My Premium Listing Service Plan

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WHAT GETS MEASURED GETS DONE. The long part of my experience is retail marketing of residential property. But, I listed properties exclusively for banks for five years and the banks don’t like to play. They only list property with experienced agents through expensive membership portals via overworked asset managers with no sense of humor. They tell you what they want and they want it all, right now. And, they want date stamped photos and quick documentation proving it was done. When everything is done to their specs, they’re most accommodating. That unique all day, everyday job training was valuable. My work ethic is solid and focused from that experience and I’m equal to the task of high end seller representation.

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I submit the comprehensive, activity based marketing plan below. Some of it is typical. The bulk of it is my own. It’s not a list of what I could do. It’s a task/activity/marketing service plan for what will be done. Much of it takes place in the first week. If it sells in two days, no matter. It gets done anyway. Nothing keeps an under contract buyer and their agent on track better than continuous, visible marketing until closing day.

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 The Central Arkansas market has mostly returned to balance with days on market and inventory levels finally increasing. The 2020 plan for a fast stick in the yard and the MLS bringing a crowd the same day are no more. I built this plan over time for expired listings originally. It’s the action plan everyone deserves from the start. Buyers will pay your value when that value is supported and heavily promoted.

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1. INITIAL INSTALL & SETUP: Attach a SUPRA lock-box linked by address and listing number, set per your preferred showing instructions. Communications set for all key-box and showing activity data going to the seller. The lock-box activity history, all data during the listing is on record if needed. It’s a safe, effective and reliable system. More details below in item 4. Install a big, clean, CBRPM yard sign, empty brochure box attached. Shortly, the sign is updated with various riders, printed color brochures added to the box. QR code sign decals lead prospects to a single property web page 24 hours a day. A unique down facing solar light highlights it well at night. It’s just enough light to cast a glow on the sign. It’s a small feature, but a point of difference. Many of my marketing efforts are focused on small, but effective points of difference. When signs lean, fall or need attention after storms…whatever, I’m there. It should always look like it was just put in the ground. That sign is the oldest form of RE advertising, but still necessary and very effective. I use it for every advantage it offers.

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2. Schedule, complete initial interior/exterior photos. CARMLS allows up to 50 photos. We get many more allowing for the very best to be featured now and extras for some updates keep the listing fresh. Branded and unbranded virtual tour uploads will be completed and promoted. That timing is during the first 7 days or earlier as vendors can complete. The level of tech and/or overhead type services depends on the site size and stature of the property. A conversation is best to agree on the details.

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3. Deliver to seller printed copies of ALL completed forms, documents and email a PDF of the same to the seller within 24 hours. Some distant, out of area clients receive hard copies by USPS priority mail. It’s basic, but one of the AREC complaints is non-receipt of these records. Future generated documents are emailed quickly to a client and any third parties that require them. Every process I have is custom planned in a CRM that reminds me hourly of all that I have done and what I have to do based on the promises I make here.

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4. Establish showing instructions with Showingtime. It’s a dedicated showing service for buyer showing appointments. The data we get from my membership allows me to follow up and market a property to agents in that system. It’s a gem of a marketing tool and very few use the marketing available there for a seller. Most just use it for scheduling a buyer showing. They convey any instructions regarding pets, limitations, etc. to the showing agent, confirm seller approval and keep us both informed. We’re ready to go live now as the listing is entered in the CARMLS system. The live listing is sent right away to the seller as it won’t show up in other places for hours or even a day. From there it posts, syndicates to fifty or more portals. Data migration to these sites never seems to be 100% accurate. The information about the property is always considered reliable, but not guaranteed. Any edits or additions get corrected quickly. The new listing will now auto generate a huge variety of Coldwell Banker marketing pieces.

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5. Print listing brochures and add them to the already installed sign box, interior brochure stand, send as PDF where it fits and where the opportunity is right. It’s traditional stuff, but still very effective. I carry some for every listing in my vehicle for agent mailboxes when I have need to stop in at other offices. These remain available, updated through closing regardless of any pending status. When they get wet or weathered I replace them. They include a QR code leading to all the property pics and data. Email blast a different brochure via RED LETTER SOLUTIONS to my entire local REALTOR board membership. They are a local, subscription service for “agent to agent” type marketing primarily. I tend to open everything I get from them.

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6. Post new, ongoing ads to Facebook, LinkedIn and other online groups there where it’s allowed & encouraged. The best visibility is sometimes within private, local Facebook agent groups where agents share buyer needs and seller offerings. New online marketing opportunities are always coming along and seller ideas are always welcome.

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7. Generate 3rd party vendor supplied printed “just listed” cards to the immediate neighborhood. Some homes are eventually sold to friends, family or coworkers of neighbors in the area. I usually mail 100, more if an immediate neighborhood is dense. The same theme will be used for printed door hangers. I will personally walk and hang a minimum of 50 to the closest homes by proximity. Every marketing campaign I deploy includes the same piece sent to the seller. You know what I’m doing and when it was done.

