The realtor proposes discussing the homeowner's goals for selling their home and timelines. They will explore features of the home to highlight to buyers and ensure the home receives fair value. The realtor will use CENTURY 21's global brand recognition and marketing resources like professional photos and listings on their website, mobile apps, and partner sites to maximize exposure for the home. If hired, the realtor pledges to place a sign, list the home in the MLS, conduct open houses, and market the home to other agents to attract buyers.
2. Your goals, dreams, expectations and objectives are at the center of the CENTURY 21® System’s selling process. In order to
set the foundation for a successful transaction for your home, let’s discuss the following topics:
• Why you are selling your home?
• Tell me about the time frame for your move?
• What is determining that specific deadline?
• Are there any challenges that you anticipate that we might have in selling your home?
• Are there specific services that you want from me?
• What would it take for you to be confident my services would meet your requirements?
CENTURY 21 Carioti has successfully represented buyers and sellers in your neighborhood. Our knowledge, expertise, and
total commitment to your goals drive a selling process that runs smoothly and achieves success.
Working Together to Achieve Your Goals
3. In order to take advantage of the comprehensive marketing that the CENTURY 21® Brand offers, it is important
that we get to know your home as well as you do. Let’s use the following points of discussion to explore the
features of your home that might be most attractive to a potential buyer:
• What caused you to buy this home?
• Which features of the home have you enjoyed?
• Features that a typical buyer might miss when walking through?
• Other features or benefits to highlight?
Highlighting the unique features and benefits of your home is essential in ensuring that it receives the value it
deserves.
The Unique Value of Your Home
4. There are many realty signs on front lawns these days, but only one can offer representation in over 70 countries.
•Century 21 Real Estate LLC is the franchisor of the world's largest residential real estate sales organization
•Founded in 1971
•Part of the Realogy Franchise Group
•Operate in approximately 8,000 offices around the world
•Considered “the most recognized name in real estate,”* ours is the brand that comes to mind most when
consumers think of real estate services
We strive every day to better understand your needs to help you complete a successful transaction for your home. We
embrace your goals as our own.
CENTURY 21® has the longevity to navigate you through this marketplace
Source: 2011 Ad Tracking Study. The survey results are based on 1200 online interviews with a national random sample of adults (ages 18+) who are equal decision makers and who have bought or
sold a home within the past two years or plan to purchase or sell a home within the next two years. Brand awareness questions are based on a sample of 1200 respondents at a 90% confidence level
with a margin of error of +/-2.4%. The study was conducted between September 12 – November 20, 2011 by Millward Brown, a leading global market research organization.
CENTURY 21®
at a Glance
5. An Industry
LeaderFor the past decade, CENTURY 21®
has reigned as the nation’s most
recognized brand in real estate!
Source: 2011 Ad Tracking Study. The survey results are based on 1200 online interviews with a national random sample of adults (ages 18+) who are equal decision makers
and who have bought or sold a home within the past two years or plan to purchase or sell a home within the next two years. Brand awareness questions are based on a
sample of 1200 respondents at a 90% confidence level with a margin of error of +/-2.4%. The study was conducted between September 12 – November 20, 2011 by
Millward Brown, a leading global market research organization.
.
6. Attracting Buyers
Did you know...
•90% of home buyers use the internet to
search for a new home*
•38 million home buyers search the
internet each month for real estate
information*
•Only 9% of home buyers used
newspapers as a source of information
when purchasing a home*
The internet is the place to be and
CENTURY 21® is there!
*2010 National Association of Realtors Profile of Home Buyers and Sellers
We get your property noticed!
7. The Importance of A Global Company
•Over 8.2 Billions Dollars of Real Estate was sold to International Buyer in
the last 12 months.
•25% of this Business was in Florida alone
•Century 21 is the only company with a Global MLS
•Your Property is marketed to all 8,000 Offices in Over 80 Countries
8. A World Class Web site
century21.com
More than 2 million visitors come to our site every month. Your home will get a tremendous amount of exposure
and will include detailed information about the property and the surrounding community.
