Homes Lives
ARTFULLY UNITING EXTRAORDINARY
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WHERE THE ESSENCE OF THE EXTRAORDINARY IS DEFINED
We’re known for representing homes that embody the tapestry of varied lifestyles, distinct settings and diverse locales. At Sotheby’s, quality is intrinsic.
It’s not just luxury prices we serve, it’s luxury service you can expect. Understanding your expectations from the beginning ensures we are always working together toward the same goal.
A little bit about me. Beth Fiorda has been a successful real estate broker for six years, specializing in residential transactions on Seattle’s Eastside. “What I enjoy most about real estate is listening to and working with people,” says Beth, who is known for her grit, professionalism, and integrity. “Sotheby’s has a reputation for exceptional service, so it’s a natural fit for me and how I work with my clients.” Since Beth herself has moved from Illinois, Missouri, New York, Norway, California, and now Washington, she can empathize with her clients regarding the logistics and emotions involved in moving and relocations. Beth constantly monitors trends in the local real estate market, uses the best statistical and marketing tools, and always maintains open lines of communication with buyers and sellers alike. Her 25 years of technical and business experience helps simplify the sales process and final contract negotiations in an understandable, predictable way. “Beth helped my wife and me with a very complicated interstate real estate transaction and executed it flawlessly,” says one happy client. “She effectively managed relationships across title, legal, contractors, insurance, finance, and surveyors, all while working around our very busy schedules,” he says, noting she helped the couple buy their new home remotely. Beth’s passionate about her family, faith, friends, and this crazy business of real estate.
Our Customizable Marketing Plan The right way to sell your home involves executing a variety of marketing strategies to showcase your property locally and globally in the finest ways possible. Excellent photography, staging, pricing and representation are the four key pillars in our marketing plan. When you list with us, we’ll customize a plan to meet your goals and commit to sticking to it together. • • • • • • • • • • • • • • •
Professional photography of property to produce quality, high-resolution images. Professional filming of property for high-quality video, with aerial footage. Referral to staging and home-service professionals where applicable. High-quality brochure of property displayed in local offices and distributed to Sotheby’s offices nationally. Submission of property to the Northwest MLS. Property will receive a tasteful for-sale sign in the yard, with brochure holder and electronic key box if desired. Exclusive placement of property on all highly trafficked real estate sites including The Wall Street Journal, The New York Times and Bloomberg News. Exclusive placement of property on Marketplace Sotheby’s International Realty and Sotheby’s International Realty websites, both available in 18 languages with currency converters. Property featured in Sotheby’s offices globally via the proprietary “E-Gallery” video presentation. Hosted showings and open houses. Informational broadcast emails introducing property to area brokers. Informational broadcast emails to proprietary list of regional buyers. Detailed listing reports with market information, showing activity, feedback from buyers, and marketing statistics. Property featured on all Sotheby’s social media channels — Facebook, Google+, LinkedIn, Twitter. Regular updates on the sales and listings of comparable homes in the area.
The Process Of Selling Your Home
We start with an in-person meeting. We want to hear your story! Knowing your motivation and goals is paramount to our success in delivering the results you desire.
Next, we’ll walk through your home together. You can provide us with valuable insight about why you bought your home, which helps us market it effectively. We’ll discuss recommended actions like staging or pre-packing — and we’ll talk openly about your home’s features and drawbacks. We know all the right people to get your home in great shape.
Then, we’ll discuss pricing strategies for your home. Pricing your home properly from its first day on the market is critical to your success as a seller. Our extensive experience and well-researched market knowledge means we price your home correctly from the start -- saving you time and money down the road. With advanced market-tracking software and quarterly market reports, we know this market inside and out. We do extensive research to provide you with the most up-to-date property evaluation. You’ll receive a comparative market analysis listing similar active and sold homes to help us determine the right value for your home.
Finally, we’ll discuss expectations. We believe one of our core responsibilites as your real estate broker is to prepare you for the selling process and help you set reasonable expectations. Once we know what form of communication works best for you, we’ll outline your expectations of us as your representative. As the homeowner, you’ll have a few responsibilities as well. Together, we’ll figure out how we can work as a team to sell your home quickly and efficiently. We all have the same goal.
We want you to feel like you’re our only client. Your home gets one chance to make a great first impression on the market so we spend a lot of time and effort doing market research, evaluating comparable properties in the neighborhood, and perfecting the way your home will show. It’s how we do business.
Sometimes, we recommend interior design consultations. Proper staging is more crucial than you might think, and our years of experience tell us most homes can benefit from professional staging. We know your home is great. Let’s make it extraordinary.
If we know one thing, it’s that professional photography is incredibly important. That’s why we employ only professional photographers to capture the essence of your home, highlighting all of its wonderful features so it sells quickly for the best possible price.
