Lucy Cole Prestige Properties
MARKETING FOR RESULTS At Lucy Cole Prestige Properties there is no such thing as ‘just another property for sale’. We appreciate the importance of your property to you and your family, and our aim is to achieve the highest possible price in the current market, as set out in this proposal. We have the experience and proven track record to achieve the best results. We are pleased to have the opportunity to make this presentation and will ensure your property attains the best possible media coverage. In addition to creating professionally produced marketing material for the media and the internet, our company has the advantage of being a member of Leading Agents of Australia – a group of nine top agencies spread throughout the nation. This gives us exclusive access to the most influential interstate realtors and their referral bases to help us identify and attract appropriate buyers from around Australia. Thank you for considering Lucy Cole Prestige Properties to promote your property. We look forward to assisting you in this very important transaction. We guarantee to provide enthusiastic, professional service and will endeavour to make ourselves available at any time that suits you. If you have any questions in relation to this proposal or the sale process in general, please call us for clarification.
Broadbeach Office Shop 112 ‘The Wave’ 89-91 Surf Parade Broadbeach Qld 4218 Ph: 07 5592 1288 Fax: 07 5592 1088 Email: broadbeach@lucycole.com.au
Bundall Office Cnr. Ashmore Road & Upton Street Bundall Qld 4217 Ph: 07 5553 3688 Fax: 07 5553 3699 Email: bundall@lucycole.com.au
LUCY COLE The Queen of Prestige Gold Coast real estate Her Story: The Managing Director of her own real estate company specialising in prestige properties, Lucy Cole has actually had a surprisingly diversified past before finding her niche in the business world. Previously she had been a principal housing loans manager in Melbourne, an insurance office manager, public relations manager, events co-ordinator, restaurateur and a cruise director. Lucy has also owned child care centres, a catering company and a recruitment business. Although Lucy originally had a strong desire to sell real estate, she still had to do the hard yards to work her way to the top. She served an ‘apprenticeship’ selling all types of property before becoming the real estate agent of choice for the owners of prestige properties. Lucy has been a Gold Coast resident for 25 years but originally grew up with her Greek family in Melbourne. It was New Year’s Day 2000 when Lucy first opened the doors of Lucy Cole Prestige Properties on Isle of Capri. “I probably could not have planned a better time to open a new real estate agency, particularly one focused on the prestige market,” Lucy now says. “The economy was growing strongly, Australia was getting ready to host the Olympics and the property market was roaring along.” Today her operations cover two offices with a staff of 22 and her name has become the brand synonymous with high-end property on the Gold Coast. Lucy has 20 years’ real estate experience and plenty of knowledge from the ‘school of life’. Her formal qualifications include a full real estate agent’s licence, a general auctioneer’s licence, a diploma in accountancy. “However, it does not matter what your qualification are, it doesn’t change the fact that real estate is really a people business. Once you understand people and their needs the product ‘real estate’ just follows on naturally.”
Her Job: “Because this is my own business, my job involves everything! This includes monitoring all aspects of the business, from marketing to media, interviews, paperwork, administration, accounts, meetings, as well as visiting clients’ homes to assess the property’s saleability. I’ll sit down with people and work out how the property can be marketed to achieve the best result.” Having worked in a variety of fields, Lucy has discovered that real estate is where she is happiest. “It’s doesn’t feel like work to me, it’s just something I really enjoy doing. It’s my passion!” She likes the fact that she can start early, finish late and attend appointments to suit clientele. “It’s not structured,” she says. “No day is the same and there are always different opportunities presenting themselves.”
Inspiration: Motivated, successful people, entrepreneurs, new businesses and new ideas all inspire Lucy to do what she does each day. She believes the secret to her success is her ability to remain totally focused and enthusiastic while providing a professional one-on-one service. A serious battle with cancer put things into perspective for Lucy and drove her even more to pursue her dreams. She is renowned as a tireless supporter of charities and community groups. Lucy has served as President of the Surfers ParadiseBroadbeach Chamber of Commerce which advises and assists small businesses in the central Gold Coast area. The personal loves in Lucy’s life are her two boys, John and Nicholas, their wives and her four grandchildren, Chase, Ivy, Max and Monte.
