BARBARAESTELA.COM
BARBARA@ONESOTHEBYSREALTY.COM
786.239.4227
Meet Barbara Estela Barbara Estela is a record-selling Realtor® with a proven reputation for providing exceptional service and remarkable results. With more than two decades of experience, Barbie has built a wide-reaching global network of trusted clients and successfully closed an impressive roster of luxury residential deals throughout South Florida- - including Miami’s vibrant Downtown, Coconut Grove, Pinecrest, and Coral Gables, where she lives with her three dogs. Consistently ranked as a top-producer, Barbie delivers the pinnacle of white glove service to ensure each client’s every need is met for a seamless, stress-free experience. An expert in all aspects of the luxury real estate market — from representing developer sales for high-end residential condominium projects to assisting private clients in purchasing their dream homes or selling their multi-million-dollar estates — Barbie never settles for anything less than perfect. Her dedication to the flawless level of excellence her clients expect and deserve has earner her repeat and referral business. Leveraging her industry expertise, high-level negotiation skills, marketing prowess and passion for her work, Barbie has achieved record-shattering sales and closed numerous celebrity deals. Barbie is regularly featured in national and regional media, with press recognition including The Wall Street Journal, Architectural Digest, Elle Décor, Forbes, The Real Deal, The Miami Herald, LA Times, South Florida Business Journal, HOLA, and The Daily Mail, among others. In keeping with the belief that philanthropy is as much a blessing to those who practice it as those it benefits, Barbie is a passionate supporter of women’s and children’s rights organizations across South Florida. An advocate of animal rights, she also proudly supports the Humane Society of Greater Miami.
Neighborhoods of Expertise We specialize in luxury residential properties in the following communities and have experience with pre-construction development sales across Florida.
BRICKELL
CORAL GABLES
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DOWNTOWN MIAMI
COCONUT GROVE
SOUTH MIAMI
WESTON
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PINECREST
SOUTHWEST RANCHES
MIRAMAR
MIAMI LAKES
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PEMBROKE PINES
COUNTRY CLUB
Meet The Team
ZAID HAIMAN
BARBARA ESTELA
NATALIA ESTELA
787.525.3409
786.239.4227
305.609.0237
zhaiman@onesothebysrealty.com
barbara@onesothebysrealty.com
nestela@onesothebysrealty.com
TWO DECADES OF EXPERIENCE
CERTIFIED LUXURY HOME MARKETING SPECIALIST
100% COMMITMENT TO EACH CLIENT
OVER $120 MILLION IN SALES
Sample Marketing Plan • MEETING WITH SELLERS and study the details of the property including its foundation. • FEATURES LIST to be created with specific materials used, floor plan and unique values. • STAGING OF PROPERTY by a professional prior to going live is highly recommended. • PROFESSIONAL PHOTOGRAPHY, video and aerial drone photography. • PROPERTY WEBSITE will be created along with a virtual tour video. All will be uploaded to YouTube, Facebook, Instagram, and ONE SIR GLOBALLY. • ENTER INTO MLS and top real estate websites: Zillow, Trulia, Realtor com and SothebysRealty.com, etc. • BOOST POST ON SOCIAL MEDIA: IG, Facebook, and LinkedIn. • EMAIL BLAST to our personal database and company database to top brokers and clients via Rezora platform. • FOLLOW UP is a MUST. Need to be certain that brokers/agents and/or buyers properly visit the property. • SCHEDULE PRIVATE SHOWINGS for Top Producers/Agents in the area.
SAMPLE STAGING PHOTOS
Significant Sales by Barbara Estela
300 Costanera Road | Coral Gables
1455 Ocean Drive | Miami Beach
12 BEDS | 13 BATHS | 2 HALF-BATHS | 16,989 SF
4 BEDS | 4 BATHS | 3,967 SF
SOLD FOR $19,000,000
SOLD FOR $8,750,000
5490 Hammock Drive | Coral Gables
361 Los Pinos Place | Coral Gables
12 BEDS | 13 BATHS | 2 HALF-BATHS | 16,989 SF
12 BEDS | 13 BATHS | 2 HALF-BATHS | 16,989 SF
SOLD FOR $7,340,000
SOLD FOR $4,200,000
6801 SW 92 Street | Pinecrest
4214 Anne Court | Coconut Grove
8 BEDS | 8 BATHS | 1 HALF-BATH | 7,808 SF
4 BEDS | 5 BATHS | 1 HALF-BATH | 4,220 SF
SOLD FOR $4,150,000
SOLD FOR $2,840,000
5390 SW 76 Street | Miami
2669 Bayshore Drive | Coconut Grove
6 BEDS | 6 BATHS | 1 HALF-BATH | 5,524 SF
5 BEDS | 5 BATHS | 1 HALF-BATH | 4,100 SF
SOLD FOR $2,800,000
SOLD FOR $2,400,000
834 Sevilla Avenue | Coral Gables
5601 SW 74 Avenue | South Miami
5 BEDS | 4 BATHS | 3,793 SF
4 BEDS | 3 BATHS | 1 HALF-BATH | 3,239 SF
SOLD FOR $1,300,000
SOLD FOR $875,000
Press Exposure “Casa Costanera is a 21,042-square-foot mansion that evokes all the charm inherent in an Italian villa.”
