grab the champagne

We sold this home and broke records at the same time.

Going into the process, our clients' goal was to have a successful sale without sacrificing privacy and timeliness. Since they were already under contract with their next home, it was very important to them that we met every one of their goals within a specific timeframe. Strategy is everything. Let's talk about it.

The goal - exceed in every way possible.

Our clients were referred to us by great friends of ours (and past clients as well). When we started the journey, we knew it would be a great fit. We began by helping them buy and build their next home and then set a timeline for getting their curent home at 805 Morning Oaks Drive on the market. Since our clients were already under contract on another home, it was extremely imporant to them that we eliminate the possibility of them having to move twice. They needed a 90-day turnaround from contract to close, and they wanted the flexibility to stay in their home. At The Coley Group, we can't stress how important it is to meet our clients' needs regarding the sale of their home. We will always find a way. That way, begins with strategy!

We knew this home would be a special home to market because of its unique look and floorplan with designer touches around the home, its resort-style saltwater pool with a travertine surround, and the community that belongs too. The Club at 12 Oaks is a highly-sought after private club with an award-winning golf course, countless amentities, and a community presence like no other. We needed to capitalize on everything about this home.

Let's take a look at the unique strategy that we came up with for this oasis in Holly Springs.

• TEST the market. Listed as a Compass Private Exclusive at $1.5M. We got some traction and a few showings during this phase.
• Listing a Private Exclusive within Compass is an exclusive option for listing a home with a Compass agent and a great tool to use when clients value their privacy and don't want to deal with the foot traffic that comes with open houses and many showings. It can also help with testing an aggressive price, and all listings that are Private Exclusives are ONLY available to other Compass agents and their clients.
• Compass Exclusive Marketing that included marketing our lifestyle video about the home and 12 Oaks itself. Agent feedback was wonderful and interest was definitely shown, but the numbers just weren't there.
• Now that we have knowledge on where the home is in the current market, with more feedback on the home, its pricing, and its position, WITHOUT accumulating days on market, we plan the timeline of listing the home on MLS.
• Prepare and prep the marketing that will be promoted and executed once this gem hits the market!
• Marketing Plan and Reporting...
• An Optimized Featured Listing Webpage
• Facebook Listing Promotions, Google PPC for Lead Capture and Buyer Interest with specific areas and personas targeted
• Organic Social Media (Facebook, Instagram, etc.) i.e including static posts, carousel images, reels, video, interactive
• Coming Soon + Live Email to all databases, Newsletter Spotlight
• Compass Workplace + Email (Live) — Agent Platform Feeds
• YouTube listing ad-buy
• Utilizing REALM (Global Luxury Referral Platform Promotion)
• Utilizing Haute Residence Partnership (Luxury Lifestyle Magazine + Digital Platform for Real Estate Conniseurs)
• Utilizing RALtoday Partnership (Raleigh-Based News Subscription with over 49k Subscribers)
• We started really watching the market, and found a great time to push it live. We decided that the price to list at was $1.25M
• Once the listing went live, we knew that privacy was IMPORTANT to our sellers. We vetted every client and were present at every showing to ensure that our sellers felt taken care of at every turn.

After ONE weekend...

We received eight offers in the first weekend that it was listed, six of those being over-list price. We knew, through the research, knowledge, and planning that was put into this one, that it would sell. We knew that the timeline and pricing strategy would attract the right buyers. We didn't jump at the first one submitted because we knew that we didn't have to, which is a beautiful thing given the specific timeline that we wanted to keep to.

We ended up with a standout offer of $1,551,155 and our sellers could not resist it. Results?

• Sold // $301,155 OVER List Price.
• Record Sale // HIGHEST Price Per Square Foot in the Neighborhood at $369 per Square Foot.
• Client goals and needs ACHIEVED // Bought and Sold with The Coley Group // 90-Day Close, Stayed in Home During Process/Privacy, Didn't Have to Move Twice.

To give you perspective on how huge this was for our sellers, take a look at some previous sales in this neighborhood:

• 805 Morning Oaks Drive 4,195 sf | $1,551,155 | $369 per sf
• 5/5/2022 3,062 sf | $950K | $310 per sf
• 7/19/22 5,356 sf | $1.625M | $303 per sf
• 7/26/22 3,392 sf | $1M | $294 per sf

This may not seem like a huge difference when looking at it, but if you do the math, it adds up.