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Local realtor Sheena
Conolly has enjoyed a
busy year since earning
master franchise rights
with Realogy, writes
David Bentley
Luxury Real Estate Cayman
As the first anniversary
of her association with
Sotheby’s International
Real Estate approaches,
Sheena Conolly can look
back on what she describes a
“phenomenal and busy year”.
Luxury Real Estate Cayman
The previously
independent broker was
hand picked for the master
franchise rights for the
Cayman Islands by the
Cendant Corporation (now
Realogy), which has the
alliance with Sotheby’s
Holdings, making it a
proud member of Sotheby’s
International Realty, a
network which numbers over
400 worldwide.
Luxury Real Estate Cayman
The re-branding exercise
came first, with new signs,
stationary and promotional
materials for the new
Sheena Conolly Sotheby’s
International Realty.
Luxury Real Estate Cayman
“It is an awesome company
to be part of,” Conolly says.
“We were very lucky to be
able to attend the inaugural
convention of Sotheby’s
International Realty
worldwide at the Waldorf
Astoria in New York last
March as we were among the
first to join.” The convention
provided unparalleled
network opportunities
and some impressive
presentations.
Luxury Real Estate Cayman
From its HQ in New
Jersey, Reology has taken
the distinguished English
name of Sotheby’s, added
some American franchise
knowledge and some world
class marketing to provide
significant synergies for
member companies.
Luxury Real Estate Cayman
Being part of the Sotheby’s
International Realty website,
users around the world are
directed to the properties
listed at Conolly’s West Shore
Centre office. Properties are
further highlighted on the
in-office plasma screens in
many of the international
offices. The technology
means that a house can be
listed in the Cayman Islands
today and be displayed on
the screens in offices around
the world the next day (and
vice versa). This system
is coming shortly to the
Sheena Conolly Sotheby’s
International Realty.
Luxury Real Estate Cayman
The company’s high
gloss marketing materials,
with dramatic and stylish
photography, are a cut above.
This area has always received
a high degree of attention at
Sheena Conolly and in fact,
Sotheby’s quality standards
were already being met by
Conolly before joining the
franchise.
Luxury Real Estate Cayman
Clients have responded
positively to the changes
and the investments made
as demonstrated by a
significant increase in the
office’s contact from people
worldwide, particularly with
all the emails coming in.
Luxury Real Estate Cayman
“This is because the
branding is so good,” she
says. “People are comfortable
dealing with this company
because of its reputation
internationally, thereby
giving us access to purchasers
worldwide. Also from a
purchasing point of view,
people like the boutique style
personalized service and the
global exposure for our listed
properties is fantastic.”
Luxury Real Estate Cayman
As the Sotheby’s
International Realty network
attracts potential purchasers
from all around the world,
many are looking towards
the Caribbean, providing an
opportunity for the Cayman
Islands to be showcased.
Luxury Real Estate Cayman
“We have not only been
showcasing real estate but
we have been promoting
the Cayman Islands as the
destination of choice, based
on the quality of life, value
and the offshore business,”
Conolly says. “The Sotheby’s
branding has swept through
the world, and in particularly
the Caribbean, where nearly
every island has a Sotheby’s
International Real Estate
office, or if it doesn’t, it will
have in the next two years.”
Luxury Real Estate Cayman
Conolly’s vision also
includes attracting more
people to Cayman who are
looking for their second
or third home, providing a
benefit to the country. This
demographic is not looking
to work but to invest and
enjoy the local quality of life.
On the flip side, the company
can now assist with those
relocating from Cayman to
practically any region in the
world, providing information
of available properties prior
to the move.
Luxury Real Estate Cayman
The philosophy at
Sheena Conolly Sotheby’s
International Realty is to
focus on best-of-class real
estate, but that does not
mean only the very high-end
properties can be found on
their books. “As long as we are
happy with the product, we
get involved. We have always
had good local clientele but
the Sotheby’s branding
will attract more high end
properties and purchasers,”
Conolly says, adding that
Cayman projects are getting
some great exposure as a
result, with one recently
featured on Forbes.com and
another on the main auction
home page of Sotheby’s itself.
Luxury Real Estate Cayman
One of the more recent
initiatives on the training
side for agents focuses on
relationship marketing.
Conolly says the training
organised by Reology is at
a new level to what estate
agents have typically been
used to. The key to the
boutique style service at
Sheena Conolly Sotheby’s
International Realty has been
a focus on timing, follow-up
service and efficiency.
Luxury Real Estate Cayman
“Once you carry the
Sotheby’s blue card it is a
statement and we want to
exceed expectations,” she
says. “We were invited to be a
member of this network due
to the quality of our office and
some of the other companies
that have joined are huge,
generational companies
have been real estate leaders
in their markets for decades.”
Luxury Real Estate Cayman
Conolly’s set-up also
differs to many other realtors,
with her office run as a team
company, with sales revenue
from the individual agents
going to a company pool so
that everyone benefits from
that income. This office
may also be the only one in
Cayman to employ a full time
marketing person, focusing
on the website and general
design work thus allowing
attention to detail when
marketing each property.
Luxury Real Estate Cayman
The nine people that
currently make up the overall
team are also good at working
together. “It gives us great
synergy and harmony,” she
says. “I wanted to overcome
some of the natural obstacles
that traditionally face agents.
In our office, everyone is
working to the same goal
of superior service for our
clients.”
Luxury Real Estate Cayman
In the space of just under
one year, Sheena Conolly
Sotheby’s International
Realty has enjoyed a
significantly raised profile
as payback for the franchise
involvement. The current
franchise covers all three
islands and the growth and
expansion that will follow
will potentially include an
office on one of the Sister
Islands.
Luxury Real Estate Cayman
“We are not trying to
be the biggest real estate
company in Cayman, but
we want to be excellent with
caring service and repeat
clientele,” she says.
Luxury Real Estate Cayman
“We also want to reach
out to people around the
world with the Sotheby’s
International Realty network
and catch the attention
of those looking at the
Caribbean and bring them
to Cayman.” |
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