Our aim is not to be the biggest real estate firm in your market. It’s simply to be the best.
A Message from John Aaroe
Thank you for giving us the opportunity to meet with you. We’re honored that you’re considering us to represent you, and excited by the prospect of putting our integrated marketing abilities, connections and resources to work for you. Our aim is not to be the biggest real estate firm in your market. It’s simply to be the best. When you choose us, you can rely on receiving careful counseling, skillful representation and the utmost respect. Your agent shares our high standards of integrity and personal service, and is backed by our entire management team and staff — every member dedicated to giving you a smooth experience and a rewarding outcome. We look forward to the privilege of representing you. Sincerely,
John Aaroe
Representing You
Being locally owned and managed allows us to act quickly and knowledgeably to meet your needs.
Our Story
John Aaroe Group is a Los Angeles owned and operated real estate brokerage with over 300 agents in six strategic locations in Beverly Hills, Brentwood, Sunset Strip, Sherman Oaks, Pasadena and Downtown Los Angeles. Established only five years ago, we’re on track to close over $1.2 billion in sales this year. While technology, marketing, research and statistics play important roles in any successful real estate transaction, the most critical element of all is people. When you bring the right buyers, sellers or investors together, the result is a solid deal with a rewarding outcome. Our agents are experts at creating this synergy — and it’s the aspect they love most about what they do.
Our Mission
John Aaroe Group intends to be the preeminent real estate firm in select affluent markets throughout Southern California. We will reach our goal while reflecting the core philosophies of our founder: every agent is experienced and committed to upholding our high standards of integrity and personal service…every client is carefully counseled, skillfully represented and treated with respect…and our expert management team is dedicated solely to helping our associates and clients achieve their goals.
From his early days with the elite Jon Douglas Company to his dynamic vision for John Aaroe Group, he has relentlessly set the bar for agent productivity and impeccable client service.
Our Founder
On the vast and complex Los Angeles real estate scene, John Aaroe has stood out as a symbol of impeccable representation and impressive results for over 30 years. Mr. Aaroe launched his career in 1975 as an agent with the elite Jon Douglas Company. In 1980, he formed Douglas Properties, the second luxury real estate division in the country, leading it to become one of the largest multimilliondollar high-end real estate firms in the US. From 1988 to 1993 he served as the firm’s general manager and sat on its board of directors, traveling to Asia to forge alliances with overseas companies and leading the company’s growth from three offices and 65 agents in 1975 to 31 offices and 2,000 agents in 1993. That year, he left the firm to launch Aaroe & Associates. By 1996, his young company was the third-highestgrossing residential real estate firm in Los Angeles County. In 1999, it was rated the most productive company in the US per agent by RealTrends, with average agent sales setting an industry record at $6.8 million.
In 2000, Mr. Aaroe sold the company to Prudential California Realty and was asked to join that firm as third partner and sole EVP. Heading territories from Santa Barbara to the Coachella Valley under the John Aaroe Division banner, he expanded the company’s base to 27 offices and 2,100 agents. In 2002, he played a significant role in the firm’s transition to an affiliation with Berkshire Hathaway. By 2006, his territories had attained $17 billion in sales. In 2007, Mr. Aaroe retired. Two years later, he returned to launch John Aaroe Group with the goal of making it the preeminent luxury firm in targeted Los Angeles markets. John Aaroe Group is on track to close over $1.2 billion in property sales this year.
We are a collection of remarkable agents and employees — who work together as a group to benefit our clients.
Our Offices
The locally owned John Aaroe Group is one renowned real estate expert’s vision of how a Los Angeles brokerage should serve its clients. We are a collection of remarkable agents and employees — who work together as a group to benefit our clients. As a local company, we have an unusually keen understanding of the differing neighborhoods that make up the fabric of Los Angeles. Our offices, strategically located in key markets, keep us closely engaged with the areas where we live and work.
