Sellers Reserve

In partnership with Cindy Chin · REAL Broker

Strategic Auction & Estate Relaunch Proposal

37565 Calle De Companero

The freedom to live exceptionally.

37565 Calle De Companero, Murrieta, California 92562 · 38 acres · One extraordinary opportunity.

The estate proposal

01 · The Estate

Not a large house in Murrieta. A private Southern California legacy estate.

Acres

5,550

Sq ft

Bedrooms

Bathrooms

2003

Year built

$3.498M

Current ask

A single-level luxury residence with a separate guest home, equestrian facilities, vineyards, two wells, paid solar, a pool and expansive grounds bordering open natural land. Land, privacy and an unusually broad range of lifestyle possibilities, all in one place.

02 · The Market Challenge

An exceptional property in a difficult selling environment.

Murrieta median53 days

This estate (approx.)111 days

Asking price is roughly 5.2× Murrieta's reported median sold price of $676,000. Listed July 1, 2026; figures subject to MLS verification and a full CRMLS luxury-estate analysis.

01
Limited buyer depth
This price point demands a buyer with both capacity and a genuine love of rural estate living.
02
Presentation friction
Dark interiors, deferred maintenance, an untreated pool and an unprepared arena shift buyer focus to cost, not lifestyle.
03
Property complexity
Wells, septic, vineyard, outbuildings and equestrian facilities require more diligence than a suburban home.
04
Extended exposure
After months on market, buyers assume overpricing, compromise or room for deep negotiation.
05
Competition beyond Murrieta
Buyers can choose Temecula, Fallbrook, Bonsall or Rancho Santa Fe. We must win their attention.

The answer is not simply more advertising. It is a change in presentation, audience, message and the way buyers are invited to compete.

03 · The Strategic Reset

Three moves. One coherent estate story.

Restore desire

Remove the visible reasons to hesitate: dark rooms, neglected water, tired arrival and arena condition. Prioritize the works that change buyer perception without starting an open-ended renovation.

Reframe the offer

Lead with private Southern California acreage and a complete way of life. The house supports the story; the combination of land, equestrian use and guest accommodation is what makes it distinctive.

Concentrate intent

A new creative campaign and a reserve auction provide a credible reason to look again, inspect promptly and reach a decision. Preparation, promotion and sale mechanics work together.

The objective is not to sell faster at any price. It is to give the right buyers every reason to engage—and fewer reasons to discount.

04 · The Transformation

From dark and dated to bright, open and irresistible.

Interior transformation

Deep clean, repaint dark interiors in a luminous warm white, refresh lighting, declutter and selectively stage.

Pool & outdoor living

Full water treatment, equipment checks, hardscape pressure-cleaning and restored entertaining areas.

Equestrian facilities

Specialist arena footing rehabilitation: dragging, harrowing, laser grading and conditioning, plus drainage and fencing.

Grounds & arrival

Restore the driveway approach, entrance, landscaping and pond to create a deliberate journey from gate to vineyard.

Illustrative preparation budget

Preliminary allowances, not quotes. Seller-approved and paid directly to third-party contractors, separate from the Sellers Reserve fee. 15% contingency recommended. A practical assessment of structure, safety, water, septic and roof precedes any cosmetic work.

Interior painting$12,000 – $22,000

Deep cleaning & detailing$2,500 – $5,000

Pool & outdoor treatment$2,000 – $6,000

Arena footing rehabilitation$3,000 – $9,000

Landscaping & grounds$5,000 – $12,000

Staging & finishing$4,000 – $10,000

Indicative total$28,500 – $64,000

Rider on a freshly groomed arena at sunset

05 · The Buyer

Sell the estate, not the specifications.

The Equestrian

Private riding facilities, stables and trail access, with horses kept at home.

Lifestyle & Legacy

A retreat from dense urban living for family, entertaining and long-term ownership.

Multigenerational

Main residence plus guest accommodation for extended family living.

Land & Opportunity

Acreage, vineyard and outbuildings for flexible rural living.

06 · The Campaign

A deliberate local, national and global search for the right buyer.

Local & Regional

Murrieta, Temecula, Fallbrook, Riverside, San Diego

Southern California

Orange County, Los Angeles, coastal luxury and equestrian networks

National

Qualified lifestyle and relocation buyers across US wealth markets

International

Luxury broker relationships and globally accessible campaigns

—Dedicated branded estate microsite and digital prospectus
—Cinematic property film, aerials, photography and floor plans
—Segmented Meta, Google and video advertising (fair-housing compliant)
—Direct introductions to luxury, equestrian, ranch and vineyard brokers
—Staged broker preview and invitation-only buyer events
—Verified buyer information and due-diligence package
—Centralized lead management, qualification and reporting

Creative that earns attention

An estate film built around arrival, riding, entertaining and privacy; drone coverage that explains the land; luminous interiors; measured floor plans; and a prospectus that connects the residence, guest home and working grounds.

