PROPERTY MARKETING PLAN
Your Adventure Begins Here
HOMES BY AMERICA
WELCOME HOME The Homes By America team provides you with an
My entire team and partner network comprises people
award-winning real estate experience in Los Angeles and
who represent my core values of authenticity, open
Southern California.
communication, hard work, and exceptional service.
Over 100 five-star client reviews describe the Homes
Whether you’re selling for the first time or a seasoned
By America experience as professional, down-to-earth,
real estate pro, we invite you to experience what working
authentic, informative, and outcome-driven.
with Homes By America can do for you and your family and allow us to turn your real estate dreams into reality.
When you partner with us, my team and I are experts at preparing, presenting, and marketing your home to maximize the sale price for you and your family. We know your market, and our extensive experience allows us to position your home to match with the perfect buyer. Let us guide you through every step of the home sale process and welcome you as if you were a member of our own family.
America Michael
Founder & Lead Agent
HOMES BY AMERICA
THE EXPERIENCE THE THEHOMES HOMESBY BYAMERICA AMERICAEXPERIENCE EXPERIENCE
5 5
Who Who We We Are Are And And Why Why We WeWin Win
Service, Service, With With The The Aloha Aloha Spirit Spirit Service, With The Aloha Spirit
Fresh, Fresh, Fun Fun & Authentic Authentic Fresh, Fun && Authentic
grace, and always acting in best the best interest of client. the client. and and always always acting acting in the in the best interest interest of the of the client.
Buying Buying or selling or selling a home a home should should be fun! be fun! WeWe make make the the Buying or selling a home should be fun! We make the experience experience experience light, light, happy happy andand positive positive by authentically by authentically happy and positive by authentically connecting with our clients and connecting connecting with with our our clients clients and and providing providing them them with with ourour providing them with our professional advice and recommendations.
It’sIt’s The Little Things It’s The The Little Little Things Things
Our Vibe Attracts Our Tribe Our Our Vibe Vibe Attracts Attracts Our Our Tribe Tribe
WeWe listen carefully to our our clients needs and dowhatever whatever We listen listen carefully carefully to to our clients clients needs needs and and do do whatever it it it takes best experience and best takes takes to to provide toprovide provide thethe the best best experience experience and and getget get thethe the best best result. result.
WeWe only partner with the best. Our network of Realtors, We only only partner partner with with the the best. best.
We go go extra extra mile mile for our clients. clients. We do do what other other WeWe go the thethe extra mile forfor ourour clients. WeWe dowhat what other realtors realtors are are not not willing willing to to do. todo. do. WeWe We dodo it dowith with humility, humility, grace, grace, Realtors® are not willing ititwith humility,
result. We pay attention to the little details that make a WeWe paypay attention attention to the to the littlelittle details details thatthat make make a real a real estate estate real estate experience, exceptional. experience, experience, exceptional. exceptional.
Luxuriously Luxuriously Accessible Accessible Accessible Our clients clients love love us us because we provide provide aapremium, a premium, luxury luxury OurOur clients love us because because wewe provide premium, luxury realreal estate experience while remaining approachable and real estate estate experience experience while while remaining remaining approachable approachable and and accessible to anyone who values quality. accessible accessible to anyone to anyone whowho values values quality quality
professional professional advice advice andand recommendations. recommendations.
Tradespeople, Mortgage Brokers, Staging, Landscaping, Our Our network network of Realtors, of Realtors, Tradespeople, Tradespeople, Mortgage Mortgage Brokers, Brokers, Photography & Video Production partners means our Staging, Staging, Landscaping, Landscaping, Photography Photography & Video & Video Production Production clients get nothing but the best. partners partners means means ourour clients clients getget nothing nothing butbut the the best. best.
We We Play Play Hardball. Hardball. Softly. Softly. We Play Hardball, Softly.
Negotiating Negotiating the the bestbest dealdeal possible possible for for ourour client client is is Negotiating the best deal possible for our client is paramount paramount to our to our success. success. Negotiations Negotiations don’t don’t need need totobe to paramount to our success. Negotiations don’t need bebe
adversarial. adversarial. We We negotiate negotiate hard, hard, while while always always looking looking for the the adversarial. We negotiate hard, while always looking forfor win-win, andand in ainway aa way that that maintains maintains a positive a positive energy energy withwith thewin-win, win-win, and in way that maintains a positive energy with the deal and with our fellow Realtors®. the the deal deal and and with with our our fellow fellow realtors. realtors.
