C l ie nt P re se ntat ion Ma rke t i n g & S t rate g y
MA XIMIZING VALUE
Californian Estates connects knowledge, experience and committed service to provide earnest value for its clients. Californian Estates is uniquely positioned to innovate strategies, develops creative solutions, and leverages their vast network of agents, investors and affiliates to achieve lucrative results for its clients. In order to sell a home and maximize its value, there must be an integrated and cohesive marketing plan. We will identify the most special, unique and sellable qualities of your home, determine the Target Market and design an appropriate strategy. There is no one-size-fits-all approach to listing a property. Customized approaches to sellling may be suggested based on a home's most desirable attributes and the anticipated audience. Californian Estates provides a unique ability to 'test the market' with private listings while also leveraging a carefully procured network of local, regional, national and international investors and homebuyers. Marketing materials will include focused digital strategies and direct marketing programs that include the latest 360° virtual tour technology, dynamic videos, exterior aerial drone footage and stunning photography. We will design engaging social media campaign, glossy brochures and finely crafted print ads in targeted publications. We look forward to developing a strategy for your unique needs and delivering results to be proud of!
YAN-YAN ZHANG EVP OF INTERNATIONAL DIVISION DRE # 01361685 (310) 210-7246 YANYAN@CALIFORNIANESTATES.COM
Yan-Yan Zhang brings over fifteen years of experience in selling investment properties and services to real estate investors, financial services and sales personnel globally. Ms. Zhang works closely with property owners to achieve successful sales. Ms. Zhang has facilitated over 100 presentations both nationally and internationally covering topics ranging from how to find income properties under the market to the business of 1031 Tax Deferral Strategies. She has been a California real estate license holder since 2003 and also holds a Financial Services broker license. Ms. Zhang has experience with International Acquisitions and is uniquely positioned to provide global sales expertise and
conduct business across cultures. Fluent in Chinese Mandarin and English, Ms. Zhang’s education and work experience has led her across the globe. Born and raised in China, Ms. Zhang has lived in the UK, Germany, Italy, France and now calls Los Angeles home. She had attended Beijing University and the Beijing National Sports Academy where she received a degree in Sports Kinesiology with a specialty in the High Jump and heptathlon Track and Field events. During this time, Ms. Zhang competed as a world- class athlete in the heptathlon, participating in the prestigious Asian games. She also studied Business Management at Northwestern University and UCLA.
Significant Sales Listings & Dual Representation 650 WIlliams Ln., Beverly Hills, 90210
$15,555,230
DV, R, P
2179 Mandeville Canyon Rd., Brentwood, 90049 - Dual
$4,500,000
DV, R, P,
