Dianne Vernon Bob Pennypacker

W ith backgrounds in architecture and software

sales, Bob and Dianne bring a unique perspective

to their work as real estate professionals...and they

love every minute of it. When you meet them, you

can just feel their passion for homes and for

helping people with their real estate vision. They

feel it is a privilege to be invited into your life to

help with such an important decision. Ready to

turn your ideas into reality? Contact Bob or

Dianne, and they’ll help guide you on your real

estate journey.

Recent Luxury Sales

Riebli Valley View Home

Offered at $1,195,000

Sold for $1,195,000 Represented Buyer ~5 acres , 2,830 s.f, 4 bedrooms, 2.5 baths

I loved working with Bob, not only was his advise sage but

he proved to be a charming and engaging gentleman.

Time spent looking at properties was a pleasure and

something I looked forward to. Bob was professional and

thorough. His advise was thoughtful and honest and al-

ways with our best interest in mind.

Julia Brigden, Santa Rosa

Healdsburg Country Retreat

Offered at $949,000

Sold for $912,500

Represented Buyer and Seller

1 acre, 2,387 s.f, 3 bedrooms, 2.5 baths

480 s.f. Guest House w/ 1br+1ba

Bob was thorough, professional, and responsive from the

day we met until we closed (and after!) I highly recom-mend Bob to anyone contemplating a real estate transac-tion. Nancy L., Healdsburg

Santa Rosa Vineyard Estate

Offered at $2,995,000

Sold for $2,625,000

Represented Sellers 33+ acres , 3,200 s.f, 3 bedrooms, 3.5 baths, 5 acre vineyard

Working with Bob was one of the most pleasant ex-

periences we have had in real estate. Professional to

the core and a great listener and advisor.

Mick Brigden, Santa Rosa

Central Healdsburg

Offered at $835,000

Sold for $780,000

Represented Buyer

~7,000 sf lot

2,332 s.f,

3 bedrooms, 2.5 baths

4 Blocks from Healdsburg’s Plaza

Dry Creek View Estate

Offered at $1,595,000

Sold for $1,545,000

Represented Sellers

36+ acres, 3,200 s.f,, 3 bedrooms, 3 baths

Panoramic Dry Creek Valley Views

I highly recommend Bob as a listing agent. Having sold

many properties over the years, I have never experi-

enced a more creative, hard-working and communica-

tive agent. He came in with a well planned strategy and

found a buyer within ten days of listing, keeping my hus-

band and me "in the loop" throughout the process. He

was truly a pleasure to work with.

C. Sage, Dry Creek Ridge

Central Healdsburg

Offered at $899,000

Sold for $899,000

Represented Buyer

~1/2 acre lot

2,332 s.f,

3 bedrooms, 2.5 baths

3 minutes from Healdsburg’s Plaza

Recent Luxury Sales

Sienna Pointe- Healdsburg

Offered at $1,195,000

Sold for $1,200,000

Represented Seller

~3/4 acre lot

3,200 s.f,

3 bedrooms, 2.5 baths

5 minutes from Healdsburg’s Plaza

Clear Ridge— Healdsburg

Offered at $1,795,000

Sold for $1,695,000

Represented Seller

~2/3 acre lot

~4,800 s.f,

5 bedrooms, 4 baths

5 minutes from Healdsburg’s Plaza

Dianne and Bob got us top dollar in a down-market and were

on top of matters throughout the process

Clear Ridge— Healdsburg

Offered at $1,195,000

Sold for $1,020,000

Represented Buyer

~1/3 acre lot

~3,400 s.f,

3 bedrooms, 3.5 baths

5 minutes from Healdsburg’s Plaza

Recent Luxury Sales

West Dry Creek Road– Healdsburg

Offered at $3,495,000

Representing Buyer

~50+/- acres

20 acre vineyard

Winery permit

10 minutes from Healdsburg’s Plaza

Plum Ranch Road-

Offered at $3,495,000

Sold for $ 2,900,000

Represented Sellers

43+ acres

3,500 s.f.

4 bedrooms, 2.5 baths

3 acres of world-class formal gardens

Kenwood

Offered at $869,000

Sold for $899,000

Represented Buyer

~1/4 acre lot

2,185 s.f,

2 bedrooms, 2 baths

In the heart of Sonoma Valley

In Escrow

Dianne’s Luxury Sales Prior to joining RE/MAX

Dianne’s Luxury Sales Prior to joining RE/MAX Recent Land Sales

Healdsburg—Sienna Pointe

2 acres, sold for $285,000

Represented both buyer and sellers

Healdsburg—Parkland Estates

0.8 acre, sold for $426,500

Represented sellers

Central Healdsburg

6,068 SF sold for $310,000

Represented sellers

Central Healdsburg

0.52 acre, in escrow—Asking $765,000

Representing sellers

Cavedale Road, Glen ellen

+/- 25 acres sold for $450,000

Represented buyers

Current Listings

Sausalito Waterfront

8,900 sf

$6,350,000

Dry Creek Valley

141 Acres

$3,000,000

Dry Creek Valley

221 Acres

$2,000,000

Mark West Area

4,600 sf, 1.86 Acre

$985,000

Healdsburg Estate Site

+/- 3 acres

$895,000

Bodega Bay Lot

5,000 sf

$199,000

Current Listings

The Company

Dave and Gail Liniger founded RE/MAX in

Denver, Colo., in 1973, prompted by their

dissatisfaction with the way real estate busi-

ness was conducted at the time.

