With Bella Collina well out of the recession quagmire, the owners of the ultra high-end Lake County community decided it needed a special team of proven luxury Realtors to sell its lots and homes.
So Randall Greene, partner with DCS Holdings, owner of Bella Collina, and his crew went out looking for super real estate agents with good track records for selling to the well-to-do in the U.S. and abroad.
They searched sales data to figure out who the sold the most high-end housing.
They sought agents hooked in with the local high-end buyers and those with connections to foreign home buyers. And they looked for agents affiliated with strong luxury branding with a national and /or international reach.
Then they called all these super agents, interviewed them, and asked them if they were interested in selling in Bella Collina.
All seven agents said "yes."
It's not the way communities traditionally market, said Greene. Typically they create marketing materials in house and unleash a campaign. But, since Bella Collina has been around for a long time, Greene thought it would be more efficient to hire the best Realtors with the right connections and reputations who would handle the marketing themselves.
The whole thought process behind this thing is hiring top brokers to help you advertise and get the word out for your project," said Greene. "You give them listings on land and homes," he said. Also, the builders involved in the communiity interviewed the agents and chose who they wanted to work with to market and sell the lots and homes they own in the community.
Erin Wanner, of Stockworth Realty Group, affiliated with Tavistock, developer of Isleworth and Lake Nona, was one of the super seven.
"We actually found it quite smart of them to realize that if they embrace other companies that speak the language of private country club buyers, we will be able to convert them to buyers," she said.
Bella Collina's re-emergence comes at a good time because other exclusive communities such as Isleworth and Lake Nona are almost out of land, Wanner said.
"Also, the club house and facilities are so much newer," she said. "Plus, not only do they have privacy, but they have those views (of high rolling hills overlooking lakes)."
Also with some 600 lots for sale, buyers can have a lot of choice about where they want to build a custom home, she said, adding buyers can also get more for their money in Bella Collina than in some of the older more established neighborhoods.
Prices start in the mid-$700,000s and go up to $8 million.
"The value out there is incomparable to anywhere else," she said.
Chocky Burks, broker/owner of Premier Realty Partners, said she is excited by the opportunity to sell homes in Bella Collina. She was chosen for her local connections, her specialty for selling new homes, and, she spent 15 years affiliated with Sterling Sothebys.
"It's kind of a cool idea," she said. "It's a little different to get a bunch of Realtors together and expect them to cooperate. I love to be on the ground floor of an exciting new product."
She, also, praised the community as a good value for high-end buyers.
"Winter Park is a hot spot. There you can pay $1.3 million for a little tiny quarter acre lot with a nice house," she said. "Out there you can get a lot more square footage and bigger property. It's farther out, but you get the same quality. And the cool thing is you don't have to deal with the I-4 mess."
The other Realtors chosen to sell in Bella Collina are: