EXCERPT: During a recent interview with the company’s relocation director, Tess Chaney, she described the company as a real estate firm that brings luxury to the masses, by emphasizing a message that is about each client’s experience, instead of price point.
She also discussed the benefits of name recognition, and the consistency of the brand for the company’s relocation clients.
Following are excerpts from our conversation.
MS: How does Martha Turner Sotheby’s International Realty define itself as a luxury real estate company?
TC: We don’t define luxury as a price point. Instead, luxury represents high quality service, knowledge, and an experience that every client receives, regardless of area or size of home.
MS: What do you see as a primary benefit of name recognition for your clients?
TC: Sotheby’s is a recognized name, so a person can be anywhere in the world, and they will see the same logo, the same color, the same brand, and they will receive the same service. So, whether someone is vacationing in Vail, or visiting an aunt in Canada, they can go anywhere in the world, and Sotheby’s International Realty has a presence. It’s the consistency, and it’s that one word (Sotheby’s), and since people know who you are, you don’t need the introduction.
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