After big snow and ice events in the Southeast, Plains, and Midwest this week, 49 out of the 50 states currently have snow on the ground – yes, even Hawaii, where snow falls in Mauna Loa and Mauna Kea all winter.
The only state that has avoided this icy blast is Florida. Does that make you want to go on a nice, warm vacation to the Sunshine State? You’re not alone.
Put another way, that means snow is present in 69.4 percent of the lower 48, which is more than double than December. This is extremely unusual, though it’s hard to put a date on when this last happened because records aren’t kept on this kind of event.
The National Operational Hydrologic Remote Sensing Center combines ground reports and images from satellites in space to determine how much of the country is covered in snow. That’s what you see in the image above. The images tell how deep and widespread the snow is, and that’s important not only for images like this one, but also for computer weather models, which use the data to generate accurate forecasts. Such forecasts were very useful in predicting this week’s winter storms.
Earlier this week, two storms began to churn: one in the northern Plains and Midwest, and one in Texas. The southern winter storm took a track across the Gulf Coast, pulling warm, moist air over an extreme arctic blast that set up over the eastern half of the United States late last week. This provided fuel for the storm to carve a path of snow, sleet, and freezing rain from Texas to the Carolinas.
Here in Atlanta, we’re still coated in snow and ice and probably will be for the next couple of days. No one in the Southeast escaped the wrath except, of course, Florida.
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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.
Judy Green, President & CEO of Signature Sotheby's International Realty & Premier Sotheby's International Realty
Sotheby’s International Realty Affiliates LLC today announced that Premier Properties of Southwest Florida, Inc., in Naples, Fla., has joined its luxury real estate network and now will do business as Premier Sotheby’s International Realty. Premier Sotheby’s International Realty will continue to be a wholly owned subsidiary of The Lutgert Companies, with Scott F. Lutgert as chairman.
“It has been our long-held objective to bring the Sotheby’s International Realty brand’s services to Naples,” said Michael R. Good, chief executive officer, Sotheby’s International Realty Affiliates LLC. “Our goal was to find the ideal company to represent us in this critically important luxury real estate market, and I believe we have done that. Our worldwide network of affiliates now can benefit from this additional valuable source of referrals, and consumers in this market now will have access to our global reach.”
Premier Sotheby’s International Realty and its team of 225 professionals join the Sotheby’s International Realty network’s more than 11,000 sales associates located in approximately 500 offices in 42 countries and territories worldwide.
“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.”
In a related transaction, Premier Properties of Southwest Florida also has entered into an agreement to acquire a majority interest in Signature Sotheby’s International Realty, effective Nov. 15. The firm will continue to operate as Signature Sotheby’s International Realty in Sarasota and Manatee Counties under the leadership of Judy Green, its current president and chief executive officer, who will now serve in a dual role as president and chief executive officer for Premier Sotheby’s International Realty.
According to Green, the Signature Sotheby’s International Realty team looks forward to joining forces with the Premier Properties organization and the Lutgert family. “This is a story of two luxury real estate leaders bringing together their complementary strengths,” said Green. “The result, we believe, will be a new energy within our company and an increasing competitive advantage in the Naples and Sarasota markets combined as we look to the future. In our new organizational structure, Premier Sotheby’s International Realty and Signature Sotheby’s International Realty will enjoy the No. 1 market share position for transactions more than $1 million in southwest Florida from Longboat Key to Marco Island.”
Premier Sotheby’s International Realty and Signature Sotheby’s International Realty listings will be marketed on the www.sothebysrealty.com global website. In addition to the referral opportunities and widened exposure generated from this source, the firms’ brokers and clients will benefit from an association with the Sotheby’s auction house and worldwide Sotheby’s International Realty marketing programs.
About Sotheby’s International Realty Affiliates LLC
Founded in 1976 to provide independent brokerages with a powerful marketing and referral program for luxury listings, the Sotheby’s International Realty network was designed to connect the finest independent real estate companies to the most prestigious clientele in the world. In February 2004, Realogy Corporation, a global provider of real estate and relocation services, entered into a long-term strategic alliance with Sotheby’s, the operator of the auction house. The agreement provided for the licensing of the Sotheby’s International Realty name and the development of a full franchise system by Realogy’s subsidiary, Sotheby’s International Realty Affiliates LLC. Affiliations in the system are granted only to brokerages and individuals meeting strict qualifications. Sotheby’s International Realty Affiliates LLC supports its affiliates with a host of operational, marketing, recruiting, educational and business development resources. Franchise affiliates also benefit from an association with the venerable Sotheby’s auction house, established in 1744. For more information, visit www.sothebysrealty.com.
