Embed Size (px)
DESCRIPTION
Listing proposal for the Aviara Lane properites in Oxnard
Citation preview
Property Marke,ng Proposal prepared for
Pacific Western Bank
Aviara Lane Proper,esOxnard, CA
prepared byColdwell Banker Residen,al Brokerage
andThe Home Auc,on & Realty Group
Introduc)on
Coldwell Banker Residen,al Brokerage and The Home Auc,on & Realty Group are making this proposal together as a team effort because of the close working rela,onship between 4 strong agents in one marketplace.
For Coldwell Banker, you are being introduced to Fernando Campos and Pearl Reyes, two excellent agents that I have had the pleasure of supervising over the past 10 years as the Branch Manager in the Ventura Regional office. I have seen first hand the high level of professionalism that these two agents maintain in our company.
They work very well together and they treat their clients and peers the way you would want to be treated, always in a courteous and professional manner. Their list of accomplishments are many, as you’ll read in their bio, as they are fully commiSed to the profession of selling real estate.
Rich and Andrea Hernandez are equally as qualified and accomplished in our industry as they have demonstrated over many years as full ,me Realtors in Ventura County. They have developed a loyal client list due to their hard work and dedica,on. Although I have not had the pleasure of personally overseeing their ac,vi,es within our firm I have discovered that they too share a strong desire to help their clients achieve their goals. They are strong nego,ators and very persistent. Being a husband and wife team gives them an edge over their compe,,on in many respects.
I have no doubt that you will have a very mo,vated, enthusias,c and aggressive team on your side if you choose to hire these professionals. I admire their team spirit in deciding to work together with a mutual goal of selling these homes for you.
As the designated broker for both the Ventura and Oxnard Beach offices I will act as responsible broker for these transac,ons. If you have any ques,ons or concerns regarding our firm please do not hesitate to call me.
Jeff HaringBranch Manager(805) 648-‐5051 office
C O L D W E L L B A N K E R
Your Real Estate Professionals
Fernando R. Campos and Pearl Reyes -‐ Coldwell Banker Residen)al Brokerage
Fernando Campos and Pearl Reyes have been business partners for over ten years at Coldwell Banker and have enjoyed much success during their associa,on together. They have consistently been honored as top sales award recipients in the company over the past decade.
Members of both the Ventura County Coastal and Santa Barbara Associa,on of Realtors, they specialize in residen,al resale, income, beach and custom housing proper,es through the region. Their long list of clients include first ,me buyers, investors and numerous repeat & referral customers. Campos & Reyes both have extensive training and experience in working in the short sale market and with many bank owned (REO) proper,es. They are trained members of the Coldwell Banker Reloca,on team in Ventura County.
Fernando has served on the Board of Directors for the Real Estate Fraud Advisory Team in Ventura County since 2006. A collabora,on between the Associa,on of Realtors and the Ventura County District ASorney’s office, their mission statement is to detect, prevent and report fraud and predatory prac,ces in the real estate industry. Fernando is also past president of the Na,onal Associa,on of Hispanic Real Estate Professionals and a past member of the Board of Directors for our local associa,on.
A 30 year career built on integrity and honesty within the real estate community, Mr. Campos was given the honor of being chosen as the 2010 Realtor of the Year Award for the Ventura County Coastal Associa,on of Realtors in December.
Fernando Campos & Pearl Reyes (805) 648-‐5051
Y O U R R E A L E S T A T E T E A M
Your Real Estate Professionals
Rich and Andrea Hernandez -‐ The Home Auc)on & Realty Group
Both Rich and Andrea Hernandez have extensive knowledge and experience in represen,ng the sale of residen,al proper,es throughout Ventura County. As the market shieed in the most recent few years their emphasis has been on the sale of distressed proper,es -‐ both Short Sales and Bank Owner (REO) proper,es.
They have developed solid working rela,onships with several asset managers and REO firms because of their ability to maintain open communica,ons with these clients and to deal in a spirit of honesty matched with a strong work ethic.
The Hernandez team stands by their commitment to give the highest quality of service to their clients, whether it is a first ,me buyer or an asset manager/lender. They are trusted with the management and disposi,on of bank owned assets because of their commitment to get the job done.
This commitment is a personal guarantee by Rich & Andrea to deliver on their promises. Their reputa,on speaks for itself as evidenced by their many sa,sfied clients.
