Kristina Guzman - Luxury Marketing Book

DISCOVER A NEW LEVEL OF LUXURY MARKETING EXCELLENCE KRISTINA GUZMAN | RE/MAX TRINITY

A P R EVIE W OF KRI STINA G UZ M A N

AND RE/MAX TRINIT Y

M E E T KRI ST I NA GUZMAN The most important decision you make when buying or selling a home is to find the right REALTOR®. You need someone with experience, who is dedicated to looking out for YOUR best interests.

Kristina Guzman is an energetic, passionate, driven woman who thrives in the extra mile. She is a devoted wife who loves being active, inspiring others to live well and be healthy. Kristina brings this same passion and drive to every relationship she develops as a real estate agent. She is a top producer and Broker Associate for RE/MAX Trinity, focusing on luxury properties and their communities. »» »» »» »» »» »» »» »»

Bachelor of Business Administration from MJ Neeley School of Business at Texas Christian University 21+ years in the real estate industry, 13+ years as a Broker Team Leader of Guzman Group, a team of full-time real estate professionals with 27+ years of experience combined to serve you Former Owner of RE/MAX Masters, an award winning RE/MAX Franchise - statewide and nationally recognized by RE/MAX, LLC Headquarters Paul Harris Fellow as recognized by Rotary International Two-time featured speaker at RE/MAX R4 International Convention and International Broker/Owner Meeting Quoted and sourced in Nationwide Real Estate Magazines, including the Certified Residential Specialist Magazine RE/MAX Trinity is 170+ agents strong serving counties all over North Texas with over $500 Million in sales in 2016, making it a “Premier Broker” within the RE/MAX Network of over 6,000 offices worldwide

KR I STIN A G U Z M A N Broker Associate ABR, CLHMS, CRS, GRI

817.239.7253 KristinaGuzmanHomes@gmail.com www.GuzmanRealEstateGroup.com GuzmanGroupRealEstate

RE/MAX Trinity Southlake - Ft. Worth - Weatherford 121 Countryside Court, Suite 120 Southlake, TX 76092 Fax 817.310.5210

FULL SERVICE LUXURY REAL ESTATE When you hire Kristina, she will become your home’s: MARKETING MANAGER • Showcasing your property with the finest marketing • Developing and implementing a customized marketing plan • Determining the best price in-line with market forces • Communicating regularly so you are informed LIAISON MANAGER • Introducing new buyers to your property • Pre-qualifying the buyers to avoid time-wasters • Providing you with timely updates on viewings and feedback NEGOTIATOR • Presenting and negotiating on your behalf with potential buyers • Advising you on the merits of each offer • Always keeping your best interests as first priority

CLOSING MANAGER • Providing information to the buyer in a timely manner • Only accepting certified bank drafts • Liaising with your lawyer/notary and delivering necessary documentation • Facilitating answers, resolving any issues during the closing process, and ensuring the process is completed seamlessly CONCIERGE • Providing you with access to experts including legal advisors, insurance experts, builders, landscapers, interior designers, rental experts, home display, painters, handymen, home inspectors, and moving services

DEDICATION AND COMMITMENT JUST ASK KRISTINA’S CLIENTS: “Kristina Guzman is the ultimate Realtor. Her professionalism is evident in everything she does. She is a long-time resident of the area and has a multitude of important connections that come from being an active member of the community. She recently sold our Southlake property for us and we could not be more pleased. She represented us so well. She negotiated for us and kept us promptly informed through every step of the process and tirelessly answered all of our questions. We highly recommend Kristina Guzman if you are looking for the best! We look forward to having her represent us again in the future.”

— Linda & JG Carter

“Kristina Guzman is the best real estate professional you can have working for you and we feel so grateful she was referred to us!

We were relocating from California when we purchased our first home and Kristina worked with us remotely and helped us decide on which house would fit our family situation best. She ALWAYS took time out of her day when we needed to see a house or to answer all of our many questions. She made the process very seamless and easy. She is extremely knowledgeable about the area and all things real estate. Then, within a year, we hired her again to help us find the bigger home that we needed with another child coming. Kristina and her team were there for us at all times during the busiest season in real estate, and we ended up with a house perfect for our family the day it went on the market. Every day we wake up loving where we live! She and her team were extremely helpful in our search for a new home AND in selling our old home, which sold in three days! We couldn’t be happier! Its nice to have a team of real estate professionals because you never know when that perfect house for you will pop up. Thank you so much for all of your hard work!”

