We see you
Every property in the Aspen area is unique. Every Aspen seller and buyer has their own goals, identity and desires. Why would you work with a real estate company or agent who doesn’t differentiate between you and everyone else (and every other listing)?
We are shifting the paradigm
Gone are the days of property listings spending a year (or two, or more) on the market ... of price reductions stemmed from desperation ... of every real estate company and agent seeming just like the rest ... of choosing your agent because they seemed like a “nice person.”
We’ve examined the art and science of listing properties for sale in Aspen and invite you to explore THREE VERY DISTINCT APPROACHES, keeping in mind that every seller and property deserve a customized marketing and sales strategy.
The “traditional” Aspen area real estate marketing and sales approach is likely what you think of when considering to list your property for sale.
While the strategy is tried and tested, we feel that it fails to recognize or take advantage of the nuances of this unique, local real estate environment.
Property listings often sit on the market for many months (and frequently years!) until “the right” buyer surfaces.
HOW TO IDENTIFY THE “TRADITIONAL” APPROACH:
There are very short, defined periods when most buyers are looking at real estate, yet properties linger without any action during the “off-seasons”.
Listed properties are often overpriced by 20-30%, which leads them to becoming “stale” and forgotten over time.
Listings may have several price reductions until a buyer finally secures an amount he/she is willing to pay, well below the original asking price.
The general process for marketing properties involves a Multiple Listing Service (MLS) submission to ensure that the property shows up on local, regional and national real estate websites (i.e. Zillow, Trulia, Realtor.com, Sotheby’s, Coldwell Banker, etc.)
THE PROS:
- It’s familiar
- It’s how properties have been marketed for sale for decades
- Wide exposure via the internet
THE CONS:
- Properties might not sell for years
- Listings feel generic
- It’s not innovative
The “Limited Offering Period” is a strategy we developed that improves upon the “Traditional Approach” and is a great option for most Aspen sellers and properties. Instead of modeling our methods after the “typical” sales process we have integrated the best ideas from several best practices in real estate and other industries.
The heart of our “Limited Offering Period” approach is to ensure property listings are exposed to the “right” audience of potential buyers during the “ideal” times of year.
HOW TO IDENTIFY THE “LIMITED OFFERING” APPROACH:
The opportunity to change the Aspen real estate listing dynamic is to have sellers stop chasing buyers and instead have property listings become sought after and “hunted” by buyers.
The crux of the Limited Offering Period is to identify the ideal time of year to market a specific property, based on price, neighborhood, style of property, etc. Prior to the property being publicly advertised and marketed during the Limited Offering Period we develop a custom “off-market” campaign, along the lines of a pocket listing, but with more purpose and focus.
We’ve found that we can market properties as “off-market” with great success to the local real estate broker community, our own network and even the general public (or some subset of those audiences) without marketing listings through the Multiple Listing Service (MLS) and the more public-facing websites like Zillow, Trulia, Realtor.com, etc.
THE PROS:
- A seller has more control of pricing
- Buyers love to find “off-market” listings
- Flexibility, creation of urgency and the aura of competition
THE CONS:
- What if the property doesn’t sell?
- Limited public exposure
- Less familiar marketing approach
For select properties (and sellers), we’ve developed our own “Auction Marketing Strategy” and partner with our sister company, Aspen Auctions LLC, to create the urgency and buzz of a “property auction” while eliminating the negatives associated with typical property auctions.
HOW TO IDENTIFY THE “ASPEN AUCTIONS” APPROACH:
The entire goal of the Aspen Auctions approach to selling real estate is to “bid up” the eventual sales price rather than chase the market down. We embrace the positive aspects of the property auction process and target market during a defined period with the goal of creating urgency and competition.
Unlike most auction marketing programs we don’t require a “no reserve” marketing strategy, in fact we encourage a “guidance price” where we feel a particular property will garner the most attention (and offers).
While most auction companies charge 10-12%+ in fees on top of the 5-6% broker fees, Aspen Auctions boosts advertising and exposure with a nominal fee outlined in a predetermined, fixed marketing plan. The fee directly covers additional staff and the advertising blitz and is a transparent, passthrough set of expenses.
THE PROS:
- A defined sale window
- Broadest exposure to potential buyers
- Familiar sales model in other parts of the world
THE CONS:
- Potential adverse perception of “auction”
- What if a suitable bidder doesn’t materialize?
- Possibility of low bids
We have your listing covered
We’ve developed rock solid marketing platforms that ensure maximum exposure to each target audience. Information is power, so the more we inform prospective buyers, the better the success rate. Our custom marketing plans include dedicated property websites to sell our listings in a way no other firm or agent does.
Listing agreement
Launch
Phase
Market Phase
Outreach
Option
Outreach
Option
Open Houses
Events
& Sotheby's
Network
Exposure
Network
Awareness
Open Houses
Events
Web
Exposure
Digital
Advertising
Media
Regular
Seller
Updates
Contract
Negotiation
Contingency
Process
Closing!
Open houses, events and other public marketing efforts are subject to client preferences.
Showings are always accompanied.
We have your listing covered
We’ve developed rock solid marketing platforms that ensure maximum exposure to each target audience. Information is power, so the more we inform prospective buyers, the better the success rate. Our custom marketing plans include dedicated property websites to sell our listings in a way no other firm or agent does.
Listing agreement
Launch
Phase
Market
Phase
Network
Awareness
Open Houses
Events
Outreach
Option
Outreach
Option
Open Houses
Events
& Sotheby's
Network
Exposure
Web
Exposure
Digital
Advertising
Media
Regular
Seller
Updates
Contract
Negotiation
Contingency
Process
Closing!
Open houses, events and other public marketing efforts are subject to client preferences. Showings are always accompanied.
WHY REACH MATTERS
Ernemann Real Estate combines the ingenuity, flexibility and personality of a boutique firm with the added strength and support of Aspen Snowmass Sotheby’s International Realty. It’s the perfect marriage of delivering a bespoke experience with the muscle and network of one of the world’s most recognized luxury brands.
