5330 Fernhoff Rd | Listing Presentation

5330 FERNHOFF RD Prepared For The Estate of Joan Coleman

Contents About Us A personal introduction

Who We Are Why settle for less? Discover the difference with us

Adding Value Maximizing your property value and its exposure

Marketing—Local and Regional Bringing your property to market locally and regionally

Marketing—Global Reaching affluent buyers around the world Your listing on SIR.com Driving traffic to SIR.com Online listing marketing

Conclusion My unique advantages

About Me As an experienced and full time Broker and top producer for Golden Gate Sotheby’s International Realty, my goal is to provide an exceptional level of service. Selling a home is an intense and stressful time and from helping to prepare your home for that critical first impression to the day you close, I am there making sure things go as smoothly and effortlessly as possible for YOU!

Aleso Gourhan Golden Gate Sotheby’s International Realty 510.914.0290 a.gourhan@ggsir.com Lic.# 01230328 ggsir.com

I have participated in over $200 million in residential transactions since 1998 and bring this wealth of experience and skills to every transaction. My insight on market conditions, pricing and the process of selling a home results in a faster, smoother and more rewarding transaction. Clients know that their needs are being recognized and handled promptly and professionally. My years of experience in client services along with strong technical, communication and negotiation skills, eye for detail, creative thinking and a strong work ethic gives my clients the edge they need in today’s real estate market.

I was born, raised and educated in Berkeley, California, (K thru Cal) and know the various East Bay neighborhoods. My sons are grown and my husband and I currently live in the Montclair hills.

My background includes being raised by a family with a retail/ wholesale business and years as an institutional stock broker for a San Francisco based high-tech investment firm before starting my family and Real Estate career.

“I am excited about the prospect of working together with you and sharing Sotheby’s International Realty’s exceptional marketing strength. I will put our resources to work for you to give your home the marketing advantage it deserves. This will be an intense time and picking the realtor you are comfortable with is probably one of the most important decisions. We don’t make the market but market the home and I sincerely believe I can help create a fabulous first impression and maximize your home’s exposure in order to get the highest price possible.”

Seller Testimonials LIFE-LONG RELATIONSHIPS: The foundation of near 100% referral rate from a substantial client base.

Aleso Gourhan has been our agent for years and I can’t imagine going to anyone else. We’ve recommended her to family and friends and they’ve all been extremely happy with her work. Five stars are not enough! We just closed on our new house and Aleso went above and beyond the call of duty at every stage of the process. During escrow she did tons of research on an easement issue that it didn’t even occur to us to do but she was thinking as our advocate. Aleso has been a trusted advisor and a solid, solid person through all the decision and turmoil that can go with such a major decision. Her integrity is impeccable and that counts a lot during something as important as buying a home. Her knowledge of the market dynamics enables her to give excellent strategic advice on things - yet she’s also careful to leave decisions with us that are not hers to make. I have always felt that she has acted with my interest in mind, not hers.

—AM.V. & J.G.

Aleso, you have been just amazing through all of this. Always in contact, direct and to the point. Very motivated, thorough and efficient. Warm and wonderful aside. I was VERY impressed with Sotheby’s. You made the connection to those who would understand our unique property and your promo packets, photography and webpages were beautiful and enhanced the property greatly - grabbing highlights from magazine articles to highlight the uniqueness of the properties surroundings. I would list anything, anytime with you! (Not to mention your ability to always remain positive, even as we doubted things ourselves.)

—D.O.

Thank you for everything you did to sell my brother’s house. I never would have imagined that you could turn a house that to me looked like a dump, into a Diamond in the rough! You knew exactly what work needed to be done. You had all the right contacts to come in and do the work.

And, most importantly, you never lost your enthusiasm, your energy and your positive outlook.

—J.V.

What I look for in a real estate agent, and any person I hire, is (1) expertise; (2) responsiveness; (3) integrity, and (4) likability. Aleso has all these qualities and being a perfectionist, I do not give 5 star ratings easily. We have bought two homes and sold one with Ales. With the first home it was our entry into the East Bay market. Also was patient and explained the Berkeley market well. She helped us navigate multiple offers (9 to be exact) in a Seller market and through her negotiation expertise and connections, helped us get the home. We have been bidding in SF for a year with a different agent with no avail. When it was time to sell our Berkeley home, we trusted no one else but Aleso. She went above and beyond the call of duty to help us sell our house (including house sitting when we were overseas and coordinating our contractors during the sale process).

Our Berkeley home sold for a record-breaking price. Numbers aside, Also is simply a wonderful person that you would love to work with and get to know. We cannot recommend Aleso enough as a real estate agent. Just hire her!

—J.S. & I.G.

About Me Regardless of whether you are buying or selling property, it is crucial that you find a realtor who will ask the right questions listen to what is important to you. Make sure you work with a professional who is unconditionally committed to helping you achieve your specific goals and objectives.

Tina Chen Golden Gate Sotheby’s International Realty 510.368.3580 tinac@ggsir.com Lic.# 02024174 ggsir.com

A full time real estate agent, Tina has in-depth local real estate knowledge and a keen awareness of market trends, which allows her to help her clients navigate the micromarkets that are unique to the East Bay. She is a relentless advocate for her clients, always ensuring that they have all the pertinent information so that well-informed decisions are made, and any potential liabilities are avoided.