– Abigail Ioja

RE/MAX TRINITY Just as it is imperative to choose the right agent, knowing why they have chosen to work for a specific brokerage is important. What a brokerage offers to both the agent and their clients in terms of service levels and products are also key to maximizing the success of selling and buying a home.

RE/MAX Trinity is the #1 Brokerage in Tarrant Council for RE/MAX of Texas. RE/MAX Trinity is committed to supporting Kristina and her clients with the highest level of service through their extensive marketing and networking platforms, innovative technology, and commitment to their community.

OUR PHILOSOPHY The success of the RE/MAX philosophy and its commitment to the community has enabled RE/MAX Trinity to become a #1 Brokerage.

Its owners are dedicated to honoring our reputation while strategically investing into enhanced products and services that will better serve our clients.

RE/MAX Trinity is dedicated to providing highly sophisticated marketing platforms, strategies, and solutions — they believe that whether you are buying or selling, our name should immediately signify that you are working with professionals who have integrity, ethics, and quality service.

LOCAL COMMUNITY SUPPORT RE/MAX Trinity agents are well known locally, nationally, and internationally for their involvement in community programs. They are committed to working in their local community serving their clients’ real estate needs as well as being a part of the daily lifestyle.

GUZMAN 23 FOU NDATION - BOAR D OF DIR ECTORS To provide financial assistance to those suffering from Alzheimer’s disease, their families or loved ones when finance or basic insurance is unavailable. This is a personal journey to honor my mother-in-law, Maria Mirabal Guzman, who passed away from this terrible disease. It is my desire to help families care for their loved ones in their own home for as long as possible. A secondary goal is to help improve Alzheimer’s facilities, making them a place where families feel their loved ones will be cared for with compassion.

CHILDR EN’S MIR ACLE NETWORK - MIR ACLE AGENT Since partnering with Children’s Miracle Network Hospitals in 1992, RE/MAX agents have raised more than $147 million for the charity’s 170 member hospital in the US and Canada. Donations help fund pediatric medical equipment and treatments, healthcare services and charitable care. For some agents, these donations are very personal, helping kids in their own families and neighborhoods.

TEX AS SENTINELS FOU NDATION - TWO -TIME TEAM LEA DER Founded in 2007 by Richard and Jeanne Filip to give back to the military men and women of our Armed Forces who have served our country. The Foundation’s mission is to provide qualified members of the U.S. Armed Forces who were severely injured in the line of duty, on or after September 11, 2001, with support adapted for their needs. The Texas Sentinels Foundation offers support, primarily through the provision of housing and life scholarships, and helps these Wounded Military readjust to civilian life and prosper in their hometowns or new communities.

SO L D B Y K R I S T I N A G U Z M A N

T HE P OWER OF RE/M AX

AND THE RE/MAX COLLECTION

RE/MAX LEADS THE INDUSTRY MARKET SHAR E AND AGENT PRODUCTIVITY RE/MAX associates average more sales than any other real estate agents in the world.

BR AND NAME AWAR ENESS RE/MAX Real Estate is the most recognized brand in real estate.

Their national advertising campaign positions the RE/MAX name in front of millions of buyers and sellers all over the country and is designed to keep the brand, as well as remax.com, top-of-mind when someone decides it is time to buy or sell their home.

A DVERTISING In the United States, RE/MAX has the real estate industry’s strongest presence in national television advertising, helping to make the RE/MAX hot air balloon one of the most recognizable logos in the world.

WEBSITE TR AFFIC AND ONLINE SEARCHES Remax.com is the most visited real estate franchise website in the world, attracting over 77 million visitors annually who can view your home in over 43 languages.

PROFESSIONAL EDUCATION RE/MAX agents lead the industry in professional designations, awards, and recognition.

NUMBER OF COU NTRIES SERVED RE/MAX has a presence in over 100 countries with over 100,000 agents, and numerous partner organizations around the world.

