REAL Exclusive Magazine

Coldwell Banker Residential Real Estate’s Southwest Florida Market Leads International Sales

By Sue Wolverton

The Southwest Florida region of Coldwell Banker Residential Real Estate, the leading real estate brokerage company in Florida, led international sales with over $49 million in closed sales volume in 2008. Comprised of 21 offices and nearly 1,000 sales associates in Manatee, Sarasota, Charlotte, Lee and Collier Counties, the Southwest Florida area represents 58 percent of Coldwell Banker international sales across the state. Coldwell Banker Previews International is a comprehensive marketing effort designed specifically for marketing luxury residential properties priced at $1 million and above to affluent buyers worldwide. The program has marketed luxury properties since 1933.

“Coldwell Banker Previews International has the connections that align our sales associates and their customers’ multimillion dollar properties with the most powerful network of luxury specialists in the world. The Coldwell Banker name is one of the most respected in the marketing of exceptional real estate,” said Sue Wolverton, Regional Senior Vice President, Coldwell Banker Residential Real Estate, Southwest Florida.

In 2008, Coldwell Banker Previews International property specialists participated in nearly 16,670 transactions priced at $1 million with a total sales volume of $31.2 billion.  The scope of experience in handling luxury residential properties has allowed the sales associates specializing in luxury property in Southwest Florida to close a lot for $10,500,000, and homes priced at $9,200,000 and over $4,000,000 in 2009.

Wolverton attributes the power of electronic marketing as a key element in attracting buyers. “The Internet has proven to be a dominant tool in reaching millions of potential buyers worldwide. Home buyers are using the Internet in increasing numbers to research information on properties.” The National Association of Realtors (NAR) 2008 Profile of Home Buyers and Sellers reports approximately 87% begin the home search process on the Internet. Potential homebuyers from 158 countries in six continents visited www.floridamoves.com in January of 2009. The top countries from which users visited the site were Canada, United Kingdom, Germany, France, Venezuela, Uruguay, the Netherlands and Switzerland.

The company recently appointed Lena White to the position of Manager of Luxury and International Markets. White, a real estate professional for 15 years and the company’s former events and executive services manager, will direct the luxury program and further develop international relations for Florida. According to White, “Coldwell Banker Previews International is a comprehensive marketing effort designed specifically for marketing luxury residential properties to affluent buyers worldwide.” Lena White may be reached at flpreviews@floridamoves.com.

Sue Wolverton oversees the operations of 21 offices throughout the Southwest Florida region. She began her real estate career in 1976 with Barton and Ludwig in Atlanta. Coldwell Banker purchased the company in 1979 and she was a manager from 1982 until 1997. From Atlanta, she moved to South Florida and became regional manager for the Miami/Dade and Fort Lauderdale beach offices. In 1990, she transferred to the Sarasota Bay market and managed the Longboat Key office. Ms. Wolverton serves as Regional Senior Vice President for the Southwest Florida area. She is a member of the Certified Residential Brokers, and is active on the Committee for Economic Development in Sarasota.