Founded in 1744, Sotheby’s has enjoyed a reputation of excellence for nearly three centuries, and the brokerages created under the Sotheby’s banner maintain the same standard of superior service, luxury and distinction. Serving Metro Atlanta and the surrounding communities since 2007, Atlanta Fine Homes Sotheby’s International Realty is one such firm, boasting the number one brokerage ranking in Metro Atlanta in nearly every metric, from total sales to sales in the $300,000 to $500,000 range, as well as luxury $3 million-plus homes and new construction, which totaled over $4.3 billion in 2023.
“Our brand is our client’s advantage when they choose to work with us,” says James Waddell, a Realtor with Atlanta Fine Homes Sotheby’s International Realty. “Being a globally recognized brand is an invaluable asset, and our local and international marketing is unparalleled. Not only do we advertise our listings in local print and online news sources, but we go a step further for our clients and advertise all our listings in The Wall Street Journal, Bloomberg Markets and many other international publications, regardless of price point. We do this because we believe that luxury is not defined by price but by the level of service being provided. We also have the highest ratio of staff to agents in the Metro Atlanta area, which means there is a dedicated team working behind the scenes to make sure all our clients are well cared for and that every agent can be out there representing their clients as best as they can.”
Atlanta Fine Homes Sotheby’s International Realty agents are given first-rate training and maintain partnerships with a number of trusted vendors throughout the local area, which provides an edge in staying ahead of the competition. This also means that agents can offer the largest range of services to their clients of any brokerage in the city. Atlanta Fine Homes Sotheby’s International Realty boasts a large team of the most experienced and dedicated agents in the entire state of Georgia, whose express goal is to make the buying or selling experience as stress-free and simple as possible. Combined with an incredibly proficient and savvy in-house marketing team, these are the factors that have propelled the brokerage to the level of success that it has enjoyed over the years.
In terms of what clients can expect when they come to Atlanta Fine Homes Sotheby’s International Realty, number one is a commitment to providing a singular experience to every client by exceeding expectation and catering to their individual needs. Additionally, the brokerage exploits the many resources that being associated with the Sotheby’s name affords.
“We leverage our brand’s heritage and sterling reputation and also utilize our advantage as a global luxury real estate network to provide unparalleled influence in addition to partnering with leading media to obtain the best possible exposure,” Waddell explains. “We showcase the homes we represent with the highest-quality production and the latest technology for even greater impact.”
With a network of residential brokerage companies in more than 81 countries and territories, Sotheby’s International Realty is the only truly global real estate brand. Through its agents’ relationships and networking connections, sellers reach a highly qualified global clientele—which is invaluable in getting the very best numbers at the closing table. “When clients come to us, they know that they are working with an outstanding brand whose robust marketing plan and strong network translate into a limitless pool of potential homebuyers,” Waddell says.
As great an asset as the Sotheby’s name is, Waddell contends that it can also create a challenge in perception. “Many people see us as a solely luxury real estate company, and that could not be further from the truth,” he says. “We have a company motto, ‘Luxury is not a price point, but a level of service,’ which our agents stand behind fully. It is a fundamental belief that is reflected in the client experience we provide for each and every transaction.”
Another hurdle faced over the past few years has been the astronomical change to the market that has occurred post-pandemic. “We, as an industry, need to see a restored faith in the market by consumers,” Waddell says. “We have gone from historically low interest rates to much higher rates, and the cost of living has also risen. As a result, many buyers and sellers have been turned off from buying or selling. Even so, Atlanta is a unique real estate market that is robust and attractive to buyers because the value of appreciation on real estate is higher than the national average, and our population just keeps growing. Each neighborhood around Atlanta gives off its own vibe, which, in turn, attracts different buyers. As the area continues to grow, now is the best time to become a homeowner or begin building up your investment portfolio.”
Over the past 17 years, Atlanta Fine Homes Sotheby’s International Realty has enjoyed the success that it has because its top-down leadership has maintained a clear vision for the company’s future. Crucial to making that vision a reality, rather than merely a loosely held concept, has been its support of its agents, which, in turn, feeds into the entire brand’s prosperity. These are the foundations upon which the Sotheby’s name has been built and the tenets that have given Atlanta Fine Homes Sotheby’s International Realty the strength it has held in the market. *
Liesel Schmidt lives in Navarre, Florida, and works as a freelance writer for local and regional magazines. She is also a web content writer and book editor. Follow her on X at @laswrites or download her novels, Coming Home to You, The Secret of Us and Life Without You, at amazon.com and barnesandnoble.com.