THE RE/MAX COLLECTION Only the most exceptional homes qualify for status in The RE/MAX Collection — homes that reflect your desire for luxury, character, quality, and beauty.

Just as the properties presented in The RE/MAX Collection stand above the ordinary, so does the RE/MAX sales force. No one is better suited to meet your needs.

Whether it’s marketing real estate to a global clientele or helping you find that perfect place you’ve been dreaming of your entire life, the agents behind The RE/MAX Collection deliver outstanding results.

T H E C RS & C LHM S D ES IG N ATIO N THE CRS DESIGNATION CRS members who have met certain educational and professional requirements are eligible to apply for the Certified Residential Specialist (CRS) Designation. The CRS Designation signals to consumers and other real-estate professionals that you are among the best of the best.

Annually, Certified Residential Specialists earn more than triple the income of the average REALTOR®, and CRSs complete nearly twice as many transactions each year. Out of more than 1 million REALTORS®, less than 3% are Certified Residential Specialists.

THE CLHMS DESIGNATION Recognized as the mark of accomplishment in luxury markets around the world, the Certified Luxury Home Marketing Specialist (CLHMS) designation assures affluent buyers and sellers that the agents who have earned it have the knowledge, experience, competence, and confidence they require.

Members of The Institute who hold the CLHMS designation have documented performance in the top 10% of their markets, and have successfully demonstrated their expertise in the luxury home and estate market.

EVERY 30 SECONDS A RE/MAX AGENT SELLS A HOME US RESIDENTIAL TR ANSACTION SIDES 2

1,000,000 900,000 800,000 700,000 600,000 500,000 400,000 300,000 200,000 100,000

RE/MAX

Keller Williams

Coldwell Banker

Century 21

ERA Real Estate

Sotheby’s

Better Homes & Gardens

Not Provided

Not Provided

Berkshire Hathaway

Realty Executives

US RESIDENTIAL TRANSACTION SIDES2

TRANSACTION SIDES PER AGENT1

BRAND AWARENESS (UNAIDED)3

COUNTRIES4

OFFICES WORLDWIDE

AGENTS WORLDWIDE

1 MILLION +

17.2

27.6%

100+

7,343

111,915

©2017 RE/MAX, LLC. Each office independently owned and operated. Data is full-year or as of year-end 2016, as applicable. Except as noted, Coldwell Banker, Century 21, ERA, Sotheby’s and Better Homes and Gardens data is as reported by Realogy Corporation on SEC 10-K, Annual Report for 2016; Keller Williams, Realty Executives and Berkshire Hathaway HomeServices data is from company websites and industry reports. 1Transaction sides per agent calculated by RE/MAX based on 2017 REAL Trends 500 data, citing 2016 transaction sides for the 1,605 largest participating U.S. brokerages. Coldwell Banker includes NRT. Berkshire does not include HomeServices of America. 2Keller Williams reports all transaction sides and does not itemize U.S. residential transactions. 3MMR Strategy Group study of unaided awareness among buyers, sellers, and those planning to buy or sell; asked, when they think of real estate brands, which ones come to mind? 4Based on lists of countries claimed at each franchiser’s website, excluding claimed locations that are not independent countries (i.e. territories, etc.).

RE/MAX OUTSELLS THE COMPETITION AVERAGE RESIDENTIAL TRANSACTION SIDES PER AGENT

RESIDENTIAL TRANSACTION SIDES

AVERAGE RESIDENTIAL SALES VOLUME PER AGENT

RE/MAX HOLDS

17.2 1 Million + $ 4.4 Million

85 OF THE TOP 100 BROKERAGES

Rankings calculated by RE/MAX based on 2016 REAL Trends 500 data, citing 2014 transaction sides and sales volume for the 1,460 largest participating U.S. brokerages (ranked by transaction sides). Prudential, Berkshire Hathaway HomeServices and Real Living do not include HomeServices of America. ©2016 RE/MAX, LLC. All rights reserved. Each RE/MAX office is independently owned and operated.

LOCAL EXPERTS, GLO BALLY CONNECTED Tapping the global scope and phenomenal presence of the RE/MAX international network gives RE/MAX a unique and powerful advantage over any other real estate company in the world. Having access to thousands of international referral sources is key to finding qualified buyers and sellers. Through a network of over 100,000 associates in over 100 countries, RE/MAX has the inside track on buyers and sellers around the globe.

