Thank you for contacting us regarding the potential sale of your property. There are seven areas of expertise and proficiency required of an agent to maximize the sale of your property. Value and Pricing Preparing Your Property for the Market Marketing Cooperation with Other Agents Buyer Acquisition Negotiation Systems, Support and Execution
This book is the first step in outlining our expertise and experience in these critical areas; which, when viewed as a whole, sets the bar for a real estate specialist. Our goal, through experience, study and practice is to achieve the next level: Trusted Advisors to you in all matters of Real Estate. In addition, it will set out the process we follow to prepare for our first and subsequent appointments and what you may expect during each. We look forward to our meeting.
Gayle Henderson PC, REALTOR速
Certified Luxury Home Marketing Specialist
Experience Real Estate Like Never Before...
1
Steven Klemow PC, REALTOR速
Certified Luxury Home Marketing Specialist
www.AZLuxuryCollection.com
PROFESSIONAL RESUME Professional Designations
Evidence of dedication to profession and continuing education BS GRI CRS ABR ePRO CLHMS CDPE CIAS rCRMS REO CNE
University of Southern California Graduate of REALTORS Institute Certified Residential Specialist Accredited Buyers Representative Internet Real Estate Professional Certified Luxury Home Marketing Specialist Certified Distressed Property Expert Certified Investor Agent Specialist Certified Risk Management Specialist Certified by Five Star Institute Certified Negotiation Expert
Professional Associations
A true believer of giving back and power of networking Arizona Real Estate License National Association of REALTORS Arizona Association of REALTORS Scottsdale Association of REALTORS Residential Sales Council Star Power Speaker Bureau Luxury Marketing Million Dollar Guild
GAYLE HENDERSON PC Certified Luxury Home Marketing Specialist (602) 850-4335 (888) 233-0682 gayle@thegaylehendersongroup.com www.AZLuxuryCollection.com
Business Experience
A strong background of business and client service skills August 1998 - present August 1993 - 1998 May 1989 - April 1993 July 1979 - May 1989 Sept 1967 - June 1979
RE/MAX Excalibur 10458 East Jomax Rd #100 Scottsdale, AZ 85262
RE/MAX Excalibur Russ Lyon Realty Co. Hanasport Active Wear/Marketing Freelance journalist & Food Professional Secondary School Teacher
Achievements A snapshot of success
RE/MAX Hall of Fame 2001 RE/MAX Lifetime Achievement 2005 Frequent Speaker for Industry Events held by National Association of REALTORS, Women’s Council of REALTORS, and RE/MAX International among others
Experience Real Estate Like Never Before...
www.AZLuxuryCollection.com
PROFESSIONAL RESUME Steve’s path to real estate was a natural migration. A resident in Arizona for 34 years, Steve graduated from ASU, and built a successful business in the finance and mortgage business for nearly ten years. It was easy for him to gravitate to real estate combining his many skills and knowledge. A REALTOR® since 1990, Steve has completed over 100 transactions in land, in combination with tremendous success in both residential resale and new- build sales.
Professional Designations
Evidence of dedication to profession and continuing education CLHMS RSPS
Certified Luxury Home Marketing Specialist Resort Property Specialist
Professional Associations
A true believer of giving back and power of networking Arizona Real Estate License National Association of REALTORS® Arizona Association of REALTORS® Scottsdale Association of REALTORS®
STEVEN KLEMOW PC RESORT HOME SPECIALIST
(602) 908-9155 Steve@AZLuxuryCollection.com www.AZLuxuryCollection.com
Business Experience
A strong background of business and client service skills 2011 - present 1990 - 2011 1983 – 1990
RE/MAX Excalibur 21803 N. Scottsdale Rd., Suite 100 Scottsdale, AZ 85255
RE/MAX Excalibur Realty Executives Designated Broker, Centennial Mortgage
Achievements A snapshot of success
RE/MAX #3 Ranked Individual, Arizona 2014 YTD RE/MAX #6 Ranked Individual, SW Region July 2014 RE/MAX #4 Ranked Individual, Arizona July 2014 RE/MAX #9 Ranked Individual, Arizona 2013 RE/MAX Platinum Club 2013 Realty Executives Diamond Club Award 2002 - 2007 Realty Executives Double Diamond Club 2005 Realty Executives Executive Club 1992 - 2011 Realty Executives Hall of Fame, 15-Year Anniversary 2005 Realty Executives 100% Club, Top Production 2002 - 2010 RE/MAX Breakthrough Performer
Experience Real Estate Like Never Before...
www.AZLuxuryCollection.com
TEAMWORK team [teem] noun a group of people organized to work together toward a cooperative goal
Our hand picked team of specialists have decades of real estate experience. Each team member is a specialist in their role and work together toward the goal of a successful transaction on your behalf.
