1900 DIAMOND
Introduction It is with great pleasure that we embrace this opportunity to work with your esteemed firm on 1900 Diamond Street. In the following proposal we will outline our capabilities, opinion of value, marketing approach, and terms. We are enthusiastic about working with reputable developers to enhance quintessential San Francisco neighborhoods, like Noe Valley, with beautiful luxury homes that feature smart and timeless design. With that in mind, our passion for this project would be off the charts. We have a superior combination of luxury, new construction and large-scale development sales and marketing experience at both the sales team and brokerage level. Our Capabilities are Perfectly Suited for Marketing and Selling 1900 Diamond We firmly believe that all new construction projects reap the most benefit when they are represented by a top level sales team at the point of sales, backed by the strongest and most effective real estate brokerage. We offer you a proven team in luxury and boutique new home sales in San Francisco. Compass is top tier in the support of their agents’ listings, accompanied by the biggest market share of high-end residential sales in San Francisco.
The Team The members of our team have impeccable experience in luxury condominium sales, boutique new construction sales in premier neighborhoods, and hands-on, high level experience with buyers and sellers in Noe Valley. ●
Outreach and Relationships The team members have the talent, skills, personalities and experience to positively represent the developer, the development and the location to the real estate community and prospective buyers. Each member takes great pride in their sterling relationship with the brokerage community – and each member makes the effort to network and communicate with other agents.
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Luxury Buyers The team members work extensively with wealthy qualified buyers and are well versed on their needs, requirements, style and tendencies.
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Luxury Homes and Condominiums The team members work extensively with sellers of exquisite, high-end homes and condominiums throughout Noe Valley and San Francisco. As listing agents we have learned the best ways to market properties to reach the appropriate audience.
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New Construction The team members have thorough and lengthy experience in the marketing and sales of new construction throughout Noe Valley, San Francisco and the South Bay. We have led some of the most innovative and beautiful marketing campaigns in San Francisco while working with large and small budgets.
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Multi-Family Developments The team members are highly experienced and thoroughly versed in the marketing and sales of new single-family homes and condominium projects up to 50 units.
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Noe Valley Sales The team members know the neighborhood extremely well, having lived in Noe Valley and sold homes and condominiums in Noe Valley – both new and luxury.
Team Members
The primary team members are Josh Lawrence, Victoria Stewart Davis and Doug Shaw. We are familiar with the Emerald Fund, and are honored for this opportunity to compete for your business. Provided below is an overview of each team member’s experience and qualifications, and unique capabilities to generate a successful close out at the highest price the market will bear for the exquisite new homes to be built at 1900 Diamond Street.
Josh Lawrence Josh began his career in Real Estate in 2001, as a Mortgage Lender. He earned his brokerage license in 2005 and opened his own shop and had a front row seat to the market implosion of 2007 - teaching him the value of creativity and tenacity. In 2008 Josh moved to San Francisco and started working at Vanguard properties, with the Climb Real Estate Group - focusing his business on representing buyers in new developments. He has sold in nearly every new development in San Francisco over the past 13 years, and led sales in Mission Bay and South Beach at various times. At the dinner table in their Fillmore Heritage Center condo each night, he learned about the intricacies of marketing and selling new condominium projects from his wife Ariel Sutro, who was running marketing campaigns on new construction projects for Pacific Marketing Associates. This insight led him to be a sales leader at downtown high rises like Infinity, One Rincon, Madrone, 235 Berry, 255 Berry and 199 New, and to appreciate the value of well placed signage, standout interior design or, a launch event with stilt walkers in the lobby, circus performers throughout, and a rock band on a plexiglass stage over the pool (at The Ellington) that kept a building at top of mind months after its’ opening. Josh specializes in educating buyers and sellers on the challenges and opportunities present at any given time. Drawing on his 20 years of experience, he knows how to position his clients in the competitive market in San Francisco, applying lessons from his background in lending and experience in recession driven markets. His dedicated preparation, presentation, and negotiation skills ensure his clients accomplish their goals under the most favorable conditions. Josh was a Top Producer at Climb in his 10 years with that brokerage, before being recruited by Compass when they opened in San Francisco. He is a member of the Top Agent Network, and now works primarily as a listing agent, often helping smaller developers launch new construction projects like; 1631 Oakdale, 2619-23 Lake, 1172-76 Union Street, 588-592 Chestnut, and continues to represent buyers in the newest condo developments in town.
Josh Lawrence | Relevant Sales
2177 3rd STREET
280 SPEAR STREET
4349 25th STREET
2BD | 2BA
2BD | 2BA
2BD | 2BA
3BD | 2BA
Sold Price $3,900,000 Sale Date 3/21 Built in 2021
Sold Price $1,400,000 Sale Date 10/08/20 Built in 2020
Sold Price $ 1,800,000 Sale Date 02/20 Built in 2019
Sold Price $2,300,000 Sale Date 11/28/17 Built in 1921
1172-1174 UNION STREET
Victoria Stewart Davis Victoria started her career in real estate over 20 years ago, learning the ropes in the mail room of Alain Pinel Realtors (now Compass) where her mother is still a top-producing agent in the Saratoga office. Victoria later gained valuable experience working with The O’Brien Group, a medium-sized builder based in San Mateo that focuses on custom and semi-custom communities throughout the greater Bay Area. In her capacity supporting all the various teams – from land acquisition to purchasing and sales and marketing - she acquired a great deal of knowledge about new construction, literally from the ground up! Prior to joining Pacific Union in 2006, she also worked with a small real estate investment group that served clients looking to acquire multi-family buildings, and in many cases supported developer clients with condominium conversion and subsequent sales and marketing. At Compass (formerly Pacific Union), Victoria is a premier agent representing many high-net-worth clients. She has quickly learned how to integrate her thorough knowledge of the San Francisco real estate market with addressing the unique challenges of selling new construction in the City. New Development Sales: In 2014 Victoria worked with Doug Shaw to successfully sell 1645 Pacific Avenue, a Nick Podell Company and Grosvenor Americas’ collaborative project. In only three months, their strategic approach turned out the sale and close of all 34 market rate units, many with multiple offers and the majority units sold at or above list price, up to $1,800+/ft. Also for Grosvenor, Victoria and Doug closed out 288 Pacific in 2019, a 33-unit building, fetching the highest blended price per square foot for new construction at that time. Also in 2019, they successfully sold 1598 Bay Street, a 24-unit luxury new build in The Marina, and One Stanyan, a 13-unit new build in Lone Mountain. At present, Victoria represents Grosvenor at the helm of sales at Crescent Nob Hill, a 44-residence boutique new offering including four Penthouse residences; and Dolmen Property Group with their upcoming sale of Candela Russian Hill, a luxury 8-unit new build in collaboration with MAK studios. Victoria’s background includes new home and condominium conversion development, substantial sales and marketing experience, investment property acquisition and sale, title and escrow management, event planning, and Internet marketing.
