Marketing Your Home
The success enjoyed by Shelton and Stewart’s partners over the past 35 years is primarily attributable to their reputation for providing personalized service, along with the firm’s effective use of traditional and state-of-the-art marketing mechanisms. From the moment Shelton and Stewart Realtors is engaged to market your property be assured that your home is getting the exposure it needs to ensure a timely and financially rewarding transaction.
Comparable Market Analysis
The first step in the marketing process is to prepare a Comparable Market Analysis in order to establish a fair market value for your property. This analysis not only involves analyzing recent property sales in your area, but also assessing conditions specific to your property. We are well aware of the fact that there exist significant differences across properties and it is very important that we recognize your property’s strengths as well as any weaknesses. In the end, we have a shared goal of maximizing the value of your home.
Strategic placement of a real estate sign on your property represents the initial stage in the sales process as it can help get the attention of buyers looking for a home in your area. Generally, these people are ready to make a decision faster than people who arrive at your property through media channels. In the case of Shelton and Stewart Realtors, our signs are unique in that, in addition to providing potential buyers with the traditional means of contacting us (i.e. phone number), they also include QR codes in order to take advantage of the way many consumers gather information today. Through this QR code a potential buyer may access specific information on the property at our web site by simply utilizing their mobile device.
A virtual tour is an important screening tool, particularly for buyers outside of the South Florida area. Shelton and Stewart Realtors engages professional videographers that film and edit the virtual tour of the property which is then featured on SheltonAndStewart.com, Realtor.com, MiamiHerald.com, LuxuryHomes.com and LuxuryRealEstate.com in both a 30 second and 2 minute format. In addition, the videos will also get increased exposure to a more diverse audience via placement on mainstream distribution channels such as YouTube, Facebook and Twitter. All of these websites are iPhone and mobile device enabled.
Professional Photos and Brochures
A professional photographer under our direction will photograph the property so as to provide potential buyers with a comprehensive overview of your home, its finishes and setting. Our internal marketing manager will then design a brochure using the professional photographs of the property and a carefully written description highlighting its features. Given the widespread use of direct mailings, the brochure is mailed without an envelope in order to maximize its visual impact and attract more interest in the property. The brochures are distributed amongst a diverse group of households, brokers, and businesses in the target areas, so as to ensure maximum exposure for your property.
MLX Exchange is the largest online real estate database in the United States available to only licensed real estate professionals and is the primary search tool used by over one million realtors on a daily basis. Your property will be immediately listed on the MLX Exchange in order to make it available to other realtors.
LuxuryRealEstate.com and LuxuryHomes.com
As a member of Who’s Who in Luxury Real Estate, the leading luxury home broker directory, your property, together with a virtual tour, will appear on LuxuryRealEstate.com and LuxuryHomes.com.
Diverse Online Media
All MLS listings appear on Realtor.com; however, we buy enhanced packages which showcase our most outstanding homes ahead of other brokers’ listings which meet the same criteria, regardless of price order. The websites that feature our listings are accessible through the most popular search engines and include websites such as The Wall Street Journal and The New York Times. Other MLX Exchange-based websites that feature our listings are PlanetRealtor.com and MiamiDadeRealtors.com.
The Miami Herald Local and International Advertising
The Miami Herald represents an important component of our marketing strategy. The Herald is read by almost 4 million people each week, in print and online. This represents 55% of their core market. No other local media organization comes close to these figures. The Herald’s core market includes Miami-Dade, South Broward and Monroe counties. The Miami Herald and El Nuevo Herald newspapers reach almost 1 million adults in the market on a given Sunday while MiamiHerald.com and elNuevoHerald.com are the most visited local media websites in South Florida, with approximately 35 million monthly visitors. We place ads on a weekly basis in the Home & Design and Neighbors sections of the Miami Herald. These ads feature our properties including scheduled open houses. Both the Home & Design as well as Neighbors ads are directed to a targeted audience in Coconut Grove, Coral Gables, South Miami, Pinecrest, Palmetto Bay, Cutler Bay, Killian, Richmond Heights, The Falls and Lakes by the Bay. This circulation is approximately 23 thousand on Thursdays and 35 thousand on Sundays. We also purchase enhanced broker packages in The Herald’s Miami.com and herald.com real estate websites. All Shelton listings are "enhanced" and appear ahead of other “basic” listing search results for the same criteria, rather than in descending order by price. Additionally, this website tracks traffic through a 1-800 number and provides an email query link, as do other websites that feature our listings.
Leverage Global Partners
Shelton and Stewart Realtors recently became a member of Leverage Global Partners, a network of prestigious independent real estate brokerage firms from around the world that serve homebuyers and sellers, nationally and internationally. This organization offers cutting edge marketing services in social media, search engine optimization, public relations and communication with the aim of further supporting each Global Partner’s position as the local market expert. Shelton and Stewart was chosen as the local Global Partner with the exclusive right to market homes in the Coral Gables, Pinecrest, Coconut Grove and South Miami areas. Each Global Partner continuously showcases featured listings and is supported by a technology-rich, user-friendly website, with a link to Shelton and Stewart’s website. For further information go to www.leveragere.com. While we have turned down numerous acquisition attempts by large multinational firms, we believe this initiative enhances our global reach and technology infrastructure while maintaining our local name recognition, independent boutique identity and strengths.
Eight out of ten home buyers begin their search for a home on the internet. We recognize the importance of the internet as an advertising medium and have developed a state of the art web site that will not only showcase your home but also maximize its exposure via search engine crawlers such as Google, Bing, Yahoo, etc. Prospective buyers may take a tour of your property and contact us by phone (toll free) or email. In addition, they may also share the property with others through social networks such as Facebook, Twitter, and You Tube.
Brokers’ Open and Sunday Open Houses
Early in the sales process, with your agreement, we will schedule a catered, invitation only Brokers’ Open House, so as to familiarize local real estate agents with your property. With your approval, we may also schedule Sunday Open Houses advertised in The Miami Herald.
Our in-house marketing team creates customized flyers announcing New Property Listings, Brokers’ Open Houses and Sunday Open Houses that are distributed electronically every week to a database of email addresses developed over the past fifteen years. This database includes past customers, visitors to our website, other companies’ top producing realtors, and our own realtor associates. Email blast messages are sent with the purpose of providing event information to our clients and real estate colleagues as well as attracting new customers to the firm.
The Cocoplum Team®
The most important component of this marketing process is the experienced team of realtors that make up The Cocoplum Team®. Teresita Shelton, Consuelo Stewart, Tere Shelton Bernace and Elba Fernandez have over 35 years of experience marketing luxury properties in the South Florida area. During this period of time, they have developed loyal relationships with countless home buyers and investors. In addition, all team members will become familiarized with your property and are available to personally show the home or field calls or emails from potential buyers or their realtor around the clock. Why have only one realtor when you can have four for the same price? The members of the team are also well known for always being readily available, accommodating and cooperative with other real estate colleagues. Additionally, they enjoy the support of a full-time office staff and access to the broad client base of the firm’s 90 plus associates.