Paid media with a purpose

Coordinated Meta, Google and video placements, with distinct creative for equestrian use, family retreat and land ownership. Geographic and contextual reach follows housing-ad rules; restricted demographic targeting is not used.

Reach beyond the postcode

Begin with Southern California wealth and lifestyle markets, extend to national relocation audiences and broker-led international introductions. Global availability is an access strategy, not a claim that overseas buyers are already waiting.

Broker-to-broker influence

Personal introductions to luxury, equestrian, ranch and vineyard specialists. Give each broker a clear estate story, complete information and an easy path to arrange a qualified tour with Cindy.

A destination that converts

One dedicated estate page links the film, photographs, prospectus, inspection calendar and approved auction terms. Every inquiry is routed into a single follow-up process, rather than scattered across separate campaigns.

Feedback that changes the campaign

A weekly seller report separates reach from genuine interest: inquiries, completed tours, diligence requests, qualified registrations and recurring objections. Creative and spend are adjusted to evidence, not vanity totals.

Attention is the beginning. Qualification is the objective.

Discovery

Inquiry

Private inspection

Diligence

Registered bidder

What you approve before launch

The creative brief, channel allocation, geographic priorities, broker invitation list, event calendar and spending cap. Third-party media and production costs are itemized; inclusions in the engagement fee are confirmed in writing.

What we will not manufacture

No unverified audience-size promises, invented buyer databases or guaranteed returns. Campaign claims, testimonials and previous results are included only when documented and appropriate to this estate.

07 · Why Auction

Not a lower-price strategy. A higher-intent selling process.

This estate needs more than another price adjustment. A reserve auction brings a fresh narrative, a concentrated campaign and a shared decision point to a property whose buyer pool is naturally specialized.

A reason to act now

A published sale date turns a passive listing into an opportunity with a closing window. Buyers have time to investigate, but not an indefinite invitation to wait.

Competition in one place

Rather than negotiating in isolation, registered buyers compete for the same estate at the same time. The ambition is to discover what the market will pay, not to promise a predetermined result.

A seller-approved reserve

You approve the minimum acceptable sale price before the event. The private reserve is distinct from any opening bid or marketing guide; no below-reserve sale is required.

An estate, not a distress sale

This is a voluntary, professionally managed marketing strategy for a distinctive asset—not a foreclosure. Presentation, diligence and qualified access establish that distinction from the outset.

Selling dynamic	Conventional listing	Proposed reserve auction
Timing	Open-ended market exposure	Defined campaign and decision date
Price conversation	Negotiation around an asking price	Competitive bidding with a private reserve
Buyer readiness	Diligence often follows an offer	Diligence and registration encouraged before bidding
Seller protection	Seller chooses whether to accept an offer	Seller-approved reserve and written terms
If no sale occurs	Continue, reduce or withdraw	Review feedback and negotiate under an agreed fallback

Auction does not guarantee more bidders, a higher price or a sale. Its value is a disciplined process that concentrates the opportunity to compete.

08 · How It Works

From first conversation to signed contract.

Agree the strategy

Cindy and Sellers Reserve review estate-specific comparables, buyer feedback and your objectives. You approve the preparation scope, marketing spend, auction format and proposed terms. Reserve advice is grounded in evidence, not an inflated promise.

Make the estate inspection-ready

Complete the priority works and assemble disclosures, reports and an estate prospectus. Confirm what is included, what is excluded and which property claims can be substantiated before buyers commit time or money.

Launch a four-week invitation

A coordinated campaign directs interested buyers to one destination. Private tours, broker previews and scheduled inspection opportunities turn online attention into a physical understanding of the estate.

Qualify and register bidders

Interested parties review the approved contract and diligence package. Identity, authority to buy, proof of funds or financing capacity, deposit requirements and bidder terms are checked before registration is accepted.

Conduct the sale event

The auctioneer explains the approved rules and takes competitive bids in the agreed format. The seller is consulted through a designated representative; the reserve is not publicly disclosed unless you authorize it.

Document the outcome

If reserve and agreed sale conditions are satisfied, the licensed brokerage documents the transaction and escrow receives the deposit. If reserve is not met, Cindy leads the pre-agreed negotiation process with interested parties; you retain the decision.

A strong pre-auction offer remains an option.

Cindy presents any bona fide offer. You may choose to accept it, subject to the agreed auction terms and professional advice. There is no obligation to reject a compelling result simply to reach auction day.

