LUXURY MARKETING PLAN
PREPARED EXCLUSIVELY BY
YOUR EXPERIENCE
Your experience is above all else, and my singular goal is to provide an exceptional, curated experience that is characterized by excellence, integrity and professionalism, while ensuring we obtain the highest price for your home.
- Matt Schwartzhoff
MEET MATT
Matt Schwartzhoff is well-known for being one of the most successful agents in Atlanta real estate. Specializing in the luxury housing market, Matt has been recognized as a multi-million dollar producer every year since starting his real estate career in 2004. His strong ties to the Atlanta business community and his ability to provide sound advice and detailed market information have enabled him to develop long-lasting relationships with his clients. His ability to listen to and understand his client’s needs has allowed him to continuously achieve his client’s goals and surpass their expectations.
As one of Atlanta’s top agents, Matt has always been heavily involved in all aspects of the business. Together with his partner, he recently successfully marketed and sold over 62 custom-built luxury homes in The Manor Golf and Country Club. Working on-site for nearly six years with a diverse group of clients, builders, developers and municipalities has given
him deep insight into the differences in quality and craftsmanship of the homes he sells. This experience has proven invaluable, especially when educating buyers on the qualitative differences of luxury homes.
Matt’s deep interest in making his listings stand out in a crowd has led him to invest heavily in photographic and video equipment, allowing him to have exact control over how a home is positioned in the market and has proven to be a key differentiator in achieving the highest possible sells price. This ability has led to him being sought by some of the most exclusive builders in Atlanta.
A resident of Alpharetta for more than 30 years, Matt graduated from Milton High School and earned a bachelor’s degree in finance from Georgia State University and an MBA from Emory’s elite Goizueta Business School. He continues to invest in this community that he loves so much.
CAREER HIGHLIGHTS
• Successfully marketed and sold 50+ custom luxury homes in The Cottages at The Manor Golf & Country Club. To date, this project has generated over $100M in sales.
• Luxury Homes Specialist / Luxury Marketing Specialist
• Custom Home Building Specialist
• Life Member, Atlanta REALTORS® Association Top Producers
• Over a decade of on-site construction experience in some of Atlanta’s most exclusive neighborhoods.
• 20 years as a licensed agent
• Atlanta Home Builder’s Association OBIE Award Winner, Videography $3M+
EDUCATION AND MEMBERSHIPS
• Milton High School Graduate
• Georgia State University, BBA in Finance
• Emory, Goizueta Business School, MBA
• Georgia Real Estate Commission Broker’s License
• 20-year member of the Atlanta REALTORS® Association
CLIENT TESTIMONIALS
“We had an incredible experience with Matt and would highly recommend him to help sell or buy a home (he did both for us). He was very professional, quick to respond to any questions, and checked in with us regularly throughout the process. His experience and knowledge of our market area gave my wife and I real comfort. We had a particularly challenging task of buying a neighbor’s home that was not officially on the market, but Matthew made the process seamless and negotiated a great deal. Can’t say enough good things about him ... he made this typically painful process very easy!” - SERENA AND JOSH S.
“Matt is an excellent agent who I would strongly recommend to anyone. He is friendly and extremely well versed in real estate on the buying side and the selling side. As our selling agent, he worked with a professional to help us stage our home and it worked beautifully. Our house had two offers in the first 24 hours and was under contract shortly thereafter. If you are looking for someone who will take the necessary time to help you buy and/or sell a home, Matt is your guy. He never made us feel rushed or pressured to make a decision on either side. You won’t be disappointed!”- MELISSA T
“We broke a record in my neighborhood for the highest sale in ten years. His expertise and marketing, along with Sotheby’s International Realty® brand, helped set my house apart from the others. He is also great to work with: very responsive, provides helpful information, and is calm voice amidst one of life’s largest financial transactions. I would definitely recommend Matt!” - KATHY A.
“Matt truly made a difference during this process for us. Our search lasted about three months, but his eagerness to help us, responsiveness and availability was always top notch. With his help we were able to narrow down exactly the type of home we wanted and needed within the first three weeks; after that, he would give us regular updates and when a good option presented, he would make sure I became aware of it promptly. Finally during the negotiation, he took a weight off my shoulders (I travel often for work and was in another time zone at the time), as he made it seem seamless and easy despite my availability. I highly recommend Matt and will work with him again.” -
MARVIN L.
