Keller

{COMPANY
Williams Realty,
SLOGAN}STL

Written Marketing
Plan
from the

Rebecca Delaney Team

Rebecca Delaney, GRI, ePRO

Keller Williams Realty, STL
314.277.4035
rddelaney@yahoo.com
Selling Your Home: It’s All About You

My real estate business has been built around one guiding principle: It's all about
you, my client.

Your needs

Your dreams

Your concerns

Your questions

Your finances

Your time

Your life

My entire focus is on your complete satisfaction. In fact, I work to get the job done
so well, you will want to tell your friends and associates about it. That's why
providing you with excellent customer service is of utmost importance to me.

Good service speaks for itself. I’m looking forward to the opportunity to earn your
referrals too!

Rebecca Delaney, GRI, ePRO ~ 314.277.4035

rddelaney@yahoo.com • rebecca-delaney.com
What I Deliver
Communication
Your needs always come first. I provide the service we agree to, in the ways that work
for you. Whether once a week or once a day, by phone, email or text message. That’s
how we’ll do it.

You’ll always be kept in the loop. From listing to closing, you’ll know the status of our
marketing efforts the offers on the table and the steps leading to a successful closing
once an offer is accepted. We’ll agree on the communication method that works best for
you.

Experience and Expertise

The complexities of your real estate transaction will be well-handled. Smoothing the
way for your listing and sale, I will capably remove many potential challenges before
they have the opportunity to appear.

Marketing
Your home will get the exposure it deserves. My marketing systems maximize your
property’s exposure to buyers. Website exposure, tracking tools, and follow up systems
allow me to reach active buyers who want to know about your listing.

Pricing
Your home will be priced right, adjusted as needed, and will sell quickly. With a keen
understanding of both the big picture and the very latest local and neighborhood listing
and sales data, the information you need is at my fingertips.

Staging
Your home will put its best foot forward. Homes sell because of correct pricing and
great presentation. I know what it takes to make the terrific first impression that will get
your home sold.

Satisfaction
I’ll guarantee your satisfaction. Our relationship is dependent on meeting and exceeding
your needs. We identify those needs together, and my cancellation guarantee protects
your right to end our relationship if you’re disappointed.

Rebecca Delaney, GRI, ePRO • 314.277.4035

rddelaney@yahoo.com • rebecca-delaney.com
The Home Selling Process: Getting Ready to List

It can feel like the details are endless when you’re selling a property. It is my job to
streamline the process for you, ensuring everything is completed as quickly and
efficiently as possible. Here’s an overview of the steps we’ll be taking along the way.

Communication makes all the difference.

You’ll always know what’s going on behind the scenes while your property is listed.
I will solicit feedback from each consumer and agent who views your property, passing
their comments on to you.

We will work together to formulate a price adjustment strategy that sees us through
your listing period. You’ll receive regular progress reports, delivered as frequently as
you request. Whether you prefer a phone call or an email, that’s what you’ll get.

Preparing for success. Prepare your home for the sale.

More and more sellers today are seeing the value of investing in a pre-inspection on the
property they are preparing to list. Whether or not you are confident in the condition of
the home, an inspection can either give us professional, third-party validation, or reveal
issues you should attend to before listing your property – issues a buyer inspection
could surface later, making them part of the final price negotiation.

We will evaluate the current state of your property and arrange home staging. Any
repairs or improvements needed to maximize your home’s value and appeal will be
identified and scheduled.

When everything’s in place, we’ll put a lockbox on your property.

Rebecca Delaney, GRI, ePRO • 314.277.4035

rddelaney@yahoo.com • rebecca-delaney.com
The Home Selling Process: Determining Value of a Property
Let’s begin with this direct statement:

I am not the one who decides how much your home is worth. The market does.

It tells us exactly where to price your property to sell and how to approach the
marketing of your property. Here are the factors that will affect the value in
today’s market:

Price
Pricing your home properly from the start is the deciding factor on how long it will
take to sell it.

Location
Location is the single most important factor in determining the value of your
property.

Condition
The condition of the property affects the price and the speed of the sale.
As prospective buyers often make purchases based on emotion, first impressions
are important. I’ll be able to help in optimizing the physical appearance of your
home to maximize the buyer’s perception of value.

Competition
Prospective buyers are going to compare your property – both the condition and
the price – to the other listings in and around your neighborhood. Those buyers
will determine value, based on properties that are listed or have recently sold in
the area.

Timing
Property values are affected by the current real estate market. Because we can’t
manipulate the market, we’ll collaborate on a pricing and marketing strategy that
will take advantage of the first 30 days your property is listed. It’s the window of
opportunity when buyers and their agents discover your property and are most
likely to visit and make offers.

Rebecca Delaney, GRI, ePRO • 314.277.4035

rddelaney@yahoo.com • rebecca-delaney.com
How Buyers Find the Home They Purchase
Buyers find the home they purchase primarily by looking on the Internet
and by asking real estate agents.

