BOUTIQUE SERVICE | GLOBAL REACH
The Cunningham Group Cunningham Group founder, Rick Cunningham, boasts over 20 years of real estate experience, and has worked on thousands of transactions. Drawing on his past experiences, Rick began The Cunningham Group, a team of outstanding real estate consultants that offer superior market knowledge, neighborhood expertise, professional connections, and an unmatched level of service. The group stands apart as a premier luxury real estate boutique by combining a skilled, analytical, business minded approach with personalized consulting and luxury advertising into a unique and personal business plan. The Cunningham Group gives you the exclusive advantage in preparation for one of the largest investments in life.
Getting your Home Sold
Our 2017 listings have sold at an average of 105% of the original list price Selling a home for the highest possible price in Los Angeles requires a cohesive strategy, deliberate process and a talented team. We follow a tactical plan to get your home sold for top dollar as quickly as possible. First, we analyze both market conditions and the property to determine how best to position it in the current market. Based on our analysis, we develop a marketing plan and execute it with the intention of generating quality offers from qualified buyers. Then, we negotiate fiercely on your behalf, and when both parties agree on price and terms, we proceed to the closing process.
“Extraordinary results are directly determined by how narrow you can make your focus.” – Gary Keller
The Cunningham Group Leadership Rick Cunningham
Jeff Lemen After graduating with a 5-year degree in landscape architecture, with an emphasis in urban planning from Syracuse, NY, Rick went on to pursue the MBA curriculum at the University of Georgia. With opportunities leading him out to California, Rick found immediate success in real estate on the Westside. Rick was among the seven core agents to open DBL Beverly Hills (now Sotheby’s International) was acknowledged as one of DBL Beverly Hills’ Top 10 Agents.
Rick was recruited by Keller Williams Realty as the first core agent/ investor of the Hollywood Hills office, where he founded The Cunningham Group, a real estate team with Keller Williams, and subsequently went on to become the Top Listing Agent for that year; that same year, the Hollywood Hills Office became recognized at the Homerun Office launch in the Keller Williams franchise system. Rick subsequently co-founded two Keller Williams Realty Offices — Los Feliz and Santa Monica. As the current Owner and Operating Partner for Keller Williams Santa Monica, one of the top performing offices in the Keller Williams Realty International System, Rick oversaw rapid growth from a small start-up to a full-service, 250-plus-agent residential and commercial brokerage; quickly becoming the dominant real estate office in market share on the Westside of Los Angeles. The Santa Monica office ranks as one of the most profitable organizations in the Keller Williams Realty International system. Rick continued expansion as Operating Principal, owner and investor of Keller Williams Marina del Rey, Westside/LA, Newport Estates, Brentwood Estates, and the Pacific Palisades/Malibu Estates Business Center, amassing an agent base of over 850 residential and commercial agents. Rick has truly established himself as a leader in his industry.
With Southern California roots it is no surprise that Jeff developed a passion for the local real estate market. Jeff has been a top-producing agent in the industry since 2006 by successfully assisting his clients with their primary residences and their real estate investment properties. Staying close to his native Pacific Palisades, Jeff graduated from UC Santa Barbara, Class of 1999. Fresh out of college, Jeff pursued a career in real estate. The journey Jeff has taken to reach this point in his career was instrumental in the success he is now experiencing. Years of analyzing and interpreting the market, building personal relationships, and delivering unparalleled service to clients has created the skill set from which Jeff is able to deliver the results his clients desire. In 2000, Jeff joined Rick Cunningham and only a few years later helped Rick launch the premier real estate team, The Cunningham Group. Jeff currently serves as the Chief Operating Partner of The Cunningham Group. Since 2003, The Cunningham Group, with the driving leadership of Jeff, has been providing “white-glove” representation to its luxury, primary residence, and investor clientele. The group is setting the pace in the real estate industry on the Westside of Los Angeles. Jeff is actively involved in the local Pacific Palisades community. He is the past Rotary Club President of Pacific Palisades, 2006-2007. He is one of the Assistant Scoutmasters with Troop 223 in Pacific Palisades, the troop from which Jeff earned his Eagle Scout rank in 1993. You can often find Jeff frequenting the local businesses and restaurants in the Palisades with his wife Colette, four year old twins and their son Preston.
What our clients have to say Stories and testimonials from our clients.
