duPont REGISTRY: How long have you been advertising with the duPont
REGISTRY?
Julie Jones: I have been an advertiser for seven years. My business has
grown quite steadily during that time. I am ranked as one the top 100
agents in the United States, and that does not happen without extensive
mareting.
The duPont REGISTRY has always been so supportive. I have advertised
elsewhere-in a number of publications in the United States and
Europe-but yours is the only publication where buyers come to me,
magazine in hand. Not long ago a delightful couple from Texas called me
after seeing my ad in the duPont REGISTRY. They wanted someone who
really knew the area, and felt confident in calling me about finding a
perfect South Florida retreat. After flying here and looking at several
homes, they selected a beautiful waterfront property in Harbor Beach. We
closed just last week. The duPont REGISTRY gets results-it is that
simple.
dR: How do you develop and track your marketing programs?
JJ: These days, any marketing plan needs a print element, an internet
element and direct mail. I use duPont's full program to reach potential
buyers in the United States and internationally. A recent analysis of
the past three months showed that nearly 30 percent of my inquiries
overall came from the duPont REGISTRY, with buyers from the United
States, Dubai and Europe.
I always try to track where people hear about me. Some just say, 'I saw
you on the web.' It depends. The younger buyers often remember.
Demographics are showing that magazines are attracting a younger
readership. That is good news for print.
dR: How is the web changing your role as a market expert?
JJ: The web has changed how people look for properties. Buyers
generally know what to expect from a luxury home purchase. They are
aware of the amenities, the finishes, the appliances. Their research
affects how you present yourself as a market expert. I aim to give them
what they cannot easily find on the internet-local market information,
listings not publically on the market, community information, market
values, and so on. I also use the duPont REGISTRY to track what other
luxury brokers are doing and the pricing in their luxury markets. The
magazine is a wonderful market reference.
Sometimes the web can be confusing to potential buyers. Zillow, for
example, is not always up to date or accurate. I spend a lot of time
re-educating people on the market. I also give them a sense of Ft.
Lauderdale-what the area offers, especially for buyers looking for a
second or third home. About 25 percent of foreign investors are buying
here. We see a lot of interest from Russia, Canada and, more recently,
China.
The stunning contemporary residence that was featured on the front of
the summer waterfront issue is still getting inquiries, especially from
Europe and California, after all these months. That speaks to the shelf
life, the longevity, of the magazine.
dR: As a long-time advertiser, what else keeps you coming back?
JJ: Your front covers are totally dynamic! It is not unusual to see the
magazine on a coffee table, like art. The covers, the photos. they are
so beautiful. And they are a great endorsement for the person
advertising. The quality of the editorial has been wonderful as well.
Editorials support my brand and give potential buyers information they
cannot readily find elsewhere. High-end buyers need to feel confident
that a particular property, in a particular location, is a good
investment.
dR: What is ahead for your market?
JJ: Last week I spoke with a luxury-home appraiser. He reported that
the appraised values of waterfront properties in the Fort Lauderdale
area have stabilized, with only a slight decrease. In this area,
foreclosures are in the single digits. Inventory levels are dropping-all
very positive signals.
Next year has the potential to be a very strong one because a lot of
people are moving forward with their purchases. They are getting off the
fence. Prime properties are receiving offers. An associate in Naples is
seeing the same pattern.
dR: Is there anything else you would like to say?
JJ: I am sitting in my office now, looking up at the big display boards
that you send whenever we do a cover. I have three of the boards hanging
on the wall right now. They are so beautiful. When people come to visit,
they are stunned by the design and quality of the cover design. It stops
them, always in the best way. |
