Platinum Marketing

PMA
	Disclaimer
	While every effort will be made to present your property in the best light, please note that the Property Mis Descriptions Act prevents us from making false, subjective and misleading comments. It is Platinum Property Agents policy not include any comment that cannot be verified. In our experience, potential purchases respond better to viewings when a property has not been flowered up and they can judge the features for themselves.
Office
	Location
	Our office is located to the west of Worcester in the busy centre of St John's and benefits from a high pedestrian traffic. The office is in a prominent position to be noticed by car drivers travelling into Worcester centre from the west of the County and Herefordshire.
	Window Cards – A4
	Our classic window card features a large photograph of your home against corporate colours that frame and complement the traditional UK home and sky colour.
	Window Cards – A3
	Our in house printer and high resolution camera allow the production of quality A3 enlargements to attract interest from pedestrian and road traffic.
	Property Details – Choice
	First impressions count and all our property details are prepared by professional digital printers on quality card. The standard details may be upgraded to an A4 folding brochure if required.
	Applicant Database
	On accepting your instruction I will use your property details to search my applicant database for potential purchasers and contact them directly. In addition we regularly send a browse sheet to applicants highlighting all new instructions.
Multi Listing
	Colleague Databases
	While each Estate Agent in the office operates their independent business and personal client contacts, we operate a multi listing system between each other. This method operates throughout the whole market in North America . In short as your listing agent my role is to take care of your needs and promote your property. I then make available half of the fee to the first agent to find a buyer for your property. Therefore when a new instruction is brought to the office the team are highly motivated to contact their own registered applicants. This is very different from the traditional approach.
	Other Office
	The multi-listing system operates in our other office in Hereford and therefore the Agents based there also have the opportunity of introducing a potential purchaser.
	Other Agents
	In North America the multi-listing system operates across the whole market. While in the UK most traditional agents do not offer commission for the introduction of potential purchasers we feel that it is an important method encouraging further exposure of your property and we are willing to offer a fee to any other agent for the introduction of a buyer.
Media
	For Sale Board
	Most agents will agree that a For Sale board is one of the best ways of attracting buyers and advertising your property. The Platinum Property Agents board is distinctive and provides a clear indication of who to contact and how to obtain further details of your property.
	Local Newspaper
	Newspaper advertising is another source of enquiries however care is required to ensure that the market does not pick up a property that is going stale. The Platinum Property Agents advertisement limits the number of properties displayed to ensure that those advertised have a good sized quality photograph and description. By carefully rotating the property stock we can ensure that a property does not become perceived as stale. In addition by matching properties we can ensure that every property type is represented each week. This means that when we receive an enquiry we can offer all the property of that type to potential purchaser and therefore the property not being advertised does not miss out on an opportunity. Our vendors can benefit from newspaper advertsing in Worcester and Hereford , and may also consider advertsing in other publications, such as the Birmingham Post where appropriate.
	Premier Newspaper
	In addition to weekly newspaper advertisement we offer the vendors of more select properties, with a wider appeal, the opportunity to advertise in alternative publications which have a reputation for a readership which would be more likely to appreciate their property.
	Internet – Own Site
	All our properties are displayed on our corporate web site that is both stylish and simple to navigate. Our focus for the site is to fire their interest and encourage the potential purchaser to contact us to arrange a viewing rather than sell your house on the net. It is important that when they actually visit your home they are further enthused.
	www.rightmove.co.uk
	The rightmove web-site is the countries most popular property website offering a many estate agents the opportunity to display their clients homes via a single medium. The ease of navigation and national publicity campaign has made the rightmove site an essential part of the promotion of your property. This is of particular importance for potential purchasers that are not familiar with the area. While they will not have heard of many of the local agents they almost certainly will visit rightmove as part of their research.
Personal
	Just Listed
	When a property comes to the market your neighbours usually show some interest in your sale. Just Listed cards advertising your property and delivered to your neighbours is a very good way of harnessing their interest and a good way of prompting them to contact friends and family, that they are aware would like to live near them. This method is particularly useful in areas where a For Sale board has little passing traffic.
	Just Sold
	Just Sold cards are a courtesy follow up which informs those same neighbours that a sale has been agreed and that the property is no longer being marketed.
	Open House
	Opening your property for viewings on a specific day rather than making a formal appointment is an approach that has been commonly used in North America and is being increasingly used of here. Some properties are a must to be viewed internally, some vendors have less time to clean and tidy for every viewing or have family and work commitments that clash with normal viewing arrangements, or you may have a property that would attract a large amount of interest. For these occasions an Open House is an ideal way of generating interest in your property and allowing a concentrated number of viewings at a single event. While you will also attract nosey neighbours they can still be could source of word of mouth advertising when a property is shown at it's very best.

