Working with Engel & Völkers
Experts at your service When considering buying or selling a property, it is essential to work with true market experts who take the time to understand your unique real estate goals. Engel & Völkers advisors are known for their unparalleled professionalism and their dedication to providing high-quality, personal service.
These
characteristics are evident among all Engel & Völkers real estate advisors in local markets across the globe. Each of our advisors is devoted to the core values of competence, exclusivity and passion, as they represent a luxury, global real estate brand with over 40 years of brand heritage and experience. Engel & Völkers advisors are leaders in their local markets with knowledge and valued connections that help maintain our consistent leadership internationally. We will do all we can to market your property in order to obtain the best outcome for you—the highest possible purchase price and a stress-free transaction.
Christian Völkers, Founder
The Engel & Völkers story
Our origins as a global leader Engel & Völkers’ was founded in 1977 in Hamburg Germany as a specialty boutique agency providing luxury real estate services to wealthy European investors in search of real estate experts who were highly professional, knowledgeable, and discreet. With proven competence and passion, Engel & Völkers quickly earned a reputation for unparalleled levels of service, a highly valued professional network, and local market expertise. Our successes led to a greater demand for specialized services including yachting and aviation With a brand gaining in recognition and reputation, we established a system that allowed us to expand without sacrificing our high standards of quality. In 1990, Engel & Völkers opened its first international shop in Majorca, Spain. It marked the beginning of our worldwide expansion throughout Europe, Africa,
Although Engel & Völkers has grown beyond a
Asia and the Americas. Today, there are more than
small boutique agency, you can still rely on us for
11,000 real estate advisors in over 30 countries. With
the qualities that remain our keys to success—local
an Americas headquarters located on Park Avenue
market expertise, a highly valued network, and an
in Manhattan, our Americas network attributes to the
unparalleled level of service.
greatest growth for the brand, with local shops rapidly opening throughout the US, Canada, Carribean and Mexico.
A higher standard, worldwide
30 + countries spanning five continents Engel & Völkers shops are located where our clients are, in the world’s best locations. As one of Europe’s most recognized real estate brands, Engel & Völkers continues to rapidly expand across the Americas, specializing in the sale of exceptional residential properties. Engel & Völkers has a reputation among a high-end segment of buyers and sellers, giving us the ability to represent the highest echelon of properties owned by renowned business owners and celebrities. However, we understand that the idea of luxury is very personal and based on experience over pricepoint. Therefore, we continue to enhance and value the knowledge, service, and network unique to our brand to assist every client in achieving their real estate aspirations with highest levels of luxury service, no matter what. Wherever an Engel & Völkers shop opens, whether in Europe, Africa, Asia, or the Americas, the worldwide recognition of our brand follows. For the homes we represent, including yours, this means greater worldwide exposure enhanced by the confidence of our brand and our local expertise. This unique strategy has enabled us to successfully reach qualified international buyers for the homes that we represent.
Competence, Exclusivity and Passion
The core values that define us There is a single vision shared by the thousands
meaning of our brand for each and every Engel &
of professionals who represent Engel & Vรถlkers
Vรถlkers advisor. Our training, marketing capabilities
worldwide. It is to link together the aspirations of
and international network ensure that our advisors
discerning individuals around the world, be it in a
can competently meet your real estate needs. They
private or business context -- with total passion.
will develop a customized strategy and provide the
To achieve this vision, we have established a set of
specialized services that will work exclusively for
core values. These values help to maintain our high
you. And they will do it all with total passion.
level of service quality worldwide and reinforce the
It’s personal
Our focus is on you As an Engel & Völkers client, you are our highest priority. Our collaborative approach to the sales process means involving you in as much or as little of the activities as you desire. Through it all, we will provide proactive and ongoing communication, reporting on the status of your home as frequently as you’d like and through the specific channels you find most convenient. You will receive regular updates on the status of your property, written reports on each showing, details of our marketing campaigns and new measures before they are implemented. We consider open and frequent communications between our advisors and clients to be essential. Our hope and our goal is to have the successful sale of your home be the first of many opportunities in which we can be of service to achieve your real estate goals.
Detailed information to keep you up to date: ■
Written reports after each showing
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Activity reports on the status of your sale
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Latest market information
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Evaluation for marketing measures
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Advice on aesthetic improvements
Initial consultation
Identifying your specific needs No two clients are the same. The better we know you, the better we can serve you, which is why we start with an individual consultation with every client. Our goal is to get an in-depth understanding of your expectations and to learn more about the property you’re interested in selling through the person who knows it best -- you. With local market expertise and global reach As an international, premium real estate firm, you will experience exceptional service that starts from the initial consultation. Your Engel & Völkers advisor will review every aspect of your property, ask questions, and research local market trends and activity. These steps will determine key marketing points,
The scope of our research:
the ways in which we collaborate on an effective
■
Review your property
and compelling pricing strategy, your home’s target
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Conduct a homeowner interview
audience, as well provide a full understanding of
■
Research market activity and trends
■
Identify target audience
brokerage, as well as the Engel & Völkers brand to
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Outline pricing strategy
work together to sell your home at the highest price
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Gain full understanding of unique
point within an acceptable time frame and in a stress-
■
homeowner needs
your specific real estate goals. This crucial first step outlines a strategic course for you, your advisor, their
free manner.
The Value of Your Home In a neighborhood of similar homes, why is one worth more than another? That's the question that's teased buyers and sellers for ages, but the answer is simple.
