Why you should List with David lawson and his TEam of experts
c 435.901.0904 ParkCityHomeSales.com | ParkCityLuxuryListings.com David@DavidJLawson.com
Each office is independently owned and operated.
David Lawson 1750 Park Avenue | Post Office Box 2370 Park City, UT 84060 m 435.901.0904 | o 435.940.0004 f 435.649.6716 david@davidjlawson.com LawsonRealEstateTeam.com
Dear Home or Property Owner, If you want to sell your property we’d like the opportunity to apply for the job of being your Personal Sales Team. Once you’ve taken a look at our unique award-winning approach, we believe you will understand the advantages of working with us. Before you review this packet, we’d like to briefly outline a few things that set The David Lawson Real Estate Team apart from everyone else: •
The Lawson Team typically gets you More Money! – 2.24% more than the average agent (according to PCMLS), which works out to be $18,582.80 on the average sale of $829,500.
•
Because more than 92% of all buyers begin their search for property online, (according to the National Association of Realtors), we invest more than anyone else in Park City in online marketing to ensure that our listed properties are well positioned for maximum exposure.
•
For the same price as a single agent, you can have the award-winning, 8-member Lawson Team working on your behalf. One of the very top performing teams in Park City; these dedicated professionals will seamlessly work together to effectively market and sell your property.
•
The Lawson team has sold almost 1,000 properties in Park City over the past dozen years, a far cry from the average agent’s 3.3 annual sales (Re: PCMLS).
•
Our team prospects for at least three hours every day. This is a very effective way to find buyers for your property, and something most other agents aren’t willing to do.
•
We maintain 23 Internet domains attracting buyers from all over the world.
•
We maintain and communicate monthly with our extensive database of potential buyers.
•
Through exclusive internet partnerships we can market your property unlike anyone else.
•
Our Buyer’s Guarantee Program consistently attracts serious, high quality buyers for your home.
•
We have a comprehensive group of satisfied clients who consistently supply us with referrals. This unique advantage is one of the things that helps set us apart.
We believe our Team is the BEST in the business and we’d like the opportunity to prove it to you. If you have any questions, please contact us. Of course, there is never any obligation; we simply look forward to speaking with you. When you call be sure to ask about our guarantees, including our unique Easy Exit Listing Guarantee which insures that you will have a positive experience working with us. It states: “If you’re not completely satisfied with our service as promised, you can cancel your listing with us at any time.” Once again, you can reach me on my private line at: 435-901-0904. Sincerely, David J. Lawson Lead Agent The David Lawson Real Estate Team P.S. The sooner you call us, the sooner we can begin working to get your property sold. Why not call now: 435-901-0904
Sotheby’s Advantage Sotheby’s reverential heritage There are many advantages to working with Sotheby’s International Realty. One of the primary advantages is the Sotheby’s name. Since 1744 Sotheby’s has worked tirelessly to develop their sterling reputation upon exceptional service to their clients. The name Sotheby’s is known worldwide and is synonymous with Quality products, Luxury offerings, and Integrity – Just the things you want associated with your property. Sotheby’s properties are considered to be unique for their distinctive settings, diverse locales, and the lifestyles they provide. Quite simply, Sotheby’s properties are where the essence of extraordinary is defined.
Each office is independently owned and operated.
Each office is independently owned and operated.
WORLDWIDE PRESENCE THE NETWORK’S STRENGTH The Sotheby’s International Realty brand was established to connect the finest real estate companies to the most prestigious clientele and finest properties in the world. Today our network boasts more than 13,000 sales associates located in over 660 offices in 49 countries and territories, sharing many thousand referrals around the world.
Each office is independently owned and operated.
Sotheby’s International Realty
®
2013 MARKETING PLAN BRAND ADVERTISING Wall Street Journal Digital Network BBC.com “Living In” & “Voices” Telegraph.co.uk “World’s Most Extraordinary Places to Live” NYTimes.com/IHT.com YouTube.com/sothebysrealty ArchitecturalDigest.com / Estates for Sale Real Estate Launch Sponsorship HongKongTatler.com Tatler (Print Magazines)
January
February
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April
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June
July
August
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November December
PROPERTY ADVERTISING Bloomberg Markets The Wall Street Journal Sotheby’s At Auction Country Life New York Times Home Section Robb Report Exceptional Properties Robb Report Collection International Herald Tribune International Herald Tribune Event Wraps Luxury Property Magazine Financial Times RESIDE® Magazine e-RESIDE® Globe & Mail Mountain Living Land Report SEARCH ENGINE MARKETING Yahoo! Google Bing.com YouTube Yandex ONLINE BANNER ADVERTISING sothebys.com NYTimes.com International Herald Tribune (GlobalNYTimes.com) WallStreetJournal.com Asia.WSJ.com Europe.WSJ.com CN.WSJ.com JP.WSJ.com FinancialTimes.com FTchinese.com scmp.com (South China Morning Post) Telegraph.co.uk BBC.com (British Broadcasting Corp.) PropGoLuxury.com PropGo.com CountryLife.co.uk ArchitecturalDigest.com JamesList.com HongKongTatler.com Google’s Display Network ® MMXIII Sotheby’s International Realty Affiliates LLC. All Rights Reserved. Sotheby’s International Realty Affiliates LLC fully supports the principles of the Fair Housing Act and the Equal Opportunity Act. Each Office is Independently Owned and Operated. Sotheby’s International Realty and the Sotheby’s International Realty logo are registered (or unregistered) service marks licensed to Sotheby’s International Realty Affiliate LLC.
SIR ADVERTISING
Continued…
SIR partners with the “Best of class” Media Partners Our brand advertising campaign is aligned with “best of class” media partners that boast the most qualified subscriber bases. Our goal is to effectively attract and engage a target audience that has the greatest propensity to buy your home. These partners have been carefully chosen because they tie into passion points of the Connoisseur’s of Life. The cumulative effect delivers approximately 506+ million impressions per year which ultimately builds brand awareness and drives leads to our global network of offices and our website.
Each office is independently owned and operated.
GLOBAL DISTRIBUTION EXCLUSIVE BONUS GLOBAL MARKETING Opportunity Your home’s marketing brochure could be included in our exclusive Global Distribution Program where copies of your property brochure are distributed to hundreds of offices within our real estate network as well as to each of the 12 Auction House locations globally. No other real estate company has the ability to provide this exposure which means your home will be viewed by potential buyers not only within this market but around the world. Clients may choose to market a 2-page brochure to all global SIR offices and Auction Houses worldwide for $649, all international offices for $365, all US offices for $375, Eastern offices for $229 or Western offices for $219.
