WELCOME to Coldwell Banker Previews International Certification & Training

Transcription

1 WELCOME to Coldwell Banker Previews International Certification & Training

2 10:00 am Marketing Program & Procedures -- Elizabeth Stenman 11:30 am Lunch 1:00 pm Working with the Affluent Market Part I -- Robert Burns 2:45 pm Break 3:00 pm Listing Presentation Workshop Part II 4:00 pm Cocktails and Networking TODAY S AGENDA

3 Property Requirements Presentation Materials Program Components & Details Program Procedures AGENDA

4 Professional Photography Professional Copywriting HD Home Movie Property Mailers Insertion in Wall Street Journal Insertion in Gallery Magazine Insertion in Philadelphia Magazine Insertion in PREVIEWS Magazine Insertion in Homes and Estates Magazine Distinctive Yard Sign Internet Marketing Exposure P REVIEWS P ROGRAM OVERVIEW

5 PROPERTY REQUIREMENTS

6 Meet the price minimum for the area - $1 million Exceptional quality both inside and out Minimum 2.50% listing side commission & 12 month listing term Pre-approval from Rachel Crowl Be sure the home qualifies prior to presenting the program to the homeowner. PROPERTY REQUIREMENTS

7 PROPERTY REQUIREMENTS QUALITY (EXCEPTIONAL)

8 PROPERTY REQUIREMENTS NON PREVIEWS EXAMPLES

9 LISTING PRESENTATION

10 Use of large, full color & b/w imagery Focuses on the key differentiating points Available on Xpressdocs for order by Office Managers/Admins only NEW LISTING PRESENTATION

11 President s Letter 2012 Quotables Marketing Program Overview Sample Marketing Plan Sample Magazine Template Selection of Top Listing & Sales International Presence Previews Microsite-cbpluxury.com (NEW ) High-End Direct Mail List (NEW) Staging A Home Flyer (NEW) Sample Newspaper Template LISTING PRESENTATION INSERTS

12 PowerPoint Presentation - ipad (SlideShark app or Keynote app) - Laptop (no internet connection needed) Digital Flip Book - Requires Internet Connection Both versions are available on Everything CB NEW DIGITAL LISTING PRESENTATION

13 Pre listing marketing piece Available on Xpressdocs for order by Office Managers/Admins only CAPABILITIES BROCHURE

14 Available on Xpressdocs. Personalized for Previews Property Specialists only. Offices can order nonpersonalized items. STATIONERY ITEMS

15 PROGRAM COMPONENTS

16 Professional Photography Professional Copywriting Home Movie Property Mailers Insertion in Wall Street Journal Insertion in Gallery Insertion in Philadelphia Magazine Insertion in PREVIEWS Magazine Insertion in Homes and Estates Magazine Distinctive Yard Sign Internet Marketing Exposure PREVIEWS PROGRAM OVERVIEW Retail Value = Over $25,000

17 No Cost to Agent Agent Contact Information on ALL program advertising & materials PROGRAM FEE

18 Professional Photography photos Approved Previews Photographers only Professional Copywriting 25 and 50 word ad copy PHOTOGRAPHY AND COPYWRITING

19 PREFERRED PHOTOGRAPHY

20 Posted on CBPref.com, CBPreviews.com and Company YouTube channel Distributed to third parties that accept video Agent should be present for video and photo shoots HIGH DEFINITION HOME MOVIES

21 x 11 Previews Postcards Prepared by Previews dept through Xpressdocs Distribution - 50 Direct to Agent Mailed (radius or agent provided list) Brochure upgrade Available PREVIEWS PROPERTY POSTCARDS

22 Black and White display ad Northeast and Mid-Atlantic Regions - New York - New Jersey - Connecticut - Philadelphia - Maine - Massachusetts - New Hampshire - Rhode Island - Vermont - southeastern Canada - Baltimore - Washington DC - and portions of Maryland and Virginia Circulation of 370, ad (per listing) WALL STREET JOURNAL

23 26,000 copies printed and direct mailed to homes in Bucks and Eastern Montgomery counties assessed at $500,000+ Additional distribution in gourmet and food markets, restaurants, train station and upscale salons Digital version available 1 ad (per listing) GALLERY MAGAZINE

24 112,000+ copies distributed to both subscribers and newsstands throughout Pennsylvania, South Jersey and parts of Delaware and Maryland. Additional distribution to luxury hotels, retail stores, Philadelphia International airport, train terminals and upscale offices 1 ad (per listing) PHILADELPHIA MAGAZINE

25 SAMPLE AD LAYOUT

26 125,000 printed distribution half to targeted WSJ daily subscribers 250,000 digital distribution Includes Previews properties from our New York, New Jersey, Connecticut, Philadelphia, Pittsburgh and New England companies Published twice a year Complimentary Copy sent to seller 1 ad (per listing) PREVIEWS REGIONAL MAGAZINE