“Matthew Schwartzhoff is impressively knowledgeable, efficient, and friendly. He just helped us find and purchase our first home in John’s Creek, but he was patient with us for months as we visited houses in Roswell, Alpharetta, Peachtree Corners, Cumming and all over the North Atlanta suburbs. He attentively listened to our list of needs and wants, and never pressured us to compromise or settle. As first time home buyers, the process seemed overwhelming, but Matt supported us through the search, offer, and negotiation so that we could close on our home with confidence! We love our new home and hope to never move again, but if we are ever in the market to buy/sell a home in the future, Matt will be our first call! I highly recommend contacting and working with Matt!” - CHIARITA R.
VALUATION
Valuation is subjective and varies according to its context and the perspective of its users. A home’s value is ultimately determined by the buyer’s perception.
My job is to influence that perception by showcasing and substantiating homes to their highest value.
- Matt Schwartzhoff
WHAT CREATES VALUE:
• Scarcity (Uniqueness)
• Condition
• Quality
• Demand
• Subjective perceptions and emotions of individuals
• Current market appeal
• Social status
• Historical significance
• Personal preference
• Utility (Functionality)
MATT SCHWARTZHOFF
LUXURY MARKETING PLAN
PRELISTING CONSULTATION AND PLANNING
• Determine who the buyers will be and develop a target market
• Advise on changes that would enhance the home based on ROI
• Stage and enhance the home for optimal viewing and photography
• Review major systems to prevent surprises
GLOBAL MARKETING STRATEGY
• Property listed with First Multiple Listing Service (FMLS) servicing over 33,000 Metro Atlanta agents
• Market listing to the most significant companies and real estate-focused websites in the world, generating more than 1 billion impressions each year, including SothebysRealty.com, Juwai.com, WSJ.com, NYT.com, Nikkei.com, JamesEdition.com, Trulia.com, Zillow.com and many more
• Presented on AtlantaFineHomes.com with a narrated virtual tour in five languages
• Showcased on Atlanta Fine Homes Sotheby’s International Realty’s social media sites
• Displayed as a featured home of the daily blog post for distribution on atlantafinehomes.com and Facebook
• Develop print advertising for select Metro Atlanta publications
• Introduce and promote the property to inter-office agents at weekly sales meetings
• Networking with the agent population
• Featured property on eGallery in all 930 Sotheby’s International Realty offices and eight auction houses around the world
POWERFUL PROPERTY MARKETING
• Captivating photography designed to connect with buyers emotionally
• Custom brochure created for distribution to potential buyers and top agents
• Aerial photography and video as appropriate
• Professionally installed custom wooden sign
SHOWINGS AND FEEDBACK
• Showings by appointment
• Continual contact and feedback as the listing proceeds
• Weekly online marketing summary
• Immediate updates of pertinent market changes as they occur
Matthew Schwartzhoff
Matthew Schwartzhoff
GLOBAL MARKETING
EXCLUSIVE PARTNERSHIPS
We harness the global power of the Sotheby’s name and its proprietary database of over 700,000 clients to create unique opportunities and introduce your home to the most qualified buyers around the world.
The exposure and worldwide reach of the homes we represent set us apart. As soon as your property is on atlantafinehomes.com and sothebysrealty.com,it is exclusively distributed to the most authoritative news, luxury lifestyle, financial and real estate-centric websites worldwide.
We complement those efforts with targeted digital and print advertising plans often exclusive to Sotheby’s International Realty
SUPERIOR EXPOSURE
Our media partners have been carefully chosen based on their ability to effectively deliver reach and frequency, as well as distribution. The core of our strategy positions property photography front and center on multiple digital platforms in order to engage the online consumer. We are the only company in Metro Atlanta that showcases all of our listings, regardless of price point, on the Wall Street Journal, Juwai.com*, Nikkei.com and Financial Times websites.
The Sotheby’s International Realty network is truly global and our reach extends to more than 26,500 sales associates at 1,100 offices in 85 countries and territories on six continents.
COOPERATIVE ADVERTISING
TARGETED ADVERTISING
With an emphasis on exclusivity, the Sotheby’s International Realty brand’s advertising plans are driven by a consumer-centric approach targeting potential homebuyers and sellers at all stages of the real estate journey. Our robust digital and print strategy is aimed at showcasing homes to highly qualified homebuyers.
