Monica Rawles, Luxury Listing Presentation

MONICA RAWLES

Associate Broker, CLHMS, Luxury CRS, GRI, e-PRO, SRES 804.248.5437 MonicaRawles@SRMFRE.com SHAHEEN, RUTH, MARTIN & FONVILLE REAL ESTATE 5808 Grove Avenue, Richmond, VA 23226

ABOUT MONICA RAWLES

804.248.5437 MonicaRawles@srmfre.com

I have been a Realtor® for almost two decades now, but I became a pro at moving when I was a young girl. I moved cross-country numerous times, landing in Hawaii, California, Maine, Illinois, South Carolina, Honduras and Virginia, all between the ages of 5 and 16. I learned early on to focus on what’s important: our family and our home and not on the daunting task of the actual move. I always loved finding the right home.

As a Realtor® today, I bring that focus to the home buying and selling process, aiming to take the stress out and to exceed my clients’ expectations and goals. This is my pledge to each and every family and individual with whom I work.

Each of my life experiences have actually helped prepare me for my work with homebuyers and sellers. After graduating from Virginia Commonwealth University, I taught in the Chesterfield County school system for six years, while in my "spare" time, I ran a wellness and fitness company. I designed health-focused programs for employees and had the pleasure of watching performance and productivity improve as a result.

When I sold the business, I employed several associates, and my client list included forward-thinking companies such as Bon Secours, Dominion Virginia Power and Defense General Supply Center.

While raising four children, I was an active community volunteer, serving on the boards of directors of The Children’s Museum, the Science Museum and The Richmond Ballet. I chaired the annual parents’ fund drive for The Collegiate School as well as the school’s Village Green Fair, setting a record for total money raised from the event. When not chairing an event or fund drive, I served as a room parent, volunteer coordinator and sometimes chief cookie baker. In 2005, I embarked upon my chosen career and passion: real estate. My life as a teacher, business owner, and volunteer gave me a deep knowledge of Richmond and its many wonderful neighborhoods. And through my board work, I gained the negotiation, communication and detail-focused skills that help me serve my clients today.

ABOUT MONICA RAWLES (cont.)

804.248.5437 MonicaRawles@srmfre.com

In the fast-paced and ever-changing real estate industry, it is imperative for agents to stay on top of the market. I embrace the life-long learning opportunities real estate brings and have earned several industry designations including e-Pro recognition for excellent technological skills as well as certifications as an Accredited Buyer’s Representative, Graduate of the REALTOR® Institute, Certified Residential Specialist, Certified Luxury Home Marketing Specialist and Associate Broker.

I am most proud of the team of people I have assembled to help me offer excellent customer service on a daily basis. Amy Rose, a licensed agent, is my assistant and attends inspections and follows up with lenders and attorneys to ensure smooth closings. I also work with an incredible crew of professional stagers, appraisers, and photographers and pride myself at keeping a current list of home vendors including everything from appliance repair services to HVAC technicians to window washers and everything in between.

To date, I have sold over $100 Million in Real Estate. I work tirelessly for my clients. My pledge is to exceed expectations and goals.

I still love finding the right home!

Honors, Awards and Certifications • • • • • • • •

Richmond Association of Realtors Board of Directors member Associate Broker Certified Luxury Home Marketing Specialist Certified Residential Specialist Buffini and Company Group Leader and Trainer 2020 SRMF Top Individual Production Top 5% Area Production Level Voted 2021 Richmond Association of Realtors Sales Associate of the Year (out of 8,000+ agents)

TESTIMONIALS

804.248.5437 MonicaRawles@srmfre.com

• Monica Rawles came highly recommended to my family as a Realtor who not only is knowledgeable in all areas of real estate but approaches her business with competence and always looks after the best interest of her clients. She told us that her goal was to exceed our expectations and that hopefully we would refer friends and colleagues to her. We began thinking about selling our house about five months before we put it on the market. We lived in the city and our family was growing. We contacted Monica at first to conduct research on our area and our house and to give us a comparative market analysis. She went above and beyond before we even signed our listing agreement, understanding our situation of being first time home sellers and the nerves involved in taking our lives to the next step. With her guidance and patience, we listed our home which sold within the first week. We then put the same trust into Monica’s professionalism in finding our dream home. She held our hands as we explored different neighborhoods of Richmond. Her vast knowledge of all the surrounding areas was impressive and helped to expand our thinking. As a result, we found our current home and stayed within our budget. Our transactions were smooth and easy. Long after we settled into our home, we continue our relationship with Monica as she continues to remind us that our investment was a wise decision. We are eternally grateful for her encouragement and knowledge as our ever-expanding family is now living in our dream home.

