Press Release
Weichert Capital Properties & Estates Gives Optimistic Outlook for 2007
2/12/2007
MORRIS PLAINS, N.J. – The luxury-home market is positioned to see substantially increased sales in 2007, according to one market expert.
“We’re very optimistic about this year’s outlook,” said Roger Christman, vice president of Weichert Capital Properties & Estates, a division of Weichert, Realtors®. “The highly personalized approach we take to marketing upper-price-tier properties served our clients well in 2006. And given the upsurge in activity that we saw toward the end of last year, this elite market segment is solidly on track to perform even better in 2007.”
The Capital Properties & Estates program is the fruit of literally decades of refinement. To market the multimillion-dollar homes of clients that have included Wall Street financiers, top corporate executives, successful entrepreneurs, and celebrities from the entertainment and sports arenas, the Weichert division creates individually tailored plans that draw upon advertising vehicles and promotional activities proven to elicit a high degree of interest.
With the world growing smaller, Christman said that reaching out to an international audience is becoming increasingly important. In addition to advertising properties in leading U.S. publications chosen for their affluent readership, Capital Properties & Estates may include in the media mix major international newspapers and magazines with a U.S. circulation. Publications catering to special interests are called upon as well. To market equestrian farms, for example, the company typically advertises in horse publications.
Prospective buyers here and worldwide can click onto the Capital Properties & Estates’ Web site, weichertcapital.com, to be treated to virtual tours of available properties that provide 360-degree perspectives. A new innovation introduced in recent months is the “audio tour,” in which extensive photos of the luxury home are synchronized with a voice-over that literally walks the visitor through key rooms, pointing out unique details and special features. Christman said, “The feedback we’re
getting is that people love the audio tours for the depth of information it gives them.”
Properties being marketed by the company also are spotlighted in Capital Properties’ own full-color magazine, “Collections.” Its winter issue features homes ranging from a historic waterfront estate with pool and tennis court in Rumson, N.J., to a brand new island home along the Intracoastal Waterway in North Carolina.
The custom marketing plans created for each Capital Properties & Estates’ client also include professionally written and photographed color brochures of the property and direct mail. The elegant direct mail pieces are sent not only to select neighborhoods but also to relocation companies, top producing real estate agents, and Capital Properties’ own exclusive customer database.
As a related advantage, those purchasing or selling a luxury home through Weichert Capital Properties & Estates may access Weichert, Realtors’ time-saving array of one-stop-shopping services called Weichert Gold® Services. Offered through Weichert Financial Services, these services include sophisticated financial solutions compatible with the requirements of the estate-home buyer. Christman said, “Our clients typically lead time-pressured lives and often own multiple properties. Having these ancillary services available is an added convenience we’re happy to provide.”
For more information on Weichert Capital Properties & Estates or a complimentary copy of “Collections” magazine, contact Roger Christman at 1-800-785-3000 or click on weichertcapital.com.
Weichert has more than 18,300 sales associates in nearly 490 company-owned and franchised sales offices in key markets throughout the U.S. A family of full-service real estate and financial services companies, Weichert helps customers buy and sell both residential and commercial real estate, and streamlines the delivery of mortgages and home and title insurance. For more information, call Weichert’s customer service center at 1-800-USA-SOLD or visit Weichert’s Web site, www.weichert.com. Each Weichert franchised office is independently owned and operated.