“The Fine Art of Fine Property”

Morgan Lane was established in 1996 with one goal in mind . . . simply to be the best real estate company in the Wine Country. From the beginning, innovation in marketing and integrity in service was Morgan Lane’s focus . . . and they still are.

There is a great deal of attention being paid these days in the world of business to the concept of branding. Branding is sometimes thought of as the campaign or marketing strategy that a company uses to identify or articulate its product or service. But branding is really more than that. It is the expression of the essence of what a company is.

Some of the more successful brands that come to mind are Nike with its trademark slogan - “Just Do It” – letting its customers know that every product is designed to provide authentic athletic performance. Or, Starbucks Coffee that doesn’t just deliver a better cup of coffee, but delivers a coffee experience.

When Morgan Lane began, the articulation of our brand was found in six words – “The Fine Art of Fine Property.” We felt these words expressed the essence of our service on many levels. First, we truly consider what we do (the successful guidance and attention throughout the difficult process of a real estate transaction) as much an art as a science and practiced well, it is a “Fine Art.” There is knowledge (of property, pricing and contracts), skill (in negotiating and in the handling of legal and financial issues) and creativity (in advertising and marketing), all of which are fairly quantifiable (scientific, if you will) aspects of the transaction. But, there are also the “softer” aspects, which speak mostly to the emotional, caring and understanding aspects needed throughout a transaction – the more qualitative (or artistic) parts. All of which we consider Morgan Lane’s “Fine Art.”

The “Fine Property” element is more easily defined. We consider every property that Morgan Lane lists or sells a masterpiece. In one way or another it is so true for each buyer or seller or both. Consider the buyers acquiring their first home – an experience most of us will never forget. Regardless of price, condition, size or location – to each of us, that property represented much more than a roof over our heads. Or think about a seller that has lived for many years in a home where children have been raised, families have been nurtured and memories created. To that seller, that home is a masterpiece.

At Morgan Lane “The Fine Art of Fine Property” is more than a slogan, a marketing concept or words to take up space in our ads. To us it is our essence. It represents that which we work to achieve with every client we represent – the highest level of knowledge, skill, creativity, emotion, care and understanding on every masterpiece we sell.

For more information on Morgan Lane, visit them on the web at:
www.MorganLane.com.


The Artisan Group

Morgan Lane is proud of its affiliation with the “Artisan Group”, The Marketing Alliance for Properties of Distinction. This strategic alliance is an association of independent, locally owned, high image real estate companies, ranging from Wine Country to Carmel, and Tahoe to San Francisco who have joined forces to create a greater level of service for their clients. The entity now boasts almost 1,000 agents in eight of the most exclusive firms in the bay area. This affiliation affords these brokerages the opportunity to expose their listings to like-minded companies, agents and buyers throughout the Bay Area.

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