• She was attentive and informative throughout the entire process. We are now very happy and settling into our new home. I feel as if this could have been a difficult transition for us if we had not had the guidance from someone as professional and knowledgeable as Monica. I have always believed that you should surround yourself with good people and sincerely believe that your involvement for real estate needs with Monica is a positive reflection on your organization. We were not only impressed with the service we received from Monica, but the referrals she offered to us for mortgage lending and title agencies were equally as impressive. Each person we dealt with through this process was extremely professional, efficient and willing to go above and beyond to help meet our needs. We would definitely recommend Monica to any friends or business associates.

• My fiancée and I recently had the good fortune to invest in our first home. The process was seamless. We worked with Monica Rawles and she was wonderful! We felt very comfortable with her guidance and felt she represented us well. We are only two years out of law school, and we are both burdened by substantial student loans. As a result, we were keenly interested in buying a house where we could comfortably pay the mortgage and focus on paying off these loans. One of our big concerns in looking at a new home was that we would be pressured to buy something bigger than we wanted. Monica excelled at listening to us and helped us find a home that matched our current needs. I think “listening” is important to note, because we have friends who have felt pressured to buy more house than they felt comfortable buying. Because of our experience with Monica, we will be recommending her expertise to our friends as they look for houses in Richmond. Monica ably led us through the various steps in the process and we closed without any mishaps or delays. We love our new home!

TESTIMONIALS (cont.)

804.248.5437 MonicaRawles@srmfre.com

• My wife and I recently purchased a home in Glen Allen, VA with the help of Monica Rawles. We were living out of the state when we started looking in earnest for a place to live in Richmond. Monica was referred to us and she was wonderful. Let me explain why. First, she asked us what we were looking for and then listened to what we had to say. She sent listings to us via the internet so we could explore the market without being on site. When we did meet and ride with her, she was patient and gave us good advice. One thing that stands out was her recommendation to knock on a neighbor’s door to ask questions about the neighborhood. Another thing I liked was her follow up.

She communicated with us before and after we purchased our home. This meant a lot to us because we didn’t know anything about how to get service providers for trash or home maintenance. She helped our transition run smoother. Three years later we used Monica to sell our house and “upsize”. She got four contracts on the first day that our house was on the market. We would definitely recommend Monica to someone looking for a house.

• Worked in Our Best Interests. Monica coached us on exactly what we needed to do to sell our house and get the most Return on Investment. She walked us through and negotiated over the six offers we received. This was an exciting seller's market, but also overwhelming. Monica worked in our best interests and sold our home in two days.

• Extremely Knowledgeable. I have worked with Monica over several years and have always recommended her to all my friends and family. She is very knowledgeable about real estate and as well as all other related fields. She always has her client's interests first. She is patient and trustworthy. I really enjoy working with her and look forward to further partnership.

• Outstanding Agent. Monica was very knowledgeable about the market and she knew what we were looking for.

Monica is well connected in the community and she knew exactly who to reach for the information we needed.

Monica definitely knows the different areas of Richmond and she was able to help us fine tune our housing search since we are not from this area. Monica's attention to detail was very important to us. In our housing search, she led us through all the steps in the purchase of the house and all the steps necessary from the search until we could call the house our own. We had a lot going on (my mom passed away) but we knew Monica was taking care of all the details, which was a big relief for both of us. Monica was always very positive and optimistic. Trying to buy in a seller's market is not easy, especially in an unfamiliar area, and Monica's optimism made the whole process very pleasant and hopeful. Also, once we found THE house, Monica's tenacity to make it happen was inspiring.

• She put our family first and ALWAYS advocated for us. We will use her for all future selling and buying. She's AMAZING!

THE COMPANY S HAHE E N, RUT H, M ART IN & F ONVIL L E Shaheen, Ruth, Martin & Fonville was founded by four Managing Brokers, Scott Shaheen, Scott Ruth, John Martin, and Mahood Fonville, that wanted to make a difference and get back to the basics of selling local Real Estate. Their focus was on staying relevant and being ahead of the power curve when it comes to technology, marketing, and training in the Residential Real Estate Arena. "We want our agents to be the best when it comes to representing our clients and working with other Brokers, and three words that best describes our team are Supportive, Ethical, & Professional. " as stated by John Martin. When asked why he wanted to start his own company Scott Shaheen said, “We wanted to create a culture and brand that was going to be local!

