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Marketing Proposal The Four Seasons 30G Presented by: Esty Lawrie Paragon Real Estate Group


Dear David,

Thank so you much for the opportunity to represent your family in marketing the Four Seasons Residences, Unit 30G. Mr. Arnold was a kind and gracious person and really loved by all of us. The most comparable properties in terms of location and amenities to the Four Seasons Residences are the St. Regis Residences and Millennium Tower. Included in the presentation is a list of all 2 bedroom units in the three properties with approximately the same square footage and in the price range of $2,000,000 to $3,300,000 - both active and sold year to date. The average price per square foot of the units closed is $1,470. The Four Seasons traditionally commands a higher price per square foot due to the preferred location, hotel amenities and sports club and prestigious brand. You will also see a list of all Four Seasons “G� units that have sold in the last 5 years. The most recent, 27G, sold last year for $2,735,000 ($1,552 per/sq.ft). That unit had an upgraded kitchen, recessed lighting, and lots of added storage and closet space. 30G is superior to that unit due to the higher floor, designer upgrades, fireplace, and additional parking space. It is my recommendation that you list the unit for $2,995,000 or $1700 per sq.ft. Like all of the other comparable properties, active and sold, it will be listed under $3,000,000. In San Francisco, it is customary for the seller to pay the transfer tax and the buyer to pay the title and escrow fees. On a $3,000,000 sale, the transfer tax would be approximately $22,000. There are other miscellaneous fees for recording/notary. The typical commission fee in our area is 5 - 6%. I would charge 5%. If another real estate agent brings in the buyer, the 5% fee is split equally. I encourage you to check with your CPA to verify any other financial considerations. There are also a few required inspections and disclosures including 3R report, JCP Report/Natural Hazard Disclosure, Energy and Water Conservation Ordinance and other statutory compliance work. From 2009 to 2013, there have been a total of 27 sales at the Four Seasons Residences in San Francisco. I have been on the listing side and/or selling side of 21 of those transactions. My role as Director of Residences provides me with the knowledge and experience of marketing the unequivocal 5 Star lifestyle the Four Seasons offers. Because of my unique position, I am available after the close of escrow which provides both buyers and sellers a service that no one else can provide. I look forward to discussing this with you in greater detail. Warm regards,

Esty Lawrie

The Four Seasons 30G


Table Of Contents FOUR SEASONS 30G. . ............................................................. 1 Property Description Four Seasons Images

Unit 30GFloor Plan

COMPARABLES & SALES STATISTICS ......................3 2013 Comparables Active & Solds Four Seasons - G Unit Sales

Four Seasons Sales 2009 - 2013

MARKETING STRATEGY.. .....................................................5 Quiet Marketing Strategy Public Relations On Market Plan

Print Advertising Custom Print Materials

LUXURY PORTFOLIO..............................................................5 Letter From Paul Boomsma Overview of Marketing Activities Web Exposure Homepage Exposure Public Relations, Media Outreach

Blog/Social Media Top Luxury Agent Exposure Luxury Portfolio Magazine Distribution Advertising

ABOUT ESTY LAWRIE.......................................................... 11 Biography

Representative List of Sales

Esty Lawrie


Four Seasons 30G

This sophisticated 2 bedroom, 2.5 bathroom SW corner residence offers spectacular water and City views. Gallery-style entry way with marble floors. Expansive living room/dining room area with floor to ceiling windows and fireplace. Large master bedroom suite and sitting area with unobstructed views of Yerba Buena Gardens, AT&T Ballpark and the Bay. Private guest bedroom suite/den. Custom designed sliding wood doors at entry to gourmet kitchen. Top of the line appliances including Sub-Zero refrigerator, Miele dishwasher, Viking gas range, and wine cooler. Abundant closet space. Laundry closet with washer and dryer. Two car parking. Residents enjoy the convenience and luxury of the amenities and services offered by the Four Seasons Hotel. Dine in MKT Restaurant and Lounge or in the private Windows dining room. 24 hour room service, laundry and housekeeping services are all available to the residents. Direct access to the Sports Club/LA offers state-of-the-art work-out equipment and a swimming pool. HOA dues are $2,038.60 a month which includes water, garbage, heating, cooling, insurance (incl. earthquake), common area maintenance, window washing, professional management, 24 hour security and concierge services. • Approximately 1,762 sq.ft.

