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Churchill Properties

Thank you for allowing us the opportunity to provide you with the enclosed customized

marketing plan and opinion of value for your property. At Churchill Properties our team is

committed to providing extraordinary, personable service and achieving exceptional results

for our clients.

We have devised an extensive marketing and sales program which provides broad exposure

for your property on an international, national, regional, and local level. We utilize a wide

variety of media including online, print, newspaper, social media, brochures, direct mail,

and email marketing. Our targeted approach aggressively promotes your property to both

the most relevant Buyer group as well as the real estate brokerage community.

Marketing and selling your property to best advantage involves accurate pricing, thoughtful

staging, outstanding marketing, persistent Buyer engagement, expert negotiation skills,

financing, transaction management, and professional coordination of it all. Our service

includes handling all of these important steps and we will keep you informed throughout

the process.

Our goal is to provide prominent, targeted marketing and excellence in brokerage services

that combine to bring unrivaled results for our clients. Thank you again for this opportunity

to be of service and we look forward to helping you successfully achieve your real estate

agenda.

Sincerely,

Chris and Karen BernierOwners – Churchill Properties.

49 Union Street

Manchester, MA 01944

978-526-0930

www.ChurchillProp.com


1. Christopher Bernier/Karen Bernier – Resume

2. Churchill Properties Marketing and Sales Plan.

Attracting the most relevant Buyers for your property.

a. Professional staging.

b. Property brochures.

c. Individual property websites.

d. The Churchill property sign.

e. LuxuryHomes.com

f. Our direct mail program.

g. Multiple Listing Service.

h. Promotion to real estate brokers.

i. Open houses for the public and real estate brokers.

j. The Churchill Properties website.

k. The most powerful international real estate websites.

l. Zillow advertising.

m. Social media exposure.

n. Print media advertising.

3. Buyer Showings, Offers to Purchase, Negotiations.

Representing you in securing the best price and terms.

4. Managing the Transaction.

Navigating inspections, financing, contracts, pitfalls.

5. Preparation and Staging your Property.

Appealing to the widest audience.

6. Pricing your Property.

Achieving the highest obtainable price.

Table of Contents


Christopher BernierPrincipal and Co-owner Churchill Properties

Chris Bernier is the Principal for Churchill Properties. He has held numerous leadership roles in

residential real estate in the greater Boston area over the past 25 years. His career has been built

on a powerful work ethic, integrity, professionalism, and a commitment to client service and

satisfaction. A graduate of Bentley University, he is a member of the LuxuryHomes.com

network, the National Association of Realtors, and the Massachusetts Association of Realtors.

Career Highlights

• Chief Operating Officer – For a 79 office firm with 3,900 agents. Responsible for agent

training, luxury marketing, marketing, and administration.

• Regional Vice President – Responsible for 18 offices including 900 agents and staff who

closed more than 6,000 homes sales annually.

• Vice President/Manager – Responsible for all brokerage activities including agent hiring,

training, and coaching for 6 offices with 200 agents.

• Member Board of Directors - MLS Property Information Network - 2011 - 2015. Largest

MLS in New England serving more than 25,000. agents.

• Real Estate Broker Top 1% - Recognized for ranking in Top 1% for closed property sales in

firm of 1,200 agents.


Karen Bernier

Certified Residential Specialist

Direct Line: 978-807-5580

[email protected]

www.ChurchillProp.com

Commitment to Service and Results

My commitment is to provide exceptional real estate service. I will professionally advise and guide you

through each step of the process, help navigate the nuances of the transaction, represent you and negotiate

on your behalf, manage all the details, and continually inform you throughout the process.

Qualifications and Credentials

Professional full time Realtor since 1985. HUNDREDS of properties Sold. - 25 + years of experience.

Ranked #1 Agent for Units Sold on the North Shore* for 2015 - *Manchester, Essex, Hamilton, Wenham,

Gloucester, Rockport, Beverly, Ipswich.

Ranked #1 Agent Town of Essex for both Units Sold and Dollar Volume 2007, 2008, 2009, 2010, 2011,

2012, 2013, 2014, and 2015.

Top 1% of all Massachusetts Agents for Dollar Volume for 2015.

International President Elite Award -2001, 2010, 2012, 2015. International Diamond Society Award - 2002,

2003, 2009, Gold Circle Award 1994, 1997,1999, Sterling Society 2000, 2004, 2005, 2006, 2007, 2008

GREEN Designation-Member of the Green Resource Council- NAR recognized

Historic Homes Specialist certified by the Peabody Essex Museum

CRS Designation- Certified Residential Specialist- Top 4% Realtors nationwide

Luxury Property Specialist –Member of the LuxuryHomes.com Network

Corporate Transfer Specialist – National and International

ABR Designation – Accredited Buyer’s Representative- Trained and certified.

