PRUDENTIAL DOUGLAS ELLIMAN REAL ESTATEPRUDENTIAL DOUGLAS ELLIMAN REAL ESTATE

Prepared for My Clients

Presented by Joseph C. Hastings

Licensed Associate Broker

Prudential Douglas Elliman Real Estate

209-18 Northern Blvd.

Bayside, NY. 11361

Office: 718-631-8900

Mobile: 917-579-1502

www.prudentialelliman.com

Identifying Your Goals

Marketing Your Property

Establishing a Pricing Strategy

Pricing Your Property for Sale

Who We Are

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.

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

• 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.

When real estate professionals work with buyers and sellers, “agency” relationships are established. There are three kinds of agency relationships:

1. Communication

2. Motivation

3. Time frame

4. Relocation assistance

5. Homeselling decisions

6. Price

7. Marketing plan

8. Previous homeselling experience

9. Positive experiences

10. Concerns

11. Expectations

The following topics will help me understand what is most important to you in the sale of your property.

1. What do you feel are the most appealing features of this property?

2. What features does this property have that differentiate it from other similar properties?

3. What changes or enhancements would you suggest to make your property as salable as possible?

4. What do you regard as the most attractive features of the surrounding neighborhood?

5. 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.)?

6. Are you aware of any problems or concerns regarding the property or the neighborhood that will need to be disclosed to prospective buyers?

Each property has special features that may interest buyers. Please tell me about your house.

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

• Promote directly to prospective buyers• High impact web-based marketing• Yard Sign• Open houses• Print advertising as needed• 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.

To successfully promote your property to the market, a comprehensive plan of targeted activities is essential. Our marketing program has three aims:

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.

Prudential Douglas Elliman 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.

The most important words in real estate when selling your home

EXPOSURE!EXPOSURE!

EXPOSURE!EXPOSURE!

EXPOSURE!EXPOSURE!

Because more web users click on links with images of properties, prudentialelliman.com is image-rich, with high-quality digital photographs you can e-mail, and may also include 360-degree digital tours and digital films of properties including floor plans. These high-quality images are supported by extensive information on both the property, building and/or area, including maps; the specifics and details that prospective buyers are looking for. We also share our listings with some of the most trafficked websites. Your listing may also appear on some of these sites.

Because more web users click on links with images of properties, prudentialelliman.com is image-rich, with high-quality digital photographs you can e-mail, and may also include 360-degree digital tours and digital films of properties including floor plans. These high-quality images are supported by extensive information on both the property, building and/or area, including maps; the specifics and details that prospective buyers are looking for. We also share our listings with some of the most trafficked websites. Your listing may also appear on some of these sites.

• The Prudential Real Estate Internet sites, www.prudential.com, www.prudential.ca, and www.prudentialelliman.com reach prospective homebuyers worldwide 24 hours a day, 7 days a week, 365 days a year.

• www.PrudentialElliman.com is a local invaluable, content rich source of information attracting more than 70,000 visitors daily. Immediately upon listing your property with Prudential Douglas Elliman your home will be marketed on our site as well as our network of partner sites. More than any other real estate firm in our area.

• 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.

Potential buyers will have instant access to information about your property through our industry-leading Web site and network.

• 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.

About 84% of home buyers begin their property search online*. Online Seller Advantage SM (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.

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

• Listing Presentation Reports demonstrate the type of Web activity your property would have experienced on Prudential.com 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.

Another benefit of OSASM is having constant communication and information at your fingertips.

Proprietary Internet Advertising• We know buyers use the internet to search for properties so we have developed

an innovative approach to deliver relevant advertisements of properties to buyers when they are looking for them

• Prudential Douglas Elliman is the only firm offering targeted internet advertising– We send your ad when customers search in your area at your price level; increasing

advertising effectiveness.– Weekly activity reports provided.– Websites may include – www.google.com, www.newsday.com and www.zillow.com

Local print advertising in the top publications• We use nationally recognized print publications with a large circulation base

including the New York Times, Newsday and the New York Post to ensure it is being offered to the greatest number of possible buyers.

• Profile Magazine is Prudential Douglas Elliman’s proprietary in-house publication with over 160 full-color pages of properties available in our area. Profile is distributed to over 300,000 consumers each quarter and is available for viewing online from www.prudentialelliman.com

Our innovative and aggressive advertising will help attract qualified buyers to your property.

