2525 HILL COURT, BERKELEY CA
CONTENTS
ABOUT ME
A personal introduction
WHO WE ARE
Why settle for less? Discover the difference with us
ADDING VALUE
Maximizing your property value and its exposure
MARKETING — LOCAL & REGIONAL
Bringing your property to market locally and regionally
MARKETING — GLOBAL
Reaching affluent buyers around the world.
YOUR LISTING ON SIR.COM
DRIVING TRAFFIC TO SIR.COM
ONLINE LISTING MARKETING
CONCLUSION
My unique advantages
WHO WE ARE Discover the difference with us
GOLDEN GATE SOTHEBY’S INTERNATIONAL REALTY LOCAL KNOWLEDGE CONNECTED AROUND THE BAY AND THE WORLD Our brokerage is the number one Sotheby’s International Realty Affiliate in Northern California. We can help you find your buyer. We have more than 500 agents in 25 offices representing active qualified buyers and sellers throughout the San Francisco Bay Area. We service the counties of: • Alameda • Contra Costa • Marin • Napa • San Francisco • San Mateo • Santa Clara • Solano • Sonoma • Santa Cruz COMPANY | WHO WE ARE 1#
LUXURY SERVICE AT ALL PRICE POINTS
MEETING THE NEEDS OF ALL OUR CLIENTS
At Golden Gate Sotheby’s International Realty we believe that all our clients deserve luxury service for their property sale at every price point. We can provide added cache and expanded exposure for properties at mid-to-lower price points. We market entry level homes, condominiums, land and investment properties provided there are ten attractive professional photos.
Listings at all price points can be included on our San Francisco Bay Area website, ggsir.com, as well as on the internationally acclaimed sir.com site, searchable by clients all over the world. This is one way we can help you reach more qualified buyers. It is important to remember that Northern California property prices are considered by many buyers around the country and globe to be at luxury price points relative to their local markets.
In addition, properties that do not meet our photography standard can still receive extensive marketing, including the option of Off-MLS marketing, email marketing, MLS and MLS related listing feeds such as Realtor.com, and property specific websites.
SERVING ALL PRICE POINTS | MARKETING
# 1 IN WEB TRAFFIC
34,000,000 VISITORS
SOTHEBYSREALTY.COM
REACHING THE MOST QUALIFIED BUYERS
The homes on sothebysrealty.com are showcased with incredible photography, videography, and complimented with lifestyle searching capability. This has resulted in a website that attracts qualified and affluent consumers who appreciate the beauty of the site, the breadth of homes at all price points and depth of information offered on properties and locations.
Anyone can host a website, but reaching the most qualified buyers casts the widest net for your home. Visitors to our site spend more time searching, and are able to locate properties in areas across the world that they may not have known or been aware of because of the lifestyle features and content.
34M Compass Corcoran Better Homes& Gardens Luxury Portfolio Intl. Vanguard Coldwell Banker Luxury Intero Deleon Realty Red Oak The Grubb Co. Sereno Group Keller Williams Intl.Luxury Sotheby’s International Realty 7M 3.4M 1.2M 240K 214K 196K 158K 144K 108K 61K 13M
15M 10M 5M 0 35M 30M 25M 20M * Insignificant web traffic to report
90M+ VIDEO VIEWS
AWARDED #1 YOUTUBE CHANNEL
MOST VIEWS OF ANY LUXURY REAL ESTATE BRAND
Five billion videos are watched on YouTube each day. Sotheby’s International Realty has received YouTube’s Silver Creator Award and is the industry-leading channel with over 90+ million video views and 250,000+ subscribers, outperforming our competition by miles.
At youtube.com/sothebysrealty you can find high quality listing and brand videos, as well as unique content. All of this drives traffic to sothebysrealty.com where your property is listed.
#1 ON YOUTUBE | GLOBAL MARKETING SILVER CREATOR AWARD Sotheby’s International Realty PRESENTED TO for passing 100,000 subscribers
#1 IN VIDEO
IT’S ALL ABOUT THE VIEWS
The collaboration of global affiliates contributing high-quality videography of our best properties listed worldwide has propelled the Sotheby’s International Realty brand’s YouTube channel to the top. We are #1 in video views and subscribers, far surpassing local and global competitors, and bringing the attention of today’s buyers from anywhere around the globe to our most remarkable homes for sale.
