A property offered by Julie Jones of Premier Estate Properties in Fort Lauderdale, Florida that was featured on the front cover of the duPont REGISTRY A Buyers Gallery of Fine Homes in May 2011.

Congratulations to Julie Jones of Premier Estate Properties in Fort Lauderdale, Florida! She recently sold one of her properties as a direct result of her advertising in the duPont REGISTRY A Buyers Gallery of Fine Homes®. We interview her to see what she's doing to advertise her listings to stay ahead of her competitors in this tough market.

duPont REGISTRY™: How long have you been advertising with the duPont REGISTRY™?

Julie Jones: I have been an advertiser for seven years. My business has grown quite steadily during that time. I am ranked as one the top 100 agents in the United States, and that does not happen without extensive marketing.

The duPont REGISTRY™ has always been so supportive.  I have advertised elsewhere—in a number of publications in the United States and Europe—but yours is the only publication where buyers come to me, magazine in hand. Not long ago a delightful couple from Texas called me after seeing my ad in the duPont REGISTRY™. They wanted someone who really knew the area, and felt confident in calling me about finding a perfect South Florida retreat. After flying here and looking at several homes, they selected a beautiful waterfront property in Harbor Beach. We closed just last week. The duPont REGISTRY™ gets results—it is that simple.

dR: How do you develop and track your marketing programs?

JJ: These days, any marketing plan needs a print element, an internet element and direct mail. I use duPont’s full program to reach potential buyers in the United States and internationally.  A recent analysis of the past three months showed that nearly 30 percent of my inquiries overall came from the duPont REGISTRY™, with buyers from the United States, Dubai and Europe.

I always try to track where people hear about me.  Some just say, ‘I saw you on the web.’  It depends. The younger buyers often remember. Demographics are showing that magazines are attracting a younger readership. That is good news for print. 

dR: How is the web changing your role as a market expert?

JJ: The web has changed how people look for properties.  Buyers generally know what to expect from a luxury home purchase. They are aware of the amenities, the finishes, the appliances.  Their research affects how you present yourself as a market expert. I aim to give them what they cannot easily find on the internet—local market information, listings not publically on the market, community information, market values, and so on. I also use the duPont REGISTRY™ to track what other luxury brokers are doing and the pricing in their luxury markets. The magazine is a wonderful market reference.

Sometimes the web can be confusing to potential buyers.  Zillow, for example, is not always up to date or accurate. I spend a lot of time re-educating people on the market.  I also give them a sense of Ft. Lauderdale—what the area offers, especially for buyers looking for a second or third home.  About 25 percent of foreign investors are buying here. We see a lot of interest from Russia, Canada and, more recently, China.

The stunning contemporary residence that was featured on the front of the summer waterfront issue is still getting inquiries, especially from Europe and California, after all these months. That speaks to the shelf life, the longevity, of the magazine.

dR: As a long-time advertiser, what else keeps you coming back?

JJ: Your front covers are totally dynamic! It is not unusual to see the magazine on a coffee table, like art. The covers, the photos… they are so beautiful. And they are a great endorsement for the person advertising. The quality of the editorial has been wonderful as well. Editorials support my brand and give potential buyers information they cannot readily find elsewhere. High-end buyers need to feel confident that a particular property, in a particular location, is a good investment.

dR: What is ahead for your market?

JJ: Last week I spoke with a luxury-home appraiser.  He reported that the appraised values of waterfront properties in the Fort Lauderdale area have stabilized, with only a slight decrease.   In this area, foreclosures are in the single digits. Inventory levels are dropping—all very positive signals.  

Next year has the potential to be a very strong one because a lot of people are moving forward with their purchases. They are getting off the fence. Prime properties are receiving offers. An associate in Naples is seeing the same pattern.

dR: Is there anything else you would like to say?

JJ: I am sitting in my office now, looking up at the big display boards that you send whenever we do a cover. I have three of the boards hanging on the wall right now. They are so beautiful. When people come to visit, they are stunned by the design and quality of the cover design. It stops them, always in the best way.

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