R EA L ESTATE SERVICES PROPOSA L
Date: May 4, 2020 Prepared for: Jennifer and Brian Roberts 63 Centerbrook Road Fairfield, CT 06824
Prepared by: John J. Foran, MBA Agent William Pitt Sotheby's International Realty 251 Main Street Southport , CT 06890 Office: 203-255-9900 Email: jjforan@wpsir.com Cell: 203-981-0785
Each office is independently owned and operated.
LUXURY REAL ESTATE WEBSITE RANKINGS* JA NUA RY 2019 – DECEMBER 2019
Real Estate Industry Website Rankings LUXURY REAL ESTATE WEBSITE RANKINGS JANUARY 2019 – DECEMBER 2019
JANUARY 2019 - DECEMBER 2019 coldwellbankerluxury.com christiesrealestate.com
leadingre.com savills.com
luxuryrealestate.com
compass.com
luxuryportfolio.com
berkshirehathawayhs.com
knightfrank.com
engelvoelkers.com
elliman.com sothebysrealty.com
3,500,000
VISITORS PER MONTH
3,000,000
2,500,000
2,000,000
1,500,000
1,000,000
500,000
0 JAN ‘19
FEB ‘19
MAR ‘19
APR ‘19
MAY ‘19
JUNE ‘19
JULY ‘19
AUG ‘19
SEPT ‘19
OCT ‘19
NOV ‘19
DEC ‘19
Data pulled from SimilarWeb.com; January 2019 - December 2019
According to the independent web analytics provider SimilarWeb.com, the world’s leading luxury real estate website is our own. Sothebysrealty.com, Sotheby’s International Realty’s proprietary website, is visited far more frequently than the sites of every other luxury residential real estate brand—and exclusively features the listings of our brand. ANNUAL WEB STATS**:
TOP REFERRING SITES**:
• 35 million visits
1. Facebook.com
• 127 million page views
2. YouTube.com
• 53 million property detail page views
3. MansionGlobal.com
• 62% of visits from outside the U.S.
4. Pinterest.com 5. Zillow.com
Each office is independently owned and operated.
*Data pulled from SimilarWeb.com, January 2019 – December 2019 ** SothebysRealty.com statistics for full year 2019, Google Analytics
PR R ANKINGS MEDI A CONNECTIONS
PR SH A R E OF VOICE January 2019 – December 2019
According to the media monitoring firm Meltwater News, the Sotheby’s International Realty brand has a dominant share of voice in the media compared to major competitors. As an affiliate within this global network, our own company achieves thousands of press placements annually in key media outlets locally, regionally, nationally and globally. Our consistent press presence keeps our brand, listings and agents top of mind among consumers, generating widespread interest in our properties to the benefit of all listings company-wide.
Each office is independently owned and operated.
*Source: Meltwater News Report
ACHIEVING YOUR OBJECTIVES K EY ELEMENTS OF DETER MINING VA LUE
Even for the most distinctive properties, location and property characteristics are the key elements in determining value. Pricing can be an emotional decision, so a thoughtfully created Comparative Market Analysis (CMA) is an essential step in the listing process. Once the market value of your home has been determined, our experienced professionals can help you decide on the offering price that is most in line with your goals and current market conditions. Naturally, if you wish to attract a ready, willing and able buyer in a timely manner, your offering price must be carefully positioned according to the most recent data available.
KEY PRICING FACTS TO CONSIDER • • • • • • • •
Realistic pricing based on a well-prepared CMA will achieve the maximum price in a reasonable time A property that is priced correctly from the beginning typically achieves the highest proceeds If the price exceeds the perceived value by even a small percentage, potential buyers may not even choose to view the property let alone make offers Properties that remain on the market for a long time often stop being shown The cost of improvements almost always exceeds the added value A low offer is better than no offer. Buyers can often be negotiated higher once the emotional commitment is made Sellers may set expectations, but the market sets that price If you want to sell in a timely manner, your asking price should be competitive in current conditions
Each office is independently owned and operated.
