RISMEDIA, December 30, 2010—In 2004, when the Sotheby’s International Realty brand launched a full franchise system, the real estate market couldn’t have been much hotter. In the years since then, the high-end market—like the rest of real estate—has seen quite a swing. Yet, the brand continues to thrive…even considering 2010 to be a favorable year for high-end transactions. Here CEO Mike Good and Philip White, president and COO, discuss the brand’s initial focus, its evolution and why a name—Sotheby’s—can be so powerful.
Stephanie Andre: Sotheby’s International Realty Affiliates LLC began its franchising model close to seven years ago. Can you discuss the brand’s evolution since it launched?
Mike Good: We began this journey with a huge gift: the name Sotheby’s and the heritage that’s tied to that. After the legalities, brand development and overall preparation for launch, we’ve been actively awarding franchises for just over six years and, since then, we’ve grown at a very steady pace.
We are currently operational in 42 countries worldwide, with approximately 500 offices. We have close to 185 companies worldwide as part of the Sotheby’s International Realty network; approximately 142 of them are in the U.S.
Over the past few years, as the market’s changed, we’re still thrilled and very appreciative of the quality growth we’ve had. Part of that is due to the wonderful name we carry and license. The Sotheby’s name represents integrity, quality and reliability, and we are proud to be part of that legacy.
We have remained steadfastly committed to our goals, which remain unchanged: building our network with quality firms and helping them be successful, remaining true to our focus on building a unique value proposition, and showcasing the power of our name and heritage.
SA: To what do you attribute the Sotheby’s International Realty brand’s success?
MG: Our success is really built on three factors. The heritage of this extraordinary brand is first and foremost. The name Sotheby’s provides consumers with the confidence that they are working with quality. Second is the growing network of firms and professionals that represent this brand every day in the world’s top luxury real estate markets. They are committed to the art of selling real estate. And third would be the tools and systems we have designed to help our affiliates be the best they can be and differentiate themselves in their markets.
As the Sotheby’s International Realty brand has evolved, we’ve developed a truly distinctive marketing platform. Through our unique programs, we are able to provide our franchisees and, in turn, their agents with great value.
Phillip White: We were able to take our brand name and put it together with a great value proposition that really speaks to brokers in the luxury market. All of this has resonated with them and as a result, many have chosen to affiliate with us. Many attribute affiliating with the Sotheby’s International Realty brand as having significantly contributed to improved results. This is especially true in traditionally high-end markets like Hong Kong, Aspen, Paris and Telluride. Not to sound cliché, but it really is quality over quantity.
That’s one of the things that is important to us as a company: when we look back, we can be proud that so many quality companies want to be part of the Sotheby’s International Realty network.
SA: How has the brand changed since its inception?
MG: In our early years, the focus was really to increase awareness for the brand so that people knew who we were and that we were establishing a global footprint. That focus was very effective in helping people understand that, through us, they could search throughout the world for luxury homes. Once we grew to the point that our sign was proudly displayed on more than 26,000 homes, we began to focus more on driving leads to our network. We are centered on promoting the brand through interactive marketing as we believe that is the key to success in today’s environment. As a result, we’ve been able to drive consumers to our websites and deliver leads to affiliates.
But at the core of all of our efforts from the very beginning, and through today, is quality and a focus on lifestyle. That permeates everything we do, from our marketing to the way you can search for a home on our website.
SA: What have you seen from the luxury market as the overall market’s shifted downward?
PW: The luxury market is a bit different. This year, in the first six months, we saw twice as many million-dollar transactions for the same time period in 2009. We’ve also seen an uptick in the sale of properties in the $2.5 to $5 million range and even higher.
The high-end market has done better than expected. Unlike the rest of the market, it’s getting stronger. The value proposition in the high-end arena has also strengthened. Given that the stock market has improved and interest rates are low, it has brought buyers back to the high-end market. And, because it’s still a buyer’s market, they’ve been able to make some really great investments for their money.
SA: How does the Sotheby’s International Realty brand keep strong, even during market downturns?
PW: Our strategy is to stay with our game plan. We have focused on helping our companies grow and expand their market share so they could earn a larger portion of the business. Through all of this, we actually were able to improve our lead generation and spent time refining our skill sets for high-end clients.
SA: What are the Sotheby’s International Realty brand’s goals for the short term and long term?
