It’s auction day in Vero Beach, and, as with every auction day, whether it’s a new market for us or we’re mainstays; whether we have three bidders or 20; whether we have a wide range of potential outcomes or are certain we’ll set a record price, emotions are at a high.
Setting the stage: I’m sitting at my desk in our bright, open marketing office, drinking a chai latte, glancing around and feeling honored to be surrounded by our incredible creative team. Wishing a bit that I was soaking up the sun and ocean breezes with the auction group in Florida, but happy to “hold down the fort” instead.
Thinking back to our first auctions in 2008, my, how things have changed. And, my, how they seem the same. Our team has grown, from 3 to 37. We have nearly 300 auctions under our belts, and we’ve tweaked and turned our business model based on learnings along the way. Our markets have expanded, from one US state to 27, and to five countries.
But, of the many strongholds that have remained since our early days, one has been ringing as a reminder to me lately: Our service changes lives.
Now, I don’t want this to come across as me on a soapbox. We’re not heart surgeons. We don’t physically make a difference between life and death. But, we do help people find their way “home.” And, “home” is a key component to life. It’s not only one of the most significant investments you’ll ever make, but it should also be your refuge. Your comfort. Your safe zone. The backdrop of your most treasured memories.
One of my favorite tag lines is from Sotheby’s International Realty’s ad campaign in the early 2000s: “In your home, every room is a living room.” So true.
Every client of ours is going through a life change — and embarking on a new “lifestyle” pursuit. They may want a vacation home to immerse their kids in the same powder snow that they grew up shredding. Or, they’ve recently retired, and that dream golf course is calling their name. Regardless of their personal situation, this is an important, and likely emotional, time.
The images to the right are from a recent auction we conducted in Rancho Santa Fe, California. One of the bidders arrived with his sweet, young family, and while waiting for the auction to begin, his daughter started doodling on his notes folder. She had spent hours in the home over the past weeks and had picked out her bedroom. She was ready to invite her friends over to splash in the pool. In her words: “I heart you, Susan” (Susan Burke being our Project Sales Manager on the sale), “Do you think we are going to win the auction,” and “P.S. I want this house.” Luckily, Daddy took action. He was the last to raise his paddle, and their lives forever changed. A new home.
I urge our team (and myself) to always remember, in the midst of every busy day, we need to recall what we’re here for. Find out what every client is going through, and tailor our service to them. Help them achieve their goals. And, in turn, we will have achieved ours.
Obviously, our Project Sales Manager, Susan, was mindful of this during her Rancho Santa Fe sale. She not only helped the winning bidder through the auction transaction but also earned the heart of his daughter along the way.
Life is sweet.