+ 2020
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The Little Red Book
NO. 3
Real estate with real vision. Here’s a glimpse of The Agency—who we are, where we came from, and where we’re going. + IT’S TIME TO RETHINK REAL ESTATE.
+ TABLE OF CONTENTS
05 ABOUT THE AGENCY
21 THE AGENCY CREATES
33 OUR SERVICES
+ THE AGENCY
About The Agency NO. 5
01 | MORE OF THE SAME IS NEVER AN OPTION 02 | THE POWER OF COLLABORATION 03 | A TECHNOLOGICAL REVOLUTION 04 | OUR REACH
+ THE AGENCY
At Our Core 1
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SO MUCH MORE THAN ANY ONE AGENT
WE’RE AN OPEN BOOK
WE’RE COLLABORATIVE TO THE CORE
POWERFUL STORYTELLING MEETS MASTERFUL DESIGN
The Agency set out to modernize the real estate industry by fostering a spirit of collaboration. We capitalize on one another’s strengths, expertise and resources to empower our agents and offer our clients a true competitive edge.
We’ve mastered our ability to hone in on the precise details of a property, to see a home as an architectural expression of a person, to create a story that is narratively and visually compelling.
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A NETWORK FOR NETWORKING
RED ALL OVER
AWARD-WINNING TECHNOLOGY
A BOUTIQUE BROKERAGE WITH A GLOBAL REACH
The Agency has led the advancement of real estate technology, giving our agents the ability to seamlessly communicate and anticipate market trends. We then place that power at our clients’ fingertips.
The Agency is a lifestyle company committed to connecting global communities. We reach an unmatched following of buyers and brokers without sacrificing our local, boutique approach.
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594 S. Mapleton, Holmby Hills, CA
2753 Somass Drive, Victoria, BC
203 Long Bay Beach Drive, Providenciales, Turks & Caicos
1495 Red Fox Road, Park City, UT
480 Mission Bay Blvd. North #1405, San Francisco, CA
+ THE AGENCY
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THE AGENCY IS THE INDUSTRY-DISRUPTING LUXURY REAL ESTATE BROKERAGE THAT SINGLE-HANDEDLY CHANGED THE WAY PEOPLE BUY AND SELL REAL ESTATE Headquartered in Beverly Hills, The Agency continues its global expansion with offices located throughout the United States, Mexico, Canada and the Caribbean. More than 600 agents represent clients worldwide in a broad spectrum of classes, including residential, commercial, resort real estate and new development. For four consecutive years, The Agency has ranked on Inc. 5000’s list of fastest-growing private companies in the country, and our agents consistently rank among the nation’s top real estate professionals. FOLLOW US @THEAGENCYRE
+ THE AGENCY
MORE OF THE SAME IS NEVER AN OPTION By adapting to the nature of today’s global consumer, The Agency developed an innovative approach to the business of selling real estate. Our clientele is no longer an insular group that sticks close to home and occasionally takes vacations. It’s a constantly traveling, internationally versed, tech-savvy group of people with specific tastes that have changed dramatically over the last several years. We have a unique understanding of the consumer on a local, national and international level. And we offer something no other firm can—a vast global network, key market expertise, and unparalleled connectivity. Since our inception, we have devised a new way of doing business that has resonated throughout the industry. And we’re just getting started.
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01
+ THE AGENCY
02 THE POWER OF COLLABORATION Strength of character and spirit of collaboration—these are the driving principles behind The Agency. The old model of how real estate companies were set up encourages people to work independently and in competition with one another. How does this benefit you, the client? How does this benefit the agent? It doesn’t. The Agency set out to foster a culture of partnership in which all clients and listings are represented in a cooperative environment, where agents share their knowledge, spheres of influence and contacts. Being a part of our boutique brokerage means benefiting from the strength of the whole. It means our agents come together with fellow real estate professionals who are constantly rethinking industry norms and pushing themselves further through technology, design and service. We share information, from off-market listings to pre-launch property details. Our proprietary technology helps foster collaboration, allowing our agents to instantly reach our entire network within moments. Behind each one of us is the expertise and knowledge of the entire team. If one of us wins, we all win. And so do you.
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A TECHNOLOGICAL REVOLUTION No revolution is complete without industry-disrupting technology. The Agency has led the advancement of real estate technology, devising the architecture for a fully integrated Client Relationship Management system—AgencyConnect. This custom-built software allows us to seamlessly communicate amongst each other and with the consumer to anticipate market trends, track the impact of our marketing initiatives and internally market and sell an unprecedented amount of off-market listings. The data we capture becomes our agents’ proprietary information, keeping them and our clients current, competitive and influential in an industry where tech is constantly trying to compete with the human element of our business.
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04 | OUR REACH The Agency offers a vast international reach, providing immeasurable value to our agents and clients. The Agency has an unmatched global following of prospects, brokers and international tastemakers, who comprise an influential and attentive audience. Millions of people who can be reached on a moment’s notice—what better way to have your home’s messsage heard? TWITTER, FACEBOOK, INSTAGRAM
1,543,000+ THEAGENCYRE.COM RECEIVES
1.8M+ VISITS PER YEAR
THE AGENCY EDIT REACHES
295K+ QUALIFIED INDIVIDUALS
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SOCIAL MEDIA CONNECTIONS
+ THE AGENCY
A Global Brokerage
The Agency has gone global. Though we began in Los Angeles, we’re now coast to coast, from San Francisco to South Florida, Mexico to Canada. There is no market we haven’t touched in one way or another. And in each location, we seek out the very best real estate professionals, ensuring we don’t just enter the market—we conquer it.