VacationRentalHotSpots.com, a leading Florida Vacation Rentals site, has joined the FVRMA – Florida Vacation Rental Managers Association. What this means for vacation rental owners is the backing of a statewide association that focuses on profitability through the latest regulatory updates and the educational background necessary for survival in the competitive vacation rental market in Florida. What it means for renters is an upscale and professional vacation rental experience that follows regulations.
According to Kenny Doucette, owner of VacationRentalHotSpots.com, ”this site brings vacation rental managers together and educates them with methodologies to make their vacation rentals better and market them better in today’s environment. The networking opportunities and the resources provided by the FVRMA can be helpful for any vacation rental.”
Because the FVRMA provides education, influence, and information, Vacation Rental Hotspots can benefit by having some of the best-trained vacation rental property managers, which is something that some vacation rental agencies lack. When it comes to profitable operating standards in the industry, the FVRMA can provide additional support for the property managers, who already operate under the most top-notch standards.
Because Vacation Rental Hotspots handles all kinds of rentals throughout the best locations in Florida, this can be important, when it comes to managing a large vacation rental portfolio. Not only does it provide better ways to improve the bottom line for profitability, but it provides marketing methods to improve the number of renters that companies are able to obtain.
Vacation Rental Hotspots has owned and managed vacation rentals for years, getting their start in Daytona Beach and expanding to vacation rental properties throughout the state of Florida. They are one of the leading vacation rental companies for beach houses, oceanfront condos, golf villas, and Disney area vacation homes at affordable prices. In fact, many of their vacation rentals rent for a week at prices less than a couple nights in a luxury hotel.
When it comes to the experts in the Florida vacation rental market, Vacation Rental Hotspots has been a leader in the industry. Many of the vacation renters are repeat guests that use their rentals for family vacations or romantic getaways. Through customer service and professionalism, they have become a leading vacation rental property management company. Through affiliation with FVRMA, they will become one of the best.
Premier Properties Worldwide
Christie’s Great Estates, a division of the famous auction company, chose Naples-based Premier Properties to represent high-end real estate to the world. That means Premier sells Christie’s luxury Southwest Florida properties to buyers from throughout the United States and also from England, France, Spain, Ireland and Germany.
Christie’s market includes nearly 500 real-estate brokerage offices and 14,000 real-estate agents worldwide. “These are targeted brokerage companies that primarily focus on affluent buyers and affluent individuals
looking for luxury real estate,” Tom Bringardner, president of Premier, says.
Another way Premier attracts foreign clients is through rental properties. Premier’s largest source of overseas renters is the United Kingdom, followed by Germany and Canada. “The international market has always been one of our focuses for rentals,” says Hilary Young, Premier’s rental division manager. “When they come to our area, we hope they see good values and want to purchase here.”
As some affluent homebuyers pick up a second or third home in Naples, they often tell their friends about the area, Mr. Bringardner says. Falling home prices have made the area more attractive to them than ever.
“People have enjoyed the fine climate and amenities that Southwest Florida and Naples has to offer and as a result draw others, their friends, as well,” he says. “That’s really how the whole community has grown. Prices are a little bit softer today, and that allows people to consider this a better opportunity than it was a couple of years ago. I think buyers who have a time horizon that is three to five years out will be very happy they made those decisions.”
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In real estate as in shopping, travel, health and virtually every aspect of life, consumers increasingly are turning to the internet to learn about their options and make educated decisions. They are finding they can narrow their search, determine what questions to ask, even help determine availability, simply by going on-line.
For marketers, this fast-growing trend has important implications. Data must be comprehensive, up-to-date, and easy to access. Websites must reflect company capabilities and create consumer confidence. The internet must be viewed as one of the most critical marketing tools.
The vacation rental market is a prime example of this trend. For those looking for a residential experience while visiting a new community, a good website offers the opportunity to assess neighborhoods and adjacent amenities, to view potential rentals, even to determine rates and availabilities. A good website is a powerful consumer incentive.
