STRATEGY MATTERS
meet Lana Parks
With more than a decade of experience in real estate across Hawaii, Oregon, and Florida, Lana Parks brings a depth of perspective that shapes every client experience While her professional background spans three states, her real estate license is active solely in Florida, where she now serves the Emerald Coast full-time As a primary resident of the area, she expertly guides clients through Destin, Miramar Beach, Santa Rosa Beach, and surrounding coastal communities, with a focus on primary residences, Gulf-front properties, luxury estates, and second-home investments
Clients are drawn to Lana for her steady communication, composed leadership, and thoughtful strategy She is known for keeping her clients informed, prepared, and confident at every phase of the transaction From the first consultation to closing day, she treats each sale as a true partnership anticipating needs, addressing concerns early, and creating a process that feels clear, calm, and wellmanaged The goal is an elevated experience from start to finish, resulting in a successful sale and lasting trust
Lana’ s real estate foundation is strengthened by her earlier work managing renovation projects for a global hotel brand, along with residential design transformations in both Hawaii and Oregon That background gives her a natural eye for structure, craftsmanship, and long-term value insight her clients rely on when making confident decisions Her professional designations include Berkshire Hathaway HomeServices Luxury Collection Designation, Certified Luxury Home Marketing Specialist (CLHMS), Graduate, REALTOR® Institute (GRI), Resort and Second Home Property Specialist (RSPS), Real Estate Negotiation Expert (RENE), and Accredited Buyer’ s Representative (ABR), reflecting a deep commitment to mastery and continued growth
Originally from Honolulu, Lana brings the Aloha spirit into everything she does. ‘Ohana is her compass, guiding how she serves, how she leads, and how she builds lasting relationships. Her work is grounded in trust, discretion, and steady guidance, blending elevated professionalism with genuine care at every step.
Outside of real estate, Lana enjoys fishing on the water, travel, and unhurried time with her three daughters and four grandchildren Family anchors everything she does, and home, to her, represents far more than a place it is where comfort, security, and connection begin
TESTIMONIALS
WHAT MY CLIENTS ARE SAYING
Lana did a marvelous job for us in the selling of our home. She is very knowledge- able and knows how to get the best out of the hottest or coldest market. Any questions, concerns, or suggestions I had, she fielded seamlessly and really put me at ease. This is the first home I owned and had an emotional attachment to it during the selling process. She made sure we got the right buyer and got to the closing table on time! Cannot recommend her enough!
- DEMITRIUS S.
We found Lana when we were purchasing a lot about three months ago. She helped us navigate our lot purchase smoothly and we gave her the opportunity to sell our home on Navarre Beach. Lana had all the tools we needed to market and sell our home quickly. We had a tight deadline to get the house listed but she met and exceeded the time frame and used her resources to ensure everything was top of the line and professional. She is so responsive and kept us informed through the process Our house was under contract and closed within 60 days of it going live and I don’t think that would have been possible without Lana! Highly recommended her services for purchasing and selling!
- NIKKI M.
Lana did a fantastic job selling my place for me She is vey tenacious in a good way She goes above and beyond to take care of the customer She keeps you updated on a daily basis, always has time to talk and understand your needs. She follows up after the sale to make sure everything is going okay. If you need a de- voted realtor please contact Lana Parks!!
- RICK R.
TESTIMONIALS
WHAT MY CLIENTS ARE SAYING
I have been extremely pleased with the numerous ways Lana has marketed my condo! She stays in close touch with me, giving me updates and ideas on her strategies and plans She has held numerous open houses and always gives me timely reports regarding how many folks stopped by and about any leads she plans to follow
I am pleased to let all know that she is an honest and upfront person with a heart full of Aloha!!! Even though the market is slow, she has been upfront and stays positive I have full confidence that she will work effectively on my behalf with potential buyers and work to make the sale beneficial and efficient for all! I highly recommend Lana to be your agent!
- Kris B.
