CHERYLL McKEON ORANGE COUNTY REAL ESTATE EXPERT
949.466.0917 cheryll@mckeonhomes.com www.mckeonhomes.com
CONTENTS SECTION 1
3
YOU’RE UNIQUE; AND WE ARE, TOO
SECTION 2
11
CREATING VALUE
SECTION 3
19
YOUR GOALS
SECTION 4
23
PRICING STRATEGY
SECTION 5
27
PREPARING YOUR HOME
SECTION 6 33
LET THE WORLD KNOW...LITERALLY
SECTION 7
43
NEGOTIATE LIKE A TIGER
SECTION 8
47
CLOSE THE DEAL
SECTION 9
51
MEET CHERYLL’S TEAM
SECTION 10
63
NEXT STEPS
McKeon & Associates | Keller Williams Realty 1
“Cheryll was the instrumental factor in the successful sale of my parents’ home. Even in a market as robust as Coastal Orange County, it is imperative to have the best representation in the marketing and sales process. Cheryll brought her years of experience in the luxury market to secure the highest price and provide a seamless process for us. She is the ideal of professionalism, and as part of her concierge service, provided us a long list of skilled workers to help in the preparation of the house. Cheryll was diligent, persistent, patient and a true pleasure to work with. I strongly recommend Cheryll and her team to anyone selling a home in Orange County!”
C. APOSTOLI
2 McKeon & Associates | Keller Williams Realty
1 YOU’RE UNIQUE; and WE ARE, TOO.
McKeon & Associates | Keller Williams Realty 3
OUR MISSION: McKEON & ASSOCIATES CONSISTENTLY PROVIDES CLIENTS WITH THE MOST EXCEPTIONAL AND INNOVATIVE REAL ESTATE EXPERIENCE AVAILABLE IN THE ORANGE COUNTY AREA. WE STRIVE TO EXCEED CLIENT EXPECTATIONS, RIDING THE CUTTING-EDGE OF REAL ESTATE MARKETING PRACTICES IN A FLUID AND EVOLVING MARKETPLACE. OUR UNCHANGING GOAL IS MUTUAL RESPECT AND LONG-TERM RELATIONSHIPS. WE INTEGRATE THE LATEST AND MOST CONSISTENT STRATEGIES TO ENSURE CLIENTS’ HOMES SELL FOR THE HIGHEST POSSIBLE PRICE, WHILE PROVIDING THEM WITH WORLD-CLASS REAL ESTATE SERVICES.
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ABOUT KELLER WILLIAMS LUXURY INTERNATIONAL REALTY In a strong market, anyone can sell your house. List it on the MLS, put up a sign, hold an open house and wait for the offers to come pouring in. That’s the way most agents work – always using the same old formula. We take a different approach – one that is designed not just to sell your house but also to get you the absolute best price.
HIGH PRICE FOR YOUR HOME, LESS STRESS FOR YOU We create a customized sales strategy based on your goals and the special features of your home. We look at your house, location, neighborhood and even your street to create a profile of a target buyer. We then advise how to prepare and stage your house to appeal to that buyer and create a pricing and marketing plan that will get you a premium price.
WE’RE ALL ON ONE TEAM – YOUR TEAM We are also different in another important way. Unlike other big real estate companies that are made up of “free agents” who compete with each other for business, Keller Williams Luxury International Realty takes a collaborative team approach. We hire experienced professionals who have developed expertise in their own specialized markets. We encourage the sharing of information, ideas and resources so that our whole is truly greater than the sum of our parts. When you sign with us, you get not only the agent you hire but also the entire force of our company behind you.
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KNOWLEDGE: WE KNOW THE LOCAL REAL ESTATE MARKET Keller Williams Luxury International Realty has assembled only the best, most experienced, committed agents. We live and work here. We have kids in the schools. We volunteer and contribute financially to local philanthropies. We are always paying attention to what’s going on in the neighborhoods and tracking statistics about local market conditions. We’re connected to the fiber of our communities – giving us the insider knowledge it takes to
HIGH SERVICE: WE KNOW THE PROBLEMS, HOW TO SOLVE THEM; AND WE DO IT ALL FOR YOU We work hard to make the sales process easy for you. There can be a lot to do to get your house ready to sell, and getting it all done quickly and for a reasonable price can be a challenge. That’s where we come in. Need help finding a handyman, or someone to help you organize and move years of stuff? We’ll not only give you referrals, we’ll get estimates, schedule the work and make sure that it gets done.
