Crye-Leike Publishes New Home Buyer’s Guide for Premier Homes
Nashville, Tenn. – There’s a new publication on the street. Crye-Leike, the nation’s 10th largest real estate company, recently launched its new Buyer’s Guide to Premier Homes, a monthly publication showcasing 90 of Crye-Leike’s most prestigious residential properties for sale within Crye-Leike’s four principal market areas: West Tennessee, Middle Tennessee, Southeastern Tennessee and Arkansas.
The guide features houses with an average sales price exceeding $650,000 and is being distributed monthly by direct mail to over 50,000 homeowners who reside in 49 zip code areas within West and Middle Tennessee. Recipients are principal residents over the age of 35 who currently own their homes and have a total household income equal to or greater than $150,000 per year. Another 25,000 distribution to Southeastern Tennessee and Arkansas is planned to be added in the first quarter of the new year.
“The demographics we chose were based upon statistics that show people in their mid-30s through 50s with children tend to search for a bigger home,” says Michael Frase, marketing director of Crye-Leike. ” In reviewing all of the home buyers’ guides currently available to consumers in the marketplace, we concluded that Crye-Leike’s Buyer’s Guide to Premier Homes is the only publication in West and Middle Tennessee solely devoted to premier homes and those who buy them.”
The printing of the guide is “coffee table quality,” says Frase. “What we mean by that is our marketing piece has ?staying power’; you don’t want to throw it away so fast because of all the quality photos of high-end homes displayed. Everyone has a dream home in mind and this piece allows consumers the opportunity to dream ?in color’ and shop at the same time.”
The guide is printed as a high gloss, eight-page, four-color tabloid, folded to a 9″ x 12″ size.
Crye-Leike’s Buyer’s Guide to Premier Homes is an extension of the company’s initiative to position itself as marketers of luxury properties. The company has trained over 450 Crye-Leike sales associates in the past three years on marketing premier properties valued at $400,000 or more through its Crye-Leike Premier Properties Division.
“We offer a two-day highly specialized training program that provides our Crye-Leike sales associates with a well-rounded introduction to architecture, interior design, appraisal, custom construction, insurance and finance issues involved in marketing high-end properties,” says Joyce Friedman, director of Crye-Leike Premier Properties.
“Our associates are further challenged to achieve the company’s distinctive certified premier properties specialist (CPPS) designation which signifies excellence in marketing higher priced and estate properties. To achieve this distinction, sales associates must take steps to continue their education in marketing premier properties and have the proven experience and training to deliver the highest level of ethical and professional service.” At present, there are 60 Crye-Leike sales associates company wide who have achieved this distinction, she notes.
“Our publication has been extremely well received in the community,” says Frase. “There are already numerous success stories to tell as a result of publishing this guide. But, the most remembered is when we published our first edition and no sooner than it was mailed, a homeowner came walking into one of our branch offices and said, ?I want to buy the house on this cover, sight unseen.’ And that was a gratifying moment to learn that this publication is truly reaching our targeted market. The fact that the home sold for $1.35 million in cash was a pleasant bonus.”
Crye-Leike (www.crye-leike.com), a full service real estate company for 26 years, is the nation’s 10th largest real estate company and the largest serving Tennessee and the Southern Region of the United States. It has a network of over 2,500 sales associates and 68 corporate and franchise offices located in 36 counties throughout a six-state southern region in Tennessee, Arkansas, Mississippi, Georgia, Kentucky and Florida. Crye-Leike attained sales of $3.17 billion and 22, 198 closed transaction sides corporate wide in 2002. To date, 2003 sales are outpacing those of last year.