Listing Consultation
Cassity Team Our clients receive a team of skilled minds collectively working for them rather than the traditional model of single agent representation. Our dedicated professionals, each with a specific and vital role, ensure our clients receive excellent communication and that their property receives maximum exposure and attention to detail.
406 Ninth Ave, Suite 207 San Diego, CA 92101
2
“I want to take a moment and say big big
“Jason Cassity was an excellent agent for
thank you to the most patient and super
us. We had the pleasure of working with
professional real estate agent Jason Cassity.I
him for both the sale of our home and the
was looking for a place to open my facial
purchase of our new home. He was very
studio. I saw many different places, but I
attentive to our schedule, assisting during
didn’t have a right feeling. After contacting
evening hours and weekends. The market
Jason, immediately I got 9 options, and 3 of
was hot, so he was proactive in setting up
them were great for me. I ended up renting
showings for us right away in homes we
one of the properties, and now can not be
were interested in so we wouldn’t miss out.
happier with my place of business.
The marketing he did for the sale of our
Amazing location + great price + very good
home was incredible! He brought over a
conditions from owner. Jason fixed every
professional photo team to take beautiful
little issue I had. HIGHLY RECOMMENDED!”
photos of our home in order to showcase it in the best possible way. We sold our
— MariannaI
home within two showings, even before our scheduled open house. Jason found us our dream home that we will be fortunate to raise our children in. We were
“Jason Cassity and his team are wonderful. I bought my first home last year and Jason walked me through each step of the process. He was very responsive for any
surprised to find a home within our budget, in the neighborhood we have always wanted. To top it all off, Jason and his fiancé were planning an out of town
questions I had and stepped in when issues
wedding that was days away. He didn’t
arose with my lender to help me sort it out.
skip a beat in providing us outstanding
He made an incredibly stressful process go
and genuine service. Thank you Jason, for
extremely smoothly. I would definitely
your time and commitment to us!”-
recommend him to anyone looking to buy or sell their home.”
— Penny
— Andrea
3
4
Cassity Team Sales
185+ Transactions To Date
$43 Million in Total Sales
98.7% Sale to List Price Ratio
Marketing Your Property 6
Your Marketing Timeline
1
Working with our in-house marketing and advertising agency, I will target the right audience across the most effective channels through cohesive branding — all to elevate the style and story of your home.
2
3
Staging
Imagery
Listing Launch
Appliance upgrades
Daytime photography
Compass.com
Furnishings
Twilight photography
MLS
Virtual staging
Aerial footage
Syndication
Lifestyle video
Whisper Campaign
4
5
6
Signage
Email Campaign
Print Campaign
Townhouse sign
Property announcement
Postcards
Window decal
Open house invitations
Brochures
Open house sign
Company email inclusions
Advertising Public relations
7
8 Digital Campaign
Events
Paid social media promotion
Brokers open house
Feature on Compass
Special events
channels
7
8
Sell your home faster and for more money with home improvement services.
Compass Concierge Program Compass covers the upfront cost of select services that can increase your home's selling price. From deepcleaning to cosmetic renovations, we'll work together to elevate your home's value and create a tailored plan to maximize its potential on the market. Before
Services may include: staging deep-cleaning organizing cosmetic renovations decluttering landscaping painting
After
compass.com/concierge 9
Photography Proponents of powerful imagery, the Cassity Team invests in visual editors, creative producers, and the industry’s most respected photographers to capture your home’s finest selling points.
Our photographers' work has appeared in such publications as:
10
Drone & 3D Tours Our technology-driven marketing invite consumers to experience homes at the next level. While capturing the beauty and essence of your home with photography, The Cassity Team also employ drones and 3D tour platforms to highlight features and attributes in a captivating way.
Drone video cinematic aerial footage
3D Tour + Interactive tours and videography
Explore 3D Space
11
Pricing Strategy Pricing is one of the first impressions a buyer has on a property. For most, a seller’s time is not an ally, so it is important to price the home correctly Typically the longer a home sits on the market the lower the price the seller will receive.
What makes your home more desirable than the current competition? How does it compare to the recently sold homes? Price and presentation are the two most important factors when getting the best first impression with buyers.
