The Art of Storytelling _ A Guide for Sellers

THEArt OF STORYTELLING

When it comes to the successful, marketing and sale of luxury properties, we are passionate champions of the art of storytelling and ardent believers in the age old saying that a picture is worth a thousand words.

THE ART OF STORYTELLING

We believe that luxury is an experience and every luxury property has a unique story to tell. The key to driving sales at top dollar is to take the time to intimately understand the soul and story of a home, what differentiates it from others, and more importantly, to translate that unique story into compelling visual images and videography that create a deep connection with our prospective luxury lifestyle buyers.

A GLOBAL LEADER

Sotheby's has had a revered tradition of bringing the world's most cherished possessions to a global market since 1744. Sotheby's International Realty harnesses the worldwide recognition and prestige of the Sotheby's name along with exclusive marketing opportunities to introduce your home to the world's most qualified buyers.

Established in 1976 as a logical extension of Sotheby's fine art auction services, Sotheby's International Realty has since developed into the world's premier luxury residential real estate brokerage offering tremendous advantages. With expertise on the local level, combined with our access to important international markets, and unrivaled online presence, we ensure that the homes we represent receive the far-reaching exposure they deserve

THE ART OF THE SALE: OUR PROCESS

Our business is dedicated to providing an unparalleled real estate experience, marked by meticulous attention to detail and a fundamental belief that luxury is about the experience, not just the price. We prioritize our clients above all, ensuring a smooth, stress-free journey from beginning to end.

INVESTIGATE

Exploring the unique elements of a home, from its innovative architecture and breathtaking location to the meticulous details, is our passion. We approach each home with a fresh perspective, delving deep into its character, strengths, features, and history. This enables us to skillfully match its unique story with those who will value and treasure it just as much as you do

PREPARE

Understanding precisely who your potential buyers are, we recognize the importance of a flawless first impression. We provide expert guidance in premarket preparation, from staging and decluttering to ensuring all repairs are completed. Our listing paperwork is meticulously accurate. By blending analytical insights with our extensive experience, we accurately assess your home's value and marketing position. We manage all necessary documentation, including title work, HOA documents, or rental history, vigilantly checking for any errors or issues that could hinder your home's sale.

CREATE

With the robust support of Sotheby's International Realty's in-house, full-service advertising agency, your home's marketing will be unparalleled. We'll craft a detailed, targeted marketing campaign, both online and in print, tailored specifically for your property. This includes professional photography, videography, 3D media, and a comprehensive feature list, along with digital and print brochures, all aimed at highlighting your property's finest qualities. We'll guide the copywriter, direct the web designer, and guarantee that your personal property website, brochure, and advertisements not only capture attention but also eloquently narrate the unique story of your home.

MARKET

Your home will be syndicated to over 10,000 leading real estate networks including hand-selected regional / international powerhouses, ensuring maximum visibility. We will hit the ground running showcasing your home through open houses, online campaigns to our top feeder markets and out-of-the-box social media posts, e-blasts, and digital / print marketing collateral that convey your home's warmth and personality, moving buyers to action and driving sales. Our marketing efforts work around the clock on your behalf. No stone will be left unturned in the effective and creative promotion of your home

EXECUTE

Your home will gain exceptional exposure, syndicated to over 10,000 premier real estate networks, including carefully chosen regional and international powerhouses, to maximize visibility. We'll actively promote your home through open houses, targeted online campaigns in key feeder markets, and innovative social media posts. Our e-blasts and both digital and print marketing materials are crafted to highlight your home's unique charm and character, motivating buyers and accelerating sales. Our marketing strategies tirelessly work for you, ensuring no opportunity is missed in the dynamic and inventive promotion of your home.

2

1

INVESTIGATE

Learn the unique story and history of your home

3

CREATE

Comprehensive marketing campaign

PREPARE

Declutter, stage and coordinate repairs, complete listing paperwork and documents

MARKET

4

Syndication to over 10,000 websites, social media posts, e-blasts, open houses, post cards, digital and print ads

NEGOTIATE

5

ANALYZE

Discuss market dynamics, review and report showing feedback, adjust marketing and pricing strategy

7

OVERSEE

6

Artfully negotiate and present all offers, watch for potential deal breakers, remove obstacles CLOSE

Ensure seamless closing process. Congratulations your home is sold!

8

Open escrow, negotiate repairs, coordinate with title

Nothing Compares.

SERVICE AS ELEVATED AS YOUR STANDARDS

Our recent home purchase experience with Michelle was nothing short of outstanding. Her expertise as a real estate agent truly shone, especially as she went above and beyond our expectations. As foreign buyers, we faced unique challenges, but Michelle's exceptional assistance made all the difference. Her dedication and proficiency in navigating the complexities we encountered were invaluable. We wholeheartedly recommend her services to anyone in the real estate market, confident in her ability to deliver an equally remarkable experience.better.

