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Armstrong & Associates Marketing Plan of Action

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BC: Welcome to Todd Armstrong and Associates, proudly serving San Diego County. As an Accredited Luxury Home Specialist, we specialize in Mission Hills, Hillcrest, Downtown San Diego, Rancho Santa Fe, La Jolla, Pacific Beach, North Park, University Heights, Normal Heights and the rest of San Diego County. From Multi-Million dollar, elite properties to modest condos, we service all facets of San Diego real estate! Pacific Sotheby's International Realty 810 W. Washington St, San Diego, CA 92103 www.ArmstrongEstates.com Direct: 858.229.8752 Email: tarmstrong68@att.net Cal BRE #01256537 Sotheby’s International Realty® is a registered trademark licensed to Sotheby’s International Realty Affiliates LLC. Each Office Is Independently Owned and Operated.

FC: Armstrong & Associates Marketing Plan of Action

1: Todd Armstrong Realtor www.ArmstrongEstates.com Mobile: 858.229.8752 Cal BRE # 01256537 | Why Choose Armstrong & Associates? "We offer honest, professional real estate consultations to sell your home quickly while maximizing your profits and get you the very best deal when buying a San Diego property" Todd Armstrong Todd was born in Northern Kentucky just across the suspension bridge from Cincinnati Ohio. He made his way to San Diego in 1990 through the Navy and fell in love with "America's Finest City" and decided to stay. During a highly successful 22 plus career in Naval Aviation, Todd decided to start his own business and be his own boss. With a love for architecture, design and working with people, real estate was a natural choice. He started his career in early 1999 and immediately found success representing luxury homes in Rancho Santa Fe, California. His first sale turned out to be one of his largest; a brand new 14,000 square feet French Manor in Fairbanks Ranch. After that sale, he was hooked on real estate! In a few years he opened his own company with a partner and quickly rose to the top of that company with both the number of homes sold and total sales. His early success can be directly attributed to his extreme dedication, superb negotiation and communication skills and high quality service he provides to his clients. Todd is an Accredited Luxury Home Specialist, GRI, E-Pro and a member of NAR, CAR, and SDAR. Personal Todd lives and works in the beautiful neighborhood of Mission Hills and Hillcrest. This sought after enclave of historic estate homes is a gem within the city. This metro region is perfectly centered in the middle of San Diego's bustling centers for art, museums, fine restaurants and beautiful parks. He is active in the community, attends dozens of charity events and is a member of the MARYAH group. (Metro Area Real Estate Professionals for Young Adult Housing)

2: Pacific Sotheby’s International Realty provides our clients with comprehensive real estate services offering years of expertise, in–depth market knowledge and the resources of a global network. Through our partnership with Sotheby’s International Realty, we are able to place your home on a level above any other firm in San Diego County by offering extraordinary marketing partnerships with some of the strongest media outlets in the world. Specializing in the sale of luxury properties throughout San Diego, Pacific Sotheby’s International Realty understands that to market a distinct home requires uncommon knowledge and resources. Our agents are recognized as industry leaders and experts in the San Diego and Southern California marketplace and are uniquely positioned to assist our clients to successfully meet their real estate objectives. Personal Relationships define Pacific Sotheby’s International Realty. Our Southern California real estate professionals understand that building a lasting relationship through excellent service and caring is the most important component of our success. Pacific Sotheby’s Realty agents truly understand that a home, regardless of its price, holds and reflects the value of your life’s investment. We take great pride in using our expertise, resources and global connections to perfectly unite extraordinary places with the extraordinary buyers who will cherish them as we do. | Sotheby’s International Realty® is a registered trademark licensed to Sotheby’s International Realty Affiliates LLC. Each Office Is Independently Owned and Operated. | Sotheby’s International Realty® is a registered trademark licensed to Sotheby’s International Realty Affiliates LLC. Each Office Is Independently Owned and Operated.

