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Prepared for [Seller’s Name] Presented by [Sales Professional’s Name] Prudential [Company Name] [Address] [Address] [Office Phone] [Home Phone, Mobile, Pager] [Email/Website Address] [Date]. Identifying Your Goals Marketing Your Property

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Prepared for [Seller’s Name]

Presented by [Sales Professional’s Name]

Prudential [Company Name]



[Office Phone]

[Home Phone, Mobile, Pager]

[Email/Website Address]


Identifying Your Goals

Marketing Your Property

Establishing a Pricing Strategy

Pricing Your Property for Sale

Who We Are

The process of marketing and selling your house must match your objectives, priorities and needs.

In order to best serve you, I want to learn more about your plans and needs. The following topics outlined below can help me understand your goals and help us build a strong working relationship:

  • The agency laws that may apply as we work together in the marketing and sale of your property.
  • The objectives you want to achieve from the sale of your house and the support you expect to receive from me.
  • How the homeselling process should be tailored to fit the characteristics of your property.
When real estate professionals work with buyers and sellers, “agency” relationships are established. There are three kinds of agency relationships:
  • Buyer’s Agent
  • Seller’s Agent
  • Disclosed Dual Agent

When you agree to have me help you sell your property, I become your “seller’s agent”, which means I will work for your best interests throughout the entire process.

When an offer is presented, the buyers will have a separate agency relationship with their broker.

Sample slide, please customize per your local real estate laws

The following topics will help me understand what is most important to you in the sale of your property.
  • Communication
  • Motivation
  • Time frame
  • Relocation assistance
  • Homeselling decisions
  • Price
  • Marketing plan
  • Previous homeselling experience
  • Positive experiences
  • Concerns
  • Expectations
Each property has special features that may interest buyers. Please tell me about your house.
  • What do you feel are the most appealing features of this property?
  • What features does this property have that differentiate it from other similar properties?
  • What changes or enhancements would you suggest to make your property as salable as possible?
  • What do you regard as the most attractive features of the surrounding neighborhood?
  • Do you have any special terms or conditions regarding the sale of your property I should be aware of (e.g., items of personal property to be excluded, etc.)?
  • Are you aware of any problemsor concerns regarding the property or the neighborhood that will need to be disclosed to prospective buyers?
Selling a house typically includes many of the following elements. I will be your resource and guide every step of the way.
To successfully promote your property to the market, a comprehensive plan of targeted activities is essential. Our marketing program has three aims:
  • Promote directly to prospective buyers
    • Print advertising
    • The Internet
    • Yard Sign
    • Open houses
    • Other marketing materials
  • Enlist the efforts of other real estate professionals
    • The Prudential Real Estate Network
    • Referral and relocation resources
    • Multiple Listing Service (MLS)
    • Direct promotion to other real estate professionals
  • Maintain communication with you
    • Review the results of our marketing activities
    • Consult with you to fine-tune our marketing strategy, as needed.
Homebuyers may use several information sources in their search process, but they are most likely to find the home they actually purchase through a real estate professional.
The most important words in real estate when selling your home




Prudential Real Estate has assembled a dynamic collection of established and emerging online companies. From highly trafficked world-class search engines to real estate industry start-ups, we select the companies that deliver EXPOSURE for home buyers and sellers. remains the center of attention. Our proprietary Online Advantage solution seamlessly transitions national prospects into local customers.

Potential buyers will have instant access to information about your property through our industry-leading Web site network.
  • Prudential Real Estate has entered into national advertising agreements with many real estate Web sites such as Trulia, Zillow and Yahoo! Real Estate. This means our listings receive more exposure to online buyers who are looking for a home just like yours.
  • The Prudential Real Estate Internet sites, and, reach prospective homebuyers worldwide 24 hours a day, 7 days a week, 365 days a year.
  • [Information about local company’s Web site, and how it can benefit the seller]
  • [Information about Sales Professional’s personal Web site, and how it can benefit the seller]

Sample Page

About 84% of home buyers begin their property search online*. Online Seller AdvantageSM (OSASM) brings together the collective brand strength, marketing clout and technological capabilities of Prudential Real Estate and our online network. It’s like an open house with millions of potential buyers, sellers and properties.
  • Your property will be highlighted by a distinctive sign rider with an exclusive Pru ID. When potential home buyers drive by your property, they can enter the Pru ID into the search box at (click on Real Estate), Yahoo! and others to get connected directly to property details and me, your Prudential Real Estate sales professional.
  • Your property will be showcased with an exclusive Featured Property status within the Online Advantage system and on many of the Web sites in our online network.