Every home is different When a home is sold, a willing seller and a willing buyer determine the value of that home with the sale price. That price then becomes a benchmark for other similar homes, but other factors come into play. The most important are:
Location The closer a home is to jobs, parks, transportation, schools, and community services, the more desirable it is.
Size Square footage impacts home value because a larger home is built using more materials, and gives the homeowner more usable space. And a larger lot size could mean more privacy than a smaller one.
Number of bedrooms and baths Additional bedrooms and bathrooms raise the value of a home compared to similar homes that do not have those rooms.
Features and finishes Features such as outdoor kitchens and spa baths make a home more luxurious. A home finished with hardwood floors and granite countertops is going to cost more than a home with carpet and laminate countertops.
Condition The closer a home is to new construction, the more it will retain its value. It's perceived as more modern, up to date, and perhaps safer. Homes that are not updated or in poor repair sell for less as purchasers' factor in the cost of updating and eventually replacing appliances and systems.
Curb appeal From the street, the home looks clean, fresh, and inviting. Fresh landscaping and flowers won't change the size or location, but they certainly add charm. When two homes are identical in the same neighborhood, a higher price may come down to something as simple as views, paint colors, or the overall taste of the homeowner.
Nicole Pir Pirnie nie ¡ Engel & V Volkers olkers 617-834-4516 nicole.pirnie@evrealestate.com
Features That Sell As you prepare to put your home on the market, there are improvements you can make - some small, some big - that will help you appeal to homebuyers and maximize the price you get for your home. And some existing home features can be a major selling point. According to the National Association of REALTORS® latest profile of homebuyers and sellers, buyers plan to occupy their homes for the next 15 years. They want homes that offer the room, flexibility and comfort they anticipate they will need in the upcoming years. Energy efficient appliances, windows, and systems in the home are important; today's homebuyer is looking for a sustainable and affordable home with manageable operating costs. A study by The National Association of Home Builders found that buyers are interested in saving on square footage, but they want a gracious and casual ambiance. Buyers would prefer to maximize square footage with smaller formal rooms and larger family room and kitchen areas. Other must-have features buyers are looking for include: • Separate laundry room • Exterior lighting for both curb appeal and safety • Ceiling fans • Patio and outdoor living space • Hardwood floors • Storage space in the garage • Eat-in kitchen • First floor master bedroom
Additionally, a survey of home builders by Pro Builder showed that excess has given way to practicality for home buyers. They want spaces that are focused on function rather than 'keeping up appearances'. Open floor plans, flexible spaces, smarter storage, and a focus on multigenerational living are shaping the homes of the future.
Nicole Pir Pirnie nie · Engel & V Volkers olkers 617-834-4516 nicole.pirnie@evrealestate.com
A tailored marketing campaign
Designing custom strategies With a full understanding of your home’s position in the market and a pricing strategy to meet your goals within an acceptable time frame, our marketing team will develop and execute a custom strategy to promote your home to the target audiences we have identified. Professional photographers will capture images of your home that will stand out on the pages of world-class publications where Engel & Völkers advertisements are placed. Our designers and copywriters will work together to build your campaigns that may include direct mail, online and print advertising, social media, as well as high-end showcase exposés that will appear in targeted shops throughout our global network. We will market your property to prospective buyers, whom we have specifically identified both within and outside our
Full service marketing and advertising:
network, and among our existing portfolio of shops
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Professional, high-quality creative
throughout the Americas and around the world.
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Engel & Völkers brand recognition
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Advertisements in local, national and international publications
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Preferred placements and branding on top real estate search sites
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Presence on the Engel & Völkers global website platform
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Social media and public relations
An effective pricing strategy
Listing to sell To find the ideal buyer for a home, it must be exposed
potential buyers, while pricing at or slightly below
to the largest, most relevant audience of potential
market value will attract more. As a trusted advisor,
buyers. Because Engel & Vรถlkers has shops and
it is my passion and responsibility to understand
advisors spanning the globe, there are no boundaries
market trends to create the most strategic listing and
to the exposure we can provide for your property. The
marketing strategies. I want to ensure that you receive
market has a direct impact on the amount of attention
the best value for your home, allowing you to move on
a home will receive based on its listed price. Pricing
to the next phase of your life.
above market value will get the attention of fewer
Outlining our strategy
An in-depth look at research results Following an initial assessment, we prepare a customized presentation in which we explain what our research and expertise have discovered regarding
Network
Advantages
Pricing Strategy
Target
the value of your property. This tailored presentation will include our analysis of the market and the groups we’ve identified as the most qualified buyers for your property. We will share the specific steps we plan to take—including advertisements in select publications, placement within online real estate search engines, public relations and social media opportunities, and direct mail strategies to maximize exposure of your property to the target audiences we’ve identified. We
Our measures for property marketing:
will also work together to determine a pricing strategy
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Expert evaluation of the property
view of the sales strategy, we are able to learn more
■
Detailed analysis of the target audience
about your expectations so we can make sure to
■
Current local market activity and historic trends
meet, and whenever possible exceed, them at every
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Marketing and advertising support
stage in the process.