An excellent agent with a terrific Internet marketing program is your best

path to a sale.

From National Association of Realtors, Profile of Home Buyers and Sellers, 2009

Rebecca Delaney, GRI, ePRO • 314.277.4035

rddelaney@yahoo.com • rebecca-delaney.com
The Home Selling Process: Marketing Your Property
My 14-Step Marketing Plan
Designed to capture the maximum exposure for your home in the shortest period of
time, I’ll implement my proven 14-Step Marketing Plan.

I will:
1. Price your home strategically so you’re competitive with the current market and
current price trends.
2. Stage your home to cast a positive light on the features most important to buyers:
uncluttered rooms and closets, fresh paint, and terrific curb appeal.
3. Place custom “for sale” signage in your yard, as well as directional arrows in the
neighborhood to notify neighbors of your home listing (where allowed).
4. Personally follow up each caller’s inquiry.
5. Distribute “just listed” notices to neighbors, encouraging them to tell family and
friends about your home.
6. Hire a professional photographer to take custom photos of your home for print and
internet marketing.
7. Hire a professional showing service which provides a simple way for buyer’s agents
to schedule showing of your home, track those showings, and collect feedback from
the prospective buyers and their agents.
8. Optimize your home's internet presence by posting information in the Keller Williams
Listing System (KWLS) as well as local and global MLS systems, including plenty of
photographs and a description of your property.
9. Create a home book, comment cards and fliers to place inside your property.
10. Target my marketing to active real estate agents who specialize in selling homes in
your neighborhood.
11. Include your home in our company and MLS tours, allowing other agents to see
your home for themselves.
12. Advertise your home in my newsletter campaign as well as my direct-mail
campaigns, email campaigns and social media.
13. Create an open house schedule to promote your property to prospective buyers and
market those open houses.
14. Provide you with weekly updates detailing my marketing efforts, including comments
form the prospective buyers and agents who have visited your home.

Rebecca Delaney, GRI, ePRO • 314.277.4035

rddelaney@yahoo.com • rebecca-delaney.com
Extended Marketing Reach
When you list with me, we’ll have access to the Keller Williams Listing System, or KWLS.
This proprietary, exclusive system ensures your property is marketed online 24/7 through
more than 350 of the most popular search Websites.

Rebecca Delaney, GRI, ePRO • 314.277.4035

rddelaney@yahoo.com • rebecca-delaney.com
 Marketing Your Home
Our Respective Duties
Agent Client
• Input your listing to MLS. • Complete all repairs and
cleaning.
• Install nationally recognized
sign.
• “Stage” your home to be
appealing.
• Provide information fliers.
• Hide valuables (also
• Pricing Guidance. prescriptions).
• Prepare Advertising. • Keep marketing information
• Hold Open House. out for prospective buyers.
• Give Feedback on • Call me if information is
showings. depleted.
• Review contracts and • Leave premises for
represent you in showings.
negotiations. • Call me with any questions.
• Guidance in staging your • Refer friends and
property. acquaintances who might be
interested in your property.
• Refuse to discuss terms
with prospective buyers or
their agents.
Rebecca Delaney, GRI, ePRO • 314.277.4035

rddelaney@yahoo.com • rebecca-delaney.com
 What Doesn’t Sell Homes
• Print advertising
• Only 3% of buyers find the home they purchase through newspaper
print advertising
• Regular open houses
• 3/4 of buyers are working with real estate agents during their home
search and almost all buyers are searching the internet to locate
homes they want to see
• Buyers ready & able to make a purchase schedule private showings of
homes
• Most open house visitors are neighbors or people considering
moving, but who aren’t ready to make a purchase yet
• Open houses help agents find new buyer clients, they don’t sell the
house
• Agent open houses
• Agents who are busy working with buyers, don’t have time to attend
agent open houses
• Agents choose to attend an open house to be supportive for
coworkers or for a free lunch…not because they have a potential buyer
for the home!

Rebecca Delaney, GRI, ePRO • 314.277.4035

rddelaney@yahoo.com • rebecca-delaney.com
 The Home Selling Process: Staging Your Home
Three things to remember:

1. You don’t get a second chance to make a first impression.

2. A review of over 2,800 properties in 8 cities found that staged homes, on

average, sold in half the time that non-staged homes did.

3. Most buyers make decisions about the property they see within the first 15
seconds of entering the home.

What Can Staging Do?

Location Cannot be changed

Size Difficult to change
Amenities Can be changed
Condition Can be changed

Adding cost-effective amenities and improving the general cleanliness and condition of
the home is what we call “staging.”

