Conceptual imageryReserve · Confidential Executive Proposal
The First
Collection
Twenty Exceptional Residences. One Extraordinary Evening.
Proudly Presented by
FirstTeam Real Estate
Developed & Directed by
Michael Mahon, Sellers Reserve
The Evening
January 26, 2027 · Newport Beach
“The opportunity is not simply to sell twenty homes. It is to change how the market sees FirstTeam.”
Cam, the opportunity
FirstTeam’s next chapter in coastal luxury.
The First Collection puts FirstTeam at the centre of a defining luxury moment: twenty exceptional coastal residences, one coordinated campaign and one extraordinary evening in Newport Beach.
The ambition goes beyond January’s sales. It is to change how affluent owners see FirstTeam, give our agents a compelling reason to win their next luxury listing, and turn exceptional marketing into lasting brand presence.
A proposed $250,000 investment launches the collection, the Reserve publication and a continuing digital and media platform. Seller contributions add $200,000 for the marketing campaign. At closing, FirstTeam receives its $250,000 back plus 10% of our retained revenue; twenty represented sales generate a $200,000 share, for $450,000 in total receipts.
Approve in November. Launch in January. Build a luxury position that lasts.
Why now
The market will not wait for us.
FirstTeam has an established brand, significant infrastructure and a meaningful presence across Orange County. Its desired position in the highest value coastal segment remains an opportunity to be developed.
The question is not whether FirstTeam can compete; it is whether we are prepared to compete differently. Incremental improvement will not create the impact we seek. We need a defining initiative.
How success will be measured
“The cost of waiting is not simply the business we lose today. It is the market position we fail to build tomorrow.”
The proposition
One collection. Twenty exceptional residences.
A curated portfolio of approximately twenty luxury properties through one coordinated marketing and auction campaign.
Each residence receives an individually developed strategy. Together, they benefit from a powerful collective platform; culminating in one exclusive evening in Newport Beach.
0
Target residences
$0M
Illustrative average value
$0M
Illustrative portfolio value
0
Day public campaign
Values are illustrative scenario assumptions. One landmark evening · quarterly continuation.
Conceptual · not signed listingsOne brand. Three connected expressions.
The First Collection
Quarterly flagship sales event
A curated portfolio culminating in a live auction evening
Reserve; The First Collection
Magazine & continuing media platform
Inaugural publication proudly presented by FirstTeam
FirstTeam & Sellers Reserve
Brokerage, auction & operating partnership
FirstTeam listings; Sellers Reserve event and marketing leadership
An invitation led luxury experience; not a discount auction or clearance event. First to act. First to lead.
“Individually exceptional. Collectively extraordinary.”
For the luxury homeowner
A different proposition.
- 01An exclusive curated collection
- 02World class marketing and media
- 03A defined selling timeline
- 04A coordinated buyer attraction campaign
- 05A high profile auction event
- 06No traditional percentage based seller commission
Conceptual imagery$10,000
Upfront seller marketing contribution
$0
Seller side sales commission at closing
$200,000
Fixed buyer premium, at successful closing
Proposed structure. The premium is disclosed clearly and forms part of the buyer’s total acquisition cost, and may influence bidding. Not presented as a free service.
Only committed sellers
Selection requires a realistic reserve strategy, documented authority, full disclosures, preparation readiness, inspection availability and genuine willingness to transact. The $10,000 commitment is one filter; not proof of a saleable reserve.
“A premium selling experience. Without a traditional seller commission.”
Two levels of marketing
Twenty properties. One marketing force.
The Residence“Every property has its own story. Together, they become the story.”
The most important argument
We must look like the business we intend to win.
Owners of $5M, $10M and $20M residences judge our capability from the first moment they encounter our brand. Premium collateral is not an indulgence. It is a commercial tool.
Mockup · conceptual01
First impressions
The initial presentation decides whether sellers take the opportunity seriously.