*Source: The 2007 National Association of REALTORS® Profile of Home Buyers and Sellers

Another benefit of OSASM is having constant communication and information at your fingertips.
  • Listing Presentation Reports demonstrate the type of Web activity your property would have experienced on and all the other Web sites in our network.
  • You will receive daily or weekly activity emails detailing activity in the neighborhood with new and existing competing listings, including new photos and price or status changes.
  • You will receive daily or weekly activity emails itemizing online buyers’ interest level and search behavior specific to your listing.
Our innovative and aggressive advertising and marketing activities will help attract qualified buyers to your property.


National and international advertising

  • The Prudential Financial name is among the most widely recognized brands in the United States
  • Prudential Real Estate and its Network members spend millions of dollars in advertising each year so home buyers know the sign in your front yard

Local advertising

  • [Local newspaper advertising, and how it can benefit the seller]
  • [Buyer’s guides, magazines and other print advertising, and how it can benefit the seller]
  • [Local radio and television advertising, and how it can benefit the seller]

Additional marketing programs

  • [Homebuyers seminars and how they can benefit the seller]
  • [Direct mail campaigns and how they can benefit the seller]
  • [Charity participation and other community-wide activities, and how they can benefit the seller]
By providing peace of mind to prospective buyers, these steps can enhance the salability of your property:
  • A written property disclosure statement will give buyers a clear understanding of this property and the surrounding neighborhood.
  • A home warranty can give prospective buyers peace of mind by providing repair-or-replace coverage of major home operating systems and appliances.
  • Professional inspections, such as structural, roof and termite, will reveal the current condition of the property.
Market-sensitive pricing can be the key to maximum market exposure and, ultimately, a satisfactory sale.

The existing pool of prospective buyers determines a property’s value, based on:

  • Location, design, amenities and condition.
  • Availability of comparable (competing) properties.
  • Economic conditions that affect real property transactions.

Factors that have little or no influence on the market value of a house include:

  • The price the seller originally paid for the property.
  • The seller’s expected net proceeds.
  • The amount spent on improvements.

The impact of accurate pricing:

  • Properties priced within market range generate more showings and offers, and sell in a shorter period of time.
  • Properties priced too high have a difficult time selling.
An impartial evaluation of market activity is the most effective way to estimate a property’s potential selling price. A Comparative Market Analysis considers similar properties that:

Have sold in the recent past

This shows us what buyers in this market have actually paid for properties similar to yours.

Are currently on the market

These are properties that will be competing with yours for the attention of available buyers.

Failed to sell

Understanding why these properties did not sell can help avoid disappointment in the marketing of your property.

An asking price that is beyond market range can adversely affect the marketing of a property.
  • Fewer buyers are attracted, and fewer offers received.
  • Marketing time is prolonged, and initial marketing momentum is lost.
  • The property attracts “lookers” and helps competing houses look better by comparison.
  • If a property does sell above true market value, it may not appraise, and the buyers may not be able to secure a loan.
  • The property may eventually sell below market value.


  • Increased marketing exposure for the property
  • Eliminates the need for price reductions
  • Accelerates the sales process by encouraging more offers
  • Optimizes final sales price allowing true market forces to determine maximum price
  • Attracts more buyers
  • Introduces a larger selection of properties to view
  • Eliminates intimidation by a fixed price tab
  • Allows searching within affordable price ranges
  • Allows the negotiation process to be more comfortable

Our exclusive Prudential Value Range MarketingSM (PVRMSM) can give your property an advantage over other houses on the market.

Prudential Value Range MarketingSM may be an effective strategy for your property.

