Marketing Strategy videoHomeStories and John
Smith, Realtor® / MBA, Your Real Estate Company Proposal for John Doe 123 Anywhere Lane Orange County, CA 92807

<ul><li>This sample presentation is provided
for Realtors® and small businesses courtesy of videoHomeStories.com . Contact us to help you: </li></ul><ul><ul><li>Customize this template for your small business </li></ul></ul><ul><ul><li>Create a web video presentation highlighting your business offerings* </li></ul></ul><ul><ul><ul><li>Embed your web video in your PowerPoint presentation </li></ul></ul></ul><ul><ul><ul><li>Upload it to your web site ( see demo ) </li></ul></ul></ul><ul><ul><ul><li>Distribute it on DVDs or CDs </li></ul></ul></ul><ul><ul><ul><li>Upload it to your business web site or: </li></ul></ul></ul>*Currently offered in Southern California, USA

<ul><li>1976 : First office opens
</li></ul><ul><li>1980 : Became #1 selling office out of 6,000 franchise offices in North America </li></ul><ul><li>1985 : Became an independent firm and expanded to 6 offices </li></ul><ul><li>1990 : First Team ranks #1 in Orange County with 10 offices and over $1B in sales </li></ul><ul><li>2000 : For 10 consecutive years First Team has sold more homes in Orange County than any other firm & continues to be #1 </li></ul><ul><li>2002 : First Team increases volume & units while many of its nearest competitors lose ground </li></ul><ul><li>2003 : 28 offices and over $5.4B in sales </li></ul>Statistically the #1 Real Estate Firm in Orange County since 1990 Note growth through U.S. recessionary period Year-toYear Sales (Billions)

Market Trends ( All prop.
types ): Actives - Pendings – Solds Price range: All 2006

Market Trends ( Condo ):
Actives - Pendings – Solds Price range: All 2006

Market Trends ( Condo ):
Actives - Pendings – Solds Price range: $250k to $350k 2006

Market Trends ( Condo ):
Days on Market Price range: $250k to $350k 2006

Market Trends ( All prop.
types ): Avg List vs. Avg. Sell Price Price range: All (Comparison)

Market Trends ( Condo ):
Median List vs. Median Sell Price Price range: All (Comparison)

Problem Statement <ul><li>Competition </li></ul><ul><li>Location </li></ul><ul><li>Condition
</li></ul><ul><li>Timing </li></ul><ul><li>Pricing </li></ul><ul><li>Exposure </li></ul><ul><li>“ What do I need to net?” </li></ul><ul><li>- Market value </li></ul><ul><li>- Equity </li></ul><ul><li>- Selling costs </li></ul><ul><li>Who pays the commission? </li></ul><ul><li>Buying is contingent on selling </li></ul><ul><li>Job dependencies </li></ul><ul><li>Family dependencies </li></ul><ul><li>Interim occupancies </li></ul><ul><li>Buyer possession </li></ul><ul><li>“ Facts of life” </li></ul><ul><li>Purchase contract </li></ul><ul><li>Buyer’s qualifications </li></ul><ul><li>Showing procedures </li></ul><ul><li>Wood destroying pests </li></ul><ul><li>Counter offers </li></ul><ul><li>Transfer disclosure </li></ul><ul><li>Statutory disclosure </li></ul><ul><li>Water heater compliance </li></ul><ul><li>Smoke detector compliance </li></ul><ul><li>Natural hazards disclosure </li></ul><ul><li>Seller’s affidavit </li></ul><ul><li>Inspection advisory </li></ul><ul><li>Lead-based paint </li></ul><ul><li>Earthquake, fire hazards, flood </li></ul><ul><li>Statewide buyer/seller advisory </li></ul><ul><li>Market conditions advisory </li></ul><ul><li>Notices to perform </li></ul><ul><li>Contingency compliance </li></ul><ul><li>Property Exposure </li></ul><ul><li>Demand Generation </li></ul><ul><li>Advanced technologies </li></ul><ul><li>Team Selling </li></ul><ul><li>Strategic Marketing </li></ul><ul><li>Value </li></ul><ul><li>Problem Management </li></ul>

