PREPARED BY JANET WILLIAMSON AND SALLY WILLIAMSON
1865 Centro West, Tiburon
I
ABOUT JANET WILLIAMSON & SALLY WILLIAMSON 5–8 II
ABOUT COMPASS 10 – 15 III
TECHNOLOGY & INTELLIGENCE 17 – 19 IV
MARKETING 21 – 32
JANET WILLIAMSON AND SALLY WILLIAMSON With more than 25 years of combined experience, extensive industry knowledge, deep local expertise, highly personal service, and proven results, Janet Williamson and Sally Williamson work closely with you to meet your specific lifestyle and financial goals. Whether buying or selling a home, you can expect a high level of trust, communication, and transparency each step of the way. Ranging in age, experience, and skills, they offer unique perspectives for the spectrum of clients -- including first-time buyers, investors, trustees, retirees, and more -- yet share a commitment to excellence, service, and results. Backed by the Compass brand, as well as an expert support team to help manage the detailed transaction process, The Williamson Team also employs innovative marketing and technology to ensure the efficiency and responsiveness you deserve, always keeping your best interests at the forefront of their recommendations and action. Janet and Sally are long-time area residents who understand the intricacies of the market and specific neighborhoods while remaining vested in and supportive of their local communities. From Tiburon to San Francisco, and every area in between, we stay on top of the trends and opportunities to help you achieve your goals and maximize the value of your real estate investment.
TESTIMONIALS
“Janet and Sally were superb. They were flawless in getting the house ready and implementing the sale from listing through the close of escrow; the process from start to finish was superb. They thoroughly understood the property and the market, and their attention to detail was exemplary. A wonderful experience.” - R. Bleicher “My husband and I were very impressed with Janet and Sally and the PacUnion Real Estate Team! Janet and Sally went above and beyond to help us sell our house very quickly. They provided us with excellent home inspectors, stagers, movers and were always there to answer our questions! We highly recommend Janet and Sally to anyone looking to buy or sell a home!” - N. & B. Lane “The team of Janet Williamson and Sally Williamson did a great job of keeping the momentum moving during the preparation, presentation and closing portions of the sales process. They kept me well informed even when I was 9 time zones away and brought the sale to a very happy conclusion in a tight time frame. Thanks for everyone for helping make this such a great success.” - B Dewey “Sally and Janet are pros from beginning to end. Their knowledge of the market is unmatched and is what enables them to price properties perfectly and achieve the results they do.” - J. Schaeffer
CAREER HIGHLIGHTS
$469M+ Total Sales Volume
227+ Properties Sold
25+ Years of Combined Real Estate Experience
#3 Team in Belvedere-Tiburon
SIGNIFICANT SALES
BELVEDERE
BELVEDERE
BELVEDERE
BELVEDERE
BELVEDERE
3 BRITTON AVENUE $5,050,000
12 LEEWARD ROAD $5,013,938
18 EUCALYPTUS ROAD 4,800,000
3 EDGEWATER ROAD $4,475,000
8 WEST SHORE ROAD $4,400,000
MILL VALLEY
TIBURON
TIBURON
TIBURON
TIBURON
2 CYPRESS AVENUE $4,400,000
11 REED RANCH ROAD $4,195,000
70 GELDERT DRIVE $4,195,000
12 VIA PARAISO WEST $3,825,000
70 GILMARTIN DRIVE $3,799,000
TIBURON
TIBURON
TIBURON
177 AVENIDA MIRAFLORES AVENUE $3,695,000
BELVEDERE
19 CECILIA COURT $3,649,000
12 REED RANCH ROAD $3,585,000
20 COVE ROAD $3,495,000
TIBURON
TIBURON
BELVEDERE
BELVEDERE
405 PARADISE DRIVE $3,420,000
12 MALVINO COURT $3,375,000
260 BAYVIEW AVENUE $3,350,000
10 PENINSULA ROAD $3,300,000
TIBURON
616 RIDGE ROAD $3,450,000
BELVEDERE
70 SAN RAFAEL AVENUE $3,295,000
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.