Demetrious Stinson
stinson.demetrius@gmail.com 912-271-8155
Roxanne Schuermann
rssapphire15@gmail.com 425-408-2259
Floyd Sheffield
727-793-5921
REFERENCES
David and Rebecca Ranes
david.ranes@yahoo.com
850-776-3666
Nikki Moreland moreland.nikki@gmail.com
Deann Croft 801-520-5810
Lizzie Helmig 703-459-7667
Nadine Oranje
nadine.oranje@gmail.com
850-776-7301
Tricia Dougan
g8tr212@yahoo.com
303-525-8079
Mike Putnam
703-980-0585
LISTING PLAN OF ACTION
Selling your home is both a financial decision and a strategic one. While every property requires a tailored plan, my approach is always guided by a clear focus: attracting the right buyers, negotiating the strongest possible offer, and getting you to the closing table smoothly and successfully
Pricing With Purpose
A successful sale begins with the right price. I use in-depth market analysis, buyer behavior, and your home’s unique positioning to establish a competitive price designed to generate interest and maximize value
Strategic Marketing & Buyer Exposure
Your home is marketed with intention, not just visibility Through targeted marketing and proactive buyer outreach, I work to attract qualified buyers, increase activity, and create strong demand
Clear Communication, Every Step
You’ll receive consistent updates on showings, buyer feedback, and market conditions throughout the listing period This allows us to stay aligned and make strategic adjustments when needed
Skilled Negotiation
When offers are presented, I focus on securing the strongest price and most favorable terms for you My negotiation approach is designed to protect your bottom line while keeping the transaction moving forward.
From Contract to Closing
I manage the details from accepted offer through closing, monitoring timelines, inspections, and contingencies. The goal is a smooth, efficient closing with minimal stress and no surprises.
The Result:
A thoughtful, honest, and proactive approach focused on selling your home efficiently, protecting your interests, and maximizing your return while making the process as seamless as possible.
Our Marketing Plan
I use a strategic mix of digital, print, and in-person marketing to create strong visibility, buyer interest, and momentum from the moment your home goes live
1. Pre-Listing Marketing Preparation
Guidance on staging, styling, and small improvements that enhance marketability
Recommendations to ensure your home photographs and shows at its best
2. Professional Visual Marketing
High-quality professional photography
Video marketing and/or virtual tours when appropriate
Visual assets optimized for websites, social media, email, and mobile devices
3. MLS Exposure & Agent Network Reach
Listing entered into the Multiple Listing Service (MLS)
Immediate exposure to local and national real estate professionals
Compelling property descriptions designed to drive showings
4. Robust Listing Syndication
Syndication to all major home search websites
Expanded exposure on premium platforms including Wall Street Journal, Barron’s, Mansion Global (for $1M+ price points), and more luxury and international real estate websites
5. 1-Week+ Listing Launch Advertising Campaign
Targeted digital advertising through Berkshire Hathaway HomeServices platforms
Ads shown to potential buyers within a 15-mile radius of your home
Placement across social media, premium desktop and mobile websites, and smartphone apps
6. Email Marketing Campaigns
Targeted email promotion to my agent network
Buyer-focused email campaigns highlighting your home’s key features
Follow-up emails during the launch period to maintain interest
7. Social Media & Online Promotion
Strategic social media promotion across my professional channels + our brokerage platforms
Content designed to increase visibility, engagement, and inquiries
8. Showings, Open Houses & Buyer Engagement
Coordinated showing schedule to maximize access
Open houses promoted online and through agent outreach
Ongoing feedback collection to monitor buyer response
9. High-Quality Marketing Materials
Professionally designed flyers, brochures, and property feature sheets
Custom print and digital materials for showings, open houses, and sharing
Luxury Marketing With Global Reach
Select luxury properties benefit from targeted exposure beyond traditional listing platforms. Through our affiliation with Berkshire Hathaway HomeServices, qualifying listings may be featured in respected luxury real estate publications that reach high-net-worth buyers both nationally and internationally. `
Prestige
Berkshire Hathaway HomeServices Luxury Magazine
Prestige is the official luxury publication of Berkshire Hathaway HomeServices, showcasing exceptional properties represented by the network worldwide. Distributed both in print and digitally, the magazine reaches an affluent audience actively engaged in luxury real estate, providing elevated visibility alongside other premier homes within the brand.
