Comparative Market Analysis & Listing Proposal
4300 Stuart Avenue, Richmond, VA 23221
JOHN MARTIN Broker/Owner 804.928.6292
JohnMartin@SRMFRE.com 5808 Grove Avenue, Richmond, VA 23226
ABOUT JOHN
JOHN MARTIN Broker/Owner With nearly two decades of real estate experience, John Martin has proven to be a top broker in the region, with the highest honors in production with over $180,,000,000 in sales in the last five years alone and sold over $23,000,000 in 2018, 2019, and 2020 with $41,000,000. Those sales were compiled with land sales, lots, single family homes and luxury property. John has a deep knowledge of Virginia real estate, and he has worked successfully in the luxury and waterfront sector for over a decade with some of the highest sales in the Region. REAL Trends named John to its “Best Realtors in America” list for his yearly sales volume, and he has achieved countless Broker Management accolades for agent production, retention, and management. As a founder and leader in the firm, John is firmly committed to staying on top of technology, marketing, branding, and market knowledge. He believes character is everything, and that his own professional experience leads to better experiences for his clients and agents. John is a graduate of Hampton Roads Academy in Newport News and Hampden-Sydney College in Farmville. He and his wife, Holly, also a licensed Realtor with the firm, live in the City of Richmond with their three amazing children.
More about john PROFESSIONAL ORGANIZATIONS
Broker & Owner Williamsburg Association of Realtors Richmond Association of Realtors Northern Neck Multiple Listing Charlottesville Association of Realtors Access Real Estate Information Network Sales & Marketing Executive Committee 2004-2008 Parade of Homes Representative National Association of Realtors Virginia Peninsula Association of Realtors Certified Site Professional Luxury Home Specialist Trulia Realtor.com SRMFRE.com
AWARDS & EXPERIENCE
Real Trends Best Real Estate Agents US #2 Long & Foster 2013, 2014 Top 5 Long & Foster 2013, 2014, 2015, 2016 Master's Club 2013, 2014 ($20M Plus) Over $22,000,000 in 2018, 2019- RUBY Company has Sold $450,000,000 in 2019 Founders Club 2012, 2015, 2016 Emerald Award RAR 2012, 2016 Ruby Award RAR 2017, 2018, 2019 Bronze, Silver, Gold Sales Award Marathoner: (PR 2:47 Steamtown) Richmond Marathon 2014 (2:49 Time) Boston Marathon 2014 (2:52 Time) New York 2016 (2:59 Time)
EXPERIENCE
NOTES ABOUT JOHN • • • • • • • •
• • • • • •
Luxury & Waterfront Specialist Over $41,000,000 in Sales for 2020. Extensive knowledge of waterfront properties Over 1000 homes sold in career Sold over 30 - $1,000,000 plus properties in the footprint. Experience with large parcels and historical properties. In charge of all marketing and created an extensive system for social networking, all print media for publications, video, luxury magazines, billboard ads, Instagram and Facebook pieces. Hands-on with all repairs and being able to meet contractors and get pricing. I have a construction background and worked for a residential builder and commercial contractor out of college. Framed homes and understand all parts of the property. Our firm is the 6 largest brand in the marketplace and that includes national franchises across the footprint. SRMF Real Estate has grown to 180 Realtors and Brokers in 4 years' time. Our firm closed over $650,000,000 in sales in 2020. Over 1050 transactions in 2020. One of the top selling individual non-team agent consistently over the last decade ranking nationally. Shaheen, Ruth, Martin & Fonville Real Estate has won the Best Real Estate Company in Central Virginia voted on by Virginia Living Magazine 3 years running and up for 4th time this year.
THE COMPANY
S H A H E E N , R U T H , M A R T I N & FO N V I L L E Shaheen, Ruth, Martin & Fonville was founded by four Managing Brokers, Scott Shaheen, Scott Ruth, John Martin, and Mahood Fonville, that wanted to make a difference and get back to the basics of selling local Real Estate. Their focus was on staying relevant and being ahead of the power curve when it comes to technology, marketing, and training in the Residential Real Estate Arena. "We want our agents to be the best when it comes to representing our clients and working with other Brokers, and three words that best describes our team are Supportive, Ethical, & Professional. " as stated by John Martin. When asked why he wanted to start his own company Scott Shaheen said, “We wanted to create a culture and brand that was going to be local! Everything is going back to the roots and being local and home grown” The company has coverage in the Greater Richmond or Central Virginia, Williamsburg, Hampton Roads, and the Wintergreen markets. To date we have over 180 experienced agents and selectively growing each day. The firm also has a Luxury component that specializes in Estates, Higher-End and Historic Homes, Land, and Waterfront properties. When asked why makes your company different than other Real Estate Firms, Scott Ruth said, "The agents themselves in our office are the best trained in the industry. With 4 brokers that are available daily with a combined 80 years of experience is unique and not something you will find in another firm. By being practicing broker/owners, we can relate firsthand to the needs of agents, problem solving, and what is needed to help agents be successful." When asked about the company’s core values, Mahood Fonville said, "I believe the core value of Shaheen, Ruth, Martin & Fonville is “The Golden Rule” of life and to treat others as you would like to be treated. In addition, and equally important, is having a balance in your life with your Faith, Family, and Work. Without a balance you will not be happy or successful personally or professionally." Lastly, as stated by Scott Ruth, “We couldn’t be happier with our move and the response from the community has been amazing!” Visit our site at www.SRMFRE.com for information about each of the owners, agents, the firm, and our properties.
