NORTH SCOTTSDALE LUXURY PROPERTY REPORT
Phone | 602.603.0708 LifestyleCollectionRE.com © 2018 The Lifestyle Collection
OVERV IEW
SNA P S HO T A N D S ALE S OV E R V I E W We hope that you enjoy this issue of our North Scottsdale Luxury Property Report. As a company that is changing the paradigm in luxury real estate, we want to provide our clients and neighbors with useful information about the real estate market. We have built and sold numerous successful businesses in the past, and from that experience, know that the way one presents and communicates information can have a dramatic impact on how valuable that information is and can be used to make decisions. We developed this report when we realized that much of the information about real estate is either localized, focused on a single neighborhood, or globally, focused on an entire city. Our goal with this report is to provide a more holistic view of the North Scottsdale luxury market. This report covers three zip codes, 85255, 85262 and 85266, and focuses on homes in those areas valued at one million dollars and above. Within that market area, we have selected key communities to spotlight. Since there are many different communities in North Scottsdale, we have data on every neighborhood, not only those featured here. So if an area of interest is not one we have detailed in the report, send us an email to Jordan@LifestyleCollectionRE.com, or give us a call at 602-603-0708, and we will prepare a complimentary report for your specific area. Finally, we are marketing homes in new and unique ways that are dramatically reducing the number of days on the market. We sell homes and property that languished with other agents without offers, in some cases for years. We have included five recent case studies describing the process we used with each of these clients to help you understand how we are different and earn our right to say we are Real Estate Reimagined. If you are considering buying or selling a home, we would appreciate the opportunity to earn your business.
JORDAN AYAN
Jordan Ayan
Phone 602.603.0708 Jordan@LifestyleCollectionRE.com LifestyleCollectionRE.com Jordan Ayan, Licensed RealtorÂŽ Member - Luxury Home Marketing Association
PHONE | 602.603.0708
NEI G HBORH OOD REP OR T S | LI S T I N GS S OLD $1 MI LLI ON A N D A B O VE
D E S E RT HI G HL AN D S
NO RT H SCOTTSDA LE SALES
2016
2017
% CHANGE
Q1 SOLD
SALES
2016
2017
% CHANGE
Q1 SOLD
High
$11,110,000
$9,200,000
-20.8%
$17,500,000
High
$2,500,000
$4,600,000
45.7%
$2,000,000
Average
$1,769,094
$1,785,399
0.9%
$1,803,080
Average
$1,585,433
$1,767,895
10.3%
$1,651,000
Low
$1,000,000
$1,000,000
0.0%
$1,000,000
Low
$1,160,000
$1,075,000
-7.9%
$1,270,000
Avg. SQFT
$352
$345
-1.9%
$354
Avg. SQFT
$343
$350
2.2%
$326
Avg. DOM
193
191
-1.0%
189
Avg. DOM
171
202
15.3%
238
Avg. % of Original List
89.6%
88.6%
-1.1%
89.9%
Avg. % of Original List
85.9%
91.7%
6.3%
91%
Total Sold
445
479
7.1%
154
Total Sold
15
21
28.6%
5
ESTA NCIA
D E S E RT MO U N TAI N
SALES
2016
2017
% CHANGE
Q1 SOLD
SALES
2016
2017
% CHANGE
Q1 SOLD
High
$3,825,000
$4,350,000
12.1%
$4,375,000
High
$7,700,000
$9,200,000
16.3%
$3,700,000
Average
$2,573,750
$2,313,138
-11.3%
$3,225,000
Average
$1,879,282
$2,077,290
9.5%
$1,871,867
Low
$1,860,000
$1,050,000
-77.1%
$2,350,000
Low
$1,000,000
$1,000,000
0.00%
$1,075,000
Avg. SQFT
$499
$443
-12.6%
$463
Avg. SQFT
$374
$398
6.2%
$366
Avg. DOM
300
331
9.4%
107
Avg. DOM
245
275
-3.4%
265
Avg. % of Original List
86%
84.7%
-1.5%
76.8%