THE WORLDWIDE RE/MAX NETWORK NORTH AMERICA • Canada • Mexico • United States CENTRAL AMERICA • Belize • Costa Rica • El Salvador • Guatemala • Honduras • Nicaragua • Panama CARIBBEAN • Antigua and Barbuda • Aruba • Bahamas • Barbados • Bonaire Cayman Islands

SOUTH AMERICA • Argentina • Bolivia • Brazil • Chile • Colombia • Ecuador • Guyana • Peru • Suriname • Uruguay • Venezuela EUROPE • Albania • Austria • Belarus • Belgium • Bosnia and Herzegovina • Bulgaria • Croatia • Czech Republic

• Denmark • England • Estonia • Finland • France • Germany • Greece • Hungary • Iceland • Ireland • Italy • Latvia • Liechtenstein • Lithuania • Luxembourg • Malta • Montenegro • Netherlands • Norway • Poland • Portugal • Romania • Scotland

• Serbia • Slovakia • Slovenia • Spain • Sweden • Switzerland • Wales MIDDLE EAST • Bahrain • Egypt • Israel • Kuwait • Lebanon • Oman • Qatar • Saudi Arabia • Turkey • United Arab Emirates

AFRICA • Algeria • Botswana • Cape Verde • Mauritius • Morocco • Mozambique • Namibia • Seychelles • South Africa • Zambia • Zimbabwe

ASIA/PACIFIC • Australia • Bhutan • China • Guam • India • Indonesia • Japan • Micronesia • Mongolia • Nepal • New Zealand • Northern Mariana Islands • Philippines • Republic of Palau • Singapore • South Korea • Sri Lanka • Thailand

SOLD BY KRISTINA GUZMAN

SOLD BY KRISTINA GUZMAN

D E TERMI NI NG THE VALUE O F YOUR HOME

THE OBJECTIVE Our mutual objective is to sell your home: FOR THE HIGHEST POSSIBLE PRICE › IN THE SHORTEST AMOUNT OF TIME › WITH THE MOST FAVORABLE TERMS

Prior to any marketing strategies being implemented, it is critical to go through a process of discovery - determining the fair market value, understanding the barometer of current market conditions, and reviewing the variety of factors that will help us prepare your home for sale.

Selling luxury homes requires a different level of expertise, strategy, and exceptional marketing to the right buyers, which are keys to maximizing the true value of your home.

SO L D B Y K R I S T I N A G U Z M A N

SO L D B Y K R I S T I N A G U Z M A N

DISCOVER A NEW LEVEL

OF LUXURY MARKETING FOR YOUR HOME

MARKETING FOR MAXIMUM EXPOSURE Selling your home can be a very exciting experience, but it can also be an emotional one. As a REALTOR®, I have found the best way to sell a home is through partnership and teamwork — combining the understanding of your requirements and goals with my knowledge, expertise, effective marketing strategies, and extensive brokerage resources.

TOGETHER WE WILL: • • • • • • • • • • • •

Prepare for the “Window of Opportunity” Leverage the attributes of your location Prepare and present your home ready for sale Highlight your home’s features through professional photography Showcase your home to the market through professional and strategic marketing Maximize the exposure of your home through our extensive network Leverage the brokerage’s reputation and recognition Cooperate and communicate to maintain your home’s perception of value Promote your home locally, nationally, and internationally Maximize your home’s web exposure Always prepare your home so that it is ready to be shown to potential buyers Discuss and review the market’s analysis of your home — feedback is essential to knowing the perceived value and potential for negotiation • Finalize your sale • Find your next dream home

THE WINDOW OF OPPORTUNITY The “Window of Opportunity” is the period in which your home will receive its maximum exposure — typically when your home is new on the market.

In order to capitalize on this window, it is crucially important that your home is ready for sale: priced at Fair Market Value, prepared to showcase its features and attributes, and a marketing strategy is implemented to further increase its exposure.

