Luxury is an Experience, Not a
Price Point
INTIMATE LOCAL KNOWLEDGE
POWERFUL GLOBAL NETWORK
REMARKABLE AGENTS
PROFESSIONAL PHOTOGRAPHY
HIGH-DEFINITION VIDEO & DRONE IMAGING
PROFESSIONAL COPYWRITING
FLOOR PLANS
3D VIRTUAL REALITY TOURS
HIGH-END MARKETING COLLATERAL
UNPARALLELED WEB & SOCIAL MEDIA PRESENCE
EXCLUSIVE PR EXPOSURE & PRINT ADVERTISING
BEST-IN-CLASS TECHNOLOGY
2023 Unrivaled Results
Our average sold listing price is 100% higher than our next closest competitor in Mercer County *
We have: 12 of the top 25 agents in Princeton, 11/20 in Hopewell Township, 4/7 in Pennington, and 5/6 in Montgomery Township
#1
MARKET
SHARE
in Princeton, Pennington, Hopewell Township, Montgomery Township, and Mercer County**
We participated in 95% (20/21) of the sales contracts >$2,500,000 that involved a broker.**** (No other company had more than 3.)
12,087 social media followers from around the world (Facebook, Instagram, Twitter(X), TikTok, LinkedIn, Pinterest, and YouTube) ★ ★ ★ ★ ★
We brought buyers from 9 countries and 28 states & territories
Average rating of 244 client reviews received post-closing was 5/5 stars
We proudly supported 50+/local nonprofit organizations, making $75,000+/in charitable contributions
We proudly claim:
12 of the top 30 agents in Mercer County (140% more than the next office)***
233 referrals placed and received in Canada, Costa Rica, Panama, and Greece; N.Y.C, Florida, Massachusetts, the Jersey Shore & more
397,281 views of our high-definition listing videos in 2023
We represented sellers of homes sold for as low as $92,500 and as high as $5,975,000
LOCAL EXPERTS, GLOBAL NETWORK
The Local Market Leader
Callaway Henderson Sotheby’s International Realty is central New Jersey’s premier real estate firm, combining the rich heritage and profound experience of two highly respected, family-owned companies. Our deeply rooted local expertise, commitment to superior service, and involvement in the communities we serve uniquely complements the powerful global network of Sotheby’s International Realty.® At Callaway Henderson Sotheby’s International Realty, we believe luxury is an experience, not a price point, and the real estate experience we provide to each and every one of our clients is unrivaled.
The Henderson family legacy dates back to 1953 when John T. Henderson Sr. opened his first office in the picturesque college town of Princeton, New Jersey. In 1974, Pete Callaway founded N.T. Callaway Real Estate, opening his first office in Princeton as well. Over the next several decades, the two time-honored family businesses grew and prospered, strategically adding offices to serve surrounding communities throughout Mercer, Somerset, and Hunterdon Counties before combining forces in January 2012 to form Callaway Henderson Sotheby’s International Realty.
Sotheby’s International Realty has a long history of exceeding the expectations of the world’s most discerning buyers and sellers. Since 1744, the Sotheby’s name has earned renown as a marketer of the world’s most valuable and prestigious possessions. For many of our clients, real estate is their most valuable possession and the superior tools and techniques that Sotheby’s International Realty brokers have developed to sell grand estates are equally effective for selling fine properties in any price range.
We are more than 100 full-time agents and 150+ licensees, united across multiple offices throughout Central New Jersey. We are licensed in two states and belong to four MLS systems. We live in more than 25 different municipalities throughout the Greater Princeton Area. We are fluent in eight languages. We are the perfect combination of tradition and technology, reaching buyers online, in print, and via established agent relationships. Our affiliation with Sotheby’s International Realty gives our agents exclusive access to the best marketing tools and resources, providing your property with unique, worldwide exposure. Recognizing that your buyer may live much closer than that, we also advertise regularly in local publications, via social media, and maintain a strong presence in the community.
A strategic online presence is critical in the successful sale of your home. Our listings are featured on dozens of real estate websites and syndicated to hundreds more. We present our listings in the best possible light, utilizing professional photography, high-definition video, and the most innovative marketing tools. We are leading the way with our active presence on Facebook, Instagram, Twitter(X), TikTok, LinkedIn, Pinterest, and YouTube; we have a robust email marketing program that reaches as many as 15,000 people with compelling real estate content; and we were the first local company to provide listing information on demand via text inquiry.
