MARKETING PLAN - Evolve Real Estate
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MARKETING PLAN
EVOLVE REAL ESTATE
FIRST AND FOREMOST...
You’re about to sell a property in one of the most competitive sure you feel confident throughout your transaction. We
real estate markets in the world, so having an experienced work tirelessly to make sure you’re satisfied with our
and well-connected real estate agent isn’t just helpful, it’s service from our first meeting to the moment you sign on
essential. Evolve Real Estate is the team you’ve been looking the line and finalize your sale.
for.
Most importantly, we recognize that real estate is about
We provide deep insights on current buyer demands, much more than managing transactions. It’s about building
offer access to an exclusive network of top agents and the relationships and supporting you through a significant life
buyers they represent, and leverage top technology tools event. That’s why our team prioritizes getting to know you.
to promote your listing. This formula sets the stage for our It’s our privilege to have the opportunity to learn about
team to negotiate the optimal final sale price on your behalf, your real estate and life goals and to help you achieve
ensuring that you get the very best return on your real estate them. We can’t wait to get started!
investment.
Sincerely,
Beyond data, tools, and technology, our talented team invests The Leslie Peterson Team
our unrivaled industry expertise, time, and energy into making
Strategic Marketing Plan evolveRECA.com
MEET THE TEAM
LESLIE PETERSON
REALTOR®
If you’re looking for a top-producing Realtor® with commitment, experience, drive, enthusiasm,
and emotional intelligence, look no further than Leslie Peterson. Since 2005, Leslie has been
guiding clients through every type of transaction imaginable. Her goal is to make each sale
a seamless, successful one, and she’s determined that her clients meet their objectives,
no matter how complicated.
Leslie understands that buying or selling real estate is as much of an emotional event as it
is a financial investment. As a former counselor, she is keenly aware that her clients are in
transition, which whether positive or negative, can be stressful. She makes it her mission
to relieve their anxiety with her calm assuredness, and since she’s the leading expert in
Castro Valley real estate, they know they can trust her vast industry knowledge.
Not only does Leslie have East Bay expertise, but she also brings cutting-edge marketing skills
and an unparalleled level of empathy to the table. Particularly adept at finding opportunities
in seemingly impossible situations, Leslie prides herself on her ability to create options
where there seemed to have been none. She enjoys solving problems and negotiating the
best possible deals for her clients, even during tough markets like the housing crisis of 2008.
Leslie is a Certified Residential Specialist, Certified Negotiation Specialist, Accredited Seller’s
Representative, Certified Distressed Property Expert, and Certified Luxury Home Marketing
Specialist (CLHMS). She’s also earned the Graduate, Realtor® Institute (GRI) designation.
Additionally, Leslie has a bachelor’s degree in business administration and a master’s
degree in counseling psychology.
Leslie values every relationship deeply and considers her greatest accomplishments to be
her 35+-year marriage to her husband, Jeff, and raising her amazing children, Kristen and
Jake. Her passion for real estate filters into her personal life: She’s bought and sold many
homes over the years and currently owns three.
Strategic Marketing Plan evolveRECA.com
MEET THE TEAM
SHERYL DANIELSON
REALTOR®
Sheryl Danielson is the kind of Realtor® who gives her clients 110% of her energy, time,
attention, and local expertise. As a Castro Valley resident of over 42 years, Sheryl knows the
area through and through and uses her knowledge to help her clients navigate the market,
find their perfect homes, and make decisions that set them up for long-term success.
As a Certified First Time Buyer Specialist (FTBS), Sheryl understands the challenges that
a first-time buyer may face. She helps her buyers overcome obstacles and walks them
through the process — every step of the way. Aiming to alleviate their stress, Sheryl shows
her clients that although the process may seem daunting, it doesn’t have to be.
Before becoming an agent in 2016, Sheryl was the assistant to a broker owner and a couple
who owned two real estate brokerages. She feels blessed to have learned from the best,
and she credits her early industry experiences for helping her become impeccably detail-
oriented. As a part of Evolve’s winning team, Sheryl’s goal is to ensure that every person
who engages their services has a positive, life-changing experience.