Everything is going back to the roots and being local and home grown” The company has coverage in the Greater Richmond or Central Virginia, Williamsburg, Hampton Roads, and the Wintergreen markets. To date we have over 174 experienced agents and selectively growing each day. The firm also has a Luxury component that specializes in Estates, Higher-End and Historic Homes, Land, and Waterfront properties.

When asked why makes your company different than other Real Estate Firms, Scott Ruth said, "The agents themselves in our office are the best trained in the industry.

With 4 brokers that are available daily with a combined 80 years of experience is unique and not something you will find in another firm. By being practicing broker/owners, we can relate firsthand to the needs of agents, problem solving, and what is needed to help agents be successful."

When asked about the company’s core values, Mahood Fonville said, "I believe the core value of Shaheen, Ruth, Martin & Fonville is “The Golden Rule” of life and to treat others as you would like to be treated. In addition, and equally important, is having a balance in your life with your Faith, Family, and Work. Without a balance you will not be happy or successful personally or professionally." Lastly, as stated by Scott Ruth, “We couldn’t be happier with our move and the response from the community has been amazing!”

Visit our site at www.SRMFRE.com for information about each of the owners, agents, the firm, and our properties.

COMMON SELLER QUESTIONS Can we list for only 30-90 days?

Six months is what we require to ensure that your property receives the best exposure we can provide.

Can we list our property higher and come down later if it does not sell?

It makes sense at first thought to list high and leave room for negotiating, however, this creates problems in getting the home sold. Most buyers will not even bother looking at the properties that are priced too high. When we price the property right, you have the chance for multiple offers versus not having any offers or opportunities to negotiate.

Is it okay to use a friend in the business?

In today's market almost everyone knows one or two people that are in the real estate business.

The question you need to ask yourself is, are you selling your home to do your friend a favor or truly looking for a professional real estate agent that can represent your best interests? Please take a minute to review my plan of action to sell your home and you will immediately see what sets me apart from the competition.

What do you do to sell homes?

There are two types of agents in real estate, Passive and Active. I am an active professional, meaning that as soon as the listing agreement is signed, I immediately begin marketing your home and distributing throughout all platforms to maximize your homes exposure. In my experience, I have found that a motivated homeowner will want their agent to work efficiently to sell their home. Please refer to my "18 Point Plan of Action Marketing Plan" for the step-by-step plan I will use to effectively sell your home.

18-POINT PLAN OF ACTION My Objectives are as Follows: • To assist in getting as many qualified buyers as possible into your home until it is sold.

• To communicate with you weekly or more often the results of our activities.

• To assist you in negotiating the highest dollar value with the best terms.

My Projective Approach to Getting a Home Sold: • • • • • • • • • • •

• • • • • • •

Submit your home to our regional Multiple Listing Service Submit your home with custom photos and remarks to regional newspapers, and when it makes sense, to wider audiences.

Submit your home to member broker sites through our investment in the IDX technology Price your home competitively to attract the largest number of possible buyers Promote your home at our company sales meeting Develop a list of features of your home for the buyer brokers to share with their clients.

E-target the top sales agents in your area with information about your house.

Suggest and advise as to any furniture rearrangement and editing of pictures and decorations.

Continuously update you as to any changes in the marketplace Network daily to find potential buyers Contact my own buyer leads, centers of influence and past clients over the first seven days to look for potential buyers Have home sketched and measured by an appraiser and include that information in MLS Stay on top of financing options and share with buyer agents When possible, have area agents tour your home Follow up with Realtors who have shown your home for their feedback Represent you on all offer presentations to assure the best possible price and terms Stay on top of contract from ratification to closing, making sure that each step in completed in a timely manner Celebrate with you upon your successful closing

YOUR CUSTOMIZED MARKETING PLAN ESTIMATE TIMELINE FOR PREPARATION AND MARKETING

WEEK 1 1.

2.

3.

4.

Prepare home for marketing Professional photography scheduled For Sale sign ordered and placed on property Lockbox registered to home and placed on property

WEEK 2 1.

2.

3.

4.

Listing and photos entered into the Multiple Listing Service (MLS), as well as on our company website.

Listing and photos entered into Realtor.com, Zillow, Trulia and dozens of other sites Seller's Property Disclosures entered into the MLS Marketing Campaign begins • Full color brochure created for home • E-mail blast to all agents and database • Listing posted to social media platforms: Facebook, Instagram, Twitter, LinkedIn

WEEK 3 1.