INTEGRITY: YOU CAN TRUST US Without integrity, nothing else matters. We will be honest with you and always place your interests first. We won’t tell you what you want to hear just to get your listing, and we won’t cut corners to make our job easier. When we host an open house, we’re there to sell your home and not the one down the street. When your house is sold, you will know that we did everything possible to get you the best deal, and you’ll know that we didn’t leave any money on the table.
get deals done in this competitive climate.
McKeon & Associates | Keller Williams Realty 7
Keller Williams International Luxury Realty artfully uniting extraordinary properties with extraordinary lives. Keller Williams Realty is the global leader in luxury real estate with over 700 brokerages around the world and more than $185 billion in annual sales. Their international network of the world’s top agencies provide clients with exclusive access to high-net buyers.
PRESTIGE BRAND
COMPREHENSIVE NATIONAL & GLOBAL MARKETING
The Keller William’s brand is
As a client of Keller Williams Luxury International Realty, you are
synonymous with excellence, luxury,
connected to a vast network of top real estate agents around the world.
and a life well-lived. In a world
Our local agents build relationships with agents in other offices and
where first impressions are formed in
exchange information about who is buying, selling, or relocating so that
seconds, seeing the distinctive Keller
they can refer clients to each other. Depending on your property and
Williams sign in front of your home
your marketing plan, your home’s brochure may go to the managers in
immediately sets it apart from other
feeder markets of New York City, Los Angeles, Seattle, Chicago, and San
properties.
Diego – or to every office in the international network. Properties that are priced at $1.5 million and above will be displayed on eGalleries – real time, dynamic property slide shows on flat screens – in all Keller Williams Realty’s offices.
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HIGH NET-WORTH EXPOSURE Keller Williams’ brand and international network of agents enable us to reach extremely high net-worth individuals. For homes that would benefit from this exposure, we will create a highly customized marketing plan to target these buyers.
Associate your property with a renowned luxury brand.
McKeon & Associates | Keller Williams Realty 9
“It was clear that Cheryll goes well above and beyond the typical call of duty as a Realtor. My expectations of the entire selling process were not only met but also completely exceeded ten-fold. I cannot express enough sincere gratitude and appreciation to Cheryll – my personal needs and I were her main priority and focus during the entire selling process from beginning to end. Needless to say, without giving it a second thought, I’ll contract Cheryll McKeon again to list my next home for sale as well. I enthusiastically encourage anyone to do the same who is currently interested in selling his or her home. It’s a decision they will not regret.”
C. VOSSLER
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2 CREATING VALUE
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YOUR HOME IS SPECIAL We know that your home is special to you. We also know that the unique characteristics of your house and its location will be special to the right buyer who will be willing to pay a premium.
ANALYZING AND IDENTIFYING WHAT’S SPECIAL ABOUT YOUR HOME You know that your house is more than just 4 bedrooms and 2 ½ baths. You know that your kids can bike to school, that there’s a block party every summer. And when the woman around the corner got sick, the neighbors brought her meals and walked her dog. That’s the story of your home. That’s the story we tell, including: The features of the house, such as a designer kitchen, a home office or a great floor plan for young children. The size of your lot, the landscaping and any outdoor additions like a built-in barbeque or a rose garden. The location, including neighborhood qualities and proximity to schools, parks, shopping, etc.
Our entire marketing and pricing strategy is built around identifying these special features, targeting the buyer who wants those features and then presenting the house in a way that will appeal to that buyer.
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So let’s find the buyer who falls in love with your home. TARGETING THE BUYER The person who falls in love with your house will pay more than the person who merely likes it. Who is most likely to go head over-heels for your home? A family with school-age children? Empty nesters who are moving down from a larger home? A young couple who is buying their first house? A single or divorced person? We will analyze what’s special about your house, its location and characteristics and create a profile of a target buyer. Then we will help you prepare and stage the house to appeal to that buyer.
