Selling 336 Russia Ave
A BRIEF INTRODUCTION TO J E S S W I L L I A M S + L A U R A TAY L O R
Introduction . . .......................................................................................3 Our Team. . ...........................................................................................4 The Market........................................................................................ 10 The Marketing................................................................................... 16 Your Transaction T imeline.................................................................. 33
Dear Teh, Thank you for reaching out to discuss the sale of your home! We plan to personally ensure that you get the highest possible price for your home, and we’re thoroughly committed to making sure you’re involved in every step of the process. This book has a wealth of information to help introduce you to the selling process, including a bit more about our personal team and our brokerage, Compass, as well as insights into both the market and the marketing. Don’t worry if it feels like a lot right now, we’ll explain it all! We can’t wait to chat more, thank you again for this opportunity.
Jess Williams Broker Associate Compass Real Estate
Laura Taylor Sales Associate Compass Real Estate
DRE 01428113 415.828.6164 email@example.com
DRE 00887826 415.250.1306 laura.taylor@compass.
Welcome to a superior selling experience with Jess and Laura. I’ve been in real estate for 15 years, working my way into the top tier through a steadfast commitment to authentic relationships and results with integrity. I believe that selling a house is a most momentous milestone in a person’s life, so it should be personal and fun. I’ve always been an early adopter of technology, and I have an exceptional ability to interpret analytics and real-time market data. I have a personal marketing team who will build and execute strategic, innovative, data-driven plans across multiple mediums in order to maximize exposure for your listing. You’ll get a customized proposal when we meet, and regular metrics once we get to work so that you can be involved in the process every step of the way.
I love traveling and supporting sustainable philanthropy, a longterm goal of mine being to build an animal sanctuary that supports underserved youth via internships. I also donate a portion of every commission check to a local charity.
I entered real estate sales in 1983 after a career in pediatric intensive care nursing at UCSF. Although a native of Vermont, I’ve lived in San Francisco since 1973, and my interest in local architecture and the often curious evolution of the diverse neighborhoods is what propelled me into real estate. I’ve experienced tremendous success selling houses, condominiums, residential investment properties, and new development projects throughout various neighborhoods, and have received distinguished awards as a Top Producer.
Laura Taylor 4
I’ve garnered attention for my innovative advertising, like my marketing of 710 Ashbury, the old “Grateful Dead” house that was showcased on the front page of the Chronicle, as well as CNN, BBC, The London Times, and more. My many years of sales experience and involvement in the community have provided me with a commitment to excellence that helps my clients maximize their real estate goals. With each commission check, I donate a percentage to local charities.
Our team is committed to excellence at every level. Analise Electra Smith-Hinkley, Marketing Director Analise is a Marketing Communications professional specializing in copywriting, brand identity, and strategic marketing campaigns. A UC Berkeley alumna, sheâ€™s spent a decade in marketing and PR for industries ranging from higher education to e-commerce. Breadth of experience and love of analytics has gifted her with a uniquely varied perspective extending beyond real estate. She works exclusively for our team to ensure a sellerâ€™s property is effectively promoted to the right audiences.
Alex Hoffman, Associate Agent Alex brings nine years of experience and exceptional service to her clients. Her interest in real estate is derived from her love of historical architecture, people, photography, and all things San Francisco. Alex enjoys the personal nature of the business, making it her mission to transform a complex transaction into a stress-free, digestible, and enjoyable experience for her clients. She combines thorough analysis of property and market data with aggressive negotiation, hyper-responsiveness, and exquisite attention to detail.
Patrick Carlisle Chief Market Analyst
Anita Marie Head
Partner, Managing Broker
Sally Stull Owner, Managing Broker
Our clients will tell you we’re “absolutely the best choice.” Trust is the foundation of both our success and our drive as agents. Our ability to form meaningful relationships with clients, agents, and vendors alike is how we get more of what you want, faster. Our clients are everything to us, so while our relationship might start with the sale of your home, we’re with you for the long haul and whatever life brings you.
