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ERA REAL ESTATE DEBUTS ENHANCED MONOGRAM & NEW TAGLINE FOR ITS LUXURY HOME PROGRAM
ERA® International Collection marketing materials receive makeover PARSIPPANY, NJ, August 15, 2002 - ERA Real Estate unveiled a new version of the monogram for the ERA International Collection, a portfolio of prestigious homes, last month during its annual meeting of top sales professionals in Bermuda. The program also has a new tagline entitled, "Distinctive Homes." "We gave the monogram a facelift and created a tagline for this program in response to requests from our affiliates," says P.J. Martin Smith, senior vice president of marketing, ERA Real Estate. "The word 'international' in the program attracts people because they want to market their homes globally, but we also wanted to better define this luxury program for our consumers. That's why we developed the 'Distinctive Properties' tagline." The ERA International Collection program was launched in 1999 to help sales associates and brokers expand into the luxury home market and expose these properties to a worldwide audience. The program is known not only for its special marketing tools, but also its International Collection Specialist certification program. The course provides a detailed overview of the program and outlines how to effectively market luxury properties and utilize specialized prospecting materials. Sales associates are required to pass a written test upon completion of the course to earn the ERA International Collection Specialist designation. The program has three categories, each featuring a customized marketing approach to meet the unique characteristics of that niche. The International Level spotlights homes and estates with a value of at least $1 million that have a global appeal. At the Premier Level, homes are in the top 10 percent of their market. This level includes properties that are considered distinctive in their local and regional markets. The final category highlights one-of-a-kind listings that have a historical significance. The home's age, generally 50 years or older, and distinct characteristics define Historic Level properties. William Hobson of ERA Brokers Consolidated in Saint George (UT) recently became an International Collection Specialist. He says the program has been a valuable listing tool in this marketplace. "From my experience, sellers of luxury homes feel more comfortable working with someone who specializes in their market," Hobson says. "The International Collection has helped me move into this market without having to reinvent the wheel. Thanks to this program, I have the ability to offer my clients increased geographic exposure and a targeted marketing program tailored to their specific needs."
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