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6
SECONDS BUYERS FORM THEIR FIRST IMPRESSION OF YOUR HOUSE IN SIX SECONDS. WHETHER THAT FIRST CONTACT IS ONLINE OR IN PERSON, IT’S IMPORTANT TO GET IT RIGHT. WE KNOW THE DIFFERENCE THAT AESTHETICS MAKE IN BUYERS’ EYES. WE EXPAND THE BUYER POOL BY MAKING THE HOUSE READY TO MOVE INTO AND ADDING TOUCHES THAT WIN OVER POTENTIAL BUYERS. HIGH RESOLUTION PHOTOGRAPHY & VIDEO AWARD WINNING DESIGN SUPERIOR QUALITY MATERIALS PREMIUM DISTRIBUTION PLATFORM 14 McKeon & Associates | Keller Williams Realty
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PHOTOGRAPHY, QUALITY OF MATERIALS, EFFECTIVE DESIGN Our affiliation with Keller Williams Luxury International Realty allows us to use high resolution photographs on our website to showcase your home in the best possible light. We employ best practices in design and superior quality materials in using these photos. Your home’s high resolution photos are automatically distributed online across luxury real estate portals (KWLuxury.com, NYTimes.com,WSJ.com) and everywhere else on the web (Zillow,Trulia, etc.). Our premium distribution platform presents your home with sharper, clearer photos than those posted by competitors through the MLS.
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“Her immense focus, negotiation skills and plain old people skills really worked in our favor. Cheryll also has a great team supporting her at the office which helped make the experience seamless and pleasant. Our real estate transaction in Laguna Beach was not our first experience, so we had some idea of what to expect. Cheryll was above and beyond our expectations. We were very satisfied working with her and would recommend her without reservation.�
D. ROOKE
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3 YOUR GOALS
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AN UNDERSTANDING OF YOUR GOALS AND RISK ORIENTATION IS NECESSARY FOR US TO FORM A STRATEGY AROUND PRICING, PREPARATION AND MARKETING.
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Your priorities and goals have a direct impact on how we help you sell your home. TIMING FOR SALE
Why are you selling now? Do you have time pressure? What is your timeframe for closing and moving?
FINANCES
$
MARKET CONDITION
Are there financial issues? What’s your budget for prep? Is financing at risk?
Are interest rates going up or down? What’s the market forecast?
OUTSIDE CONSIDERATIONS
Do you require any specific conditions or contingencies? Do you have another house you want to purchase? Can you carry two houses at once?
McKeon & Associates | Keller Williams Realty 21
“Cheryll McKeon was professional, well prepared and knowledgeable regarding the current real estate market and sales trends. Following a week of “pre-marketing”, the property was listed on MLS in the morning, shown in the afternoon and a full asking price contract was written the next day. She positioned the property perfectly to sell quickly and for top dollar. I have already recommended Cheryll to several friends considering selling their homes.”
J. THOMAS
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4 PRICING STRATEGY
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PRICING STRATEGY There are 5 Key Components in
Keller Williams has a pricing and marketing strategy that has been developed and refined over decades, based on both deep local market knowledge, intuition gleaned from being involved in many deals, and
Determining the
intelligence sharing among agents. This exclusive strategy produces the
Value of a Home:
work together with you, taking into account your timing and goals and
optimal price for each property according to its unique qualities. We up-to-the minute market conditions to devise just the right price for
1 THE HOUSE AND LOT
2 THE LOCATION
3 THE HOME’S CONDITION
4 THE PRICING OF COMPARABLE PROPERTIES
5 THE MARKET CONDITIONS
your house.
Once We Determine an Approximate Value of the Home, We Can Use 1 of 3 Pricing Strategies: VALUE PRICING
(below market pricing) is designed to catch the attention of the largest number of buyers in the hopes of creating a frenzy of demand, driving the price of the home up through multiple
MARKET PRICING
PREMIUM PRICING
simply means pricing
(above market
your home at its
pricing) takes into
perceived market
consideration the
value, based on sales
unique characteristics
data from comparable
of the property
homes in your area.
that will incent the right buyer to pay a premium.
bidders. We will know within 30 days on the market if the price is in alignment with your goals.