2.

3.

Open House and/or Broker's Open Scheduled Showings begin through ShowingTime All communication from prospective buyers will be communicated to sellers

PREPARING A PROPERTY FOR SALE

Please consider the following three important factors: 1.

Location – although this cannot be changed, there are ways to improve, including screening an undesirable view, or assisting a neighbor in cleaning up their less than stellar yard.

2.

Condition – I provide staging services to help make your house shine relative to other houses in the same price range. The stager will provide a detailed report with recommendations for improving every room of your house, plus the exterior space. Statistics have shown that a staged house sell for more.

3.

Price – based on the features and condition relative to the recent comparable area sales, we will analyze the data, arriving at the best list price for your property. The goal is to set the price as high as possible, without causing qualified buyers to pass over the property. The goal is to obtain a good offer to purchase within two weeks of listing your property. I will convey feedback from buyers and their agents which will help us in the event that the house does not sell right away.

SALES & LISTINGS

SELECTED AS A VIRGINIA LUXURY BROKER To be eligible for membership, firms and brokers must list and sell in the top 10 percent of their market and demonstrate expertise in the marketing and sale of luxury properties.

With the guidance of the Board of Regents (Regents.com), the governing body of Luxury Real Estate, our network represents the best in the business."

— John Brian Losh, Chairman/Publisher

"Who's Who in Luxury Real Estate is a compendium of the finest residential real estate firms from around the world.

LuxuryRealEstate.com offers access to the most multi-million dollar properties.

WHO’S WHO IN LUXURY REAL ESTATE

WHO’S WHO IN LUXURY REAL ESTATE

SEARCH TOOLS & RESEARCH CAPABILITIES

SRMF LOCAL RESOURCE TOOLS MARKETING

SRMFRE WEBSITE

CONTRACT MANAGEMENT SYSTEM Gives us ready access to all documents for our transaction DATABASE OF REAL ESTATE ACTIVITY GOING BACK TO 2002

Gives us the capability to research sales in your area and recommend a list price.

ELECTRONIC SIGNING PROGRAM FOR YOUR CONVENIENCE

BRAND

This is a bi-monthly publication that covers the entire state of Virginia. We are showcased this next issue as the “Faces” of Central Virginia. Another example of our branding.

We do extensive Branding for our firm.

Our clients love it and our signs are among the best in the business. Our agents and clients get behind our logo and drive to get more exposure for our clients.

LOCAL MARKETING

SRMF MAILCHIMP

Weekly Mail Chimp E-Mail Blast to 6000+ Agents

RICHMOND BIZ SENSE The Daily NewsFeed is an email that goes out five days a week to 15,000 subscribers in Richmond’s business community.

MOBILE SYNDICATION

Home Search Feature on our SRMF Mobile Site

PRINT MARKETING & SYNDICATION

This is an example of the Monday Metro Richmond Times Dispatch Full page. We showcase a select group of homes in this section and it is the most read section of the RTD. We still believe that the Paper is important in some markets.

VOTED BEST REAL ESTATE FIRM IN CENTRAL VIRGINIA – 2018, 2019, 2020, 2021 & 2022

We were voted as the Best Real Estate Firm by readers of Virginia Living Magazine for five straight years!

ADDITIONAL SERVICES PROVIDED

APPRAISER MEASURED

REAL ESTATE PHOTOGRAPHY

HDR Photography

Our photographers use state of the art equipment and advanced postproduction processes to produce brilliant photos. Photographs are delivered in web-friendly sizes and full-size HD images.