3: Our Specialties "One of our key areas of expertise is Military Relocation. After serving over 22 years in the US Navy, I know the in's and out's of a stressful Military move and transfer to a new duty assignment. I have served overseas, aboard ships and at shore commands throughout my career. I have helped dozens of Navy and Marine Corps families realize the American dream of home ownership. My team is well versed in all areas special financing options available to Military members. "One of my greatest passions is helping a young military family find their first home." | High-End Residential Homes Marketing a luxury home is completely different from your average home. You need an agent experienced in handling complicated transactions, the "art" of negotiating and most importantly, the proper marketing plan. "As an Accredited Luxury Home Specialist, I can help you navigate through the steps of selling or buying high-end residential property. My discerning clients deserve discerning service. Networking with the top power brokers, combined with maximizing your home's online exposure, I can ensure your home will be seen by an immense international market."

4: Testimonials "Todd Armstrong is a consummate professional and a gentleman. Todd assisted me in selling a house that was part of an estate of which I am executor. Throughout the process, I was impressed with his knowledge of the real estate business, his integrity, and his ability to communicate clearly. He referred me to an excellent contractor, and made valuable recommendations regarding house renovations that were needed. He returned my calls promptly, answered my questions completely, and kept me informed at all stages of the process. He was very well organized and did an excellent job of guiding me through the detailed paperwork. The result of all his hard work was that the house sold in three weeks, and he earned my eternal respect, gratitude, and admiration. Gene Morones "Todd helped my wife and I buy our first house a little over a year ago. We are notoriously tough customers and have very high expectations when it comes to getting what we want. We searched for the right house for more than a year. We made multiple offers and counter offers in a negotiating process that took months. We worked with two mortgage brokers that he recommended and got the best interest rate out there. We closed escrow on time which was very important to us. Todd was the right man for the job. He was there every step of the way and was very knowledgeable, patient, and professional. No question was too small, no request was to large. I would recommend him to my closest friends and family. He's the best. Thanks again Todd! R.J. Wackerman"

5: "Two years ago, as the San Diego market started to soften, Todd helped me trade an investment property for a new and upscale townhouse in a much sought after location. In order to avoid tax consequences, he suggested a 1031 exchange and directed me to the appropriate company for such a transaction.Todd fielded my many phone calls without a whimper. I now have a real estate agent for life." Sandy Dufek "Todd listed my condo during a very rough patch in the real estate market. He was great in keeping me updated on any activity or interest in my condo, and even went beyond the call of duty by watering my plants and keeping my place tidy when I was out of town. We sold the place in a month (after it had already been on the market with another agent for 4 months). I recommend Todd with the utmost enthusiasm. Thanks again Todd! Mina Yang "I have worked with Todd Armstrong for over 5 years and I can say without hesitation his knowledge and professionalism as a real estate professional is excellent and it would be my pleasure to recommend Todd. Jim Doan President Pacific Capital Mortgage | "Buying a home from 3000 miles away could not have been easier. Todd Armstrong is a true professional and a dedicated service provider. During my adventure to find a home in 10 days he delivered quality service and was true to his word. Todd does what he says. My adventure started with three different Realtors all of whom seemed to not have the time to answer their phone much less realize that I needed personalized service due to my situation. His proven 56-step method allowed me to find, write a contract, and close on a property all with in the span of four weeks. Todd treated me with respect unlike the other agents that only want to sell to a certain upper level clientele or price range. With Todd it did not matter if I had a seven-figure budget or a 200,000 dollar price range, he was more concerned with what I wanted and needed. Together we were able to work as a team and combined with respect and organizational skills, his ability to deliver, blew me out of the water. He is for lack of better words, a "closer" who possesses the negotiation skills that make other agents look like a chump. I would not hesitate to refer any of my closet friends, colleagues or even my grandmother to Todd to purchase a home. As a first time homebuyer I could not have asked for a better experience. Eli and Tina George