■
Pricing strategy
that meets your goals. In providing this highly detailed
Time and exposure
Charting the optimum moment to act
The following chart demonstrates that interest and
and, ultimately, to sell it. Preparation and an effective
excitement among potential homebuyers are highest
pricing strategy are crucial in capitalizing on this initial
within the first four weeks a property is on the market.
exposure, and your Engel & VĂślkers advisor is very
At this level of interest comes the best opportunity
experienced in strategically navigating through this
to apply Engel & VÜlkers’ marketing programs in
critical time for optimal results.
order to communicate the value of your property
Curb Appeal, A First Impression That Lasts Most buyers form their first impression of your home before they even get out of the car. Curb appeal is the view from the curb that gives potential buyers the first chance to fall in love with your home. The exterior of your home should be in pristine condition - clean, cleared of clutter, with no visible repairs needed. A broken step, overgrown bush, or abandoned toys in the yard can spoil both the home's appearance and the potential buyer's first impression. Here's a simple cleanup and spruce up checklist to make sure your home leaves a stellar first impression: • Clear driveways and walkways of snow, weeds, and debris. Repair or replace cracked steps or pavers. Whenever possible, driveways should be clear of vehicles. • Keep your lawn mowed, edged, and watered. Prune dead branches and plants. Weed flower beds and replace leggy, thin landscaping with fresh plants and flowers. • Replace loose or damaged roof shingles, clean the gutters, and paint and caulk window trim and doors. • Make the front door area shine: consider repainting your front door and placing a new welcome mat. Polish the door hardware and make sure all front facing windows are clean. • Power wash siding, brick, windows, and porches. • Replace light fixtures -and if possible, pick new fixtures with the same mounting system to save time and hassle. • Install new house numbers that match the finish of your light fixtures. • Consider upgrading your mailbox; it's an inexpensive fix and the first thing that buyers will see when they pull up to your home. • Install flowerboxes or pots of blooming flowers for a pop of color. • Hang a seasonal wreath from your front door.
Nicole Pir Pirnie nie · Engel & V Volkers olkers 617-834-4516 nicole.pirnie@evrealestate.com
Local and international expertise
Providing world-class service Established in 1977 Engel & Vรถlkers began providing luxury services as a boutique agency known for its highly specialized real estate services to a small, but exclusive, clientele. Today, as an international brand serving the needs of home sellers and buyers around the world, we continue to value our boutique style of business. We will hold our relationship with you closely and give back to the communities we share. We know the unique features of your local towns and neighborhoods because we understand that these differentiators offer priceless value that will affect
how we market your property. Though we belong to an international network, we are a local shop. Our advisors are area experts, most of whom are longtime locals in your neighborhood and surround themselves with a network that shares the ability to reach buyers and markets locally, nationally and around the world.
More than real estate agents
Delivering peace of mind The best real estate agents help their clients buy and
your home fits within the bigger picture. Engel &
sell homes. At Engel & Völkers we go above and
Völkers advisors provide more than facts. They
beyond the real estate transaction to offer guidance
deliver peace of mind. As local experts, our advisors
and insights to our clients in ways not every agent
live and breathe the communities in which they serve
can. In fact, at Engel & Völkers we aren’t simply
and will provide you with valuable insights that are
agents, we are a network of advisors who provide
relevant to your personalized needs and will see to
the highest levels of service experience throughout
every detail throughout the transaction process and
the world by managing performance at every stage.
beyond.
We are extremely selective of the advisors who join our brand and attract top performers who are wellrespected within their communities. Most importantly, they can talk about the real estate market and where
Every home is a mansion
Luxury service always While Engel & Vรถlkers represents notable homes, and mansions and even castles, we pride ourselves on representing homes at various price points, providing a standard of luxury service and personal attention for all. No matter the price, size, or style of a home, Engel & Vรถlkers ensures the very best service and care is provided to our clients. With experience and achievements in the worldwide locations in which we operate, our network has a breadth of tools and strategies to be effective. Our approach includes thorough market research, strategic marketing, and
maximum exposure, combined with global brand recognition,
that continues to provide the Engel
& Vรถlkers advantage of gaining the attention of a wider audience of potential buyers for every home we represent. Through periods of both strong economic growth and in less certain times, Engel & Vรถlkers has maintained consistent success in its sales, and we look forward to serving you.
Client Care
Our concierge level of service Your Engel & Völkers advisor will tend to your every
themselves to a clearly defined goal: to identify the
need throughout the home sale process. You can
maximum value of your home and to sell it for the best
expect insight and information from a market expert
price possible. Engel & Völkers’ entire global network
along with a detailed sales strategy tailored to your
is committed to our core values of competence,
specific property. Our advisors will be proactive in
exclusivity and passion, and is dedicated to delivering
their communication with you and provide ongoing
on these promises when working with our clients
consultation. The marketing professionals at Engel &
every day.
Völkers who support our advisors have committed
Initial assesment Beyond the transaction
Presenting our strategy
From offer to closing
Creating the marketing campaign
Concierge service thorughout
Planning a successful open house
Global reach for local listings
Real international exposure The world searches for homes online. Our philosophy is that smart digital distribution helps sell properties faster and for higher prices by bringing a greater number of buyers to the table. In the U.S. for example, international buyers account for $77.9 billion in dollar volume in residential purchases, with a median home sale price of $280,600* To ensure you have the strongest global online exposure for your home, we have established relationships with over 100 trusted international websites around the globe, offering an expansive marketing reach into 65+ countries. As part of our comprehensive digital marketing strategy, all Engel & VĂślkers listings, complete with property information and photos, appear on these premier consumer websites with key coverage in Asia, Europe, and North and South America. *Source: The National Association of REALTORSÂŽ 2019 Profile of International Home Buying Activity.