LARGE SALES
$1,875,000 (Farmville)
$1,785,000
$2,600,000 - Cary
$1,535,000 (Moreland Farms)
$1,525,000
$840,000
$1,150,000
$1,850,000 (Cherokee Rd)
$1,695,000
$985,000 (Windsor Farms)
$795,000 (WESTHAM)
$1,202,500 - Hillcrest
$875,000
$795,000
$935,000
$1,775,000
$1,575,000
$1,650,000
$875,000
$925,000
$1,650,000
$1,595,000
$953,700 – River Road
$1,650,000 – Country Squire
Select sales & listings
$1,875,000
$1,785,000
$870,000
$1,525,000
$840,000
$1,150,000
$1,695,000
$585,000
$795,000
$527,900
$1,850,000
$415,000
$875,000
$575,000
$452,000
$317,000
$568,000
$699,900
$325,000
$545,000
$1,650,000
$350,000
$535,000
$230,000
Select sales
$415,000
$269,000
$215,000
$519,000
$925,000
$625,000
$535,000
$134,000
$289,000
$429,900
$618,250
$850,000
$425,000
$481,000
$245,000
$215,000
$1,650,000
$425,000
$540,000
$425,000
$270,000
$450,000
$610,000
$312,000
Select sales
$1,800,000
$1,588,000
$385,000
$935,000
$1,000,000
$1,300,000
$780,000
$1,050,000
$620,000
$600,000
$1,940,000
$580,000
$412,000
$1,050,000
$1,250,000
$1,595,000
$600,000
$550,000
$675,000
$822,000
$340,0000
$300,000
$343,000
$265,000
Select sales
$450,000
$265,000
$1,265,000
$375,000
$635,000
$665,900
$350,000
$548,000
$300,000
$350,000
$640,000
$780,000
$350,000
$525,000
$1,588,000
$1,325,000
$398,000
$1,425,000
$325,000
$840,000
$710,000
$268,000
$675,000
Reviews
As our Realtor, John Martin helped us find the right house in the right neighborhood for the right price. He was very knowledgeable of the area. One of the best parts about working with John was that he was always more focused on answering our questions, giving us good advice and finding homes that met our needs than he was on closing the deal. We never felt pressured. John was a pleasure to work with and we would recommend him to anyone. Pam in 2019 John has helped us with multiple real estate transactions over the past 15 years, both buying and selling homes. John is a pleasure to work with -- he knows the market, provides sound advice, negotiates the deal, and gets the job done! He is very responsive and a great communicator. He also has a great network and maintains relationships with other realty firms, banks, inspectors, trades people, and insurance representatives. John has the personality and industry experience necessary to help both the first time home buyer/seller and those who have made dozens of real estate transactions. We would not hesitate to call on John for our next real estate transaction! Brian (Repeat)
When we looked to buy a house in Richmond, John represented us. I had my doubts about John. It's hard to get to know somebody in such a short time and in such a volatile context. There are plenty of opportunities for conflict-of-interests. However, I was pleasantly surprised by John's integrity. He really put his heart into the deal and went beyond the call of duty of more than one occasion. Josh
John did an excellent job facilitating the sale of two properties in two distinctly different neighborhoods in Richmond. He takes a comprehensive and fair approach to making sure that sellers goals are met while being realistic and helpful in getting your home market ready. I would highly recommend John as a trusted and respected realtor. John
Reviews
Awesome Real Estate Agent! I started the process of looking for an investment property in June; settled in September. Mr. Martin’s extensive knowledge and experience, and his expert behind the scenes collaborations with the lender and seller made this venture a very smooth one. He is on point and direct, with far reaching connections throughout area, which also made getting the minor repair work done for the property less challenging. I highly recommend Mr. Martin for anyone’s real estate needs. Veronica John spent a lot of time with my now wife and I as we became first-time home buyers in July 2015. He tirelessly accompanied us to house after house, and aided our making several offers and counters which were not accepted prior to our accepted offer. At no time did we feel any pressure from John. There was plenty of internal pressure, of course, but John provided great perspective and a calming presence through the process. He has a lot of experience, but didn't make us feel dumb for asking the kinds of questions first-time home buyers need to learn. We now consider John a friend, and would happily recommend him to others. John
