BOUTIQUE SERVICE | GLOBAL REACH
Marketing and Listing Your Westside Property
The largest independent real estate franchise A network of over 146,000 real estate consultants with a projected growth of 300,000
800+ offices in the United States and Canada (50) major markets
Excellence in cutting-edge real estate training, real estate coaching and real estate education
Named “Most Innovative Real Estate Company� by Inman News
Why The Cunningham Group?
A company culture that nurtures excellence Cunningham Group founder, Rick Cunningham, Boasts over 20 years of real estate experience, and has worked on thousands of transactions. Drawing on his past experiences, Rick began the Cunningham group, a team of outstanding real estate consultants that offer superior market knowledge, neighborhood expertise, professional connections and an unmatched level of service. The group stands apart as a premier luxury real estate boutique by combining personalized consulting with a unique and personal business plan that gives you the exclusive advantage in preparation for one of the largest investments in life.
The following are a few of our more powerful attributes:
It’s not the brokerage that sells your home, it’s the agent. Keller Williams has consciously created a company culture that attracts, trains, and nurtures the best real estate agents in the world so they will be able to better serve you.
Knowledge: Keller Williams Realty helps all its agents stay ahead of trends in the real estate industry through its comprehensive, cutting-edge industry training curriculum and research resources.
Our company’s success has been studied by Stanford University, and they found that:
Reliability: Founded on the principles of trust and honesty, Keller Williams Realty emphasizes the importance of integrity by always putting the client’s needs first. Our success is ultimately determined by the legacy we leave with each client we have the opportunity to serve.
“Keller Williams is … a company with a unique economic and cultural model, embracing organizational concepts such as profit sharing, shared decision making, open books, and extensive employee training.” In 2015 Training Magazine named Keller Williams the world’s #1 training organization across all industries. Keller Williams is proud to be a client-focused organization that fosters integrity and teamwork, rewards innovation, and works to create win-win outcomes. We are thrilled that you are considering Keller Williams as your choice to sell what may be your biggest and most important asset: your home.
Technology: Leading-edge technology tools and training give us the advantage in effectively finding the perfect home for you. Teamwork: Keller Williams Realty was designed to reward agents for working together and founded on the belief that we are all more successful if we strive toward a common goal rather than individual interests.
Track Record: Keller Williams Realty is the largest real estate franchise in the world by agent count. When service is consistently superior, word spreads fast.
Leadership Rick Cunningham Owner / CEO After graduating with a 5-year degree in landscape architecture, with an emphasis in urban planning from Syracuse, NY, Rick went on to pursue the MBA curriculum at the University of Georgia. With opportunities leading him out to California, Rick found immediate success in real estate on the Westside. Rick was among the seven core agents to open DBL Beverly Hills (now Sotheby’s International) was acknowledged as one of DBL Beverly Hills’ Top 10 Agents. Rick was recruited by Keller Williams Realty as the first core agent/ investor of the Hollywood Hills office, where he founded The Cunningham Group, a real estate team with Keller Williams, and subsequently went on to become the Top Listing Agent for that year; that same year, the Hollywood Hills Office became recognized at the Homerun Office Launch in the Keller Williams franchise system. Rick subsequently co-founded two Keller Williams Realty Offices — Los Feliz and Santa Monica. As the current Owner and Operating Partner for Keller Williams Santa Monica, one of the top performing offices in the Keller Williams Realty International System, Rick oversaw rapid growth from a small start-up to a full-service, 250-plus-agent residential and commercial brokerage; quickly becoming the dominant real estate office in market share on the Westside of Los Angeles. The Santa Monica office ranks as one of the most profitable organizations in the Keller Williams Realty International system. Rick continued expansion as Operating Principal, owner and investor of Keller Williams Marina del Rey, Westside/LA, Newport Estates, Brentwood Estates, and the Pacific Palisades/ Malibu Estates Business Center, amassing an agent base of over 850 residential and commercial agents. Rick has truly established himself as a leader in his industry.
