Presentation on theme: "How We Will SELL YOUR HOME Your Name Modern Real Estate Over 15 years of combined experience."— Presentation transcript:
How We Will SELL YOUR HOME Your Name Modern Real Estate Over 15 years of combined experience
The Sale of Your Home Is Important to Me! And You Must Know All The Facts Before You Make The Decision To List! This is why well invest 1 hour of our time in reviewing how we are going to sell your home. Its a very important matter that must be taken seriously and done professionally. After All… 1 Its the place you call home. 2 Its where you have been investing your hard earned money. 3 And its how you are going to be able to buy your next home.
Here Are The Facts You Must Know Before You List Your Home! Lets Begin! I guarantee you will be fully informed before you make the decision to list. Section 1 A About Me B Our Company C Our Results D Our MLS Board Section 2 A About The Market B How Youre Impacted Section 3 A Our Marketing Plan B Our Pricing Plan
Section 1 Building An Army of Agents! Together We All Work Towards Selling Your Home. Lets Review Each Now! When you list with us… you get more than just us… you get an army of agents. Your Army Includes 1 Me 2 My Company 3 Every Agent on the MLS Board 4 Every Company on the MLS Board
About Me! Experience Is Measured By RESULTS… Not Just Years Of Service! Example of what to write. In 8 years of service I have sold every home I ever listed! How My Proven Experience Will Sell Your Home A Professional Designations (write in here) B Client Philosophy (write a one sentence line here describing your service statement.) C My Results (Write in the shaded box below) Example If my clients are not happy with the progress of their sale, they can fire me! Note Edit the numbers
About Modern Real Estate! Our Goal Is Simple… To Sell Your Home! And We Know This Is Your #1 Goal As Well! How My Companys Years of Proven Experience Will Sell Your Home A Modern Real Estate employs over 90 B When you list with Modern Real Estate we will present your listing on the MLS as well as on 22 popular real estate web-sites, getting your property maximum exposure! C Modern Real Estate works to ensure our agents are provided with the latest tools, training and technology available in effort to better serve their clients! If at any time you are unhappy with one of our agents or your experience, please contact us and we will do our best to set it right.
Proven Results What Our Clients Have To Say About Us! Now Thats Proven Experience You Can Count On! Testimonies From Satisfied Clients 1 Place no more than 3 testimonies on this page. (write in here) 2 Testimony 2: Mr. & Mrs. Jones Write You did exactly what you said you would do! 3 Testimony 3 Note You will use your Testimony Presentation to outline all your testimonies, and leave that presentation with you seller. Please read lesson book for further instructions.
About The MLS Board How It Works With Us To Sell Your Home! It Is The #1 Way Homes Are Sold In The USA - No Other System Compares! There are many companies & thousands of agents on our MLS board. How powerful is the MLS when it comes to selling a home? 1 Real Estate Companies Join The MLS Board Why? To allow agents from other companies the opportunity to sell their listings. 2 MLS Companies Cooperate With Each Other This means any Realtor on the board will be able to show your home to their buyers. 3 How We Reach MLS Agents When we get into our marketing plan for your home, well show you how we get MLS agents excited about your home so that theyre eager to show it to their buyers. Note Edit the numbers
Section 1 Summary You Really Do Have An Army Working For You! With 1234 Agents Looking For A Buyer For Your Home… You Can Count On It Selling! And most importantly… I am working for you! 1 My Company Is Working For You Why? To allow agents from other companies the opportunity to sell their listings. 2 My Companys 123 Agents Are Working For You This means any Realtor on the board will be able to show your home to their buyers. 3 The 123 Companies & 1234 MLS Agents Are Working For You When we get into our marketing plan for your home, well show you how we get MLS agents excited about your home to that they show it to their buyers. Note Edit the numbers
By Knowing Our Enemy Only Then Can We Develop A Battle Plan To Win The War Before going to war it just makes sense to know your enemy. Section 2 Knowing The Market Is Like Knowing Your Enemy! Section 2 A About The Market B How Youre Impacted
Lets Review Each In Detail … Starting With A Sellers Market! You must know which market youre in when selling as it greatly impacts your sale. About The Market The Market Can Be In Only 1 of 3 Conditions A Sellers Market B Buyers Market C Normal Market Market Condition Definitions
More Buyers Than Homes Means Multiply Offers And Quick Sale Times. The total number of buyers exceeds the total number of homes for sale. What Is A Sellers Market?