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8. Purchase a single property landing page website. It’s a useful digital asset that might feature some different photos/perspective than so many websites all feeding from the same MLS data. A QR code for this site is used on the sign, the brochures, door hangers, etc. It’s one more visible effort to promote and separate from the active competition. The seller receives a copy of every marketing piece or link used for the listing. Of course, the listing will auto-populate on my website and CBRPM pages. The sheer size and long reach of Coldwell Banker as a brand brings inquiries and lots of them. I get online buyer leads by text almost daily.

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9. Identify in CARMLS the local listing agents with similar priced, area active listings and begin an email, phone campaign to this them specifically…because they’re special! They get calls/leads from their similar listings that often turn into a showing, but it’s just not the right house for so many reasons and the agent hopes to show them other homes. Your home and their listing will have some similar characteristics and are top of mind from that sort of silent but regular marketing. These same listing agents become even better help if their listing sells, has pending status or even recently closed. They still get leads from residual ads with no listing now, so here we go. This agent list grows when new similar listings appear. I know this to be very, very effective and it’s an overlooked easy marketing reach. I started doing this with bank listings and it works. You may notice by now that I market to cooperating agents as heavily as to buyers. It’s not so much my job to sell a property as it is to see that it gets sold.

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10. Notify, request some local lenders with an active online presence to like and share our new listing on their pages. It’s just one more fast marketing method for online awareness of the property. Most lenders are happy to do it. Even a few home inspectors I know feature new listings by random agents on their own Facebook page for general promotion. With so many vendors are reaching to me wanting business I’m getting in “my own ask” for them to share something for our listing. It’s so easy for them to do anyway.

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11. Identify buyer prospects in database with similar ongoing searches and email or text listing links with current “cost to own it” estimates. Agents like to say that you only need one person, the right person to buy. I want to create a buzz around the property and position the home as the obvious choice vs. competing homes generating multiple inquiries and buyer interest in a short span of time. I get buyer leads/inquiries from a half dozen or so online sources. Some are more reliable than others and CBRPM provides leads as well. And, I maintain a highly rated IDX home search page at the top of my Facebook Business page. That fast, accurate search tab is popular. In addition, new organic interest from the new listing itself keeps our listing positioned to sell.

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12. Message a brochure for our new listing to the subdivision POA/HOA, if applicable and where a list can be obtained. The homeowner can assist here by providing or requesting a membership list from their association if willing to do so. If not, I can double down on some neighborhood outreach in another manner. This is a similar, but added round of the “just listed” marketing noted in #7.

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13. Establish prelim agreement, discuss logistics of 1st open house if seller favors that event, some do not. I’m in and “it’s on” if that service is preferred. Any such event is always at best seller convenience, broker date availability.
✅ Add sign rider advertising open house usually on Tuesday for the weekend to increase interest from those passing the sign all week. The sign rider can also increase phone inquiries during that week. Saturday open houses are just as effective in my opinion. Even late weekday afternoons at rush hour will bring visitors. Sometimes, different is better.
✅Obviously Broker is on site, typically seller is not. It’s kind of the traditional norm. But, I’m a guest too so it’s not set in stone.
✅Online promotion in multiple locations, some agent paid “boost” of event details. Showingtime, LRRA , CARMLS and our company website are primary in getting the word out.
✅Local lender provided current “costs to own brochures”. Basically, it’s a current rate net sheet for a buyer on that specific home.
✅A targeted text and email campaign to buyers in database, email PDF blast via Red Letter Solutions to entire local REALTOR Association membership is usually complete mid week.
✅Prominent sign placement early morning of open house or sometimes the evening prior, not last minute “throw em out” on the hurried way to the event, which is more agent typical. That early effort increases attendance. Just FYI, local ordinances or POA guidelines can sometimes limit sign placement. With all the available venues for ads, signs still get the win for bringing visitors.

✅I take careful and diligent efforts to document contact details for visitors, but it can’t be guaranteed. I take my temporary caretaker duties seriously while in your home, but the open invite to the public can throw curves. Someone can and often will log fake details on a sign in form. It’s still a big honor system on that front. A Broker must walk that tight line of duty to the homeowner and polite treatment of the people in attendance. Fortunately, I don’t yet have any serious personal horror stories from my 20+ years, aside from fracturing my own knee in two places while holding an open house years ago. Yes, I did that.
✅ I often bring a cooler with bottled water, sodas with seller approval and on occasion, snacks may show up as well.

🎯 14. Home feature/information binder created to display inside the home. Room measurements, surveys, disclosures, highlighted improvements. I’m open to new ideas for items to include in this stand up type ad binder that gets viewed often.
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Attach colorful reminder sheets placed prominently, usually on a wall next to entry, exit doors based on each particular home situation to alert showing agents about any special instructions: EXAMPLE: Thanks for showing this home today! Please remember to lock all entry doors when you leave, Please leave a business card and Thanks in advance for providing some feedback after the showing to the listing agent! Seller preferred requirements if any can be added to this posted notice. This simple item has proven useful in preventing issues before they occur. Showing agents, myself included can be hurried and overlook simple measures when leaving.