There are 3 factors that determine a home’s value: location, condition and features. Strategies After reviewing the kind of market we are in and the Comparative Market Analysis, we can determine the pricing strategy. There are 3 different pricing strategies: 1. Conventional / Traditional Pricing Pricing the home 10–20% higher than fair market value. 2. Fair Market Pricing What the actual value is based on current or recent sales. 3. Event Pricing Pricing the home 10–20% lower than fair market value. Comparative Market Analysis A buyer’s first impression will be based on its physical appearance and current quality compared to others on the market in that price range. Let’s review the Comparative Market Analysis I have prepared for your home.
12
What Is the Value of Your Property? Our team of industry-leading software engineers and data scientists have created competitive analytical tools that empower me to confidently answer this key question.
Valuation The Compass Valuation tool, complete with advanced in-building view and rich search capabilities, allows me to instantly compare your home with similar properties to accurately determine its value.
13
How Should We Price Your Property? After analyzing your property as well as comparable properties currently on the market, recent sales, and comparable properties that failed to sell, I've determined that your property will sell most swiftly and successfully at the following price.
14
15
Painting When paying top dollar for a property, buyers want to feel like something is new. Fresh paint contributes to that feeling.
Home Preparations When prospective buyers evaluate a home, they seek a space that they can make their own. A few simple shifts can dramatically impact your listing's perceived appeal.
Staging Here are 3 reasons why a seller should invest in staging: Get the highest price for your home. A well-staged home is aesthetically pleasing. Everything looks inviting, comfortable, and simple. It elicits a strong emotion from buyers: desire. Your home will sell faster. The International Association of Home Staging Professionals states that 95% of staged homes sold in 11 days or fewer and at a 17% higher price. You never get a second chance to make a first impression — is a favorite line among stagers and real estate agents. If you don’t stage before you list, guess what? You’ve lost time and money — the two things that are all promised if you stage your home before listing it for sale.
16
Pre-Inspections One of the biggest reasons buyer will cancel escrow is because of what comes up in the inspection. By doing a pre-inspection we will eliminate any unknowns and create a more marketable product. Landscaping This is a buyer’s first impression when walking onto the property. If you’re not maintaining your landscaping, they will question what other deferred maintenance there is that they can’t see.
Marketing Preparations Media Content
Listing Copy Articulate and enticing copy, the written content that paints a picture of the story of the home, will engage a consumer to want to see more. We help guide the consumers through a
Give your home the red carpet treatment.
narrative using key words along with
Prepare it for the media content that our Team
visual imagery to further explain your
uses to promote your home through various
home’s unique selling points.
online platforms with photo, video, drones, or 3D tours. Listings with video get 20% more lead traffic and homes that have videos display
Design and Materials We understand that each
higher in the Google Search resulting in
extraordinary property demands its
more views.
own extraordinary brand exposure.
17
Pre-Marketing Your Home
Drive buyer interest and buzz with Compass Coming Soon, which affords prospective buyers a glimpse of your home before it officially comes on the market.
Create early demand
Drive buyer and seller excitement
Listing your property first on Compass Coming Soon can build anticipation among potential buyers, drive up its value, and shorten the sales timeline.
18
By creating visibility for your home early on, you can start engaging your network. 2.4x more potential buyers will attend the open house of a Compass Coming Soon listing.
Get more exposure Build momentum by launching your home twice: first on compass.com; then to the rest of the market, taking advantage of a strategic promotional phase of marketing.
19
Jason Cassity’s Social Media Insights
Instagram | @jason_cassity
13k+
30K
# of followers
people reached/month
45K
3,000
average impressions/week
average post engagements/month
650 average # of likes
@compass
86k+ # of followers
9M+ average impressions/week
20
230+ average profile views in 90 days
21
Execution Launch • •
Going live on the MLS and presenting to the broker community. In the case of an off market property, I have a strategic whisper campaign.
Showings •
•
This is our opportunity to tell the story of your home and create a perception of value. I will point out the important details that are not obvious to the consumer. How I present myself also reflects the property
Monitoring Interest Providing insight of where the traffic and level of activity is. It is my practice to provide a weekly update outlining the following: • Interest • Market Activity • Marketing Efforts Marketing Efforts • • • • • •
22
Print Digital Media Email Campaigns Agent Efforts Events Strategic PR
Marketing Strategy How we react to a change in the market. • Will we adjust the price? • Will we modify our marketing efforts? • Would your motivation change?
