Request for Proposals for Brokerage Services to sell 6652 East Greenlake Way N, Seattle, WA, 98103 representing Elizabeth “Betsy” Braun and Paul Diedrich, a married couple and co-owners.
1) Please describe your approach to marketing a property List the various information channels, publications, websites, photography and videography including drones, floor plans, 3d models and other marketing tools you intend to use Please describe how you anticipate finding and promoting the house to buyers who are in the market for houses such as this Are you expecting to hold open houses/broker open houses? If so, how many, and who will host them? I would like this marketing plan added as an attachment to the brokerage agreement
Your home will be marketed in a very customized fashion At Real Residential, we don’t believe in “plugging a home into a marketing system”, rather, we focus on how to customize the marketing to appeal to the most likely buyer profiles Please reference pages 21 - 29 to find more details on how in depth the marketing coverage is Below is a summary of the main points for quick reference:
Professional photography, drone video and aerial photos, customized website development with a personalized storybook will all be created (at our own cost for your home presentation)
Brad, Nick, and Ava will schedule a Broker’s Open for the first week on the market and a Saturday/Sunday open to allow for the most buyer access in our first very critical days to generate momentum
2) Please provide me with a detailed breakdown of what marketing and house preparation services like staging the house you will include in your fee We are responsible for the construction, finishing, final touches, upkeep and maintenance of the house during the sale Are there any marketing expenses you expect us to cover?
The only marketing expense that we do NOT cover is upfront staging costs As a sign of commitment and partnership, we are crediting you $7,000 of the upfront staging costs upon successful closing Please reference page 49 for more details
3) Please briefly describe your brokerage team and their roles and responsibilities in selling the property. I would like to know who we will be directly working with.
Nick Glant: Lead Listing Broker and lead in marketing messaging, communications prior and during the listing, and Broker outreach
Brad Cahill: Co-Listing Broker and lead for negotiations, offer review, and inspection negotiations (if any)
Ava Lang (Executive Client Manager): Manages vendors such as painters, landscaping, and any other preparations along with staging access Ava also checks on the home to replenish marketing, ready the home for showings, and make sure the home is always presentable
Please reference pages 12 - 15 for more details
4) Please provide information on 3-5 recent sales you have made of comparable properties in comparable price ranges in the Seattle/Bellevue areas, with references I can call to discuss their experiences. Provide address, date of sale, name and contact information I can look up the rest
Please reference pages 29 -39 to find our recent notable and relevant sales, along with the references and contacts
5) I expect this to be an exclusive agency relationship
This is music to our ears We are not supporters of dual agency as we believe strongly that a Buyer and Seller should have their own fiduciary representation with no conflicts of interest
6) Please note that I will not agree with you acting solely as a limited dual agent and will not share you with a buyer I will accept having the buyer represented by a different licensed broker in your firm.
Per the above note, we have a process for ensuring unrepresented Buyers, or Buyers who choose to go “direct”, have access to a Broker who is not involved in our listing contract to facilitate an offer and additional paperwork Brad and I only engage in dual agency when it is requested by our Seller and we do not recommend it Thus, we are on the same page
7) We intend to sell the house after relocating in early April, when our tenant’s lease on our house in Anacortes ends, and we can relocate Please provide a high-level schedule of activities you plan on providing or having us complete between January 1 and the sale This is very drafty - feel free to move them around or change them (but we can’t move out sooner than April 1st!)
Please reference pages 45 - 46 to find a detailed listing preparation and marketing timeline
8) Please provide me with your anticipated commission structure, including the amount of your fee and the buyer’s broker fee, and any other costs you will charge us for the sale.
Please reference page 49 for more details on our fee proposal. It is also listed below: Listing Office Commission: 235% listing commission
$7,000 credit to Seller at closing We also cover up to 4 hours of legal coverage with our in-house counsel on your behalf in the event an attorney is required for any complexities that may arise
Selling Office Commission (recommendation): 25% to the Buyer’s agent
9) please state whether you anticipate receiving any other form of compensation from other brokers or parties pertaining to this agreement.