Jeff Lemen Team Leader With Southern California roots it is no surprise that Jeff developed a passion for the local real estate market. Jeff has been a top-producing agent in the industry since 2006 by successfully assisting his clients with their primary residences and their real estate investment properties. Staying close to his native Pacific Palisades, Jeff graduated from UC Santa Barbara, Class of 1999. Fresh out of college, Jeff pursued a career in real estate. The journey Jeff has taken to reach this point in his career was instrumental in the success he is now experiencing. Years of analyzing and interpreting the market, building personal relationships, and delivering unparalleled service to clients has created the skill set from which Jeff is able to deliver the results his clients desire. In 2000, Jeff joined Rick Cunningham and only a few years later helped Rick launch the premier real estate team, The Cunningham Group. Jeff currently serves as the Chief Operating Partner of The Cunningham Group. Since 2003, The Cunningham Group, with the driving leadership of Jeff, has been providing “white-glove� representation to its luxury, primary residence, and investor clientele. The Cunningham Group is setting the pace in the real estate industry on the Westside of Los Angeles. Jeff is actively involved in the local Pacific Palisades community. He is the past Rotary Club President of Pacific Palisades, 2006-2007. He is one of the Assistant Scoutmasters with Troop 223 in Pacific Palisades, the troop from which Jeff earned his Eagle Scout rank in 1993. You can often find Jeff frequenting the local businesses and restaurants in the Palisades with his wife Colette, three year old twins and their son Preston.
Getting Your Home Sold
Our 2017 Listings have sold at an average price of 103.9% of the original list price. Selling a home for the highest possible price in Santa Monica requires a cohesive strategy, deliberate process and a talented team. We follow a strategic plan to get your home sold for top dollar, as quickly as possible. First, we analyze both market conditions and the
property to determine how best to position it in the current market.
Based on our analysis, we develop a marketing plan and execute it with the intention of generating quality offers from qualified buyers. Then, we negotiate fiercely on your behalf and
when both parties agree on price and terms, we proceed to the closing process.
Analyze and Position
For a fast, efficient and profitable sale Market fluctuations, time of year and inventory will all
Preparation
have a direct impact on pricing your home. For a fast,
It is a psychological advantage for prospective buyers
a detailed report outlining the latest market trends,
this reason, painting, deep cleaning and depersonalizing
efficient and profitable sale, we will provide you with
a full market valuation of your home and a Comparative Market Analysis.
No matter how hot the market might be, simply placing
to see themselves living in your uncluttered home. For
are crucial elements to a quick sale. We will manage the preparation of your home in a manner that suits your comfort level.
your home on the MLS (Multiple Listing Service) is not
Key cosmetic fixes are also important. Should you
your home for sale and attract the right prospects to
bathroom or invest in a new fr ont door? We will advise
enough. We will consult with you on how to best position your doorstep.
refinish your cabinets, change out the sink in the guest you on changes that yield the greatest ROI.
Price
Presentation
It depends. Pricing your home in a manner that will
and fastest sale of your home. According to a survey
Should you price your home at or below market?
attract multiple buyers who will compete with each
other, and not you, r equires experience and a thorough understanding of the market. We will advise you on the most appropriate pricing strategy.
Staging can be crucial to obtaining the highest price
by the Real Estate Staging Association, homes spend 78% less time on the market after being staged. We
will advise you on how to stage your home or provide a professional who can do it for you.
We have a broad repertoire of interior designers and stagers to meet just about any budget.
Marketing
Bring the right buyers to your doorstep For maximum exposure, We use a proven Cross
Media Marketing Strategy utilizing multiple online and print mediums, our extensive agent network and the advantage of Keller Williams’ global presence.
Your home will be featued on Keller Williams Listing
System, or KWLS. This proprietary, exclusive system
ensures your property is marketed online 24/7 through more than 350 of the most popular search websites.
As the largest real estate franchise in the world, Keller
Williams offers “My Listings, My Leads,” wherein every
single Internet inquiry on your property comes directly to me, allowing immediate follow-up with potential buyers. We distinguish ourselves from other agents with the
breadth and depth of services we provide and our goal is to make selling your home painless, profitable and predictable.