Beverly Hills 150 South Rodeo Drive, Suite 100 Brentwood 11601 Wilshire Boulevard, Suite 101 Sunset Strip 8560 Sunset Boulevard, Third Floor Downtown Los Angeles 548 South Spring Street Sherman Oaks 14242 Ventura Boulevard Pasadena 42 South Pasadena Avenue
Yet although we’re owned here, we’re connected everywhere. No matter what part of the world your ideal buyers live in, we have the network to find them. And while we’re a local boutique, our big-company technology, research and marketing tools deliver the power it takes to get results.
Since 1996, John Aaroe’s giving efforts have resulted in the investment of well over $2.6 million in the communities where his agents live and work.
Our Foundation
John Aaroe has established and been closely involved with charitable foundations since his days with Aaroe & Associates in the mid ’90s. Since 1996, these giving efforts have resulted in the investment of well over $2.6 million in the communities where his agents live and work.
The John Aaroe Group Community Foundation 501(c)(3) focuses its investments on health, community, education and the environment. To expand its impact, we collaborate with our agents to single out neighborhood organizations in need of our support. We will also gladly contribute to a client’s charity of choice on close of escrow. In view of today’s economic challenges, involvement like this is more vital than ever. In making this ongoing contribution to the well-being of our communities, we enrich all our lives.
About Carla Patterson Carla Patterson began her real estate career after many years in the entertainment industry. Carla’s successful career as a veteran entertainment talent and event producer is highlighted with over 15 years’ experience as a key contributor in securing top celebrities and producing large-scale, high-profile special events for a wide variety of projects across the genres of television, film, music and sports. As an agent, Carla brings her communication and negotiating skills to assist her clients in buying and selling their homes. Combined with her extensive client base within the entertainment industry, Carla is uniquely qualified and has successfully represented buyers and sellers of properties ranging from condos to multi-million dollar estates in some of the most sought-after enclaves in Los Angeles. A long-time Sherman Oaks resident, Carla is actively involved in the Sherman Oaks Homeowner’s Association. She is a member of the Producer’s Guild of America, and is the Director of Events for Yoga Gives Back, a non-profit organization dedicated to raising awareness and financial aid for women and girls to alleviate poverty in India. Client satisfaction is Carla’s primary goal.
310.779.8629 | highstylehomes@gmail.com highstylehomes.com
I have known Carla a long time, and naturally turned to her to help sell my house. She had the house sold in a weekend!! She then saw me through a very stressful short sale process, making sure I had the best people on my team to deal with the bank. Carla’s honesty and integrity is of the highest caliber – she will always give you the straight story and honest facts of the given situation. Carla will be the person I go to when I search for my next home (be it a lease or a purchase).
- C.B.
I’m so fortunate that my friend suggested Carla to help me rent my single family home in Encino. Carla dug in right away, coming up with a strategy, price point, pictures, etc. Within 2 weeks I had a tenant... and my tenant is the BEST EVER!! Rent is on time, and my house is being kept immaculately. Yay for Carla!
- K.C.
Patient, helpful, experienced and professional. She worked with me to find the perfect home. Totally satisfied with her representation. Would highly recommend her to anyone looking to buy a home or sell a home.
- F.L.
About Mary Baldwin Mary Baldwin is committed to serving her clients with integrity, excellence, dedication, and enthusiasm. She has her SRES designation and has worked in the senior community helping people during this difficult transitions, having been the recipient of a grant from CAR based on the work done within this community. She also works with Watch 2.0 and runs a neighborhood watch group in Sherman Oaks, blogs regularly about real estate and is an EcoBroker. “Just recently sold our condo with Mary as our agent. The selling price was well over the listing price, thanks to Mary’s recommendation and expertise. Mary was professional and efficient in every way, including handling retrofits and repairs required. She was extremely responsive to our needs, so that we always knew what was happening and that she was on top of things. We highly recommend Mary to any prospective buyers and sellers.”