Traditionally, property owners desiring to sell their home have been limited to a fixed price when advertising their house for sale. By using the traditional method, you run the risk of overpricing which can slow the process of selling your home and limit the number of buyers exposed to your property.
Properties marketed using PVRMSM can appear in many more “range of affordability” searches, exposing the property to more prospective buyers.
Prudential Value Range MarketingSM Requirements: (1) PVRMSM does not require the Seller to accept any offer within the range, but the Seller does agree to counter any offer within the range with price and terms acceptable to the Seller. (2) The Seller may only use the Published Price Ranges. (3) All marketing and advertising materials for the property will read “Seller will entertain offers between (Low Range) and (High Range).”
No one has a more important role in the homeselling process than you. Here are some ways your participation can contribute to a successful sale:
  • Maintain the property in ready-to-show condition.
  • Ensure that the house is easily accessible to real estate professionals (lock box and key).
  • Try to be flexible in the scheduling of showings.
  • When you are not at home, let me know how you can be reached in case an offer is received.
  • If approached directly by a buyer who is not represented by a real estate professional, please contact me. Do not allow them into the property unescorted.
  • Remove or lock up valuables, jewelry, cash and prescription medications.
It is important for a property to make the best possible impression on prospective buyers. The following can interfere with a buyer’s appreciation of a property:
  • Exterior
  • Clutter
  • Lawn needs mowing and edging
  • Untrimmed hedges and shrubs
  • Dead and dying plants
  • Grease or oil spots on the driveway
  • Peeling paint
  • Anything that looks old or worn
  • Interior
  • Worn carpets and drapes
  • Soiled windows, kitchen, baths
  • Clutter
  • Pet and smoking odors
  • Peeling paint, smudges or marks on walls
These tips can help your house make the best impression, every time it is previewed by sales professionals or shown to prospective buyers:
  • Interior
  • Make beds; clean up dishes; empty wastebaskets.
  • Remove clutter throughout and put away toys.
  • Set out “show towels” in baths.
  • Freshen the air; potpourri or baked bread aroma; deodorize pet areas; set a comfortable temperature.
  • Do quick vacuuming and dusting.
  • Arrange fresh flowers throughout.
  • Fire in fireplace (when appropriate).
  • Play soft background music.
  • Exterior
  • Remove toys, newspapers, yard tools and other clutter.
  • Tidy up; pick up after pets.
  • Park vehicles in the garage or on the street; leave the driveway clear.
  • Add color with flowers and potted plants.
I will apply my knowledge and expertise to achieve the successful sale of your property. Here is what you can expect from me:
  • I will work with you at every stage of the homeselling process, from the development and implementation of a Marketing Plan, through the negotiation of purchase offers, to the final settlement of the transaction.
  • We will want to agree to a system of regular communication so that you can be kept informed at all times.
  • I will give you reliable information and solid advice so that you can make informed decisions.
  • It is my hope that you will be so pleased with my service that you will turn to me for advice on your future real estate needs.
Here are some things you might like to know about me.
  • An Active member of the community
    • [Insert copy]
    • [Insert copy]
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  • An experienced sales professional
    • [Insert copy]
    • [Insert copy]
    • [Insert copy]

I am ready to help you find your next home!

What distinguishes Prudential [Insert Company Name] from others?
  • A rich heritage
    • [Insert copy]
    • [Insert copy]
    • [Insert copy]
  • A strong local presence
    • [Insert copy]
    • [Insert copy]
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  • A connection to the community
    • [Insert copy]
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Prudential Real Estate and Relocation Services are guided by these core values:
  • Worthy of Trust
  • Our heritage reinforces the need to safeguard our customers’ interest. We keep our promises and behave with integrity at all times.

Customer Focused

  • We believe the best way to win customers is to earn them. Our goal is not to simply attract them, but to gain them as customers for life.
  • Respect for Each Other
  • We maintain an environment where innovative, service oriented associates work collaboratively to exceed our customers’ expectations.
  • Winning Attitude
  • We strive to anticipate our customers’ needs and proactively provide them with the best possible advice and solutions.
Why Prudential Real Estate can do more to meet your homeselling needs:
  • Reputation
  • Commitment to Customer Service
  • Advanced Technology
  • Network Strength
  • High Standards
Commitment to Customer Service

Prudential Relocation, the nation’s second-largest relocation firm, is a premier provider of global mobility. Our global footprint now includes the following locations: Toronto, London, Paris, Beijing, Hong Kong, Shanghai, Singapore and the United States. Prudential Relocation associates work directly with relocating employees on a daily basis and use advanced information and communications capabilities as a commitment to customer service.

Company Strength

In 2007, Prudential Relocation served approximately 45,000 relocating employees and their families from 700 clients, which include more than 20 percent of Fortune 500 companies, small industrial and service companies, and U.S. government agencies.