Her insight on market conditions, pricing and the process of selling a home results in a faster, smoother and more rewarding transaction. Clients know that their needs are being recognized and handled promptly and professionally. Her years of experience in client services along with great technical, communication and negotiation skills, eye for detail, creative thinking and a strong work ethic gives her clients the edge they need in today’s market.

Having lived all over the globe, Tina is a true citizen of the world with native fluency in English, Mandarin and French. Her easy connection with people of all cultures and backgrounds make her a stand out.

Testimonials “Tina was absolutely incredible in helping us purchase our first home in Oakland. We met two years ago and kept in touch as my husband and I casually browsed. Tina was able to find us the perfect house in a great neighborhood & under budget! She helped us strategize our offer and we got the first and only house we ever offered on. She’s a pro at navigating the crazy Bay Area real estate market. She puts her buyers first 100% of the time and I would recommend her to anyone interested in succeeding in this housing market.”

—Alexandra Lee, Buyer

“Tina went above and beyond as a realtor during each step in the process of selling my condo. She was there everyday coordinating with workers to get the place looking amazing and worked her magic to get it sold fast in an unfavorable market. I highly recommend her!”

—Williams, Seller

“We recently worked with Aleso Gourhan and Tina Chen with Golden Gate Sotheby’s International Realty (Oakland & Berkeley) to sell a family home. As soon as we met them, we liked that they took over the process right away. They assessed our needs as clients, and the needs of the home being sold. They lined up inspectors, painters, cleaners and stagers; and developed a pricing strategy. They kept us advised us as to what was happening at each step along the way. Their personalities were low key and customer focused. We never felt pressured. They also provided Mandarin translations for one of the family members, which greatly helped the transition.

Their high energy and efficiency brought the home to market quickly, and the home turned out magnificently. It sold after only one weekend showing. Aleso and Tina were a joy to work with, and we highly recommend them.”

—Nan Tsai, Seller

“My family switched to Tina after being with an agent that kept encouraging us to max out on each offer we made. With Tina, it was a different scenario. She’s a bit of a “price whisperer,” and really connects with the seller’s agent to ensure that, as a buyer, we’re just a hair more than the second best offer. This happened on two occasions, and we’re forever thankful that she goes that extra mile to save us money. And on one offer that we didn’t win, she even apologized for not anticipating how much more it would go for. Tina demonstrated immense patience, responsiveness, and excellent negotiation skills. She also informed us of many off-market opportunities, and was able to use her connections to figure out why certain properties weren’t selling so that we could go in and have a second look. ” —JJT, Buyer

Seller Testimonials Continued I chose you to represent me based on your professional competence when your represented the sellers when I bought the property. My choice proved to be inspired. From the very beginning, when you evaluated my property and advised me on the listing price, through marketing, the offer and acceptance, procedures, and through the escrow closing, you offered support, advice and a human touch that kept what is always a stressful situation into one that was easy and even pleasurable.

—R.S.

We deeply appreciate your responsiveness to our first phone call when we told you we were ready to sell, your wisdom regarding the timing of the listing, your beautiful marketing of our home through flyers and open houses, and the excellent follow through with the sale itself. Absolutely nothing fell through any cracks (there were no cracks!) and it was smooth sailing from start to finish. Your knowledge of real estate in the Oakland Hills gave us complete confidence in your and your counsel. Your warmth and understanding heart were especially comforting.

—A.L.

Now that the dust has settled on our 1031 Exchange, we want to let you know how very much we appreciate your splended efforts in marketing the sale of our property in Oakland. We felt we were in good hands with you right from the start. Your recommendation of the 1031 handler was an ideal choice, right up to your standards. We look forward to having your guidance in any of our future real estate transactions.

—J.G.

The Process of Selling a Home Preparing for Market: •

Meet to discuss YOUR needs, goals, and timing.

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Sign contract and walkthrough the paperwork and disclosures.

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Review comparative properties that have sold recently and visit some that are currently on the market to help determine price range and what the competing properties there might be.

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Do an initial walk-through to identify work that needs to be done.

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If needed have my stage come in to give advice and if needed get some bids for full staging.

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Help schedule and over see any needed repairs and preparation.

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Manage all pre-sale inspections and reports

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Finalize pricing

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Research any unique local media advertising options.

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Discuss showing instructions for agents and open houses to fit your schedule.

Marketing: •

Schedule and oversee professional photography.

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Reserve “Featured Property” spots in printed media if available.

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Reserve media advertising spots.

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Post as a “Coming Soon” within the exclusive Golden Gate Sotheby’s International Realty Network.

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Create a database for neighborhood advertising (postcard).

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Develop an exclusive high quality property website and order a custom URL rider for the sign.

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Create a complete disclosure package and binder with area information for the house.

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Install “For Sale” sign with riders.

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Install a Realtor Lock Box and review showing instructions.

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Showcase placement on Realtor.com and virtual tours.

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Schedule Brokers’ open and showcase as “Featured Property” in the Ad-Review.

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Schedule Saturday/Sunday Open houses with extended hours.

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Create specific marketing campaigns for Target Markets.

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Launch on Sotheby’s International Realty syndication partner sites.

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Launch on Multiple Listing Service (MLS) with Open House dates.

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Promote to Golden Gate Sotheby’s International Realty agents.

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Promote with an E-Blast to San Francisco & the greater Bay Area agents. (I have over 4,000 names to work with!)

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Advertise in printed and online media - Weekend Open Guides as well as “Featured Spot Ads.”

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Internet dating of your property (reverse marketing to buyers with matching criteria).