14312 Roblar Pl., Sherman Oaks, 91423- Triple- Ended
$5,499,000
R, P
14312 Roblar Pl., Sherman Oaks, 91423 - Pre-Development
$2,525,000
DV, R, P
12088 Moundview Pl., Studio City, 91604
$3,935,000
DV, R, P
1945 Linda Flora Dr., Bel Air, 90077 - Dual
$2,300,000
DV, P,
2103 Linda Flora Dr., Bel Air, 90077 - Dual
$1,900,000
DV, P
1200 Linda Flora Dr., Bel Air, 90077
$1,800,000
DV, P
2031 Roscomare Rd., Bel Air, 90077
$1,650,000
DV, P
2527 Roscomare Road, Bel Air 90077
$2,200,000
DV, P
1801 S. Wooster St., Los Angeles, 90035 - Dual
$1,775,000
DV, R, P
14547 Gilmore St, Van Nuys, 91411 - Dual
$1,850,000
I, DV, P
3608 San Marino St., Los Angeles, 90019
$1,926,000
P
1626 N. Kings Road, Los Angeles 90069 - Dual
$1,750,000
DV, R, P
3221 Provon Ln., Los Angeles 90034 - Dual
$1,300,000
DV, R, P
2365 Nalin Drive, Bel Air, 90077
$1,825,000
DV, R, P
1449 N Bronson Ave, Los Angeles, 90028
$1,350,000
DV, R, P
8100 W. 83rd St., Playa Del Rey 90293
$1,750,000
DV, R, P
8163 Billowvista Dr., Playa Vista 90293
$1,269,000
R, P
11229 Sunshine Terrace, Studio City 91604
$1,220,000
R, P
4426 Saint Clair Ave., Studio City 91604 - Dual
$1,050,000
DV, R, P
4042 Weslin Ave, Sherman Oaks, 91423
$1,174,500
R, P,
4212 Degnan Blvd, Los Angeles, 90008
$1,530,000
I
455 Orange Grove Circle, Pasadena, 91105
$1,650,000
DV- Development, R- REulti, P- Private Listings, C- Commercial, I- Income Property
Significa Listings & Dual Representation- continued 3856 E. 3rd St., Los Angeles, 90063
$2,750,000
C, P
2415 Glyndon Ave., Venice Beach 90291
$1,450,000
DV, P
4464 Matilija Ave., Sherman Oaks, 91423
$1,200,000
DV, R, P
3940 Sunset Dr, Los Angeles, 90027 - Dual
$1,440,000
DV, P
3937 Sunswept Dr., Studio City, 91604 - Dual
$900,000
DV, P
716 Fischer St. Glendale, 91205 - Dual
$975,000
I, P,
Buyer Representation 11870 Ellice St., Malibu, 90265
$5,400,000
DV
3023 Elvill Dr., Bel Air, 90049
$1,750,000
9108 Alanda Dr., Beverly Hills 90210
$4,550,000
DV, I
5035 Vista Montana Rd., La Quinta, 92253
$1,975,000
16815 Bollinger Rd Pacific Palisades, 90272
$3,500,000
DV, P
1002 S Mansfield, Los Angeles, 90018
$1,690,000
11920 Brentwood Terrace, Brentwood, 90049
$2,800,000
14507 Mulholland Dr., Los Angeles 90077
$1,100,000
931 Linda Flora Dr., Bel Air, 90077
$2.650,000
DV, P
13935 Branton Pl., Sherman Oaks, 91423
$1,425,000
9031 Alto Cedro Dr., Beverly Hills, 90210
$2,590,000
DV
6132 Orange St., Los Angeles 90048
$2,610,000
9653 Highridge Dr., Beverly Hills, 90210
$2,400,000
1745 San Ysidro Ave,. Beverly Hills, 90210
$2,200,000
4064 Knobhill Dr., Sherman Oaks, 91403
$1,170,000
5202 Onaknoll Ave., Los Angeles, 90043 5457 Willis Avenue, Sherman Oaks, 91411
8430 Fordham Rd Los Angeles, 90045
$915,000
4064 Knobhill Dr., Sherman Oaks, 91403
$1,170,000
DV
5202 Onaknoll Ave., Los Angeles, 90043
$915,000
DV
5457 Willis Avenue, Sherman Oaks, 91411
$740,000
1002 S Mansfield, Los Angeles, 90018
$1,690,000
$915,000
14507 Mulholland Dr., Los Angeles 90077
$1,100,000
$740,000
13935 Branton Pl., Sherman Oaks, 91423
$1,425,000
DV- Development, R- REulti, P- Private Listings, C- Commercial, I- Income Property
DV
DV
DV
an t S al es
Unique C ha There Is Something Special About Your Home.