Victoria Stewart Davis | Relevant Sales
615 ALVARADO STREET
630 DIAMOND STREET
1410 SHRADER STREET
1662 PAGE STREET
3BD | 3BA
2BD | 1BA | 964 Sq.Ft.
2BD | 1.5BA | 1,607 Sq.Ft.
3BD | 1BA | 1,630 Sq.Ft.
Sold Price $3,250,000 Sale Date 5/4/21
Sold Price $1,355,000 Price per square foot $1,406 Sale Date 5/24/19 Built in 1908
Sold Price $1,645,000 Price per square foot $1,024 Sale Date 7/24/20 Built in 1916
Sold Price $1,660,000 Price per square foot $1,018 Sale Date 1/30/19 Built in 1906
Doug Shaw Doug has been a full-time real estate broker for over 30 years with a prior background in architecture and construction. His real estate business has been “developer-centric” from day one beginning with the sales of a host of San Francisco land sales (including the biggest land sales for many years) and commercial buildings. In 1999 his business evolved to include sales of newly constructed condominiums which ranged from single family homes to 40+ new condominium developments. In 2015, Doug, having been the primary broker associate selling new developments at Pacific Union, joined with Hans Treuenfels (previously with Pacific Marketing Assoc.) to form Pacific Union Marketing + Sales, a new development marketing company. Soon after its formation, PUM+S purchased The Mark Company and adopted the name. Doug and Hans became partners with founder, Alan Mark, and his associate, Krysen Heathwood. With TMC, Doug has been a Project Director overseeing both the marketing and sales on many new developments. Both Pacific Union and TMC have been acquired by Compass. Doug now has an interest in, and works with, both Compass and Compass Development Marketing Group (the successor to TMC). As a broker associate he freely works on listings that may be with Compass (residential or commercial) or CDMG listings. For 1900 Diamond, he would work with Compass (residential) as co-listing agent with Josh and Victoria. Although Doug’s full time work is as a real estate broker, he has participated in a limited number of development projects in various capacities beyond brokerage including design, financing and construction. One of these projects is 100’ from 1900 Diamond. The project was the construction of four new, large, modern homes at 1710, 1718, 1728 and 1738 Diamond Street (see below for more information). Recent new development projects (28 - 44 residences each) include: 1868 Van Ness Ave.; 1598 Bay; 1645 Pacific; 901 Tennessee; 288 Pacific; LindenHayes (233 Franklin); LagunaHayes(580 Hayes) Current: Crescent (875 California); OneEleven (588 Minna)
Doug Shaw | Relevant Sales
1718 DIAMOND STREET
1728 DIAMOND STREET
1738 DIAMOND STREET
4BD | 4BA | 2PKG | 3,645 Sq.Ft.
4BD | 4BA | 3PKG | 3,670 Sq.Ft.
4BD | 3BA | 2PKG | 3,699 Sq.Ft.
4BD | 5BA | 3PKG | 3,950 Sq.Ft.
Original Price $3,745,000 Sold Price $3,650,000 Price per square foot $1,001 Sale Date 7/31/2014 Built in 2014
Original Price $3,775,000 Sold Price $3,700,000 Price per square foot $1,008 Sale Date 9/30/2014 Built in 2014
Original Price $3,785,000 Sold Price $3,785,000 Price per square foot $1,023 Sale Date 11/19/2014 Built in 2014
Original Price $3,850,000 Sold Price $3,850,100 Price per square foot $975 Sale Date 10/16/2014 Built in 2014
1710 DIAMOND STREET
Highest Valued Sold Nearby Condominiums
OVERVIEW We break down our review of recent nearby comparable sales based on the 4 categories of product type and 2 locations at 1900 Diamond Street. The 4 product types are the upper townhomes; the lower townhomes; the north single family homes and the south single family homes. We compare the townhomes with both single level and multilevel condominiums. We differentiate the 2 sets of single family homes as the north homes have rear patios and are a “closer-in” Noe Valley part of the development while the 2 south homes are at a busier intersection without rear patios and at the Diamond Heights border of the development. In terms of breaking down the comparable properties that have sold, we go by two locations per the Multiple Listing Service as they encompass the subject property: Noe Valley and Diamond Heights. Noe Valley is an extremely popular neighborhood that has achieved its popularity largely because of excellent weather, 24th Street, flat walkable blocks and a proliferation of exquisite new modern homes. It is an area that consists of a mixed bag of building types with many older unsubstantial homes. Diamond Heights is an area that boasts some of the best views in San Francisco. Much of the area was developed in the ‘70s and has a predominant architectural style that does not exude luxury. It has the Diamond Heights Shopping Center. It is well known by San Franciscans to be exposed to the westerly wind patterns from the Pacific.