The event format, deposit amount, contingencies, financing terms, buyer premium (if any) and contract mechanics must be explicitly agreed with REAL’s responsible broker and legal advisers. No unconditional contract or immediate closing is assumed in this proposal.

09 · The Proposed Calendar

Six weeks to prepare. Four weeks to compete. Holidays respected.

Assuming appointment and mobilization on October 26, 2026, the recommended public launch is January 4, 2027, with a proposed auction on February 2. December is a deliberate buffer—not a shortened campaign disguised as holiday marketing.

6 weeks

Oct 26, 2026 – Dec 7, 2026 (launch-ready)

Holiday buffer

Dec 7, 2026 – Jan 4, 2027 (relaunch)

4 weeks

Jan 4, 2027 – Feb 1, 2027 (complete)

01
Preparation · weeks 1–2
Oct 26 – Nov 8, 2026
Discovery & mobilization
Agree the scope and spend, obtain contractor quotes, order diligence reports, review comparable estates and establish the reserve-advice process.
02
Preparation · weeks 3–4
Nov 9 – Nov 22, 2026
Restore & reposition
Painting, cleaning, pool treatment, arena work and arrival improvements. Develop the estate narrative, broker outreach plan and creative brief while work progresses.
03
Preparation · weeks 5–6
Nov 23 – Dec 6, 2026
Finish & produce
Complete priority works, staging, photography, film and prospectus. Thanksgiving falls on Nov 26: book trades and key inspections ahead, avoiding reliance on holiday-week deliveries.
04
Holiday buffer · separate from campaign
Dec 7, 2026 – Jan 3, 2027
Protect the launch
Allow for punch-list items and report follow-up; make quiet broker introductions by agreement. Do not spend the four-week public campaign across Christmas and New Year travel.
05
Campaign · week 1
Jan 4 – Jan 10, 2027
Coordinated relaunch
Release the estate page, prospectus and film together. Launch approved paid media, make direct broker introductions and host the first scheduled inspection opportunities.
06
Campaign · week 2
Jan 11 – Jan 17, 2027
Experience the estate
Broker preview, qualified private tours and focused follow-up. Review objections and inquiry quality with the seller; adjust messaging and channel allocation.
07
Campaign · week 3
Jan 18 – Jan 24, 2027
Build bidder readiness
Follow up with serious parties on reports and contract terms. MLK Day is Jan 18: avoid anchoring the main broker event to that holiday; retain flexible private appointments.
08
Campaign · week 4
Jan 25 – Jan 31, 2027
Convert intent into registration
Final inspection opportunities, proof-of-funds checks, bidder registration and agreed deposit arrangements. Confirm the reserve and event instructions with the seller and broker.
09
Proposed auction
Feb 2, 2027
Competitive sale event
Registered buyers compete under the approved terms. Cindy and the auction team document the outcome, or begin the agreed below-reserve negotiation process.
10
After the event
February – March 2027, indicative
Escrow & completion
Cindy and the brokerage manage the contract, deposit, any agreed contingencies and escrow. The closing date is set by the accepted contract—not promised by the campaign calendar.

Proposed dates, not commitments. Six preparation weeks contain Thanksgiving, so trade capacity and report availability must be checked at appointment. If readiness slips, launch and auction shift together, preserving four full campaign weeks. The holiday buffer is additional to both core phases. Final dates depend on seller approval, property readiness and broker/auctioneer availability.

10 · Seller Confidence

Clarity before commitment. Control at every decision.

The estate diligence package

Title, boundary information, access and recorded easements; acreage and improvements verified against available records.
Well condition, water quality and available yield reports; septic inspection and service records.
Roof, structure, pool and major systems reports; documented repairs and known defects.
Guest-home and outbuilding permits or known permit limitations; zoning and intended-use restrictions.
Solar ownership and operating information, vineyard records where available, equestrian facility condition and an inventory of inclusions.
Required seller disclosures, fire-risk and insurance considerations, approved auction terms and purchase contract.

Your approval gates

Before preparation

Authorize a prioritized scope, contractor quotes and spending cap. Separate essential diligence from discretionary presentation work.

Before public launch

Approve the final imagery, estate claims, marketing allocation and auction documentation. Confirm the estate is genuinely inspection-ready.

Before auction

Review qualified buyer activity and market feedback. Approve the reserve and give written event instructions through the responsible broker.

After the outcome

Accept a compliant result or assess the fallback options with Cindy. No automatic discount, guaranteed price or compulsory below-reserve acceptance.

Questions a seller should ask

Will buyers think this is a distressed property?