But What Happens After You Sell & Need To Buy A Home In A Sellers Market? Fantastic benefits any seller highly favors. What Impact Does A Sellers Market Have On Your Sale? Your Benefits When Selling In A Sellers Market 1 You Sell At A High Price 2 Demand Is High 3 Inventory Is Low 4 Your Home Sells Fast 5 Plenty of Showings 6 Frantic Buyers
Its Great When You Sell … But Its Not So Great If You Need To Buy Up! You carry $10,000 more on your mortgage when buying up in a sellers market. What Impact Does A Sellers Market Have On Your Buy? Impact When Buying A More Expensive Home Larger Mortgage A Market Up 10% B Sell @ $400,000 = $40,000 Gain C Buy @ $500,000 = $50,000 Gain D Youre Down $10,000
Its Great When You Sell … And Its Just As Great If You Need To Buy Down! You carry $20,000 less on your mortgage when buying down in a sellers market. What Impact Does A Sellers Market Have On Your Buy? Impact When Buying Less Expensive Home Smaller Mortgage A Market Up 10% B Sell @ $400,000 = $40,000 Gain C Buy @ $200,000 = $20,000 Gain D Youre Up $20,000
Whats The Bottom Line? Therefore the impact is dependent upon your buy and not your sale. Sellers Market Summary When Selling 1 Sell High 2 Sell Fast When Buying 1 Up = More Money & More Mortgage 2 Down = Less Money & Less Mortgage When Selling & When Buying
Lets Now Discuss A Buyers Market! But overall… moving down is the best financial option… since you end up with less mortgage. Sellers Market Summary If Moving Up 1 Buy First 2 Availability of Homes Low 3 Sell After You Buy 4 Allows Your Home To Rise If Moving Down 1 Buy First 2 Availability of Homes Low 3 Sell After You Buy 4 Allows Your Home To Rise When Moving Up & When Moving Down
What Impact Does A Buyers Market Have On You? The total number of homes for sale exceeds the total number of buyers. What Is A Buyers Market?
But What Happens After You Sell & Need To Buy A Home In A Buyers Market? It is, to say the least, very challenging when selling a home in a buyers market. Your Challenges When Selling What Impact Does A Buyers Market Have On Your Sale? Heavy Competition 1.You must be prepared to compete at your best price point. 2.Features must match or exceed your competition. Who Wins? 1.Best Price 2.Best Location 3.Best Condition Sale Impact 1.Sells Slow 2.Condition Offers 3.Low Ball Offers
Its Great When You Sell … And Its Also Great If You Need To Buy Up! What Impact Does A Buyers Market Have On Your Buy? Impact When Buying More Expensive Home Smaller Mortgage 1 Market Down 10% 2 Sell @ $400,000 = $40,000 Loss 3 Buy @ $500,000 = $50,000 Loss 4 Youre Up $10,000 You carry $10,000 less on your mortgage when buying up in a buyers market.
Its Great When You Sell … And Its Almost As Great If You Need To Buy Down! What Impact Does A Buyers Market Have On Your Buy? Impact When Buying Less Expensive Home Smaller Mortgage 1 Market Down 10% 2 Sell @ $400,000 = $40,000 Loss 3 Buy @ $200,000 = $20,000 Loss 4 Youre Kind of Up $20,000 You have actually lost $20,000 – but you end up carrying less mortgage.
Whats The Bottom Line? Therefore the impact is dependent upon your sale and not your buy. Buyers Market Summary? When Selling 1 Sell slow 2 More Competition When Buying 1 Up = Less Money & Less Mortgage 2 Down = Less Money & Less Mortgage When Selling & When Buying
Lets Now Discuss A Normal Market! A buyers market is the best time to sell & buy a home! Buyers Market Summary Bottom Line If Moving Up 1 Sell First 2 Availability of Homes High 3 Shop Well, Offer Low 4 Selling First Removes Pressure If Moving Down 1 Sell First 2 Availability of Homes High 3 Shop Well, Offer Low 4 Selling First Removes Pressure When Moving Up & When Moving Down
What Impact Does A Normal Market Have On You? The total number of buyers equals the total number of homes for sale. What Is A Normal Market?