Avg. % of Original List
87.6%
84.7%
-3.4%
88.7%
Total Sold
8
17
52.9%
3
Total Sold
75
73
-2.7%
32
THE LIFESTYLE COLLECTION
S I LVE RL E AF
TROON SALES
2016
2017
% CHANGE
Q1 SOLD
SALES
2016
2017
% CHANGE
Q1 SOLD
High
$2,600,000
$3,500,000
25.7%
$1,770,000
High
$11,100,000
$7,000,000
-58.6%
$17,500,000
Average
$1,444,931
$1,531,635
5.7%
$1,243,000
Average
$3,424,117
$2,982,039
-14.8%
$3,282,803
Low
$1,060,000
$1,025,000
-3.4%
$1,005,000
Low
$1,160,000
$1,200,000
3.3%
$1,300,000
Avg. SQFT
$321
$310
-3.5%
$289
Avg. SQFT
$551
$493
-11.7%
$472
Avg. DOM
124
154
19.5%
87
Avg. DOM
248
207
-19.8%
234
Avg. % of Original List
92.6%
89.9%
-3%
90.9%
Avg. % of Original List
90.9%
88.3%
-2.9%
92.71%
Total Sold
16
26
38.5%
5
Total Sold
43
38
-13.2%
17
MIRA BEL CLU B
W HI S PE R RO C K
SALES
2016
2017
% CHANGE
Active
SALES
2016
2017
% CHANGE
Q1 SOLD
High
$2,255,000
$3,800,000
40.7%
$3,897,000
High
$2,500,000
$2,675,000
6.5%
$2,265,000
Average
$1,704,154
$1,828,106
6.8%
$2,063,500
Average
$1,995,714
$2,164,778
7.8%
$2,021,667
Low
$1,185,000
$1,049,000
-13.0%
$1,150,000
Low
$1,425,000
$1,400,000
-1.8%
$1,700,000
Avg. SQFT
$370
$408
9.4%
$399
Avg. SQFT
$330
$349
5.4%
$360
Avg. DOM
160
91
-75.8%
181
Avg. DOM
320
194
-64.9%
101
Avg. % of Original List
89.4%
97.7%
8.5%
N/A
Avg. % of Original List
79.5%
85.5%
7.0%
95.4%
Total Sold/Active
13
13
0.00%
24
Total Sold
7
9
22.2%
3
PHONE | 602.603.0708
CASE STU DY 7378 E Lower Wash Pass | Scottsdale 4 Bed
4.5 Bath
6,107 SQFT
SOLD BY THE LIFESTYLE COLLECTION
$2,100,000
THE BACK STORY Challenges: • This Whisper Rock home had previously been listed with another agent but sat virtually unnoticed on the market for 305 days with few showings and no offers • Some exterior spaces were empty, and others had accessories specific to the seller’s style and taste • Heavy, dark furnishings detracted from the home’s stunning accents and positive features • Important rooms were unfurnished that could leave potential buyers wondering about how to use the space
WHAT WE DID
•
Styling - We rearranged the existing outdoor furniture and added additional furniture, pillows, and accessories that directed focus on the outdoor lifestyle this home offered. We edited the entire home of taste-specific knick-knacks, art, and accessories, and added thoughtfully curated neutral, sophisticated and scale appropriate decor to lighten and brighten the space. We also rearranged furniture and removed pieces for better flow. We added light furnishings to some rooms that were sparsely furnished. Finally, we added fresh linens and luxurious bath items and accessorized the kitchen to demonstrate it was a chef’s dream.
•
Marketing - We had some lead time before this home went on the market which provided us with the opportunity to pre-market the home in a variety of ways. Since the house was located at the beginning of a cul-de-sac and there was another home further into the cul-de-sac for sale, we immediately put up a “Coming Soon” sign. Anyone considering the other home needed to drive by this home, and know it would be for sale soon. Taking this action resulted in multiple agents contacting us and requesting showings before it went on the market. We listed this property at a price higher than the previous listing. We also did extensive social media promotion targeted at demographics we believed were potential prospects and through paid placement, had the property video flow into their news feeds. We also used a variety of traditional marketing promotional techniques.