Bacardi Descendent Lists in Florida for $27.26 Million with Barbara Estela
AS FEATURED IN
In the Wealthy Agricultural Outskirts of Miami, Stands a Hacienda-Style Estate One of my ideas for this listing is to make it a resort-style retreat. It caters
After an eight-year build, the 21,000-square-foot mansion is listed by Barbara Estela.
to being a retreat, or a bring-the-wholefamily party house, or it could be a hotel. There are a lot of venues (in the Redlands), but not hotels. BARBARA ESTELA ONE Sotheby’s International Realty
Digital Staging The real estate world has quickly adapted to meet client’s needs in a virtual world. This means open houses are now on Zoom, closings are contactless and new listings are staged digitally for maximum value and efficiency. Digital staging has many benefits for buyers and sellers with technology transforming the look of a home and making it more appealing to different preferences in the blink of an eye. The benefits of digital staging are unmatched and in today’s real estate landscape, it is one of the most efficient solutions to close a deal. The amazing renderings that Curate by Sotheby’s International powered by roOomy produces add that special finishing detail to make properties look their best on the market.
ONE Sotheby’s International Realty
Truly Exceptional People The culture of the ONE Sotheby’s International Realty brand is defined by its people; collaborating with a network of exceptional associates who, from Miami to Fort Lauderdale, and Boca Raton to Melbourne Beach, provide personalized service and local expertise that help clients achieve their dreams. Our real estate agents are extraordinary at marketing and selling homes in Florida’s East Coast.
Digital Exposure SIR.COM
Our clients benefit from property exposure on a carefully chosen list of top real estate and news websites worldwide. Our listings’ online exposure begins with SIR.com, our corporate website, and cascades through our lifestyle-focused sites, to our network of local websites (such as ONESothebysRealty.com) and onto our media partner websites. This strategy extends the exposure of exceptional homes to exceptional people in all corners of the globe no matter if you click, tap or swipe.
ANNUAL STATISTICS
34M
118M
49M
63%
WEBSITE VISITS
PAGE VIEWS
PROPERTY PAGE VIEWS
INTERNATIONAL VISITS
SEARCH BY LIFESTYLE Unique to SIR is the experience that comes with searching for a home based on an extraordinary lifestyle. We have developed a series of websites specifically with these inimitable lifestyles in mind, highlighting our properties as well as our unsurpassed expertise within each lifestyle category.
By the Numbers
SIR.COM & ONESOTHEBYSREALTY.COM
The Strongest Digital Presence Globally TRAFFIC COMPARISON: VISITS IN TOP LUXURY REAL ESTATE WEBSITES
JULY 2019 - JUNE 2020
3.9725M
3.2M
2.425M
1.65M
875K
100K JUL
AUG
SEP
OCT
NOV
DEC
JAN
SIR.COM
ENGELVOELKERS.COM
LUXURYPORTFOLIO.COM
SAVILLS.COM
ONESOTHEBYSREALTY.COM
LUXURYREALESTATE.COM
CHRISTIESREALESTATE.COM
KNIGHTFRANK.COM
MAR
APR
COMPASS.COM
MAY
JUN
BERKSHIREHATHAWAYHS.COM
Global partner of Fortune Intl. Realty
Global partner of Douglas Elliman
SOCIAL MEDIA FOLLOWERS
FEB
Global partner of EWM
ELLIMAN.COM
SIR APP
As of september 2020
Find your home with SIR Mobile on Android, iPhone, or iPad and connect with our global real estate experts anytime, anywhere.
