Maestro of Marketing
After watching Jessica Cheng, Marketing Manager of Julia B Fee Sotheby’s, multi-task, it’s easy to say that behind every great woman (in this case, Manager Pati Holmes), there is a great woman.
Cheng describes the second decade of the 21st century as the “golden age of marketing”. She describes her job as taking charge of updating marketing — daily, weekly.
“Millennials who want to move out from the city go to an agency they’ve heard excellent things about and look for agents they can relate to,” she said.
“I try and take the pressure off our agents so that they can do what they do best — get listings and sell homes. I analyze agents and their listings and assess their strengths and weaknesses,” said Cheng. “When I see a listing that’s been on the market longer than average, I ask what the marketing approach was at the start and look at new approaches.”
Every listing demands a one-on-one treatment, offers Cheng, because each is unique.
With co-listings on the rise, Cheng said agencies need to play on their strengths. “Agents have their own styles.”
Cheng is a wizard when it comes to advertising and promotion — social media, print, Instagram — and she sees the value in all. “Print is classic, and glossy brochures continue to be a helpful tool in selling homes, especially high-end homes. If an Instagram user targets Rye, I have to make sure that Sotheby homes attract their attention. We don’t shoot a house without floor plans. We create virtual tours to give new buyers a sense of what a house will be like for them. Today, as an admin, I have to go above and beyond expectations without letting buyers know that I’m doing so.”
Before coming to Sotheby’s, she worked at a large commercial real estate firm. That, and a degree in design from Fashion Institute of Technology, make Jessica Cheng a double threat in residential real estate.