Luxury Marketing With Global Reach
A Strategic Advantage for Luxury Listings
Unique Homes
For over 50 years, Unique Homes has been a leading authority in luxury real estate, architecture, and lifestyle The publication reaches discerning buyers through high-end print distribution and a strong digital presence, highlighting distinctive properties in sought-after markets around the world
Placement in Unique Homes offers exposure to a targeted luxury audience seeking properties that stand apart making it a powerful platform for homes that meet the publication’s criteria.
Not every property is suited for this level of exposure, but for those that qualify, these publications provide an additional layer of visibility designed to reach buyers beyond the local market strengthening demand and supporting a premium positioning.
You want to work with someone you can trust.
Selling your home is an intimate process that deserves the highest level of care and attention from beginning to end Thank you for entrusting our full-service team to guide you through one of life’s most valued transactions.
Four key factors determine the best outcome for your property sale. Establishing the best price to market your home and maximize its value effectively is the first priority. Next, a personalized marketing campaign targeted to attract as many potential purchasers as possible will be created. Then, all offers will be evaluated to ensure that acceptance is structured to your maximum benefit Finally, the negotiation and transactional process will be managed to ensure a smooth closing
By partnering with Berkshire Hathaway HomeServices Beach Properties of Florida, you can be assured you are receiving the highest level of service and market expertise available. We welcome the opportunity to serve your real estate needs now and in the future.
Strategic Buyer Personas
IDENTIFYING & REACHING YOUR BUYER
Key Property Characteristics
Design & Architecture
Layout & Floor Plan
Amenities & Lifestyle
Privacy & Tranquility
Community & Neighborhood
Views & Ambiance
Access & Convenience
Economics & Cost Structure
Current Buyer Trends
Proprietary Listing Launch
Exquisite outcomes are a product of meticulous procedures At the core of our approach lies the art of tantalizing the market with pre-launch teasers, before unveiling a wealth of carefully curated information in a strategic, phased manner across a multitude of digital and social platforms
A NETWORK LIKE NO OTHER
HOMESERVICES OF AMERICA
LOCAL REAL ESTATE WORLDWIDE
Berkshire Hathaway HomeServices is part of a larger organization, HomeServices of America
Headquartered in Minneapolis, Minnesota, HomeServices of America, through its operating companies, is the nation’s largest residential real estate company based on closed transactions and is the country’s premier provider of homeownership services, including brokerage, mortgage, franchising, settlement, insurance, and relocation services.
Berkshire Hathaway HomeServices Beach Properties of Florida transitioned from an independently owned and operated member of the Berkshire Hathaway HomeServices network to a wholly owned company by HomeServices of America in 2022 This affiliation allows us and our customers to benefit from their strength, stability, and steady growth.
Berkshire Hathaway HomeServices Beach Properties of Florida ranks as the No. 29 brokerage in 2024 production globally among all Berkshire Hathaway HomeServices affiliates.
HomeServices of America ranks among the nation’s top real estate brokerages No. 4 nationwide in both transaction sides and sales volume (RealTrends Verified 2025)
HomeServices of America ranks No 4 nationwide in RISMedia’s 2024 Power Broker Report, consistently placing among the top five brokerages in the country
Berkshire Hathaway HomeServices +
Our relationship with Berkshire Hathaway HomeServices and HomeServices of America offers the benefits of strength, stability, and steady growth to our company and our clients.
Pricing Strategy
MARKET DYNAMICS
Search Range Optimization
Supply & Demand Analysis
Sales Price to List Price Ratio
Days on Market Analysis
PRICING STRATEGIES
Aspirational Pricing
Perceived Market Value Pricing
Event Pricing
Negotiation + Execution
NEGOTIATION STRATEGIES
Procure & Evaluate Written Offers
Qualify & Analyze Merits of Each Offer
O
ffer Response Strategies
Negotiation Strategies to Optimize Price and Terms
Multiple Offer Process
Backup Offer Strategy
ESCROW PROCESS
Contract Management
Effective Disclosures & Seller Protection
Deadlines & Contingency Periods
Continued Negotiation
Compliance & Transaction Support
Relocation Concierge
Who We Are
BERKSHIRE HATHAWAY HOMESERVICES
BEACH PROPERTIES OF FLORIDA
Established in 2007 to be a premier real estate company dedicated to extraordinary customer service, our agency became an affiliate of the Berkshire Hathaway HomeServices network in 2016 and wholly owned by HomeServices of America in 2022
Our brand is built on trust, integrity, stability, and innovation, and our customers benefit by being part of a firm that is an international leader in the sales and promotion of its properties
Berkshire Hathaway HomeServices Beach
Properties of Florida serves communities along the Northwest Florida Gulf Coast from St. George Island to Navarre, consistently ranking at the top of the markets we serve.
