c oldwell b anker p reviews i nternational ® 1 jane and joe smith 100 upper road ross, ca c oldwell...

COLDWELL BANKER PREVIEWS INTERNATIONAL® 1

Jane and Joe Smith

100 Upper RoadRoss, CA

COLDWELL BANKER PREVIEWS INTERNATIONAL®


AMY HYDECOLDWELL BANKER RESIDENTIAL

BROKERAGE

Previews® Listing Presentation


OUTLINE

• Coldwell Banker Previews Advantage• My Background• My Marketing Strategy for 100 Upper Road• Local Market Expertise

• Market Evaluation and Pricing Pyramid• Overview of Ross Real Estate Landscape• Profile of 100 Upper Road• Details of Comparables for 100 Upper Road

• Pricing Recommendation• Appendix

• Additional Stats on Marin Real Estate Landscape• Previews Marketing• Specific Marketing Action Plan

*


COLDWELL BANKER RESIDENTIAL BROKERAGE

Coldwell Banker Advantage

•Established in San Francisco in 1906

•More than 3,300 Sales Associates in Northern California

•58 offices in Northern California; more than 3,300 offices in 30 countries around the world

•Coldwell Banker Previews International property specialists participated in nearly 11, 971 transaction sides of homes priced at $1 million or more in 2009 with a total sales volume of $22 billion

*


Luxury Home Market Share

A POINT OF DIFFERENCE

• Coldwell Banker Real Estate Corporation handles an average of $76.7 million in luxury home sales every day.*

• Last year, Coldwell Banker sold more than 2,475 million dollar plus Previews International luxury properties throughout Northern California, accounting for more than $4.5 billion in sales.

• Of those luxury homes sold in Northern California, 344 were ultra-affluent homes selling at more than $3 million and accounting for more than $1.2 billion in sales.*Data based on closed and recorded transaction sides of homes sold for one million dollars or more as reported by affiliates in the COLDWELL BANKER(R) franchise system for the calendar year 2009. $USD.


When you list your home with Previews® yougain access to an international referral network.

GLOBAL NETWORK

• Almost 3,300 residential

and commercial real

estate offices

• Approximately 100,000

sales associates in 49

countries and territories

• Approximately 12,000

certified Previews

Property Specialists


LUXURY HOME SPECIALIST


AMY’S BACKGROUND

My Two Priorities: Client Service and Protecting their Investment

•Real Estate Background•Received my license in 1997 and started with Coldwell Banker•Renewed my license in 2009 with Frank Howard Allen •Managed minor and major remodeling projects and understand buyer trends (i.e. turn-key vs fixer upper)•Well-connected with Marin and San Francisco agents

•Business Background•Strong negotiating skills: I will treat your house as if it were my own investment and will strive to get highest return on your investment•Comprehensive marketing skills: I have over fifteen years of marketing experience and understand the luxury market well


AMY’S BACKGROUND

My Two Priorities: Client Service and Protecting their Investment

•Technology/Certifications Background•Earned my E-Pro (technology) and Eco-Broker (green) certifications•Earned a Feng Shui (design/energy flow of a home) certificate •Utilize social media and online tools for every transaction

•Marin Background•Grew up in Ross, lived in San Francisco for ten years, and have lived in Sausalito, Corte Madera and San Rafael (I know and love Marin County well!)

•Having lived on Upper Road, I know exactly how to help dispel the immediate concern of the steep hill, attest to little traffic on that hill, and can adeptly discuss the weather, the views, the privacy, the quiet, the beauty of this desirable location in Ross. I loved living here and that will help drive the best price!


CLIENT TESTIMONIALS

A Successful Working Relationship

“When buying or selling a home you want to feel that you have the very best agent representing you. With Amy, I felt I had the very best from the start. She enthusiastically discussed the property and provided me with detailed information on market conditions, comparable sales in the neighborhood, and a creative marketing strategy. She was incredibly organized and resourceful while, at the same time, sensitive to my needs. Whenever I contacted her, I immediately received a response. I knew I was an absolute priority and that I had a proactive agent that would get the best possible price for my property. Amy's experience in real estate, her education, her business background, her enthusiasm, her integrity, and her commitment to her clients, is very impressive. I have been involved in real estate for over thirty years, and I look forward to working with Amy again and again. She has helped me sell three of my investment properties, and I highly recommend her.”