FACEBOOK: 100K YOUTUBE: 300K
• • • • • •
INSTAGRAM: 272K LINKEDIN: 68.6K TWITTER: 25.7K PINTEREST: 12.6K
PUBLIC RELATIONS
1
SOTHEBY’S INT. REALTY
2
COLDWELL BANKER
3
BERKSHIRE HATHAWAY
4
DOUGLAS ELLIMAN
5
ENGEL & VÖLKERS
6
COMPASS
Search globally in 70 countries Integrated Video and Virtual Reality on select properties Search by Lifestyle, Destinations, and Developments Display Local Currency and Unit of Measure Available in 18 Languages GPS search to find the closest homes
Sotheby’s International Realty has the strongest share of voice of global editorial coverage. This strategic placement across the most recognizable publications ensures excellent positioning of our brand and our properties. 6
6
1
1 5
5
4
9%
REACH
29%
11%
35%
VOLUME
13%
4
15%
13% 22%
14%
3
3 2
2
Global Networking ONE Sotheby’s International Realty associates understand that, in order to succeed in the culturally-diverse real estate market of Florida’s East Coast, local and international networking is of the utmost importance. As a company, we consistently attend and sponsor high-profile events and meetings in Miami, Broward and beyond. From art auctions to yacht shows, ONE Sotheby’s International Realty has a strong presence in events catering to our target market. Please see some of our most recent networking efforts below.
ONE Summit, Fontainebleau Miami Beach
ONE SIR Hosts Sotheby’s Auction House Event
Real Estate Deep Dive with the Miami Dolphins
Development Showcase in Peru
Social Media Exposure Our social media outlets are buzzing with activity. ONE SIR channels serve as great traffic sources for our website, make it easy to connect with our loyal followers and provide an engaging platform for ONE Sotheby’s International Realty associates to communicate and remain updated on the latest company news. Whether it’s Florida’s East Coast top Realtors® coming together on our YouTube channel or our breaking market updates on Twitter, we keep potential buyers engaged and coming back for more. KEY STATISTICS
ELEMENTS TO OUR SOCIAL MEDIA SUCCESS
As of SEPTEMBER 2020
FACEBOOK: 72K YOUTUBE: 12K
EXPERIENCE Deliver a unique, compelling experience via social networks. ENGAGEMENT
INSTAGRAM: 60.6K
Develop social relationships with influencers and potential home buyers and sellers.
LINKEDIN: 3.7K
EXPERTISE
TWITTER: 10.4K PINTEREST: 1.3K
Maintain a distinct point of view and align our homes with the connoisseurs of life. EMOTION Create lasting connections with our target consumers.
STUDIO ONE Studio ONE is our custom marketing design tool, allowing our agents to select fully branded print and digital marketing pieces to promote their listings in a consistent and impactful manner.
STRATEGIC CONTENT Our brand messaging is vast with content from our latest review of the market to lifestyle-driven pieces focusing on everything Florida’s East Coast has to offer. Our deliberate and consistent messaging works to solidify our place in the minds of buyers as the true voice of luxury real estate.
Our Technology In digital times, clients seek digital luxury. With virtual services in higher demand than ever before, we are prepared to offer our buyers and sellers a seamless and enjoyable digital experience. We know a one-size-fits-all approach will not suffice. ONE Sotheby’s International Realty continues to elevate its digital offerings with cutting edge technology and best-in-class customized tools.
ONEVUE As the main gateway to ONE Sotheby’s International Realty’s comprehensive suite of digital tools, ONEVUE is the command center for a suite of products that simplify the business of real estate.
VIRTUAL AGENT PLAYBOOK
OTTO
VIRTUAL AGENT PLAYBOOK Exclusive guide that provides insight and resources to adapt and flourish in a virtual environment.
OTTO Our virtual automated concierge, available to answer any brand-related questions through text.
ACCESS.SIR.COM
ACCESS.SIR.COM
Sotheby’s International Realty intranet, exclusively tailored to service all real estate needs.
Pre-Listing
LEVELUP ONE SIR bespoke agent
ONECONNECT Customer relationship
ONEREVIEW Collects and shares testimonials
on-boarding platform helps discover the power of ONE SIR from day one.
management (CRM) solution to automatically track, score and nurture potential leads.
from past clients to prospect new business.
CLOUD CMA Data rich tool with beautifully branded, customizable reports for stronger sales plans.
MARKETSTATS Verified intel that instantly generates customized graphics to share where we rank #1 on Florida’s East Coast.
Live Listing Creating and measuring exposure for your home.
CURATE
APPLE TV
ONEOPEN
CURATE
APPLE TV
Dynamic app that helps organize and follow up after open houses for an overall amplified impact.
Mobile augmented reality app by Sotheby’s International Realty that has revolutionized the home
SIR Apple TV app designed to fully immerse consumers in the brand through a new medium.
buying experience.
