Platinum Home Selling Guide (Jan 2024)

H O M E

S E L L I N G

G U I D E

3.5

%

LIST WITH THE DELEON TEAM FOR

OR LESS

Total Commission

And still enjoy COMPLIMENTARY access to our vast experience and top-notch services in: • Marketing • Home Prep • Inspections • Staging • Legal Services through Integra Law Group, LLP ... and much more!

We’ve entered a new era in real estate, where Sellers do not need to pay 2.5% or more for the Buyer’s Agent. Most of our Sellers elect to offer only $10,000 to the Buyer’s Agent. Should the agent seek additional compensation, the Buyer can cover the difference.

Alternatively, the DeLeon Buyer’s Team will represent that Buyer on our listings without any charge. Yes, we’re even waiving the $10,000!

This client-centric approach not only saves our Sellers money but also draws more Buyers to our listings. It’s no wonder we are the #1 Listing Team in Silicon Valley!

Note: Despite a recent court case, some other agents still advocate for high commissions.

Michael Repka, DRE #01854880 | 650.488.7325 | michael@deleonrealty.com DELEONREALTY.COM | DeLeon Realty, Inc. | DRE #01903224 | Equal Housing Opportunity

Michael Repka DRE #01854880

650.488.7325

D E L E O N P L AT I N U M DeLeon Platinum is our luxury home division for properties with an anticipated sales price over $8 million.

You will work directly with Michael Repka along with his hand-selected team of experts. He will guide you through the home-selling process and assist you with any questions that may arise.

•

Work directly with Michael Repka

•

More marketing than any other agent or team, guaranteed!

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30 hours of handyman work included

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All staging included

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Disclosure and tax assistance included

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Inspection reports included

•

Total commission 3.5% or less

Please review this guide or schedule a time to meet with us to get all the details.

michael@deleonrealty.com 650.488.7325

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DELEONREALTY.COM

MAXIMIZE YOUR HOME’S VA L U E W I T H O U R S E R V I C E S

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T H E H OME-S EL LI NG PR OC ES S MEET OUR TEAM

08

HOME PREPARATION

10

DISCLOSURES

18

CUSTOM MARKETING

20

PRESENT YOUR HOME

30

SOLD!

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MEET OUR TEAM We market homes to receive the highest price possible in the shortest amount of time After choosing the DeLeon Team, we will introduce you to your designer who will collaborate with Michael and our field coordinator to prepare your home for sale. We will listen to your needs, exceed expectations, and shift much of the work relating to home improvement, marketing, negotiation, and escrow onto ourselves. This includes ensuring any improvements to your home are done beautifully, within budget, and on time.

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SIGN UP WITH US AND RECEIVE D E L E O N P L AT I N U M C O M P L I M E N TA R Y S E R V I C E S : DESIGN & HOME PREPARATION

CUSTOM MARKETING

•

Dedicated interior designer

•

•

Staging (furniture rental, delivery, set up, de-staging)

TV commercials featuring your listing across multiple channels such as CNN, ESPN, TBS, Bravo, MSNBC, and Fox News

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Property inspection and pest inspection

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Custom 28-page home brochure

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30 hours of handyman time

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Multiple, full-page newspaper ads

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Custom home website with 3D virtual tour and high-end hosted video

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Online and social media marketing campaigns

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Professional architectural photography

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Ad in The DeLeon Insight real estate magazine

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Extensive marketing to international buyers

CONTRACT & LEGAL ASSISTANCE • •

Strategic contract negotiations, transaction coordination, and escrow management Tax and legal services to review disclosures and provide legal counsel for any issues related to the transaction*

* Legal services provided by the Integra Law Group, LLP See listing agreement for more details and limitations.

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HOME P R E PA R AT I O N Making your home stand out from the rest Strategic staging goes beyond mere decoration – it serves as the key to highlighting your home’s strengths, allowing it to shine amid the sea of listings buyers are likely to encounter. DeLeon Realty partners with top staging firms in Silicon Valley to reimagine your home’s interior, ensuring that it not only captures but captivates the eyes of discerning home buyers both in person and online.

We also have an extensive collection of outdoor furniture, artwork, rugs, and other staging inventory custom curated for Silicon Valley. DeLeon Realty pays for your home’s staging, which includes furniture rental and fees associated with design, delivery, set-up, and de-staging. Plus, we will not be reimbursed at closing for this service.

