Home Seller Book

Exceeding Expectations

What can you expect from your Prudential Fox & Roachsales representative?

We’re committed to providing you with more than just a successful real estatetransaction. We believe our clients are entitled to an experience that’sconvenient, stress-free and remarkably satisfying. Here’s how we do it.

• Constant Communication

• Increased Understanding

• Personal Attention

• Enhanced Confidence

• Problem-Solving

• Your Real Estate Representative For Life

Nate Anderson Office: 215.627.6005Office Fax: 215.627.3412E-mail: [email protected]: 215.440.2274

Rock Solid. Family Proud.

Our Market Dominance Means Peak Performance for You.

Let’s do the numbers: 60 offices, 3,600 salesassociates, #1 in the region, #1 single-marketRealtor in the nation. Now let’s translate thosenumbers into a benefit for you: our size andmuscle means we can afford the most advancedtechnological and human resources to help youfind or sell your home.

We Will Market Your Home Relentlessly and Systematically.

From the very second you list until the secondyour home sells, it will be promoted nonstop.Our Home Marketing System has powerful,synergistic components: real estate’s finestweb site, Guided Virtual Tours of everylisting and full-page ads that trumpetevery PF&R listing.

Technology That Makes Buyers and Sellers say, “www.wow!”

The Internet isn’t just an information sourceanymore. It’s an inescapable force. Homebuyerswho use the net are younger and they spendmore money. Knowing this, we have invested inwhat is arguably real estate’s most compellingand resourceful site, prufoxroach.com. Thisisn’t online presence. It’s online dominance.


Our Mission StatementPrudential Fox & Roach Realtors/Trident Group is an innovative home-related

services company that dominates the markets we serve. We are a powerfulteam dedicated to providing the highest quality service and holding ourselves

to a standard of excellence. Our relationships with ourClients, Sales Associates, Employees, StrategicPartners and the Community we serve is built

on trust and integrity. We create a positiveexperience and add value to all those we

impact. Our professionalism is a rolemodel for our industry and the public.

Guiding PrinciplesAll of our stakeholders are critically important to us.

We are committed, therefore, to these Guiding Principles because it isour responsibility to provide:

• Our Clients with a service experience that will delight them throughout every stage of theirhomeownership because they are our first allegiance and we place their interest above all else.

• Our Sales Associates with a commitment to our ongoing and mutually beneficial relationshipin an environment that will: nurture their professionalism, increase their growth opportunitiesand ensure their future quality of life by being “The Place to Be for the Professional Realtor.”

• Our Employees at all levels with satisfying and financially rewarding work in a stimulating andenjoyable environment with continuing opportunities for personal development and advancement.

• Our Strategic Partners with the opportunity for a long-term relationship built on fairness anda shared commitment to meeting the highest standards of excellence.

• Our Industry with a devotion to professionalism and honesty that will serve as a role model tothe larger business community.

• Our Community with a dedication to their well-being and improvement by being an excellentcorporate citizen through financial contribution and deep personal involvement and concern.

Here isOur Family’s

Pledgeto Yours.

The Region’s DominantReal Estate Company

SALES TERRITORY BY STATE AND COUNTYDELAWARE NEW JERSEY Hunterdon PENNSYLVANIANew Castle Atlantic Mercer Bucks

Burlington Middlesex ChesterCamden Monmouth Delaware

Cape May Ocean MontgomeryCumberland Salem PhiladelphiaGloucester Somerset

MARYLANDCecil


Prudential Real Estate

Why Prudential Real Estate can do

more to meet your homeselling

and buying needs:ReputationPrudential*, with a history of 125 years in financial services, offers a broad range of financialproducts and services for people in the U.S. and abroad. Prudential's distinctive Rock of Gibraltarlogo and the Prudential name are among the most enduring brands in U.S. corporate history. Thecompany's long history is a testament to the quality of service it has provided its customers.

Commitment to Customer ServiceThe needs of home sellers and buyers come first. Because the Prudential Real Estate Network isaffiliated with the Prudential family of companies, Prudential Real Estate Network members canconnect customers throughout the United States with Prudential professionals who can assist witha lifetime of financial services, ranging from insurance to securities to retirement planning.

Advanced TechnologyPrudential Real Estate has pioneered the most advanced tools in the industry to create solutions toour customers' homeselling and buying needs. A world-class Web site, www.prudential.com, isdesigned with easy-to-use features that enhance the homeselling and buying experience.

Network StrengthThe Prudential Real Estate Network is one of the largest real estate brokerage franchise networks inNorth America, with more than 1,940 member offices. Its network of 62,000 sales associates cansatisfy your homeselling and buying needs virtually anywhere in the United States and Canada.