Our home was a tough sell. We had just under 2,000 sqft, but we also had an HGTV back yard with a 40,000 gallon salt water pool, outdoor kitchen, pergola, outdoor shower and changing room and all the amenities that go with that kind of set up. Everyone who saw our property loved it, but we didn't have the square footage to match the outdoor entertainment setting. That combination narrowed our pool of prospective purchasers. John Martin, however, did not find that a daunting prospect. He marketed our property beautifully. I can't imagine any realtor being more professional, diligent, accommodating, or tireless than John Martin. I recommend him without reservation. He's the consummate professional who gets the job done! Mary From the moment John came to the house I knew we wanted him to represent us. His understanding of the industry, how he got everything set up, photographed and listed. The number of potential buyers was a welcome relief. We sold the house, quickly! Highly recommend John Martin! David
SRMF SALES & PURCHASES
SEARCH TOOLS & RESEARCH CAPABILITIES
SRMF LOCAL RESOURCE TOOLS- Marketing
SRMFRE.COM
CONTRACT MANAGEMENT SYSTEM Gives us ready access to all documents for our transaction
ELECTRONIC SIGNING PROGRAM FOR YOUR CONVENIENCE
SRMF LOCAL RESOURCE TOOLS- Marketing
SRMF WEBSITE AND SAMPLE PROPERTY PAGE Over 850,000 all-time views with over 392,000 sessions
SRMF Domestic & International - Marketing
SRMF Domestic & International - Marketing
SRMF Domestic & International - Marketing
SRMF Domestic & International - Marketing
MARKETING
MARKETING
PRINT MARKETING
Estates Homes Magazine Is A Monthly Publication And One Of The Most Effective Ways To Broadcast A Higher End Property Across The Region To Northern Virginia, River Market, Central Virginia, And Charlottesville. See The Notes For Online Broadcast To The Washington Post, New York Times, Unique Homes, Robb Report, And Mansion Global.
PRINT MARKETING
PRINT MARKETING
duPont REGISTRY ESTATES & HOMES
PRINT & SYNDICATION
This is an example of the Monday Metro Richmond Times Dispatch Full page. We showcase a select group of homes in this section and it is the most read section of the RTD. We still believe that the Paper is important in some markets.
PRINT MARKETING
Virginia Gazette has a Readership of 36,928, and circulation of 12,300.
Hot Property Ad in Virginia Gazette
Full Page in Virginia Gazette
Postcards
OVER 16,000 MAILED
Print and Social Networking
OUR APPS
REAL ESTATE SITES PRESENCE
MLS COVERAGE
• • • • • •
NORTHERN NECK CENTRAL VIRGINIA TIDEWATER & PENINSULA BRIGHT MLS WILLIAMSBURG CHARLOTTSVILLE
Syndicates to over 100 online publications with international and US coverage.
SOCIAL MEDIA MARKETING
PROPERTY FLYER
Professional Property Brochures Printed in house Click image to view brochure
CUSTOM WEBPAGE
Lisburne800.com
Click Images to view Additional Webpage with Custom Domains
LOCAL MARKETING
Weekly Mail Chimp E-Mail Blast to 800+ Top Williamsburg Agents
LOCAL MARKETING
This is an example of the Richmond Biz Sense Daily Newsfeed Ad with 19,000 e-mail subscribers – of which, 22% are CEO/OWNERS and 17% are in SENIOR MANAGEMENT MONTHLY STATS: 175,000 VISITORS – 560,000 PAGEVIEWS
MOBILE SYNDICATION
Home Search Feature on our SRMF Mobile Site
VOTED BEST REAL ESTATE FIRM IN CENTRAL VIRGINIA – 2018, 2019 & 2020
We were voted as the Best Real Estate Firm by readers of Virginia Living Magazine for three straight years!
SELECTED AS A VIRGINIA LUXURY BROKER
To be eligible for membership, firms and brokers must list and sell in the top 10 percent of their market and demonstrate expertise in the marketing and sale of luxury properties. With the guidance of the Board of Regents (Regents.com), the governing body of Luxury Real Estate, our network represents the best in the business." — John Brian Losh, Chairman/Publisher
"Who's Who in Luxury Real Estate is a compendium of the finest residential real estate firms from around the world. LuxuryRealEstate.com offers access to the most multi-million dollar properties.
WHO’S WHO IN LUXURY REAL ESTATE
WHO’S WHO IN LUXURY REAL ESTATE
WHO’S WHO IN LUXURY REAL ESTATE
WHO’S WHO IN LUXURY REAL ESTATE
Additional Services Provided
APPRAISER MEASURED
REAL ESTATE PHOTOGRAPHY
HDR Photography
Our photographers use state of the art equipment and advanced postproduction processes to produce brilliant photos. Photographs are delivered in web-friendly sizes and full-size HD images.
