Listing Presentation Web

www.ResidentialProperties.com

Listing Your Home For Sale


What will this presentation cover?

• Company info.• Expansive network• Pricing• Marketing your home• The web• Buyers • Preparing your home• Statistics• How I can help


Our Presence In Rhode Island


World-Class Service

Residential Properties is a member of Leading Real Estate Companies of the World, formerly RELO.

Real estate is a local business, and local and regional brands dominate many markets across the country and around the world. LeadingRE links those trusted brand names under one umbrella to help consumers make the connection from market to market.


Why Choose RPL?


Rhode Island’s Largest Independent

• Over 135 full-time real estate professionals in 5 offices throughout Rhode Island

• Referral network of nearly 700 premier real estate companies throughout the world with which we do business

• Full-service in-house marketing department and relocation services division

• RPL agents are known for the high level of service that they offer to buyers and sellers of real estate


Brand Visibility


Trust the Locals

Residential Properties agents have a reputation as experts in the many Rhode Island communities in which they live and work.


Focus

• While other companies have experimented with providing ancillary services, we focus on what we do better than anyone else - guiding buyers and sellers through the often complex process of buying or selling their home.

• Our agents bring wide-ranging capabilities to each transaction with the goal of helping clients to fulfill their objectives.


Market Position

When you list your property with us, we let the world know.• Together, we position your property through proper pricing

• Residential Properties Ltd.’s extensive local and national connections provide maximum exposure for your property.


Learning

• Internally, RPL’s full-time Corporate Trainer, Rich Epstein hosts weekly seminars for Realtors at all levels of expertise

• The company hosts “Learn @ Lunch” sessions for agents with a variety of company speakers on topics ranging from short sales to social networking

• CEO Sally Lapides hosts Real Estate Insight, the information-powered real estate radio show on WHJY Talk Radio 920 am, on air since 2004

Residential Properties’ commitment to education extends from the office to the radio waves


Luxury Market Share

Residential Properties 19.6%

Properties Unlimited 8.5%

Lila Delman 8.5%

Coleman Realtors 5.4%

Gustave White 5%

ReMax 4.1%

All other companies

(Includes all data: single family, condo and multi-family properties sold in RI for $1,000,000 and above, in 2008)

Source: Rhode Island State-wide MLS * All other companies have less than 4% market share


Luxury Portfolio Market Share

7820

4765

2594

0

1000

2000

3000

4000

5000

6000

7000

8000

9000

Luxury Portfolio Sotheby's Christie's

Luxury Portfolio Sotheby's Christie's

More $1 Million-Plus Listings

*Trendgraphix 12.06 website inventory comparison


Why Market Share Matters

• Our larger share of the pie means that we can offer a larger pool of potential buyers than other companies in the state.

• We extend our vast network of past clients on to you, the seller.


Relocation Services Network

• Leading Real Estate Companies of the World® is a global network of nearly 700 premier real estate firms with 5,500 offices and 170,000 sales associates in 38 countries around the world.

• Collectively, this group has sold over 1.2 million homes worth $370 billion in 2007, more than any national real estate brand. LeadingRE dominates the United States’ list of top 500 real estate firms, with more of the Number One market leaders in the top 90 markets than any network.


Relocation Services Network Where do leads come from?


Relocation Services NetworkHow it works

• We are members of a group of 700+ small, privately held real estate companies with relocation departments that are the local experts in their communities

• When clients come to those companies (from all over the country and world), looking to move to Rhode Island, those companies contact our relocation department

• We take their information and pair them with one of our Relocation Certified agents

• Our agents will have your home on their radar as each office tours its agents’ listings on a weekly basis

• We also work with corporations that are relocating clients to Rhode Island and nearby CT and MA.

• We partner with 3rd party companies who work with corporations which allows them to have a local expert at their disposal, and it allows our company more exposure for your home

Through other real estate companies and through 3rd party companies and corporations, we offer an expansive pool of potential buyers for your property.


Pricing Your Home

Pricing


PricingThe Key Is Price

Price is the sole determining factor of whether a home will sell.

A home is worth what someone is willing to buy it for at a specific moment in time.

There are many factors that we use to establish a price and we prepare a Comparative Market Analysis (CMA).

A CMA will give us a clear understanding of competing properties, market trends, and most importantly, recent sales.