02
Credibility
Research, polished materials and clear process reduce perceived risk.
03
Perception
Premium presentation signals a standard consistent with the assets we represent.
04
Conversion
Collateral must secure appointments, win listings and produce measurable results.
“We cannot promise exceptional presentation for their property if we cannot deliver exceptional presentation of ourselves.”
The seller acquisition book
The presentation that opens doors.
Reserve · The First Collection
The Residence
Full page architectural photography
Spread 1 / 5
Contents
- 1The First Collection philosophy
- 2Why luxury requires a different approach
- 3Property specific market intelligence
- 4Individual property positioning
- 5Preparation & presentation strategy
- 6Cinematic photography & film
- 7Domestic & international buyer reach
- 8Reserve Magazine
- 9The auction process
- 10The campaign timeline
- 11The buyer premium model
- 12The dedicated professional team
- 13Seller decision & next steps
Mockup · conceptualInaugural publication · January 2027
Reserve; The First Collection
Proudly Presented by FirstTeam Real Estate
Not a property catalogue. An editorial luxury publication; and a recurring marketing asset that bridges every collection to the next.
“The magazine does not end with the event. It begins the next one.”
Proposed campaign deliverable · not yet live
A digital home for the collection.
RESERVE
THE FIRST COLLECTION
The First Collection
Twenty Exceptional Residences · One Extraordinary Evening
January 26, 2027 · Newport Beach
Conceptual imageryA sustained campaign
We will not simply advertise an event. We will create a story.
Launch announcement
Property editorial
Lifestyle media outreach
Founder & executive interviews
Behind the scenes
Cinematic property films
Social campaigns
Auction education
Seller stories
Buyer engagement
Event night coverage
Post event results
Michael Mahon acts as strategist, lead presenter, auction specialist and spokesperson; with authority built on genuine history, documented experience and real footage. [Approved photography of Michael; to be supplied]
“The event creates attention. Consistent media creates authority.”
Combined strengths
A platform built on an established brand.
At the centre
Coastal
Orange County
Luxury Portfolio International
Subject to confirmation
Leading RE Companies of the World
Subject to confirmation
Nobleman opportunities
If relationship verified
FirstTeam internal marketing
Existing capability
FirstTeam agent network
Existing capability
Sellers Reserve methodology
Auction & campaign direction
Partner logos appear only with permission. Existing benefits are distinguished from proposed partnerships.
“An established brand. A new reason for the luxury market to pay attention.”
Preferred: Porsche Newport Beach · Alternative: Fletcher Jones Motorcars
An extraordinary setting for an extraordinary audience.
Conceptual visualization · no venue agreement existsThe venue is not merely a location. It is a strategic brand partnership; homeowners, buyers, business leaders, cooperating agents and advisers in one room.
- Exposure to a curated luxury audience
- Guests introduced to showroom & vehicles
- Jointly branded hospitality
- Visibility across magazine, website, invitations & media
- Approved photography and video
- Invitations for existing dealership customers
- Potential recurring quarterly collaboration
No sponsorship, hosting agreement, vehicle sales or lead volumes are implied. Genuine licensed venue photography to be sourced.
“We are not asking for a venue. We are offering access to an audience.”
Conceptual renderingTuesday, January 26, 2027
One night. One stage. An exceptional collection.
01
Invitation led reception
02
Luxury hospitality
03
Property presentation
04
Registered, qualified bidders
05
Professionally conducted auctions
06
Legal & transaction support
07
Post event media coverage
“Competition drives value. Presentation creates opportunity.”
Proposed terms
Simple for sellers. Compelling for cooperating agents.
Fixed buyer premium
$200,000
$100,000
Cooperating brokerage
$100,000
FirstTeam / Sellers Reserve gross
Gross allocations; before project reimbursement and agreed distributions. Not profit.
