MARKETING ANALYTICS and STRATEGY
In Guiding Next Steps
For:
ROCKY STERYO
3667 E Angstead Ct
Gilbert AZ 85207
Home - Cooley Station
THE STARTING LINE
Real estate is complicated.
That’s where I come in.
When you hear the phrase "Home is where the Heart is . . ." you know that means more than a brick-and-mortar building. It’s a feeling of community, comfort, and a sense of belonging. It's about neighbors whom you call friends and friends you call family.
While this is truly a place many call home— whether you live here full-time or enjoy as a part-time resident. Endless options for Walking and Hiking Trails, plus several Parks and beautifully Landscaped Reserve areas.
Here, people live, work, eat, shop, create, and come together. This is home for many however you choose to define it.
LynnAnne Phillips is a Real Estate agent with 18 years experience helping more than 350 families Buy, Sell, Build, and Invest. She can help you with all your Real Estate needs. You can visit her website at LynnAnne.HouseToHome.com
When you choose LynnAnne as your partner, you are not just getting a trusted, respected agent – you are getting a local expert who is passionate about serving our community and those who call it home.
Let’s get started.
Lynnanne Phillips, REALTOR® CNE | MCNE Keller Williams – Sonoran Living 480-427-0117 Lynnanne527@gmail.com
ACHIEVEMENTS
THE BEGINNING
Thanks to my “Builder-Dad,” my career began in residential construction where I acquired valuable experience while attending high school and college. I learned the value of accuracy and the promise of consistency in execution that produced quality results repeatedly.
My step-by-step process easily adapts to each of my clients. Customizing steps to formulate a plan that fits best for them. With set expectations in communication, status reporting, appointment feedback and negotiation strategies, teamwork is evident and costly mistakes are avoided. Whether you are Buying, Selling or Investing, when you hire me, I perform three critical roles in your life and in your Real Estate Transactions:
• I will be your Consultant and Advisor
• I will be your Negotiator
• I will be your Manager of all transactional detail
With 20 years experience, 450+ homes sold, and $200M in sales, my experience with clients includes Master-plan communities selling homes/condos, Mountain views, Lakefront and Golf Course Properties ranging $500K to Luxury properties over $3.5 Million.
Interests: Collaborating with Builders in New Construction, Existing Residential Real Estate, and Investment Properties. I enjoy hosting a Monthly Wine Tasting Events, Hiking, Dance, Creative Writing, Technical Writing, Pure-Barre, Yoga and Foodie of many cuisines
COMMUNITY MEMBERSHIPS AND INVOLVEMENT
• Paz De Cristo, Meal preparation
• A New Leaf, Committee support and donor
• East Valley Women, Member
• Mesa Hohokams, Volunteer
• Neighborhood Ambassador
• BLOG Creator: https://talkingtothebridge.com/ Promoting neighbor-to-neighbor connections
PROFESSIONAL CERTIFICATIONS AND MEMBERSHIPS
• MCNE, Master Certification Negations Expert
• National Association of REALTORS®
• Arizona Association of REALTORS®
• Grand Rapids Association of REALTORS®
ROOTED IN COMMUNITY
I understand what makes our community and the people who call it home so special.
That’s what it takes to truly be a real estate expert. Not just expertise in negotiation and marketing, but a love and understanding of the community and the people who live here. That’s just one reason to choose me to stand by your side – and it’s the foundation of everything I do.
LynnAnne Phillips CEO AND FOUNDER OF LynnanneHouseToHomes
A Simple Value Proposition
MORE MONEY
By attracting the maximum amount of interested buyers, your property will sell for the highest marketable price possible.
LESS TIME
My marketing Strategy will maximize your property's exposure to active buyers who want to know about your home.
LEAST AMOUNT OF HASSLE
I'll put my experience to work while navigating the complexities of the real estate transaction, making it a seamless experience for you.
SELLERS ROADMAP
GARDENING PROGRAM Silent Market/Pre-List opportunity to inform Neighbors, family, friends.
• Review the selling process/strategy
• Discuss Timing, Expectations and Goals
• Answer all your questions
• Determine if I am the agent for you and identify next steps
GARDENING PROGRAM
Silent Market/Pre-List opportunity to inform Neighbors, family, friends.
THE PROCESS STEPS
The real estate transaction is complex – and navigating you through every step of the sale is my expertise.
Initial meeting, walk-through and needs analysis
Sign listing agreement
Prepare your property for sale: staging, photography, etc.
GARDENING PROGRAM
Silent Market/Pre-List opportunity to inform Neighbors, family, friends.