LOCAL VIDEO
Our local bayareapropertyvideos.com YouTube channel is the largest in the San Francisco Bay Area, reaching millions of viewers worldwide. With over 1.2+ Million property views to date and 2,300+ subscribers and counting, our local property video channel far surpasses all competitors.
90M+ PROPERTY VIEWS 250K+ SUBSCRIBERS 90M 4M 3.6M 3.3M 660K Coldwell Banker RE/Max Keller Williams Compass Better Homes& Gardens 17M Sotheby’s International Realty Intero 208K Zephyr Deleon Realty Luxury PortfolioIntl. Sereno Group 428K #1 ON YOUTUBE | GLOBAL MARKETING 80M 40M 60M 20M 0 26K 12K 4K
ADDING VALUE
Maximizing your property value through preparation, pricing and photography
THE ROAD MAP
INITIAL PHASES OF
Phase 1
• Initial Walkthrough
• Review Marketing
• Discuss Pricing Strategies
• Comparative Market Analysis (CMA)
• Sign Listing Agreement
SELLING
Phase 2
• Preparing Your Home
• Clearing Personal Items
• Inspections
• Disclosures
• Repairs - Select Contractors
• Improvements - Select Contractors
• Staging - Select Stager
• Professional Photography
• Ad Copywriting
Phase 3
• Review Pre-Market Options
• Bay Area Elite Network
• Off-MLS Public Launch
ROAD MAP | ADDING VALUE
PREPARING YOUR PROPERTY INSPECTIONS, REPAIRS & DISCLOSURES
We can recommend improvements to the house to enhance its attractiveness and marketability. If desired, we will coordinate and schedule professionals to perform these improvements. We will highlight the areas that will appeal most to likely buyers: the yard and grounds, the home’s workspaces and its entertaining possibilities.
In some regions, property inspection reports are expected. We can assist you in locating inspectors and coordinating the reports.
We can work with you to complete disclosures to reduce your risk of a lawsuit after close.
PREPARATION | ADDING VALUE
NEXT LEVEL CONCIERGE
“CASH-FREE” PROPERTY PREPARATION
Our team of licensed and insured vendors help to prepare your property for its best debut to market. Our streamlined program goes above and beyond all others.
BRIDGE LOANS
Our bridge loan program offfers many buy-before-selling advantages, helping you move on and move forward faster
PREPARATION | ADDING VALUE
STAGING
SHOWCASING FOR MAXIMUM VALUE
Staging a home is a powerful way to expand the pool of potential buyers. By proposing aesthetic changes that will make a difference to buyers we can make your home stand out from other properties on the market. A few judicious improvements can help a buyer fall in love more quickly with your home. We also offer virtual staging with our CURATE app, which can help buyers quickly visualize an upstaged or empty space and imagine it as their home.
STAGING | ADDING VALUE
PROFESSIONAL PHOTOGRAPHY
ALL MARKETING STARTS WITH PHOTOGRAPHY
A picture is worth a thousand words. In real estate sales, a picture can be worth thousands, hundreds of thousands, even millions of dollars. Showcasing your property in the best light with proper preparations and professional photography can increase the final sales price substantially.
Our company is highly selective regarding the quality assurance of the photography used to market and sell your home. This is a benefit that provides untold value when it comes to gaining the attention of buyers online, and enticing them to visit the property in person.
PHOTOGRAPHY | ADDING VALUE
THE ART OF PRICING
HOME PRICING FACTORS & STRATEGIES
Your home should be uniquely positioned to create maximum interest and help produce the highest possible financial return. Although the strategy you adopt in setting the listing price will influence its sale, there are many other factors that come into play.
