Monday, February 11, 2008

Home on Ashby combines Key West's old with the new

Is it a single-family Conch house with three master suites and a guest house over the garage in back? Or is 1417 Ashby, at the corner of Washington Street, a four-unit apartment compound?

"It was definitely a four-plex when I bought it in 2000," said Julie Coughlin, who owns the innocuous combination of old and new buildings that would fit right into Old Town Key West. "Not only were people living in the four different units, weeds and trees were living in them — growing right out of the walls.

"And the ceilings ... oh my, the ceilings were covered with scorpions. Instead of termites, I had to tent the building to get rid of scorpions," she recalled.

But those were the good old days before Coughlin contracted Toolbox, Inc., to renovate and restructure the place.

"Kevin and Jim did miracles," said Coughlin. "Floor joists were rotted out; the place was just a mess so the plan was to gut the interior and remove exterior stairs that led to the various apartments and as it turns out, the stairs were actually built on city property.

"I didn't want to lose the fourth residential license, so in the redesign, the Toolbox guys shifted one unit above a new garage out back, which would require a variance ... we thought we might get this variance as a trade-off for the right-of-way space I was returning to the city," she said. "I remember one meeting before the Board of Adjustment, when then-City Commissioner Merilee McCoy exclaimed, 'I know that building; that's where Sonny and I lived the first year we were married.'

"I suspect it was in a lot better shape back then," Coughlin said.

As fate often twists in surprising ways, Coughlin got the variance from the Board of Adjustment but ultimately the Key West Tree Commission refused her the right to remove a giant mahogany at the corner of her property, where the proposed new structure was to go up.

These days, a smaller version of the garage with a studio apartment atop sits within the property's rightful setbacks, just beneath the towering mahogany: Coughlin inlaid permeable brick walkways, even on the garage floor, to ensure that the tree's roots could breathe.

A "Key West cocktail pool" — one just big enough to chill out in — and a railed wooden deck separate the back studio facing Washington Street from the main building that faces Ashby, where Coughlin lives on the first floor of the 1 1/2-story frame house. Her large living-dining-kitchen area is a wonder of white wooden cabinets and black-and-white-speckled granite counters and islands. In fact, all four of the apartment kitchens boast this combo.

The over-stuffed canvas sofa and chairs are Pottery Barn "special deliveries to my front door." And Coughlin cleverly shifts her décor with the season: "I have two sets of slip covers. The canvas that's on the furniture right now; and burlap covers that feature red and blue tapestry pillows when I want to change the look."

Next to the four double doors leading to the pool, a large armoire sans doors is Coughlin's entertainment center, a gift from Jim at Toolbox when the Ashby Street project was complete.

Coincidentally, this antique armoire formerly belonged to Hazel Triplett, my next door neighbor on William Street until she died in 2001.

Don't you just love this town for its hidden connections?

Coughlin says she doesn't know how old the house is; maybe built in the late 1800s, but by choice, the Ashby-Washington redesign was in keeping with the Key West Historic Architectural Review Commission guidelines: "HARC is a blessing to this community," she said. "I love that it protects my property values" even though this particular property is not within the historic district. It could, however, be among the 90 or so buildings located outside of the district that are historically significant. After all, at one time a long time county mayor and his city commissioner wife lived there.

Most of the building's exterior wood and wood windows have been retained, although the garage and back studio are built with hardy plank. Two studio apartments on the second floor share an inspired design for the communal entry with Coughlin. Her apartment entry is toward the rear of an indoor stairway; the upstairs apartments each use this stairway and are individually entered from the second-floor landing. Each apartment has its own private balcony, covered by an extension of the gable roof.

The beauty of this entry design allows the building on Ashby to operate as three separate apartments, or if so desired, the whole building can become a single-family house with three master suites ... also with three individual kitchens; not to mention the studio apartment at the rear. Coughlin says it's the perfect set up when one or more of her four daughters — and granddaughter — visits.