Allow Us Now To Summarize The 3 Market Conditions! Bottom line – no real worries, challenges or advantages – simply enjoy the process. Your Challenges When Selling What Impact Does A Normal Market Have On You? When Selling 1 No Specific Impact 2 Price Home At Market Value 3 Selling First Removes Pressure 4 Showings Average When Buying 1 No Specific Impact 2 Availability Normal 3 Shop Well 4 Negotiate Well
Allow Us Now To Summarize The 3 Market Conditions! Bottom line – no real worries, challenges or advantages – simply enjoy the process. How You Are Impacted? Market Condition Summary Selling A Home Move Up Buy Move Down Buy Sellers MarketExcellentBadExcellent Buyers MarketFairExcellent Normal MarketGoodFair
Now Lets Discuss How I Will Sell Your Home In This (Add Market Type Here) Market! Use this area to conclude what market you are in. What Market Are We In Now! Dear Agent This is where you will put in data from your MLS board proving what your local market is in right now. On the next page you will see a table you can use. Put in total # of listings on market. Put in total # of sales. Put in time to sell. Add whatever local newspaper articles that will also back it up. Then make a conclusion. Then get the sellers acceptance of the market and how a slow/down market (Buyers Market) is the best time to sell. Yours Sincerely; Randy Roussie P.S. If you need more space – insert a new page. --- Delete this text box too – Delete this page too
Now Lets Discuss How I Will Sell Your Home In This (Add Market Type Here) Market! Use this area to conclude what market you are in What Market Are We In Now! June 2007 July 2007 August 2007 Total Number of Listings Total Number of Sales Average Time On Market
Agent & Seller Only Control The Marketing Plan … Neither of Us Controls The Market Price! Selling a home is rather easy, when handled professionally. Section 3 How Company name & Your Name Will Sell Your Home Our Discussion Will Be Segmented Into 2 Parts 1. The Marketing Plan For Your Home This is the reason why you pay a fee to hire a Realtor to sell your home. This section outlines the various marketing strategies we use when selling your home. 2. The Pricing Plan For Your Home This section outlines the value of your home based upon data gathered on recent sales. Data will include homes currently listed for sale, recently expired homes and sold homes. Well then compare this data to your home and them make specific recommendations on price.
Real Estate Is An Investment With Returns Determined By The Open Market! Realtors control marketing plans … but NEVER market price. Understanding The Decision You Will Make Today Its On The Marketing Plan, Not The Pricing Plan 1. The Marketing Plan For Your Home! A marketing plan will vary from real estate company to real estate company. It will also vary from agent to agent depending upon experience. 2. The Pricing Plan For Your Home! The price range of your home will not vary between companies since it is determined based upon current market facts that are: a) available to all companies, and b) not in the control of any one particular company.
If Thats All It Took You Wouldnt Need To Hire A Realtor! Theres more to selling your home than simply putting a sign on the lawn & an ad in the paper. There Are 12 Reasons Why You Will Benefit By Having Me Represent You To Sell Your Home! Helping You To… 1 Identify Your Selling Goals! 2 Attract More Buyers! 3 Market Inside-Home Effectively! 4 Identify Effective Marketing Activities! 5 Reach Buyers Through The MLS! 6 Reach Buyers Through The Internet! 7 Qualify The Buyer! 8 Negotiate With The Buyer! 9 Assist The Buyer With Financing! 10 Keep The Buyer After The Sale! 11 Stay Informed At All Times! 12 Determine The Best Asking Price!
Let Me Show You How I Will Help You To Achieve Your Selling Objectives! Does This Accurately State Your Selling Objectives? Reason 1 Helping You To Identify Your Selling Goals! What You Want Is… 1 The most amount of money you can get! 2 As quickly as you can get it! 3 And with the fewest problems!
Can You See This Happening? The Solution Is Called Staging A Home For Showing! This tends to make these key areas look smaller and unsatisfactory… turning away an otherwise interested buyer. Reason 2 Helping You Make Your Home More Attractive To Buyers! Through My Experience… 1 I know why people buy homes! 2 I know why people do not buy homes! For Example 1 Interior layout, design and spacing! 2 Most sellers have too much furniture in key living areas, such as the family room.