We have a partial ownership stake in NextTitle and we have a small profit-share on closed files If you choose to work with NexTitle, this is disclosed upfront We do not accept any other forms of compensation
10) Please outline how you intend to work with us to set the listing price for the house
Early February: We provide a very in-depth market analysis with a current pricing recommendation based on current trends and market conditions
Late March (just days prior to listing): We have a final pricing meeting to mutually set the best pricing, determine if an offer review strategy is appropriate, and finalize our exact date for going live on the market (weather and economic events being the only considerations to changing the originally planned date)
Please reference page 45 for more details.
11) Please describe how you anticipate keeping us informed of progress throughout the process What can we expect?
Weekly Updates: Every Tuesday, you will receive a full report on all of the activities related to your home We begin these updates after the listing agreement is signed and continue them through closing
Group text chat: We set up a named group text chat (6652 Green Lake Sale) with all five of us to be able to quickly communicate about showings, questions we receive from Buyers and their agents, etc
In addition to our email and text communications, we welcome frequent calls and generally call our clients 2-3 times a week with updates for strategic planning, buyer feedback, and other crucial updates with interested buyers
Please reference page 25 for more details
12) I am assuming we will use DocuSign or a comparable system to electronically sign. Please confirm or if you use an alternate method, please describe it.
We use DocuSign and find it to be a very user-friendly and secure format
13) Please let me know whose Brokerage licenses the sale will be conducted under – yours and your firms and provide the license numbers
Ava Lang (Executive Client Manager): MLS # 148951 | DOL # 24008392
14) Please provide any additional information you think is relevant to our making a selection.
We believe strongly that you should ask every Broker you are interviewing, “What is your process if it does not sell in the first week?” It is critical to work with a Broker that is proactive in creative solutions to ensure your home sale is maximized AND timely (which generally go hand-in-hand)
Brad and I have a very thoughtful approach to generating digital, print, and personal momentum on a home and have many creative solutions to help a home recapture buyer attention if it does not sell immediately This is reflected in our track-record of seeing over 98% of our listings all the way to fruition In short, we don’t just list homes We sell them!
15) Notes from Betsy:
Please put your answers into this document, so I do not need to search through your marketing information for clear answers. Referring to attached materials is acceptable – if you do so, please list brochure and page numbers in this document to help us find the right answers.
Thank you in advance for your responses, and your interest in representing us in this important transaction! Please feel free to contact me at 206-679-5696 or at BetsyBraun1010@gmailcom with questions
RealResidentialManifesto
At Real Residential, we believe every person deserves honesty
For most of us, a house is our single-greatest financial asset But a house is more than a structure for shelter and space it’s often also a home, and home is one of the most emotional assets we can own
The process of buying or selling a home can feel daunting, and it’s frequently cloaked in mystery and uncertainty especially in a competitive market like the Seattle metro Mortgage interest rates are unstable, properties are scarce, and bidding wars are tense But even amidst the chaos, it can also be a journey of joy in which you dream of your new life or experience financial opportunity Most of the time, the difference between a bad experience and a good one is the team supporting you
Our team is a select, nimble group of experts focused on our local communities and intentional about slow growth so we can provide the best service to our clients We’re on a mission to redefine the duty of care in real estate to mean more than just legal obligation For us, duty of care is a standard of how you treat people, and it starts with honesty Honesty means educating you about market conditions (so you can make your best decision) and advocating for you like you ’ re a family member. Honesty means telling you what you need to hear, not just what you want to hear. Honesty means doing everything in our power to make your dreams come true
Honesty means being real And we promise to be real with you
6652 East Greenlake Way N
PREPARED FOR:
BETSY BRAUN & PAUL DIEDRICH
Table of Contents
Your Real Team
Managing Partner | Founder
Over $1B
Team In King County
