DISCOVER A HIGHER STANDARD OF
LUXURY MARKETING EXCELLENCE
RACHEL BRADLEY
RACHEL BRADLEY
YOUR LUXURY COLLECTION SPECIALIST
YOUR LUXURY AGENT, RACHEL BRADLEY
Rachel Bradley is an experienced marketing professional with a proven record of success in Honolulu luxury real estate sales and development. A career in public relations and marketing put Rachel at the conference table with some of Oahu’s largest developers, bringing $100 million projects to fruition. It was there she learned the world of luxury home development and sales and how to reach the most discerning buyer on the other side of the world, all while keeping her feet in the sand here in our local market. Rachel’s deep understanding of our island comes from a lifetime of experience working and playing on Oahu. Her first job was a Hawaii Kai paper route at 11 years old. She had favorite houses even then and enjoyed the way the Portlock homes lit up in the evenings so she could see not only the exterior architecture but also the interior design.
A competitive athlete and avid runner, Rachel spent her college years running the roads and hills of Berkeley. Her competitive nature led her to the Ironman World Championships five times, where she was an amateur champion more than once, as well as a short-course national champion. She is a 2:58 marathoner. Rachel commits to her clients' goals as if they were her own, seeing them through real estate transactions and life changes from start to finish. She is a client advocate and trusted partner.
Rachel is a Chairman’s Circle Platinum Awardee, putting her in the top 1% of the network worldwide for sales. She is committed to her community and volunteers with Variety School and Joyful Heart Foundation and is on the Board of Directors of Make-A-Wish Hawaii and the Outrigger Duke Kahanamoku Foundation. She loves her life as a connector of people and their dreams and as a mother, wife, friend, and partner.
FULL SERVICE REAL ESTATE
When you hire Rachel Bradley, she will become your home’s premier specialist:
Marketing Manager
• Showcasing your property with the finest marketing
• Developing and implementing a customized marketing plan
• Researching and developing an appropriate pricing strategy that meets your goals
• Communicating regularly so you stay 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 with potential buyers or their agents on your behalf
• Advising you on the merits of each offer
• Keeping your best interests as first priority
Closing Manager
• Providing information to the buyer's agent in a timely manner
• Confirming with title on wire transfers
• Liaising with your lawyer or notary and delivering the necessary documentation
• Facilitating answers, resolving any issues during the closing process, and ensuring the entire process is completed
Concierge
• Providing you with access to experts, including legal advisors, insurance experts, builders, landscapers, interior designers, rental experts, home stagers, painters, handymen, home inspectors, and moving services
KIND WORDS FROM HAPPY CLIENTS
"Rachel guided us gracefully through the entire process, from helping set the sales price, advising us in final details to make our home look wonderful, to finally juggling multiple offers. It was a win-win process for both buyer and seller. I'd love to work with Rachel again because the process was so easy and successful. Thank you Rachel for a successful sale."
-Amber G. | Honolulu
"Rachel was excellent in every facet of the sale of our home. We have the utmost respect and confidence in her ability. She was always responsive to any questions we had and found a way to solve any problems that arose. If we have the need for a Realtor in the future there would be no question that we would seek out Rachel Bradley!"
-Jill G.
"Rachel helped guide us through the entire process with ease. With Hawaii being such a unique market, having many out-of-state and international buyers, it made sense working with Rachel and Berkshire Hathaway because of their global reach to prospective buyers around the world. Rachel was and is extremely responsive. She is an incredibly genuine person with a fantastic personality that is extremely welcoming to clients and prospective buyers or sellers. She always had our best interests at top-of-mind and was instrumental in selling our penthouse condo for a record price in our building!"
-Daniel S. |
Honolulu
BERKSHIRE HATHAWAY HOMESERVICES HAWAII
One of the few organizations in the world entrusted to use the Berkshire Hathaway name, Berkshire Hathaway HomeServices Hawaiʻi Realty is powered by five local real estate industry leaders with combined centuries of experience in the Hawai‘i market. The team brings creativity, innovation, and best-in-class real estate expertise; they help clients achieve the lifestyle they want in the homes they dream about.