PREPARING A PROPERTY FOR SALE
Please consider the following three important factors: 1.
Location – although this cannot be changed, there are ways to improve, including screening an undesirable view, or assisting a neighbor in cleaning up their less than stellar yard.
2.
Condition – I provide staging services to help make your house shine relative to other houses in the same price range. The stager will provide a detailed report with recommendations for improving every room of your house, plus the exterior space. Statistics have shown that a staged house sell for more.
3.
Price – based on the features and condition relative to the recent comparable area sales, we will analyze the data, arriving at the best list price for your property. The goal is to set the price as high as possible, without causing qualified buyers to pass over the property. The goal is to obtain a good offer to purchase within two weeks of listing your property. I will convey feedback from buyers and their agents which will help us in the event that the house does not sell right away.
IS YOUR HOME READY?
First Week or Month Prior to Listing Home
What is your preferred means of communicating on a weekly basis for showings, feedback, & real estate stats? Ensure Authentisign is a familiar process before a contract comes in on their home. Begin Incomplete MLS into MLS system to ensure accurate before posting Miss Utility To Be Contacted for White Post Sign Contact Sign Installer for White Post sign "For Sale" sign w/ White Post Preparation of Home & Checklist of Requests for sellers to complete. Contractor names available to complete necessary work such as painting, staging, or repairs. Carpet's cleaned & general home preparation as needed Evaluate if an appraisal needs to be completed for pricing Evaluate if a professional stager is needed prior to listing home Full walkthrough for specific items to showcase home in brochure - ie. specific features Please advise us what conveys & what does not convey at this time Recommend & Complete Landscaped Improvements - Mulch, Pressure Wash, Window Cleaning & Exterior Repairs (if needed) Review Home Preparation List with Seller Prepare color brochure Discuss Internet Exposure, Agent Websites, & Rollout of Listing. Have the home measured by appraiser if accurate measurements are not available. Contact Appraiser. Square footage in MLS must be by a 3rd Party or Tax Records. Review latest comparables prior to listing or changes in the market right before you list to ensure you are in line. Check RE Stats for the Absorption Rates of the area to determine Sellers Market or Buyer. Also, what the average List to Sales Price Ratio. Listing Agreement Signed, Dated & Reviewed w/ Input Requirements for MLS. Review Protection Options for Lock Box Configuration & Security. Copy of a key for Lockbox and agent. Seller to prepare any maintenance agreements or service plans. Seller to have utility information ready in the event they are asked for information. Verify if it is in a HOA and prepare seller on when to order & get something signed if you order yourself. Seller to itemize improvements and year completed for brochure. If they have the contractor names & month systems were serviced to share with buyers. Heating & Air, Contractor Names, Etc. is important to buyers in this market. Final HD Photos completed for primary photo, interior & exterior – John Hancock Productions
IS YOUR HOME READY?
1st Week on the Market
Complete file to Shaheen, Ruth, Martin & Fonville to review listing and compliance Post in MLS with HD Photos. Facebook Ad for the RVA market & specific buyer profiles on Facebook – Boost Post Ensure Listing is on Top Internet Searches. – 48 hours. Modify these sites as needed with Titles, More Photos, etc.. Top 4 Sites: Your Website Portal, Zillow, Trulia, REALTOR.com, Checking Personal Website, Business Facebook Sites, SRMF Facebook Site Brochures placed at Home – Color & Black & white for agents. Open House marketed in MLS, Trulia, Zillow, REALTOR.com, Mail Chimp & Facebook Evaluate if an agent preview is appropriate Agent Networking About New Listing Lead In-Signs Riders are placed at key locations in the area based on sign ordinances. Review status with sellers as needed on a consistent basis. (Monday Morning after the weekend or other). Share HomeSnap to Seller, Agents, and clients to properly expose. Posted to Office Facebook Page. Seller will be cc: on all marketing pieces sent to other brokers or social media posts.
2nd Week on the Market
Evaluate Feedback from Agents & Buyers. Complete a Reverse Prospecting on Agents w/ Clients through CVRMLS to track Favorites. Update Remarks as needed in MLS to highlight specific characteristics. Follow-up with experienced agents with general flyers & photos. Evaluate and make changes based on agent's feedback - staging, colors, etc.. Determine where the existing buyers & agents are finding your listing to come see and expand on that marketing effort. Invite 4-5 agent peers to the house to determine why the property has not sold or getting showings. Check Hot Sheets on what is selling to know why yours is not selling. Call other agents in the area to organize an open house caravan or an agent caravan together. Review the market to the neighbors with print or other ways to promote your listing. Make the home as easy to show as possible. Check prices through the Recorded Sales of IMAPP. Are we priced correctly?