The Linigers wanted to change all that.

They believed that to attract and retain the

best agents, they needed to provide ad-

vanced support services and the freedom to

succeed. Agents would share office over-

head and pay management fees, and in

return receive a wide variety of real estate

services and more control over their busi-

ness. The strategy worked.

In every year since 1998, nobody in the

world has sold more real estate than RE/

MAX. The network ’ s red, white and blue

hot air balloon logo is familiar to homebuy-

ers and sellers in more than 100 countries.

The most significant growth for RE/MAX in

recent years has come from expansion into

Africa, Asia, Australia, New Zealand, the

Caribbean, Central America, Europe and

South America. RE/MAX takes proven tech-

niques and adapts them to local markets,

thereby developing a series of tools that

real estate professionals find invaluable.

Some of the innovative services created by

RE/MAX to help its members

become ever more professional and

successful include:

An international agent-to-agent refer-

ral network

Advanced training courses, both on-

demand online and in the classroom,

via RE/MAX University

State-of-the-art technological tools

and Internet and extranet websites

Television advertising campaigns that

are seen by more viewers in the U.S.

than those of all national competitors

combined

In an industry rife with frequent turnover in

ownership and management of major real

estate networks, RE/MAX remains owned

and directed by its founders.

Milestones

1973: First office opened in Denver

1975: First franchise office opened

outside Colorado

1978: RE/MAX Balloon adopted as

official logo

1987: Became No. 1 in Canadian real

estate sales

1994: First offices opened outside

North America

1997: Became No. 1 in real estate

sales worldwide

2005: Created U.S. collection of IDX

websites to allow consumers to see

virtually all real estate listings on re-

max.com

2007: Launched RE/MAX University

2011: Approaching 100,000 agents

worldwide in over 6,800 offices in over

100 countries

Full Spectrum Properties

Tom Larson opened Full Spectrum

Properties in Ukiah in 1995, following with the

Healdsburg office in 2002. He has consis-

tently been one of the top producers in North-

ern California.

Full Spectrum Properties was courted by

most of the major real estate brands to carry

their franchise. These included Sotheby ’ s,

Century 21, Prudential, Pacific Union and

Realty Executives. Full Spectrum Properties

was doing too well as a boutique brokerage to

be swallowed by a brand, though. Then, last

year, along came Re/Max that actually of-

fered something besides a logo. First of all,

RE/MAX is still run by its founders, and has

never been swallowed up by some mega-

holding company.

RE/MAX Full Spectrum offers experience in

all phases of real estate, with estates, vine-

yard and unique upper end residential prop-

e r t i e s a m o n g t h e s p e c i a l t i e s .

RE/MAX Full Spectrum has harnessed the

power of the internet in marketing and expos-

ing all the real estate listings. The company

has invested heavily in developing top web

sites, showcasing all the properties.

The Balloon

RE/MAX began its relationship with hot air bal-

looning in 1978. RE/MAX already held more

market share in Denver, the network ’ s birth-

place, than any competitor. But market studies

showed that among consumers in general,

name recognition of RE/MAX ranked well below

many lesser competitors.

Meanwhile, in New Mexico, a few RE/MAX

agents and their regional leaders dreamed up

the idea of entering a red-over-white-over blue

RE/MAX Balloon in the 1978 Albuquerque Hot

Air Balloon Fiesta. And as often is the case with

hot air balloons, the RE/MAX Balloon really

grabbed some attention. Plus, the imagery

meshed perfectly with the RE/MAX network ’ s

emphasis on innovation, freedom and leader-

ship.

RE/MAX International executives in Denver

enthusiastically adopted the balloon image as

the corporate logo. Within a year, Colorado had

its own RE/MAX Balloon, and featured it promi-

nently in a local television campaign. Within four

months, RE/MAX held top name recognition in

the Denver market.

The network ’ s major graphic symbol, the RE/

MAX Hot Air Balloon image appears on “ for

sale ” signs, bus benches, billboards, in print

advertising and television commercials. Today,

RE/MAX is one of the most recognized real

estate brands and logos across the globe.

Full Spectrum

Strategic Marketing

Timing is everything

Outstanding results do not happen by accident. A luxury

property needs to be brought to market with the same care

afforded other luxury products rather than just other real es-

tate. In this day and age, we all need to take advantage of the

myriad of marketing options out there. In order to achieve the

best results, these options need to be treated as a schedule,

not a list, because the ultimate goal is to create a demand for

your property.

Preparation

Some of the most important work on a listing happens

before a property even hits the market, and it all starts

with an assessment of property features and how best to

expose those. A professional stager can be extremely

useful in setting the tone for the interior.