We proudly offer our sellers with the following a la carte services:
• Individual property website that is both mobile and desktop friendly
• Cross-platform social media exposure on both Keller Williams sites and our personal webiste
• Professional photography, video and 3D walk-through • A detailed floor plan included on the site and print marketing
• Print marketing - beautifully crafted postcards,
brochures and property statements to showcase your home
Property Timeline
We believe each and every home needs it’s own plan to achieve the maximum exposure
SIGN LISTING AGREEMENT Go through and sign listing agreement.
CREATE COLLATERAL Develop print and digital marketing materials.
Finalize marketing plan
Craft unique social and email campaigns.
LISTING GOES LIVE Listing is active on MLS Syndication to websites
Prep house to go to market - Staging - Repairs - Cleaning
Send all print material to press
All marketing is launched to agent/consumer database Broker/Public open houses Private showings
CRAFT THE NARRATIVE Story board a plan and narrative about home features and ameneiteis.
OUTREACH
Document the property through photography and video
Internal KW announcement
Create a polished web page.
Local outreach to brokers and agents
to brokers and offices Submit ads for distribution
Team Members Lynne Malone
Josh Spooner
Agent / Manager of Operations
Marketing
Lynne works closely with our owner Rick Cunningham. Her background consists of assisting some of the top record producers and music artrists in the area. She has supported Rick in opening over four KW offices in California and Hawaii.
Victor Brown Buyer/Listing Specialist Victor joined the Group in 2013 and brought with an incrediable amount of experience including property management and home renovations. which gives him an exceptional eye for He sees and will take the extra steps to ensure a house is positioned to sell at it’s full potential.
Lindsey Hopkins Buyer/Listing Specialist Lindsey comes from a real estate family where she quickly developed a passion for property and real estate investments. She started her real estate career in 2009 where she quickly became the number one leasing agent in her office. Her passion for growth soon lead her into residential real estate.
Josh comes from a background of marketing and media. He has over 10 years of experience with photography and film and studied advertising and computer science at the University of WA. He has helped market some of the top brokers/listings on the West Coast.
Meghan Fitzgerald Buyer/Listing Specialist Meghan received Rookie of the Year for 2017. Her tireless work ethic and deep commitment to her clients is unparalleled to any other. She is passionate about creating unique solutions for each of her clients to help them find the best home, at the best price.
Staging and Professional Photography Prepare and present your property It has been studied and shown that both the length
of time on the market and sales price are positively
impacted by a beautifully staged and photographed home.
These are powerful tools not to be overlooked or underestimated.
Selling a home is part science, part art. Beyond
analytics and market conditions, there is the human
element to consider. Every buyer is trying to imagine themselves living in the home they are viewing.
Through the magic of staging and photography, you can ignite the flame of desire in a potential client to want to own and live in the space you are selling,
Print Marketing
Property brochures & property statements, postcards and advertising Property Brochures:
Just Listed postcards:
Custom designed to beautifully showcase your
Sent to the surrounding community with the
buying market.
directly
home and create the best impression to the
Property Statements:
An informational summary of the factual data and metrics regarding your home.
understanding that many buyers can come
from contacts living right in the neighborhood. Advertising:
As part of the marketing campaign, your home will be featured in the most widely read, high
yield newspapers and magazines for increased exposure.
Online Marketing & Social Media
Property Websites, Video / 3D Walk-Throughs, Social Media and Keller Williams Listing Service Social Media:
There is no denying the power of positioning your
home in the midst of a strong social media campaign to create interest. Your property will be included in a well-crafted and consistent program.
Keller Williams Listing Service (KWLS):
The Keller Williams Listing Service is a powerful
search engine that will further propel your property into the farthest reaches of the internet and gain
additional exposure to serious and qualified buyers. Individual Property Website:
An address specific site is useful for marketing
your home online to generate interest and foot traffic. Video & 3D Walk-Throughs:
Similar to the magic of photography and staging,
video is another way to fuel buyer inter est. Unique features of your property can be highlighted and
brought to life. Video can be very useful for out of town buyers.