The Extraordinary Heritage of Sotheby’s
OUR BRAND, YOUR ADVANTAGE
Launched in 1976 from the same passion for excellence that drives the world’s most preeminent auction house, Sotheby’s International Realty harnesses the worldwide recognition and prestige of the Sotheby’s brand. Auctioneers since 1744, Sotheby’s has a centuries-long tradition of marketing the world’s most cherished possessions to discerning clients around the globe. Our unmatched reputation gives our listings the best-in-class exposure they deserve and assures buyers they are working with experts they can trust.
A UNIQUE COLLABORATION
Our extraordinary alliance with Sotheby’s auction house creates exclusive opportunities to reach a prestigious, highly qualified audience of real estate intenders worldwide. The properties represented by our network are exclusively promoted to the affluent clients of Sotheby’s auction house through client events, signature publications, digital newsletters, and on sothebys.com.
A TRULY GLOBAL NETWORK
Sotheby’s International Realty is an exclusive affiliation of more than 25,000 sales associates in 1,100 offices in 83 countries and territories worldwide, generating more than $150 billion in annual sales (USD). A global referral system connects the powerful network to facilitate thousands of referral connections among affiliates each and every year.
Significant Sales
CALLAWAY HENDERSON SOTHEBY’S INTERNATIONAL REALTY HAS BEEN INVOLVED IN THE SALE OF THE AREA’S FINEST RESIDENTIAL PROPERTIES, INCLUDING THE HIGHEST-PRICED SALES IN EACH OF THE FOLLOWING AREAS:
Princeton, Mercer County
Hopewell Township, Mercer County
Hopewell Borough, Mercer County
Lawrence Township, Mercer County
Pennington Borough, Mercer County
Hightstown Borough, Mercer County
Robbinsville Township, Mercer County
Montgomery Township, Somerset County
East & West Amwell Townships, Hunterdon County
Frenchtown Borough, Hunterdon County
Edgewater Park Township, Burlington County
Lower Makefield Township, Bucks County
According to Bright MLS & GSMLS sold residential properties as far back as our metrics can track (2001), as of 12/31/23. (If the sale occurred prior to 2012, the participating firm was either N.T. Callaway Real Estate or Henderson Sotheby’s International Realty.)
84%
OF THE 98 SOLD PROPERTIES PRICED ≥ $3 MILLION IN BRIGHT MLS (IN MERCER, HUNTERDON, AND SOMERSET COUNTIES) SINCE 2001, AGENTS WITH OUR COMPANY HAVE REPRESENTED 82 OF THE SELLERS (84%). NO OTHER COMPANY HAS HAD MORE THAN 8 (8%).
In the past 11 years, of the 284 sold properties priced ≥ $2 million, we have represented 185 of the sellers (65%) No other company has represented more than 34 (12%)
We have also represented 131 of the buyers (46%). No other company has had more than 44 (16%)
According to Bright MLS sold residential properties in Mercer County, Montgomery Township, East and West Amwell Townships, as of 12/31/23.
Successfully Marketing Your Home
Prepare an in-depth, expert analysis of recently closed comparable sales and competing active inventory to help you optimally price your home to position it for success in the current market.
Produce a high-definition video of your home, including aerial footage shot by our on-staff, FAA-licensed drone pilot (where applicable), to maximize exposure and engagement.
Enlist a professional copywriter to craft a property description that tells your home’s unique story while presenting its most compelling features, benefits, and lifestyle attributes.
Professionally photograph your home for optimal presentation in both online and print media, producing high-quality, artistic, and eyecatching images that capture its best features.
Generate a floor plan and interactive 3D virtual tour to create a more immersive experience for buyers—especially those who may not be able to visit the property in person.
List your home in the MLS(es) and via Sotheby’s International Realty’s listing syndication platform to the most targeted websites reaching qualified real estate intenders.
Prominently place a Callaway Henderson Sotheby’s International Realty sign on the property with a text inquiry option to provide information and generate agent follow-up.