GLOBAL REACH
35+
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OFFICES
650+
YEARS IN BUSINESS
AGENTS
THE AGENCY U.S. OFFICES
Orange County Corona Del Mar Laguna Beach
Coachella Valley Palm Desert Utah Park City Colorado Aspen
Northern California Carmel Alamo Healdsburg Marin San Francisco Arizona Scottsdale
Florida Fort Lauderdale Miami
THE AGENCY INTERNATIONAL OFFICES Canada Cowichan Victoria Kitchener Toronto The Caribbean Turks & Caicos
Mexico Los Cabos Todos Santos La Paz Punta De Mita Puerto Vallarta Riviera Maya
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Greater Los Angeles Beverly Hills Brentwood Calabasas DTLA Hermosa Beach Malibu Pacific Palisades Pasadena Sherman Oaks Venice
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The Agency Creates NO. 21
05 | MARKETING BY THE AGENCY 06 | CREATING A DIGITAL FOOTPRINT 07 | PUBLIC RELATIONS 08 | CUSTOM LISTING MARKETING
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The Agency’s in-house creative team excels in the art of branding and marketing real estate, having collaborated on some of the most influential projects in the world. The Agency Creates (TAC) has branded billions of dollars in real estate, from Los Angeles to Los Cabos, San Francisco to Miami. TAC tailors its strategies to meet the needs of each individual property, creating powerful brands that strike the perfect balance between beauty and substance. The TAC team is made up of designers, copywriters, public relations experts and project managers who work under one roof in a highly collaborative environment. Masterful design meets powerful storytelling. All in a day’s work.
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Masterful Design, Powerful Storytelling
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05 MARKETING BY THE AGENCY The Agency single-handedly changed the way people buy and sell real estate by adapting to the nature of the global consumer. It was adaptability that was the driving force behind TAC’s vision for marketing real estate. TAC continually innovates fresh ways to present properties to the world, calling on its team of forward-thinking designers and creatives for innovative tactics and compelling strategies.
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06 CREATING A DIGITAL FOOTPRINT TAC led the charge in establishing The Agency’s powerful owned media network, including social media, website and email marketing, an invaluable asset to our agents and their clients. SOCIAL MEDIA TAC specializes in social media strategy, featuring our listings and agents on The Agency channels. But more importantly, our strategy becomes our agents’ strategy. TAC created The Agency Social Media Playbook to help our agents enhance their own social media presence to benefit their listings and clients.
WEBSITE TAC led the creation of TheAgencyRE.com, which was envisioned to put the firm’s technology, power and knowledge into the hands of our clients. The website nabbed the award for Best Design by REAL Trends in their 2018 Real Estate Website Rankings.
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07 PUBLIC RELATIONS TAC’s Public Relations division played an integral part in making The Agency a commanding force in the industry by harnessing the power of the media to ensure maximum exposure for the firm and its listings. The Public Relations team leverages relationships with traditional and new media outlets to create stories about our properties that people want to be a part of and aspire to attain. It’s public relations made personal.
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08 CUSTOM LISTING MARKETING No two homes are alike, and each has a story to tell. The TAC team offers custom marketing plans, treating each property as its very own brand. And our method for unveiling a property to the world is unmatched in the industry. Custom marketing may include pre-launch photo shoots, video production, narrative creation, unforgettable events and press opportunities expertly managed by our internal Public Relations team. TAC also creates targeted digital campaigns highly focused to reach qualified prospects, including email marketing, website display ads and targeted social media ads to ensure marketing campaigns command attention and reach every corner of the globe.
CUSTOM COLLATERAL TAC’s print collateral design goes well beyond the standard brochure and flyer, breaking away from the one-size-fits-all mentality of the industry. The Agency prides itself on selling a lifestyle, providing marketing collateral that does the same. Each property needs its own character and personality. From bath towels to branded slippers, from coffee table books to caviar, TAC may be engaged to create tangible touchpoints—marketing collateral that leaves a lasting impact, long after a prospect’s first interaction with a property.
CUSTOM ADVERTISING
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Real estate advertising has never been known for its subtlety. But just like real estate itself, bigger isn’t necessarily better, and louder certainly doesn’t mean more impactful. TAC prides itself on striking the perfect balance between style and substance. And it doesn’t just design ads for The Agency, it places The Agency’s entire advertising toolkit at our agents’ fingertips. From templated ads for all of the publications in your market to custom print campaigns, TAC’s vision reflects not only The Agency brand, but the branding of each property to ensure listings stand out in the crowd.
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Our Services NO. 33
09 | THE AGENCY DEVELOPMENT GROUP 10 | RESEARCH & PLANNING
The Residences at The Sawyer, Sacramento, CA
Estancia, Santa Barbara, CA
Mandarina, Riviera Nayarit, Mexico
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NO. 35
09 THE AGENCY DEVELOPMENT GROUP Among our in-house divisions is The Agency Development Group, offering a fully integrated approach to the representation of new, luxury development clients worldwide. The team is comprised of 30 leading real estate industry experts in development, sales and marketing, with the engine in-house to lead everything from land acquisition to sales operation management. The Agency Development Group has built a multi-billion-dollar portfolio, selling some of the most iconic and influential real estate properties in the world.
+ THE AGENCY
10 RESEARCH & PLANNING The Agency Development Group’s research and planning team provides insight and interpretation on real estate market fundamentals, dynamics and trends. This in-house service arms our agents with the best information possible to help them make sound decisions for their clients while showing them the reasoning behind their approach. The team offers comprehensive analysis of each market, creating customized quarterly and annual reports with analysis on the luxury single-family, condominium and rental markets. You could call it the method behind the madness.
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+ THE AGENCY
Your Move
The Agency offers everything necessary to serve our clients with an incomparable experience, including residential, creative, development, resort and commercial real estate services. In other words, it’s all in our wheelhouse. Now, the only thing missing is you.