WHO WE ARE
MEET AMERICA Born in Hawaii, I was raised in Northern California by an
My team consists of my executive assistant, a buyer’s
entrepreneurial family and have happily resided in the
specialist, a director of operations, a full-service transaction
South Bay, Los Angeles, since 2007.
coordinator, a local escrow and title company, an established local mortgage company, and an incredible real estate
I started in Real Estate as an individual agent with
brokerage.
Keller Williams Beach Cities over ten years ago and have progressively built my business brick-by-brick as a
My team works hand in hand to deliver our clients the
solopreneur through hard work, grit, and determination.
exceptional experience and outstanding results we are
As a prolific networker, my business has grown on the
known for.
foundations of service, authenticity, and always finding a win-win.
When I’m not helping our clients, you can find me walking the Strand at sunset, working out on the beach, enjoying
I have been fortunate enough to receive multiple awards
a South Bay restaurant, or traveling with my husband to
with Keller Williams over my career, including top
our favorite destinations.
individual agent, and numerous platinum sales awards. My personal success as an agent has allowed me to
I consider my clients an extension of my family, and I
expand and create the Homes By America team.
look forward to welcoming you home.
WHO WE ARE
MEET THE TEAM
Shira Zaidorf
Executive Assistant
Stephanie Crothers Junior Partner, Realtor®
As America’s right hand woman, Shira ensures
Our superstar buyers agent, Stephanie Crothers,
that the team is organized and has the tools and
helps buyers not only find their dream home, but
information they need to provide our clients with the
get their offer accepted and closed in competitive
best possible experience.
markets. Stephanie embodies the Homes By America client experience.
Shira is often the first point of contact for our clients and is responsive and attentive to anything you
She provides our clients with expert local market
might need.
knowledge, timely guidance, high-level negotiation skills, industry-leading offer writing strategies, and does it all with the best smile in the business.
B U I L D A HOME FOR A FAMILY IN NEED
GIVE WHERE YOU LIVE
GIVEBACK HOMES by creating sustainable relationships
Giveback Homes and Keller Williams Beach Cities have partnered together to change lives
between real estate
professionals, homebuyers and sellers with people in need across the globe. 100% of Keller Williams Beach Cities agents contributions will go directly to the
Giveback Homes is a community of real estate professionals who are committed to creating social change by helping
build homes for deserving families the globe. We workpositive together to organize fundraising events, mobilize teams of The field and will have anaround immediate and impact with tangible results. volunteer homebuilders, and inspire others to take action for social good.
more homes we sell, the more homes we are able to build for families in need.
AMERICA MICHAEL As a long time partner with Give Back Homes, America regularly donates time and money Realtor® | DRE#01902672
toward building homes for people both locally and
internationally.
HomesByAmerica@Gmail.com | www.HomesByAmerica.com 830 S. Pacific Coast Highway, Suite #200, El Segundo CA 90245
WHY WE WIN
CLIENT TESTIMONIALS
Rachel A . Buyer
The best real estate agent I have ever dealt with. America and her team are experienced, professional, and knowledgeable. They helped us with a rather complicated sale. The home we bought was in the beginning stages of renovation, but America helped us by jumping in quickly to halt certain aspects we wanted changed (like flooring and cabinet hardware). It became very complicated when some leaks were discovered, but America patiently walked us through everything that came up, and negotiated a solution that satisfied both us and the seller. Experts were quickly called in and coordinated by America and her team, and things were resolved. My husband and I highly recommend America and her team! You won’t find a more professional, experienced, or caring agent! Even after escrow closed, she continues to check in on us, give styling suggestions, and helping with professional recommendations. We are extremely grateful! If we need a realtor again, we won’t hesitate to call. The South Bay has many wonderful agents, but I know that you will be in expert hands with America Michael!
Zoe T.
