BECAUSE EVERYONE NEEDS ONE.
CREATION AND INNOVATION BEGINS WITH A SPARK OF INSPIRATION.
With the growing demands of an everchanging real estate industry, reliable information, knowledge and experience is at a premium. As local market experts, we sought to create a place where we could align our vision with what's most important to many people -- success -- and offer the tools and resources people need to make clear and informed decisions when buying or selling a home or investing in property. IN DOING SO, THE RESULTS HAVE BEEN NOTHING SHORT OF REMARKABLE. We not only elevated the real estate experience by placing an emphasis on supporting clients to realize their dreams, we also created a company that top level agents seek out and proudly call home. As an impassioned company deeply imbedded in the communities we serve, the profound success of our valued clients has enabled us to become a leading brokerage, devoted to continuing to exceed the expectations of our countless satisfied clients through inspired agents who have the proper platform to reach and even surpass their clients’ dreams. THIS IS DWELLING… AND WE'VE ONLY JUST BEGUN!
ROBERT CIPOLLONI PRESIDENT / BROKER ADVISOR
With over 30 years of legal, business and real estate experience, Robert Cipolloni's unwavering passion for real estate has driven him to deliver exceptional results time and time again. Even in 2009 -- one of the most challenging years in real estate -- he was privileged to be recognized as an agent in the top 8% nationwide for gross sales of inventory during the worst economic recession our nation has faced. Yet, Robert knew he could still do more to improve real estate as a whole. So, after three decades of working for small boutique firms, architectural companies and corporate organizations, Robert sought to create a new type of brokerage. One that was motivated to not only satisfy the diversified goals of both agents and clients, but intent on creating something extraordinary on many levels. Utilizing his extensive experience in buying and selling residential and commercial properties, as well as his vast network of professional connections, Robert founded Dwelling -- a premier boutique brokerage firm devoted to offering the highest level of personalized service in the industry. Dwelling has now raised the bar in the real estate industry by creating a revolutionary brokerage which elevates the level of attention, support, and resources offered to agents as well as clients. Now, with a venerable team by his side, Robert is able to deliver exceptional results like never before. LICENSES AND ACCREDITATIONS
• • • • • • • • •
GRI, Graduate Realtor Institute/UCLA Broker’s license with the California Bureau of Real Estate SFR, HAFA, CHS, designating competence in distressed properties BPOR, demonstrating competence in Broker Price Opinions and Valuation Sterling Society, 2009 Diamond Society, 2012 Advanced training, education and experience in the luxury market Certified Luxury Condominium Specialist Who’s Who in Real Estate in California for 2016
PREVIOUSLY SOLD
801 S GRAND AVENUE #1403
850 W KINGS ROAD #208
11001 WRIGHTWOOD PLACE
1 BED / 1 BATH 990 SOFT
2 BED / 2 BATH 1317 SOFT
2 BED / 2 BATH 1885 SOFT
SOLD FOR: $635,000
SOLD FOR: $737,000
SOLD FOR: $1,175,000
2115 MICHELTORENA STREET
2277 KINCLAIR DRIVE
2082 KENILWORTH AVENUE
2 BED / 2 BATH 2228 SOFT
3 BED / 2.5 BATH 3260 SOFT
3 BED / 3.5 BATH 3196 SOFT
SOLD FOR: $1,475,000
SOLD FOR: $1,635,000
SOLD FOR: $1,995,000
BUYER & SELLER TRENDS BUYER TRENDS • Increased usage of apps and mobile devices • 43% their first step was to search online • 90% searched the internet for homes • 87% used a Realtor • 88% financed their purchase • Buyers are entering the process more educated about the market SELLER TRENDS • 88% sold their home using an agent or broker • 64% of sellers offered no incentives to attract buyers • 36% of sellers offered incentives such as home warranty, assistance with closing costs, credits for repairs or renovations, gifts such as flat screens or cars; HOA fee assistance Where do buyers first learn about the home they purchase? • 33% of buyers shown home by their Realtor • 43% found their home online • 9% found the home due to For Sale yard sign • 6% by a friend or relative • 5% by a builder • 1% print newspaper or magazine advertisement
THE POWER PRICING STRATEGY Your Dwelling Associate is your consultant and advocate to get your property sold for the highest possible price as well as: • To inform you about how the local real estate market functions • To create a perception of value by helping you position your property to generate the greatest amount of buyer interest • To negotiate and manage the sales process in order to obtain the best possible price and terms for your home
PRODUCT
COMMODITY
Seller Establishes Price
Buyer Establishes Price
Consumers become aware of products through advertising and choose to buy or not to buy the product at the seller’s price. Products that don’t sell are discontinued.
Commodities sell every day with prices fluctuating based on market conditions and perceptions influenced by supply and demand. The buyer’s perception of value determines whether your property sells or not.
COMMODITY MARKETS APPRECIATE & DEPRECIATE An appreciating real estate market exists when fewer properties are coming on the market than are being sold creating a shortage of inventory which causes prices to rise. A depreciating real estate market exists when more properties are coming on the market than are being sold, creating an oversupply of houses that drives prices down.