When Sheryl isn’t working, she enjoys traveling and playing golf with her son. As she strives
for success in the industry, she works every day to set a positive example for her son that
hard work does pay off. Living that same example every day, Sheryl gives her ensuring that
no stone goes unturned and no door is unopened.
Strategic Marketing Plan evolveRECA.com
MEET THE TEAM
KRISTEN PETERSON
REALTOR®
Kristen Peterson grew up in the real estate business, and she’s been cultivating her in-depth
East Bay market knowledge for most of her life. As a Certified First Time Buyer Specialist
(FTBS), Kristen not only has the experience to help clients buy and sell their homes, she
also has the special skills required to cater to people who are going through the process for
the first time. She’s driven to perfect her craft and expand the platform her mother, Leslie
Peterson, started in 2005.
Before earning her real estate license in 2017, Kristen graduated magna cum laude from
Arizona State University with a bachelor’s degree and hit the ground running in the fast-
paced world of technical recruitment. During that time, she developed an impressive sales
skill set, learned how to understand people’s needs, and developed the ability to create
ideal matches for business owners and employees alike.
Now, Kristen lends her talents to the expert team at Evolve Real Estate. Her clients appreciate
her eager, positive attitude, local expertise, and the clarity with which she communicates.
They know that Kristen will provide concierge-level service, work hard to negotiate the best
deal, and orchestrate an experience that’s as stress-free as possible.
When Kristen isn’t finding clients their perfect homes, she’s working out at a high-intensity
Bootcamp in Castro Valley or going on adventures with her dog at Lake Chabot. As a self-
identified foodie, she never misses the opportunity to try out a new restaurant, and she
loves recommending her favorite local spots!
Strategic Marketing Plan evolveRECA.com
MEET THE TEAM LESLIE PETERSON SHERYL DANIELSON KRISTEN PETERSON REALTOR® REALTOR® REALTOR® 510.697.1208 510.688.8179 510.408.8161 leslie@evolvereca.com sheryl@evolvereca.com kristen@evolvereca.com DRE #01452724 DRE #02000330 DRE #02058725 HILARY SAUNDERS, ESQ COREY ALVERSON JOHN BALLADARES BROKER-OF-RECORD CREATIVE DIRECTOR MARKETING ENGINEER ASHLEY BLEDSOE ADRIANO CASTRO JAI KOHLI MARKETING DIRECTOR DIRECTOR OF PRODUCT DIRECTOR OF AGENT SUCCESS Strategic Marketing Plan evolveRECA.com
PRICING YOUR PROPERTY
List price is undoubtedly the first thing you want to talk
about, and we get it. But the final decision on how to price
your property will become clear after we’ve done the work
to make it market-ready. During this process, we’ll consider
all variables; location, features, and demand.
COMPS MATTER, BUT THEY DON’T TELL THE
WHOLE STORY
Your property is unique, and we’ll work with you to set a
price that:
Illustrates your property’s fair market value in relation to
current conditions
Considers the best features of your property, as well as
realistic drawbacks
Compares your property to others that have recently sold
or have lingered on the market
Reflects a deeply analyzed price range that will attract the
most qualified buyers
It’s essential to price your property correctly when it goes
to market. Overpricing can pose significant challenges,
especially if a correction is later required. More specifically,
having to lower a price can send a negative signal to buyers,
even if the property is everything they’re seeking. We’ll
leverage our extensive local expertise to make sure we get
it right the first time.
Strategic Marketing Plan evolveRECA.com
WHO PAYS FOR WHAT
Closing costs are various fees that cover all the services necessary to complete a real estate transaction. Lenders, title companies,
real estate agents, and other service providers charge these fees. Although the question of who pays for various closing costs
is negotiable between the buyer and seller, here’s a breakdown of how costs are typically divided.