Her Goals: Lucy’s current goal is clear-cut. She aims to own the No.1 prestige real estate company in Australia. Her company has already been accredited two years running as one of the Top Four large real agencies in Queensland by the Real Estate Institute of Queensland (REIQ) and is listed among Queensland’s Top 400 privately owned companies. It is Lucy’s dream to “create a real estate empire of highly successful agents”.
ACHIEVEMENTS 1992-93 1993 1994 1994 1995 1995 1995-6 1995-6 1996 1996 1997 1997 1997 1997 1997 1997-8 1997-8 1998 1999 & 2000 2000 2001 2002 2002 2003 2004-5 2007 2008 2009 2010 2006 - 2012 2006 - 2012 2004 - 2012 2011,12,13 2011,12,13
REIQ Salesperson of the Year Top Company Sales Achiever, CJ International Real Estate Group Founder of the Real Estate Placement Register Nominated Queensland Businesswoman of the Year Awards Top Company Sales Performance, Lambert Smollen Esate Agents Attained General Auctioneer’s Licence Queensland Salesperson of the Year REIQ Executive Board Gold Coast Judge REIQ State Awards of Excellence, Brisbane Top Sales Achievement Awards, Lambert Smollen Estate Agents Associate Director, Lambert Smollen Estate Agents Chairperson, Committee awards of Excellence Gold Coast Inaugural chairperson, Residential Sales Chapter, Queensland Nominated Queensland Businesswoman of the Year Award Top Sales Agent award, Lambert Smollen Estate Agents Gold Coast Bulletin top Marketer of the Year award REIQ President, Gold Coast Ray White Pty Ltd Top International Sales Award REIQ Salesperson of the Year Finalist, Telstra Businesswoman of the Year Nominated Telstra Businesswoman of the Year Finalist, Women’s Leadership Awards Nominated Gold Coast Ambassador Named in Queensland’s Top 400 Private Companies Surfers Paradise Chamber of Commerce Councillor Vice President Surfers Paradise Chamber of Commerce Winner, Gold Coast Bulletin’s Excellence in Advertising Named among Queensland’s Most Influential Women Category winner Gold Coast business Excellence Awards Featured in Gold Coast Bulletin’s Top 100 Most Influential Gold Coasters Member of the International Real Estate Federation (FIABCI) Invited member of Leading Agents of Australia (LRAA) Gold Coast Business Excellence Awards monthly winner REIQ Large Real Estate Agency finalist
INTERNET – 24/7 Advertising for your Home Over 2 million Australians search for property on the internet every month. We make sure your property is featured on all leading websites – the first port of call for those looking for quality Gold Coast property. Potential buyers relaxing at home have the time to read all the finer details that we post and view the photos that showcase your home in its best light. We make it easy for buyers to make immediate email or phone contact with your personal sales consultant directly from the website. We have a dedicated Lucy Cole mobile website written and customised for Apple iPhones and Android phones making our client’s property searching and browsing a lot more user friendly. Lucy Cole Mobile Website – simply browse to the www.lucycole.com.au on your mobile phone and you will automatically be directed to the mobile website for ease of use.
Full Lucy Cole Website - www.lucycole.com.au
Real Estate.com.au website. Queensland most popular real estate website. - www.realestate.com.au
Domain real estate website is the most popular property site in NSW and Victoria. www.domain.com.au
Real Estate Institute of Queensland’s (REIQ) property search website. Continues to grow in popularity year on year - www.reiq.com.au
A property website dedicated to listing prestige properties over $1,000,000 - www.millionplus.com.au
NEWSPAPER ADVERTISING – National For more than 50 years The Australian Financial Review has been the authority on business, finance and political news in Australia. It had a reputation for independent, award-winning journalism and is essential reading for Australia’s business community.
AFR’s readers have spending power, both in business and at home. They are affluent, welleducated and difficult to reach by other mass media. Lucy Cole Prestige Properties is directly targeting this market when utilising AFR to advertise residential property for sale.
