It’s Friday, let’s sweep! | W Collection, the ins + outs


Let’s sweep. If you already have a solid handle on the ins + outs of the internal unveiling of our W collection this week – much of this will be repetitive. If you are looking for the what + why + when + who + impact on Premier + how then heck,  this week’s Fridays With Laura is prepped for you. By the way, your office and support staff have been versed on all of this – have questions, just ask.

…Next week, I’ll jump back into market “pulse” conversations – I’ve been walking brokers through low appraisals and contingencies – items we should all be versed & aware of. I called Professional Development today and suggested we dust off our contingency class taught be Demco – just might be a good time add this back into our toolkit.

W Collection |  Wednesday morning more than 150 of our brokers came together for our monthly luxury networking breakfast to get a sneak peek our new ultra-luxury brand. The response was overwhelmingly positive and everyone is excited to unveil it to the public on November 1! Your office has all of the ins + outs of what the W Collection is and what it isn’t. Drumroll please…


…and now for the talking points:

What is W Collection? Windermere’s W Collection is an elevated marketing program tailored to the needs of luxury clients with homes priced at $3 million and above. W Collection offers unique signage, exclusive marketing collateral, and targeted marketing opportunities to elevate your market presence and showcase your most distinctive listings.

Why was W Collection created? Due to market conditions in the Puget Sound region, it was determined that the time was right to introduce a higher priced tier to our luxury program that would complement Premier, but serve the specific marketing needs of ultra-luxury listings. Another goal of W Collection is to help Windermere brokers compete better in that segment of the market and earn more business.

When does W Collection formally launch to the public? November 1, 2016, but you can submit a registration request for your listing(s) immediately. Of special note: Windermere is covering the $500 registration fee for all qualifying listings with registration forms approved by October 12, 2016. Signs must then be ordered by October 14. See the program overview for sign ordering information.

How does this impact Premier Properties? In no way does W Collection diminish the importance of the Premier Properties program. Our brokers have worked hard over the years to build Premier and they have achieved great success. In certain areas, our luxury market share is as high as 60 percent. Attendance at our Premier breakfast events routinely tops 150 brokers and the connection between our brokers has never been stronger.

Is W Collection exclusive to certain brokers? We understand that there are some concerns that W Collection is in some way exclusive to a certain segment of Windermere brokers; we want to assure you that this is not the case. This program is open to anyone in Western Washington who is competing for – or has secured – a listing that fits the W Collection criteria.

How does a listing qualify for W Collection? To qualify as a W Collection property, the listing must meet certain criteria for quality and price. Once approved, there is a $500 registration fee. ***Windermere is covering the $500 registration fee for all qualifying listings with registration forms approved by October 12, 2016.***

  • $3 million or above
  • Architecturally interesting and/or historically significant
  • Structure and grounds must be in excellent condition
  • Interior design of exceptional quality
  • Minimum of 10 top-quality high-resolution photos available

What is included in the $500 registration fee for W Collection?

  • Listing showcased on
  • W Collection logo on the website listing
  • Access to unique W Collection signs (to be purchased separately; please see the program overview for pricing information)
  • Use of the W Collection logo on all property marketing materials
  • Access to exclusive marketing opportunities and beautifully designed marketing materials
  • International exposure through Luxury Portfolio International®, Leading Real Estate Companies of the World®, and
  • Monthly networking breakfast
  • Here is a sampling of the W Collection logo, signage, and marketing materials

A complete overview of the W Collection program can be found here. If you have questions about this or anything else related to W Collection, please email

Shred + Electronic Recycling Event | Feel free to leverage this event tomorrow with anyone in NE Seattle or those that have an immediate need. Wedgwood will graciously accept their drop offs!


A Note from the NWMLSComputation of Time | This Monday, Columbus Day is a “regular business” day when computing time for the purchase and sale agreement.

FORE! | We kicked off Monday with our 3rd annual golf tournament – super fun – thanks to those that could join this year. For those that didn’t, do indeed join us next year. The format and fun work for all – yes, I mean all levels of golfers! Karen even had a chance to take her first swings with a club and I got to play 18 with my dad – good times had by all!

karengolf lauragolf

That is a wrap from this week, heavy on the W Collection – as I do believe it is important we all have these talking points. Again, the goal of FWL is to articulate who needs to know what, when our people need to know it, why and hopefully presenting in an entirely comprehensible way.

In continued partnership with you,

Laura Smith, General Manager | Windermere Real Estate Co + Northwest, Inc.

…and a good weekend to find your pumpkins! Between soccer and football games, we will do the same! Love this, “surprise me”…



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