“Bought my first house in 2011 - Mary was very instrumental in helping me to be less anxious about the process, she was resourceful in finding out about grants for first time buyers, she was excellent in getting in a roof credit when the house was being sold “AS IS” and just recently, she was instrumental in resolving a home warranty issue that I thought was a losing battle. It’s nice to know that even though it’s been 7 months since I bought my house, I can still call Mary and get answers to my questions. Highly recommend Mary as your agent, she will go the bat for you.”
- Sandi K.
310.600.5966 | maryrbaldwinhomes@gmail.com marybaldwinhomes.com
- Eve B.
MaryBaldwinHomes.com
Attracting Your Buyer
The most powerful home marketing strategy is one that creates demand for your property, attracting many buyers to compete for your listing.
We strategically market your home
At John Aaroe Group, we’re masters of multichannel marketing. Drawing on years of experience and proven results, we’ll create an integrated multimedia marketing strategy that’s custom-designed for your home. It will combine a range of powerful elements, including:
Direct from Seller 2% Print Advertising 1%
Real Estate Agent 33%
Other Sources 1%
Online media Mobile marketing Social media
Home Builder 5%
Print advertising Print marketing Industry networking
Friend, Neighbor, Relative 6%
How buyers found their home
According to the National Association of Realtors, buyers found their home through a variety of sources. Our marketing plan for your property will include each of these avenues.
National Association of Realtors Study 2013
For Sale Sign or Open House 9%
Internet 43%
Our expert approach to promoting your property is built on John Aaroe’s longtime skill for exceptional, breakthrough marketing.
Making a splash in the market
We have just one chance to see that your home makes a strong first impression — so preparation is essential. In addition to setting the optimal price, we must get your home ready for the spotlight. We will recommend updates aimed at enhancing your property’s perceived value. If necessary, we can bring in the services of a professional stager and landscaper. Then it’s time for photography and copywriting. Of course, we’ll schedule the photography session to capture your home at the time when the light is best.
We will ask you to tell us what you love most about living in your home. We’ll use your inside perspective, along with the key features of your property, to tell a story that stimulates the interest of buyers sifting through competing properties. The goal is to get them through the door and in love with your home. With these key marketing assets in hand, we’ll begin to produce the powerful marketing pieces detailed on the next pages.
90% of home buyers start their search online. Our digital marketing strategy makes sure your home gets seen…and it captures their interest.
The art of digital marketing
The moment we have professional photographs of your property, we’ll quickly turn them into striking marketing elements — then deploy them in highly strategic ways.
Property eMagazine
Not only will we draw on our set of proprietary email lists to get your home seen, but each component of the plan is designed for easy social sharing — to help spread the word that your property’s on the market.
eMail campaign
Property website Produced within 24 hours of receiving photography Your dedicated website will include all the HD photos we capture, plus a virtual tour, map and description of your home.
To preview a property website, visit 777Encore.com
We’ll email an eight-page online magazine filled with vibrant images, plus a written description of your home, to our list of active brokers and buyer prospects.
We’ll send an instant alert to our industry lists, including all John Aaroe Group agents and the top-producing agents at other firms in the area. We’ll follow up by emailing our proprietary list of active buyers.
We’re experts at marketing your home in a big way on a small screen.
On-the-go mobile marketing for your property
Most real estate companies talk about the online marketing they do for your home. We do that, too. But what separates us from the rest is our major focus on the fast-growing mobile consumer. With 1.2 billion people accessing the web from mobile devices* and 50% of mobile phone users making their device their primary Internet source, it’s critical to make sure your home’s marketing looks good and functions well on a mobile device. We’ll get your home noticed by mobile-searching buyers by: Producing a mobile website for your home According to NAR, 45% of home buyers used a mobile site or app to search for their new home. 22% of them found the home they purchased on their mobile device. We’ll design your home’s mobile site to deliver an optimal viewer experience for mobile searchers — one that includes photos and descriptive text, and allows them to call or email your agent with one tap. When buyers are near your home, they can locate it via a GPS search on our mobile website.
