The Lyon's Share

Why It Matters With Whom You Work to Sell or Buy Your Property

As a seller, does a property have a predetermined price or will the sales price be impacted by the skills and resources of the broker with whom you work?

As a buyer, is the price you’ll pay and the experience you’ll have purchasing predetermined, or will the outcome be impacted by the experience, advocacy and skills of your broker?

overlooked. The answer is: of course it matters. Both questions underscore the importance of selecting the broker who will give you the best possible outcome.

As you review this material, you’ll see why The Lyon Group is your best choice.

In Santa Fe, New Mexico, The Lyon Group is the unequaled king of real estate brokers. Neil Lyon’s roar is soft but his effectiveness is superlative. Underwood Family, Dallas

$4,750,000

1062 Sierra del Norte

About Neil Lyon, CRB, CRS, GRI

Founder, The Lyon Group

• Licensed in real estate since 1975.

• In the top ten of the longest-tenured Sotheby’s International Realty agents worldwide.

• Former President of the largest real estate company in Tacoma, Washington.

• Former Senior Vice President of a 33-office residential real estate company in Boston.

• Former President and CEO of a 15-office residential real estate company in Fairfield County, Connecticut.

• Former Managing Broker for Sotheby’s International Realty in New Mexico from 1993-2002.

• Achieved #1 producing broker status in Santa Fe in 2002.

• Neil is a 2nd generation real estate broker. His son Jake is 3rd generation.

• A frequent presenter at Sotheby’s International Realty conferences for the past 25+ years.

As a team, we have what everyone is trying to create and we are very protective and proud of it. Our drive to create the best possible outcome for each of our clients fuels the enthusiasm within our team.

Neil Lyon

Our Team Is Your Strength

The best transaction requires a highly skilled and dedicated team to meet the many demands of a transaction. With combined professional experience that spans over 120 years, The Lyon Group is Santa Fe’s most equipped real estate team to successfully market and sell your property and handle the complexities of a purchase. Our team marries all of our best talents and abilities.

Jake Lyon

Born and raised in Santa Fe, Jake is a thirdgeneration Realtor within the Lyon family. He brings to The Lyon Group not only a deep-rooted understanding of the real estate industry but the skills and experience that keep TLG at the top of the production ladder. With a degree in geology and earth sciences from Dartmouth and years of experience as a consultant and client manager, he brings analytical skills and organizational management as well as a fierce focus on customer service to our transactions. His versatility and unbounded energy make him a formidable contributor to the panoply of services that we provide to our clients.

J.L. Forke brings over 2 decades of years of experience to Santa Fe. J.L. started his impressive career in Dallas in 1998 at the esteemed Ebby Halliday Company. In 2017 J.L. joined Briggs Freeman Sotheby’s International Realty where he earned many top producer honors over the years, including Awards of Excellence each year at Briggs Freeman and being recognized by D Magazine for their Best & Top Residential Real Estate Agents annual award. J.L. acknowledges the role Sotheby’s International Realty has played in his career as he has earned the many accolades, primarily from his association with many of the best agents in his local market and globally, and from the vast marketing resources available through SIR.

Associate Broker

J.L. Forke

Associate Broker

Nina is a licensed broker with an expansive background in operations and management. She is a graduate of Stanford University and worked in an administrative capacity on that campus for over a decade. At TLG she oversees the many steps of each transaction and is the point person for all of the details involved with each contract. She manages the document flow between our buyers and sellers, oversees contract deadlines, and coordinates communications between clients, lenders, attorneys, title companies, and HOA representatives. Nina is integral to the orchestration of our collective efforts to attain ultimate customer satisfaction.

Cindy’s primary focus is on two aspects of the team’s business: she is the videographer who ensures that each of our marketed properties shows beautifully with our exclusive Matterport High Definition 3-Dimensional Virtual Tours. She also assists on showings of listed properties during those peak times when the team’s showing activity demands another set of skilled hands. Like the other members of the team, Cindy’s knowledge of the industry is deep and her value to clients is supplemented by her professional affiliations and community involvement. With her background in investment analysis as well as in commercial real estate, clients can count on the presence of a polished professional in any phase of a transaction. Cindy has held a real estate license for more than 30 years.