Global marketing support
Fully dedicated team of experts Engel & Vรถlkers manages a global marketing
Engel & Vรถlkers marketing strategies and offerings
infrastructure out of our corporate headquarters
are rooted in data and research for optimal results
in Hamburg, Germany that supports our shops
--- at every level. By identifying the unique qualities of
and advisors worldwide. This support adds to the
a property and placing it in the context of current and
targeted marketing strategies delivered by our
trending market conditions, we then identify target
Americas headquarters in Manhattan to support the
market groups and create campaigns to provide
local markets served by our Engel & Vรถlkers advisors.
maximum exposure of the property alongside
Each local shop then leverages the brands national
messaging and branding to attract the most qualified
and international resources and reach through its
buyers. Our creative approach is also backed by
dedicated marketing specialist who works with
consumer data and testing to ensure we highlight
each advisor to create customized, multi- channel
your property in the best light.
campaigns for each property we market.
Professional photography
Storytelling through imagery Whether online or in print, your home has only one chance to make a great first impression on a potential buyer. Because it can take only a few moments for an opportunity to be won or lost, it becomes all the more critical that the presentation of your property is professionally and artistically styled. We only work with professional photographers and videographers who have earned our trust when it comes to the quality of their work. They are the best in their fields and produce work that captures both the details and the essence of a property’s greatest features and
assets. On our websites, brochures, print advertising, and videos, exceptional presentation is not only an essential requirement of the Engel & VĂślkers brand, it also greatly increases the chance of connecting your home to the right buyer.
Digital, mobile and social
Engaging qualified buyers Mobile devices and online search tools have given
media activity, and the development of new mobile
home buyers the ability to know more about a
apps. The Engel & Völkers brand maintains its quality
property before their first contact with a real estate
standards across the board from visual presentations
professional than ever before. Notably, more than half
and usability to content on all digital devices. We
of home buyers use a mobile device to search for
provide valuable and original digital content, robust
a home, and we’ve made sure that Engel & Völkers
functionality, and attractive design to retain visitors
properties are included in a consumer’s search along
and keep them coming back to your property.
the way. Our digital strategy maximizes the exposure of property listings through partnerships with the most popular real estate search sites, targeted social
Smart marketing. Extensive exposure.
Giving you the EDGE. Global reach with boutique style is what you can expect when working with an Engel & Völkers advisor here and around the world. Providing unprecedented reach of your property, Engel & Völkers offers the exclusive EDGE (Extensive Domestic & Global Exposure) platform designed to maximize online exposure of your listing to qualified buyers worldwide via a suite of highly trusted and strategic online and mobile marketing partners. But we don’t stop there. With a global network of more than 11,000 real estate professionals in more than 30 countries, we not only reach millions of consumers, but are able to collaborate with our fellow Engel & Völkers advisors to strategically handpick and refer buyers for the specific properties they seek … like yours. Let us provide the EDGE you need to sell your home and begin your next adventure.
Multi-platform strategy
All encompassing reach Local exposure:
International exposure:
Access to Engel & Völkers advisor contacts
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Access to Engel & Völkers’ global network
and relationships
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Worldwide exposés display
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Exclusive exposé display
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Print advertising opportunities include:
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Inclusion in prominent local publications
– The International New York Times
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Local press opportunities
– Financial Times
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Tailored property showings
– GG Magazine
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Premium yard sign
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Retail shop locations
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Regional/National exposure:
Online exposure: ■
Engelvoelkers.com
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evrealestate.com
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Access to Engel & Völkers Americas network
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SHOP.evrealestate.com
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Print advertising opportunities include:
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Engel & Völkers social media platforms
– Private Residences Americas
(Facebook and Instagram)
– The Wall Street Journal
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Zillow*
– Architectural Digest
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Listhub
– Forbes Magazine
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Listhub Global
– Private Air
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Realtor.com*
– Town & Country
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Juwai.com
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JamesEdition.com
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MansionGlobal.com
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WSJ.com
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NYTimes.com
*Not available in all markets
A global online platform
Engaging prime visitors each day The Engel & Vรถlkers global platform is at the center of our integrated online marketing strategy. Inclusive of our local, national, and international sites designed to introduce and engage highly qualified potential buyers from nearby towns, the Americas, and from countries around the world, our online presence receives 3.2+ million unique visitors every month. With industry leading design, tools and functionality, the Engel & Vรถlkers global platform enhances engagement and generates leads to support the sale of your property. As part of an overall digital strategy, our shop-level websites concentrate on listing exposure for local and regional homebuyers, while potential buyers can discover our listings located throughout the nation from our Engel & Vรถlkers Americas site. International buyers visiting any of our other Engel & Vรถlkers websites are also linked into our pages for maximum exposure.
EV Real Estate:
An app that moves you The majority of real estate related searches is happening on mobile devices, which is why the fastest growing component of our digital marketing strategy is dedicated to smartphone and tablet users. We’ve developed mobile apps and designed marketing tools to allow mobile-friendly experiences and to ensure optimum usability on all devices. Developed for the iPhone®, Android®, iPad® and other mobile and tablet devices, the EV Mobile Real Estate app searches and finds the most accurate and up-to-date MLS listings as well as Engel & Völkers property listings based on your selected preferences. We’ve also ensured that our listings appear on other popular real estate mobile apps including many of our EDGE partners. The EV Mobile Real Estate app gives you a variety of customized search options such as: ■
Home searches filtered by important property features such as price, beds, baths, lot size and square footage
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Home searches categorized by new-to-market and price reduction as well as open houses
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Saved searches to keep track of viewed homes
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One-click-contact to an Engel & Völkers advisor
Realtor.com
Trusted real estate resource Realtor.comŽ is a leading resource for home buyers and sellers of today and tomorrow. Realtor.com is known as a trusted, comprehensive source of forsale properties in addition to information, tools and professional expertise to help people move confidently through every step of their home journey. Its continued mission is to help make all things “home� simple, efficient and enjoyable for its millions of users.