PricingSelling your home

• PriceIf a home is overpriced, it will sell more slowly or not at all.

• Market ConditionsSometimes there are too many people trying to sell homes at the same time and too few trying to buy them (a buyer’s market). At other times, there are few homes on the market (a seller’s market).

• LocationLocation is the key factor in assessing value.

• Property ConditionsThe better the condition, the faster the selling time and the better the price.

• CompetitionPotential buyers will compare your home to other homes on the market which will help them to form their own opinion of your home’s value.


PricingHow does your asking price affect activity?

Priced above 12% of market value

Priced within 6%-12% of market value

Priced under 6% of market value

Buyers ride by, no showings

Showings but no offers

Offers!Supply and demand determine monetary value in the marketplace.


Factors that do not affect market value

• Amount you want to net from the sale

• Amount you paid for the property

• Amount you need in order to buy your dream house

• How much you invested into the property, “over-improving”

These factors are not used when pricing your home.


Factors that do affect market value

• Condition

• Location

• Competing Properties

• Size of house

• Characteristics of lot

• Presentation


Pricing & Days On Market (DOM)

The less realistic and further a price is from its current market value, the longer a home will remain on the market. It might not even sell at all!

Price

Days on Market

Market Value


PricingThe first two weeks - why are they essential?

• Buyers who have been looking at houses for a few months will notice yours when it’s new to the market

• The Days on Market statistic is important to buyers, if a property has been on the market for too long, they become suspicious

• Within the first two weeks, pricing is critical. The right pricing will increase the excitement around a new listing, hopefully resulting in multiple offers


Pricing The Process: Working together to determine price

• Our goal is to obtain the highest sale price, within your timeframe.

• The higher the property is priced above market value, the longer it will take to sell.


Pricing Negotiation Strategy

• Urgency• Willingness to accept an offer below the listing

price• Personal Items you may be willing to convey in

the sale of the property• Any benefits your company may be offering• Your desired timeframe for the move

Factors in the negotiation process:

These are tools we can use during the negotiation process and we recommend that you do not openly discuss these factors with potential buyers.


Marketing


Marketing Toolbox

• Signs• Open Houses• Photography• Other Agents & Brokerages• Multiple Listing Service (MLS)• Websites• Video & Slideshows• Postcards & Brochures• Radio Show• E-mail Blasts• Newspapers & Magazines• National Networks &

Conferences


Marketing What’s in a sign?

In many areas, our signs are considered the “seal of approval”. Buyers have been known to seek them out and sellers know that there is a very successful team standing behind each one!

62% of buyers counted yard signs among the information sources utilized in their home search! Source: 2007 National Association of REALTORS® Profile of Home Buyers and Sellers


Marketing Featured Properties

Residential Properties provides its clients with a variety of ways to let their property stand out from the bunch.

We feature properties on our weekly radio show, and website. We also feature properties in email blasts to our relocation network and Property Alerts group.


Marketing Direct Mail

One of the items that makes Residential Properties different is its attention to quality. The quality of our marketing pieces is high. Your property will stand out in the mail because of the weight of the paper and the finish used, inciting the potential client to venture online to see more of what makes your property unique.


Marketing Local Print Advertising


Marketing The Big Picture

• Awards recieved• Charitable giving

• New agents /employees

PRESS RELEASES

DIRECT MAIL

• Postcards

• Holiday Mailings

PROPERTY ADS

• Local Publications• Regional Magazines

•National Publications

BRANDING ADS• Generic• New, targeted

COMPANYMEETINGS,ADVISORYCOMMITTEES,HOLIDAYPARTIES

SellSheetsCompany

BrandedApparel

AGENTTRAINING

SELL SHEETS:• IPW• AGENT REBRAND

SEASONALPHOTOCONTEST

CHARITABLEGIVING

SPONSORSHIPS

LUXURYPORTFOLIOBRANDED

RI LIVINGBANNERS

BOSTON.COM

SEARCH ENGINEMARKETING (SEM)• Google Adwords- publishes to many sites• Overture- publishes to many sitesincluding Yahoo

AGENTADS

SYNDICATION:Incl. Luxury Portfolio--> WSJ.com

Conferences,NetworkingEvents

Blog &E-newsletter Quarterly

MarketReports

Monthlyinternalnewsletter

ONLINE MARKETING PRINT ADVERTISING INTERNAL MARKETING EXTERNAL MARKETING

MARKETING


Marketing It doesn’t stop there

• An important component to the marketing of your property is the way your home looks from the outside and within.