THE SELLER CUSTOMARILY PAYS: THE BUYER CUSTOMARILY PAYS:
Real estate commission for both the buyer agent and the Buyer notary fees
listing agent Title and escrow fees
County transfer tax Inspections
Document preparation for the deed All new loan charges (points, appraisal, document
Documentary transfer tax (the amount is dependent upon processing fees, etc.)
sales price) Interest on new loan from the date of funding to 30 days
Pay off of all loans against the property before the first payment date
Interest accrued on loans being paid off, reconveyance fees, Home warranty
and pre-payment penalties Homeowner’s insurance for the first year
Home warranty (if specified in the contract) Earthquake insurance (optional)
Any judgment or tax liens against the seller Private mortgage insurance (typically two months) if
Property tax proration required by the lender
Unpaid homeowner’s dues (for condominiums) Private mortgage insurance impound account (one year) if
Bonds or assessments required by the lender
Delinquent taxes Property tax impound account if required by the lender
Seller notary and recording fees HOA account transfer fee
Third-party Natural Hazard Disclosure Statement and Miscellaneous charges
California Tax Disclosure Report
Pre-sale pest inspection fee
Miscellaneous charges
City transfer tax
This list is a general guideline of charges and may not be
wholly inclusive for your transaction.
Strategic Marketing Plan evolveRECA.com
BUYER STATS
WHERE BUYERS COME FROM
Internet 51%
Agent 34%
Yard Sign 8%
Friend 4%
Home Builder 2%
Newspaper 1%
Direct 1%
WHAT BUYERS DEEM USEFUL
Photos 89%
Detailed Property Info 85%
Floor Plans 55%
Virtual Tours 50%
Properties Sold Info 47%
Neighborhood Info 44%
Agent Contact Info 42%
Interactive Maps 41%
Pending Sales 39%
Open House Info 26%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Strategic Marketing Plan evolveRECA.com
SELL A PROPERTY IN 7 SIMPLE STEPS
FIND A REAL ESTATE AGENT
1 It’s critical to enlist the help of a real estate agent with a proven track
record in your local market. Our team has a long-standing reputation
for success. We love what we do, and we’re wholly dedicated to
seamlessly navigating and supporting you through your property sale.
DETERMINE MARKET VALUE
2 We’ll assess your property’s market value by taking variables such as
features, size, location, market demand, and recent comparable sales
into consideration. Then, we’ll create a comparative market analysis
(CMA) or ‘comp,’ which will help determine a competitive listing price
designed to attract qualified buyers and generate maximum interest
in your property.
GET MARKET READY
3 We’ll strategize with our network of skilled and vetted vendors
to polish up your property. Together, we’ll work to implement key
improvements, ensure alluring curb appeal, professionally stage your
space, and take eye-catching photos and videos of your property. Once
complete, buyers will have multiple reasons to give your property
more than just a passing glance.
Strategic Marketing Plan evolveRECA.comLIST YOUR PROPERTY
4 A listing agreement gives us permission to advertise your property
and handle your sale. It also covers the basic terms of our mutual
commitment, including the length of time your property will be listed.
Once an agreement is signed, we’ll discuss our selling strategy and
will explain what you can expect as we move deeper into the process.
We believe in transparency, and we want you to feel confident about
our plans to sell your property.
MARKET YOUR PROPERTY
5 A unique property needs a customized marketing plan to set it apart
from others on the market. We’ll leverage industry-leading tech and
robust online marketing strategies in combination with tried-and-
true techniques like high-quality brochures, energetic open houses,
and alerting local buyer’s agents to give your property optimum
exposure. We can also utilize our trusted network of photographers
and professional stagers to make your property come to life.
NEGOTIATION AND ESCROW
6 At this crucial stage, we’ll leverage every negotiation tool in our
arsenal to arrive at a price that both you and the buyer can agree on.
We’ll also use our expertise to coach you through terms, contingencies,
and buyer financing. Once a fair price that meets your selling goals is
offered and accepted, we head into escrow. At this point, the buyer
must complete all necessary inspections, get their financing approved,
and sign all legally mandated disclosure documents.
CLOSING TIME
7 We’ll be right by your side during these final steps, engaging with
the buyer’s agent and lending institutions to ensure all requirements
are met. Once we’re certain all our ducks are in a row, you’ll sign on
the dotted line to finalize your property sale!
