5941 Lake Wildcat Rd

LUXURY ESTATES AUCTION COMPANY
Matthew,
Thank you for the opportunity to present the enclosed auction marketing plan from Luxury Estates Auction Company (LEAC) for consideration by you and your family to market and sell your spectacular home in Snowmass. Our combined sales and marketing teams have done a detailed study of your home and the surrounding market. Based on our combined 45+ years of experience and a careful market study, we have developed an aggressive, targeted marketing strategy that we know will sell your property for the highest possible price.
Our dynamic marketing plan includes a high quality narrated video tour, new professional photographs, a 3-D virtual tour and a full color custom brochure that is direct mailed to a carefully targeted list of high-net-worth buyers. We will actively engage the local brokerage community targeting buyer's agents who are working with interested clients. Additionally, we plan to use a diverse mix of regional and national newsprint, online marketing strategies, mass email campaigns and extensive social media campaigns.
As we discussed, LEAC will charge the buyer a 10% Buyer’s Premium which will be used to compensate the existing broker and to cover our auction fees. The amount bid for the property will be paid to the sellers less the legal costs for closing and accrued property taxes. The total project budget for the plan outlined above is $120,000.00. On the ‘Marketing Budget’ page of this proposal we define 2 options for paying a portion of the marketing budget upfront. In both scenarios, LEAC is reimbursing the marketing expenses to the sellers at closing. The net result for you is a zero expense for our services.
This proposal also outlines a comparison of our fee structure versus what we understand another company’s fee structure would be for the same amount bid. You will see that with our fee structure, you would achieve a substantial net financial gain.
Additionally, and equally important, I know that our team will dedicate themselves completely to maximize the price achieved from this process. We have known your family for many years through many different connections and will give this project a 100% effort from beginning to closing.
I would appreciate you giving this proposal every consideration and invite you or any of the other family members to ask any questions. We will be happy to meet you in person to review any aspects of this plan and invite your suggestions or comments.
It is our recommendation that the auction be held in early to mid September. In order for us to effectively implement all of the marketing and advertising strategies we outline in this proposal, we would need a commitment from you by mid June.
Thank you for your consideration.
Jeff W. Morris, CAI Owner/Auctioneer




LUXURY ESTATES AUCTION COMPANY
Marketing Proposal
Property: 5941 Lake Wildcat Rd, Snowmass, CO Prepared for: Matthew Rose
Prepared by: LEAC Marketing
May 16, 2017
OVERVIEW
The following marketing summary/plan has been tailored to address the specific needs of your property. Our team of dedicated real estate, auction and marketing professionals will shine a spotlight on your extraordinary property. Through years of experience in everything from meticulous media exposure to the perfect photography of your property as well as Internet, email and direct mail campaigns, our team has perfected the art of selling a multimillion-dollar home in 60 days or less.




LUXURY ESTATES AUCTION COMPANY
PHOTOGRAPHY
A picture is truly worth a thousand words. When it comes to selling real estate, the right picture can dramatically increase the amount of interest and attention brought to a property. We are fortunate to have in-house professional photographers that in many cases spend multiple days and evenings at a property to capture the perfect angle and lighting to showcase a home. Additionally, we regularly employ the talents of aerial photographers, drone specialists, videographers and 3D modelers to ensure that no angle or opportunity is missed.




LUXURY ESTATES AUCTION COMPANY
VIDEOGRAPHY
Video is one of the most viral forms of marketing as people like to watch moving images, and they often opt for watching videos over reading text.
Real estate transactions are highly emotional decisions and for these types of decisions to be made, homebuyers need to know and see everything about the property they are interested in. Real Estate videos help buyers make more emotional connections with properties and the agents and brokerages that represent them. Mere text or photos, on their own, do not do justice to just about any property.
Luxury Estates Auction Company will coordinate with a video production company to produce a high quality walk-through style video narrated and led by a professional spokesman.




LUXURY ESTATES AUCTION COMPANY
SOCIAL MEDIA PROMOTION
Our social media specialist will promote your auction through regular postings on a variety of social media outlets including Facebook, Twitter, LinkedIn and Instagram. The specialist will also integrate a paid Facebook and social media campaign through advanced lifestyle and demographic targeting to high-net-worth buyers throughout the United States.
PUBLIC RELATIONS
Every property has a story that needs to be told. Our copywriters will come up with the story of your home and distribute it to all available newspapers, radio stations, television stations, search engines, blogs, etc. to increase the reach of your advertising campaign.




LUXURY ESTATES AUCTION COMPANY
MULTI-PAGE BROCHURE
Many traditional selling methods rely on standard one page flyers as a marketing piece. For every property entrusted to us, our in- house and award winning design and marketing specialists will create a custom multi-page brochure highlighting all the unique features of your property. The full color photographs, eye-catching layout and quality gloss paper stock will allow your property to be property showcased and stand out from other properties on the market.
DIGITAL BROCHURE
Your unique print brochure will also be converted to a digital format with additional pages added that may include surveys, floorplans, home inspection reports, additional photographs, etc. This will be available for download on your specific property page of our website and will be the comprehensive package we send out to prospective buyers.




