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When Rudy and Linda Light decided to sell the dream home they’d spent 20 years perfecting, they called Chris Iverson, a top producing agent with Dreyfus Sotheby’s International Realty in Menlo Park, California. But the ranch–a complicated real estate asset with many of its 1,745 acres preserved for conservation under California’s Williamson Act–didn’t attract the attention of the right buyer, despite Iverson’s robust marketing program.

The lovingly built and maintained Queen Anne Victorian main residence had fewer showings than the owners or Iverson anticipated, and no viable purchase offers were received. Realizing the Property’s unique situation, the listing agent began researching auction firms and presented several companies to the sellers, who ultimately selected Platinum.

Subtitled “Successfully Selling a Challenging Property,” the article details the “full court press on marketing” Platinum conducted over the 6-week international auction-marketing campaign. Featuring nearly 40,000 website visits, 74 bona fide inquiries, and 2 written offers prior to auction, the campaign concluded with five registered bidders competing in real-time to produce a sale price of $6.215 Million, shattering the $3 Million reserve. The sale price equated to 114% of the Property’s most recently appraised value.

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