Member of the National Association of Realtors, Mass Association of Realtors, and North Shore Association

of Realtors.


Churchill Properties Marketing and Sales Plan.


We produce high quality property brochures

using professional photographers and by

writing effective property advertising that

highlights the best features of your property.

The brochure may include multiple

photographs, floor plans, detailed property

specifications, property history, town/area

amenities.

We work with capable, professional home

stagers who will consult, redesign, or

stage as desired. We will also suggest

potential improvements in preparing the

property for sale and assist in the process

by suggesting and/or securing needed

services.

Professional Staging

Property Brochures


We have individual property websites produced for each property including multiple photographs, map

location, and property description. Optionally, we can include floor plans and set the presentation to

music. These are excellent for posting to social media.

Individual Property Websites

SOLD

Real estate yard signs remain as one of the most potent

forms of advertising for a listed property as they generate

neighborhood buzz and the interest of Buyers driving in the

area. They also help Buyers locate the property for

scheduled showings.

The Churchill Properties Sign

Churchill Properties Marketing and Sales Plan.Attracting the most relevant Buyers for your property.


We have a robust, targeted direct mail program designed to attract Buyers for your property. We are

budgeted to send thousands of high-quality general and property specific cards to the most relevant group

of Buyers in Massachusetts. We use tailored mailing lists designed to reach the most relevant potential

Buyers.

A Robust Direct Mail Program



We submit your property to Massachusetts largest Multiple Listing Service - MLS Property

Information Network MLSPIN). The MLS is a community of more than 25000 real estate

brokers in Massachusetts who cooperate in the marketing and selling of all properties for sale.

The MLS allows for cooperation in the sale of your property in several ways including:

1. All brokers who are members of the MLS are required to submit their listings to the

service. All member brokers promote all MLS listings on their company websites

regardless of which company has listed the property. This allows Buyers to view the

entirety of all inventory available on any member broker website. National Franchisors

are not members of the MLS and therefore generally list only the inventory of their brand.

1. When working with a Buyer, brokers generally work as Buyer’s Agent with the obligation

to show all properties that fit needs of the Buyer. The MLS provides the facility for doing

this as all brokers cooperate in showing and selling the listed properties. A portion of the

commission is offered to any broker who procures the Buyer and affects the sale.

25,000+

real estate agents

cooperating to sell

your property.



Multiple Listing Service – Property Information Network


Churchill Properties Marketing and Sales PlanAttracting the most relevant Buyers for your property.

We promote your property to the top

producing local real estate agents

through email and direct mail

marketing. We encourage cooperation

with any broker who may sell your

property for the best price and terms.

Promotion to all real estate brokers.

We conduct open houses (if

desired) for both the real estate

brokerage community and for

the Buying public. These often

generate an excellent Buyer

response.

We use digital forms and signatures (if desired) for

ease of use, convenience, and environmental

friendliness.

Open Houses for Brokers and the Public.

Digital Forms and Signature



Our website is not only attractive but exceptionally efficient at handling inquiry on your property.

The listing broker is immediately notified via email whenever a potential Buyer inquires on your

property, allowing for an immediate response. The website will conform and appear beautifully

(optimize) on every device to allow Buyers to obtain all the information on their Smart Phone or

tablet. It will also convert to any of seven languages with just one click and is linked to all the

Churchill Properties social media business pages including Google+, Facebook, Linkedin,

Youtube, Twitter, Instagram, and Pinterest. We promote the website on Google Search using

dozens of real estate key words.

Easily coverts to any of seven languages

• Immediately notifies the listing broker on every Buyer inquiry.

• Beautifully optimized display on every device – smartphone or tablet.

• Instantly converts to seven languages for international inquiry.

• Promoted on Google with dozens of key real estate search words.

The Churchill Properties Website (Churchillprop.com)



International exposure through LuxuryHomes.com

We are elite members of LuxuryHomes.com

which showcases the finest luxury real estate

from more than 40 countries worldwide.

Additionally all properties appearing on

LuxuryHomes.com also appear n Juwai.com

the largest Chinese real estate portal for

promoting U.S. and Global properties behind

the Chinese firewall. They have 1.7 million

viewers each month.


