When Pacific Union International & Christies Great Estates Meets the Entry Level Buyer

Pacific Union has crafted an image that is synonymous with the most prestigious properties in the San Francisco Bay Area. As the San Francisco Bay Area’s premier international luxury real estate brand operating in six counties including Alameda, Contra Costa, Marin, Napa, San Francisco and Sonoma for 35 years. Locally owned, PUI leadership operates with an entrepreneurial mindset and unwavering commitment to invest in the right people, processes and tools to ensure deep, long-standing client and agent relationships. At the forefront of our service offerings is our exclusive relationship with Christie’s Great Estates, which gives Pacific Union the ability to deliver an international reach in its property marketing programs and provides clients with access to international investors.. Luxury is just one of the descriptive words we use to define our services. “Marketing exceptional properties to an international clientele.” Sounds impressive doesn’t it? I think so. As a real estate professional I am grateful for my affiliation with Pacific Union and Pacific Union’s partnership with Christie’s.

Over the past 13 years I’ve worked with many affluent individuals who were each looking to buy or sell that “special” luxury property. After rolling out the red carpet service and striving to create a “client for life” it’s a confirmation of a job well done when after the transaction I get words of appreciation or with what’s largely considered the holy grail in the a real estate agents business—The Referral!

Referrals come in all price points. But let’s be real, every buyer isn’t looking to purchase a multimillion dollar home. Recently I’ve worked with the children of some of my best high-end clients. They deserve and received the same high level service as their parents.

According to the local Multiple Listing Service (MLS) gross sales in the areas that I work (Oakland Hills, Berkeley Hills and the city of Piedmont,) first quarter of 2011 had gross home sales of $131 million. $56 million was derived from deals over $800k while $75 million were from deals under $800k. In units, that’s 44 sales over $800k and 133 below. Translate that and I see a lot more deals occurring in the sub $800 price point.

While selling high end properties has its own set of rewards, working with an entry level buyer is fulfilling in many ways over-and-above the financial. I never get tired of handing over the keys to a buyer of a new home and witnessing the glow that comes from their cheek to cheek smile, wide eyes and almost childlike excitement.

Production volume is one way to evaluate if I’m doing a good job but the personal rewards derived from helping people fulfill their dreams of homeownership are huge and much less measurable. Last year during one of our company’s visioning meetings our owner and CEO Mark McLaughlin put forth a motto: “Luxury is defined by the quality of our service and not just by the price of the home.” While I’m not one to regularly quote corporate phrases, in my opinion, he really nailed that one!

For more information about Brian Santilena you’re welcome you to visit his website at www.HomesInOaklandHills.com.

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