Each office is independently owned and operated.
SOTHEBYSREALTY.COM 700,000,000+ global impressions direct buyers to your listing on our site Averaging 450,000 visitors and 6,000,000 page views per month, sothebysrealty.com features the most advanced and versatile search options available. Allowing consumers to define and refine how they want to search and returning results fast, sothebysrealty.com is accessed by visitors from all over the world with over 38% coming from countries other than the United States. By providing advanced functionality that serves a global audience, sothebysrealty.com is a destination for those who seek unique properties from anywhere in the world... a destination that is fitting for your home. The average time spent by our visitors on our website is a remarkable 12.45 minutes. Only those properties represented by SIR are featured on SothebysRealty.com.
Each office is independently owned and operated.
LIFESTYLE SEARCH 50% of all searches on Sothebysrealty.com include a Lifestyle search The Sotheby’s International Realty network specializes in lifestyles from skiing, golf, ranch, vineyard, to waterfront living. Visitors can explore extraordinary properties that the Sotheby’s International Realty network represents all over the world and find a property that matches their lifestyle. Top lifestyle searches include the following: 1. Ocean/Beach
5. Mountain
9. Privacy
2. Island
6. Historic/Antique
10. Beach Resort
3. Waterfront
7. Metropolitan
11. Ski Properties
4. Lakefront
8. Country Living
12. Golf
Each office is independently owned and operated.
Brokerage Website REACHING Local “CONNOISSEURS OF LIFE” With 90+% of buyers using the Internet or a real estate professional to find a home they actually purchased, it is essential that we employ a multi-channel digital marketing plan. Therefore, your home will receive targeted local exposure on summitsothebysrealty.com that complements the worldwide reach from sothebysrealty.com. Your home’s presence on summitsothebysrealty.com will be carefully designed to provide an exceptional showcase to buyers searching for properties not only by location, but also by their desired lifestyle and unique amenities.
Each office is independently owned and operated.
REALTOR.COM SUMMIT SOTHEBY’S INTERNATIONAL REALTY is the only Park City Real Estate Firm That Enhances All LISTINGS Realtor.com receives more than six million unique visitors per month, making it the most visited real estate site. Buyers and sellers spend three times longer on realtor.com than any other real estate site. Summit Sotheby’s International Realty provides an enhanced presence for each of our listings. Each listing has up to 50 property photos, motion tour links, a property headline, detailed property information, company branding and agent information.
Each office is independently owned and operated.
SOCIAL MEDIA Navigating the world of Social Media to Expose Your home With facebook.com having more than 400 million active users, of which 70% reside outside the United States*, it is crucial that we employ social media efforts where appropriate to help drive awareness of your home. Facebook.com/sothebysrealty is an extension of the brand’s “less is more philosophy”, communicating lifestyle, extraordinary property and an outstanding network. SothebysRealty, our twitter account, allows hundreds of people and organizations to follow and receive updates on the latest news and information within the Sotheby’s International Realty network. Prospective buyers gather a wealth of information on these social networking sites, which is why we place great effort into gaining presence within these unique personal and professional communication tools. *facebook.com
Each office is independently owned and operated.
SOTHEBY’S CLIENTS Unparalleled access to the world’s wealthiest clientele Sotheby’s Clients Include: • 86 of the Forbes’ 100 World’s Richest People • 341 of the Forbes’ 400 Richest Americans • 92 of the Forbes’ 100 Richest Americans • 135 of the Forbes’ Top 500 CEOs • All 10 of the Forbes’ Top 10 Billionaire Art Collectors • 198 of the Art News’ Top 200 Collectors • Approximately 10% of clients are from the hedge fund/financial services industry
Each office is independently owned and operated.
REFERRALS DISTINGUISHED CONNECTIONS Helping our clients navigate the world of real estate is what truly helps set us apart. Another differentiator is our ability to connect buyers and sellers globally. Our firm has developed innovative marketing tools and contacts with some of the most qualified clients in the world. Our referral system boasts hundreds of “connections” per month coming from two channels – realty and auction. With a dedicated liaison stationed at the Sotheby’s Auction House and the realty corporate headquarters, we are able to help unite thousands of buyers with the properties our network represents. Above are just a few of those special homes our brand has recently represented.
Each office is independently owned and operated.
ONLINE LISTING DISTRIBUTION UNPARALLELED REACH Ninety-two percent of buyers start their real estate search online* so the plan to sell your home must include proper Internet exposure. Our approach is to utilize web sites beyond sothebysrealty.com and summitsothebysrealty.com in an effort to target buyers on the web. Property distribution channels were conceived after conducting research to identify lifestyle, activity and points of interest web sites where prospective buyers gather real estate information and visit frequently during their home search. *National Association of Realtors Profile of Home Buyers & Sellers
Each office is independently owned and operated.
™
LEADROUTER
We respond to all inquiries in 10 minutes or less On average, 93 percent of home buyers feel an agent’s response time is very important – second only to their knowledge of the buying process*. Response time to buyer inquiries is greatly enhanced given our firm participates in LeadRouter. Buyers interested in your home reaching out via the Internet, phone or by visiting our office will be immediately connected to me at any time of the day, even after normal business hours which means we can save valuable time and drive interest to your home quickly. *National Association of Realtors® Profile of Home Buyers & Sellers
Each office is independently owned and operated.
Online Marketing Summary
April 06, 2011 - March 18, 2012 2888 West Deer Pointe Dr Park City, UT 84060, US $5,400,000 MLS # 9986499 Property Id: 4269954
Summit Sotheby's International Realty 1750 Park Avenue, PO Box 2370 Park City, UT 84060, US Office Phone: 435-649-1884 http://www.summitsothebysrealty.com
Web Site Traffic Comparison
Web Site
Number of Views - Last 4 Weeks
Top Cities
City
Property Views
Salt Lake City, UT
62
New York, NY Chicago, IL Hurst, TX
Doncaster, United Kingdom Montreal, Canada Saint Louis, MO Houston, TX
Round Lake, IL Omaha, NE
Inquiries
2,520
0
JamesList
838
0
Wall Street Journal
158
0
NY Times
81
0
PropGOLuxury
15
0
FreedomSoft
0
0
Property Pursuit
0
0
81
Zillow Network
763
0
43
HomeFinder.com
11
0
Homes.com
100
0
35
HotPads
41
0
27
RealtyTrac
0
0
AOL Real Estate
0
0
CLRSearch
0
0
MyREALTY.com
0
0
307
0
4,834
0
36 31 26 24 22
Terms Used Property Views - Occurs when a consumer views the full property detail page on the Web site for the specific listing. Inquiries - The number of times a consumer completes and submits a contact form that is sent via email to the listing broker or agent. Top Cities - The cities from which the greatest number of consumers live that are viewing your listing. *Although your property listing is being displayed on these web sites, we are currently unable to track the property views and inquiries for these web sites.