Leverage email, social media, and exclusive PR opportunities to generate exposure for your listing among our robust network of clients, colleagues, and community members.
Provide timely market updates and keep you informed of showing feedback from cooperating agents and prospective buyers to ensure you remain positioned for success.
Design a custom print brochure and postcard mailing. Create a QR code for brochures, postcards, and in-home displays linking directly to your home on callawayhenderson.com.
Provide digital marketing reports detailing online traffic patterns on the various websites over time and highlighting specific actions being taken to advertise your home.
Serve as your trusted advisor to help you successfully navigate all aspects of the real estate experience from listing launch through closing (and beyond)!
OPTIMIZING YOUR HOME’S PRESENTATION
Captivating Photography
PROFESSIONAL PHOTOGRAPHY
We have a team of on-staff professional photographers to capture the right images to best represent your property. We will showcase your home and its most compelling features with high-quality, artistic, and eye-catching photography. There is simply no better way to attract maximum visibility for your property in all of the various places it’s presented.
DRONE PHOTOGRAPHY
As appropriate, FAA-compliant professional aerial photography and elevated video imaging solutions will be utilized to capture a birds-eye view of your home in relation to its surroundings, enabling an impressive, innovative, and more comprehensive view of your property in its entirety. Callaway Henderson Sotheby’s International Realty is the only local real estate firm to have an FAA-licensed drone pilot on staff.
High-Definition Video Tours
HIGH-DEFINITION VIDEO IS A NECESSITY IN MEETING THE EXPECTATIONS OF SAVVY BUYERS AND EXPANDING THE MARKETING REACH FOR YOUR PROPERTY.
Live action video provides a far more compelling, true-to-life experience than a simple photo montage designed to mimic a video tour.
Our video tours can be viewed on callawayhenderson.com, sothebysrealty.com, and YouTube. Videos are featured in social media promotions and accessible on a growing number of our listing syndication partner websites, such as realtor.com, luxuryestate.com, and mansionglobal.com.
In 2023, our property videos were viewed 397,281 times.
Virtual Staging
A vacant home can sometimes pose a challenge in presenting a property in its best possible light.
Virtual staging can effectively bring a vacant home to life, with carefully placed images of furniture and decorative accents in selected photographs. Virtual staging can make a vacant home appear more welcoming and help potential buyers envision how they might live there themselves.
Home Staging
Sellers are typically rewarded with higher returns when they stage their home to reflect current buyer trends, minimize personal effects, and neutralize more individualized preferences to appeal to a broader audience. Before your house is marketed and shown, we’ll help you strengthen buyer reception with a complimentary staging analysis and list of recommended enhancements.
Matterport 3D Tours
A Matterport 3D tour offers a virtual reality–like experience, truly engaging a potential buyer and providing the most immersive way to preview a property online. We were the first local real estate company to introduce Matterport 3D tours in 2016. Since then, the desire to preview properties without physically visiting them has increased dramatically, as has consumer adoption of this innovative technology—making this tool now more valuable than ever.
Floor Plans
Many buyers find it helpful to visualize a home’s layout and room measurements as well as the location of staircases, windows, closets, the garage, and other points of entry. Floor plans help communicate details about a property that are sometimes difficult to grasp even when visiting a home in person, and they serve as a helpful reference to remember key aspects of the layout following a tour.
Professional Copywriting
A picture may be worth a thousand words, but a poor listing description can detract from even the best photographer’s work. While A.I. is an increasingly popular trend, we still think there is added value in having a professional copywriter craft a property description that tells your home’s unique story while presenting its most compelling features, benefits, and lifestyle attributes.
Marketing Collateral
PROPERTY BROCHURES
A gorgeous takeaway piece is an impressive way to provide important information and key highlights about your home. Full-color brochures with multiple photos and a detailed description will be made available so that potential buyers visiting the property will leave with a helpful reference and lasting impression of your home.
DIRECT MAIL CAMPAIGN
Building local awareness and generating “word of mouth” in the community are key components of our marketing plan. Custom, full-color, “Just Listed” cards with professional photography and advertising copy will be mailed to neighbors and prospective buyers to introduce the property.