CONDOMINIUMS Diamond Heights We have reviewed the 5 condominiums that are 3-4 bedrooms and which have sold at the highest prices in the past 6 months. 2 of the residences have stunning views; all have surface parking; balconies; 1 has a rear yard. Price range: Size: Sales price/sq.ft.:
$1,167,000 - $1,625,000 1,482 – 2,173 sq.ft. $734-$891
Noe Valley We have reviewed 7 condominiums that are 2-4 bedrooms and which have sold at the highest prices and are south of 24th Street in the past 6 months. 6 of the residences have stunning views; all have surface parking; balconies; 1 has a rear yard and 1 has an elevator. Price range: Size: Sales price/sq.ft.:
$1,765,000 - $2,250,000 1,741 - 2,103sq.ft. $911-$1,569
4121 Cesar Chavez St #3 Noe Valley | $2,250,000 | 2BD | 3.5BA
LOCATION Superior, Closer to 24th Street, Cul-de-sac INTERIOR Luxury finishes - Elevator VIEWS Comparable AGE 13 years ESTIMATE OF VALUATION +12% SUBJECT $1,380/sq.ft
208 28th Street #301 Noe Valley | $2,230,000 | 3BD | 3BA
LOCATION Superior, closer to 24th Street INTERIOR Luxury finishes / High ceilings / Elevator VIEWS Inferior AGE 9 years ESTIMATE OF VALUATION +9% SUBJECT $1,165/sq.ft
DIAMOND HEIGHTS | SINGLE FAMILY HOMES We have reviewed the 6 single family homes that are 3-4 bedrooms which have sold at the highest prices in the past 6 months. Price range: Size: Sales price/sq.ft.:
$2,350,000 - $5,750,000 1,441 – 3,018 sq.ft. $984-$1,905
3 of the residences have stunning views; 6 have backyards 6 have surface parking There are 2 sales, 311 Amber and 108 Turquoise, that have a high price per foot on MLS. 311 Amber is a larger house than represented by the tax records so the sales price is at $1,345/sq.ft. not the $1,630/sq.ft. that shows in MLS (it is also a smaller home than being built at 1900 Diamond). 108 Turquoise is on a very large lot abutting open space and is not a valid comparable. 41 Ora is a good comparable and very close to the subject property. The views are on both sides, to the City and the ocean.
41 Ora Way Diamond Heights | $3,750,000 | 4BD | 3BA
YEAR BUILT 1968 SQ.FT 2,865 PRICE/SQ.FT $1,308.90
NOE VALLEY | SINGLE FAMILY HOMES We have reviewed 6 single family homes that are 3-5 bedrooms which have sold at the highest prices and are south of 24th Street by at least 2 blocks in the past 6 months. Note that there are other sales, some higher priced, but in our experience every block from 24th Street influences prices. These 6 give a very good indication of value, however, the sales at 1710 and 1728 Diamond Street are ideal comparable sales in terms of recently built construction in virtually the same location. 5 of the residences have stunning views; 6 have backyards 6 have surface parking 1 has an elevator. Price range: Size: Sales price/sq.ft.:
$3,700,000 - $5,700,000 3,320 - 3,982 sq.ft. $1,114 - $1,431
1728 DIAMOND ST. $4,595,000 | 4BD | 5BA | 2PKG
CLOSED 3/24/21 SQ.FT 3,699 PRICE/SQ.FT $1,242 LOT 2,068 sq.ft COMPARED TO SUBJECT Extremely close to subject. This property is slightly closer to 24th St. and directly across the City open space enabling all floors to have views. The subject will be newer so the tradeoff is the same.
1710 DIAMOND ST. $4,498,000 | 4BD | 5BA | 2PKG
PENDING 3/24/21 SQ.FT 3,645 PRICE/SQ.FT $1,234 LOT 2,027 sq.ft
Projected Pricing of 1900 Diamond
LOWER TOWNHOME RESIDENCES Price $3,247,200 Price/Sq.Ft. $1,200 Living area 2,706 sq.ft. Terrace 152 sq.ft. Parking 2 tandem surface No backyard or elevator Assumptions - Downtown/water views from L3 -Luxury level finishes and appliances -Air Conditioning -HOA fee
UPPER TOWNHOME RESIDENCES Price $2,272,400 Price/Sq.Ft. $1,300 Living area 1,748 sq.ft. Terrace 258 sq.ft. Parking 1 Mechanical Lift Including 1 Pkg spot on Puzzler No backyard or elevator Assumptions -Downtown/water views from L1&L2 -Luxury level finishes and appliances -Air Conditioning -HOA fee
SINGLE FAMILY HOME N1 & N2 Price $4,850,000 Price/Sq.Ft. $1,244 Living area 3,899 sq.ft. Patio 822 sq.ft. Parking 2-3 No Elevator Assumptions -Downtown/water views from L3&L4 -Luxury level finishes and appliances -Air Conditioning -HOA fee
Price $4,325,000
SINGLE FAMILY HOME S2
Price/Sq.Ft. $1,200
1
Basement
3
2
Living area 3,621 sq.ft. Balcony 520 sq.ft. Terrace 153 sq.ft. Roof Terrace 350 sq.ft. Parking 2 No Elevator Assumptions -Downtown/water views from L4 -Luxury level finishes and appliances -Air Conditioning -HOA fee
Price $4,570,800
SINGLE FAMILY HOME S2
Price/Sq.Ft. $1,200
Balcony 197 sq.ft.
1
Basement
Living area 3,809 sq.ft.
Terrace 153 sq.ft. Roof Terrace 350 sq.ft.
No Elevator Assumptions -Downtown/water views from L4 -Luxury level finishes and appliances -Air Conditioning -HOA fee
Roof
Parking 2
2
Absorption 3/month for initial marketing period (4 months), then 1.5/month
Appreciation From 2021-2027 Predicting appreciation in the future is extremely difficult as there are some many factors that can come into play. Affordability and interest rate adjustments along with inflation and government deficits are massive considerations in real estate sales. At this point in time, coming out of the pandemic, we estimate that prices will appreciate 5% from Q2 2021 to the end of Q4 2021, blending both condos and homes together. Considering that we are projecting sale values for 1900 Diamond to be on the high side of the market to reflect the positives resulting from strong marketing outreach of the brand new construction - we project a modest annual appreciation at 3%.