Experience . Commitment . Results. “Jeff Lemen is a superb agent and has a tremendous amount of experience in the West LA area. Highly recommend working with him. He has helped my family find property as well as find quality renters and continues to keep us posted on the West LA Market. He has also received highmarks from friends we have recommended him to. He’s honest, aggressive yet patient.” -Eddie Ma, Buyer, West LA “I worked with the Cunningham Group was professional and efficient. Jeff worked with me on the purchase of my current home. He was great to work with because he took time to thoroughly explain options and documents. The purchase was completed in a timely fashion. I plan to use the Cunningham Group for another real estate transaction.” -Jason Yasment, Seller, Picfair Village “Excellent team, smooth ride, we will use them again. Always available to any questions they sold our house in 3 days and find one we like in one week. They guide us through both process easily.” “Jeff Lemen has been great asset to me. He has helped me with multiple properties I have bought. Sold and rented on the west side. He has helped me find tenants, staged properties, etc.” “I have negotiated the purchase of three rental properties with Jeff Lemen of the Cunningham Group. His willingness to approach any needs in the process coupled with his skill and knowledge were often the deciding elements to my successful purchases. I will call on him when the time comes for a fourth purchase or for any sales I choose to make. Jeff is backed by a professional staff at the Cunningham Group allowed him to assist me as though I was his only client.” “We were fortunate to have Rick Cunningham find and sell us our beautiful house in Picfair Village over 11 years ago....and his partner, Jeff Lemen at The Cunningham Group listed and sold it above asking price!!”
“Highly recommend Jeff and his team. He was always available to answer questions and is incredibly responsive. He is an expert in PicFair Village. He had a clear marketing strategy and executed it exactly as outlined. Professional and a pleasure to do business with!” – Chad & Sandra Rachild, Seller, Picfair Village “We worked with Jeff Lemen as our real estate agent. We gave him some rather stringent and unique guidelines for finding a property for us. He persevered and located just what we were looking for in the area we wanted for a fair price. The property has turned out to be more than what we had hoped for and now we are happily living in an area that totally suits our needs. Beyond that, after the sale Jeff has provided references for inspectors and other services in our area whenever we have asked him and will occasionally drop us an email just to check in. So, he doesn’t forget about you when the deal closes. You’ll be satisfied all the way around with this guy as your agent.” –John & Filamena Christopher, Buyer, Culver City “Jeff Lemen was instrumental in helping us find an income property during a precarious time in real estate. We closed on time and he still is always available to provide us with insight to the real estate market. As the market heats up he still is attentive and knows our area of west Los Angeles very well.” -Bob and Susan Karp, Buyer, Culver City “I have used the Cunningham Group and, in particular Jeff Lemen, to buy 1 home and sell 2 homes. I have been extremely satisfied with their service. Jeff has exhibited the highest degree of professionalism along with expert market knowledge and dedication to a client. He also possesses the rare quality of having empathy for the stresses buyers and sellers are going through. Wouldn’t use anyone else.” -Vince Martin, Seller, Venice
Analyze and Position
For a fast and profitable sale Market fluctuations, time of year and inventory will all have a direct impact on pricing your home. For a fast, efficient and profitable sale, I will provide you with a detailed report outlining the latest market trends, a full market valuation of your home and a Comparative Market Analysis. No matter how hot the market might be, simply placing your home on the MLS (Multiple Listing Service) is not enough. I will consult with you on how to best position your home for sale and attract the right prospects to your doorstep. PRICE Should you price your home at or below market? It depends. Pricing your home in a manner that will attract multiple buyers who will compete with each other, and not you, requires experience and a thorough understanding of the market. I will advise you on the most appropriate pricing strategy. PREPARATION It is a psychological advantage for prospective buyers to see themselves living in your uncluttered home. For this reason, painting, deep cleaning and depersonalizing are crucial elements to a quick sale. I will manage the preparation of your home in a manner that suits your comfort level. Key cosmetic fixes are also important. Should you refinish your cabinets, change out the sink in the guest bathroom or invest in a new front door? I will advise you on changes that yield the greatest ROI. PRESENTATION Staging can be crucial to obtaining the highest price and fastest sale of your home. According to a survey by the Real Estate Staging Association, homes spend 78% less time on the market after being staged. I will advise you on how to stage your home or provide a professional who can do it for you. We have a broad repertoire of interior designers and stagers to meet just about any budget.
Boutique Service Global Reach The Cunningham Group is one of two companies connected with the LANDZ Chinese Real Estate Network. This gives us exclusive access to thousands of buyers from China whom we are introducing to your neighborhood.
Leveraging our global connections Rick Cunningham, the founder of The Cunningham Group and owner of 20 Keller WIlliams real estate offices stretching up and down the US West Coast and over to Hawaii brings an extensive network of agents and connections. Having access to LA’s largest pool of outside buyers through our LANDZ Chinese Real Estate Network and connections to thousands of international brokers through the power of Keller WIlliams Luxury Homes International and KW Global Property Specialists, you can feel confident your home will have an unmatched level of exposure.
