The Brand Advantage for Park City Buyers & Sellers
When the Universe conspires to send the same message on the same day from different sources, I pay attention. Yesterday, our broker, Thomas Wright, gave a talk on the importance of brands at our weekly sales meeting. Later in the day, while reading The Art of Spending Money by Morgan Housel, I read the chapter in his book on brands. It was the same message from two discrete sources on the same day. I thought I would share some insights with my readers.
Why do people gravitate towards brands?
In the aforementioned book, Housel gave the example of the first trademarked food brand in the United States. You will be surprised (as was I) to hear that it was Underwood Deviled Ham. As a testament to the brand, it is still in production! According to Housel, in the early 1800s, canned meats varied greatly in their quality. Some of them literally made people sick. In 1870, William Underwood trademarked both his canned ham and the little red devil logo. For over 150 years, consumers have purchased Underwood Deviled Ham for both its quality and consistency. (I will admit, I have never tried it.)
In thinking about this example, we immediately understand that brands stand for consistency and instill quality and trust. Brands can also create emotional connections and build community, for example, your favorite sports teams. Brands also justify value. Consumers are willing to pay more if they know that their brand of choice provides a good value. Think about consumers who choose to book a vacation at the Four Seasons vs. the Comfort Inn.
What does this have to do with real estate?
Trust, Recognition & Prestige
Just like luxury goods and five-star hotels, the Sotheby’s International Realty brand signals quality, trust, and sophistication.
Buyers and sellers of real estate recognize the brand by its consistent blue and white signs. Sellers understand that aligning their property with a prestigious brand elevates their home’s image and attracts serious, qualified buyers.
A Global Brand with Global Marketing
Sotheby’s International Realty isn’t just a luxury name; it’s a global brand, with offices in over 80 countries. That means every Park City property listed with Sotheby’s International Realty is marketed to qualified buyers around the world.
This level of exposure matters, especially in a market like Park City, where second-home buyers and investors come from Los Angeles, New York, Miami, or London. The Sotheby’s International Realty brand includes world-class marketing:
- Syndication to top-tier media partners like the Wall Street Journal, Mansion Global, and Financial Times
- Global listing exposure through sothebysrealty.com (which receives millions of visitors annually)
- Professional photography, videography, and brochures tailored to luxury buyers
- Digital ad campaigns and targeted social media reach
- Beautiful, brand-consistent materials that tell each home’s story
Whether you are listing a home for sale in Kentucky, Italy, or Park City, the lawn sign is exactly the same, the agents’ business cards are the same, and the marketing is the same, because we are part of a bigger brand with brand standards.
The front and back of my business card.
A Powerful Network of Agents
The Sotheby’s International Realty network gives clients access to the best agents around the country and the world. Sotheby’s International Realty agents are extremely loyal to and emotionally invested in the brand. We frequently gather to exchange best practices. I personally know the top agents in every major market around the United States and Canada.
Luxury Is Not a Price Point but a Level of Service
When you work with an agent from Summit Sotheby’s International Realty to buy or sell your Park City area home, you are choosing an agent aligned with the best real estate brand in the world. Personally speaking, as a top-producing agent in our market, I am constantly recruited to join other brokerages. I choose to affiliate with Sotheby’s International Realty because I know it is the best real estate brand, both for me and, more importantly, for my clients. Brands matter. They guarantee a consistent quality and value.