Buyer & Seller America and her fantastic team have helped us purchase two homes and sell one over the years, and we felt extremely grateful to have her expertise and guidance on both sides of buying/ selling process. Her advice and knowledge about the neighborhoods around the beach cities made the search process for our current home in Manhattan Beach very smooth. When it came to negotiating with sellers and buyers over repairs in escrow, America was with us every step of the way to help us manage the process and deal successfully with some contentious requests. She also helped us manage some pre-sale improvements to our prior home that proved to be extremely valuable when it came time bring the property to market. It was great to be able to hand that process 100% over to America and immediately see the financial impact on the offers we received, it was totally seamless and did not involve the typical headaches associated with that type of work – her team knew exactly which changes would have the most return for us in terms of the final sale price and what would take too long to be worth it.
Tyler L.
Buyer & Seller America is one of the hardest working and caring real estate agents you’ll ever meet! We had the pleasure of meeting her through our sister who America helped find and close on her first home. Not only is she knowledgeable about the market, she comes prepared with a Rolodex of options/ contacts to get you prepared to list your home or to settle in once you’ve purchased. When listing our home, America took the time to understand our goals and stayed honest and transparent about the process. Anytime we had a question or concern, she was always accessible! Within a week, we had our home staged, listed, and ready for open houses. We had multiple offers after the first open house and a backup offer after the second and last open house. In parallel, she helped us on the buyer side as we searched for our new home. Timing was key since my wife was almost 9 months pregnant. I’m so thrilled that within 2 months, we sold our house and are in the final stages of closing on our dream home! We could not have done this without America and her wonderful team! They are truly the best!
TRANSACTIONS
SALES SNAPSHOT
925 17th Street, Hermosa Beach
1421 17th Street, Manhattan Beach
1515 10th Street, Manhattan Beach
19321 Anza Avenue, Torrance
3530 Clarington #108, Los Angeles
2715 Vanderbilt Ln #A, Redondo Beach
Buyer & Seller Sides
Buyer Side
Seller Side
Seller Side
Buyer Side
Seller Side
OUR COMPANY
KELLER WILLIAMS REALTY Over the decades, our Keller Williams family has expanded exponentially, further solidifying our stance as the largest real estate franchise by agent count in the world and leader in units and volume in the United States. Simply put, our company is the home of determined real estate professionals who are passionate about growing their businesses.
2013 2014 2015
KW becomes the largest real estate franchise in North America
KW tops 100,000 in associate count
KW named world’s largest real estate franchise by agent count
2017 2018 2019
KW Labs, the innovation hub of Keller Williams launches
KW releases Kelle, a proprietary AI-based assistant for agents
#1 Most Innovative Real Estate Company by Fast Company
OUR COMPANY
KELLER WILLIAMS LUXURY Keller Williams Luxury International is the boutique of Keller Williams Realty. Our established network and proven models set the framework for profitability in any markets across the globe, selling more luxury real estate than any other company.*
25,343
$33.5 billion
+33% IN 2020 VS. 2019
+34% IN 2020 VS. 2019
LUXURY PROPERTIES SOLD**
MARKET SHARE**
With more connections and market data than the entirety of real
5
estate, we service the needs of the most esteemed buyers and sellers while simultaneously accessing the world’s largest international pool.
CONTINENTS SERVED * In a survey of 24 U.S. metro areas. For details visit luxury.kw.com ** Properties priced at $1M+
OUR COMPANY
KW FORWARD LIVING Forward living is designed to deliver unparalleled value to our agent-partners by utilizing a system of purposeful collaboration that provides access to a large and unified platform of resources by harnessing significant economies of scale.
The Forward Living Los Angeles group, a significant component of KW Los Angeles, is #1 in market share in the greater LA MLS in both volume and units, with over $7 billion in sales and over 8,500 real estate transactions in 2020 alone.
We Provide Access To: • Shared Resources
Bakersfield
• Agent Collaboration & Referral Network
Calabasas
• Forward Living Concierge & Portfolio Services
Studio City
• Real Estate Masterminds
Hollywood Hills
• Result-Driven Training & Coaching
Larchmont
• Impactful Marketing & Technology
Los Feliz
• Forward Media Service
Beverly Hills
• Clearmark Title
Westside
• In-House Escrow
Beach Cities
• Commercial Division
La Mirada
• Luxury Division
Cerritos
• Relocation Division
Newport Beach
• The Collective Power of 13 Offices
Long Beach Coastal
OUR COMPANY
INTERNATIONAL REACH Keller Williams is a leader in global real estate. We know that the strongest enterprises are driven by top talent, and our growth strategy is completely centered on getting in business with the very best people in the real estate industry.
