Coldwell Banker Global Luxury Pro gram ®
Prepared for
TONY AND JACKIE 4410 Adair Street San Diego, CA 92107
Presented by
MELINA RISSONE DRE #01498140
When the prestige of the Coldwell Banker® name aligns with the expertise of today’s leading luxury real estate masters and the reach of an international network in 40 countries and territories, the extraordinary is possible. BRAND POWER GLOBAL CONNECTIONS A LUXURY LEADER MARKETING MASTERS This is the Coldwell Banker Global Luxury® program at its essence.
EXPERIENCED R E P R E S E N TAT I O N
MELINA RISSONE Having sold properties for more than 17 years and earned various prestigious awards throughout the course of her career, Melina Rissone has more than earned her reputation as one of San Diego’s most skilled and trustworthy real estate brokers. Her following of loyal clientele is a testament to the level of dedication she puts forth in every transaction she oversees. Hardworking, attentive to detail, and a strong negotiator when it comes to the financial aspect of buying or selling a home, Melina gives clients a competitive edge when it comes to accomplishing their goals in the best and most lucrative manner. R E CO GN I T I O N S: •
Top 3% of Coldwell Banker sales professionals worldwide, 2021. She has been awarded the Coldwell Banker President’s Elite Award.
•
Top 4% in sales in San Diego County of all sales professionals, 2021
D E SI GNAT I O N S: Passionate about real estate and its possibilities, Melina specializes and is certified in the following: •
•
CARTUS NETWORK INVENTORY SPECIALIST AND CARTUS NETWORK MARKETING SPECIALIST SINCE 2015. With market-leading expertise and continuous training through this award-winning program, agents sell homes faster than the national average. Our agents local market expertise is demonstrated by an average Broker’s Market Analysis (BMA) variance of 3.85% last year. This means more accurate pricing, shorter marketing times, and higher amended sale rates when working with our firms. COLDWELL BANKER GLOBAL LUXURY AND INSTITUTE OF LUXURY HOME MARKETING CERTIFIED.
•
RCS-D DESIGNATION (REAL ESTATE COLLABORATION SPECIALIST FOR DIVORCE). This designation provides the mastery and due diligence a Realtor needs to competently represent divorcing clients with their real estate. • SRES CERTIFICATION THRU NAR (SENIORS REAL ESTATE SPECIALIST CERTIFICATION). Melina has demonstrated the necessary knowledge and expertise to counsel clients age 50+ through major financial and lifestyle transitions in relocating, refinancing, planning their retirement or selling the family home.
D R E # 0 1 4 9 8 1 4 0 | 6 1 9 . 8 6 5 . 6 0 1 7 | M e l i n a @ M e l i n a R i s s o n e . c o m | w w w. M e l i n a R i s s o n e . c o m
WORDS FROM CLIENTS
Your overall professionalism, high standard of customer service and most importantly your understanding of my needs made my overall experience delightful!
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Always cheerful and optimistic! She did whatever she could to ensure we got what we wanted and made home buying a smooth painless process!
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Earlier this year, I hired Melina to represent me as a seller. The entire 30-day process was almost flawless. The reason I hired her was her expertise and experience. She was usually (and surprisingly) quick to respond to all my messages and offered a slightly different approach to listing my property. It worked. We received multiple offers and all parties were satisfied in the end. There is no reason not to hire Melina to represent you as a seller. She’s also professional and always has a cooperative and positive attitude.
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on homes in our area. The next week Melina held and open house, and in that same week we had multiple offers. She kept all the potential buyers informed that there were offers in progress, which resulted in us getting our asking price, and getting under contract sooner than expected.
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Selling or buying a home is a stressful and intimidating process, but selling AND buying a home at the same time is even more challenging! My wife and I were looking to move closer to our kids and granddaughter. So, when we finally decided to make the commitment, we had to find someone who was experienced and an expert in the field. Melina Rissone made all the difference for us! She was able to help us sell our home and purchase another in one seamless transition. We were concerned that our home wouldn’t be able to sell for what we were looking for, so we met with her to discuss the best approach to selling our home. She spent hours with us answering our questions, and providing objective market data
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I interviewed three realtors when considering to sell my home. Melina was by far the most communicative and consistent. Her work ethic and communication remained strong throughout the home selling process. She provided me with perspective and insight into how to prepare the house for sale, pricing, and requests from the buyer--all while respecting my ultimate autonomy to make the decision. I appreciated her frank insight and professional demeanor. The steps she took to help coordinate inspections before selling really helped too. Her ability to read the market still astounds me. The final sale price was well above my expectations and hopes! She’s truly an advocate for her clients and knows her trade!.
yo u r lo c a l e x p e r t s Coldwell Banker was built on the principles of honesty, integrity and always putting clients first.