Gayle Henderson PC Luxury REALTOR® Partner
Steven Klemow PC Luxury REALTOR® Partner
Trish Strong REALTOR® Marketing Director
Terry Robinson REALTOR® Transaction Coordinator
Michelle Asterino REALTOR®
Experience Real Estate Like Never Before...
www.AZLuxuryCollection.com
WHY CHOOSE A RE/MAX AGENT? It’s simple. Surround yourself with success. As with most successful businesses, the majority of real estate sales is conducted by a small percentage of people.That is, the most productive and hard working agents. RE/MAX is a global real estate network of franchise-owned and operated offices with nearly 90,000 sales associates in 90 countries. Those agents constitute the world’s most productive real estate sales force. Through their efforts, they’ve made it possible to say that nobody in the world sells more real estate than RE/MAX.
STATS
Gayle and Steve network with top agents around the world (and from other companies). This strong network allows her to market her properties to buyers both locally and internationally.
productivity Phoenix, Arizona
Would you rather have the most agents...or the best agents? In real estate, having the most agents doesn’t mean much. Having the most productive agents means everything. In the Phoenix area, RE/MAX agents average the most transaction sides per year. It’s simple... RE/MAX is the most productive sales force in real estate.
FOR MORE INFORMATION, VISIT REMAX.COM
RE/MAX
Keller Williams
Realty Executives
West USA
Coldwell Banker
Russ Lyons
Realty One
HomeSmart
Source: ARMLS, date range is January 1, 2013 – December 31, 2013. ©2014 RE/MAX, LLC. All rights reserved. Each RE/MAX® real estate office is independently owned and operated. 140056
Experience Real Estate Like Never Before...
www.AZLuxuryCollection.com
GIVING BACK RE/MAX International is involved in several charitable organizations such as the Children’s Miracle Network, Susan G. Komen Home for the Cure, and The RE/MAX Relief Fund. Locally, Gayle and Steve are involved with Sentinels of Freedom Scholarship Fund, Arizona. With every home she sells, she donates a portion to this important charity. Sentinels of Freedom is a community non-profit organization that provides transitional services for wounded serve members returning home from war. This four year scholarship includes rentfree housing, mentoring, education, career placement, new adaptive vehicles, and more. To learn more, visit www.sentinelsoffreedomaz.org If you would like us to redirect our donation on your behalf to a charity close to you, just let us know!
Experience Real Estate Like Never Before...
www.AZLuxuryCollection.com
OUR PROCESS There are hundreds of tasks involved in properly staging, marketing, and selling a property in Arizona. Gayle and Steve have created a strong and proven system to handle every detail so that you can concentrate on moving into your next home. We realize your time is to be valued. Let us take some time to briefly familiarize you to our process so when we meet, we can focus on your questions or concerns.
Experience Real Estate Like Never Before...
www.AZLuxuryCollection.com
PRIOR TO OUR APPOINTMENT Before meeting with you, Gayle and Steve will complete some basic research including, but not limited to: Accessing and printing tax record and assessment data from the multiple listing tax database as available. Conducting an online search of the specific information on your proper ty: Deed Recorded Plan(s) Deed Restrictions Easements Rights of First Refusal Mortgage Information A general search of recent sales and competing offerings is undertaken and will be further refined after the first appointment and inspection of your property. Begin the process of drafting a Competitive Market Analysis for your property.
Experience Real Estate Like Never Before...
www.AZLuxuryCollection.com
2
OUR FIRST APPOINTMENT At our first meeting, Gayle and Steve will answer your questions and gather sufficient information to prepare a detailed, written and documented Opinion of Value that will be presented at the second appointment. Without a thorough gathering of information at your property, it is impossible to prepare a meaningful price opinion. Aside from getting to know one another. the initial appointment will include: A consultation that will lead to a full understanding of your goals and expectations. A discussion of the laws of agency. I will then ask that you sign a form confirming this discussion, a requirement of Arizona License Law. A tour of your property where you point out details and items of interest that only you, as the owner, would be aware. At second walk through, notations will be made for Market Preparation Checklist regarding steps that you might consider undertaking to enhance the market value of your home and shorten the time on market. Professional exterior and interior photos will be taken once the listing agreement is signed.
Experience Real Estate Like Never Before...
www.AZLuxuryCollection.com
2
AFTER FIRST MEETING and PRIOR TO SECOND MEETING A draft of the Competitive Market Analysis will be completed and the field of comparable sales and competing offerings will be narrowed to include those most similar to your property based on Gayle and Steve’s inspection. Certain properties will require adjustments to account for differences between your property and the recent sales. This will allow us to arrive at sales prices for the comparables that are more meaningful in the prediction of the selling price for your property.