Unique charcteristics differentiate a home from the rest, such as an interesting architectural style, a great view, a large yard or maybe a value-add opportunity. These unique characteristics offer value and specific benefits to a discerning buyer who will buy a property because it fits their lifestyle and needs. In order for your property to be competitive in the fierce California real estate market, it must stand out. Cookie-cutter marketing isn't our style. Californian Estates marketing capitalizes on what makes your home stand out and positions it in the right market. Identifying and showcasing a home's unique qualities in engaging marketing is key to attracting the right buyer profile and closing a sale with a strong sales price.
ara cter i st i c s
2179 M a nde v i l le Ca nyon, Brent woo d C A 9 0 0 49
a r are arc hi te c tur al ma s terpie c e by Pierre Ko enig , s old for $4,50 0,0 0 0, $1595 PP SF when neig hb orho o d c omp s were at $671 PP SF
As Development Specialists, we evaluate homes differently
The average age of a home in Los Angeles dates from 1952 and in every corner of the City, we can see development, revival and renewal.
property for development is key and inventory is often low. If a developer can still make his/her margin, they are willing to pay a premium for good real estate product.
Older homes are getting "face-lifts." Under-utilized multifamily buildings are being torn down in favor of larger, denser apartment living to help address the housing crisis. Accessory dwelling units (ADUs) are being built on residential properties to allow homeowners to earn more income. Luxury homes are being built to satisfy more discriminating tastes, making Los Angeles a world-class real estate destination.
As a homeowner, your property may have "hidden value." At Californian Estates, we think like developers and evaluate a value-add home accordingly. Our goal is to get sellers top dollar for their home. Therefore, we look beyond neighborhood comps and consider a development pro-forma that factors in build costs and an anticipated exit strategy based on market analysis.
The Los Angeles market is dynamic and developers understand that there is a lot of money to be made by identifying the best locations and building the right kind of property to suit the market. However, finding the best
The value of a home may be more relative to the profits that can be made from developing it and we try to get sellers a higher sales price so that they can also benefit.
Significant Development Sales Address
Sold PPSF
Comp PPSF
% Increase
650 Williams Ln., Beverly Hills 90210
$1938
$755
156%
2179 Mandeville Canyon Rd., Brentwood, 90049
$1565
$690
1449 N Bronson Ave, Los Angeles, 90028
$969
2527 Roscomare Rd., Bel Air, 90077
$996
2103 Linda Flora Dr., Bel Air, 90077 931 Linda Flora Dr. Bel Air 90077
Addresss
Sold PPSF
Comp PPSF
% Increase
2031 Roscomare Rd., Bel Air, 90077
$1010
$822
23%
126%
3940 Sunset Dr, Los Angeles, 90027
$825
$606
36%
$534
81%
1945 Linda Flora Dr., Bel Air, 90077
$832
$768
8.3%
$636
56%
3221 Provon Ln., Los Angeles, 90034
$822
$731
12%
$1103
$768
43%
1200 Linda Flora Dr., Bel Air, 90077
$922
$879
5%
$1136
$781
45%
4464 Matilija Ave., Sherman Oaks, 91423
$856
$792
8%
REulti Development Software Identifying Hidden Value in Your Home
Californian Estates is powered by REulti, a proprietary software solution that identifies and analyzes value-add opportunities for investment and income potential for single family development including ADU additions and multi-family properties. This powerful software evaluates properties’ hidden value and their highest and best use for development. Financial pro-forma modeling compares varying investment models with ROIs and IRRs and forecasts exit strategies for maximum profit potential. REulti Reports provide easy to understand property information and financial pro-forma estimates so that both developers and homeowners can efficiently and thoroughly understand the development value of a property. Our approach is strikingly different to the traditional real estate agents' listing model and we achieve results and value for our clients. Please read our testimonials at: www.https://californianestates.com/company/testimonials/
Premier Locations For Luxury Homes Los Angeles has no shortage of A+ neighborhoods and high-end home buyers are always looking for show-stopping homes with the newest and most modern amenities. These areas are the hottest for development.
Up & Coming Neighborhoods Riding the wave of gentrification and urban sprawl, more and more areas of Los Angeles are becoming attractive neighborhoods for homebuyers Many developers love these neighborhoods because they see the market potential and the need for more modernization.
