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Dianne Vernon Bob Pennypacker Because Confidence is Earned
Speaking the Language of Luxury Real Estate窶認luently Full Spectrum 338 Healdsburg Ave . HEALDSBURG , CA 95448 707.433.2000
Contact:
DianneVernon@sbcglobal.net tel: 877.630.7732 Bob@BobPennypacker.com tel: 707.799.6032
Dianne Bob
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ith backgrounds in architecture and software sales, Bob and Dianne bring a unique perspective to their work as real estate professionals...and they love every minute of it. When you meet them, you can just feel their passion for homes and for helping people with their real estate vision. They feel it is a privilege to be invited into your life to help with such an important decision. Ready to turn your ideas into reality? Contact Bob or Dianne, and they’ll help guide you on your real estate journey.
Meet Dianne and Bob
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hen a client chooses to work with Agents Bob Pennypacker and Dianne Vernon they’re truly getting a two-for-one that is not only special, but extremely unique in the Real Estate world: Pennypacker is that rare real estate professional who is both an accomplished sales and marketing professional and a world-class architect, providing his clients with property insight on not only the skin and bones of a potential purchase, but its DNA as well. Pennypacker, a SF Bay Area native, traces his interest in architecture to the mid-1960’s, when his mother briefly threw her hat into the homeselling arena. “Everything was on paper then, of course. I used to pore through the binders filled with her listings. I think that’s really where my love for structures began, particularly residential homes.” Later, while studying architecture at UC Berkeley, Bob embarked on a student exchange program that took him to Sweden, where he was
given his first exposure to—and discovered his passion for— architectural history. “It was absolutely a life-changing experience, he recalls. In Sweden, I learned to look at a house in a completely different way, to see where its design roots originate. That epiphany continues to inform my work today.” That school year in Sweden was followed by a summer in Norway and a spontaneous bout of employment. “I was walking along a village in a remote fjord, saw an architect’s office, and went in and asked if they were hiring,” Pennypacker laughs. That first year in Scandinavia was the beginning of a successful, nearly 30-year long career in architecture. After returning to the states to complete his undergraduate studies at UC Berkeley, he moved to New York to obtain his graduate degree at Columbia University. His architecture career took off immediately, and Pennypacker
spent the next thirty years indulging his passion for architecture and design. Contracted by several prominent corporations that included Bechtel and NBC Universal, he traveled the globe to service clients in locales that included France, the Middle East and Japan. In 2000 Pennypacker returned to California and settled in historic Healdsburg, a charming, wine country destination located in Sonoma County. His first order of business was to design and build a home for himself. Upon completion of his own home, he designed and built another, this time to sell. He obtained his Real Estate License, sold the home, found the business compelling and got hooked. Enter his business partner Dianne Vernon. Prior to becoming a REALTOR®, for twenty years Dianne directed an international team of sales and marketing professionals addressing the Fortune 500 software market.
For the last 10 years she had successfully sold Real Estate in the Silicon Valley. Over these last ten years, Dianne also studied architecture, building, and design; no surprise her meeting and teaming with Bob. Relocated to Healdsburg she now combines her passion for real estate and as an EcoBroker™, is a pioneer of the eco-friendly real estate and prefab home ethos. Dianne and Bob are certified by the International Real Estate Society acknowledging their hard work to receive that designation and their acumen for the international real estate market. Bob and Dianne provide a unique combination of skills. Their clients are provided with an incomparable level of service, while their ability to function as a REALTOR®, Architect, Designer, Builder, and accomplished “real world” business executive are benefits few competitors offer. “There are times when the
client isn’t able to see the potential of a home,” say Bob and Dianne. Noting that few home buyers have the opportunity to consult an architect or designer during the buying process, Dianne and Bob’s clients are provided with an extra tier of service that would normally set the client back thousands of dollars. “As an architect, I can help them visualize what is possible.” states Pennypacker. “With a little guidance and vision, the true potential of a home can be revealed,” adds Dianne. Today both Dianne and Bob are a world away from the jet-setting corporate culture of high tech companies and professional design firms. They are very happy with the kind of human connections forged in real estate. “Designing airports and theme parks and endless hours incorporate meetings are no match for the real connection we enjoy meeting new people, selling real estate and building homes in Healdsburg,” say Bob and Dianne.