References: Keystone Asset Management Mariners Companies Brighton REOLansdale, Pa. Newport Beach, CA Salt Lake City, UtahPhone: 215.855.3350 Phone 949.395.1754 Phone 801.456.1729
Rich & Andrea Hernandez (805) 983-‐3140
Y O U R R E A L E S T A T E T E A M
Consulta)on with asset manager on pricing strategy and ,me frames for build out/comple,on all 10 exis,ng homes. Strategy for selling remaining 18 lots for poten,al marke,ng assistance by CB if desired.
Photography and Video of proper,es for publica,ons and dissemina,on to all marke,ng channels
MLS -‐ submit the property lis,ngs into the Ventura and Santa Barbara Coun,es Mul,ple lis,ng Service including California Real Estate Technology Services (CARETS) -‐ a system comprised of 30 REALTOR® Associa,ons serving 106,000+ real estate professionals in Southern California.
Populate Websites -‐ your property informa,on will then be distributed directly to the following websites by Coldwell Banker:
www.Californiamoves.com Features proper,es listed on 20 Mul,ple Lis,ng Services (MLS) in Southern California with a full property detail page of each home on Aviara Lane including at least 25 exterior & interior photos. www.Coldwellbanker.com Has more than 1.2 million visitors each month making it one of the industry's leading Websites. www.CBView.com Is the digital version of our weekly color magazine. The online version of the View is distributed worldwide to our online clients via internet. www.Sellsnowmls.com and www.Fernieandpearl.com -‐ lis,ng agent’s personal websites increasing exposure to local client sphere of influence. www.,kiblues.com Is an electronic emailing company that will email thousands of of Flyers to a targeted audience throughout the United States within minutes.
Marke)ng Strategy for the Aviara Lane Proper)es
C O L D W E L L B A N K E R M A R K E T I N G E L E M E N T S
Coldwell Banker On Loca,on -‐ The exclusive Coldwell Banker YOUTUBE.com channel for video tours -‐ the #1 viewed site in the world for videos.
Facebook Fan Page -‐ Not to be sa,sfied with just video -‐ we’ll post your proper,es on Facebook for daily updates, property pricing and networking opportuni,es.
AviaraLaneHomes.com -‐ A property specific website created for your development. This will be widely distributed to buyers and visitors to the site for updates and informa,on about the project.
Addi)onal eDistribu)on -‐ automa,cally populate your lis,ng informa,on to: www.Realtor.com, www.zillow.com, www.homes.com, www.AOL.com, www.trullia.com, www.frontdoor.com, www.losangeles,mes.com, www.openhouse.com, www.homefinder.com and www.cyberhomes.com In addi,on to these major websites, Coldwell Banker proper,es can be found in 297 other newspaper, realty and area informa,on websites around the world.
LeadRouter: When an online home shopper makes a request for a property showing or for more informa,on on one of your proper,es we will immediately get a call on our mobile phones with the client's contact informa,on so that we can respond in a maSer of minutes. This will insure that no selling opportuni,es will be lost -‐ day or night -‐ 7 days a week!
Print Media -‐ CBView -‐ A weekly color magazine distribu,on goes to Los Angeles, Santa Barbara and Ventura Coun,es. -‐ Homes and Land Magazine -‐ Distribu,on goes to Ventura County. -‐ Real Estate Living -‐ Distribu,on to Ventura County -‐ Mi Casa-‐ My home ( Bilingual Magazine) Distributed in Ventura and Santa Barbara Coun,es.
Marke)ng Strategy for the Aviara Lane Proper)es
Property Brochure & Post Cards -‐ Create a custom property brochure and marke,ng post cards that will go out to all top producing Realtors and our current buyer mailing lists.
Special Preview Open House for Top Agents in Our Market -‐ We will invite the top 300 Realtors in our market to a special pre-‐launch Open House.
-‐ Custom invita,ons to announce your project -‐ Catered Lunch & Prize Drawing to aSract the largest crowd-‐ Property informa,on will be given to all aSendees for future sales opportuni,es
Saturday & Sunday Public Open Houses -‐ We will be holding Open Houses each weekend to promote and sell your homes. With our sales team in place we will be ready when the buyers are out looking at homes.
Press Release -‐ A special press release will be created for your project and published in the Ventura County Star newspaper -‐ Ventura County Star -‐ the leading daily periodical in the county.
Staffing -‐ At all ,mes a member of our 4 person sales team will be available to answer ques,ons or nego,ate the sales. We feel that it is cri,cal that you do not hire inexperienced assistants or hostesses when the poten,al buyers are inquiring about the homes.