(per City records)

• Spectacular Water and City Views

• Large Master Bedroom Suite with Walk-In Closet

• Spacious Gallery Style Foyer

• Guest Bedroom Suite/Den

• Large Living/Dining Room Area

• Abundant Closet Space

• Fireplace

• Designer Upgrades

• 2 Bedrooms/2.5 Bathrooms

The Four Seasons 30G


Four Seasons Images

Four Seasons 30G Floor Plan

Esty Lawrie


2013 Comparable Active & Sold Units PRICE RANGE: $2,000,000-$3,300,000

PROPERTIES: FOUR SEASONS/ST. REGIS/MILLENNIUM TOWER Address

BD/BA

Listing Price

Sq.ft

Price/SF

Parking

301 Mission St., #30F

2BD-2BA

$2,100,000

1601

$1,312

1 Car

188 Minna St., #24B

2BD-2.5BA

$2,400,000

1780

$1,348

1 Car

188 Minna St., #32C

2BD-2.5BA

$2,750,000

1670

$1,647

1 Car

765 Market St. #PH1H

2BD-2.5BA

$3,295,000

1400

$2,354

2 Car

765 Market St. #32H

2BD-2.5BA

$2,025,000

1400

$1,446

Tandem

188 Minna, #27B

2BR-2.5BA

$2,250,000

1767

$1,273

2 Car

188 Minna, #26F

2BR-2.5BA

$2,400,000

1527

$1,572

1 Car

188 Minna, #28C

2BR-2.5BA

$2,650,000

1670

$1,587

1 Car

Active Listings

Sales YTD

Four Seasons SALE OF G UNITS 2009 - 2013 Listings

Unit#

Sq.Ft.

BD/BA

Listing Price

Price/SF

Parking

5/10/12

27G 1762 2BD-2.5BA

$2,735,000 $1,552 1-Car

9/20/10

36G

1761

3BD-2.5BA

$2,700,000

$1,533

No Parking

8/30/10

37G

1761

2BD-2-1/2 BA

$3,000,000

$1,704

2-Car

6/15/10

34G

1761

1+Library-1.5 BA

$2,800,000

$1,590

1-Car

4/30/09

25G 1762 2BD-2-1/2BA

The Four Seasons 30G

$2,800,000 $1,589 1-Car


Four Seasons Sales 2009 - 2013 Date Sold

Unit

Sq.Ft.

BD/BA

Price

$/Sq.Ft.