When the buyer is unrepresented
$200,000 retained
No cooperating brokerage allocation applies. The full buyer premium stays in the FirstTeam & Sellers Reserve gross pool, before capital repayment and the agreed split.
- Illustrative average sale price
- $7,000,000
- Traditional 3% total fee benchmark
- $210,000
- Seller marketing contribution (upfront)
- $10,000
- Seller side percentage commission at closing
- None
Explore: the premium at different sale prices
Winning bid
$7,000,000
Premium as % of price
2.86%
The buyer premium is additional to the winning bid and may affect bidding behaviour. All premium, cooperating brokerage and commission arrangements are proposed terms subject to legal and brokerage approval. No better seller net result is guaranteed.
Scenario assumptions · not guaranteed results
A $140 million target portfolio.
Sales volume
$140M
Gross buyer premiums
$4M
Cooperating allocations
$2M
FT / SR gross pool
$2M
Additional marketing funding
$200K
| Sales | Volume | Premiums | Cooperating | Gross pool | |
|---|---|---|---|---|---|
| 5 | $35,000,000 | $1,000,000 | $500,000 | $500,000 | |
| 10 | $70,000,000 | $2,000,000 | $1,000,000 | $1,000,000 | |
| 15 | $105,000,000 | $3,000,000 | $1,500,000 | $1,500,000 | |
| 20 | $140,000,000 | $4,000,000 | $2,000,000 | $2,000,000 |
Each represented sale retains $100,000; each unrepresented sale retains $200,000. Each row includes up to 0 unrepresented sales, limited to its completed sales count. Marketing funding assumes all 20 sellers contribute, regardless of completed sales; it is additional to FirstTeam’s $250,000 investment and excluded from closing receipts. Gross figures are not profit.
“The objective is not a single transaction. It is a repeatable commercial platform.”
The strategic return
A stronger luxury presence. A disciplined investment.
Brand presence
FirstTeam takes centre stage across the collection, magazine, website, films and auction evening.
Marketing recognition
A distinctive luxury campaign designed to earn attention, build credibility and give agents a stronger story to take to sellers.
Future business
New owner relationships, buyer engagement and a recurring collection platform extend the opportunity beyond January.
The financial share is one part of the return. The larger ambition is to make FirstTeam a more visible, credible choice for coastal luxury owners, with enduring marketing assets and a platform for future listings. These strategic outcomes will be measured, not assumed.
How FirstTeam’s capital is repaid
Seller contributions of $10,000 each provide $200,000 in additional campaign funding, alongside FirstTeam’s $250,000 investment. They are not paid to FirstTeam on receipt and do not reduce its capital repayment. At closing, FirstTeam receives its full $250,000 back plus 10% of the FT & Sellers Reserve retained revenue, calculated before deducting capital repayment. Twenty represented sales generate $2,000,000 in retained revenue and a $200,000 share.
01
Investment commitment
−$250,000
Funded at commencement
02
Additional marketing funding
$200,000
20 sellers at $10,000 each; funds the campaign, not FirstTeam repayment
03
Capital repaid at closing
$250,000
Full investment due back to FirstTeam from closing revenue
04
Investment fully repaid
Threshold reached
05
FirstTeam revenue share
$200,000
10% of $2,000,000 retained revenue, before capital deduction
Capital repaid at closing
$250,000
+ FirstTeam 10% share
$200,000
= Gross FirstTeam receipts
$450,000
Includes capital repayment; not profit. Seller marketing funds are excluded. If closing revenue is insufficient, repayment is capped at available cash after the 10% share; unrecovered capital remains outstanding.
Participating agents within Michael’s team are compensated through separately agreed arrangements. Cooperating brokerage compensation and legally required obligations are respected. The waterfall must be approved in writing; the illustration assumes 20 signed sellers.
Total $250,000
Every dollar has a purpose.
Financial governance
Michael is responsible for operational execution and budget accountability. Every expenditure is recorded.