~ Christine Howey, Ross


CLIENT TESTIMONIALS

A Successful Working Relationship

“Amy was exceptional to work with when purchasing our new home. Not only was she extremely knowledgeable of the entire process, but she was diligent, analytical, and provided us with comprehensive research on the property and the neighborhood. Amy was very protective of us as clients as well- in all of the ways that you would expect of your realtor but don't always get. Moreover, she was very accommodating, working around our busy schedules, and taking on things that not all realtors offer to do. I wish for everyone to have such a positive and enjoyable experience as we did working with Amy. Her client service skills were impeccable, and we highly recommend her to anyone who wants to work with an outstanding realtor .”

~ The Newsom Family (Jen, Gavin, Montana and Hunter)


MY MARKETING PROGRAM

Marketing Strategy For 100 Upper Road


Marketing Strategy Goal: To get your home sold at the maximum price as quickly

as possible Four elements affect the outcome of this goal, three are

controllable:

Location Uncontrollable

Condition Price ControllableMarketing



Marketing Strategy I. Presentation of Your Home Recommendations

•Staging – it is highly recommended that you stage your home. Homes that are staged typically sell for more money and faster

•Curb appeal is important– treating the decks (in front only) and painting the rails will help improve the first impression

•Painting all the wooden cabinets white (in kitchen, family room, study and master bathroom) will help update the feel/look of house. •Consider new countertops in kitchen.

•Landscaping – trimming the plants around the upstairs and downstairs decks would open up those areas and make them seem larger and lighter



Marketing Strategy II. Marketing and Advertising

•Exposure: The greater the number of people who know about your home, the higher the odds of the house selling quickly

Online: Your property will be linked to over 350 websites Offline: Specific publications will be targeted

•High-end photography and video will be utilized for online and offline exposure

•A customized marketing schedule and calendar will provide a specific, actionable plan.



Marketing Strategy III. Buyer Identification

•Identification and marketing to target audience is essential. Benefits of your home/location must be well-defined and well-communicated to buyers. Buyer expectations must be understood.

•Selling to the right person who appreciates the special features of your home is critical in obtaining the best price for home. Having lived on Upper Road, I know these features exceptionally well!

•Coldwell Banker has an extensive network system in the Bay Area as well as nationally. Coldwell Banker is partnered with Cartus, one of the U.S.’s largest relocation companies.



Marketing Strategy IV. Market Timing and Price

•Pricing is the most critical element of the marketing strategy and yet it is the most difficult. Pricing is not a science but an art. It is the market that ultimately sets the price, and it is up to the seller to accept that price or develop a new strategy.

•Typically the first 30 days are the most critical in marketing a house. If there are few to no second showings, a strategic meeting will be held and a 5 – 10% price adjustment may be suggested to consider within 30 - 90 days on market.



LUXURY HOME EXPERIENCE

Local Market Expertise


Market Evaluation

The best price obtainable for your home will ultimatelybe determined by the dynamics of the market.

• Your property has many values: one to the tax assessor, another to a lender or insurance company, and yet another value to you, the

owner. It also has different values to prospective buyers, dependingon their needs, desires and financial resources.

• Many factors influence the market value of your property~ Location ~ Buyer Demand ~ Financing

LOCAL MARKET EXPERTISE



Exclusive Pricing Strategy

If the asking price of a

property increases

beyond fair market

value, the pool of

potential buyers

decreases

dramatically. Pricing it

at or below market

value increases the

number of showings

and the percentage of

qualified buyers

viewing your home.

The Property Appeals To:

15% Over Market Value

10% Over Market Value

Fair Market Value

75% Of The Market

If The Asking Price Is:

10% Of The Market

30% Of The Market

60% Of The Market

10% Under Market Value


Overview of Ross Real Estate Landscape


Ross Listings at All Price Points $2M+ Ross Listings

Current Ross ActivityTotal Units

Price/Sq.Ft.

Avg. Sq.Ft. Avg.DOM

Out of Total Units

Price/Sq.Ft.

Avg. Sq.Ft. Avg.DOM

Actives 11 $857 3931 219 8 $826 5169 280Contingent 4 $472 2972 121 1 $535 3194 103Sales (9 months back) 24 $700 2634 117 6 $1,018 4904 133Withdrawn (9 months back) 14 $848 3518 98 7 $960 4647 96

Notes Actives in Ross are sitting for longer than normal; the high-end is moving slowly unless priced to sell out of the gate.

8 of the 11 homes on the market are priced above $2M with one house in escrow. This indicates a Strong Buyer's Market.

Homes selling in the $900 - $1100 range are completely done: remodeled, updated, large square footage and in excellent condition.

Source= BAREIS as of 3/11/12


Historical Review of Ross Landscape


YearTotal Sales

Price/Sq.Ft. Avg. Sq.Ft. Avg. DOM

Above $2m Sales

Price/Sq.Ft.

