J.S. Walker Associates Marketing Philosophy

Our Marketing Philosophy involves four components. All four components acting in concert provides you the best opportunity to achieve a successful transaction.

The four components of our Marketing Philosophy consist of:

Market Oriented Pricing Strategy A basic truth of the real estate market is that a home which is priced within 3-5% of its ultimate anticipated sales price will sell faster, to a better qualified buyer, with less inconvenience to the seller, at a "higher" final sales price. Certainly there are occasional anomalies in the marketplace where homes sell for prices which are higher than would have been anticipated. This event however, is rare. We do not recommend placing your home on the market at an inflated price just to see "how the market will react." Remember, the best qualified buyers for any given home will gravitate to that home within the first 30 days it is on the market. By the time you adjust your price to a more market oriented one, these buyers will have heard of or seen your home, discounted it as being over-priced, and as a result, a number of opportunities for a successful sale will have been lost. The result...an inordinately long marketing time and a final sales price which most often is less than what would have been achieved had a market oriented Pricing Strategy been adopted initially. We will provide you a Competitive Market Analysis (CMA) to assist you in establishing a Pricing Strategy which will make your home competitive in our marketplace. By analyzing similar homes which have SOLD, similar homes which are currently ON THE MARKET, as well as homes which were on the market and EXPIRED, your J. S. Walker Associates agent establishes a "Range of Value" based upon "Units of Comparison" such as Time of Sale, Location, Condition, etc., between your home and the homes which are being used as comparables. In this way, we analyze what real Buyers and Sellers have done in the market in order to forecast how that same behavior will affect the marketing and sale of your home.

Optimizing Property Condition It is very important that your home be competitive not only in Price but also in its appeal to the Buying Prospect. Buyers are comparing price and condition as it relates to each home they inspect. It is important, to the best of your ability, to create an environment which you would expect if you were looking for a home to buy. This is why "curb appeal" is a very significant aspect of the marketing process. The lawn, shrubbery, and particularly the entrance to your home must immediately trigger positive emotional feelings in your Buying Prospect. As our parents always admonished, "you only have one chance to make a good first impression", and this holds true for your home as well. A positive initial response as the Buyer approaches and enters your home paves the way for continued positive feelings as the Buying Prospect inspects your property. To maximize Property Condition many things can be done. In particular, make those "repairs" you've been postponing as well as complete the "maintenance" aspects of your home's condition. Please see our insert, Preparing Your Home For Showing, at the end of this section which will give you many tips on maximizing the condition and appeal of your home.

Ascertaining Buyer Profile When your J. S. Walker Associates agent inspects your home and is analyzing all physical and statistical data, the agent will also be formulating a Buyer Profile. Yes, it is possible to accurately predict the type of Buyer which will be interested in your home! By making these considered assumptions, our company can gear its advertising and promotional efforts to attract this Buyer Profile to your home. Different architectural styles and locations appeal to different segments or Buyer Profiles in the real estate market. Examples of Buyer Profiles includes First-Time Home Buyers, Upgraders, Relocatees and Empty Nesters. All Buyer Profiles have certain housing and financing prerequisites. As an example, a First-Time Home Buyer who may be just starting out may have a solid income but little cash accumulated as down payment and closing costs. A particular home therefore, could possess many benefits which would attract this Buyer Profile as a result of its excellent condition and financability. Knowing these traits in advance helps us maximize the appeal of your home to this Buyer Profile. The result of this process is a better Buyer, a more expeditious transaction, and certainly the expectation of a better price for your home.

Executing Our Marketing Plan Execution of an advertising and promotional plan of action is obviously essential to the successful marketing of the many homes in our inventory. Your J. S. Walker Associates agent will provide you with a written Marketing Plan. This Marketing Plan will set forth an objective, will itemize the attributes of your property which will attract its anticipated Buyer Profile, and will advise you, in writing, of the time frame of each Marketing Activity. You know and are assured that our best efforts will be executed to find you the "right buyer at the right time." Your J. S. Walker Associates agent will be providing you this Marketing Plan concurrent with the presentation of all other materials within our Presentation Booklet. Preparing Your Home for Buying Prospects As we advised initially, "you only have one chance to make a good first impression." Make sure your Buying Prospect's positive feelings continue from curbside and right on through to the end of the Buyers Inspection visit. By following the suggestions below you will maximize the appeal of your home. By doing so you will most likely increase your home's final sales price as well as reduce your home's marketing time. GENERAL MAINTENANCE

Oil squeaky doors Tighten doorknobs Replace burned out lights Clean and repair windows Touch up chipped paint Repair cracked plaster Repair leaking taps and toilets

SPIC AND SPAN

Shampoo carpets Clean washer, dryer, and tubs Clean furnace Clean fridge and stove Clean and freshen bathrooms

THE FIRST IMPRESSION

Clean and tidy entrance Functional doorbell Polish door hardware Bedrooms tidy including beds & dresser

CURB APPEAL

Cut lawns Trim shrubs and lawns Weed and edge gardens Pick up any litter Clear walk and driveway of leaves Repair gutters and eaves Touch up exterior paint

THE BUYING ATMOSPHERE

Be absent during showings Turn on all lights Light fireplace Open drapes in the day time Play quiet background music Keep pets outdoors

THE SPACIOUS LOOK

Clear stairs and halls Store excess furniture Clear counters and stove Make closets neat and tidy - well organized closets appear larger