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					Appendix A – Sample CMP




          Customized Marketing Plan
            For Ray and Susan Jones’ home
                   At 4545 55th St.
                Prepared by Listing Agent
                  Anywhere Real Estate




               Anywhere Real Estate/Walla Walla
                    22 South 2nd Street
                    Anywhere, ST 99362
                      (555) 555-5555

                 Listing Agent@anywhere.com
                        (555) 555-5555
CREATING CUSTOMIZED MARKETING PLANS
APPENDIX A – SAMPLE CMP




Table of Contents


Ultimate Goal ....................................................... 1

Strategy .............................................................. 2

Analysis of Competition ......................................... 4

Conclusions.......................................................... 9
CREATING CUSTOMIZED MARKETING PLANS
APPENDIX A – SAMPLE CMP




                        Customized Marketing Plan for Ray and Susan Jones, Page 1




Ultimate Goal:
For the Jones family to move into 125 Vista Ln. on or before December 16th, 2003.


Assumptions
The ideal buyer has already sold their existing residence, has cash in hand or is pre-
approved and is highly motivate to buy (i.e. moving into the area or outgrown their
existing residence).

17% of the population moves each year, most move within four or five miles of their
current home; therefore, there are always bone fide buyers waiting for the right home.

The majority of bone fide buyers in the marketplace are represented by or have some
connection with a real estate agent that is a member of the Multiple Listing Service.

For 4545 55th St., the correct initial price should bring an offer within twenty-one days
from the county-wide Multiple Listing Service (MLS) tour; i.e. by October 24th.


Objectives
In order of priority:

Get 4545 55th St. complete on the market by Friday, October 3rd, 2003.

Secure an acceptable offer on 4545 55th St. Road on or before November 25th, 2003
from a bone fide purchaser with cash or solid financing (i.e. pre-approved).

Close on the sale of 4545 55th St. on or before December 16th, 2003 so that the cash
proceeds from the sale can be applied at closing to the purchase of 125 Vista Ln.


Back up plan:
If the builder receives another offer on 125 Vista Ln. before the Jones’s sell 4545 55th St.,
Ray and Susan can either (a) allow the Vista Ln. property to be sold to someone else, or
(b) have a bridge loan in place that will cover the down payment until such time as 4545
55th St. is sold. Once 4545 55th St. is sold, the proceeds will be used to pay off the
bridge loan. However, the Jones’ have only three days to put the bridge loan in place
from the time the builder notifies the Jones’ that he is going to accept another offer.
CREATING CUSTOMIZED MARKETING PLANS
APPENDIX A – SAMPLE CMP



                        Customized Marketing Plan for Ray and Susan Jones, Page 2



Strategy
9/25/03 to 9/29/03
Listing Agent presents draft marketing plan for approval by Ray and Susan Jones.

The Jones’s prepare 4545 55th St. for sale by finishing the closet doors, adding a handrail
to the interior stairwell wall, touching up the front landscaping to sharpen curb appeal,
and general cleaning and tidying for market staging. Listing Agent helps them decide the
key result producing activities.

Listing Agent completes the paperwork and pictures to add to MLS, creates an on-line
virtual tour using Photo Gallery, orders a yard sign, places a lockbox on the front door,
and places advertising in the local paper for open house on 10/5/03 from 11:30am to
1:30pm. Listing Agent may also schedule an additional open house from 2pm to 4pm on
a comparable property if such a property is available in order to contact additional buyers
in that price range.

9/30/03 to 10/2/03
All Anywhere agents tour the home between 10am and noon with the objective of
helping to verify the correct price. The price is adjusted immediately if necessary.

Verify that the property is listed correctly in the MLS with great pictures and appealing
descriptions.

Listing agent visits local real estate offices with flyers and a personal invitation to visit on
Friday’s tour.

Listing agent sends e-mail links to MLS listing and/or faxed copies of flyers to out of
town agencies and contacts.

Listing agent personally contacts personnel departments for local hospitals, clinics and
other large business entities, such as Key Technology, that might have incoming
employees.
CREATING CUSTOMIZED MARKETING PLANS
APPENDIX A – SAMPLE CMP



                       Customized Marketing Plan for Ray and Susan Jones, Page 3



10/3/03 – 10/24/03


10/3/03: Hold home open for all local area realtors. Listing Agent will provide
refreshments as an additional inducement for agents to show up.

10/5/03: Open house for the public from 11:30am to 1:30pm.

10/6/03: Listing Agent will follow up on visitors to the open house and will follow up
with any agent that showed the house.

10/7/03: If necessary and not inconvenient for the sellers, Listing Agent places
advertising in the Union Bulletin for open house on 10/11/03 from 11:30am to 1:30pm.
Listing Agent may also schedule an additional open house from 2pm to 4pm on a
comparable property if such a property is available in order to contact additional buyers in
that price range.

10/11/03: Open house, if scheduled, from 11:30am to 1:30pm.

10/12/03: Listing Agent will follow up on visitors to the open house and will follow up
with any agent that showed the house.