ACTIVITY

(Amount of Interest)

MAKING THE MOST OF INITIAL INTEREST

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TIME ON MARKET

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(Weeks)

- Graphic for Illustrative Purposes Only -

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MARKETING YOUR LOCATION According to real estate convention, the three most important criteria to consider when buying a property are: LOCATION, LOCATION, LOCATION. In fact, buyers are often attracted to a general location, a neighborhood, or even a certain street, well before settling on a specific home.

Understanding your location’s positives and negatives are important when determining price, and very significant in the marketing of your home. Misconceptions, preconceptions, and knowing the nuances of your home can make a significant difference in how a home is marketed, when it’s shown, and how it is positioned — one man’s displeasure can be another’s delight!

PREPARE TO PRESENT YOUR HOME First impressions are lasting. Preparing your home is one of the most difficult, emotional, and critical steps to maximizing its value — together we will review, recommend, prepare, and create an environment that is appropriate for the type of buyer looking to purchase your home. No matter how stunning, loved, or well-maintained your home, it is important that you view it with critical objectivity and whether it needs simple changes or major repairs, these should be addressed before the home is listed.

PROFESSIONAL PHOTOGRAPHY Smartphones vs Professional Photography Photography must reflect your property. Whether print or web, these photos are often the first impression that a potential buyer will receive. That is why it is important that your home photos be taken by a professional with professional equipment and not a smartphone.

A photo shoot is the time when a home must shine — both figuratively and literally. A fully prepared home, clean, tidy, with clear sight lines, and shot in its best natural light will speak volumes to the viewer before and after the home is visited. or major repairs, these should be addressed before the home is listed for sale.

Take advantage of new technology to showcase the true essence of the property within its environment, especially since your buyer is likely to be from outside your local area. Lifestyle videos provide a realistic depiction of the intended space and livability.

PROFESSIONAL & STRATEGIC MARKETING Sophisticated and professionally prepared marketing is essential to maximizing your home’s exposure and requires more than just listing the property for sale on the Internet and REALTORS® listing service; it needs to be a carefully prepared, strategically implemented plan.

Your home must become a highly prized item, launched on the market with maximum impact, to create the right exposure and reach the right buyers.

YAR D SIGNS AND DIR ECTIONAL SIGNAGE The trusted yard sign is the #1 way to show your home is for sale. It is fast, effective, and easy to spot. Directional signs help guide people to the home.

MARKETED

BY

KRISTINA GUZMAN 8 1 7. 2 3 9 . 7 2 5 3 RE/MAX

TRINITY

G U Z M A N R E A L E S TAT E G R O U P. CO M

PUBLIC AND PRIVATE SHOWINGS Broker tours, Open Houses, and Caravans are ways that other real estate agents see your home and recommend it to their potential buyers. This is why preparing the home is so important — sometimes real estate agents are more particular than buyers.

LUXURY A DVERTISING For luxury homes, local advertising is not sufficient - these unique homes need exposure to the elite and discerning. We showcase your home to these affluent buyers through publications such as The Wall Street Journal, Unique Homes, DuPont Registry, Ocean Homes, The RE/MAX Collection Magazine, and the James Edition.

NETWORKING AND R EFER R ALS Real estate agents have a large database at their disposal, particularly their networks with other agents. Referrals are especially important in the luxury market, as you will want to work with a well-respected agent with an extensive network of contacts.

WEB EXPOSUR E 94% of buyers look at homes online as their first step in the home buying process. This trend will continue to increase over time.

Placing your home online allows the home’s exposure to be seen locally, nationally, and internationally, whether it is on a computer, tablet, or cell phone.

CLHMS DESIGNATION AND MEMBERSHIP Working with an agent who is fully certified in luxury marketing is critical as you look to maximize the exposure of your home.

My knowledge, expertise, and access to a unique and targeted network are second to none.

VIRTUAL TOURS / ONLINE VIDEO MARKETING Creating a digital experience and footprint is an integral part of advertising in the 21st century.

PROFESSIONAL PRINTING AND DIRECT MAIL The power of showcasing your home and its unique features through professional photography and sophisticated marketing materials is crucial to setting your home apart from the competition. Professional promotional materials that feature your home and are mailed to your neighbors, buyers, and other REALTORS® are some of the most powerful ways to spread the message that your home is for sale.

