Jane Grant knows what it takes to stand out. After all, you don’t amass a $31 million portfolio that includes some of the highest-priced homes in the Lowcountry by happenstance.
“Having clients entrust me with their multimillion dollar properties isn’t taken lightly. They have high expectations and they know I can deliver,” she said.
Grant came into real estate after a long career of owning and developing a successful movie theater chain, where she learned how to set herself apart from the competition.
“My business successes gave me insight into the benefits of unique, bold marketing. It also taught me how to anticipate the needs of clients,” she said. “My goal remains focused on transforming the ordinary to the extraordinary.”
Grant talked recently about what it takes to represent some of the Lowcountry’s most expensive and exclusive real estate.
What is your target demographic?
Jane: My specialty is exceptional homes in extraordinary settings — the buyers looking for them and the sellers offering them. This includes luxury and distinctive homes and lots, typically near water and with great views, and with amenities such as equestrian, hunting and golf. I gravitate to properties that I could imagine myself living in.
You’re an accredited luxury home specialist. I would imagine it takes some finesse to move multimillion-dollar properties. What are some tricks to the trade?
Jane: The luxury buyer and seller have unique expectations. Getting out every day and uncovering the gems is key to representing this market. This requires having in-depth local knowledge and using technology wisely to broadcast listings internationally in a highly targeted fashion.
How do you market a home so it stands out?
Jane: I specialize in marketing that reaches around the world, including high-end magazines and websites that are translated into many languages and currencies. For example, I market properties not only in the Wall Street Journal or New York Times, but also in their European and Asian editions.
High-end property owners’ first experience meeting me might be from a hand-addressed mailing describing what I do for my clients and showcasing my listings. My listings also can be found on my Google+ page, YouTube channel, and on Facebook. I list on the Hilton Head Island, Beaufort and Savannah MLS. I also send out e-brochures promoting my listings to thousands of agents, brokers, buyers and investors nationally and internationally.
Your listings are seen in more than 200 countries and translated into nine languages. Where have clients been from?
Jane: A large percentage of visits to my online listings come from other countries because of my international marketing. I have clients flying in soon from China and Australia to visit two of my listings.
What is the most rewarding part of being in real estate?
Jane: I love the idea of being able to introduce other people to paradise. I am a big cheerleader for the Lowcountry, especially Palmetto Bluff which I call home. While Palmetto Bluff is known around the world, there are other hidden gems in the Lowcountry that I love introducing clients to, such as the ultra-exclusive Brays Island. It is very exciting and rewarding to help clients discover a hidden treasure that they love as much as I do.
What advice would you give buyers and sellers in this current market?
Jane: Staging done by the right designer can help a home sell quicker. Furnishings play a big role in making a property gorgeous and feel like home.
All indications are fantastic for the luxury market. In Palmetto Bluff, prices have increased over the past five months, but there are still deals to be had. Successfully buying or selling a property can be done in any market. This is especially true with unique properties. While pricing trends have an effect on the market as a whole, unique properties in low supply (water- and marsh-front, special views, acreage, private) are less affected due to their exclusive nature.