The Process of Selling a Home Continued Ongoing: •

Update you regularly with any feedback from agents and after opens and make adjustments if needed.

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Respond immediately to all inquires from agents and/or buyers

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Send out disclosure packages as requested.

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Follow up with all interested buyers

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Follow up with the realtors who attend the opens or showed the property

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Host open houses until sold

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Modify wording and photos in advertisements to present different perspectives and keep the property fresh

Closing: •

Collet any and all offers.

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Verify that offers are complete and request any missing information.

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Call lenders to verify buyers’ pre-approvals and proof of funds.

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Meet with you to review any and all offers.

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Negotiate the highest possible price and most attractive terms for you.

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Provide you with an Escrow Calendar with all the pertinent information in one place.

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If needed review and negotiate any buyer requests.

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Coordinate and be present for the appraisal.

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Monitor the transaction to be sure all time frames are adhered to and duties fulfilled.

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Keep in regular contact with all parties so you always know where we are in the transaction.

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Confirm receipt of buyers’ loan documents and provide settlement instructions.

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Attend your signing appointments and verify terms.

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Confirm successful receipt of proceeds and cancellation/transfer of utilities and insurance.

My Experience at Work for You

I have been involved in over 300 transactions over the years and my experience benefits YOU!

Preparation: Seeing your home through the eyes of a buyer is key and the first impression is critical. With my sellers I have proven how having your disclosures and reports ready and the house looking its best reaps huge returns. If needed, I can bring in my stager for ideas or a bid, and I can recommend the most cost effective repairs or improvements to make prior to selling. I can then help provide resources and monitor/manage the process. With most buyers starting search online, it is CRITICAL to have professional photos and the house looking its best to get that important first impression that draws the buyer in. I have had great success with sellers in all price and budget ranges, whether it is just cleaning or full preparation. My experience in different markets will help in discussing budgets and where you will get the biggest return for your time and investment in the current market.

Communication & Paperwork: Your sale is my priority and I will be in constant communication and always available in a timely manner. My organizational skills and support ensures that all paperwork is handled timely and professionally. You will ALWAYS be able to know where we are in the process. You have important decisions to make, from preparation to pricing, and it is my responsibility to ensure you have all the information necessary to make good decisions.

Marketing: My marketing is NOT just putting in ads and waiting for buyers to come, it is my promise to aggressively promote your home to agents and buyers looking in the area as well as those who may not know they are looking! I use the normal channels as well as targeted and unique advertising opportunities to showcase your home and any unique features (architecture, lot, location, nearby employers...). Throughout the years I have collected and maintained contacts throughout the greater Bay Area real estate and advertising community. All of this, along with Sotheby’s International Realty’s unparalleled marketing partners enables me to provide maximum exposure which translates to an optimum price.

Closing: The art of negotiation is a skill acquired over time and my years of experience are invaluable in negotiating for you the best price and terms. I feel I really know the ins and outs of the legal documents and I know what to look for and what to avoid. I have many traditional and creative ways to ensure a successful transaction. Marketing is just part of the sales process. I am here to help you assess the market, strengths of each offer, negotiate the best terms and do my best to ensure that your transaction will close in a timely manner.

Testimonials “Tina was extremely personable, attentive and responsive. She was able to quickly hone in on the things we liked and her recommendations were always timely and relevant. Tina was versatile, showing us things in the city as well as the east bay. She worked with us through multiple offers and helped set us up with the right lenders and home repair professionals after we successfully bought a home. Tina not only listened carefully to our wants and needs, but helped us to prioritize, so that we ended up with a home that truly suits us in the right neighborhood for us. We always felt that Tina had our best interests at heart and we are so glad to have found her.”

—Andrew M., Buyer

“We had the pleasure of working with Tina Chen Chardonnet on the sale of our home, on a very accelerated timeline (accepting a sale offer only 27 days after our first meeting’) Selling your home is quite stressful, with lots of tedious paperwork, preparation for the open houses and private appointments, pricing strategy and negotiations, not to mention the emotional realities of saying goodbye to your home. Tina was exem­plary in her guidance throughout the process, demonstrating exceptional knowledge about our local mar­ket and pricing strategy, and orchestrating our sales campaign for maximum traffic and an abundance of offers over the asking price. We’re confident we got the best price possible for our house, and we would hire them again in a heartbeat!”

—Pat M, Seller

“There are many reasons why I recommend Tina as THE agent for anyone looking to buy their first ( or 10th) house. The primary reason is this: Tina is a trusted advisor. She cares deeply about understanding your needs (+wants and must-haves), combines her knowledge of the local marketplace with what she has learned about you and helps you make one of the most complex and financially relevant decisions you’ll ever make in life. Tina’s communication style, her attention to detail and her love of educating folks on real estate all shone through in her interactions with me. She really advocates for her clients and I’ve seen sellers immediately take my questions and interest seriously thanks to her support. I am certain I wouldn’t have made my decision as well as I did without her guidance.”