MG: We’ve been very consistent in our focus and that will continue. One of our key priorities is quality growth in markets we are not currently serving, both domestically and internationally. We will also remain focused on existing markets where there are opportunities for our affiliates to grow through mergers and acquisitions. And we will continue to develop strategies that differentiate our brand and strengthen our unique positioning in the marketplace.
For more information, visit www.sir.com.
Get into the swing of the New Year at Mercato First Fridays on January 7 from 6:00 to 9:00 p.m. with live entertainment, wine tasting, and more.
Taking the main stage across from The Pub Naples is “Certified”, a four-piece band with high energy and attitude performing musical genres including rock, dance and blues.
The “Stacey Allison Duo” is a popular Southwest Florida husband and wife couple performing a wide range of music next to Swim ‘n Sport. Stacey, a singer/songwriter, ignites the crowd with her vivacious personality and amazing voice. A professional performer for nearly 20 years, Stacey has entertained audiences in the U.S., Canada, Puerto Rico, Bermuda and others. She has been a lead vocalist for well-known groups such as The Untouchables, Powerhaus, PM, TKO and has performed with legends including Donna Summer, The Eagles, The Association, and Three Dog Night.
Enjoy live music and sample up to 25 different wines for a $10 donation at Whole Foods from 6:00 p.m. to 8:00 p.m. From 11 a.m. to 3:00 p.m., the Golisano Children’s Museum of Naples (C’mon) explores the world around us through hands-on activities. Get a sneak peek at some of the exciting exhibits when they open in 2011.
The Golisano Children’s Museum of Naples is committed to nurture bonds among families and all generations celebrating the natural curiosity of children. As Southwest Florida’s first learning environment dedicated to child’s play, the museum will offer an educationally dynamic space with thirteen exhibits that encourage exploration and discovery. Play is essential to the development as it contributes to the cognitive, physical, social, and emotional well being of children and youth.
For unique shopping all year long, browse the exceptional collection of shops and restaurants. From the latest fashions to furniture for the home and a full service computer shop, Mercato has it all in store! Merchants include Bobby Chan, Books-A-Million, Burn, Byte Shop/Style, Charming Charlie, Coldwater Creek, Gigi’s Children’s Boutique, Jos. A. Banks, Pandora, Signatures, Simply Natural, Spectacles, Sportalm, Stilista, Swim ‘n Sport, Sur La Table, Vogue Couture, and Z Gallerie. Diverse dining includes AZN Cuizine, Bravo! Cucina Italiana, McCormick & Schmick’s, Piola, Pure Urban Oasis, Stage 62 Deli, The Pub Naples, Whole Foods Market and Yogurbella. Silverspot Cinema brings the latest Hollywood films and independent shorts to its 11-screen theatre with leather seating and state-of-the-art sound. Blue Martini features over 25 superior martinis and a Tapas menu.
The Lutgert Companies is a partner with The Barron Collier Companies in the commercial development of Mercato, and The Estuary at Grey Oaks in Naples. The company’s portfolio of residential developments includes 17 luxury high-rise condominiums on Park Shore Beach in Naples; luxury high-rise condominiums in Bonita Bay; Linville Ridge, an exclusive mountaintop golf course community in North Carolina and The Strada at Mercato. Models are open daily at The Strada. Free covered parking. For more information, 239.403.2204 or mercatoshops.com. Find us on Facebook; follow us on Twitter.
The Friends of Foster Children (FCC) of Southwest Florida are teaming with M Waterfront Grille at the Village on Venetian Bay to benefit foster care children. On Saturdays, January 8, 15, 22 and 29, proceeds from delicious flatbreads that are sold will benefit the Friends of Foster Children.
The kids are joining in to show their culinary skills and will be preparing flatbreads outside on the veranda. Chefs will also be preparing the breads inside. Jackie Sereno, wife of Chris Sereno, co-owner of M Waterfront Grille, is a board member for The Friends of Foster Children and the inspiration behind this fund-raiser.
“I was so inspired when I met the foster children and learned that there are 500 children in the foster care system in Collier County,” said Mrs. Sereno. “We hope to have a fun event, which will raise awareness of this great need in our community and some much needed revenues.”
The state only provides the very basic of necessities, such as room and board for children. Friends of Foster Children provide what the state does not, including enrichment activities (football, gymnastics and music lesson fees), clothing, birthday gifts and tutoring.