Your neighbors will be first to tell their friends and family about your home — they already love their community so they are your biggest advocates! Also, knowing where the potential buyers are locally is powerful — after all, 78% of homeowners purchase within a 10-mile radius of their present home.

A PLATFORM FOR 24/7 WEB EXPOSURE With nearly 94% of home buyers beginning their search on the Internet, we will want to ensure that your home will receive maximum online exposure. As part of my marketing plan, your home will receive unparalleled exposure to consumers and REALTORSÂŽ across the globe through my extensive online partnerships.

REAL ESTATE

SOLD BY KRISTINA GUZMAN

SHOWING THE HOME Your home needs to be ‘show ready’ at all times — this can be difficult to balance if you are still living in the home. However, we must ensure preparations are done up front — unnecessary items removed, space has been created, and a plan implemented for the best times to show the home, then the final prep and inviting touches are easy for us to add around your busy schedule.

Each and every buyer will be pre-qualified. During the showing, a full guided tour will be provided to ensure that the features and nuances are showcased and explained to maximize the perception of value.

M ARKET ANALYSIS The market analysis report is compiled from a system that tracks your showings, all REALTORÂŽ and buyer feedback, as well as my marketing effectiveness on your home. This report provides you with an in-depth analysis and a comprehensive list of actions, recommendations, and objectives.

FINALIZING THE SALE A myriad of details must be attended to before the sale becomes final including offers, counter offers, inspections, disclosures, contingencies, loan documents, insurance, mortgage approval, and escrow items. This final step can be overwhelming with all its moving parts.

Whatever the next step may be, know that I am here to guide you through this final process — to keep in constant communication, track the proceeding, and to keep things on schedule.

SO L D B Y K R I S T I N A G U Z M A N

DISCOVER A NEW LEVEL

OF LUXURY MARKETING TO FIND YOUR NEW HOME

MARKETING FOR YOUR NEXT HOME If you are looking to buy or sell another property, let my knowledge of your requirements, needs, likes, and dislikes be the foundation of a new search — from finding the perfect buyer to locating your next perfect dream home.

In the world of luxury, it takes more than just searching for a home on the Internet, so allow my extensive network of connections, strong marketing skills, and exceptional knowledge open the right doors.

EXCLUSIVE LUXURY NETWORKS

STRATEGIC ONLINE SEARCH TECHNOLOGY

INSIDE LOCAL KNOWLEDGE & CONNECTIONS

SUPERIOR PROSPECTING CAPABILITIES

DEFINING YOUR GOALS AND OPTIONS In the search for your perfect home, we must define the goals and reassess your requirements so that we approach the search with complete insight. This will enable the creation of an appropriate action plan and expected timeline.

• • • • • • •

Where are you thinking of moving — local or out of state?

Do you have a budget?

What do you and your family need from your next home?

Are you looking for a turnkey or renovation property?

What are your essential requirements during our search?

Are there any financial considerations?

When is the ideal time for you to move?

This information will enable a qualified search. Equally, it is important to ensure that we research the true value of homes and that their current selling price reflects an amount that the property is “worth” to you.

LOCATIN G THE RIGHT PROPERTY When helping you look for a property, I will make recommendations based on my experience and local knowledge, in addition to having access to a variety of technology, a wide network of area agents, and homes not yet on the market. A comparison chart and thorough objective inspection of each home, combined with such factors as market data and resale potential, will help in narrowing your search.

By building a checklist, we can better evaluate each home and review together the important criteria of homes visited.

And when you find that perfect home, I will help negotiate the best offer based on the condition of the home, length of time it’s been on the market, activity, location, and urgency of the seller. Ultimately, I will protect and represent your best interests.

On behalf of myself and my team, I’d like to thank you for giving me the opportunity to present this preview of the marketing services we can offer you and your property.

I’d be pleased to assist you with the sale of your present home and the purchase of your next home, and the next one, because I’m not just providing a service, I’m building a relationship.

Please let me know when I can be of service.

Call me before you make any important real estate decisions, you’ll be glad you did.

KRISTINA GUZMAN | 817. 239.7253 | KRISTINAGUZMANHOMES@GMAIL.COM Each office is independently owned and operated. Copyright © August 2017