Strategic Marketing Plan evolveRECA.comPRELISTING PRESENTATION
VENDOR MANAGEMENT
Life doesn’t stop just because you’re selling a property, and rearranging your schedule to accommodate a
stream of vendors working on getting your home market-ready is the last thing we want you to worry about.
With your permission, we’ll gladly take on the role of coordinating projects, determining start and completion
dates, overseeing work on-site, and ensuring tasks are performed to the highest standards.
DISCOUNT SERVICES
Due to our high volume of listings, we’re able to negotiate special pricing with many local vendors. These vendors
are familiar with the type of work necessary to bring a home to market in the most cost-effective way. There is
no markup or referral fee from any vendor that works with our team, and all savings are passed directly to you.
PROFESSIONAL STAGING
Our top-notch list of qualified, talented designers and stagers know how to make a property shine, and Investing
in staging can significantly drive up your sale price. Our top-notch talented and highly qualified designers and
stagers know how to make your property shine. As part of our initial consultation, we’ll provide a thoroughly
researched plan for staging your home that will help buyers love it for all the right reasons.
PHOTOGRAPHY + VIDEOGRAPHY
Strong visuals sell properties. We use professional, eye-catching listing photos to convey value and compel
discerning buyers to see the space for themselves. Our professional photographers will capture your home in
a way that’ll make an excellent first impression and will drive interest and demand.
Strategic Marketing Plan evolveRECA.comSTAGING
The reality is, if your home doesn’t look amazing on a phone,
buyers won’t show up. Today’s buyer searches for properties
in real estate apps and on mobile sites, quickly scrolling
through listings and watching for photos of properties that
catch their eye. With that in mind, professional staging will
help you get top dollar for your property.
THE NUMBERS ARE CLEAR:
53% of sellers’ agents say that staging a home decreases
the amount of time a home spends on the market*
83% of buyers’ agents say that staging makes it easier for
buyers to ‘visualize’ the property as their future home*
Staging truly is the first and most important step you can
take to ensure your listing gets the attention it deserves.
Well-staged properties earn back nearly twenty dollars for
every one dollar invested. We will analyze your home and
its existing furnishings to determine if a full or partial stage
is right for you.
*National Association of REALTORS® 2019 Profile of
Home Staging
Strategic Marketing Plan evolveRECA.comPHOTOGRAPHY
AMAZING PHOTOS CAN SELL YOUR
PROPERTY BEFORE A BUYER STEPS FOOT
IN THE DOOR.
The decision to purchase a property is almost always
based on a buyer’s emotional connection to the space.
That’s why it’s paramount to have photos that will make
an impact from the moment your listing is featured online.
We utilize a team of artistic photographers who understand
how lighting, composition, framing, and details converge
to bring a space to life.
Strategic Marketing Plan evolveRECA.comYOUR MARKETING SUITE
Every piece of marketing reflects our passionate attention to detail and
maximizes exposure in ways that make the most significant impact on buyers.
PRINT
Your home’s property brochure will be professionally designed and printed with exceptional attention to quality
and detail that sets your listing apart from competitive properties.
ONLINE
Ninety percent of potential buyers start their search online, both locally and abroad. Your home will be well-
represented on every online outlet, including but not limited to Zillow and Realtor.com.
SYNDICATION
Comprehensive listing syndication is a simple and efficient way to authorize the distribution of listings to
consumer-facing websites hosted by third parties.
OPEN HOUSES
Busy open houses generate buzz and motivate action. Buyers move quickly and aggressively to secure the home
everyone seems to want. Our track record of successful open houses often contributes to a higher number of
viable offers and boosts our strong sales statistics.
Strategic Marketing Plan evolveRECA.comPRINT MARKETING
HIGH QUALITY PRINTING
Unique properties deserve marketing materials that stand
out and let buyers know your home is unlike other, more
ordinary offerings on the market. That’s why our brochures
are professionally printed on high-quality paper.
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neighbors, past clients, and potential buyers.