The average length of stay in foster care is 33 months and 18% of the children are in care for five years or longer. The FCC believes education is the key to breaking the cycle of abuse and poverty in families and has implemented The Education Train tutoring program to address the individual academic needs of children in the foster care system. Many of these children are falling behind in school. These academic delays are often a result of the trauma of abuse and/or neglect, frequent placement changes, and switching schools often causing turmoil and stress. Highly trained tutors work one-on-one with the student. Tutoring is conducted at the student’s home, with a caregiver present, or in another public facility where adults are present.
The Foster Care Council is in need of volunteers that are interested in the Children’s Needs Committee, fundraising, grant writing and/or serving on the Board of Directors.
Please, call the Foster Care Council with any questions at (239) 262-1808 and
visit www.fostercarecouncil.org.
Premier Sotheby’s International Realty, a luxury real estate firm based in Naples, Florida, participated in an orientation conference held for companies that have recently joined the Sotheby’s International Realty® network of residential real estate brokerages.
The firm became a Sotheby’s International Realty affiliate in December 2010 and is part of a luxury real estate network that includes more than 11,000 sales associates located in approximately 500 offices in 42 countries and territories worldwide.
Premier Sotheby’s International Realty, formerly Premier Properties of Southwest Florida, Inc., will continue to be a wholly owned subsidiary of The Lutgert Companies, with Scott F. Lutgert as chairman.
“This is a long-term strategic move and will serve to solidify our corporate footprint and reach,” said Lutgert. “We’re extremely proud of the reputation for excellence that we’ve created, and we look forward to our new affiliation with the Sotheby’s International Realty brand. In addition to extending our immediate geographic reach, this affiliation will enhance our ability to serve our luxury clients and is a major milestone for The Lutgert Companies.”
The orientation conference held December 7 through the 10th included business meetings at Sotheby’s corporate headquarters in Short Hills, N.J., and a networking event at the Sotheby’s Auction House in New York City.
This locally-based real estate firm, which has offices in Naples, Marco Island and Bonita Springs, Florida, offers exclusive Sotheby’s International Realty marketing, advertising and referral services that are designed to attract well-qualified buyers to the firm’s property listings. In addition, the firm and its clients benefit from an association with the Sotheby’s Auction House, allowing the firm’s sales associates to benefit from real estate referral opportunities with auction house clientele.
As a Sotheby’s International Realty affiliate, the firm also has the unique ability to refer its real estate clientele to the auction house for appraisal services for jewelry, art, antique furniture and collectibles. Property listings from Premier Sotheby’s International Realty also are marketed on the sothebysrealty.com global website, as well as on the firm’s local website, premiersothebysrealty.com.
“Our luxury network helps connect the finest independent real estate companies to the most prestigious clientele in the world,” said Michael R. Good, chief executive officer, Sotheby’s International Realty Affiliates LLC. “Our orientation program helps our network’s brokers effectively use the exclusive line of Sotheby’s International Realty products to better serve their clients’ needs.”
Premier Sotheby’s International Realty has offices strategically located at 4300 Gulf Shore Blvd. N., 4001 Tamiami Trail, 390 Broad Avenue South, 776 5th Avenue South, 325 Vanderbilt Beach Road, across from the Ritz-Carlton, 760 North Collier at The Esplanade Shoppes on Marco Island, and 26811 South Bay Drive at The Promenade at Bonita Bay in Bonita Springs. Premier’s Rental Division is located in the Quarles & Brady Building on Panther Lane.
For additional information, please contact 239-261-6161.
Tavira
Wide open floor plans that open to wide terraces offering spectacular views of the Estero Bay and the Gulf of Mexico will be experienced by all residents of Tavira.
Elegant design with masterful detail are the foundation for a lifestyle that includes world-class golf, a private marina, miles of hiking and jogging trails and everything you have come to expect from the Lutgert Companies residences in Bonita Bay.
The views of the Gulf of Mexico, the perfect union of carefree living and unparalleled recreation, the links, the sand, the dance floor are in balance with coastal nature and good health.
Bonita Bay’s five courses represent a unique level of artistry. The Marsh, Creekside and Bay Island courses are Arthur Hills masterpieces. Tom Fazio’s Cypress and Sabal courses challenge and delight golfers of every level.
