The Laurie Hollowell Team Marketing Strategy

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TABLE OF CONTENTS • Meet The Team • Meet Our Affiliates • Our Brokerage • What a Team Means for You • Four Selling Factors

• Location

• Condition

• Pricing

• Marketing

• Photography • Staging • Multiple Listing Service • Websites, Syndication & IDX • Print Media & Virtual Tours • Social Media • Open House, Broker’s Tours & Visibility • Yard Signs & Mobile Apps • Reviews & Testimonials • Worksheet & Notes

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Laurie Hollowell

Broker-Associate, GRI, CRS, e-PRO, Owner • • • • • • •

• •

Native to the Florida Panhandle - Pensacola, Destin, Miramar Beach, and 30A Graduate with Honors from Florida State University’s School of Nursing Rookie of the Year for the Southeast Region of Keller Williams in 2000 Expert in marketing, negotiations and closing deals 21-year career in Real Estate on the Emerald Coast and ranked in the Top 1% of all associates in the Emerald Coast Association of Realtors® Achieved numerous Top Sales Leader, President’s Club and Pinnacle Circle of Excellence industry awards Attributes her success to the outstanding customers and members of The Laurie Hollowell Team who work diligently to best serve the needs of the team’s buyers and sellers Makes it her mission to deliver outstanding service before, during, and after every sale Sponsor to the Broker in charge of Keller Williams Realty Emerald Coast since 2000

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Realtor® / Partner • Strong professional business background • Excels in the listing, marketing, sales, and service aspects of the industry • Native to Northwest Florida giving clients great insight to the quality of life they can achieve here on the beautiful Emerald Coast • Condominium and vacation rental home expert

Michael D’Ambra

Realtor® / Lead Sales Associate • Over 20 years experience in multi-media sales and advertising for cable and broadcast television • Target marketing expertise that attracts buyers ready to purchase your property • Proudly served in the United States Navy • Eager to deliver each client the finest property for the best possible price

“The level of personal attention has been incredible! No detail was too small the their concern.” Caroline B.

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MEET THE TEAM Phil Madden Realtor®

• Phil built a 30-year career in professional sales and marketing in the healthcare industry – Merck and Pfizer - in Canada • Became a United States Citizen in January of 2019 • A multi-year vacationer to the Emerald Coast and a homeowner in Regatta Bay, Phil has developed a deep appreciation for the lifestyle afforded to Emerald Coast residents

Pat Clay Realtor®

• Over 30 years in Accounting and Customer Service in the Trucking, Oil, and Electrical Power Supply industries in Mississippi • Full-time resident of Regatta Bay and active participant in her community, Pat and her husband Phil write an article called “Senior Sojourns” for the monthly magazine, Regatta Bay Way • Pat wants to share her insights of Emerald Coast living with others, not only golfers but also young families and retirees

“Laurie and her Team were a pure pleasure to deal with.” Jerry P.

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Office Manager & Marketing Director • 30+ years experience in Marketing and Advertising • 2 years experience as a Realtor® in Houston, TX • Strong skills in communication, Team Management, and organization • Licensed Florida Community Association Manager

Parker Smith

Information Technology Specialist • Over 2 years of IT knowledge • Expert on both the physical and software side of computers, and able to identify where a problem is • Great at finding and fixing problems when they arise • Comp Tia A+ Certified

“Jim and Laurie were fantastic for us! A great education on the area, great to work with, and found us just what we were looking for over and beyond our expectations.” John T.

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MEET OUR AFFILIATES Financing Solutions

The Laurie Hollowell Team has partnered with trusted local lenders to help guide buyers through the mortgage process and finding the right financial solution for each individual.

