We have launched the Dreyfus Properties Private Listing Service, the first ever service designed to market luxury homes for sale while shielding them from public view. With homes in the most desirable parts of Palo Alto selling for north of $10 million, buyers and sellers are worried that information on their home could become the next viral online sensation.
Unlike public multiple listing services, the new Dreyfus Private Listing Service (PLS) offers luxury homes directly to qualified agents and potential buyers, bypassing public media, multiple listing services, and websites such as Zillow and Redfin.
“The information elite really don’t want everyone to have this information,” said Dreyfus CEO Michael Dreyfus. “Google’s great, but not when it tells the world exactly where your bedroom is.” The Dreyfus Private Listing Service directly contacts buyers who have had recent wealth events, as well as creating websites and mailers that hide identifying details.
People who list their home publicly have learned the hard way that there can be immense downside to broadcasting their wealth. Once a client gets his name on a piece of real estate, there’s no way of making that dollar amount and that address private again. Valley entrepreneurs have complex attitudes towards their newfound wealth. While they are proud of what they’ve accomplished, they do not want to be seen as different from the rest of their community. Their style is, on average, far more Warren Buffet than Donald Trump. Letting the world know they paid $11 million for their tastefully landscaped home is not an enticing prospect.
Will this shift mark a change in the culture of Silicon Valley, where the movers and shakers realize there’s a downside to sharing more and more information? As Dreyfus says, “Sharing your favorite restaurant with your friends is not the same as having them look at your financial statements, or inviting them into your master bath.”
Our private market service has received favorable reviews in Fortune/CNN and The Palo Alto Weekly.
To learn more about how the Dreyfus Private Listing Service is keeping real estate private in the place where companies are going public, please contact Marissa Myers, Director of Marketing, Dreyfus Properties (650.930.6807)
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