Praise for Jess Williams
Praise for Laura Taylor
“There may be no agent better able to help you navigate the waters and keep a steady hand on the tiller than Jess Williams. Jess is not only a seasoned veteran—he has made several valuable professional connections from his years of work in the area and has amassed a wealth of insider knowledge to help guide you through all aspects of a home purchase—from recommendations on neighborhoods to evaluating values; inspections to bidding; all the way through every detail of closing.”
“We observed how Laura interacted with her colleagues, brokers from other agencies, as well as people in general, and she handled each exchange with ease and sincerity. With Laura, it’s never about her, she focuses on the people she is interacting with.” “Laura studied the market diligently and spent endless hours behind the scenes working on our behalf. Laura is a problem solver and thinks in creative ways. She exhibited confidence and clear thinking, regardless of the issue.”
“Jess not only has an uncanny ability for predicting the sale price of houses, he’s a really warm person who served as an invaluable adviser during this whole process. He knows the market really well and is very connected.”
“Laura is absolutely the best choice we could have made when maneuvering the complicated process of selling our home. We had a significant amount of hard earned money at stake and Laura ‘got that.’”
“I tend to be pretty picky and frequently feel like there’s always a better option out there, but with Jess I’m completely confident I had the best agent! He’s hard working, incredibly knowledgeable, and a wonderful person.”
“We’ve worked with 4 different real estate agents while buying and selling our various homes. The agents we hired to represent us were also recognized as top performers in their markets. Even compared to the most successful in her field, Laura stands out as a superior agent.”
Weâ€™re proud to offer 49 years of real estate experience.
Our brokerage, Compass, is internationally renowned. We are proud agents with national brokerage Compass, which takes a tech-driven and personalized approach, combining a collaborative agent community, in-house creative agency, and the industry’s most tenured leadership team, featuring more than 150 designers, creative producers, and marketing strategists hailing from top brands.
With Compass technology, we can provide you the best insights: We have access to superior real-time market data, as well as top-of-the-line analytics that allow us to better price your homes when you’re ready to sell, and to determine the best time to be on the market to get you the highest possible price.
Compass is the #1 real estate brokerage in the Bay Area with more than 20% market share and an extended personal network of 4,000+ agents; this vast network gives us a deeper reach within the broker community.
Compass knows marketing: Syndicated listings in 52 countries, 800+ international websites, and on Compass.com where traffic averages 1.9M+ monthly page views.
We donate a portion of every commission check to charity. Laura and I are committed to the betterment of our community. Through volunteer efforts as well as charitable donations, we actively support local organizations in their efforts to improve the Bay Area and the living conditions of others. Our Compass Community Fund is well on track to giving $1M for 2018. We would be honored to contribute a portion of our commission from the sale of your property to one of the organizations below to which we’ve contributed in the past, or an alternative local cause of your choice.
Prior Recipients Family Builders By Adoption
Family House, Inc.
Stop AIDS Project
AIDS Memorial Grove
Marin Food Bank
Claire Lilienthal School PTA
Project Night Night
Music In Schools Today
Grupo De La Comida
Jewish Family and Children’s Services
Our Family Coalition
Little Brothers-Friends of the Elderly
North Beach Citizens
Enterprise for High School Students Community Housing Project
Leadership High School Mission Graduates
SF Sewing and Quilting Collective Leap Arts and Education Support for Families Gateway High School Random Acts Dance Out Diabetes Felidae Conservation Fund Rooms That Rock for Chemo Brandeis Hillel Day School Musical Theater Works Stonestown Family YMCA Leah’s Pantry
Richmond/ERMET AIDS Foundation
Centro Las Olas
Hearing and Speech Center
We use superior technology to valuate your home. Beginning in Spring of 2012, the San Francisco real estate market surged back. Fueled by the tech industry and its newly minted wealthy individuals and spurred on by historically low interest rates, buyers enthusiastically jumped back into the housing market, and not just within San Francisco proper! Optimism continues to soar and due to the significant shortage of inventory, buyers continue to scramble for homes while sellers enjoy a robust sellersâ€™ market.