Platinum Price

Introduction
The initial marketing price of your property is the most important factor in attracting a buyer. Every property will sell if the price is right! At Platinum Property Agents our goal is obtaining for you the highest price that a buyer is willing to pay within the desired timescale. The art of selecting the initial marketing price is based on reviewing your objectives assisted by our experience and knowledge. To aid this process there are a number of factors to be considered;
	Motivation
	Why do you want to sell? Do you have to sell or would you like to sell? These have a bearing on what you will be willing to accept and type of price that we advertise. A low price will gain interest however a large amount of interest could drive the price back up.
	Objectives
	Your motivation indicates your primary objective however what other factors and preference should we take into account for example other family members, do you have a particular property already in mind for your next home, etc.
	Timescales
	Are you constrained by outside factors to move within a certain period, do you have a preference or can you be flexible?
	Competition
	When you put your property on the market you have to find the balance between a high price that would make you property look expensive against the competition and a low price that would attract buyers but hurt financially. It is important that your property looks good value against the competition to ensure interest from buyers while keeping sight of the desirable features that justify a higher price.
	Presentation
	You will be in competition for buyers with several hundred other homeowners. A well-presented property can make all the difference in justifying a higher price.
Comparables
The golden rule when setting the initial marketing price for your property is, check out the competition. Put your self in the shoes of a buyer. Imagine that you were looking around the market for a property just like yours. What choice do you have? What are good points about your house that you would pay more for? What points will reduce buyer interest (that can't be addressed easily) which you need to offer a discount to gain interest? The starting point is comparable evidence. These are properties similar to yours that have been on the market recently or are currently on the market which provide an indication of what buyers are willing to pay.
	Platinum Details
	Firstly we can draw upon our own experience. We can show you a number of properties from our own archives and current portfolio that would demonstrate past successes and failures. No agent sells every house however a good agent will know why a property hasn't sold for the required price. The lessons and feedback from these experiences are both important and valuable to you.
	Right Move List
	Platinum Property Agents subscribe to www.rightmove.co.uk . This web site is more than just the UK 's most popular property internet portal representing a wide number of corporate and independent agents, it provides a valuable resource for market information. From the private administration pages we can analyse the activity in the market, every search is logged and trends plotted. Every property advertised in the past can be viewed to provide an indication of the time a property took to sell. This resource allows us to increase the odds of finding realistic comparable properties which help us in advising you.
	Other Agent Details
	An experienced agent watches the market, which includes other agent's properties. It is our job to be aware of properties that are for sale and that have sold even if another agent marketed them. Obtaining the details of these houses will be further important information in pitching your property just right to achieve your goal.
Initial Marketing Price
	Agree Price
	Having considered all the evidence, decided what preparation work is feasible and what issues will have to be accommodated in the price. We will have been able to establish an upper price, which your property would struggle to attract a buyer and look poor value against comparable properties and a lower price where your property would sell easily and appear good value. We should now be in a position to decide upon the initial marketing price to begin advertising your property within the context of your personal objectives and your preferred timescale.
	Disclaimer
	Valuing a property is not a science it is an opinion. It may be based on training, experience and research however what we are really asking is; what do we think someone else will pay for your house. That someone else has an opinion of his own based on his desires, choices and financial options. Getting the price right initially may be important, however, collecting feedback, interpreting the comments and acting on the responses is VITAL to achieving a successful sale. Unsurprisingly, according to the National Association of Estate Agents, this is singularly the area where clients make the most complaints. At Platinum Property Agents this is precisely why every one of our potential purchasers are accompanied on each viewing, and why you receive a one to one service from your personal estate agent through out the process. We believe that reviewing your marketing, with an agent that understands your goals, regularly is the secret to maximising success. If you don't get constructive feedback from your agent then you may never know why your property has not sold. Is it the advertising, is it the presentation, is it the price and if it is the price how much out are we? The consequences of getting it wrong can be expensive. We cannot guarantee to sell your property for the initial marketing price, however we will guarantee to be there throughout the sale, with professional advice focused at obtaining for you the highest price that a buyer is willing to pay within your desired timescale.