The campaign explicitly presents a voluntary reserve auction of a prepared lifestyle estate. There is no foreclosure narrative. The condition of the property, quality of information and tone of the campaign must support that positioning.

Can a buyer use finance?

Only under the approved sale terms. Buyers must understand any financing conditions and demonstrate capacity before registration. We do not assume that every auction buyer must pay cash or that financing contingencies are automatically available.

What happens if there is only one bidder—or none?

The seller’s reserve still governs. The team assesses whether a viable negotiation is possible and follows the agreed fallback. Registrations and buyer depth are reviewed before the event; auction is not a substitute for genuine demand.

What costs sit outside the fixed engagement?

Seller-funded preparation and Cindy’s separately negotiated brokerage compensation are additional. Paid media, production, event expenses and any proposed buyer premium must be itemized in the final agreement so there is no ambiguity or double counting.

How will I know whether the campaign is working?

A weekly review with Cindy and Sellers Reserve covers spend, lead sources, tours, diligence engagement, qualified registrations and price feedback. Activity is assessed against intent; clicks and impressions alone are not treated as success.

11 · The Partnership

Cindy Chin and Sellers Reserve. One integrated team.

Cindy is the seller's chosen representative: a highly experienced and capable agent who has earned the seller's trust and knows this property intimately. Sellers Reserve adds specialist capability around her, leading the project so Cindy can do what she does best.

Cindy Chin · REAL Broker

Primary seller relationship
Licensed listing representation
Seller advice and communications
Pricing and offer advice
Negotiations through the brokerage
Transaction and escrow oversight

Sellers Reserve · Michael Mahon

Dedicated project leadership
Preparation and campaign coordination
Creative direction and media production
Targeted buyer attraction
Auction-event coordination
Campaign reporting and support

All activities requiring a real estate license remain with the licensed broker. Final division of duties subject to approval by REAL's responsible broker.

Auction strategy & project leadership

Michael Mahon

Founder & CEO · Sellers Reserve · CA DRE #02076897

Michael brings a career in Australian and Californian real estate to a specialist auction-led approach. The Sellers Reserve biography describes 27 years in real estate and more than 2,000 homes sold across his career—not a claim of 2,000 California auction sales.

His contribution here is hands-on orchestration: connect preparation, creative production, buyer attraction and the competitive sale event into one accountable program. He works alongside Cindy, not in place of the seller’s trusted representative.

Company biography

Seller representation & local guidance

Cindy Chin

Broker Associate · REAL Broker · CA DRE #01921826

Cindy is the seller’s chosen agent and the central relationship in this proposal. Her business profile identifies her as the founder of Cindy Chin Realty International and leader of REAL RISE OC, with an Orange County and Greater Los Angeles practice.

For this estate, her property knowledge, seller relationship and licensed brokerage role anchor the program. She leads seller advice, pricing and offer discussions, broker relationships, negotiations and transaction oversight while Sellers Reserve adds specialist project and auction capability.

Business biography

Career figures are company-reported biography claims, not independently audited results. Cindy’s broker-associate identity is listed in the California DRE record. Confirm final biographies and license details before seller distribution.

Michael · At the auction

Experience in action.

Existing auction footage from the Modjeska presentation, shown as a silent loop. It illustrates the auction setting, not this property or a guaranteed result.

Michael on timing

Time Kills Price · From the Modjeska proposal (English audio)

Michael on competition

Why Auction? · From the Modjeska proposal (English audio)

12 · The Investment

A fixed project fee, aligned with your result.

$120,000

Fixed project engagement

25% On appointment$30,000

25% On campaign launch$30,000

50% On successful closing$60,000

Performance incentive

+$50,000

Payable on closing if the contract price exceeds $3,500,000.

Fee illustration

Sale price	Base	Bonus	Total
$3,300,000	$120,000	—	$120,000
$3,500,000	$120,000	—	$120,000
$3,500,001	$120,000	$50,000	$170,000
$3,800,000	$120,000	$50,000	$170,000
$4,000,000	$120,000	$50,000	$170,000

Cindy's brokerage compensation is negotiated separately and not included. Seller-funded property improvements are additional. Final agreement structure, entity and payment timing subject to broker approval and California DRE advance-fee compliance review before execution.

13 · The Decision

Not an additional commission. An entire specialist team.

Preparation, repositioning, a global campaign and a competitive sale event, led by Sellers Reserve alongside Cindy Chin.

The next step is a joint scope-and-strategy meeting: confirm your priorities, approve diligence and contractor quotes, agree the engagement terms, and secure the January campaign window. No commitment to a reserve is requested before the evidence is reviewed.

Michael Mahon · CEO, Sellers Reserve