In The Media
I see the purpose of marketing is to inspire people to want to be part of something bigger than themselves. A property is more than its stats—that is, square footage, number of bedrooms, bathrooms, etc. It is about the location and history, the character of the community, the architectural style, and ultimately, the lifestyle it offers. No matter what price point, I build stories around those much more subjective qualities because I want to help people find meaning in properties--encouraging stewardship as much as ownership. People respond to that.