Zillow Group
Connecting with today’s consumers Zillow is the leader among online real estate search engines, reaching approximately 160 million visitors each month. Listing your home with Engel & VÜlkers means capitalizing on the largest real estate platform in the United States, with nearly two-thirds of visits arriving through mobile devices. As a valued partner, your home will be accessible to millions of online visitors, appearing with Engel & VÜlkers branding to truly stand out.
Mansion Global
Unparalleled online listing exposure Dow Jones has expanded its online marketing power through Mansion Global, a standalone, luxury real estate website and mobile app that connects wealthy global buyers with extraordinary properties. Our partnership with Mansion Global showcases Engel & Vรถlkers listings of $1 million and greater, with stunning imagery appearing on sites in multiple languages. Having your property featured on Mansion Global, dedicated solely to the affluent buyer, offers unique access to a discerning audience who shares the same passion for luxury real estate as Engel & Vรถlkers. Mansion Global sees 2.3 million monthly visitors who have an average household income of $418,000.
The Wall Street Journal online
Exceptional exposure worldwide WSJ.com reaches a distinguished, global audience each month of 45.2 million digital readers who have an average household net worth of $1,632,591. When you list your home with Engel & Völkers, your property is seen not only on WSJ.com, but also its affiliated sites targeting Europe, Latin America, India and China. We ensure that your home has online exposure in all major markets — a high priority for selling premium properties to today’s digital savvy and often international clientele.
NYTimes.com
The reach you need. Reaching over 78 million visitors per month, the real estate portal to the famous New York Times extends your reach beyond the bounds of the New York City metro to a worldwide audience. Your property shown on NYTimes.com provides home seekers comprehensive listings and examines the trends affecting real estate in New York, across the country and around the world.
Juwai.com
Connecting with affluent Chinese buyers Our strategic partnership with Juwai.com markets your property to high net-worth Chinese buyers looking to invest internationally. With over 40 billion* spent in overseas real estate purchases, Chinese buyers are the largest international buying force in real estate. Juwai.com, reaching 3.1 million affluent Chinese buyers each month is the largest and most authoritative source for global property data and advanced search designed for the Chinese real estate buyer. It provides a full range of services to get your property listing accurately translated and formatted to market your property in a way that resonates with this demographic behind China’s online firewall — an extremely important element. With Juwai.com’s research, statistics and data, Engel & Völkers is able to tailor the marketing strategy for your property to be most effective in reaching this massive audience of interested buyers. *Source: Juwai.com 2017
JamesEdition.com
The world’s luxury marketplace JamesEdition is the premium online marketplace where high net worth buyers search worldwide to find extraordinary real estate, yachts, jets, jewelry and accoutrements of a luxurious lifestyle. Engel & Völkers participates in the exclusive real estate listing program for homes on the market for 500,000 euros or greater. With 1.1 million real estate visits each month by visitors located in 120 countries, your home will be showcased online to premier global markets including London, Berlin, Milan, Zurich, Hong Kong, Dubai, Moscow, Sydney, Buenos Aires, as well as the United States and Canada. Listing your home with Engel & Völkers provides access to this desirable audience where 35% of visitors have a household net worth of $5 million or more and 45% own three or more homes.
Social media engagement
Engaging fans, sellers, and buyers The Engel & Vรถlkers network uses social media to connect with advisors, consumers, and influencers across the globe. The content, news, and listings we share are designed to engage and inform followers, ensuring that our brand, services, and premier properties remain a topic of conversation. Our social media strategy is to be where our clients are and where potential clients want to be, to provide content of value and enjoyment, and to drive traffic to our properties. On a local level, our shop emulates this strategy with a focus on featuring notable listings like yours and to increase their exposure to a targeted sphere of influence.
GG magazine
Showcasing the Engel & Völkers lifestyle Engel & Völkers’ GG magazine is a high-end, glossy publication that offers our clients a way to stay informed on the latest news and trends in the world of luxury living. Published seasonally in six languages, GG explores culture, art, design, and architecture as well as profiles of innovators, artists, and celebrities, and the incredible homes in which they live. GG is also the premium magazine in which we feature luxury properties represented by Engel & Völkers, such as yours. As part of GG, your property can be delivered directly to Engel & Völkers’ top clients, distributed through our global network of attractive markets, and made available on newsstands throughout Europe. GG celebrates life and culture, and continues to be the centerpiece of our marketing efforts and the anchor for our growing brand influence.
Private Residences
Showcasing listings throughout the Americas Published four times a year, Private Residences Americas offers your property both national and international
exposure,
showcasing
the
finest
properties within the Americas represented by Engel & Völkers. Highlighting your property’s most attractive attributes and details, this publication reaches potential buyers in Engel & Völkers markets throughout the Americas as well as distributed in select European Engel & Völkers shops.