PRICING STR ATEGY M A K ING A PL A N
Time Time on on Market Market & & Sales Sales Price Price Percentage Percentage of of Initial Initial List List Price Price
Property Property Asking Asking Price Price Vs. Vs. Percentage Percentage of of Buyers Buyers it it will will Attract Attract
CHART B CHART B
CHART A CHART A
15% Over Market 15% Over Market
10% 10%
10% Over Market 10% Over Market
30% 30%
Market Value Market Value
60% 60%
10% Under Market 10% Under Market
75% 75%
More More Than Than 24 24 Weeks Weeks
13 13 To To 24 24 Weeks Weeks
4 4 To To 12 12 Weeks Weeks Less Less Than Than 4 4 Weeks Weeks
90% 90%
15% Under Market 15% Under Market
ShowingActivity ActivityVs. Vs.Timing Timing Showing
Property Property Asking Asking Price Price
0% 0%
Percentage Percentage of of Buyers Buyers
-2% -2%
-4% -4%
-6% -6%
-8% -8%
-10% -10%
Showing Activity Vs. Time On Market
ge of Initial List Price
Showing Activity Vs. Timing
CHART C
1-3
-8%
4-6
7-9
10-12
13-15
16-18
19-21 22-24 25-27 28-30 31-33 34-36 37-39 40-42 43-45 46-48 49-51 52-54
-10%
While the goal is to achieve the highest possible closing price in a reasonable amount of time, listing a property above market value often turns away prospects and decreases the likelihood of a successful sale (see Chart A). An overly aggressive price prevents a property from taking advantage of a key driver in property marketing—timing. It is well known that a property, regardless of its price point, attracts the most attention, excitement and interest from the real estate community and potential buyers when it is first listed on the market (see Chart B). If a property is priced above market value when initially listed, it does not appropriately benefit from this peak interest period. This may ultimately lead to a sale at below market value (see Chart C), or even worse, no sale at all.
Each office is independently owned and operated.
SUBJECT PROPERTY PROFILE FOR 63 Centerbrook Road
The following features have been identified to aid in the search for properties that are comparable to yours. This will help in determining proper pricing for your home.
Assessment: Town: Apx SqFt: Full Baths: Exterior: Cooling: Garage: Basement: Ext Feat:
$378,140 Fairfield 2,176 3 Vinyl Siding Central A/C One-Car Attached Unfinished Level, Private Yard
Mill Rate: Year Built: Total Rooms: Half Baths: Heating: Fireplaces: Driveway: Attic:
26.79 1958 8 Hot Water Private, Paved Yes - Pulldown Door
Tax Amount: Acres: Bedrooms: Style: Fuel: Cars: Basement: Int Feat:
$10,130 0.32 4 Colonial Oil Full Sunroom - 3-Season
MAP OF COMPARABLE PROPERTIES
Ref # 1 2 3 4 5 6 7
Status Subject Property Currently On The Market Currently On The Market Currently On The Market Recently Sold Recently Sold Recently Sold
Address 63 Centerbrook Road 226 Saxonwood Road 39 River Street 15 Windermere Street 53 Perry Street 135 Knollwood Drive 15 Phyfe Road
CURRENTLY ON THE MARKET
226 Saxonwood Road List Price: $725,000
DOM: 25
Description Welcome to 226 Saxonwood Road!! This Beautiful Like New 4 Bedroom Colonial home is set on .47ac located in the sought-after Lake Mohegan neighborhood, with a short walk to the Lake's park, swimming, and trails. The Front entry opens to the gleaming hardwood floors and freshly painted rooms throughout.A Formal dining room flows into the central entertaining area with a cozy wood burning stove and the gorgeous kitchen with newer appliances. Access both the Family room with a beautiful stone face fireplace with wood burning insert and the huge three season porch extension with slate floor and vaulted ceiling over the 3rd garage built for the custom car enthusiast. French doors lead to the huge deck and Hot tub. The Living room is bright and roomy with access to a large private movie room or office space.