6: $3,750,000 PREVIOUS SALES | $1,405,000 | $464,000 | $815,000 | $580,000 | $1,475,000 | $420,000 | $760,000 | $350,000 | $345,000 | $812,500 | $357,000 | $650,000 | $580,000 | $230,000

7: $1,005,000 | $230,000 | $549,000 | $509,000 | $600,000 | $310,000 | $510,000 | $725,000 | $673,300 | $365,000 | $650,000 | $585,000 | $710,000 | $325,000 | $1,000,000 | $580,000 | $610,000 | $475,000 | $905,000 | $265,000

8: Effective Marketing Gets Results! Real results in real estate have one thing in common, effective and dynamic marketing! My aggressive marketing plan utilizing cutting edge technology, print ads and a saturated Internet presence is unmatched in the industry. Don't believe me, Google "Todd Armstrong real estate" then google my competition. | Text Home info Technology Unique sign posted on your property that allows buyers to text the number for your property and receive a text message on their phone within 10 seconds with information about your home, photos and agent's contact info. Best of all, I capture their phone number instantly and get notified by a text message and an email message so I can immediately follow up with the prospective buyer. It works 24 hours a day and I'll never miss a "Hot Lead". | Internet Studies show that over 87% of buyers today start their property search on the Internet. That's why I market your home heavily on the net through dozens of real estate websites such as Realtor.com, Zillow.com, Craigslist.com and many more. I only use Professional quality advertisements on Craigslist, Zillow and Trulia, not the standard "drab" ads. Check out some of the dozens of websites I advertise on.

9: Get Found! Who cares if you have a great looking website. If people cannot find you on the Internet, then it is a waste of time. I have hired the leading Internet real estate marketing company to professionally manage a lead generation site specifically for our market. Maximum online exposure of your home is the name of the game! | Search Homes From Your Cell Phone Buyers can be in any neighborhood and view detailed home information at the touch of a button. The GPS technology in the mobile phone, locates users and pulls up addresses and information on property listings in their immediate area. Sales price, square footage, tax information, beds/baths, interior and exterior features and pictures become available instantly in the palm of their hand. When they want to see a property, they simply hit a button and contact me immediately. www.HomesForCell.com | Listing Cards Its a business card and property flyer in an easy to pass around size. The ListingCard is the same width as a business card an 3/4" taller. These compact real estate listing flyers are two sided full color. Printed on a top quality card stock for optimal first impression. Have your property flyers with you all the time.

12: Email Digital Flyer Blast State-of-the-art digital flyer email blasted to over 6,500 San Diego agents and brokers. I also email flyers to buyer/client database. See an actual digital flyer at http://armstrong.vflyer.com | Yard Signs Large, Clear, standard post (yard) sign plus unique sign riders to prompt buyers to text to get more information or call my team members directly. | My Real Estate Blog How do I get high rankings on search engines? I publish a regular real estate blog at www.activerain/tarmstrong. By posting articles and new listings of YOUR home, my website and your Home gets maximum exposure on the major search engines. | Open Houses Open Houses are important in exposing potential buyers to your home, however, they are rarely effective in actually resulting in the sale of your home. I will do open houses every Sunday from 1-4 pm as permitted by your schedule. Evening Open Houses from 5-8pm during the week have also proved effective. | Social Networking Sites This is relatively new to real estate advertising, but I've been using it for years. Popular sites like Facebook, Linkedin and Twitter is changing the way we advertise. I can post your home for sale on my facebook page and with one click of a button, thousands of people, friends, buyers, clients and fellow Realtors are looking at beautiful photos of your property. I've received almost a dozen referrals this year alone because of Facebook.