Launch “coming soon” marketing campaign
Establish a competitive price
Officially list your property
Launch “just listed” marketing campaign
Negotiate contract
Go under contract
Facilitate inspection process
Negotiate any issues
Oversee appraisal
Coordinate and prepare for further inspections
Final walk-through
Close!
Start showing your house and hold open house
Receive and present offers
YOUR NEEDS COME FIRST
Life is filled with assumptions. Assumptions can lead to miscommunication.
have you ever said to yourself . . .
“I was anticipating . . .” or
“I was expecting . . .
Communication is KEY
Visualize your dream scenario for selling your home.
What's the one thing that must happen to make that dream scenario a reality?
Why is that important to you?
How can I make that happen for you?
If we could add just one more thing to make this process even better, what would it be?
Why is that important to you?
And then, if we could add just one more thing to make this process even better than that, what would it be?
Why is that important to you?
CLEAR COMMUNICATION
My real estate business is built on the concept of putting your needs first. And an important part of that means that when you have a question or need support, I’m there.
When you choose to work with me, you can count on open and honest communication – in the frequency and medium you prefer (text, email, phone) .
AN INDUSTRY LEADER
When you work with me, you work with a trained agent that has the backing of one of the world’s largest real estate company, consisting of more than 320 Market Centers and 180,000+ associates around the globe. That puts your listing within a real estate network that can reach around the world.
Keller Williams was built on a simple yet revolutionary principle: people are what matter most. To help cement this understanding, we’ve formalized a belief system that guides how we treat each other and how we do business. Win-Win or no deal Integrity do the right thing
come first
seek first
ideas before results
LISTING FEATURES
Important Features are Displayed at the Home –Keeping Key Points Front of Mind as they visit.
New Kitchen Design increases cabinets and workspace: (2019)
New Kitchen Island and Breakfast Bar
New Granite Counter Tops
Added wall pantry
Installed Pots and Pans Drawers
Added upper cabinets
Installed Farm/Apron-style drop-in sink
Added travertine backsplash
New Drawer pulls installed
New Cabinet Crown upgrade
Added Wall Pantry –expanding pantry storage areas to three!
New Carpet:
All Bedrooms (2019)
Guest Bath Design Upgrade: (2019)
Guest-Bath 1. Replaced Std Height cabinet base with Executive Height base
Guest-Bath 2: Remodeled Guest Bedroom to create Suite design with Private Access
All Baths: Replaced standard cabinet base (w/doors) with 3-Drawer Cabinet Base
Master Bath Design Upgrade: (2019)
Removed soaking tub to extend counter and added 3Drawer-Base and Upper Cabinets
Installed new undermount sinks
Installed new walk-in Tiled Shower with Glass Barndoor
CONSISTENCY IN MARKETING
•Information is KEY
•The VALUE is in the CLARITY, the ACCURACY, and the CONSISTENCY in how you REACH your audience
Social Media
Consistent social presence is critical. My Marketing Team checks every box to ensure we have a presence before and during the selling process.
•Dedicated Social Media Manager
•Social Media Marketing Strategy
•Currently Marketing on 3 Social Platforms
• Linked In
•6 Posts Per Week (2 per platform)
•High Quality Images
CONSISTENCY IN MARKETING
CONSISTENCY IN MARKETING
CONSISTENCY IN MARKETING
CONSISTENCY IN MARKETING
A PORTFOLIO OF EXCELLENCE
88 Things That Might Go Wrong During Your Transaction
The Buyer/Borrower:
•Does not tell the truth on loan application.
•Has recent late payments on credit report.
•Finds out about additional debt after loan application.
•Borrower loses job.
•Co-borrower loses job.
•Income verification lower than what was stated on loan application.
•Overtime income not allowed by underwriter for qualifying.
•Applicant makes large purchase on credit before closing.
•Illness, injury, divorce or other financial setback during escrow.
•Lacks motivation.
•Gift donor changes mind.
•Cannot locate divorce decree.
•Cannot locate petition or discharge of bankruptcy.
•Cannot locate tax returns.
•Cannot locate bank statements.
•Difficulty in obtaining verification of rent.
•Interest rate increases and borrower no longer qualifies.
•Loan program changes with higher rates, points and fees.
•Child support not disclosed on application.
•Bankruptcy within the last two years.
•Mortgage payment is double the previous housing payment.
•Borrower/co-borrower does not have steady two-year employment history.
•Borrower brings in handwritten pay stubs.
•Borrower switches to job with a probation period.
•Borrower switches from job with salary to 100% commission income.
•Borrower/co-borrower/seller dies.
•Buyer is too picky about property in price range they can afford.
•Buyer feels the house is misrepresented.