THE COMPASS ADVANTAGE
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 Sales Volume in US
$6.4B Company Valuation
$1B+ Total Revenue YTD
NATIONAL RANK
*Compass 2018 sales volume is reflective of partnership with Pacific Union and Alain Pinel. Source: REAL Trends 2019
NORTH BAY MARKET SHARE:
North Bay Ranking of Residential Brokerages Top 7 Residential Brokerages 2019 to 2020 Dollar Sales Volume*
(Marin, Napa and Sonoma Counties)
Marin, Napa and Sonoma Counties
Sales in Millions of $ Dollars
2019-2020
*Including Compass, Pacific Union, APR, and Paragon. Data provided by the MLS and Broker Metrics.Information reliable, but not guaranteed.
GLOBAL REACH Through leading technology and razor-sharp marketing, Compass listings are positioned for maximum exposure on the international marketplace.
7M
3.8B
Weekly audience across all company and agent social media channels
Annual international impressions
1.8M Annual international social media impressions
1.7M + Annual unique international users on Compass.com
INTERNATIONAL SYNDICATION
Listings are published across ListGlobally’s Premium network of up to 100 portals in 60 countries. Portals reach over 160 million monthly consumer visitors.
Top portals include: #1 portal in China – Anjuke.com #2 portal in China – Fang.com #1 portal in Australia – RealEstate.com.au #1 portal in India – 99acres.com #1 portal in Italy – Immobiliare.it #1 portal in Turkey – Hurriyetemlak.com
REACHING CHINESE INVESTORS
Our reach extends throughout China — second only to the U.S. in international buying power. Based in our Beijing office, Compass's Mandarin-speaking Concierge maintains close ties with a group of Chinese investors and assists them in all facets of U.S. real estate investment. Your property will be featured on compassrechina.com, a fully translated site hosted in China on local servers giving direct access to Chinese investors. Our Beijing office actively promotes our listings on Chinese social media. Our Concierge personally responds to all online inquiries from Mandarin-speaking buyers.
THE SMARTEST TOOLS BUILT BY THE BRIGHTEST MINDS ACROSS ENGINEERING, DESIGN AND STRATEGY, COMPASS IS CHANGING THE SALES PROCESS WITH THE FIRST MODERN REAL ESTATE PLATFORM.
REINVENTING THE SPACE Featuring best-in-class technology, Compass’ suite of tools helps price properties more accurately, identifies the best time to list, and connects agents to a global network of elite professionals.
COMPASS INSIGHTS — With this data dashboard, property marketing efforts are monitored and tracked with precise metrics measuring the success of each initiative in real time.
COMPASS NETWORK TOOL — Analyzing each property across more than 350 parameters, this powerful product identifies and connects agents with those likely to represent clients matching a listing’s buyer profile.
COMPASS COMING SOON — This digital initiative is dedicated to generating interest in properties before they come to market, maximizing the pre-launch phase exposure and momentum to expedite the sales timeline.
COMPASS CONCIERGE — By fronting the cost of home improvement services like painting, flooring, and staging, our exclusive Concierge program transforms your home with no upfront costs or interest - ever.
COMPASS COLLECTIONS — This curated visual workspace designed for seamless, real-time collaboration between agents and clients also delivers precise reporting on prospective buyers in the Compass network.
WEALTH MAPPING — Proprietary wealth mapping software enables Compass agents to search the world’s ultra-high-net-worth individuals based on interest, location, business, and affiliations, and initiate targeted marketing through a direct line of communication.
IDENTIFYING KEY ATTRIBUTES
Understanding what makes each property special is essential to identifying the qualified buyers to which it most appeals. The following list represents the observed highlights and noteworthy features of 1865 Centro West.
• 180-degree panorama of the San Francisco Bay • Two main wings comprise a “T” floor plan • 6,600 interior sf • All concrete and steel construction • 3-car garage • Two-story family living wing • Media room • High-end luxury finishes • Game room, bar, screening room and sauna
DEFINING A BUYER Developing a small set of buyer profiles is key to guiding the tailored sales and marketing efforts of each property. The following archetypes represent the demographics to whom sales and marketing strategies for 1865 Centro West will be targeted.
