Marketing Proposal




I have compiled this on line marketing proposal to provide valuable information to you. I am not just in the business of selling real estate, but making you comfortable through the home-selling process. This will assist you in making the right decision on who you will select when making this crucial choice.

Review the following information from the comfort of your home or office, on your schedule, at your convenience.



The History of Mason McDuffie The Internet - The Benefits
FACT SHEET: Resources for the Northern California Network My Commitment to You - Our Professional Relationship
Why Choose Prudential California Realty? The Multiple Listing Service
Signage The Seller's Role
My Role as Your Sales Representative Showing Your Home
Who Pays What? Seller or Buyer? Factors Leading to a Sale of Your Home
Marketing Your Property Pricing - Determining the Price
National and International Advertising The Danger of Over Pricing
Relocation & Referral Services Managing Your Transaction

Pledge of Performance - My commitment to you. I will always represent your best interest. I will keep in touch with you regularly. I will do everything possible to sell your home as quickly as possible at the best possible price.

Mason McDuffie heritage began with the founding of Mason-McDuffie Real Estate in 1887. History BuildingGenerations of Bay Area residents have relied on the service, integrity and proven ability of our real estate specialists. Joseph Mason founded the company, opening a one-man real estate and insurance business with offices in Berkeley and San Francisco. After Duncan McDuffie joined Mr. Mason in 1905, the company pioneered the "planned unit development" concept, creating the beautiful Claremont, Northbrae and St. Francis Wood residence parks. Utilizing the talents of such distinguished local architects as John Galen Howard, Henry Gutterson, and the firm of Omstead Brothers, Mason-McDuffie garnered awards and national attention for their innovative use of green belts, contoured roads and underground utilities. In 1997, Mason-McDuffie joined the Prudential Real Estate Network, and in 2010, transitioned back to our roots, aligned with Better Homes and Gardens. Our company is 19th largest real estate services firm in the nation, Number One in the East Bay, and Fourth overall throughout the entire Bay Area.

The Northern California and Northern Nevada network in numbers:

  • 38 Offices
  • 2,000 Sales Associates
  • $2.8 Billion in Sales Volume
  • 76,000 transactions


  • In-house resources include legal counsel, a fully staffed marketing department, a technology and development team and full transaction management.
    The marriage of a lifestyle media brand and legacy real estate company
    Consumers benefit uniquely from our innovative technology, robust business tools and enhanced consumer information to create exceptional real estate experiences. We bring a fresh approach to the business through the universal awareness of the Better Homes and Gardens brand. We are the only real estate company with the ability to market our clients' properties to the 85 million subscribers in the Meredith database, significantly widening exposure for our clients' properties.

    Fully staffed Corporate Marketing and Advertising Department
    We provide materials and programs for our agents that set the industry standard in building client relationships, including a nationally recognized Direct Mail and Advertising program.

    We will market your home tirelessly and systematically
    From the moment you list your home with us until the moment it sells, we will market your home aggressively. We start with sending out alerts to qualified home buyers through our proprietary intranet even before your home hits the Multiple Listing Service (MLS). Other components of our well-oiled marketing machine include eCards, direct mail marketing, mobile texting, web commercials, virtual tours, and more. Our strategic investment in Web 2.0 technologies is redefining the standard for consumer usability, ease and engagement.

    Full Time, Professional Legal Counsel
    Our agents receive advice and guidance for all stages of the real estate transaction

    Friendly, Full-Time, Professional Office Support Staff
    Our support staff receives training that is unmatched in the industry. Our focus is to support our Sales Associates in successfully closing real estate transactions.

    Technology that provides unparalleled exposure for your property
    The Internet isn't just an information source any more. It is where most consumers do their own research. Your property will benefit from the exposure it receives on all of the top consumer real estate websites nationally and internationally. It will also profit from the search engine marketing efforts of our national website bhgrealestate.com, as well as our own local website, bhghome.com, which is consumer friendly and filled with relevant content to engage home buyers and sellers before, during and after the transaction.

    The Home Loan Group
    The Home Loan Group combines the power of the Internet with the personal guidance of a local mortgage professional. Consumers benefit from access to the best loan products and professional advice, all at one convenient location. And, as our "in-house" lender, The Home Loan Group is committed to providing the highest level of service to our buyers and our real estate professionals.