Market Influences:
• Your property’s location
• Recent property market values
• Economic and housing market conditions
• Absorption rate
Client Control:
• List price to maximize buyer pool
• Physical condition of your property
• Ready access to your property for showing
Agent Control:
• Preparing your property to look its best
• Professional photography
• Reaching the largest buyer audience
• Highlighting your property’s attributes
• Negotiating on your behalf
Pricing Strategies:
• Low “Auction” Pricing - to generate bidding
• Market Pricing
• Premium Pricing - consider timing
PRICING | ADDING VALUE
1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2019 2018 Market Peak $789,250 May 2007 $1,050,000 High May 2018 Market Trough $321,110 Feb 2009 Dotcom bubble peaks Subprime bubble bursts 9YearsGrowth $400,000 $600,000 $800,000 $1 000 000
“I have a vision and want a deal”
“Has potential but needs work”
“I want to move in and not do anything for a while”
As Is
Basics
Finishes
More Improvements
“I wouldn’t have to do a thing”
“I am in LOVE with this house!”
Details
Comprehensive Upgrade
IMPACT OF HOME PREPARATION
THE PRESENTATION OF YOUR HOME AFFECTS BUYER PERCEPTION
The “As Is” Option
• Sellers stay in residence
• No prep work performed
Just The Basics
• Professional cleaning service
• Maximize space, no staging
Update Finishes
• Sellers move out of residence
• Paint interior and exterior of house
• Front landscaping clean-up or re-do
• New and refinished flooring
Deeper Details
• Replace light fixtures, knobs and faceplates
• Upgrade appliances, carpet and flooring
• Address “decision rooms”
• Backyard landscaping clean-up or re-do
• Priority repairs
Comprehensive Upgrades
• Contemporize all aesthetics in house
• Upgrade counters and surfaces
• Upgrade appliances
• Upgrade bathrooms
• Complete all repairs on inspection report
PRICING | ADDING VALUE
MARKETING
Reaching local & regional buyers
SUCCESSFUL MARKETING MARKETING PLAN OVERVIEW
PRE-MLS OPTIONS
• Coming Soon - Elite Agent Network
• Private Listings - Elite Agent Network
• Off-MLS Public Listing Launch
LOCAL AND REGIONAL MARKETING
• Sign
• Brochures
• Email Marketing
• Property Website
• Host a Broker’s Tour
• Host an Open House
• Report on Inquiries of Your Home
• Enhanced Listing on ggsir.com
• Print Advertising
• Local Online Advertising
• Regular Updates on Comparable Homes
PLAN | LOCAL & REGIONAL MARKETING
THE POWER OF REFERRAL
Our regional network of top agents work together, giving you direct access to the largest referral network to find qualified buyers around the San Francisco Bay Area for on-and off-market listings.
ELITE AGENT NETWORK (EAN)
Coming Soon Listings (before photography):
Coming soon listings can be shared with the Golden Gate Sotheby’s International Realty’s Elite Agent Network (EAN) throughout the Bay Area via our proprietary, password-protected platform that only GGSIR agents can access. This starts without photos in the “coming soon” property section of the platform.
Private Exclusive Listings:
When professional photos are added to the listing, email marketing goes out to our agents notifying them that a new property is available and can be found on our proprietary, password-protected intranet. Agents in our company will be able to email the listing to their buyers who are looking for offmarket opportunities, hence the need for professional photos. In this stage the property will not be found on any public websites such as sir.com, goldengatesir.com, zillow.com, trulia.com, etc.
STRATEGIES | LOCAL & REGIONAL MARKETING
500+ AGENTS LOCALLY WORKING GLOBALLY
OFF-MLS PUBLIC LAUNCH MARKETING WITHOUT LAUNCHING ON MLS
Listings can be marketed on public websites without being on MLS where permissible. See below for the list of sites. Off-market listings do not appear on realtor.com which exclusively pulls from the MLS, nor will they appear on any competing brokers’ websites or agent websites that use the IDX feed from MLS.