•Veterans DD214 form not available.
•Buyer comes up short of money at closing.
•Buyer does not properly “paper trail” additional money that comes from gifts, loans, etc.
•Buyer does not bring cashier’s check to title company for closing costs and down payment.
The Seller:
•Loses motivation to sell (job transfer does not go through, reconciles marriage, etc.).
•Cannot find a suitable replacement property.
•Will not allow appraiser inside home.
•Will not allow inspectors inside home in a timely manner.
•Removes property from the premises the buyer believed was included.
•Cannot clear up liens – is short on cash to close.
•Did not own 100% of property as previously disclosed.
•Encounters problems getting partners’ signatures.
•Leaves town without giving anyone Power of Attorney.
•Delays the projected move-out date.
•Did not complete the repairs agreed to in contract.
•Seller’s home goes into foreclosure during escrow.
•Misrepresents information about home and neighborhood.
•Does not disclose all hidden or unknown defects and they are subsequently discovered.
The Realtor(s):
•Has no client control over buyers or sellers.
•Delays access to property for inspection and appraisals.
•Does not get completed paperwork to the Lender in time.
•Inexperienced in this type of property transaction.
•Takes unexpected time off during transaction and can’t be reached.
•Misleads other parties to the transaction – has huge ego.
•Does not do sufficient homework on their clients or the property and wastes everyone’s time.
The Lender(s):
•Does not properly pre-qualify the borrower.
•Wants property repaired prior to closing.
•The market raises rates, points or costs.
•Borrower does not qualify because of a late addition of information.
•Lender requires a last-minute second appraisal or other documents.
•Lender loses a form or misplaces entire file.
•Lender doesn’t simultaneously ask for all needed information.
•Lender doesn’t fund loan in time for close.
The Property:
•County will not approve septic system or well.
•Termite report reveals substantial damage, and seller is not willing to fix.
•Home was misrepresented as to size and condition.
•Home is destroyed prior to closing.
•Home is not structurally sound.
•Home is uninsurable for homeowner’s insurance.
•Property incorrectly zoned.
•Portion of home sits on neighbor’s property.
•Unique home and comparable properties for appraisal difficult to find.
The Escrow/Title Company:
•Fails to notify lender/agents of unsigned or unreturned documents.
•Fails to obtain information from beneficiaries, lien holders, insurance companies or Lenders in a timely manner.
•Allow Principals to leave town without getting all necessary signatures.
•Loses or incorrectly prepares paperwork.
•Does not pass on valuable information quickly enough.
•Does not coordinate well, so that many items can be done simultaneously.
•Does not bend the rules on small problems.
•Finds liens or other title problems at the last minute.
The Appraiser:
•Is not local and misunderstands the market.
•Is too busy to complete the appraisal on schedule.
•No comparable sales are available.
•Is not on the Lender’s “approved list.”
•Makes important mistakes on appraisal and brings in value too low.
•Lender requires a second or “review” appraisal.
Inspectors:
•Pest inspector not available when needed.
•Pest inspector too picky about condition of property.
•Home inspector not available when needed.
•Inspection reports alarm buyer and sale is cancelled.
FINDING YOUR BUYER
A successful marketing plan is one that targets the channels buyers are already using to find homes. From optimized internet exposure to networking with local agents, I’ll work diligently to find your buyer as fast and efficiently as possible.
Characteristics of Home Buyers
•First-time buyers made up 32%, up from last year's 26%. This increase is still below the 38% average seen since 1981.
•The typical first-time buyer was 35 years old this year, slightly down from 36 last year, while the typical repeat buyer age fell to 58 years from an all-time high of 59 years.
•59% of recent buyers were married couples, 19% were single females, 10% were single males, 9% were unmarried couples. This is the lowest share of married couples since 2010.
•70% of recent buyers did not have a child under the age of 18 in their home. This is the highest share recorded. In 1985, 42% of households did not have a child under the age of 18.
•14% of home buyers purchased a multigenerational home, to take care of aging parents, because of children or relatives over the age of 18 moving back home, and for cost-savings.
•81% of buyers were White/Caucasian, 7% were Hispanic/Latino, 7% were Black/AfricanAmerican, 6% were Asian/Pacific Islander, and 6% identified as some other race.
•88% of recent home buyers identified as heterosexual, 3% as gay or lesbian, 2% as bisexual, 1% prefer to self-describe, and 6% preferred not to answer.
•16% of recent home buyers were veterans and 2% were active-duty service members.
•At 26%, the primary reason for purchasing a home was the desire to own a home of their own. For first-time buyers, this number jumps to 60%.