Valuation Our ability to analyze the market and evaluate your property is aided by our Compass Valuation tool, created by industry-leading engineers and data scientists to offer advanced, in-building view and rich search capabilities. We can instantly compare your home with similar properties to accurately determine its value.
The sellerâ€™s market continues in San Francisco.
Median sales prices in Excelsior continue to rise.
House appreciation trends in Excelsior are similarly positive.
Weâ€™re ready to showcase the natural appeal of your neighborhood. Named by Smithsonian Magazine as the fourth best small town in America, Mill Valley is a storied Bay Area delight. Mill Valley is just 14 miles north of San Francisco across that monumental bridge, effectively existing as a picturesque but nearby escape from the urban crowding and noise of its southern neighbor. Itâ€™s also equally steeped in history, having been home to the Coast Miwok 6,000 years ago, mid-19th century train stations, and 1920s speakeasies alike. A hundred years of incorporated history plus the nearby natural splendor of Mount Tamalpais, the Point Reyes National Seashore, and the Headlands make for a city that offers both a contemporary city feel and a retreat from that very stereotype.
Here’s a snapshot of similar properties selling in Excelsior. Subject Property ADDRESS 54 Bayview Terrace
Recently Sold ADDRESS
108 E Strawberry Dr
127 Richardson Dr
111 E Strawberry Dr
123 Ricardo Rd
272 Ricardo Rd
202 Meda Ln
126 Belvedere Dr
The right initial pricing can add up to thousands of dollars. Homes that sell without price reductions typically sell for about 12 to 13 percentage points more on a Sales Price to Original List Price percentage basis than homes that go through one or more price reductions before sale. They also sell much more quicklyâ€”45 to 60 days faster on average. And, for every 3 or 4 homes that sell, another listing expires or is withdrawn from the market (i.e. doesnâ€™t sell at all) typically because prospective buyers perceive it as overpriced.
Price it right from the start
Prepare the home to show in the best possible light
Hire an agent who knows how to negotiate effectively on your behalf
Implement the most comprehensive marketing plan possible
Create a sense of urgency and opportunity among prospective buyers
Ironically, instead of getting more money, overpricing usually stigmatizes a property and reduces the eventual sales price to less than it would have been with more realistic pricing. The right initial pricing can add up to tens, even hundreds of thousands of dollars.
The majority of buyers are finding their homes just two ways. The next owner of your home could be searching for properties anywhere. That’s why we’ll pair predictive data with a multifaceted marketing plan— to ensure your listing is seen by each and every prospect.
51% Buyers who found their home online
30% Buyers who found their home by working with a dedicated buyer’s agent
19% Buyers who found their home via signage, networking, print ads, or other method Source: National Association of Realtors, 2018
We employ strategic integrated marketing for maximum results.
Networking in the real estate and business communities
Showcasing your property at in-person events
Marketing a property in 2018 more than ever requires a well-considered combination of coordinated efforts across multiple platforms and outlets in order to maximize our audience. In taking a multifaceted approach to promoting your home, we effectively ensure that it is nearly ubiquitous among our desired demographic: if someone doesn’t happen to read the Chronicle, we’ll get them on social media, and if they log off the digital realm, they’ll open their mail to a “Just Listed” postcard, and so on. The point of making ourselves essentially unavoidable is of course to create a broad pool of potential buyers, which increases the likliehod of a competitive bidding environment. See: a prime set-up for getting you the highest possible price for your property.
Integrated digital advertising and social media marketing
Print collateral, direct mail, and advertising
We find it helpful to break down our integrated strategic approach into four core arenas, each of which we’ll leverage in the ways most conducive to the medium, while simultaneously ensuring our overarching campaign is cohesive.
1. 2. 3. 4.
Networking On-site events Digital marketing Print marketing
Our customized, multichannel approach is led by experts. Thanks to our marketing savvy and personal MarComm team, our ability to offer more marketing and at a higher level is what sets our team apart from others and ensures you get a higher price for your property.