Property Views
sothebysrealty.com
Other Sites
TOTAL
Your Listing is Also Displayed On*
Country Life Daily Telegraph Smarter Agent USAA Xpressdocs Organic Trulia FrontDoor Oodle
Sotheby's International Realty and the Sotheby's International Realty logo are registered (or unregistered) service marks used with permission. Each Office is Independently Owned and Operated. The information set forth on this report is based upon information which we consider reliable, but because it has been supplied by third parties, we cannot represent that it is accurate or complete, and it should not be relied upon as such. The offerings are subject to errors, omissions, changes, and are subject to timing of delivery and updates of reporting metrics and related data.
ONLINE MARKETING SUMMARY A reporting system for our online listing distribution Sotheby’s Realty has the broadest, most integrated national network for distributing real estate listings online. With its online marketing reports, clients can assess valuable data such as web site traffic, property views over the past four weeks, number of inquiries on their property, and the source location of the online visitors. Our sales associates can email or print individual listing reports for your home showing the results from the major property search sites.
Each office is independently owned and operated.
David Lawson and His Team Want to be Your Agents! “We at the Lawson Real Estate Team are powerfully united by our commitment to helping our clients achieve their real estate goals through our award-winning, time-proven non-traditional methods.” – Lawson Team Mission Statement The David Lawson Real Estate Team is one of the best options for selling a property in the Park City area. So if you want to sell your property, get our award-winning team, (which has sold almost 1,000 properties over the past dozen years), working for you now. The sooner you call, the sooner we can begin to get your property SOLD! So call us now. For personalized service, call David on his private line 435-901-0904.
Each office is independently owned and operated.
A DIFFERENT APPROACH FOR DIFFERENT RESULTS We Offer You... 1. Different people approach
3. Different results
• The synergistic power of teamwork
• More money to our sellers*
• An eight person team
• Almost 1,000 sales in the last 12 years
• A bevy of satisfied clients
2. Different marketing approach
•U nique, non-traditional, time-proven, award-winning marketing system
4. Free resources
•A lmost $9,000 spent in highly targeted advertising
• Online viewer guarantee
• Exclusive relationships with some of the top real estate venues
• 27 Valuable tips for selling your home
• Agent selection worksheet
Source: PCMLS; 2006-2012*
• Easy exit guarantee
Each office is independently owned and operated.
The power of teamwork Hire An agent, get a powerful team! MOST AGENTS attempt to juggle buyers, marketing, negotiating and other necessary tasks of selling a home by themselves. This is an extremely inefficient use of an agent’s time, and generally taxes their resources beyond the limits. • Working together, THE DAVID LAWSON REAL ESTATE TEAM creates a synergy which can’t be equaled. Their combined forces place eight dedicated full-time professionals at the ready to tackle every task associated with our one mission – to sell YOUR property! • While MOST AGENTS run out of the time, energy, and money needed to sell your home and communicate with you through each step in the process, we have specialists that are committed to each and every nuance of the home selling process. • Because our team members each have a specialized role, we can move faster and we can ensure you are involved at every stage of the process. • MOST AGENTS sell fewer homes with their solo approach to the business, which means less cash to invest back into the sale of your home. Because we are among the top sales agents in our area, we have the cash reserves necessary to ensure that your property is marketed in the way which will assure it is seen so it will sell quickly.
Each office is independently owned and operated.
HOW EFFECTIVE ARE WE? The David Lawson Real Estate Team has sold almost 1,000 properties since 2000. When you consider that the average agent only did 3.033 sales for the year, that places us head and shoulders above most of our competition. When you choose to hire David Lawson you are working with one of the best agents that Park City has to offer as well as one of the finest teams. To Recap, The David Lawson Real Estate Team brings together dedicated professionals who work together to get your property sold. This means that when you work with us, you stand a much better chance of getting your home sold in a reasonable time-frame, and hopefully, for a better price than most other agents. All things considered, it would seem that your choice is simple. Please call us now to get The David Lawson Real Estate Team working to get your property sold. For personalized service you can reach David on his private line at 435-901-0904.
Each office is independently owned and operated.
Our Real estate Team
David Lawson
David began his career in real estate during college in California in 1975 and owned and operated 10 real estate related businesses including development, investment and management, escrow, personal coaching, training and consulting, Lindal Cedar Homes and a construction company.
Aaron pehrson As a child Aaron paid close attention to his Realtor® father who primed him for his now 16 years in the real estate field, 4 as a loan officer, and 12 as an agent. A real pro at 24 transactions per year, (considerably more than the average of 3), Aaron is an ideal person to assist you with any transaction you may have. As he refers to it, real estate is his “love and passion”.
Jeff Cossaboon
Jeff brings decades of entrepreneurial and marketing experience to the team which allows him to create new and exciting ways for us to reach new clients and maintain contact with previous customers. He is currently working with us as a marketing specialist, copywriter, web developer, and social media manager.
LInda hurd Personal Assistant & Licensed Realtor®, Linda has over 30 years in real estate which include working as a personal assistant, property manager, and an independent agent. We appreciate her expertise and experience.
Each office is independently owned and operated.
Our Real estate Team
Denise Lawson
Janet Schori
Project Coordinator, personal database contact. Denise
Janet wears many hats. She handles our Bookkeeping, manages
has over 23 years experience with the Lawson Real Estate
our database, and manages our real estate internet sites such
Team specializing in administration, bookkeeping and internet
as Zillow.com, Trulia.com, Realtor.com, etc.
marketing.