"The property reflects who I am because it is relaxed, casual and cottage-y," she said. "I can't think of this house without thinking of my family, in particular, my mother and Jim and Kevin, who have become extended family members."

Coughlin says she had the interior and exterior walls of the buildings painted "Richmond Bisque," a Benjamin Moore café au lait-like color that she accented with "Vandusen Blue," which happens to be her mother's maiden name. Then she added: "I selected 'Raspberry Truffle' red doors that Toolbox, Inc. has made a signature color for its doors and shutters ever since."

For sure, the fibers of the islands' homes run deep.

How to Find the Right Home

Making Pre-Purchase Decisions

Just because you may feel restricted by price ranges -- especially if this is your first or second home purchase -- don't let anybody tell you that you can't afford to be choosy when looking for a home to buy! You are unique. You have desires and needs, hopes and dreams for your new home that are different from your parent's, friend's or coworker's. OK? So let's get busy defining these homebuying parameters and writing them down.

Location & Neighborhood

  • Suburbs or Country.

Pros: Generally less expensive. Often newer. Tract homes are conforming. More home for the money.
Cons: More time in traffic if driving to town for work. Further away from entertainment options cities offer.

  • Urban.

Pros: Closer to many employers.

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Walking distance to theaters, restaurants, schools. Many period homes offer more distinctiveness in styles.
Cons: Often noisier. Higher crime rates. More expensive.

  • Busy Streets.

Pros: Often homes on streets with more traffic are thousands of dollars cheaper. If noise doesn't bother you, don't pass up homes on busy streets. Drive by at different times of the day / week to ascertain noise levels.
Cons: These types of homes will always sell for less than others in the same area. If bedrooms are located near the front of the home, sleep may be disturbed.

  • Cul de sac.

Pros: Number one choice of buyers with children.
Cons: Less privacy, neighbors know more about you.

  • Corner lots.

Pros: Often larger lots. Fewer neighbors. More visibility.
Cons: More traffic noise. More vulnerable to vehicles jumping the curb. Kids might trespass at the corner. More sidewalk to shovel in winter.

Type of Home

  • Single Family.

Pros: Good appreciation. Opportunity for gardens. More privacy. Quieter.
Cons: More expensive than our next category. More maintenance.

  • Condos, Townhomes, Cooperatives.

Pros: Less expensive than comparable single-family homes. Generally newer so fewer repairs. Lock-n-go lifestyle. No yard or exterior maintenance.
Cons: Less privacy. Noisier. Common walls and/or floors and ceilings. Sometimes no private yard or balcony.

Number of Stories

  • Single Story.

Pros: Easy wheelchair access. Some medical conditions such as bad knees make it hard for certain individuals to climb stairs. Easier to clean.
Cons: Can be noisier if stereos or televisions are located on the same floor as bedrooms. Some people feel safety is compromised if bedrooms are located at ground level. More of the lot is absorbed by living quarters.

  • More than One Story.

Pros: More living space on same foundation than a ranch home. Less noise if entertaining on lower level while other family members sleep upstairs.
Cons: More trips up and down the stairs to carry stuff to bedrooms. If laundry rooms are on the second floor, washer leaks are major. Might need dual vacuum cleaners. It is difficult to maintain consistent temperatures on each level without dual heating and cooling units.

  • Split Levels.

Pros: Often less expensive if purchased with lower level unfinished. Higher ceilings are appealing. Downstairs family room separates noise levels from upstairs. More square footage on same size lots as ranch homes.
Cons: Less storage space. Hassle to take trash downstairs and carry groceries upstairs or vice versa. Kitchens tend to be smaller.

Interior Specifications

  • Number of Bedrooms.

Pros: Common minimum requested configurations are 3 bedrooms. Newer parents prefer bedrooms located on one level.
Cons: 2 bedrooms appeal primarily to first-time home buyers, singles or seniors. However, don't discount a two bedroom if an extra den will satisfy your space requirements.

  • Number of Bathrooms.

