Waterfront Properties’ Rob Thomson calls print an “illusion of success.”
He said, “I get it. It feels good to see your property advertised on the pages of your favorite glossy magazine or local newspaper. It does create a little buzz. Your friends telling you that they saw your property makes you feel good, but it won’t sell your home.”
Over a decade ago, Waterfront began the shift away from print advertising.
A decade later the move was almost total. Replacing print was a multipronged, proven long-term strategy. Internet marketing and advertising brings the total number of websites exposing sellers’ properties to worldwide audiences to more than thousands all over the world.
This large digital footprint exposes sellers’ properties to global buyers. Whether it’s local buyers, reliable feeder markets like the U.S. eastern seaboard, or Europe and Canada as well as many other areas around the world, your property is seen by an enormous number of qualified and interested buyers.
Waterfront has invested substantial capital into developing the region’s foremost property marketing team.
Writers, photographers and specialists who focus exclusively on placing sellers’ properties in the right places, showcase the best attributes of the property, as well as the neighborhood and its unique amenities. The teams’ skillset, experience and understanding allows them to exploit the nuance of the Internet for sellers’ benefit.
Social media is an emerging tool in real estate sales.
An early adopter, Waterfront’s seasoned team sees the rest of the industry playing catch up. Waterfront develops property exposure campaigns specific to social media which has its own set of rules and tools. This, like the Internet, is another way Waterfront captures worldwide buyer interest.
The secret sauce in all of this remains the people.
Waterfront Properties is comprised of nearly 100 professional fulltime agents. Using the time and freedom afforded to them by a professional marketing team allows agents to focus on selling the properties owners have entrusted to them and finding the right property for buyers. Waterfront Properties’ exclusive Captains Club recognizes agents with annual sales of $10 million or more. Last year, 27 agents were included among the inductees.
Professional relationships are another proven and often overlooked sales tool. Waterfront agents enjoy exclusive formal and informal relationships with top agents and brokers worldwide who often contact Waterfront agents looking for specific kinds of properties for their buyers and sellers. Waterfront agents match those buyers and sellers to appropriate properties across a variety of markets.
All this and more enables Waterfront to sell more properties than any other single brokerage in the majority of its micro markets. Print doesn’t sell properties. Waterfront’s multipronged approach does! Numbers don’t lie.
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