FINDING YOUR BUYER
A successful marketing plan is one that targets the channels buyers are already using to find homes. From optimized internet exposure to networking with local agents, I’ll work diligently to find your buyer as fast and efficiently as possible.
Characteristics of Homes Purchased
•13% of buyers purchased a new home, and 87% of buyers purchased a previouslyowned home.
•Most recent buyers who purchased new homes were looking to avoid renovations and problems with plumbing or electricity at 45%. Buyers who purchased previously-owned homes were most often considering better price at 38%.
•Detached single-family homes continued to be the most common home type for recent buyers at 79%, followed by townhouses or row houses at 8%.
•Senior-related housing increased this year to 19% from 7% last year (for buyers over the age of 60), with 17% of buyers typically purchasing condos and 12% purchasing a townhouse or row house.
•The median distance between the home that recent buyers purchased and the home they moved from was 20 miles. This is a decline from 50 miles last year, but is a reversion back towards the previously held norm of 15 miles.
•For buyers, 60% cited quality of the neighborhood as the most important factor determining the location. Convenience to friends and family and overall affordability of homes were cited at 45% and 39%.
•Buyers typically purchased their homes for 100% of the asking price, with 25% purchasing for more than asking price.
•The typical home that was recently purchased was 1,860 square feet, had three bedrooms and two bathrooms, and was built in 1985.
•Overall, buyers expected to live in their homes for a median of 15 years, while 22% said that they were never moving.
YOUR CUSTOM MARKETING PLAN
Well-researched Pricing
Capturing the right price in any given market is one of the most critical elements in a successful real estate transaction. Correctly pricing your property means diligently studying the market to know what interested buyers are willing to pay and to price competitively within that range. This is what will position your house to stand out against other listings.
Captivating Staging
Staging is what creates a “wow factor” when a buyer walks through the door of your property. It’s what creates an emotional response and can often be an influence on whether or not an offer is made. From maximizing curb appeal to creating a clean and open interior, I will guide you on how to capture maximum buyer interest by highlighting the unique features of your house.
Eye-catching Yard Signs
Coming soon. For sale. You may have seen these signs throughout your neighborhood – and their purpose is clear: to create excitement and interest around a listing. While much emphasis is placed on online advertisement these days, many buyers still look for their next home the oldfashioned way – by simply driving around their desired neighborhood. Professionally designed signage and property fliers will market your home 24/7 and capture attention from highly qualified buyers looking specifically in your area.
Open House Strategy
Whether or not an open house is where your buyer comes from, they serve a strategic purpose – aggregating interested buyers in a specific geographic area. By showcasing your property with an open house, or simply leveraging the leads generated at another nearby open house, we will create and target a highly-qualified, localized group of buyers.
Targeted Networking
In real estate it’s not only what you know, but also who you know. As an active member in the real estate community and our community at large, I will market your listing to top agents and buyer specialists in the area, generating excitement and ensuring maximum exposure.
Your Listing, Amplified
When you list with me, we'll have access to the Keller Williams Listing System, or KWLS. This proprietary, exclusive system ensures your property is marketed online 24/7 through hundreds of the most popular search sites.
Additional e-Blast sites can reach key cities within priority states moving to Arizona: Census data shows that many Californians are heading to Texas, Arizona, Washington, Nevada, and Oregon.
•Texas - 82,000.
•Arizona - 59,000.
•Nevada - 47,000.
•Washington - 46,000.
•Oregon - 38,000.
The numbers show Arizona continues to be a net importer of people, taking in 2.2 million new residents from other states since 2010, while losing 1.7 million to other states during that eight-year period.
YOUR CUSTOM MARKETING PLAN
High-quality, Professional Photography
Crisp, clear photos will make your property pop online and maximize visual appeal. I work with highly qualified, professionally trained real estate photographers who specialize in making your house look its absolute best.
Engaging Videography
Video is at the heart of an effective digital marketing campaign and can provide a distinct advantage in a competitive market.
Best-in-class Print Marketing
From fliers to postcards to custom look-books, we’ll determine what professionally printed marketing pieces will move the needle to maximize the sale of your property.
With nearly 44 percent of buyers starting their search online and 95 percent of buyers looking online at some point in their home search, mastering the digital space is a must. From Google AdWords to social media marketing to my SEO-optimized website and mobile search app, your listing will shine online. It is my goal to provide innovative digital marketing strategies to ensure the right buyers find your property and take action.
Effective Email Marketing
I maintain a database of past clients, industry contacts and community influencers with whom I maintain regular communication with. Your listing will be blasted to these contacts, and any interest shown will be followed up with further, targeted communications.