TAX RECORDS Click to add text

TAX RECORDS

TAX RECORDS

Click to add txt

TAX RECORDS - MAP

IS YOUR HOME READY? First Week or Month Prior to Listing Home

 What is your preferred means of communicating on a weekly basis for showings, feedback, & real estate stats?  Ensure Authentisign is a familiar process before a contract comes in on their home.  Begin Incomplete MLS into MLS system to ensure accurate before posting  Miss Utility To Be Contacted for White Post Sign  Contact Sign Installer for White Post sign "For Sale" sign w/ White Post  Preparation of Home & Checklist of Requests for sellers to complete. Contractor names available to complete necessary work such as painting, staging, or repairs.  Carpet's cleaned & general home preparation as needed  Evaluate if an appraisal needs to be completed for pricing  Evaluate if a professional stager is needed prior to listing home  Full walkthrough for specific items to showcase home in brochure - i.e.. specific features  Please advise us what conveys & what does not convey at this time  Recommend & Complete Landscaped Improvements - Mulch, Pressure Wash, Window Cleaning & Exterior Repairs (if needed)  Review Home Preparation List with Seller  Prepare color brochure  Discuss Internet Exposure, Agent Websites, & Rollout of Listing.  Have the home measured by appraiser if accurate measurements are not available. Contact Appraiser. Square footage in MLS must be by a 3 rd Party or Tax Records.  Review latest comparables prior to listing or changes in the market right before you list to ensure you are in line.  Check RE Stats for the Absorption Rates of the area to determine Sellers Market or Buyer. Also, what the average List to Sales Price Ratio.  Listing Agreement Signed, Dated & Reviewed w/ Input Requirements for MLS.  Review Protection Options for Lock Box Configuration & Security.  Copy of a key for Lockbox and agent.  Seller to prepare any maintenance agreements or service plans.  Seller to have utility information ready in the event they are asked for information.  Verify if it is in a HOA and prepare seller on when to order & get something signed if you order yourself.  Seller to itemize improvements and year completed for brochure. If they have the contractor names & month systems were serviced to share with buyers. Heating & Air, Contractor Names, Etc. is important to buyers in this market.  Final HD Photos completed for primary photo, interior & exterior – John Hancock Productions

IS YOUR HOME READY? 1st Week on the Market           

  

Complete file to Shaheen, Ruth, Martin & Fonville to review listing and compliance Post in MLS with HD Photos.

Facebook Ad for the RVA market & specific buyer profiles on Facebook – Boost Post Ensure Listing is on Top Internet Searches. – 48 hours. Modify these sites as needed with Titles, More Photos, etc.. Top 4 Sites: Your Website Portal, Zillow, Trulia, REALTOR.com, Checking Personal Website, Business Facebook Sites, SRMF Facebook Site Brochures placed at Home – Color & Black & white for agents.

Open House marketed in MLS, Trulia, Zillow, REALTOR.com, Mail Chimp & Facebook Evaluate if an agent preview is appropriate Agent Networking About New Listing Lead In-Signs Riders are placed at key locations in the area based on sign ordinances.

Review status with sellers as needed on a consistent basis. (Monday Morning after the weekend or other).

Share HomeSnap to Seller, Agents, and clients to properly expose.

Posted to Office Facebook Page.

Seller will be cc: on all marketing pieces sent to other brokers or social media posts.

2nd Week on the Market      

     

Evaluate Feedback from Agents & Buyers.

Complete a Reverse Prospecting on Agents w/ Clients through CVRMLS to track Favorites.

Update Remarks as needed in MLS to highlight specific characteristics.

Follow-up with experienced agents with general flyers & photos.

Evaluate and make changes based on agent's feedback - staging, colors, etc..

Determine where the existing buyers & agents are finding your listing to come see and expand on that marketing effort.

Invite 4-5 agent peers to the house to determine why the property has not sold or getting showings.

Check Hot Sheets on what is selling to know why yours is not selling.

Call other agents in the area to organize an open house caravan or an agent caravan together.

Review the market to the neighbors with print or other ways to promote your listing.

Make the home as easy to show as possible.

Check prices through the Recorded Sales of IMAPP. Are we priced correctly?

COMMITMENT LETTER As you can tell by this presentation, selling a home has many steps in order to maximize profit.

It is a very complex process that involves numerous steps. Each and every home is unique and requires the personal attention that it deserves. It needs to be competitively priced and widely marketed and the homes unique features need to be touted. The sale of your home is truly a team effort. I will advise as to what you might think about doing to maximize interest in your home, including minor repairs and touch ups, rearranging furniture and editing personal pictures and decorations in order to create just the right atmosphere for showings. When it makes sense, I will bring in a professional stager to help, either with furniture already in the home, or if empty, the stager will bring in furniture. All of which will lead to the successful negotiation of the purchase agreement and a stress-free closing.

I have the experience and proven track record necessary to take precise and effective action in this competitive market. I will handle every aspect of the sales process from the time we place your home on the market until the deal is finalized. You will be kept informed of any, and all activity during the entire process.

I genuinely love what I do in the field of real estate, and I take pride in my work helping sellers like you with all real estate needs.

When listing with me, you can rest assured that you will receive unmatchable service and expertise to make the entire process as enjoyable and stress free as possible and that you will receive the very best price for your home.

This is my commitment to you. I am looking forward to working with you to get your house sold.

Warmly,

READY FOR WHAT'S NEXT? LET'S HAVE A CONVERSATION.