Note: Some sites, such as Zillow, do track days on market. sir.com*
GoldenGateSIR.com*
Zillow.com Network
Trulia.com
WSJ.com
NewYorkTimes.com*
MansionGlobal.com*
LuxuryEstate.com*
FT.com (Financial Times)*
JamesEdition.com
HomeFinder.com
PropGoLuxury.com (Asia)
Juwai.com (China)
Zaobao.com (China)*
House 24 (Italy)
RealBuzz.com
Homes.com
CountryLife.co.uk
HomeAdverts.com
Nikkei.com (Japan)*
SFGate.com
MercuryNews.com
*Indicates video is shown on property detail page
OFF-MLS | LOCAL & REGIONAL MARKETING
$3,925,000 $5,925,000 $3,625,000 BERKELEY $5,200,000 BELVEDERE OFF-MARKET LISTINGS $7,200,000 LOS ALTOS $7,350,000 KENTFIELD KENTFIELD NAPA
VIRTUALLY EVERYWHERE DIGITAL HOME MARKETING
It’s resoundingly clear that today’s savvy buyers are looking virtually and online to find their next home. From the power of our website, social media reach and growing follower base, our virtual reach is unrivaled. Below are examples of our weekly virtual open.
• External email marketing campaign with listing inventory and virtual appointment showings 30,000 sends
• Exclusive inventory - Bay Area wide agent targeted email campaign with up to date inventory 30,000 sends
• Internal email campaign to GGSIR agents adhering to new clear cooperation MLS rules. Over 550 sends
VIRTUALLY EVERYWHERE
PROPERTY WEBSITE
SHOWCASING YOUR PROPERTY INDEPENDENTLY
A property website with a unique domain name can be created to further showcase your property. This can be a simple way for traffic to find your site, particularly if the URL is the address or a notable description of your property.
The property websites contain high resolution photography, details of the property, maps and area information, as well as the contact information of your agent to ensure we can answer any questions or respond to inquiries.
If you have a video or Matterport 3D, this can be included on the property website as well.
PROPERTY WEBSITE | LOCAL & REGIONAL MARKETING
LOCAL ADVERTISING INDIVIDUAL,
LOCAL AND CUSTOM-TAILORED
An individual plan will be custom-tailored to market your home and will include a combination of key elements. Our reach is local, national and international, and it is a proven approach that our cumulative marketing and advertising efforts will generate results for you regardless of a specific advertisement.
PRINT ADVERTISING | LOCAL & REGIONAL MARKETING Tiburon Private Estate Lot | 14.5± Acres Belvedere $7,495,000 Prime Belvedere Dream 0.675± Acres Tiburon $5,900,000 Japanese Style 5 BD | 6 BA 1 Half BA Tiburon Modern Hillside Estate 2± Acres Ross $6,995,000 Classic California Living | 6 BD | 11 BA | 2 Half BA Nicasio Equestrian Estate 62+ Acres Tiburon $6,995,000 Classic Contemporary 5 BD 4 BA | 2 Half BA San Rafael $4,295,000 Rare Waterfront Oasis | 5 BD | 6 BA 2 Half BA Tiburon The Ceiling of the World BD | 4 BA 1 Half BA SOLD SOLD IN CONTRACT SOLD Belvedere $5,995,000 The Tech Escape | 4 BD 4 BA | 1 Half BA PRICE REDUCED NEW LISTING PRICE REDUCED Tiburon $3,200,000 BD 3 BA 1 Half BA SOLD OVER ASKING 415.384.4000 bb@ggsir.com Lic.# 00837358 $37,000,000 Private Estate Lot 14.5± Acres Belvedere $7,495,000 Prime Belvedere Dream | 0.675± Acres $5,900,000 Tiburon Modern Hillside Estate 2± Acres Ross $6,995,000 Classic California Living 6 BD 11 BA 2 Half BA Nicasio $15,000,000 Equestrian Estate 62+ Acres Tiburon $6,995,000 Classic Contemporary | 5 BD | 4 BA 2 Half BA $4,295,000 Half BA Tiburon $7,900,000 The Ceiling of the World | 6 BD 4 BA | 1 Half BA IN CONTRACT SOLD Belvedere $5,995,000 The Tech Escape 4 BD | 4 BA 1 Half BA PRICE REDUCED NEW LISTING $3,200,000 1 Half BA Sarkissian m.sarkissian@ggsir.com 02028978 Sarkissian l.sarkissian@ggsir.com 01159670 Bullockbb@ggsir.com 00837358 GLOBALESTATES.COM 6
ONLINE ADVERTISING
GATE & BAY AREA NEWS GROUP REGIONAL MARKETING
SFGate.com and MercuryNews.com
property reaches regional
and that all the Open Houses for
property are covered on the top News Media sites. NEWS SYNDICATION | LOCAL & REGIONAL MARKETING
SF
Our strategic syndication partnership with regional news outlets allows your property to be promoted on
. This ensures your
audiences daily
your
MAXIMUM SOCIAL EXPOSURE
UNPARALLED TARGETING EFFICIENCY FOR LISTINGS
Social Ad Engine goes beyond engagements to leverage Faceboook’s best-in-class advertising solutions. It’s designed to produce real business results; helping associates find interested home buyers across Facebook, Instagram, Messenger and Marketplace.
