From the Designer’s Desk
The Hurrier I Go, the Behinder I Get.
SO excited for my client, Jennifer Michaels! This home not only topped the chart for her highest sale, but it was also the highest sale for Inspire Properties this year AND the highest price ever recorded on Mercer Island - I'm so proud of the work that went into this project and so happy for the new homeowners as well!
Check out the Look Book: https://bit.ly/2YdtSkG
I love when a client brings me a story about how they started their career and it becomes a visual representation of their brand. Kristine shared the story of her first day on the job when she was nervous about starting a new career. She stepped out of her car and realized that the entire parking lot was covered in acorns from the stunning oak tree overlooking the office that she was preparing to walk into. She says that she realized that everyone starts out here and there were so many places that her new career in real estate was going to take her. And that was nearly fifteen years ago.
As a successful and modern real estate agent she connects with each of her clients in such a way that referrals and repeat clients are the cornerstone - or acorns - of her business. Our team wanted to incorporate that into her day-to-day branding and create a look and feel that would highlight her story while staying true to who she is.
I know I say this a lot, but I really do have the most amazing clients. From the the word “go” this sweet family was working around a baby who wanted to come early, building a new home, two little girls needing step one of education and a world pandemic.
Mike and the Kidlets
Mike treats all his clients as if they are family. After all, it’s their money, their time, and their livelihood that he’s dealing with. He’s available around the clock and does whatever it takes to get the job done. Mike is the type of broker that will put on his work boots and head lamp to go in the crawl space for you, even if it’s littered with mice. He’s a unique breed of real estate agent and he’s a talented general contractor to boot.
This created an especially unique stack of challenges; creating an online vision that showcases Mike’s working style, highlights his extensive skill set and connecting it all with his talent in real estate as well. His wife Nicole is his marketing manager, house and business manager and an incredibly talented writer.
We started with a logo design that was clean and fresh with a strong and elegant bent. Working in strictly black and white, focusing on a design that was elegant enough to sell million dollar homes, but strong enough that no one would be surprised when Mike hops up on the roof to check out the gutters.
Nicole partnered closely with me to create a website that was a useful space for their clients, offering a myriad of data in a clean, friendly way. From general contracting to painting to finding a home buyer for their new listing to connecting home sellers to buyers that fall in love with their home or property, the McRae Homes website is curated to showcase their mad skill set.
I love my job. I can barely contain my excitement for this project: instead of a regular brochure this home deserved a full Look Book to showcase all of the amazingness that it contains.
Jesse Paulson, Fletch Newland and Shannon Reynante are the real estate agents that make up Sound Team Realty; this team has been an incredible pleasure to work with. I love how much my agents love their clients, and the stories about this teams’ customer service are unparalleled.
This project started with a couple of hilarious meetings and some amazing writing. We took the capabilities that their previous site had and upgraded it. Then finished off with brilliant design, SEO management and IDX integration. The final product is an awesome website that actually does what they want it to do: engaging their sellers and connecting to their buyers. And with IDX they have instant updates to the Northwest Multiple Listing Service, making their website a tool that they can use anywhere.
I have to start this story with one of my favorite designers (fangirling hard over here) Corianton Hale; Cori is the designer who created the awesome logo for Rudinoff Residential along with vodka brands that you know and he was the Art Director for the Seattle Stranger for a decade. I say all that to sort of explain what a particular challenge and privilege it was to work with his designs to create Sarah’s website.
Sarah’s website needed a facelift, some serious SEO love, and much more frequent use of the stunning properties that she lists. We started, as always, with a virtual cuppa and after an amazing chat we nailed down what she was looking for for her website and her clients’ needs.
We created an amazing backend portal for her buyer’s as well as referral pages, links for her clients to use and so much more. It was a lovely project all around, AND I got to play with one of my favorite designers from afar.
There are so many ways in which racism affects our lives and our businesses, and so many of them aren’t even fully visible. It’s the invisible - or less visible - that I was made aware of once again this month.
In real estate, we have used - and still use - the term “Master Bedroom” and “Master Bath”. Two whole seconds of thinking showcases why this term is so problematic. According to the Washington Business Journal’s Michael Neibauer, “In large part for exactly the reason you would think: “Master” has connotation problems, in gender (it skews toward male) and race (the slave master).”
This is not the first time this situation has been brought to light; in 2013 the Washington Business Journal reported that 6 out of 10 Washington area homebuilders “no longer use the term “master” in their floor plans to describe the largest bedroom (with its own bathroom) in the house. They have replaced it with “owner’s suite” or “owner’s bedroom…” As of 2013, Winchester, Pulte Homes, NV Homes and Ryan Homes (both under the NVR Inc. umbrella), Van Metre Cos. and D.R. Horton Inc. have all replaced “master” in their floor plans, some more recently than others.