By the Numbers
• Led by five local real estate industry leaders
• Over 100 years of experience in the Hawai‘i real estate market
• A combined $1.6 billion in sales since 2015
• One of the most admired names in the world
• Framed on the very same values of its namesake Warren Buffett’s legendary corporation, Berkshire Hathaway HomeServices Hawai‘i Realty brings Buffett’s ideals of trust, integrity, stability, and longevity to everything it does
Accolades
• HomeServices of America, Inc. named #1 real estate brokerage in Real Trends
• Berkshire Hathaway HomeServices named “Most Trusted Real Estate Brand” and “Real Estate Agency Brand of the Year” in the 2020 Harris Poll EquiTrend Study
• Berkshire Hathaway Inc. ranked #3 Most Admired Company in the World by Fortune Magazine
• Berkshire Hathaway Inc. ranked #4 Most Respected Company in the World by Barron’s
The Berkshire Hathaway HomeServices Brand
Berkshire Hathaway HomeServices is among the few organizations entrusted to use the Berkshire Hathaway name – a name representing strength, integrity, stability, and longevity. In turn, Berkshire Hathaway HomeServices network members and every agent that operates under that member's name reflect those same values. We're proud to be ambassadors for such a strong, trusted brand and it’s a brand you’ll want empowering you, too, as we begin the process of selling your home…together.
Network members are also backed by industry leadership with years of experience and an expansive reach across the globe. Locally, we represent strength, too.
Berkshire Hathaway HomeServices is a global residential real estate brokerage franchise network. This translates into a powerful network of prospective buyers right here in Honolulu and across the globe and the ability to reach them fast.
Network of Real Estate Professionals
50,000+ Offices 1,500+ Transactions
258,000+ in Real Estate Volume (USD) $126 Billion+
Over
13 Countries & Territories
THE OBJECTIVE
My objective is to sell your home:
For the Highest Possible Price In the Shortest Amount of Time With the Most Favorable Terms
Prior to implementing any marketing strategies, it is critical to go through a process of discovery—determine the fair market value, survey the current market conditions, and review 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 target the right buyers, which is the key to maximizing the true value of your home.
INFLUENCES ON YOUR HOME'S VALUE
With any marketing strategy, it is important to research the market conditions that are currently influencing home values.
“Market value” is the highest price at which a property will sell on the open market, given a reasonable time period to find a qualified buyer.
What a property is truly worth (whether that is higher or lower than the selling price) and what prospective buyers are willing to pay for it is known as the “Fair Market Value” — as buyers are influenced by the following criteria:
MAXIMIZING FAIR MARKET VALUE
Typically, market conditions are not in your control, but choosing to work with an agent with extensive experience in the local market, a respected reputation, and who implements a proven, comprehensive marketing strategy could make all the difference in maximizing the true value of your home.
These key factors affect the sale of your home and are, for the most part, in your control:
Market Factors: Controlled By:
Buyer/Market Conditions
MARKETING STRATEGIES
MARKETING FOR MAXIMUM EXPOSURE
Selling your home can be a very exciting experience, but it can also be an emotional one. As a luxury real estate professional, 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 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
• Prepare your home so that it is always ready to be shown to potential buyers
• Discuss and review the market’s analysis of your home — feedback is essential to know 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 it is new on the market. In order to capitalize on this window, it is crucial that your home is ready for sale: priced at Fair Market Value, prepared to showcase its features and attributes, and a marketing strategy implemented to further increase exposure.
Making the Most of Initial Interest
(Amount of Interest)
Time on Market
(Weeks)
MARKETING YOUR LOCATION
According to real estate convention, the 3 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 is important when determining the price and in marketing 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 person’s displeasure can be another’s delight!
PREPARING YOUR HOME
First impressions are lasting. Preparing your home is one of the most difficult, emotional, and critical steps to maximize 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.
Sample Preparation Timeline
• Recommendations for property
• Home inspections
• Purge
• Declutter
• Paint
• Repairs
• Stage
• Landscape
• Photos
• Virtual tour
• Pre-marketing
• List on MLS
De-Clutter & Deep Cleaning
If it is not needed, remove it and put it in storage. Remove photographs and memorabilia; remember, this is going to be a fresh start for someone else, and you want them to be able to visualize making their own memories here. Clean the home inside and outside!
Painting & Repairs
Think neutral colors to help the buyer visualize a clean state. For repairs, you can start small, like squeaky doors, holes in the walls, leaks, and anything else that could deter or distract buyers.
Haven’t replaced that roof in 20+ years? Need to replace the carpeting? Add better flooring? Remodel the bathroom? With extensive repairs, it is important to understand that any work you put into the home should add value to the final sale price—if not, it's not worth it.
Staging
According to The National Associate of REALTORS®, 83% of buyers’ agents say that staging makes it easier for buyers to ‘visualize’ the property as their future home, and 44% say it increases the dollar value offered.
Additionally, 53% of sellers’ agents say that staging a home decreases the amount of time a home spends on the market.
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 multiple 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 best exposure and reach the right buyers.
