GEORGE B. SAGATOV, INC.
 “I sold a $5.2 million home the first time I advertised in élan.”
George Sagatov got his start in business building decks, moved on to remodeling and now builds custom masterpieces.
“The first time I met [élan publisher] Mike Gallagher in 1999, he told me he had an arts magazine that I should advertise in. “I told him I build houses. How would an arts magazine help me?
“But when he told me that élan was mailed to more than 25,000 of the most upscale homes in Northern Virginia [élan is mailed to more
than 59,000 household today!], both inside and outside the Beltway, I was sold.
“I told him, ‘That’s my market.’ “And I was right. I placed a full-page ad for one of my large stone custom homes in Langley Falls. The price tag was $5,200,000. “So, in walks a man carrying élan. He points to my ad and says he wants to buy the house. And he did. That was 8 years ago and a record price.
“I’ve been a consistent advertiser ever since– regardless of the price point. “Business is funny. I started out a young carpenter with a truck full of tools. Today, I design and build the finest homes.
“I leave the advertising design to Mike; he’s better at that. “I remember when élan first started out. It was small. Now look at it. Eight years and going strong. Keep up the good work, and I’ll be along for the ride. “Thanks, Mike, for all your help. I appreciate
it.”
George B. Sagatov, Inc., builds in Arlington, McLean, Great Falls and Oakton. He can be reached at 703-906-6100 or at www.sagatov.com
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