D E L E O N R E A LT Y PAY S A L L F E E S F O R Y O U R H O M E ’ S S TA G I N G .

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D E D I C AT E D D E S I G N E R THROUGHOUT THE ENTIRE PROCESS Your designer will manage your home preparation and unleash your home’s potential value. They will coordinate directly with vendors to prepare your home, which includes scheduling start and end dates for the project, overseeing the work, and making sure the work is appropriately performed. Our designers work extensively with the top staging companies in Silicon Valley and will select the one that best fits your home.

A D V A N TA G E O U S P R I C I N G FROM PREFERRED VENDORS Due to our high volume of listings, we are able to negotiate special pricing with many local vendors. Our designers will guide these vendors on exactly which repairs or improvements will result in a higher sales price. There is no markup or other referral fee from any vendor who works with DeLeon Realty - all savings are passed directly to you.

30 HOURS OF HANDYMAN WORK Our field coordinators, who are experienced handymen, will dedicate 30 total hours to your property at no charge.

Services include a multi-point, pre-inspection checklist, so simple items can be addressed before the buyers arrive. These may include gutter cleaning, power washing, paint touch-up, landscaping, checking or installing mandated smoke and carbon monoxide detectors, replacing light bulbs, oiling squeaky hinges, and much more.

C O M P L I M E N TA R Y I N S P E C T I O N S DeLeon Realty will pay for your property inspection, natural hazards report, and pest inspection, and we will not be reimbursed at closing for these services.

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▲ Our fleet of vehicles includes a moving van that can assist you in moving into your new Silicon Valley home

► We own a large inventory of tools to help get your home ready for market, including a wood chipper, stump grinder, over-seeder, and so much more.

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BEFORE Home before our design team made any changes.

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AFTER Home refreshed and revitalized by our team. Client spent less than $7,800 on the kitchen, living, and dining room improvements seen above.

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BEFORE Home before our design team made any changes.

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AFTER Our design and field coordination team performed all of the work and improvements at no additional charge to the client. That’s right, the seller paid nothing for these improvements.

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DISCLOSURES For your peace of mind, we provide attorney services at no additional cost to you In order to ensure the best protection for our clients and their interests, DeLeon Realty provides a licensed California real estate attorney, through the Integra Law Group, LLP, to answer all of your disclosure-related questions and guide you through the process. There is no additional fee for this enhanced level of service and protection.

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INCLUDED SERVICES:

L E G A L A S S I S TA N C E & TA X A D V I C E DeLeon Realty is not a law firm, but it is entirely attorney-owned and employs dedicated attorneys.

Our clients are able to receive legal services and tax advice related to their real estate transaction directly through the Integra Law Group, LLP, without paying any additional hourly fees.

M I CH A EL RE P KA

CEO & Managing Broker

Michael Repka has two law degrees, including an advanced law degree in taxation (LL.M) from NYU School of Law, the #1 tax program in the nation. Colette R. Thomason, our General Counsel, is an experienced residential real estate attorney and assists sellers with disclosures. Beyond merely achieving the highest possible price with the lowest amount of stress, one of the main roles of a real estate agent is to protect clients from liability. DeLeon Realty has the tools and the legal acumen to do this at the highest level. Where else can you meet with an attorney to discuss strategies and your concerns at no additional charge?

COLETTE R. THOMASON Please see listing agreement for details.

DeLeon Realty General Counsel

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CUSTOM MARKETING Captivate as many buyers as possible Michael works closely with the best marketing team in real estate, consisting of all in-house professionals, to craft a marketing plan that highlights all of the best qualities of your home and neighborhood. Unlike most other Realtors®, we do not outsource this important function to third-party providers who use the same templates for multiple agents and brokerages.

We have devised a strategic marketing plan with key aspects that have proven effective for our clients.

We pride ourselves on providing more exposure for our listings than any other brokerage, both in print and digital, and it starts with our extensive marketing.

Also, because of our high volume, we know which agents have buyers looking for a home like yours, even if they are looking in a different area such as San Francisco, Palo Alto, Menlo Park, or Atherton.

