Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
Our Guide To Maximising Your Selling Price<br />
Raine&Horne Palm Beach/Avalon
Our Guide to Maximising Your Sellling Price<br />
The R&H<br />
Brand<br />
<strong>Pre</strong>senting<br />
your Property<br />
Pricing your<br />
Property<br />
Method<br />
of Sale<br />
Marketing<br />
your Property<br />
Choosing<br />
an Agent
The value of a premium brand<br />
1
Partnering with a premium brand will acheive the<br />
best possible result for your property<br />
OUR NETWORK<br />
Clients benefit from the extensive Raine&Horne buyer database and marketing strength.<br />
Your property is marketed locally, regionally, nationally and internationally giving your property huge exposure.<br />
BRAND RECOGNITION<br />
Raine&Horne is a powerful, widely respected super brand associated with experience and quality service.<br />
Your property will be seen by more buyers because of the reach and power of the brand.<br />
EXPERIENCE<br />
Since 1883, Raine&Horne has had one of the highest nationwide sales turnovers in the industry.<br />
Our agents are highly experienced which allows them to confidently negotiate the best possible price for you.<br />
REPUTATION<br />
Raine&Horne is an established, trusted and valued brand to partner with.<br />
Partnering with Raine&Horne gives buyers confidence they will receive the best service.<br />
STRONG LOCAL PRESENCE<br />
Our agency has been operating for over 40 years & has been under the leadership of Glenn Lee for the past 17 years.<br />
Our agents have expert knowledge of the local market - its trends, current activity and future forecasts.<br />
© copyright Raine & Horne Palm Beach/Avalon 2016<br />
2
Our results speak for themselves. We enjoy a dominant local<br />
market share and have access to more buyers.<br />
A reliable and personalised service<br />
Raine&Horne Palm Beach/Avalon are a focused, boutique agency with a large franchise backbone.<br />
Strong track record of negotiation<br />
High performing agency with track record of consistently breaking street and suburb records.<br />
High national performance<br />
Our agents have been consistently positioned in the top 5 performers across the Raine & Horne network.<br />
We have consistent, results driven salespeople<br />
Positioned in the top 3 agencies from Palm Beach to Newport and No 1 for per capita sales.<br />
Reliable, trusted and recommended<br />
Highly recommended and high referral business according to the online rating website www.ratemyagent.com.au.<br />
Extensive database<br />
Owning the franchise from Newport to Palm Beach increases our catchment area for buyers.<br />
The best service<br />
Raine&Horne Palm Beach/Avalon has the highest conversion rate of listing to sale in Palm Beach.<br />
© copyright Raine & Horne Palm Beach/Avalon 2016<br />
3
Why Raine&Horne Palm Beach/Avalon<br />
From Left: David Eden, Stephanie Watts, Danielle Forde, Glenn Lee, Rebecca Lee, Alison Bennett, Natalie Jones, James Baker<br />
4
How to present your home<br />
5
This is definitely one of the most important elements of<br />
marketing<br />
<strong>Pre</strong>sentation is not just about a clean, minimalist home but how it flows, smells and feels. Saturday inspections for<br />
buyers are frantic, spent running from one house to the next. Decisions are normally made very quickly.<br />
“This house has a lovely feel”<br />
Buyers need to experience your home and this starts as they arrive outside the property and continues through<br />
from the entrance to the back garden.<br />
Vendors typically achieve the best return on investment from landscape gardening, repositioning of furniture, a<br />
“freshen up” with paint or a “soft - wash” on the exterior of the house.<br />
In some cases we engage the services of a stylist or interior designer to provide our clients with advice on what will<br />
best appeal to the senses of prospective purchasers.<br />
Engaging the emotions of buyers creates a sense of attachment to your home and price becomes less important.<br />
© copyright Raine & Horne Palm Beach/Avalon 2016<br />
6
Achieving the best price<br />
7
Achieving the best result doesn’t happen by accident. Choosing<br />
the right agent can make a big difference to your sale price.<br />
It starts with positioning the price correctly. Raine&Horne has exclusive tools and strategies that give you the best<br />
opportunity to achieve a premium sale price.<br />
Firstly, we work off recent comparable sales in the immediate area to create a strong foundation for your asking<br />
price. 95% of today’s buyers have access to online market housing data.<br />
The secret therefore to achieving the best result is strategically pricing the property so that it presents current<br />
market value and buyers put it on their short list to inspect.<br />
Buyers start the purchasing process logically and end the process making emotional decisions. Once a buyer<br />
becomes emotionally attached then it becomes a lifestyle decision rather than a dollar transaction.<br />
In many cases buyers spend 10-15% more than their original “logical” budget.<br />
If the property is priced correctly you will create competition between buyers and achieve the best possible price.<br />
It is critical to understand that if a property is overpriced it will prevent buyers moving to the emotional part of the<br />
process as their logic is still in control. They may not even bother inspecting the property.<br />
There is normally a flurry of buyer activity around new listings for a period of 4-6 weeks.<br />
We therefore need to ensure we get the price right in week 1.<br />
8<br />
© copyright Raine & Horne Palm Beach/Avalon 2016
Choosing the best method of sale<br />
9
Auction or Private Treaty ?<br />
Auction<br />
There are several benefits to choosing the auction process to sell your property.<br />
Sense of Urgency: Auction creates a sense of urgency due to there being a set ‘end date’ for the sale of the property and<br />
