®

®

mouth referrals and value. Purchasing in a fast-moving market, it was essential that we had a well-organized and

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SOLD

2 8 10 R A IN T R E E L A NE S OL D F OR $ 1, 47 5,000 “You are the best and an absolute gem! We moved three kids, two horses, two dogs, and two careers from the Bay Area to your area and you were a star. You helped us find the most gorgeous home that is perfect for our family; and have since helped us with recommendations and introductions on everything from schools, to interior designers, and on and on. I can’t sing your praises enough to do you justice. You are a delight.” - Mercedes Flett

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.

JANE SMITH | 123.456.7890 | JANESMITH@REC.NET Each office is independently owned and operated. Copyright© June 2017