Pricing Strategy for Parking Spaces The established market for similar homes and condominiums in the area includes parking which is included in the price. Sales prices of residences which have sold includes parking. In most, if not all, cases parking is surface parking, not mechanical. Mechanical parking, while commonplace for most of the inner city condominium developments, is atypical for Noe Valley. Assuming that there is at least one mechanical parking space for each upper residence, we recommend that a space be included in the sales prices, however, it is not as desirable as there are not the advantages of having a garage for extra storage and that a resident will have to walk from the stacker garage to their residence.
Phasing Strategy From a Construction Standpoint It is assumed that construction efficiency will mandate that the foundation and underground services will be constructed for the entire project at the same time. The parking garage would also be built in the initial phase so that sales of the upper residences can be ready when sales commence. From a Financing Standpoint In order to maximize revenue while controlling construction and financing costs the construction should be phased at a rate that responds to market conditions. From a Marketing Standpoint The north single family homes would be built in the first phase in an effort to set a gold standard. From there the townhomes would be built from the north to the south. The south single family homes would be built last. Townhomes The pace of completion of the condominiums would be built: (1) at a rate that is in line with pricing and sales absorption; (2) in response to market conditions – accelerated to meet a hot real estate market – slowed to respond to a stagnating market; (3) adjusted for seasonality – accelerated to meet the spring market.
Commission Fee Structure Option 1: 2.0% to Compass Developer pays for direct marketing expenses (see budget below) Option 2: 2.5% to Compass Compass pays for all marketing expenses with a cap of .5% of revenue to be spent by Compass. All additional expenses, at Seller’s option, will be at Seller’s expense.
Consulting Included in our fee, we will offer defined and relevant advisory services to assist in completing the development with an eye towards ensuring that the pricing will be at the top of the market. For more extensive project planning collaboration during pre-construction and mid-construction phases, we can also provide more in-depth review and analysis on project floor plans, finishes, and ancillary project advisory services at a rate of $200/hour.
Buyer’s Agent Fee Structure 2.5% to cooperating buyer’s broker.
Marketing and Outreach Strategies We have overseen the marketing and outreach strategies of many new construction projects smaller and larger than 1900 Diamond. Each developer has different priorities along with different locations and product type and we pride ourselves in being able to develop and craft the most appropriate marketing strategies for each particular project. 1900 Diamond has significant upside as luxury residences as the demand for Noe Valley residences is very high. There are also challenges to manage as noted in our comparable sale discussion. Our strategies are carefully calculated to maximize desirability through a process that begins with intrigue, growth of excitement that leads to a momentum that helps accelerate sales and prices. This includes Presales, Soft Launch and Hard Launch. Each phase is integrated with highly personalized networking with agents with all offices throughout San Francisco and the Bay Area but in a way that benefits the sales of luxury residences. We have attached a Marketing Budget which demonstrates our recommended marketing strategies and approximate costs. Examples of marketing strategies Victoria and Doug have worked together on many premier luxury sales and marketing campaigns for new developments. Their acute understanding of the market and how to reach buyers to obtain the best prices for their developer clients resulted in notable successes. They provided their clients oversight of the marketing to ensure that all aspects of the marketing supported the sales goal of reaching the buyers most likely/willing to pay the highest prices. The campaigns were very thoughtfully guided using an awareness of the market trends (including seasonality, product trends, shifts in desirability) and intense broker networking with top SF agents. They oversaw all the marketing including branding, naming, logos, website, signage, rendering selection, videos, photography, collaterals that were prepared by top creative agencies. They also oversaw the furnishing of the models. As they moved to sales they implemented the marketing campaign using eBlasts; phone calls, personal emails, print advertising, signage, digital advertising, social media to drive as many prospects as possible to the website and an interest list. They promoted the projects proactively and directly with agents and buyers to establish each project as the premier place to live.
Selected Developments The Team has Marketed and Sold
1645 Pacific Avenue Between Van Ness and Polk Street 39 Residences ● ● ● ●
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Sold in 2014 The location is a mix of residential, warehouse, commercial, retail The design by BAR is an interesting blend of retro and artistic elements on the exterior. The completion of the construction was delayed to the summer, V&D carefully monitored the market which was cooling off after a good spring and set up a series of special broker invitationals to stimulate sales in a spirit of exclusivity, offering the residences as a rare and special opportunity in spite of the challenging block and market slowdown. We oversaw a special marketing campaign that was a “lifting of the fog”, a gradual unveiling of the architecture that was supported by website, collaterals and billboard signage. We managed a series of notable events which were the talk of the brokerage community. Project sold out in 4 months at highest price per foot at the time $1,350.
288 Pacific Avenue Corner of Battery St. 33 Residences ● ● ●
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Sold in 2018 The building featured very high ceilings. Jackson Square was not considered a luxury location at the time and required intensive messaging and communicating with agents and buyers. Intrigue was a marketing approach we used to escalate desirability and gauge the highest values that may be achieved as we engaged select special buyers. We had soft sales with approx. 15% pre-sold. Pre-launch boosted sales to 50% with 80% sold in 6 months. On sellout, we achieved $2,000/sq.ft.
1598 Bay Street Corner of Buchanan St. 28 Residences ● ● ● ● ● ● ● ●
www.1598bay.com Sold at end of 2018 -2019 Rare Marina location not on liquefaction The building is adjacent to a PG&E substation Views were very limited, floor plans challenged with limited ceiling height Sales strategy relied heavily on broker outreach to stimulate sales With initial sales, we used a series of weekend open houses to take advantage of buyers attracted to the Marina Sold at $1,600/sq.ft.
Crescent (875 California) 44 Residences Corner of Powell ●
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V&D oversaw one of the premier marketing campaigns of any SF development involving naming, branding, movie, renderings, collaterals, models. High profile Nob Hill location Busy tourist location at intersection of Cable Cars Exquisite finishes Challenging floor plans Currently marketing at $2,500/sq.ft.