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What Type of Pricing Should You Choose? VALUE PRICING
Price Risks
Timing Goal Market Conditions
Price Points
Pros and Cons
PREMIUM PRICING
30% Chance
5% Chance
40% Chance
OVER MARKET PRICE
OVER MARKET PRICE
50% Chance
90% Chance
OVER MARKET PRICE
MARKET PRICE
MARKET PRICE
MARKET PRICE
UNDER MARKET PRICE
UNDER MARKET PRICE
UNDER MARKET PRICE
Major Flaw with home or location (i.e. poor condition, busy street, excessive competition)
No outstanding unique characteristics (similar home options available) but has definite appeal to an available target buyer
Home, location or land has an extremely unique characteristic that would hold high value to an identifiable target buyer
• Quick Sale • Under 1 Month
• Short market time • 3 Months
• Longer term, ability to wait for right buyer and price • Under 6 Months
• Very Hot (Under 30 day supply) • Very Cold (Over 6 months)
• Hot (Under 30 day supply) • Cold (Over 90 day supply)
• Hot (Under 30 day supply) • Warm (Under 90 day supply)
• Works well in lower price points with many buyers • Under $2M
• Works well in all price points with average to good buyer supply • $2M – 4M
• $4M+
+ Min prep work + Great terms + Low risk of market changes + Slightly increased chance of over market sale - Significantly increased chance of under market sale
+ Lowers risk of suffering from market changes + Good ability to plan on results + Extremely low risk of under market sale - Pricing must be accurate
+ Dramatically increase chance of over market sale + Good with difficult to price homes, as strategy allows market evaluation - Longer market times means more risk of market changes - More prep work required increases cost of sale - Small risk of under market sale as days on market increase
20% Chance
Home Characteristics
MARKET PRICING
5% Chance
55% Chance 5% Chance
McKeon & Associates | Keller Williams Realty 25
“Thank you, Cheryll McKeon, for making our last home sale the most pleasant experience we could have hoped for! We have been through home transactions before but never thought it could be done in such a smooth and professional manner. There were no stones unturned, no surprises, nothing forgotten, hidden, or overlooked. People going through a Real Estate transaction for the first time would never know how hard it can be without a team like McKeon & Associates. We thank you so much, Cheryll, for taking this experience to a much higher level!�
E. OTTOVONASKERVOLD
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5 PREPARING YOUR HOME
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MARKETING ROADMAP We will prepare a custom plan to sell your home. This is a broad roadmap of various steps in the sales process.
PHASE 1
PHASE 2
PHASE 3
Home Walkthrough
Inspections Follow-up
Website Distribution
Inspections
Staging and Photography
On the Market
Staging Consultation
Design
Ongoing Marketing
Improvement Assessment and Bidding
Web Development
Feedback and Analysis
Begin Research and Copy Writing Pre-Production Marketing
Disclosures Pre-Marketing Print Marketing Pre-Marketing Events Print Advertising
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Based on the target buyer we identify, we recommend a custom plan to get your house ready to sell. We are keenly aware of trends and what potential buyers are looking for. We don’t take a vanilla, one-size-fits-all approach like other agents. We recommend different stagers and home dÊcor to make your home look distinctive and stand out from other properties on the market.
McKeon & Associates | Keller Williams Realty 29
PREPARING YOUR PROPERTY FOR SALE “It’s expensive to hire a professional. But it’s more expensive not to!”
94%
These tips are invaluable and will make your property more appealing to potential buyers:
of staged homes sell on
CURB APPEAL IS EVERYTHING! Keep lawn trimmed and edged,
average in 29 days or less
and the yard free of refuse; you want only dark green and bursts of color
and almost always at a
(i.e., planting flowers) greeting your buyers.
higher price.
STAGE FOR A QUICK SALE WITH MORE MONEY. Faded walls and worn woodwork reduce appeal. Fewer than 10-15% of buyers can see the “potential” in a property. Small investments up front in neutral colors will pay dividends. A quicker sale at a higher price will result in almost all cases. FIRST IMPRESSIONS ARE LASTING! The front door greets the prospect so make sure it looks nice and clean. If the trim looks a little frayed, spruce it up with a coat of paint prior to your property going on the market. CLEAN AND LET THE SUN SHINE IN. Make sure everything is spotless before you show your house, including windows – the more light streaming into your home, the better. LITTLE REPAIRS MAKE A BIG DIFFERENCE. Fix the faucet, loose knobs, sticking doors and windows, warped cabinet drawers and other minor flaws. Any small repairs detract from property value so have them fixed before putting your property on the market.
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SAFETY FIRST. Keep stairways clear to avoid cluttered appearances and possible injuries. MAKE YOUR SPACE APPEAR BIGGER. Pack up excess linens and clothing to make closets look bigger and remove excess furniture from rooms. Leave plenty of cleared floor space to emphasize available space. BATHROOMS HELP SELL PROPERTIES. Make the bathrooms sparkle and shine. Don’t let the handyman add gobs of caulking when grout is what you need. MAKE SURE TO REMOVE (OR MENTION TO THE MCKEON & ASSOCIATES TEAM) ANY ATTACHED ITEMS THAT ARE NOT INCLUDED, such as special chandeliers, shelving or garden plants so prospects don’t become attached to what is not available.