Additional marketing programs• Monthly Open House Weekend to help customers • Proprietary online marketing material site offering professionally

created marketing materials and direct mail campaigns – Ability to customize with photos and information – Distributed locally as well as personal distribution lists– In-house templates and distribution lists

National and international brand 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

Effective marketing activities will help attract qualified buyers to your property.

The Prudential Douglas Elliman Targeted Internet Advertising Program is an exclusive, comprehensive, turn-key online advertising program that focuses on marketing specific properties across a network of targeted real estate websites to reach a targeted group of buyers looking for your property type.

The Prudential Douglas Elliman Targeted Internet Advertising Program is an exclusive, comprehensive, turn-key online advertising program that focuses on marketing specific properties across a network of targeted real estate websites to reach a targeted group of buyers looking for your property type.

• 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.

By providing peace of mind to prospective buyers, these steps can enhance the salability of your property:

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.

Market-sensitive pricing can be the key to maximum market exposure and, ultimately, a satisfactory sale.

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.

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

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

BENEFITS FOR SELLERS:BENEFITS FOR SELLERS:

• 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

• 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

BENEFITS FOR BUYERS:BENEFITS FOR 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

• 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

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 home selling 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.

• Reputation• Commitment to Customer

Service• Advanced Technology • Network Strength• High Standards

Why Prudential Douglas Elliman Real Estate can do more to meet your home selling needs:

• A rich heritage– Since 1911 Douglas Elliman

has been helping customers buy and sell homes.

– Since 1983 Prudential Real Estate has help Long Islanders’ find their most beautiful investment

– 2003 – Two Great Companies Become One

• A strong local presence– 60+ Offices– 3,500+ Agents– More transactions than any

other local firm

What distinguishes Prudential Douglas Elliman from others?

Prudential Douglas Elliman Real Estate is 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.

An Overview of Prudential Douglas Elliman Real Estate

New York’s Leading Brokerage Firm

• In 2008* we ranked as the number one firm in the New York Tri-State area

• Our Long Island offices ranked number one in units and dollar volume.

• Our Manhattan offices ranked number one in dollar volume.

• We are the number four ranked company in the nation in total dollar sales.

• We have the largest customer base in the tri-state area

• Our reach allows us to find buyers wherever they may be: Locally, Nationally or Internationally

• Our huge listing inventory attracts more buyers

• Proprietary tools allows us to work more effectively

• OSA – Online Sellers Advantage

• OBA – Online Buyer’s Advantage

• Targeted Internet Advertising*2009 numbers will be

posted once available

*2009 numbers will be

posted once available

An Overview of Prudential Douglas Elliman Real Estate

New York’s Leading Brokerage Firm

•We have the largest customer base in the tri-state area

•Our reach allows us to find buyers wherever they may be: Locally, Nationally or Internationally

•Our huge listing inventory attracts more buyers

•Proprietary tools allows us to work more effectively

• OSA – Online Sellers Advantage

• OBA – Online Buyer’s Advantage

• Targeted Internet Advertising

*2009 numbers will be

posted once available

*2009 numbers will be

posted once available

An Overview of Prudential Douglas Elliman Real Estate

Customer Focused - We are a full service real estate firm

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.

• Residential sales and rental brokerage

• Retail and Commercial Sales and Leasing

• Relocation – including settling services

• Development Marketing Group

• Residential Property Management – Douglas Elliman Property Management

• Managing over 240 buildings, 64,000 units.

• Mortgage Brokerage – Preferred Empire Mortgage Company

• A Top 10 brokerage firm in the tri-state area

• Ask about our preferred seller program

• Title Insurance – PDE Title

• We ensure a smooth and seamless closing

An Overview of Prudential Douglas Elliman Real Estate

Professional Development

• Our professional development program is designed to keep our agents up-to-date on the industry’s best tools

• We offer ongoing development to our agents through group, one-on-one and web based teaching programs; allowing them to learn the best tools and methods to market a home in any environment.

• We ensure the highest ethical standards in the industry

Winning Attitude

• We strive to anticipate our customers’ needs and proactively provide them with the best possible advice and solutions.

• 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 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.

I will apply my knowledge and expertise with the backing of Prudential Douglas Elliman Real Estate to achieve the successful sale of your property. Here is what you can expect from me:

Here are some things you might like to know about me.

• Licensed by New York State. An experienced sales professional and proud member of:

Nat’l Association of Realtors

NYSAR

LIBOR

I am ready to help you find your next home!