This Is Difficult! But Dont Worry As I Have A Staging System That Puts The Odds In Your Favor! Who Will Be The Winner? The one who can bring out the details of a home in such a way as to entice the buyer to make an offer. Why Is Staging Important? Here Are Buyer Facts You Must Know A The average buyer views 11 homes before deciding on the one to purchase. This Means B You are competing against 10 other homes for that one buyer.
Well Complete The Staging Review Only After You Have Decided If Youre Hiring Me! The Staging Solution This is accomplished through a simple 21 point checklist. It reviews and resolves key buyer sensitive issues when viewing a home. My 21 Home Staging Tips For A Quick & Carefree Top Dollar Sale! I Am Absolutely Determined… 1 Your home competes successfully against the competition. 2 Your home has every possible sales advantage. 3 Your home comes out the winner.
Plus This Solves A Major Problem! Price Brings In Showings While Features Bring In Offers! This is why we must invest time together in identifying your homes features. Reason 3 Helping You To Market The Inside of Your Home Effectively! Two Time Tested & Proven Showing Strategies 1 In home Master Feature Display providing a feature summary of your home! 2 In Home Specific Feature Card used to highlight a specific key feature! Features Sell Homes 1 The Master Feature Display is for the buyer to take with them after the showing. 2 The Specific Feature Card calls attention to the most important selling features.
We Must Have Buyers Ask Questions About Your Home… For Questions Lead To Offers! Remember! Price brings in buyers while features bring in offers! Our Biggest Problem Not All Agents Are Trained Properly When It Comes To Showing A Home! We Need To Take Control of All Showings 1 Some agents just show a home to a buyer without feature discussion. 2 They walk through the home, waiting for the buyer to bring up questions. Our Job Is To Tip The Odds In Our Favor 1 This is exactly what Master & Specific feature marketing does for you. 2 It means your home is shown exactly the same way with every agent.
If These Activities Are Not Very Effective Then Why Do Realtors Use Them? But this doesnt sound right, does it? Reason 4 Helping You To Identify The Most Effective Marketing Activities How Effective Are Open Houses & Advertising? 1 What we want to avoid is overestimating the effective of these activities. 2 By understanding their effectiveness, we can better market your home. The Facts 1 Open Houses: Less than 5% of homes are sold through open houses. 2 Advertising: Less than 3% of homes are sold through newspaper advertising.
But In Terms Of Effectiveness There Is Something Far Better Than Open Houses & Advertising! Agents use Open Houses & Advertising to gather future leads and to build name recognition. Open Houses & Advertising Used To Source Out Future Leads Yesterdays Activities Help Todays Sellers Advertising Facts 1 3% of buyers are found through advertising. 2 It is the collective advertising of all real estate companies that locate buyers. Open House Facts 1 64% of open houses visitors will buy a home within 120 days of attending. 2 This means buyers going to open houses 120 days ago are buyer candidates.
Your Buyer Is Already Working With A MLS Agent & We Need To Find That MLS Agent! Understanding how to market into the MLS is critical to a successful sale. Reason 5 Helping You To Reach Buyers Through The MLS! Fact: 97% of Homes Are Sold By The MLS 1 There is no better, or effective, marketing strategy. 2 The MLS opens your door to every agent in town. Who Must We Reach First When Marketing Through The MLS? 1 Listing Agents. 2 Listing agents will provide us access to targeted buyers.
Thanks To The MLS, We Know Where Your Buyer Is Currently Located… Allow Me To Explain! Only 5% of the market are first time buyers. Understanding The MLS My Goal Is To make Sure The MLS Works For You! The MLS Is Designed To Identify Your Buyer 1 The MLS is a service dedicated to move up sellers. 2 Move up sellers are your targeted buyer. 3 Move up sellers represent 95% of all buyers and sales.
The Answer To This Question Determines Our Marketing Strategy. Which group do you think would be more interested in your home? Understanding The MLS The MLS Buyer Market Consists of Two groups! Group 1 First Time Buyers 5% of the total buyer group Group 2 Repeat Buyers 95% of the total buyer group This group buys ENTRY LEVEL HOMES This group buys NON-ENTRY LEVEL HOMES
Its Rather Easy To Target Your Buyer Thanks To The MLS! If your home is a Repeat Buyer home then well use the MLS to target our buyer! First Time Buyer Home Advertising Must Be Used To Source Out The Buyer! The MLS Will Not Be Effective Since there is no move up buyer for a first time home we cannot focus on the MLS. Well Use Advertising To Find The Buyer However, it is not just our own ads but the collective ads of all real estate companies that are used to find a first time buyer. Thats What We Call MLS Collective Advertising Through the collective advertising efforts of all companies, the first time buyer is found. This is why MLS companies advertise… to pull in first time home buyers. Once in, they bring them to your home.