1,000+
We changed the industry then and continue to do so today.
agents
4,800
We started 15 years ago in one small office in
closed transactions in 2021
$4 billion
Bonita. We now have over 1,000 agents and 12 offices across San Diego County, and we’re the fastest-growing franchise within the brand nationwide. We are continually growing and expanding, and our reach is limitless.
closed sales volume in 2021
Our full range of real estate services includes residential, commercial, mortgage, escrow, relocation, and property management. We are here to help you with all of your real estate needs.
G U I DI N G YO U H O M e
BRAND POWER A name that commands instant respect and trust the world over
A CENTURY OF “FIRSTS” The Coldwell Banker® brand has always lived on the cutting edge of luxury, cemented by more than a century of innovation. This pioneering spirit can be traced from San Francisco’s Financial District in 1906, to Manhattan’s prestigious Madison Avenue in 1933 as luxury real estate marketing was revolutionized by capturing fine estate homes on film, to our worldwide presence today as a trailblazer in video, mobile, social media and smart-home technology. In 2020, we unveiled an exciting change to the Coldwell Banker Global Luxury® program – with the muchanticipated debut of a new look. The redesigned Coldwell Banker Global Luxury® logo elegantly reflects the exceptional nature of the program’s Luxury Property Specialists and that of their distinguished clientele.
1906
Two visionaries establish Coldwell Banker on the foundation of ethical business
1933
For the first time, prized estates are marketed through
2010
Coldwell Banker Real Estate becomes the first national real estate
2017
practices in the real estate industry, a first for its time.
motion-picture technology.
company to launch a YouTubeTM channel. A new era of luxury real estate begins with the Coldwell Banker Global Luxury program.
2018
The Homes & Estates publication wins Gold at the 2018 Astra Awards from New Jersey
2020
Coldwell Banker affiliated agents handled 32,663 transaction sides and, on average,
2020
Coldwell Banker Global Luxury launches an elegant new logo and design style.
Communications, Advertising and Marketing Association (NJCAMA).
$168.4 million in $1 million+ home sales each day*.
*Data based on closed and recorded buyer and/or seller transaction sides of homes sold for $1 million or more as reported by affiliates of the U.S. Coldwell Banker franchise system for the calendar year of 2020. USD$. Total volume calculated by multiplying the number of buyer and/or seller sides by sales price.
GLOBAL CONNECTIONS Crossing oceans, continents, and language barriers
POWER IN NUMBERS The Coldwell Banker® brand is a true global force, with the power to showcase exceptional properties and reach affluent buyers around the world and in dozens of languages.
96,000
3,000
AGENTS
Andorra Argentina Aruba Bahamas Bermuda Cambodia
Canada Cayman Islands Chile China Costa Rica Curaçao
OFFICES
Cyprus Dominican Republic Egypt England France Grenada
India Indonesia Ireland Italy Jamaica Luxembourg
40
COUNTRIES & TERRITORIES
Malta Mexico Netherlands Portugal Sint Maarten Singapore
Spain St. Kitts and Nevis Thailand Turkey Turks and Caicos United Arab Emirates
United States Uruguay Virgin Islands (British) Virgin Islands (U.S.)
A LEADER IN LUXURY Exceeding expectations and creating exceptional experiences
SUCCESS BY THE NUMBERS The Luxury Property Specialists aligned with the Coldwell Banker Global Luxury® program are masters at their profession, ranking among the best in the world by exceeding expectations and creating exceptional experiences for their discerning clients every day. In 2020, Coldwell Banker® affiliated agents achieved tremendous results:
$168.4
$1.9
32,663
MILLION
MILLION
SIDES
in sales each day*
average sales price of $1 MILLION+ transaction sides*
$1 MILLION+ transaction sides*
(16% year-over-year growth)
*Data based on closed and recorded buyer and/or seller transaction sides of homes sold for $1 million or more as reported by affiliates of the U.S. Coldwell Banker franchise system for the calendar year of 2020. USD$. Total volume calculated by multiplying the number of buyer and/or seller sides by sales price.
