Exclusive Marketing Services
First, thank you for your time. I’m pleased to be invited to learn more about your plans and truly appreciate the opportunity to introduce myself and present my proprietary marketing and sales services. As a real estate professional, I believe this business is not just a science it’s an art. While gathering market data is essential, the true value lies in my ability to distill complex market trends, align them with your personal goals, and apply the expertise that only comes with experience. Only then can I provide you with the insight needed to make informed and confident decisions about your property.
With a strong foundation in hospitality, customer service, and construction, I bring a well-rounded and valuable perspective to every real estate transaction. Backed by over a decade in the hospitality industry, I’ve built a reputation for delivering exceptional service, building lasting relationships, and consistently going above and beyond to ensure client satisfaction.
My approach goes far beyond the sale. I take the time to truly understand each client’s goals, priorities, and lifestyle ensuring a seamless, personalized experience from our very first meeting through closing. Whether you're looking to list your current home or find the perfect new property, I’ll be a knowledgeable, trusted guide every step of the way.
Passionate, personable, and professional, I’m committed to helping you navigate one of life’s most important decisions with clarity, care, and ease. I look forward to the opportunity to help you successfully market and sell your home or find the one that’s just right.
I’m confident you’ll be extremely satisfied with the level of service I provide, and I guarantee complete confidentiality throughout the entire process. If you have any questions at any time, please don’t hesitate to reach out. I’m here to help and look forward to working with you.
Warm regards, Cruz Varela
Cruz Varela
Direct: +1 (508) 332-6815
cruz.varela@evrealestate.com Engel & Völkers Boston 46 Gloucester Street
Boston, MA 02115
Representing the area’s best
Engel & Völkers Boston has been part of the community since 2009 Since then we have counselled homebuyers and sellers to make the right decisions and gain the greatest rewards from the sale or purchase of a new property. Our expert real estate advisors offer the industry’s highest levels of quality service using the most sophisticated marketing tools to achieve their clients' goals
We service neighborhoods across Massachusetts, specifically around the Greater Boston area, Central Massachusetts, Cape Cod and the Islands.
Engel & Volkers Back Bay
Engel & Volkers North End/Waterfront
Engel & Volkers Seaport/South Boston
Engel & Volkers Newton
Our Mission
We provide a bespoke experience offering the utmost professional service while attaining the best possible price for your property on terms that suit your needs
Our Commitment
Design a comprehensive marketing campaign geared to your specific property and priorities
Provide regular feedback from prospective buyers and protect your personal, financial, and confidential information
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Promptly communicate all written offers and expertly guide you through the negotiating, financing and closing process
Our Guarantee
I stand by my service. If I don’t perform to your expectations, you ’ re free to terminate my services
We are Engel & Völkers Boston
Curating bespoke homeselling experiences
As a market-savvy real estate professional, Cruz Varela has built his career on guiding clients through every stage of the real estate journey With a background in hospitality, customer service, and construction, he brings a sharp eye for detail, a deep understanding of client care, and a practical knowledge of properties that sets him apart From first-time buyers to seasoned investors, Cruz has helped clients buy, sell, rent, and invest in properties that align with their lifestyle and long-term goals
A dedicated professional and active member of the Boston community, Cruz has developed meaningful relationships across the city and a strong network of local connections His experience in hospitality taught him how to anticipate needs and deliver an elevated client experience, while his construction knowledge allows him to offer informed insight into property potential, renovations, and long-term value
Cruz Varela offers the expertise and strategic perspective needed to navigate Boston’s competitive market From elegant city condos to income-generating investments and family homes, Cruz is committed to securing the right outcome for every client every time
Cruz Varela - Real Estate Advisor
Trustedadvisors
A higher standard
At Engel & Völkers, our passion is exceeding client expectations, so it’s only natural we align ourselves with exceptional real estate professionals to serve clients across the globe It’s why we don’t simply have agents but instead trusted advisors to guide you through your home journey with extensive neighborhood expertise, distinguished care, and a bitoffun
An Engel & Völkers advisor is an area expert and most often, a longtime neighborhood local surrounded by a network that shares the ability to reach buyers and
markets locally, nationally, and around the world We hold our relationship with you closely and give back to the communities we share Most importantly, an advisor can talk about the real estate market and where your home fits in the bigger picture. Engel & Völkers advisors provide more than facts. As local experts, our advisors live and breathethecommunitiesweserveandwillprovideyouwith valuable insights relevant to your personalized needs and will see to every detail throughout the transaction process andbeyond
WorkingwithEngel&Völkers Experts at your service
Whenconsideringbuyingorsellingaproperty,it’sessential you work with true market experts who take the time to understand your unique real estate goals Engel & Völkers advisors are known for their unparalleled professionalism and dedication to providing high quality, personal service. These characteristics are evident among all Engel & Völkers real estate advisors in local markets across the globe
Each of our advisors is devoted to the core values of competence, exclusivity, and passion, as they represent a luxury global real estate brand with over 40 years of brand heritage and experience Engel & Völkers advisors are leaders in their local markets with valued connections that help maintain our reputation for excellence around the globe.