—Raghu, Buyer

WHO WE ARE Discover the difference with us

Who We Are | Our Company

WINE COUNTRY REGION NAPA

NOVATO

MARIN COUNTY REGION

EAST BAY REGION

SAN RAFAEL ROSS VALLEY STINSON BEACH

GREENBRAE MILL VALLEY BELVEDERE - TIBURON

LAFAYETTE BERKELEY

SAUSALITO

OAKLANDMONTCLAIRPIEDMONT

SAN FRANCISCO

23

Offices serving the SF Bay Area

DANVILLE

BURLINGAME SAN CARLOS REDWOOD CITY MENLO PARK WOODSIDE

PALO ALTO

LOS ALTOS

SILICON VALLEY REGION LOS GATOS

1

Who We Are | Our Company

#

$7.1 billion sales volume in 2021

3,790 +

transactions in 2021

$15 million average sales volume per agent

73% media share of voice

1,743

property press headlines in 2021

3.8 million + YouTube property video views

Golden Gate Sotheby’s International Realty

Local Knowledge Connected Around the SF Bay Area and the World Our brokerage is the number one Sotheby’s International Realty® Affiliate in California by sales volume. We can help you find your buyer. We have more than 465 agents in 23 offices representing active qualified buyers and sellers throughout the San Francisco Bay Area. We service the counties of:

• Alameda • Contra Costa • Marin • Napa • San Francisco

• San Mateo • Santa Clara • Solano • Sonoma • Santa Cruz

Who We Are | Serving All Price Points

Luxury Service at All Price Points Meeting the Needs of All Our Clients

At Golden Gate Sotheby’s International Realty, we believe that all our clients deserve luxury service for their property sale at every price point. We can provide added cachet and expanded exposure for properties at mid-to-lower price points. We market entry level homes, condominiums, land and investment properties provided there are ten attractive professional photos.

Listings at all price points can be included on our San Francisco Bay Area website, goldengatesir.com, as well as on the internationally acclaimed sothebysrealty.com site, searchable by clients all over the world. This is one way we can help you reach more qualified buyers. It is important to remember that Northern California property prices are considered by many buyers around the country and globe to be at luxury price points relative to their local markets.

Who We Are | Global Marketing

46.5 million annual visits

28.5 million annual unique visitors

178 million annual page views

57%

visitors from outside the US

67%

mobile visitors

38.5 million annual property video plays

SothebysRealty.com

Reaching the Most Qualified Buyers The homes on sothebysrealty.com are showcased with incredible photography and videography, and complemented with lifestyle searching capability. This has resulted in a website that attracts qualified and affluent consumers who appreciate the beauty of the site, the breadth of homes at all price points and depth of information offered on properties and locations.

Anyone can host a website, but reaching the most qualified buyers casts the widest net for your home. Visitors to our site spend more time searching, and are able to locate properties in areas across the world that they may not have known or been aware of because of the lifestyle features and content.

Who We Are | Global Marketing

SILVER CREATOR AWARD PRESENTED TO

Sotheby’s International Realty for passing 100,000 subscribers

171M+ Property Video Views

Awarded #1 YouTube Channel

Most Views of Any Luxury Real Estate Brand Five billion videos are watched on YouTube each day. Sotheby’s International Realty has received YouTube’s Silver Creator Award and is the industry-leading channel with over 171+ million video views and 376,000+ subscribers, outperforming the competition by miles.

At youtube.com/sothebysrealty you can find high quality listing and brand videos, as well as unique content. All of this drives traffic to sothebysrealty.com where your property is listed.

Who We Are | Global Marketing 175M

171 M

125M

376K+

66.9 M

Subscribers

25M

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Property Video Views

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171M+

Sotheby’s International Realty

100M

#1 in Video

It’s All About the Views The collaboration of global affiliates contributing high-quality videography of our best properties listed worldwide has propelled the Sotheby’s International Realty brand’s YouTube channel to the top. We are #1 in video views and subscribers, far surpassing local and global competitors, and bringing the attention of today’s buyers from anywhere around the globe to our most remarkable homes for sale.

Local Video Our local bayareapropertyvideos.com YouTube channel is the largest in the San Francisco Bay Area, reaching millions of viewers worldwide. With over 3.2+ million property views to date and 7,210+ subscribers and counting, our local property video channel far surpasses all competitors.

Who We Are | Heritage

Selling Your Greatest Treasures Sotheby’s Auction House | 278+ Years of Trust

Since the founding of the Sotheby’s Auction House in 1744, the Sotheby’s name has earned a renowned status as a marketer of the world’s most valuable and prestigious possessions. This reputation is built as much upon exceptional service to clients as on the notable art, antiques, jewelry and other holdings that pass through Sotheby’s offices around the world. Our association with the Sotheby’s brand is truly what sets us apart, because it is more than just an auction house—it’s a legacy.

ADDING VALUE

Maximizing your property value through preparation, pricing and photography

Adding Value | Road Map

The Road Map

Initial Phases of Selling Phase 1 • Initial Walkthrough • Review Marketing • Discuss Pricing Strategies • Comparative Market Analysis (CMA) • Sign Listing Agreement

Phase 2 • Preparing Your Home • Clearing Personal Items • Inspections • Disclosures • Repairs - Select Contractors • Improvements - Select Contractors • Staging - Select Stager • Professional Photography • Ad Copywriting

Phase 3 • Review Pre-Market Options • SF Bay Area Elite Network • Off-MLS or Coming Soon Public Launch

Adding Value | Preparation

Preparing Your Property Inspections, Repairs & Disclosures

We can recommend improvements to the house to enhance its attractiveness and marketability. If desired, we will coordinate and schedule professionals to perform these improvements. We will highlight the areas that will appeal most to likely buyers: the yard and grounds, the home’s workspaces and its entertaining possibilities.

In some regions, property inspection reports are expected. We can assist you in locating inspectors and coordinating the reports.

We can work with you to complete disclosures to reduce your risk of a lawsuit after close.