Taylor has years of experience working in the IT and digital industry, honing a wide array of skills that benefit our clients. He brings to The Lyon Group a fresh take on digital marketing while also striving to keep our business at the forefront of the ever changing technological landscape. Taylor markets our properties creatively and effectively using drone videography, social media, email marketing, geo-targeting, and paid search advertising (both print and digital). Taylor keeps our clients up to date on our marketing efforts and their impact.

Cindy Lyon

Matterport Videographer, Associate Broker

Nina Farana

Operations Manager

Taylor Thirsk

Marketing Coordinator, Drone Pilot

Our Company Is Your Strength

The Lyon Group is supported by the staff and resources of the Santa Fe Brokerage and our corporate staff based in New York.

Brokerage Manager

Sotheby’s International Realty Santa Fe, NM

Chief Marketing Officer

Sotheby’s International Realty New York, NY

VP of Global Communications

Sotheby’s International Realty New York, NY

Kristina Helb

Bradley Nelson

Drew Lamprich

Debbie Stevens

Cliff Siegel

Rachel Colletta

Sotheby’s Concierge Auctions

In November 2021, Concierge Auctions was acquired by Sotheby’s, the world’s premier destination for fine art and luxury goods, and Anywhere Real Estate, Inc (NYSE: HOUS), the largest full-service residential real estate services company in the United States, holding a joint 80 percent ownership stake. Now Sotheby’s Concierge Auctions, is available to us to help our clients sell and buy through the effective and creative auction approach.

The World Leader

Sotheby’s Concierge Auctions is the largest luxury real estate auction marketplace in the world with 90%+ market share and one of the most comprehensive databases of high-net-worth property connoisseurs on the planet.

The Core Values of The Lyon Group

We are advisors and advocates for our clients, not simply real estate brokers. This is much more than semantics.

• Trust - We are trusted by our clients and we trust our clients. This is the foundation of every one of our relationships.

• Respect - We respect what our clients seek to achieve and we are respected by our clients due to our extreme commitment to achieving the best possible outcome (BPO) for each.

• Shared Expectations - We make it crystal clear what resources and skills we bring to our clients and their properties. It is critical that all involved know what to expect from us and what we can expect from our clients.

• Commitment to Transparency - It’s paramount that our clients clearly understand our business practices and thought processes. A client-broker partnership relies on openness and shared dialogue.

• Communication - The quality and quantity of our communication with each client is a foundational value of our team. Our clients benefit from each person on our team being completely committed and skilled in excellent communication.

• Advocacy - We are committed to achieving the BPO for each client by listening to understand their unique needs. The BPO is the primary driver of our team’s responsibility to each client, and this goal guides us as we negotiate on our clients’ behalf and how we advise our clients.

From the very beginning of our selling process to its completion, The Lyon Group demonstrated attention to every detail and well-coordinated teamwork. Neil and his closely-knit team offered a personal touch that cannot be overstated. In short, they did a superior job and we recommend them highly.

B. & D. Mansheim

The Primary Reasons To Work With The Lyon Group

1Sotheby’s International Realty is the premier global real estate brand, with a history that started in 1976 and the most impressive results of any real estate brokerage worldwide. Since 1744, the Sotheby’s name is synonymous with the absolute best of the best. Our standards are unmatched, as are our properties and the services we deliver.

Legacy of Extraordinary Results Heritage

The Lyon Group has been a market-leading team for well over 20 years and has a local legacy of extraordinary results. Over 800 transactions to date attest to the team’s massive productivity and a host of stellar reviews over the years speak to the quality of the client experience.

2 3 Leveraging the Power Locally

The Magic of the Team Experience Results

Neil has assembled a group of professionals who operate at a level rarely seen in the real estate industry. Our team of licensed brokers and market support specialists strive for the best possible results and are relentless in our efforts to bring the highest caliber of their individual expertise and experience to every segment of a transaction. Not only whatever needs to be done but whenever it needs to be done is our shared commitment to obtaining the best possible outcome for our clients.