LOCAL ADVERTISING
Atlanta Fine Homes Sotheby’s International Realty hand-selects premier print publications and digital platforms to advertise the homes we represent. From daily blog and social media posts to targeted print and digital publications focusing on real estate, lifestyle, art, regional events and philanthropic missions, we ensure your home receives enhanced exposure, translating to more buyer inquiries, showings and activity. Our local media partners include the Atlanta Business Chronicle, Atlanta INtown, the Buckhead, Brookhaven, Dunwoody and Sandy Springs Reporter Papers, North Fulton’s Appen newspapers and more.
UNRIVALED WEB EXPOSURE
ATLANTAFINEHOMES.COM
We offer unparalleled exposure and worldwide reach for your home. Our website, atlantafinehomes.com, is powered by the award-winning sothebysrealty.com platform, allowing us to leverage the millions of buyers monthly, immersing them in your home through rich content such as high-resolution photos, ultra-highdefinition videos and virtual reality tours.
Videos played in 2023
The rich and relevant content available on atlantafinehomes.com enables the site to have the best ranking positions in search engines like Google, maximizing the chances for a buyer to find your home. Homes from around the globe can be accessed seamlessly on any device, and mobile users can directly text a sales associate from any property detail page.
Scan the QR code to visit atlantafinehomes.com.
OUR CONNECTIONS BECOME YOUR CONNECTIONS
SOCIAL MEDIA
The Sotheby’s International Realty brand creates exclusive content featuring our global properties on multiple social media platforms and engages with more than a million followers each day. Together with Sotheby’s International Realty, we craft and share exclusive social media content for people passionate about fine living and leverage targeted social media marketing to ensure your home reaches the web’s most sophisticated buyers.
DYNAMIC VIDEO
Video plays an important role in our marketing strategy — the Sotheby’s International Realty award-winning YouTube channel has more video views and subscribers than any other real estate brand.
Scan the QR code to follow us on our social media platforms.
PHOTOGRAPHY THAT STANDS OUT IN A CROWD
“Photography is the cornerstone of all our marketing efforts.”
- Matt Schwartzhoff
Over the years, I have worked with many of Atlanta’s top real estate photographers. While the quality of their work has always been superb, I often noticed something missing in their photos - emotion and atmosphere, which are essential in capturing a buyer’s interest.
To have complete control over how my listings are marketed, I have invested heavily in photographic equipment and editing tools. This ability has proven highly effective in attaining the highest possible price and has led me to be sought after by some of the most exclusive builders in Atlanta.
Although I still value the work of professional photographers, seeing the home through a buyer’s eyes has helped me communicate what needs to be captured when marketing a property. It also allows me to control the weather, which is especially important given that quality photographers are usually booked several weeks in advance.
BEND
SPACE/AMBIANCE BEFORE
DETAIL BEFORE
PERSPECTIVE BEFORE
WEATHER BEFORE
SPACE/AMBIANCE AFTER
DETAIL AFTER
PERSPECTIVE AFTER
AFTER
WEATHER
NEW CONSTRUCTION: MY EXPERIENCE, YOUR BENEFIT
UNDERSTANDING AND SELLING YOUR HOME’S UNIQUE FEATURES
Having spent over ten years onsite with some of Atlanta’s most exclusive custom builders, I understand how to educate buyers on your home’s unique architectural features and components. This experience is also invaluable in helping buyers envision how to transform spaces to fulfill their dreams.
EXAMPLES OF WHAT BUYERS AND OTHER AGENTS WILL FREQUENTLY MISS:
• Window Quality and Design: wooden vs. metal-clad windows, casement vs. double-hung windows, etc.
• Cabinet Craftsmanship: inset vs. overlay doors, constructed onsite vs. controlled environment, wood type and quality – oak vs. MDF (MDF is appropriate on some door components), paint typelacquer, enamel, latex, etc., down drawer faces are bindeddovetail vs. fasteners
• Solid core interior doors are often overlooked but add incredible value.
• Insulation: open and closed cell foams vs. rolled and blown
• Hardscaping, drainage and water control
• Automation: Lutron systems, CCTV, security systems, etc.
• Flooring and Stair systems: joist flex, steel beam vs. wood headers, custom-crafted stairs and handrails
• Shingle Quality: architectural, slate, cedar, etc.
• Hardwood Flooring: grade differences, including character, width, coating and pattern
• Details and Unique Features: large openings need additional support, tall ceilings provide additional usability, etc.