Adding Value | Next Level Concierge

Next Level Concierge

“Cash-Free” Property Preparation Our agents have a host of options when preparing your property for the market including a wide scope of possibilities, from staging and cosmetic renovations to structural repairs and improvements. Our agents have access to a team of licensed and insured vendors to help to prepare your property for its best debut to market.

Bridge Loans Our agents have multiple options for bridge loan programs offering many buy-before-selling advantages, helping you move on and move forward faster.

Adding Value | Staging

Staging

Showcasing for Maximum Value Staging a home is a powerful way to expand the pool of potential buyers. By proposing aesthetic changes that will make a difference to buyers, we can make your home stand out from other properties on the market. A few judicious improvements can help a buyer fall in love more quickly with your home. We also offer virtual staging with our CURATE app, which can help buyers quickly visualize an unstaged or empty space and imagine it as their home.

Adding Value | Photography

6

YOU ONLY HAVE 6 SECONDS, MAKE THEM COUNT.

Professional Photography All Marketing Starts with Imagery

A picture is worth a thousand words. In real estate sales, a picture can be worth thousands, hundreds of thousands, even millions of dollars. Showcasing your property in the best light with proper preparations and professional photography can increase the final sales price substantially.

Our company is highly selective regarding the quality assurance of the photography used to market and sell your home.

This is a benefit that provides untold value when it comes to gaining the attention of buyers online, and enticing them to visit the property in person.

Adding Value | Property Video

6

YOU ONLY HAVE 6 SECONDS, MAKE THEM COUNT.

Property Video

Attracting Buyers with Captivating Content Showcase your property video on our brokerage’s YouTube channel BayAreaPropertyVideos.com - the largest real estate channel in the San Francisco Bay Area, reaching millions of viewers worldwide. In addition, properties with video ensure maximum exposure across third-party sites where applicable, social media channels, and our media partners.

Apple TV Exclusive Matterport Syndication

Adding Value | Matterport 3D Tour

Curate - Augmented Reality Furniture Placement RoOomy - Virtual Reality Staging Photography

6

YOU ONLY HAVE 6 SECONDS, MAKE THEM COUNT.

Matterport

Leverage Virtual Reality with 3D Tours Matterport 3D tours give potential buyers the ability to explore a property that is ‘always-open’ and perfectly staged.

Buyers are opting for more immersive experiences and this dynamic visual content can help drive greater interest in a property and better quality leads.

Adding Value | Pricing $1,400,000

High $1,350,000 June 2021

THE ART OF PRICING

$1,200,000

$1,000,000

Market Peak $789,250 May 2007

Subprime bubble bursts

$800,000

Market Trough $321,110 Feb 2009

Dotcom bubble peaks

$600,000

$400,000

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Home Pricing Factors & Strategy Your home should be uniquely positioned to create maximum interest and help produce the highest possible financial return. Although the strategy you adopt in setting the listing price will influence its sale, there are many other factors that come into play.

Market Influences: • Your property’s location • Recent property market values • Economic and housing market conditions • Absorption rate Client Control: • List price to maximize buyer pool • Physical condition of your property • Ready access to your property for showing

Agent Control: • Preparing your property to look its best • Professional photography • Reaching the largest buyer audience • Highlighting your property’s attributes • Negotiating on your behalf Pricing Strategies: • Low “Auction” Pricing - to generate bidding • Market Pricing • Premium Pricing - consider timing

Adding Value | Impact “I want to move in and not do anything for a while”

“Has potential but needs work”

“I wouldn’t have to do a thing”

“I have a vision and want a deal”

As Is

“I am in LOVE with this house!”

Basics

Finishes

Details

Comprehensive Upgrade

More Improvements

Impact of Home Preparation

The Presentation of Your Home Affects Buyer Perception The “As Is” Option • Sellers stay in residence • No prep work performed Just The Basics • Professional cleaning service • Maximize space, no staging Update Finishes • Sellers move out of residence • Paint interior and exterior of house • Front landscaping clean-up or re-do • New and refinished flooring

Deeper Details • Replace light fixtures, knobs and faceplates • Upgrade appliances, carpet and flooring • Address “decision rooms” • Back yard landscaping clean-up or re-do • Priority repairs Comprehensive Upgrades • Contemporize all aesthetics in house • Upgrade counters and surfaces • Upgrade appliances • Upgrade bathrooms • Complete all repairs on inspection report

MARKETING Reaching local & regional buyers

Local & Regional Marketing | Plan

Successful Marketing Marketing Plan Overview

Pre-MLS Options • Coming Soon - Elite Agent Network • Private Listings - Elite Agent Network • Coming Soon or Off-MLS Public Listing Launch, where permissible Local and Regional Marketing • Sign • Brochures • Email Marketing • Property Website • Host a Broker’s Tour • Host an Open House

• • • • •

Report on Inquiries of Your Home Enhanced Listing on GoldenGateSIR.com Print Advertising Local Online Advertising Regular Updates on Comparable Homes

Local & Regional Marketing | Elite Agent Network

465 +

AGENTS LOCALLY WORKING GLOBALLY

THE POWER OF REFERRAL

Our regional network of top agents work together, giving you direct access to the largest referral network to find qualified buyers around the San Francisco Bay Area for on-and off-market listings.