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TELEVISION COMMERCIALS Our television commercials have proven to be a powerful tool in exposing Platinum homes to potential buyers.

Luxury homes are often discretionary purchases, as many affluent buyers simply discover a unique property and fall in love. Our professionally produced commercials run on major networks including CNN, ESPN, TBS, Bravo, MSNBC, and Fox News, and they pique viewer interest while encouraging potential buyers to watch the full-length video online or visit the property in person.

P R O M I N E N T F U L L - PA G E N E W S PA P E R A D S We will run a number of ads for your home in the area’s most prominent newspapers, including full-page ads in the Palo Alto Weekly and your local newspaper such as the Los Altos Town Crier, The Almanac, and more, the first week that it is on the market; after that, we will continue to advertise the property every week until it sells.

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F U L L - C O L O R , 2 8 - PA G E LISTING BROCHURES All DeLeon Platinum clients receive full-color, professionally designed and printed brochures that are 28 pages long, with tri-fold covers and palimpsest vellum front pages. These beautiful, highly customized brochures will ensure buyers remember your property and notice the details.

All brochures will include multiple photos, engaging and informative text, and a comprehensive list of features, as well as a link to the home’s custom website and video.

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CUSTOM WEBSITE All of our properties are highlighted with a custom website featuring a professionally produced and narrated video tour, a 3D tour, property information, photo gallery, and property disclosures. The DeLeon Realty website is also a great tool for buyers, allowing them to research Silicon Valley cities and neighborhoods, read published articles about the local real estate market, and conduct detailed, filtered property searches. Furthermore, our active listings are prominently featured on the home page of our company website. Our website is completely customized, locally focused, and written entirely by us, with an eye towards the concerns of local residents. In fact, many buyers visit our site even if they are working with other agents, which results in extra exposure for our listings.

SCAN TO VIEW A

CUSTOM WEBSITE

3D TOURS AND FLOORPLANS To give buyers an immersive experience, we provide a 3D virtual tour that allows buyers to explore the home’s floorplan. This helps potential buyers feel as though they are walking through the home, allowing them to experience its flow and appreciate its design SCAN TO VIEW A 3D TOUR

and features.

ONLINE AND SOCIAL MEDIA MARKETING In addition to all of the online marketing utilized by most agents, DeLeon Realty pays for Facebook and Google ads to bring even more attention to your property. We also feature our listings on Instagram and WeChat, and post our video tours on YouTube, Vimeo, and TikTok. Our marketing team includes experts in online and social media promotions to ensure your home receives maximum exposure across all platforms.

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PROFESSIONAL-QUALITY VIDEOS Narrated videos are remarkably effective in marketing our listings, and they give us the unique opportunity to speak directly to buyers through informative voiceovers.

Michael, or a professional actor, will host the video and provide voiceover narration, which allows us to point out the special elements of each house and its location. This is very important for high-end properties because many of the striking construction and design details within these homes are quite subtle. Plus, buyers will be informed of nearby schools, restaurants, trails, and Silicon Valley companies.

Additionally, with so many buyers coming from other parts of the nation and the world, our videos give us a chance to showcase each property to buyers and influencers (like parents or other relatives) who may not be able to see the home in person. In fact, we have sold several homes, including those over $10 million, solely from our videos without the buyer ever physically viewing the home.

SCAN TO WATCH

MICHAEL PRESENT A HOME TOUR

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ARCHITECTURAL PHOTOGRAPHY All of our homes are photographed by a professional photographer who specializes in architectural imagery. Based on our experience, the quality of our photography has had a profound impact on our marketing, as our brochures and ads leave a lasting impression. This is even more important now, with many buyers seeing homes for the first time online.

GLOBAL EXPOSURE FOR YOUR WORLD-CLASS HOME In response to the international nature of Silicon Valley, the DeLeon Team engages in comprehensive outreach to the international community, both domestically and abroad.

DeLeon Realty is also a well-known name in the Chinese community; in fact, we have a dedicated fulltime specialist who markets our listings to the Chinese-speaking community.