Through our unique and powerful marketing strategies, backed by an iconic brand and global network, we will ensure your property is best positioned to sell while meetingyourspecificgoals.
Christian Völkers, Founder
TheEngel&Völkersstory
This
is us.
Engel & Völkers shops are located where our clients are, in the world’s best locations Founded in 1977 in Hamburg, Germany, Engel & Völkers began as a specialty boutique agency providing luxury real estate services to wealthy European investors in search of real estate experts who were highly professional, knowledgeable, and discreet. With proven competence and passion, Engel & Völkers quickly earned a reputation for unparalleled levels of service, a highly valued professional network, and local market expertise. Our successes led to a greater demand for specialized services, including yachting, development services, and specialty designations surrounding high- networthclientele
In 1990, Engel & Völkers opened its first international shop in Majorca, Spain. This marked the beginning of our global expansion Today there are more than 16,000 real estate advisors in over 30 countries With an Americas headquarters located on Park Avenue in Manhattan, our Americas network continues to
grow throughout the US, Canada, Caribbean, and Mexico allowing more consumers to benefit from our renowned client services.
Understanding that luxury is personal and based on experience over pricepoint, we ensure customized service for every client as they achieve their real estate aspirations.
The core values that define us
The thousands of professionals who represent Engel & Völkers worldwide share a single vision: achieving the aspirations of discerning individuals around the world, be it in a private or business context, with total passion To achieve this vision, our company was founded on a set of core values deeply rooted in our DNA today. These values are carried with pride by every advisor associated
with Engel & Völkers throughout the globe, allowing us to adhere to the highest service standard worldwide. Through sophisticated training, distinctive marketing capabilities, and a global network, our advisors can competently meet your real estate needs by developing a customized strategy and providing specialized services. And they will do it all with total passion.
It’snotjustbusiness It’s personal
When working with Engel & Völkers, you are our highest priority Our collaborative approach to the sales process means involving you in as much or as little as you desire Through it all, we will provide proactive and ongoing communication, reporting on the status of your home as frequently as you would like and through the channels most convenient for you You will receive regular updates on your property’s status, written reports on each showing, and details of our marketing campaigns before they are implemented. We consider open and frequent communications between our advisors and clients to be essential. Our goal is to have the successful sale of your home be the first of many opportunities in which we can be ofservice
Detailed information to keep you up to date:
Activity reports on the status of your sale
Latest market information
Evaluation for marketing measures
Advice on aesthetic improvements
Built upon solid advice
Successful property sales
Why Choose Us?
Exceptional negotiating skills
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• When you hire us, you get us!
Our advertising dollars promote properties and not just agents
Fully staffed retail locations in the heart of Back Bay, North End/Waterfront, South Boston/ Seaport and Newton Centre
Exclusive Zillow Premier Agents and Top Agent Network Member
Experienced providing relevant feedback and soliciting offers
Access to preferred lending opportunities with financial institutions
Media relationships with leading print and digital publications across the Americas and Europe
Each client receives preferred white-glove service, “only you exist”
Lifetime lifestyle and service provider referrals - need a lawyer, plumber, recommendation for a great meal? We’re here for you!