Elite Agent Network (EAN) Coming Soon Listings: Coming soon listings can be shared with the Golden Gate Sotheby’s International Realty’s Elite Agent Network (EAN) throughout the SF Bay Area via our proprietary, password-protected platform that only GGSIR agents can access. This starts in the “coming soon” property section of the platform, with or without photos.

Private Exclusive Listings: Our private exclusive inventory is email-marketed to our agents, notifying them that a new property is available and can be found on our proprietary, password-protected intranet. Agents in our company will be able to email the listing to their buyers who are looking for off-market opportunities. In this stage the property will not be found on any public websites such as SothebysRealty.com, GoldenGateSIR.com, Zillow.com, Trulia.com, etc.

Local & Regional Marketing | Quick Launch

Property Quick Launch and Text Alerts Rapidly Debut Properties by Leveraging Our Technology

We know the importance of bringing attention to your property quickly and to the right audiences. Utilizing software uniquely designed for Golden Gate Sotheby’s International Realty, we start executing our marketing plan the moment a listing agreement is signed. With our Quick Launch feature, we will send an immediate text alert (SMS) and email to agents within our brokerage, instantly advertising your property. By leveraging technology and our vast agent network, we have the ability to rapidly build awareness and gain the insights necessary to sell your property faster.

Local & Regional Marketing | Off-MLS/Coming Soon

O F F - M A R K E T

ALAMO

$3,925,000

B E LV E D E R E

B E LV E D E R E

$5,925,000

BER KELEY

L I S T I N G S

$5,200,000

KENTFIELD

$7,350,000

KENTFIELD

$3,625,000

L O S A LT O S

$7,200,000

N A PA

$10,500,000

$4,100,000

Off-MLS and Coming Soon Public Launch Marketing Without Launching on MLS

Listings can be marketed on public websites without being on MLS where permissible. See below for the list of sites. OffMLS listings do not appear on Zillow.com, Trulia.com or Realtor.com which exclusively pull from the MLS, nor will they appear on any competing brokers’ websites or agent websites that use the IDX feed from MLS. SothebysRealty.com* GoldenGateSIR.com* WSJ.com* MansionGlobal.com* LuxuryEstate.com* FT.com (Financial Times)* JamesEdition.com* PropGoLuxury.com (Asia)* Juwai.com (China) Zaobao.com (China)* House 24 (Italy) RealBuzz.com*

CountryLife.co.uk* Nikkei.com (Japan)* SFGate.com MercuryNews.com Barron’s* Expansión (Mexico)* Homes.com Land and Farm Lands of America LandWatch NextDoor Z-Property*

Proprietes Le Figaro* Snow Only MarketWatch* Properstar* Immobiliare.it Willhaben* 99acres* SeLoger Apple TV* *Indicates video is shown on property detail page

Local & Regional Marketing | Sign

For Sale Sign

Renowned Luxury at All Price Points The prestige of the Sotheby’s International Realty brand is renowned globally. When a Golden Gate Sotheby’s International Realty sign is installed in front of your property, it instantly leverages the cachet of our brand power to uniquely distinguish your home from others. Our sign represents a legacy of luxury service at all price points.

Local & Regional Marketing | Property Print Collateral

Property Print Collateral Brochures, Postcards, and More

We understand the unique value of your home and will develop a marketing plan that will provide the attention and exposure it deserves. One of our first initiatives will be to create a compelling professional marketing brochure printed on heavy cardstock paper. By combining professional photography and compelling narrative, your home’s brochure will act as an essential tool in attracting qualified buyers locally, nationally and globally. Our distinctive marketing process provides advantages for our clients which cannot be duplicated.

Local & Regional Marketing | Email

Announcing Your Home Email Marketing to Agents

Typically, the greatest interest in a property happens within the first weeks it is on the market. To effectively capitalize on this attention, we will create a customized marketing campaign to bolster interest in targeted key areas within your local neighborhood, surrounding area and to the agent’s sphere of influence including all agents in the area. By employing a consistent, unique and customized marketing campaign, we will be able to skillfully market your home to make the impact it deserves.

Local & Regional Marketing | MLS

Multiple Listing Service Your Local Listing Enhanced

Our agents have years of experience leveraging the Multiple Listing Service offering in your area. They understand the value of photography selection, copy writing, highlighting the features of the home and enhancing the appearance and appeal of your property on this platform.

The MLS can send your listing to Realtor.com, Redfin.com, and Zillow.com, which are significant US listing search portals. The information contained in the MLS is designed to accurately reflect the details of your property.

Additionally, through using the features of the regional MLS, agents can reach buyers who are signed up to view homes similar to yours.

Local & Regional Marketing | Property Website

Property Website

Showcasing Your Listing Independently

A property website with a unique domain name can be created to further showcase your listing. This can be a simple way for traffic to find your site, particularly if the URL is the address or a notable description of your property.

Property websites contain high resolution photography, details of the listing, floorplans, maps and area information, as well as the contact information of your agent to ensure we can answer any questions or respond to inquiries.

If you have a video or Matterport 3D, this can be included on the property website as well.

Local & Regional Marketing | GoldenGateSIR.com

GoldenGateSIR.com

Company Website with Your Listing Your regional listing representation is fully displayed on our company site, GoldenGateSIR.com, where SF Bay Area buyers are searching for property. The site offers many enhancements.

Property Search Options include: • Our Listings

• Listings by Region

• Luxury Collection

• Luxury Listings

• SF Bay Area Listings

• Listings by Lifestyle

• 3D Virtual Tours

• Open Homes

• Property Videos

Local & Regional Marketing | Social Media & Mobile

Social Media & Mobile In Buyers’ Hands and Lives

At Golden Gate Sotheby’s International Realty, we use social media to connect homes to our global community of real estate influencers to create meaningful conversations and emotional connections among those who value the unique.