Working with Michelle Kalina to sell my home was an exceptional experience. Despite the challenges of having my property on the market for an extended period with a different realtor, Michelle's expertise was a game changer. Her professionalism, coupled with outstanding communication skills, not only revitalized the sale process but also brought it to a successful conclusion. I am deeply appreciative of her dedication and highly recommend her services to anyone seeking a proficient and reliable real estate partner.

ENHANCING YOUR HOME FOR SALE

2

PROFESSIONAL STAGING & DESIGN

Elevate your home's appeal and maximize its value with professional staging and design – a strategic investment with one of the highest returns in home improvement. By partnering with me, you gain exclusive access to top-tier professional stagers and designers, renowned for their exceptional inventory and proven expertise.

Let's showcase your home's full potential and captivate prospective buyers. The National Association of Realtors (NAR) underscores the impact: 22% of seller’s agents observed a 1%5% increase in offer value for staged homes compared to their non-staged counterparts, while 17% noted a surge of 6% -10%. Transform your home into a market standout, ensuring you secure the best possible price.

MAXIMIZE BUYER APPEAL WITH STRATEGIC ENHANCEMENTS

Craft a memorable first impression for potential buyers with the right cosmetic upgrades. Through my extensive network of resources, I can guide you in implementing impactful changes that significantly elevate your home's appeal. From quick yet effective enhancements like fresh paint, carpet cleaning, and new flooring, to more comprehensive updates such as roofing and structural repairs, these strategic improvements are tailored to swiftly refine and rejuvenate your home, positioning it as a standout choice in the market.

3

BRILLIANT PHOTOGRAPHY & VIDEOGRAPHY

At the heart of our marketing strategy is professional photography and videography, essential in highlighting the unique beauty of our exclusive property listings. I ensure every home, regardless of price, benefits from the expertise of top-tier photographers and videographers. Adhering to stringent guidelines covering lighting, composition, and content, we guarantee your home is showcased at its absolute best. This commitment to excellence in visual representation ensures your property receives unparalleled global exposure, setting it apart in the competitive real estate market.

PRIVILEGED ACCESS

EXCLUSIVE

RELATIONSHIP

Sotheby's has had a revered tradition of bringing the world's most cherished possessions to a global market since 1744. Sotheby's International Realty harnesses the worldwide recognition and prestige of the Sotheby's name along with exclusive marketing opportunities to introduce your home to the world's most qualified buyers.

Auction clients

• 68 of Forbes’ 100 World’s Richest People

• 136 of Forbes’ 400 Richest Americans

• 57 of Forbes’ 100 Richest Americans

• 164 of Forbes’ Top 500 CEOs

• All 10 of Forbes’ Top 10 Billionaire Art Collectors

• 169 of Art News’ Top 200 Collectors

• 20% have an average net worth of $20.4 million

• Average net worth is $8.4 million

*Data based on recent survey of 9,200 clients primarily in North America, Europe and Asia

1,000 offices worldwide

LOCAL EXPERTS WORLDWIDE

The Sotheby's International Realty network is an exclusive association of distinguished residential brokerage companies throughout the world. Our network alone generates more than $5.2 billion in global referral sales volume annually.

GLOBAL REAL ESTATE MARKETING HUBS

Strategically located in London, Hong Kong, and Miami, these locations service clients by coordinating operations and events.

SOTHEBY’S AUCTION LOCATIONS

25,000 agents

79 countries territories &

Sotheby’s has a global network of 80 offices in 40 countries, presents auctions in 9 salerooms around the world, and has private sales galleries in New York, Hong Kong, and London.

INSTANT EXPOSURE

SECURING A GLOBAL AUDIENCE FOR EVERY LISTING

Sotheby’s International Realty partners with and distributes properties to the most significant media companies and real estate-focused websites in the world in order to increase exposure and drive the online consumer back to your home.

ENGAGING BUYERS WORLDWIDE

• 46 Million Visits

• 57% of Visitors Outside the U.S.

• 14 Languages

• 57 Currencies

WEBBY AWARD

sothebysrealty.com has been named the Best Real Estate Website in the People’s Choice Category in the 25th Annual Webby Awards.

A PR POWERHOUSE

VOICE OF LUXURY REAL ESTATE

When it comes to high-quality real estate, we drive the conversation more than any other company. Our in-house public relations team fosters relationships with leading media outlets who generate editorial content on the Sotheby’s International Realty brand, positioning us as the voice of luxury real estate.

MOST PROFILED LUXURY REAL ESTATE BRAND IN THE NEWS

47,600 PRESS PLACEMENTS

Source: Meltwater, January 1, 2021- December 31, 2021

Sotheby’s International Realty creates exclusive content on multiple social media platforms, including Facebook, Instagram, Twitter, Pinterest, LinkedIn, WeChat, and our very own Art of Living blog. Additionally, the Sotheby’s International Realty YouTube channel has more subscribers and video views thananyotherrealestatebrand.