Initial Draft of Marketing Budget Click Here to View
Project Staffing We propose furnishing/staging two models to showcase the development - a lower condominium and an upper condominium. One of the models will be used as a sales suite (the model will be primarily furnished as a luxury residence with a couple of bedrooms furnished with office furniture). The ground floor bedroom is well suited for a greeting suite, a second floor bedroom a closing office. Models will be moved when they sell. The models will be used extensively by the sales team, either solely or in combination depending on the need. On prime days, such as weekends and Tuesdays (broker open houses), multiple members may be on site. When buyer interest is sufficient, additional greeters and agents will be added to the staff.
Sales Transactions Each team member will be responsible for a buyer from the initial offer to final closing. All three team members will be fully engaged with the responsible member of the development team, the title officer(s), contractor’s walk-through representative, the appraisers and the preferred lenders. The team members will maintain a shared suite of client management files that track prospects and escrows. While each member is responsible for “their” buyer, the other members will act in support to ensure all needs are met in a timely manner. We will have a dedicated transaction coordinator whose job is to ensure that all disclosures including SB800 compliance, have been signed and in order.
Buyer Finish Selection We generally recommend that a developer completely finish the residences and present them ready to move in (not including window coverings). The majority of buyers want to move in, turn key. This also enables developers to order all the finishes and maintain an efficient construction schedule. Buyers are also wary of developers who offer options and then upcharge for the finishes. We recommend that a controlled variety of finishes be used throughout the 24 residences, such as different stone for counters; a couple of wood floor types, etc. to avoid a cookie-cutter look. We would consider recommending buyer selections of finishes if the real estate market is in a downturn and it becomes a way to capture buyers.
Preferred Lenders Our best experiences with lenders has been with the following primary lenders. Each has the ability to warehouse loans which enables them to make sales below the Fannie Mae limits (51%). We have been able to negotiate between 25% - 35% presale limits with blanket approval of a development with each of the following. ● ● ● ●
First Republic Wells Fargo Bank Chase Bank of America
Resumes
Josh Lawrence | Resume DRE 01419693 Josh began his career in Real Estate in 2001, as a Mortgage Lender. He earned his brokerage license in 2005 and opened his own shop and had a front row seat to the market implosion of 2007 - teaching him the value of creativity and tenacity. In 2008 Josh moved to San Francisco and started working at Vanguard properties, with the Climb Real Estate Group - focusing his business on representing buyers in new developments. He has sold in nearly every new development in San Francisco over the past 13 years, and led sales in Mission Bay and South Beach at various times. At the dinner table in their Fillmore Heritage Center condo each night, he learned about the intricacies of marketing and selling new condominium projects from his wife Ariel Sutro, who was running marketing campaigns on new construction projects for Pacific Marketing Associates. This insight led him to be a sales leader at downtown high rises like Infinity, One Rincon, Madrone, 235 Berry, 255 Berry and 199 New, and to appreciate the value of well placed signage, standout interior design or, a launch event with stilt walkers in the lobby, circus performers throughout, and a rock band on a plexiglass stage over the pool (at The Ellington) that kept a building at top of mind months after its’ opening. Josh specializes in educating buyers and sellers on the challenges and opportunities present at any given time. Drawing on his 20 years of experience, he knows how to position his clients in the competitive market in San Francisco, applying lessons from his background in lending and experience in recession driven markets. His dedicated preparation, presentation, and negotiation skills ensure his clients accomplish their goals under the most favorable conditions. Josh was a Top Producer at Climb in his 10 years with that brokerage, before being recruited by Compass when they opened in San Francisco. He is a member of the Top Agent Network, and now works primarily as a listing agent, often helping smaller developers launch new construction projects like; 1631 Oakdale, 2619-23 Lake, 1172-76 Union Street, 588-592 Chestnut, and continues to represent buyers in the newest condo developments in town.
Victoria Stewart Davis | Resume DRE 01719487 “Integrity is the core value of my business approach. I am totally committed to being the best possible advocate for my clients, always putting their interests above all others.” - Victoria Stewart Davis Whether you’re buying or selling a home, it typically constitutes one of the largest, most complicated and most emotional financial transactions of your life. You need a representative who will put your needs and priorities first, allowing you to stay in complete control of key decisions while counseling you through and expertly managing all aspects of the process – including property valuation, offer negotiation, marketing, legal issues, escrow, and due diligence. Victoria started working in real estate over 15 years ago. Her background includes substantial sales and marketing experience, new home and condominium conversion development, investment property acquisition and sale, title and escrow management, event planning, and Internet marketing. She maintains a sophisticated network of professionals, including contractors, stagers, attorneys, lenders, insurance brokers, and financial advisors – all dedicated to serving her clients’ needs. Victoria’s only goal is to achieve your goals – to bring about the successful conclusion of your real estate transaction at the best possible price and terms, with a minimum of time, effort, and stress on your part. Warm, confident, strategically savvy, and extremely creative, Victoria also offers a unique flair for presentation that keeps your interests center-stage and in the spotlight at all times. Victoria is a member of: Top Agent Network (top 10 percent of San Francisco realtors); the San Francisco, California, and National Associations of Realtors; and recently sat on the advisory board of the Young Professionals Network of the San Francisco Association of Realtors. She has also enjoyed serving on the agent advisory board for MyTheo, a real estate technology platform. Her volunteer work has included running a “Read Aloud” program in San Francisco public schools; membership in Symphonix, an organization supporting the San Francisco Symphony; and work for the Epiphany Center and various San Francisco performing arts organizations, most notably as a current board member for 42nd Street Moon. Victoria and her husband Erik are proud San Francisco property owners and members of the Jordan Park Neighborhood Association, and enjoy raising their son and daughter in the City and traveling the world in their free time.