Our state-of-the-art Web site helps make buying and selling real estate easier with many features for buyers
and sellers, including:
•An award-winning online marketing program that helps drive over 2 million visitors to our site each
month
• A new expanded search that features one-click access to millions of listings
•Your home listing for sale on our CENTURY 21 Real Estate Search app for the iPhone or iPod touch, with
multiple photos, property details, and open house information
9. Most Visited Real Estate Franchise Web Site
Each CENTURY 21 office is independently owned and
operated Page 9
Note: This slide updated monthly at:
21Online.com >Managing Your Business>My Reports>National Web site Traffic Statistics>Related Documents
13. Each CENTURY 21 office is independently owned and
operated Page 13
Response Time
Importance of Agents Response Time – according to buyers
100% of Internet Buyers said that their
agents response time was Important
Source: 2012 National Association of REALTORS®
Profile of Home Buyers and Sellers
94%
14. The CENTURY 21®
LeadRouter System is a software application empowering CENTURY 21 agents to
receive buyer leads for your property from wherever they are, instantaneously. LeadRouter sends alerts
when a potential buyer inquires about your property, enabling me to respond immediately. This means
that buyers interested in your property will be able to reach me quickly and according to the 2010
National Association of Realtor’s® Profile of Homebuyers and Sellers, 64% of buyers used the first agent
that contacted them.
LeadRouter
15. A Unique Property
Deserves a Unique Property Site
Each CENTURY 21 office is independently owned and
operated Page 15
By creating a Unique Property Site for each of my listings, I am able to attract
online buyers as well as provide local buyers with fast and comprehensive
information about your property.
These days, it’s easy for properties to get lost among the thousands of real
estate listings added to the market each and every day. Your Unique Property
Site will ensure that your property stands out from the crowd!
16. Each CENTURY 21 office is independently owned and
operated Page 16
Full Screen Photos
Your home will be showcased with
a beautifully designed Slide Show
that displays your property FULL
SCREEN and iPad Ready!
*Photos are the #1 Thing that
Buyers want to see online!
* Source : 2012 National Association of REALTORS®
Profile of Home Buyers and Sellers
17. Mobile Ready
Each CENTURY 21 office is independently owned and
operated Page 17
People are accessing property websites via their
mobile devices more than ever before.
That’s why I have a mobile version created for
every property I list. When a mobile visitor
attempts to access your property site, they will
be automatically redirected to a mobile
version designed specifically for their device!
They can even access
your listing details by
scanning your very own
QR code!
18. A Powerful Web Presence
It’s an axiom as old as the industry itself - location is everything! That’s why we feature all of our
listings on many of the Internet’s most visited real estate Web sites, including:
CENTURY 21®
listings are also displayed on most MLS-enabled real estate sites.
Each CENTURY 21 office is independently owned and
operated Page 18
19. Keeping You
Informed
The Golden Ruler Tool
Our exclusive "Golden Ruler" tool is a listing measurement device
that provides reports on the number of consumer views and
leads on your online property listing.
3
5
2
10
20. SOCIAL MEDIA
The CENTURY 21®
System is on the cutting edge of real estate marketing. We successfully utilize social media
channels like YouTube, Facebook, Twitter and many other applications to market your property listing in an effort to
find the right buyer for your home. Considering that hundreds of millions of people use these sites on a daily basis, it is
important for your home to be included.
Each CENTURY 21 office is independently owned and
operated Page 20
21. DotLoop Technology
• Online Convenience
• Saves up to 10 Hours Per Transaction
• Secure and Traceable
Sellers
Selling a home doesn’t have to be
complicated. dotloop brings the entire
process online. No more faxing,
scanning or hand delivering documents.
Your agent simply invites you into the
Loop!