Foorplan & virtual tour
Inclusion on agent sites
Open house invitations
Newsletter inclusion Company email inclusion
Window decals Open house signs
First impressions and staging are paramount for attracting buyers. Prospective buyers are looking for a space they can make their own, and in this fast-paced market we only get one chance to make a killer first impression; regardless of current market conditions, properly prepared homes sell for a higher market price and in less time than unprepared properties. So before we do any marketing, we make simple adjustments that dramatically impact your listing’s perceived appeal. We invest in visual editors, creative producers, and the industry’s most respected photographers to capture your home’s ﬁnest selling points, with our vendors’ work having appeared in Dwell, Architectural Digest, Elle Decor, The Wall Street Journal, Town & Country, and more.
Donâ€™t worry, Compass Concierge will help you pay for it. Compass Concierge makes house prep more manageable by covering the upfront costs associated with improvements like staging, painting, deep cleaning, landscaping, and decluttering. Our team will develop a tailored project plan with suggested home improvements and updates to prepare your home for the market, and youâ€™ll contract directly with home improvement service providers. Invoices should be sent to us, and we will submit to Compass. When your property closes during the term of the Listing Agreement, Compass Concierge will issue an invoice reflecting the total cost of the services rendered. Payment for the services will be collected using your preferred payment method at the earlier of (a) the actual closing of the property or (b) the one-year anniversary of your participation in the program. In the event that your property does not sell or the Listing Agreement is terminated for any or no reason (including the property going off market), Compass Concierge will collect any actual costs incurred by the home improvement work performed (within 15 days).
We’ll garner early buzz for your property through pre-marketing. We’ll drive buyer interest and buzz with “Compass Coming Soon” and Top Agent Network (which is accesible to only to us top 10% of agents), which afford prospective buyers a glimpse of your home before it even ofﬁcially comes on the market.
Create Early Demand Listing your property ﬁrst on exclusive networks can build anticipation among potential buyers, drive up its value, and shorten the sales timeline.
Drive Excitement By creating visibility for your home early on, we can start engaging our network. 2.4x more potential buyers will attend the open house of a Coming Soon listing.
Get More Exposure Build momentum by launching your home twice: ﬁrst on Compass.com, then to the rest of the market, taking advantage of a strategic promotional phase of marketing.
Targeting key audiences with fun and exclusive events is our forte. There’s no better way for buyers to experience a home’s merits than in person: 45% of buyers attend open houses over the course of their search process. In addition to the classic Open House, we also showcase your property to the neighbors, and to our fellow agents, inviting all potential connections to experience the highlights of your property themselves.
Neighbor Preview An exclusive opportunity for neighbors to check out the property in advance of and separate from official open houses; this satiates their curiousity, builds interest and buzz from the start (you can count on them talking to their friends), and provides us with insight as to what kinds of questions prospective buyers will ask.
Open House The classic way to showcase your property to prospective buyers. Our team always offers hot catered lunch and makes a point of being there—no lockboxes or stand-in agents.
Broker Tour A weekly opportunity for real estate agents to see what’s on the market. We get face time with key players who may have clients looking for a place exactly like yours, and who will help spread the word about your property.
Weâ€™ll drive traffic to your listing to capture your ideal buyer profile. In order to get your listing in front of the right audience, we attract prospective buyers to Compass.com, at which point we can leverage their site activity and saved preferences in order to determine the demograhpic and behavioral profile of your prime buyer candidates.
Your prospective buyer decides theyâ€™re interested in purchasing a property
They arrive on Compass.com via paid ads on Google or Facebook, social media, press coverage, or organically
Once on the Compass site, they determine their search criteria, including price point, neighborhood, and desired layout
We track these browsing preferences and use them to form your listingâ€™s buyer profile
We then deploy digital listing campaigns, targeting users based on these characteristics
Showcasing your property is a breeze with a personal website. Buyers will feel like theyâ€™re at your property even before they get there in person, thanks to a property website that includes floorplans, high-quaity photography, and a virtual tour accessible 24/7. We use Open Homes Photography, whose listed homes sell for 8% higher than asking price.