Pros: More than one bath is preferred by most people. One bath homes are often less expensive.
Cons: Don't pass up a one bath home is there is room to add a second bath. Sometimes it costs less to put in an extra bath than it does to buy a two-bath home.

  • Square Footage.

Pros: larger spaces offer more room and cost less per square foot than smaller spaces.
Cons: Don't be misled as lay-out is more important than actual square footage. Sometimes well designed smaller spaces appear larger.

  • Bonus Rooms.

Pros: Extra space for media rooms, art studios, children's playrooms, gyms, den/study.
Cons: More expensive.

Garages

  • Attached.

Pros: Cheaper to build. Convenient if raining or snowing.
Cons: Higher noise levels inside the home from cars. Some people feel they are an eye sore. If the garage door to the house self locks, you could get locked out at an inopportune time.

  • Detached.

Pros: Can be tucked away from site lines. Quieter.
Cons: More expensive to build. Farther to walk in bad weather.

Additional Considerations

  • School districts.
  • Special amenities such as fireplaces, pools or spas.
  • Condition of plumbing, electrical, heating & cooling units.
  • Available utilities such as cable or DSL, satellite.
  • Sewer, cesspool or septic connections.
  • Fixers.

The Meaning of Location, Location, Location

I've seen buyers get so excited over the updates in a home that they forget about the first rule of real estate: location, location, location.

Generally, buyers will get the best return for their money if they buy the worst house in the best neighborhood. If a cosmetic fixer needs carpeting or the floors refinished, buyers might receive a discount on price. Plus, then buyers can choose carpeting or floor finishes that match their own tastes and not that of the seller. On the other hand, buyers will most certainly face a harder time selling down the road if they buy the best house in the worst neighborhood.

Yet, many buyers gravitate toward the right homes in the wrong locations. After looking at a few dozen homes, it's easy to get swept up in the excitement of finding that perfect home. That perfect home might have the right configuration and plenty of amenities but if it's in a bad location, you might want to consider passing it by. Regardless of its price . . . read more about Location, Location, Location.

My Real Estate Website Doesn't Produce Leads

This seems to be the number-one concern among real estate agents these days ... a website that doesn't produce any viable real estate leads. Or one that doesn't produce any leads at all.

Sometimes the answer is obvious. Other times, it calls for some speculation. For example, some websites have such obvious problems that you can spot them at a glance. Maybe there are no lead generation systems in place at all, or perhaps the website doesn't function properly.

In other cases, however, the website may appear to be well-designed from a lead generation standpoint, but it still does not produce any real estate leads. This is a tougher scenario to evaluate.

In the latter case, the lack of real estate leads could just be because of the market. After all, if there's not a lot of real estate activity in your area, you can't expect a steady stream of leads to pour through your real estate website. In many cities -- from Nashville to Tucson and elsewhere -- this is what we are seeing right now. And in this case, you simply have to look at your traffic stats. Are you even getting any traffic on a daily basis? If not, you have no hope of producing real estate leads from the website.

If your stats reveal a steady stream of website traffic day in and day out, but you are not getting any leads from the website, then there is something lacking from a lead generation standpoint. In such cases, these are the things I usually troubleshoot first:

Does the website offer any reason why people should contact the agent, or fill out the form, or whatever the conversion goal is? If not, this needs to be addressed first and foremost.

Are the conversion points easy to find, or is the real estate website in such a messy state that visitors can't find their way around? This is a usability issue, and one of the ways you can spot it is through high percentages of people who hit the home page only to leave right away (without clicking further into the website).

These are the things I would start with when troubleshooting a real estate website with good traffic levels but poor lead generation. Often, it's just a matter of cleaning things up and presenting something of value that people would want.

I also see a lot of those "Free Reports" offered on real estate websites, presumably for lead generation purposes. Many of the so-called reports I encounter are poorly positioned in several ways. First of all, they will consist of information the web visitor can easily find elsewhere online. For example, "Top 10 Tips for Buying a Home" is so worn out and overused that it's sad really. Without much effort, I could probably Google that phrase and find it plastered all across the Web.