When a seller stages their home, one of two things happens:

1. The home becomes more valuable than other comparable properties in that price
range.
2. The home gets moved up in price and becomes the lowest priced in the next higher
price bracket or category.*

*Based on the national best-seller

SHIFT: How Top Real Estate Agents Tackle Tough Times
by Gary Keller

Rebecca Delaney, GRI, ePRO • 314.277.4035

rddelaney@yahoo.com • rebecca-delaney.com
The Home Selling Process: Closing and Beyond

Coordinating Your Sale to a Successful Closing

All potential buyers will be pre-qualified, so valuable time isn’t wasted.

Each offer will be presented and discussed with you.
I will negotiate the details of your transaction with the other agent.
I have a Transaction Coordinator who will ensure that your closing will be prepared,
coordinated and finalized for you.

Beyond the Sale

Do you need an agent to assist you in your relocation?

Need a recommendation for a moving company?
Would a moving checklist help?
I’m happy to refer you to great providers of other real estate-related services.

I’m here to make the sale of your home as smooth and stress-free as possible.

Rebecca Delaney, GRI, ePRO • 314.277.4035

rddelaney@yahoo.com • rebecca-delaney.com
When searching for an agent, be sure to find out the following
information from them:

Are you a full-time or part-time agent?

Will you service our listing personally or will we be working with your assistants?

How many sellers and buyers are you currently representing?

What is your Internet marketing program?

What is your policy on responding to phone calls/emails/text messages?

How much of your business is generated by referrals?

What references can you provide?

Do you offer an “easy exit” listing so that I can end our agreement if I am not
satisfied?

Rebecca Delaney, GRI, ePRO • 314.277.4035

rddelaney@yahoo.com • rebecca-delaney.com
Homework: Questions For You

Your answers to these questions will guide me in how to best serve you. We’ll
discuss them at our listing meeting:

What is the most important thing you are looking for in your listing agent?

How would you like to be communicated with? (please circle)

Email Phone Fax Text Other (explain)

How frequently would you like an update on marketing and showings?

Weekly Twice a month After each showing Other (explain)

Please list what you are most concerned about in the marketing and selling
process (buyer qualifications, commission, showing procedures, open house,
possession, pricing, negotiations, other issues.)

Rebecca Delaney, GRI, ePRO • 314.277.4035

rddelaney@yahoo.com • rebecca-delaney.com
About Me

How am I different from other real estate agents?

I will work with the highest level of honesty and integrity to help you achieve your
real estate goals and needs.

Experience
I have had my realtor’s license for 2 years, however, I have 22 years of sales and
marketing experience. (I am also a Registered Nurse.)

Technology
I have earned my ePRO designation, and will use all forms of technology to ensure
you meet your real estate goals.

Expertise
I have lived in West County for 19 years, however, I have worked with buyers and
sellers all throughout the St Louis area.

Communication
I can communicate with you via phone, email, or text—whatever works best for you.
I will also commit to respond to your phone messages, emails, or text messages as
soon as I possibly can.

Clients for Life

My goal is to have my entire business based on referrals from past clients and my
existing sphere of friends and family. Therefore, I will work my hardest to help you
buy a home and/or sell your existing house.

Personal
I have been married for 24 years, and have five children. I am actively involved in
New Community Church and my children’s school, the Academy of St Louis.

This is my commitment to you

Rebecca Delaney, GRI, ePRO • 314.277.4035

rddelaney@yahoo.com • rebecca-delaney.com
Why Keller Williams Realty
Technology
Leading-edge tech tools and training give me the edge in effectively marketing your
property online, 24 hours a day, seven days a week! Through KW’s exclusive Keller
Williams Listing System (KWLS), your property is fed to more than 350 online search
engines and available on KW’s Web network of more than 76,000 sites.

Best of all, because of Keller Williams Realty’s “My Listings, My Leads” philosophy,
every single Internet inquiry on your property will come directly to me so that I can
follow up quickly on potential buyers for your property.

Teamwork
Keller Williams Realty was designed to reward agents for working together. Based on
the belief that we are all more successful if we strive toward a common goal rather than
our individual interests, I’m confident that every Keller Williams professional shares the
common goal of serving you, my client, in the best way possible.

Knowledge
Keller Williams Realty helps me stay ahead of trends in the real estate industry through
its comprehensive, industry-leading training curriculum and research resources. It’s
what prepares me to provide you with unparalleled service.

Reliability
Founded on the principles of trust and honesty, Keller Williams Realty emphasizes the
importance of having the integrity to do the right thing, always putting your needs first. It
reinforces my belief that my success is ultimately determined by the legacy I leave with
each client I serve.

Track Record
I’m proud to work for the fastest-growing real estate company in North America and the
second-largest real estate company in the United States. Keller Williams Realty, STL,
is the #1 office in the St Louis area for number of transactions closed, and has 300+
agents in the Kirkwood office. There are 4 KW offices in the metro area, with 2 more
opening soon.

Rebecca Delaney, GRI, ePRO • 314.277.4035

rddelaney@yahoo.com • rebecca-delaney.com