Sourcing your Buyer
The next owner of your home could be searching for properties anywhere. That’s why I’ll pair predictive data with a multifaceted marketing plan — to ensure your listing is seen by each and every prospect.
51% Buyers who found their home online.
30% Buyers who found their home by working with a dedicated buyer’s agent
19% Buyers who found their home via signage, networking, print ads, or other method
23
Jason Cassity 619.800.6178
Innovative Signage Illuminating and interactive, our reimagined real estate sign engages prospective buyers and surfaces the most resonant information regarding your listing.
24
Communicate critical selling points with strategicallycurated content. Access live data on consumer engagement. Know how many people requested more detail via QR code.
Open House Events There’s no better way for buyers to experience a home’s merits than in person. Our seamless, well-conceived open houses invite them to truly connect with the space.
45% The percentage of buyers who attend open houses over the course of their search process
25
Print Materials Every single Compass marketing piece — from multipage brochures to custom mailers to open house handouts — creates a cohesive story around your property and elevates it to luxury status.
26
Formats Postcards Notecards Bi-folds Mailing Brochures Tri-folds Gatefolds
Digital Presence At the forefront of modern marketing, Compass takes a multi-pronged approach to the digital promotion of your property.
1.9M+ Average monthly page views on Compass. com, where your property’s critical selling points are presented via an intuitive, searchable platform
800+ Partner websites to which your listing is automatically syndicated for maximum digital coverage
15K Luxury agents worldwide who receive our monthly Compass Connect newsletter featuring our highest-end exclusives
27
Unmatched Resources Supported by a dedicated, in-house social media team, I’m able to stay on the leading edge of social media strategy. Strategic Audiences
Social Presence We engage brokers and buyers every day across five dynamic platforms. With this suite of promotional opportunities, your home will be spotlighted in a real-time, relatable, and quantifiable way. In addition to community and industry connections, my network extends to the digital sphere. By investing in stunning images, serviceable tips, and intelligent targeting, I’ve cultivated a thriving social media following — all the better to broadcast your listing.
28
I have access to an exclusive list of social media stars, putting your home in front of their influential followers. Dynamic Storytelling With listing promotion accounting for 75% of our company’s social content, we highlight our exclusives with a mix of interior images, press mentions, listing videos, and client features.
15M
2.1M
133K
Our total audience on social media
Total views on Compass YouTube channel
Our following across all social media platforms
Advertising Our in-house media team has fostered relationships with key print and digital publications. Based on your buyer profile, I’m able to craft an effective, targeted campaign strategy unique to your listing.
Digital
Print Architectural Digest
Vogue
555K+
387K
1.4B
77.6M
Circulation
Subscribers
Daily active users
US users
283K
4.1M
worldwide
1B
Paid subscribers
Readership
$4.3B
Monthly active users
Average quarterly
$162K+
$153K+
Average HHI
Median HHI
Elle Decor
GQ
8M
7M
The New York Times
Mansion Global
Circulation
Circulation
109M
20K+
36M
18M
Unique readers worldwide
Monthly views per listing
Total reach
Total Reach
88M
1K
40%
6M
US readers
Average monthly clicks per listing
$100K+ HHI
$100K+ HHI
$88K+
$2M+
Monthly HHI
Average HH net worth of readers
advertising revenue (US & Canada)
29
Driving Traffic to Your Listing We attract prospective buyers to Compass.com, then leverage their site activity and saved preferences to position your listing in front of the right audience.
Your prospective buyer decides they're interested in purchasing a property.
They arrive on Compass.com via paid ads on Google or Facebook, social media, press coverage, or organically.
Once on the Compass site, they determine their search criteria, including price point, neighborhood, and desired layout.
We track these browsing preferences and use them to form your listing's buyer profile.
We then deploy digital listing campaigns, targeting users based on these characteristics.
30
Intelligent Digital Marketing We promote your listing on platforms like Facebook and Instagram using data and industry experience to showcase your property to the right people at the right time.