27 Print & electronic distribution is over 290,000 Inserted into Unique Homes Published twice a year 1 ad (per listing) Homes and Estates App Available on itunes Search: Coldwell Banker Previews HOMES & ESTATES MAGAZINE

28 Agent has ability to customize the Homes & Estates to include: Property photo Agent photo Agent contact information Personal message Agent supplied mailing list for distribution Agent must have a Previews listing in the book to order the Tip-On Cost of Personalization Min Order of 100 $1.20 (per tip-on) $1.50 (per magazine) $ postage Complimentary copy mailed to homeowner with Company Tip-On agent personalized copies AGENT TIP-ON OPPORTUNITY

29 Upon approval of listing, Previews department orders the sign to be installed If no sign is needed-check the No Sign box on the Previews Registration Form. Coldwell Banker Residential Brokerage (123) DISTINCTIVE YARD SIGN

30 CBPref.com ColdwellBanker.com ColdwellBankerPreviews.com AOL Real Estate FrontDoor.com Homefinder.com Homes.com HotPads.com IHT.com MSN.com Newsday.com NewYorkTimes.com OpenHouse.com REALTOR.com RobbReportCollection.com Trulia.com UniqueHomes.com WallStreetJournal.com ($500K+) Wall Street Journal China Yahoo Real Estate Zillow 1 st Dibs.com GLOBAL INTERNET NETWORK

31 Wall Street Journal (China Online Edition) All Previews $1million and above Foreign language micro sites on international search engines 11% of international buyers purchasing U.S. homes are Chinese China (Baidu)-coming soon Russia (Yandex) Brazil (Google) United Arab Emirates (Google UAE) INTERNATIONAL ONLINE MARKETING

32 Prestigious dealers in high-end antiques; design; estate & fine jewelry; designer fashion; fine art, & fine homes. High-net-worth individuals Stats: - Over 2.2 million visits and 55 million page views a month - 6,000 items reported sold by the site s dealers each month - Nearly 500,000 registered users, HarvardBusiness.org named 1stdibs "the leading source to search for antiques and mid-century furniture," outpacing the major auction houses. 1STDIBS.COM

33 - All items are reviewed by 1stdibs staff to ensure the quality of the photography and presentation meet their high standards - All properties meeting the submission requirements are submitted to 1stdibs by NRT. Properties not meeting 1stdibs quality guidelines will not be published on the site. - We will receive notice of rejected listings QUALITY OF LISTINGS

34 COLDWELLBANKERPREVIEWS.COM REDESIGN

35

36

37 Blue Bell, PA

38

39

40

41 PREVIEWS PROGRAM PROCEDURES

42 1. AGENT: Meet with your Office Manager (and Rachel Crowl) to ensure listing meets qualifications prior to presenting the program to the Homeowner 2. AGENT: Present the Previews Program to homeowner using Previews Listing Materials. PROGRAM PROCEDURES

43 3. AGENT: Complete the required forms and return to your Marketing Manager for processing Registration Form Marketing & Photography Addendum HD Home Movie Form Copy of the Listing Agreement PROGRAM PROCEDURES

44 Use of Previews Program on the sale of agent s personal property must be approved by company President. REGISTRATION FORM

45 No cap on expenses ADDENDUM A

46 Capped at $2,000 per each 90 day period ADDENDUM B

47 HOME MOVIE FORM

48 4. PREVIEWS: Will tag your listing on your CBPRef.com Website ColdwellBankerPreviews.com 5. PREVIEWS: Will facilitate the orders for Home Movie, Photography and Copywriting Videographers & Photographers will contact you within 24 hours to set an appointment PROGRAM PROCEDURES

49 6. Once Photography and Copywriting are complete and approved, PREVIEWS will provide you with a marketing plan and complete advertising schedule Program Procedures

50 MARKETING PLAN

51 7. PREVIEWS: Will create your property promotion mailers and send to agent for approval 8. PREVIEWS: Will edit the Home Movie and the completed movie will be posted on CBPRef..com, ColdwellBankerPreviews.com, ColdwellBanker.com & Coldwell Banker OnLocation (YouTube) PROGRAM PROCEDURES

52 Previews Forms and Marketing Information Additions and/or updates posted regularly Access to Previews Mailing Lists Copies of Previews ads and links to the Magazines Approved Previews Vendors floor plan providers, global advertising opportunities preferred photography PREVIEWS ON THE EVERYTHING SITE

53 Rachel Crowl (local) Bernadette Sheehan (regional) Christina Schnaidt (regional) Melissa Hunt (regional) YOUR SUPPORT TEAM

54 THANK YOU!