Parking

Sold 2013 1/23/13 32H 1400 2BD-2.5BA

$2,025,000 $1,446

Tandem

12/18/12 33E 1450 2BD-2.5BA

$1,925,000 $1,323

1-Car

9/18/12 36E 1453 2BD-2.5BA

$1,950,000 $1,342

1-Car

9/5/12

$5,100,000

No Parking

Sold 2012

36F

2572

3BD-3.5BA

$1,983

5/10/12 27F 2576 3BD-3.5BA

$4,750,000 $1,844

Tandem

5/10/12 27G 1762 2BD-2.5BA

$2,735,000 $1,552

1-Car

4/30/12 28H 1406 2BD-2.5BA

$1,760,000 $1,174

1-Car

9/27/11 32D 2562 3BR-3BA

$4,975,000 $1,942

Tandem

9/27/11 32C 992 1BR-1.5BA

$1,365,000 $1,376

1-Car

5/10/11

27A

3318

2BD-4.5 BA

$7,200,000

$2,170

2-Car

3/15/11

29H

1450

2BD-2-1/2BA

$1,900,000

$1,310

No Parking

SOLD 2011

3/15/11 22D 2567 3BD-3.5BA

$3,700,000 $1,441

2-Carr

3/15/11

$1,075,000

No Parking

34H

1400

Shell

2/16/11 32F 2576 3BD-3BA

$768

$4,350,000 $1,687

Tandem

11/9/10 30A 3321 4BD-5-1/2BA

$5,600,000 $1,686

1-Car

9/20/10

36G

1761

3BD-2.5BA

$2,700,000

$1,533

No Parking

8/30/10

37G

1761

2BD-2-1/2 BA

$3,000,000

$1,704

2-Car

6/15/10

34G

1761

1+Library-1.5 BA

$2,800,000

$1,590

No Parking

5/28/10 PH2E 1453 1BD-2BA

$2,500,000

$1,720

Tandem

3/30/10 26B 1004 1BD-2BA

$1,350,000 $1,345

1-Car

1/22/10

$1,625,000

No Parking

SOLD 2010

22E

1456

2BD-2-1/2BA

$1,116

SOLD 2009 12/1/09 23B 821 1BD-1BA

$1,180,000 $1,462

No Parking

12/1/09 23A 2773 3BD-3-1/2BA

$4,975,000 $1,794

2-Car

11/30/09 27B 1004 1BD-1-1/2BA

$999,000

1-Car

10/30/09 24C 791 1BD-1BA

$1,300,000* $1,644

2-Car

4/30/09 25G 1762 2BD-2-1/2BA

$2,900,000 $1,646

1-Car

4/30/09

26F

2576

3BD-3-1/2BA + Library $4,700,000

$996

$1,825

No Parking

Esty Lawrie


Marketing Strategy MARKETING PLAN FOR THE FOUR SEASONS 30G QUIET MARKETING STRATEGY •

Preview cocktail party for top 50 SF brokers

Daylight and twilight photography

Schedule private client showings

Custom website with interactive floor plans

Social media exposure via Paragon’s social channels: Facebook, LinkedIn, Instagram, Pinterest and Paragon blog

Custom marketing piece to top 25 - 40 Bay Area CEOs

Marketing outreach to TAN (Top Agent Network)

PUBLIC RELATIONS: •

See Luxury Portfolio plan

Press and photography for opening event

Develop custom press-kit to be sent along with preview party invite to Paragon’s media contacts: SFChronicle, Nob Hill Gazette, CA Home+Design, 7x7 Magazine, SJ Mercury

ON MARKET PLAN •

Featured status on all top real-estate and luxury search engines including LuxuryPortfolio.com, Realtor.com, SFGate.com, NewYorkTimes.com, WSJ.com, LuxuryRealEsate.com etc.

Email Marketing Campaign to top San Francisco Brokerages

Staging and coordination of packing up personal items to be sold or sent to the family

Custom website with property details and floor plans

PRINT ADVERTISING: Publication: Nob Hill Gazette Frequency: Sept- Nov Size: 1/4 Page

Publication: WSJ Reach: West Coast

CUSTOM PRINT MATERIALS •

Custom property brochures

Custom property statement

The Four Seasons 30G


Four Seasons UNIT 30G

www.625Duncan.com

www.SfLuxLife.com

Offered at $x,xxx,000

Gary Johnson

BRE# 01155463

415.971.6211

gjohnson@paragon-re.com

The information contained herein has either been given to us by the owner of the property or obtained from sources that we deem reliable. Prospective purchasers are advised to independently verify accuracy and review any disclosure information on file with

July 27th July 28th July 30th July 31st

12-2 PM 1-4 PM 12-1:30 PM 5:30-7 PM

415.971.6211

gjohnson@paragon-re.com GaryJohnsonHomes.com

The information contained herein has been obtained from sources we deem reliable but is not guaranteed. Prospective purchasers are advised to independently verify accuracy and to review any disclosure information on file with this office.

This home is one of Noe Valley’s most unique contemporary structures.

Showing Times: Saturday Sunday Tuesday Wednesday

BRE# 01155463

Open House Open House Brokers Tour Twilight Tour

Designed to artfully fit into the hillside and capture the Downtown skyline along with Twin Peaks and valley views, this property has an open floor plan on the upper level with these views from the living, dining and kitchen areas with significant ceiling height. There is a family/media room to the rear of the upper level that exits to the secluded South garden. There are four bedrooms with en-suite baths; one currently being used as the home office. The wellappointed kitchen is accented with top-of-the-line appliances, a breakfast bar and seating, and an oversized pantry with dual wine refrigerators. There is a separate, self-contained apartment for guests, an au-pair or extended family members consisting of a living area, fully equipped kitchen, one bedroom, a full bath, and its own laundry.

