MARKETING PROPOSAL
June 23, 2015 Dear Bill & Ann, Thank you for offering us the opportunity to re-present you with the following proposal for the sale of your home & ranch. A ranch of this quality and size has rarely been offered for sale in Austin especially this close in. We believe that the residence’s quality, architectural significance, panoramic views and premier location will create strong interest in the marketplace. In addition to the home, the equestrian facilities brings us an even more compelling opportunity to market the property to a more broad group of potential buyers that we didn’t have before when marketing only raw land. The purpose of this proposal is to specifically describe the efforts that we will undertake in the following areas:
Public Relations and Media Management Print and Electronic Marketing Sotheby’s International Realty Network outreach and Co-brokerage
Over the last year Michelle and I have had the opportunity to show your property to 8 well qualified buyers of which at least 2 are still interested in the property. We have been contacted as recently as today by other potential buyers or their representatives. While a property of this size and price range typically does take some time to sell, we feel that we have made the property known to a targeted group of buyers and the momentum is only building. We are confident that we will be successful in our efforts. We consider our relationship with our clients to be a partnership in which all decisions are made with the best interests of that partnership in mind. Our goals are in alignment with yours to the extent that we have taken mental ownership of the property and operate this sales process as if the property was our own. All of the ideas in this proposal are designed to be a basis for an ongoing dialogue and we are always open to thought sharing and new ideas. As we discussed we would enjoy the chance to meet with you quarterly to discuss our efforts and adjustments going forward. At the end-of-the-day Michelle and I are flattered to have the opportunity to continue to earn your trust and your business. We want to be the ones who sell Barton Canyon Ranch and will continue to push hard to get the job done. We are both intense competitors and bring that passion and gamesmanship to each of our listing projects but, this one…this one we really want to see through. Thank you again for the chance to continue our relationship. We honestly believe that with the additional acreage, house and improvements we will be successful with our efforts. Warm regards, GARY & MICHELLE Broker Associate Kuper Sotheby’s International Realty
LISTING PROPOSAL OBJECTIVE Continue our exclusive listing agreement of the 82 acres and add the additional 40 acres with house & horse barn to our marketing efforts. We will market, facilitate and conclude the successful sale of Barton Canyon Ranch.
PROPOSAL GOAL To illuminate and ensure a viable path to market success.
TARGET MARKET Primary Residence / Family / Land Bank US Buyer Relocating to the Austin Area • Net Worth $100M+
MARKET VALUATION SUGGESTED RETAIL $25,000,000
PREDICTED SALES PRICE $22,500,000
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MARKETING STRATEGY Our new go-to market plan will consist of the following strategies:
PROFESSIONAL PRODUCTION SERVICES •
New Photography of House & Land
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Additional Videography
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Additional Drone Aerial Work
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Update Brochure, Website, etc
PHOTOGRAPHY We will commission a portfolio of photographs by Allison Cartwright, an architectural photographer, to shoot the house. New photography and aerial drone work covering additional acreage, house, horse barn etc Floor plan graphics Website upgrades to include new media
VIDEOGRAPHY We will update the existing video with additional footage including additional drone work.
PUBLIC RELATIONS & RELAUNCH •
Wall Street Journal
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New York Times
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Sotheby’s
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Austin Business Journal
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Austin Way Magazine
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PRINT CAMPAIGN LOCAL ADVERTISING ReFine
ISSUE
ReFine F1 edition
Race Weekend OCT 23, 24, 25th
Austin Luxury Magazine
Aug 16th / Oct 17th / Dec 13th / Feb 20th
Austin Business Journal
Release Dates: TBD Fall
NATIONAL / INTERNATIONAL Wall Street Journal
Sept 18th / Oct 16 / Nov 13 / Dec 11
Sotheby’s Art & Home
Sept, Oct / Nov / Dec
Sotheby’s Preferred
Nov/Dec
International NY Times WRAP for Dubai Film Festival Financial Times
Dec 14th
Sotheby’s Reside The Sunday Times
TBD Fall / Winter / Spring / Summer
Sept 7th / Dec 7th / March 4th / June 7th
17,000 Circulation Top Austin Zip Codes distributed at F! events and all suites 30,000 Circulation Top Austin Zip Codes Feature Article by Jan Buchholz, Home of the day, Luxury Homes insert
1,624,973 Circulation
50,000 Circulation
10,000 Circulation Highest Spending clients around the world
Sept 19th / Dec 12th
1,290,000 Readership
Oct 18 / Nov 15th
2,253,000 Circulation
MARKETING BUDGET: $40,000.00
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ELECTRONIC ADVERTISING GLOBAL WEBSITES SothebysRealty.com WSJ.com (Wall Street Journal) nytimes.com (New York Times) WashingtonPost.com inyt.com (The International Herald Tribune) lp-luxuryproperties.com (Luxury Properties- China) BizJournals.com (Austin / Dallas / Houston) JamesEdition.com LuxuryRealEstate.com LandsofTexas.com AustinLuxuryGroup.com KuperSIR.com Realtor.com TexasRealEstate.com Zillow.com Trulia.com Austin MLS and 500+ third-party real estate consumer websites
E-GALLERY E-Gallery is a real time, online property sideshow designed to provide immediate worldwide reach for our listings. This is exclusively presented on large plasma screens in Sotheby’s International Realty offices and Sotheby’s auction houses around the world. Our proprietary E-Gallery allows us to guarantee exposure for Important Memorial Estate in each of our network’s 700+ office locations. ELECTRONIC BROCHURES An electronic brochure will be sent via e-mail to our proprietary lists of real estate and art clientele.