High StandardsNot every company is invited to join the Prudential Real Estate Network. It is a highly selectiveprocess, and only those companies that measure up to their demanding criteria may become partof the Network.

*The Prudential Insurance Company of America (Prudential)©2009, The Prudential Insurance Company of America. Prudential Real Estate brokerage services areoffered through the network of franchisees of The Prudential Real Estate Affiliates, Inc., a Prudential company.Most franchisees are independently owned and operated. is a registered trademark ofThe Prudential Insurance Company of America. Equal Housing Opportunity.


Your Needs Come First

The process of marketing and

selling your house must

match your objectives,

priorities and needs.

In order to best serve you, I will want to learn more about your plans, so please feelfree to ask questions and share your concerns with me. The following worksheets onthe topics outlined below can help me understand your goals and help us build astrong working relationship:

• The agency laws that may apply as we work together in the marketing and saleof your property.

• The objectives you want to achieve from the sale of your house and the supportyou expect to receive from me.

• How the homeselling process should be tailored to fit the characteristics ofyour property.


Homeselling ProcessSelling a house typically includes many of the following elements.I will be your resource and guide every step of the way.

Initial Consultation• Determine your needs and priorities• Review "agency" choices and select appropriate working relationship• Discuss Marketing Plan• Establish Pricing Strategy

Design and Implement Marketing Plan• Complete home enhancement recommendations• Carry out scheduled marketing activities• Show the property to brokers and prospective buyers• Communicate with you on a regular basis• Monitor results of marketing activities• Modify Marketing Plan and Pricing Strategy as necessary

Review Offer and Reach Agreement with Buyer• Buyer's Real Estate Professional presents offer• Discuss and clarify proposed terms and conditions• Negotiation; possible counteroffers• Reach final agreement

Complete Settlement Process (per purchase contract)• Deposit of buyer's earnest money• Sign documents• Title search; preliminary title report to buyer• Inspections• Removal of remaining contingencies• Buyer's final walk-through of property• Loan funding/balance of funds from buyer• Recording of title• Relocation of seller; possession of property by buyer

After-sale Service• Help you find your next home, as needed• Assist you with relocation, as needed• Provide resources for other after-sale home owner needs


The Goals of Effective Marketing

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 activities

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


Understanding Market Value

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 generatemore showings and offers, and sell in a shorter periodof time.

• Properties priced too high have a difficult time selling.


Determining a Market-Sensitive Price

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 propertiessimilar to yours.

Are currently on the market

• These are properties that will be competing with yours for the attention ofavailable buyers.

Failed to sell

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


The Dangers of Overpricing

An asking price that is beyondmarket range can adversely

affect the marketing of aproperty.

• 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 maynot be able to secure a loan.

• The property may eventually sell below market value.

Percent of Buyers Who Will View PropertyAsking Price in Relationship % of Prospective Purchasersto Fair Market Value Who Will Look at Property


You are the Key Player onthe Homeselling Team

No one has a more important role in thehomeselling process than you.

Here are some ways your participation can contribute to a successful sale:

q Maintain the property in ready-to-show condition.

q Ensure that the house is easily accessible to real estate professionals (lock box and key).

q Try to be flexible in the scheduling of showings.

q When you are not at home, let me know how you can be reached in case an offer is received.

q If approached directly by a buyer who is not represented by a real estate professional, pleasecontact me. Do not allow them into the property unescorted.

q Remove or lock up valuables, jewelry, cash and prescription medications.

q If possible, do not be present when the property is being shown.

q Securely pen up pets, or take them with you.

q Be cautious about saying anything to buyers or their sales professionals that could weakenyour negotiating position, especially regarding price or your urgency to sell.

q Collect the business cards of real estate professionals who preview and show your home, andpass them on to me.

q Let me know of any change in the property's condition that would need to be disclosed topotential buyers.

q Be available to review with me the list price and condition of your property if it has not sold ina reasonable period of time.

q Feel free to contact me at any time with questions or concerns.


From Offer to Completed Sale

When our marketing efforts bring a purchase offer, I will:

Negotiate the agreement

• Explain the offer to you and answer your questions.

• Help you determine the best course of action by pointing out potential advantages anddisadvantages of the offer and clarifying the choices available to you.

• Prepare an Estimate of Net Proceeds based on the proposed price and terms.

• Negotiate through the buyer's agent, and handle possible counteroffers, to reach a finalagreement that is favorable to you.

Complete the transaction

• Explain to you in detail all the steps that will occur for a successful closing, and answerany questions you might have.

• Work with the buyer's broker, settlement officer, title officer and others to helpcoordinate their activities and keep the transaction moving forward.