“Which Agent?” <ul><li>Ability to Generate
Demand </li></ul><ul><li>Marketing approach -“Buyer Delivery” vs. “Seller Delivery” </li></ul><ul><li>-Retail vs. Wholesale approach </li></ul><ul><li>Team selling </li></ul><ul><li>-Corporation vs. Franchise </li></ul><ul><li>-Hallmark Escrow </li></ul><ul><li>-Assurance Capital </li></ul><ul><li>-First SouthWestern Title </li></ul><ul><li>- Over 2000 agents </li></ul><ul><li>-Over 30 networked offices </li></ul><ul><li>Database / Target Marketing </li></ul><ul><li>“ Buyer Delivery System” </li></ul><ul><li>Inbound Call Capture & Reporting </li></ul><ul><li>Target Marketing </li></ul><ul><li>Outbound call targeting </li></ul><ul><li>Sneak Previews </li></ul>$4.3 M Advertising Budget Over 6,000 buyer calls Monthly! (Compare to approx. $300,000 to $400,000 yearly for independently owned/operated offices.) <ul><li>Marketing/Advertising Leadership </li></ul><ul><li>$4.3 M in advertising -OCRegister -LATimes -Long Beach Press Telegram -North County News -South County News -Coastal Living -The Daily Pilot -Grunion Gazette -Irvine World News -Sun Newspaper -Sun Post -PennySaver </li></ul><ul><li>First Team HomeBuyer’s Magazine </li></ul><ul><li>Distinctive Homes Magazines </li></ul><ul><li>Technology / Exposure </li></ul><ul><li>Virtual tours </li></ul><ul><li>Video “Home Stories” </li></ul><ul><li>Digital Media </li></ul><ul><li>Client Portal </li></ul><ul><li>Sneak Previews </li></ul><ul><li>MLS </li></ul><ul><li>Internet -First Team Web Site -OCRealEstateZone.com -Realtor.com - - </li></ul><ul><li>Secondary Sites </li></ul><ul><li>-HomeSeekers.com -Homes.com </li></ul><ul><li>-Homestore.com -RealEstateEspanol.com -LATimes.com -OCRegister.com -AOL.com (AOL Real Estate) -realestate.msn.com -ca.realtor.com -DigitalCity.com -Excite.com -WorldProperties.com -Homes.WSJ.com -NBC4.tv -Netscape.com </li></ul>

Database / Target Marketing System
Address Household Income Sale Date Market Value Amenities Owner / Non-Owner Occupied Year Built Buyers School District Area Map 123 Anywhere Lane Orange County, CA 92807

Database / Target Marketing System

Database / Target Marketing System

Database / Target Marketing System

Demand Generation Engine “ Full
Service”? <ul><li>TRADITIONAL </li></ul><ul><li>(Neighborhood Campaigns) </li></ul><ul><li>Multiple Listing Service </li></ul><ul><li>Open House </li></ul><ul><li>Signs </li></ul><ul><li>Flyers </li></ul><ul><li>Lending, escrow, title </li></ul><ul><li>Contracts / Disclosures </li></ul>

Demand Generation Engine CORE CAMPAIGN
Qualified Buyers <ul><li>“ 1-2 Bedrooms” </li></ul><ul><li>“ 1+ bathrooms” </li></ul><ul><li>“ 900+ s.f.” </li></ul><ul><li>“ Palm Springs” </li></ul>TARGETED CAMPAIGN Call Tracking & Reporting System Database Marketing <ul><li>Multiple Listing Service </li></ul><ul><li>Open House </li></ul><ul><li>Signs </li></ul><ul><li>Flyers </li></ul><ul><li>Lending, escrow, title </li></ul><ul><li>Contracts / Disclosures </li></ul><ul><li>Virtual Tour </li></ul><ul><li>Home Stories Video </li></ul><ul><li>Video Showcase </li></ul>Buyer Inquiries <ul><li>WIDE AREA CAMPAIGN </li></ul><ul><li>Buyer Delivery System </li></ul><ul><li>$4.3M marketing / advertising </li></ul><ul><li>Full page targeted newspaper ads </li></ul><ul><li>Targeted magazine advertising </li></ul><ul><li>First Team Home Buyer’s Magazine </li></ul><ul><li>“ Sneak Preview” </li></ul><ul><li>Digital Media </li></ul><ul><li>Broad Internet placement </li></ul>123 Anywhere Lane Orange County, CA 92807

Goals/Services MARKET SCENARIO <ul><li>Traditional Offerings
</li></ul><ul><li>MLS listing </li></ul><ul><li>Signage </li></ul><ul><li>Flyers </li></ul><ul><li>Open house </li></ul><ul><li>Contracts, Disclosures </li></ul><ul><li>Escrow, Lending, Title </li></ul>SOLD!