Michael Michas

Walton Funding, Loan Officer 9961 E Co Hwy 30A, Ste 7, Rosemary Beach, FL 32461 (229) 894-1889

Bonnie Manthey

Inlanta Mortgage, Inc., Loan Officer NMLS #202885 225 Main St, Ste 14, Destin, FL 32541 (850) 585-3860

Brandon Crye

HomeFi Corporation Individual NMLS #1929877 4476 Legendary Dr, Ste 202, Destin, FL 32541 (850) 403-0596

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Additional Services - Above and Beyond the Average Listing The Laurie Hollowell Team strives to make our listings stand out. To ensure we get top-notch results, we’ve partnered with several local businesses to add that extra touch - making your property shine! Danny Margagliano, Internet Marketing Specialist • 15 years of experience in the Internet marketing industry • Licensed Realtor® and focused on the real estate industry since 2009 • Owner and founder of Web Tech SEO - bridging the gap between marketing and real estate sales • Expert in digital branding and marketing, Facebook marketing, and Google AdWords

Other Professional Services and Vendors Over the past 20 years, The Laurie Hollowell Team has developed relationships with numerous professionals along the Emerald Coast including:

• Painters

• Photographers

• Flooring Experts

• Home Inspectors

• Pool Professionals

• Title Companies

• Landscape Professionals

• Real Estate Attorneys

• Staging Consultants

• Property Enhancement Consultants

Utilizing our experience and expertise in real estate, and in the Northwest Florida market area specifically, we will recommend the improvements that will have the greatest impact and provide the highest return on your investment. As part of our exceptional service to you, we are happy to discuss a budget, if applicable, for making changes and updates to your property prior to listing. Once a decision has been made on what services you may need, our Team can recommend outstanding providers that we have worked with over the years to provide superior results.

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The Laurie Hollowell Team enjoys working under the brokerage of Keller Williams International, the largest real estate firm in the world. Keller Williams Realty Emerald Coast has over 400 Real Estate Agents who consistently display incredible performance in each of the categories measured - total listings, and total contracts written and closed.

Keller Williams is: • The #1 Real Estate Franchise in the world by agent count • A network of over 176,000 Real Estate consultants with 1,000+ market centers worldwide

Keller Williams uses: • Excellent cutting-edge technology, Real Estate training, coaching and education • Syndicated websites to help market your property quickly via the Internet and social media

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WHAT A TEAM MEANS FOR YOU With So Much To Do, How Much Time Does The Individual Agent Really Have to Focus On You?

Traditional Agent Business Model Is it any wonder why the #1 complaint about real estate agents is a lack of communication?

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The Laurie Hollowell Team is a team of specialists - each focused on a particular role to ensure you have the highest level of care, attention, and results. This, in return, enables our clients to enjoy the high success rate our team members achieve for them.

The Laurie Hollowell Team Business Model

Buyer Specialists Marke ng Manager

Lis ng Specialists

YOU! Client Services

Lis ng Coordinator Contract to Close

It’s amazing! You are hiring an entire team of Specialists without you having to pay any commission - the seller of the property you select pays the commission.

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#1 Location, #2 Condition, #3 Price, #4 Marketing


Covering the Emerald Coast and Beyond

From Pensacola to Panama City Beach - we work in all areas of Northwest Florida!

Location Factors to Consider When Pricing Your Property • Proximity to schools, shopping, entertainment, and recreational centers • The quality of local schools • Proximity to employment opportunities • What type of community is it? • What is surrounding the property? • Is it inland, waterfront or water view, a large lot?

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#2 CONDITION The Condition of your Property as it Compares to Your Competition is Critical!

Your home’s condition has such a major impact on its value that some buyers might pay up to $15,000 more for a well-maintained home. If it’s not in good shape, your home will still sell, but you may have to consider listing it at a lower price or more days on market.

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We at The Laurie Hollowell Team pride ourselves in getting the highest price possible for your property by providing:

• A Team approach

• Extensive marketing efforts

• Excellent negotiation skills

• An Outstanding level of service

When pricing your home, the Team keeps in mind...

• Your specific needs

• Your specific wants

It’s not about...