Precise Targeting We find the most likely buyers for your property using exclusive data
Optimized Performance We perform continuous testing to deliver the most successful ads
In-Depth Analytics We track and measure the reqults of every campaign for continued optimization
Why Paid Advertising Matters • • •
Reaches passive buyers Drives more private tour requests Increases open house visitors
• • •
Accelerates the transaction timeline Improves chances of competing offers Can drive a higher purchase price
31
Compass Premier Club Agent San Diego Padres | Petco Park
THE PREMIER CLUB Compass is proud to bring you the exclusive Compass Premier Club at Petco Park. At Compass, our goal is to help everyone find their place in the world by bringing the best in technology, marketing, and community to real estate.
Our local Compass Premier Club Agents are proud to be your home team and share the passion, drive, and competitive spirit of the San Diego Padres. You can count on our expertise in real estate to support all of your needs from the downtown skyline to the coast, inland and beyond. compasspremierclub.com
32
MARKETING DURING THE 2019 PADRES SEASON • Your listing displayed at every home game in the Compass Premier Club • Digital kiosk in the Compass Premier Club • Jason’s information on every TV screen in the stadium and the large LED board • Brochures displayed in Compass Premier Club
Overseas Partnerships Recognizing that your buyer may be sourced abroad, Compass has forged connections with the key digital real estate destinations on every continent.
34
lkeria.com
homeglobally.com
senegalcity.com
homesales.com.au
immobiliare.it
imovina.net
realestateworld
realestate.co.jp
iproperty.com.sg
rentbuy.com.au
buyrentkenya.com
reality.sk
willhaben.at
city24.lv
persquare.co.za
imot.bg
city24.lt
privateproperty.co.za
realestate.com.kh
immotop.lu
globaliza.com
kangalou.com
go853.com
kamicasa.com
icasas.cl
iproperty.com.my
pisos.com
fang.com
icasas.mx
immostreet.ch
sodichan.com
mubawab.com
darproperty.co.tz
icasas.com.co
selektimmo.com
thailand-property.com
city24.ee
shweproperty.com
thailand-property-gate.
housingparadise.com
privateproperty.com.ng
com
acheter-louer.fr
propertyindex.com.ng
sokna.tn
cotelittoral.fr
zameen.com
emlaktown.com
immostreet.com
hausples.com.pg
bayut.com
seloger.com
iproperty.com.ph
rightmove.co.uk
zezoom.fr
myproperty.ph
bestpropertiesoverseas.
sz-immo.de
persquare.com.pg
co.uk
xe.com
domy.pl
edenway.co.uk
property852.com
morizon.pl
thehouseshop.com
99acres.com
oferty.net
zezoom.co.uk
rumah123.com
kamicasa.pt
mesto.ua
homehippo.com
magazinuldecase.ro
bestpropertiesoverseas.
myhome.ie
arkadia.com
com
propertysteps.ie
domofond.ru
realtyindexer.com
Analyzing the Market
How Will I Monitor The Market? Curated Private Collections allow us to track the local landscape for the duration of your sale in a centralized, visual space.
36
Collections Together, we can keep a close eye on homes similar to yours, keeping tabs on the competition in order to make strategic decisions based on price and status updates.
How Will I Assess Our Strategy? Using our digital dashboard, I can communicate the key metrics you need to know in an easyto-understand format and make informed marketing decisions for your home.
Insights The insights dashboard grants me access to real-time data about your listing’s traffic, so I’m able to refine marketing and pricing strategy and discover new lead-generation opportunities.
37
Closing Negotiating
Executing
Communicating Prior To Offer
Executing The Contract:
As your real estate professional, my job is very straightforward: To help you navigate successfully through the home selling process and to protect your interests at all times.
• • •
Offer(s)
Transitioning You
The highest offer may not always be the best offer. It is qualifying the buyer up front knowing their motivation to purchase.
Congratulations you have officially closed escrow and it is time for your new chapter to begin!
Physical Inspection I would be present at the inspection to be your eyes and ears in this process. We will then navigate how to respond to a buyer’s requests. Appraisal It is my practice to meet the appraiser, educate them and point out the details they may miss. Anticipating Pitfalls Communication is key when anticipating the worst. My job as your professional is to find the solution. There is certain things that I will do to avoid these pitfalls. Protecting Your Interests It is not my position to give your money away. Your success in this process is my success. This is a collaborative effort and neither one of us should be guessing what the other is thinking at any time during the process.