Avg. Sq.Ft. Avg DOM

2011 27 $806 3013 106 12 $1,012 4699 106

2010 20 $689 3918 164 9 $844 5688 165

2009 35 $761 2999 90 19 $801 3846 92

2008 28 $921 3599 75 19 $957 4191 73

2007 26 $873 3702 95 17 $983 4549 82

NotesDOM (Days on Market) have gone down in Ross and average price/square feet has gone up from last year: both good news for the seller.However, Ross luxury homes can sit for a long time unless they are priced correctly and at "perceived value."



SOLD Properties

Address Bd Bth SqFt LotSz Year Date $/SqFt DOMOrig Price List Price

Sale Price SP % OP

20 Upper Rd W 5 4 (3 1) 5,300 1.154ac 1959 4/30/2010 621.7 20/320 3,295,000 3,295,000 3,295,000 100

21 Upper Rd W 4 5 (4 1) 3,756 2.089ac 193710/10/200

7 989.83 71/71 4,500,000 4,500,000 3,717,785 82.62

2 Upper Rd W 4 5 (4 1) 8,839 1.710ac 1992 2/21/2008 905.08 236/23610,000,00

010,000,00

0 8,000,000 80

1 Upper Rd 10 9 (8 1) 11,500 3.035ac 1896 1/15/2010 1,217.39 144/14417,500,00

017,500,00

014,000,00

0 80Listing Count 4 7,349 $ 933.50 118/193

8,823,750

8,823,750

7,253,196 82.20

WITHDRAWN - CANCEL Properties

Address Bd Bth SqFt LotSz Year Date $/SqFt DOMOrig Price List Price

20 Upper Road W 5 4 (3 1) 5,300 1.154ac 1959 1/26/2010 621.7 300/300 4,750,000 3,295,000 2 Upper Rd W 5 5 (4 1) 8,839 1.710ac 1992 4/18/2011 734.81 47/47 6,495,000 6,495,000

2 Upper Rd W 5 5 (4 1) 8,839 1.710ac 199210/28/201

0 786.29 213/213 8,450,000 6,950,000

Listing Count 3 7,659 $714.27 187/187

6,565,000

5,580,000 27 Upper Road sold for undisclosed amount but recollection is around $17 million in 1999 (plus $3m in artwork).

Upper Road Sales History


Profile of 100 Upper Road

• 5 Bedrooms• 3 .5 Bathrooms• 4250 square feet*• 1.9 acres*• Spacious, beautiful home with majestic views of Mt. Tam and East

Bay• Great flow for entertaining indoors or outside • Large lot size with incredible privacy and serenity• Close to town, school, hiking and biking• Backs up to Open Space* Per Owner (it would be advisable to have a copy of square footage

available)



Unique Aspects of 100 Upper Road

• Features/Finishes- Large family room (and extra room) with great layout from kitchen- Master bedroom has own fireplace, beautiful windows and deck-All bedrooms on same level with three good sized bedrooms - Three large bathrooms downstairs- Level, grassy yard and beautiful pool with deck- New carpet, paint, refinished floors, and reinforced decking- Dual-paned windows- Private well- Three fireplaces- Three-car garage- Study with built-ins- Wine cellar/storage- Shared, private driveway with two other homes



Sales Comps for 100 Upper Road


SOLD Properties

Address Bd Bth SqFt LotSz Year Date $/SqFt DOMOrig Price

List Price

Sale Price SP % OP

16 Walters Rd 4 4 (3 1) 3,557 1.506ac 2004

1/11/2012 $534 186

$2,000,000

$2,000,000

$1,900,000 95

10 Fernhill Ave 4 3 (3 0) 2,541 0.280ac 1911

8/23/2011 $1,043 19

$2,850,000

$2,850,000

$2,650,000 92.98

11 Makin Grade 5 5 (4 1) 3,944 0.996ac 1972

6/30/2011 $697 44

$3,195,000

$2,995,000

$2,750,000 86.07

155 Laurel Grove 5 5 (4 1) 3,780 0.872ac 1953

4/19/2011 $780 104

$3,695,000

$3,250,000

$2,950,000 79.84

16 Canyon Rd 5 6 (5 1) 4,306 2.114ac 1952

10/4/2011 $732 85

$3,350,000

$3,350,000

$3,150,000 94.03

5 Fernhill Ave 5 5 (3 2) 0 0.604ac 2006

4/29/2011 $0 32

$4,450,000

$4,450,000

$4,137,500 92.98

12 Norwood Ave 4 4 (3 1) 4,500 1.174ac 1914

9/13/2011 $1,063 173

$5,495,000

$5,495,000

$4,781,769 87.02

Listing Count 7 3,771 $808 92

$3,576,42

9 $

3,484,286$

3,188,467 89.15

High4,781,76

9 Low1,900,00

0 Median2,950,00

0

Report Count 7 3,771 $808 92 3,576,429 3,484,286 3,188,467


Details of Sales Comps

• 16 Walters Avenue-List Price: $2,000,000-Sale Price: $1,900,000-% of List Price: 95%