YOUTUBESUBSCRIBERS|379,000+

INSTAGRAMFOLLOWERS|347,000+

FACEBOOKFOLLOWERS|113,498+

PINTERESTVIEWERS|984,500+monthly

LINKEDINFOLLOWERS|92,953+

SOCIAL AD ENGINE

ACCELERATE & EXTEND YOUR PROPERTY’S REACH

Sotheby’s International Realty, in conjunction with experts from Facebook, created a dynamic platform, Social Ad Engine, to target the nearly two billion daily users on Facebook and one billion monthly users on Instagram. This refined tool generates relevant, quality traffic for your property through custom campaigns that are automatically optimized utilizing Facebook’s industry-leading algorithms.

EXCLUSIVE MARKETING OPPORTUNITIES

MARKETING

MEDIA LAUNCH

Video Production

Video Brochures

Photography Session

Property Brochure

Property Website

SothebyRealty.com Platform

Postcards

Listing Multiple Listing Service

Spanish Voiceover Video

HD Style Walk thru Video

IG TV/ Reels Video

Property and Lifestyle video

video brochures preloaded with all property videos sent to top agents

Day, Evening, and Aerial high resolution photography

Glossy property brochure to be distributed locally and globally

Dedicated Property Website for Search Engine Optimization

Submission to the sothebysrealty.com platform for exclusive syndication

Send postcards to immediate 500 neighbors notifying them of the new listing

Submission to local MLS for additional online syndication and broker cooperation

Full voiceover in Spanish to be used for campaigns in Mexico

Full Voiceover walk through video, with closed captions

Reel and Short 15 second video for social media

DIGITAL/ONLINE MARKETING OPPORTUNITIES

New York Times

Wall Street Journal

Wall Street Journal Promo

Launch Caimeiju Youtube

Facebook

Juwai.com

PropGoLuxury.com

Jamesedition.com

RobbReport.com

PropGoLuxury.com

MansionGlobal.com

Jamesedition.com

RobbReport.com

Social Ad Engine

Featured property on Nytimes.com

Featured property on WSJ.com and Mansion Global preferred placement

Property submitted to WSJ for exclusive property launch

Featured property on international marketing platform reaching affluent Chinese buyers

Featured video marketing leveraging GEOFarming based on demographics (google adwords)

Featured marketing leveraging GEOFarming based on financial and location demographics

featured property placement on Juwai.com

Banner Ad placement on website

featured position and hero slider on website which received 25,000 unique clients browsing per day

Placement on the Real Estate Media Bar

Banner Ad placement on website

Featured property placement on MansionGlobal.com

Featured position and hero slider on website which received 25,000 unique clients browsing per

day Placement on the Real Estate Media Bar

Targeted Social Media Campaigns on Facebook and Instagram

SHOWING ACTIVITY VS. TIMING

Properties experience the most showings during a peak initial interest period.

PRICING STRATEGY

Let’s focus on what matters most to you: the value of your property, its position in the local market, and, ultimately, its price. Our goal is to understand your expectation and help you meet it in the most expedient and effective way possible. Correct pricing at the beginning typically achieves the best result, so we will present a thorough comparative market analysis (CMA) that will help us arrive at an optimal and agreeable solution in hopesofachievingthehighestpricefor yourproperty.

SALES PRICE VS. INITIAL PRICE

Properties that are overpriced initially may ultimately sell for the lowest price

MICHELLE KALINA

Michelle was born and raised in Michigan, where she graduated from Michigan State University with a degree in marketing. Shortly after graduation, she began working at Neiman Marcus, where she gained valuable experience in the luxury goods industry.

After four years in Atlanta, Michelle moved to New York City, where she met her future husband. She spent the next 30 years working in luxury goods marketing and public relations, gaining a wealth of knowledge and experience in the industry.

In 2001, Michelle's husband accepted a position at Mayo Clinic in Rochester, Minnesota, and the family relocated there. Michelle has three adult children, all of whom have flown the nest and pursued their own careers.

WIth the nest empty, Michelle started a career in real estate, joining Sotheby's International Realty. Scottsdale, Arizona is a second home for her and as a licensed realtor in both Minnesota and Arizona, she brings her expertise in luxury home marketing to both states. She is a Certified Luxury Home Marketing Specialist (CLHMS) and brings her decades of experience in luxury goods to her profession.

In addition to her career in real estate, Michelle is also a yoga teacher, something she has pursued as a passion for many years. She is an avid cook, although she freely admits to hating cleaning up after herself. She loves gardening but has been known to have a "black thumb," struggling to keep her plants alive. Wine and coffee are her go-to beverages of choice and she never goes to the movies because she always falls asleep. She also has an irrational fear of escalators and car washes, something that she has never quite been able to overcome.

MICHELLE KALINA

Global Real Estate Advisor

507.269.6439

michelle.kalina@sothebysrealty.com michellekalina.com

Our commitment centers on an exceptional client experience, consistently exceeding expectations as our standard. We take immense pride in not only our expertise in marketing and selling luxury properties and in representing clients in acquiring their dream homes, but also in fostering lasting relationships where clients find a trusted advisor and a lifelong friend.