Dianne Vernon
Bob Pennypacker
W
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.
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 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, not only was his advise sage but he proved to be a charming and engaging gentleman. Time spent looking at properties was a pleasure and something I looked forward to. Bob was professional and thorough. His 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 was 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 as a listing agent. Having sold many properties over the years, I have never experienced a more creative, hard-working and communicative agent. He 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. He was truly a pleasure to work with. C. Sage, Dry Creek Ridge
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 Dianne and Bob got us top dollar in a down-market and were on top of matters throughout the process
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
Kenwood Offered at $869,000 Sold for $899,000 Represented Buyer ~1/4 acre lot 2,185 s.f, 2 bedrooms, 2 baths In the heart of Sonoma Valley
In Escrow West Dry Creek Road– Healdsburg Offered at $3,495,000 Representing Buyer ~50+/- acres 20 acre vineyard Winery permit 10 minutes from Healdsburg’s Plaza
Dianne’s Luxury Sales Prior to joining RE/MAX
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 sellers
Cavedale Road, Glen ellen +/- 25 acres sold for $450,000 Represented buyers
Healdsburg—Parkland Estates 0.8 acre, sold for $426,500 Represented sellers
Central Healdsburg 0.52 acre, in escrow—Asking $765,000 Representing sellers
Current Listings
Sausalito Waterfront 8,900 sf $6,350,000
Dry Creek Valley 221 Acres $2,000,000
Healdsburg Estate Site +/- 3 acres $895,000
Dry Creek Valley 141 Acres $3,000,000
Mark West Area 4,600 sf, 1.86 Acre $985,000
Bodega Bay Lot 5,000 sf $199,000
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 is very rare, and the images are striking There are 408 listings above $1.5 million in the North Bay, and only 15 with aerial photos. Among those, the average list is price is $5.9 million. The public
is
already
conditioned
to
associate
this
photography with high-value properties, therefore, I 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 properties.
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 We both carry the IRES, or International Real Estate Specialist Designation. This is an elite group of realtors from around the globe who
IRES
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
Santa Rosa
The RE/MAX Collection