38
Inspections Appraisals Loan
The Cassity Team Package Our team specializes in all of San Diego County. We started off as a small team focusing largely on the Downtown market, but have rapidly expanded our reach to better serve the Greater San Diego area. A conversation about what you’re looking for can give us a good indicator if we will be a good fit for you or if we should recommend another phenomenal agent we believe will be a better suit. What if you’re not buying or selling? Sometimes you just need a mover, cleaner, inspector, or general contractor.
40
Don’t worry, our team has a network of long standing and well-built relationships with local vendors to help you. We aim to provide a seamless and comprehensive service that navigates your need from start to finish by expanding these relationships that may benefit you. We love to connect you to the right people.
What now? Goodbyes can be hard sometimes, especially after being a part of a very important decision in your life. That’s why we find importance and value in giving you consistent and real-time market updates even after the transaction is done.
We value the relationships that are built through this process and we strive to be an ongoing resource for any of your real estate needs.
We understand that though clients have a myriad of reasons for buying a home, they can all agree that it’s still a crucial asset in their lives. As your real estate team, we play a proactive role in helping you understand the value of your investment today, tomorrow, and so on.
41
Your Transaction Timeline
1
1–2 Days
Backed by a proven process, Compass listings spend 19 fewer days on market than the industry average. A swifter sale means a more seamless seller experience and greater value for you.
2
1–2 Days
3
1–2 Days
Position
Prepare
Launch
Evaluate comparable
Marketing strategy
MLS and syndication
homes
Listing preparation
Networking
Analyze market trends
(staging, floorplan,
Signage
Competitively price
photography)
Recommend lawyer
Inspections
Discuss costs
Surveys Client questionnaires
4
1–2 Days
5
1–2 Days
6
1–2 Days
Market
Show
Update
Print and digital advertising
Broker events
Client progress reports
Print collateral
Open houses
Listing statistics
Targeted mailers and
Lead follow-up
Price assessment
email campaigns
Gather prospective buyer feedback
7
1–2 Days
8
1–2 Days
1–2 Days
Negotiate
Escrow
Close
Acceptance
Inspections
Sales report
Contingency removal
Title Disclosures
42
9
Discovering Compass
The Compass Advantage
44
Compass takes a tech-driven, personalized approach, combining a collaborative agent community, in-house creative agency, and the industry’s most tenured leadership team.
#1
1.9M+
Our rank in average agent sales volume among national brokerages
Average monthly page views on Compass.com
$4.4B
150+
Our company valuation, with $775M in financing raised to date
Compass designers, createve producers, and marketing strategists hailing from top brands
Our leaders hail from the world’s most innovative companies:
National Rank In just six years, Compass has swiftly ascended to become the nation’s #3 brokerage by volume and the the #1 largest independently owned brokerage.*
Rank
Company
Volume
01
NRT LLC
$178B+
#1
02
HomeServices of America, Inc.
v$125B+
Largest Independent Real Estate brokerage*
03
Compass
$28B+
04
Douglas Elliman Real Estate
$26B+
#3 Real Estate brokerage in the nation
05
Hanna Holdings
$17B+
06
Alain Pinel Realtors
$12B+
07
HomeSmart
$10B+
08
William Raveis Real Estate, Mortgage, and Insurance
$10B+
09
Keller Williams Realty, GO Management Offices
$9B+
10
@properties
$9B+
* Having partnered with Pacific Union, Compass is now the largest independent brokerage in the country. Source: REAL Trends
45
Compass is a real estate broker licensed by the State of California and abides by Equal Housing Opportunity laws. License Number 01991628. All material presented herein is intended for informational purposes only. Information is compiled from sources deemed reliable but is subject to errors, omissions, changes in price, condition, sale or withdrawal without notice. No statement is made as to accuracy of any description. All measurements and square footages are approximate. This is not intended to solicit property already listed. Nothing herein shall be construed as legal, accounting or other professional advice outside the realm of real estate brokerage.
46