Try our mobile marketing for yourself! Text “sample” to 85377
*Source: Digital Buzz, 2013
Establishing a unique text code for your property’s mobile site We will assign a custom text code home buyers can use to access your home’s mobile site. We’ll include this code on all marketing for your property so buyers can instantly pull up information about your home. Creating a Quick Response (QR) code When buyers scan your unique QR code on your home’s For Sale sign, direct mail piece or property brochure, they’ll be linked directly to your property’s mobile site.
Your home will get attention on all the most-visited real estate sites and key social media.
Broad Online exposure for your listing
43% of home buyers find the home they buy on the Internet. Your property is competing for their attention online, so it’s essential to get it seen at its best in all the right places. aaroe.com: Your home will appear on both our main and mobile-enhanced websites, capturing home seekers at their computers and on-the-go. Our technology is GPS enabled, so home seekers can search and map your open house showings while they’re on the road. realtor.com: We’ll see that your home is given showcase status on this high-traffic site, the most comprehensive source of real estate listings. A growing number of home buyers use social media like YouTube, Facebook and Twitter as key search and information sources. We’ll make sure they learn about your property by sharing information on these, and other social sites.
Explore user-friendly aaroe.com. Pretend you’re a buyer and search for a home like yours!
We’ll give your property far-reaching exposure on key real estate sites. Among the most highly visited in the mix:
Home seekers consult many sources. We stay on their radar by investing in promotion for your listing on an array of channels.
Aggressive Print Advertising
Newspaper and magazine advertising is one of many ways to attract buyers to your home. To launch your listing, we’ll advertise it in the LA Times. On an ongoing basis, we choose properties we think will generate immediate interest among active buyers and crosspromote other similar listings. You benefit whenever we advertise homes like yours. Every ad in which your home appears will include your property’s exclusive text code, so buyers can find out more about it fast. Your agent will be alerted to every prospect who texts for more information.
John Aaroe Group advertises nearly every week in the LA Times to capture the attention of local buyers.
Our aggressive print advertising strategy drives buyers back to our website, aaroe.com, where your home will be featured until it is sold.
Our in-house marketing team will combine professional photography and compelling copywriting to create impressive pieces that keep your property top-of-mind with buyers.
A powerful print showcase
Property brochure
Direct mail postcard
Our marketing experts will produce a vibrant full-color property brochure highlighting the unique features of your home. It will include both your property website URL and its exclusive text and QR codes, so mobile buyers can get more information and additional pictures of your home.
We’ll send a full-color postcard announcing the availability of your property to our prospective buyers and proprietary contact lists. It will include your property web address, text and QR codes.
Our company’s marketing materials are printed on paper certified by the Forest Stewardship Council as the product of sustainably managed forests.
33% of buyers find their home with help from a real estate agent. So it’s critical to keep your home on the radar of agents working with active buyers.
It’s all about connections
A solid network of contacts is essential to successfully marketing a property. We maintain proprietary contact lists of active agents in Los Angeles, Southern California, across the country and around the world — and collaborate with them to locate qualified buyers wherever they may be.
These exclusive lists include: • Local top-producing agents • Southern California top-producing agents • Top luxury agents from other firms nationwide • International brokers serving high-end markets
To bring your property to the attention of international buyers, we maintain relationships with a group of the finest real estate brokers in the world.