“In large part for exactly the reason you would think: “Master” has connotation problems, in gender (it skews toward male) and race (the slave master).”
Imagine my genuine surprise when I saw that Houston - HOUSTON (come on, PNW!) - was the first Association to make a real statement about it in 2020. Imagine my frustration when I realized that that was as far as it had gone. “The Houston Association of Realtors will use "primary" to describe bedrooms and bathrooms on its listing service and replace the word "master." The move comes after several members raised the issue and called for a review,” according to CNN affiliate KPRC. “Amid increasing calls for racial justice, "master" has fallen out of favor due to its association with slavery.”
“The Court of Master Sommeliers, which grants wine stewards the sought-after “master sommelier” title following the passage of an exam, said it will no longer use the term before a sommelier’s last name.”
But wait, there’s more: Enter John Legend. (cue appropriate levels of swoon)
“Real problem: realtors don't show black people all the properties they qualify for. Fake problem: calling the master bedroom the master bedroom. Fix the real problem, realtors.” he tweeted on June 27th of 2020. Apparently, this is the tip of what is an enormous iceberg that can actually keep people of color from becoming homeowners.
Chad Zinda, Owner of Metropolist in Seattle, weighs in: “At Metropolist, we are extremely aware of the racial biases we possess and are under constant watch over the law of Fair Housing and more importantly the things we say and do as it relates to issues of social equity. When it comes to issues in our industry, we have a huge responsibility to all members of the public to understand this. Of recent, we have taken to using the statement of Main bedroom area rather than the term of Master bedroom due to the connotations of oppression. This may not seem important at first glance but it is in understanding the details of our biases where we have a big chance to remedy past transgressions of racial inequity.”
And RE/MAX agrees: “The terminology [Owner’s Suite] has more of an upscale tone to it, particularly in some of the really large homes that truly have a large bedroom, sitting area, enormous walk-in closets, and lavish bathrooms,” Brian Block, Managing Broker for RE/MAX Allegiance wrote in an email. “Owner Suite conveys a sense of being distinguished, having ‘made it’ or ‘arrived’ rather than the everyday ‘Master Bedroom.’”
“Of recent, we have taken to using the statement of “Main Bedroom” rather than the term of “Master Bedroom” due to the connotations of oppression. This may not seem important at first glance but it is in understanding the details of our biases where we have a big chance to remedy past transgressions of racial inequity.”
So it seems that many designers, contractors, construction companies and the bulk of the real estate industry in some form of agreement, but why has it not been changed in the NWMLS and across the United States? And what comes next?
Barry Long of Marketplace Sotheby’s International Realty who’s infamous for his work with changing the standards and verbiage for Accessibility within MLS’s around the county, has recent experience in making changes to the actual real estate system. He says “In my experience of updating the actual back end taxonomy of real estate, it definitely takes time for lots of different reason, but if we can get a groundswell of people to support this change – ‘at least 10,000 nationwide willing to sign would be a great start’ – it would show the Real Estate Standards Organization (RESO) who oversees the MLS’s Database Taxonomy, that there is enough backing for them to get the process started of both discussing and then eventually making these changes permanently!”
Join us.
This spectacular home has a presence. You'll feel the pride of ownership when you step through its dual glass doors and experience the level of detail designed to create beauty, tranquility and harmony. Nestled in the quiet rolling hills of Northern California, the San Vicente Masterpiece is ideally located on the 10th hole of the exclusive Tierra Oaks Golf Club and provides an incredible golf lifestyle.
For this project we created a custom brochure, branding and a custom website. This luxurious property totally deserves all the love that it’s given. Stacy Baxter, the listing agent, wanted to create an ambiance about the property before potential buyers even set foot inside.
Designed for entertaining, the bright, open kitchen features custom cherry cabinetry throughout, an oversized dining island that seats four, granite countertops and backsplash, a walk-in pantry, stainless steel Kitchen Aid appliances and an ice maker. The built-in desk, custom wine bar, under-cabinet lighting and custom pendant lights finish off this stunning but cozy gathering spot. There are SO many unique details, it’s amazing.
“A well-shaped house has the capacity to create a world within it.”
Sitting within the last curve of Golden Gardens Drive before it enters the 88 acres of Golden Gardens Park, this beautifully crafted home creates a world unto itself. Surrounded by neighboring cedars, sequoias and tall big leaf maples, the home is surrounded by greenery. An evergreen hedge and cedar fence create both deep privacy for evenings with friends, a quiet coffee in the morning, as well as a secure play space for pets.