Property Details Assessment: $465,570 Mill Rate: 26.790 Tax Amount: $12,473 Town: Fairfield Year Built: 1972 Acres: 0.4600 Apx SqFt: 2950 Total Rooms: 9 Bedrooms: 4 Full Baths: 2 Half Baths: 1 Style: Colonial Exterior: Stone Heating: Baseboard Fuel: Natural Gas Cooling: Ceiling Fans Fireplaces: 1 Cars: 3 Garage: Under House Gar Driveway: Private Basement: Concrete Floor
ADDITIONAL PHOTOS
226 Saxonwood Road List Price: $725,000
DOM: 25
ADDITIONAL PHOTOS
226 Saxonwood Road List Price: $725,000
DOM: 25
ADDITIONAL PHOTOS
226 Saxonwood Road List Price: $725,000
DOM: 25
ADDITIONAL PHOTOS
226 Saxonwood Road List Price: $725,000
DOM: 25
CURRENTLY ON THE MARKET
39 River Street List Price: $719,000
DOM: 54
Description Charming home in Southport within walking distance to Southport Harbor Bridge, village and train. Enjoy warm summer days on the covered porch and barbecue in the private backyard. A great Kitchen with granite countertops and stainless steel appliances is adjacent to the Dining Room. A sunny Living Room plus four bedrooms on upper level. Come visit this fabulous home!
Property Details Assessment: $473,900 Mill Rate: 26.790 Tax Amount: $12,696 Town: Fairfield Year Built: 1900 Acres: 0.1500 Apx SqFt: 2539 Total Rooms: 7 Bedrooms: 4 Full Baths: 2 Half Baths: 0 Style: Colonial Exterior: Wood Heating: Baseboard Fuel: Oil Cooling: Central Air Fireplaces: 0 Cars: 1 Garage: Detached Garage Driveway: Basement: Full
ADDITIONAL PHOTOS
39 River Street List Price: $719,000
DOM: 54
ADDITIONAL PHOTOS
39 River Street List Price: $719,000
DOM: 54
CURRENTLY ON THE MARKET
15 Windermere Street List Price: $679,000
DOM: 112
Description NEWLY PRICED! Expect the unexpected at this meticulously maintained and updated Stratfield colonial. Enjoy stunning sunsets as you gather around the fireplace in the family room or formal living room. The gourmet eat-in-kitchen with granite countertops and high-end appliances will appeal to your inner chef. Entertain easily as the eat-in-kitchen flows to the formal dining and transitions seamlessly out to the deck. Grill out with a natural gas connection, no need to refill propane tanks! The sunny back yard offers much privacy, a vegetable garden, a patio, and a shed. The oversized family room has cathedral ceilings, fireplace, wet bar, and built-ins. Upstairs the generously sized master bedroom boasts a fantastic spa bath with a soaking tub, marble floors, and high-end finishes. There are three additional good sized bedrooms, all with hardwood floors.
Property Details Assessment: $435,120 Mill Rate: 26.790 Tax Amount: $11,657 Town: Fairfield Year Built: 1985 Acres: 0.2300 Apx SqFt: 3360 Total Rooms: 8 Bedrooms: 4 Full Baths: 2 Half Baths: 2 Style: Colonial Exterior: Clapboard Heating: Baseboard Fuel: Natural Gas Cooling: Central Air Fireplaces: 2 Cars: 3 Garage: Attached Garage Driveway: Private Basement: Fully Finished
ADDITIONAL PHOTOS
15 Windermere Street List Price: $679,000
DOM: 112
ADDITIONAL PHOTOS
15 Windermere Street List Price: $679,000
DOM: 112
ADDITIONAL PHOTOS
15 Windermere Street List Price: $679,000
DOM: 112
ADDITIONAL PHOTOS
15 Windermere Street List Price: $679,000
DOM: 112
RECENTLY SOLD
53 Perry Street List Price: $719,000
Sold Price: $709,000
Description Gorgeous and sophisticated, this new construction colonial is on a quiet cul-de-sac street within walking distance (less than a mile) to the vibrant Fairfield town center and train. The high quality finish details and lighting were curated by a local designer with luxury and comfort in mind. Completely re-built in 2019, this home offers all of the features of new construction; custom stained floors, large closets with well organized interiors and an open concept floor plan. This is the perfect home for entertaining or enjoying a relaxing lifestyle! The living room features a gas fireplace, barn door and shiplap accents. The designer kitchen offers Bosch appliances, a large center island, a bar with wine fridge, doors that open onto a bluestone patio and a perfectly sized yard. Light and bright, the master bedroom has vaulted ceilings.