• A later portion of this presentation will provide you with tips on preparing your home for sale.


Internet Presence

• www.residentialproperties.com• www.realestateinsight.com• Blog.residentialproperties.com• Individual Property Websites

(IPW’s)• Agent Websites• Syndication to 20+ channels• “Property Alerts” Membership• res-E-News | E-newsletter

mailed to Property Alerts members and agents

• Search Engine Marketing (SEM)

www.residentialproperties.com


Independent Property Websites (IPWs)

Go Beyond MLS Listings Creating an Individual Property Website (IPW) for your listing will ensure better visibility—attracting more traffic and impressing potential buyers.

IPW Features:

• 3 distinct designs

• Unlimited, larger photos

• Call to action items including “Request Additional Information” and “Schedule a Showing”

• Floor plans, Seller Disclosures & more

• Unlimited copy to describe the property

• Realtor photo and contact information

• Custom domain name. Ex: www.123cherrytreelane.com

• Your unique URL will be posted on your property, above your “for sale” sign, bringing drive-by traffic directly to your property website.

• Added SEO (Search Engine Optimization) value


OnBoard Community Data

Compare Communities and Schools Discover detailed population, education, financial,

environment, and crime information on over 30,000 communities nationwide and research public, private, and religious

schools and districts across the country.


Internet Analytics ResidentialProperties.com

We track the activity of your listing on residentialproperties.com, measuring the total page views on your property.


Internet Analytics Additional Websites

If your property qualifies to be a part of our Luxury Portfolio (properties priced at 1M+), the analytics from LuxuryPortfolio.com will be tracked, including page views, number of emails sent to a friend, visits by country, views by language and more.

We can not only analyze the traffic that your property receives on our own website, but on the 20+ websites to which your property will be syndicated.

If your property has an IPW, the analytics for that unique url will be tracked including unique visits, pageviews and more.


Internet Setting yourself apart

ResidentialProperties.com allows your agent to post unlimited photos - larger than the 12 maximum photos allowed on the MLS website, as well as video, virtual tours, floor plans, interactive floor plans, and more!


Our Websites

Internet


Internet ResidentialProperties.com


Internet blog.ResidentialProperties.com


Internet LuxuryPortfolio.com


Internet RealEstateInsight.com

RealEstateInsight.com is the companion blog to “Real Estate Insight,” Residential Properties’ information-powered radio show.


Internet Syndication

Residential Properties automatically updates all client inventory

on the following real estate portals and websites on a daily basis.


Internet Multiple Listing Service

The Rhode Island Statewide Multiple Listing Service (MLS) is a comprehensive database of properties for sale in Rhode Island. Through a live feed, our website displays not only our own listings but all properties for sale throughout Rhode Island that are listed through MLS.


Internet RILiving.com

RI Living.com is the official web site of State-Wide Multiple Listing Service (MLS), Inc., a subsidiary of the Rhode Island Association of REALTORS®. You can find the Residential Properties banner ad on RILiving.com, which allows people looking for property to find our website and search our listings.


Internet Property Alerts

Our 1600+ registered website users receive property alerts matching their unique criteria including a property photo and links to additional listing details.


Internet Search Engine Marketing (SEM)

The company advertises across the Google and Yahoo! networks.

The Google Network is a large group of websites and other products, such as email programs and blogs, who have partnered with Google to display AdWords ads. Several of these websites are pictured above.

Yahoo’s search engine marketing allows us to advertise your home in search results on Yahoo! and other popular websites. This puts your home in front of potential buyers at the precise moment they're searching for their next home!


Buyer Behavior

Buyers


Internet Buyer Use

Source: 2008 National Association of Realtors® Profile of Home Buyers and Sellers

In 2008, 87% of all homebuyers used the

internet as they searched for their new home.


Buyers Where they come from

Where buyers found the home they purchased in 2008

Source: 2008 National Association of Realtors® Profile of Home Buyers and Sellers

Real Estate Agent, 34%

Internet, 32%

Yard/Open House Sign, 15%

Friend, Relative, Neighbor, 7%

Home Builder or Their Agent, 7%

Print Newspaper Ads, 3%

Directly From Sellers, 2%

Home Book or Magazine, 1%


Buyers Where they come from

We can track buyer activity through our website analytics. Not everyone who views your property online is a potential buyer, but people who click our call-to-action icons to Schedule a showing or request additional information are likely to be buyers.