-Days on Market:186 days-Square Feet: 3557-Price per sq.ft. = $534

Notes: Short sale. Similar square footage and lot size which is a why it’s a comp but an odd layout and no “specialness”

to this house. It was on in 2009 priced at $2,910,000 and did not sell – overpriced. MEDIOCRE COMP (an appraiser may review this sale so that’s why it’s included.)




• 10 Fernhill Avenue-List Price: $2,850,000-Sale Price: $2,650,000 -% of List Price: 92%-Days on Market: 19 days -Square Feet: 2541-Price per sq.ft. = $1042

Notes: Adorable house staged well and showed very nicely. Great location in the flats and very appealing to young families.

Large, level yard and easy walk to school. Sold quickly at $200K less than list price. VERY GOOD COMP.




• 11 Makin Grade-List Price: $3,195,000-Sale Price: $2,750,000-% of List Price: 86%-Days on Market: 44 days-Square Feet: 3944-Price per sq.ft. = $697

Notes: Similar square footage. Pool, views, up a hill. Upper Road has more cache than Makin Grade. Reduced once after 14 days and then went into escrow. Sold quickly. VERY GOOD COMP.




• 155 Laurel Grove Ave-List Price: $3,695,000-Sale Price: $2,950,000-% of List Price: 80%-Days on Market: 104 days-Square Feet: 3780-Price per sq.ft. = $780

Notes: Similar square footage. Flats with pool. One level home with 5 beds/5 baths. This was sold in 2009 for $2,600,000. They put a lot of money into to fix it up. Overestimated their remodel project since overpriced from the start and needed two price reductions before selling at $2,950,000. INTERESTING COMP.




• 16 Canyon Road-List Price: $3,350,000-Sale Price: $3,150,000-% of List Price: 94%-Days on Market: 85 days-Square Feet: 4306-Price per sq.ft. = $731

Notes: Contemporary, mid-century house half-way up on Canyon with great views. Remodeled well. It was bought in 2005 for $3,715,000. Put on the market in 2001 for $3,500,000 and then pulled off 62 days. Put back on at lower price of $3,350,000 and sold for $3,150,000. 20% loss in value since 2005. VERY GOOD COMP.



Avg. Sales Comps Price per Square Feet

The average sales comp is 3771 square footage priced at $808. It sells in about 3 months at 90% of list price.

If we use this average number, here’s what you get for 100 Upper Road:

$808 x 4351 (29 Upper Road’s sq.ft.) = $3,515,608



Price Recommendation

After careful consideration of comparable sales and previewing your property at 100 Upper Road, Ross, it is my opinion that the property should be listed between $2,995,000 - $3,495,000 . Price per square feet would be $756 - $882.

THE PREVIEWS® PROFESSIONAL ADVANTAGE


100 Upper Road Advantages

• No homes in Ross currently priced between $3M - $4M (homes in the $2M range are smaller both in house and lot size compared to your property)

• Vision to develop lot or move in “as is” –appeal to larger pool of buyers

• Few hillside homes with large, level lawn and pool

• Beautiful views and complete privacy

• Upper Road is one of Ross’ most expensive streets to live on

• There is a lack of inventory in Marin so buyers are in a frenzy to buy an “undervalued” home so we’re seeing lots of multiple offer situations

PRICING CONSIDERATIONS


APPENDIX

MARIN REAL ESTATE LANDSCAPE


Overview of Marin Real Estate Landscape

ACTIVE• 432 homes on sale*

• 44 are priced between $2M-$3M ( 10%) at $764/sq.ft. and DOM**

is 4 months

• 16 are priced between $3M-$4M (4%) at $780/sq.ft. and DOM is 6

months

• 39 are priced over $4M+ (9%) at $1402/sq.ft. and DOM is 1 year

Trend: The higher the price per square footage, the longer

days on market.