LANDMARK SALES AND LISTINGS A history of selling distinctive real estate
2014 2016
PALAZZO D’AMORE Beverly Hills, California | Listed at $195 million PLAYBOY MANSION Holmby Hills, California | Private sale CAROLWOOD DRIVE ESTATE Holmby Hills, California | Listed at $150 million
2017
THE MALIBU CASTLE Malibu, California | Listed at $85 million VILLA SWALETTINA Roquebrune Cap-Martin, France | Listed at $84 million
2018 2019
THE BEVERLY HOUSE Beverly Hills, California | Listed at $135 million THE ONE Bel Air, California | Listed at $500 million THE BUBBLE PALACE Cannes, France | Listed at $390 million CHARTWELL MANSION Los Angeles, California | Listed at $195 million THE MANOR Holmby Hills, California | Sold for $120 million
2020
DEL MAR ESTATE Newport Coast, California | Sold for $61 million THE PROMONTORY Beverly Hills, California | Listed at $46.75 million
MARKETING PLAN Bringing luxury to life with seamless representation
360O MARKETING APPROACH The Coldwell Banker Global Luxury® program offers an impressive global stage from which to showcase your home. Coldwell Banker Global Luxury property specialists are truly borderless and come armed with a complete suite of tools designed to share the beauty of your home with an affluent audience at all times, no matter where they happen to be in the world.
E X PA N S I V E O N L I N E S Y N D I C AT I O N Finding a discerning buyer for a one-of-a-kind property takes ingenuity — and an expert command of today’s online arena. The Coldwell Banker Global Luxury® program has mastered the art of digital marketing, ensuring your property is seen by the widest possible audience of qualified buyers. Luxury properties that are marketed through the program will enjoy immediate syndication through a comprehensive network of prominent real estate websites, including WSJ.com, NYTimes.com, JamesEdition.com, RobbReport.com, UniqueHomes.com and international websites through ListHub Global.
coldwellbankerluxury.com Coldwell Banker automatically syndicates listings to hundreds of web partners, including the real estate industry’s most visited sites.
* Mansion Global, Barron’s, Penta and MarketWatch display properties priced at $1M+ only. ListHub Global displays properties priced at $2.5M+ only.
E L I T E I N T E R N AT I O N A L S Y N D I C AT I O N The Coldwell Banker Global Luxury® program has partnered with some of the world’s most exclusive and high-performance real estate websites to maximize the global exposure of your luxury home.
92+ P O R TA L S
60+ COUNTRIES
161.37 MILLION POTENTIAL BUYERS
T H E L A R G E S T I N T E R N AT I O N A L R E A L E S TAT E A D V E R T I S I N G N E T W O R K
ListHub Global automatically publishes $2 million+ property listings to leading real estate sites around the world, such as China’s Anjuke, the United Kingdom’s Properstar UK,
16 LANGUAGE T R A N S L AT I O N S
and India’s 99acres.
C O L D W E L L B A N K E R L U X U R Y. C O M The Coldwell Banker Global Luxury® website connects an affluent audience to some of the world’s finest homes. From golf course properties to wine country estates, the website’s cutting-edge lifestyle search allows potential buyers to select properties according to their passions. Multiple language translations and currency conversion tools allow international buyers to tailor their user experience. A built-in referral network for Luxury Property Specialists’ exclusive use links us to other high-end real estate professionals locally and around the world.
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One in 10 visitors to the Coldwell Banker Global Luxury website is international1
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Mobile-friendly, optimized for use on all devices
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25,000+ luxury property listings around the globe2
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$43 billion+ in listing dollar volume2
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Opportunities to host high-resolution photography, 3-D videos, home tours, content, floor plans, and more. The listings include a beautifully developed digital marketing package and can be “followed” by other agents, increasing visibility.
1. Google Analytics 2020. 2. Collabra 2020.
COLDWELL BANKER GLOBAL LUXURY BLOG The Coldwell Banker Global Luxury® blog offers an international look into luxury and style through the eyes of some of today’s leading voices, visionaries, and style-setters.
250
T H O U S A N D + PA G E V I E W S I N 2 0 2 0 1
100
THOUSAND+ AFFLUENT SUBSCRIBERS TO G L O B A L L U X U RY C U R AT E D N E W S L E T T E R 2
1. Google Analytics 2020. 2. Zeta 2020.
MOBILE MARKETING The Coldwell Banker® brand has long regarded mobile marketing as the future of luxury. Expertise in the mobile space has led to the creation of a unique suite of products designed to give us the ability to respond immediately to online leads and maintain relationships with affluent clients who are on the go.