Vertical brochure and website design for 8801GoldenGardens.com, Seattle
The home was built in 1936 in the Scandinavian tradition - there are still hand-drawn architectural drawings- at a time when custom work was at a peak. The WPA was working on Golden Gardens Park at the time, building the trails, stairways and creek channels that line through the 88-acre park. Near the lower stairs, you can see 1936 stamped into a stone at the front of a small catch basin.
From the 1930’s until 2012, the home was in the family of Einar Pedersen. You can see a wood sign with his name on the back wall of the garage. They were and still are a part of the Scandanavian Ballard fishing industry.
My job was to create a logo, branding a website and an email campaign for this stunning property. I partnered with Sarah Alston, my secondary logo designer, and she took the look and feel of the details in the vintage spyhole. The owners were thrilled! I’m so freaking proud to be a part of this project!
Flyer Templates for Inspire Properties
I am so SO proud to have been invited to play with this boutique real estate brokerage, Inspire Properties.
Britt Wibmer, the owner and founder, sees a new world in real estate and a unique opportunity, ta boot. Offering unique marketing perspectives, a transparency for their brokers and an incredible service model for their home buyers and sellers. Her whole goal has been to offer a broker-centered brokerage where she can grow her brokers to be their most successful selves.
Partnering with her incredible marketing team, I designed templates with multiple options that she can offer her new brokers to play with, from the social media to print material, every piece was designed with intention. Class, style, elegance and accessibility. I’m so pleased to have been invited to play with them!
Postcard Templates for Inspire Properties
Horizontal & Vertical Brochure Templates for Inspire Properties
Instagram Templates for Inspire Properties
There’s a magic to a good advertisement. It should catch you, stop you mid-flip and make you want to crawl through the pages of the magazine, slip into cozy pajamas and a hot toddie and become one with the ad. Today’s throwback goes all the way back to 2014 and my days working with Realogics Sotheby’s International Realty.
The Collection Magazine, Ad for Kadenwood | Whistler, B.C., 2014
And of course there’s my favorite part: I got to spend so much time browsing through this snow-covered PRETTY HOUSES!
In the midst of this pandemic, with so many of us quarantining right now, one of my favorite brokers is stepping up with a way for his friends and co-workers to connect. He’s started the hashtag #InThisTogether and has been posting tricks to staying positive, ways to stay connected and even fun links to wander through. I have gotten lost this week puttering through Project Happiness, wandering through 12 Museums that you can view from your couch and walking along Mars.
We created a fun, easy to access page on his website and it’s getting regular updates, fun exclusives and just an all-around nice way to get lost on the internet.
Emily Martin has a passion for her clients, a love of the Pacific Northwest, and a talent for connecting new construction homes to their new owners. Working with Emily was an absolute treat! We started with a logo design that was clean and fresh with a modern bent and a classic style. Working with deep grays and a custom gold, Emily Martin’s logo design creates an elegance that highlights her experience with luxury homes while feeling cozy and inviting in its simplicity.
She partnered closely with me to create a website that was a useful space for her clients, offering a myriad of data in a clean, fresh way. From home staging to finding a home buyer for her new listing to connecting home sellers to buyers that fall in love with the home or property, Emily’s website is curated to clients’ needs. Looking forward to many more projects with Emily!
Finailized Vertical Brochure, Custom Website Design and Custom Email Campaign
The owners of this property loved all things outdoors, especially on the water, and they created a home that was meant to work with those ideals. The top floors act as an extensive luxury home where they can enjoy every moment and catch every sunset. The bottom floor acts as their “summer home” so they are never more than a few steps from the water. This property, to date, is one of my favorites!
Many real estate brokers are feeling a bit of a slow down with the current health issues we’re dealing with, though I do have several that are just rocking it right now, leaning into a potential buyer’s market. If you find that you’re stuck at home - whether by choice or circumstance - now is the time to update your marketing materials, get in front of any collateral projects that are outstanding, create a custom brand and even a stunning website.
What projects have you been putting off?
300 Days of Sun was a printed Look Book showcasing a collection of Destination Homes, highlighting their unique properties, like Wine Country, Equestrian, Mountain Views, etc. This booklet was brought together by multiple brokers and used as both an advertising piece, and a unique addition to listing presentations for each of them.
My client needed an addition to her website that showcased all of the amazing work that she does on the waterfront. Her passion is the Island life and she works with clients who have the same love. Our goal was to create a simple space where her clients could go to learn about the area, the selling options and homes that are ready to find their new owners. We added notes about the local schools, places to visit and why you’d want to live on Bainbridge (spoiler alert - it’s because it’s gorgeous!) We added in the data from Windermere’s Gardner Report and showcased that it’s currently a sellers market and Karen is currently using that data to entice her newest clients. We’re beyond proud to be a part of this super cool idea for her website and her business.
