The Secrets to Success
Visitors from all over the world travel to the Monterey Peninsula to play 18 holes at one of the area's famous golf courses…it's the breathtaking scenery and beautifully architected homes that make them stay. With millions of dollars of real estate at stake, only one company in the area has the complete package of knowledge, experience, and tenacity to help facilitate the buying and selling of these luxury properties. Enter Sotheby's International Realty's three Monterey Peninsula offices. Not only is their average sales price significantly higher than most of their competitors, but Sotheby's International Realty has seen its market share increase significantly in the past year while many of its competitors have instead suffered decreases. The differences are so notable that we had to ask: What's their secret?
The Sotheby's Name
With offices in more than 40 countries spanning five continents, it's no wonder that Sotheby's International Realty is known the world over for its success in luxury real estate. "When people see the Sotheby's sign on our office and our beautiful properties in the window, whether they are from New York, Paris, or New Zealand, they recognize the brand," says the region's Vice President and Brokerage Manager, Janet Reilly. "They know Sotheby's stands for unsurpassed quality, luxury, and professionalism. I have never had to explain who Sotheby's International Realty was to a potential client–the brand speaks for itself."
The firm's number one sales agent on the Monterey Peninsula for more than a decade, Mike Canning, attests to the power of the 266-year-old Sotheby's brand, which has helped him secure some of the most important properties here. These currently include the iconic "Butterfly House," one of only five true oceanfront properties in all of Carmel. "The brand resonates unlike any other with buyers and sellers locally, regionally, and nationally," Canning says. Another of the firm's top Monterey Peninsula agents, Mike Jashinski, also affirms the power of the Sotheby's name, as he attributes his decision to align with Sotheby's International Realty's Carmel office in 2010 to the brand's unmatched reputation. He recalls, "The immediate affirmation that we made the right choice was the enthusiasm and acceptance by our sellers when we transferred to the Sotheby's flag. We had about 40 listings and we did not lose a single one."
Unmatched Marketing
While having a powerful name like Sotheby's backing up their local offices surely does not hurt them, Sotheby's International Realty's Monterey Peninsula agents also take pride in the fact that they are more than just the name. They are highly productive members of an internationally acclaimed company.
Part of this success is a result of their astute marketing techniques and extensive understanding of their target market. While many firms have seemingly cut the cord on print advertising with the philosophy that it is outdated, Sotheby's International Realty realizes its staying power. Reilly explains, "In this area, print advertising is still relevant as a high number of tourists pick up the local papers and take them home. We'll get calls months after an ad has appeared for a particular property because the caller is looking at an ad we placed in a prior issue." Sharon Swallow, another top producing agent, admits that one of the main reasons she was originally drawn to Sotheby's International Realty was because of their marketing techniques. "The marketing differences between our company and other real estate companies are pronounced," she says. "We have beautifully executed collateral marketing materials and the instantly recognizable brand image for luxury properties."
While Sotheby's International Realty's print presence in the area by far exceeds that of most of their competitors, Reilly is adamant about the critical importance of internet marketing. With more than 90 percent of all homebuyers beginning their searches online, it is noteworthy that sothebyshomes.com and sothebysrealty.com together receive more than three times the amount of unique visitors than their closest competitors when buyers are looking for luxury property. Their website also features exceptional photography for their listings, which further enhances their appeal on the Internet. This successful internet presence has enabled Sotheby's International Realty's offices to reach a broader range of markets and lure in homebuyers outside of their print reach. "Our company has a true understanding of how to expose luxury property to an international audience," Reilly explains. "Our exquisite print and online marketing is unmatched in the industry."
Location. Location. Location.
Sotheby's International Realty's Carmel Clocktower and Carmel Valley offices were recently expanded with the opening of their third office on the iconic Ocean Avenue in Carmel-By-The-Sea. "Ocean Avenue is our Rodeo Drive," says Reilly. "It's a lovely road through the heart of the village and shopping area, which leads directly to one of the world's loveliest (and most dog friendly) beaches. If you're in real estate in Carmel, you want to be on Ocean Avenue." Along with the gorgeous display of properties in the window, they have a flat screen that plays a 24-hours-a-day property show.
Last, but certainly not least, let's not forget the most important ingredient in the recipe for Sotheby's International Realty's outstanding success in Carmel and Pebble Beach–their agents.
The team consists of 90 of the most talented, ethical, and committed real estate professionals on the entire peninsula. This is evidenced by the fact that 95 percent of them have been successful in listing or selling property this year. "To accomplish this in such a challenging economic environment is an achievement our team is very proud of," Reilly affirms. "Our associates are dedicated, tenacious, connected and creative. They don't stop working until the property has closed or the buyer is happily settled in their new home. Working with these wonderful agents is an absolute privilege."
Indeed, it seems every agent that we spoke to in the office couldn't be happier with where they are. Reilly says, "I have always believed that talent goes where it is wanted and stays where it is well treated. We have been fortunate to partner with such talented professionals. As long as our associates see our company as a place to grow and prosper, we will continue to excel in the sales of luxury properties on the Monterey Peninsula. It is our mission to always be a partner and resource to our outstanding agents."
Sotheby's International Realty, it looks like your secret's out!
"The Sotheby's brand resonates unlike any other with buyers and sellers locally, regionally, and nationally." – Mike Canning, agent
"The immediate affirmation that we made the right choice was the enthusiasm and acceptance by the sellers of our listings that we had transferred to the Sotheby's flag. Since making the move we have enjoyed the benefits of the enhanced marketing venues and buying power that we hoped to achieve."
– Mike Jashinski, agent
"The differences between Sotheby's International Realty and other real estate companies are pronounced: beautifully executed collateral marketing materials and the instantly recognizable brand image for luxury properties." – Sharon Swallow, agent
Carmel Rancho Brokerage
200 Clocktower Place, Suite 100D, Carmel, CA 93923
Carmel-By-The-Sea BROKERAGE
5NW On Ocean Ave., Carmel, CA 93921
Carmel Valley Brokerage
312 West Carmel Valley Road, Carmel Valley, CA 93924
sothebyshomes.com/norcal
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