Schematic Floor Plan
Matterport 3D Tour
Neighborhood Map 25
Digital advertising is an art, and weâ€™re classically trained. Buyers have increasingly gone online, and our team well-versed in creating a superior digital presence, ensuring your home will get unsurpassed local, national, and global exposure. Your home will be posted to hundreds of real estate websites in addition to ads on other popular digital hubs to seize the attention of buyers everywhere, with your home presented in the most compelling way possible. Compass.com alone has more than 1.9M monthly page views. Using a combination of relevant digital publications from the Chronicle to Timeout San Francisco to Architectural Digest, we create beautiful and instantly impactful posts through which we engage brokers and buyers every day, keeping a close eye on analytics to gauge our progress and adjust our approach as needed.
Average monthly page views on Compass.com, where your property is presented via an intuitive, searchable platform
Partner websites to which your listing is automatically syndicated for maximum digital coverage
We create compelling emails for unparalleled open rates. Email continues to be the most effective form of digital marketing, surpassing both search engine use and social media browsing as the foremost online activity cited by studied internet users in 2018. Together with my personal Marketing Director, we create compelling and effective dedicated emails about your property, and we include it in additional comprehensive emails and e-newsletter. Our slick design with high-res photos, creative copy, and interactive media alongside prominent call-to-actions results in higher-than-average clickthrough and a look and feel distinct from the standard approach of our peers’.
• • • •
We send emails about your property weekly to 6,000+ active real estate agents in and around San Francisco 15,000 luxury agents worldwide receive our Compass Connect newsletter We include your property in my monthly newsletter when the timing is relevant, either as a “Coming Soon” or as a “Currently Listed” Our average email open rate exceeds 50%, compared to the real estate industry average of 19.67%
Data according to MailChimp and Striata as of 2018
Our social media marketing is grounded in demographic precision. Across Facebook, Instagram, and Twitter, weâ€™ll create an effective portfolio of shared and and boosted organic posts, and dedicated social media ads; in both cases, we can evaluate performance as we go, editing content and adjusting ad spend accordingly. Social media is integral to spreading buzz about your proprety, as its very nature is predicated upon people sharing content with each other, in a way that traditional digital advertisingâ€™s is not.
Compassâ€™ social media presence alone is prolific, and we have access to all of it to showcase your property, sharing it across a variety of high-traffic platforms.
15M Our total audience on social media
133K Our following across all social media
2.1M Total views on Compass YouTube channel
Facebook ads are extraordinarily cost-effective while also offering the opportunity to target very specific audience demographics, from age and gender, to activities they like and where they live.
By posting across multiple handles, the collective reach amounts to tens of thousands of people who are invested in their local community. This is a great vehicle for our PR-based angle.
1.4 billion daily active users worldwide
335 million monthly active users
$4.3 billion avg. quarterly advertising revenue (US & Canada)
2 billion search queries per day
A primarily visual platform, Instagram offers a natural showcase for both your property and the appeal of the surrounding neighborhood. Joint campaigns between this and Facebook maximizes exposure while remaining cohesive.
YouTube is often overlooked, but shouldn’t be, as it’s not just for kids or frivolous vlogs: on mobile alone, YouTube reaches more 1849 year-olds than any broadcast or CABLE TV network. Plus, the platform is perfect for high quality videos of your home.
77.6 million US users
1 billion monthly active users
Second largest search engine, third most visited site after Google and Facebook
1,000,000,000 average mobile video views per day
We understand the power of print in elevating your property. Digital may dominate, but we make sure never to underestimate the power of print, particularly among a more discerning and higher income demographic. Every single marketing piece we createâ€”from multipage brochures to custom mailers to open house handoutsâ€”creates a cohesive story around your property and elevates it to luxury. We print our high-end brochures on heavy stock paper, and make sure theyâ€™re available at your property for potential buyers and agents alike.
Collateral Formats Postcards Notecards Bi-folds Mailing brochures Tri-folds Gate-folds
“Just Listed” postcards generate excitement among locals. Inquiring minds will want to know! I mail X-large 11” x 5.5” “Just Listed” postcards to more than 500 neighbors around your property; choose from a variety of designs, all of which showcase your property in the best light and stand out from typical real estate mail. These postcards drive hyperlocal anticipation: neighbors care abut who comes in to their neighborhood, and tend to share with their contacts, which exponentially extends our prospect reach.