Print advertising
Targeted, premium publications In addition to our online advertising strategy, our
Our brand’s own luxury lifestyle publication, GG, is
relationships with the world’s leading print publications,
designed to promote select Engel & Völkers properties
local magazines, and newspapers ensure maximum
to an exclusive network of valued clients through
exposure for the homes we represent. Engel &
Engel & Völkers’ global shops and subscriptions in
Völkers has maintained special arrangements that
more than 30 countries.
provide our properties heightened exposure in local, national, and international print publications such as
On a local level, we also work closely with widely-
The Wall Street Journal, Architectural Digest, The
read regional print publications to secure the best
International New York Times, and Town & Country.
placements for Engel & Völkers listing ads and to maximize targeted exposure locally.
Public Relations
Your home. Its story. Engel & Vรถlkers is proud of its award-winning, multifaceted public relations strategy reaching local, national, and international media outlets to garner editorial exposure for the properties we represent. Homes with compelling stories and notable features are shared by our corporate headquarters team with key reporters, editors, and producers from some of the most highly regarded news outlets. Through these efforts we identify the best angle to bring your listing into trending, news, design, or lifestyle stories as part of a larger conversation led by an esteemed third party resource. Editorial Engel & Vรถlkers property features have appeared in outlets such as The New York Times, ELLE Decor, Unique Homes, Town & Country, The Wall Street Journal, and in major metropolitan media throughout the Americas, Europe, and Asia.
Planning a successful in-home event
Letting your home tell the story Careful
planning,
preparation,
and
a
deep
understanding of your property are the three key elements that contribute to a successful home showing or open house. From strategic scheduling and professional staging to the creative approach of hosting an in-home event, seasoned Engel & Völkers advisors consider these necessary elements to best showcase your property. Our list of contacts include professional services for light repairs, landscaping, and staging. We work with you to identify the most convenient dates and times for showings and promote them accordingly to achieve the greatest results and work with you schedule. After the showing, we will collect valuable feedback and information from those who have attended to enhance our marketing efforts from
Proven measures for ensuring a successful showing: ■
Talking points to elaborate on the home’s best features
then on. ■
Depersonalizing interior design where appropriate
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Minimizing clutter
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Ideal scheduling
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Light repairs and landscaping to enhance curb appeal
What is a CMA No two homes are identical, which is why choosing a sales price or offer price for a home can be challenging. That's where the comparative market analysis, or CMA, is most useful.
What is a CMA?
The CMA is a side-by-side comparison of homes for sale and homes that have recently sold in the same neighborhood and price range. This information is further sorted by data such as type of home, number of bedrooms, number of baths, lot size, neighborhood, property condition and features, and many other factors. The purpose is to show estimated market value, based on what other buyers and sellers have determined through past sales, pending sales and homes recently put on the market.
How is the CMA created?
CMAs are generated by using property information from your real estate agent's multiple listing service (MLS). The MLS is available to licensed members only, including brokers, salespeople, and appraisers, who pay dues to gain access to the service's public and proprietary data, including tax roll information, sold transactions, and listings input by all cooperating MLS members. Listing agents generate CMAs for their sellers, and buyer's agents create them for their buyers so both sides know what current market conditions are for the homes they're interested in comparing.
How accurate are CMAs?
The CMA is a here-and-now snapshot of the market, based on the most recent data available, but it can instantly be rendered obsolete by a new listing, or a change of status in a home with the same criteria. Why? The market is constantly changing - new listings, pending sales, closed sales, price reductions, and expired listings. CMAs can vary widely, depending on the knowledge and skill of the person creating the CMA as well as the number and type of data fields that are chosen. That means some features may not be included. As informative as the CMA is, it should only be used as a tool and should not substitute for your real estate professional's knowledge and advice.
Nicole Pir Pirnie nie ¡ Engel & V Volkers olkers 617-834-4516 nicole.pirnie@evrealestate.com
CMAs vs Appraisals Establishing a home's market value is equally important to buyers, sellers, lenders and real estate professionals so that listings can go on market and transactions can proceed quickly and efficiently. A real estate professional may prepare a comparative market analysis (CMA) for their sellers to help them establish a listing price. The CMA includes recently sold homes and homes for sale in the seller's neighborhood that are most similar to the seller's home in appearance, features, and general price range. Although the CMA is used to help determine current market value, it does not establish the seller's home value. The CMA is merely a guide to help the seller learn what's happening in their local market, so they can better understand where their home fits in term of an estimated listing price, based on location, features and condition. Once the home is listed on the open market, a buyer makes an offer, which could be based in part on a CMA the buyer's agent has prepared. CMAs can help buyers better understand the local market as well as sellers. If the buyer is receiving financing through a bank, the bank will order an appraisal. Unlike the CMA, a bank appraisal is a professional determination of a home's value. The appraisal is completed by a licensed appraiser, using guidelines established by the Federal Housing Finance Agency, which regulates federal housing loan guarantors such as FHA, VA and housing loan purchasers Fannie Mae and Freddie Mac. An appraisal is a comprehensive look at a home's location, condition, and eligibility for federal guarantees. For example, a home that doesn't meet safety requirements such as handrails on steps will not be eligible for FHA or VA loans until the handrail is installed or repaired. Appraisers use the same data in their market research to find comparable homes as real estate agents. While they are also members of the MLS, they also have additional guidelines from the bank to follow that minimize risk to the bank. They will take into consideration - and can adjust values to reflect - the speed of the market and whether prices are rising or falling. When the appraisal is finished, the bank makes the decision to fund the loan, or it may require the seller to fix certain items and show proof that the repairs have been made before letting the loan proceed. If the loan doesn't meet lending guidelines, the bank will decline the loan. Despite stricter lending and appraisal standards, most buyers' loan applications go through to closing - nearly 85 percent. One reason for that is that real estate agents are preparing CMAs that are better tuned to lending standards, for sellers and buyers to fully understand not only what the market is doing, but how much lenders are willing to finance.