We syndicate your listing to the most powerful international real estate websites in the world, giving your

property exposure to millions of potential Buyers. Your property will also be listed on the websites of all

real estate companies participating in the MLS.



Zillow is by far the most visited real

estate website worldwide as it is

ranked as the 156th most visited site in

the world and the 34th most visited

site in the United States. We are

Premier Agents on Zillow and invest

$1,200. monthly to drive local Buyer

leads to from Zillow to Churchill

Properties.

The Most Powerful Real Estate Websites

Zillow #1 - Premier Agents



We use a variety of social media platforms to promote your property and

drive traffic to our website. Churchill Properties has a business page on all

of these websites allowing us to connect with thousand of local potential

Buyers for your property.

Social Media Exposure




We use several print media options to promote our properties and drive traffic to

our website.

Print Media Exposure


We proudly support the Home for Little Wanderers

with a donation made upon each closing.

The Home for Little Wanderers provides a seamless continuum of vital

programs and services for every stage of child and family development.

Serving children and youth from birth to 22, The Home makes a positive

impact on over 7,000 lives each year. They never give up on children. And

don’t let children give up on themselves. By advocating on behalf of each and

every one of them, they strengthen families, communities and the

Commonwealth.



Example Marketing and Sales Plan

• Professional Photography and floor plans including aerial photography.

• Ariel videography.

• Interior videography tour – posted online to several websites including Youtube and Vimeo.

• Staging review/redesign – professional recommendations.

• Property Brochure – multiple photographs, floor plans, property specifications, plot plan, town/area

amenities.

• Churchill Properties Sign (if desired).

• Direct mail brochure – 8.5 x 5.5 = Mailed directly to affluent homes in Mass. 1000 pieces.

• Direct mail brochure – mailed to top 200 luxury real estate brokers in Mass.

• Broker reception with catered lunch.

• Social media exposure on Facebook, Google+, Linkedin, Instagram, Youtube, Twitter, Pinterest.

• LuxuryHomes.com – Global exposure with thousands of luxury home buyer visits monthly.

The website will translate into any of 70 languages.

• Juwai.com – Largest luxury real estate website in China offering U.S. Real Estate – 1.7 million users

monthly.

• Local Newsprint advertising

• Syndication to a wide range of international real estate websites including Zillow, Realtor.com.

Homes.com, Yahoo Real Estate, Trulia, Homesnap.com, UniqueHomes.com,

NewYorkTimes.com, DistinctiveHomes.com, BankerandTradesman.com, and Boston.com.

• Unique homes Luxury media – Unique Homes Magazine and UniqueHomes.com. Unique

Homes magazine is distributed to a subscription readership of 400,000 worldwide and the Forbes

1000 executives.

• Boston Magazine – Regional advertising with readership of 200,000+

• North Shore Magazine – Readership of 112,500.

• Manchester Cricket Newspaper – Weekly newsprint provides local exposure.


Buyer Showings, Offers to Purchase, Negotiations.

Representing you in securing the best price and terms.

Buyer Showings – All of the marketing and sales efforts are

intended to encourage Buyer showings for your property. Buyers

who have elected to visit a property generally have a higher level

of interest in the property as they have generally first viewed it

online in detail. The following is recommended for showings:

1. It is best if the owners are not present. This allows the

Buyers to feel comfortable and imagine themselves living in

the property.

2. The property should be in a clean and neat condition.

3. The lights should be turned on. A well lighted house is more

attractive.

4. Be sure the house is at a comfortable temperature.

5. Soft background music contributes to a positive environment.

If desired, we will gladly consult with the selling agent and

contact you after showings to provide feedback.

Offers to Purchase/Negotiations – When a Buyer is

interested in purchasing your property they will communicate

their offer in writing on a standard offer form which will be

completed with their Buyer’s Agent. We will present all

offers received to you as soon as possible. We will

professionally evaluate the offers and recommend a response.

As the owner you may accept the offer, reject the offer, or

choose to counter-offer.


Managing the Transaction.

Navigating inspections, financing, contracts, pitfalls.

There are several aspects to managing the transaction to closing after the acceptance of the offer

including:

1. The Home Inspection – This normally occurs within 10 days of an accepted offer and is

conducted by a licensed professional inspector. If defects in the property are discovered, we will

assist in negotiating a resolution if necessary.

2 Purchase and Sale /Second Deposit - The preparation and execution of a purchase and sale

agreement also occurs within 10 days of an accepted offer. This is normally prepared jointly by

the attorney for the Buyer and the Seller. A second deposit is made by the Buyer upon signing of

the purchase and sale agreement.