OUR INTERNATIONAL MARKETING PLAN FOR YOUR HOME INCLUDES: •

Advertisements on local Chinese TV, radio, and newspapers

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Open house announcements on local Chinese radio talk shows

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Custom Chinese website for your home

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Featured on WeChat® (with over 1 billion users), and other Chinese third-party sites

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DeLeon’s own Audrey Sun regularly appears on Chinese talk shows and presents our listings to Chinesespeaking buyers

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Marketing to the local Indian community - ads, events, and online

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Participation in real estate trade shows overseas - including Beijing, Shanghai, Guangzhou, Hong Kong, United Arab Emirates, and India - to showcase our properties to thousands of international buyers

Ken, Michael, and the DeLeon Team at the Luxury Property Showcase 2019 in Shanghai.

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Michael, Rachel, and Ken attending a conference in India.

Michael Repka has worked closely with Audrey Sun for over 9 years. Audrey speaks fluent Mandarin and Cantonese and helps expand the pool of buyers.

DeLeon Listing Manager Audrey appears on Chinese TV station KTSF 26.

Al l our l ist ings a re a dv ert ised in t he Wor l d Jo ur nal, a publ ic at ion t ha t rea ches t he loca l Chinese communit y.

Follow us on WeChat ® DELEON_USA

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PRESENT YOUR HOME Inspire buyers with engaging & memorable home tours On the first weekend your house is on the market, DeLeon Realty hosts open houses that are regularly well-attended, thanks in large part to promoting the events via e-blasts, online and newspaper ads, TV commercials, radio ads, and on social media.

Our open house events often create a buzz around the home and add to the high number of offers that we receive. Plus, busy open houses make potential buyers feel like the home is more desirable, and the attendance we generate at these events contributes directly to our strong sales statistics.

​​ “The team addressed everything from staging, maintenance and landscaping. Our home had multiple offers and sold within six days.”

- Madeline B.

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BUZZWORTHY BROKER TOURS

OPEN HOUSES

P R I VAT E & V I R T U A L T O U R S

E X PA N D E D B U Y I N G P O O L Sellers working with DeLeon Realty derive a significant benefit from our high sales volume and unique business structure.

Other brokerages consist of a large number of independent contractor agents operating in silos. These agents rarely share information about potential buyers with agents in the same brokerage. DeLeon Realty is fully integrated – that gives us a considerable advantage.

Michael Repka personally handles all DeLeon Realty Platinum listings. This gives Michael the advantage of knowing which buyer-agents have clients looking for similar properties, since those agents have inquired about (or submitted offers on) previous DeLeon listings. Michael’s knowledge of what those buyers want expands the buyer pool for your home exponentially.

And while the Multiple Listing Service (“MLS”) is an incredibly powerful tool, its precision can act to the detriment of some sellers. For example, buyers searching for a home in Palo Alto may not be aware of opportunities in Menlo Park, Atherton, or Los Altos because their search parameters are set too narrowly. Our high sales volume makes us uniquely situated to find buyers looking for homes like yours.

W E R E A C H P O T E N T I A L B U Y E R S T H AT W O U L D N O T OTHERWISE SEE YOUR HOME.

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LOCAL THOUGHT LEADERS Michael Repka, Ken DeLeon, and the DeLeon Team have established themselves as intellectual leaders of Silicon Valley real estate.

•

Well-attended seminars and events

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Major news organizations conduct interviews with Michael

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Highly-regarded publications written by the DeLeon Team

ALL GENERATING EXTRA EXPOSURE FOR DELEON LISTINGS Please take a look at our latest issue of The DeLeon Insight and find out about our upcoming seminars at DELEONREALTY.COM

Michael appears on CNBC’s “Power Lunch”

DeLeon Realty CEO Michael Repka presenting at one of his well-attended tax seminars.

Your home will be adver tised in The DeLeon Insight, written entirely by members of the DeLeon Team, and mailed to nearly 80,000 homes in Silicon Valley.

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SOLD! Michael Repka’s personal attention Our CEO and Managing Broker Michael Repka is committed to you and the selling of your world-class home.

He will be available from the pre-listing preparation process through the close of the escrow to assist you with any questions or issues that may arise. Michael will ensure that your home-selling experience is as smooth and as stress-free as possible, and since he works primarily with DeLeon Platinum clients, he will have plenty of time to dedicate to your needs.