Owned here. Connected everywhere.SM
Juwai.com Second only to the U.S. in terms of international buying power, China represents a tremendous new market opportunity for property sellers around the world. The go-to source for Chinese-speaking buyers is juwai.com, the largest international property website in Chinese. Hosted in China, it’s visited by thousands of buyers a day from over 315 cities across Asia, as well as major Chinese communities in Taiwan, Hong Kong, Malaysia and Singapore. Buyers looking for LA area properties will find your home there. As a member of “Who’s Who in Luxury Real Estate,” we are affiliated with brokers in more than 60 countries worldwide. Your home will be advertised on the network’s international website, www.luxuryrealestate.com. LuxuryRealEstate.com • The world’s largest database of for-sale luxury properties from around the world • “Best of the Web” and “Forbes Favorite” by Forbes magazine for several years • Ranked #1 luxury real estate site by The Luxury Institute LLC
*For John Aaroe Group listings $500k+
Your buyers could be across the globe. We have the connections to find them.
Reaching the International buyer
Your home is here, but your buyer could be anywhere. Through our relationship with Proxio, the largest international MLS, we can market your property in 140 countries. We also network with more than 700,000 agent members worldwide via a sophisticated online buyer/seller matching marketplace. Your property information will be translated into their choice of 19 languages, 55 currencies and metric measurements.
Your property will be promoted on the international website of the International Consortium of Real Estate Associations, worldproperties.com, with over 3.4 million listings worldwide.
MARKETING COMMITMMENT PERSONAL SERVICES: Seller’s Home Warranty on the systems and appliances on the property to cover the listing period until COE should any items need repair (excluding community areas covered by HOA) Hosted & Catered Broker Caravans (Tuesdays & Fridays) Hosted Sunday Open Houses Catered First Sunday Open House Special Preview Invitations sent to neighbors and database Private “appointment only” showings by Listing Agent only Weekly Report regarding showings/open house/broker caravan/MLS inquiries by consumers JAG Monthly statistics report for your area Consultation for “staging” to prep home for sell ONLINE PRESENCE Professional color photography Property video www.1234MainSt.com MLS with color photo slide show and property website John Aaroe Group website with color photography Property listed with color photography on: Realtor.com (Enhanced Premiere Membership)* Zillow Trulia Redfin Realtytrac RealEstate.com Yahoo.com Google.com Craigslist Frontdoor.com Homefinder.com
*Enhanced Premiere Membership allows all inquiries to be sent to the listing agent rather than the agents who have purchased zip code specific “leads” from Realtor.com SOCIAL MEDIA All social media – Facebook, Twitter, LinkedN, Instagram, Agent’s WP blog www.marybaldwinhomes.com which is optimized for mobile viewing Facebook Ads bought with specific social and age demos relating to income, geography, social status, interests, occupations and hobbies QR code with property information located on sign rider in front of property – allows buyers driving by to obtain wireless information about property – they can view the property website SMS property information on sign rider allows buyers driving by the text listing agent for information You Tube – property url available on agent’s channel PRINT Color ad in Sunday LA Times (with professional photography) 300 JUST LISTED cards (with professional photography) mailed to neighborhood and database Color ad in MLS Open House Guide – weekly industry publication to all MLS membership Email blast of brochure of database to over 5000 LA/OC county agents Invitations sent to “neighbors only” open house preview Color brochure of open house walked around immediate area
Pricing Your Property
We deliver the market intelligence you need to make smart decisions.
We track where the market is headed
Before you embark on one of the largest and most complex transactions you will ever make — buying or selling a home — you need the best and most current picture of the market. Our team continually analyzes the market to ensure that John Aaroe Group buyers and sellers make the most informed decisions possible. Published each month, the Aaroe Market Report delivers an in-depth look at local real estate activity in over 65 areas across Los Angeles. The report goes beyond a simple snapshot of market activity in an area to spot important patterns and trends that could influence the buying decisions of our clients. It includes a graphic representation of the defining statistics of a particular marketplace, including historical perspective in graphs tracking trends over the last 24 months and sales history over the past three years.
That macro view, combined with your agent’s personal assessment of your property, can help you make intelligent, informed decisions about your real estate investments. In fact, if you’re curious about the value of any property in the area, your agent will be happy to provide a detailed market report for you.
John Aaroe Group is known for its exceptional skill in positioning a property to achieve the best possible price.