THE GROWING FAMILY
THE YOUNG ENTREPRENEUR
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Profile: 30–50 years old; dual household income
Profile: 25–50 years old; high net worth
Drawn to: High bedroom counts; top-ranked school districts
Drawn to: Desirable location; architectural significance; entertaining-ready
Tactics: Advertise in local luxury publications; run social media campaigns targeting affluent couples showing “likely to move” criteria; emphasize open houses; target in-district parents through school initiatives
Tactics: Utilize proprietary wealth mapping software to locate emerging tech leaders and send direct mail property presentations; run targeted social media campaigns; host an evening open house in partnership with a luxury brand, run IP-targeted digital campaigns
THE HIGH-NET-WORTH EXECUTIVE
THE BUSINESS MANAGER
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Profile: 20–60 years old
Profile: 50–80 years old; C-level executive or retired professional; possibly a multiple home owner Drawn to: Desirable locations; novelty amenities such as helipads, motor courts, or equestrian facilities Tactics: Utilize proprietary wealth mapping software to identify contacts and direct-mail premium property presentations; run digital campaigns IP-targeting Fortune 500 companies; run mobile advertising at private FBOs
— Drawn to: Exclusivity and privacy in the most desirable neighborhoods Tactics: Direct-mail high-end property presentations to business managers and celebrity agents; network at targeted industry events; advertise in entertainment publications
DESIGNERS, COPYWRITERS AND PRODUCERS FROM THE WORLD’S FOREMOST CREATIVE COMPANIES EACH HONE THEIR CRAFT TO ARTFULLY IGNITE THE VISUAL NARRATIVE OF A PROPERTY THROUGH A STRATEGIC CAMPAIGN.
DIGITAL MARKETING SUITE A customized suite of digital marketing materials designed to reflect the style and tone of each property is essential to telling its story. ● ● ● ● ● ●
Dynamic Digital Brochure Virtual Postcard Email Announcement Property Website Listing Video Virtual Open House
ADVERTISING Advertising in top print and digital publications is a proven way to promote and sell your property. A strategic, customized advertising program is designed to attract the right buyers to your home — whether they are local, across the US, or international.
SOCIAL MEDIA Led by a dedicated, in-house social team, Compass engages qualified audiences every day across five dynamic platforms with editorial content that make luxury listings the star.
15M Total social media audience
3.3M Total views on Compass YouTube channel
204K Total followers across all social media platforms
PRESS Championed by an in-house communications team, Compass crafts compelling narratives for properties while proactively securing premium placements and media coverage.
Wall Street Journal Architectural Digest New York Times San Francisco Chronicle Los Angeles Times San Francisco Business Times Silicon Valley Business Journal SFGate.com Curbed.com Robb Report California Home & Design OntheBlock.com Forbes.com MansionGlobal.com Gentry Magazine Modern Luxury Horse & Rider Variety Magazine Cottages & Gardens
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 digital collateral • Sending emails to buyer and broker communities • Promoting listing via social media campaigns • Soliciting press coverage
• Placing targeted print and digital advertisements • Continuing to run paid social media campaigns • Consistently emailing brokers and buyers alike • Host virtual open houses for agents and buyers
PRIVATE EXCLUSIVE
A Private Exclusiv, listing is an off-market home that can be shared by a Compass agent directly with their colleagues and their buyers. Property details aren't disseminated widely and won't appear on public home search websites.
What to expect: Discretion - Privacy is the ultimate commodity and the decision to, sell your home is a personal one. Flexibility - Decide when to share details about your home, including price, more broadly on your own timing. Quality - Retain exposure to Compass agents, including premium placement on our agent facing platform. Value - Get the best offer by testing the market privately to gather key insights without your listing getting stale.
MARKETING PLAN COMPASS INTERNAL Compass Workplace - This listing will be posted to the Compass Workplace agent networking groups. Compass Catch Email Feature - Include listing in Leonard Steinberg’s daily email to all Compass agents and his personal connections. Compass Social Media Feature - We will feature this listing across Compass social media channels and Compass California blog. E-blast to Agent Community - We will send an email blast announcing this listing to all of our various Agent Communities. Compass Network Tool - Find and target specific agents within the brokerage community who could be the key to finding the ideal buyer for your listing Insights - The Insights dashboard grants me access to real-time data about your listing’s traffic, so I'm able to refine marketing pricing, and discover new lead generation opportunities.