Property Details DOM: 107
Assessment: $398,000 Mill Rate: 26.790 Tax Amount: $10,600 Town: Fairfield Year Built: 2019 Acres: 0.1100 Apx SqFt: 2062 Total Rooms: 7 Bedrooms: 3 Full Baths: 2 Half Baths: 1 Style: Colonial Exterior: Vinyl Siding Heating: Hot Air Fuel: Natural Gas Cooling: Central Air Fireplaces: 1 Cars: 2 Garage: Detached Garage Driveway: Paved Basement: Full
ADDITIONAL PHOTOS
53 Perry Street List Price: $719,000
Sold Price: $709,000
DOM: 107
ADDITIONAL PHOTOS
53 Perry Street List Price: $719,000
Sold Price: $709,000
DOM: 107
ADDITIONAL PHOTOS
53 Perry Street List Price: $719,000
Sold Price: $709,000
DOM: 107
RECENTLY SOLD
135 Knollwood Drive List Price: $699,900
Sold Price: $696,000
Description Looking for a renovated colonial just 5-min from the town center, train & highway? This home features 4 large beds, 2.5 baths & an open floor plan. The kitchen has striking cabinetry, Calcutta quartz, Viking appliances, mudroom nook, island and dining area. It's the perfect kitchen for entertaining! The family room has a marble gas fireplace & separate built-in office or play area. A powder room is off the foyer and laundry is on the main level, which means there's a good chance it gets done faster! The master has it's own space with walk-in closet, ensuite with stand-up shower, soaking tub, double sinks and linen closet. Three large guest beds have double closets. The additional full bath upstairs has 2 linen closets for storage. Additional perks include new siding, roof, windows, HVAC, water drainage, landscaping & sealed driveway.
Property Details DOM: 83
Assessment: $424,550 Mill Rate: 26.790 Tax Amount: $11,374 Town: Fairfield Year Built: 1953 Acres: 0.4600 Apx SqFt: 2300 Total Rooms: 9 Bedrooms: 4 Full Baths: 2 Half Baths: 1 Style: Colonial Exterior: Wood Heating: Hot Air Fuel: Propane Cooling: Central Air Fireplaces: 1 Cars: 2 Garage: Detached Garage Driveway: Paved Basement: Crawl Space
ADDITIONAL PHOTOS
135 Knollwood Drive List Price: $699,900
Sold Price: $696,000
DOM: 83
ADDITIONAL PHOTOS
135 Knollwood Drive List Price: $699,900
Sold Price: $696,000
DOM: 83
ADDITIONAL PHOTOS
135 Knollwood Drive List Price: $699,900
Sold Price: $696,000
DOM: 83
ADDITIONAL PHOTOS
135 Knollwood Drive List Price: $699,900
Sold Price: $696,000
DOM: 83
RECENTLY SOLD
15 Phyfe Road List Price: $699,000
Sold Price: $685,000
Description This inviting and comfortable colonial home is located on a quiet cul de sac that backs up to 65 acres of open space. Framed by a white picket fence, this updated home is within walking distance to Fairfield's town and train station. Upon entering this home you will be engaged by the professionally designed living room. The focal point in this room is the custom plantation shutters and the custom-designed shelves and built-ins on the back wall that are accented by deep blue grasscloth wallpaper that make the accessories pop! The kitchen offers stainless steel appliances and opens to a trendy family room centered by a fireplace, custom plantation shutters and built-ins for your coats, shoes & boots. There is a terrific lower level for the entire family and a paradise for kids offering high ceilings, vast space and custom built-ins for creativity, games.