Nicole Pir Pirnie nie ¡ Engel & V Volkers olkers 617-834-4516 nicole.pirnie@evrealestate.com
Comparative Market Analysis
Research and results When listing your property with Engel & Völkers, you
your home a greater chance of finding the best buyer
receive the invaluable benefits of its exposure to our
in an acceptable time frame. A Comparative Market
highly targeted contacts and network of shops and
Analysis performed by an Engel & Völkers advisor
advisors across the street, across the country and
is an essential part of the services we provide. It is
across the world. The listing process begins with a
the most accurate assessment of your home’s value
comprehensive analysis of your property by an Engel
based on data and information that includes current
& Völkers advisor who uses proprietary tools and
and historical real estate activity in your market.
standards to create a Comparative Market Analysis that includes a pricing and marketing strategy, giving
Our property pricing perspective: ■
Detailed knowledge of the local market provides
■
to help sell the home, however, in some
insight into the buyer’s perception of the home’s
instances the portion of the price related to
value. ■
home improvements may be less than the
Accurate pricing based on comparative market
actual cost of improvements.
analysis is key to achieving the best possible value from the sale of your home. ■
Starting with an accurate price from the outset will yield the highest results.
■
Interest in a home new to the market drops significantly the longer the home remains on the market.
Certain home improvements may be suggested
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An offer will typically be lower than the listed price, but can be negotiated higher since an offer also signifies that a connection to the home has already been made.
From offer to closing
Achieving the best possible outcome Our service focuses on quickly relaying purchase offers
and
advising
on
the
submission
of
counteroffers, the negotiating process, inspections,
Ideal conditions for a successful closing: ■
Agreement between all parties concerning the purchase price and contingencies
contractual issues, and closing preparations. While we communicate often throughout this process, it is
■
Proper preparation of all required documents
our role to stand firm and skillfully negotiate on your
■
Regular communications between all parties
behalf to achieve the best results for you. We will
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Escrow management
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Full service at closing
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Assistance during the transition of property
assist when escrow opens, be present at closing, and handle the exchange of keys.
Beyond the transaction
An ongoing relationship Even after the transaction has been completed,
our client relationships. Through our research and
our commitment to service continues. We remain
interactions, we further understand your preferences
dedicated to our client relationships and will promptly
to provide ongoing customized service for your future
respond to any requests or questions you may have
real estate needs. We also aim to impress you with
as you seek to live the best life possible in your new
the level of high-quality service we provide so we can
home. Our passion is knowing the communities in
continue as your advisor — and potentially one to
which we serve, inside and out, and we want to be a
your friends, colleagues, and family members — as
continuous resource for you -- after all, we live here
you seek to achieve your future real estate goals.
too At Engel & Völkers, we take a long-term view of
Why you need a real estate professional Given the proliferations of services that help home buyers and sellers complete their own transaction, you may have considered whether you should go it yourself instead of working with an agent. However, there is no substitute for an experienced professional, and taking on all the responsibility yourself could be costlier than an agent's commission in the long run. According to the National Association of Realtors' 2019 Profile of Home Buyers and Sellers, only 8% of home sales were accomplished as for sale by owner (FSBO), and of those, 77% knew their buyer personally. FSBO home sales had a median price of $200,000 in 2019, compared to the agent assisted home sale median price of $280,000. Beyond the price advantage of using an agent, homes listed by real estate professionals get more exposure and their sellers get more support. Here are some other considerations: • They're trained and licensed professionals. • They have experience in your neighborhood and your market. • They have oversight from brokers and state licensing officials. • Their job is to advise you the best way to reach your goals. • They know how to present your home and deal with buyers. • They know how and where to market properties effectively. • They know how to overcome typical snags that occur in real estate transactions and closings. • They understand state-required disclosures and look out for your best interests. • They understand personal safety and security for your belongings during showings. • They know the best resources to make transactions go more smoothly, from bankers to home-stagers to contractors. • They have access to the most accurate and comprehensive data - the MLS, the only data repository that has the most up-to-date listing and sales information. • They know how to negotiate. • Their job is making real estate transactions successful. • Their continuing education keeps them up-to-date on housing issues.
With a real estate professional in your corner, you'll have a partner by your side to advocate for you and advise you through the entire home sale process.
Nicole Pir Pirnie nie · Engel & V Volkers olkers 617-834-4516 nicole.pirnie@evrealestate.com
Showings and Open House Checklist Once your home goes on the market, real estate agents may call to show your home anytime, even if you've listed preferred showing times in the instructions. Keeping your home in showtime condition can be challenging, especially if you have children and pets. Here are some pointers for presenting your home in the best light
Showings & Open House Checklist • Eliminate clutter: The less cluttered your home, the better it shows. If you have a lot of knick-knacks, collections, or family mementos, consider renting a portable storage unit, which can be stored until it's time to deliver it to your new home. • Keep, donate, throw away: If you have time before you go on the market, sort unwanted belongings into one of these three baskets. You'll receive more in tax benefits for your donations than pennies on the dollar at a garage sale. It's faster, more efficient and you'll help more people. • Remove temptations: Take valuable jewelry and collectibles to a safety deposit box, a safe, or store them in a secure location. Also secure your prescription medicine and private financial documents. • Remove breakables: Figurines, china, crystal and other breakables should be packed and put away in the garage or storage. • Be hospitable: You want your home to look like a home. Open the blinds, turn on the lights, and make visitors feel welcomed. • Have a family plan of action: When a showing happens at an inconvenient time, get the family engaged. Everyone can pitch in to tidy up in a hurry: pick up glasses, plates, clothing, and anything else left lying about. • Get in the habit: Wash dishes immediately after meals. Clean off countertops. Make beds in the morning. Keep pet toys and beds washed and smelling fresh. • Clean out the garage and attic: Buyers want to see what kind of storage there is.