Jess Williams DRE 01428113 415.828.6164 firstname.lastname@example.org
Beautiful print pieces augment the highlights of your home in person. Neighborhood Map
156 Lombard Street Neighborhood Amenities 2
156 LOMBARD STREET
RESTAURANTS 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13.
Bix Butterfly Restaurant Cafe Destijl Coqueta Fog City Hillstone Il Fornaio San Francisco Mama’s Park Tavern Pier 23 Cafe Piperade The Plant Cafe Organic Urban Curry
1. WALK SCORE
86 = Very Walkable
R J’s Market S & S Grocery Safeway Safeway Trader Joe’s
RECREATION 1. 2. 3. 4. 5.
Bay Club Exploratorium Coit Tower Greenwich Steps Golden Gateway Tennis Club
2. TRANSIT SCORE
88 = Excellent Transit
Office: 415.870.7373 Cell: 415.407.2572 email@example.com Lic# 01919006
GROCERY STORES 1. 2. 3. 4. 5.
The neighborhood amenities map is custom-designed for your property, featuring information about the location of the property, and local amenities including restaurantas, grocery stores, coffee shops, and public transportation. Maps are printed on 28” x 22” foam board, displayed on the property on an easel.
1. 2. 3. 4. 5. 6.
Battery Street Coffee Roastery Blue Bottle Coffee Hole in the Wall Coffee Jackson Place Cafe Philz Coffee Starbucks
A walk-time chart is custom designed for your property to share everything that’s accessible by foot nearby. The chart is printed on heavy stock with a copy of the neighborhood amenities map on the back and includes walkscore information.
TRANSPORTATION 1. 2. 3.
Embarcadero Station F-Train Ferry Building
3. BIKE SCORE 61 = Bikable
Museum tags showcase details within your property that merit highlighting to agents and potential buyers. Tags are printed on thick foam core and mounted on the wall in each room in your property.
Traditional advertising is a powerful part of our portfolio. Using an array of high-impact opportunities, weâ€™ll put your listings in the local intersections whose demograhpics are key for your audience of prospective buyersâ€”here are just a few examples.
Modern Luxury Interiors
San Francisco Chronicle
San Francisco Magazine
343K+ Total readership
36M Total Reach
50% Readers have HHI
300K+ Total readership
340K+ Total readership
283K Paid subscribers
$88,862 Avg HHI
40% $100K HHI
$314K avg HHI
$409K avg HHI
$162K+ Average HHI
56% readership are
We use Compass Insights and weekly reports to keep you in the loop. We’ll assess our performance every week, providing you with a weekly report so that you’re with us every step of the way. In addition to communicating metrics relative to our marketing initiatives, we’ll also share real-time data about your property’s listing traffic.
Compass Insights Among the unparalleled market technology that Compass offers is their digital dashboard, with which I can communicate those key metrics you need to know in an easy-to-understand format, to help us make informed marketing decisions about your home. The Insights dashboard grants us access to real-time data about your listing’s traffic, so we’re able to refine marketing and pricing strategy and discover new lead generation opportunities.
And just like that, weâ€™ve gone from saying hi, to selling your home. Now that youâ€™ve learned a bit more about the market and our suite of go-to marketi ng opportunities, hereâ€™s an overview of how the selling experience fits together, from evaluating the market conditions, to the finale sale of your property. Compass listings spend 19 fewer days on market than the industry average. A swifter sale means a more seamless seller experience and greater value for you.
Evaluate comparable homes
MLS and syndication
Analyze market trends
Listing preparation (staging,
Print & digital advertising
Inspections & Suveys
Discuss closing costs
Client progress reports
An introduction to our team, and how we can help you sell your property for the highest price possible, in the shortest amount of time, all...
Published on Nov 9, 2018
An introduction to our team, and how we can help you sell your property for the highest price possible, in the shortest amount of time, all...