    Relocation Services
    Our affiliation with national broker networks and independent relocation companies supports buyers and sellers that are moving in and out of our marketplace. Over 3000 referral leads are counseled annually and assigned to a specially trained Relocation Specialist. Customized services are geared toward offering clients the broadest range of relocation assistance available.

    *REALTrends Big Broker Survey 2000

    Why should you choose a Prudential Real Estate company over another real estate company?Prudential Rock
    Reputation - For more than 120 years, Prudential has developed a Rock Solid reputation for building and preserving individual security. Global Customer Base - More than 50 million people do business with Prudential - that's one out of every five households. Exposure - Prudential spends more than $90 million annually on brand advertising. Recognition - With so much exposure it's no wonder that 96% of consumers recognize the Prudential name. Network Strength - There are 1,400 Prudential Real Estate member offices in North America with more than 38,000 agents, providing a substantial network of potential homebuyers. High Standards - Not every company is invited to join Prudential Real Estate. It's a highly selective process, and only those companies that measure up to Prudential Real Estate's demanding criteria may become part of the network.

    Our Professional Relationship - An overview of working together. My commitment to you
    Act as your full time professional - evaluating your property, providing marketing exposure, educating and advising you through the process.
    Communicate with you - informing you of changes in the market, providing you with feedback and reviewing marketing strategies.
    Represent you in all aspects of the sale - finding qualified buyers, negotiating, and closing escrow successfully.
    Provide full marketing support - creating a strategy to maximize exposure to your property.
    Working together. Determine the correct price - reviewing a Comparative Market Analysis, determining a pricing strategy, and estimating net proceeds.
    Present your property to its best advantage - preparing your property for sale and relaying feedback from agents.
    Establish the terms of the sale - using innovative incentives to attract buyers in order to obtain the highest possible price for your property.
    Attend to every detail - reviewing documents, discussing disclosures, arranging inspections, guiding the escrow process, and obtaining certifications.

    My Role of Your Sales Representative.
    Selling your home is more than just a financial decision, it's an emotional one. That's why it's so important to choose the right real estate representative - one who's not David Oterojust a "sales person", but one who cares about you and your needs. In order for me to do this successfully,
    I will be:
    Your Marketing Manager
    Your Transaction Coordinator
    Your Community Consultant
    Your Property Specialist
    Your Experienced Negotiator
    Your Trusted Advisor
    Your Real Estate Professional

    Who Pays What
    The Seller Can Usually Expect to Pay for the Following: The Buyer Can Usually Expect to Pay for the Following:

    »  
    Real estate commission
    »  
    Title insurance premiums
    »   Document preparation fee for Deed »   Escrow fee
    »   Documentary transfer tax ($1.10 per $1,000.00 of sales price) »   Document preparation (if applicable)
    »   Any city transfer/conveyance tax (according to contract) »   Notary fees
    »   Any loan fees required by buyer's lender »   Recording charges for all documents in buyer's names
    »   Payoff of all loans in seller's name (or existing loan balance if being assumed by buyer) »   Tax pro-ration (from date of acquisition)
    »   Interest accrued to lender being Homeowner's transfer fee paid off, statement fees, reconveyance fees and any prepayment penalties »   Homeowner's transfer fee
    »   Termite inspection (according to contract) »   All new loan charges (except those required by lender for seller to pay)
    »   Home warranty (according to contract) »   Interest on new loan from date of funding to 30 days prior to first payment date
    »   Any judgements, tax liens, etc. against seller »   Assumption/change of records fees for the takeover of existing loan
    »   Tax pro-ration (for any taxes unpaid at time of transfer of title) »   Beneficiary statement fee for assumption of existing loan
    »   Any unpaid Homeowner's dues »   Inspection fees (roofing, property inspection geological, etc.)
    »   Any and all delinquent taxes »   Home warranty (according to contract)
    »   Notary fees »   City transfer/conveyance tax (according to contract)
    »   Any bonds or assessments (according to contract)    

    Marketing Your Property
    Preparing for the Market
    Decide, with you, when you want to put your home on the market.
    Establish a strategic sales price, based on:

    »  
    Research of comparable properties
    »   Consideration of current local market conditions
    »   Your reasons for selling and your need to have a check in hand by a specific date
    »   Estimate your probable net proceeds.
    »   Advise you on what you can do to make your property more saleable (including feedback from agents and buyers, once your property is on the market).
    Creating Maximum Exposure
    »   Review all necessary paperwork with you
    »   Order Prudential California Realty's distinctive FOR SALE sign to be placed prominently on your property
    »   Install a lock box to make it easy for agents to show your home
    »   Submit your home to the regional Multiple Listing Service for immediate exposure to the real estate community
    »   Arrange for associates from my office and our other branch offices (as well as cooperating brokers in the area) to tour the home; then ask their opinions on the selling price
    »   Develop a flyer/brochure highlighting the features and benefits of your home for cooperating agents and potential buyers
    »   Promote your home at the appropriate Association(s) of Realtors for maximum exposure to other cooperating agents
    »   Hold open houses when appropriate
    »   Contact your neighbors to promote the property
    »   Advertise your property on our regular office schedule
    »   Enlist the help of my network of clients and colleagues by mailing them a special flyer describing your home and asking if they know of possible buyers
    »   Create a dialog with agents who have shown your home to gain valuable feedback.

    National and International Advertising
    Will Prudential Real Estate's exposure help sell your home?
    Prudential spends more than $90 million annually on advertising, which has helped it become one of the most familiar brands in North America
    The Prudential brand name is repeatedly reinforced in the most popular advertising media including television, radio, magazines, newspapers, outdoor and Prudential's numerous media sponsorships
    Prudential's advertising is among the most aggressive in the industry, helping to plant the Prudential name in the minds of real estate buyers and sellers.

    Relocation and Referral Services
    How can Prudential Real Estate's relocation and referral programs influence the sale of your home?

    »  
    Prudential is the first company in the industry to combine real estate and relocation services
    »   By combining these services, Prudential Real Estate customers have access to a significant resource of active buyers seeking relocation
    »   Prudential Relocation is contracted with more than 900 major corporations and institutions across North America to provide relocation services for thousands of employees and their families
    »   Considering nearly one-third of residential real estate transactions involve relocation, Prudential Real Estate gives you a definite advantage over other companies
    »   Prudential Real Estate member companies generate more than 100,000 referrals every year, in addition to the local referral opportunities created by the 38,000 Prudential Real Estate sales representatives within their markets.

    Representing YOU World Wide!The Internet
    Bringing a world of potential buyers to your doorstep

    »  
    The Prudential California Realty web site, www.PruRealty.com facilitates the sales process and brings a world of potential buyers to your doorstep
    »   Prospective buyers can view properties throughout Northern California on our user-friendly web site
    »   Our extensive print media campaign prominently features our web site address, driving traffic to our site
    »   Our web site is linked to major, high-traffic web sites targeted to prospective buyers and sellers
    »   Prudential's award-winning web site, www.prudential.com, links otential buyers and sellers to the Prudential California Realty web site
    »   Every week, thousands of potential buyers and sellers from around the world visit Prudential's website
    »   A home that is listed on the Internet can be seen by interested buyers from around the world, 24 house a day, seven days a week
    »   Additionally, Prudential California Realty Sales Associates use the PREA Center, our internal communications tool, which features news, information, marketing materials and other tools to promote your home more effectively

    Signage
    Does it make a difference which sign is in your front yard?
    With 96% name recognition, this is more than a sign - it's a powerful advertisement. Last year more than 600,000 Prudential Real Estate yard signs went up throughout North America!

    Muliptle Listing Service (MLS)
    How does the MLS work?
    Multiple Listing Service is a constantly evolving database of properties that are currently on the market in any given area. An MLS listing, submitted by the seller's sales representative, generally includes all the important information on a home such as square footage, number of bedrooms and bathrooms, special features and the listing price. Quite often, MLS is the first place a buyer's real estate sales representative will go to find a home for their client, making this one of the most visible and valuable mediums for selling a home.