Click here for more on Tavira.
Mike Good, CEO, SIR Affiliates LLC named one of Inman News 100 Most Influential 2010 Real Estate Leaders
Michael R. Good, a 33-year real estate industry veteran, has led Sotheby’s International Realty Affiliates as CEO since February 2004. From 1997-2004 Good served as executive vice president and chief operating officer for NRT Inc., which oversees Realogy Corp’s company-owned brokerage operations and the largest U.S. brokerage company. Before launching his real estate career, Good served as a teacher and was a high school and collegiate wrestling coach… in Minnesota. He was twice named an All-American in wrestling. Realogy’s former parent company, Cendant, in 2004 entered into an agreement with Sotheby’s Holdings Inc. to create the Sotheby’s franchise real estate network. The network has about 11,000 sales associates and 500 offices in 42 nations and territories spanning the globe.
Click here for more on Inman News 100 Most Influential 2010 Real Estate Leaders
Signature Sotheby’s International Realty has a new home on Longboat Key. Judy Green, the firm’s managing partner, confirmed the company’s plans to open a new office at 540 Bay Isles Road, in the Northern Trust Bank building, a move that she said will allow the company to better serve its clients.
“My business model is focused on the exceptional properties,” Green said. “We’ve studied the market, and we know that there is opportunity on Longboat Key. Many of our customers currently live and do business on Longboat Key, and in order to service them, we need a location on the island.”
The opening date is scheduled for Dec. 13.
A managing member for the new branch will be named in the next few days, Green said, noting that she has interviewed 11 candidates — both local and from outside of Florida — for the position. The new office can accommodate up to 30 agents.
Signature Sotheby’s currently has 125 agents and offices in downtown Sarasota and Venice. Additionally, on Nov. 12, the Naples-based Premier Properties of Southwest Florida Inc., which has seven offices, announced that the company has affiliated with the Sotheby’s International Realty brand. According to a prepared statement, the company will operate as Premier Sotheby’s International Realty, with Green serving as president and CEO of that company.
Green said that, eventually, more offices under the Sotheby’s brand could open in the Sarasota-Manatee area and that Sotheby’s international presence will be an asset to Longboat Key.
“We truly are an international brand,” she said. “When one of my agents lists a property for $1.5 million or above, within 24 hours, it’s on the screens in every lobby in the world of the Sotheby’s International Realty company. It’s exposure that can’t be matched.”
Rounding out Mercato’s December events is the Holiday Stroll on the 18th from 5 p.m. to 8 p.m. A festive snow show, photos with Santa, face painting and more will be enjoyed by all. The Shy Wolf Sanctuary will be on site; for a nominal donation, have your photo taken with one of the wolves. Enjoy live musical entertainment by the band, “Mark Vee” and duo, “Jack Pot”.
Guitarist, Marc Vee, formed the band in 2000. Mark, a versatile musician, plays styles encompassing jazz, pop, funk, blue and rock and roll. Band members include lead vocals, Carolyn Bronson; bass and vocals, Stew Melcher; drums and vocals, Mark Siracusa, and keyboard player, Matt Baxley. Mark Vee has played professionally since the age of 14, and studied music at the University of Miami.
Jack Pot is a duo, formed in the 90s, performing extensively from Michigan to Florida. C. Sharp is the spokesperson, lead singer and percussionist, and Zip Schneider plays the keyboards and vocals. Schneider uses his experience in programming to make the duo sound like a full-size band.
Making a repeat performance, Dance City Productions will present three performances under the direction of owner and head instructor, Erika Dinesen. A talented group of dance students, from age three to adult, will perform a mixed repertoire including “Kinder” hip-hop, jazz, Zumba, tumbling, ballet and tap. A drawing will be held for a chance to win a stay at the studio’s summer performing arts camp.
For all your holiday shopping, browse the exceptional combination of shops and restaurants. Gift cards make a great stocking stuffer, so check out all the quality merchandise at Mercato shops and fine dining experiences. From the latest fashions to furniture for the home and a full service computer shop, Mercato has it all in store! Merchants include Bobby Chan, Books-A-Million, Burn, Byte Shop/Style, Charming Charlie, Coldwater Creek, Gigi’s Children’s Boutique, Jos. A. Banks, Pandora, Signatures, Simply Natural, Spectacles, Sportalm, Stilista, Swim ‘n Sport, Sur La Table, Vogue Couture, and Z Gallerie. Diverse dining includes AZN Cuizine, Bravo! Cucina Italiana, McCormick & Schmick’s, Piola, Pure Urban Oasis, Stage 62 Deli, The Pub, Whole Foods Market and Yogurbella. Silverspot Cinema brings the latest Hollywood films and independent shorts to its 11-screen theatre with leather seating and state-of-the-art sound. Blue Martini features over 25 superior martinis and a Tapas menu.