3565 GRANTON STREET
3990 COTTAGE PARK COURT
3510 MANOR BRIDGE
POWERFUL PROPERTY INSIGHT
PROPERTY SYNDICATION
The exposure and worldwide reach for the homes we represent are a crucial differentiator that sets us apart from the rest of the industry. As soon as your home is showcased on atlantafinehomes.com, it is exclusively distributed to the most authoritative news, luxury lifestyle, financial and real estate-centric websites worldwide.
PROPERTY REPORTS
To measure the results of this exposure, the brand provides a property report including view and inquiry statistics for each partner site to effectively illustrate the activity a property receives online. This allows us to keep you informed of our marketing efforts to get your home sold.
ACCOUNTABILITY
In addition to verbally communicating feedback from every showing, and tracking our online marketing efforts, I also provide a weekly Showing and Feedback Report to ensure follow up and gauge any patterns in feedback.
Showing Report 3510 Granton Street
7/26/2023 Paul Monica Blanco / Allison Waldrip Ansley
7/28/2023 Mike and Karen Mona ElGomayel KW
7/28/2023 Mark and Justine Anne Tiano KW
Paul is a retired NHL player relocating from Portland. Home is sold and he needs something ASAP. They have 2 grade school aged boys so they want a yard. We met at Dianne Porters home and he liked that it was new construction, but he immediately said he’d really prefer to be in Fulton because of the schools. He liked it and thought the back yard was nice. I sent him the spec sheet and let them know we were 60 day from completion. I still sensed that he’d prefer Fulton county.
Mike and Karen are from Charleston - Daniels Island (members of Daniels Island Golf club). Their children are in Milton, Woodstock, etc. and they want to be closer to them. They liked the floorplan but though it was too much home for them. They’d really like 3600-4000 sqft with no basement if possible. They also later mentioned they’d really like to be under $1.8M.
Mark and Justine just sold their home in Ft Lauderdale (closes in 3 weeks). Their children live in the area so they’d like to be here. We spent an hour in the house and they really liked it. This is a very promising prospect. Mark had some questions about the home automation and HOA/Club dues which I sent to Anne. They may come back this weekend with their children to visit.
8/13/2023 Debbie Eileen Rosencrats ATFH Debbie is good friends with Al and Sue Longman and they are trying to get her into the neighborhood, which she seems excited about. She really liked the floorplan and had questions about Taxation as much of the benefit of moving here is Forsyth’s Tax benefit.
8/18/2023 Dominick and Diane Nick LaMonte Ansley
9/1/2023 Luke and Chelsea Jonathan Lee Berkshire Hathaway
9/2/2023 Kevin and Britt Cynthia Lippert Ansley
Diane and Dominick live in a 3-story townhome in West of Main Alpharetta. He’s a dentist and is retiring this year. They tried to buy 3515 Granton earlier but said they lost out. They’re also looking at house in Vickery but would really like this.
Luke and Chelsea moved to Marietta from Orlando a year ago but don’t like east cobb. They want to be in a more social community. They loved the house and the wife said its one of the most charming homes she’s ever seen. They especially liked the 12’ basements. They are expecting they’re 4 child in April and want to be in something by then.
Kevin and his wife are relocating from Indy. They liked the house, but really seemed to prefer something smaller. He said it was a definite contender. However, Cynthia notified us the next day they are making on an offer on a home in the main section of the manor that has a pool.
9/6/2023 Katie Erica Wagner Wagner Realty Katie and Christopher are moving back after 10 years in Philly. They have a 4 month old and 3 year old. They liked the feel of the house but immediately said it wouldn’t work because of the jack and jill configuration upstairs.
9/12/2023 Barbara and AR Becky Morris Ansley
Barbara and AR have a house in Inday and Naples Florida. They’d like a home somewhere in the middle but have no family here. They are just starting to look in Buckhead and Milton. They liked the home but she has to have a formal dining room. We discussed renovating the guest bedroom. She also has to have a walk out back yard. She loved the views from but didn’t want to see the other floors as the main area is too small. She has very particular wants.
10/19/2023 John and Lisa Emily Peake KW They liked the home but they wanted to stay closer to low 2s though and I got the sense that this was more than they wanted to spend. Jackie was going to try to get them back out but texted that while the husband really liked it, the wife seemed cool on it and they didn;t want to pay for an HOA and Club if pcossible. THey are from FL and this is s second marriage. His kids live in the Atlanta area.
OUR BRAND, YOUR ADVANTAGE
The Sotheby’s International Realty® brand is built on the centurieslong prestige of the world’s preeminent auction house. Our unmatched reputation gives the properties we represent the bestin-class exposure they deserve and assures buyers they are working with experts they can trust — no matter where they are in the world.