Kristina pentz
Drew Lawson
Kristina has 4 years experience working at a prominent title
One of the newer members of our team, Drew assists us with
company. She works attentively on transactions from start to
writing, as a web application expert, and as a consultant in
finish. She maintains the details of property sales and listings
several areas of his expertise including social media, mobile
to ensure that our clients receive the best service possible.
apps, web domains, and literary insight.
Each office is independently owned and operated.
Our Support Staff EXPERTS IN UTAH AND AROUND THE WORLD The staff of Summit Sotheby’s International Realty is a unique team of talented, diverse individuals who have combined their efforts towards the goal of delivering the absolute best & most effective real estate services. Sharon Garfield - Accounting & Human Resources • Tami Whisker - Vice President of Operations Kathy Donaldson - Office Administrator • Joe Averett, Izzi Magee & Cheryl Bosh - Marketing • Kyle Jenkins and Rocky Maloney - Photographry
Each office is independently owned and operated.
David Lawson Real Estate  Team Marketing program Advantages A Cutting edge approach Our Team and our name are well known here in the Park City area for providing outstanding quality for our sellers and for representing and selling quality homes such as yours.
Each office is independently owned and operated.
Each office is independently owned and operated.
PROFESSIONAL PHOTOGRAPHY THE WAY YOUR HOME IS PRESENTED DETERMINES the Showings IT RECEIVES, therefore SSIR provides professional photography on all its listings. Over 98% of homebuyers ranked photography as the most important feature on a real estate website. The hallmark of our success to market your home is our ability to create an extraordinary real estate web site experience. Your home will be featured on SothebysRealty.com utilizing the highest quality photography and online technology available today. SothebysRealty.com offers an immersive photography slide show allowing home buyers to zoom in on ornate details or expand to full screen on 50 high resolution photographs. Obtaining quality photography quickly is our highest priority in the listing process as we can not market your home without it.
Each office is independently owned and operated.
ONLINE ADVERTISING Where 92% of all buyers come from* Our exclusive and strategic alliances ensure maximum exposure. According to the National Association of Realtors more than 90% of all buyers now begin their search for property online. Because of this, any agent that wants to be effective must be a dominant force in the online market. Our exclusive and strategic alliances ensure that our properties are well positioned for maximum exposure. It is too involved to cover completely here, so make sure you ask us about our comprehensive marketing program when you call us. If you are considering another agent, we challenge you to compare their online marketing to that which you will get with the Lawson Real Estate Team.
* source: National Associatioon of Realtors 2012
Each office is independently owned and operated.
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COLLECTIONS MAGAZINE PRODUCED BY SUMMIT SOTHEBY’S INTERNATIONAL REALTY AND DISTRIBUTED THROUGHOUT PARK CITY, Heber City AND SALT LAKE CITY The Collections magazine is published twice a year in Winter and Summer and reaches a wide audience of home buyers who bear the greatest purchase intent found within this market. With distribution covering Park City, Salt Lake City and Heber City, Summit Sotheby’s International Realty offers your home to locals as well as tourists. Each property featured in the Collections magazine has been hand selected so that it can carefully compliment the other remarkable listings found in this exclusive selection.
Each office is independently owned and operated.
online Transaction report showing feedback, signed documents and advertisements Summit Sotheby’s International Realty enables customer-centric management reports, marketing collateral, and monitoring tools and eliminates duplicate data-entry/errors. Built with clients in mind, this application automatically reminds our staff and sales associates about critical tasks they need to complete to keep your listing on track. Plus, the system gives online access to their transaction. You can log-in and monitor the showing activity of your listing, see your home’s marketing and advertising efforts, view your home’s competitive listings, and see that your home’s transaction is closing smoothly and efficiently.
Each office is independently owned and operated.
ParkCity4less.com A website to help buyers find what they are looking for‌
your property Because over 92+% of all buyers now begin their search for property online*, it is vital that we have a website that is geared to attract BUYERS and help them find what they are looking for – your property. This is why we have developed our main website: www.ParkCity4Less.com. This name was strategically chosen to attract buyers like a magnet attracts steel and it seems to be working very well. Just this past week we had 44 first-time visitors who viewed an average of 9 pages. That is amazing! (Please note: The name is just a tool and does not mean that somehow we will be selling your property at a discount. It is merely designed to attract buyers)
* source: National Association of Realtors 2012 Each office is independently owned and operated.
Database proprietary list of golden prospects One of the most important tools we have at our disposal are those with which we have previously done business, property investors, or those who have otherwise expressed an interest in property in the Park City area. We keep this proprietary list of golden prospects in a closely-guarded data base and insure that we contact them at least once every month with vital happenings here in Park City as well as showcasing key properties. We are pleased to note that every month this effort results in some reciprocal response from our database clients, which has further resulted in numerous sales.
Each office is independently owned and operated.
Our Marketing Plan When your property is listed with The David Lawson Real Estate Team it begins an amazing process. • First we make sure it is photographed by our in-house photographers who are some of the finest professionals in Park City.
• Next we strategize in order to position your property within the proper market segment for the best exposure to the right people. Then we write high-quality copy that will attract the attention of that particular market segment. Then it is listed on the Multiple Listing Service.
• Finally, we insert your property into our unique, time-proven, award-winning non-traditional marketing system to ensure the most people within your target audience will see it. This marketing system includes (but is not limited to)…
Each office is independently owned and operated.
Brick & Mortar Marketing Database Outreach We maintain a database of 38,000+ people consisting of: former clients, active real estate investors, and those who have expressed interest in owning property in Park City. We stay in regular contact with this group by sending out direct emails and custom newsletters, updating them on current market conditions, interest rates, the number of proper ties available, and showcase individual properties.
Newsletter We create our own Newsletter to address current market information, keeping our high-quality select clients abreast of “insiders knowledge” on our market.
Advertising When you consider all we have established as far as advertising such as: our premium website; The Lawson Team’s exclusive placement on some of the top real estate sites; our paid ads on Zillow, Trulia, Realtor.com & Homes.com; the marketing done by Sotheby’s; and the enhanced listings Sotheby’s agents get because of Sotheby’s negotiations, it is easy to see why The Lawson Team’s online advertising goes far beyond what our competition has to offer.
Prospecting We prospect for buyers & sellers unlike anyone else, making phone calls for at least 3 hours daily. This is one of the keys to our being one of the top teams in our area.
Other Marketing Our full-time staff of Marketing Specialists use their knowledge and experience to constantly develop new, unique, and cutting edge ways to find buyers and sell property.