This relationship drives traffic to our website where buyers can search listings and contact us directly for information about your property.

Local & Regional Marketing | Print Advertising

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Local Advertising

Individual, Local and Custom An individual plan will be tailored to market your home and will include a combination of key elements. Our reach is local, national and international. Our cumulative marketing and advertising efforts will generate results for you regardless of a specific advertisement.

Local & Regional Marketing | Print & Digital Advertising

Regional & National Advertising Co-op Print & Digital Advertising

The Sotheby’s International Realty cooperative advertising program provides an array of options, both print and digital for listing advertising needs. This program leverages high profile, global media partners and offers targeted reach and vast worldwide exposure, such as The Wall Street Journal, The New York Times, Bloomberg Markets, The Robb Report, Financial Times and more.

Local & Regional Marketing | GATEWAY Magazine

GATEWAY Magazine

Our Signature SF Bay Area Print and Digital Publication Print publications reinforce the brand image, elevating the properties that are listed through Golden Gate Sotheby’s International Realty.

GATEWAY Magazine is published by Golden Gate Sotheby’s International Realty. Featuring rich local and global content, this tri-annual publication’s distribution reaches nearly 70,000 of the SF Bay Area’s most affluent house­holds each issue.

Local & Regional Marketing | News Syndication

Online Advertising

SF Gate & Bay Area News Group Regional Marketing Our strategic syndication partnership with regional news outlets allows your property to be promoted on SFGate.com and MercuryNews.com. This ensures your property reaches regional audiences daily and that all the Open Houses for your property are covered on the top news media sites.

Local & Regional Marketing | Advanced Social Media Advertising

Facebook Desktop

Facebook Mobile

Messenger Home

Marketplace

Instagram

Maximum Social Exposure

Unparalleled Targeting Efficiency for Listings Social Ad Engine goes beyond engagements to leverage Facebook’s best-in-class advertising solutions. It’s designed to produce real business results, helping associates find interested home buyers across Facebook, Instagram, Messenger and Marketplace.

Social Ad Engine was created from a unique collaboration between Sotheby’s International Realty and Facebook. It uses efficient algorithms to target consumers who have been classified online as individuals who are interested in purchasing real estate.

Local & Regional Marketing | Market Report

Informing and Attracting SF Bay Area Buyers Our SF Bay Area Market Reports and Research

Data-driven and in-depth analysis of the market monthly, quarterly and annually, with market research and commentary in collaboration with leading real estate research firm Rosen Consulting Group (RCG), ensures potential buyers have the best information to make informed decisions. Our strategic partnership with RCG contributes to our brokerage’s thought-leadership, market understanding and high-level service, enabling us to better understand and explain the current market to buyers, sellers, clients and peers.

GLOBAL REACH Reaching a global audience of affluent buyers

Global Marketing | Top Website

SothebysRealty.com

Your Property Featured Globally Your home’s online exposure begins with SothebysRealty.com and cascades through our lifestyle-focused sites to our global network of local websites and on to our media partner websites. Our collection of vibrant, qualitycontrolled high-resolution property photographs attracts consumers to search and inquire more than any other luxury real estate website.

The ability to search “San Francisco Bay Area” goes beyond a standard city search, allowing buyers from across the country and around the world to discover properties in locations they may not be familiar with. This has resulted in many sales by buyers outside of the SF Bay Area.

• • • • •

Market Leader in International Audience High-Resolution Photography Up to 50 Photos Video and Matterport 3D Lifestyle Search

• • • •

SF Bay Area Search First to Video 15 Languages Foreign Currency Conversion

Global Marketing | Media Partners

100+ LOCAL BROKERAGE SITES

Global Marketing Driving Traffic to Our Site and to the World Your property is showcased on our site, SothebysRealty.com. Through extensive advertising, content placement and media partnerships, traffic comes from sites like Mansion Global, Facebook, Architectural Digest and YouTube to our site where they can search and find your home.

Your home is also featured on the best premium paid listing sites that include WSJ.com, SFGate.com, Juwai.com and many others. Some listing sites even include the property videography in our targeted listing distribution.

Additionally, over 100 Sotheby’s International Realty brokerages include listings from around the world on their brokerage website in their local markets. This dramatically multiplies the number of potential buyers who can search and find your property. This is part of a cascading web platform that maximizes exposure for your property around the world.

Global Marketing | Apple TV

Apple Partnership Apple TV Channel

Sotheby’s International Realty has a dedicated channel on Apple TV. Enjoy viewing listings from around the world with others on a big screen in the comfort of your home. There is also an online game which allows you to guess the location of the most beautiful prop­erties in the world listed by Sotheby’s International Realty affiliates in the gallery.

Global Marketing | Architectural Digest

Architectural Digest

Exclusive Multi-Platform Presence for Home Enthusiasts Every day, Architectural Digest inspires millions of affluent home enthusiasts to redesign and refresh their lives through a multi-platform presence which includes print and digital connections. Our alignment with Architectural Digest delivers an estimated 14 million media impressions and encompasses an integrated online partnership through a commanding presence on ArchitecturalDigest.com. ArchitecturalDigest.com attracts on average more than 900,000 unique monthly visitors consuming about 10 pages per visit and is the perfect environment to uniquely showcase the homes we represent.

