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Karen Lee Bertiger Lic. Real Estate Broker

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Marketing Plans

Personalized Investment Property Marketing

in Vero Beach, FL & Scottsdale, AZ

The current brokerage service model is broken and doesn't work well for buyers, sellers, or investors dealing with investments. Today's market is local at the same time your potential buyer may be elsewhere on the globe. Real estate is a marketing business. This website serves as an information portal, but is NOT representative of the marketing done for properties. This is a distinction missed by many brokers. Websites for most real estate companies look pretty much the same. Ask to see actual examples of current marketing packages to separate the best from the rest. Karen provides investment property marketing for clients throughout Florida and Arizona. She creates complete real estate marketing plans for individual investment properties or an entire portfolio for your review and approval. Maybe a portion of your property portfolio could be replaced to provide a greater ROI. These are the big picture issues to keep track of continuously, even as you are busy managing your properties. Does your property manager provide these services? Let's talk. 


Valuable Consulting Perspectives

If you have a commercial loan due or you need to formulate a workout plan to determine whether to refinance, workout, sell, or exchange, Karen offers consultative real estate brokerage services for a flat fee. Lenders will not make a favorable decision to lend without a detailed, up-to-date market analysis.

Geographic real estate market research and analysis is the anchor of risk management. All real estate decision-making is specific to the site, as nothing beats personal verification. National vendors of sales or demographic data may not be selling anything more than estimates, using inaccurate financial/statistical methods. Depending on the year (US Census street data is updated only in decennial years,) any data you get from them is possibly outdated and misleading. Remember the 5 components of real estate value: location, timing, product, price, and contract terms.

Marketing Plan Elegant Dining Room | Real Estate Market Research in Vero Beach, FL Computer Engineer

Employment & Marketing Agreement Advice

Don't pay a full-service retail broker for printing fancy brochures, installing signs, and requiring a single or limited agency employment agreement from you, which may or may not work for you. In Florida, a transaction broker state, your real estate salesperson or broker might actually be working for the transaction (if residential.)  Brokers have been reducing their duties via legislative action and contracts, while still charging the same amount of commission. Of course, it works for them! Why restrict your marketing efforts to one broker If you are a business? Do you really want a broker as your agent, with all of the vicarious liability that implies? (Consult an attorney about principal-agent liabilities, including vicarious liabilities.)

Consider acquiring an independent opinion before you sign a binding listing agreement with any brokerage. A major brokerage lost a $6.6 million commission in 2014 because some of their employees working on marketing the property were not properly licensed as required. If you only choose Karen as your marketing agent, Karen is properly licensed in Arizona and Florida. Karen is a former Continuing Education instructor who taught contract law in Arizona and knows they lost their fee because they forgot the basics of real estate practice. Make sure the people you hire are qualified by law to assist you when you opt for single agency representation in Florida, Arizona or anywhere else.

Accurate Property Value Determination

Many commercial investment and residential brokers are compiling pro forma offerings for properties they hope to market at valuations which are unsupportable because they contain inaccurate and/or misleading information (called puffery). Expect the proper financial packaging, but don't be blinded by fancy presentations. Of course, all presentations should be attractive, but not just lipstick on a PIG (unless it's a Passive Income Generator.) Avoid being duped by technobabble (real estate babble) that makes you think you are not smart enough to discern inacurracies; a doctors investment group from California who purchased an apartment building based on a fancy pro forma lost the property in foreclosure due to not understanding what they were doing. Ask questions until you are satisfied with the answers. 

Consultations are available regarding the actual value you could expect from an investor based on cash flow from a potential investment property. All brokerage CAP rates are not calculated in the same manner, so don't fall into the issue of comparing apples to oranges. Your property is only worth what its current yield says its worth. This is a real-world function of cash flow, expenses, and leases, not a hypothetical pro forma and glossy marketing brochure. High-dollar residential purchases can also benefit from the perspective of a commercial investment broker/investor. Contact Karen to start developing the ideal real estate marketing plan for your investment properties.