23. A Comparative Market Analysis (CMA) is essential to determine the value of residential property. Location and
characteristics of the property are the key elements in determining value. Therefore, the basis for valuation is
similar properties in your area.
THE FOLLOWING ARE A FEW THINGS TO KEEP IN MIND ABOUT PRICING:
Realistic pricing will achieve maximum price in a reasonable time
The market determines the price
The cost of improvements are almost always more than the added value
Houses that remain on the market for a long time do not get shown
A house that is priced right from the beginning achieves the highest proceeds
24. Factors that Influence the Value of your home
FACTORS THAT HAVE NO IMPACT ON THE CURRENT
VALUE OF YOUR HOME:
What you paid for it
Certain investments made in the property
What you want to net from the sale
What those outside the industry believe the property is
worth
26. Next Steps Towards Selling Your Home
• Place the Internationally recognized CENTURY 21 yard sign on your property
• Place Property in MLS
• Conduct Open
• Get property in front of areas Top Agents
• Create a broker and public open house strategy schedule
27. Our Commitment to You
This CENTURY 21® Seller Service
Pledge Certificate applies only to an
exclusive right to sell agreement of not
less than _____ days. If any terms or
conditions contained herein are
prohibited by local law, they shall be
considered severed from this pledge
and of no force or effect. In the event
of any alleged breach under the terms
of this 21 Point Seller Service Pledge
Certificate, the seller (as a sole and
exclusive remedy) may terminate the
exclusive right to sell agreement,
provided that our CENTURY 21 office
is given ten days (10) written notice of
the reason for termination and an
opportunity to cure the default during
the notice period.
28. Thank You for taking time to review the steps we
plan to take to sell your home.
Do you have any questions about what we have discussed?
Are you ready to list your home for sale with CENTURY 21CARIOTI and me?
Notas do Editor
Mr. ___ and Mrs. _____ I want to thank you for the appointment to meet with you today. It is truly an honor to have this opportunity to earn your business today and to get started working together!
NOTE: Always call them by their formal names until they give you permission to do otherwise.
Additional questions:
Where are you moving?
Tell me about your last home sale experience?
When did you sell your last home?
So what you are saying is, if I provide you _?___ and _?___ and __?__ we would have a solid basis for doing business together? (You will fill in the blanks with the answers they give you on the last bullet point of the slide. This allows you to focus on what is important to them and it is actually a trial-closing and will help you determine how much detail you will need to cover in your presentation. In the event they do not give you much response to the question, you might try something like….”So. Mr. and Mrs. _________ , If I show you how we can get the job done for you with the least amount of inconvenience, within the time frame you need, and at the best possible price, would there be anything that would keep us from getting started tonight? NOTE: Use the term best possible price – not highest. Highest would be if they didn’t have a specific time frame and it wasn’t contingent on market conditions, etc. BEST possible price means based on the current circumstances)
Mr. ______ and Mrs. ________ thank you for helping me understand your situation. It will help me provide you with the best service because I know what you want.
The second part of doing an exceptional job for sellers is to gain maximum exposure. By knowing the home and highlighting the homes valuable features and benefits, Coupled with the extensive marketing we do at CENTURY 21 we can increase the buyer inquires, showings, and sales. I want to talk about your home as well. Let me ask you about your home…
What caused you to buy this home over all others when you were a buyer?
What are some of the features about the home that you have enjoyed?
Is there anything a typical buyer or even a typical REALTOR® might miss when walking through your home?
Are there any other features or benefits you feel I should highlight in marketing your property that we haven’t talked about?
One of the most important words for a seller in today’s real estate market is exposure. Nobody does that better than CENTURY 21. With a global network of real estate professionals in over 70 countries, your exposure is the widest in the industry. This wide exposure leads to higher probability of selling your home in today’s challenging market when you work with me. We truly give you the edge in today’s marketplace.
