Everett Riverfront Development

As a lifelong resident of North Puget Sound I have long had a healthy dose of skepticism about any real estate development deals of city plans that are announced, but it does seem that the City of Everett is building a good reputation for itself on the planning and execution of the city's revival of the downtown area. It's a completely different place than I remember when I was growing up, and I think there is a lot to be proud of with the way the city has changed in the last few years.

Here is the latest grand plan for redevelopment of the Snohomish River waterfront, to complement the redevelopment on the Port Gardner side.

Snohomish County's Best Architecture

Okay, so you're thinking "what architecture? Snohomish County has architecture?"

Yes, we are out here in the 'burbs but we do have some examples of good architecture. Architecture that fits in with and enhances its environment. Some of the great architecture is residential, and some of it is public. Today I will focus on public buildings.

Several of the best works of architecture in Snohomish County are new. They are in downtown Everett, and symbolize the revitalization of Everett's downtown.

Here is a short list:

Snohomish County Jail

Snohomish County probably has the best looking jail in the country. It won an Honor Award for Washington Architecture from the Seattle chapter of AIA in 2005, which stated,

"the unusual urban placement and innovative form of a corrective
facility introduce a new way of conceiving the process of rehabilitation as a
civic function. Having this building in the middle of the city helps us all to
overcome our reservations about incarceration, transcending connotations of the
jail as a place removed from society and hiding transgressors. The designers and
the client have challenged conventions here, and we commend them for it."

Hm. Well, I'm not sure that I've overcome my reservations about incarceration, but I will say it's a very nice looking jail.

University of Washington-Bothell/Cascadia College

This also received an award from the Seattle Chapter of AIA, back in 2003. What they found commendable about the project was:

Extended eaves shade and shelter the pedestrian walkways while the lively
structural rhythms make an allegorical reference to trees

Everett Station

Reminiscent with it's rounded roofline of a European train station, the Everett Station was designed both as a transportation hub and also a gathering place. The Amtrak Cascade and Empire Builder lines stop here, as well as Sound Transit's daily Seattle commuter train and multiple bus lines. It's also home to the University Consortium, classroom space that is shared by Everett Community College, the University of Washington, Western Washington University and Washington State University. Don't miss the art gallery space inside.

Everett Events Center

With "sail" structures on the roof that give the building height, as well as reminding us of Everett's standing as home to a Navy homeport and one of the largest marinas on the West Coast, the Events Center pays tribute to and enhances its surroundings in Everett's downtown. As host to the Everett Silvertips, minor league basketball, arena football, and a variety of concerts and events, it is playing an important role in the revitalization of downtown.

AIA Top 150

Just finished looking through the American Institute of Architects' America's Favorite Architecture survey results and am happy to report that Seattle has 2 entries. Predictably, Rem Koolhaas' Seattle Public Library made the list and is ranked 108th. Less predictably, by me at least, is Safeco Field by NBBJ at 135th.

On the one hand I suppose we are lucky to see two entries since Seattle is not a city noted for its architecture (not that some of it isn't great). On the other hand it seems like there are some important structures from our city missing. What about the Space Needle? It is certainly iconic if nothing else! Or the new "Blob"--The EMP by Frank Gehry?

Professionalism in Real Estate

Reba Haas over at Rain City Blog wrote and excellent post about the sometimes contentious relationship between real estate agents and attorneys. She was responding to an attitude in the industry that attorneys are deal killers and that agents therefore avoid using them when they should, and as a result wander dangerously close to the unauthorized practice of law. She wrapped up her post with this:

This brings me to a subject I want to blog about in the near future -
raising the level of professionalism of the real estate industry in general.
That, and getting agents to stop those old sayings of things like “buyers are
liars and sellers are worse.” When I got in the industry 4 years ago I
couldn’t believe people in the industry said stuff like this around me all
the time. It seems like an ”us vs. them” mentality. How messed up is
that!?!? If you’re a professional you don’t walk into a meeting with a
prospective client with this kind of mindset and I’m glad that I don’t.

I have to agree with Reba. I have always thought this kind of thing was just appalling. These are your clients you are talking about, and to bad-mouth them is kind of like bad-mouthing your boss. It's a bad idea. In fact, it's worse than bad-mouthing your boss because this is such a competitive industry. Why not try having a little gratitude for the fact that you have a client? Why not also try improving your skill at working with buyers so that they don't end up in a position of wanting to lie to you? Why not provide better service so your relationships with listing clients will be stronger?

I know of some agents who seem to actually resent having to work and provide service to their client. This is a tough industry to be successful in, but the ones who will be successful are the ones who are good at building real relationships with their clients. It's hard to do that if you only care about the check, don't enjoy the work, and most importantly, don't enjoy the people.

Guide to Everett

I just posted my "Guide to Downtown and North Everett" with Everett's top 10 places over at my website (www.sandykaduce.com). I posted my favorite places in categories, so there are more like 30 individual favorites. I bet you didn't know it was possible for a former Seattleite and self-admitted snob to HAVE 30 favorite places in Everett! Well, it is!

This brings me to the topic of tonight's blog post--why do people always diss Everett? When I was growing up, and even when I first moved to the north end, I always looked down my nose at Everett. Everyone I knew did. And maybe our reasons for doing that made sense 20 years ago. But in the last five or ten years Everett has really transformed. Yet, people still think of it as the blighted, dying, blue-collar mill town that it was in the 1970s and 80s.