QR CODES
When a prospective buyer scans one of our QR codes with a phone’s camera, they are directly linked to your home’s listing on callawayhenderson.com. QR codes are used on brochures and postcards as well as for an in-home display designed for hands-free inquiries during showings.
SCAN WITH YOUR PHONE’S CAMERA
MAXIMIZING YOUR HOME’S EXPOSURE
The Importance of the Internet
Online Listing Distribution
With 95% of buyers using the Internet when looking for a home, the plan to sell your property must utilize extraordinary online exposure. We leverage the Sotheby’s International Realty listing syndication platform to target the leading websites where qualified buyers search for real estate. We partner with global media powerhouses, including the most authoritative news, financial, and lifestyle voices as well as the most trusted real estate-centered websites. Some of these sites syndicate all of our listings within their own proprietary search portals; others host exclusive SIR GPS ad units that display a curated selection of geographically appropriate listings and drive traffic to sothebysrealty.com, where buyers can search according to their own parameters within the context of our brand’s award-winning website.
callawayhenderson.com & sothebysrealty.com
OUR AWARD-WINNING WEBSITE ELEVATES THE ONLINE EXPOSURE FOR YOUR HOME
We make your listing easy to find online with finely tuned SEO and a website designed to optimize organic search traffic. callawayhenderson.com, with nearly 1 million pageviews per year, serves as the preferred place where consumers can search for real estate listings in and around our local communities, as well as for nationally and internationally listed properties. Seamlessly integrated with the Webby Awardwinning sothebysrealty.com, which had more than 52 million visits in 2023, our localized site offers an unparalleled online user experience where visitors can immerse themselves in professional, high-resolution photography, HD video, and engaging virtual tours.
Access to the most accurate, up-to-date real estate listings anywhere in the world
Translated in 15 languages and currencies
Enhanced mapping and drive-time capabilities
Press Exposure: Our reputation is your advantage
As a Sotheby’s International Realty affiliate, we have exclusive access to tremendous press opportunities and the dedicated support of the brand’s award-winning PR team, who have strong relationships with leading national and international media outlets that drive buyers to our website and your property. We are the most profiled luxury real estate brand in the news.
2023 Press Share of Voice
Source: Meltwater, 1/1/23 - 12/31/23
In 2023, Callaway Henderson Sotheby’s International Realty listings were featured online, in print, and even on television by such prominent media outlets as Architectural Digest, Dwell, The New York Times, and NBC News. While press coverage for listings cannot be guaranteed, we have an impressive track record of benefiting from PR exposure for listings of varying types, locations, and price points.
DON’T JUST PUT YOUR HOME ON THE MARKET. GET IT THE ATTENTION IT DESERVES.
Sotheby’s International Realty
Print Advertising
Newspapers may no longer be the medium of choice for most buyers searching for a home, but they still play a role in generating consumer awareness and driving prospective buyers to our website.
We regularly place local print advertisements in the Town Topics, Packet Media Group publications, Community News publications, Montgomery News, Hunterdon County Democrat, and Bucks County Herald
We also participate in an SIR-exclusive opportunity to target 150,000+ high-net-worth N.Y.C. Metro Area residents several times throughout the year via a special insert in the Sunday edition of The New York Times
Social Media
Social media is an increasingly relevant and extremely powerful marketing vehicle, enabling Callaway Henderson Sotheby’s International Realty to connect your home to our global community of loyal followers and ever-increasing new connections in unique and far-reaching ways. The Sotheby’s International Realty brand has more than one million followers across its various social media channels, while our locally owned company has more than 12,000 followers on Facebook, Instagram, Twitter(X), TikTok, LinkedIn, Pinterest, and YouTube. Our agents’ own individual social media efforts further enhance this growing channel’s exposure and effectiveness. Followers from the Greater Princeton Area, New York, throughout the United States, and all over the world look to us for compelling real estate opportunities, market updates, and exclusive lifestyle content for the local communities we serve.
Each channel has its own specific strategy and we carefully track our efforts to ensure we are providing relevant, compelling content to engage our audience. From sending a pre-MLS tweet before your home hits the market to introducing it in our Weekly Highlights campaign, there are a number of innovative ways to dynamically showcase your property. In 2020, we were the first local real estate firm to host coordinated Virtual Open House events via Facebook LIVE.