Names____ and ____ ,for many agents and companies this marketplace has really been tough. Any market change can be a challenge, the difference is whether the company seen it before? At CENTURY 21, because of our longevity as an international brand for over 40 years, we have seen this marketplace before. We know the moves to make so we’ll get your home sold faster and for more dollars in your pocket.
We have the longevity to navigate you through this marketplace.
Buyers in today’s market are more cautious than ever before. They are concerned, apprehensive, and taking longer to act.
According to the National Association of REALTORS in 2001 the average buyer took 7 weeks to buy, last year they took 14 weeks…double the amount of time. With all that caution and concern a buyer is attracted to a name they recognize and trust.
In an independent study, CENTURY 21® was determined to be the most recognized name in real estate. In a challenging market, consumers move to trusted, established brands and CENTURY 21 is that brand.
Because of the internet’s reach attracting buyers for your home, an effective marketing strategy starts with the internet.
More than 90% of home buyers use the internet to search for a new home. In every age demographic except the 65+, the first step a buyer takes is to start looking for homes on the internet. The internet will play a vital role in the sale of your home.
We at CENTURY 21® have a multi layer approach to internet marketing to generate leads, create showings, and the sales of your home. Your home will be positioned out in front, where buyers are looking. My first job is to get your home noticed. I do that by getting your strategic placement on Homefinder, Zillow, Yahoo Real Estate and other top real estate Web sites.
Before we get too far along, I want to share with you the agenda I use in consultation meetings with sellers. I have found this agenda to be highly effective in really answering all the client’s questions and concerns with regards to selling your home. What I would like to do, with your permission, is explain the agenda and get your approval…. Alright?
First, I want to start with the most important part, which is to clearly understand your goals, objectives, and expectations. I want to know what you expect from me as the one who will represent you in the sale of your home. My goal is to provide outstanding service and to do that, I need to know what that means to you. Is that ok if we start with what’s important to you?
Once I understand what’s important to you, I want to know from your view what’s important about your home. What do you feel are the best selling features and benefits? You are the ones that have experienced the home and I want your insight?
Once I understand you and your home we can talk about the strategy to sell your home. We are going to first talk about our local company CENTURY 21CARIOTI. Then I will share some of my credentials with you since I will be working the most closely with you. Since CENTURY 21 is what makes us more effective than any other company in today’s real estate market, we will then share with you the power it can bring to you in the sale of your home. CENTURY 21, my company and I all work together to get the job done for you. You see, you aren’t just hiring one individual but you are hiring an entire team.
When we conclude our discussions on CENTURY 21 services, benefits and my services and benefits, you will know why you should hire us to represent you in the sale of your home. Does that sound fair?
We will then move on to discussing the current state of the marketplace. I will reveal to you the true facts of the marketplace so you can make an informed decision. We will determine the value of your home based on today’s market conditions. Then we’ll evaluate and compare pricing strategies. There are a number of different strategies to employ. The goal is to price using the correct strategy based on your goals and desires. We will then select an initial list price for the sale of your home.
Once we have done those items on the agenda I will explain the next steps to take to insure a successful sale. We then can start working together to accomplish the goals and dreams that you desire. I have found this agenda order to be highly effective in covering all the issues for my clients…again…with your approval I would like to follow this agenda order. Do you have any questions for me? Great, then let’s get started.
Because my desire is to create lifelong client relationships that are enduring, I am going to spend more time here on the front end to ensure I truly under promise and over deliver in service. To do that, I must know your goals, dreams, objectives, and expectations. I will spend as little or as much time as you need so I totally understand your expectations. To do that, I will need to ask you a few questions.
Real estate has dramatically changed in the last few years with only 4% of the consumers using the newspaper and 90% using the internet. Consumers are on the Web earlier in the search period looking at homes. They are learning about the home buying process, researching, shopping restaurants, schools, and what it feels like to live in you neighborhood. Capturing them early in that search period and servicing them effectively needs to be mastered, we have done that at CENTURY 21®.