NEWSPAPER ADVERTISING – Local Over 192,000 Gold Coasters say the Gold Coast Bulletin is their medium of choice when seeking to purchase real estate. Our easy-to-read well-designed pages ensure your property is prominently promoted in full colour with a detailed professionally-written description. When: Every Saturday Where: Inserted into the Weekend Bulletin Who: 143,000 local readers + 18,000 interstate readers* Primary circulation area Sanctuary Cove to Kingscliff Secondary circulation area Beenleigh to Ballina National coverage also + floating international subscription
Queensland Property Weekly and EPOCH Times – Chinese Newspapers “The first and only Chinese property publication in Queensland” Circulation Figures: 15,000 copies
The first and only Chinese property publication in Queensland, printing 80 plus pages a week, the Queensland Property Weekly is a professional real estate publication providing the Chinese Community with residential, commercial and investment advice. It is distributed free throughout more than 100 locations in Brisbane and the Gold Coast.
PICTORIAL SIGNBOARD A pictorial signboard is your 24/7 silent salesperson representing the value of the property. Professional photography and succinct points on the property’s most desirable features ensures buyers have the information they need to proceed with enquiries.
PROFESSIONAL PHOTOGRAPHY We recognise that we are salespeople, not photographers, so we employ the services of professional photographers to bring out the true features of your home. Their expertise ensures both exterior features, such as views and architecture, plus interior features and decor, are shown to their best advantage. We are sure you’ll be thrilled with the results.
BROCHURES We know from experience that colour brochures, distributed to the local neighbourhood and handed out at Open Homes, are powerful marketing tools that create a desire to investigate further. Our brochures combine professional copywriting and photography in a range of effective layouts to highlight the best attributes of your property.
PRESTIGE WINDOW DISPLAYS Buyers can browse our illuminated window displays at both our Broadbeach and Bundall offices, on show 24/7. ‘Window shopping’ is often the first step in buying property so professionally designed window cards must be considered a key component in promoting your property.
Choosing the right agent‌ Choosing the RIGHT agent to market your property will be one of the most important decisions you face‌ your decision should be based on one question: "Who can provide me with the greatest expertise to most effectively promote our property and negotiate with buyers to obtain the highest possible price in today's market?" You need to choose someone you trust - someone you feel comfortable with and someone who will take a personal interest in your future wellbeing. The sale of your property will undeniably affect your future wellbeing in many ways. It is imperative that you take the time to peruse the whole marketing and promotion plan because it is important to remember that high exposure to potential buyers increases the probability of a sale at a good price. Having been awarded the "REIQ Salesperson of the Year" many times, I know that our sales team has the expertise and the knowledge to achieve the best results for you. Your property is our priority, so our commitment to you is simple. We will help sell your property for the highest possible price, in the shortest possible time and with the minimum of fuss to you. We look forward to the opportunity to actively market your property to achieve the best possible result. You can rest assured that when your property is marketed by Lucy Cole Prestige Properties, it is being promoted by professionals who have an outstanding record for premium prices and results.
These are the services you receive when Choosing Lucy Cole Prestige as your agency: • We will help you determine the best selling price for your home • We will recommend steps to get your home in sale condition • We will recommend reputable repair companies, if necessary • We will develop a strategy to show your home • We will develop a marketing campaign to ensure your home receives maximum exposure to the correct buyer segment • We will post your home on the Lucy Cole Prestige Properties website • We will review progress and report it in writing weekly • We will promptly advise you of changes in the market climate • We will present all offers to you and assist in evaluating them • We will co-ordinate and monitor the settlement process • We will monitor the valuation and the buyer's loan approval, if necessary • We will monitor the building and pest inspection if necessary • We will follow through to ensure a successful conclusion
Choosing the best way‌ As a property owner, we recommend two methods of selling your property:
1. Exclusive Agency 2. Auction
Every property is unique. One method of marketing may suit your property better than the other. Whichever method you choose, our prime objective is to find a buyer for your property at the best possible market price within the shortest period of time. To attract maximum interest and ultimately the highest price, it is important to select the marketing method that gives your property the greatest exposure to the right kind of potential buyers.