Social Ad Engine was created from a unique collaboration between Sotheby’s International Realty and Facebook. It uses efficient algorithms to target consumers who have been classified online as individuals who are interested in purchasing real estate.
Facebook Desktop Facebook Mobile Messenger Home Marketplace Instagram ADVANCED SOCIAL MEDIA ADVERTISING
BRAND MAGAZINE
SAN FRANCISCO BAY AREA
Print publications reinforce the brand image, elevating the properties that are listed through Golden Gate Sotheby’s International Realty.
GATEWAY Magazine is published by Golden Gate Sotheby’s International Realty. Featuring rich local and global content, this tri-annual publication’s distribution reaches nearly 70,000 of the Bay Area’s most affluent households each issue.
GATEWAY MAGAZINE | LOCAL & REGIONAL MARKETING
GLOBAL REACH
Reaching a global audience of affluent buyers
WORLDS LARGEST REFERRAL NETWORK
WE CAN FIND QUALIFIED BUYERS AROUND THE GLOBE BY ACTIVATING OUR WORLDWIDE AGENT NETWORK
23,300 SALES ASSOCIATES
1,000+ OFFICES
70 COUNTRIES
ALL WORKING FOR YOU
SOTHEBY’S INTERNATIONAL REALTY WORLDWIDE REACH
The Sotheby’s International Realty brand is a collection of the finest real estate companies in the world. Today our network boasts more than 23,300 affiliated independent sales associates, located in over 1,000 offices, in 70 countries and territories worldwide, placing over 10,000 referrals every year. Our network members utilize innovation with relevant reach to present a home in the most unique way.
WORLDWIDE NETWORK | GLOBAL MARKETING
95% OF BUYERS SEARCH ONLINE Properties on SIR.com reach buyers worldwide.
ONLINE PROPERTY ADVERTISING
YOUR PROPERTY LISTED ON THE MOST TRAFFICKED GLOBAL SITES
To increase the potential for your home to be found by the most qualified real estate consumers, the Sotheby’s International Realty brand has partnered with, and distributes properties to, the most significant media companies and real estate-focused websites in the world. Sotheby’s International Realty properties are viewed an astounding 190,000,000 times across all of our partner sites annually.
MORE VIEWS | GLOBAL LISTING SITES
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IN CONCLUSION
I LOOK FORWARD TO OFFERING YOU SEVERAL UNIQUE ADVANTAGES
While real estate by nature is local, the market for your home is truly national, and increasingly global. Sotheby’s International Realty is part of this global network, which includes offices in the world’s most sought-after locations.
Selecting me and Golden Gate Sotheby’s International Realty to represent your property will connect you to a group of real estate professionals widely respected for the quality of their listings and the level of professionalism and expertise they offer. Our associates have a deep understanding of local real estate markets and strong ties to the communities we serve. We share a strong commitment to delivering exceptional service and have a long history of exceeding the expectations of the world’s most discerning buyers and sellers.
• Preeminent local expertise and contacts
• Access to proprietary marketing materials
• Strong relationships, marketing and brand recognition in other key markets
• A referral connection with some of the world’s most successful agents
• A proven ability to sell properties in all price ranges
• A comprehensive internet and global marketing strategy
• Cross-marketing opportunities with strategic partners like Sotheby’s Auction House
• The high level of service that clients have come to expect from the Sotheby’s brand
• Connection to a steadfast legacy company representing your most valuable asset
CONCLUSION | YOUR HOME