Small Houses on Big Lots Many coveted neighborhoods have older homes built in a much older style which often includes smaller interior rooms and a smaller footprint with more yard space. Many buyers prefer more spacious homes with open floor plans. Older, smaller homes on larger lots are prime for development.
Great Views Get Premium Pricing The beautifully rolling hills of Los Angeles offers many opportunities to build stunning homes that capture the city, canyon, valley and/or ocean views. These homes attract buyers who want trophy homes and have the relative budget. Luxury developers will always gravitate towards property with views.
Private L
List in gs
Specializing in coveted off-market properties, we can market your property exclusively and discreetly The savvy investor or competitive homebuyer wants to be the first to buy a property before it’s on the MLS. Developers almost exclusively want privatelytraded property. This is why 10% of the agents do 90% of the sales. Successful agents collaborate and exchange information on highly desirable off-market properties to better serve their clients.
BE COMPETITIVE & PRICE THE PROPERTY RIGHT To sell your home for the most money and in the least amount of time, we have to price it “in the market.”
WHEN PRICING A PROPERTY THERE ARE A FEW TRUTHS: •
• • • • •
The value of your property is determined by what a buyer is willing to pay and a seller is willing to accept in today’s market. Buyers make their pricing decision based on comparing your property to other properties SOLD in your area. Pricing your property competitively will generate the most activity from agents and buyers. Pricing it too high may cause the marketing to miss the initial "sweet spot" during the sales process when the most attention is focused on the property. Eventually, a drop in the price below market value may be necessary to compete with new, well-priced listings. Historically, your first offer is usually your best. This is all ESPECIALLY true when you are selling on the MLS with a "Days on Market" clock, memorializing every listing date, each day that passes and each price change.
IF YOU WANT TO COMPETE, BE COMPETITIVE • • • • • •
The buying market has a short attention span. Pricing your home right the first time is key Proper pricing attracts buyers A property generates the most interest when it hits the market. We want to generate offers before the market moves on to newer listings. Starting too high and dropping the price later misses the excitement and fails to generate strong activity.
• • • •
The number of showings is greatest if it is priced at a realistic market value. Many homes that start high end up selling below market value. An overpriced house will not sell We want to generate offers before the market moves on to newer listings.
Te s t i n g You r P ri ce The pressure to hit the MLS (the "on-market strategy") is high and it is critical to not price too high and miss the oppotunity when the algorithms are focused on new properties. Yet, sellers don't want to leave any money on the table. Therefore, if you are going to go to the MLS, wouldn't a wise homeowner do so with knowledge on their side so that their pricing strategy is less of a gamble? Californian Estates has a unique ability to sell a property privately, (also known as "off-market") to test the pricing with buyers who are anxious to hedge the competition and prefer to buy properties that haven't been widely publicized. A Private Listing strategy means that there is no Days on Market clock and there is no record of the property ever being listed. Therefore, there is little gamble with starting at a higher price and more upside if it sells. With sophisticated marketing and large databases of clients and agents, Californian Estates can generate interest in a property. With showings, feedback and even, hopefully, offers, the market will "speak to us" and tell us what the market will truly bear. If the next step is an MLS strategy, the seller is starting the Days on Market clock truly informed and ready for prime time.
Target M
Your house has unique features that someone wants and is willing to pay This is your home’s Target Market.
M a rk e t i ng
y full price for.
Your Home's Target Market: Beyond Market Price
It's important to identify who your Target Market is, what they want and how to seduce them with specialized campaigns that sell the home before they see it. Poorly executed, bland marketing materials won’t do! Your home deserves beautiful, elegant and showstopping campaigns. That’s work we love!