Currently the Managing Partner and Co-Founder of Real Residential, Nick has always had a passion to improve the residential real estate experience Nick founded NWG Real Estate in 2007 and grew it to the top Independent Brokerage in Washington before being acquired as Compass Real Estate's launch partner in 2018
Nick has been steadfast in locating the brightest minds in real estate to collaborate and enhance the success for our clients Nick has been ranked as one of the top 5 Brokers in all of Washington for over the past 10+ years
Nick resides in Laurelhurst with his wife, Elaine and Daughters, Ella and Emery They are avid supporters of the University of Washington where Nick graduated with BA in Business in 2002 Nick is also very involved in the community as a Board Member for Villa Academy school in Laurelhurst, 101 Club in support of amateur athletics and Boundless Futures at the University of Washington
Brad Cahill
Partner | Founder
In King County
With over 22 years of experience, Brad has consistently ranks as one of the top brokers in the entire industry He was a co-founder of NWG Real Estate in 2007 and the #1 producer for 11 consecutive years Brad's passion for client service inspired him to pioneer the “Client Care” program at NWG, which offers access to coordination of all home related needs to clients beyond the transaction In 2017, Compass Real Estate chose NWG as their primary launch partner, which was a testament to their success in the industry as well as universal respect from their industry peers and business leaders in the community
Brad’s business is relationship-focused, with the vast majority of his clients coming from personal referrals He believes in adding value to others first and placing his clients' best interests above all else, even if that results in advising against purchasing or selling a home Brad is proud of the collaborative culture he has fostered in the industry, and he believes that clients benefit most from a team of brokers matched for expertise, specialization, and personality fit
In his personal time, Brad enjoys spending time with his family and coaching his children's activities. He is also an avid sports fan and proud supporter University of Washington athletics.
#1 Team
In King County
Ava Lang
Executive Client Manager
Growing up in the greater Seattle area, Ava has a deep appreciation for the diverse communities that the region has to offer. She graduated from University of Washington with a degree in Communication, minor in Business Administration, and certificate in Professional Sales Previously employed at Kemper Development Company as Retail Operations Coordinator, she learned the ins & outs of property management and class-A execution Ava supports Nick Glant and Brad Cahill as their Executive Client Manager and aims to deliver excellent client service and build life-lasting relationships with clients In her free time, Ava is an avid runner, who enjoys competing in half-marathon runs. As well as enjoying all things involving nature, food, family and friends!
The power of partnership: Real Residential is a true collaborative of industry leaders in Seattle and on the Eastside Every client we serve has the support of not only the Broker they entrust on their sale but also benefit from the creativity, advocacy, and reach of the top Brokers in the region
THE HISTORY OF
2007
NWG is founded in Downtown Seattle
NWG expands to Bellevue/Eastside
NWG becomes top independent brokerage in WA with over $500 million sold annually
2018
NWG joins Compass as the Founding Team
NWG is ranked top team in WA and #4 Nationally in WSJ
2022
Real Residential is founded and launched by the original NWG team
Comprised of 28 industry professionals that include an unprecedented 8 of the region’s top-producing brokers, Real Residential continues to set records in sales price and sales volume
The Real Duty of Care
Every person deserves honesty. We promise that honesty will be at the core of every communication we have with our clients
We promise to elevate our client over any self-interest
We promise to advise and educate
We promise to treat our clients’ home as though it were our own
We promise to remain in our clients’ lives for anything they need that enhances their joy and convenience in their home
We promise that any request from our client will be answered honestly and timely
We promise to treat our fellow Broker colleagues inside and outside of Real with care and consideration
We promise to be REAL
Why Real Residential?
The Real Difference
Your residential real estate needs are not taken lightly at Real Residential Your Broker is part of a select team that is hyper-focused on delivering fiduciary service to you in your real estate endeavors
Below are important examples of functionary brokerage services vs the fiduciary approach you receive with Real Residential
Marketing Your Home
The quality of Real's representation of your home reflects you as the seller Because of that, we have curated an extensive marketing plan to ensure your home is shed in the best light.
