At Home with The Perry Team
ROLE
Interviewer, Photographer, Writer
In 2019 I launched “Keeping it Real Estate,” – a project went beyond property photos, diving into the personal worlds of our agents. Through photos and interviews, I showcased the people behind the expertise; a unique view into their lives, aspirations, and industry insights.
This campaign not only differentiated the brand, but also supplied agents with valuable marketing materials, enabling them to build their personal brand and connect with clients on a deeper level.
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Elevate company brand image by showcasing their unique approach of highlighting individual agents and connecting them with the local community.
Differentiate the company in the market by offering unique content that humanizes agents and fosters deeper connections with potential clients.
Increase brand awareness and engagement by presenting insightful and relatable content across various marketing channels.
Increase agent recruitment by demonstrating the company's commitment to its agents and providing them with valuable marketing materials.
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Conceptualize multi-channel marketing campaign content across platforms– Utilize the visuals and insights in a variety of marketing materials, including company website, social media, magazine ads, and agent-specific marketing tools.
Execute storytelling –Conduct custom Q&A sessions with each agent, exploring their personal journeys, industry expertise, and motivations followed by a photoshoot directed by me.
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Engaging content: Interview transcripts and engaging stories crafted from Q&A sessions, highlighting each agent's unique perspective.
Agent branding: Providing agents with high-quality content (images and stories) for their individual marketing efforts (website, social media, etc.).
High-quality photography: Edited images of each agent in their personal space, capturing their individual style and environment.
Multi-channel marketing materials: Company website content, social media posts, and agent-specific marketing assets featuring the visuals and written narratives.
Sparks fly when it comes to this dynamic mother-daughter duo. Belly laughs are on their daily schedule, and if you see one Perry, the other is likely close behind. Together, these Buckhead-based agents leverage their stellar social media presence, unmatched negotiation skills, and glittering personalities into a booming real estate business.
A family affair since the beginning, Douglas' grandfather owned and managed the oldest agency in North Carolina – one with a diverse development portfolio spanning across the country. Following in the family's footsteps, Douglas became a top-selling agent and lifetime member of the Multi-Millionaire Sales club. Charlotte grew up watching her mom negotiate and close deals, launching her interest at a young age after years of Beacham office drop-ins.
Obtaining her license shortly after graduating college in 1985, Douglas lived in D.C. and was licensed in Maryland, Virginia, the District, and North Carolina, before moving to New York City in 1987. When her oldest son went off to college and Charlotte off to boarding school, Douglas rejoined the industry right here in Atlanta. Her first deal with Linda Williams was all it took for Linda to recruit her. Douglas was one of the original five agents at Beacham's conception, and she went in guns blazing - they all did. Douglas stated, "I have tremendous pride seeing Beacham evolve over the last sixteen years," after witnessing Beacham's evolution firsthand. "There were 5 of us, and it was not the ideal time to start a company, let alone a real estate firm, but we all buckled down, forged through, and went to work." Douglas expressed that Beacham's triumphant beginning amid a full-blown recession was primarily due to the firm's marketing. "The most important thing a real estate agent should focus on, in my opinion, is the marketing," she said.
While there are not many Atlanta agents who can say they played their hand in the NYC market, that is precisely Charlotte's story. First, stepping into NYC's fierce fashion scene, Charlotte moved to Tribeca, where she interned at Fairchild Baldwin for a summer during college. That internship solidified her decision to move to NYC after graduating from UGA but on a different career path, this time: real estate. Now living in Chelsea, Charlotte started as a sales assistant with a team at Douglas Elliman before transitioning to more independent work in the rental market. Some might say working in the NYC fashion industry is the pinnacle of hardship; those people have not worked in the NYC rental market. Charlotte described the market, "It was insane, a crazy rat race. I remember running from a bank, cashier's check in hand with clients - all of us running to secure an apartment within 15-20 minutes." Two and a half years later and many successful cashiers' check marathons, Charlotte moved back to Atlanta to start a team with her mom, Douglas.
Continuing their career at a company with an agent-centric environment has proved vital to both Douglas and Charlotte. Douglas discusses why they continue to broker with Beacham, "We are so lucky to have Nancy, a true agent's broker. After twenty-plus years as an agent herself, she understands the needs of agents and how to support us effectively. That is what directly translates to an excellent real estate company." In the end, the Perry Team's ultimate goal is to always have their clients' best interest at heart, culminating in happy clients and successful transactions.
PREVIOUSLY HAVING WORKED IN THE NYC RENTAL MARKET, WHAT SKILLS HAVE TRANSLATED INTO TODAY’S ATLANTA MARKET?