YOUR CUSTOM MARKETING PLAN
Coming soon campaign – When Time Allows
Walk-through and needs analysis
Professional photography and videography
Professional yard signage
“Coming soon” email blast to database
“Coming soon” social media touch on Twitter, Instagram, and Facebook
“Coming soon” callout campaign to highly qualified buyers
Just listed campaign
Launch listing on KWLS, MLS and other syndication websites
Professional yard signage and takeaway fliers
“Just listed” email blast to database
“Just listed” social media on Twitter, Instagram, and Facebook
“Just listed” callout campaign to highly qualified buyers
Open house immediately after Listing goes Active
Just sold campaign
“Just sold” yard signage (once recorded)
“Just sold” email, social, and digital touches
YOUR TRUSTED PARTNER
Greg and Patti
8402 E Indigo St Mesa AZ 85207 in 2021
• Overall rating
• Market expertise
• Responsiveness
• Negotiation skills
• Professionalism & Communication
I wish there was more than 5 stars to give LynnAnne because she deserves a 10 star rating!!!! Is LynnAnne a great Realtor, YES!! She helped with every step of the process and was eager to answer all questions and concerns we had regardless of how unimportant they may have seemed. We left our Arizona home but gained a friendship that will endure. Thank you LynnAnne... Greg and Patti
Everyone knows buying a home is stressful, but the fact that this was my first home made the process terrifying. Luckily, I had a first-class agent in my corner in Lynnanne. She never treated me as just another client, but her own family or best friend, making sure that I was at ease every step of the way. My stress and freight, quickly turned into excitement and joy, as we got more into the inner dealings. Lynnanne made me aware throughout and was in constant communication with the lender, title company and other agent. She quarterbacked the entire process and was not an agent, but more importantly, a friend! Thank you, Lynnanne! Rocky Steryo, Arizona Office Technology
YOUR TRUSTED PARTNER
"Lynnanne is a very hard-working, solutions-oriented person who goes above and beyond to help her clients achieve their objectives. She stood out from the crowd with her enthusiasm, passion and hard work. We awarded the contract to her company in large part because of what she brought to the table. I highly recommend Lynnanne to anyone looking for someone who goes the extra mile for her clients. "
- Carmen Crist, Director of Administration and Planning
"Lynnanne is top-notch in the real estate market. She is one of the few people I know where her clients count her as not only a great resource to fill their real estate needs, but also a trusted friend and advisor. I would highly recommend her to anyone needing her services."
- Darrell Crawford, Managing Partner, Vantage Group
"If you get the opportunity to work with Lynnanne Phillips, you'll count yourself lucky! We certainly did when we partnered with her during the construction of our beautiful home on a lovely golf course. She's SMART, hard-working, committed to those she serves, and has never-ending energy. Lynnanne ALSO has a great sense of humor which is key during the construction phase of any new home. And when it came time to sell that home? No one other than Lynnanne was on our list for this important task. Once again she proved herself invaluable. I only wished she was licensed in Washington state but no. May sound like a sales pitch but it's all true."
- Colin and Laurie Ward, Snoqualmie, Washington
Lynnanne was the best!! If I had to rate her from 1-10 she was well over a 10. After finding us a house, she gave us options and ideas that really helped us. Working with her was like being with a old friend. - Testimonial for Lynnanne Phillips at Arizona Best Real Estate
-- Judy & Mike McCreary, Gilbert AZ (Boeing Corp)
Her level of knowledge, expertise and professionalism along with her hands on approach in getting my home ready for the market.
THE BOTTOM LINE
Real estate is complicated.
That’s where I come in.
When you hear the phrase "Home is where the Heart is . . ." you know that means more than a brick-and-mortar building. It’s a feeling of community, comfort, and a sense of belonging. It's about neighbors whom you call friends and friends you call family.
While this is truly a place many call home— whether you live here full-time or enjoy as a part-time resident. Endless options for Walking and Hiking Trails, plus several Parks and beautifully Landscaped Reserve areas.
Here, people live, work, eat, shop, create, and come together. This is home for many however you choose to define it.
LynnAnne Phillips is a Real Estate agent with 18 years experience helping more than 350 families Buy, Sell, Build, and Invest. She can help you with all your Real Estate needs. You can visit her website at LynnAnne.HouseToHome.com
When you choose LynnAnne as your partner, you are not just getting a trusted, respected agent – you are getting a local expert who is passionate about serving our community and those who call it home.
Let’s get started.
Lynnanne Phillips, REALTOR® CNE | MCNE Keller Williams – Sonoran Living 480-427-0117
Lynnanne527@gmail.com
Lynnanne@Lynnannehousetohome.com