Your Open House Let buyers experience your home
Open houses provide a potential buyer with the
opportunity to be in your home and imagine themselves living in the space. It is one of the best ways for buyers to discover and explore your home.
We will design an open house program convenient
for you that may include weekend events, broker and
twilight tours, private showings and agent-only lockbox access.
Additionally, every open house will be promoted on the MLS which syndicates to major portals such as Zillow, Trulia and RedFin.
To capture local traffic, each event will be well marked with directional signs on key street corners.
Negotiate and Close Seal the Deal Negotiate
Close
Negotiating the terms for the sale on what may be your
countdown begins. The closing of your home is urgent
that has your best interests in mind. Do you need
and expertise.
Should you accept, counter, or reject the offer? biggest asset requires a professional team
a short or long escrow? Will you need to rent the property back? Are you buying another home on
Congratulations! You’ve accepted an offer and now the and time sensitive. It r equires organization, experience
As your agent and project manager, we will help you
contingency or moving out of state?
navigate the seller’s disclosures, and make sure your
As experienced negotiators, we ensure that your
are accurately deposited into your bank account.
best interests are represented and that you get the best terms and price for the sale of your home.
interests are sufficiently protected and the net proceeds
Closing Costs Who pays what?
The Seller customarily pays:
The Buyer customarily pays:
• Transfer Taxes
• Escrow fee from the title company
• Broker commissions
• Loan fees required by your lender
• Any judgments or tax liens
• Title insurance premium
• Any unpaid homeowner’s dues
• Fire and hazard insurance premium
• Delinquent property taxes • Escrow fee from the title company
Transfer Tax Transfer tax is a transaction fee imposed on the
The transfer tax rate is variable, depending on the
(or entity) to another.
in the chart below
transfer of land real property from one person
purchase price OR the fair market value, as shown
If entire value or consideration is...
Tax rate for entire value or consideration is...
More than $100 but less than or equal to $250,000
$2.50 for each $500 or portion thereof
More than $250,000 but less than $1,000,000
$3.40 for each $500 or portion thereof
$1,000,000 or more but less than $5,000,000
$3.75 for each $500 or portion thereof
$5,000,000 or more but less than $10,000,000
$10.00 for each $500 or portion thereof
$10,000,000 or more
$12.50 for each $500 or portion thereof
Source: http://www.sfassessor.org/recorder-information/recording-document/transfer-tax
Our preferred escrow partner -
What our clients are saying “Highly recommend Jeff and his team. He was always available to answer questions and is incredibly responsive. He is an expert in PicFair Village. He had a clear marketing strategy and executed it exactly as outlined. Professional and a pleasure to do business with!” – Chad & Sandra Rachild, Seller, Picfair Village “We worked with Jeff Lemen as our real estate agent. We gave him some rather stringent and unique guidelines for finding a property for us. He persevered and located just what we were looking for in the area we wanted for a fair price. The property has turned out to be more than what we had hoped for and now we are happily living in an area that totally suits our needs. Beyond that, after the sale Jeff has provided references for inspectors and other services in our area whenever we have asked him and will occasionally drop us an email just to check in. So, he doesn’t forget about you when the deal closes. You’ll be satisfied all the way around with this guy as your agent.” –John & Filamena Christopher, Buyer, Culver City “Jeff Lemen was instrumental in helping us find an income property during a precarious time in real estate. We closed on time and he still is always available to provide us with insight to the real estate market. As the market heats up he still is attentive and knows our area of west Los Angeles very well.” -Bob and Susan Karp, Buyer, Culver City “I have used the Cunningham Group and, in particular Jeff Lemen, to buy 1 home and sell 2 homes. I have been extremely satisfied with their service. Jeff has exhibited the highest degree of professionalism along with expert market knowledge and dedication to a client. He also possesses the rare quality of having empathy for the stresses buyers and sellers are going through. Wouldn’t use anyone else.” -Vince Martin, Seller, Venice