    The Seller's Role
    How can you help make a positive first impression?
    The correct staging of your home can go along way toward achieving a successful sale at the highest price. Here are some tips:

    »  
    Enhance drive-up appeal by removing clutter, cleaning stains off the drive way and touching up the exterior paint where needed
    »   A nicely trimmed and edged lawn always makes a good first impression
    »   Remove dead and dying flowers and consider adding color with hanging baskets or pots of flowers
    »   Sparkling clean windows let the sun shine through
    »   Give the carpets a good cleaning to remove stains and odors, or even recarpet if you feel it's appropriate
    »   Cracked or peeled paint and smudges on walls are easy fixes that, once taken care of, can give the home a fresh, new look.

    Showing Your Home Victorian Homes
    When it comes time to show the property, here are some suggestions that will help make the process go more smoothly.

    »  
    Maintain the home in ready-to-show condition with beds made, clutter removed, dishes put away and so forth. Then, you're always ready for a showing as soon as you get the phone call
    »   Showcase your home as if you are receiving guests - turn on lights or open drapes, place flowers in vases, hang your best towels, light a fire in the fireplace if it's cold outside, and play soft background music
    »   During a showcase, try to step out for a cup of coffee or run a few errands. The buyer will feel more relaxed if allowed to view your home without any distractions
    »   Make sure your pets are confined to a safe and out-of-the-way place
    »   In some cases, silence can be golden. If you are present for the showing, it's best to reserve comments until the buyer has left your home
    »   For safety purposes, it's wise to show the home to a buyer only if the agent working with them is present. You should also put away your most valuable items such as jewelry and collectibles

    Factors Leading to a Sale of Your Home
    Factors We Can Influence
    Price - carefully calculated to reflect the current market trends
    Condition - identifying what to repair, what to replace, and what to disclose
    Terms - broadening the base of potential buyers through flexibility
    Marketing - providing your property with maximum exposure to buyers and other agents
    Accessibility - making it easier for more agents and more qualified buyers to view your property
    Factors Beyond Our Control
    Location - the single largest factor affecting the value
    Timing - general economic conditions, interest rates, competition, cyclical and seasonal factors
    Property Characteristics - size and amenities of your property


    Determining Your Home's Price
    What factors influence the pricing of your home?
    The real estate market is constantly fluctuating, so pricing is not an exact science. Rather, it's a reasonable figure derived from a number of different components, such as:

    »  
    The status of the current real estate market
    »   The expertise and market knowledge of your real estate representative
    »   Hard facts such as lot size, square footage and condition of your home
    »   Desirability factors, including location, special amenities and property attributes
    »   Selling and listing prices of comparable homes
    »   A sophisticated real estate marketing plan
    »   Your level of motivation
    It's important to note that the following conditions do not affect your home's price:
    »   The profit you wish to make from the sell
    »   The amount of money you've spent on improvements
    »   What other sources, such as friends and appraisers, have told you it's worth
    »   What you originally paid for the home.


    The Danger of Overpricing
    When setting a price, why not ask for the moon? Make no mistake, we want you to get the best possible price for your property. However, when a home is priced too high for the market:
    It attracts lookers, not legitimate buyers
    It implies that you aren't motivated to sell
    It reduces the number of showings
    It helps the competition look better
    If it doesn't appraise at the higher price, a buyer may not be able to secure a loan. You may ultimately have a drop your price below market value in order to sell.

    Managing Your Transaction
    The power of a strong advocate on your side.
    When an offer is submitted, I will:

    »  
    Immediately present you with all offers. You will be able to accept, reject, or counter any offer presented
    »   Explain what the buyer is offering and wants
    »   Review all offers with our office broker to further protect your interests
    »   Advocate your interests during the negotiation process
    »   Help create a sense of calm and maintain a tone of courtesy with all parties
    »   Always provide you with a professional, objective point of view
    »   Bring the final offer to you for your decision
    When an offer is accepted, I will:
    »   Make sure all documents are ordered and accurately completed
    »   Provide preliminary title reports
    »   Keep you apprised of the buyer's loan approval
    »   Review the sales price with a professional appraiser
    »   Meet deadlines to eliminate any contingencies
    »   Keep you informed of all inspection reports
    »   Manage any home corrections and make sure deadlines are met
    »   Personally review all closing documents and make sure both parties have copies
    »   Coordinate the closing date with all parties
    »   Promptly deliver the closing check to you and keys to the new owner





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