RESULTS •
Multiple showings before the home was listed and the home was sold the first day it was placed MLS. THE LIFESTYLE COLLECTION
CASE STU DY 7486 E Sonoran Trail | Scottsdale 4 Bed
4.5 Bath
5,143 SQFT
SOLD BY THE LIFESTYLE COLLECTION
$1,948,000
THE BACK STORY Challenges: • This Whisper Rock home sat on the market for 496 days while listed with another agent • Showings were scarce and no offers were received • Homeowner felt previous agent was not effectively highlighting the home’s features • Unoccupied home in need of cleaning and freshening • Some deferred maintenance needed to be addressed • Lackluster partial staging made the home feel uninspired and uninviting
WHAT WE DID
•
Styling - We scheduled and supervised a thorough cleaning of the home and landscape cleanup. Coordinated with the owner to address deferred maintenance. Reworked the staging using the pieces that the owner had previously added and turned our focus to presenting indoor/outdoor living. We brought in additional furnishings and accessories to lighten the appearance of dark spaces and to give life to rooms previously empty, including the casita, which had often been overlooked with the previous listing. We also styled all the exterior spaces to express the versatility this home offered.
•
Marketing - Conducted an extensive marketing campaign using social media, direct mail, video and 3D immersive virtual reality photography to get this home sold. We conducted an extensive campaign focused on the Western Canadian provinces where we knew there would be interest. We arranged for the property to be included on a large regional open house tour for brokers, and won the “Best of Show” award, which provided additional marketing opportunities.
•
RESULTS
In 38 days, we received multiple offers, the house went under contract and sold to a Canadian family for 97% of the listing price at $1,958,000.
PHONE | 602.603.0708
B UYE R CASE ST U DY SOLD BY THE LIFESTYLE COLLECTION | REPRESENTED BUYER
38450 N 94th Way | Scottsdale 4 Bed
6 Bath
6,128 SQFT
$1,875,000
THE BACK STORY Challenges: • An out-of-state buyer was interested in the home we listed on Sonoran Trail but it sold before they had an opportunity to visit • Their home in Washington had sold and they were committed to moving to Scottsdale and needed to find a home quickly • They had identified some homes that piqued their interest, but had little time to look when they came into town
WHAT WE DID ID: • When we work with a buyer, we spend a significant amount of time searching for the home that will meet their needs. Of the homes we identified that were of interest, we were able to identify 30 homes that met their criteria. When searching for luxury homes for buyers, we set up preview appointments and visit the homes personally in advance of the buyer’s arrival to town. When we thought a home might suit them, we recorded video to share so they would have more perspective and detail than the listing photos provided. By the time our buyers arrived in town we had narrowed down the list to ten homes of highest interest. •
RESULTS
We toured all ten homes together and they selected a beautiful home in Desert Mountain. We negotiated a contract that included the seller’s pick-up truck in the deal. The home closed in February for $1,875,000.
THE LIFESTYLE COLLECTION
B UYE R CASE ST U DY SOLD BY THE LIFESTYLE COLLECTION | REPRESENTED BUYERS
8403 E Cassia Way | Scottsdale 3 Bed
3.5 Bath
4,234 SQFT
$1,354,000
THE BACK STORY Challenges: • We sold the buyer’s Whisper Rock home (E. Lower Wash Pass) the day we listed it for sale • The closing time frame on that home was short so they needed to find a new home quickly •
WHAT WE DID
We worked together with the client to develop a list of homes for them to consider and scheduled tours to view them. One of the houses we visited was newly constructed in a neighborhood by Rosewood Homes. Buyers may feel they will get a better deal going directly through the onsite salesperson at new build projects; however, this is not usually the case. If you are dealing with the builder’s onsite agent, no one is representing your interest, and in this situation, we were able to help them through the process. They loved the new build, so we put in an offer and negotiated a contingency based on the closing of their home. When it was time to sign the documents, it was during the Christmas holidays, and both the agent and our client were going on vacation, presenting a challenge for document signing. In addition, the client for this home is a doctor and was called in to deliver three babies at the time we needed his signature. We took the documents to the hospital, where the doctor could sign between deliveries.