The Lutgert Companies is a partner with The Barron Collier Companies in the commercial development of Mercato, and The Estuary at Grey Oaks in Naples. The company’s portfolio of residential developments includes 17 luxury high-rise condominiums on Park Shore Beach in Naples; luxury high-rise condominiums in Bonita Bay; Linville Ridge, an exclusive mountaintop golf course community in North Carolina and The Strada at Mercato. Models are open daily at The Strada. Free covered parking. For more information, 239.403.2204 or mercatoshops.com. Find us on Facebook; follow us on Twitter.
The Holiday Stroll and Fashion Show on Saturday, December 11 from 4 p.m. to 7 p.m. bodes an evening of high fashion, glittering snow, pictures with Santa, strolling carolers and magician, and dance.
Melody makers for the evening include Kenny Grubbs, classic and modern rock tunes, and one of Southwest Florida’s finest DJs, Chris Ceron, who brings all genres of music from formal and elegant to casual and upbeat party style.
Dance City Productions will delight audience of all ages with a talented group of dance students performing styles including “Kinder” hip-hop, jazz, Zumba, ballet and tap. Owner and head instructor, Erika Dinesen has owned and operated the studio since 2000 and now instructs 200 students. “We offer recreational dance, just for fun and exercise, and also competitive dance. Our students range in age from three to adult,” said Ms. Dinesen. “We also offer gymnastics and recently added Karate to our program.”
Ms. Dinesen, a Naples native and a graduate of Gulf Coast High School, has been a professional dancer for 13 years, performing and teaching around the world. She began her career in dance with Carnival Cruise Lines. A drawing will be held for a chance to win a stay at the studio’s summer performing arts camp.
Starting at 5:00 pm, high fashions hit the Mercato runway with outfits provided by GiGi’s Children’s Boutique, Bobby Chan, Signatures, Sportalm, Simply Natural, Swim ‘n Sport and Vogue Couture. The first sixty people will receive a fabulous “goody bag” courtesy of participating Mercato retailers.
Every Friday and Saturday evening, until Christmas Eve, from 7 p.m. to 7:20 p.m. Mercato turns into a wintry wonderland with a dazzling snow show at the tree in front of BRAVO!
For all your holiday shopping, browse the exceptional combination of shops and restaurants. Gift cards make a great stocking stuffer, so check out all the quality merchandise at Mercato shops and fine dining experiences. From the latest fashions to furniture for the home and a full service computer shop, Mercato has it all in store! Merchants include Bobby Chan, Books-A-Million, Burn, Byte Shop/Style, Charming Charlie, Coldwater Creek, Gigi’s Children’s Boutique, Jos. A. Banks, Pandora, Signatures, Simply Natural, Spectacles, Sportalm, Stilista, Swim ‘n Sport, Sur La Table, Vogue Couture, and Z Gallerie. Diverse dining includes AZN Cuizine, Bravo! Cucina Italiana, McCormick & Schmick’s, Piola, Pure Urban Oasis, Stage 62 Deli, The Pub, Whole Foods Market and Yogurbella. Silverspot Cinema brings the latest Hollywood films and independent shorts to its 11-screen theatre with leather seating and state-of-the-art sound. Blue Martini features over 25 superior martinis and a Tapas menu.
The Lutgert Companies is a partner with The Barron Collier Companies in the commercial development of Mercato, and The Estuary at Grey Oaks in Naples. The company’s portfolio of residential developments includes 17 luxury high-rise condominiums on Park Shore Beach in Naples; luxury high-rise condominiums in Bonita Bay; Linville Ridge, an exclusive mountaintop golf course community in North Carolina and The Strada at Mercato. Models are open daily at The Strada. Free covered parking. For more information, 239.403.2204 or mercatoshops.com. Find us on Facebook; follow us on Twitter.