The Primary Reasons To Work With The Lyon Group

4 The Power of the SIR Marketing Machine

We thoughtfully and beautifully present our properties to an audience of the most affluent consumers in the world. Striking photography, enticing copy and a leading presence on the most important consumer-facing websites in the industry ensure that our properties not only receive the widest exposure but are seen by the highest caliber of consumer. The sophistication and reach of the SIR marketing platforms is unparalleled. No other real estate company comes close. Period.

Exposure

5

We are Deeply Invested in Critical Relationships

Since 1984, Neil has developed a network of close relationships with thousands of the most productive real estate brokers in the world. These relationships distinguish him from his local competitors and enable him to wield an extraordinary tool towards achieving client goals. Whether a client is looking to purchase outside of Santa Fe or a buyer living in NYC needs to be connected to the best broker in Santa Fe, these relationships create unique and satisfying results. A major share of our business stems from these valuable broker relationships.

Creative Solutions for the Most Challenging Situations Connections Auction

6

Sotheby’s Concierge Auctions is a very efficient and effective alternative for sellers who wish to complete a sale within a matter of weeks. At virtually no risk to the seller, Concierge Auctions offers an alternative platform for marketing and selling a home that can drive results in less than two months. For those who value time and efficiency and the benefit of the most sophisticated auction approach, access to this platform is a superior feature of the Sotheby’s experience.

7

What Everyone Wants Communication

Clear, timely and complete communications are the hallmark of our operations. The complexities of a transaction are numerous involving analysis, negotiations, organization, management, fieldwork, production, design and marketing. We are committed to communicating regularly and thoroughly with our clients at each phase of the process. We have the team and resources to deliver on this promise – and we do.

Our Unique Marketing Toolkit

State-of-the-Art Drone

Androneo Banderas is the newest addition to the team – a DJI Mavic 3 Classic drone. Equipped with a state-of-the-art, 5.1k Hasselblad camera, it captures stunning aerial photos and videos for The Lyon Group. Under the direction of our own FAA licensed pilot, Taylor Thirsk, the drone captures stunning aerial views of the beautiful Northern New Mexico landscapes surrounding our premiere properties. That material is designed and produced into top-of-the-line photos and videos and used across all our digital and social media platforms.

Matterport Videography

Matterport’s technology allows The Lyon Group to create highly detailed and interactive 3D virtual tours, which can be explored online as if the viewer were walking through the property in person. The technology uses a nine-lens camera that captures multiple images of a space from different angles and then uses algorithms to stitch them together into a 3D model. The result is a highly realistic and immersive virtual tour that provides a detailed and accurate walk-through of the property.

Social Media

Real estate marketing on social media through paid advertising can offer several benefits to both buyers and sellers:

Increased Exposure: One of the biggest benefits of paid social media advertising is that it can significantly increase the visibility of a property listing. With paid ads, our listings are targeted to specific audiences based on demographics, interests, and behaviors, reaching potential buyers who may not see the listing otherwise.

Better Targeting: Social media platforms have sophisticated algorithms that allow for detailed targeting of ads to specific audiences. This means that the ad will be seen by people who are most likely to be interested in the property based on factors like age, income, location, and interests. This results in more qualified leads and ultimately, a faster sale.

Analytics: Social media platforms offer robust analytics that can provide valuable insights into the performance of an ad. This allows us to optimize the ad for better results and adjust his strategy based on the data.

Convenience: Social media advertising is an effective way to market a property as it allows for easy management of campaigns and access to real-time results. Additionally, paid ads are scheduled to run at specific times, ensuring that the property is being promoted at the most opportune times.

Our Newest Marketing Initiative

Every new year brings to The Lyon Group the opportunity for new and exciting initiatives. For 2023, one of our key focuses is extolling the wonders of Santa Fe. The unique character of Santa Fe is what draws so many to us and we’ll have a great time this year showing off special places and aspects of our favorite community.

To make this happen we are partnering with American Dream TV, an Emmynominated and nationally syndicated production company focused on lifestyle, culture and real estate. We are collaborating with ADTV to produce video segments that will be available on television as well as the Internet.

We are thrilled to be your hosts for this adventure and look forward to sharing with you all the episodes slated for this year.

We love where we live and this series will make it obvious why we do.

