Dave Liniger has built RE/MAX into a household name in suburban America and now he hopes to do the same in New York City luxury real estate, according to an article in Real Estate Weekly. He has hired Terri Bohannon to head up operations in the city. While Dave has enjoyed success in New Jersey and Pennsylvania, he admits that operating in the Big Apple creates new challenges.
The first of those challenges is in branding. Many people who purchase homes in the areas surrounding the city are looking to create a home for themselves. People in New York City, however, are still looking to be mobile without feeling the need for ties to a community. The result is that RE/MAX is going to have to break the stereotype and try to create a new image.
The problem is that is much easier said than done, according to the Realtors at TOWN Residential. They understand that buyers of high-end luxury properties, particularly in Manhattan, want seclusion. Therefore, properties must be first sold on the Internet. Then, the Realtor is contacted. At that point in time, the Realtor then is responsible for determining if the buyer is qualified and putting together the best possible package. It requires a network of professionals that will be very difficult for RE/MAX to build.
Not only do buyers need to trust established Realtors like TOWN Residential, sellers trust established professionals as well. They do not want just anyone walking through their properties. Most do not want their property listed with multiple listing services which may be a huge problem for RE/MAX. These services allow different Realtors to show the home to their prospective buyers which is a key to RE/MAX not needing to build exclusive networks.
While TOWN Residential welcomes RE/MAX to their city, they welcome prospective buyers and sellers of high-end luxury properties to trust their five years of experience.