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Initialconsultation
Identifying your specific needs
No two clients are the same The better we know you, the better we can serve you, which is why we start with an individual consultation Our goal is to get an in-depth understanding of your expectations and to learn more about the property you ’ re interested in selling through the person who knows it best: you. Your Engel & Völkers advisor will review every aspect of your property, ask detailed questions, and research local market trends and activity to ensure the most comprehensive strategies are implemented to sell your property.
These steps will determine key marketing points, the ways we collaborate on an effective, compelling pricing strategy, and your home’s target audience, as well provide a full understanding of your specific real estate goals This crucial first step outlines a strategic course for you, your advisor, their brokerage, and the Engel & Völkers brand as we work together to sell your home at the highest price pointinatimelyandstress-freemanner
The scope of our research:
Review your property
Conduct a homeowner interview
Research market activity and trends
Identify target audience
Outline pricing strategy
Gain a full understanding of unique homeowner needs
Selling your home Marketing Approach
• Analyze market conditions that go beyond local inventory and recent sale information to recommend an appropriate listing price that achieves the value your property deserves
Make recommendations to stage and enhance the marketability of your property, in most cases using in-house designers and decor inventory
Professional photographs with custom floor plans
Matterport 3D tour of your home
Install for sale signage with your permission, subject to local ordinances and condominium regulations where applicable
Custom web site with property specific URL Property specific ads on Boston.com, Zillow, Trulia, Juwai and others Proprietary EDGE™ global digital marketing platform
Design and distribute property brochures and direct mail pieces
Syndicate listing data and photo gallery to 150+ web sites
Continuous Search Engine Optimization Design and strategically place ads for digital and print media
Catered brokers’ luncheons Host weekly open houses if permitted and desired
Provide guidance finding your next home or a referral to a vetted agent in another location
ComparativeMarketAnalysis Research and results
When listing your property with Engel & Völkers, you receive the invaluable benefits of its exposure to our highly targeted contacts, shops, and advisors across the street, country, and world The listing process begins with a comprehensive analysis of your property by an Engel & Völkers advisor who uses proprietary tools to create a Comparative Market Analysis that includes a pricing and marketingstrategy,givingyourhomeagreaterchanceof
finding the best buyer in an acceptable time frame. A Comparative Market Analysis performed by an Engel & Völkers advisor is one of our essential services; it ensures the most accurate assessment of your home’s value based on data and information that includes current and historical real estate activity in your market.
Our property pricing perspective:
Detailedknowledgeofthelocalmarketprovides insightintothebuyer’sperceptionofthehome’s value.
AccuratepricingbasedonComparativeMarket Analysisiskeytoachievingthebestpossible valuefromthesaleofyourhome
Startingwithanaccuratepricefromtheoutset willyieldthehighestresults.
Interestinahomedecreasesthelongerthehome remainsonthemarket
Certainhomeimprovementsmaybesuggestedto helpitsell;however,insomeinstances,theportionof thepricerelatedtohomeimprovementsmaybeless thantheactualcostofimprovements
Anofferwilltypicallybelowerthanthelistedpricebut canbenegotiatedhigherasanofferalsosignifiesthat aconnectiontothehomehasalreadybeenmade
Outlining our strategy An in-depth look
Following an initial assessment, we prepare a customized presentation in which we explain what our research and expertise have discovered regarding the value of your property. This tailored presentation will include our analysis of the market and who we ’ ve identified as the most qualified buyers for your property. We will share the specific steps we plan to take inclusive of advertising, strategic placement within online real estate search engines, public relations and social media opportunities, direct mail strategies, and exclusive Engel & Völkers offerings to maximize exposure of your property to the target audiences we ’ ve identified. We will also work together to determine a pricing strategy that meets your goals
In providing this highly detailed view of the sales strategy, we are able to learn more about your expectations so we can make sure to meet and exceed them at every stage in theprocess.
Our measures for property marketing:
Expert evaluation of the property Detailed analysis of the target audience
Current local market activity and historical trends
Marketing and advertising support
Pricing strategy
A tailored marketing campaign Designing custom strategies
With a comprehensive understanding of your home’s position in the market and a pricing strategy to meet your goals within an acceptable time frame, our marketing team will develop and execute a custom strategy to promote your home to the target audiences we have identified. Professional photographers will capture images of your home that stand out on the pages of world-class publications Our designers and copywriters will work together to build campaigns that may include direct mail, online and print advertising, social media, and high-end showcase exposés in targeted shops throughout our global network. We will market your property to prospective buyers, whom we have specifically identified both within and outside our network, and among our existing portfolio of shops throughout the Americas and around the world.