Property Details DOM: 28
Assessment: $422,730 Mill Rate: 26.790 Tax Amount: $11,325 Town: Fairfield Year Built: 1969 Acres: 0.2400 Apx SqFt: 2744 Total Rooms: 8 Bedrooms: 4 Full Baths: 2 Half Baths: 1 Style: Colonial Exterior: Shingle Heating: Hot Water Fuel: Natural Gas Cooling: Central Air Fireplaces: 1 Cars: 2 Garage: Attached Garage Driveway: Private Basement: Full W/ Walk-Out
ADDITIONAL PHOTOS
15 Phyfe Road List Price: $699,000
Sold Price: $685,000
DOM: 28
ADDITIONAL PHOTOS
15 Phyfe Road List Price: $699,000
Sold Price: $685,000
DOM: 28
ADDITIONAL PHOTOS
15 Phyfe Road List Price: $699,000
Sold Price: $685,000
DOM: 28
COMPARATIVE MARKET ANALYSIS
63 Centerbrook Road
Status List Price List$ SqFt Sold Price Sold$ SqFt
226 Saxonwood Road
A $725,000
39 River Street
15 Windermere Street
53 Perry Street
A $719,000
A $679,000
C $719,000 $709,000
Contract Date Sold Date Orig List Price DOM MLS #
$725,000 25 170287204
$719,000 54 170277605
$699,000 112 170261469
12/22/19 12/20/19 $749,000 107 170224125
Assessment Mill Rate Tax Amount Town Year Built
$378,140 26.79 $10,130 Fairfield 1958
$465,570 26.790 $12,473 Fairfield 1972
$473,900 26.790 $12,696 Fairfield 1900
$435,120 26.790 $11,657 Fairfield 1985
$398,000 26.790 $10,600 Fairfield 2019
Acres Apx SqFt Total Rooms Bedrooms Full Baths
0.32 2,176 8 4 3
0.4600 2950 9 4 2
0.1500 2539 7 4 2
0.2300 3360 8 4 2
0.1100 2062 7 3 2
Half Baths Style Exterior Heating Fuel
Colonial Vinyl Siding Hot Water Oil
1 Colonial Stone Baseboard Natural Gas
0 Colonial Wood Baseboard Oil
2 Colonial Clapboard Baseboard Natural Gas
1 Colonial Vinyl Siding Hot Air Natural Gas
Cooling Fireplaces Cars Garage Driveway
Central A/C One-Car Attached Private, Paved
Ceiling Fans 1 3 Under House Gar Private
Central Air 0 1 Detached Garage
Central Air 2 3 Attached Garage Private
Central Air 1 2 Detached Garage Paved
Full Interior Access Walk-Up
Fully Finished Full Walk-Up Cable Available Deck
Full Partial Finished Pull-Down Stairs
Basement Basement Attic Int Feat Ext Feat
Full Concrete Floor Unfinished Full Yes - Pulldown Door Pull-Down Stairs Sunroom - 3-Section Room Cable Available Level, Private Yard Awnings
French Doors
COMPARATIVE MARKET ANALYSIS
63 Centerbrook Road
Status List Price List$ SqFt Sold Price Sold$ SqFt Contract Date Sold Date Orig List Price DOM MLS #
135 Knollwood Drive
15 Phyfe Road
C $699,900
C $699,000
$696,000
$685,000
12/31/19 01/13/20 $699,900 83 170243185
02/10/20 04/10/20 $699,000 28 170261436
Assessment Mill Rate Tax Amount Town Year Built
$378,140 26.79 $10,130 Fairfield 1958
$424,550 26.790 $11,374 Fairfield 1953
$422,730 26.790 $11,325 Fairfield 1969
Acres Apx SqFt Total Rooms Bedrooms Full Baths
0.32 2,176 8 4 3
0.4600 2300 9 4 2
0.2400 2744 8 4 2
Half Baths Style Exterior Heating Fuel
Colonial Vinyl Siding Hot Water Oil
1 Colonial Wood Hot Air Propane
1 Colonial Shingle Hot Water Natural Gas
Cooling Fireplaces Cars Garage Driveway
Central A/C One-Car Attached Private, Paved
Central Air 1 2 Detached Garage Paved
Central Air 1 2 Attached Garage Private
Full Crawl Space Unfinished Yes - Pulldown Door Pull-Down Stairs Sunroom - 3-Section Room Cable Pre-Wired Level, Private Yard Awnings
Full W/ Walk-Out Liveable Space Access Via Hatch
Basement Basement Attic Int Feat Ext Feat
Deck
COMPARATIVE MARKET ANALYSIS GRAPHED BY STATUS Currently On The Market
Recently Sold
PRICING YOUR PROPERTY TO SELL
Pricing your property correctly is crucial. You want to sell your property in a timely manner at the highest price possible. Current market conditions determine the value. Pricing too high or too low can cost you time and money. Realistic pricing will achieve a maximum sale price in a reasonable amount of time.