3. Buyer Financing - The Buyer makes application and begins the loan process for financing upon

signing of the purchase and sale.

4. Property Appraisal - An appraisal of the property occurs as a component of the financing

process. This is conducted by a licensed appraiser who is hired by the lender to substantiate

value the property relative to the purchase price. We will meet the appraiser and may provide

them with market information.

5. Notify Utility Companies - The utility companies must be contacted regarding the change in

ownership – Gas, Electric, Cable, Telephone.

6. New Deed – Seller to Buyer –The Seller must have a new deed prepared by an attorney, deeding

the property to the Buyer. This will be delivered at closing and the funds will be paid to the Seller

when the new deed is on record at the registry of deeds.

7. Smoke and Carbon Monoxide Detectors - Massachusetts Law requires that all properties have

fully functioning smoke alarms and carbon monoxide detectors prior to closing. The local fire

department conducts these inspections. We will coordinate this process with the fire department.

8. Closing Preparation - The closing attorney (if any) will conduct a title search and prepare all the

required closing documents in preparation of the closing. This occurs approximately two weeks

prior to closing.

9. Final Property Viewing - There will be a final property viewing by the Buyer just prior to the

closing. The Seller should plan to be fully moved out the day prior to closing.


Within seconds of arriving at your property, Buyers

are forming an opinion based on their first

impressions. Preparing your home for sale to create

the most appealing presentation will help sell your

home in less time and at the best possible price.

We will work with you to prepare a custom-tailored home enhancement plan. In addition,

we will recommend local specialists if needed in cleaning, painting, floor repair, home

staging, and landscaping. Generally the process includes cleaning, repairing, uncluttering,

neutralizing colors, and staging.

Recommendations may Include:

• Enhancing curb appeal by improving the exterior – repair, paint, landscape.

• Repaint and stage the entryway.

• Thoroughly clean the kitchen, appliances, and bathrooms.

• Unclutter by removing excess personal belongings.

• Clean out and organize closets.

• Refinish worn floors with fresh polyurethane.

• Remove excess furniture and create better traffic patterns.

• Replace worn carpeting, rugs, lampshades, furniture.

• Add plants and fresh flowers.

• Neutralize strong odors.

• Turn on all lights during showings.

Preparation and Staging your Property.

Appealing to the widest audience.


Choosing a listing price for your home is one of most important decision you

will make in marketing your property. A properly priced home will attract immediate

Buyer inquiry and offers.

Uncontrollable factors affecting the value of your property.1. Location, size of home, property features, lot size, quality of local schools.

2. Economic conditions – Interest rates, unemployment rate, consumer confidence.

3. Local market activity – similar homes for sale, pending sale, recently sold, expired.

Controllable factors affecting the value of your property.1. The listing price.

2. The property condition.

3. The skill and experience of your listing agent and the quality and amount of marketing.

Factors with limited or no affect on the value of your property.1. The assessed value of your property.

2. The appraised value of your property.

3. The purchase price you paid for the property.

4. The amount of money you need or want from the sale.

The benefits of proper pricing.1. Presents as a reasonable value to Buyers.

2. Receives immediate interest, showings, and offers from Buyers.

3. Creates urgency in Buyers to act.

4. Urgency and interest often results in a higher selling price.

5. Limits the time on market.

The expense of over pricing your home.1. Limited or no Buyer interest.

2. The existing Buyer group, at time of listing, rejects the property.

3. An exceptionally long time on the market.

4. Buyer concern of property defects.

5. Price reductions are required to meet the market value.

6. In a declining real estate market, the selling price is falling daily.

SOLD

Pricing your Property.Achieving the highest obtainable price.


It is important to price your property at market value as Buyer activity is highest in the first thirty days

of marketing. The reasons for this are:

1. Several marketing and sales initiatives are launched in the first thirty days of marketing, giving

immediate, broad exposure to the property.

2. Web based real estate sites such as ChurchillProp.com and the MLS automatically send emails to

Buyers when properties are listed that fit their criteria.

3. There is a large group of existing Buyers who have been in the market for sometime and are

evaluating each newly listed property. This group generally knows market values, are

preapproved for financing, and are ready to make a purchase decision.

Accepted

Offer10 days 30 days 60 days

Home inspection

Purchase / Sale agreement

Financing application

Financing processing

Appraisal Legal, Title

Closing prep.

45 days

Closing / Sold

Property Sale Time Frame

Activity Levels• Web viewings

• Buyer inquiry

• Showings

• Open house visits

• Offers

Days on Market

0 30 60


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