Californian Productions Creating Experience Through Virtual Reality Pictures may say a thousand words but 3D virtual reality (VR) tours, with 360° orientation, allows a buyer to also feel the experience of living in your home through their computer or smart phone. Our in-house production company creates a suite of gorgeous of aduio visual materials to bring your home to life in a virtual experience. Entering the home through a floor plan or a 3D "dollhouse" and following any of the blue icons takes the buyer on a virtual walking tour. The buyer can adjust the pace of the tour or stop to change the vantage point in any direction. Zoom in to see detail. Zoom out to get a spatial context. Jump from floor to floor or room to room. VR allows a buyer to fully experience a home before seeing it! This means that sellers are inconvenienced minimally and showings are done with only serious homebuyers!
It's Just Like You Are There! Follow the directional circles on the floor to "walk" through the house. Blue icons open up to provide information on selling points, ammenities or specialized fixtures.
Experience The Home's Flow & Spatial Context Spin the "dollhouse" model around with 360° control to view all the floors, rooms, stairways, entries, exits and open spaces. Wondering if your furniture will fit somewhere? Measure any floor space for accuracy.
Integrated Marketing Strategies Provide Maximum Exposure For Your Home Integrating different strategies of marketing are designed to advertise your home consistently to local, regional, national and international buyers. Social media marketing becomes experiential with a full scope of engaging 360° virtual tours, video, aerial footage and beautiful images. Engagement leverages influential homebuyer and investor communities and expands your reach. Direct email campaigns target the buyers that are most likely to purchase a home like yours while crafting sleek and stylish messaging to grab their attention. Create maximum allure with glossy high-impact print advertising that can take your home into a more expansive marketplace.
A Digital Home, An Interactive Website
www.CalifornianEstates.com Designed using the latest in SEO technology, our userfriendly website is visited by thousands of unique visitors every month, spending an average of over 5 minutes per visit. Each listing has a drone video, virtual tour, and photography to support additional marketing initiatives. Visual marketing affords a buyer an experiential tour through a home so that only serious buyer come for a showing. Our goal is to inconvenience the seller as little as possible.
11k
Californian Estates spent many years creating relationships with developers. As a result, we have a proprietary database of 11,000 developer clients.
5k
With 30 years in international real estate, the founder of Californian Estates has relationships globally and has maintained a database of 5,000 international clients and affiliates.
Social Media Communities
Digital & Media M
26k
We can get a property in front of nearly every working agent in the greater Los Angeles area. We have a database of over 26,000 agents.
& S oc i al M ark e t i n g
36k
International Social Media is a critical part of an international campaign strategy. Our international partners have a following of over 36,000 buyers and agents.
Syndication
81k
We use video throughout a home's marketing plan. With over 81,000 video views last year, we can be sure that the publicity remains strong.
5m
The Californian Estates website is visited by thousands of unique visitors a month spending an average of 5 minutes on the site.
Industry Publications
Print Advertising, It Never Goes Out of Style In a flooded marketplace, beautifully created advertising, highlighting your homes most valuable characteristics, cuts through the noise and makes an impact. Strategic ad placement can get your property in the front of more buyers while The MLS magazine takes glossy marketing direct to brokers.
Online Magazines Generate Buzz Digital magazines, like dwell, Curbed, Architectural Digest and others, attract millions of viewers who account for an audience of tastemakers and influencers. This readership tends to be in a higher income bracket and they are passionate about real estate, design and style. We find a home's editorial angle and send press releases to these editors to leverage their audiences and create buzz for your home.
16-Page Mini-Magazine Lush pictures and carefully crafted editorials create impactful marketing. Printed on high quality stock, these mini-magazines feel as good as they look. Doesn't your home deserve that level of quality?
Magazine Quality Brochures They always say that a picture says a thousand words. Our customized mini-magazines leave the readers speechless. A beautiful home deserves its own magazine-like brochures to truly capture the home's allure and showcase its unique amenities. A reader will step into the lifestyle of the home and imagine themselves living there.
Tri-Fold Brochures Sending enticing marketing to the neighborhood is always a great strategy. When basic postcards just won't do, we create beautiful trifold brochures that make the home "pop."