We are well prepared to represent your development and assist you in selling these proper5es. If you have addi5onal thoughts on marke5ng your project we would welcome your ideas.
Marke)ng Strategy for the Aviara Lane Proper)es
Addi)onal Services We are Prepared to Provide
Mortgage Assistance -‐ In the event that Pacific Western Bank would choose not to provide financing directly to buyers of the project, we would prepared to work with other local lenders that we have business rela,onships with presently. We would propose that we offer preferen,al financing op,ons to any purchasers of your homes. With that in mind we have contacted Chase Mortgage Services and they have shown an interest in being the preferred lender of the Aviara Lane proper,es.
-‐ Chase Mortgage could offer slightly below market financing op,ons-‐ Assist in the marke,ng of the property as a preferred lender
This could be discussed at our next mee,ng as part of our overall marke,ng.
Escrow & Title Services-‐ Equity Title Company and Escrow Division Our affiliated Title Company is prepared to offer Pacific Western Bank, as Seller, a substan,al bulk discount rate for the opportunity to provide both the escrow and ,tle services on this project. Equity Title Company Escrow is located within minutes of the development on Victoria Avenue in Ventura, making it convenient for buyers to complete the transac,on. We have the exact pricing and we can discuss this at a later mee,ng.
Marke)ng Strategy for the Aviara Lane Proper)es
C O L D W E L L B A N K E R M A R K E T I N G E L E M E N T S
C O L D W E L L B A N K E R L E A D E R S O N T H E W E B
Lis,ng your development with the Coldwell Banker marke,ng network will instantly place your proper,es in front of millions of poten,al buyers. Over 87% of consumers start their online search for Real Estate with search engines. The $4 million our company has spent in the last year alone on 56,000 internet search terms on Google & Yahoo translates into capturing more poten,al buyers.
8.51 minutes
Page Views: 12 million 209 million Page Views: 232 million 3.6 billion
Average Visit: 7.9 minutes 8.57 minutes Average Visit: 6.4 minutes
277 million
Consumers from 171 countries on 7 continents visited CaliforniaMoves.com
in November.
ColdwellBanker.com2 REALTOR.com3
November 2010 Last 12 Months September 2010 Last 12 Months
Consumers found CaliforniaMoves.com using 116 different
Internet Search Engines in November.
Site Visits: 1.7 million 24 million Site Visits: 36 million
Direct Entry
Organic Search
Paid Advertising
Strategic Partners
Online ads for CaliforniaMoves.com displayed on leading Web sites
more than4.1 million times in November.
Top Web sites sending traffic to CaliforniaMoves.com
Top countries from which users visited CaliforniaMoves.com
1.2.3.4.5.6.7.8.9.
10.
Google.comYahoo.comMicrosoftZillow.comREALTOR.comTrulia.comAOL.comSFGate.comHomes.comFacebook.com
1.2.3.4.5.6.7.8.9.
10.
United StatesCanadaUnited KingdomAustraliaPhilippinesChinaGermanyFranceIndiaNetherlands
Countries
Page Views: 4,441,648 66,911,892
Listing Views: 1,418,617 20,783,576
Average Visit: 14.19 minutes 13.96 minutes
Types of Traffic Referring Web Sites
CaliforniaMoves.com1 November 2010
November 2010 Last 12 Months
Site Visits: 386,420 5,502,510Consumers spent a total of over
5,500,000 minutes on CaliforniaMoves.com in November.
That's more than 3,800 days of listing exposure -‐ all in one month!
Pricing Analysis
Pricing Analysis for the three exis)ng sales models are on the next few pages followed by a pricing summary and our fee schedule.
The pricing of your project should be done in considera)on of local market trends, financing condi)ons and of course, the compe))on for other homes in
the area.
Pricing is a dynamic process and should be open to change if condi)ons dictate that we need to make adjustments.
We give you abbreviated comparables for each model. We have more detailed price opinions already completed and available upon request by fax or email.