Alternative methods are outlined on the following pages. Option 1 - Exclusive Agency Option 2 - Auction Option 2 - Auction Continued‌
Exclusive Agency Option 1 There are several major advantages in marketing by the Exclusive Agency method. YOU HAVE TO STATE A PRICE There is a direct relationship between the price asked and the amount of buyer enquiry because buyers often judge "value for money" without even seeing the property. In general - the lower the price, the more enquiry you get, the higher the price - the less enquiry you get. OVERPRICED PROPERTIES LOSE BUYERS Real Estate Institute of Queensland statistics show that buyers know value: A price that is 1% over market value loses 10% of potential buyers A price that is 5% over market value loses 25% of potential buyers A price that is 10% over market value loses 50% of potential buyers A QUICK SALE IS MORE LIKELY WHEN THE PROPERTY IS PRICED CORRECTLY There is a sense of urgency for buyers to act when a prestige property is first put on the market. This stops buyers from shopping around and taking their time. ONE AGENT DEALS WITH ALL PROSPECTIVE BUYERS When a property is listed by EXCLUSIVE Agency, the only person who deals with all the buyers and the vendor is the Agent. You are kept well informed on the progress of your sale and you know how the market is reacting to your price. This is an effective way of achieving the right price for the property. ONLY ONE AGENT'S SIGN IS PLACED ON THE PROPERTY One Agent's PRESTIGE sign is placed in a prominent position on your property. If a property has two or more signs on it buyers usually assume that it is overpriced or that there is some difficulty in selling the home.
Auction Option 2 An Auction campaign promotes your property for its merits without the deterrent of mentioning a fixed price. Your property is 'marketed' not just listed for sale. Marketing your property by auction gives you many advantages over other forms of marketing. These include: BUYERS WILL ACT A set auction date encourages buyers to act rather than procrastinate. It creates positive action by putting a time limit on negotiation. The shrewd buyer playing a waiting game is forced to act promptly or miss out. YOUR PRICE IS NOT REVEALED Your property is marketed without a set price, so buyers will not disregard it due to a price. You can assess the market response before announcing your price. HIGH EXPOSURE Your property achieves high buyer exposure because it is a priority. HIGH IMPACT ADVERTISING Your property is promoted with high-impact advertising over a short time. PRICE BIDDING GOES UP, NOT DOWN As price is not revealed, the buyer's evaluation of the property is not affected by thoughts of "how much less will they accept?" At Auction, the bidding starts at a point and increases. When your property is simply "For Sale" at a stated price, the reverse is usually the case.
Auction Continued... YOU HAVE SET THE RESERVE PRICE The reserve price at auction allows you to set a minimum price you will accept. Buyers do not know your reserve, which encourages competition between bidders. You have no obligation to sell unless the bidding reaches the reserve price or higher. YOU CAN SELL BEFORE THE AUCTION‌.IF YOU GET A GOOD OFFER The decision is yours at all times. INSPECTION TIMES THAT SUIT YOU Open House times are set to fit your schedule and save you the inconvenience of having to keep your home 'ready for show' at any time. FASTER RESULTS There is no 'cooling off' period for properties sold by auction and contracts are signed immediately with cash settlement in 30 days. Auction properties are on the market for the shortest period of time compared to other forms of selling. The reason is simple - an auction campaign encourages a buyer to act rather than procrastinate. Many vendors don't think about how long their property might be on the market and the effect this has on the price until it is too late. A price reduction is usually required to stimulate further interest once a property has been on the market for some time. In general, a person who has his/her heart set on a property will pay more for it than a person with just a casual interest. This is why a property has a selling range dependent on the number of buyers interested - the more buyers interested, the greater the chance of finding the buyer who will pay the top price. It is important to gain maximum exposure for your property in order to attract as many potential buyers as possible.
Service is our business, under pinning our commitment to you in all real estate transactions. Our name is our reputation.
We will strive to provide up-to-date information to achieve, through mutual goals, the best possible personal and business outcomes for you, our client, for life.