Each office is independently owned and operated.
Online Marketing We place our listed properties where buyers are looking In the past we used print media, newspaper advertising, and other traditional routes to market properties, however times have changed. Recent studies have shown that 92% of all prospective buyers search for properties online before ever making a decision to buy. What this means is that for an agent to be truly effective, they must dominate the information superhighway if they are to succeed in selling your home. That’s why‌
Each office is independently owned and operated.
In The Internet Revolution, We Don’t Fight Fair… We Spend Over $8,000 Dollars Each Month on Internet Advertising To Get Exposure For YOUR Property! We have formed strategic business relationships with the top real estate websites so that our proper ties will dominate the advertising visitors see. These include… • Zillow.com
• JamesList.com
• Trulia.com
• NewYorkTimes.com
• Realtor.com
• WallStreetJournal.com
• Homes.com
• HGTVFrontDoor.com
• SothebysRealty.com
• HomeFinder.com
• SummitSothebysRealty.com
• Others
• SirLuxuryRealEstate.com •Yahoo.com But don’t just take our word for it, go to Zillow.com or Trulia.com and see for yourselves!
Each office is independently owned and operated.
Our Web Domains Powerful Web presence But we don’t stop there; we also maintain our own segment of internet real estate. This is all done for the sole purpose of showcasing your home and getting it sold quickly. When people use search engines to try to find properties in Park City it is important that they are able to find what they are looking for quickly and easily. That is why we maintain eleven of the top domain names where people regularly go to find properties from search engine submissions. These sites include: • ParkCity4Less.com
• ParkCityUtahShortSales.info
• ParkCityTopTenProperties.com
• DavidJLawson.com
• ParkCityDeerValleyShortSales.com
• LawsonRealEstateTeam.com
• SummitSothebysRealty.com
• ParkCityDistressSales.com
• ParkCityHomeSales.com
• davidlawson.summitsothebysrealty.com
• ParkCityLuxuryListings.com
• ParkCityForSale.net
• ParkCityDeveloperCloseouts.com
• FairwaySprings.com
• ParkCityRepo.com
• ParkCity4Less.com
• ParkCityUtahShortSales.com
• others
Each office is independently owned and operated.
Social Media Keeping up with changing trends As the world changes, we have to change with it. Today it is vital that anyone marketing online use Social Media to stay in touch with their client base and reach out to potential new customers. That is why you can find us at such places as: •
http://blog.parkcity4less.com/
•
http://parkcityforsale.net/
•
www.youtube.com/parkcity4less
•
http://pinterest.com/parkcity4less/
•
https://twitter.com/parkcity4less
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As well as the two Facebook pages and two Google+ pages we maintain.
Each office is independently owned and operated.
THE CUTTING EDGE The use of leading technology Last year we hired a top internet advertising specialist firm to ensure that our search engine ranking is at the top of all searches for property in our area, both for organic as well as local search results. They are also working to make sure that our positioning in that arena of social media is front and center. What this means to you is that your property is likely to be seen by anyone who is looking for property in the Park City area.
Each office is independently owned and operated.
COMMUNICATION Staying in touch • One of the things our clients tell us that they like is our regular updates. • Each week we send out an Online Transaction Report which allows our clients to see exactly how many views their property has gotten and where those views came from. • There is also the Premier Advertising Report from Zillow, Trulia and Homes.com that shows the number of views your property has received that week • Each month we send out a timely newsletter • And Finally, we send out quarterly reports • Because most buyers start out by looking at property online, it is important that you know how much exposure it is receiving and where those views are coming from.
Each office is independently owned and operated.
Bottom Line We Get results So when it comes right down to it, The David Lawson Real Estate Team is able to market your proper ty with profound effectiveness, getting your property in front of more people and bringing you more qualified buyers.
Each office is independently owned and operated.
Average Agent Customer Satisfacton Rates Satisfied 28%
Satisfied Dissatisfied
Dissatisfied 72%
Why Do You Suppose? 72% of Other Agent’s Sellers are Dissatisfied . . . While, at the Same Time, Our Sellers LOVE Us? The overwhelming reason is poor communication between selling agents and the seller. The problem is that most agents try to do everything all by themselves, but they simply run out of the time, energy, and money to do the job and communicate with you properly.
Each office is independently owned and operated.
Selling your home takes a lot of work! Most single agents cannot reasonably meet the demands that the job requires such as: Meet with homeowner to list their home • Determine key selling features of the home • Prepare a thorough comparative marketing analysis of the neighborhood • Help determine an appropriate listing price for the home • Prepare all paperwork for proper documentation of the listing • Transfer all listing details to Multiple Listing Service • Take pictures of the property • Have keys made • Affix lock box • Put up a for sale sign • Write ads for the property • Design ad space for the ads • Place ads in all appropriate media • Ensure proper strategic rotation of ads • Make cold calls to source new buyers and sellers • Preview homes for prospective buyers • Prepare feature sheets on the home • Deliver feature sheets to homeowner • Daily prospect for ready buyers • Develop professional web pages • Perform state-ofthe-art search engine optimization for web pages • Keep webpages updated • Develop online alliances to ensure that web pages are viewed with regularity • Organize a Realtor open house • Facilitate Realtor open house • Facilitate all showings of your home • Talk with agents who have shown your home to gather useful buyer feedback • Keep in regular contact with homeowner to communicate feedback from showings • Talk to other active agents about your listing • Email all Park City Realtors with information about your property • Receive offers for the purchase of your home • Present offers to the homeowner • Negotiate the best price for the home seller • Prepare and review closing documents • Go to closing to ensure all goes smoothly • The list goes on and on… That is why it really takes a team of dedicated experts to make sure that all that needs to be done gets done, smoothly, and efficiently. And that is why we use just such a team to ensure that your experience is positive. How well does it work? Well…
Each office is independently owned and operated.
what our sellers have to say… • “David was our buyer’s agent for our recent home purchase in Jeremy Ranch. David is incredibly knowledgeable about the area, the local real estate market, and the real estate buying selling process. His level of professionalism is unparalleled in my experience. He was always on top of every detail, was very responsive, and has a vast network of contacts in the Park City area. He has been personally involved in all aspects of real estate in Park City as a builder/contractor, agent, and of course buying/selling many of his own homes in the area over many, many years. You really can’t ask any more from a real estate agent. David will definitely be our agent of choice for any other real estate transactions we do in the future and will be our first and best recommendation to all of our friends/family”. Travis Wright •
“ Dave Lawson and his team helped us in selling two of our condos at the Grand Summit and then he represented us when we bought a condo at the Canyons in Park City. He seems to be an insider when it comes to real estate information and where the deals are. I would highly recommend Dave for the sale or purchase of a property”. Joe from San Diego
Each office is independently owned and operated.