Approved funding is available from commencement. Spending authority, approval thresholds and reporting are agreed in advance.
Five to seven agent acquisition team
The event begins with the listings.
We do not want twenty properties at any cost. We want sellers genuinely committed to selling, with realistic expectations. Michael personally leads principal seller presentations.
The $10,000 contribution establishes commitment; it does not replace qualification.
Conceptual imageryTargeted owners
Extended time on market, expired, repositioning, motivated by timing
Qualified meetings
Property research and bespoke presentations
Signed listings
Agreements and marketing commitments
The Collection
≈ 20 suited to auction residences
“The right twenty properties matter more than the number twenty.”
Governance
One vision. One accountable leader.
Project Director
Michael Mahon
Strategist · Lead seller presenter · Spokesperson
Marketing
Dedicated FirstTeam representative
Acquisition
5 to 7 participating agents
Media & PR
Production and independent PR
Operations
Project coordination
Legal & Documentation
With FirstTeam legal & risk
Event & Buyers
Production and buyer engagement
Daily control of strategy, creative, suppliers, agent coordination, marketing, PR, sponsorship development and event delivery sits with Michael within the approved scope and budget. Material financial commitments, use of FirstTeam marks, exclusivity or conflicts require written approval. Sponsorships carry documented benefits and accounting; sponsor access to guest data requires consent.
Michael requires clear operational authority within the approved scope and budget. FirstTeam retains brokerage supervision, legal oversight and financial controls. Potential personnel, including Bud and Alex Yu, are prospects; not confirmed appointments.
Led by Hila with FirstTeam legal & risk
Resolve the foundations. Then execute.
Escrow & title, prepared for the collection
All listings will use our escrow and title partners. These partners have been briefed and prepared for this special event.
Decision gates
- Gate 1Approval and funding
- Gate 2Legal, venue and team ready
- Gate 3Minimum qualified listings signed
- Gate 4January launch readiness
- Gate 5Event and post sale review
The objective is a clear, usable document package and a defined escalation process for unresolved matters.
Legal compliance is essential; and the review process is organized to support timely execution.
Bold does not mean uncontrolled.
Commercial & legal
Test the fixed premium across price points, validate purchase price treatment and buyer affordability, resolve buyer broker compensation and California auction / MLS requirements.
Delivery
Early venue and legal approval, minimum listing and bidder thresholds, a postponement protocol; and every property saleable separately if the event cannot proceed.
Financial discipline
Protected investment, agreed spending authority, vendor contracts, a weekly dashboard and an auditable ledger, with defined treatment of cancellations and unsold lots.
A compressed execution window
January 26 is the event. November is the decision.
November
Approval, funding, legal, collateral, venue, recruitment, acquisition
December
Portfolio, preparation, media, magazine
January
Launch, buyers, inspections, auction
“By December, we should be producing the campaign; not still deciding whether to proceed.”
Proposed 2027 cadence
Not an event. An institution.
RESERVE
The First Collection
January 2027
RESERVE
The Spring Collection
April 2027
RESERVE
The Summer Collection
July 2027
RESERVE
The Autumn Collection
October 2027
Each collection builds awareness and relationships for the next. The magazine recurs. The website becomes a permanent acquisition platform. The agent network grows; and FirstTeam gains a recognizable luxury market initiative.
Quarterly review · continuation depends on actual results
Listing acquisition cost · event attendance · bidder engagement · clearance and close rates · seller outcomes · actual revenue · marketing return · FirstTeam brokerage share · new luxury listing opportunities.
“The first event creates the platform. Every event thereafter compounds its value.”
For approval
The moment to lead is now.
FirstTeam has the brand, history, people and infrastructure. We are not asking FirstTeam to do more of the same. We are proposing a new way to compete.
Fortune favors
the brave.
The first move changes everything.
RESERVE; THE FIRST COLLECTION
Proudly Presented by FirstTeam Real Estate
A decision for November. A defining event for January.