Women In Business 2014

Penny Wafford, Intero Prestigio take real estate to new heights

By From page WIB20 | January 31, 2014

Intero Realtor Penny Wafford uses technology to ensure her clients' homes are advertised to the widest and best possible audience. Courtesy photo

Buying a dream home is one thing. But when it comes time to sell, how can luxury homeowners ensure they get the best price possible?

“The only way to ensure you are getting top dollar for your home is to make sure it is properly exposed in the luxury marketplace,” said Penny Wafford, Realtor with Intero Realty in El Dorado Hills. “What many homeowners don’t realize, however, is that a whopping 69 percent of luxury homebuyers today are foreign or foreign-born. Selling your home is no longer just about local or national advertising. Now, you’re looking at a global audience.”

This is where Intero Prestigio, Intero Realty’s fully dedicated luxury division, steps in. Intero Prestigio is a collection of the finest and most exclusive homes nationwide and is designed to help homeowners reach millions of potential buyers across the globe. Homeowners work with Wafford and the Intero Prestigio marketing department to create a custom four-page color brochure distributed by agents to local buyers. Local mailings are also sent out, and custom advertisements are placed in local newspapers, lifestyle magazines and other publications.

The real kicker, though, is Intero Prestigio’s online marketing options.

“Technology is key. It’s the most exciting part of the program,” said Wafford. “When customers sign up with Intero Prestigio, their homes are highlighted as a luxury listing on in the Intero Prestigio Showcase. These ads are translated into more than 50 different languages and currencies and include a virtual tour with color photographs of each home. Homeowners also receive an exclusive listing in our virtual magazine, which is sent out to our extensive list of Intero agents as well as to thousands of subscribers worldwide.”

When homeowners sign up with Intero Prestigio, their homes’ photographs, videos and information are also posted on the world’s most popular social media sites — Facebook, Pinterest, Twitter and YouTube.

“Globalization has been the buzzword for some time now, yet nowhere is it as real and apparent as in the high-end real estate market,” said Alain Pinel, world-renowned luxury property expert and industry icon who recently spoke at an exclusive Intero event  in El Dorado Hills. “Technology is a game-changer, and at Intero, technology is what sets us apart. Through our Luxury Listing Syndication, we put the pieces together so that sellers can know their property is being properly exposed in the luxury marketplace and that they are getting the best price for their home.”

Wafford has been a real estate agent for the past 25 years and has been with Intero since its inception in 2002. “We are the largest brokerage in the Silicon Valley where a lot of (El Dorado County’s) buyers come from,” she said. “It’s a fun, exciting career, and I love all aspects of it. Every single client is a completely different experience, and it’s a great feeling when you find a good match. There’s nothing like it.”

For more information about Intero Realty and Intero Prestigio visit or call Wafford at 916-770-6027.

Jessica Cyphers

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