BOOST BOOST Intelligent marketing to get the right exposure for your property easily and effectively with just a few clicks!
LISTING REPORTS Detailed report providing key data for your property.
Launching Your Listing THE BASICS Every extraordinary residence represented by ONE Sotheby’s International Realty benefits from our Property Exposure Strategy: what we consider to be a basic marketing package required to launch a robust and wellrounded exposure plan for each of our listings. Our Property Exposure Strategy includes everything from professional photography to branded signage and online listing distribution. For more detailed information, please see the components of our standard package outlined in detail below.
PROFESSIONAL PHOTOGRAPHY
SINGLE LISTING WEBSITE
Our marketing revolves around professional
A custom website dedicated to a single
photography and videography, showcasing the
property, complete with a high-resolution
elegance and beauty of our exclusive inventory
photo gallery and an individual domain name.
in everything we do. Professional photography
This powerful online marketing tool impresses
includes a virtual tour, video walk through and
viewers and, when advertised in print or online,
geo-tagged slide-show on ONE SIR’s YouTube
gets interested buyers to the information they
Channel.
want more efficiently.
SIR SIGNAGE INSTALLATION
SIR NETWORK DISTRIBUTION
Sotheby’s International Realty’s recognizable
All listings are automatically featured on the
hanging post sign, installed at over 30,000
websites of over 135 Sotheby’s International
extraordinary homes around the world, is
Realty affiliates around the world. This is an
prominently displayed at all single-family
exclusive offering due to our relationship with
homes represented by ONE Sotheby’s
the Sotheby’s International Realty network,
International Realty in order to reach the
providing unparalleled international exposure
local community and potential buyer.
for our exclusive listings.
FIRST LOOK EMAIL SERIES
e-GALLERY
ONE Sotheby’s International Realty sends an
The eGallery is a real-time, dynamic property
email containing new listings, open houses
slideshow designed to provide worldwide
and price reductions to Florida’s top brokers
reach to a property. It is displayed in most
without spamming. In addition, a brokers’
of the Sotheby’s International Realty and
opens email is also sent out once a week to
Sotheby’s auction house locations
the local brokerage community.
around the world. *Minimum price restrictions apply.
WEBSITE EXPOSURE Reach our vast audience of potential buyers by placing your listing on the ONE SIR website, or go global on SIR. com, offering specialized websites based on extraordinary lifestyles such as golf, waterfront, vineyard, ski, beach, historic, retirement, metropolitan and more.
ONLINE LISTING DISTRIBUTION The online distribution resources of Sotheby’s International Realty position properties in the world’s finest real estate sites. In addition to providing listing content to 20 major websites that power hundreds more, reports are available to show how much exposure each property is receiving.
Top 10 Advantages of ONE THE LEGACY
THE NETWORK
Consistently attaining record-breaking sales over
Sotheby’s International Realty represents the only
the past three centuries, the Sotheby’s legacy is
true, worldwide real estate network. Thousands
unlike any other. We are proud to be part of the
of referrals are processed every year and several
most prestigious auction house in the world and the
events are held to ensure all SIR agents establish
authority on the representation of luxury homes.
great business relationships within the network.
THE BRAND
THE MARKETING
Sotheby’s is a rare brand that instantly evokes
Our local and international marketing is
quality, service and an appreciation of truly
unparalleled. We partner with leading organizations
valuable items. This positioning allows us to do
such as the Wall Street Journal, the New York
business with affluent individuals who share in our
Times, Architectural Digest and, locally, the Miami
brand vision and commitment to excellence.
Heat to provide the best exposure for our homes.
THE PEOPLE
THE REACH
Our agents, staff and partners make our company
With an outstanding brand, a robust marketing
more successful every day. Our real estate agents
plan and a strong network comes limitless reach
are more than just transaction supervisors — they
to potential home buyers. ONE SIR associates
have the capacity to act as highly qualified advisors,
are able to tailor their plans to target an array of
focusing on facilitating all real estate needs.
different buyer profiles without missing a beat.
THE STANDARDS
THE SERVICE
Our listing marketing is only developed with the
Our high standards are not marketing-specific.
highest standards in mind. High-resolution imagery,
ONE Sotheby’s International Realty’s real estate
eloquent description writing and impeccable
associates pride themselves in offering white-glove
presentation are musts when promoting a residence
service from beginning to end, establishing long-
under the ONE Sotheby’s International Realty brand.
lasting relationships with their valued clients.