Doug Shaw | Resume DRE 00854949 Licensed Real Estate Broker (broker associate) since 1984, associated initially with Colonial Realty & Inv. Co., then joined Pacific Union Real Estate Group in 1994. He then became a partner in The Mark Company when purchased by Pacific Union 2015. Now an associate with Compass after its acquisition of Pacific Union and The Mark Company. He has been a consistent top-producer in all capacities. Doug, with a skill set that encompasses architecture, construction and development, uniquely approaches real estate marketing and sales with a holistic knowledge and enjoyment. Knowing real estate from the ground up coupled with his experience in working with buyers and sellers is the base upon which he has developed unique and successful marketing campaigns for selling property. Real Estate Experience Doug works extensively in the development realm of real estate whether it is a developable property or the finished product. The skill set that he developed through his architecture and construction background has suited him well when representing his clients. His practice continually keeps him up-to-date with in-depth knowledge of the use of the land, the types of construction, understanding of planning and building codes and the processes involved. Land Sales He has sold all manner of properties to developers including many gas stations, vacant lots and tear downs. One of the larger and more complicated transactions was the seven property assemblage that made up the block bounded by Van Ness-Pine-Austin-Franklin. Sales include 399 Fremont St. ($37,200,000) and 325 Fremont St. ($4,850,000). New Development Sales In 1999, Doug sold the new 40 unit mixed-use condominium development at 1880 Steiner that was built on a site he sold. He was solely responsible for all 40 residential and commercial sales. His success with an innovative marketing campaign and top level pricing resulted in a continued string of new development project sales from 2- 44 units. He has been in charge of many projects in multiple capacities – either solely, with associates and/or as project director.
THE SOLUTIONS - DRIVEN MINDSET OF A START UP AND THE SOPHISTICATION OF A LUXURY BRAND, COMPASS EMPOWERS AGENTS TO CREATE THE FUTURE OF REAL ESTATE.
COAST TO COAST Founded in 2012, Compass pairs best-in-class agents with cutting-edge technology and unparalleled marketing, and has become the country’s largest independent brokerage in six years.
7M #1
3.8B 350+
Independent Realacross Estate Weekly audience Brokerage all companyInand agent the Country social media channels
Offices Annual Nationwide international impressions
1.8M 20,000+
Annual international social media Agents impressions
1.7M + 150B+
Annual unique international 2020 Sales volume users on Compass.com
GLOBAL REACH Through leading technology and razor-sharp marketing, Compass listings are positioned for maximum exposure on the international marketplace.
7M 165M
3.8B 100+
Annual International Weekly audience across all company Buyers Reached* and agent social media channels
International Annual international Portals Your impressions Home Syndicates To*
60+ 1.8M
1.7M +
Countries Your Home Is Syndicated To* Annual international social media impressions
Annual unique international users on Compass.com
*ListGlobally opt-in required. Data based on the reach of ListGlobally’s network.
OUTPERFORMING THE COMPETITION IN THE BAY AREA
*2020 transaction-side residential sales reported to MLS [Bareis MLS, East Bay MLS, MLSLisings and SFARMLS] through 10/31/20, per Broker Metrics. Percentages based on top 300 ranked brokerages. Analysis made in good faith but may contain errors and subject to revision.
DISCOVER THE PINNACLE OF LUXURY REAL ESTATE Prestigious. Exclusive. Emboldened. Our clients continue to choose Compass as the market leader for luxury homes in Northern California.
*2020 transaction-side residential sales reported to MLS [Bareis MLS, East Bay MLS, MLSLisings and SFARMLS] through 10/31/20, per Broker Metrics. Percentages based on top 300 ranked brokerages. Analysis made in good faith but may contain errors and subject to revision.
EVERYONE GETS A FIRST IMPRESSION. COMPASS GETS BILLIONS. Our Compass California Social channels have grown an organic following of engaged real estate professionals and enthusiasts across California. Our Senior Social Media Editor makes sure your home is presented and shared in its best light, whether on Instagram, Facebook, or our Compass California Blog filled with our original content.
*Sourced via Sprout Social and Google Analytics, 1.1.2020–12.31.2020. **Sourced via Google Analytics, 1.1.2020–12.31.2020. ***Sourced via Meltwater, 1.1.2020–12.31.2020.
Introducing our new Luxury Division
THE REACH OF COMPASS LUXURY DIVISION Alongside widespread Compass Curated outreach, Compass agents have exclusive access to strategic, direct outreach to the most qualified luxury prospects. By utilizing our proprietary wealth-mapping technology, the Luxury Division is able to provide a database of comprehensive dossiers on the world’s ultra-high-net-worth individuals, with demographic details such as age, net worth, business, interests and affiliations.
$5M - $2B Total net-worth valuation range accessible through proprietary wealth-mapping platform across 182 countries
29M+ Annual Impressions Captured On Compass Social Media Channels
82M+ Potential Consumers Reached With Compass Curated Tools
COMPASS LUXURY OFFERINGS Available to properties at the top tier of their regional markets, the Luxury Division grants Compass agents access to an extensive suite of integrated offerings. Geared toward creating a competitive advantage for luxury properties in the marketplace, key tools include bespoke property branding, prominent editorial placements, unique advertising opportunities, wealth mapping technology, and a curated network of notable contacts. A summary of the integrated offerings, exclusive to the Luxury Division, includes but is not limited to: / Bi-Annual Luxury Market Reports / Individualized Property Branding / Elevated Marketing Materials / Specialized Advertising Opportunities / Strategic Media Outreach / Proprietary Wealth Mapping Technology / Curated Network Of Industry Leaders / Promotion Through Notable / Social Media Channels / Partnerships With Aligned Luxury Brands
PROPERTY BRANDING SAMPLE
PACIFIC HEIGHTS
2000 Washington Penthouse For the impressive 2000 Washington Penthouse property, we created a brand that was elegant and sophisticated, much like the property’s architectural aesthetic. 2000 Washington Penthouse branding was implemented throughout all property collateral for seamlessness and consistency across all campaign touchpoints.
COMPASS CURATED PORTFOLIO Compass Curated Portfolio showcases a selection of the finest Compass listings in markets across the country to an exclusive list of top local, national and international luxury agents as well as ultra-high-net-worth individuals worldwide. Through this vast elite network, property marketing is amplified to reach key agents and luxury clientele in every major market.