LUXURY ESTATES AUCTION COMPANY
DIRECT MAIL
In addition to our proprietary database of high- net-worth individuals, investors and contacts, the sales and marketing team assigned to your property will compile an additional list of targeted individuals that will be direct mailed the multi-page brochure we designed. The balance of the brochures will be hand delivered to the offices of area real estate agents and brokers to encourage their participation.
TEASER CAMPAIGN
To reach a broader audience, we will develop a smaller marketing piece that will be direct mailed early in the marketing campaign to between 15 and 20K prospective buyers throughout the United States.




LUXURY ESTATES AUCTION COMPANY
NEWSPRINT and MAGAZINE ADVERTISING
A unique advertising campaign will be developed to ensure that your property is exposed to the right buyers in local, regional and national markets. Your ads will be placed in highly visible locations in each publication and will be designed and sized to catch the attention of every reader. Our average advertising campaign runs approximately 3-4 weeks prior to the date of your auction. Your advertising campaign will include, but is not limited to, the following publications:
• Wall Street Journal • USA Today
• Denver Post
• Los Angeles Times • Aspen Daily News • Aspen Times
• Dallas Morning News




LUXURY ESTATES AUCTION COMPANY
INTERNET ADVERTISING
Your property will receive its own auction page on our website and will include all the details, pictures, videos, documents and downloads any potential buyer will need in order to bid confidently. We will also use paid banner advertisements on select magazine, newspaper and other chosen homepages.
Using the expertise of a national advertising firm, we will implement a Residential Real Estate Search & Socially Enhanced Spotlight package. This package includes a comprehensive list of Internet advertising strategies including:
• Featured listing on real estate search sites including: • ResidentialAuctionAdvantage.com, homes.com, Trulia and Zillow • Mobile friendly micro site w/unique URL for ad tracking
• An SEO optimized slideshow posting to YouTube
• A geo-targeted Google Adwords campaign
• Yahoo channel display advertising




LUXURY ESTATES AUCTION COMPANY
IMMERSIVE 3 DIMENSIONAL VIDEO
The world of virtual tours have come a long way since the days of stitched together pictures pawned off as a virtual tour, or worse yet, the slide show of the listing pictures. Our favorite new technology, used in all of our auctions, is the Matterport 3D virtual tour.
This high-tech tour is captured via a special camera that utilizes special software and hardware to perfectly capture spatial components to create the best virtual tour on the market. It is easily viewed on your laptop, tablet or phone and is absolutely seamless.
Potential bidders can get an idea of the footprint and spatial aspects of the home by clicking either the dollhouse or floorplan view.
The dollhouse view (pictured) shows you the entire home within the walls, while the floorplan view allows you to go floor by floor to understand the room by room flow.




LUXURY ESTATES AUCTION COMPANY
PREVIEW TEAM
Nothing will sell your home better than a prospective bidder actually touring your luxury estate firsthand. A minimum 3 person preview team will be on-site at your property from 6-14 days prior to the auction during our advertised preview period. Each member of the team will personally escort and educate each potential bidder on the unique and salient features of your property. Each member of the team is a seasoned auction professional and licensed realtor that knows how to convert a prospect into a bidder for greater attendance at the auction.




LUXURY ESTATES AUCTION COMPANY COMPARED TO OTHER FIRMS
Our number one goal with any auction is to achieve the highest possible price for our clients in a timely manner. This is why you will never find any hidden fees or additional percentages calculated on the total contract price that subtracts from your net price. Any referrals or third party agent fees are always paid from our 10% buyer’s premium and never from the bid you receive at the auction. If you compare our plan with the plan
LUXURY ESTATES AUCTION COMPANY
commonly used by other auction firms, you will see that our plan will actually net you an additional $480,000.
THEIR PLANS
BID:
10% BUYERS PREMIUM:
TOTAL CONTRACT PRICE:
12% COMMISSION ON THE TOTAL:
$15,000,000 +
$ 1,500,000 =
$16,500,000 -
$ 1,980,000 =
OUR PLAN
BID:
10% BUYERS PREMIUM:
TOTAL CONTRACT PRICE:
10% BUYERS PREMIUM OF THE BID:
$15,000,000 +
$ 1,500,000 =
$16,500,000 -
$ 1,500,000 =
$15,000,000

NET TO FAMILY: $14,520,000 NET TO FAMILY:




LUXURY ESTATES AUCTION COMPANY
MARKETING BUDGET
To effectively implement every detail of the marketing plan outlined in this proposal, the total project budget will be approximately:
$120,000
Upon signing of the auction agreement, LEAC offers 2 payment options.
OPTION 1: $80,000 Will be paid upfront with $40,000 being paid by LEAC. At closing, LEAC will reimburse the $80,000 back to the family.
OPTION 2: $40,000 Will be paid upfront, then an additional $40,000 is to be paid 30 days prior to the auction date. The final $40,000 will be paid by LEAC. At closing, LEAC will reimburse $80,000 back to the family.
Under both options, the marketing cost to the family is effectively $0 if the property successfully closes.