Recent Luxury Sales Santa Rosa Vineyard Estate Offered at $2,995,000 Sold for $2,625,000 Represented Sellers 33+ acres , 3,200 s.f, 3 bedrooms, 3.5 baths, 5 acre vineyard
Working with Bob and Dianne was one of the most pleasant experiences we have had in real estate. Professional to the core and a great listener and advisor. Mick Brigden, Santa Rosa
Riebli Valley View Home Offered at $1,195,000 Sold for $1,195,000 Represented Buyer ~5 acres , 2,830 s.f, 4 bedrooms, 2.5 baths I loved working with Bob and Dianne, not only was their advise sage but they proved to be a charming and engaging. Time spent looking at properties was a pleasure and something I looked forward to. Bob and Dianne were professional and thorough. Their advise was thoughtful and honest and always with our best interest in mind. Julia Brigden, Santa Rosa
Healdsburg Country Retreat Offered at $949,000 Sold for $912,500 Represented Buyer and Seller 1 acre, 2,387 s.f, 3 bedrooms, 2.5 baths 480 s.f. Guest House w/ 1br+1ba
Bob and Dianne were thorough, professional, and responsive from the day we met until we closed (and after!) I highly recommend Bob to anyone contemplating a real estate transaction. Nancy L., Healdsburg
Dry Creek View Estate Offered at $1,595,000 Sold for $1,545,000 Represented Sellers 36+ acres, 3,200 s.f,, 3 bedrooms, 3 baths Panoramic Dry Creek Valley Views
I highly recommend Bob and Dianne as a listing agents. Having sold many properties over the years, I have never experienced more creative, hard-working and communicative agents. They came in with a well planned strategy and found a buyer within ten days of listing, keeping my husband and me "in the loop" throughout the process. They were truly a pleasure to work with.
Central Healdsburg Offered at $835,000 Sold for $780,000 Represented Buyer ~7,000 sf lot 2,332 s.f, 3 bedrooms, 2.5 baths 4 Blocks from Healdsburg’s Plaza
Central Healdsburg Offered at $899,000 Sold for $899,000 Represented Buyer ~1/2 acre lot 2,332 s.f, 3 bedrooms, 2.5 baths 3 minutes from Healdsburg’s Plaza
Recent Luxury Sales Sienna Pointe- Healdsburg Offered at $1,195,000 Sold for $1,200,000 Represented Seller ~3/4 acre lot 3,200 s.f, 3 bedrooms, 2.5 baths 5 minutes from Healdsburg’s Plaza
Clear Ridge— Healdsburg Offered at $1,795,000 Sold for $1,695,000 Represented Seller ~2/3 acre lot ~4,800 s.f, 5 bedrooms, 4 baths 5 minutes from Healdsburg’s Plaza
Clear Ridge— Healdsburg Offered at $1,195,000 Sold for $1,020,000 Represented Buyer ~1/3 acre lot ~3,400 s.f, 3 bedrooms, 3.5 baths 5 minutes from Healdsburg’s Plaza
Plum Ranch RoadOffered at $3,495,000 Sold for $ 2,900,000 Represented Sellers 43+ acres 3,500 s.f. 4 bedrooms, 2.5 baths 3 acres of world-class formal gardens
West Dry Creek Road– Healdsburg Offered at $3,495,000 Sold for $3,175,000 Representing Buyers ~50+/- acres 20 acre vineyard Winery permit 10 minutes from Healdsburg’s Plaza
Kenwood Offered at $869,000 Sold for $899,000 Represented Buyers in multiple offer scenario ~1/4 acre lot 2,185 s.f, 2 bedrooms, 2 baths In the heart of Sonoma Valley
Recent Luxury Sales Dry Creek Valley-Geyserville Offered at $4,500,000 Sold for $4,100,000 Procurred 2 offers Represented Seller in multiple offer scenario 362 Acres 22.5 acres of vineyard 4 legal parcels, spectacular view homesites 10 minutes from Healdsburg’s Plaza
Currently In Escrow Sausalito Waterfront Offered at $6,350,000 Procurred 2 offers Representing Seller in multiple offer scenario Stunning commercial renovation with potential conversion to residential ~8,900 s.f, 1 retail space 5,000 sf office space 9 car garage
Cloverdale Craftsman Offered at $570,000 Representing Buyer ~1/3 acre lot ~3,400 s.f, 3 bedrooms, 3.5 baths 5 minutes from Healdsburg’s Plaza
Currently in Escrow Redwood Valley Vineyard Offered at $379,000 Representing Buyers 13+ acres 8 acres of Cabernet Grapes under contract to Kendall Jackson
Dianne’s Recent $1 million + Sales up to 2012
Recent Land Sales
Healdsburg—Sienna Pointe 2 acres, sold for $285,000 Represented both buyer and sellers
Central Healdsburg 6,068 SF sold for $310,000 Represented Seller in multiple offer scenario
Healdsburg—Parkland Estates 0.8 acre, sold for $426,500 Represented sellers
Central Healdsburg 0.52 acre, sold for $725,000 Represented Seller in multiple offer scenario
Current Listings—Domestic and International Sausalito Waterfront Offered at $6,350,000
Stunning commercial renovation with potential conversion to residential ~8,900 s.f, 1 retail space 5,000 sf office space 9 car garage
Viceroy Residences, Anguilla, B.W.I. From US$500,000 to US$6,700,000
134 Luxurious Oceanfront Residences, from elegant apartments to Palatial Villas The Caribbean at its Finest
Auvers-sur-Oise, France Offered at € 900,000 (approx. US$1,224,000) 1,630 square meter lot (~.4 acre) 3 BR/3.5BA in ~1,700 s.f. Situated in an historic and picturesque 30 Minutes from Central Paris—where Van Gogh spent his last days.
We can help you navigate your overseas real estate transactions.
RE/MAX vs the Industry 2013 Agents Agents—Worldwide
Transaction Sides--US Transaction Sides—US Prudential
Prudential Keller Williams Better Homes and gardens Sotheby's ERA Century 21 Coldwell Banker Re/Max
Keller Williams Better Homes and gardens
Sotheby's ERA Century 21 Coldwell Banker Re/Max RE/MAX -
400,000
-
800,000
40,000
80,000
120,000
Offices—Worldwide Offices
Countries Countries Prudential Keller Williams Better Homes and gardens Sotheby's ERA Century 21 Coldwell Banker RE/MAX Re/Max
Offices
0
20
40
60
80
100
Advertising Advertising
-
2,000
4,000
6,000
8,000
Website Visits Web site visits
Prudential Keller Williams Better Homes and gardens Sotheby's ERA Century 21 Coldwell Banker Re/Max RE/MAX 0% 5% 10% 15% 20% 25% 30% 35%
-
10,000,000 20,000,000 30,000,000 40,000,000 50,000,000 60,000,000
The Company Dave and Gail Liniger founded RE/MAX in Denver, Colo., in 1973, prompted by their
successful include:
ral network
The Linigers wanted to change all that. They believed that to attract and retain the
via RE/MAX University
return receive a wide variety of real estate services and more control over their business. The strategy worked. In every year since 1998, nobody in the world has sold more real estate than RE/ MAX. The network ’ s red, white and blue hot air balloon logo is familiar to homebuyers and sellers in more than 100 countries. The most significant growth for RE/MAX in recent years has come from expansion into Africa, Asia, Australia, New Zealand, the Caribbean, Central America, Europe and South America. RE/MAX takes proven techniques and adapts them to local markets, thereby developing a series of tools that
than those of all national competitors combined In an industry rife with frequent turnover in ownership and management of major real estate networks, RE/MAX remains owned and directed by its founders. Milestones
1973: First office opened in Denver
1975: First franchise office opened outside Colorado
RE/MAX to help its members become ever more professional and
1978: RE/MAX Balloon adopted as official logo
1987: Became No. 1 in Canadian real estate sales
1994: First offices opened outside North America
1997: Became No. 1 in real estate sales worldwide
2005: Created U.S. collection of IDX websites to allow consumers to see
real estate professionals find invaluable. Some of the innovative services created by
Television advertising campaigns that are seen by more viewers in the U.S.
vanced support services and the freedom to head and pay management fees, and in
State-of-the-art technological tools and Internet and extranet websites
best agents, they needed to provide adsucceed. Agents would share office over-
Advanced training courses, both ondemand online and in the classroom,
dissatisfaction with the way real estate business was conducted at the time.