Goals/Services MARKET SCENARIO <ul><li>Core Offerings
</li></ul><ul><li>Traditional offerings and… </li></ul><ul><li>Direct mail </li></ul><ul><li>Newspaper </li></ul><ul><li>Home Buyer Magazine cross-sell </li></ul><ul><li>Call tracking system </li></ul><ul><li>Virtual Tour </li></ul><ul><li>Traditional Offerings </li></ul><ul><li>MLS listing </li></ul><ul><li>Signage </li></ul><ul><li>Flyers </li></ul><ul><li>Open house </li></ul><ul><li>Contracts, Disclosures </li></ul><ul><li>Escrow, Lending, Title </li></ul>SOLD!

Goals/Services MARKET SCENARIO <ul><li>Standard Service
</li></ul><ul><li>Core offerings and… </li></ul><ul><li>videoHomeStories™ video </li></ul><ul><li>Core Offerings </li></ul><ul><li>Traditional offerings and… </li></ul><ul><li>Direct mail </li></ul><ul><li>Newspaper </li></ul><ul><li>Home Buyer Magazine cross-sell </li></ul><ul><li>Call tracking system </li></ul><ul><li>Virtual Tour </li></ul><ul><li>Traditional Offerings </li></ul><ul><li>MLS listing </li></ul><ul><li>Signage </li></ul><ul><li>Flyers </li></ul><ul><li>Open house </li></ul><ul><li>Contracts, Disclosures </li></ul><ul><li>Escrow, Lending, Title </li></ul>SOLD! <ul><li>DVD - Showings - Open houses - x 20 copies (Premium) </li></ul><ul><li>Web video w/ dedicated web page - includes sign rider - “www.2347Patos.com” </li></ul>

Goals/Services MARKET SCENARIO Pre-list (e.g.):
$420,000 Actual list: $420,000 Buyer: “Competitive bid?” <ul><li>Premium Service </li></ul><ul><li>Standard services and… </li></ul><ul><li>keyword advertising </li></ul><ul><li>listing </li></ul><ul><li>Home Buyer Magazine Submission with neighborhood distribution </li></ul><ul><li>Home Stories™ neighborhood distribution DVD x 100 </li></ul><ul><li>Standard Service </li></ul><ul><li>Core Offerings and… </li></ul><ul><li>videoHomeStories™ video </li></ul><ul><li>Core Offerings </li></ul><ul><li>Traditional offerings and… </li></ul><ul><li>Direct mail </li></ul><ul><li>Newspaper </li></ul><ul><li>Home Buyer Magazine cross-sell </li></ul><ul><li>Call tracking system </li></ul><ul><li>Virtual Tour </li></ul><ul><li>Traditional Offerings </li></ul><ul><li>MLS listing </li></ul><ul><li>Signage </li></ul><ul><li>Flyers </li></ul><ul><li>Open house </li></ul><ul><li>Contracts, Disclosures </li></ul><ul><li>Escrow, Lending, Title services </li></ul>SOLD! <ul><li>DVD - For Showings - For Open houses - x20 copies (Note: Premium only) </li></ul><ul><li>Web video w/ dedicated web page - includes sign rider - “www.2347Patos.com” </li></ul>