5 CONTINENTS
50 REGIONS
230+ MARKET CENTER LOCATIONS
10,000+ LUXURY SPECIALISTS
(outside the USA and Canada)
(outside the USA and Canada)
83%
of buyer's agents said staging a home made it easier for a buyer to visualize the property as a future home. Increase your property value by utilizing the Forward Living KW Concierge Service.
OUR SERVICES
KW CONCIERGE SERVICE Homes By America is proud to offer our concierge program, the latest in a vast array of tools designed to maximize the value of your home as we bring it to market. Our concierge service delivers high-impact cosmetic renovations and professional staging to ensure your home sells for top dollar, faster, with no cash out of pocket. Homes By America works with time-tested industry professionals to elevate your listing’s value.
Home Preparation Services Include: • Professional Staging • Painting • Deep Cleaning • Landscaping • Decluttering
Before
• Carpet Cleaning • Updated Flooring (Carpet, Tiling Etc.) • Moving Services (Incl. Advance of Moving Expenses) • Hauling and Trash Removal
After
• Minor Repairs • Power Washing, and more…
Before
After KW Concierge allowed us to defer the cost of the upgrades to our home until escrow, which meant no upfront cost to us. - Homes By America client
Before
After
Before
After Upgrading our home using the Concierge program meant we got a much higher sale price than we were quoted by other agents, and we didn’t have to find the cash to do the upgrades.
- Homes By America client
Before
After
MARKETING STRATEGY
MARKETING TO SELL We don’t just list your home for sale. Our proven home sales strategy gets your home sold fast, for the highest possible price.
• Pre-Listing Inspections
• Professional Photography
• Recent Neighborhood Sales
• Off-Market Private Realtor Groups
• Proactive Repairs
• Drone Footage
• Comparative Market Analysis
• Private Showing Invitations
• Cosmetic Upgrades
• Virtual Tour
• Neighborhood Profile
• Targeted Broker Campaign to 30,000+
• Functional Upgrades
• Google 360° Walk-Through
• Pricing Strategy
• Painting
• Floorplan
• Agent Feedback
• HBA Newsletter
• Professional Staging
• Custom Property Website
• Seasonality
• Private network of 3,000+ potential buyers
• Design Touches
• HBA Website
• Local Market Demand
• DIGS Magazine
• MLS Syndication
• Demographic Analysis
• Organic Social Media Posts
• International Websites
• Community Features
• Targeted Facebook Ad Campaigns
• For Sale Signage
• School Districts
• Private Facebook Groups
agents in LA metro
• Open House Signage
• Agent Walkthrough Videos
• Print Marketing Package
• KW Luxury Agents Intl. Referral Network
MARKETING STRATEGY
ARTFUL STAGING Focusing on the architectural features and selling points of your home, our team of expert stagers create a warm and inviting environment so that potential buyers can envision themselves enjoying this property as their new home*. We highlight the most compelling features of your home to secure the highest possible price for your listing in the shortest amount of time on market.
MARKETING STRATEGY
PHOTOGRAPHY We partner with the best photographers in the industry who specialize in real estate marketing. Our photo packages can include stunning wide-angle, ultra high resolution shots, aerial imagery, twilight photos and creative angles to ensure your home is presented in the best possible light.
MARKETING STRATEGY
VIRTUAL TOURS & FLOOR PLANS We use cutting edge technology to bring listings to life with immersive experiences that break the mold of any traditional virtual tour. Our team creates an online experience for home buyers to move through a property and see it from any angle. We are able to deliver every visual marketing asset you need from a single shoot.
95% More Likely To Call • 300% More Engaged
MARKETING STRATEGY
VIDEOGRAPHY Innovation has always been one of the biggest game changers when it comes to marketing. The newest and most eye-catching technologies continue to enhance the visual impact of marketing properties.
Video campaigns and visual storytelling are revolutionizing the industry by capturing the attention of prospective buyers and showcasing your home in the best way possible.
Additionally, one way to create captivating marketing content that guarantees to set your property apart from the competition is through the use of drone videography and photography.
MARKETING STRATEGY
PROPERTY WEBSITES A well designed, beautiful property website makes your home really stand out online. Your unique property web address, or URL, is used to market your home across multiple on, and off-line channels for maximum exposure. Prospective buyers and their agents can even schedule a property tour right from the website.