Global Marketing | E-Gallery

Worldwide Distribution E-Gallery & Global Property Distribution

Featured in most of the Sotheby’s International Realty and Sotheby’s Auction House locations around the world, the eGallery is a dynamic property slide show designed to provide worldwide reach to a property. The Global Property Distribution program involves sending your property brochures to hundreds of real estate and Auction House locations around the world, providing additional exposure for listings our network represents.

Global Marketing | Worldwide Network

WORLD’S L ARGEST REFERRAL NETWORK

25,000

SALES ASS OCIATES

1,000+ OFFICES

WE CAN FIND QUALIFIED BUYERS AROUND THE GLOBE

BY ACTIVATING OUR WORLDWIDE AGENT NETWORK

77 COUNTRIES

ALL WORKING FOR YOU

Sotheby’s International Realty Worldwide Reach

The Sotheby’s International Realty brand is a collection of the finest real estate companies in the world. Today our network boasts more than 25,000 affiliated independent sales associates, located in over 1,000 offices, in 77 countries and territories worldwide, placing over 15,000 referrals every year.

Global Listing Sites | More Views

Online Property Advertising

Your Property Listed on the Most Trafficked Global Sites To increase the potential for your home to be found by the most qualified real estate consumers, the Sotheby’s International Realty brand has partnered with, and distributes properties to, the most significant media companies and real estate-focused websites in the world. Sotheby’s International Realty properties are viewed an astounding 190,000,000 times across all of our partner sites annually.

Global Listing Sites | Wall Street Journal

The Wall Street Journal Targeting the Financial World

Our ongoing collaboration with The Wall Street Journal provides our brand with a multi-platform approach to reach the global business elite that turn to this media icon for their daily source of insight, and delivers 170 million media impressions. As the exclusive global sponsor of the Friday Real Estate Section (Mansion), the Sotheby’s International Realty brand “owns” the most highly trafficked day of the week on wsj.com. And, for the first time ever, the WSJ has allowed advertising within the editorial space, turning to our brand as the preferred partner for this innovative endeavor.

Global Listing Sites | James Edition

James Edition

The World’s Luxury Marketplace JamesEdition.com is truly a global luxury website portal, attracting a niche audience of highly affluent consumers.

Offering entrée into the world’s luxury marketplace, JamesEdition.com features private jets, yachts, exotic cars, exclusive watches and of course luxury homes. James Edition helps consumers find the best of the best and their website reaches more than 550,000 potential buyers from 120+ countries each month. Our brand’s collaboration results in about 2.5 mil­lion media impressions annually.

Global Listing Sites | Juwai

Juwai.com

China’s “Google”—Reaching the Asian Market Sotheby’s International Realty has collaborated to ensure your property is listed on Juwai.com, the top real estate search site in China. The listings are hosted behind the Great Firewall of China, and reach over 403 cities in China as well as major Chinese communities in Taiwan, Hong Kong, Malaysia and Singapore. The property features are professionally translated and include currency conversion. Chinese buyers are the fastest-growing segment of global property buyers.

Global Listing Sites | Country Life

Country Life

Reaching European Readers Country Life magazine encompasses magnificent country properties across the United Kingdom and beyond, and one in three of their readers is looking to purchase a home within the next 12 months. Their website, CountryLife.co.uk, attracts more than 2 million page views per month and is considered the primary source of top-end properties, covering topics of interest that appeal to high-end property buyers. Delivering an estimated 750,000 media impressions annually, our brand executes a targeted banner ad rotation featuring listings from around our network.

Global Listing Sites | PropGoLuxury.com

PropGoLuxury.com

A Leading International Luxury Property Website PropGoLuxury.com represents tens of thousands of elite properties from over 35 countries and is one of the world’s fastest growing global luxury real estate portals. This essential international placement provides our listings with 100% media share of voice via a leader board unit on the homepage and listing search pages. In total, this sponsorship is expected to deliver nearly 2 million media impressions this year.

Global Listing Sites Property | Reports

Online Property Reports Website Statistics

To measure results, the Sotheby’s International Realty brand has teamed up with ListTrac to provide a detailed property report with statistics and views that are generated from each partner site. These marketing reports provide critical data for your property, where valuable marketing intelligence is revealed. You will be able to see first-hand where your online buyers are coming from and how many visits are generated from each channel of communication.

Conclusion | Your Home

In Conclusion

I Look Forward to Offering You Several Unique Advantages While real estate by nature is local, the market for your home is truly national, and increasingly global. Sotheby’s International Realty is part of this global network, which includes offices in the world’s most sought-after locations.

Selecting me and Golden Gate Sotheby’s International Realty to represent your property will connect you to a group of real estate professionals widely respected for the quality of their listings and the level of professionalism and expertise they offer. Our associates have a deep understanding of local real estate markets and strong ties to the communities we serve. We share a strong commitment to delivering exceptional service and have a long history of exceeding the expectations of the world’s most discerning buyers and sellers.

• • • • • • • • •

Preeminent local expertise and contacts Access to proprietary marketing materials Strong relationships, marketing and brand recognition in other key markets A referral connection with some of the world’s most successful agents A proven ability to sell properties in all price ranges A comprehensive internet and global marketing strategy Cross-marketing opportunities with strategic partners like Sotheby’s Auction House The high level of service that clients have come to expect from the Sotheby’s brand Connection to a steadfast legacy company representing your most valuable asset