“ Dare to Compare” <ul><li>$4
million annual advertising budget </li></ul><ul><li>6,000 buyer calls monthly </li></ul><ul><li>10,000 unique web site visitors monthly </li></ul><ul><li>Full color HomeBuyer Magazine with one-agent point of contact </li></ul><ul><li>Multiple Full Color Ads Weekly Including: </li></ul><ul><ul><li>Orange County Register (Every Saturday and Sunday) </li></ul></ul><ul><ul><li>Los Angeles Times (3 Every Saturday and 2 Every Sunday) </li></ul></ul><ul><ul><li>Long Beach Press Telegram </li></ul></ul><ul><ul><li>North County News </li></ul></ul><ul><li>Over 2000 agents focused on “team selling” </li></ul><ul><li>Over 30 networked offices with high-speed wireless infrastructure capability </li></ul><ul><li>Inbound call capture system </li></ul><ul><ul><li>One database for all ad calls received </li></ul></ul><ul><ul><li>Daily reporting on “hi-pot” (high potential) buyers </li></ul></ul><ul><li>Demographic database for target marketing </li></ul><ul><li>Buyer-focused (vs. Seller-focused) marketing system </li></ul><ul><li>Technically-adept marketing team </li></ul><ul><ul><li>Rapid deployment </li></ul></ul><ul><ul><li>In-house Design, Production, Video post-production, Printing & Distribution </li></ul></ul><ul><ul><li>Virtual tours – immediate turnaround </li></ul></ul><ul><ul><li>Video HomeStories™ Video </li></ul></ul><ul><ul><li>Internet including: Multi-site Web placement, Virtual Tours, placement, keyword advertising </li></ul></ul><ul><ul><li>Traditional media including: MLS, direct mail, Open House, Sign Placement, Telephone </li></ul></ul><ul><li>“ $100,000 Challenge” </li></ul><ul><li>Corporate structure vs. “ independently operated ” franchise </li></ul>

Marketing Calendar <ul><li>Now </li></ul><ul><li>Hiring agreement
</li></ul><ul><ul><li>Home doesn’t open to public until you’re ready </li></ul></ul><ul><ul><li>Agency disclosure </li></ul></ul><ul><ul><li>Hiring agreement </li></ul></ul><ul><ul><li>Verify loan information/short payoff? </li></ul></ul><ul><li>Market analysis </li></ul><ul><li>Document features and amenities to highlight in marketing campaign </li></ul><ul><li>Suggestion for property preparation and repairs </li></ul><ul><li>Next Steps </li></ul><ul><li>Deliver required disclosures to Client/Seller </li></ul><ul><ul><li>TDS, Statutory disclosures, etc. </li></ul></ul><ul><ul><li>Will client (or tenants) remain in property after COE? </li></ul></ul><ul><li>Obtain key from Client </li></ul><ul><li>Order lockbox and sign </li></ul><ul><li>Prepare listing information sheet </li></ul><ul><li>Place listing in MLS </li></ul><ul><li>Prepare ads </li></ul><ul><li>Prepare listing flyer </li></ul><ul><li>Prepare digital media </li></ul><ul><ul><li>Digital pictures </li></ul></ul><ul><ul><li>Virtual tour </li></ul></ul><ul><ul><li>Web site preparation </li></ul></ul><ul><li>Upload digital media to internet </li></ul><ul><li>Schedule Open House </li></ul><ul><li>Schedule office caravan and broker’s tour </li></ul><ul><ul><li>Updates to Client following </li></ul></ul>

Marketing Calendar Days After Client
Acceptance <ul><li>Hiring agreement </li></ul><ul><li>Market analysis </li></ul><ul><li>Features list </li></ul><ul><li>Prep-for-Sale consultation </li></ul><ul><li>Legal disclosures </li></ul><ul><li>Keys </li></ul><ul><li>Prep. listing info. </li></ul><ul><li>Post MLS </li></ul><ul><li>Ordr lockbox; sign </li></ul><ul><li>Sched. “Caravan” and/or Broker’s Tour </li></ul><ul><li>Submit for “Press Release,”HB Mag., Homefinder* </li></ul><ul><li>Prep. DM campaign </li></ul><ul><li>Digital media & Property Collateral </li></ul><ul><li>Internet placement </li></ul><ul><li>Prep for Open House </li></ul>Preparation Mktg. Event/Milestone Recurring checkpoint * “HomeFinder,” Press Releases, & Home Buyer Magazine placement subject to space availability 4 3 2 1 30 29 28 27 26 25 24 23 22 21 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 0

