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First Team Estates® ‘Live Beautifully’ Campaign Redefines Luxury Home Marketing

December 4, 2009

Field-tested and Successful Campaign Now Expanded Company-wide
First Team agents now have an exclusive opportunity to become “designated luxury specialists” for multi-million dollar residential properties throughout Southern California. Initially focusing on the Newport Beach and Laguna Beach, CA areas, the company’s exclusive “Live Beautifully” program is now being expanded beyond those regions. Select First Team agents were invited to participate in the luxury certification, which officially launched on Friday, Oct. 30, 2009 at the Philharmonic Society of Orange County Design House of Distinction, according to the First Team Estates Director, Debbie Lewandowski.

“The value of this luxury-focused program is proven. Its testing and development in the First Team Estates division in the Newport Beach and Laguna Beach coastal area over the past several years was greatly responsible for the 2009 TRENDGRAPHIX report, that verified First Team sold more homes, worth $1 million and up, than any other independent real estate company in Orange County, CA,” Shefali Mody, Estates Operations Officer, said.

“Now it’s open to any First Team agent who aspires to work the luxury market, from the coast to the desert to North Orange County and beyond,” she explained.

The certification includes specialized training and access to proprietary tools, deluxe marketing resources, and strategies that have been central to the First Team Estates luxury division, including the ‘Live Beautifully’ marketing campaign integrated with The NEW Rules of Luxury Real Estates client service standards. Mody said that, among other things, the certification allows agents to “become part of a powerful network that is vital in luxury real estate,” such as the partnership First Team has with Luxury Portfolio, a division of Leading Real Estate Companies of the World, a global association of companies dealing in high-end properties.

“We are redefining the luxury market and raising client service standards to a whole new level. Today’s sophisticated homeowner and buyer are more than ever, looking for innovative and meaningful value added services, relevant to marketing luxury real estate. Our ‘Live Beautifully’ campaign, supported by The NEW Rules of Luxury Real Estate, Luxury Portfolio, and talented agents, combine to form the foundation for our continued success,” said Cameron Merage, CEO & Founder of First Team.

The choice of the Philharmonic Society’s Design House of Distinction was especially fitting for the program’s launch. James Magni, Design Director of the Philharmonic Design House, along with prominent builder John Finton of Finton Construction and renowned luxury designers Laurie B. Haefele and David Phoenix, took part in a panel that discussed luxury design trends of the future to over 140 top-producing First Team agents who attended the event.

The Design House of Distinction is an annual project presented by California Homes Magazine in partnership with the Philharmonic Society of Orange County, featuring a spectacular home where each room displays the work of a celebrated interior designer known for work in luxury homes.

This year’s home, dubbed “Casa California” and located in the exclusive enclave of Shady Canyon in Orange County, CA was built by Finton Construction, internationally respected as a luxury homebuilder, and designed by architect John Henderson of Spectrum Architecture. Funds from tours of the home benefit youth orchestra programs of the Philharmonic Society.

For more information about First Team’s Live Beautifully certified luxury specialist designation, contact Mody directly at (714) 557-0771 x 201 or email her at

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