• Monitor progress of inspections, the buyer's loan and other contingencies as called for inthe purchase contract. Resolve questions or problems that might arise, in order to ensure atimely closing.

• Accompany the buyer and buyer's agent during their final walk-through of the property.

• Assist you in handling details required for the completion of the transaction.

• Communicate with you on a regular basis so that you can stay informed and asworry-free as possible.

Follow up after the sale closes

• Confirm that all your real estate-related needs have been met, and provide informationon service providers you may require.

• Offer relocation assistance, if moving to a new area.

• Help you locate a new home if remaining in this area.


In this day and age, the home marketing process begins on the internet.The internet has become the Information Source of Choice. Since you’rea home seller, you want to list your home with a company that doesn’tjust realize this; it really realizes this! For years, www.prufoxroach.com hasbeen a national model. We’ve invested millions in tools and training tomake sure we don’t just meet the home buyer’s web expectations; weexceed them! Do we still rely on traditional marketing tools and the savvyof our sales associates? Of course! But we start on the internet, becausehome buyers do, too.

Marketing Your Home WithOne Thing In Mind: Results.

>


This visual is worth a thousand words.Sure, selling a home will always involvea professional real estate salesassociate to create a strategy and closethe sale. But over the last few years there has been aseismic shift in the mechanics of marketing a home.Today, home buyers begin their home search on the internet.They return to it. Frequently. And they trust the informationthey find there. Here are some facts that will explain why PrudentialFox & Roach doesn’t just accept the internet. We’ve embraced it!

Source: 2008 National Association of REALTORS® Profile of Home Buyers and Sellers.

FACT:Use of theInternet to

find and buya house hasincreased

in just thelast five years.

FACT:More than

of homebuyers say

they consultthe internet“frequently.”

FACT:More than

of homebuyers saythey findinternet

information“very useful.”

FACT:Approximately

first-timehome buyers

use the internet.

repeat homebuyers do so.

69% 81%

78%

82%

27%

What you need to know about selling your home in the

internet age:


Of the thousands of real estate web sites out there, one site,

prufoxroach.com, rocks!

INVENTORY

OPENHOUSES

HOMEPILOT

WHAT'SSOLD?

TOOLS ROAD TRIPHome buyers know they can search fortheir dream home all over the region.

To the shore and back. With more than100,000 homes, ours is the largest,

widest and deepest selection.

In neighborhoods and price rangeshome buyers are searching, now

they can see what’s sold, when it sold, and for how much. Today’s market

features intense comparison shopping. This is an invaluable tool for

comparison shoppers.

Visitors to our web site get thechance to sign up for instant alerts

of new listings using specific criteria.These Home Pilot subscribers are

important to us - and to you. We’rein touch with them often. Anexclusive on prufoxroach.com!

Nothing says “For Sale! moreemphatically than an Open House.

We post a regional list of hundreds ofthem every weekend. With directions!

What’s more, we email personalinvitations to Home Pilot subscriberswho are searching for a home in your

area and price range.

Once home buyers have selected thehomes they want to see, we’ll set them

up with directions and an optimized map. They’ll be on the road to a purchase

in no time!

Not just mortgage calculators,but also easy to submit pre-qualification forms.

And a vast amount of helpful content.

We have made it our mission to ask home buyers whatthey want on a web site. And then give it to them.


Hundredsupon hundredsof Open Housesare right here!

We’re in constantcontact with ourthousands ofHome Pilotmembers. Here’swhere they log in!

Point. Click!Dream! Buyersget right to the

search here!A map anddirections

are generatedin seconds!

prufoxroach.com’s home page is specifically designed to get the home buyer searching

right from the get-go


Two great tools to drive more visits to the site and drive more visits to your home:

1) Home Tour PlannerTalk about the ultimate Road Trip!The Home Tour Planner allows buyers to enter listing numbers (up to five) and we’ll generate a well-thought-outmap and full set of directions such as the one below...

gets property descriptions,selling prices and a map.

2) Homes SoldRecently.

Let’s say your prospective buyers are searching aparticular neighborhood and price range. Now

they can get a print out of what’s sold thererecently. A great source of comparative data!

1968 Rutgers RoadDevon, PA 19333Listing No: 549087Bedroom : 4Bath: 3 full; 1 partial

Buyers get access to“Recently Sold” data on our

Property Detail pages.

When a buyer clicks on “HomesSold Nearby” he or she


Your property won’t just be listed on prufoxroach.com. It will be showcased!In addition to “vital statistics,” buyers will see:

• a slide show featuring multiple full-color photographs• map and directions to your home • neighborhood and school information

• enhanced financing data, including a mortgage calculator based on your listing price• buyers can print a flyer, schedule a showing while they’re still online,

even get a mortgage pre-approval!

