Learn how Latham Jenkins, a luxury broker in Jackson Hole, Wyoming, integrates marketing narratives to achieve extraordinary results.
The time has come – the time to take charge. This summer, July 30-August 1, 2024, experience the complete reinvention of the most important event in real estate at Inman Connect in Las Vegas. Join your peers and the best in the industry to shape the future. learn more.
When I received the listing for Lost Creek Ranch in Wyoming, I knew that the late owners wanted the next manager of their beloved estate to continue business operations so that future generations could experience Jackson Hole and the West as they had before.
The 50-acre compound has touched the hearts of many, from past presidents to distinguished guests to those who just wanted to cowboy for a week.
In addition to the experience one can have at the hotel, the environment is second to none in our area. The boundaries of Grand Teton National Park are on the west side, with Bridger-Teton National Forest surrounding the remainder. It’s actually a private island surrounded by wilderness.
Here you can enjoy 180-degree views of the world-famous Teton Mountains. Teddy Roosevelt once said, “This is the first mountain I’ve ever seen that looked like a mountain.”
crown jewel
This is a crown jewel property and if I can get the story right, it probably commands a premium. I won a competitive listing but my neck was on the line because my property was priced 60% higher than my peers. It was worth every penny, but now I had to prove I could make it happen.
I delved into nearly 100 years of history. I found a surviving family member who unraveled the past and provided family memorabilia for visual purposes. I networked with retired employees and former general managers. They all tell stories with colorful anecdotes from past ownership lineages.
Recently, the ranch has been featured on the cover architectural digest And it was the filming location for the first episode of the third season. modern Family.
My takeaway: I need to pay homage to this property because it embodies much of what makes Jackson Hole a world-renowned place.
Create visual effects
The next step was to shoot visual effects to match the developing storyline. As an aspiring photojournalist, I’m always photographing my property.
The property takes days or even weeks to capture. You can see it in all kinds of light, from sunrise to starry sky, from horseback to floating down a river. It gives you an insight into the property and ultimately helped me know how to present it.
We worked with the design team to create a video, brochure and listing website. There’s a lot going on: it needs to resonate emotionally with buyers the first time, it needs to appeal to real estate journalists who will be the springboard for our storytelling, and it needs to be authentic to the brand — something that any experience Anyone who has crossed Lost Creek will say, “You made it.”
We spent hundreds of hours honing the venue and launched on July 5th. A day later I received an inquiry from a past guest whose family had spent 10 years at the ranch. He was intrigued, and when he hung up the phone, they made plans to fly out and see the show.
More inquiries are coming from billionaires, international hotel companies and private buyers. The screenings officially started and I could tell the marketing was working. Within minutes of buyers moving in, they can’t help but drool over the view and picture how they would transform the property for their own use.
However, the first family to call was moved by the Lost Creek Ranch experience, learned about the brand literally and figuratively, and ultimately became buyers. The homage paid to the property in the marketing brought back memories. It brings them back to the joy of being guests.
The client’s goal was achieved: we found the perfect buyer, who will be another steward of the property for the next 100 years.
Excellent results
Media organizations including Mansion Global, Robb Report, Forbes and many others responded to the stories I provided. The show appeared on 15 online, offline and social media channels, with a total audience of 4.55 billion.
Media coverage enhanced the value of the property. Lost Creek Ranch was recently rated The fourth most displayed property in the world About Global Luxury Homes.
Lost Creek Ranch is my second home to receive such recognition and involvement. In 2020, Jackson Hole’s 65-acre Cody Creek Sanctuary, home to elk herds, spring-fed creeks and traditions, ranked third in The Wall Street Journal’s annual Home of the Year readers’ poll wooden house.
Latham Jenkins is Residential Luxury Real Estate Agent In Jackson Hole, Wyoming.contact him Instagram or Twitter.
