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Janice Montini and Realty Sales, Inc.: innovative marketing system.

Janice Montini, principal and marketing specialist at Realty Sales, Inc., wanted a better way to serve her customers. A way to sell a home faster, more reasonably and with much less stress to the seller. After much research and many brainstorming sessions with industry experts, buyers and sellers, one of the most unique ideas in Sarasota real estate was developed.

Called the Innovative Marketing System, it is a marketing strategy for high-end properties that has, as its goal, selling a property in just eight short weeks. Montini feels her approach is the most professional, convenient, results-oriented way to sell a luxury home today.

She begins with an appraisal of the property that gives a realistic market value. As a marketing specialist, Montini thoroughly inspects the property, making suggestions to prepare the residence for sale. A complete Comparative Market Analysis is conducted of the surrounding area and made available for prospective buyers. A color brochure of the home is created and mailed to hundreds of highly qualified buyers. An intense advertising campaign is designed, and ads are strategically scheduled in major newspapers. Then, on every Sunday for the next six weeks, an open house is held for this property, averaging 40 to 50 prospective buyers per day. Every detail is taken care of: A receptionist welcomes visitors to each home, recording names and comments; and if parking is a problem or security is needed, Montini hires a parking attendant or uses a Sarasota County Sheriff's Deputy. A specialist who is skilled in holding open houses greets each prospect and gives a personal tour. During the six weeks of the open house, interested buyers submit sealed offers to the seller's attorney, and all offers are opened at one time. Because Montini's partner, Robert McDaniel, Jr., is an attorney, legal advice is available at all times.

The investment in marketing is shared between seller and Realtor and results in considerably less in professional service fees for the seller. "It's an intense and very focused way to sell these types of properties," Montini says. "I strive for quality of service and cost-effectiveness."

Her clients agree. "It's a wonderful service for our community," says well-known Sarasota resident Lillian Burns, one of the first to use Montini's marketing strategy. "And her method of showing the house on a schedule had the great advantage of my not being at the beck and call of casual house shoppers."

Realty Sales, Inc. also functions as a general real estate business, using regular advertising and the multiple listing service. Sales have been strong and the company is expanding, adding new associates.

Whether your interest is in residential, waterfront or new construction, employ the marketing specialist with the proven, strategic listing and sales approach. Janice Montini at Realty Sales, Inc., 1444 First St., Sarasota, FL 34236 (813) 366-5055; after hours (813) 957-1160.
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No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1993 Gale, Cengage Learning. All rights reserved.

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Title Annotation:Lifestyles
Publication:Sarasota Magazine
Article Type:Company Profile
Date:Nov 1, 1993
Previous Article:Peter G. Laughlin: a "competitive edge" in waterfront real estate.
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