Marketing Calendar Days After Client
Acceptance <ul><li>Hiring agreement </li></ul><ul><li>Market analysis </li></ul><ul><li>Features list </li></ul><ul><li>Prep-for-Sale consultation </li></ul><ul><li>Legal disclosures </li></ul><ul><li>Keys </li></ul><ul><li>Prep. listing info. </li></ul><ul><li>Post MLS </li></ul><ul><li>Ordr lockbox; sign </li></ul><ul><li>Sched. “Caravan” and/or Broker’s Tour </li></ul><ul><li>Submit for “Press Release,”HB Mag., Homefinder* </li></ul><ul><li>Prep. DM campaign </li></ul><ul><li>Digital media & Property Collateral </li></ul><ul><li>Internet placement </li></ul><ul><li>Prep for Open House </li></ul>Preparation Mktg. Event/Milestone Recurring checkpoint <ul><li>Dir. Mail: “Just Listed…” </li></ul><ul><li>Newsletter campaign </li></ul><ul><li>FT Offc “Caravan” </li></ul><ul><li>Open House </li></ul><ul><li>Broker’s Tour </li></ul><ul><li>Flyer drop: “Open House” (neighborhood) </li></ul><ul><li>Flyer drop: “Open House” (neighborhood) </li></ul><ul><li>Open House </li></ul><ul><li>Org Cnty Reg: “Open House Sunday” </li></ul><ul><li>Targeted Outbound calls / email </li></ul><ul><li>Open House </li></ul><ul><li>Targeted Dir. Mail: “Just Listed / Open House” </li></ul><ul><li>Open House </li></ul><ul><li>eNewsletter campaign </li></ul>* “HomeFinder,” Press Releases, & Home Buyer Magazine placement subject to space availability <ul><li>Targeted Dir. Mail: “Featured listing…” </li></ul><ul><li>“ Homefinder” (projected) </li></ul><ul><li>Targeted Outbound Calls </li></ul><ul><li>Targeted Outbound Calls </li></ul><ul><li>Targeted Outbound Calls </li></ul>4 3 2 1 30 29 28 27 26 25 24 23 22 21 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 0

Marketing Calendar Days After Client
Acceptance <ul><li>Hiring agreement </li></ul><ul><li>Market analysis </li></ul><ul><li>Features list </li></ul><ul><li>Prep-for-Sale consultation </li></ul><ul><li>Legal disclosures </li></ul><ul><li>Keys </li></ul><ul><li>Prep. listing info. </li></ul><ul><li>Post MLS </li></ul><ul><li>Ordr lockbox; sign </li></ul><ul><li>Sched. “Caravan” and/or Broker’s Tour </li></ul><ul><li>Submit for “Press Release,”HB Mag., Homefinder* </li></ul><ul><li>Prep. DM campaign </li></ul><ul><li>Digital media & Property Collateral </li></ul><ul><li>Internet placement </li></ul><ul><li>Prep for Open House </li></ul>Preparation Mktg. Event/Milestone Recurring checkpoint <ul><li>Dir. Mail: “Just Listed…” </li></ul><ul><li>Newsletter campaign </li></ul><ul><li>FT Offc “Caravan” </li></ul><ul><li>Open House </li></ul><ul><li>Client Checkpoint </li></ul><ul><li>Agt. Feedback Rqst. & Follow up </li></ul><ul><li>Broker’s Tour </li></ul><ul><li>Flyer drop: “Open House” (neighborhood) </li></ul><ul><li>Agt. Feedback Rqst. & Follow up </li></ul><ul><li>Agt. Feedback Rqst. & Follow up </li></ul><ul><li>Agt. Feedback Rqst. & Follow up </li></ul><ul><li>Flyer drop: “Open House” (neighborhood) </li></ul><ul><li>Open House </li></ul><ul><li>Org Cnty Reg: “Open House Sunday” </li></ul><ul><li>Targeted Outbound calls / email </li></ul><ul><li>Open House </li></ul><ul><li>Targeted Dir. Mail: “Just Listed / Open House” </li></ul><ul><li>Client Checkpoint </li></ul><ul><li>Client Checkpoint </li></ul><ul><li>Open House </li></ul><ul><li>Client Checkpoint </li></ul><ul><li>eNewsletter campaign </li></ul>* “HomeFinder,” Press Releases, & Home Buyer Magazine placement subject to space availability <ul><li>Targeted Dir. Mail: “Featured listing…” </li></ul><ul><li>“ Homefinder” (projected) </li></ul><ul><li>Targeted Outbound Calls </li></ul><ul><li>Targeted Outbound Calls </li></ul><ul><li>Targeted Outbound Calls </li></ul>4 3 2 1 30 29 28 27 26 25 24 23 22 21 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 0

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