A GLOBAL REAL ESTATE POWERHOUSE
35% of reported purchases by Chinese Buyers were in California Los Angeles is the top U.S city searched by Chinese residents.
KW WORLDWIDE REGIONS - As of October 2016
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Belize Botswana Canada Colombia Costa Rica Dubai, United Arab Emirates England France Greater Shanghai, China Indonesia Israel
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Lesotho Mauritius Mexico Monaco Namibia Nicaragua Northern Ireland Panama Poland Portugal
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Scotland South Africa Spain Swaziland Turkey Turkish Republic of Northern Cyprus United States Vietnam Wales Zimbabwe
Keller Williams Realty is the largest real estate franchise in the world – home to more real estate professionals than any other company. To date, master franchise agreements have been awarded across 31 countries and regions.
Marketing and Media Through our in house marketing firm we have access to top print and online outlets with local, national and international exposure.
Bring the right buyers to your door step For maximum exposure, we use a proven Cross Media Marketing Strategy utilizing multiple online and print mediums, our extensive agent network and the advantage of Keller Williams’ global presence. Your home will be featued on Keller Williams Listing System, or KWLS. This proprietary, exclusive system ensures your property is marketed online 24/7 through more than 350 of the most popular search websites. As the largest real estate franchise in the world, Keller Williams offers “My Listings, My Leads,” wherein every single Internet inquiry on your property comes directly to us, allowing immediate follow-up with potential buyers. We distinguish ourselves from other agents with the breadth and depth of services we provide and our goal is to make selling your home painless, profitable and predictable. We proudly offer our sellers the following services: • Individual property website that is both mobile and desktop friendly • Cross-platform social media exposure on both Keller Williams sites and our personal sites • Professional photography and a video walk-through with our in house photographer • A detailed floor plan included on the site and print marketing • Print marketing - beautifully crafted postcards, brochures and property statements to showcase your home
Print Advertising With our in house graphic designer you can feel at ease knowing that there is a dedicated professional to make your home look the very best.
Print Marketing and Advertising Property Brochures, Booklets, Postcards and Print Ads Property Brochures: You only get one first impression. That is why we design custom pieces to beautifully showcase your home and create the largest impact on potential buyers. Property Booklets & Statements: An informational summary of the factual data and metrics regarding your home. Along with a narrative and story behind the history, features, and amenities that will intrigue buyers to come see for themselves. Just Listed Postcards: Sent to the surrounding community with the understanding that many buyers can come directly from contacts living right in the neighborhood. Advertising: As part of the marketing campagin, your home will be featured in the most widely read, high-yield newspapers and magazines for increased exposure.
Online and Social Media Everyone has access to these tools but The Cunningham Group’s dedicated team has the knowledge to implement the most strategic plan to showcase and advertise your house on the most sites.
Online Advertising and Social Media Property Websites, Photography, Video / 3D Walk-Throughs, Social Media and Keller Williams Listing Service Social Media: There is no denying the power of positioning your home in the midst of a strong social media campaign to create interest. Your property will be included in a well-crafted and consistent program. Keller Williams Listing Service (KWLS): The Keller Williams Listing Service is a powerful search engine that will further propel your property into the reaches of the internet and gain additional exposure to serious and qualified buyers. Individual Property Website: A dedicated web page specific to your home is useful for marketing your home online to generate interest and foot traffic. Video & 3D Walk-Throughs: Similar to the magic of photography and staging, video is another way to fuel buyer interest. Unique features of your property can be highlighted and brought to life. Video can be very useful for out of town buyers who don’t have the opportunity to attend private showings or open houses.
Property Marketing Timeline We believe each and every home needs its own individual marketing plan to achieve the maximum exposure.
Our plan to get your home the most exposure LISTING GOES LIVE Listing is active on MLS
SIGN LISTING AGREEMENT Review and sign listing agreement CREATE COLLATERAL Develop print and digital marketing materials
Finalize marketing plan Prep house to go to market: - Staging - Repairs - Cleaning
Syndication to websites All marketing is launched to agent/consumer database
Craft unique social and email campaigns
Broker/Public open houses
Send all print material to press
CRAFT THE NARRATIVE Story board a plan and narrative about home features and amenities Document the property through photography and video Create a polished web page
Private showings
OUTREACH Local outreach to brokers/agents Internal KW announcement to brokers and offices Submit ads for distribution
“Teamwork is the ability to work together toward a common vision. The ability to direct individual accomplishments toward organizational objectives. It is the fuel that allows common people to attain uncommon results.� --Andrew Carnegie
Team Members Lynne Malone
Sales and Operations Lynne works closely with our owner Rick Cunningham. Her background consists of assisting some of the top record producers and music artrists in the area. She has supported Rick in opening over four KW offices in California and Hawaii.