We can track the inquiry and requested showing activity for your property.


Buyers Perception vs. Reality

Seller assumptions about buyers• “Buyers are liars!”

• Buyers from New York or Boston will overpay

• They can visualize themselves in the space

• They have the same taste as the seller

• They are looking for a “fixer-upper”

The truth about buyers• They are particular and picky

• They can’t imagine what the house would look like if it were empty

• They have their own taste

• They want “move-in” condition


Buyers In a seller’s market

• In a seller’s market, there are more buyers than the amount of inventory on the market in a particular point in time.

• In a buyer’s market, there are fewer buyers than the amount of inventory on the market at a particular point in time.


Buyers What’s important?

To sellers, the most important factors are:

• Exposure

• Proper Market Positioning

To buyers, the most important factors are:

• Location

• Condition

• Price


Preparing Your Home

I can help you to view your home with new eyes and analyze how we might be able to make small changes that can make a big difference when potential buyers see your home.


Preparing Your Home

• The First ImpressionImagine the impact when a potential buyer walks up to your house with potted plants in front. The doorbell is functional, and they notice the polished hardware as they open the door. They step inside to a clean and

tidy entrance. • Curb Appeal

Remember to cut lawns, trim shrubs, weed and edge gardens, mulch beds, clear walkways of leaves, repair gutters and eaves, and touch up exterior paint. In winter, remove ice and snow from steps and walkways.

• Maintained & Manicured

Oil squeaky doors, tighten knobs, replace light bulbs, clean and repair windows, touch up chipped paint,

repair cracked plaster, leaking taps and toilets. • White Glove Tested

Shampoo carpets, clean the washer, dryer and tubs, furnace, fridge and stove. Clean and freshen bathrooms.

• A Spacious LookClear stairs and halls, counters and stoves. Make closets tidy and neat (if they aren’t big enough for you, they won’t be big enough for your buyers). Under-furnish and store clutter.

• Finishing TouchesMake sure to mitigate cooking smells. Freshly baked cookies often do the trick. Open windows for fresh air and open drapes (daytime). Turn off televisions and radios. Light fireplace (in season), and turn on lights including front entrance, stairways and rooms without wall switches. Fresh flowers and a bowl of candy are also very appealing. Remove excess family photos.

• LastlyIt’s a good idea to be absent during showings ... including pets. Whether buyers are pet lovers or not, animals can distract from the experience of visiting a property. Also, make sure that you have carefully cleaned up after your pet.

Buyers tend to overestimate the cost of repairs, so a small investment in time and money may be in your best interest and will

give your home an edge over other listings in the area when the time comes to show it to a prospective buyer.


Consult, Guide, Negotiate

I can offer the following services to sellers:

Consulting - advise on current market conditions, leading-edge marketing strategy

Guidance - develop pricing strategy, offer support through home inspections

Negotiation - to sell your home in a timely manner and for the maximum net


Why list with Residential Properties?

• Largest independent real estate company in Rhode Island

• Outstanding track record for over 25 years• Expansive local, national and international

network• Full-time agents experienced in pricing and

selling homes• Integrated web and print marketing• Local experts• Education/information focus• Extensive relocation network


Outstanding Results

Sally co-founded RPL in 1981 and acquired majority ownership in

1997. Over the years, Residential Properties grew from an office

of 7 agents to over 150 full-time sales professionals spread

throughout 5 offices all over Rhode Island.

The company continues to grow through a continued commitment

to service, innovation and sheer hard work. RPL was one of the

first real estate companies on the internet, and has grown on the

web to a network of 3 websites including the Residential

Properties “Real Estate Insight” blog, home to Sally’s weekly radio

show. “Real Estate Insight,” which airs on Sunday mornings at 10

am on WHJJ-AM 920 holds top market share.

“The full-time professionals of Residential Properties know Rhode

Island in astonishing detail,” explains Ms. Lapides. “They know

how to sell. Our marketing strategies, capabilities and track

record are legendary and our agents’ market knowledge, market

sense and market smarts, deliver outstanding results.”

Sally Lapides | President & CEO


Thank you for considering Residential PropertiesRhode Island’s Real Estate Company®