this compels potential buyers to make a decision on the day.<br />
Competition Amongst Buyers: At an auction, competitive bidding amongst potential buyers means that the selling<br />
price often exceeds the expected value of the property, maximising the sale price for the seller.<br />
Reserve Price Protection: An auction provides sellers with protection in the form of a reserve price. This means that<br />
your property will not sell unless bidding reaches a pre-agreed level.<br />
Set Terms: Auctions are suited to situations where the owner wants an unconditional sale (no cooling off at auction)<br />
or wishes to set specific terms of sale, such as settlement terms to suit the vendor.<br />
You are in the best hands in the business with our auctioneers. Auctionworks has consistently been recognised as one<br />
of Australia’s leaders in the auctioneering. Their professional and ethical style achieves exceptional results for our<br />
clients time and time again.<br />
A successful auction also depends heavily upon the venue. Auctionworks is an on-site and in-rooms specialist.<br />
Private Treaty<br />
This method is used effectively when the property is easy to price and there are recent comparables in a close vicinity.<br />
If the agent and owners are able to agree on an accurate estimation of the property then this is the right methodology<br />
to take.<br />
The private treaty process is received well by the market place as it gives total clarity on what you are asking<br />
for the property. There is however the danger of devaluing the property by either under-pricing or over-pricing.<br />
10<br />
© copyright Raine & Horne Palm Beach/Avalon 2016
We aim to provide maximum exposure for your property through<br />
a targeted integrated, marketing campaign.<br />
The marketing campaign for your property should be viewed like a product launch. The simple goal is to attract as<br />
many capable buyers to your property as possible in a concentrated time period.<br />
You are in competition with the other properties on the market and it is our job to ensure that you stand out and<br />
buyers put your property on their short list.<br />
The catalyst to fuel a good campaign is excellent photography that reflects the key features and aspects of the<br />
property.<br />
Frequency and reach are two words that have a lot of meaning in marketing. The higher the frequency and the<br />
further the reach will result in more inspections. It is a simple formula.<br />
Every property is different and we also understand that our clients want to see return on investment.<br />
For this reason we will tailor the right campaign for your budget and property.<br />
Marketing isn’t just advertising, it also consists of:<br />
• Your agent’s database capabilities<br />
• Your internet strategy<br />
• Your agents buyer networking capabilities and organisation size<br />
• Advertising<br />
• Signage and brochures<br />
• Branding<br />
11<br />
© copyright Raine & Horne Palm Beach/Avalon 2016
Targeted Marketing = Results<br />
12
We pride ourselves on our service to our clients which is recognised<br />
through our high levels of repeat business, excellent results & client<br />
testimonials.<br />
What sets Raine&Horne Palm Beach/Avalon apart is the fact we have streamlined our business so that our agents<br />
are 100% focused on selling your home and are not distracted by administration and back end operations.<br />
Our team includes a dedicated marketing manager, a team PA and individual agent PAs that assist at every open<br />
home and support buyer follow up calls. Our extended team include trusted photographers, video producers,<br />
copywriters, digital floorplanners, stylists, painters, landscapers and tradespeople to ensure the hidden value in<br />
your property is maximised.<br />
What does this mean for you?<br />
• Your property will be showcased with world class marketing<br />
• Excellent service at your open homes, more security for your personal belongings, extended open homes for<br />
late arrivals and an agent focused on selling not data collection<br />
• Comprehensive client reports produced every week which include all the buyer feedback, contracts taken,<br />
• internet statistics and a summary of how the campaign is progressing<br />
• An agent that is focused on selling, cross-polinating buyers to your home and negotiating the best possible<br />
price for your property<br />
Working with a team that has sold over $1 billion in sales you can be assured that we will tailor the service to meet<br />
your needs and to maximise the selling result for your home.<br />
© copyright Raine & Horne Palm Beach/Avalon 2016<br />
13
The <strong>Pre</strong>mium Service<br />
Glenn Lee’s team James Baker’s team David Eden’s team<br />
“Glenn and his team managed the<br />
sale of our house brilliantly”<br />
“James and his team were the<br />
consummate professionals”<br />
“The service I received from David<br />
was faultless”<br />
“The auction result far exceeded<br />
our expectations”<br />
“James builds trust and<br />
confidence immediately”<br />
“David has a rare combination of<br />
integrity, trust and service excellence”<br />
“Glenn was always ethical &<br />
honest at all times”<br />
“James’expert use of the market<br />
analysis was spot on”<br />
“You are fantastic. You did such a great<br />
job of selling our house .... once again”<br />
“The marketing program was well<br />
planned and flawlessly executed”<br />
“Thanks for the amazing result you<br />
achieved in selling our house”<br />
“David is very professional, inspires<br />
confidence, and works very hard”<br />
14
Raine&Horne Palm Beach/Avalon<br />
1093 Barrenjoey Road<br />
Palm Beach NSW 2108<br />
www.palmbeachrealestate.com.au<br />
Phone: 02 9974 4311<br />
© copyright Raine & Horne Palm Beach/Avalon 2016<br />
16
Raine&Horne Palm Beach/Avalon 1093 Barrenjoey Road, Palm Beach Ph: 02 9974 4311<br />
© copyright Raine & Horne Palm Beach/Avalon 2016
Change language