FAMILIES SERVED
LISTING BROKERAGE ON 30A
*Transactions & Volume
#1
BROKERAGE ON ST GEORGE ISLAND + APALACHICOLA
*Transactions & Volume
TOP 7
BROKERAGE IN PANAMA CITY BEACH
*Transactions & Volume
#29
BROKERAGE WITHIN BERKSHIRE HATHAWAY HOMESERVICES NETWORK
*2023 Gross Commission Income
TOP 50
BERKSHIRE HATHAWAY HOMESERVICES BROKERAGE
ANNUALLY SINCE 2016
A PEDIGREE LIKE NO OTHER
BERKSHIRE HATHAWAY HOMESERVICES
Berkshire Hathaway HomeServices is a real estate brokerage franchise network designed for today’s real estate market By utilizing the strength and valuable resources of one of the world’s most respected brands, we bring operational excellence and innovation as a compelling value for our clients With a clear vision as one of the most highly valued real estate companies in the market, our powerful network of brands exemplifies the reputation of Berkshire Hathaway - among Fortune’s 2025 most admired companies
Berkshire Hathaway HomeServices Beach Properties of Florida is a member of the over 200 billion-dollar
Berkshire Hathaway family, one of the most stable companies in the world employing over 377,000 people globally among its family of companies Berkshire Hathaway HomeServices operates in nine countries; the United States under Berkshire Hathaway HomeServices; Canada under the leading Real Estate Companies, Royal LePage and the luxury Via Capitale, as well as Brazil, U.K., France, Singapore, China, and India It is the only company with such reach, reputation, and resources in the industry
Berkshire Hathaway, Inc. is universally admired for its great brands, superior products, and strong leadership. This stature extends to Berkshire Hathaway HomeServices, which has a globally respected reputation and brand awareness, extensive international networking connections, and a sound financial foundation
Beach Properties of Florida identified with this commitment to innovation, success, and client satisfaction in every aspect of home buying and selling 2026 marks 10 years of partnership between Berkshire Hathaway HomeServices and Beach Properties of Florida We thrive on helping buyers find their perfect home, whether around the corner, across the country or abroad.
BERKSHIRE HATHAWAY HOMESERVICES
45,000 agents | 1,400+ offices | 50 states Offices in N. America, Europe, Mexico & growing
BERKSHIRE HATHAWAY HOMESERVICES BEACH PROPERTIES OF FLORIDA
185+ Agents & Counting | 5 Offices Across Northwest Florida
777 Families Served in 2025
Key Market Factors
HOW LONG DOES IT TAKE TO SELL A HOME?
There is no simple answer, however there are significant factors that will affect your final price and time on market.
01.
02.
WHAT WE CAN CONTROL : Price
Condition of your home Terms offered
03.
WHAT WE CANNOT CONTROL :
Location
Competition
Market Conditions
THERE ARE 4 MAJOR FACTORS IN SELLING YOUR HOME : Price Marketing Terms Effective Transaction Management
Because pricing is one of the most important factors affecting your sale, it is critical to be positioned correctly when you first come on the market.
A Strategy for Success
EXPOSURE CREATES DEMAND DEMAND DRIVES VALUE
Any agent can list a property on the MLS, the true challenge lies in creating demand for your property that attracts more interest and gets you the best outcome. We utilize a multi-faceted sales strategy to ensure that your property receives maximum exposure resulting in maximum demand. Key components that will be customized to your property’s specific needs include:
NETWORK
GARNERING INTEREST PRE - MARKET AND BEYOND
Berkshire Hathaway HomeServices Beach Properties of Florida includes an extensive network of 185+ agents and five offices from St George Island to Destin Your listing will be shared with the top sales agents in the local area prior to even being presented on the market In addition, our affiliation with Berkshire Hathaway HomeServices allows the resources to easily share your property to local, national, and even international audiences.