• What it cost to rebuild in today’s market

• What your neighbor has to say

• What another agent may have to say

It’s about... Getting the MOST money for your property! Key factors to remember... • The price you will get is determined by the supply and demand of the current market • The location, condition, features and benefits of your property • Your Laurie Hollowell Team Listing Specialist will take into consideration absorption rate, age-adjusted value and appreciation of your property over time

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PRICING RIGHT The Dangers of Overpricing:

• Doesn’t show on a buyer’s Internet search

• Helps sell competitor’s property

• Discourages qualified buyers

• Reduces advertising response

• Discourages showings by other agents

• Extended “shelf-life” as the property appears stigmatized

• Attracts owner financing and bargain hunters

• Failure to appraise leading to mortgage rejections

• Eliminates potential offers % of poten al buyers who will look at property

Asking Price 15% above


10% above

market value

30% 60% 75%

10% below


15% below

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THE FIRST 30 DAYS What to Expect in the First 30 Days of Listing

• Your property generates the most interest when it hits the market • You will see the greatest number of showings if it’s priced right* *Homes that start with too high of a listing price end up selling below market value.

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We start by hiring the best photographers and from there, we market your home utilizing:


• Open Houses

• Websites

• Yard Signs

• Social Media

• Print and Digital Media

• Virtual Tours

• Email and B2B Campaigns







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The Laurie Hollowell Team utilizes some of the area’s top-notch photographers to highlight the BEST aspects of your home. When a property is professionally photographed and presented in its best possible light, the listing attracts more views and a higher click-through-rate by potential buyers.


Professional Photography • Homes with high quality photography sell 32 percent faster.* • Homes with more photos sell faster, too. A home with one photo spends an average 70 days on the market, but a home with 20 photos spends 32 days on the market.* • For homes in the $200,000 to $1 million range, those that include high-quality photography in their listings sell for $3,000-$11,000 more.* * National Association of Realtors®, Center for REALTOR® Development (CRD).

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PHOTOGRAPHY & STAGING You Never Get a Second Chance to Make a Good First Impression!

Before Staging

After Staging The U.S. Department of Housing and Urban Development has determined that a professionally photographed home and use of staging helps sell a home for more money than a home that is not, and, it spends less time on the market!

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MULTIPLE LISTING SERVICE - MLS MLS is the Most Reliable Source for Details on a Property Our licensed agents are legally responsible for making sure all information in an MLS listing is reliable and accurate.

Companies such as Zillow and Trulia pull their data from the Real Estate industry’s MLS systems. The Laurie Hollowell Team is your “boots-on-the-ground” crew - making sure everything is complete and accurate. We are always keeping your best interest in mind! Buyers want to see a lot of photographs attached to the MLS listing which means more potential buyers view the home and draw more offers. We use the area’s best photographers for superior results!







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WEBSITES, SYNDICATION & IDX If a Buyer Doesn’t See It, You Won’t Sell It The Laurie Hollowell Team is committed to putting your listing in front of millions of potential buyers and agents by syndicating to the most popular real estate websites and search engines. • Internet Data Exchange, IDX, sends your property’s information to all our competitor’s sites. By hiring us, every real estate agent will have exposure to your property - regardless of what real estate brokerage they work with. • More interest can lead to a higher closing price for your property. Take a look at some of the exposure we give each listing:

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In addition to cutting-edge digital technology, The Laurie Hollowell Team utilizes traditional methods to promote your property including flyers, direct mail postcards, and virtual tours. These flyers are presented at your property, and, along with postcards and graphics they are sent via direct mail and social media to your neighbors and prospective buyers.

JUST SOLD for $2,000,000 at $1,103.14 per sq. ft.

Mos E n e A n !

Magnificent Unit in Villas at Sunset Beach! 10140 E Co Hwy 30A, Unit C-301 4 bedroom / 3 bathroom / 1,813 sq ft

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The Laurie Hollowell Team utilizes all social media platforms because we know that home buyers have reported using social networking sites such as Facebook, LinkedIn, YouTube, Twitter, Instagram and Pinterest to begin their search into the buying process.

83% of home buyers report using social networking sites to begin their search for homes using Facebook, LinkedIn, YouTube, Pinterest, Instagram, Digg, NextDoor, Twitter, Reddit and Google Business. The Laurie Hollowell Team has a strong presence on all of these sites in addition to 350+ top real estate related websites. Using social media makes it an easy way to stay in touch with the Team’s ever-growing customer base including past clients and agents.

All to help sell your property quickly!