• “Over the years David has successfully represented me as listing and buyer’s agent. He’s a professional’s professional who knows the Park City market inside and out. I would never use anyone else. The hardest part of selling a property, especially now, is determining a realistic price. David is a great listener. Tell him your story and your needs as honestly as possible. Then answer his questions and listen carefully to what he says. I’ve learned that David will buy or sell property for you with as much care as if it were his own. David is personable and easy to work with. I like to pick his brain about the best investment deals (and steals) to be had in Park City. Lately he’s become an expert on short sales. Although I’ve never used him for a short sale, I’d readily recommend using him to someone in need. If you need to appeal your property tax valuation, David has a service (which I’ve used) to do just that. He won a big refund for me and did all the work”. William Snider •
“ I have known David for over 10 years. His service, professionalism and dedication are unparalleled in Park City real estate. I purchased four properties through David, including 3 investment properties and my home in Deer Valley. I felt David’s skills in finding and negotiating our real estate purchases critical to our success. I would highly recommend David to represent both buyers and sellers in Park City”. Richard R. Shooting Star Pictures
• “Dave sold a lot for us several years ago that had been listed for several years, in a very short time, Also he has assisted us on several occasions with the sale of my daughter’s home in Heber that did not result in any profit for him as an advisor. I’m not sure about the date of the sale of our lot in Silver Creek, Utah. I recommend him highly”. John and Alicia Hunt •
“ We had the pleasure of working with David on a recent search and purchase of a condo in Park City. We are so happy we chose David to work with. David gave us his undivided attention, shared his wealth of knowledge of Park City, negotiated a contract we are very happy with and gave us referrals / contact information for insurance, utilities and the like. Although we do not reside in Park City and did the closing via emails, we felt connected throughout the entire process. In addition to David being available to us with any questions or concerns, Wendy Martin from his office helped with all the closing documents and was also an added bonus! We cannot say enough good things about David; we look forward to working with him again in the future”! Mark and Laura Clounch
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“ David did an excellent job from start to finish. Always attentive and diligent, he brings great expertise and a friendly and honest approach to his clients. A very pleasant experience. I highly recommend him for any buy, sell or other real estate transaction”. Definitely one of the best. Dave Barry
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“ David has represented my interests in several real estate transactions for the past several years. His knowledge of the local market conditions has always helped me get the most beneficial transaction for all parties involved. His staff are subject matter experts and are always helpful in making a smooth timely transaction. David’s knowledge, attention to details, and negotiation skills have made complex, cumbersome transactions seem routine. He is also a great person, and is sincere in his desire to please”. Lucas Pol
• “David is one of the hardest working people I know. He is knowledgeable, straight forward and in tune with the latest marketing strategies. I feel very comfortable working with David and know my property will get the very best exposure available. David is someone I can trust for all my real estate needs”. Janet S •
“ Dave has helped me find good value in the Park City market - I recommend him as a buyer or seller’s agent”. Randy C
Each office is independently owned and operated.
WE GUARANTEE SATISFACTION Because we do what others don’t do, we get the results that others are not able to achieve, therefore, we are able to make not only one, but Two Guarantees that the others are not willing to make…
Guarantee #1: Easy Exit Listing Guarantee We have discovered that the biggest concern most home sellers experience is being locked into a lengthy listing agreement with less than satisfying results. That is why we have developed our Easy Exit Listing Guarantee. When you list your home using one of The Lawson Team’s EASY Exit Listing Agreements, you have the freedom to cancel your listing at any time. No hassles. It’s easy.
“We are so confident that you’ll love our service, that if for any reason you are dissatisfied, simply withdraw your listing. No hassle. No Offense. No comparison.”
Each office is independently owned and operated.
The Lawson Team provides you with this EASY Exit Guarantee because we believe that every property seller deserves the very best service. We also believe that if you are unhappy with the service you receive, you should have the power to fire your agent. How are we able to make this guarantee, well we dedicate ourselves to making our clients happy. In fact the overwhelming majority of our clients really love us, and we think you will too. If you don’t, you can fire us. It only seems fair, and every real estate transaction should be a win, win, win experience.
Guarantee #2: Online Viewer Guarantee We Guarantee That You Will Get A Minimum Of 1,000 Verified People Who Will View Your Listing Online Each Week. What’s more, we will send you a weekly report to show you exactly how many people have seen your property so you can see for yourself. How can we make such an outrageous promise? Easy, we have the numbers to back them up. To begin with, here is a copy of one of my personal weekly updates, just from Zillow.com
Where: • “Buyer’s Agents” are potential customers who are looking an agent in Park City • “Customer Views” are people who are looking for property in Park City • “Your Listings” is how many people have viewed our listed properties. You also get a weekly report that shows your property’s online activity.
Each office is independently owned and operated.
If there is only
one reason to hire the david lawson team, here it is‌
We Get You More MONEY! According to the Real Estate Board, our clients get An average of 2.24%* more in their pockets. If 2.24% doesn’t sound like much to you, consider this. If your home sold for around the average Park City home sale price of $829,500, that could mean an extra $18,580.80 in your pocket just for listing your home with the The David Lawson Real Estate Team!
* Source: PCMLS 2006-2012
Each office is independently owned and operated.
27 Valuable Tips You Should Know To Help Sell Your Home Faster AND for More Money 1. U nderstand Your Reasons For Selling Your Home. Your motivation to sell is the determining factor as to how we will approach the process. It affects everything from where you set your asking price to how much time, money and effort you’re willing to invest in order to prepare your home for sale. For example, if your goal is a quick sale, this would determine one approach. If however you want to maximize your profit, the sales process might take longer, thus determining a different approach. 2. K eep Those Reasons For Selling To Yourself. The reasons you are selling your home will affect the way you negotiate the sale. By keeping this to yourself, you don’t provide prospective buyers with leverage they may be able to use. If, for example, they should learn that you must move quickly, you could be placed at a disadvantage in the negotiation process. When asked, simply say that your housing needs have changed. Remember, the reason you are selling is only for you to know.