Worried about how to get it all done in a short amount of time at a price you can afford? Leave it up to us. We have long-standing relationships with proven, dependable crews of contractors, plumbers, electricians, painters, landscapers and stagers who can transform your house on time and on budget.
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“We decided to sell our house and buy a new one in Newport Beach. After a chance encounter with Cheryll at an open house, we added her to our list of candidate REALTORS to interview. We were immediately impressed with her preparation, confidence, and experience. Cheryll is always prepared, always on top of things, and is very deliberate and strategic in her approach to get her clients the best possible price – whether buying or selling. We would definitely use Cheryll and her team again for any future real estate transactions, and I will be recommending her wholeheartedly to all my friends and family.”
M. & A. WELSH
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6 LET THE WORLD KNOW... LITERALLY.
McKeon & Associates | Keller Williams Realty 33
WHEREVER A BUYER IS LOOKING FOR THEIR NEXT HOME, WE WILL BE THERE COMMUNICATING THE STORY OF YOUR HOUSE. BROCHURES PRINT ADVERTISING BLOG POSTS WEBSITES EMAIL & VIDEO CAMPAIGNS FACEBOOK YOUTUBE TWITTER OUR TEAM SPENDS ENDLESS HOURS PROMOTING OUR LISTINGS TO TARGETED AUDIENCENCES VIA PHONE CONVERSATIONS; WE BELIEVE IN THE POWER OF ONE-ON-ONE COMMUNICATION.
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Your listing on the largest luxury portal in the world. Your listing is automatically fed to kwluxuryhomes.com, the largest luxury real estate portal in the world. ON THE WEB AND UNDERSTOOD ALL OVER THE WORLD: kwluxuryhomes.com displays your listing in over a dozen native languages and terms, including translated property descriptions, videos/virtual tours, currency conversion, metric units of measure, etc. Asian buyers are active on the website, and Chinese is the second most searched language on the site. Whether the buyer for your home is in Southern California, New York or Beijing, our marketing efforts will reach them and communicate to them in their language. Nearly half our visitors are from outside the U.S.
Your listing is automatically fed to ProxioPro.com, the largest international MLS portal in the world.
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On the Web Everywhere Real Estate is Spoken
KWLUXURYHOMES.COM
PROXIOPRO.COM
Global MLS
MCKEONHOMES.COM
Micro-local content driving global traffic 36 McKeon & Associates | Keller Williams Realty
98%
Of buyers use a mobile device in their home search.
Keller Williams Luxury International Realty is a cutting-edge real estate app that works on all devices, anywhere in the world.
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96%
Of buyers use Internet in home search.
The Keller Williams Luxury International Realty website is sticky: Visitors stay an average of 12 minutes –
2x
as long as other realty websites.
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Your Property Website A custom website and URL is created that is dedicated to showcasing your home. This site provides buyers with detailed information about the property, photos, neighborhood information and a virtual tour.
4702 Winthrop Drive - $2,595,000
SOCIAL NETWORKS
MOBILE KW
Your house is posted to Facebook and the Keller
Mobile KW is a cutting edge real estate application
Williams Realty You Tube Channel where the story
that works on all devices, anywhere in the world.
of your home is shared across the social world.
The app allows customers to view properties based on GPS location, address, city or postal code, all while displaying detailed property information including price, bed/baths, taxes, high-quality photos and more.
McKeon & Associates | Keller Williams Realty 39
Market to agents locally and around the globe. POWERFUL GLOBAL NETWORK As a client of Keller Williams Luxury International Realty, you are connected to a vast network of top real estate agents around the world. Our local agents build relationships with agents in other offices and exchange information about who is buying, selling or relocating so that they can refer clients to each other. Depending on your property and your marketing plan, your home’s brochure may go to the managers in feeder markets of New York City, Los Angeles, Seattle, Chicago, and San Diego – real time, dynamic property slide shows on flat screens – in all Keller Williams Realty offices. “EVENT” OPEN HOUSES Luxury residences deserve an “event” when introduced to the marketplace. An open house launch will be specifically tailored to your property. We showcase your home for licensed real estate professionals and their clients. This is an opportunity to highlight the key selling points of your home, answer questions, give room-by-room tours and receive feedback on your house. EMAIL LIST We maintain a master list of local agents, segmented by city. We have also developed a list of top agents with $25+ million dollar annual sales in Orange, Los Angeles and San Diego counties. We send promotional materials, such as emails, brochures and flyers, and updates to our agent lists to keep them informed about your home. We also send brochures with cover letters announcing your property to all Keller Williams Luxury International Realty managing brokers in our feeder markets (New York City, Los Angeles, Seattle, Chicago and San Diego).