*Source for all data in this presentation is taken directly from BAREIS MLS as of March 11, 2012

**DOM = Average Days on Market

*Source for data = BAREIS as of March 11, 2012

APPENDIX


Overview of Marin Real Estate Landscape

CONTINGENT• 384 homes are in escrow

• 13 are priced between $2M-$3M at $634/sq.ft. and DOM is 7

months

• 3 are priced between $3M-$4M at $846/sq.ft. and DOM is 1 year

• 4 are priced over $4M+ at $1590/sq.ft. and DOM is 5 months

APPENDIX


Ross buyers tend to look in these other high-end towns.

MARIN TOWNS’ PRICE/SQ.FT.

KENTFIELD

Year Total Sales Price/Sq.Ft. Avg DOM2011 22 $795 1162010 25 $725 1032009 13 $818 932008 19 $894 912007 32 $894 38

BELVEDERE Year Total Sales Price/Sq.Ft. Avg DOM2011 24 $940 1662010 25 $1,019 2052009 18 $977 1522008 22 $1,070 1072007 20 $1,245 145

TIBURON Year Total Sales Price/Sq.Ft. Avg DOM2011 33 $770 1322010 43 $784 1872009 27 $791 1502008 40 $845 892007 54 $890 96


APPENDIX

PREVIEWS MARKETING


EXCEPTIONAL ADVERTISING

Previews Magazine

• The Previews Magazine is Coldwell Banker Northern California’s proprietary magazine.

• The magazine has been in publication for more than six years and is directed mailed by Sales Associates four times per year to more than 55,000 carefully-selected, affluent households in Northern California.

• Additionally, when your property is featured in Previews Magazine, it is also included in an impressive online edition that Coldwell Banker Sales Associates throughout Northern California place on their websites, blogs and use in mass e-marketing campaigns targeting the region’s most affluent luxury homeowners.


COMPREHENSIVE INTERNET MARKETING

Studies show that 91% of consumers start their online search with search engines. That’s why we’ve become the first company to fully embrace the Internet with a far-reaching vision and annual marketing spend with a retail value of almost $45 million. This includes 56,000 search terms to position buyers in front of our clients' homes on the nation’s leading websites.

When you list your home with Coldwell Banker Previews International®, your home will be featured on:

ColdwellBankerPreviews.com OpenHouse.comColdwellBanker.com FrontDoor®

CaliforniaMoves.com HomeFinder ®

Trulia® Oodle®

Yahoo.com WSJ.comREALTOR.com Zillow®

Homes® Enormo®

NYTimes.com Cyberhomes/AOLGoogle™ Base Unique Homes®

Trulia.com Robb Report®

Exceptional Properties ® Online


Local Advertising

Locally, we showcase your property to millions of weekly readers by aggressively advertising in the region’s most

widely read publications. Our targeted advertising efforts include those newspapers and

magazines that will generate maximum buyer interest.

LOCAL PRINT ADVERTISING

Our advertising resources include:

Marin IJSan Francisco Chronicle

Marin MagazineSan Francisco Gazette

Previews Magazine


APPENDIX

SPECIFIC MARKETING ACTION PLAN


Pre-Marketing Action Steps(10 – 14 days out)

• Professional photography scheduled• Greenbrae office announcement prior to going on MLS• Pre-showings before it gets listed on MLS (have 3 lined

up!)• New listing ad posted on Coldwell Banker’s intranet• Open House invitation mailed to neighbors/select target

audience• “Coming Soon” yard sign (TBD)

MARKETING ACTION PLAN


Intro to Marketplace Action Steps(Launch date)

• Listed on Multiple Listing Service (MLS)• Property profile posted for Global Internet Exposure (350 links)• Property profile posted on Craigslist and Pacific Sun• Customized property web site created (i.e.www.100upperroad.com)• Open House advertising in Marin IJ and Chronicle• Special advertising in Previews magazine• Pitch property at office meeting before Broker’s Tour• Hosted luncheon for first Broker’s Tour • Full color brochures available inside of home



Intro to Marketplace Action Steps(Launch date)

Continued

• First Open Home to follow Broker’s Tour • Special Open House times for neighbors for first open house• “Just Listed” email sent to select SF and Marin agents• “Just Listed” postcard mailed to select group (i.e. neighborhood, your

contacts, my sphere of influence) • Appointment only with a Lockbox as a back-up • Yard sign installed



Amy HydeColdwell Banker Luxury Property Specialist

350 Bon Air Center, Suite 100Greenbrae, CA 94904

[email protected]

www.premiermarinhomes.comDRE: 01230872

THANK YOU!

c oldwell b anker p reviews i nternational ® 1 jane and joe smith 100 upper road ross, ca c oldwell...

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