Top Agent Magazine May 2015 VIRGINIA

Rebecca & Michael Straley

Rebecca & Michael Straley

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Virginia dynamo couple Rebecca and Michael Straley of Fathom Realty have been proactive in their approach to the evolving industry. The shift to the online marketplace means REALTORS® must redefine their value to buyers and sellers. Consumers may feel the plethora of information online may provide them with the tools they need to successfully complete a real estate transaction.

Agents must strengthen their expertise in highly focused areas to fortify their value proposition to the consumer. “We use a 10 Point pricing methodology, which we’ve named the Pin Point Pricing Method,” says Michael. “Essentially, automating pricing is based on statistical evaluation, which may not be accurate. Our 10 Point System looks at a number of variables.” The strategy embraces the client’s vision, as well. We incorporate what the client believes and build on top of that to come up with precision

oriented pricing. We have developed a very complicated but very accurate algorithm,” Michael adds.

A second feature of Rebecca and Michael’s system is Strategizing Negotiations. Michael compares re­lying on a REALTOR® to negotiate as going down the river with a guide who has been down a rough river 50 to 100 times. He adds, “Don’t put yourself in an unknown position with all your belongings spewed across the river. Buying a property is a large investment. You want someone between the buyer and the seller to provide the strategy and technique of negotiation.”

Another feature of the team’s “Crushing Value Proposition” is Appraisal Value Packaging Michael explains. “We know what the market will bear and what appraisals will bear, which helps structure pricing and negotiation. If we know the appraisal issues beforehand, we can choose battles carefully, saving the

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negotiation strategy for the most costly issues.”

Rebecca and Michael say knowing where money leaks might occur during a transaction can save clients many thousands of dollars. People have in mind what changes will help them sell a house. We’ve seen firsthand when a client’s budget is gone, and they’ve missed the most important thing. Suburban markets

in America have lots of dated resales on the market. The bubble has created a new signature on homes. If you do the wrong renovations, you can lose money.”

The GO Straley Group prides itself in education and experience, build­ing upon hundreds of transactions, which Michael describes as a human computer line item. Michael adds that many senior agents have

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developed an intuitive sense, which is a priceless advantage for buyers and sellers. Education and training are essential values for the team and Rebecca is both a Virginia Licensed Instructor/Educator for brokers and NAR certified for select designations.

Rebecca and Michael believe exceptional service and continued value brings consistent business and referrals. The two have over 35

years of experience in real estate with over 300 transactions and $100 million plus in sales. Both believe community involvement is essential for REALTORS® and have been involved with numerous real estate and community organizations.

Rebecca and Michael are proud to be part of Fathom Realty, which they believe sets the model for the future. Fathom Realty is 2014 INC 500’s

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For more information on Rebecca and Michael Straley

and GO Straley Group www.GOStraley.com

[email protected] (540) 834­6263 | (540) 379­1949 | (844) STRALEY

Second Fastest Growing Realty Company, with a presence in 15 states nationwide. Michael serves as Fathom Realty Regional Vice President while Rebecca is Fathom Realty District Director/Broker.

Both Rebecca and Michael lend their unique skillsets to the team. Rebecca

says she encouraged Michael to come on board because she believed his superior analytic skills would complement her interpersonal skills. Since 2013, the couple has been hosting CVTV’s weekly “In My House,” a popular program that shares interesting stories of Virginia families and their homes.