Experience Real Estate Like Never Before...
3
www.AZLuxuryCollection.com
SECOND APPOINTMENT The second appointment ideally takes place at our office but can take place over the telephone if necessary. We will present the marketing plan and my price opinion. Keep in mind that the price suggested in the Competitive Market Analysis is only the first step in deciding on the initial offering price of your property. We will discuss the marketing process and any questions you have will be answered. Initial agreement on the offering price will be made and kept confidential between us. If we agree that additional input should be considered, we will leave the price out of our listing agreement temporarily. Lastly, Gayle and Steve will provide a checklist that will help you prepare your home for photography.
Experience Real Estate Like Never Before...
www.AZLuxuryCollection.com
4
È
PRE-MARKETING An important part of our marketing plan happens before we ever ‘go live’ in the multiple listing service. We never get a second chance at a first impression, and selling your home is no different. Over 90% of buyers will first see your home online. So our main marketing focus needs to be on how we present your home to the world. Most homes can use a little ‘freshening’ up before we hit the market. It is important we open up space for the buyer to imagine themselves in the home. We suggest starting packing by removing family photos and valuable collections. It is also important to try and remove any extra furniture or boxes that may make the home feel smaller. Once we are ready for photography, we will order a twilight session from our professional photographer. We strongly suggest preparing your home before they arrive so they can use their time to take as many photos as possible.
5
Experience Real Estate Like Never Before...
1
MINOR HOME REPAIRS
2
LIGHT STAGING
3
PHOTOGRAPHY
4
HOME NARRATIVE
5
MARKETING COLLATERAL
6
OPEN HOUSE
È È È È È
www.AZLuxuryCollection.com
Ăˆ
VIRTUAL TOURS & SOCIAL MEDIA Our professional photographer is one of the most respected real estate photographers in the valley. Daytime and twilight photos will be taken to showcase your home in the best possible light. We will then create a virtual tour that will be posted on popular sites such as YouTube, Realtor.com, Zillow. com, and other popular real estate search engines.Your home will be marketed on hundreds of websites for buyers to find.
5
Experience Real Estate Like Never Before...
www.AZLuxuryCollection.com
Ăˆ
W.I.S.E.R. HOME PROGRAM Gayle and Steve created a special marketing program for homes to help ease the comfort of a buyer called the Certified Luxury W.I.S.E.R. home. The advantage as a seller is to be aware of any surprises before we get close to the closing. The program suggests that the seller: Provide a Home Warranty and Disclosure Report Conduct a Home Inspection Before we Go Live in the MLS Have your home professional Staged, if needed Get a professional Market Evaluation or opinion of value Address Repairs found on the Inspection You can talk in more detail about the program when you meet with Gayle and Steve. www.CertifiedWiserHome.com
5
Experience Real Estate Like Never Before...
www.AZLuxuryCollection.com
A MENU OF MARKETING PLANS No two homes are exactly alike and so we have created a menu of services for you to choose from that caters to your needs and wishes as a seller.
BY OWNER ASSISTED SERVICES
For those who wish to do everything on their own with the help of the MLS. • • • • •
Initial consultation with homeowner Comprehensive marketing analysis Listing in Multiple Listing Service Sign in the yard (if applicable) Lockbox on property
SILVER SERVICES
In addition to all items in the “By Owner Assisted Services”, the following will be included
• • • • • • • •
Implementation of the “Virtual Tour” Color brochures Property Home Book Just Listed Postcard to Neighborhood - Open House Internet Syndication E-flyer to local real estate agents Showing feedback services Open Houses, at owner discretion.
BRONZE SERVICES
In addition to all items in the above programs, the following will be included:
• Special incentives: not to exceed 1/2% of sales price, to be offered to the buyer in an attempt to shorten days on market.
GOLD SERVICES
In addition to all items in the above programs, the following will be included: • • • • • • • • • • • •
Development of a multiple page property flyer with engaging narrative and professional photos Custom home book with detailed property information Personal website with domain name where buyers can receive detailed information on property Special feature tent cards displayed where appropriate Personalized water bottles and tent card for visitors One year home warranty VoicePad text messaging service Print advertisement in RE/MAX Collection magazine or appropriate magazine Regular market reports detailing showing feedback and marketing activity of the home Agent tours/open house Feature blog about property Social media announcements
Experience Real Estate Like Never Before...
www.AZLuxuryCollection.com
PRICING STRATEGY The biggest factor in the marketing of your home is your listing price. First, we want to evaluate your motivation and time frame for selling your home. For instance, if you are relocating you may want to be aggressive with your pricing to get multiple contracts quickly. However, if you are testing the market and don’t have to move right away, you may choose to price your home above market and see if you get any interest. In general, the higher the listing price the longer it takes to sell. Gayle and Steve will do an extensive comparative market analysis and give their opinion on what the market value of your home may be. You may want to consider having an independent appraisal done on the property.