APPRECIATING MARKET: PRICES GO UP Less inventory coming on:
More inventory going off:
DEPRECIATING MARKET: PRICES GO DOWN More inventory coming on:
Less inventory going off:
BUYER POOL
Buyers that do buy are motivated to
 act when they perceive value. Those who could buy are relatively constant in any market.
BUYERS MOTIVATED TO ACT:
PROPERTY WITH A PERCEPTION OF VALUE:
MARKET DIRECTION
3000
To determine the market direction of real estate commodities in the area, it is necessary to examine local market statistics:
2250
The first column represents new listings on the market The second column shows listings under contract
1500
750
The third column shows total inventory of homes 0 The fourth column shows overpriced listings that have expired
MONTH 1
MONTH 2
MONTH 3
HIGH INVENTORY = depreciating market LOW INVENTORY = appreciating market
The first 14 days are the most critical in capturing the largest number of buyers who are prepared to buy because most are:
100
80
BUYERS
CAPTURING THE MOST BUYERS IN THE FIRST DAYS OF EXPOSURE
60
40
Working with an agent an average of 10 weeks
20
Knowledgeable about market prices
0
Financially pre-approved Familiar with properties previously on the market Ready to make an offer when they perceive value
W1
W2
BUYERS MOST PREPARED TO BUY
W3
W4
W5
W6+
DAYS ON MARKET AFFECT SELLING PRICE Buyers pay attention to how long a property has been on the market and their perception of the value of that home decreases every day. A home will usually sell at its highest price in the first days of exposure to the market.
PRICE: $3,500,000 DAYS ON MARKET: 2 BUYERS PERCEPTION: MUST SEE
PRICE: $3,500,000 DAYS ON MARKET: 30 BUYERS PERCEPTION: SELLER GETTING ANXIOUS AND SHOULD BE WILLING TO NEGOTIATE
PRICE: $3,500,000 DAYS ON MARKET: 60+ BUYERS PERCEPTION: WHATS WRONG WITH IT, WHY HASN’T IT SOLD?
APPRECIATING MARKET Abundance of buyer energy and motivation, but no inventory PRICES GO UP!
DEPRECIATING MARKET Abundance of inventory, but no buyer energy or motivation
POSITIONING YOUR PROPERTY TO GENERATE BUYER POOL TRAFFIC
PRICES GO UP!
Proper Positioning in a Depreciating Market
To generate the same buyer motivation and energy as in an Appreciating market, sellers in a Depreciating market can use strategic pricing and positioning to create a perception of value among competing properties. This approach often creates the opportunity for multiple oers and a higher net sale.
Showing activity indicates how well the property has been positioned to the buyer pool and determines whether a perception of value has been created.
OVER PRICED
MARKET PRICED
ACTION PRICED
NO TRAFFIC NO OFFERS
SOME TRAFFIC POSSIBLE OFFERS
HEAVY TRAFFIC MULTIPLE OFFERS
When heavy traffic is achieved, we manage the important negotiation process to net the best possible sale price.
SALES PROCESS MARKET YOUR PROPERTY We will create a custom marketing plan for your property which will include promotion on the top real estate websites as over 89% of home buyers begin their search on the Internet.
QUALIFY BUYERS Our goal is to bring you financially pre-qualified buyers who are ready, willing and able to purchase your home.
DEVELOP A NEGOTIATION STRATEGY We will present all offers to you objectively; review and explain the terms; help you evaluate how the offer fits with your goals; and negotiate on your behalf to obtain the most favorable price and terms.
HANDLE THE DETAILS We will be involved every step of the way — working on your behalf to successfully close the sale and keeping you informed as the transaction progresses.
FOLLOW UP We’ll stay in contact with you, even after the sale, to make sure you are completely satisfied with our service.
UNPARALLELED EXPOSURE: COMPREHENSIVE INTERNET MARKETING
Dwelling’s industry-leading technology presents your property to buyers worldwide who are searching for homes like yours.
In addition to our powerful network of hundreds of websites, your property will be enhanced through an exclusive program with featured listing and top placement on the nine most dominant high-traffic real estate websites: Redfin • HomeFinder.com • Trulia • Zillow.com • Yahoo! Real EstateTM REALTOR.com® • AOL Real Estate • MSN • WSJ • Mansion Global • Juwai • Your home, with a detailed description and multiple photos, will be seen three times more often than it would without this enhancement • More views can double buyer inquiries • Leads are routed directly to your sales associate’s cell phone for immediate response
UNPARALLELED EXPOSURE: COMPREHENSIVE INTERNET MARKETING
Home Buyers Start Online — so did we! 89% of home buyers are searching online. To tap into this audience, we syndicate your listing to the world’s leading Web sites. Dwelling also buys hundreds of key words in local search engines around the world to increase opportunities for buyers worldwide to be directed to your luxury property.
LA Times Part of a family of more than 50 websites that attracts over 12 million unique visitors every month, LATimes.com ranks as one of the nation’s leading news and information networks.
