Prepared for [Seller’s Name]
Presented by [Sales Professional’s Name]
[Prudential Company Name]
[Home Phone, Mobile, Pager]
[E-mail/Web Site Address]
Identifying your goals
Establishing a pricing
property for sale
Who we are
When real estate professionals work with buyers and
sellers, “agency” relationships are established. There
are three kinds of agency relationships:
Seller’s Agent Sample slide. Please
Disclosure dual agent customize
per your local real
When you agree to have me help you sell
your property, I become your “seller’s agent”,
which means I will work for your best
interests throughout the entire process.
When an offer is presented, the buyers will
have a separate agency relationship with
The following topics will help me understand what
is most important to you in the sale of your
3. Time frame.
4. Relocation assistance.
5. Homeselling decisions.
7. Marketing Plan.
8. Previous homeselling experience.
9. Positive experiences.
Each property has special features that may interest buyers.
Please tell me about your house.
1. What do you feel are the most appealing features of this property?
2. What features does this property have that differentiate it from other similar
3. What changes or enhancements would you suggest to make your property as
salable as possible?
4. What do you regard as the most attractive features of the surrounding
5. Do you have any special terms or conditions regarding the sale of your
property I should be aware of (e.g., items of personal property to be excluded,
6. Are you aware of any problems or concerns regarding the property or the
neighborhood that will need to be disclosed to prospective buyers?
Selling a house typically includes many of the
following elements. I will be your resource and guide
every step of the way.
Design and Implement
Review Offer and Reach
Agreement with Buyer
The most important words in Real
Estate when selling your home.
Prudential Real Estate has an agreement with Yahoo!, the
No. 1 Internet brand globally and the most trafficked Internet
This agreement enables visitors to the Yahoo! Real Estate
section of the site to connect directly to the real estate website
of a Prudential Real Estate affiliate.
In the January of 2004, Yahoo! reached 70% of all Internet
users, drawing over 325 million unique visitors each month.
Consumers who perform a search on Yahoo! Real Estate will be
taken to a search results page co-branded Yahoo! Real Estate
and Prudential Real Estate.
Source: Comscore Media Metrix Jan 2005
To successfully promote your property to the market, a
comprehensive plan of targeted activities is essential. Our
marketing program has three aims:
Promote directly to prospective buyers
Other marketing activities
Enlist the efforts of other real estate professionals
The Prudential Real Estate Network
Referral and relocation resources
Multiple Listing Service (MLS)
Direct promotion to other real estate professionals
Maintain communication with you
Review the results of our marketing activities
Consult with you to fine-tune our marketing strategy, as needed
Homebuyers may use several information sources in their
search process, but they are most likely to find the home they
actually purchase through a real estate sales professional.
SOURCE: The 2004 National Association of REALTORS® Profile of Home Buyers and Sellers. Due to rounding, percentage distribution may
not add up to100 percent.
Our innovative and aggressive advertising and
marketing activities will help attract qualified buyers to
your property. advertising
National and international
The Prudential Financial name is among the most widely recognized brands in the
Prudential Real Estate and its Network members spend millions of dollars in
advertising each year so home buyers know the sign in your front yard.
[Local newspaper advertising, and how it can benefit the seller]
[Buyer’s guides, magazines and other print advertising, and how it can benefit the
[Local radio and television advertising, and how it can benefit the seller]
Additional marketing programs
[Homebuyers seminars and how they can benefit the seller]
[Direct mail campaigns and how they can benefit the seller]
[Charity participation and other community-wide activities, and how they can
benefit the seller]
Potential buyers will have instant access to information
about your property through our industry-leading electronic
Yahoo! Real Estate – Prudential Real Estate is now the exclusive provider of real
estate listings for Yahoo! Real Estate. Two million viewers visit Yahoo!
Real Estate each month can now view your property.
The Prudential Real Estate Internet sites, www.prudential.com and Sample
www.prudential.ca, reach prospective homebuyers worldwide 24 hours a
day, 7 days a week, 365 days a year. Page
[Information about local company’s Web site, and how it can benefit the seller]
[Information about Sales Professional’s personal Web site, and how it can
benefit the seller]
Commitment to Customer Service
Prudential Relocation, the nation’s second-largest relocation firm as of March 15, 2004,
according to Relocation Information Systems, is a premier provider of global mobility with
locations in Phoenix, Washington D.C., New York, Toronto, London, Paris, Singapore,
Tokyo, Taiwan, China, Mexico City and Hong Kong. Prudential Relocation associates work
directly with relocating employees on a daily basis and use advanced information and
communications capabilities as a commitment to customer service. As a result, Prudential
Relocation achieved a 94 percent transferee satisfaction rate in 2003.
In 2003, Prudential Relocation served approximately 47,000 relocating employees from
Fortune 500 companies, small industrial and service companies, and U.S. government
agencies. After completing approximately 187,000 relocation transactions with
approximately 1,000 clients in 2003, Prudential Relocation continues to have a 95 percent
client retention rate.
By providing peace of mind to prospective buyers, these
steps can enhance the salability of your property:
A written property disclosure statement will give buyers a clear
understanding of this property and the surrounding
A home warranty can give prospective buyers peace of mind
by providing repair-or-replace coverage of major home
operating systems and appliances.
Professional home inspections
Professional inspections, such as structural, roof and termite,
will reveal the current condition of the property.
