Cam Boyd and Pam Vanatta stand next to a sign for Steamboat Sotheby's International Realty. On Jan. 2, Boyd and Vanatta's Prudential Steamboat Realty will transition to the Sotheby's International Realty brand.

Photo by John F. Russell

Cam Boyd and Pam Vanatta stand next to a sign for Steamboat Sotheby's International Realty. On Jan. 2, Boyd and Vanatta's Prudential Steamboat Realty will transition to the Sotheby's International Realty brand.

Prudential Steamboat Realty transitions to Sotheby’s International Realty brand

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— On Jan. 2, 2014, more than 400 real estate signs across Steamboat Springs and Routt County will change from Prudential Steamboat Realty to Steamboat Sotheby’s International Realty.

Four new signs will go on the agency’s Wildhorse Marketplace building. New letterhead, business cards and all the branding items that go along with a real estate agency have been ordered and will be sitting ready.

When the franchise agreement with Prudential runs out Jan. 1, broker/owners Cam Boyd and Pam Vanatta and their team of more than 50 sales agents will jump right into Sotheby’s International Realty.

Boyd and Vanatta bought the Prudential office in Steamboat Springs in 2000. It was started in 1990.

Prudential was a great stepping stone, Boyd said, but it wasn’t international in the same way as Sotheby’s.

“It was time for a change,” Vanatta said. “You don't want to get complacent in this business.”

Boyd said that as word spread that their franchise agreement was expiring, he and Vanatta were approached by a number of top real estate brands.

The pair took the past year to come to a decision, Vanatta said, and they made their choice based on Sotheby’s reputation, its strong brand among resort markets and the company's international scope.

“They’re really the only international company right now,” she said.

According to Sotheby’s website, its network is represented in 49 countries and territories with more than 670 offices and 13,000 sales associates.

“One of the biggest things that the brand does is it allows us to market in national and international markets more effectively,” Boyd said.

Vanatta said Sotheby’s brings more technology, better resources and greater recognition to the market than any other brand. The new website will be available at www.steamboatsir.com once the switch has taken place.

“That’s really why we chose it,” she said. “We felt that it would help our agents get the exposure that they need to get properties sold.”

Marketing internationally wasn’t something they were able to do effectively before, Boyd said. Sotheby’s has websites that translate into different languages, a network of agents across the globe and a brand that people recognize no matter where they come from.

“They're going to make it easier for us to get our properties exposed on an international level,” Vanatta said.

In addition to the resources for international markets, Sotheby’s also has a strong presence in other Colorado resort towns and Steamboat’s feeder markets. Paul Knowles, the agency’s director of marketing, said he’s already been in touch with other Sotheby’s offices in towns such as Telluride and Vail. Joining Sotheby’s will provide access to a strong referral network as well as specialized divisions such as farm and ranch and ski properties, according to Vanatta.

“It’s really going to help all of us here — all 59 agents — get to a different level in our careers,” she said.

What sets the agency apart, Knowles said, is the number of resources it puts into staying at the forefront of the market.

“This company is right for Sotheby’s and vice versa,” he said.

Regardless of the branding change, what will stay the same are the individual agents.

“We're the same people — all the top agents in town,” Vanatta said. “We're going to continue to provide extraordinary service with an extraordinary brand.”

Sotheby’s is a high-end brand, Knowles said, but the company remains focused on the entire market.

“Sotheby’s will provide the type of service that all buyers and sellers are looking for,” Vanatta said.

To reach Michael Schrantz, call 970-871-4206, email mschrantz@SteamboatToday.com or follow him on Twitter @MLSchrantz

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