Defining market value
In determining price, we evaluate three key elements — location, market dynamics and sales activity in your local area — to determine the highest potential value for your property. Location This exerts the single greatest influence on your property’s price. We’ll assess the strengths and weaknesses of your home’s location to determine the most effective approach to marketing and selling it. Market conditions Home prices are affected by the current real estate market, the number of homes for sale, the number of buyers and the availability of financing. We’ll evaluate all four in developing a realistic price range for your property.
Competition Other properties currently on the market and recent home sales both affect how potential buyers assess the worth of your home. Our comprehensive market evaluation will help you determine where your property should be positioned amid the competition. Determining the listing price A competitively priced home attracts a far larger number of showings to qualified buyers. We’ll draw on all our skill, experience and information to help position your home to attract the highest possible price for the current market.
Your home’s initial listing price is a critical element of a successful property marketing plan.
Pricing your home to sell
Our goal is to achieve the highest possible sales price for you in the shortest period of time. To achieve that, we must generate maximum buyer engagement when the property first hits the market. If we price your property over market value, we risk losing the attention of active, qualified buyers. These illustrations show the effect of overpricing on both time on market and selling price.
A correctly priced home gets more buyer showings during the critical first two weeks on the market.
Pricing a home correctly shortens its days on market and results in a higher sales price.
Closing the Transaction
The inner workings of a real estate transaction can be daunting…unless you know the right experts.
We keep the complex process running smoothly
Once you’ve accepted an offer, our efforts focus on smoothly and swiftly closing your transaction. This process is complex and involves many players. Because we know your time is valuable, we’ll orchestrate these moving parts on your behalf, in collaboration with the best service providers in their fields. Overseen by your agent, these skilled firms will work together to ensure a smooth process and peace of mind for you. Chartwell Escrow With nearly a century of combined experience in the industry, the experts at Chartwell Escrow have the knowledge and experience to ensure that your escrow is processed and closed efficiently, professionally and securely.
Madison Lending Group A division of Skyline Mortgage Madison Lending Group is known and respected throughout California as an outstanding full-service mortgage brokerage that successfully meets the needs of real estate professionals, builders and individual home buyers. Lawyers Title This distinguished firm is a member of the Fidelity National Financial, Inc. (NYSE: FNF) family of title companies, which collectively represent the largest title insurance and escrow services company in the world.
John Aaroe Group agents specialize in overseeing the many complex details involved in closing a transaction.
The Sale and Escrow Process
Here are just some of the services your agent will provide to ensure your transaction closes successfully.
During the escrow process
During the offer
• Maintain clear, consistent and frequent communication with all parties in the transaction
• Have you review and sign Agency Disclosure Statements
• Take all available efforts to ensure buyer’s deposit arrives according to the contract
• Advise you during negotiation on price and terms of the sale
• Assist you in the review of instructions and all contract deadlines prior to distribution
• Assess realistic interest rate caps and review loan appraisal contingencies
• Coordinate and attend all inspections; in consultation with you, negotiate any repairs or credits requested by buyer
• Help you review buyer’s pre-approval qualifications and proof of funds documentation
• Meet appraiser and provide all requested documents including sales comparables
• Review how responsibility for transaction costs has been allocated and determine your approximate net proceeds
• Oversee completion of all disclosures and coordinate delivery within required time frames
• Negotiate for length of escrow and Escrow and Title Company requests per your instructions
• Meet retrofit company and confirm requirements are in compliance
• Help you evaluate and negotiate for items included and excluded from purchase
• Help you review all Escrow Amendments and Title Report
• Assist you in the review of Addendums and Area Disclosures
• Review City Report to check for sewer hookup, zoning and special assessments • Take all available efforts to make sure buyer’s closing funds are in escrow in a timely manner • Address any last-minute requirements for smooth, successful close of escrow • Coordinate final walkthrough inspection and deliver keys to buyer
©John Aaroe Group 2013