“Jeff Lemen is a superb agent and has a tremendous amount of experience in the West LA area. Highly recommend working with him. He has helped my family find property as well as find quality renters and continues to keep us posted on the West LA Market. He has also received highmarks from friends we have recommended him to. He’s honest, aggressive yet patient.” -Eddie Ma, Buyer, West LA “I worked with the Cunningham Group was professional and efficient. Jeff worked with me on the purchase of my current home. He was great to work with because he took time to thoroughly explain options and documents. The purchase was completed in a timely fashion. I plan to use the Cunningham Group for another real estate transaction.” -Jason Yasment, Seller, Picfair Village “Excellent team, smooth ride, we will use them again. Always available to any questions they sold our house in 3 days and find one we like in one week. They guide us through both process easily.” “Jeff Lemen has been great asset to me. He has helped me with multiple properties I have bought. Sold and rented on the west side. He has helped me find tenants, staged properties, etc.” “I have negotiated the purchase of three rental properties with Jeff Lemen of the Cunningham Group. His willingness to approach any needs in the process coupled with his skill and knowledge were often the deciding elements to my successful purchases. I will call on him when the time comes for a fourth purchase or for any sales I choose to make. Jeff is backed by a professional staff at the Cunningham Group allowed him to assist me as though I was his only client.” “We were fortunate to have Rick Cunningham find and sell us our beautiful house in Picfair Village over 11 years ago....and his partner, Jeff Lemen at The Cunningham Group listed and sold it above asking price!!”
2016 Listings
Sold at an average of 101% of the original list price
2017 Listings
Sold at an average of 103.6% of the original list price
Honors and Awards • Best Companies to Work for in Texas Austin American Statesman
• P rincipal 10 Best Companies for Employee Financial Security
Keller Williams featured in Inc. Magazine for
commitment to financial and physical wellness
• Computerworld Data+ Editors’ Choice Award Keller Williams recognized for its business intelligence system
• Inc. Magazine 5000
Made list of fastest-growing private companies— for the fifth year in a row
• Franchise 500
Made Entrepreneur magazine’s list of top franchises—for the fifth year in a row
• National Association of Hispanic Real Estate Professionals 250 Keller Williams had 25 representatives on
NAHREP’s list of top-producing Latino agents
• REAL Trends/Wall Street Journal “The Thousand”
Keller Williams had 147 associates and teams on
the list of top real estate professionals in America
• REAL Trends Canada’s Best Real Estate Agents
Keller Williams is home to #1 agent by transactions (Marvin Alexander)
• Inman News Innovator of the Year
Keller Williams is home to the real estate industry’s top innovator (Ben Kinney)
• Inman 100 Most Influential Real Estate Leaders Report 6 Keller Williams representatives
• SwanepoelPower 200 Most Powerful People in Residential Real Estate Report 10 Keller Williams representatives
• The #1 Training Organization in the World across ALL industries - Training Magazine
• REALTOR Magazine 30 Under 30
7 Keller Williams finalists and 4 winners, including the Web Choice winner
• REAL Trends 500
126 Keller Williams offices ranked by transactions
and sales volume – more than any other real estate franchise
• REALTOR Magazine Volunteering Works Keller Williams associate Miriam Hernandez Ramirez, one of five award recipients
• National Association of REALTORS Distinguished Service Award
Both award recipients (Mike Brodie and Jim Helsel) are Keller Williams associates
Operating in more than 800 market centers across the globe, Keller Williams is currently the largest real estate franchise by agent count in the world.
Ready When You Are Let’s get started
We put this booklet together to help you understand the scope of our services.
You have many options when choosing an agent in
you trust will represent your interests above their own. We would be honored to represent you in the sale of your home.
Santa Monica to represent you in one of the most
You will have the full support, enthusiasm and passion
you select an agent with whom you are comfortable
Group to deliver the exceptional results you expect and
important transactions of your life. It is important that discussing potentially sensitive issues, and someone
of the Keller Williams team and the Cunningham deserve.
2701 Ocean Park Blvd Suite 140 Santa Monica, CA 90405 310.482.2200
www.kwsantamonica.com Cal BRE #01499010