An innovative corporate rebranding under Christie’s imprimatur further underscores the connection between luxury art and real estate as Greeff’s high-end sales achievements more than double.
Christie’s International Real Estate, the world’s leading luxury real estate network, honoured Greeff Christie’s International Real Estate as winner of the esteemed Affiliate of the Year award in the Large Market category, determined by a population size above 1 750 000.
The ceremony took place last week at the culmination of the Annual Global Conference in Paris. CEO Mike Greeff accepted the crystal obelisk trophy at a black-tie dinner at the exquisite Palace of Versailles in the Gallery of Great Battles, a venue not open to the general public, making the evening all the more special.
Mr Greeff was unaware of his win until that evening’s announcement by Helena de Forton, London-based head of regional operations for Christie’s International Real Estate, before a crowded room of network colleagues.
Four awards are given each year, one each in the small, medium and large market categories with the top honour bestowed to the overall winner regardless of market size.
Criteria used in determining the four winners were overall business innovation, market leadership, passion to succeed in the local and global marketplace under the Christie’s International Real Estate brand, and collaboration with network colleagues and Christie’s art auction house specialists. Greeff Christie’s International Real Estate has excelled in every category.
Noted Ms de Forton in presenting the award: “Greeff Christie’s International Real Estate recently completed a thorough re-branding inspired by Christie’s 2017 all-time record sale of Leonardo da Vinci’s masterpiece Salvator Mundi for $450 million — the most expensive work of art ever sold. Greeff adopted Christie’s colour palette of grey, white and red for its new brand, including a red dot, to symbolize the red dot placed on sold pieces of art and now applied to real estate through Greeff. The re-branding now appears on all the company’s marketing collateral, from wines to watches, to pens and stationery.”
In 2017, the company posted 19 luxury home sales, a number which doubled to 39 in 2018. The top sale was for a magnificent homestead in Constantia Upper, achieving a record price for the area of over R60 million.
Greeff also supports robust social media and blog platforms, as well as a top-quality print publication. Mr Greeff’s mantra is “Where it counts” a sentiment fully aligned with Christie’s and Christie’s International Real Estate.
CEO Mike Greeff shared the following: “We as a team at Greeff have been working exceptionally hard to honour and grow the Christie’s International Real Estate brand. Being selected as recipients for this prestigious award is a phenomenal achievement and affords us outstanding recognition worldwide. It is a factor that will support every agent in our group for many years to come.”