When it comes to selling luxury homes and estates, Coldwell Banker Global Luxury specialist Jonathan Radford is renowned among his peers for his keen negotiating skills, market savvy and expertise. Radford first listed “Swain’s Neck,” an expansive waterfront estate, in the summer of 2017. Nestled on Nantucket, a tiny island off Massachusetts’s coast known as an upmarket summer destination for some of the wealthiest and most prominent people in the U.S., Swain’s Neck is esteemed as the crown jewel of New England waterfront estates.
Interest immediately sparked over this 63-acre property on Polpis Road in Nantucket before the listing was put on the multiple listing service. The Studio’s public relations team are avid media consumers and knew without a doubt that this listing was perfect for publicity. The result? Top-tier media coverage featuring the initial listing and the sale with Radford extensively quoted throughout the stories.
Generating buzz before Swain’s Neck public offering and so many other Coldwell Banker listings is a typical day for our PR pros. At the onset, our public relations team diligently worked with Radford to approve and send a press release to reporters before the listing went active and ultimately secured an exclusive that trickled down to the local newspapers.
Between the summer of 2017 until the property sold in November 2018, our public relations team featured the estate on social media via Facebook and Instagram, and when Swain’s Neck went under contract, Radford reached out to us again. This time he was excited to announce this sale would be Massachusetts’s highest-priced sale for 2018 at $25 million and the team was ready to share that story.
In celebrating Radford’s impressive accomplishment of negotiating the intricacies of such a monumental sale, our public relations team engaged their reporter contacts once the sale was finalized. The result? The sale was featured in Mansion Global, The Boston Globe, Boston Business Journal and Boston Magazine among others.