13: Inclusion in the MLS The most important tool for marketing your home is to include it on the MLS. Why not have every agent in San Diego help you sell your house? By placing your home in the MLS, it is automatically listed for sale in numerous websites like Realtor.com. I also include your home featured with professional ads on Craigslist, Zillow.com, Trulia.com, Vflyer.com, Large Brokerage websites, Sotheby's International Realty website, and too many others to list. | Sub-Domain Names & Referring Websites I actually own dozens of websites and domain names that all point to my real estate website. This ensures maximum saturation to all the major search engines. It all boils down to "unique visitors" to my website. I currently am experiencing thousands of website hits a month. With unique website statistics, I can see where my advertising is working and what is not. | Broker Caravan & Pitches One of the first steps in marketing your home is conducting a "Broker's Caravan" or "Broker's Open House". Soon after listing your home, I will attend the weekly broker/agent meeting to "Announce" and "Pitch" your home to all the local brokers and Realtors. This verbal pitch allows me to hand out flyers, discuss all the great aspects of your home and generally network with my fellow Realtors and see if they have buyers that may be interested in your home. Immediately following the pitch, I will host a catered open house for all the local Realtors and their clients. This gives the Realtors a "First Look" at your home so they can preview your home for their clients. One of the most important benefits of a Broker's Caravan is we can get valuable and professional feedback from all the Realtors about the list price and condition of the property.

14: Custom Video Virtual Tour We offer a custom professionally shot video of your home's interior and exterior. Buyers can pick up these custom video CD's from your home or see them on the MLS and various Real Estate websites. I use Preview First for all my Virtual Tours. | Full Color Flyers & Direct Mail Postcards I provide full color high gloss, high quality flyers on heavy card stock featuring all the best aspects of your home with professional photos. Hundreds of high-quality, direct mail pieces mailed out to announce your home as a "New Listing", "Sold" or "Price Reductions".

15: Professional High Quality Photos You would be surprised how many agents skimp on this most important marketing tool. I only use high quality digital photos for all my properties. In order to properly showcase your most valued asset, you must use great photos. I use them in my virtual tours, digital email flyers, print ads and my website. Many buyers will see a home online but will pass it up based of poor photos. You can expect nothing but the best from my team. You have to ask yourself, if an agent skimps on this cost, what else are the skimping on?

16: Pricing Your Home Do your research on the value of your home. Not what you think its worth but rather, what the current market value is. You may “think” your house is worth a million dollars, but if a buyer today is not willing to pay that price, then it will never sell. Remove your seller hat and put on your buyer hat. What would you pay if you walked into your house? Do not let emotions cloud your judgement. Think like a buyer now. Homes values are based on what a buyer TODAY would be willing to pay for a home similar to yours. It does not matter what you paid for it 2 years ago. That fact is irrelevant. This is why you need to pay attention to the facts. The facts are current comparables that have SOLD near your home recently. (Within 3 months is best). I have compiled these comparables for you. The homes I present to you are very similar in size and condition to yours. We should be able to adjust pricing and come within 2% to 5% of your home value. Its important to have an agent that is familiar with your neighborhood too. An overpriced home will NEVER sell. Its always better to price it right from the beginning. This brings me to my next tip. | Do not let an agent buy the listing. What do I mean by that? This means do not list with the agent that tells you the highest list price. Its not always the best option. There are top agents in your neighborhood that continually agree to an over-priced listing or purposely suggest a high list price in order to secure the listing agreement. Why would they do that? Chances are if I suggested a higher list price as compared to other agents, I have the best chance of getting the listing. Now you can see why they “buy the listing”. Ask for the agent’s listing history on past transactions and see how many times they had to ask for a price reduction. Also ask them for the original list price versus what the home finally sold for. This will give you a good indication if the agent is suggesting a “realistic” listing price. It is much easier to price correctly from the beginning. Study after Study show that overpricing usually results in a lower sales price later.

