Beasley Real Estate, the boutique property brokerage firm that started up Feb. 1 this year, has a clear vision of how it can give its clients the best service.
“Our clients come first, and our brand comes second,’’ said founder and managing partner Jim Bell. After only three months in business, Beasley has already sold more than 40 properties in the Washington area. The properties sold range from $300,000 condos to $6-million houses. Already, with the launch of its new mobile application and a strategic partnership with auction house Bonhams, Beasley Real Estate has expanded its client services in old and new ways.
Jim Bell’s background is in banking and finance in addition to a number of years in real estate brokerage with Washington Fine Properties. Bell said he believes that it was time for a company model to be focused on the client and the client’s properties.
“We want to be the foundation for our client’s success and absolutely everything we do is based on that,’’ Bell said. Beasley’s advertising is a perfect example of how they do things differently compared to other companies, he added. Instead of having the brand name on top, with many small photos under with the same size for each property, Beasley Real Estate have chosen to highlight two or three properties in its ads, using larger photos and only having the brand logo down in the right corner. ‘’So many of my clients in the past has come to me and said, ‘Hey, Jim, where am I? Where’s my house? I can’t find it.’ I had a really tough time with that,” he said.
“Now that it’s not about the company but about the client, you visually see our client’s properties in our advertising,” said Bell enthusiastically. “I feel very strongly about that, and that’s one of the core reasons why Beasley was created.’’ Beasley was his grandfather’s name. “I didn’t want the name to be about me,’’ he said, emphasizing the importance of putting the clients interest first. Although it cost more to advertise fewer houses in each ad, Bell pointed out that in doing so they make their client’s houses shine.
“The best agents, the best properties, the best results’’ is the company motto. To ensure that all clients get top-quality services, all agents at Beasley must have a minimum of ten years experience before they start and a minimum of $10-million annual production.
The company has a worldwide presence as well. At the moment, 60 percent of its clients are actually from Europe. Beasley currently has four agents based in Washington. ‘’We will also have a London representative soon, hopefully by the fall. We want a person there to help our clients in the United Kingdom with their needs,’’ Bell said.
To tune with its international connections, Beasley and the auction house Bonhams celebrated their partnership at the George Town Club April 5 with a Bonhams exhibit, “The Mapping and Discovery of America.” Antique maps, manuscripts and books were on display at the club before heading to New York. Martin Gammon, D.C. regional head of Bonhams, said he was more than pleased to partner with the real estate group and its clients.
“I love Bonhams,” Bell said. “When I really started strategically mapping out the company, a lot of my clients over the years have always come from London. So, it was logical for the number of people in Washington that had properties in and around London and the U.K. to have that connection. Bonhams is worldwide partner of us, they branded very well with the opening of our Washington office.”
“I’ve been a Bonhams client for a number of years,” he continued. “We have the same client base. So, it’s a real treat for our clients to have direct access to an auction house. We introduce our clients to Bonhams and our clients are very much using their services. At the end of the day, that’s what the collaboration is there for: to be another service for our clients.”
Also, an online presence has always been a big part of what Bell does. “Making it visually appealing to people is really important,” Bell said. The website has had 240,000 hits since Feb. 1. “We’re only three months old,” he added. “So, that’s incredible. We’ve got 3,400 unique visitors, which is an incredibly high number. Those are people who are on our site every 48 hours looking for information.’’
A couple of weeks ago, the company launched the Beasley Real Estate application for smartphones and tablets. The app combines information about properties with Google Earth technology. If you are walking around with the map function on, the map will populate the neighborhood around you as you walk. First of all, the map will show you which houses are for sale around your location. Then, you can click on it and view information and photos. Second, you can also see what other properties in the same area sold for. The map will also show you rentals and commercial properties. “It’s not just information about Beasley properties,” said Bell, who appeared on Fox 5 Morning News a week ago to explain the app as he stood in front of a P Street house. “With this app you can become a market expert. It’s a great tool for consumers to help them know what they’re doing and to make the best decisions.”