75M+ Potential Reach
300 Top International Brokerages
1,500 Network of National Agents
2,500 Proprietary High-net-worth Individuals
EVENTS From exclusive cocktail previews for top brokers and clients, to innovative brand partnership experiences, a seasoned in-house team excels in bringing properties to life and activating their best attributes with sophisticated events that create extraordinary moments.
Unique offerings that bring a competitive advantage to our clients.
WEALTH MAPPING Proprietary wealth-mapping technology and AI-driven relationship intelligence provides us a database of 290+ million comprehensive dossiers. It allows us to connect with individuals who experience wealth, career, and life-stage changes with demographic details such as age, inferred income, business, interests and affiliations. This data enables strategic, direct outreach to the most qualified luxury prospects, whose personal interests and lifestyle preferences align with a property’s unique characteristics.
100B+ Mapped Relationships
210M+ Consumer Profiles
80M+ Professional Profiles
3.5T+ In Tracked Wealth Events
AIDENTIFIED & PREDICTIVE WEALTH-MAPPING
____ Investment Received / Execs Silicon Valley
New IPOs / Benefiting Execs Near Woodside
M&A / Execs SF
Plaid ($425M) (4/21)
Ouster, Inc. (4/21)
Five Prime Therapeutics ($1.9B) (3/21)
BHZ Consolidation Fund ($326M) (4/21)
Bountiful Co. (4/21)
Cordis ($1.0B) (3/21)
Patreon ($155M) (4/21)
AppLovin Corp (3/21)
Clari ($150M) (3/21)
Arcellx, Inc. ($115M) (4/21)
Waverley Capital Acquisition (3/21)
Remix ($100M) (3/21)
SOC Telemed, Inc. ($100M) (4/21)
thredUP (3/21)
GigaGen ($80M) (3/21)
Sendbird, Inc. ($100M) (4/21)
Panacea Acquisition Corp. (3/21)
Cultivate ($90M) (3/21)
Chainalysis Inc. ($100M) (4/21)
Opendoor Technologies (2/21)
Nearpod ($650M) (2/21)
Bumble (2/21)
Adcolony ($400M) (2/21)
Vincerx Pharma (1/21)
Rfxcel ($120M) (2/21)
Upstart (12/20)
Coherent ($5.7B) (1/21)
Talend ($2.4B) (3/21)
Insider Stock Sales / Silicon Valley
Nuvia ($1.4B) (1/21) MongoDB Inc. ($522K) (4/21)
Greenhouse Software ($500M) (1/21)
Stitch Fix Inc. ($320k) (4/21)
Voltera ($500M) (1/21)
Magnite Inc. ($195K) (4/21)
Welk Resorts ($430M) (1/21)
Twitter ($144k) (4/21)
Principia Biopharma ($3.7B) (8/20)
DraftKings, Inc. ($253M) (10/20)
Gainsight, Inc. ($1.1B) (11/20)
ZoomInfo Technologies ($158M) (8/20) Cambium Networks ($66.5M) (12/20) Grocery Outlet Holding ($57.4M) (8/20) Upstart Holdings, Inc. ($18.6M) (12/20)
OUR UNIQUE APPROACH TO DIGITAL ADVERTISING
Every listing has different needs when it comes to marketing and exposure. Our Marketing Advisors are experienced in creating comprehensive, customized ad strategies that consider all aspects of your listing, its target audience, and how to reach them effectively through digital, social media, and email marketing channels.
PLACING YOUR PROPERTY WHERE YOUR BUYERS ARE SEARCHING. Once your home is listed, it will automatically be syndicated to some of the top real estate platforms domestically and in 60+ countries globally. This will allow us to get maximum exposure for your home.
*ListGlobally opt-in required. Data based on the reach of ListGlobally’s network.
REACHING CHINESE INVESTORS
Building relationships and presence over the last 10 years, our China Concierge program consists of a dedicated website, native social media channels, and a growing network of high-net-worth individuals throughout mainland China. Whether we’re sending email communications to our Chinese contacts or helping to translate in-language advertising, we will make sure your listing gets the International exposure it deserves.
ARCHITECTURAL SERIES
Compass’s Architectural Series aims to educate realtors and the general public about exceptional contemporary and traditional homes throughout California, sharing and promoting our architecturally-noteworthy listings with proficiency and appreciation.
Option 2 A full-service marketing agency, in house.
MARKETING & DESIGN Hailing from the worlds of art, media, interiors,and advertising, the marketing and design teams at Compass expertly craft custom luxury property campaigns strategically deployed to targeted audiences. Services / / / / / / / / / / / /
Luxury Strategy Design Art Direction Copywriting Property Branding Project Management Media Planning Digital Strategy Creative Production Public Relations Social Media Target & Market Analysis
ADVERTISING Our advertising tactics effectively reach key luxury sectors and audiences through targeted editorial, digital, and experiential campaigns.
FINANCE & BUSINESS / SF Business Times Digital Ads / Home of the Day Features / Wall Street Journal Agent Showcase / Financial Times Listing Ads / Mansion Global Listing Ads
LUXURY LIFESTYLE / Bi-Annual Takeovers of SF Magazine / City Center at Bishop Ranch Outdoor and Digital Takeover / Pebble Beach AT&T ProAm and / Concours d’Elegance Multi-Page Insert
SOCIAL MEDIA Led by a dedicated, in-house social team, Compass engages qualified national audiences every day across five dynamic platforms with editorial content that make luxury listings the star.
7M+ Annual Instagram Impressions
2M+ Views on Compass YouTube Channel
160K+ Total Social Followers
OUR INFLUENTIAL SOCIAL PRESENCE Our Compass California Social channels have grown an organic following of engaged real estate professionals and enthusiasts across California. Our Senior Social Media Editor makes sure your home is presented and shared in its best light, whether on Instagram, Facebook, or our Compass California Blog filled with our original content.
PUBLIC RELATIONS Championed by an in-house communications team, Compass crafts compelling narratives for properties while proactively securing premium placements and media coverage in national and international media.