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Strategic Marketing Plan evolveRECA.comONLINE MARKETING SINGLE PROPERTY WEBSITES As we customize a marketing strategy for your home, we’ll consider whether creating a unique website with property details and photo galleries is beneficial. In today’s fast-paced market, these sites are often unnecessary. However, if we agree a devoted website will build momentum and bring local and international attention to your home, we’ll create it and promote it on social media, to our network of potential buyers, and on marketing materials to generate site visitors. Website Syndication Your property listing will be syndicated on the most important real estate websites, including Zillow, Trulia, Realtor.com, and more. We’ll make sure no one misses seeing your home, no matter where they’re looking. EMAIL BLASTS We’ll send an email alerting top agents in our area to your listing. Buyers’ agents jump to open these emails because they’re all trying to stay on top of inventory and get their eager clients into hot new properties ahead of the competition. We sell a lot of our homes through buyer’s agents we’ve known and worked with for years. As a result, they pay attention when we alert them to an exciting new home on the market. Strategic Marketing Plan evolveRECA.com
SYNDICATION
No matter how stylish and informative a website is, the average real estate brokerage doesn’t get five million visitors a month.
But national listing sites, like those listed below, do! We’ll make sure your property appears in every relevant heavily trafficked
listing platform, giving you the opportunity to connect with as many potential buyers as possible.
NEW LISTING SYNDICATION NETWORK
YOUR
PROPERTY
Strategic Marketing Plan evolveRECA.comOPEN HOUSE SHOWINGS
In competitive markets, open houses are essential to
your success. Here are three reasons why you should
consider having one:
1. YOU’LL ATTRACT MORE POTENTIAL
BUYERS
Open houses bring more people through the door.
They draw in prospective buyers and make it easy for
friends, family, and neighbors to invite people over
to see your lovely home.
2. YOU CAN SET THE SCENE
YOUR WAY
Keeping your home show-ready for months can be
exhausting. With an open house, you’ll deep clean
and stage your home once, which means you’ll spend
less time scrambling while preparing for last-minute
showings.
3. YOU COULD LOCK IN THAT INTERESTED
BUYER
Unlike one-on-one home tours, open houses provide
a low-pressure setting for prospective buyers who
OPEN HOUSE
are ready to take a second look. People want to feel
like they could make your house their home, so your
buyer’s comfort could tip the scales in your favor.
evolveRECA.COM
510.697.1208 DRE# 01452724
Strategic Marketing Plan evolveRECA.comCLIENT TESTIMONIALS
“ “
We recently sold our Castro Valley home with Leslie Peterson team. We had not gone through the process of selling a house before and
Leslie Peterson has name recognition and high level of credibility in via several different kinds of searches (including YELP reviews)
the Castro Valley real estate market. Our experience from start to was pointed to Leslie Peterson and Team. Could not be happier
finish was excellent. When we first met with Leslie about listing our with the strategic direction, practical help and resources (yes, they
house, she came prepared with all the information. It was very clear have an army of resources that can solve nearly every problem)
that she knew the local market very well. While she gave us all the and the excellant communication/customer service/follow through.
information we needed, she never pushed us to make a decision in They really do have the experience to support sellers through every
her favor. After listing, Leslie, Sheryl and Tina were always there step of the way and keep the ball rolling to the desired end result.
to answer any questions we had. Within one week of listing, we got Thank you to the team!
multiple offers and the transaction closed in three weeks. We highly - Paula L.
recommend team Leslie.
- A.D.
“
“
Leslie was recommended by a friend of my wife. Within a few minutes
of talking with Kristen at another open house in our Palomares Hills
We could not have chosen a more trustworthy, professional, or neighborhood, my wife and I were convinced that Leslie and her
experienced team than Leslie, Sheryl or Kristen. Every step of team would be the right choice to help us sell our home of 31 years.
the way, we felt informed and prepared and this was due to their Following their suggestions including our home staging, we had an
expertise and watchful eye, making this a seamless and smooth offer within 3 days of our only open house and they continued to be
experience. there for us until the the final signing and closing. Thanks to Leslie,
- Sharleen L. Kristen, Sheryl, and Jeff.
- J.R.
Strategic Marketing Plan evolveRECA.comevolveRECA.com
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