🎯 15. Install a courtesy “sanitation station” to include a foot operated trash can, decorative metal tray with pump type hand sanitizer, sanitizing wipes, disposable masks, and rubber gloves for those interested or in need. It’s a courtesy offering to both the homeowner and the visitors. It can show care and consideration by the seller and It’s still popular, but these items are certainly optional or excluded at your discretion.

🎯 16. Identify 200+ close proximity rental properties with similar monthly rent vs. our new listing for a targeted mailing to be mailed in the first 10 days. These local renters already live nearby, maybe with a desire to live in the same area going forward. Search criteria for the mailing list might only include renters with a 700 or higher credit score. The direct mail vendor I use can identify many specific demographic points.

🎯 17. Begin a custom, ongoing search
direct from CARMLS by email to the seller/homeowner client showing all relevant competing listing activity: New, Pending, Sold, Back on market, Reduced, Expired & Withdrawn using the same basic criteria utilized in establishing our initial list price. At this point the MLS public remarks/photos from the initial listing will be reviewed and updated to make it fresh, even considering it’s still week one. It’s always interesting to see the 45 day old listing with MLS remarks like…”Better hurry! It will sell fast!” Updated remarks are ongoing and seller feedback and suggestions are welcomed.

🎯 18. Identify 200+ close proximity rental properties with similar monthly rent vs. our new listing for a targeted mailing to be mailed in the first 10 days. These local renters already live nearby, maybe with a desire to live in the same area going forward. Search criteria for the mailing list might only include renters with a 700 or higher credit score. The direct mail vendor I use can identify many specific demographic points.

🎯 19. Provide prelim property data to a preferred or seller selected title company for an early start. POA information, termite, homeowner insurance, current mortgage details are a very short list. We post any POA or similar costs and payment schedules and include in fields for the listing so buyer agents and clients can show with solid data and confidence. or any outstanding fees are often overlooked until it becomes an emergency at the end. Buyer lender will expect/require accounting on the settlement statement before issuing buyer closing docs for the closing day event.

You want to leave the closing with no loose ends, no outstanding tax liability, no bills aside from residual utilities, no after the close frantic contact by the buyer or their agent…no worries. Even small, but typical inquiries like…What about remotes? Why is there no recycling bin left? Why didn’t the owner mow the lawn one last time? Every last detail like this will be answered by me before they have to ask because when we deal from abundance throughout it all goes better. If I don’t know, I’ll find out quick and quiet that issue. Total accountability served up for the peaceful good of everyone involved.

🎯 20. Contact seller termite company or new vendor early, not late to schedule inspection for the future buyer/lender required clearance letter. If you’re currently out of contract or never a contract it’s we should involve three or more companies for the best clearance letter quotes we can obtain, final selection made by the seller. Meeting and getting access for related vendors is a part of my service and done at the best convenience for the homeowner. On receipt of price estimates it’s easy to pick one and know it’s in place.

Despite termite related problems that are still heard often and recently of pending sales gone bad towards the end, so many still don’t bother with this until they’re far into a sale. Getting it done long before and buyer buyer home inspection greatly simplifies any potential repair negotiations. The upfront completion offers confidence from a buyer and peace for the seller. Termites thrive in the humid Arkansas climate. Virtually ALL written buyer offers will default to a SELLER paid/provided termite clearance letter. Few lenders will finance a home without a policy.

🎯21. Provide/promote new listing information to specific local agents and staff that handle almost exclusively relocation buyers for inclusion in possible correspondence, welcome packets and the like.

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🎯 22. Create CRM, Form Simplicity and Dotloop files for the listing with all related documents, photos and more. Client communication, tasks, property marketing, online ad results, inquiries showing data, agent feedback and required compliance on everything I do relating to a client, listing or transaction can be measured and verified done.

Our local firm is unique in its dedicated, DAILY oversight of files and transactions for the good of the client. At times, it’s maddening! It’s necessary though and it keeps me accountable, on task and reduces liability for us both.

🎯 24. FREE BASIC LAWNCARE:
This is provided for typical city lot sized or smaller subdivision properties. Inspect grounds, form a plan and schedule first initial lawn care/cleanup to be completed by listing agent or vendor, hopefully prior to the third party vendor marketing photos are completed. Ongoing service provided twice per month during the listing period all the way to closing. That’s right, complimentary lawn care. That’s in addition to a list of services above that I guarantee in writing to be completed.

I’m gonna spend a certain amount of time and money regardless because commission is a big expense to a seller. Nothing keeps a buyer and their agent honest and in the game like knowing the seller is always seeking interest and potential backup offers. It’s the only way I know.

🎯 25. Physical Home Services as needed at seller request or discretion: Install a dehumidifier on a timer to remove moisture, humidity and “vacant” odors from the home. Place at least two scented plug-ins per floor to freshen the first impression. Install up to 100’ of clear plastic carpet protective film on carpet if needed for new, just cleaned or light color carpet. Add or replace toilet paper in bathrooms, roll of paper towels in kitchen as needed. Install 2 or more bright auto activated solar lights at or near two entrances or gates as best fits the property situation. These items are more typical and automatic provided services provided for a vacant or new construction property. However, they are all available for an occupied home as well.