Professional Photos
First impressions are lasting. I hire professional photographers to capture the right images that best represent your home. These photos are used in my multi-media approach to effectively market and sell your home on hundreds of our network websites as well as on printed pieces.
Pricing
Having a pricing strategy for your home is extremely important. Having a Luxury Certified agent helping you through the transaction will put your property above the competition.
Outdoor Signage
The yard sign is one way to show your home is for sale. It is fast, effective, and easy to spot. Directional signs help guide people to the home.
Public & Private Showings
Broker tours and open houses 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.
Exclusive Advertising
For luxury homes, local advertising is not sufficient — these unique homes need exposure to the elite and discerning. I will showcase your home to these affluent buyers through publications
Digital Experience
Using current technology helps showcase the true essence of the property and its environment. Lifestyle videos, 3D virtual tours, and aerial drone footage all provide a realistic depiction of the intended space and livability.
Luxury Networking
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 database are second to none. Referrals are especially important in the luxury market, as you want to work with a well-respected agent with an extensive network of contacts.
PROFESSIONAL PRINTING & 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.
Promotional materials that feature your home and are mailed to your neighbors, potential 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 close to their present home.
Print Advertising & Direct Mail
Showcasing your home and its unique features through professional marketing materials is essential in setting it apart from the competition. Mailing directly to neighbors, potential buyers, and other Realtors is a powerful way to spread the message that your home is for sale.
Professional Brochures
A key marketing tool, I create professional print pieces that feature your beautifully photographed homes combined with key features and selling points. These are effective, tangible takeaways for qualified buyers.
A PLATFORM FOR 24/7 WEB EXPOSURE
Web Exposure
With over 97% of home buyers beginning their search on the Internet, we 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 real estate professionals across the globe through my extensive online partnerships.
Social Media
Your home will receive unparalleled exposure to consumers and Realtors alike through various social media platforms, including YouTube, Facebook, Instagram, and more.
Stunning Property Website
With 100% of buyers looking for homes online, it’s important for your home to have a professional web presence. Listing your home on the web with its own dedicated website allows for maximum exposure where it can easily reach local, national, and global prospects.
Storytelling Through Email
Stories drive action. We tell a story about your listing through a series of targeted email campaigns sent to a carefully chosen audience.
SHOWING THE HOME
Your home needs to be “show ready” at all times, which can be difficult to balance if you are still living in the home. However, we must ensure preparations are done upfront—unnecessary items removed, space created, and a plan implemented for the best times to show the home; then the final prep and inviting touches are easy for me to add around your busy schedule.
During the showing, a licensed agent will be present to ensure that the features and nuances are showcased and explained to maximize the perception of value.
Show Home-Ready Checklist
YOU HAVE 10 MINUTES:
Make the beds
Toss all personal items of clutter in a basket or box and put it in the back of your car for the time being
Empty all the garbage
Make sure the towels in the bathroom are clean, straightened, and they match
Put down the lid to the toilet(s)
Wipe down all countertops and sinks
Turn on all the lights in the house
Ensure the house temperature is comfortable
Make sure the home smells good
YOU HAVE 1 HOUR:
Do everything on the ten minute list, PLUS:
Vacuum all carpeted areas
Sweep all surfaces
Clean all mirrors
Clean the toilets
Clear and wipe down kitchen counters
Clean and put away laundry
Sweep the front entryway
EVALUATION & ASSESSMENT
Market Analysis
The market analysis report is compiled from a system that tracks your showings, all Realtor® and buyer feedback, as well as my marketing effectiveness on your home. This report provides you in-depth analysis and a comprehensive list of actions, recommendations, and objectives.
Selling your home is important; therefore, it is equally important to ensure that its sale potential is maximized – whether that requires further changes to showcase your home more effectively, having additional open houses, changing the price point, increasing the marketing exposure, or understanding the potential of multiple buyers.
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 of 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 keep things on schedule.
YOUR NEXT MOVE
LOCATING THE RIGHT PROPERTY
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.
DEFINING YOUR GOALS
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.
MY COMMITMENT TO YOU
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.
I promise to treat you with respect and compassion and to listen to you and your situation so that I can customize the experience for you. I promise to always keep your best interests in the forefront of my mind and to apply my passion for this industry to see you succeed with your goals.
THANK YOU
I’d like to thank you for giving me the opportunity to present this preview of the marketing services I can offer you and your property.
I would be honored 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. As we’ve discussed, my proven marketing strategies, real estate expertise, and the unmatched resources of Berkshire Hathaway HomeServices Hawai’i Realty will work together to ensure you achieve the best possible results.
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.
-Rachel Bradley
