Listing Presentation
WENDY RICH-SOTO
WHO WE ARE
MEET WENDY I began my real estate career in 2001 during what was considered a “normal market.”Since then I’ve been sold in hot seller’s markets,The Great Recession, markets that favored the buyer after the recession and most recently the shut down of COVID19. Through each cycle of change I have adapted and grown with the market of the moment to guarantee my client’s success. My and I team specialize in residential resale properties, corporate relocation, multi-family and the luxury market. We pride ourselves on our ability to sell our listings each and every time. Our focus is on presenting your property in it’s best light and pulling out all the stops to make sure that happens. We never give up! In the past 20 years, I have sold 1000+ homes! I have sold in Southern California extensively and I have worked in the luxury market, new home construction and residential resale. I have taken listings after other agents have failed to sell the property and then was able to sell the home for people who had given up hope. With our buyers, we are patient and offer the guidance and support necessary for them to be successful in all types of markets.
Our philosophy for real estate is predicated on the golden rule, treat others as you would have them treat you. We believe in giving each client amazing customer service, respect and a work ethic that is second to none. It is easy for us to network with other agents in our field because they know we are professionals to the end. That is important to you because trust is important in our industry and the escrow process can go smoothly or it can be a nightmare. Having those relationships helps to ensure a good transaction and a good experience for all concerned. I have managed two Keller Williams offices as their CEO and served on various boards including the ALC at my current office for several years. I have also worked with Rainbow Services in San Pedro, the Interval House and The Ettie Lee Foundation to help in the communities in which I serve. My charities of choice are always ones that benefit abused children and I strive to donate some of my earnings to these charities where my heart truly believes it will do the most good.
Wendy Rich-Soto | 310.944.8062 | wendyrichsoto@gmail.com | DRE# 01311750 | SellingLASouthbay.com
ASHLEY-SOTO
WHO WE ARE
MEET ASHLEY Having grown up around the Real Estate Industry through family, Ashley Garcia found her passion in the industry as well. As the Buyer’s Agent specialist for the well-known and high producing real estate team of Wendy Rich-Soto and Associates at Keller Williams, South Bay; Ashley oversees the start to finish care of any and all Buyer’s that the team helps to make their dream of owning a home a reality. She and her team serve a huge area in both the Los Angeles and Orange County region. Before joining Wendy Rich-Soto and Associates as a Realtor, Ashley was the Operations Manager for the team. In this role Ashley supported a team of four agents with an annual sales volume exceeding 75 Million, upwards of 50 home sales annually, and a largely expanding market capture. Ashley’s responsibilities encompassed key roles: administrative manager, staging assistant, transaction coordinator, and marketing director. Prior to joining the world of real estate, Ashley managed at the retail company - Old Navy. She was a Tier 2 Operations Manager for 3 years, having the opportunity to house her office out of the Long Beach and Manhattan Beach locations. She then spent her last year at Old Navy working with her management peers to lay the groundwork to develop and build the Inglewood location from start to finish. In this role Ashley
was responsible for assembling, hiring, and training a team of 60 employees, as well as, the in-house human resource manager, loss prevention and safety captain, cash management, inventory director, payroll manager, managing the labor calculations and allowances, and schedule building. In previous years, Ashley managed restaurants, after completing her AS in Culinary Arts from Los Angeles Harbor College. She was both a Shift Manager and a Catering Manager during her 3 years at Corner Bakery Café. For 2 years she held the position of Junior Sous Chef for the Matisse Restaurant, located inside the Ayers hotel in Manhattan Beach, California after winning the L.A.H.C. Student Competition that was filmed by The Food Network, while in Culinary School. Ashley works hard for her clients every day and strives for an unmatched experience, as no two Realtors are the same! She is currently studying Architectural Engineering at Los Angeles Harbor College to integrate her love of Engineering and Designing with her passion of Real estate into a newly developed branch of Commercial Development and Property Management for the Wendy Rich-Soto & Associates Team.
Ashley-Soto | 562.619.5757 | Ashley.sellinglasouthbay@gmail.com | DRE# 02103863 | SellingLASouthbay.com
ROBIN GOELLNER
WHO WE ARE
MEET ROBIN Robin Goellner brings over twenty years of experience in real estate, excellent customer service and a commitment to work hard, listen and follow through are just a few of her strong points. She provides quality service to build relationships with clients and more importantly, maintain those relationships by communicating effectively. As a veteran in commercial real estate, she has been responsible for multi-million-dollar transactions throughout the country. Robin transitioned into residential real estate in 2015 and has been very successful with negotiating and closing deals in the South Bay and beyond. She was a 10-year resident of Hermosa Beach and now resides in Redondo Beach with her son who attends one of Redondo’s California distinguished elementary schools. She’s active in her community, loves the beach, camping, hiking, gardening and traveling.
Check out Robin’s 5 star reviews from Zillow to see what our clients say about her!
