How do you market a high-end home?
Not locally, it seems.
Agents who deal in seven-figure listings often go elsewhere to reach potential buyers and popular newspapers such as the Wall Street Journal and the New York Times do a tremendous amount of real estate advertising, both national and international.
Then there’s Sotheby’s Preview, described by a local representative as “the best-looking ad in the world.”
The full-color, glossy magazine is printed seven times a year and is sent to Sotheby’s customers who have proven their interest in the better pieces of art, jewelry and homes.
“It’s a wonderful publication,” says Wade Hampton, who works at Manormor Real Estate, the local rep for the famed auction house. “You look at it as a fine magazine. In reality, it’s a big advertisement for Sotheby’s acquisitions.”
The most recent magazine features a major painting which will be auctioned later this month. It’s “Descent Into Limbo” by Italian master Andrea Mantegna. The famed painting — you probably studied it somewhere between ninth grade and college graduation — depicts Christ descending into Hell. It will be auctioned in New York City.
The magazine, or perhaps “catalog” is the proper word, includes more art, jewelry and features on things that would interest the wealthy.
Then, over the final 30 or so pages, come the homes.
Sotheby’s International Realty uses the publication to show off its listings, from a penthouse in Sydney, Australia (no price given) to a $5 million home in London’s Chelsea district to Portuguese estates to California condos.
There are pages of color photographs from around the world with prices reaching up to the $19,995,000 for an oceanfront home in Delray Beach (21,000 square feet and, on the chance that it ever gets cold in southern Palm Beach County, four fireplaces.)
If you aren’t a Sotheby’s customer, you can get “subscription indformation” by calling 800-444-3709. If you’re approved, it’s $68 a year, just under $7 an issue.