Michael has undergone extensive, graduate-level training in negotiation and holds a Graduate Certificate in negotiation and conflict management from Rutgers Graduate School of Business and School of Law. He also holds two law degrees, including an advanced law degree in taxation from NYU School of Law, and has sold well over 1,000 listings. Additionally, Michael has completed Harvard University’s Program on Negotiation in Cambridge, Massachusetts.

In te re s te d i n l ea rni n g mo re a b ou t ou r s e r v ic e s?

Pl e a s e c o n t a c t Mi c h a e l to d i s c u s s yo u r h o m e’s m a r ke t v al u e a n d l e a r n h o w h e w ill t ail o r a p r o g r a m to a c hi eve yo u r g o al s .

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Michael Repka

michael@deleonrealty.com 650.488.7325

DELEONREALTY.COM

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7 4 M O N T E V I S TA AV E AT H E R T O N 36

S OLD OV E R AS KING

1205 JOHNSON ST M E N L O PA R K

S OLD OVE R AS KING 37

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S E LL Y O U R H O ME O FF-MA R KE T WI TH N O P REP E XPE NSE S A ND PAY ON LY 3 % C O M MI SSI O N Generally, the best way for sellers to maximize the sales price of their home is by letting us strategically prepare their home, stage it, market it very aggressively and broadly, and invite maximum competition from all buyers and agents. However, some sellers prefer the convenience, privacy, and/or the reduced expenses associated with selling off-market.

Similarly, certain sellers prefer to limit their commission expense to only 3% by selling their home directly to buyers, without the added expense of paying a buyer’s agent commission. Additionally, since a recent landmark court case found the National Association of Realtors and several large brokerages guilty of colluding to keep commissions artificially high, many buyer’s agents require their buyers to pay their commission if the seller does not volunteer to do so.

If you fall into either of these categories, we would be happy to promote your home to our buyers, and to buyers that contact us directly. Under this program, your total commission would be only 3%!

While these homes will likely require more prep work for the buyers than one of our traditional listings, we can help the buyer find the right service providers to tailor the property to their taste and needs.

And though some other agents or teams encourage off-market sales, they inexplicably charge both sides of the commission! This begs the question: Why limit exposure unless you are, at least, saving commission?

We generally don’t recommend that homeowners sell their homes off-market; however, we are the best

choice for sellers if they decide to go this direction. After all, no other agent or team has the market reach, or the discretion, of the DeLeon Team.

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1 3 2 H A W T H O R N E AV E L O S A LT O S 40

S OLD WITH

3%

T O TA L C O M M I S S I O N

T H E D E L E O N A D VA N TA G E AD D IT IO N A L SAVI NG S FO R O U R C L I E NT S

3%

COMMISSION D EL EO N L IST ING SIDE

DE LE ON LIS TING

3%

0%

COMMISS I O N DELEON B UY I NG S I DE

T OTA L CO MMISSIO N

When the buyer of one of our listings is represented by a DeLeon agent, or is without an agent entirely, we will waive 100% of the buyers’ side commission.

This company-wide policy removes double-sided commissions in the best interests of our clients.

Since its inception in 2017, this program has saved our sellers more than $17.7 million in commission.

For terms and conditions, please visit www.DeLeonRealty.com NOTE: Commissions vary from agent to agent and should be negotiated based on the level of marketing and service provided by the agent.

DELEONREALTY.COM

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M O R E T H A N J U S T R E A L E S TAT E ,

WE CARE ABOUT PEOPLE. DeLeon Realty owes much of its success over the past 12 years to the immensely talented people who work for us. We attract the best with our competitive compensation, full benefits, and abundant company perks.

At the heart of our company’s core values, DeLeon Realty strives to provide JOYFUL experiences for our employees and make meaningful CONNECTIONS with the community.

