This article was originally published in the September 2017 Princeton Echo.
High-definition property videos, interactive floor plans, Matterport 3D virtual reality tours, targeted social media marketing… These are some of the innovative, technology-driven tools that Princeton-based real estate market leader Callaway Henderson Sotheby’s International Realty uses to promote their listings of homes for sale. Yet if you ask Broker of Record Jud Henderson “What’s new?” at the local firm boasting #1 market share in Princeton, Pennington, Hopewell Township, Lawrence Township, Montgomery, and Mercer County throughout 2016*, he’s most excited to talk about the recent successful launch of their new, in-house and homegrown magazine, Bricks & Mortar: Life In and around Princeton.
Bricks & Mortar debuted in June, with 16,000 print copies mailed to local Princeton area homes and distributed via a handful of in-town businesses. A digital edition of the magazine reached more than 25,000 viewers between targeted e-mail distribution and social media promotion. With a cover story offering an up-close-and-personal profile of Princeton University Men’s Basketball Coach Mitch Henderson, a feature article on spring interior design trends, and a guide to the nearby Delaware River towns, readers enjoyed an inside look at the countless gems that make our local community unique and inspire residents to love where they live.
When asked about the impetus for Bricks & Mortar, Henderson reflects back on the rich family heritage at the core of the Callaway Henderson Sotheby’s International Realty company values.
“I worked with my father long enough to know his favorite question to ask whenever we considered a new marketing initiative: ‘Will it help us sell houses?’ In that spirit, I want to make something perfectly clear: This magazine is an unabashed attempt to help us sell properties in Princeton and the surrounding areas. But with that true confession out of the way, let me say that it is about so much more than marketing. Bricks & Mortar: Life In and Around Princeton celebrates the unbelievable quality of life we enjoy here and the unparalleled opportunities we find ourselves immersed in on a daily basis. As people who live and work here, we see this celebration as our obligation.”
Henderson explained the significance of the company’s return to print media and concerted effort to slow things down in the face of 24/7 social media coverage, providing a thoughtfully added touch of quality. He also provided context for the new publication’s name.
“Literally and figuratively, this magazine is a return to bricks and mortar: We believe the stories within the pages—and those to come in future issues— represent building blocks of life in and around Princeton. We also consider it our job to help maintain the support and integrity of our incredible communities. And so the name, Bricks & Mortar, is a nod to that as well as a tip of our hat to the homes we represent and cherish, too.”
What’s on the horizon for Bricks & Mortar? “Our Fall/Winter 2017 issue is due out in mid-October,” Henderson said. “We will once again be highlighting some of the people, places, and things that make living in Princeton and its surrounding areas so compelling and showcasing the selection of extraordinary homes we have for sale in these special communities at all different price points. If you would like to list your home and have it featured in our property gallery, please reach out to your agent at Callaway Henderson Sotheby’s International Realty or call any of our five local offices. For advertising opportunities, email us at email@example.com.”
Callaway Henderson Sotheby’s International Realty: 4 Nassau Street, 609- 921-1050. CallawayHenderson.com. Callaway Henderson Sotheby’s is a sponsor of the Echo’s Business Spotlight.