Pre-listing value add services
Photography Website and Video
Social
Print Advertise
Marketing Collateral
Pre-listing Value add Services
Electrician Painter Landscape
Handyman
Carpet cleaning
Staging
Power washing
House cleaning
Inspections
Plumber
Professional Photography
We partner with the premier photographers in the PNW
Listing Website, Social, and Video
Your
Curated Custom Marketing Collateral
We create a suite of print marketing collateral to be featured at your home including a booklet or brochure, a feature sheet to showcase your homes best features, and a postcard sent out the nearest 100 neighbors
Print Advertising
We advertise in top local magazines:
Luxury Home
GREET
Windermere Laurelhurst
WAC
Real Producers
Presentation of your Home
At Real Residential, we take pride in our high standards that we refer to as Real Standards
We firmly believe that it is essential for every property listing to showcase an exceptional level of quality and sophistication, setting it apart from the rest of the real estate industry
As a seller, we understand that every interaction with our team, including the listing and marketing process, reflects upon you and your property That's why we prioritize every aspect of your listing, from stunning visuals to expertly crafted descriptions, ensuring that your property receives the recognition and attention it deserves Our commitment to excellence is reflected in every touchpoint of our service, providing you with the confidence and assurance that you have chosen the right team to sell your property
Real Standards
Professionally printed marketing collateral
Framed feature sheet of top ten features of the home
Framed feature sheet Improvements during ownership sheet (if applicable)
Keybox wrap with Real branding
Standup flyer with QR code
Real Residential welcome mat for vacant listings
Soap and tray with disposable Real towels
Communication
The key to a successful relationship during the transaction process begins and ends with communication. Clear and timely communication can prevent misunderstandings, resolve conflicts, and ensure that all parties feel supported and are on the same page throughout the process Effective communication can also help streamline the transaction and make it more efficient, ultimately leading to a successful outcome for all involved
We use three different streams of communication:
Weekly Updates
Group text threads
Phone calls
Weekly home check-ins
Weekly Updates
Our weekly updates include a summary of the work completed during the week, any milestones achieved, and any upcoming tasks or deadlines It's also important to address any concerns or issues that may have arisen and discuss plans to address them
Vendor Concierge
With decades of careful curating, we have created a list of over 300+ trusted vendors we use for a plethora of services for your home Below is a just a few of our most loyal companies we use on a regular basis.
Provide any documentation of oil tank removal, if applicable
Provide any documentation of sewer work or scope, if applicable
Service HVAC, if applicable
Pre-inspect the home with Inspection Services NW to provide to prospective Buyers
Drone and daytime/twilight photography
Marketing strategies
Mail to closest 200 homes (advocacy)
Mail to logical move-up buyers
Boosted social media targeted ads
Reverse prospect email to larger Broker database
Neighborhood video to provide to relocation Buyers
Provide mapping of proximity to nearby amenities
Leverage YPO, WAC 101 board, UW boards, and Global Real Estate Network
Preparation Timeline
January 10 or sooner
January 10 or sooner
January 15 - move out
January 15
January 15
Feburary 1
Feburary 5
March - move out
March - move out
March 28
Sign written services agreement establishing agency relationship and deferring setting sale price until closer to the listing date
Begin working on preparation list
Finish carpentry projects and house preparations
Have home measurements completed (paid for by Real Residential)
Obtain apprasial of the house
Provide a comparative market analysis with details on pricing scale, recommendation on “current market value” and strategy to maximize the sale value
Go through house with stagers; stay-go on FF&E
Begin packing
Power wash exterior, tidy up yard, final clean interior, touch up paint
Final pricing meeting to mutually set the best pricing, determine if an offer review strategy is appropriate, and finalize our exact date for going live on the market (weather and economic events being the only considerations to changing the originally planned date)
Move out completed April 1 -2
Marketing Timeline
April 1 -2
April 3
April 4 April 5
April 6 - 7
Move out completed
Staging
Twilight/Daytime and aerial photography (Clarity NW)
Website and marketing design (In-house marketing)