Here’s how your home gets big play on the

biggest and best web site in the region:

Property DetailYou searched, S ingle Family/Detached Listings - at least 3 bedrooms / at least 2 Bathrooms in PA for $300,000 to $950, 000.

India WilkesDevon

431 West Lancaster Ave

$699,00018788 Lincoln RoadKennett Square, PA 19348-2677Listing No: 5644977

Bedroom: 4

Bath: 3 full, 2 partial


And Prudential puts daily alerts andreports in front of us.

Being on prudential.com puts your home in front of a world of potential buyers.

Prudential’s real estate platformfeatures technology nothing short of awesome. Visitors toprudential.com can go right to a home search. Home buyers can request a home tour to a PrudentialFox & Roach sales associate rightwhile they’re online. It addsPrudential’s clout to PrudentialFox & Roach’s renowned regionalsales force.

Because we are part of the Prudential Real EstateNetwork, our sales associates take advantage of what’scalled the Online Seller Advantage. This programsupplies us with regular email data updates. On the leftis an Activity Report that details the number of timesweb site visitors have searched your property––by weekand 30-day periods. Bar charts visualize the trend ofproperty searches. On the right is a CompetitiveOverview, an extraordinary mapping report that showsall the properties for sale near yours, with prices(including adjustments) and date listed. These OSAreports give us, and you, data not available elsewhere.


Our “Inline” Strategy: A global online alliance

that propel buyers in to your home’s listing.

We have created a collection of web connections - local, regional and international - that put our listings onto hot real estate sites as quickly

as possible. This exposure is incomparable in the industry.

AOL.comCyberhomes.comDelawareonline.com*dothomes.comenormo.comeRealInvestor.comFizber.comFrontdoor.comGoogle BaseHomefinder.comHomescape.comHotpads.com

*All listings may not be displayeddepending on the geographicalfocus of the web site.

InvestorLoft.comLakeHomesUSA.comLandwatch.comLocal.comLycos.com

Military.comMynewplace.comMyRealty.comOodle.comOpenHouse.com

Overstock.comPhilly.com*Phillyburbs.com*Propbot.comPrudential.comRealtor.comResortscape.comTrulia.comVast.comWallStreetJournal.comWalmart.comYahoo! Real EstateZillow.com


featured properties

We are pledged to the letter and spirit of U.S. policy for the achievement of equal housing

and marketing program in which there are no barriers to obtaining housing because ofrace, color, religion, sex handicap, familial status, or national origin.

An Independently Owned and Operated Member

www.prufoxroach.com

CHELTENHAM $260,000Rowland Park: Comfy 2-story 4BR-3BA/den, 3

wall carpets, beaut Fireplace, 2 car garage. DIR:fr Ashbourne Rd to Boyer Rd, L to #600 (cornerWalden). Call Maude Fischer 215-887-0400ML#4300034

CHESTNUT HILL $1,695,0002 story Neo French home by Architect R Yarnall.Golf course views, 5 Bedrooms/5.5Baths, formal

wrap-around balcony, state of the art amenities,Lord & Burnham greenhouse. Call ChoppyR ouse 610-649-7410 ML#4278818
























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And what aboutprint advertisingand promotion?As Mark Twain said when he readhis premature obituary, reports ofthe death of newspapers may begreatly exaggerated. While we haveput increased emphasis on theinternet (that’s where the buyersare!) we continue to create superb,well-read newspaper ads andpersonalized promotionalmaterials on behalf of our clients.

At the heart of our web-centricmarketing are still our passionate,

professional marketers.

The same data that show us thathome buyers are using theinternet more and more also tell

Most real estate companies have a few top sales associates.We seem to have more than our share of them!

us that the real estate agent is still essential. Ask any serious realestate professional in the region; they’ll tell you, “PrudentialFox & Roach is the place to be.” Ours is an impressive team:4,000 strong. You’ll appreciate their knowledge. You’ll trust theiradvice. Yes, we’ve put our stock in today’s technology to sell yourhome. But our people are still the heartbeat of the entirehome selling enterprise.


MarketingYourHome

Our major relocation efforts can be a major benefit for you.