RESULTS RESULTS: • Our client moved into their brand-new Sierra Highlands home a few weeks later in February. The home closed at $1,354,000.
PHONE | 602.603.0708
L I ST I NGS FEATURED COVER HOME SOLD
26477 N 111th Way | Scottsdale 4 Bed
3.5 Bath
4,309 SQFT
$1,400,000
SOLD | UNDER CONTRACT IN ONLY 19 DAYS
HOME PENDING
6601 N 10th Place | Scottsdale 4 Bed
3 Bath
2,147 SQFT
UNDER CONTRACT WITH MULTIPLE OFFERS
$599,900
We styled and marketed this Troon Village home to showcase the stunning views and outdoor spaces. This home went under contract in 19 days and closed in 45 days at $1,290,000 which is 92% of the original list price.
Rare mid-century restoration in North Central Phoenix. This designer updated home is located in a family friendly neighborhood. The home features a large master suite with a cathedral ceiling, walk-in closet, spalike master bath. A chef’s kitchen is complete with new premium stainless appliances, pantry, pot-filler and beautiful farmhouse sink. Large laundry room, garage with plenty of extra storage as well as a carport. Landscape includes sod, granite, beds, and the lot is on flood irrigation. New plumbing, HVAC, electrical, roof, windows, doors and fixtures. Located in coveted Madison School District. This home is as close to new as it gets.
PHONE | 602.603.0708
O UR M A RKE T I N G The world of real estate marketing has changed dramatically. In the past, few resources enabled agents to truly market a home directly to buyers that provided measurable results. Due to this fact, most real estate marketing traditionally promotes the agent more than the property. Even though a majority of agents still embrace these techniques, we believe that new marketing tools seriously change the dynamics of real estate marketing. Social media and searching real estate portals offer new and different ways to reach out to potential buyers directly and effectively. For several reasons, many real estate agents dislike Zillow, yet Zillow and its sister company, Trullia, are powerful resources to be leveraged for home sellers. One report indicates that these sites have nearly triple the search traffic of their nearest competitor, Realtor.com. In a world where these web portals provide buyers the ability to search for homes on their own, part of our job is to make it easy for buyers to find the properties we list. Ninety percent of all buyers begin their search online at these sites, and rarely, if ever, visit an agent’s website. We took action to ensure that our clients get the highest visibility on Zillow. We are one of approximately 1000 agents nationwide, and one of only a few in our market which have made a significant investment, and long-term commitment to participate in Zillow’s Agent Direct Program. This program features our listings in a predominant location when people search for homes in our market. Zillow also features our professionally produced video on these searches. This program also cross-promotes our listing on Facebook, targeted at those individuals that have already searched Zillow in our market areas.
THE LIFESTYLE COLLECTION
P RO PERTY ST Y LI N G One of the arrows in our marketing quiver is our property styling team. We think our styling goes the extra mile to tell the lifestyle story about a home we represent on the market. So how is styling different than staging? If you were to ask a staging company to provide a proposal to stage your home, you would likely receive a quote that might state: • • • •
Living room - 1 couch, 2 chairs, 1 cocktail table, 2 side chairs Kitchen - 1 table, 4 chairs, table setting Bedroom - 1 Queen bed, 2 nightstands, 1 dresser, bedding Accessories - Blue package
The furniture would be delivered, and a stager would arrange them in your home and add the accessories and set the kitchen table. You would then personally pay the staging company a fee for the delivery, installation and initial rental period, which would recur if the home does not sell and you want to keep the staging longer, with the ongoing cost usually coming out of your pocket, not your Realtor’s. Our home styling approach is quite different. Our stylists spend time at the homes we sell to determine the lifestyle the potential buyer of this home is seeking. As a team we develop a Client Avatar and profile of that potential buyer. The team then goes to work and develops the lifestyle. Rather than listing out furniture and colors, they describe the story of the property, and how each of the rooms being styled will represent that story.