More Succinct Mini- Magazine Potential buyers should always leave a showing with something that feels like a "piece of the home." We create different versions of marketing so that your home stays top of mind.
Building Valued Relationships with Private Investor Databases Californian properties are in demand by international investors who tend to pay top dollar. Digital marketing directly to real estate investors showcases your home to exclusive investors. This is marketing on another level. Market your property to Californian Estates’ private and exclusive network of investors looking for Californian property.
I nternationa
$77.9bn
12%
$5.29bn
Residential sales of existing homes by foreign buyers in the US
California was the second major destination for residential sales, accounting for 12% of foreign purchases
California is the top destination for Chinese buyers with 34% of their purchases in the Golden State, totally $5.29bn
181k
41%
8%
Foreign buyers for existing home sales
Foreign buyers pay all cash
Foreign buyers pay on average 8% above median price
w
Source: NAR Profile of International Transactions in US Residential Real Estate 2019
w
al M ar k e t i n g
$94.9bn
8.9bn
Commercial properties and portfolio acquisitions of $2.5 million or more by foreign buyers*
California accounted for $8.9bn of total commercial property acquisitions by foreign buyers.
Source: Real Capital Analytics
Source: NAR Commercial Real Estate International Business Trends 2019
$4.8bn
3.3bn
Commercial property acquisitions of less than $2.5 million by foreign buyers.
Los Angeles accounted for $3.3bn of total commercial property acquisitions by foreign buyers.
Source: NAR Commercial Real Estate International Business Trends 2019
Source: NAR Commercial Real Estate International Business Trends 2019
700k
International Agents
6 Languages for Translation
100+
Countries Represented
Californian Estates International Californian Estates understands the power of the international market and has created a division within the brokerage to leverage this important market: Californian Estates International. With 30 years of experience in International Real Estate, Californian Estates has invaluable relationships with influential real estate companies around the world. These blue-chip partnerships mean we can market your property to their extensive exclusive client lists in addition to our own proprietary database of thousands of US and international investor clients.
$61b
$2.7m
57k
70
In inventory
Average Property Price
Properties Marketed Last Year
Countries Represented
9 Languages for Translation
$254b In Sales Last Year
C alifornian C Commercial and Multi- Family Real Estate, Leveraging Development and Value-Add Investments Californian Commercial, a division of Californian Estates, specializes in multi-family income and commercial properties. Our clients appreciate our emphasis on investment and value- add strategies whether we market and sell properties for renovation, repositioning or ground-up development. Our agents are highly-trained and have developed a sophisticated skill set that allows them to analyze the best upside plays for a property and thus, the best manner in which to market and sell them.
Proficient in understanding zonings, density overlays, opportunity zones and City permit requirements, Californian Commercial agents can help sellers understand a property's hidden value and the best way to capitalize on it. Existing multi-family and commercial assets are marketed with full financial analyses to provide a complete picture of the actual and proforma income potential. Our Private Listing strategy works especially well for commercial and multi-family properties.
Co m m e r c i a l
Californian Estates, A Boutique and Independent Real Estate Agency
We understand that your home or investment property is perhaps your biggest asset and that how you sell it and with whom you trust with the transactiont is a critical decision. We take that seriously. Our listing strategies are designed to earn you the most from the sale. We customize innovative strategies that work for your unique situation. Your convenience and privacy during the sale is a top concern. Thank you for reading this and I am available for any questions or concerns. I wish you the best with your home sale whether you work with me or someone else.
(310) 210.7246 ¡ www.californianestates.com ¡ yanyan@californianestates.com 9255 Sunset Blvd, #1000, West Hollywood, CA 90069
The information provided herein has been gathered from sources, which are proprietary to Californian Estates Inc. As such, we understand this report to be for the private and confidential use of Californian Estates Inc, its’ representatives and you, the property owner. Accordingly, this report should not be copied, reproduced or distributed in any way to third parties without