Metila Monika Kosti Buyer Specialist
Metila is an international soul with a background in European Politics and International Relations. When she moved to Los Angeles in the search of fulfilling a greater dream, she acquired her real estate license while working in property management. After 3 years of experience in that field she decided to become a fully committed real estate agent.
Josh Spooner Marketing
Victor Brown
Buyer / Listing Specialist
Josh comes from a background of marketing and media. He has over 10 years of experience with photography and film and studied advertising and computer science at the University of WA. He has helped market some of the top agents and listings on the West Coast.
Victor joined the Group in 2013 and brought with him an incredible amount of experience including property management and home renovations. He will take the extra steps to ensure a house is positioned to sell at its full potential.
Ali Andersen
Avi Ovadya
Buyer Specialist
Buyer Specialist
Ali was born in Oakland, CA, but had always wanted to trade the Bay Area fog for some southern California sun. After earning degrees in Psychology and Sociology from the University of Colorado at Boulder. she moved to Los Angeles and started her career in real estate.
After graduating Avi pursued a career in Business Management as a financial consultant in Los Angeles to affluent Hollywood clients which included real estate transactions. Upon the successful closing of a few deals, Avi realized his passion was not crunching numbers but connecting with people to find them their dream home. With confidence, Avi decided to make a career switch into real estate.
Our Partners
Our full service philoshophy We are passionate about delivering exceptional consumer experiences. By offering a complete suite of real estate services, we ensure that we meet our consumers’ every need. From sales and rentals, to mortgage, new developments and title insurance, we have experts in every field to guide you skillfully from beginning to the end of your real estate journey. With our extensive knowledge in every aspect of the field, and fueled by consumer research and insights, we are the go-to source for information and education. Founded on the principles of trust and honesty, The Cunningham Group emphasizes the importance of having the integrity to do the right thing, always putting your needs first. Determination & commitment to an unrelenting pursuit of your goals & a commitment to excellence will enable you to attain the results you seek.
The Power of Keller Williams
Keller Williams
• The largest independent real estate franchise
• A network of over 146,000 real estate consultants with a projected growth of 300,000 • 800+ offices in the United States and Canada (50) major markets • Excellence in cutting-edge real estate training, real estate coaching and real estate education • Named “Most Innovative Real Estate Company” by Inman News
Honors and Awards
• Principal 10 Best Companies for Employee Financial Security Keller Williams featured in Inc. Magazine for commitment to financial and physical wellness • Computerworld Data+ Editors’ Choice Award Keller Williams recognized for its business intelligence system • Inc. Magazine 5000 Made list of fastest-growing private companies— for the fifth year in a row • Franchise 500 Made Entrepreneur magazine’s list of top franchises—for the fifth year in a row • National Association of Hispanic Real Estate Professionals 250 Keller Williams had 25 representatives on NAHREP’s list of top-producing Latino agents • REAL Trends/Wall Street Journal “The Thousand” Keller Williams had 147 associates and teams on the list of top real estate professionals in America • REAL Trends Canada’s Best Real Estate Agents Keller Williams is home to #1 agent by transactions (Marvin Alexander) • Inman News Innovator of the Year Keller Williams is home to the real estate industry’s top innovator (Ben Kinney)
• Best Companies to Work for in Texas Austin American Statesman • Inman 100 Most Influential Real Estate Leaders Report 6 Keller Williams representatives • SwanepoelPower 200 Most Powerful People in Residential Real Estate Report 10 Keller Williams representatives • The #1 Training Organization in the World across ALL industries - Training Magazine • REALTOR Magazine 30 Under 30 7 Keller Williams finalists and 4 winners, including the Web Choice winner • REAL Trends 500 126 Keller Williams offices ranked by transactions and sales volume – more than any other real estate franchise • REALTOR Magazine Volunteering Works Keller Williams associate Miriam Hernandez Ramirez, one of five award recipients • National Association of REALTORS Distinguished Service Award Both award recipients (Mike Brodie and Jim Helsel) are Keller Williams associates
Thank you so much
We’re ready when you are We put this booklet together to help you understand the scope of our services. You have many options when choosing an agent in Los Angeles to represent you in one of the most important transactions of your life. It is important that you select an agent with whom you are comfortable discussing potentially sensitive issues, and someone you trust will represent your interests above their own. We would be honored to represent you in the sale of your home. You will have the full support, enthusiasm and passion of the Keller Williams team and The Cunningham Group to deliver the exceptional results you expect and deserve.