Christie’s International is the real estate division of the famous New York art auction house. It has just named The Kentwood Company as its exclusive Denver affiliate to market luxury Denver homes.
When I first heard this news I must admit I had some mixed feelings. On the one hand I was very excited that my firm had obtained his affiliation with the largest international real estate marketing network for luxury homes in the world. In fact, he claims to have twice the number of agents and offices affiliated as its nearest competitor, Sotheby’s International real estate. Still, I was bothered by the old adage: All Real Estate Is Local. Who really needs a fancy New York art-auction house to sell homes in good old Denver Colorado?
While the strength of the individual agents has always been key to effectively selling any home here, it is true that more and more the internet does find real buyers of Denver homes for sale. Christies does have more than 9,300 properties priced above $1 million posted on www.ChristiesRealEstate.com. That is an effective marketing tool.
Christies also prints a luxury homes magazine and offers inter-city referrals of high-end real estate buyers. That is also another effective real estate marketing tool. Denver relocation buyers usually don’t just fly into town to buy a home. They have often made arrangements with their local Realtor to meet a local Denver Realtor when they first arrive in town. That happens to me 3 or 4 times a month. In fact, the Kentwood Company Relocation Department has a full-time staff just to handle such inter-city referrals.
So, yes, all real estate is local. But, introductions to real estate agents and occasionally individual properties can be sourced from around the country. It will be interesting to see if my listings priced above $1m get many inquiries from folks who might see the homes on-line or in the impressive, color Christies Magazine.
The Kentwood Company had been affiliated with Christies during the 1990’s. The Network and the Magazine was much smaller. There was no impressive internet presence then. So, Kentwood withdrew from the Network.
But, times have changed. The marketing force is much more impressive now. Plus, our major competitor is also affiliated with another New York Auction house, Sotheby’s International. I think part of the Kentwood move to re-affiliate is partially to add another arrow in the “marketing quiver”. There can be no mistake now that we are targeting the most affluent real estate buyers who are relocating to Denver using every means possible.
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