PRINT ADVERTISING Ark Newspaper - This listing will be featured in the local Tiburon-Belvedere Ark Newspaper. Over 6,000 readers throughout the Tiburon Peninsula and the Bay Area. Just Listed Postcard - We will send out Just Listed postcards to the neighborhood surrounding this property.
MARKETING PLAN DIGITAL ADVERTISING Social Media Video Slideshow - A video slideshow video using photography and highlight the home features to post on social media channels. Facebook/Instagram Digital Ads - Create an ad campaign for Facebook and Instagram. using the listing video The goal of this campaign will be to direct people to the listing website. YouTube Video Ad - We will create a YouTube video ad using the listing video on our YouTube channel. Targeted via RE audience presets, geography, % of wealth, keywords. Google Smart Ads - Leverage Google’s artificial intelligence to reach buyers and drive more views to the property website. Ads will display on the Google network and partner sites. Single Property Website - We will create a single property website featuring the photography, features, video and 3D Matterport. Dynamic Digital Brochure - We will create an interactive digital brochure to be shared with prospective buyers and agents. Pages will turn and videos will play. Live Postcard - This is an email that will be formatted like a postcard that includes the listing video embedded into the email. SF Business Times Home of the Day - Premium promotions across the website homepage, news category, email newsletter, and mobile products
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, drone photography and 3D matterport
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 Google 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: Marin Agent Community, Bay Area Agent Community, San Francisco Agent Community, SF Peninsula, Monterey, Silicon Valley Agent Community, Compass North Bay
Compass Network Tool
Announce listing to feeder markets like Marin County, San Francisco, Silicon Valley, Major Metro areas
China Concierge Program
Feature listing on Chinese social media sites (Weibo, WeChat, Youku) and as a spotlight property on our monthly China newsletter
Compass Social Submissions
Submit listing to Compass Social Media Channels: @CompassCalifornia FB + Instagram channels, Compass Social Nationwide, Compass Listing Video Submission
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)
International Listing Syndication
Listings are published across ListGlobally’s Premium network of up to 100 portals in 60 countries
VIRTUAL AGENT SERVICES
Action
Description
Just Listed Virtual Postcard
This email is formatted like a postcard-only with a video message, listing, or neighborhood tour embedded that will auto-play when the recipient opens the email.
Dynamic Digital Brochure
Home features will come to life inside this dynamic, digital brochure while creating an immersive experience for even the most discerning of buyers.
EBlasts
Send e-blasts about listing: launch, open houses or exclusive events
Social Media “Teaser� Video
Virtual Open Houses
Create a slideshow video using photography and highlight the home features to post on Facebook and Instagram. Host an open house event using livestream services.
PRINT AND DIGITAL ADVERTISING
Action
Description
Print Advertising
Full page color advertisement in the Belvedere-Tiburon Ark Newspaper and Marin Magazine
Just Listed Postcard
We will send out Just Listed postcards to the neighborhood surrounding this property
Facebook/Instagram Ad
We will create an ad campaign for Facebook and Instagram using the listing video directing traffic to the listing website
Google Smart Ad
Target potential buyers using Google AI to direct high-quality leads to the single property website
YouTube Ad
We will create a YouTube ad using the listing video. Targeted via Real Estate audience presets, geography, % of wealth, keywords
Compass Curated Email
Compass Curated is a collection of our most prestigious properties across the country
Press Release
Submit your listing for PR coverage and share via our Compass social media team
OUR COMMITMENT TO CLIENTS
At Compass, we believe in the sanctity of home ownership and the inalienable right to own a home. In order to support these beliefs, we create the optimum conditions needed to provide the highest level of regard, respect, care, empathy, commitment and service to our buyers, sellers, associates and competitors. I care deeply about the lives of everyone I touch – from their families and careers to their financial security and peace of mind. It would be my privilege to represent you and your home. Thank you for your time and consideration.
Janet Williamson Sally Williamson
How should we price your property? We will analyze current market conditions and most recent sales of comparable homes to establish a price that will successfully sell your home swiftly at the optimum price and terms.
JANET WILLIAMSON Luxury Property Specialist 415.309.6223 janet.williamson@compass.com janetwilliamson.com DRE 00628777
SALLY WILLIAMSON Luxury Property Specialist 415.713.3348 sally.williamson@compass.com sallyiwilliamson.com DRE 01321468