In real estate sales you must have tremendous Web traffic and Web strategy; we have both at CENTURY 21. Our century21.com site has over 2 million visitors a month! That level of traffic will create the buyer we need for your home. We also make it easy for buyers to connect with us and find your home, that’s the strategy. Internet buyers want fast and easy; find the information they want and need or they are gone to another site.
Having a brand where buyers come to you is a huge advantage for a seller. My commitment is to find a buyer for your home. We won’t be just waiting around. I am going to take action!
We have talked a lot about exposure and leads. ___Name____ and ___Name____, leads are really important because they represent potential buyers…showings…and a sale. How a company and agent handles and converts the leads could make the difference between a For Sale sign and a Sold sign in your yard. Creating leads is one thing, converting leads is entirely different.
For this reason CENTURY 21® has a system called LeadRouter. ONE CAVO, a company specializing in internet lead responses, conducted an internet shopping study of real estate companies recently. They found over 46% of internet inquiries went unanswered. Additionally they found that 23% of the buyers who got responses received them on average, 8 hours after they submitted their forms. Internet consumers expect quick response rates. LeadRouter insures rapid response and rapid service. When a lead comes into our Web site it is instantly routed to an agent. That agent has minutes to accept the lead, respond to the lead, call the lead, connect with the lead, email the lead, text the lead or the lead is routed to another agent. With LeadRouter you are assured that the leads for your home will be responded to quickly, and converted to appointments at high conversion rates.
Additionally, we can track the ongoing communication process with that lead, see what the lead is viewing, what stage of their looking process they are in, how they are responding to our email communication. It aids us in determining what to send, when to send it and when to call. There are automated processes as well, so leads don’t fall through the cracks. With this system if the prospect lead is viable, we will have a better chance of selling them your home.
We recommend that the agent do a live demonstration of a Lead Router call provided they are confident with the process. Remember: showing is better than telling
Today’s real estate buyer can come through a lot of open portals. That’s why we connect with so many different open channels to reach a buyer for your home. We position your home more prominently with more compelling copy, more photos than most agents so it grabs the prospects attention. We have you covered locally, nationally and globally with internet lead generation. We are able to convert the buyer to a click….a call…and then a closing so you get moved.
The Golden Ruler is a Century 21 exclusive tool. The Golden Ruler is truly a
significant benefit for you, the seller in two different ways. First, it provides us
instant real time communication and feedback on our progress. You will be
informed about our marketing efforts. You won’t ever wonder what we are_____ doing to market your home. You will be emailed a report every two weeks.
Secondly, with all these web sites to manage, different marketing strategies to
implement, variations based on type of home, time of year, buyers groups to
target, economic conditions, market trends. I want to know am I making good
decisions for you and if we make adjustments are we making them correctly.
The Golden Ruler is a service that only Century 21 has, do you see the benefit to
you, our clients?
Use a report from one of your company’s other listings to demonstrate
AGENT SHOULD ADD THEIR Social Networking Strategy, as well as Their Company’s if they have one.
This is also a slide that can be skipped if agent is not comfortable explaining social media
In today’s world you need to combine an internet strategy with social media to be really effective and we have done that. CENTURY 21® is innovation in real estate marketing. Our social media marketing strategies are part of that innovation. Facebook has more than 750 million users currently and growing.
We have our agents posting, tweeting, tagging, blogging and connecting with people across the world daily. Real Estate is certainly local, but it is also global because of the reach of social media and the power of a brand like CENTURY 21. We can cast a wide net to find the right buyer for your home.
NOTE: Knowing your customer will help you to determine how much detail to add.
In giving you the right market overview, you have to know and understand not only where the marketplace is today but also where it is trending to. That knowledge can mean the difference between a For Sale sign and a Sold sign for you. It is one of the reasons why I invest the time with my clients to show complete marketplace numbers, in addition to what is happening in their neighborhood. This gives you the confidence that you are making the best decision for you and your family.