Unrivaled in our marketplace, Callaway Henderson Sotheby’s International Realty’s social media platform creates unique exposure for our listings and provides entirely new opportunities to uncover the right buyer for your home.
12,000 FOLLOWERS
Understanding Brokerage Compensation
BROKERAGE COMMISSION
When entering into a Listing Agreement, the seller enters into a contract between themselves and their broker for representation and professional services. This agreement also provides the seller with the opportunity to compensate the buyer’s agent, designated buyer’s agent, or disclosed dual agent. It should be noted the amount a brokerage charges is not fixed by law; the commission amount is negotiable, although brokerages individually may set minimum fees. Furthermore, the seller may choose not to offer any compensation to the buyer’s agent, designated buyer’s agent, or disclosed dual agent.
SELLER-PAID BROKERAGE COMMISSION
The Listing Agreement authorizes compensation to the listing broker. In most cases, the Listing Agreement also offers a cooperating commission amount to be paid to the broker representing the buyer. If the amount of commission offered is less than the minimum fees that the buyer and buyer’s broker have agreed will be paid to the buyer’s broker, a Buyer Agency Agreement will identify how the buyer’s broker will be paid for representing the buyer. For example, the agreement can include a provision that the buyer will request the seller to pay the commission due to the buyer’s broker in the purchase agreement, which usually allows the commission to be incorporated into the sale price and financed, if accepted. In that case, the commission will be paid out of escrow from the seller’s proceeds.
COMPENSATION DIVISION
The commission paid for either listing-side or buy-side representation is not exclusively paid to the agent; it is shared with the agent’s brokerage company. Compensation commonly covers not only the brokerage’s business operations and expenses, including Errors and Omissions insurance and membership in industry organizations, but it is also used to compensate agents for their time and services and to offset necessary business expenses associated with their licensed activities.
BUYER-PAID BROKERAGE COMMISSION
If the seller chooses not to offer compensation to a buyer’s agent, a Buyer Agency Agreement (similar to a Listing Agreement, but between the buyer and their agent) provides, among other things, that the buyer will pay the commission to the buyer’s broker—or the difference between the amount the buyer and buyer’s broker have agreed to and the amount that a seller is offering.
As of the printing of this presentation, as a firm, we believe that it remains in the seller’s best interest to offer compensation to the buyer’s agent, designated buyer’s agent, or disclosed dual agent.
Robust, Best-in-Class Technology Suite
Callaway Henderson Sotheby’s International Realty employs a robust, custom-integrated suite of carefully curated, best-in-class technology tools to market your home and manage all aspects of your real estate transaction. From streamlining the listing workflow and tracking marketing campaign results to routing leads, scheduling showings, and securing digital signatures, our agents are equipped with the tools and technologies to maximize their—and your—success.
3D virtual tours provide an immersive online experience
Comprehensive video hosting and distribution platform
Floor Plans
Floor plans help visualize a home’s layout and flow
SIR’s listing management and distribution platform
Custom listing workflow and task management system
Tool for scheduling showings and collecting agent/client feedback
Full-featured collaborative search tool for agents and buyer clients
Industry-leading digital filing cabinet and e-signature solution
Virtual staging and interior design digital rendering service
A leading provider of real estate brokerage websites worldwide
Real estate’s leading comparative market analysis (CMA) tool
Enables our agents to respond to buyer inquiries within minutes
Online reporting metrics detailing website traffic patterns
Robust digital marketing platform for email campaign management
CHSIR-only internal messaging tool and electronic bulletin board
Remarkable Agents Achieving Unrivaled Results
At Callaway Henderson Sotheby’s International Realty, we leverage our local market expertise, exclusive global network, and innovative marketing tools to provide an unparalleled experience for those seeking to sell real estate. The fact is, no other company can match our market share, community dedication, marketing platform, uncompromising values, and sheer effectiveness.
Thank you for your time and for the opportunity to share our comprehensive and dynamic marketing plan designed to deliver results. We continue to create innovative and unique opportunities to tell your home’s story and attract qualified buyers to achieve our mutual goal: selling your property for the highest price with the best possible terms.