For example www.1421seventeenth.com, typed into a web browser, instantly pulls up the details page of the listing, and the virtual tour, making it easier for buyers and their agents to find and explore details about your home.
MARKETING STRATEGY
PRINT MARKETING We work with an in-house design team to create custom, luxury media packages to market your home. We partner with the best graphic design companies to provide the industry standard in high-end printing with a wide range of card stock, sizes, and textures to give your marketing a luxurious edge.
123TwentyNinthSt.com
123 29TH STREET, HERMOSA BEACH CA 90254
Your private sanctuary. Your personal retreat. (floorplan on reverse)
Just steps to the beach & situated on a corner between two of the South Bay’s hottest urban beach communities - Hermosa & Manhattan, this custombuilt haven is also an incredible income opportunity for long and short term rentals. Enjoy the bike/walk/ surf community that so many locals love about this neighborhood with sweeping views from Palos Verdes to Malibu! The super private bottom-level apartment offers its own entry, separate bedroom, kitchen, living space & patio with direct access to the completely refinished 3-car garage which has an electric car hook-up as well as extra parking for up to 2 cars in front for guests. Additionally, 3 levels of luxurious space offers completely owned solar panels with new inverter, wiring for media throughout, 5 bedrooms (4 of which are on the same level), 5 bathrooms & an airy office wing with a view of the sand. Entertain your guests in a bright, open kitchen & separate wet bar, spacious astroturfed rooftop deck featuring television, sink & countertop for hosting summer parties, & an 8-person jacuzzi which provides the perfect seat to catch the sunset at the end of the day. Now is the time to get the best deal in town & put down roots in one of the most sought after neighborhoods in the South Bay!
HOME DETAILS:
5 BD
5 BA
AMERICA MICHAEL REALTOR®
310-363-9871
AMERICA@HOMESBYAMERICA.COM WWW.HOMESBYAMERICA.COM DRE# 01902672 830 S. PACIFIC COAST HWY, SUITE #200 EL SEGUNDO, CA 90245
3668 SQFT
OFFERED AT:
$4,449,000
! Call us so we can help! 310-363-9871 Connecting Your Heart to a Home
MARKETING STRATEGY
COVID-19 & SAFETY We take COVID-19, and the health of our clients and team very seriously. We have developed industry leading digital tools and hygiene protocols to ensure everyone’s safety is top of mind, while still delivering the real estate experience for which we are famous. Some tools we have implemented include:
Virtual Meetings
Electronic Signatures
Subject to your personal comfort level,
All documents are securely delivered and
virtual meetings over video, phone or virtual
signed using DocuSign, the industry leader
conference are available for any service at
in digital signature technology. We also love
your convenience.
that it saves paper!
Personal Protection Equipment
Online Scheduling
Everyone on our team or anyone who enters your
We use an online scheduling program for
property is required to wear masks, gloves and foot
buyers and their agents to book private tours
coverings when inside your home for the duration of
and meetings. This avoids busy open houses
government or industry issued guidelines. Surfaces
and ensures every buyer is pre-qualified.
and high touch areas are sanitized thoroughly.
Virtual Tours
Property Entry Advisory & Declaration
We offer buyers and their agents the opportunity
Everyone who enters your home is required
to experience a virtual tour of your home using
to digitally fill out this form upon entering so
live-streaming video technology and 3D tours when
you always know exactly who is entering your
in-person showings are not practical or comfortable
property.
for buyers or sellers.
MARKETING STRATEGY
PRINT MEDIA Your home is advertised strategically in local, regional, national and international publications to maximize exposure to the people most likely to be interested in your home. We regularly feature our clients properties in popular real estate magazines with large color imagery and creative copy.
Southbay Magazine Winter 2020
Kelller Williams Luxury Int. Spring 2021
DIGS Magazine Winter 2020
MARKETING STRATEGY
EXTENDED MARKET REACH When you list with me, we’ll have access to the Keller Williams Listing System (KWLS). This proprietary, exclusive system ensures your property is marketed online 24/7 through more than 350 of the most popular search websites. KWLS integrates with other KW tools and facilitates syndication to the top portals, all while promoting our most important brand - yours.