All We Need To Do Is Subtract 20% to 30% From Your Asking Price! To find your buyer… we just need to do a little math! Repeat Buyer Home Through The MLS We Can Easily Target Your Buyer! Example Lets say your home is worth $200,000. After you sell, you will most likely be moving up to a more expensive home. This moving up provides the secret to us on where we will find your buyer. The Average Repeat Buyer Moves Up 20% to 30% In Value This means MLS agents who have listings between $140,000 to $160,000 will have a homeowner who needs to buy up to a $200,000 home once his $140,000 to $160,000 home sells.
Our Next Question Is… This range produces a list of targeted buyers for your home! Lets Do The Math! The Math Will Allow Us To Target Your Buyer With Ease! Your Home Value Estimate Is… Top Of Range Is… Home Value – (Home Value x 20%) = Bottom Of Range Is… Home Value – (Home Value x 30%) = Your MLS Buyers Home Listing Range Is Top: Bottom: 1 2 3
Through The MLS We Monitor The Sale Progress of Each Targeted Home! Then we turn our attention directly to the MLS for help. How Do We Reach… Your Targeted List of MLS Repeat Buyers? Through Email Marketing I forward a copy of your listing to the listing agents for these homes. Through Telephone Contact I then call each agent reminding them about your home. Through Email Follow Up I follow up 3 days later asking each agent to view your home on the Internet. 1 2 3
In Time, The MLS Will Produce Your Buyer! I repeat this process over & over again, on a daily basis, until your home is sold. The MLS Helps Us To Succeed How The MLS Helps Us To Monitor Your Targeted Repeat Buyers! 1 2 3 Each Home Is Tracked Daily! The MLS releases DAILY the homes that just sold within the system. When A Target Home Is Sold! I IMMEDIATELY call the listing agent to let him know once again about your home. Another Email Is Sent! Another EMAIL sent to the listing agent asking him/her to take his/her client to your home.
This Is Why We Must Have An Effective Online Presence! Buyers use the Internet to get their feet wet before contacting an agent. Reason 6 Helping You To Reach More Buyers Through The Internet! Most Buyers Begin Their Home Search Online 2003 71% of buyers begin their search online. 2004 77% of buyers begin their search online. 2005 79% of buyers begin their search online. 2006 80% of buyers begin their search online.
This Is Why The MLS Remains As The Most Effective Strategy For Finding Your Buyer! Fact Although Buyers Begin Their Search Online… They Cannot Buy A Home Online… They Must Still Reach Back To A MLS Agent! Internet Marketing We Must Cover All The Bases To Ensure We have Maximum Exposure! Internet Marketing Strategies Listing web site 24-7 Open House web site Report web sites Company web site Personal web site MLS web site Google Adword Marketing Prospect Database Marketing
We Only Want The 5 th Buyer And Only The MLS Identifies This Type! My job is to weed out the first 4 buyer types. Reason 7 Helping You To Qualify The Buyer! There Are 5 Buyer Types 1 Never Will Buy Buyer 2 Bargain Basement Buyer 3 Not In A Hurry Buyer 4 Not Prepared But Serious Buyer 5 Pre-Approved Serious Qualified Buyer
By Monitoring The Targeted MLS Homes, Such A Buyer Is Identified! This is the only buyer type that has the urgency to buy. Urgency What Is A Pre-Approved Serious Qualified Buyer? There Are 2 Types of Serious Qualified Buyers 1 Wants to buy but does not have to buy since they have yet to sell their home. 2 Urgent buyer who must buy because they just sold their home.
I Guarantee Your Buyer Will Be Fully Informed To Current Home Values! A Realtor uses current market data to prove value to a buyer. Reason 8 Helping You To Negotiate With The Buyer We Can Get You More Money! 1 Negotiating an offer is not always easy, for emotions can get in the way. 2 When sellers and buyers negotiate directly there is a conflict of interest, as the seller wants the highest price and the buyer the lowest. 3 A Realtor serves as a third party and is in a much better position to maintain the buyer to current market value.
