This article was originally published in the June 2018 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 Associate and Managing Member Jud Henderson “What’s new?” at the local firm boasting #1 market share in Princeton, Pennington, Hopewell Borough and Township, Lawrence Township, Cranbury, Montgomery, Rocky Hill, and Mercer County in 2017, he’s most excited to talk about this week’s launch of the latest issue of their in-house and homegrown magazine, Bricks & Mortar: Life In and Around Princeton.
Bricks & Mortar debuted in June 2017, with 16,000 print copies of the Spring/ Summer 2017 issue 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 email distribution and social media promotion. Volume 2 (Fall/Winter 2017) was released last October, with an expanded reach of more than 30,000 viewers online—due mostly to the viral dissemination of the digital edition and specifically the feature article on Blues Traveler, the popular band whose hometown roots trace back to Princeton. Volume 3 (Spring/Summer 2018) arrives in homes this week. With a cover story offering an up-close-and-personal profile of local Princeton restaurateur Jim Nawn, a feature article on the recent cultural and culinary renaissance in Hopewell Borough, and a look at some collection highlights from the Princeton University Art Museum, readers can enjoy 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 publication’s name.
“Literally and figuratively, this magazine is a return to bricks and mortar: We believe the stories within the pages 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.”
To read the latest issue of Bricks & Mortar, you may pick up a copy of the magazine at any of the four Callaway Henderson Sotheby’s International Realty offices or check out the digital edition online at: www.callawayhenderson.com/bricksandmortar.
Callaway Henderson Sotheby’s International Realty, 4 Nassau Street. 609-921-1050. CallawayHenderson.com.