An international agent-to-agent refer-
virtually all real estate listings on remax.com
2007: Launched RE/MAX University
2011: Approaching 100,000 agents worldwide in over 6,800 offices in over 100 countries
Full Spectrum The Balloon RE/MAX began its relationship with hot air ballooning in 1978. RE/MAX already held more market share in Denver, the network ’ s birthplace, than any competitor. But market studies showed that among consumers in general, name recognition of RE/MAX ranked well below
Full Spectrum Properties Tom Larson opened Full Spectrum Properties in Ukiah in 1995, following with the Healdsburg office in 2002. He has consistently been one of the top producers in Northern California.
many lesser competitors. Full Spectrum Properties was courted by Meanwhile, in New Mexico, a few RE/MAX
most of the major real estate brands to carry
agents and their regional leaders dreamed up
their franchise. These included Sotheby ’ s,
the idea of entering a red-over-white-over blue RE/MAX Balloon in the 1978 Albuquerque Hot Air Balloon Fiesta. And as often is the case with hot air balloons, the RE/MAX Balloon really grabbed some attention. Plus, the imagery meshed perfectly with the RE/MAX network ’ s emphasis on innovation, freedom and leadership. RE/MAX International executives in Denver enthusiastically adopted the balloon image as the corporate logo. Within a year, Colorado had its own RE/MAX Balloon, and featured it prominently in a local television campaign. Within four months, RE/MAX held top name recognition in the Denver market.
Century 21, Prudential, Pacific Union and Realty Executives. Full Spectrum Properties was doing too well as a boutique brokerage to be swallowed by a brand, though. Then, last year, along came Re/Max that actually offered something besides a logo. First of all, RE/MAX is still run by its founders, and has never been swallowed up by some megaholding company. RE/MAX Full Spectrum offers experience in all phases of real estate, with estates, vineyard and unique upper end residential properties
among
the
specialties.
The network ’ s major graphic symbol, the RE/
RE/MAX Full Spectrum has harnessed the
MAX Hot Air Balloon image appears on “ for
power of the internet in marketing and expos-
sale ” signs, bus benches, billboards, in print advertising and television commercials. Today, RE/MAX is one of the most recognized real estate brands and logos across the globe.
ing all the real estate listings. The company has invested heavily in developing top web sites, showcasing all the properties.
Strategic Marketing Timing is everything Outstanding results do not happen by accident.
A luxury
property needs to be brought to market with the same care afforded other luxury products rather than just other real estate. In this day and age, we all need to take advantage of the myriad of marketing options out there. In order to achieve the best results, these options need to be treated as a schedule, not a list, because the ultimate goal is to create a demand for your property.
Preparation Some of the most important work on a listing happens before a property even hits the market, and it all starts with an assessment of property features and how best to expose those. A professional stager can be extremely useful in setting the tone for the interior. A successful marketing campaign begins with beautiful photographs—photos that will tell the story and capture the mood of your property.
Aerial Photography and marketing Many upper-end properties can only be properly depicted in an aerial photograph. There is no other medium which can fully capture the scope and drama of a property in a single image. The advantage of using aerial photography from a marketing stand point is that it is very rare, and the images are striking. There are 326 listings above $1.5 million in the North Bay, and only 24 with aerial photos. Among those, the average list is price is $5.75 million. The public is already conditioned to associate this photography with high-value properties, therefore, we would use it at any opportunity.
Ground Level Photography An airplane won ’ t do the whole job, but include a talented photographer with a boom-truck, and most everything should be covered. The slightly-above ground level perspective will capture the sense of a property far more effectively than ground level shots.
The home
depicted in the center photo has a dramatic view, but a ground level shot would never have captured both the house and view in one shot. When you sometimes only get one shot with internet buyers, it has to be effective.
Interiors Interiors need to be treated with Architectural Digest care. The image at the bottom right is impossible to capture in a single photo, but is the only way to depict the scene as people experience it.
This particular photo took six
different exposures from the same position in order to capture the best of both the inside and outside. When so many of the beautiful homes here take full advantage of an indoor-outdoor flow, the marketing needs to make that point succinctly.
Inspections When the property gets into escrow, we want to make sure there are no surprises, especially the kind that will potentially re-open negotiations. In anticipation of that, I recommend before coming to market we procure all of the inspections a buyer would normally require on such a property. This accomplishes three things:
Any defects will be known in advance and either fixed or disclosed. The buyer will not be able to claim any credits after an accepted offer.