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BROCHURES A well-crafted brochure will help a potential buyer remember what makes your house unique after they’ve walked out the door. These brochures are also used to further market your property, sent to our exclusive proprietary mailing list of people specifically targeted for your property intended to peak interest. EMAIL & VIDEO PROMOTION Email campaigns will be sent to our exclusive proprietary email lists. These campaigns will tell the story of your home and highlight its unique characteristics as well as include a link to the property’s website. Studies show 85% of sellers want the use of video to market their properties; less than 5% of agents actually use it. Search engines love video, and we do, too; we use it extensively! UNIQUE HOMES Unique Homes is a multimedia platform of print, online, digital and social media resources. This publication is one of a kind, reaching affluent audiences throughout the US and over 80 countries. Additionally, the online version is syndicated to 30+ websites including NYTimes,com, Lux-Residence.com, FrontDoor.com and UniqueGlobalEstates.com plus many more! DOMAIN Domain Magazine is an upscale/stylist/lifestyle magazine for wealthy active NHWls looking for outstanding properties for sale worldwide, covering the most attractive real estate markets worldwide (London, French Riviera, Paris, New York, Miami, Dubai). LUXURY HOMES Luxury Homes Magazine by Keller Williams is a high end luxury home publication produced in conjunction with the Unique Homes multimedia platform. McKeon & Associates | Keller Williams Realty 41
“After the sale of my home, Cheryll’s involvement did not end there. As I was moving out of state, Cheryll took the initiative to conduct phone interviews with agents in the new area to ensure I would be well taken care of. She found agents who were a perfect fit to assist in finding my new home. Cheryll was by my side every step of the way to ensure the process ran smoothly. Bottom line….if I had to do it all again, Cheryll would be the tiger I would have in my corner!”
G. MATHIS
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7 NEGOTIATE LIKE A TIGER
McKeon & Associates | Keller Williams Realty 43
NEGOTIATIONS & DEFENDING YOUR EQUITY
“The power in negotiations is in the ability to walk away….the skill is in never having to!” There are over
40
negotiation tactics and counter tactics.
The negotiations and skill level of your real estate agent in this area is one of the most important aspects to the successful outcome of your real estate transaction. Negotiation is an art form mastered through experience. There are over 40 negotiation tactics and counter tactics. Most real estate agents are familiar with two-to-three of these tactics. When selling your property, don’t entrust your equity to someone who says they know how to negotiate. The McKeon & Associates Team loves it when our clients say that we “negotiate like a tiger”. It’s one of the best compliments we could receive as real estate agents. Cheryll McKeon’s personal and business philosophy is never to represent the buyer and the seller on the same property. This way, we are able to negotiate the best possible real estate transaction for clients. Cheryll is skilled at getting her clients what they want – the highest possible price! Selling a home is one of the biggest sales you’ll make in your lifetime. Deciding who will help you is crucial. It’s important to assess the skills and background of the individual that will guide you through the process. You want someone strong, persistent, straightforward, and who is never afraid or unwilling to negotiate for you.
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“As first time home sellers, we were not sure how to obtain the best value for our home possible. However, after our first conversation with Cheryll, we knew we were in good hands. She spent time with us walking us through the selling process, answering all of our questions, and advising us on how best to present our home; and as a result, we sold quickly and for top dollar! Her knowledge of the area ensured that we set a strong price for our home which we received very quickly. Coupled with the sophisticated marketing plan she had for our house, Cheryll surpassed our expectations ten-fold! She communicated with us regularly so that we knew where we were in the process every step of the way. Cheryll’s team at McKeon & Associates was equally as stellar...we felt confident that our sale would close in the most effective and efficient manner possible...which it did.”
S. LEMAY
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8 CLOSE THE DEAL
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CONSTANT COMMUNICATION Throughout the sales process we are constantly communicating – with buyers, agents and with you to keep you updated every step of the way. We give you feedback about real-time market conditions and what others are saying about your home so that we can make timely tweaks to the presentation of your house or our marketing strategy.
WE TAILOR OUR COMMUNICATIONS TO THE STYLE THAT YOU PREFER: Do you want to be alerted to everything or only important issues? Do you prefer emails, phone calls or texts? How often do you want to receive updates?