5
Experience Real Estate Like Never Before...
www.AZLuxuryCollection.com
PROPERTY WEBSITE AND PRINT MARKETING Buyers want information quickly. We provide a complete property website for your home which includes photos, videos, school information, neighborhood information, documents, and more. The website is search engine optimized and advertised on social media as well as CraigsList and YouTube. We will also provide full color property brochures for the property for buyers to take home with them. Newly listed postcards will also be mailed out to the surrounding area to help with ‘word of mouth’ advertising.
5
Experience Real Estate Like Never Before...
www.AZLuxuryCollection.com
THE RE/MAX COLLECTION Only the most exceptional homes qualify for status in The RE/MAX Collection - homes that reflect desires for luxury and quality. For those homes priced from $1,000,000 and up, we have a specially designed marketing program. • Special real estate signage • Listing on www.remaxcollection.com • Cover and full page ad in The RE/MAX Collection global magazine • Targeted distribution to luxury clients around the globe • Four-page property brochure - mailed to your neighborhood and targeted buyers • Open house for top luxury real estate agents in the area
5
Experience Real Estate Like Never Before...
www.AZLuxuryCollection.com
RESORT AREAS TARGETED MARKETING Gayle and Steve send a high quality brochure on a monthly basis to several golf and resort communities in the North Scottsdale area. Each piece is specifically branded to the community and provides homeowners vital community and real estate information. With this amount of exposure, Gayle and Steve not only have a strong pulse on the golf and resort market, they attract high quality buyers to their personal listings.
5
Experience Real Estate Like Never Before...
www.AZLuxuryCollection.com
PERSONAL NARRATIVE & PROPERTY BOOK Buying a home can be an emotional decision as much as a financial one. Our mission, in creating our marketing, is to ‘connect’ with buyer. An engaging narrative paired with stunning images of your home and community are displayed in a hard-cover bound book which is displayed in the property for buyers to enjoy.
Experience Real Estate Like Never Before...
www.AZLuxuryCollection.com
PROPERTY BROCHURE TARGET MAILING Once our initial marketing phase has been completed, we construct a ‘tri-fold’ brochure that is directly mailed to a targeted mailing list within your area to notify community members that your home is on the market and available to purchase.
5
Experience Real Estate Like Never Before...
www.AZLuxuryCollection.com
MAGAZINE ADVERTISING IN US & CANADA With a distribution of 20,000 copies direct mailed across the United States to luxury homeowners,The RE/MAX Collection Magazine reaches hand-selected affluent homeowners and second home buyers. Digital editions are distributed to 80,000+ RE/MAX Associates across the globe, perfect for marketing your home internationally.
Experience Real Estate Like Never Before...
www.AZLuxuryCollection.com
THE CONTRACT & NEGOTIATIONS Marketing is important but the ability to negotiate your purchase contract is critical to the success of your sale. This is where our experience goes to work for you. The ability to defend market value and read through the intricacies of the real estate purchase contract are Gayle’s strengths. She will protect your interests and do whatever she can to secure a qualified buyer for your home. Once we are under contract, our transaction coordinator will work closely with Gayle to keep on top of every contingency of the contract to ensure we are headed toward a smooth closing.
5
Experience Real Estate Like Never Before...
www.AZLuxuryCollection.com
THE CLOSING AND AFTER-SALE SERVICE We are here to help you with your move. If you are moving out of state, we can help introduce you to top agents around the world to help you. If you need a reliable moving company, we can offer some vendor referrals that have come highly recommend by our past clients. Whether you are moving in town or out of state, we are always here to be of service!
5
Experience Real Estate Like Never Before...
www.AZLuxuryCollection.com
LUXURY HOMES SOLD BY GAYLE & STEVE
PARADISE VALLEY
CAREFREE
SCOTTSDALE
Experience Real Estate Like Never Before...
www.AZLuxuryCollection.com
Another Fine Home Sold by Steve & Gayle in Mirabel
We look forward to meeting with you soon. If you have any questions, please do not hesitate to call.
GAYLE HENDERSON PC
REALTOR速 ABR, CRS, CLHMS, CDPE, CIAS, EPRO, GRI, CNE
(602) 850-4335 (888) 233-0682 Gayle@AZLuxuryCollection.com
STEVEN KLEMOW PC REALTOR速, CLHMS, RSPS
(602) 908-9155 Steve@AZLuxuryCollection.com www.AZLuxuryCollection.com
Experience Real Estate Like Never Before...
www.AZLuxuryCollection.com