THE TRACK RECORD
THE OVERALL EXPERIENCE
In its short existence, ONE Sotheby’s International
All prior points combine to create one unrivaled,
Realty has developed an impressive track record,
seamless client experience. For centuries, the
closing exceptional sales, becoming the leading
Sotheby’s brand has grown and succeeded due to
real estate firm for sales in numerous areas and
its respect for tradition and its focus on innovation.
garnering notable media exposure in the process.
ONE Sotheby’s International Realty is no exception.
Our Prominent
Neighborhoods Florida’s East Coast’s most exceptional communities are serviced by
Merritt Island
Bal Harbour
ONE Sotheby’s International Realty.
Cocoa Beach
Bay Harbor
Indialantic
Design District
Melbourne Beach
Miami Beach
Sebastian
Palm/Star/Hibiscus Islands
Indian River Shores
Venetian Islands
Vero Beach
Fisher Island
Hutchinson Island
Midtown
Jensen Beach
Edgewater
Stuart
Downtown Miami
Hobe Sound
Brickell
Tequesta
Key Biscayne
Jupiter
Coconut Grove
Juno Beach
Coral Gables
North Palm Beach
South Miami
Singer Island
Pinecrest
West Palm Beach Palm Beach Gardens Boca Raton Delray Beach Hillsboro Beach Fort Lauderdale Southwest Ranches Weston Hollywood Aventura Sunny Isles
Seller Tips TIPS ON PREPARING YOUR HOME TO SELL
EVALUATE 1. Have a RealtorÂŽ, interior decorator or professional organizer walk through your home to evaluate what needs to be updated, repaired or removed
REPAIR 2. 3. 4. 5.
Patch damaged walls Replace cracked floor tiles Oil squeaky doors Fix sticky windows
UPDATE 9. 10. 11. 12.
Replace cabinet knobs and pulls Update lighting fixtures, if needed Update blinds, if needed Replace faucets and shower heads, if needed
6. Fix leaky faucets and toilets 7. Re-caulk tubs and sinks 8. Replace broken windows and screens
PAINT 13. 14. 15. 16.
Paint the interior in neutral colors Paint exterior doors and window trim Paint shutters Repaint exterior, if needed
BRIGHTEN
DEPERSONALIZE
17. Remove heavy window treatments that block light 18. Wash all windows 19. Increase the wattage of light bulbs 20. Replace dark lamp shades
21. Remove family photos 22. Store knickknacks
DECLUTTER 23. 24. 25. 26.
Thin out the books on your shelves Empty kitchen counters Place out-of-season clothing in storage Rent a storage unit to store unneeded items
ORGANIZE AND CLEAN 27. Organize pantry 28. Organize closets 29. Organize basement 30. Organize garage 31. Clean all interior surfaces 32. Wash windows and doors 33. Air out and clean in cabinets and under sinks 34. Power wash exterior of house and sidewalks 35. Clean outdoor furniture 36. Clean porch lights of cobwebs and debris HIDE SIGNS OF PETS 37. Remove pet smells 38. Hide pet food and bowls 39. Take pets for a walk during showings
STAGE INSIDE 40. Reduce the amount of furniture in each room 41. Organize furniture to create seating areas and give each part of the home a purpose 42. Place cut flowers around home during showings
STAGE & LANDSCAPE OUTSIDE 43. 44. 45. 46. 47. 48.
Make sure front porch/entryway is clean and inviting Use outdoor furniture to create inviting spaces Remove dead plants Prune or replace overgrown shrubs Fill open spots with seasonal flowers Add fresh mulch to beds Sources: HGTV, Real Estate Staging Association, Moneycrashers.com
BARBARA@ONESOTHEBYSREALTY.COM
786.239.4227
AVENTURA BOCA RATON BRICKELL COCOA CORAL GABLES DELRAY BEACH DESIGN DISTRICT FORT LAUDERDALE JUPITER KEY BISCAYNE MELBOURNE BEACH MIAMI BEACH PALM BEACH GARDENS STUART SUNNY ISLES VERO BEACH WESTON
© 2020 ONE Sotheby’s International Realty. All rights reserved. Sotheby’s International Realty® and the Sotheby’s International Realty Logo are service marks licensed to Sotheby’s International Realty Affiliates LLC and used with permission. ONE Sotheby’s International Realty fully supports the principles of the Fair Housing Act and the Equal Opportunity Act. Each franchise is independently owned and operated. Any services or products provided by independently owned and operated franchisees are not provided by, affiliated with or related to Sotheby’s International Realty Affiliates LLC nor any of its affiliated companies. The information contained herein is deemed accurate but not guaranteed. Pricing subject to change without notice.