SSF by the numbers – 2020 Recap
As a real estate company in the mountains, we feel so fortunate to be seeing the success of our efforts in 2020. Company-wide (from Vail to Aspen), we reached a sales volume of $3.6 Billion, a 57% increase over 2019 production*. This shatters all sales records in our company’s 60 year history and we did it all while navigating a challenging new landscape that the pandemic created. Our amazing team nearly doubled our average annual sales volume in spite of everything.
We began our first full year with Krista Klees in the Aspen and Roaring Fork Valley markets, with record sales and market share growth.
We opened and launched The Slifer House in Avon, Colorado early in the year, welcoming over 650 guests to experience the new space with several open houses. We feel The Slifer House began an entirely new generation of how we work together in real estate.
We launched the New Development Sales Division in February and as we end this year, we celebrate its astounding success with 14 active developments and many more to come. Shawna Topor was promoted to Executive Vice President and she along with Tori Lord, Director of New Development Sales and Marketing, have achieved the following:
- Awarded the Snowmass Base Village development, the largest ski resort development in North America with a total sales volume potential of over $600 million dollars.
- Finished out the year with 7 sold out projects!
We announced the launch of the Slifer University, the first of its kind in the industry, providing more support to our SSF brokers and staff than ever before. Didi Doolittle was promoted to head of sales for Eagle County and she and Camilla Affelin continue to work with Eric Thompson to grow this incredible support division.
Across all of our Slifer regions, our charitable foundations and Krista’s Lucky Chances Luncheon, we raised a total of $287,000 that went directly to the organizations that make our valleys better every day. All organizations that we give to support our mission statement and involve us with the communities we love so much: Supporting our local community through needs-based giving with a focus on families, youth enrichment, and environmental stewardship.
Our efforts to reach people have shifted. We’re more connected than ever and have enjoyed finding creative ways to engage clients, staff and brokers. We started utilizing a new brand template program called Lucidpress for print and interactive digital templates which allowed our brokers to send digital listing presentations to clients and prompted them think outside the box. We’ve partnered with Narr8 video who has elevated our storytelling capabilities with voice-over property, recruitment and lifestyle videos. Our brokers dabbled in Live Virtual Tours to supplement interactive 3D Matterport Tours and videos. The list of marketing initiatives continued with a brand new website (ApenRealEstate.com) and CRM software, an amazing influx of web traffic and users, and frequent updated messaging to match the global and local environment.
More exciting updates include welcoming Slifer Denver to the team, truly completing the map of SSF and connecting our clients from DIA to Aspen, with Brad Arnold leading the charge. Jeff Moore has become an Executive Advisor to our Partners and Board of Directors for Summit County and Chris Lankhorst was promoted to Executive Vice President, first new leader of our Summit County division in over a decade.
The most exciting venture we shared in December of 2020 is our new partnership with Forbes Global Properties. This new media brand and platform is finally here and it’s been so rewarding to watch the buzz hit newsstands. Being a founding member of Forbes Global Properties gives a seat at the table and an incredible opportunity to collaborate with Jeff Hyland, Bonnie Sellers, and all the companies’ great minds.
We faced an unprecedented global pandemic that forced the closure of our offices, our towns and our ski resorts. In a matter of days, we became completely virtual and never missed a beat. Jason Cole and Jill Dorr were instrumental in keeping the entire company aligned with safety protocols and public health orders. We’re so thankful to have not only keep all of our employees and continue to support them, but we hired 17 new staff members and 24 new brokers. Here at SSF, we are a family. We stick together, lift each other up, and love seeing new members bring their energy and teamwork to the table.
As we look back at what this success means for us and the communities we serve, one thing stands out. Our passion for the mountains isn’t going anywhere and we’re here to help you find your place in the mountains.
*Source: internal closing software – Profit Power