REAL-TIME FIELD ANALYSIS We watch the current residential real estate market; available financing and mortgage rates; the stock market and local, national and global economies – all of which can affect the final price and terms of your sale. This is where our deep experience and collaborative approach come in. We know the environment and the competition. Our decades of experience enable us to advise you where to give and where to hold the line.
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Ensuring a smooth closing process.
Navigating the Deal to Close the Sale Once an offer has been accepted, we aggressively and efficiently manage the transaction to give you peace of mind and ensure a hassle-free escrow. Ask anyone who’s sold a house and they’ll tell you that it’s often the end of the sales process where the most can go wrong: An inspection comes back with negative results and threatens to jeopardize the deal. An appraisal comes in low and creates problems with the buyer’s loan. A buyer can demand home repairs or unusual terms. A sudden change in the market or buyer circumstances can give them cold feet at the last minute.
This is where little things can become big things. We’ve seen it all before and know how to deal with it. McKeon & Associates has the experience to step in and keep the process moving forward smoothly. McKeon & Associates | Keller Williams Realty 49
“Cheryll McKeon and her team could not have performed any better! We were very frustrated as our home had been on the market for 9 months with another agent…..Cheryll was the ultimate professional; she was very strategic and deliberate with her marketing plan for our house. The big plus for us was Cheryll delivered what she promised; she got us top dollar for our house quickly! The entire transaction was seamless. We now have a “Family Realtor.”
M. MARRS
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9 MEET CHERYLL’S TEAM
the right choice to represent you
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CHERYLL McKEON Cheryll leads our team and is a highly experienced Southern California REALTOR. She has a passion for negotiating the highest possible price with the least amount of hassle for clients and their families.
Mckeon & Associates’ mission is to form tight, lasting relationships with our clients, to exceed their expectations, and achieve their real estate goals in an evolving real estate market. CalBRE #00638304
Every member of Cheryll’s team – from our Lead Buyers Specialist to our Transaction Manager to our inspectors – works diligently & strategically for our clients. We keep these goals in mind while working towards the highest possible price: The best terms possible – we negotiate fiercely Swiftly and expediently – the way we work The least amount of headaches and stress to you or your family.
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Fewer than 1% of REALTORS achieve these numerous designations. DESIGNATIONS
ASSOCIATIONS
HIGHER EDUCATION:
REALTOR
The Institute of Luxury Home Marketing
CURRENTLY WORKING TOWARDS HER MASTER CERTIFICATION OF NEGOTIATION
Certified International Property Specialist (CIPS) Certified Luxury Home Marketing Specialist (CLHMS) Certified Residential Specialist (CRS) Certified Negotiation Expert (CNE) Keller Williams Luxury Homes International Specialist
National Association of REALTORS (NAR) California Association of REALTORS (CAR) Orange County Association of REALTORS (OCAR) Women’s Council of REALTORS (WCR) National Association of Hispanic Real Estate Professionals (NAHREP)
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WALLY MALESH Wally Malesh is an innovative leader with over 25 years of proven performance in the most challenging and competitive real estate markets in the country. He is a respected trainer, coach, writer and creative thinker; his unique approach to sales performance and human potential has guided many real estate agents to award winning production. Wally has established himself as one of the country’s top probate specialists.
Fewer than 1% of REALTORS achieve these numerous designations.
CalBRE #00907004
DESIGNATIONS
ASSOCIATIONS
REALTOR
National Association of REALTORS (NAR)
Council of Real Estate Brokerage Managers (CRB)
California Association of REALTORS (CAR)
Certified Luxury Home Marketing Specialist (CLHMS) Orange County Association of REALTORS (OCAR) Keller Williams Luxury Home International Specialist State Director, California Association of REALTORS HIGHER EDUCATION: MBA Adjunct Professor of Entrepreneurial Studies, Pepperdine University
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Trustee on two Southern California Political Action Committees REALTOR member, Orange County District Attorney’s Real Estate Fraud Committee
Our client support department is dedicated to positioning your home for a pre-defined target buyer, using a custom marketing plan with an individual website, strong online marketing and proprietary upscale contact lists to reach qualified buyers.
SHANNON
NITA
Executive Assistant, Client Care Manager
Transaction Manager
Shannon is the Executive Assistant and Client Care
Nita has been McKeon & Associates Transaction
Manager for McKeon & Associates. Shannon comes
Manager for over 10 years. In addition to being
to us with vast knowledge and experience in the
a licensed real estate agent, Nita offers the
customer service industry. With her experience
experience needed to insure our escrows close
as Lead Butler Coordinator and Lead Concierge
in a timely and stress free manner for our clients.
at the top rated resorts in Southern California,
Her attention to detail and calm strategic manner
Shannon knows how to put the needs and wants
carries over to even the most complex transactions
of our clients first and foremost, with the utmost
insuring our clients have the best experience
discretion and professionalism. She instinctively
possible‌.and her customer ratings prove it!
knows how to go above and beyond to ensure all clients have the best experience possible.