We may decide to do a video tour of your home. Custom high-definition videos can illuminate your property’s best features and allow buyers to really feel at home, even before they step inside. Fifty-eight percent of home buyers say they expect to see videos when looking at houses online so we use custom tours to highlight our properties’ best features. We employ a full-time videographer in-house so we can quickly respond with highdefinition videos that capture the lifestyle of your home. From there, we can feature it on our website, YouTube, and social media channels. Sotheby’s International Realty has the most YouTube subscribers of any real estate company in the world, which garners thousands of views on our properties. Creating custom videos is just another service we offer that sets Marketplace Sotheby’s International Realty apart from the competition.
Our graphic designers are standing by to create full-color brochures, flyers, and postcards of your home. Marketplace Sotheby’s International Realty’s professionally designed and printed brochures are a consistent point of differentiation across our network, beautifully illustrating key aspects of a property. Most people are visual in nature and having a photoheavy brochure after they tour your home may ensure it rises to the top of their list. Our direct mail pieces are also the highest quality and can be in prospective buyers’ mailboxes just five days from list date.
We want you to feel engaged in the selling process. Communication is important to us and we want you to know what’s happening every step of the way. That’s why you’ll automatically receive Online Marketing Summary Reports from us. Our online listing-distribution platform allows us to gauge interest of potential buyers so we can track analytics on who’s looking at your home and from where they’re previewing properties.
Marketing your home properly takes experience and understanding. We’ve got both. We know the Pacific Northwest real estate market frontto-back and believe in making informed, strategic decisions when marketing your home. We execute innovative marketing programs, delivering maximum results. By utilizing Sotheby’s partnerships and resources, we are uniquely positioned to present your home to a diverse, qualified client base. Always on the cutting edge of digital, social and print marketing strategies, we aim to present your home around with world with creativity and elegance. Let us help you sell your home... the right way.
Where are Washington’s buyers looking for homes? The old adage “the more things change, the more they stay the same” is true of today’s buyers. While more reliant on technology than ever before, eighty-seven percent of buyers still contact a real estate agent when searching for a home. Eighty-eight percent of buyers search websites for real estate listings and while websites like Zillow and Trulia provide some useful information, they’re far from local and often contain errors. Fourty-eight percent of buyers employ mobile devices in their search. Video and social media are quickly becoming the most popular ways people consume content on the web so our virtual listings are a great way to get a feel for a property before ever stepping inside.
Placement across the internet is paramount when it comes to selling your property. Once your home is listed with Marketplace Sotheby’s Realty, its details, specs and photos are disseminated to more than 40,000 web, video, social media, and mobile applications and sites across the world. Sotheby’s International Realty has exclusive relationships with highly trafficked real estate sites including the The New York Times, The Wall Street Journal, and Bloomberg News, where they’re viewed an astounding 90 million times annually. Additionally, our listings are featured on the revolutionary SothebysRealty.com, which receives 60 million page views annually, 45% of which are from outside the United States.
MarketplaceSothebysRealty.com
Our custom-designed website is the perfect place for us to professionally market your house. It’s where we’ll highlight your property’s assets, show off large high-resolution photos, and give buyers all the information they need. We’ve spared no expense making it the best of its kind. Our website is available in 18 different languages with currency converters, and the photo-tours have audio available in 5 languages. As a great bonus, MarketplaceSothebysRealty.com’s featured listings are seen on 720 Sotheby’s International Realty office websites worldwide.
The popular Marketplace Matters blog helps draw people to our website where they can view your home. Potential buyers follow our blog to learn about Pacific Northwest real estate, find answers to common transactional questions, and get inside information on the newest properties on the market. It’s a great tool for getting your home noticed.
Our popular social media channels are another way we market your property. We’ve worked hard to build an engaged audience on Facebook, Twitter, Google+, Instagram, Pinterest, Houzz, Youtube, and LinkedIn. Viewers look forward to learning more about the homes we represent. Worldwide, 1 in 6 minutes spent online is spent on Facebook, and more than half of all adults are on social media daily. Our in-house marketing presence connects your home to local and global communities across multiple channels.
We feed your home directly into the inbox of qualified buyers in our region. We create and share e-mail marketing to our large sphere of contacts. Filled with spectacular photography and engaging descriptions, our e-mails are dynamic presentations. We use advanced analytics to see who opened and read the e-mails, clicked on links, and more.
We connect the dots between local, global ... and you. Marketplace Sotheby’s International Realty is owned by the Shriner family, who has owned brokerages since 1959. With decades of experience and thousands of connections, this is a great team to have on your side as you sell your home. Sotheby’s has been renowned as a marketer of the world’s most valuable possessions for the past 270 years. Keeping with this reputation, Sotheby’s International Realty is a global leader in representation of distinctive real estate. Marketplace Sotheby’s International Realty is synonymous with quality and service. What this means to you is that by working with us, you’ll recieve the best service in the business. We’re an esteemed group of brokers who are extensively trained in this market, with intimate knowledge of the properties in your community. With Marketplace Sotheby’s International Realty you’ll enjoy the advantages of a well-connected local brokerage with the reach of an international firm. Professional, honest, and discreet, we’ll give you the service you deserve.
Beth Fiorda
Beth.Fiorda@SothebysRealty.com BethFiorda.MarketplaceSothebysRealty.com 425.422.4673