PR STRATEGY Timed to the property launch, the public relations strategy will be driven by opportunities to secure exclusive coverage after we’ve established a brand narrative and determined the story we want to tell. With an emphasis on design and real estate publications, we’ve compiled a list of target media outlets based on their affluent readership, interests and location. National Targets / / / /
Wall Street Journal Robb Report Architectural Digest Forbes
Local Targets / / / /
SFGate / SF Chronicle Bay Area News Group / Mercury News Modern Luxury Silicon Valley California Home & Design
PR STRATEGY TIMELINE
Your property’s marketing roadmap
TARGET ANALYSIS The Noe Valley neighborhood, with its desirable sunny weather, 24th Street commercial corridor, excellent parks and recreation including Noe Courts and Douglass Park, has long been a draw for families and the new tech elite who seek proximity to corporate campuses in an upscale direction as desirability has escalated and this demographic has grown as the more diverse aspects of Noe Valley has diminished. The construction of more high-quality new residences is fueling an even deeper desirability for families and more childless professionals who appreciate finely crafted plug-and-play homes that are upscale in nature. This southwestern portion of Noe Valley will appeal to a slightly different demographic as the couples with children desire the flatter blocks adjoining 24th Street.
Primary: 30 – 55 year old childless couples Secondary: 30 – 45 year old couples with 1-2 children
MARKETING PLAN Each property’s customized marketing campaign starts with a common framework that’s proven to deliver.
PRE-LAUNCH
LAUNCH
ONGOING
• Scripting the property’s story • Documenting the space via photography and floor plans • Conducting initial outreach to the broker network • Crafting a print and digital collateral plan • Initial promotion via Compass Coming Soon
• Commissioning signage • Creating and distributing print collateral • Sending emails to buyer and broker communities • Promoting listing via social media campaigns • Soliciting press coverage
• Placing targeted advertisements • Continuing to run paid social media campaigns • Consistently emailing brokers and buyers alike • Running an engaging print drip campaign
PRE-LAUNCH
Action
Description
Coming Soon
Exclusive listing exposure on compass.com.
Staging
Staging to highlight the unique aspects of the listing.
Photography
Day time photos, twilight photos, lifestyle photos, and drone photography.
Copywriting
Produced by our in-house content team.
Videography
Drone shots of the listing coupled with an interior virtual tour.
Listing Website
Create listing website with a analytics dashboard to track all of the views and referral sources. This site will also house all images and videos.
COMPASS NETWORK
Action
Description
Compass Catch Newsletter
Feature listing in the President’s daily email to all Compass professionals + his personal connections (sent to 12,000+ contacts)
Compass Workplace
Announce listing to all of our various internal Compass Workplace groups specializing in buyer representation of similar properties such as, NorCal Luxury, National Luxury, Architecturally Significant Properties, NorCal Agent Community, and International Agent Community.
Compass Network
Announce listing to feeder markets like Beverly Hills, San Diego, Seattle, Dallas, Houston, Chicago, Greenwich, Hamptons, New York City.
E-blast to Professional Community Digests
Send an email blast announcing listing to various real estate professional communities nationwide who have sold properties over $10M+
PRESS + EVENTS
Action
Description
PR Pitch for Exclusives
We will pitch for exclusive listing features in top publications that reach our target audience. Publications include: / Wall Street Journal / Architectural Digest. *After receiving photos
PR Pitch for Non-Exclusives
We will pitch for non-exclusive features in top publications that reach our target audience. Additional publications include: / San Francisco Chronicle / San Francisco Business Times / Silicon Valley Business Journal / SFGate.com, Robb Report / California Home & Design
/ OntheBlock.com / Forbes.com / MansionGlobal.com / Modern Luxury Silicon Valley / Cottages & Gardens
ADVERTISING
Action
Description
Print Advertising
Full page color advertisement – editorial + image heavy. Featured publications include: Punch Magazine, SF Homes, SF Chronicle.
Digital Advertising
Anchored by a architect exposé featured on the Compass California Blog, the integrated digital advertising campaigns will reach the target buyer persona on multiple digital channels. Promoted video featuring Michael Kao and the artisans that helped create 10 Atherton Avenue. Through responsive and static digital advertisements placed throughout the web and social media platforms and strategic digital media buys on premier publications, we provide a layered advertising approach to showcase your listing to the right audiences. Promote listing to affluent home buyers in the San Francisco markets. This exclusive opportunity includes premium promotion as Home of the Day, gallery of images, and reporting. / Financial Times Listing Feature / Gentry / Nob Hill Gazette ‘On The Market’ Email / Wall Street Journal / Mansion Global Digital Ad
SOCIAL MEDIA
Action
Description
Compass Digital Ads
Target buyers using Compass’ proprietary data and artificial intelligence on the Compass Digital Ads platform.
Social Media Ads
Target buyers in SF and Peninsula markets on Facebook, Instagram, websites and apps, driving traffic to the architect expose blog post on Compass CA blog.
@compasscalifornia
Feature listing across @CompassCalifornia Facebook + Instagram channels
@compass Social Feature
Feature listing across Compass National social media channels, reaching 1M+ users
INTERNATIONAL
Action
Description
International Digital Ad
/ Feature responsive banner ads on international websites showcasing this property. / Reach international audiences using the listing video in a dedicated YouTube campaign. / Promote a image carousel ad to international audiences using Facebook and Instagram.
International Syndication Boost
Promotes the listing worldwide through a global network of portals, reaching millions of potential buyers.
China Concierge Program
Feature listing on Chinese social media sites (Weibo, WeChat, Youku) and as a spotlight property on our monthly China newsletter.
BASELINE MARKETING
Action
Description
Organic Social Media Posts
Post organic social media posts featuring listing once every two weeks
E-Blasts
Send e-blasts about listing: launch, open houses or exclusive events
Print Collateral
Create bespoke luxury mailers and brochures and for the listing.
Digital Collateral
Create cutting edge virtual collateral to be viewed on desktop, mobile or tablet.
Listing Syndication
National and international listing syndication (Compass.com, Zillow.com, Trulia.com, Realtor.com, WSJ.com, MansionGlobal.com, Juwai.com, 100+ international real estate search engines)