So who is going to offer their email address in exchange for a generic article they can find on thousands of other websites? Consumers are web-savvy these days, and they know how to ignore useless info and find the good stuff.

So let's say you took the "free report" concept and injected it with steroids and other performance-enhancing substances ... metaphorically speaking of course. Let's say you created an actual e-booklet, in PDF format. And let's say that it was all about the local real estate scene in your area. Suddenly, the booklet becomes something that people cannot find anywhere else, thus the perceived value of the item increases.

Now let's take this further and hire a graphic designer to create a "virtual cover" for the booklet -- one that you can use to promote it on your website. People believe in what they see, so sometimes a little visual entice is all it takes to get people to starting filling out those web forms.

But we're not done yet. Let's create a press release and distribute it online to announce this insightful new guide to the real estate scene in [your town] ... jam-packed with recent sales statistics, development news, residential reports and more. A must-read for anyone planning to buy a home in [your town].

I've shared enough. You get the idea. But suffice to say these are only steps 1 through 7 of about 15 steps I would take ... if I were serious about generating leads through my real estate website. I offer these kinds of ideas and strategies all the time, but very few people implement them. And do you want to know why?

Because nobody ever said lead generation was easy!

Those who put in the extra effort will reap the extra rewards. And those who keep peddling their "Top Ten Tips for Buying a Home" will probably find another line of work at some point.

Finding Your Dream Home

Many people believe that it is impossible to find the home of their dreams unless they have very large amounts of money available to buy the home that they want. This common belief is not necessarily true, if you know the right places to look, you will be able to find your dream home and not spend a fortune on it.

If you want to invest in real estate and stop wasting your money paying rent, it is possible and you can even find a home that will cost about the same as your monthly rent payment. All you have to do is find the right resources and know how they will work together. One place that you can look is at home auctions or in areas where there have been bank foreclosures. Many of these homes will be ones that the previous owners could not pay for and the bank was forced to foreclose on them. Because there is no one paying for the house, the bank is having to pay for it and often times the bank will lower the price of the home so that they will not have to keep paying for it.

If you do not know where to look for bargain homes, you can just browse through locations and do some investigating on your own. Many times, the Internet and local real estate magazines are designed to show you the market and they will also include the lowest priced homes in their listings. If you search local resources, you will be able to compare the homes that are available and you will also be able to see the homes that are lower priced because of things such as foreclosures.

When it is time to look for the home of your dreams, you do not even have to set a foot outside. You can instead search what is available using the Internet and real estate magazines and find a home that will fit both your individual style and your budget.

The Price of Admission

Many salespeople complain that they have trouble getting basic contact information from their customers. Knowing who you talked to has always been important, but in a time when traffic is down and people often are taking longer to make a decision, it is vital that you have a record of who you visited with and a way to back keep in touch with them if you ever want to make a future sale.

In new home sales, I’ve found that people want 2 things when they visit your model or sales center: they want to look at the model, and they want a brochure.

That’s fine. That’s why you’re open. You’re happy to accommodate them. However, there is one condition.

If it was just a matter of letting people look at your model and pick up a brochure, you wouldn’t even need to be there. You could leave the door unlocked and provide a stack of brochures for people to take. There’s a little more to it than just letting the customers get what they want.

After all, you’re in business to sell homes and make money. Therefore, you have to get what you want as well.

In order to have any chance of making a sale with someone, you first need to have a conversation with them. Learn about their needs and what they want.

If they don’t buy and close on the first visit, you need to have a record of who they are so you can contact them again and pursue the sale. You need their name and at least a good telephone number.

An email address will suffice in the early going, but it doesn’t substitute for a phone number. At some point, you must be able to have an actual conversation with your customers – unless they didn’t like what you offer well enough to want to talk with you again.

So here it is. You have a model that customers want to see, and you have a brochure. They have their contact information. You simply make an equitable exchange. They get what they want, and you get what you need.

Look at it this way: act as if the price of admission to your model is the customer’s telephone number (and other contact information).