Buzz

Marketing Mission – Selling a Lifestyle

As seen in the Dallas Morning News:

When Craig Ranch, working with Briggs Freeman Sotheby’s International Realty, rebranded 23 condominiums with great views of its world-class golf course, they thought the name, 17 Green, would attract avid golfers.

But of the first four buyers, two of the large, lock-and-leave condos were bought by empty nesters whose passion was less golf than grandchildren who lived nearby. The buyers own other homes in places like Hawaii and Las Vegas, but prefer spending time in their three-story Craig Ranch townhome flying a kite or playing beach volleyball with their grandchildren.

“It is the perfect lifestyle. There is lots to do for themselves and for their kids,” said Miles Prestemon, Craig Ranch’s chief operating officer.

So Briggs Freeman Sotheby’s International Realty, which runs Craig Ranch’s marketing and sales program, targets not only relocating Toyota and State Farm employees, but also parents and grandparents of families who have settled in the northern suburbs. To reach this demographic, the 53-year-old boutique firm advertises in McKinney newspapers and uses social media to tout Craig Ranch.

5724 Settlement WayCraig Ranch

5724 Settlement Way in McKinney, a Briggs Freeman Sotheby's luxury homes for sale in Dallas-Fort Worth - kitchen

Large real estate developments such as Craig Ranch, Museum Tower and Hillwood’s Creeks of Preston Hollow are turning to real estate firms such as Briggs Freeman Sotheby’s International Realty to do more than just sell houses. The firm provides sophisticated marketing based on extensive research and focus groups that target specific buyers locally and from its Sotheby’s worldwide clientele.

“It is the perfect hybrid, using a local real estate company that knows the market and understands how to reach specific buyers, here and around the world,” said Robbie Briggs, president and CEO.

Behind the Realtors, Briggs has built a team of marketing professionals who advise developers on where to advertise and what the message should be to “create a buying frenzy,” said Jonathan Rosen with Briggs Freeman Sotheby’s International Realty.

1918 Olive Street #503 | Museum Tower

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Since Steven Sandborg, vice president of sales and marketing at Museum Tower, asked Briggs to share the marketing function with its advertising agency, the number of prospective buyers for the tower’s 115 high-rise homes has improved significantly.

“They (Briggs) are true marketers. They constantly analyze the market and put forth strategic recommendations that complement the work of our outside agencies. Because of their marketing efforts, we have a strong flow of buyer prospects for our high-rise homes. I’ve never seen this kind of capability in a real estate firm,” Sandborg said.

10718 Bridge Hollow Court | Creeks of Preston Hollow

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Rosen is also working with Hillwood to re-introduce the established Creeks community in Preston Hollow with new architectural styles and homebuilders.

The company’s Realtors and marketing team are also working with the developers of yet-to-be-built properties like 5th and State and the Ltd. Edition No. 2505 condominiums to advise them on what will excite potential buyers of Uptown housing, Briggs said.

It is a win for both the developers and the Realtors, both sides agree. Developers get a marketing/Realtor group that talks daily to current homebuyers. Briggs Freeman Sotheby’s International Realty gets to help shape large developments and build strategies that appeal to buyers.

By Stewart Lytle (stewart_lytle@yahoo.com), a freelance writer who divides his time between Dallas and Newburyport, Mass.

Click here to see the latest in real estate news. President and CEO Robbie Briggs independently owns and operates Briggs Freeman Sotheby’s International Realty with seven offices in Dallas, Fort Worth, Uptown, Lakewood, Ranch and Land, The Ballpark and Southlake.

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