Here are a few tips for setting your home’s sale price: • If You Live In A Subdivision – If your home is comprised of similar or identical floor plans built in the same period, simply look at recent sales in your neighborhood subdivision to give you a good idea of what your home is worth. • I f You Live In An Older Neighborhood – As neighborhoods grow, each home may be different in minor or substantial ways. Because of this, you will probably find that there aren’t many homes truly comparable with your own. In this case you may want to consider seeking a Realtor to help you with the pricing process. • I f You Decide To Sell On Your Own – A good way to establish a value is to look at homes that have sold in your neighborhood within the past six months, including those currently on the market. This is how prospective buyers will assess the worth of your home. Also a trip to City Hall can provide you with home sale information in it’s public records, for most communities.
3. B efore Setting a Price, Be Sure To Do Your Homework. 4. D o Some Home Shopping For Yourself. When you set your price, you make buyers aware of The best way to learn about your competition and disthe absolute maximum they have to pay for your home. cover what turns buyers off is to check out other open As a seller you will want to sell as close to the list price houses. Note floor plans, condition, appearance, size of as possible. If you start out by pricing too high you run lot, location, and other features. Particularly, note both the risk of not being taken seriously by buyers and their the initial asking price and the final selling price. Rememagents. On the other hand, placing your initial price too ber, if you’re serious about selling your home fast, don’t low can result in selling your home for much less than price it higher than your neighbors. you were hoping for.
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5. The Pro’s And Con’s Of Getting An Appraisal. your home will generate a greater emotional response Sometimes a good appraisal can be a benefit in marketthan any other factor. Prospective buyers react to what ing your home. Getting an appraisal can be a good way they see, hear, feel, and smell even though you may to let prospects know that your home can be financed. have priced your home to sell. However, an appraisal does cost money, has a limited life, 10. I nvite The Honest Opinions of Others. and there’s no guarantee you’ll like the figure you hear. The biggest mistake you can make at this point is to 6. W hat Tax Assessments Really Mean. rely solely on your own judgment. Don’t be shy about Some people think that tax assessments are a way of seeking the honest opinion of others. You need to be evaluating a home. The difficulty here is that assessments objective about your home’s good points as well as are based on a number of criteria that may not be bad. Fortunately, your Realtor will be forthright about related to property values, so they may not necessarily discussing what should be done to make your home reflect your home’s true value. more marketable. 7. Helping You To Decide Upon A Realtor. According to the National Association of Realtors, nearly two-thirds of the people surveyed who sold their homes themselves say they wouldn’t do it again. Primary reasons included setting a price, marketing handicaps, liability concerns, and time constraints. When deciding upon a Realtor, consider two or three. Be as wary of quotes that are too low as those that are too high.
11. C lean and Fix Everything, Even The Insignificant. Scrub, scour, tidy up, straighten, clean the clutter, and declare war on dust. Repair every squeak, broken light switch, and tiny crack in the bathroom mirror because even these small things can be deal-killers… you’ll never know what can turn buyers off. Remember you’re not just competing with other resale homes, but brand new homes as well.
ll Realtors are not the same! A professional Realtor A knows the market and has information on past sales, current listings, a marketing plan, and will provide their background and references. Evaluate each candidate carefully on the basis of his or her experience, qualifications, enthusiasm, and personality. Be sure you choose someone that you trust, and feel confident that they will do a good job on your behalf.
12. Allow Buyers To Visualize Themselves In Your Home. The last thing you want prospective buyers to feel when viewing your home is that they may be intruding into someone else’s life. Avoid clutter such as too many knickknacks, etc. If possible, decorate in neutral colors, like white or beige and place a few carefully chosen items to add warmth and character. You can enhance the attractiveness of your home with a well-placed vase of flowers or potpourri in the bathroom. Home décor magazines are great for tips and ideas.
If you choose to sell on your own, you can still talk to a Realtor. Many are more than willing to help do-ityourselfers with paperwork, contracts, etc. and should problems arise, you now have someone you can readily call upon. 8. Be Sure You Have Room To Negotiate. Before setting your asking price, make sure you leave yourself enough room in which to bargain. For example, set your lowest and highest selling price. Then check your priorities to know if you’ll price high to maximize your profit or price closer to market value because you want to sell quickly. 9. Appearances Matter! Appearance is so critical that it would be unwise to ignore this when selling your home. The look and feel of
13. Deal-Killer – Odors Must Go! You may not realize it but odd smells like traces of food, pets, and smoking odors can kill deals quickly. If prospective buyers know that you have a dog, or that you smoke, they’ll start smelling odors and seeing stains that don’t even exist, so get rid of all the clues. 14. D isclose All The Defects. Smart sellers are proactive in disclosing all known defects to their buyers in writing. This can reduce liability and prevent lawsuits later. 15. The More Prospective Buyers, The Better. When you maximize your home’s marketability, you will most likely attract more than one prospective
Each office is independently owned and operated.
buyer. It is much better to have several buyers because they will compete with each other; a single buyer will compete with you. 16. K eep Emotions In Check During Negotiations. Let go of the emotions you’ve invested in your home. Be detached, using a business-like manner in your negotiations. You’ll definitely have an advantage over those getting caught up emotionally in the situation. 17. Learn Why The Buyer Is Motivated. The more you know about a prospective buyer, the better equipped you are to use the negotiation process to your advantage; thus controlling the pace and duration of the process. As a rule, buyers are looking for the best possible property for the least amount of money, and knowing what is motivating their purchase enables you to negotiate more effectively. For example, does your buyer need to move quickly? Armed with this information, you are better positioned to bargain to your advantage. 18. What The Buyer Can Actually Afford. As soon as possible, try to learn the amount of the mortgage the buyer is qualified to carry and how much his or her down payment is. If their offer is low, ask their Realtor about the buyer’s ability to pay what your home is worth. 19. W hen The Buyer Would Like To Close. Quite often, when the buyer would like to close is actually when they need to close. Knowledge of their deadlines for completing negotiations again creates a negotiating advantage for you. 20. Don’t Buy A New Home Until Your Current Home Sells. Beware of closing on your new home while you are still making mortgage payments on the old one or you might end up becoming a seller who is eager (or even desperate) for the first deal that comes along. 21. M oving Out Before You Sell Puts You At A Disadvantage. It’s been proven that it is more difficult to sell a home that is vacant because it becomes forlorn looking, forgotten, and no longer an appealing sight. Buyers start getting the message that you have another home and are probably motivated to sell. This could cost you thousands of dollars.