Full service marketing and advertising:
Professional, high-quality creative assets
Engel & Völkers brand recognition
Advertisements in local, national, and international publications
Preferred placements and branding on top real estate search sites
Presence on the Engel & Völkers global website platform
Social media and public relations
From beginning to end Our listing process at work
Compile a Competitive Market Analysis of your property for review. This CMA and our expertise is the basis for our recommended list price
Execute the listing agreement, gather and confirm all information on your property
Order professional photographs and floor plans At this point we are ready to market your property for sale
Enter property data on MLS and L I N K listing platforms Design and place digital and print advertising
Upload professional photographs and floor plans to listing platforms for syndication both nationally and internationally
Send digital and direct mail new listing announcements to local residents, neighboring properties and our extensive network of top agents and clients.
Schedule Brokers’ Open house and conduct public open houses regularly.
Arrange accompanied showings with all cooperating agents and provide immediate feedback to you.
Secure all offers in writing and promptly relay to you. Provide guidance on all incoming offers and negotiate counter offers on your behalf as necessary
Attend all property inspections and appraisals, providing service provider referrals as necessary
Coordinate the production and signing of all relevant documents and schedule preclosing inspections, the final walk through and closing
We’re at work on your behalf - from beginning to end!
Professionalphotographyandvideography
Visual storytelling
Whether online or in print, your home has only one chance to make a great first impression with potential buyers Because it takes only a few moments for an opportunity to be won or lost, it becomes all the more critical that your property is presented professionally and artistically. We only work with professional photographers and videographers who have earned our trust in the quality of their work They are the best in their fields and produce work that captures the details and essenceofaproperty’sprominentfeaturesandassets
On our websites, brochures, print advertising, and videos, exceptional presentation is an essential requirement of the Engel & Völkers brand that greatly increases your home’s impactwithpotentialbuyers
Picture perfect
Eye-catching imagery
Professional photography and enhancements attract more potential buyers Here are some examples of our listings
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Before
After
Before and After
Making virtual a reality Bring your home to life
Every home has features that two- dimensional photography simply can’t capture with distinction Whether you ’ re buying or selling a home, Engel & Völkers has virtual tour offerings to create an optimal experience. Clients can enjoy guided tours of Engel & Völkers' listings to discover every aspect of a home, envision life there, and refine their search As a seller, we provide an exceptional listing experience by including a virtual tour as part of our marketing strategy.
Our virtual reality technology allows prospective buyers from around the world to immerse themselves in your property in order to make a more informed decision By leveraging Engel & Völkers’ global reach and virtual tour offerings, the possibilities are endless
Helping buyers envision the living spaces
Live and virtual staging
Whether live or virtual, we offer options to make your home universally appealing
Before and After
Before and After
Planningasuccessfulin-homeevent
Letting your home tell the story
Careful planning, strategic preparation, and a deep understanding of your property are essential for a successful home showing or open house From strategic scheduling and professional staging to the creative approach of hosting an in-home event, seasoned Engel & Völkers advisors consider these necessary elements to best showcase your property Our contacts include professional services for light repairs, landscaping, and staging
We work with you to identify the most convenient dates and times for showings and promote them accordingly to achieve the best results and work with your schedule. After the showing, we will collect valuable feedback and information from those who have attended to enhance our marketingeffortsgoingforward
Proven measures for ensuring a successful showing:
• Talking points to elaborate on the home’s best features
Depersonalizing interior design where appropriate
Minimizing clutter
Ideal scheduling
Light repairs and landscaping to enhance curb appeal
Global reach Marketing with power
Engel & Völkers offers a distinct marketing portfolio to showcase every property at its finest to the greatest audience of potential buyers locally and across the globe While there is no limit to our brand offerings, we work to identify the most influential marketing strategy to promote your specific property to whom we believe to be the ideal buyer.