Everyday, from every corner of the globe, key executives are relocating to this economically and culturally robust Region! Prudential Fox & Roach’s Relocation Staff reaches them before they make their move. No Realtor does a better job at connecting with the relocation market than Prudential Fox & Roach. We have a full-time staff dedicated to putting our listings in front of these affluent, decisive home buyers. Andoutside the region, our network of 1,940 Prudential Offices and 62,000Prudential real estate professionals from around the globe create a steadyand constantly replenishing source of corporate referrals. Here is a samplingof organizations currently serviced by our Relocation Division:

AETAdolorAmerican Red CrossAmeriSourceBergenAmertekAstra ZenecaAstro PowerAtofina ChemicalsBTGBankers Trust - DEBoeingBooz Allen HamiltonBritish EnergyBurlington CoatCampbell SoupCGUCIBA Specialty ChemicalsCatholic Health EastCertainteed/St. GobainChase Manhattan of DEChildren’s Hospital of PhiladelphiaChubb InsuranceCigna CompaniesCommerce BankCSX TransportationData Systems Analysts, Inc.David’s BridalDecision Onedelage landenDelaware Investment AdvisoryE.I. Dupont

Ernst & YoungFMCFranklin MintGE CapitalGlaxo Smith KlineHome DepotING BankISIIndependence Blue Cross/Blue ShieldInter Digital CommunicationsJP MorganJohnson & JohnsonKendall ConfabL-3 CorporationLippincott, Williams & WilkinsLockheed MartinLongshore SimmonsLowesMarriott CorporationMBNAMcDonald’s CorporationMerckMerrill LynchMobil OilMorgan Stanley Dean WitterMotorolaNabiscoNeose TechnologyNycomedOkidataPNCPSE&G

Pegasus CommunicationsPenn EngineeringPenn Mutual InsurancePhiladelphia InquirerPhiladelphia NewspapersPin Point Inc.Rodel, Inc.Rowan UniversitySCTSanofiShire PharmaceuticalSchlumbergerSarnoffSuburu of AmericaSynthesTemple UniversityTeva PharmaceuticalThe Bank of New York - DEThe Wharton School of BusinessThomas Jefferson UniversityTyco HealthcareUnisysUniversity of PennsylvaniaValero RefineryVanguardVertical NetVisteronWilliams Scotsman, Inc.W L GoreWorld Gate Communications


The Charitable Arm of Prudential Fox & Roach, REALTORS® and The Trident Group

Building a Legacy of GivingCommitted to Addressing the Needs of Children and Families

in Stressful Life Circumstances; Especially Their Housing

In 1995, Prudential Fox & Roach/Trident founded Fox & Roach Charities, a Pennsylvania nonproCtcorporation that is a public charity. Since our inception, Fox & Roach Charities has donated over $3,400,000 in charitablecontributions to more than 350 organizations in the tri-state area. It is thanks to our sales associates and employees, whocontributed about $1,600,000, and the company contributing more than $1,800,000 to Fox & Roach Charities, that we havesuccessfully raised and donated $3,400,000. Outside of the charitable funding program Prudential Fox & Roach/Trident hasthe Bill Fox, Sr. Family Fund to help our own sales associates and employees. We have donated in excess of $435,000 to thisfund to help our own. Without the voluntary support of our sales associates’ and employees’ contributions from commissionsand salary, this could not have been accomplished.

Since beginning in 1995 “Community Service Day” has become an important company-wide traditionat Prudential Fox & Roach/Trident. Each year, the company closes every office and department to enable sales associates andemployees to lend a helping hand to those in need. A day of hammering nails, painting walls and sprucing up yards … at soupkitchens, day care centers, shelters, food banks, and construction sites…allows us to give back to our communities, touch lives,and help the less fortunate. It’s a day that gives us another dimension and lets us feel good about ourselves, our company andour work.

For eight years, Fox & Roach Charities has partnered with Delaware Valley Habitat for humanity for theirannual “Build A House … Build A Dream Contest for Kids.” rough this partnership, we have helped raise over $516,000(gross) to support Habitat’s regional home building mission. For six years, we have partnered with Delaware Hospice for the

annual Barbara Santoro Jazz Brunch and other smaller scale events. is hasenabled the Delaware Hospice to grow that $60,000 in donations into over $330,000(gross). Last but not least, we have partnered with ESF Dream Camp Foundationfor the past three years to hold our annual Main Line Jazz event. Fox & RoachCharities gave $30,000 and through this event, we were able to raise over $285,000for ESF Dream Camp Foundation’s year-long mentoring and summer camp forunderprivileged children.

In addition, through a partnership between Prudential Fox &Roach/Trident and our sales associates and employees, we were able to raisemore than $400,000 for Tsunami Relief and over $450,000 for Hurricane KatrinaRelief, resulting in a “House in a Box” for a Louisiana family who lost their home.

Prudential Real Estate Has TheHighest Average Sales Price

Who do you want tosell your house?


Home Seller Book

Documents

Transcript of Home Seller Book