WE ARE GLOBALLY CONNECTED.
Sotheby’s International Realty is the only truly global real estate brand with 26,500 advisors working in more than 1,115 local offices across 84 countries and territories. Our sellers reach a highly qualified global clientele through our personal relationships and unparalleled network.
As the most profiled luxury real estate brand in the news, Sotheby’s International Realty provides unmatched editorial exposure for notable properties. Our public relations team fosters relationships with leading media outlets to build awareness for our brand while managing its reputation and generating exposure for your home.
PUBLIC RELATIONS No. 1
Most profiled luxury real estate brand in the news
65,600 PRESS PLACEMENTS | Source: Meltwater, January 1, 2023 - December 31, 2023.
NOTHING COMPARES TO PROVEN PERFORMANCE
NO. 1 BROKERAGE IN METRO ATLANTA
Metro Atlanta: Cherokee, Cobb, Dekalb, Forsyth, Fulton and Gwinnett Counties
• Buckhead and Intown Home Sales
• Brookhaven and Sandy Springs Home Sales
TrendGraphix, January 1, 2023 — December 31, 2023. Data deemed reliable but not guaranteed.
• North Fulton and South Forsyth Home Sales
• Metro Atlanta Luxury Home Sales, $1M+
• Metro Atlanta Luxury Home Sales, $3M+
• Metro Atlanta New Construction
WATSONS BEND
MY TEAM
ATLANTA FINE HOMES
SOTHEBY’S INTERNATIONAL REALTY
They say there’s strength in numbers. With more than $3.7 billion in sales in 2023, over 580 sales associates and four offices in Buckhead, Cobb, Intown and North Atlanta, Atlanta Fine Homes Sotheby’s International Realty is the area’s premier residential real estate brokerage. Our offices are strategically located across Metro Atlanta, providing convenient access points for our clients and critical exposure to buyers.
With a dedicated listing coordinator, marketing department, relocation specialist, contracts coordinator and property manager, my team will ensure your home receives unparalleled access to qualified buyers.
NOTABLE SALES
4020
3625
3565
3970
4040
3865
3910
3715
COTTAGE PARK COURT
COTTAGE DRIVE
GRANTON STREET
for $2,600,000
3814 NICOLE LANE
for $2,171,323
COTTAGE PARK COURT
COTTAGE PARK COURT
4030 COTTAGE PARK COURT
COTTAGE DRIVE
COTTAGE PARK COURT
for $2,800,000
COTTAGE DRIVE
for $2,642,000
3425 WATSONS BEND
for $2,435,000
3725 COTTAGE DRIVE
for $2,066,000
3575
3875
3825
3525
3615
3830
3750
3990
3845
3545
GRANTON STREET
COTTAGE DRIVE
for $2,000,000
COTTAGE DRIVE
for $1,878,700
GRANTON STREET
for $1,780,000
COTTAGE DRIVE
for $2,019,500
COTTAGE DRIVE
5020 KINGS CLOSE
TROON OVERLOOK
COTTAGE PARK COURT
for $2,000,000
COTTAGE DRIVE
for $1,906,000
GRANTON STREET
for $1,784,900
3820 NICOLE LANE
for $1,600,000
3585 GRANTON STREET
3840 COTTAGE
3535 GRANTON
for $1,450,000
3555 GRANTON
3730 TROON
4050 COTTAGE
3835
3805 COTTAGE
3515
3824
3510
3520
DRIVE
STREET
STREET
OVERLOOK
PARK COURT
COTTAGE DRIVE
DRIVE
GRANTON STREET
for $1,538,000
NICOLE LANE Sold for $1,450,000
WATSONS BEND Sold for $1,384,772
WATSONS BEND
3530
WATSONS BEND
for $1,190,330
MARS HILL ROAD
for $1,154,000 | Represented Buyer 3720 TROON OVERLOOK
STREET
LIVE GENEROUSLY
GIVING BACK TO METRO ATLANTA
Atlanta Fine Homes Sotheby’s International Realty’s foundation begins with a servant-first commitment to the community. To us, home is a feeling that extends beyond our front door and into the communities in which we live and work to those who need a helping hand. We proudly and passionately support nearly 40 arts, charitable, community and education organizations through donations, sponsorships, volunteering, mentoring, board member and leadership opportunities.