C O L D W E L L B A N K E R P R I C I N G A N A LY S I S
Aviara Lane Proper,es
C O L D W E L L B A N K E R S U B J E C T P R O P E R T I E S
Model #1 -‐ Floor Plan 2Suggested List Price $550,000
Property Descrip)on: 7 Br/6 ba, 3,096 Square FeetCurrent sales model with many upgrades
Comparable Sales:Address Br/Ba Sq Ft Year Built DOM COE Final List Final Sale P/SF3672 Creekside Ln 5/3 2,623 2003 14 10/29/10 509,700 530,700 2023672 Belmont Ln 5/4 2,882 2004 22 12/17/10 570,000 560,000 1942207 Cedar Ridge 4/3 3,304 1989 104 8/24/10 649,500 640,000 193
Compe)ng Lis)ngs:Address Br/Ba Sq Ft Year Built DOM Original List Current List P/SF3532 Brookwood 5/4 2,895 2003 117 590,000 590,000 2032302 Hidden Valley 5/4 3,292 1988 65 599,000 599,000 1812107 Glenn Eagle 4/3 3,304 1989 468 710,000 524,900 158
Aviara Lane Proper,es
C O L D W E L L B A N K E R S U B J E C T P R O P E R T I E S
Model #2 -‐ Floor Plan 1Suggested List Price $539,000
Property Descrip)on: 5 Br/4 ba, 2,851 Square FeetCurrent sales model with many upgrades
Comparable Sales:Address Br/Ba Sq Ft Year Built DOM COE Final List Final Sale P/SF2300 Glade Springs 3/2 2,499 1988 24 9/27/10 549,000 535,000 2142131 Brooke Hollow 4/3 3,143 1987 1 7/20/10 578,800 560,000 1783312 Brookwood 5/4 2,895 2003 140 12/16/10 550,000 539,950 186
Compe)ng Lis)ngs:Address Br/Ba Sq Ft Year Built DOM Original List Current List P/SF3362 Brookwood 4/3 2,492 2003 88 578,000 565,000 2262101 Shadowcreek 4/3 2,882 2003 27 549,900 549,900 1902108 Fox Den 4/3 3,005 1989 33 629,900 589,000 196
Aviara Lane Proper,es
C O L D W E L L B A N K E R S U B J E C T P R O P E R T I E S
Model #3 -‐ Floor Plan 3Suggested List Price $550,000
Property Descrip)on: 7 Br/5 ba, 3,433 Square FeetCurrent sales model with many upgrades
Comparable Sales:Address Br/Ba Sq Ft Year Built DOM COE Final List Final Sale P/SF3672 Creekside 5/3 2,623 2003 14 10/29/10 509,750 530,700 2023672 Belmont Ln 5/4 2,882 2004 22 12/17/10 570,000 560,000 1942207 Cedar Ridge 4/3 3,304 1989 104 8/24/10 649,500 640,000 193
Compe)ng Lis)ngs:Address Br/Ba Sq Ft Year Built DOM Original List Current List P/SF3532 Brookwood 5/4 2,895 2003 117 590,000 590,000 2032302 Hidden Valley 5/4 3,292 1988 65 599,000 599,000 1812107 Glen Eagles 4/3 3,304 1989 468 710,000 524,900 158
Pricing Summary
The market for homes in this price range has begun to show some signs of firming up in recent months but by no means is it a “strong” selling environment. The inventory of homes is heavily weighted with short sales and a few foreclosures, including several of the comparable proper,es listed in this analysis.
In Ventura County we are expec,ng sales of SFR homes to increase by a small percentage in 2011 -‐ maybe as much as a 5% increase in units in some areas of the West County -‐ Ventura, Oxnard & Camarillo. Although overall prices remain soe across the board.
The low end of our market in terms of price has rebounded from the record lows of early last year (sub $400K) and we are hopeful that the trend con,nues up to the next price point in the range of the subject proper,es. If interest rates can remain low for the buying season then I believe the subject proper,es will see healthy ac,vity. The employment outlook & consumer confidence will have the greatest effect on housing in our area over the coming months.
As compared to the 3 finished model homes in the development we are somewhat limited in terms of figuring the correct pricing of the 7 uncompleted proper,es as we do not know what upgrades will be included in those homes. Also we were not physically able to view those proper,es on the interior due to safety/insurance issues. Further discussion is necessary in order to evaluate those homes (which should not be too difficult.)We will deliver a more detailed BPO on each of the 3 models when we meet in person.
Marke)ng Fees & Expenses
We have determined to aSract the Realtor community to this project and pay a reasonable fee for outside services our total marke,ng fee will be 5%. This would be paid as follows:2.5% to Coldwell Banker Residen,al Brokerage for Seller representa,on2.5% to Coopera,ng Brokers for Buyer representa,onA reduced fee of 4% will be applied if our team represents both Buyer & Seller
C O L D W E L L B A N K E R S U M M A R Y