The Essential Five-minute Clean-up for Showings Everyone gets a basket and cleans up clutter. Check for hazards, like toys left on the floor. Make sure all toys, including bicycles, are put away. • Put pets in daycare, sleep cages or take them with you: In the listing instructions, there should be a warning if there is a big dog on premises. Buyers with allergies also may appreciate knowing in advance if you have pets. • Turn on lights: Open the drapes, turn on lights so buyers can really see. • Give the buyer privacy: The buyer cannot come to your home without being accompanied by an agent. They will be more comfortable touring the home without your presence.
Nicole Pir Pirnie nie · Engel & V Volkers olkers 617-834-4516 nicole.pirnie@evrealestate.com
Selling Your Home in a Tough Market When home prices fall, supply of homes for sale increases, and buyers become more demanding, it's a buyer's market. That doesn't mean you can't sell your home for a fair price. You just have to work harder to make it happen.
Hire a real estate professional. A buyer's market is not the time to represent yourself. It may be tempting to recoup some equity by not paying a real estate agent, but you'll lose more than you'll gain. A real estate professional can give you an accurate overview of the market, help you with strategies, and bring offers from qualified buyers.
Make your home pristine. In a buyer's market, only location and condition can move buyers to pay more for any home. You can't do anything about location, but you can take condition out of the equation. There's a huge difference between a home that "doesn't need a thing" and a home that "needs work". Show pride of ownership by putting your home in top move-in condition so that your home is more appealing to buyers than any other home in your price range.
Price it right. You can expect lowball offers in a buyer's market, but homes that are priced fairly and in pristine condition will be treated with more respect by buyers. If prices are falling in your area, ask your real estate professional for help. Pricing according to recent sold comparables might not be as smart as pricing to pending sales - those yet to close. You have to know what your bottom line is, but pricing your home should have nothing to do with how much you owe creditors, how much cash you need to buy your next home or how much you need for your retirement or any other reason. Buyers will only pay current or pending market value as determined by the most recent comparables.
Keep negotiations pleasant. Negotiation is a fine art, and it works best when both parties get what they want. For example, you may be willing to take less money in exchange for a cash offer or a quicker closing. Your buyer may be willing to pay your asking price, but they may ask you to pay their closing costs.
Nicole Pir Pirnie nie ¡ Engel & V Volkers olkers 617-834-4516 nicole.pirnie@evrealestate.com
You'll quickly realize if you're dealing with a sincere buyer. Respond to the buyer's negotiations with documentation, receipts and other information in a timely manner. If you feel the buyer isn't negotiating in good faith, simply stop negotiations. You're under no obligation to respond to an unreasonable offer. The buyer will get the message.
Buyer's markets work for sellers, too. Keep in mind that you'll be able to take advantage of falling prices when you buy your next home. You may be able to make up for being in a tougher position on your home sale with the deal you can negotiate on your next home purchase.
Nicole Pir Pirnie nie ¡ Engel & V Volkers olkers 617-834-4516 nicole.pirnie@evrealestate.com
Negotiating with Buyers When you get an offer on your home, your agent will explain to you each point of what the buyers have sent. This includes not just the offer price, but also what type of financing, any closing cost credits, the amount of the earnest money deposit, the closing date they have proposed, any inspections they are requesting, as well as additional considerations like a home sale contingency or post settlement occupancy. If the offer price is acceptable and you agree with all the additional considerations, you can accept the offer by signing and dating it, and it becomes a ratified contract. If you want to adjust the sales price or any other facet of the offer, you can 'counter' their offer with edits to the conditions that you would like to change. There could be a series of these back and forth counter offers until both you and your buyers agree to all terms or decide to withdraw or reject the offer. When you are in the middle of back and forth negotiations, your agent is your best resource for keeping a perspective on how each item fits into the overall picture of the offer. Speculating on why a buyer may be requesting something is rarely helpful; they are trying to get the most favorable deal for the home, just as you are trying to have the most favorable outcome as a seller. Knowing the current market climate helps have a perspective on whether a buyer is being unreasonable with any requests. Your agent will be able to guide you through. Once the offer is ratified, the contingency period will begin for inspections, appraisal, and/or financing and you'll start moving towards your closing date for a successful sale.
Nicole Pir Pirnie nie ¡ Engel & V Volkers olkers 617-834-4516 nicole.pirnie@evrealestate.com
Contact Me
Nicole Pirnie Engel & Volkers
nicole.pirnie@evrealestate.com https://www.facebook.com/nicolepirniere/ https://www.linkedin.com/in/nicolepirnie/ 617-834-4516
Nicole Pir Pirnie nie ¡ Engel & V Volkers olkers 617-834-4516 nicole.pirnie@evrealestate.com