Platinum Legal Terms

Definition of Introduction

In legal terms an estate agent is paid for introducing a buyer, everything else is a bonus! There are a number of different types of agency which have their advantages and disadvantages.

Sole agency

The estate agent is the only agent with the right to sell your property.
You are contractually bound not to allow other agents to try and sell your property during the term of the agreement and will be liable for a commission payment to the sole agent should you do so and successfully sell the property.
If you find a buyer yourself, you don't have to pay the estate agent's commission although you may still have to pay for advertising or a 'For Sale' board.
The main disadvantages of this approach are that you are putting all your eggs in one basket and restricting the potential customer base that has access to your property details.

Sole Selling Rights

The estate agent is the only person with the right to sell your property. It is different from sole agency: if you find a buyer yourself, you still have to pay the estate agent.
This is the type of agency offered by Platinum Property Agents. While it may seem unfair to charge an individual for finding his own buyer, should it occur, in reality a friend or relative often decide to buy a property after they have seen it adverised by the agent but approaches the vendor because he knows them. This type contract protects our commercial interests and removes any scope for confusion.
Of course if you do think that you may have a friend or relative that may like to buy your property. We would be happy to record their interest, prior to receiving your instruction to market your property, and waive our fee should they subsequently purchase.

Joint Sole Agency

Some estate agents offer a 'joint sole agency' contract where two agents agree to share one commission, although the total fee may be higher. T his is where two agencies are working together to try and sell your home. The main advantage is that there will be more than one outlet or distribution channel for your property.
You would pay more in total commission than you would if there were just a single sole selling rights agent, as both businesses will receive a share of the commission when the property is sold.
This method is very useful when it would be beneficial to advertise your property in two geographical areas, or when a quick sale is required and you want two highly motivated agents to work together.
Platinum Property Agents are happy to work with any other agent as required and our contract will default to Joint Sole Agency terms should you decide at a later date to instruct a further agent.

Multiple Agency

You can ask several estate agents to act for you on a multiple-agency basis. Only the estate agent who sells the property will be entitled to a commission. The rate of commission is likely to be higher than for a sole agency or sole selling rights contract.
Most experienced observers would recommend that you opt for a sole agent. Not only does it generally mean a lower commission payment when the sale finally goes through, but a sole agent has a good chance of receiving some reward for his efforts where as under multiple agency there be nothing. If you are going to pay an agent then make sure he's motivated!
In addition, many vendors find that they appear desperate to potential buyers who are alerted to negotiate harder.
Then again, if you are hurry to sell your property, placing the property with multiple agents may achieve maximum exposure in a short time and be more likely to result in a buyer being attracted more quickly. You will have to pay for this perk though, often as much as an extra one percent of commission.
Platinum Property Agents are able to offer a multiple agency contract for certain circumstances however we generally find it unecessary and prefer to maximise exposure via multi listing which can achieve similar exposure without sending the wrong signals to buyers.

Multi Listing

Multi Listing is the norm in USA and Europe . The vendor instructs their agent to act with sole selling rights agency (the lead agent), however they also allow the agent to invite other agents to introduce potential buyer, normally in exchange for a share of the commission.
Only the lead may advertise the property in the media however the vendor receives the benefit of other agents being able to promote the property to their databases and to the other potential purchasers that contact the office. For the introducing agent he can earn commission without incurring the normal advertising costs or service commitment to the vendor. The lead agent, receives a reduced commission however he achieves a sale for his client which enhances his reputation.
Platinum Property Agents offer Multi Listing as standard included within normal our Sole Selling Right fee. The method allows us to operate as independent estate agents within the Platinum Property Agents while also motivating our colleagues to introduce buyers. The system creates competitive, yet cooperative environment, which benefits our vendors and provide us with a high level of productivity without compromising service standards.

Ready Willing & Able

You have to pay if the estate agent finds a buyer who is prepared and able to buy your property and exchange unconditional contracts. You still have to pay even if you withdraw from the sale and unconditional contracts are not exchanged.
Platinum Property Agents generally expect payment from the proceeds of completion and traditionally your solicitor will forward a cheque to us on your behalf however to protect our commercial interests the fee is due following the introduction of a Ready Willing and Able buyer.