Recognizing the escalating importance of the internet on the vacation rental market, Premier Properties of Southwest Florida, Inc. REALTORS, recently has launched a completely re-designed <www.rentnaples.com website.
“Our Rental Division has experienced a dramatic increase in the use of the internet by our clients,” notes the firm’s President Tom Bringardner. “They want to be well informed. By visiting rentnaples.com, customers have the ability to review property choices, dates and locations at their discretion, before, during and after they speak to our Agents. Maintaining and continuously improving the excellence of our websites is a key priority for our company.”
Several specific improvements not only will speed the search process, but also will facilitate comparison. On the new site, a “quick rental search” that incorporates all available properties is accessible on all pages, and customers can save, compare and email properties of interest. In addition, a mapping feature has been added, so both street map and satellite views for each property’s location are readily available, and so the visitor can get a sense of area amenities and activities close to the property that is being considered for their vacation.
As well as providing a higher level of service for prospective renters, the new site also allows the owners of properties in the Premier Rental inventory to be involved with the management side of their property. The site offers a special login for owners to check their personal schedule of use and accounting information, and to communicate with their rental agent.
To aid in the re-design process, all those involved in the project were encouraged to put themselves in the users’ shoes – both prospective renters and property owners. A collaborative effort with the firm’s rental manager, Hilary Young, her agents and staff, and the web and IT departments led to identifying areas of improvement, as well as areas that should remain constant.
“As one example, many renters are making their plans last minute, particularly those off-season renters who tend to come from elsewhere in Florida,” explains Young. “Therefore, up-to-the-minute availability of individual properties is a great asset. The new rentnaples.com is a user friendly, content rich site that is certain to enhance the total rental experience of customers. ”
Spearheading this project, as well as the future re- development of all company websites , including www.naples.com, www.marcoisland.com, www.bonitasprings.com and www.premiersarasota.com, is Director of Creative Design Heather Dockweiler. “These websites will have a new functionality and aesthetic that represent the company as a whole and the clients we are trying to reach,” she comments. Still, designing and launching a web site is just the beginning. Behind the scenes, Premier’s team of experts works continuously to update content, refresh photography, and respond to inquiries. In total, the company’s IT and e-Commerce divisions monitor over 150 sites, including real estate, developer, rental and city (geo) sites.
In the case of the new rentnaples.com, content is updated daily. As new listings are acquired, the information is added, along with accompanying photography and community information. Each property on the site has an individual ‘calendar’ that displays up-to-the-minute availability. The information is one-point-entry, which allows for maximum efficiency and greatly reduces the errors.
To assess success of and potential improvements for rentnaples.com, traffic is a very good indicator. So, the firm uses several methods to electronically track the visitors, the amount of time they spend on the site and if they ultimately book a vacation while on the site. Of course, many consumers prefer the ‘human’ factor; after perusing the site, they speak directly with an Agent to make the final arrangements. Because it is important to accommodate both internet and telephone customers, the “contact us” form and company phone numbers have been made extremely easy to find. Finally, as feedback is critical to future upgrades, the company watches the electronic indicators closely, and welcomes feedback from the end-users.
In addition to offering rental services in Naples and Marco, Premier Properties is the exclusive Southwest Florida affiliate of Christie’s Great Estates. The company offers full service real estate offices in the Village on Venetian Bay in Park Shore; on Broad Ave South, Bayfront, and 5th Avenue South in Old Naples; The Premier Gallery at the Northern Trust Building on Tamiami Trail North; at Naples Grande Hotel on Vanderbilt Beach Road in North Naples; The Esplanade Shoppes on Marco Island; The Promenade at Bonita Bay; and the Plaza at Five Points in Sarasota. Premier Properties’ Commercial Division is located in Bonita Springs and the Developer Services Division and Rental Division are in the Quarles & Brady Building in Naples. Premier Properties is the real estate division of The Lutgert Companies.
If you are looking for a rental property in the Naples, Marco Island or Bonita Springs, Florida area you can get a great sense of area, what’s for rent and the amenities and activities close to the property that your considering for your vacation by visiting RentNaples.com. Recognizing the escalating importance of the internet on the vacation rental market, Premier Properties of Southwest Florida, Inc. launched a completely re-designed <www.rentnaples.com website. On the new site, a quick rental search that incorporates all available properties is accessible on all pages, and you can save, compare and email properties of interest.