Each Engel & Völkers shop has the ability to leverage our brand’s national and international marketing resources to create customized, multi-channel campaigns for each propertywemarket.
By identifying the unique qualities of a property and placing it in the context of current and trending market conditions, we then identify target market groups and create campaigns to provide maximum exposure alongside messaging and branding to attract the most qualified buyers Our creative approach is backed by consumer data and testing to ensure we highlight your property in the best light.
Smart marketing. Extensive exposure.
Giving you the EDGE
Our Extensive Domestic & Global Exposure (EDGE) platform provides unprecedented reach to get your property in front of qualified consumers whether they’re next door, in the Americas, or abroad because they deserve to see it and you deserve to sell it. Working with an Engel & Völkers advisor gives you the EDGE that gives each listing extensive online exposure in major markets via a suite of highly trusted and strategic digital and mobile marketing partners an expectation of today’s savvy consumersandinternationalclientele
But we don’t stop there, with a global network of more than 16,000 real estate professionals in over 30 countries, we not only reach millions of consumers but are also able to collaborate with our fellow Engel & Völkers advisors to strategically handpick and refer buyers for the specific propertiestheyseek…likeyours.
LetusprovidetheEDGEyouneedtosellyourhomeand beginyournextadventure.
Multi-platform strategy All encompassing reach
Local exposure:
Access to Engel & Völkers advisor contacts and relationships
Exclusive exposé display
Inclusion in prominent local publications
Local press opportunities
Tailored property showings
Premium yard sign
Retail shop locations
Regional/National exposure:
Access to Engel & Völkers Americas network
Print advertising opportunities include:
Private Residences Americas
The Wall Street Journal
Architectural Digest
Forbes Magazine
Private Air
Town & Country
Modern Luxury
Mansion Global
Access to Engel & Völkers’ global network
Worldwide exposés display
Print advertising opportunities include:
Financial Times
GG magazine
Globe and Mail
engelvoelkers.com
evrealestate.com
shop.evrealestate.com
Engel & Völkers social media platforms
Apar tments com
Financial Times com
JamesEdition com
Juwai asia
Juwai com
Listhub
Listhub Global
MansionGlobal com
Realtor com*
WSJ com
Zillow*
A global online platform Engaging qualified buyers
The Engel & Völkers global platform is the center of our integrated online marketing strategy Inclusive of our local, national, and international sites designed to introduce and engage highly qualified potential buyers worldwide, our online presence receives over four million unique visitors every month. With the optimal consumer experience in mind,aswellasinnovativetoolsandfunctionality,theEngel & Völkers global platform increases engagement and interest to support the sale of your property As part of an overall digital strategy, our shop-level websites concentrate on listing exposure to local and regional homebuyers, while potential buyers can discover our listings throughout the nation and the globe from our Engel & Völkers Americas and global sites for maximum exposure
Zillow Group
Connecting with today’s consumers
Zillow is the leader among online real estate search engines, reaching approximately 236 million visitors each month Listing your home with Engel & Völkers means capitalizing on the largest real estate platform in the United States, with nearly two-thirds of visits arriving through mobile devices. As a valued partner, your home will be accessible to millions of online visitors, appearing with Engel&Völkersbrandingtotrulystandout
List Hub
The nation’s top network
90% of home buyers began their search using the internet and 47% who started this way actually purchased the home they found online We understand the power and the necessity in strategic online exposure for your listing Our partnership with ListHub, the nation's number one distribution network is one of the key ways we attract more potential buyers to our listings. ListHub is the source of the majority of listings that appear in results for the most trafficked real estate searches online, including Zillow.com, Homes.com, Trulia.com, Yahoo!Homes, and hundreds more.
Trusted real estate resource
With 86 million unique monthly visitors, Realtor.com is a leading resource for home buyers and sellers of today and tomorrow, providing a trusted, comprehensive source of for-sale properties in addition to information, tools, and professional expertise to help people move confidently through every step of their home journey Its continued mission is to help make all things “home” simple, efficient, and enjoyable.