Robin Goellner is awesome! She made a stressful move from Arizona to California easy. Robin addressed our needs and wants and put everything into motion right away. She was helpful and attentive, and continues to make sure everything with the move is going well. I would highly recommend her and we will continue to work with her in the future. - B.Hayter Robin was extraordinarily patient, committed, knowledgeable, friendly and very helpful. Highly professional and always had our best interest in mind. She is a tremendous asset if you are trying to find that elusive rental or buy. - S.Kohl
Robin Goellner | 310.728.5335 | Robin.sellinglasouthbay@gmail.com | DRE# 02045074 | SellingLASouthbay.com
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**
5
CONTINENTS SERVED
MARKET SHARE**
With more connections and market data than the entirety of real estate, we service the needs of the most esteemed buyers and sellers while simultaneously accessing the world’s largest international pool. * In a survey of 24 U.S. metro areas. For details visit luxury.kw.com ** Properties priced at $1M+
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)
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 • Agent Collaboration & Referral Network • Forward Living Concierge & Portfolio Services • Real Estate Masterminds • Result-Driven Training & Coaching • Impactful Marketing & Technology • Forward Media Service • Clearmark Title
Bakersfield Calabasas Studio City Hollywood Hills Larchmont Los Feliz Beverly Hills 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
YEAR IN REVIEW Keller Williams is a leader in global real estate. We have an established network and a proven model that sets the framework for profitability in markets across the globe. We know that the strongest enterprises are driven by top talent, and our growth strategy is
2020
completely centered on getting in business with the very best people in the real estate industry.
FEBRUARY • Keller Williams earned the title of Most Innovative Real Estate Company by Fast Company.
APRIL • The Swanepoel Mega 1000 named Keller Williams the top residential real estate franchiser in the U.S.
JULY • Forbes named Keller Williams (No. 8 out of 300 ranked) one of the “Best Employers for Women.”
SEPTEMBER • Forbes named Keller Williams (No. 173 of 250 ranked) one of the “Best Employers for New Graduates.”
• Keller Williams was ranked one of America’s Best Large Employers by Forbes.
MAY • Keller Williams associates gave back to communities across the world via its
NOVEMBER • Indeed recognized Keller Williams as a Top Franchise for Veterans and Innovation.
11th annual RED Day event. • Keller Williams was named #1 Company for Work-Life • Balance by Indeed.
JUNE
DECEMBER • Glassdoor featured Keller Williams (No. 29 of 100 ranked) on the Best Places to Work 2020 list.
• REAL Trends’ “The Thousand” featured 86 Keller Williams’
We have reached remarkable milestones, garnered awards and
• Agent teams in its Top 250 ranking of real estate teams by transaction sides,
recognition and advanced our initiatives. The journey does not stop
representing 34.3% of the total ranking.
here!
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 Forward Living brings to market 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. Forward Living 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)
After
• Hauling and Trash Removal • Power Washing, and More…
MARKETING STRATEGY
MARKETING TIMELINE Our office has an exclusive partnership with Forward Living Media, with access to top industry photographers, all of whom specialize in real estate marketing. From basic photo packages to aerial images, scenic twilight photos and more, our team takes pride in presenting your home in the best light.
1
2
3
4
• Staging
• Daytime Photography
• Comprehensive Floor Plan
• MLS Syndication & KWLS
• Landscaping
• Twilight Photography
• Curb Appeal
• Aerial Footage
• De-clutter Assessment
• Lifestyle Video
• Painting and more...
• Virtual Tour
KW CONCIERGE
IMAGERY
FLOOR PLAN • Virtual Walk-through • Matterport 3D • 360° Tour
LISTING LAUNCH • International Sites • KW National Referral Network • Landing Pages
5
6
7
8
• For Sale Sign
• Property Announcement
• Flyers
• Open House Invitations
• Postcards
• Featured on KW Pages
• Targeted E-Blast campaigns
• Brochures
SIGNAGE • Open House Signs • Sign Riders • Additional Signage Extras
EMAIL CAMPAIGN
to over 30,000+ agents in the LA metro area
PRINT CAMPAIGN
• Advertising package
DIGITAL CAMPAIGN • Lead Generation Campaigns • Social Media • KW Command Integration
MARKETING STRATEGY
ARTFUL STAGING We want your home to be shown in it’s best light. Staging can make all the difference, especially when your home is vacant.Staging is a service we provide without an additional charge when you list with us. We will create a warm and inviting environment focusing on the best architectural features and selling points of your home.
MARKETING STRATEGY
PHOTOGRAPHY Our office has an exclusive partnership with Forward Living Media, with access to top industry photographers, all of whom specialize in real estate marketing. From basic photo packages to aerial images, scenic twilight photos and more, our team takes pride in presenting your home in the best light.
MARKETING STRATEGY
VIRTUAL TOURS We use this cutting edge technology to bring listings to life with immersive experiences that break the mold of any traditional virtual tour. Matterport 3D Showcase is 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.
Optional Services*
• 95% More Likely To Call • 300% More Engaged • 100,000,000+ Matterport Visits
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.
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
PRINT MEDIA We use local homes guides for our listing exposure including the Daily Breeze, Beach Reporter, Grunion Gazette and even South Bay Digs Magazine. Our advertising appears in local, regional and national / international publications, which target specific audiences.
Southbay Magazine Winter 2020
Kelller Williams Luxury Int. Spring 2021
DIGS Magazine Winter 2020
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 Having an online presence on any of the social media forums like Facebook or Instagram is a great way for our team to help your listing gain additional exposure so that we can really showcase your property in the best possible light while connecting with our followers on a more personal level.
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.
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
• The number of showings is greatest
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.
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2
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5
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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
REMAINING 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.
Price
• Proper pricing attracts buyers.
Market Value
• An overpriced house will not sell. • We want to generate offers before the market moves on to newer listings.
Time on Market