Financing Issues Represent 87% of All Closing Related Problems! I am absolutely determined to do whatever is necessary to maintain your sale. Reason 9 Helping You To Assist The Buyer With Financing We Can Step In When Needed! 1 Sometimes even pre-approved serious buyers can find themselves in a little mortgage trouble. 2 Should this happen, we will refer the buyer to additional sources of financing to ensure the sale closes on time. 3 Unfortunately this is a more common issue now in light of the financial market.
Buyers Remorse Represents 11% of All Closing Related Problems! I maintain contact with the selling agent to ensure buyers remorse is not an issue. Reason 10 Helping You To Keep The Buyer After The Sale Have You Ever Heard of Buyers Remorse? 1 All of us experience buyers remorse on major purchases. 2 However some home buyers develop an acute case of buyers remorse a few days after their offer has been accepted. 3 When that happens, I step in to prove their purchase through a competitive market analysis.
Service To Me Means Making Myself Available To You 24/7! I know how important this sale means to you! Reason 11 Keeping You Informed About The Progress of Your Sale I Will Not Abandon You Once You List With Me! 1. By Phone! I promise to keep you up-to-date on the progress of your sale by calling you at least once a week. 2. By Email! I will email you at least once a week to give you a report on the progress of your sale. 3. Showing Feedback! I will contact you personally by phone, or email, to give you feedback on what buyers have said about your home after each showing.
Your Satisfaction Is My #1 Goal! Allow me to review the guarantee & then well discuss price. Reason 12 Helping You To Determine The Best Asking Price A Few Questions Before We Discuss Price! 1. Other Than Price… Do you have any questions about my marketing plan? 2. Additional Services… Are there any additional marketing service you want me to include? 3. Service Guarantee… Are you aware of my service guarantee that allows you to fire me if I do not follow through on all my promises?
How Do I Arrive At Current Market Value? So allow me to do just that for you. Lets Talk Price! My Goal Is To Get You Top Dollar For your Home! You Control Price & I Report Market Value! 1. Open Market The value of homes is determined by the open market and not by Realtors. 2. Seller Needs Sellers have individual pricing needs as determined by personal issues. 3. My Job Is to report to you the current market value of your home, allowing you the opportunity to compare it with your selling needs.
Do You Agree This Is The Best Method for Valuing A Home? Fact Professional Appraisers Hired By The Banks Use This Method As Well When Making The Decision To Place A Mortgage On A Home. CMA! Competitive Market Analysis! A CMA Consists of 3 Data Sources! 1. Similar Homes Recently Sold This tells us what buyers are willing to pay for this type of home. 2. Similar Homes Now For Sale This is our competition. Buyers will compare your home, its features and price. 3. Expired Listings This tells us what buyers are not willing to pay for this type of home. Dear Agent : After you have finished this page, then take out your CMA. Only go to the next pages if price is an issue. Randy Roussie P.S. Remember to use the 21 Tips after you sign the listings on last page.
We Must Make Sure Your Home Looks Clean, Open & Spacious! Staging Your Home 21 Tips For Enhancing The Showroom Shine of Your Home 1 Curb Appeal: Bring it to the best appearance. 2 Driveway: Fix needed repairs, wash it or clean it. 3 Roof: How is the condition? 4 Mailbox: Make it attractive. 5 Front Door: Must be in the best shape possible. 6 Windows: Clean and crack free? 7 Exterior Paint: How is the condition? 8 Garage Door: How is the condition? 9 Front, Side & Back Yards: Clean & uncluttered. 10 Your Cars: Remove before each showing. 11 Front Entry: Clean & free of clutter 12 Closets & Rooms: Maximum space. 13 Carpet: Must be clean. 14 Door to Garage: Have door unlocked and garage clean. 15 Interior Paint: Must be in the best shape possible. 16 Light Bulbs: Make sure all work. 17 Furnace & Air Conditioner: Clean and working good. 18 Home Clutter: Eliminate it. 19 Kitchen: Clean and bright at all times. 20 Baths & Bedrooms & Pool: Clean & bright at all times. 21 Home Smell: Must be fresh. Use air freshener. Fact Kitchen, Bathroom, Bedrooms & Closet Space Are The 4 Most Important Features To Buyers.