“Though the market is entirely different in NY, particularly the rental market, it sparked a hustle in me that I now bring to our clients here in Atlanta. That is probably the biggest thing I learned in such a competitive market in New York. Everything is so fast-paced in NY which has fully prepared me for the market right now in Atlanta.” - Charlotte
WHAT SETS YOU APART FROM OTHER TEAMS IN ATLANTA?
“We both pride ourselves on our knowledge of the market and we are fiercely protective of our clients. It is a priority to keep their best interests at heart, and we always want the absolute best for them. We are available to our clients day, night, middle of the night, you name it, we are there! Many of our clients become dear friends which is such a blessing.”
WHAT SHAPES YOUR WORK ETHIC?
“Every morning we both wake up in a great mood and are excited to seize the day!!! Our high-energy and can-do attitudes translate perfectly into our real estate business. We both happen to be the youngest of our siblings, so we know when to be a little feisty and fight to get things done.”
WITH THE DRASTIC SHIFT IN THE HOUSING MARKET, WHAT IS THE MOST SHOCKING THING YOU'VE SEEN?
“One of the most shocking things we have seen is buyers’ willingness to waive all contingencies (financing, appraisal, due diligence, etc.). This is something we have been steadfast in our approach in that there is always an alternate route to get a house without having our clients put themselves at risk.”
WHAT DO YOU LOVE MOST ABOUT BEING A MOTHER-DAUGHTER TEAM?
“Working with Charlotte put a bounce in my step. I've always enjoyed real estate, but now I adore it!!! Charlotte is so incredibly knowledgeable about every house on the market, making me better. I think we are a perfect complement to each other. Her strengths are different than my strengths, and, in that way, I think we both make each other better.” - Douglas
“I feel so incredibly lucky to work with my mom every day! She is such an excellent role model and has been in real estate for quite some time; therefore, she is very knowledgeable about the market, contracts, and negotiation skills. I genuinely believe she is the best negotiator in Atlanta! That being said, my favorite thing about working with my mom is the laughs we share. We honestly have the absolute best time working together!! We laugh constantly. She is my best friend, so I am lucky to learn from her, and I cherish every moment with her.” - Charlotte
AS THE PANDEMIC SHIFTED BUSINESS PRACTICES ACROSS ALL INDUSTRIES, HOW DID YOU BOTH ADAPT?
“Real estate was dubbed an essential service at the beginning of the pandemic. We definitely entered uncharted waters, and that quickly became our new normal. Thankfully, we were able to work through some of the most challenging months of the pandemic, but we stayed very busy for which we are grateful! We relied heavily on videoing properties and walk-throughs while face-timing clients. We continue to utilize those same practices today as needed. Precautions were always taken to ensure safety for everyone, and we continued working full tilt!”
DOUGLAS, WHEN DID YOU KNOW THAT YOU WANTED TO PURSUE A CAREER IN REAL ESTATE, AND HOW HAS THE INDUSTRY CHANGED SINCE YOUR START IN 1985?
“Real estate is in my blood as my grandfather had the oldest Real Estate Company in NC. I was an agent after college until my children were born. When my children went off to school, I immediately got my license in GA and started back into real estate. In many ways, real estate has stayed the same. It is a relationship business based on trust and knowledge. The most significant change is TECHNOLOGY!! Gone are the days of the big book of listings that came out once a week; now, everything is instantaneous.” - Douglas.
WHAT ELEMENTS IN A HOME DO YOU CONSIDER MOST IMPORTANT WHEN PREPPING INTERIOR SPACES BEFORE LISTING A HOME?
“Before putting a house on the market, we always walk through with our clients to discuss what rooms need decluttering, painting, or any repairs and deferred maintenance. Neutral colors are usually best when listing, as it appeals the most to prospective buyers. Plus, who doesn't love a fresh orchid and a karate-chopped throw pillow?!”
TELL ME ABOUT YOUR HOME! WHAT PROMPTED THE CHANGE FROM YOUR SINGLE-FAMILY HOME TO A TOWNHOME, AND WHAT WAS THE INSPIRATION BEHIND THE RENOVATION AND DESIGN?
“We loved our family home where we raised our children, but it became too large when it was just my husband and I living there. We were a few years away from downsizing, but when we saw our townhouse, that was it. We saw it had incredible potential and jumped at the opportunity. We took it down to the studs and did a total renovation, and it is PERFECT for us at this stage in our life. We didn't want it to feel formal and aimed for a welcoming and comfortable space that seamlessly incorporated indoor and outdoor living. We feel we accomplished that, both inside and out during the renovation. We love it!” - Douglas