Scan the QR Code to learn more about American Dream TV

Scan the QR Code to access our American Dream TV Episodes

Leveraging Relationships To The Advantage of Our Clients

After nearly 40 years working with Sotheby’s International Realty and interacting with its superior community of brokers worldwide, we have cultivated a strong and reliable network of top professionals with whom we interact regularly on our clients’ behalf.

These associations have proven to be a tremendous asset to our buyers and sellers. Each year many brokers from outside of Santa Fe refer clients to us resulting in closed transactions that contribute a significant percentage to our production.

Recently, a Sotheby’s broker in Telluride referred a Kansas-based buyer to us. That interaction resulted not only in a successful purchase for the buyer, but an experience of trust in our operations that was strengthened by their referral broker’s confidence in us. This doesn’t happen by accident.

We engage consistently throughout the year with over six curated networking and referral groups. Between 2020 and 2022, we closed 19 incoming referrals for a total volume of over $60.4M.

I could not recommend Neil and his team more highly. He, Jake, and Nina went so far above and beyond what was expected. Absolute 5 star, concierge service from a thoughtful, ethical and hard working team. Thank you!

A. Fadem

Client Testimonials

The Lyon Group has brokered the sales of over 800 properties, handling each transaction with professionalism, honesty, and integrity. But don’t just take our word for it. Below is a selection of client testimonials. Our clients range from first-time buyers to clients with whom we completed up to 10 transactions.

“Santa Fe has a way of calling me home. This Fall, I came home to stay. After seven transactions with Neil Lyon, I know him well. As usual, he was so patient while we went through the usual uncertainty of “what did we want and need”. Finally, we decided, and Neil found us the perfect house. It was love at first sight. There is no one but The Lyon Group that I would trust to buy or sell a house. The team was by my side every step of the way. Any complications were quickly solved in a calm and skillful manner. The group is so knowledgeable about real estate law and ethics. I appreciate this expertise. I highly recommend The Lyon Group.”

-D. Chalmers

“I was fortunate to have The Lyon Group manage the sale of my home. They navigated the numerous demands of a very difficult buyer who made the first offer. When that transaction ultimately terminated, they had the house back on the market and under contract again in record time. I am truly blessed and thankful that The Lyon Group helped to make all of this happen. I would strongly recommend them to handle anyone’s real estate transaction.”

-J. Frey

“It has been a terrific experience working with Jake, Nina, and Neil! Every step along the way the communication, market knowledge, and completion of each phase was superb. They found me a house I am very, very happy with in record time and the purchase and closing process were painless. They are a seamless team with great market knowledge and though I am glad to be settled into my home I miss working with them!”

-K. Vaillancourt

Client Testimonials

“I want to thank all of you for your work with me on selling the house. Your professionalism and kindness kept my usual need to keep checking up on everyone to almost nonexistent (grin). It was a pleasure working with all of you.”

-K. Busch

“Over the years we have sold several homes in Santa Fe. When it came time to divest of our final property holding here, Neil was referred to us. Working with him was the best thing we ever did! We cannot say enough good things about him. He was extremely professional, always punctual and quick to provide feedback after every showing; not to mention, very encouraging, optimistic and gifted with a great sense of humor. In short, he is definitely the number one broker in Santa Fe with the best team. We have a great respect for his work ethic and have come to treasure his friendship.”

-C. & M.

Thacker

“This is the second time Neil and his team have assisted us with urgent family issues in Santa Fe. We live out of state, so we are fortunate to know we could trust and rely on them for a variety of need from a distance. The only problem is that we no longer own property in the area - unless The Lyon Group sells us some!”

-J.

Jordan & N. Grasso

“We would like to express our sincere thanks to The Lyon Group of Sotheby’s for their most professional services in quickly selling our home in Santa Fe. It was a joy working with Neil and his representatives as well as receiving daily updates from the team during our showings. We received a GREAT price and the BEST service! Thanks so much to The Lyon Group!”

-C. & E. Mazziotti

In a unique market like Santa Fe where no two houses are the same, determining the value of a property requires an artful mixture of data collection and interpretation, understanding the movement of current values, and anticipating the demands of buyers who will be attracted to a particular property. Utilizing a skilled advisor to set the correct asking price is critical to facilitating a successful transaction.