17: How long will it take to sell my home? One of the most important things you need to know in the home selling process is the actual average days on the market (DOM) for your neighborhood. The only accurate way to determining how long it will take to sell your home, we need to look at the Market Absorption Rate. I know you are asking, what the heck is market absorption rate? Simply defined, it's the amount of time it takes for the current inventory to be sold or absorbed by the market. Example: If there are 100 homes on market right now AND no new properties came on the market, the Market Absorption Rate is the amount of time it would take to sell all 100 homes. This determines market conditions listed below: "Normal Market" conditions exist when the Absorption Rate is between 5-6 months. "Sellers Market" conditions exist when the Absorption Rate is lower. (1-4 months) "Buyers Market" conditions exist when the Absorption Rate is higher. (7+ months) The MLS always reports a much lower number for Days on the Market. Why, because the MLS calculates the average DOM as the average days on market for the listings that actually sold. Most agents do not know how to calculate market absorption rates nor do they even know what it is. If an agent is quoting you what the MLS reports, then you are getting a very bad picture of the market. What it leaves out of its calculation altogether are homes that were withdrawn, listings that expired, listings that were withdrawn for a day and then re-listed to restart the clock, or those that were never put in the MLS until they sold (like new construction where they might list only one home in a subdivision, but actually have 20 for sale). And all of those affect the reported DOM. The current Market Absorption Rate for your neighborhood is ______ days. These are statistical facts, not guesswork like most agents rely on. There are many things we can do to speed up how fast your home will sell. Property condition and pricing are completely in your hands. Let’s get the property ready to sell quickly and beat the average DOM!

18: What does all this marketing mean for you? It means your home is effectively marketed locally, Nationally and most importantly, Globally! By maximizing your home's online exposure, I can ensure your home will be seen on an immense international market!

19: Preparing your home How do you make your home stand out from the crowd? The most important aspect of home selling is putting the final touches on your home to get it ready for the market. I will not "hold back" and I will always be honest with you about my recommendations to prepare your home for sale. Believe me, I will tell that your pink walls and Grandma’s yellow, lacy curtains from the 1920’s have to go. I have several colleagues that I have previously worked with that assist me in recommending changes or staging tips. Most changes are simple and inexpensive. New paint, cleaning, de-cluttering and staging are some of the easiest things you can do to prepare the home. Curb appeal should also not be over looked. Clean your landscape up, mow the grass, put new sod down, pull weeds and paint as necessary. Add some color by planting blooming flowers. Create a good first impression. I’ve driven numerous buyers to homes but they refused to go inside because the curb appeal was so bad. I love helping you with this step. Again, put on your buyer's hat and look at your home through a buyer's eyes. I can provide names of quality contractors that can help us prepare your home.

20: Preparing your home for the market is crucial for selling quickly and getting maximum profit. I had my team give this home some loving "Curb Appeal" We took 3 weeks to prepare the property before we put it on the market. | Small budget fixes make the most dramatic changes. This is removal of a tree, paint, new sod, flowers and a new brick porch. For every dollar you spend, you should make 3 dollars in return, otherwise do not do it.

21: Total Transformation Today's buyers want space. Do not neglect the backyard. This backyard was overgrown, full of junk, rotten fencing and a bath tub. By removing the debris, extra fencing, trimming the tree and laying sod, we were able to transform this backyard into a private oasis. We had multiple offers on this property within a few days.

22: Today's Tech Savvy Mobile Professional & Closing the Deal As your Realtor, you can rest assured that I utilize all the latest technology and unique tools to streamline the home selling process. Go Paperless! I am proud to utilize Docusign technology that allows you to sign all contracts and documents digitally via the Internet. I strive to make the process as simple and uncomplicated as possible. Lines of communications are always open with me and my team. We utilize your favorite communication medium, whether that be email, phone calls, text messages or personal visits. It's completely up to you. I will ALWAYS represent your best interests in all negotiations. One of my favorite aspects of this business is negotiating and problem solving. I hope to be your trusted real estate advisor and look forward to working with you.

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Todd Armstrong
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  • Title: Armstrong & Associates Marketing Plan of Action
  • Selling your home with Armstrong & Associates. A complete marketing strategy.
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  • Published: over 9 years ago