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OPEN HOUSES & VISIBILITY Open Houses Do Work... Especially at the Front End of Listing Your Property. • They are extremely popular with buyers who see the open house as an easy, non-threatening way to visit a home that interests them • Heavy attendance at an Open House will often spur buyers to make an offer • Hosting a safe and secure Open House is a great opportunity for our Team to get feedback on your property

We Take Open Houses Beyond the Basics Holding an Open House is serious business. Above is a chart that shows you exactly how we can maximize Open House results to sell your property!

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The Laurie Hollowell Team uses top-quality yard signs with a box for flyers featuring MLS information and the key highlights of your property. Our Team is always available to answer calls generated by our signs.

For Buyers on the Go... Did you know studies show that nearly one out of every five home searches are now performed on a mobile device or tablet? Our app combines real estate knowledge and technology in a convenient format that is easy to use. We’ve incorporated different features and tools that cater to your needs.

The Laurie Hollowell Team’s customized website is designed to allow potential buyers to search on their mobile device for available properties just like yours!

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“We have worked with Laurie and Jim on 2 of our properties and they were very thorough and professional. They did a lot more for us than I ever expected from a Realtor. I really appreciated how they were on top of things and how they kept us informed every step of the way.” Princy Bucher - Purchase a home in Emerald Bay, Miramar Beach “Jim and Laurie were fantastic for us! A great education on the area, great to work with, and found us just what we were looking for. Over and beyond our expectations.” John Tablerion - Purchased a home in Lakeview, Santa Rosa Beach

“Thank you both for assisting us with the sale of our home and taking over from another Realtor. Your attention to detail and creative ideas were essential when we were beginning to get discouraged. With the loss of a dear family member, you stood by and allowed us time to grieve. For this, we are forever grateful. You and your team are one-of-a-kind and certainly exceeded all of our expectations.” Hal and Barbara Gilley - Sold a home in Emerald Bay “Laurie Hollowell is an excellent Realtor. This is the third home she has sold for us. We were well-satisfied with the selling price, the competency of Laurie and her Team, her communication with us, and the follow-up for every question we asked. She is a caring and considerate person. If I were to sell or buy in another place, I’d definitely call her again!” Emilie Warner-Paille and Lynn Paille - Sold a townhome in Inlet Beach “In your dealings, it is a rare find to have individuals with integrity. Not only does Laurie’s team exemplify this, they also are truly caring and genuine people!” Walter Creamer - Purchased a condo in Tropical Isle “At the time I was living in Las Vegas when I called and got in touch with Laurie and Jim. I could not believe that on the first phone call, I actually got Laurie on the phone! But the most important thing is they promised me a “smooth transaction” and it was. No question, they are the most professional and it shows when speaking with them. Thank you Laurie and Jim!” Guillermo Gallindo - Purchased a home in Tuscany “Excellent work Laurie! I cannot thank Laurie and her Team enough for the excellent work they did in selling my property. I had a small lot that was not going to yield much of a commission, but they treated me as if it were a million dollar estate. There was excellent communication throughout the entire process, and we were even able to do some of the paperwork remotely. One other really interesting service was the use of drones - Laurie provided aerial pictures of the property to see another perspective selling point. Thank you again!” Steve Busick - Sold a lot in Santa Rosa Beach

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WORKSHEET & NOTES Target List Date:______________________________

Target Photography Date:______________________ Target Staging Date:___________________________

To Do List:

o Sellers Disclosure Form o Lead Basted Paint Disclosure Form (if built before 1978) o Past Year of Utility Bill Averages o HOA/COA Contact Information and Website o HOA/COA Deeds, Restrictions and Bylaws o Home Warranty Registration o List of Upgrades to the Property o Description of the Neighborhood and Area Benefits

Notes: _______________________________________________________________ _______________________________________________________________ _______________________________________________________________ _______________________________________________________________ _______________________________________________________________ _______________________________________________________________ _______________________________________________________________ _______________________________________________________________

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Call today to schedule a FREE Marketing Consultation! The Laurie Hollowell Team (850) 269-1369

Keller Williams Inc. If you have a brokerage relationship with another agency, this is not intended as a solicitation. All information deemed reliable but not guaranteed. Equal Opportunity Housing Provider. Each office is independently owned and operated. October 2021

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