Coldwell Banker Mobile Delivers rich media and video integration, attracting affluent buyers seeking exceptional properties.
All Coldwell Banker websites feature responsive design, fully optimized for mobile.
SOCIAL MEDIA The social media landscape is yet another global stage where the beauty of your home may be put on display. Powered by a dedicated and expert social content team, the networks under the Coldwell Banker Global Luxury® banner are among the most widely used sites today, delivering a unique perspective on fine living and fine homes all over the world.
166
100
4.8
6.3
MILLION
MILLION+
MILLION
MILLION
Impressions
Lifetime video views
Engagements
Link clicks from social to a Coldwell Banker website
1. Source: Instagram, 2. Source: Facebook, 3. Source: Twitter, 4. Source: Facebook, YouTubeTM
COLDWELL BANKER B U Y E R L O C AT O R T O O L The Coldwell Banker Buyer Locator is an integral part of our technology suite, intended to provide market research information about the zip code your property is located within. Big data and demographics power this cutting-edge tool that enables us to determine where likely buyers for your property are coming from. It also provides insight into how to target those buyers and strategically market the property.
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Median age
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Average education level
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Homes with children
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Average family size
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Median commute time
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Average household income
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Median mortgage debt
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Increase in resident’s income
SOCIAL AD ENGINE Created in conjunction with experts from Facebook, Social Ad Engine allows us to generate quality traffic for your property through custom, targeted campaigns on Facebook and Instagram. The platform also provides in-depth analytics and reporting to keep you informed of your property’s exposure.
Jane Agent
619.123.4567 JaneAgentHomes.net DRE# 01234567
Each Office Is Independently Owned And Operated.
1234 Address Avenue, San Diego, CA
619.123.4567 JaneAgentHomes.net DRE# 01234567
Each Office Is Independently Owned And Operated.
EXCLUSIVE LOOK Coldwell Banker’s Exclusive Look is a powerful platform for agents to share listings with other CB agents before being placed in the MLS. Private, exclusive listings can be shared with all agents in Coldwell Banker West for a specified time period before the property hits the MLS. Sneak Peek listings can be shared with the Coldwell Banker nationwide network one business day before they hit the MLS.
W E A LT H E N G I N E The Coldwell Banker Global Luxury® program enables us to identify and target the right affluent clientele for your exceptional home. Our partnership with WealthEngine gives us access to the largest database of high-net-worth individuals in existence, elevating direct marketing for luxury properties to a new level. By curating the data based on lifestyle and interests, the precise audience of affluent buyers most likely to purchase your home can be targeted.
S T R AT E G I C A D V E R T I S I N G PA R T N E R S To complement the extensive online exposure your property will receive, we leverage relationships with print media partners to bring your property to the attention of affluent buyers in the San Diego market and beyond.
DREAM HOMES MAGAZINE
PREMIER MAGAZINE
Monthly Circulation:
25,000
14,000+ Print distribution reaches the million-dollar home buyer market in upscale San Diego neighborhoods; each issue is also distributed in Beverly Hills
SUNDAY
METRO • SDUNIONTRIBUNE.COM/REALESTATE
JUNE 6, 2021
Open Sun. 12-3 p.m.
Del Cerro Retreat -
Adrienne Dente, Molly Haines McKay Berkshire Hathaway HomeServices California Properties
Rare Coronado Village Opportunity - Elaina Nieman / Redfin Corp.
Ria Scoma & Trudy Kranz Whitney Pacific Sotheby’s International Realty
Cliff May Hacienda - Janna Hernholm / Pacific Sotheby’s International Realty See Pages 2 and 3 for more information on these properties
Monthly Print Circulation:
30,000+
Circulation includes 4,000 copies distributed in Los Angeles, Orange County, Temecula and Palm Springs
H O M E S & E S TAT E S
Sunday Circulation:
1.3 million
Runs in all zones throughout San Diego Exceeding All Expectations -
Monthly Circulation:
UNION-TRIBUNE’S S U N D AY R E A L E S TAT E
300,000+
BEACHES & BEYOND (formerly Coastal Magazine)
Monthly Digital Circulation:
25,000 Targets San Diego’s most affluent coastal (and some inland) residents
Total Annual Reach (Print + Digital):
This proprietary publication of the Coldwell Banker Global Luxury® program is distributed four times a year and paired with two leading publications: Unique Homes and The Wall Street Journal. Annual reach per issue includes:
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Global Print Edition: 150,000+
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Unique Homes: 100,000+
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WSJ Supplemental Edition: 200,000+
•
Digital: 100,000+
M U LT I - F A C E T E D P R O P E R T Y M A R K E T I N G Our goal is to reach the largest pool of potential buyers for your property, thereby maximizing your selling price. To accomplish this, we utilize a multi-faceted marketing approach that maximizes exposure for your home.