A HAPPY TEAM MAKES HAPPY CLIENTS •

Adventurous Annual Company Trips, Including Week-Long Cruises

•

Uplifting & Festive Office Activities

•

One-of-a-Kind Cultural Events

•

Inspiring Team Building Outings

LIFE IS FUN WHEN WORK IS FUN. “Recently, I had the opportunity to plan an employee ski & snowmobile getaway to Lake Tahoe. Michael and Ken spared no expense to make it a memorable and great experience.” - Jessica Taylor, Office Manager, DRE #01913236

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MAKING A REAL DIFFERENCE The DeLeon Team enjoys giving back to the community and engaging in a number of local events and humanitarian efforts. Some of these include: •

Annual sponsor of the Palo Alto Weekly Moonlight Run

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Volunteer work with local organizations including Project WeHOPE in East Palo Alto

•

Partnerships with the Bill Wilson Center and Toys For Tots to provide holiday gifts to those in need

•

Annual donations of supplies and money to local schools

DELEONREALTY.COM

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D E L E O N R E A LT Y C O R P O R AT E A I R C R A F T DeLeon Realty’s corporate aircraft can provide stylish, luxurious transportation to our Platinum clients

who may be interested in purchasing a home in a neighboring state. Additionally, we can pick up potential out-of-state buyers to give them personal tours of our Platinum properties.

DeLeon’s M600/SLS Aircraft piloted by Michael Repka, an instrument-rated, multi-engine commercial, and aspiring acrobatic pilot

MICHAEL REPKA CEO & HEAD OF DELEON LISTING TEAM

m i c h a e l @ d e l e o n r e a l t y. c o m | 6 5 0 . 9 0 0 . 7 0 0 0 DRE# 01854880

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C O N TA C T U S As CEO and Managing Broker of DeLeon Realty, I’m able to give my clients an unmatched level of service and attention.

I don’t have to ask permission or bend company rules to help my sellers, as I am the one responsible for setting the rules and making decisions. I look forward to working with you and achieving your real estate goals!

650.488.7325 650.488.7325

Michael Repka CEO, DeLeon Realty

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michael@deleonrealty.com michael@deleonrealty.com DRE #01854880 DRE #01854880

D E L E O N R E A L T Y. C O M B r o c h u r e d e s i g n e d b y t h e D e L e o n M a r k e t i n g Te a m A r c h i t e c t u r a l P h o t o g r a p h y b y t h e D e L e o n M a r k e t i n g Te a m

DISCLAIMER As prominent members of the real estate community, we respect all pre-existing listing agreements. If your home is currently under a listing contract, please do not construe this publication as a solicitation for that listing. On the other hand, if you have not yet selected a Realtor®, we urge you to consider DeLeon Realty’s resources and design acumen, as demonstrated in this proprietary publication, which was created completely in-house by our talented marketing team.

All consultations are at no cost and without obligation. DeLeon Realty reserves the right to cancel any promotions or offerings contained within this material.

Please refer to our website for the latest offerings, which will also be clearly detailed in a listing agreement addendum.

Complimentary services are provided at no additional charge to our sellers. Even if a home does not sell and we don’t receive any commission, we are not reimbursed for any of the complimentary services. Naturally, these complimentary services including marketing, home prep, and legal services, are only provided to clients who list their home for sale with DeLeon Realty.

Access to the services described herein begins on the day the listing agreement is signed and ends on the day of closing. In the unlikely event that the house does not sell, the client is not required to reimburse DeLeon Realty for the cost of marketing or other complimentary services listed in this Guide or other marketing materials. However, the client would remain responsible for outside vendor services they approved such as repairs, improvements, moving, storage and cleaning.

Legal services, when needed, are provided through the Integra Law Group, LLP. DeLeon Realty is not a law firm. Likewise, the material in this publication does not constitute a solicitation for legal services nor is it intended to provide legal advice. You should always consult a suitably qualified attorney of your choice regarding any specific legal problem or matter. Nothing in this publication is intended to create an attorney-client relationship.

Ken DeLeon | Founder | DRE #01342140

Audrey Sun | Listing Manager | DRE #01933274

Rachel Repka | Chief Operating Officer | DRE #01933909

We l o o k f o r w a rd t o w o r k i n g w i t h y o u .

P l e a s e c o n t a c t u s t o d a y.

DELEONRE ALT Y.com Mic hael Re p k a | Ma nagi ng Br o ke r | DR E # 0185 4 8 8 0 650.4 8 8.7325 | mic hael @ d el e o nr eal t y.co m D e L e o n Real t y, I nc . | DR E # 019 0 32 24

Eq ual Housing O p p or t unit y P r i n t e d o n F S C c e r t i f i e d p a p e r w i t h r e c y c l e d c o n t e n t i n a c e r t i f i e d G r e e n f a c i l i t y.