Potential private viewings
Live on the multiple listing services
Luxury mailing to 200 homes announcing your listing April 8
Email campaign to luxury agents and advocates
April 10
April 13
April 8 - 15
Broker Open House
Public Open House
Initial social media launch
Submission to Luxury Home Magazine, WAC Magazine, Mansion Global, Seattle Refined, Architectural Digest, Luxe Magazine, Puget Sound Business Journal
Results Oriented Compensation
Your home fits squarely into the coveted property that our team ex- cels at representing. We are selective in the listings we represent and furthermore, we believe in customizing each fee structure based on fair compensation and incentive Below, you will find a fee proposal that balances ample fair compensation with incentive to perform
Fee Proposal
Listing Office Compensation:
235% of sales price
Real Residential to credit $7,000 at closing for listing preparations
We also cover up to 4 hours of legal coverage with our in-house counsel on your behalf in the event an attorney is required for any complexities that may arise
Buyer’s Office Compensation:
25% of sales price
Listing Commission Inclusions
All marketing collateral, print & digital advertising, and signage costs.
Assistance in coordinating listing preparations and maintenance, ie landscape, repair items, floral display, cleaning, etc
Legal support on retainer of up to 5% of brokerage compensation Closing documentation, transition support,etc
Testimonials
My wife and I have had 3 transactions with Brad and Nick over the years Their market knowledge, integrity and communication style sets them apart from others Acting as true real estate consultants, they have always been balanced in their approach and provide context to decisions outlining both advantages and implications to any strategy While the value of real estate brokers is often marginalized, it’s critical having the best when transacting multi-million dollar properties As with any profession, value can vary significantly and when it comes to real estate representation, we trust no other than Brad and Nick
- Steve & Kelly Patton
From start to finish, Brad and Nick were extremely helpful and professional at each step of the process We felt confident that they had our best interests in mind and took great care to negotiate the best deal possible This was our 4th time working with their team and we'll continue to use them moving forward
- Dave & Caitlin Yusen
In working with Brad and Nick we felt they were truly invested in our family and our success At no point did we feel like just another transaction And since closing, we ’ ve recommended them to multiple friends and colleagues, whether they were just exploring their next move, or actively house-hunting We’re thankful we had the opportunity to work with this team, and would absolutely recommend them to anyone looking for a team to work with on their next transactions
- Heather & Ronan O’Mahony
From the first moment I talked with Brad and Nick, I knew that they understood our unique home and our personal situation and needs, and that they would work with us in a flexible way. Nick, Brad and Ava were very helpful and encouraging as we got the home ready to sell, and were very thoughtful and thorough in our discussions around pricing and marketing.
What really stood out to me was their help in negotiating with the buyers I did not realize how much value they could bring to that part of the process I talked with other brokers, but I liked their professional and low-key approach I highly recommend them
- Dick Moxon
Thank you so much for providing such exceptional service during our recent move to the Seattle area Your thorough and professional approach allowed our family to enjoy the home search process, knowing that we could rely on your firm for excellent service
Moving from out of state, we were quite unfamiliar with the local real estate market and quickly found the home search a bit daunting However, you were able to quickly discern our priorities, after carefully listening to our requirements, and provide us with a very efficient and effective home search process We appreciated your ability to work around our quick Seattle visits and busy work schedules
In addition, your skilled use of market knowledge to seek out homes that had not yet been listed allowed our family to find the perfect home Without that extra effort, we might still be searching for our home instead of enjoying it! Impressively, the service did not end at closing; your follow-though and attention to detail lead to a seamless transition to the area
Thank you again for your great service and expertise We will certainly call you again for any real estate needs and recommend your firm highly to any prospective clients