ONE STEP SERVICES As the leading marketing consultant in Orange County, One Step Marketing offers full service marketing from planning out a complete marketing campaign to design and copywriting. As experts in design, they know how to deliver results for a successful, sustained marketing plan for our listings. Creating lasting impressions that will speak to your target buyer in a way very few marketing platforms are able do insures our clients receive the most complete, strategic marketing plan! McKeon & Associates | Keller Williams Realty 55
9
TIMES MORE PRODUCTIVE THAN THE AVERAGE AGENT
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CHERYLL MCKEON AND HER TEAM PUTS YOU, OUR CLIENTS, AT THE CENTER OF THE TRANSACTION. WE HAVE THE SYSTEMS AND SPECIALIZED SUPPORT IN PLACE TO ENSURE AN EFFICIENT, SUCCESSFUL, AND STRESS-FREE TRANSACTION: Approximately nine times more productive than the average agent First-class support team for concierge-level real estate service Extensive experience and record results Brilliant marketing materials showcasing your property Exceptional negotiation skills for defending your equity Unrivaled Internet space providing extensive exposure for your property Cutting-edge marketing techniques and strategies Leading real estate company with top selling agents Customized and proven seller plans to provide a seamless transaction Honest, trustworthy with a keen awareness of your needs and goals Customized, out-of-the-box, tiered-level marketing for luxury estates A promise to always put your needs first
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THE RIGHT CHOICE TO REPRESENT YOU Straightforward Communication: We tell you what you need to hear – not what you like to hear You are considering selling your home. This can be a tremendously stressful experience and you need hard-hitting information in order to make smart decisions. We know real estate, we know what buyers are saying and thinking, and we constantly track the pulse and direction of the market. Sometimes the news isn’t all good. In fact, throughout the process you may be presented with suggestions on pricing your home or preparing your home for sale that you may prefer not to hear.
Just know this: we share a mutual goal – to get top dollar for your home, from a qualified buyer, within a reasonable amount of time. We are committed to finding a solution that helps us achieve your goal, and we will always be candid in sharing information and recommendations to get us there. We don’t believe in promising unrealistic results. As your professional real estate team, we owe you honest, straightforward communication. Our loyalty and commitment is to you, to selling your home, and keeping you on top of the game so that we can get you the highest possible price. After all – that is the bottom line!
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A FINAL WORD ABOUT SERVICE Many agents think their most important job is satisfying the customer – which isn’t true. Satisfying the customer is simply the minimum requirement for staying in business. We work constantly to improve our system processes and services to go well beyond the “standard level of service”.
Simply put, our objectives are to get you the most money in the least time and with the fewest hassles. We want to provide the best, most professional service in the industry – period. We want long-term connections and synergy with our clients. We want to make you so happy you listed your home with us that you gladly and enthusiastically refer us to your friends.
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“I cannot say enough about Cheryll. If you are debating about which agent to represent you, look no further. We were selling our house while living across the country. That is a situation that required us to have the utmost faith and trust in our agent. Cheryll and her team went above and beyond in getting everything lined up smoothly from beginning to end. We closed early and more efficiently than I could have imagined. I highly endorse Cheryll and the staff she works with!�
B. FOSTER
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10
NEXT STEPS
finalize listing paperwork
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PROVIDE CHERYLL WITH A LIST OF THE FEATURES YOU LIKE BEST ABOUT YOUR HOME. THEN PHASE 1 BEGINS!
PHASE ONE Home Walkthrough Inspections Staging Consultation Improvement Assessment and Bidding Begin Research and Copy Writing Pre-production Marketing Prospecting for Buyers
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ARE YOU READY? LET’S GET YOUR HOME SOLD!
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McKeon & Associates KELLER WILLIAMS LUXURY HOMES INTERNATIONAL Orange County, California 714.861.5554 cheryll@mckeonhomes.com www.mckeonhomes.com
CHERYLL McKEON ORANGE COUNTY REAL ESTATE EXPERT
949.466.0917 cheryll@mckeonhomes.com www.mckeonhomes.com