Some background might be helpful. My family has its roots in Everett--my grandfather was a personnel manager at the Weyerhaeuser mill in the late 1960s, and my family lived in Eastmont from 1967 to 1970. So, my family remembers living in Everett near the end of the time that Everett's downtown core was still a thriving community. Throughout the '60s and 70s as people moved to the suburbs and became more dependent on cars, businesses one by one moved out of downtown to malls in outlying areas. Then the lumber industry went into decline in the 1970s and '80s. By the time I was in my teens, downtown Everett was nearly a ghost town, full of empty storefronts, pawn shops, and plasma donation centers.

However, the city government and concerned citizens recognized the value in preserving and reviving the historic core of downtown Everett. Beginning in the mid-1980s, the city government worked hard to attract jobs to the area. A major success was the Navy's decision to build a homeport here. A variety of other projects and measures encouraged development and revival in downtown, most notably, the construction of the Everett Events Center and Everett Station. So far, it's working. It's not a 100% recovery--there are still a few empty buildings, mainly because a few absentee landowners have chosen not to invest in retrofitting and upgrading their buildings, so they sit empty. But, most of the storefronts in downtown are now filled with a variety of thriving businesses.

But, because Everett had a bad reputation for so long, many people still think it's the dying mill town it once was. The good news is, because of that you can still buy a decent house in Everett and not spend a fortune on it. Yes, Everett is still a blue-collar place in some respects but that kind of diversity is part of being an actual city, rather than a suburb or bedroom community. Part of being a real city is having rich and poor, young and old, white, black and all shades in between.

Everett is a success story and I think in five years, everyone will know about it. Right now, it's still something of a secret. If you've never been here (and most people who don't live nearby haven't--we are very parochial here in Puget Sound) you wouldn't know what you're missing. The word is starting to get out, but it's happening slowly. Maybe that is a good thing.

A few years ago I never thought I would say this, but I love Everett. There is a great community of people here, it has a lot of cultural and entertainment opportunities, and abundant natural beauty, yet, it is a diverse community that hasn't lost touch with its blue-collar roots. I like that about Everett. That's what keeps it from turning into a sterile, "Disneyland for the rich" like other neighborhoods that have similar attributes. Everett is a city in its own right, with all the good and bad that goes with that, yet it has a friendly, small-town feel and an energy that I, and many others enjoy.

Everett may be a secret now, but I doubt it will remain one for long.

A Marketing Process for Selling Homes

I came to real estate from the consulting world, where everything is done via a defined process. I've spent most of my career in real estate trying to develop and apply a strategic process to marketing the homes I list.

I like to break it down into stages that take place before, during and after the time a seller lists their home for sale. To my mind, the preparation is really what will determine whether you are successful in selling it. Everything else--pricing, promotion, etc., will depend on how well prepared the property is.

The first step in the process is to understand your target market. In real estate, the question we must answer in order to be effective as listing agents is, "who is the buyer that will buy this home?"

Not every home appeals to every buyer out there. You wouldn't market a high-rise urban condominium in the same way you would market a retirement community, suburban residence or a luxury estate. Each of these has a different target market and has to be marketed differently.

So first, you have to identify your target market and understand what is important to them. What makes them get excited about one house, or product, over another? What is the best way to reach them? How do they make decisions? Once you know the answer to these questions, you can proceed to the next steps--developing the plan to attract the targeted buyers, implementing the plan, and then measuring your results.

Let me give you a real world example of how the preparation and target marketing part of this works.

I recently had a listing appointment with a seller whose listing had expired. They called and invited me to come and present a marketing plan to them and identify some of the reasons why their house hadn't sold.

The home was a lovely newer construction home on a greenbelt, with a low maintenance yard, in an upwardly mobile neighborhood. Most of the families have young children, and two parents working. They tend to stay in these homes for 3-5 years. It's a mid-price commuter neighborhood in an affluent area, surrounded by homes selling for as much as twice what these homes sell for. The neighborhood is on a golf course.

All of the above tells us a lot about our target market. They see this neighborhood, with it's smaller, attractive and conveniently located homes, as a good stepping stone towards the lifestyle they aspire to. This is the kind of neighborhood where staging makes a big difference because its not just about the four walls, it's about the life they envision living once they are in the home.

Unfortunately, the home had not been staged in its previous listing. In fact, because the family didn't have much furniture, most of the spaces in the house were used as play areas for the kids. The previous agent had taken pictures of the home with kids' toys cluttering the shots. Poor lighting exacerbated the problem, making the home appear dingy in pictures. The home still had the original flat finish builder's paint and was in need of some color treatments to bring life to the rooms. And furniture was needed to help buyers understand the potential of the rooms and how the home could fit their lifestyle.

The marketing plan for a home like this one would have to solve the issues of room usage, clutter, lighting and color. The price for the home needs to be right as well. And the home needs to be marketed to those buyers who are most likely to buy. For the demographic looking at this type of home, internet marketing is probably the most effective tactic.

People often ask, "can't buyers look past that and use their imagination?" The answer is no. Buyer's need to be shown that a home is right for them. Without furniture, without some color, without a feeling of space and light, it is hard for a buyer to imagine what their life will be like when they are living in the home. Without good pictures, it's hard for buyers to understand why they should come to see THIS house, when there are others on the market that may look more inviting.

This all comes down to packaging and preparation. You have to package your product so that a buyer can appreciate what it has to offer. To do it, you have to understand who your buyer is, and how to appeal to them. This is the kind of expertise that makes the difference between selling for full price, selling for less than full price, or not selling at all. And it's what home staging is all about.