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Four Seasons Residence #2902
SOTHEBY’S AUCTION COLLABORATION THE AUDIENCE There is more wealth in the world today than at any other time in history. The creation of new ultra high net worth individuals has been largely driven by emerging global markets. As such, identifying, reaching and connecting in meaningful ways with this geographically-diversified and impossible-to-reach client base is highly complex. There is no more efficient solution to reach the world’s most desirable customers than through our co-marketing relationship with Sotheby’s auction house. Clients include: •
68 of the Forbes’ 100 World’s Richest People
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136 of the Forbes’ 400 Richest Americans
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57 of the Forbes’ 100 Richest Americans
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164 of the Forbes’ Top 500 CEOs
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All 10 of the Forbes’ Top 10 Billionaire Art Collectors
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169 of the Art News’ Top 200 Collectors
EVENT SPONSORSHIPS Sotheby’s International Realty is the exclusive sponsor of three highly important sales at Sotheby’s this fall. The sale of Impressionist and Modern Art, reaching core American collectors. A week-long series of sales in Hong Kong, reaching affluent Mainland Chinese and other Asian investors. And the sale of Latin American Art, reaching emerging markets in South and Latin America. The property brochure will be presented at each of these sales at the dedicated Realty desk. BUDGET: $1,500 INTERNAL NETWORKING Perspectives is an internal memorandum that provides a macro-perspective on luxury housing trends and provides our auction colleagues – category specialists and private client services representatives – with key talking points on the global real estate market for their conversations with top clients. This quarterly communication includes a highly curated selection of distinguished listings, representing the most extraordinary exclusive offerings by Sotheby’s International Realty. The estate will be featured in the fall issue. The communication is also sent to all 15,000 associates affiliated with Sotheby’s International Realty globally.
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Four Seasons Residence #2902
NETWORK OUTREACH SOTHEBY’S INTERNATIONAL REALTY WORLDWIDE PRESENCE The Sotheby’s International Realty brand was established to connect the finest real estate to the most prestigious clientele in the world. Today the network boasts more than 15,000 independent sales associates, located in approximately 700 offices in 52 countries and territories worldwide. In 2013, the Sotheby’s International Realty network generated more than $1.3 billion in referrals. DIRECT SOTHEBY’S INTERNATIONAL REALTY BROKERAGE OUTREACH In addition to sending the property brochure to our entire international network of offices, we will send personal communication to the local brokerage executives in the following key markets, including a link to the property video. We will request that the property be presented at an upcoming sales meeting, as well as distributed via email. •
New York City
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Sonoma/Napa Valley
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Rome
•
Greenwich
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Seattle
•
Hong Kong
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The Hamptons
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Dallas
•
Beijing
•
Cape Cod
•
Miami
•
Tokyo
•
Palm Beach
•
Aspen
•
Dubai
•
Beverly Hills
•
Washington
•
Houston
•
Los Angeles
•
Boston
•
Geneva
•
Santa Barbara
•
Naples
•
Moscow
•
Carmel
•
London
•
Monte Carlo
•
San Francisco
•
Paris
•
São Paulo
CO-BROKERAGE As agents, we work aggressively with all members of the real estate community on a co-brokerage basis.
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