A successful marketing campaign begins with beautiful

photographs—photos that will tell the story and capture

the mood of your property.

Aerial Photography and marketing

Many upper-end properties can only be properly depicted

in an aerial photograph. There is no other medium which

can fully capture the scope and drama of a property in a

single image. The advantage of using aerial photography

from a marketing stand point is that is very rare, and the

images are striking There are 408 listings above $1.5

million in the North Bay, and only 15 with aerial photos.

Among those, the average list is price is $5.9 million. The

public is already conditioned to associate this

photography with high-value properties, therefore, I would

use it at any opportunity.

Strategic Marketing

EVERY ANGLE PHOTOGRAPHY

Ground Level Photography

An airplane won ’ t do the whole job, but include a

talented photographer with a boom-truck, and most

everything should be covered. The slightly-above ground

level perspective will capture the sense of a property far

more effectively than ground level shots. The home

depicted in the center photo has a dramatic view, but a

ground level shot would never have captured both the

house and view in one shot. When you sometimes only

get one shot with internet buyers, it has to be effective.

Interiors

Interiors need to be treated with Architectural Digest care.

The image at the bottom right is impossible to capture in

a single photo, but is the only way to depict the scene as

people experience it. This particular photo took six

different exposures from the same position in order to

capture the best of both the inside and outside. When so

many of the beautiful homes here take full advantage of

an indoor-outdoor flow, the marketing needs to make that

point succinctly.

Inspections

When the property gets into escrow, we want to make

sure there are no surprises, especially the kind that will

potentially re-open negotiations. In anticipation of that, I

recommend before coming to market we procure all of

the inspections a buyer would normally require on such a

property. This accomplishes three things:

Any defects will be known in advance and either

fixed or disclosed. The buyer will not be able to

claim any credits after an accepted offer.

It will reduce a buyer ’ s hesitation to make an offer.

Surprises are equally unpleasant to buyers.

Having the inspections averts any potential delays on

the buyers ’ part due to the inspectors availability.

This time of year, that could be a problem.

Real Estate Publications

Realtors spend a fortune every year on

marketing in the glossy publications. The

effectiveness of this is often questionable

unless there is proper advance planning. The

reason for this is that there is usually a 3-week

lead time between reserving space and the

issue date. Most properties have already been

exposed on the internet by the time they come

out in magazines, so they are old news. Print

media can be very effective, though, if they are

used for pre-MLS marketing, that is, the

properties appear here before hitting the

internet. If there is the luxury of this timing, it is

the route we take.

Print Media

Postcards and Flyers

As part of the pre-MLS effort, postcards are

mailed out to the targeted demographic,

wherever they may be. Direct mail can be

effective in that it taps into a market that didn ’

t know it was active. The flyers are used to

start to get the word out to both the general

public and other realtors. These are just two-

sided pieces.

Property Brochure

This is the piece that is given to the prospective

buyer who comes for a showing. All of the per-

tinent information is here, and usually 10-12

pages. With full size glossy photos, it has all of

the elements to make people fall in love.

Strategic Marketing

Internet

Cyber footprint

Getting the maximum exposure for your home is all about the numbers. In addition to the standard websites that are fed

from the MLS, through RE/MAX, RE/MAX Full Spectrum, plus my additional subscriptions to real estate websites, expo-

sure for your home will unmatched. The total number of unique visitors to all of these sites tops over 50,000,000.

RE/MAX and RE/MAX Full Spectrum

Exposure Through Homes and Land Magazine Additional Luxury Sites

Personal Networks

Top Agent Network

While we are proud to be included in the top 5% of Sonoma County

agents, our primary goal has always been to provide the best service we

possibly could. Having that recognition, though, does provide advantages

for my clients: Direct access to the top producers throughout the entire

bay region. These are the agents who close 75% of all transactions in the

area. We market directly to each other. This is particularly useful during

the “ pre-marketing ” period.

Marketing to the Asian World

Marketing also has to adjust to changing global realties. Asian investors

are coming to the market place in all price ranges. In order to reach the

buyers at their source, We have registered with www.caimeiju.com

This is a bilingual real estate site targeting Chinese investors to which

listings are uploaded and has a separate search for international luxury

properties.

One more powerful marketing tool is pitching properties to other agents because

most properties are sold by agents. The tools for this are the MLS website

( w hich covers Marin, Napa, Sonoma, Lake , Solano, and Mendocino counties

and has over 8,300 members) and weekly meetings of the MLS. At our meet-

ings, we are continually updating and reminding our colleagues of our listings.

Global Partnership

Marketing to other Agents

We both carry the IRES, or International Real Estate Specialist

Designation. This is an elite group of realtors from around the globe who

cooperate in marketing each others listings. We chose this route due to

the amount of international traffic we see in Healdsburg, for it allows us to

market our listings directly to buyers before they arrive here. IRES

Resources

Location

Healdsburg

Santa Rosa

The RE/MAX Collection