Analysis of the comparable properties suggests a list price range of: $676,000 to $718,000
PRICING STRATEGY General Rules. Let's review some important considerations. There are certain factors that are beyond our control and certain factors that are within our control. Those factors outside of our control are: the location of the property, the finished square feet and types of rooms and the amenities that are in place. Those factors we can control are: the appearance of the property inside and out, how aggressively we market the property and the price, including terms. It is critical for us to accept those factors that are beyond our control and to focus on pricing and preparation.
Local Market Observations. Our market is currently steady. Properties are not moving very fast but they are not languishing for months either. Given the current interest rate situation, we should continue to experience relatively low mortgage rates and thus the market should remain steady for a while. Market conditions are unpredictable at present given the pandemic and the resulting economic difficulties.
IN CONCLUSION
You should choose John J. Foran, MBA because:
� I will provide you with excellent service and support. � I have made a thorough market analysis of your home. � I have developed a winning marketing plan. � I will make every effort to sell your home promptly. � I have the resources of William Pitt Sotheby's International Realty.
I look forward to partnering with you in the sale of your home.
Customized Marketing Plan 63 Centerbrook Road, Fairfield PREPARING THE LISTING FOR MARKET ● ● ● ● ● ● ●
Pricing Evaluation Market Condition Analysis Review of Forms, Contracts and Disclosures Professional Digital Photography of the Interior & Exterior of the Home Coordinate and Implement the Customized Marketing Plan Coordinate Broker Open House & Public Open House, if desired Customized buyer brochures prepared for your home
DIGITAL MARKETING EXPOSURE – LOCAL ● ● ● ● ● ● ●
Home entered onto SMART Multiple Listing Service Listing entered onto williampitt.com, voted #1 Best Overall Real Estate Website in the Nation by REAL Trends in 2018 Listing will appear on all major real estate websites Listing placed on zillow.com, trulia.com, realtor.com, google.com, yahoo.com, homefinder.com, homes.com Immediate access via text to all inquiries on williampitt.com Listing submitted to William Pitt Relocation Services Exposure through Weekly Marketing and Sales Meetings
DIGITAL MARKETING EXPOSURE – INTERNATIONAL | GLOBAL ● ● ● ● ● ● ● ● ● ● ● ● ●
sothebysrealty.com realestate.nytimes.com realestate.wsj.com washingtonpost.com Financial times US & China - FT.com JamesEdition.com CountryLife.co.uk PropGoLuxury.com LuxuryEstate.com juwai.com Home Adverts: homeadverts.com/en/ (England Hosted) house24: house24.ilsole24ore.com/ (Italian hosted) Apple TV App
John Foran | c 203.981.0785 | jjforan@williampitt.com
Customized Marketing Plan (continued) 63 Centerbrook Road, Fairfield ADVERTISING | SOCIAL MEDIA
● ● ●
Home featured on our Facebook page @SouthportRealEstate Home featured on our Instagram channel @livingfairfield Public open houses featured on our Facebook and Instagram Stories
ADVERTISING | PRINT MEDIA (stalled until further notice)
● ● ●
New Listing ad with photo placed in the Fairfield Citizen and Westport News New Listing ad with photo placed in the Connecticut Post Open houses placed in the Fairfield Citizen, Westport News & Connecticut Post
PERSONALIZED SERVICES OF LISTING
● ● ● ● ● ● ●
We will personally make all appointments and advise you Detailed follow-up and feedback after each showing Client Marketing Summary with internet activity and property view report Monthly update on competitive activity and market conditions Pre-qualification of all potential buyers Very experienced and seasoned negotiator and closer I will be closely involved with all aspects to bring the transaction to a successful closing
John Foran | c 203.981.0785 | jjforan@williampitt.com