THE LIFESTYLE COLLECTION
P RO PERTY ST Y LI N G For Example... About the Property: “The first impression of the property is one of calm influence. The clean lines, serene palette and graceful views suggest this is a place to reflect and rejuvenate. With this in mind, our vision for the property is to appeal to full time and part time residents by suggesting this is where one can return from a busy life and leave the day behind. Potential buyers can enjoy peace of mind with the uncluttered use of space and finishes, as well as feel invigorated by the indoor/ outdoor living experience.” If the home is occupied, we also work closely with the homeowner to determine which elements of their current decor tell the lifestyle story of the Client Avatar, we help them edit the items that tell their own personal story and carefully pack those for storage and use in their next home. Finally, we thoughtfully select items from our inventory and move them into the home. After the furniture is placed, we spend time layering accessories chosen to tell the home’s lifestyle story in many subtle ways. As the seller, if your home is listed with us, there is no upfront fee for our styling service or the inventory used. Since our goal is to sell the home quickly, we feel this approach is part of what helps our listings gain maximum attention and find interested and qualified buyers.
THE LIFESTYLE COLLECTION
AB OU T U S The Lifestyle Collection at Keller Williams Luxury was founded by Jordan and Jan Ayan. The couple has extensive business, marketing, and luxury real estate experience spanning multiple decades. They have taken a new approach to helping clients sell luxury homes in the North Scottsdale market and are producing stunning results. They started this company after a string of successful business ventures. As Internet pioneers, they led the team that built lighting.com, a very early online business community and then founded SubscriberMail, one of the first permission based email marketing companies with clients such as Xerox, Harley-Davidson, The Chicago Bulls, and many more. After growing and selling SubscriberMail to a public company, they moved to Arizona and started Take Two Partners to share their knowledge and mentor other entrepreneurs. It was after they realized, through personal experience as well as feedback from friends, that there was a void in the luxury real estate space. They started The Lifestyle Collection at Keller Williams Luxury, a company offering marketing focused concierge level real estate service The couple has brought together a unique group of professionals that offer an unprecedented level of service in this market - it truly is real estate reimagined. Jordan’s sales and digital marketing expertise combined with Jan’s visual perspective, design talent and intuitive understanding of the lifestyle a prospective buyer will want in a home, creates a powerful combination. The couple lives in the North Scottsdale community of Whisper Rock with two precocious dachshunds. They have two married adult children, a daughter living in the Scottsdale area who is also on the team and a son living in Oakland, CA.
Giving back is one of our core values. We donate a significant portion of proceeds from every home we sell, half to the charity of our client’s choice, and the other half to one that we support. We like to spotlight those charities. Our client charity this month is: Don’t Be A Chump! Check For A Lump! Their mission is to make a difference in our community in the fight against breast cancer through education, prevention, and direct assistance with free wigs and mammograms. We were honored to send them a $2500 check on behalf of one of our clients. Holly Rose, the founder of the organization shared this about their mission: “In the short amount of time we have been in existence, we have established our foundation as a prominent figure in the breast cancer community. We could not have achieved any of this with out the amazing support of our family, friends, and community. Continually, I’m overwhelmed by the generous acts of kindness that surrounds us. I’m also forever grateful for the path that God has placed me upon. Thank you everyone for your support!”
PHONE | 602.603.0708
If you are interested in learning more or contributing visit CheckForALump.org
Phone | 602.603.0708 LifestyleCollectionRE.com This information in this report is from the Arizona Regional Multiple Listing Service. The author of The Lifestyle Collection and Keller Williams Realty is not responsible for any inaccuracies. Any comments are strictly opinion, and should not be taken as professional advice. You are advised to seek professional advice for any sale or purchase of real estate. If your home is currently listed with another broker this is not intended to solicit that listing.
Š 2018 The Lifestyle Collection
PHONE | 602.603.0708
Each office is independently owned and operated. If your home is currently listed with another broker this is not intended to solicit that listing.