Term of Contract

You would normally instruct an Estate Agent for 12 – 14 weeks to allow them sufficient time to obtain a return on the initial investment made for preparing and advertising.At Platinum Property Agents the initial period is set by each Estate Agent personally to suit the marketing requirements of the individual vendor.

Termination

If you appoint more than one estate agent to sell your property under a sole agency or a sole selling rights contract, each agent has the right to claim their fee when the property is sold.
During the initial period of the contract you are prohibited from instructing another agent or if you change from one agent to another, there may be a period when both agents' commissions are due if your property is sold. You should note that even though the initial period has passed most agents require 2 to 4 weeks notice in writing before termination.
Following the initial period Platinum Property Agents require 14 days notice in writing in order for us to withdraw your property from the market. In practice each case is taken on merit and we will always consider your personal circumstances while also protecting our commercial interest where applicable.

Other Services

In addition to selling your property we can assist you with many further aspects associated with moving home;

Buyers Service – If you are looking locally for your next home you with to register in order to be kept up to date with the properties being marketed by any of the Platinum Property Agents.
If your looking further a field or do not have time to trawl every agent, then our buyers search service could save you hassle and frustration. In short we can shortlist properties from any agent in the area you are looking, make viewing arrangements and even accompany you should you require.

Financial Services – The Financial Services Authority, who set out strict guidelines before a broker can call himself or herself, “Independent”, now regulates mortgages. Our resident independent mortgage adviser is authorised to recommend mortgage products from the “Whole Market” offers initial advice without charge. This service is provided by The Independent Practice Ltd. Your home is likely to be repossessed if you do not maintain the mortgage payments.

Solicitors – Via our professional connections we can introduce you local professional solicitors to assist you with the Sale and Purchase of your property.

Further Property Services - Over the years we have established a directory of tradesmen, retailers and professionals that you may find useful during the purchase process or after you have moved in. We hope to point you in the right direction at anytime as you establish your new home.

Disclosure of Interest

While we have links with many professionals and services from which we many derive income, when ever we introduce a buyer to you that has taken advantage of a service from which we expect to receive remuneration we will disclose the interest to you.
In addition where a potential buyer is connected to Platinum Property Agents we will disclose the interest to you and where applicable the individual Estate Agent will be prohibited from marketing your property to the public.

Authority to Instruct

When signing our terms of business you are instructing us to act as your agents when marketing your property therefore you need to be sure that you have the authority to sell. In the main the names on the deeds should be the individuals who instruct the agent however where this is not practical the contract permits an individual to sign on the understanding that any other parties are in agreement and have provided their consent.
Where you are acting on behalf of a corporate body or on behalf of a relative you will be required to demonstrate that you have the authority to instruct.
Your Platinum Property Agent can advise you on how best to meet the criteria.

Money Laundering

With effect from 1 st March 2003 Estate Agents are now required to obtain identity verification for their clients prior to accepting instruction.
Your Platinum Property Agent can advise you on how best to meet the criteria.

Fee Packages

Silver, Platinum, Bespoke

Platinum Process

Schedule
Following receipt of your instruction I will need to arrange a convenient time to discuss with you and begin to prepare the marketing material required to promote your property.
	Measure Up
	I will need to measure the internal rooms of your home and write a factual description of the key features of your property.
	House Doctor
	You only get one chance to make a first impression. The Platinum Property Agents House Doctor style assessment will help you present your property above the competition. During our meeting we will assess the best way to present each room and establish schedule of recommendations. We can then discuss the most appropriate actions and prioritise depending upon your objective.
	Marketing
	I take a photograph of your property, discuss the positioning of a For sale board, arrange newspaper advertising, internet promotion and inform my multi listing partners that you have instructed me as your agent. Following preparation of the brochure with your property's details you will be required to confirm the accuracy of the contents.
	Feedback Diary
	In addition at Platinum Property Agents we prefer to arrange a regular time when we can discuss the progress and feedback from the marketing. By setting a regular time that suits you I can be sure that I am not interrupting you and that you may consider important decisions in a relaxed manner. With this in mind please consider when an appropriate time may be. Please note that you have my mobile number and you are welcome to call me after normal office hours.