PRESENTATION
PHOTOGRAPHY AND VIDEO THAT IGNITES THE IMAGINATION
A stunning visual presentation is a key element of persuasive online and print marketing no matter the price point of your property We understand what motivates buyers, and you understand what sets your home apart By working in partnership with you, we can present the special attributes of your property with high quality photography and videography to buyers in targeted lifestyle demographics.
MULTIMEDIA EXPOSURE
FINDING YOUR BUYER , NO MATTER THEIR GEOGRAPHIC LOCATION
From print marketing to social media, we maximize the exposure your property receives across multiple channels A careful mix of media will be selected from options available including expansive online exposure, virtual home tours, custom direct mail, advertising and marketing materials, and more We have a full library of brand-compliant and customizable templates for promotional materials (including video), as well as promotional pieces in local and regional lifestyle and listings publications.
TECHNOLOGY STACK
UTILIZING THE BEST TECH
OPTIONS TO REACH GOALS FASTER
In the ever-evolving real estate landscape, we separate ourselves from the competition by leveraging cutting-edge technology Our industry leading CRM platform allows us to convert leads to agent-ready appointments We employ an advanced platform to electronically sign and send offers and paperwork in minutes Our technology toolkit also offers tools for strategically retargeting listing ads to potential buyers and creating high-quality branded marketing materials with the click of a button.
Creating Buzz Around Your Home
Social media has changed the way real estate is sold today We use exceptional networking skills to get the word out and create a chatter around your property
While websites and advertising are undeniably essential in marketing luxury real estate, today exceptional networking skills using broker-to-broker marketing, which includes a strong social media strategy, is a key component to success
REACHING TARGETED AUDIENCES
25,000+ Followers
The Perfect International Partner
WE KNOW WHERE BUYERS SPEND THEIR TIME ON AND OFFLINE
The Wall Street Journal is an internationally trusted publication delivering crucial world news and insightful editorial and business analysis. Winner of 35 Pulitzer Prize Awards, it is considered the pinnacle of journalism. The WallStreet Journal’s digital and print publications reach across geography and language barriers to bring your property to powerful, influential, and targeted affluent audiences throughout the world.
Our luxury listings have access to the pages of Mansion, the dedicated luxury real estate section of the WallStreet Journal and all luxury listings are placed on Mansion Global. Dedicated to luxury real estate, the Mansion and MansionGlobal.com cover the international real estate market with authoritative and intriguing journalists, educating prospective buyers, and enticing them with exclusive estates
Global Listing Syndication
HAVING THE BERKSHIRE HATHAWAY NAME ATTACHED TO BEACH PROPERTIES OF FLORIDA GIVES US A DISTINCT COMPETITIVE ADVANTAGE.
According to Meltwater, a media monitoring service that tracks “share of voice” which measures news coverage within the real estate industry for each company, the unmatched combination of Berkshire Hathaway Inc , Warren Buffett, plus the Berkshire Hathaway HomeServices name drives more than 73% of the real estate industry’s global news coverage
The exposure that is created by this prestigious trio is what we call the Halo Effect, and it means thatwe have access to the most powerful media tools in the industry to promote your real estate needs In an industry long seen as transactional, our network is lean in g into the Berkshire Hathaway spirit of longevity and integrity to help clients realize the lasting value of home ownership That is the driving force behind our Forever Brand ideology
“A home is one of the most important assets you will ever buy.”
HomeServices of America is atop the Real Trends 500 ranks of top residential real estate brokerages in the U S , with 388,098 closed transaction sides for a total sales volume of $199 billion by representing the buyer or seller in deals in 2021, according to the RealTrends 500 report.
Since 2018, Berkshire Hathaway behemoth HomeServices of America has taken the No 1 spot by transaction sides with more than 388,000 sides Each real estate transaction has two sides: a buying side and a selling side These numbers do not take into account the many franchisees of the Berkshire Hathaway brand in its entirety.
Source: RealTrends https://www realtrends com/articles/realtrends-