10/14/03: If necessary and not inconvenient for the sellers, Listing Agent places
advertising in the Union Bulletin for open house on 10/18/03 from 11:30am to 1:30pm.
Listing Agent may also schedule an additional open house from 2pm to 4pm on a
comparable property if such a property is available in order to contact additional buyers in
that price range.

10/18/03: Open house, if scheduled, from 11:30am to 1:30pm.

10/19/03: Listing Agent will follow up on visitors to the open house and will follow up
with any agent that showed the house.

10/14/03: If necessary and not inconvenient for the sellers, Listing Agent places
advertising in the Union Bulletin for open house on 10/18/03 from 11:30am to 1:30pm.
Listing Agent may also schedule an additional open house from 2pm to 4pm on a
comparable property if such a property is available in order to contact additional buyers in
that price range.

10/24/03: If no acceptable offer has been presented by this date, re-assess the price and
overall marketing plan.
CREATING CUSTOMIZED MARKETING PLANS
APPENDIX A – SAMPLE CMP



                      Customized Marketing Plan for Ray and Susan Jones, Page 4


Analysis of Competition


23 homes were on the market between June 1st, 2003 and September 24th, 2003 that are
fairly comparable based on basic features (#of bathrooms and bedrooms).

Seven homes between the price break of $189,000 and $220,000 sold during that time
frame, with an average number of days on the market of 70; the low was 0 and the high
was 120.

Pricing 4545 55th St. below $220,000 makes it a better value than 832 Bryant, which has
been on the market at $219,000 for almost 60 days, and 9 Sterling Lane, which has been
on the market at $239,500 for almost 70 days.



                                         823 Bryant
                                         Bryant is listed at $219,000 but it is only
                                         proposed construction. As such, it has been
                                         on the market for almost 60 days. The lot is
                                         about the same size and the spec house has 4
                                         bedrooms and 2 bathrooms, but the total
                                         square footage is smaller by about 25%.




                                         2 N. Blue
                                         New on the market, four bedrooms, two
                                         baths on a quarter acre. Listed at $179,900
                                         but barely over 2000 square feet and built in
                                         1910.
CREATING CUSTOMIZED MARKETING PLANS
APPENDIX A – SAMPLE CMP



                       Customized Marketing Plan for Ray and Susan Jones, Page 6



702 S.W. Swainson
Listed at $219,000, this new construction is quality built by PB Construction, but it is only
three bedrooms and two bathrooms on a small lot and interior square footage less than
1900. Located in College Place.



735 SE Quail Run
Sold at $220,000 in late August after 128 days on the market, originally listed at $236,900.
New construction, just over 1900 square feet, four bedrooms and two and a half baths.
Located in College Place.




                                        2315, 2317 and 2319 Hawk Drive
                                        The Hawk Drive homes all sold for their listing
                                        price and were on the market from 66 to 120 days.
                                        The lots are smaller, but the homes are brand new
                                        with similar square footage, four bedrooms and
                                        two and a half bathrooms.

                                        Interestingly, 2315 sold for $186,655 and was on
                                        the market for 120 days, as opposed to 2317 and
                                        2319 which sold for $189,900 and were on the
                                        market for 66 days and 85 days, respectively.




                                        1211 Studebaker
                                        This home sits on a large lot, has four bedrooms
                                        and two bathrooms, is only slightly larger and sold
                                        as soon as it hit the market for $252,000 (it was
                                        listed at $269,000.)
CREATING CUSTOMIZED MARKETING PLANS
APPENDIX A – SAMPLE CMP



          Customized Marketing Plan for Ray and Susan Jones, Page 7



                       19 McKay Place
                       This home was built in 1973, sits on a large lot, has
                       four bedrooms and two bathrooms, is comparable
                       in square footage and sold for $190,000 in 49 days
                       after being listed at $189,900.




                       1911 Sunset Drive
                       This home is new on the market and is priced at
                       $177,000. It was built in 1977 and has a slightly
                       smaller lot that 4545 55th St..




                       1476 E. Sumach
                       Sumach sold in 55 days at the listing price of
                       $219,000. It’s almost 300 square feet larger and
                       has twice the lot size as 4545 55th St..
CREATING CUSTOMIZED MARKETING PLANS
APPENDIX A – SAMPLE CMP




                      Customized Marketing Plan for Ray and Susan Jones, Page 8



1057 Brickner
Brickner went on the market at $249,000 and sold for $227,500 after 168 days. It was
built in 1975 but has a couple hundred more square feet and three times the lot size.



9 Sterling Lane
Sterling is new construction on a large lot with four bedrooms and two and a half
bathrooms, but it is about two hundred square feet smaller than Merrill. It has been on
the market for about 70 days at $239,500.
CREATING CUSTOMIZED MARKETING PLANS
APPENDIX A – SAMPLE CMP




                        Customized Marketing Plan for Ray and Susan Jones, Page 9




Conclusion


After discussing recent sales and current competition with the Jones’, and after due
consideration of current market conditions and the Jones’ requirements, our conclusion is
to place the home on the market at $219,000.

Since the ultimate value is determined by what a willing buyer will pay a willing seller if all
pertinent facts and circumstances are known by both parties, the price may need to be re-
evaluated at some point in the future.

				
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