Wall Street Journal The Wall Street Journal real estate portal is the premier place to get the latest news on real estate, homebuying, houses for sale, luxury homes, mortgage loans, and interest rates.
Homes & Land An all-inclusive real estate web site offering thousands of luxury home listings and houses for sale in over 300 markets throughout the US and CA.
RobbReport Robb Report’s Exceptional Properties Online is an exclusive website offering the finest luxury homes throughout the world, with over 2,000 unique visitors daily from around the world.
MansionGlobal Mansion Global is a new digital destination connecting the world’s affluent real estate buyers with prestige properties across the globe.
Juwai.com Juwai is the #1 Chinese international property portal, offering exclusive access to an audience of high net worth Chinese looking to buy property overseas.
Additional internationally known websites where your agent may market your luxury property include: • Trulia • FrontDoor • OpenHouse.com
• Homes.com • Yahoo!RealEstate • PropGoLuxury
• HomeFinder.com • AOL Real Estate • zillow.com
• WSJChina • Cyberhomes • Redfin
UNPARALLELED EXPOSURE: TREATING YOUR PROPERTY LIKE OURS
WEBSITE PLACEHOLDER WWW.YOURPROPERTYADDRESS.COM
MOBILE MARKETING: HOMESNAP.COM
Bringing information to Buyers — wherever they are. Just as the Internet changed the way people search for homes, mobile technology has changed habits even more. Dwelling has stayed on the forefront of those changes with its ever-evolving mobile technology tools. Mobile enabled websites – Dwelling’s website is mobile enabled to provide a robust user experience for handset devices like the iPhone®, iPad®, Blackberry®, and Galaxy®.
TESTIMONIALS First of all, I want to say thanks for holding my hand and being kind throughout my short sale process. I appreciate your kindness, thoughtfulness and your humble heart in the time of ending one chapter and starting anew. I'm grateful so thank you from the bottom of my heart. - Kimberly Applewhite, Seller
Perhaps the scariest part of the whole process was the beginning: choosing a Realtor that we could trust. I remember going to the places that we were exited about , and you said naaah, highlighted all the reasons why we shouldn't go for them, and gave us honest advice. So I would definitely recommend you to friends looking for places. - Esteban Valles and Anna Martinez, Buyers It has been a pleasure working with such a professional team. - George Yang and Bede Barry, Buyers
Touched by your dedication. Went above and beyond the call. Will be forever grateful. You've been wonderful for someone who was not even your client - Clara Lisa Kabbaz, Principal
Robert - thank you for making this a smooth process. We really truly appreciate the part that you and Paul have played in taking care of us and for making this a quick process. It's been highly impressive. Thanks again it has been a pleasure. Very best - Z
TESTIMONIALS
Thanks for your time yesterday. You have been so patient as I methodically go through this home-buying process. Your style and sensitivity are certainly the right match for a client like me. - Bill Severino, Buyer
A special thank you to you for all of your help in getting the house ready! You really stepped up to help us in the owner’s absence and we appreciate this. Thank you again, Robert, and I look forward to working with you again in the future. - Creative Housing Group, Relocation
Thank you for the impeccable and clearly written offer. - Peter Wendell, Coldwell Banker Sales AssociatE
We're excited about closing, but sad to not be working with you on our New York search. It has always been a pleasure and you can rest assured that we'd happily refer anyone we know to you! - John Wasilczyk and Mary Lee, Sellers
Robert and Chanelle… Thank you both for all your past and continued help with our last transaction. It feels good to be out of real estate hell! - David Salyer/Barry Solof, Sellers
I trust your judgment about how to best negotiate this. - John Wasilczyk, Buyer
TESTIMONIALS
We had the pleasure of working with Robert and Shantell as they represented us in the sale of our home. Our home had become a financial burden and our bank offered us the option of a short sale – not familiar territory for many Realtors. This is the main reason we decided to work with The Cipolloni Group. “From our initial meeting to the close of escrow our transaction was navigated with precision and experience that only a seasoned professional could have orchestrated. A short sale is much more involved and can be frustrating and stressful for both the seller and the buyer and a higher chance of having the transaction fall through after many weeks of hard work. Robert was completely at ease in dealing with us, the buyer and, more importantly, the bank, the appraisers, and the short sale negotiators. Robert was instrumental in making our sale happen in an efficient and timely manner. In our initial meeting, he was confident that we would close escrow before the holidays – escrow closed December 14, 2010 – and would have closed sooner if the bank had not held it up. “Robert also went out of his way and took time out of his schedule to ensure we had a place to move to – and worked with the landlord’s realtor to get us a great rental property – taking time to review the lease – something he did not have to do. “Robert and Shantell have the experience, expertise, knowledge, and confidence to navigate through the current real estate market. They are the best. We would recommend them to anyone when the opportunity arises and we look forward to working with them again in the future. - J.P. and Marc Dugan-Oka
YOUR DWELLING AWAITS.
DWELLINGRE.COM