Market-sensitive pricing can be the key to maximum
market exposure and, ultimately, a satisfactory sale.
The existing pool of prospective buyers determines a property’s
value, based on:
Location, design, amenities and condition.
Availability of comparable (competing) properties.
Economic conditions that affect real property transactions.
Factors that have little or no influence on the market value of a
The price the seller originally paid for the property.
The seller’s expected net proceeds.
The amount spent on improvements.
The impact of accurate pricing:
Properties priced within market range generate more showings
and offers, and sell in a shorter period of time.
Properties priced too high have a difficult time selling.
An impartial evaluation of market activity is the most
effective way to estimate a property’s potential selling
price. A Comparative Market Analysis considers
similar properties that:
Have sold in the recent past
This shows us what buyers in this market have actually paid for
properties similar to yours.
Are currently on the market
These are properties that will be competing with yours for the
attention of available buyers.
Failed to sell
Understanding why these properties did not sell can help avoid
disappointment in the marketing of your property.
An asking price that is beyond market range can
adversely affect the marketing of a property.
Fewer buyers are attracted, and fewer offers
Marketing time is prolonged, and initial
marketing momentum is lost.
The property attracts “lookers” and helps
competing houses look better by comparison.
If a property does sell above true market value,
it may not appraise, and the buyers may not be
able to secure a loan.
The property may eventually sell below market
Our exclusive Prudential Value Range MarketingSM can give your
property an advantage over other houses on the market.
BENEFITS FOR SELLERS: BENEFITS FOR BUYERS:
Increased marketing exposure for Introduces a larger selection of properties
your property to view
Eliminates the need for price Eliminates intimidation by a fixed price
Allows searching within affordable price
Accelerates the sales process by ranges
encouraging more offers
Optimizes final sales price allowing true
Optimizes final sales price market forces to determine maximum
allowing true market forces to price
determine maximum price
Attracts more buyers
Attracts more buyers
With Prudential Value Range MarketingSM, your property
is listed at a fixed price, but marketed within a price
Traditionally, property owners desiring to sell their home have been limited to a fixed
price when advertising their house for sale. By using the traditional method you run the
risk of overpricing which can slow the process of selling your home and limit the number
of buyers exposed to your property.
Properties marketed using PVRMSM can appear in many more “range of affordability”
searches, exposing your property to more prospective buyers.
Prudential Value Range Marketing SM Requirements
1. PVRM SM does not require the Seller to accept any offer within the range, but the Seller does agree to
counter any offer within the range with price and terms acceptable to the Seller.
2. The Seller may only use the Published Ranges.
3. All marketing and advertising materials for the property will read “Seller will entertain offers between
(Low Range) and (High Range).”
It is important for a property to make the best possible
impression on prospective buyers. The following can
interfere with a buyer’s appreciation of a property:
Clutter Worn carpets and drapes
Lawn needs mowing and edging Soiled windows, kitchen, baths
Untrimmed hedges and shrubs Clutter
Dead and dying plants Pet and smoking odors
Grease or oil spots on the driveway Peeling paint, smudges or marks on
Anything that looks old or worn
These tips can help your house make the best impression,
every time it is previewed by sales professionals or shown
to prospective buyers:
Make beds; clean up dishes; empty
tools and other clutter. Remove clutter throughout and put away toys.
Tidy up; pick up after Set out “show towels” in baths.
Freshen the air; potpourri or baked bread
Park vehicles in the aroma; deodorize pet areas; set a comfortable
garage or on the temperature.
street; leave the
Do quick vacuuming and dusting.
Arrange fresh flowers throughout.
Add color with flowers
and potted plants. Fire in fireplace (when appropriate).
Play soft background music.
No one has a more important role in the homeselling
process than you. Here are some ways your participation
can contribute to a successful sale:
Maintain the property in ready-to-show condition.
Ensure that the house is easily accessible to real estate
professionals (lock box and key).
Try to be flexible in the scheduling of showings.
When you are not at home, let me know how you can be
reached in case an offer is received.
If approached directly by a buyer who is not represented by
a real estate professional, please contact me. Do not allow
them into the property unescorted.
Remove or lock up valuables, jewelry, cash and
I will apply my knowledge and expertise to achieve the
successful sale of your property. Here is what you can expect
I will work with you at every stage of the homeselling process,
from the development and implementation of a Marketing Plan,
through the negotiation of purchase offers to the final settlement
of the transaction
We will want to agree to a system of regular communication so
that you can be kept informed at all times.
I will give you reliable information and solid advice so that you
can make informed decisions.
It is my hope that you will be so pleased with my service that you
will turn to me for advice on your future real estate needs.
Here are some things you might like
to know about me.
• An active member of the
I am ready to help you
find your next home!
An experienced real estate
•What distinguishes Prudential [Insert
Company Name] from others?
A rich heritage
A strong local presence
A connection to the community
Prudential Real Estate and Relocation Services are
guided by these core values:
Worthy of Trust
Our heritage reinforces the need to safeguard our customers’ interest. We
keep our promises and behave with integrity at all times.
We believe the best way to win customers is to earn them. Our goal is not to
simply attract them, but to gain them as customers for life.
Respect for Each Other
We maintain an environment where innovative, service oriented associates
work collaboratively to exceed our customers’ expectations.
We strive to anticipate our customers’ needs and proactively provide them with
the best possible advice and solutions.
Why Prudential Real Estate can do more to meet
your homeselling needs:
Commitment to customer service