“Our relationship with Sotheby’s allows us to elevate our marketing to a truly global level.”— Heidi Pay, chief operating officer and general manager
Local expertise and global marketing are an ideal pairing in the real estate world, and it was the opportunity to combine the two that led Marin County’s Decker Bullock Sotheby’s International Realty to join forces with Bay Sotheby’s International Realty and Dreyfus Sotheby’s International Realty to create a new, unifying brand. Golden Gate Sotheby’s International Realty launched in the Bay Area market in January 2017, bringing together two respected independent brokerages to create one larger entity in a strategic partnership that consolidates their San Francisco Bay Area operations under one name. The new identity provides increased access to buyers and sellers throughout the region, and, significantly, it’s also recognizable around the world. And that’s an important asset for a business that attracts both international clientele and people who’ve lived in northern California their entire lives.
President and Chief Executive Officer, Bill Bullock, was the visionary behind the expansion. Bullock and his partner, Olivia Hsu Decker, founded Decker Bullock Realty in 1991, a respected Marin County brokerage specializing in high-end properties. In 2007, they entered into an affiliation with Sotheby’s International Realty, giving their listings greater exposure. Now, under the umbrella of the new firm, plans are underway to expand. “Our relationship with Sotheby’s International Realty allows us to elevate our marketing to a truly global level,” says chief operating officer and general manager, Heidi Pay. “Clients recognize that properties are visible to buyers around the world.”
The expanded reach is a clear benefit for both buyers and sellers, but at the same time, local agents are at the heart of the business, giving clients their personal attention and working closely with them to provide the best experience possible. “Real estate sales essentially comes down to the agent and their deep knowledge of the marketplace, because real estate is hyper-local,” says Pay, who adds that the company has nine offices in Marin, from Stinson Beach to Novato and everywhere in between. She points out, however, that the location of an office isn’t as important as the caliber of their agents because they are behind effective marketing and also know their communities well, allowing them to seek out properties that might be off-market to meet specific needs. Rather than being restricted to one office, some agents work successfully in more than one location. Wherever they are, though, they’re the agents people want to work with. “They are well respected colleagues,” says Pay. “By attracting and retaining the best quality agents, we’re able to be number one by volume for the second year.”
Because their agents generally live in the areas where they work, they make connections, develop relationships and support meaningful causes close to home. Pay explains that each community has its own needs, and agents contribute generously to local initiatives. “That’s a win-win,” she says, pointing out that the agents support the community by contributing to causes they are passion about, thus enhancing its lifestyle and getting the benefit of interaction with members of the community.
It’s all about people and making Marin a special place to live, while adopting a larger worldview. Pay believes that winning recognition despite being a relatively new brand is noteworthy. “It speaks to the relationship that we’ve fostered in the marketplace,” she says.
