Windermere Real Estate unveiled its ultra-luxury brand W Collection on Wednesday to a limited number of top-tier brokers.
Windermere Vice President Leigh Canlis, who joined the company in February, spearheads the company’s new luxury division and she says this is more than a marketing program.
“It is like the American Express Black Card of real estate. ‘W’ is a high-touch concierge service that not only markets luxury listings, but connects Windermere brokers and their clients to every aspect of the luxury industry,” Canlis said.
W Collection’s goal is to develop a sophisticated brand that evokes the understated expression of wealth of the clients it represents, according to Canlis. The new luxury division will focus on homes priced at $2.5 million and above in Seattle, and $3 million and above on the Eastside.
The market has dictated this elevated luxury tier, Canlis says, because the amount of homes in the $2.5 million and up range has exploded.
“Due to our market share, reputation, and quantity of high-caliber agents,” Canlis said, “Windermere is uniquely poised as the preeminent real estate company to cater to this clientele.”
Canlis says the W Collection, which is still in the final stages of development, has only been rolled out to a small number of top-tier brokers and will formally launch in late September.
W Collection will include a boutique office in Seattle where brokers can host events and connect privately with clientele.
Windermere has 7,000 agents in 300 offices in 11 states throughout the Western United States. It is the largest real estate company in the Pacific Northwest and largest regional real estate company in the Western United States.
Puget Sound Business Journal | June 29, 2016