It will reduce a buyer ’ s hesitation to make an offer. Surprises are equally unpleasant to buyers.
Having the inspections averts any potential delays on the buyers ’ part due to the inspectors availability. This time of year, that could be a problem.
EVERY ANGLE PHOTOGRAPHY
Strategic Marketing Print Media Real Estate Publications Realtors spend a fortune every year on marketing in the glossy publications. The effectiveness of this is often questionable unless there is proper advance planning. The reason for this is that there is usually a 3-week lead time between reserving space and the issue date. Most properties have already been exposed on the internet by the time they come out in magazines, so they are old news. Print media can be very effective, though, if they are used for pre-MLS marketing, that is, the properties appear here before hitting the internet. If there is the luxury of this timing, it is the route we take.
Postcards and Flyers As part of the pre-MLS effort, postcards are mailed out to the targeted demographic, wherever they may be.
Direct mail can be
effective in that it taps into a market that didn ’ t know it was active. The flyers are used to start to get the word out to both the general public and other realtors. These are just twosided pieces.
Property Brochure This is the piece that is given to the prospective buyer who comes for a showing. All of the pertinent information is here, and usually 10-12 pages. With full size glossy photos, it has all of the elements to make people fall in love.
Internet Cyber footprint Getting the maximum exposure for your home is all about the numbers. In addition to the standard websites that are fed from the MLS, through RE/MAX, RE/MAX Full Spectrum, plus my additional subscriptions to real estate websites, exposure for your home will unmatched. The total number of unique visitors to all of these sites tops over 50,000,000.
RE/MAX and RE/MAX Full Spectrum
Additional Luxury Sites
Exposure Through Homes and Land Magazine
Personal Networks Top Agent Network While we are proud to be included in the top 5% of Sonoma County agents, our primary goal has always been to provide the best service we possibly could. Having that recognition, though, does provide advantages for my clients: Direct access to the top producers throughout the entire bay region. These are the agents who close 75% of all transactions in the area. We market directly to each other. This is particularly useful during the “ pre-marketing � period.
Marketing to the Asian world Marketing also has to adjust to changing global realties. Asian investors are coming to the market place in all price ranges. In order to reach the buyers at their source, We have registered with www.caimeiju.com This is a bilingual real estate site targeting Chinese investors to which listings are uploaded and has a separate search for international luxury
Marketing to other Agents One more powerful marketing tool is pitching properties to other agents because most properties are sold by agents. The tools for this are the MLS website ( w hich covers Marin, Napa, Sonoma, Lake , Solano, and Mendocino counties and has over 8,300 members) and weekly meetings of the MLS. At our meetings, we are continually updating and reminding our colleagues of our listings.
Global Partnership
IRES
We both carry the IRES, or International Real Estate Specialist Designation. This is an elite group of realtors from around the globe who cooperate in marketing each others listings. We chose this route due to the amount of international traffic we see in Healdsburg, for it allows us to market our listings directly to buyers before they arrive here.
Resources Location Healdsburg Healdsburg is the Sonoma County hub for real estate. Many visit and fall in love with the world-class restaurants, wineries, shops, and the natural beauty that is in abundance here. RE/MAX Full Spectrum's locationjust one block off the main plaza- invites interested real estate buyers to visit us. Our extensive market knowledge and experience afford us a lead position with countless opportunities to market and sell real estate in and around Northern Sonoma County. .
Santa Rosa We are excited to announce that we have opened our newest office in Santa Rosa thereby serving that community as well as Sebastopol, Petaluma and every town in between!
The RE/MAX Collection Buying and selling premier homes demand premier expertise. The RE/MAX Collection specialists have the knowledge and skill – combined with a refined approach – that leads to successful transactions in the luxury market. When you work with The RE/MAX Collection, you’re working with the industry’s top professionals, backed by the most respected name in real estate. RE/MAX Collections listing are advertised in Unique Homes, The Wall Street Journal, and The Dupont Registry.
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Dianne Vernon Bob Pennypacker Because Confidence is Earned
Dianne Vernon
877.630.7732 DianneVernon@sbcglobal.net DRE # 01428234
Bob Pennypacker 707.799.6032 Bob@BobPennypacker.com DRE # 01867425
RE/MAX Full Spectrum 338 Healdsburg Ave., HEALDSBURG, CA 95448 USA