Social media exposure
Engaging fans, sellers, and buyers
The Engel & Völkers network uses social media to connect with advisors, consumers, and influencers across the globe The content, news, and listings we share engage and inform followers ensuring that our brand, services, and premier properties remain a topic of conversation. As part of our social media strategy, we are located where our clients are and where potential clients want to be, provide content of value and enjoyment, and drive traffic to our properties On a local level, our shop emulates this strategy with a focus on featuring notable listings like yours to increase their exposure to a targeted sphere of influence. We then rely on our global network to help amplify our propertiesworldwide
EVInsider
The app that moves you
The majority of real-estate-related searches are happening on mobile devices, which is why the fastest growing component of our digital marketing strategy is dedicated to providing mobilefriendly experiences for smartphone and tablet users to ensure optimum usability on all devices The EVInsider app searches and finds the most accurate and up-to-date MLS listings, as well as Engel & Völkers property listings based on your selected preferences We’ve also ensured that our listings appear on other popular real estate mobile apps, including manyofourEDGEpartners.
The EVInsider app gives you a variety of customized search options, including:
Home searches filtered by important property features like price, beds, baths, lot size, and square footage
Home searches categorized by new-tomarket, price reduction, and open houses
Saved searches to keep track of viewed homes One-click-contact to an Engel & Völkers advisor
Public relations
Your home. Its story.
are shared with key reporters, editors, and producers national, and international media outlets to garner
to bring your listing into trending, news, design, or
such as and other major metropolitan media throughout the Americas, Europe, and Asia
Targeted premium publications
strategy, our relationships with the world’s leading print publications, local magazines, and newspapers all ensure
our properties heightened exposure in local, national, and international print publications such as
, is
read regional print publications to secure the best
targeted exposure
A curated property collection
attributes and details, this publication properties within the Americas represented by Engel reaches social media applications and additional exposure
The Wall Street Journal | Barron’s Group
Exceptional exposure worldwide
WSJ.com reaches a distinguished monthly global
property is seen not only on WSJ.com but also on its
Indian, and Chinese consumers
We ensure that your home has online exposure in all
international clientele.
Our strategic partnership with Juwai markets your
way that resonates with this demographic behind China’s online firewall an extremely important assurance
WithJuwai com ’sresearch,statistics,anddata,Engel&
Helping renters find their perfect fit
Apartments.com
Apartments com is the leading online apartment listing website, offering renters access to information on more than 1,000,000 available units The Apartments com network of home rental sites includes Apartments com, ForRent.com, ApartmentFinder.com, Apartamentos. com, ApartmentHomeLiving.com, ForRentUniversity. com, After55 com, CorporateHousing com, and WestsideRentals com
Thesenineuniquerentersitesofferexpansiveexposurefor available home rental listings. The Apartments.com network reaches 70+ million monthly visitors of in- market renters nationwide, driving qualified traffic and highly engagedrenters
Beyond the transaction An ongoing relationship
Even after the transaction, our commitment to service continues I remain dedicated to my clients and will promptly respond to any requests or questions you may have as you seek to live the best life possible in your new home My passion is knowing the communities we serve inside and out, and I want to be a continuous resource for you
At Engel & Völkers, we take a long-term view of our client relationships Through our research and interactions, we further understand your preferences to provide ongoing customized service for your future real estate needs. We also aim to impress you with the high-quality service we provide so we can continue as your advisor and potentially one to your friends, colleagues, and family members as you seek to achieve your future real estate goals.
Engel & Völkers Cares
Special Olympics
As a proud participant in the Engel & Völkers Con- tribution at Closing program that benefits the amazing work of our philanthropic partner, Special Olympics, Engel & Völkers advisors have the opportunity to make a financial donation onyourbehalfincelebrationofyournextchapter.
We are a proud champion of Special Olympics, an organization that for more than five decades, has been committed to raising awareness and changing the perceptions that often stigmatize people with intellectual disabilities Special Olympics provides a community for its athletes to develop physical fitness, demonstrate courage, experience joy, and develop friendships with their fellow athletes.
The funds raised through Contribution at Closing support Special Olympics’ work and initiatives across North Americaandenhanceprogramsonalocallevel
Cruz Varela +1 (508) 332-6815
Engel & Völkers Boston 46 Gloucester St. | Boston, MA 02115
cruz.varela@evrealestate.com cruzvarela.evrealestate.com