Neil Lyon

Notable Sales

Our production volume, surpassing $840,000,000, represents some of the most expensive residential transactions in New Mexico’s history.

Our reputation as top producers in the luxury property market has not only expanded our referral base but established a client network that facilitates our ability to market our properties to an influential sphere and often bring both sides to a transaction.

For Sellers

Good advice is truly valuable advice when it’s backed by years of experience and insight gained from hundreds of transactions. The necessary steps needed to prepare a property for the market and generate the best possible sale for a seller are similar from one property to the next. However, each property has its own history and personality and what makes it unique must be considered when devising the most advantageous marketing approach. The best support for a seller is from a broker who is well-versed and prepared for all possibilities and has an expertly conceived and executed plan to maximize the potential for optimum success. He is an advocate and, to some extent, a teacher who, by providing you with experience-backed information will guide you to making your very best decisions. To get you started we have put together “The Steps to Effectively Market and Sell a Property”- A compendium of tried and true information pertaining to the many dimensions of selling your home. You will need to know how the process works but it is our job to facilitate these steps for you. Be assured that we are used to executing each one expertly.

For Buyers

Buying property in Santa Fe can be complicated and always involves many considerations and steps. With over 40 years of experience in the business, our buyers can be assured that they will be guided through the process by a group of professionals – each assembled and trained to provide expertise to the various phases of the buying process with which they are all familiar and practiced. A good buyer is an educated buyer. At the front end of a transaction, we want you to make informed decisions. We can advise you not only about market statistics and trends but what to look for in a broker, how to create your buying profile but how to formulate your offer. Once you are under contract, you will be dealing with title companies, inspectors, surveyors as well as understanding the obligations that the respective parties to a contract have regarding each contract contingency. To assist you with the assimilation and understanding of each step you will take as a buyer, we have created a map for you. Our Buyer’s Guide summarizes the answers to the most important questions we have received from our clients over the years and outlines what you will experience from the first day you enter the broker’s office to the day you record and fund on your property.

Scan the QR code to access our comprehensive: Buyer’s Guide

2 Generations | Neil & Jake Lyon

Leading the Country

One generation at a time.

In 2022, Neil and Jake Lyon assembled a group of high-producing Sotheby’s International Realty agents and brokers from around the country who are working with their children. The motivation behind the formation of the group was two-fold:

1. To bring them together on a regular basis for in-person gatherings and video calls to discuss business and marketing practices that benefit our respective teams and clients.

2. Modeled after Neil’s 40-year Sotheby’s history of cultivating career-long relationships, we wanted to provide a platform for the second-generation agents to establish industry connections with smart and capable professionals.

The first 2 Gens Group gathering was held in Santa Fe in June of 2022. This two-day conference included participants from New York City, Los Angeles, Philadelphia, Miami, Denver, Maui, and Jupiter, Florida. The second meeting was held in Jupiter, FL, in early February of 2023. Subsequent meetings will be held on a bi-annual basis. In a short amount of time, this growing community of top-producing agents and their second-generation children has fostered the exchange of many great ideas and seeded lasting relationships. Like Sotheby’s, the group is a leader in legacy and innovation.

Donors & The Giving Back Initiative

Helping Critical Organizations

Locally & Globally.

Since 2009, The Lyon Group has been honoring its buyers and sellers by making closing contributions to local community organizations and non-profits. Recipient organizations have included: United Way of Santa Fe County, Santa Fe Prep Tuition Assistance Program, and Santa Fe Community Foundation. In 2023 The Lyon Group expanded its footprint for giving by designating 12 nonprofits to receive a contribution over the course of the year. These donations benefit the homeless, conservation efforts, food for the homebound, arts programs and many other social and cultural programs serving the community.

Our desire to support others extends beyond our local community. Since 2018 we have supported the Twabuka Primary School in Zambia with monthly contributions that guarantee that the 340 students and staff of 15 receive two nutritious meals every school day. We employ three cooks and have also funded a chicken coop and computer lab for the benefit of the students and teachers.