offered at $x,xxx,000

www.625Duncan.com

The Four Seasons 30G

Etsy Lawrie

Esty Lawrie


The Four Seasons 30G


Partnership with Luxury Portfolio International® Luxury Portfolio International® is a luxury marketing partner which, together with Paragon Real Estate, provides unsurpassed exposure to high net-worth individuals on a global basis. Luxury Portfolio is the exclusive luxury network of Leading Real Estate Companies of the World®, a network of over 500 independently owned real estate firms with nearly 120,000 associates in 40 countries, so you have the strongest and most powerful real estate network behind the sale of this important residence. On our award winning website, luxuryportfolio.com, we market over 25,000 properties annually with an average price over $2.6 million. We are the only site to showcase every home with a multi-photo slide show and were first to address the international nature of the business by translating the site into multiple languages (currently nine) and displaying property values in multiple currencies. Our attention to this international real estate consumer has paid-off, with traffic to the site coming from over 200 countries/territories per month. We also promote our website with an aggressive print campaign, driving affluent consumers to the site through a multi-million dollar brand advertising campaign, which features compelling ads in high-networth targeted publications.

OVERVIEW OF MARKETING ACTIVITIES: We are honored to have the opportunity to include your home in our luxury collection. The following is a snapshot of the exposure and opportunities we can provide to market your listing:

WEB EXPOSURE: • International Exposure to High-Net-Worth Individuals on LuxuryPortfolio.com • 250,000+ high-net-worth visitors per month from all countries/territories in the world • Household Income

$1,321,000

• Mean Primary Home

$3,823,000

• Mean Secondary Home

$5,274,000

HOMEPAGE EXPOSURE

Four Seasons 30G can be featured on the homepage of LuxuryPortfolio.com for 30 days

LuxeTour™ & YouTube Exposure

Architectural Style Search

Esty Lawrie


LISTED ON PARTNER WEBSITES INCLUDING:

Links from 200 + top local broker websites around the world

www.wsj.com (Wall Street Journal)

www.countrylife.co.uk (UK/European audience)

www.propgoluxury.com (Asian audience)

www.leadingre.com www.youtube.com

PUBLIC RELATIONS, MEDIA OUTREACH: Note: all public relations opportunities will be subject to your approval. Our team will works to determine the best possible outlets for this property. We will approach publications such as The Wall Street Journal and The New York Times for coverage as well as design and architecture focused publications such as Architectural Digest and Luxe Design + Interiors and real estate and luxury industry publications. We also will approach international publications such as Architectural Digest Russia, Country Life in the UK, The International Herald Tribune, and prominent publications, bloggers and luxury websites in Asia such as The Wall Street Journal Asia, Hong Kong Tatler and PropgoLuxury.com. We will pursue exposure on additional websites where we regularly have our homes featured including Curbed.com, WSJ’s “House of the Day”, Architectural Digest’s “Estates for Sale”, as well as Forbes, CNBC, CNNMoney.com, MSNBC.com and more. We will also pursue opportunities for exposure with the AIA and other architecture and design organizations. In addition, we will reach out to a select list of blogs and websites that are considered influencers of affluent lifestyles.

BLOG/SOCIAL MEDIA Luxury Portfolio will feature the Four Seasons 30G in a blog post on our award-winning blog. The blog post will be promoted on the homepage of LuxuryPortfolio.com and via LuxeChatter® – an e-blast that is sent to 70,000 top luxury agents around the world. In addition, we will ensure your property is shared via our extensive social media outlets – including its addition to our Pinterest LookBooks as well as on Facebook and Twitter – directly reaching over 10,000 luxury home enthusiasts. Together these social media sites reach approximately 80,000 luxury home enthusiasts, buyers and exclusive top luxury agents around the world.

The Four Seasons 30G


TOP LUXURY AGENT EXPOSURE Through Luxury Portfolio you have the ability to reach top “sister” brokerages because Leading Real Estate Companies of the World has more number one brokers in top US markets than any other network or franchise. We have the ability to reach and leverage the network in marketing this property via the following: •

Photo Bank - Inclusion of your high resolution, professional photography in the Luxury Portfolio Photo Bank enables other members to cross market your property to their sphere via their local marketing efforts.

Should the property be marketed after the first of the year, Paragon will have an opportunity to present the Four Seasons 30G at the Luxury Portfolio Summit to be held in February 2014 at the Wynn Las Vegas to a select group of top luxury agents from around the world.