Before
“Exclusive Look” platform for showcasing your property to CB agents in the local area and across the country
After
Live and virtual staging Professional photography and Matterport
SUNDAY
METRO • SDUNIONTRIBUNE.COM/REALESTATE
JUNE 6, 2021
Open Sun. 12-3 p.m.
Del Cerro Retreat -
Adrienne Dente, Molly Haines McKay Berkshire Hathaway HomeServices California Properties
Exceeding All Expectations -
Just Listed postcards and social media posts
Single-property website
Online exposure through hundreds of real estate websites
Ria Scoma & Trudy Kranz Whitney Pacific Sotheby’s International Realty
Rare Coronado Village Opportunity - Elaina Nieman / Redfin Corp.
Cliff May Hacienda - Janna Hernholm / Pacific Sotheby’s International Realty See Pages 2 and 3 for more information on these properties
Digital property storybook
Print advertising
Targeted online advertising utilizing our exclusive Buyer Locator report
Seller update reports showing online activity
R E A LV I TA L I Z E : F I X I T U P W I T H NOTHING UP FRONT With a home in top condition, you can maximize your selling price. The RealVitalizeSM program helps with home improvements and repairs to prep your home for sale. We cover your up-front costs and get paid back when your home sells. No hidden fees, interest charges or markups. The results speak for themselves — on average, RealVitalize properties sell at or above list price.*
Use the program to help with: Fix it Up with Nothing Up front With a home in top condition, maximize your selling price — with no payment until closing.
• Painting
The RealVitalize program helps with home improvements and repairs to prep your home for sale. We cover • Staging your up-front costs and get paid back when your home sells. No hidden fees, interest charges or markups. The results are remarkable – on average, RealVitalize properties sell at or above list price*. SM
• Room Renovations
Use the RealVitalize program to help with: • Flooring and Carpentry Painting Staging • Cleaning Room Renovations Flooring and Carpentry Services • Handyman Cleaning
• Electrical
Before
Handyman Services Electrical Plumbing Landscaping/Curb Appeal And much more!
• Plumbing • Landscaping/Curb Appeal
After
• And much more!
before “We used RealVitalize to restore this seller’s home. We cleaned, painted, installed new floors, updated the kitchen and bathrooms, landscaped and staged. When we listed, we received multiple *Based on I program offers and were under contract in 5 days. sold this home at 30% more than my client’s previous list price with a prior agent. The seller was thrilled!”
after To learn more, visit realvitalize.com. *Based on program data from Aug. 2019-Jan. 2021.
- Katherine B., Agent, Topanga, CA
data from Aug. 2019-Jan. 2021.
“We used RealVitalize to restore this seller’s home. We cleaned, painted, installed new floors, updated the kitchen and bathrooms, landscaped and staged. When we listed, we received multiple offers and were under contract in 5 days. I sold this home at 30% more than my client’s previous list price with a prior agent. The seller was thrilled!” - Katherine B., Agent, Topanga, CA
C O M PA R A B L E HOME SALES
MARKET E VA L U AT I O N
M A R K E T E VA L U AT I O N The best price obtainable for your home will ultimately be determined by the dynamics of the market, including factors such as:
1. Location
2. Buyer Demand
3. Financing
If the asking price of a property increases beyond fair market value, the pool of potential buyers decreases the number of showings and the percentage of qualified buyers viewing your home.
PERCENTAGE OF THE MARKET THE PROPERTY APPEALS TO 80% 60% 40% 20%
15% over market value
10% over market value
Fair market value
10% under market value
© Coldwell Banker Real Estate LLC. All Rights Reserved. Coldwell Banker® and the Coldwell Banker Logo are registered service marks owned by Coldwell Banker Real Estate LLC. Coldwell Banker Real Estate LLC fully supports the principles of the Fair Housing Act and the Equal Opportunity Act. Each office is independently owned and operated. If your property is listed with a real estate broker, please disregard. It is not our intention to solicit the offerings of other real estate brokers. DRE #01481919