MARKETING STRATEGY
WEBSITE EXPOSURE
750+ SITES
60
COUNTRIES
60M
POTENTIAL BUYERS
16
LANGUAGE TRANSLATIONS
The partnership between ListHub Global & Keller Williams enables us to develop our international marketing strategy to make the selling process even more seamless and to reach more clients worldwide than has ever been possible.
MARKETING STRATEGY
SOCIAL MEDIA We use a combination of paid and organic marketing across multiple social media platforms to ensure your home is seen by as many people as possible. We use advanced targeting and re-targeting techniques to put your home in front of the buyers most likely to buy your home, so you never miss an opportunity.
PRICING
VALUABLE WEBSITE FEATURES Property Photos
87% 85%
Detailed Property Info 52%
Floor Plans
46%
Virtual Tours 42%
Real Estate Agent Contact Info 41%
About Recently Sold Properties Neighborhood Info
39% 37%
Interactive Maps
36%
Pending Sales/Contract Statuses 25%
Videos About Upcoming Open Houses Real Estate News or Articles
8% 0% *Sources: National Association of Realtors, Keller Williams Vision 2020
PRICING
INFORMATION SOURCES BUYERS USE 2015
2016
2017
2018
2019
88%
89%
95%
95%
93%
Website - Mobile or Desktop
87
87
92
89
86
Open House
48
54
72
74
73
Yard Sign
44
48
50
52
53
Online Video Site
48
51
49
48
46
Home Builder
26
29
36
39
37
Print Newspaper Advertisement
18
20
14
19
18
Home Book or Magazine
21
20
16
15
13
Billboard
14
13
12
12
10
Relocation Company
4
6
4
5
5
Television
4
3
3
2
3
Real Estate Agent
*Sources: National Association of Realtors, Keller Williams Vision 2020
PRICING
THE RIGHT PRICE IS IMPORTANT Pricing your home strategically is critical to maximize the interest and generate competition between buyers for you home. Remember - the list price is not necessarily the price you will, or are willing to sell for.
•
A property generates the most interest when it first hits the market. The number of showings is greatest during this time and the number of buyer tours can be maximized if your property is priced correctly.
•
Starting too high and dropping the
Activity Level
•
When Most Offers Are Received
price later fails to generate strong activity and can result in a lower final result. •
Many homes that start too high end up selling below market value.
1
2
3
4
5
6
7
8
9 10 11 12 13
Weeks On The Market
PRICING
HOW TO ATTRACT BUYERS Pricing your property competitively will generate the most activity from agents and buyers. Pricing your property too high may make it necessary to drop the price below market value to compete with new, well-priced listings.
% Buyers Who Will Look at Property
Asking Price 15% Above
10% Above
10 % 30% 60%
Market Value 75%
10% Below 90%
PRICING
PRICING MISCONCEPTIONS It is very important to price your property at a competitive market value when we finalize the listing agreement. The value of your property is determined by what a buyer is willing to pay and a seller is willing to accept in today’s market.
WHAT YOU PAID
WHAT YOUR NEIGHBOR SAYS
WHAT ANOTHER AGENT SAYS
WHAT YOU NEED
WHAT YOU WANT
COST TO REBUILD TODAY
Buyers make their pricing decision based on comparing your property to other properties sold in your area. Historically, your first offer is usually your best. We use our knowledge and experience selling homes like yours to drive the final price of your home as high as the market will bear. You can rest assured that you will get the best possible final price for your home.
PRICING
REMAIN COMPETITIVE Time on the market works against you! If you want to compete, you must be competitive. Here are a few key takeaways when appealing to buyers:
The buying market has a short attention span.
•
Pricing your home right from the beginning is key.
•
Proper pricing attracts buyers.
•
An overpriced house will not sell.
•
We want to generate offers before the market
Market Value
Price
•
moves on to newer listings.
Time on Market
LET’S GET STARTED
GET IN TOUCH
America Michael
Founder & Lead Agent, Realtor® (310) 817-0960 america@homesbyamerica.com DRE# 01902672
Shira Zaidorf
Stephanie Crothers
(424) 218-6053
(424) 218-6392
shira@homesbyamerica.com
stephanie@homesbyamerica.com
Executive Assistant
Junior Partner, Realtor®
DRE# 02075685
LET’S GET STARTED
NOTES
LET’S GET STARTED
NOTES