LUXURY PORTFOLIO MAGAZINE: Dependent on your timing for marketing Four Seasons 30G, the property will be considered for editorial coverage and can be advertised in the Luxury Portfolio Magazine. The magazine is published in the fall and spring each year with a r each well past 85,000+ in 50 plus countries.

DISTRIBUTION: LeadingRE members worldwide

Direct mailed to US luxury home enthusiasts

International first class airline lounges

Sold internationally in 51 countries

ADVERTISING: Luxury Portfolio regularly advertises our website and program through targeted print publications that reach affluent consumers worldwide. Luxe Interiors + Design (US Region) Wall Street Journal US Regions Europe Asia Unique Homes Unique Homes CHINA Velocity Country Life International

Esty Lawrie


About Esty Lawrie Whether it’s a primary residence or a pied-a-terre, Esty Lawrie specializes in the City’s most desirable address - exclusive representation of the Four Seasons Residences. The ultimate key to luxury living, San Francisco-style. With over 30 years of wealth management and real estate experience, Esty Lawrie’s service savvy and relationship building expertise will introduce you to the luxury lifestyle experience. From her senior tenure at US Trust, myCFO and Mellon, Esty cultivated her remarkable ability to establish critical, long-term relationships. Additionally, she gained an in-depth understanding of high net worth individuals’ real estate investment needs, while focusing on financing, residential developments and luxury properties. Her strengths in leveraging connections to provide superior service as well as her adeptness with the affluent real estate market and lifestyle led her to become the Four Seasons’ Director of Residences in 2006. Esty is the ultimate expert on the lifestyle and benefits of ownership at the Four Seasons Residences. Her years of experience as Director provides her clients with the highest level of service and the best contacts and advice for making the transition to life in the ultimate service rich environment that is the Four Seasons Residences. A patron of the arts, Esty is on the Board of Directors for the San Francisco Opera Guild and the San Francisco Symphony League. She has been an active, involved resident of San Francisco since 1978. Whether the property is a pied-a-terre or primary residence, Esty brings wealth management and market finesse to her real estate endeavors, elevating your experience to haute heights.

The Four Seasons 30G


Representative List of Sales: SALES IN THE FOUR SEASONS RESIDENCES FROM 2009 TO PRESENT.

FROM 2009 TO 2013, THERE HAVE BEEN A TOTAL OF 27 SALES AT THE FOUR SEASONS RESIDENCES. ESTY HAS BEEN ON THE LISTING SIDE AND/OR SELLING SIDE OF 21 OF THOSE TRANSACTIONS. Luxury Property

Residence

Role

Four Seasons Residences

Unit 25G

Listing & Selling Agent

Four Seasons Residences

Unit 24C

Listing & Selling Agent

Four Seasons Residences

Unit 23A

Listing Agent

Four Seasons Residences

Unit 23B

Listing Agent

Four Seasons Residences

Unit 22E

Selling Agent

Four Seasons Residences

Unit 26B

Selling Agent

Four Seasons Residences

Unit PH2E

Listing & Selling Agent

Four Seasons Residences

Unit 34G

Listing & Selling Agent

Four Seasons Residences

Unit 37G

Listing & Selling Agent

Four Seasons Residences

Unit 30A

Listing & Selling Agent

Four Seasons Residences

Unit 32F

Listing Agent

Four Seasons Residences

Unit 34H

Listing Agent

Four Seasons Residences

Unit 29H

Listing & Selling Agent

Four Seasons Residences

Unit 27A

Listing Agent

Four Seasons Residences

Unit 32C

Listing Agent

Four Seasons Residences

Unit 32D

Listing Agent

Four Seasons Residences

Unit 27G

Listing & Selling Agent

Four Seasons Residences

Unit 27F

Selling Agent

Four Seasons Residences

Unit 36F

Listing & Selling Agent

Four Seasons Residences

Unit 33E

Listing Agent

Four Seasons Residences

Unit 32H

Listing Agent

Esty Lawrie


Personal Service, as 5-Star as the Property.

Esty Lawrie | 415.608.3442 | elawrie@paragon-re.com | BRE# 01155463 | Š All Rights Reserved


The Four Seasons 30G