NOTE: Don’t ever tell them something should can show them. In other words, show them copies of data that you used to determine market overview. This might be MLS, RDS, etc. If you can show them, at least name some of your sources. All of this will give you more credibility when you start discussing market conditions and price.
The value of your home is influenced by a number of key forces.
Market conditions, we looked at those in terms of competition, but we also have interest rates which are favorable and financing which is a little restrictive compared to what has been in the past. Demand is a little lower because of the economic concerns that many have today.. With the exposure we can give to your property, coupled with you offering terms that are competitive, we should see some outstanding results. We have looked at the overall picture of the marketplace and it is __________.
How do you feel about what we have discussed so far?
We must also explore and understand some of the factors that don’t influence marketplace value. Unfortunately, neither the marketplace nor the buyer will be influenced by what you paid for the home. They also won’t be influenced by what you have invested into the home or what you might need to net from the sale.
I care about your situation and needs but what I’m saying to you is that the market and buyer probably won’t.
Talk about the next steps in getting their home marketed.
For Sale Sign
LockBox
MLS
Office Tour
How showing appointments will handled.
Etc.
If you don’t have a marketing checklist, you might want to use the customizable one available in the CLS Resource Library. This will be mentioned on the next slide as well. Either place would be good for sharing this.
(The next steps talk track is dependent on your client.
Are they ready to sign?
Do they need greater explanation of
your services?
Do they need more depth of your specifics on marketing?
Are they an inexperienced seller versus an experienced seller?
You will need to gauge their reaction on the trial closes that have been strategically inserted throughout the presentation).
Some sample closing questions:
“As you can see, CENTURY 21, my company and I have a comprehensive plan for getting your property sold and help you accomplish your goals. Aren’t you ready to put all of this to work for you?”
If I showed you how you get to hold me accountable for everything I have promised you, would you be ready to get started? (Then go to next slide about Seller’s Service Pledge)
Agent should consider displaying actual Service Pledge form here.
I am so committed to achieving a long term successful client relationship with you that I am going to offer you our CENTURY 21® Service Pledge. It’s my personal promise of service to you, my client, of the 21 things that I commit to do for you. I am going to do much more than just these listed, but as the only international brand with a bold service pledge, CENTURY 21 is committed to our clients.
The last part is the most important for you. It says that you have the right to cancel our agreement if I don’t follow through on these commitments. In essence, what I have given you is a no risk opportunity to do business with me, because you can cancel our agreement if I do not perform. You have zero risk in working with me.
The CENTURY 21® Service Pledge is a great “closing” tool. You can insert it anywhere in the presentation, especially if you have used some trial closings and you feel they may be ready. Here you could use it with the track “Mr. and Mrs. _________, I know I have promised you a lot of things we are going to do to get your property sold. We don’t just make the promises, we back them up in writing with our CENTURY 21® Service Pledge. As you can see, if we don’t perform as outlined you can cancel our agreement as outlined.”
NOTE: AGENTS PLEASE MAKE SURE YOU KNOW WHAT YOU ARE PROMISING, WHAT SHOULD AND SHOULD NOT BE PUT ON THE BLANK LINES AND THE REVOCATION PROCESS). You might want to also talk about the Quality Service Survey – give them the brochure so they know they can hold you accountable in several ways.
_Name_______ and ________ , we have covered a lot of information in a short period of time. We started with really understanding your goals, expectations and objectives. What you really wanted and expected from me, your agent. Those are still the most important items of the agenda, to make sure that we exceed all your expectations in the time frame you want. I have no doubt that we can _______ and ________ and _________ (These blanks get filled in with the things they told you earlier were important to them, or if they didn’t have much to say, use “within the time frame you need, with the least amount of inconvenience, and at the best possible price . We are ready to make those things a reality for you, so let’s get started.