22. Deadlines Create A Serious Disadvantage. Don’t try to sell by a certain date. This adds unnecessary pressure and is a serious disadvantage in the negotiation process. 23. D on’t Take Low Offers Personally. Invariably the initial offer is below what both you and the buyer know the property will sell for. Don’t be upset…evaluate the offer objectively. Confirm that the offer details an offering price, sufficient deposit, amount of down payment, mortgage amount, a closing date, and any special requests. This simply provides a starting point from which to negotiate. 24. Turn That Low Offer Around. You can counter a low offer, or even an offer that is just below your asking price. This lets the buyer know that the first offer isn’t seen as a serious one. Now you’ll be negotiating only with serious buyers. 25. M aybe The Buyer Isn’t Qualified. If you feel an offer is inadequate, now is the time to make sure the buyer is qualified to carry the size of mortgage the deal requires. Inquire how they arrived at their initial figure, and suggest they compare your price to the prices of homes for sale in your neighborhood. 26. Ensure The Contract Is Complete. To avoid problems, be sure that all the terms, costs, and responsibilities are spelled out in the contract of sale. It should include such items as the date it was made, names of parties involved, address of property being sold, purchase price, where deposit monies will be held, date for loan approval, date and place of closing, type of deed, including any contingencies that remain to be settled, and what personal property is included (or not) in the sale. 27. Resist Deviating From The Contract. For example, if the buyer requests a move in prior to the closing, just say no; you’ve been advised against it. Now is not the time to take any chances of the deal falling through.
Each office is independently owned and operated.
Agent Selection Worksheet How to Choose the BEST Real Estate Agent to Sell Your Property
Agent Qualifications Questions
Other Agent
Lawson Team
1. Are you a full time agent? Yes! 2. How many people do you have on your team?
8
3. Do you have a Listing Coordinator? Yes! 4. Do you have a Closing Coordinator? Yes! 5. Do you have a full-time Marketing Specialist? Yes! 6. Do you use a Professional Photographer? Yes! 7. Do you employ professional Graphics Artists? Yes! 8. Are you a member of both the Park City and Yes! Wasatch Front Board of Realtors?
Agent’s Track Record 1. How many listings do you have in inventory?
Average 30-40
2. How many homes do you sell annually? Average 75 3. How many years have you been one of the top-selling agents?
13
Customer Service 1. Answer your phone seven days a week? Yes 2. How are the home owner’s kept informed on buyer reaction to showings? a. Transaction reports?
Yes!
b. Weekly online viewer status report? Yes! c. Monthly news update? Yes! 3. Do you have written guarantees? Yes! 4. What bonuses do you offer?
2 Guarantees
Each office is independently owned and operated.
Agent Selection Worksheet How to Choose the BEST Real Estate Agent to Sell Your Property
Marketing Plan Other Agent Lawson Team 1. How large of a customer database do you maintain?
528
2. How large of a National Agent Database do you maintain?
38,283
3. How often do you contact your database customers? Monthly 4. How many contacts a week do you make to locate buyers?
100
5. How many hours a day do you spend prospecting on the phone?
3
6. How many of the top real estate sites do you dominate?
3
7. How many pages do you maintain? 11 8. How many URLs do you maintain?
23
9. Do you update MLS pictures as seasons change so property appears fresh? Yes! 10. How do you ensure all listed properties receive maximum buyer exposure?
**
11. Other than a For Sale sign and a listing in the MLS, what will you do to sell the property? ** 12. Do you make regular calls to key Agents? Yes! 13. How highly do you rank in Organic searches? Very 14. How highly do you rank for local searches? Very 15. How strongly are you represented in social media? Very 16. Sotheby’s exclusive Online Transaction Report Yes! 17. Enhanced Property Displays and advertising on many of the very top Real Estate Web Sites
Yes!
** see our marketing plan (herein)
Each office is independently owned and operated.
Agent Selection Worksheet How to Choose the BEST Real Estate Agent to Sell Your Property
Brokerage Comparison - How does your Brokerage compete with Sotheby’s?
Other Brokerage Sotheby’s
1. One of the most known and respected names in the international business community Yes! 2. International Representation in 36 countries Yes! 3. Magazine Branding Yes! 4. Business Partnerships and COOP Advertising opportunities with: Architectural Digest, Robb Report, Town & Country, Yes! WSJ, Reside Magazine, The BBC, NY Times, The Daily Telegraph 5. Sotheby’s Preview Yes! 6. Ability to find buyers nationally & internationally Yes! 7. SothebysRealty.com receives 506 Million Impressions monthly Yes! 8. Ability to do a Lifestyle Search on SothebysRealty.com Yes! 9. Advertising in key markets/websites Yes! 10. Language & Currency Conversion Yes! 11. Online Transaction Report Yes! 12. Enhanced Property Displays and advertising on many of the very Yes! top Real Estate Web Sites So when it comes right down to it . . . The David Lawson Real Estate Team is able to market your property with profound effectiveness, getting your property in front of more people and bringing you more qualified buyers. In fact, our time-proven, non-traditional awardwinning techniques have permitted us to sell almost 1,000 properties in the past twelve years. What this means is that we are among the very top agents in our area, working for arguably the top real estate firm in the world. Isn’t it time you let us sell your property too? You can reach us at:
The David Lawson Real Estate Team Summit Sotheby’s International Realty
Office Location: 1750 Park Avenue • Mail To: 1776 Park Avenue Ste 4-435, Park City, UT 84060 www.LawsonRealEstateTeam.com Office: 435.649.1884 • David Lawson Direct: 435.901.0904 Please call 435.901.0904 now to get your property . . . SOLD
Each office is independently owned and operated.
David Lawson and his Team
want to be Your agent! “We at the Lawson Real Estate Team are powerfully united by our commitment to helping our clients achieve their real estate goals through our award-winning, time-proven non-traditional methods.” – Lawson Team Mission Statement Hopefully by now you are able to see some of the things that sets the David Lawson Real Estate Team above the other agents in the Park City real estate market. So if you want to sell your property, get our award-winning team and time-proven system working for you. The sooner we can begin the sooner we can get your property SOLD! For personalized service call David on his private line right now at 435.901.0904
Each office is independently owned and operated.