Luxury Listing Specialist - Dominate High End Listings In Any Market

What you do with information when you get it makes all the difference. It separates you from people with loads of information who decide to sit on it. In this episode, my guest is the amazing Lucinda Gadson. She’s a RE/MAX real estate agent in Texas. When Lucinda heard of my LUXE Designation course, she decided to take it. According to Lucinda, taking my LUXE Designation course opened her to a world of endless probabilities. Looking back at the past 2 years, her average sales price has increased by 60%!!! Last year, despite only working 6 months (was sick with Covid-19) Lucinda had her best year ever in real estate! Lucinda will share her incredible real estate journey with me, and hopefully, a nugget or two we can all borrow. Listen and learn. “I highly recommend listening to Michael’s podcasts, getting your LUXE Designation, and getting that education if you want to be a luxury agent or if you just want to be a great agent in your price point.” - Lucinda Gadson Three Things You’ll Learn from this Episode Educate and invest in yourself: Whatever you do, you need to keep empowering yourself with information. Consider listening to podcasts, reading books, or taking courses. It keeps you well informed with essential information to help you thrive. Always be open to helping other people. It comes back to you in equal measure. Lucinda is always willing to help salespeople get more money for their houses. In turn, she gets referrals whenever they have anyone selling a home. When you have a good business model, things will always work without your presence. When Lucinda had Covid for six months, her business was still up and running. Guest Bio: Lucinda Gadson is a LUXE Certified real estate agent with RE/MAX Pinnacle Group Realtors in Arlington TX. Connect with Lucinda: Website: https://www.lucindagadson.com/ LinkedIn: https://www.linkedin.com/in/lucindagadson Phone Number: (214) 463-9255 Connect with Michael: Marketing Luxury Group I Luxury Listing Specialist (888) 930-8510 | [email protected] LuxuryListingSpecialist.com YouTube Channel

What’s the best way to keep your clients engaged? I’m not just referring to your clients leaving likes and comments on your social media posts - I mean engagement that generates action and lands you leads. In real estate, the more engaging you are, the higher the chances of people reaching out to you. So what can you do to engage your clients authentically? To learn what you need to do, listen to this podcast. Michael LaFido Marketing Luxury Group I Luxury Listing Specialist (888) 930-8510 | [email protected] LuxuryListingSpecialist.com JoinLuxeGroup.com

How does one graduate from being an intern to selling luxury listings? Last summer, Dugan Reilly interned for me just before going into his senior year in college. He just graduated in May, passed his real estate exam, and became a Realtor in Tennessee on May 11th, 2022. In this episode, Dugan and I will discuss his experience mirroring and shadowing me before getting his real estate license. Dugan took my advice as a new agent in a new market with no database and offered to host open houses at other agents' listings. He has hosted 15 so far in his first three months as an agent... including hosting an open house at a $4.5 million property. We will talk about that experience and how he is trying to convert some of the 20-plus buyers that attended. We also discuss the best practices he has developed and some challenges he has faced. Listen and learn. “I tell agents don’t think like real estate agents… think like marketers.” - Michael LaFido Things You'll Learn from this Episode Thinking outside the box is key. By stepping outside the box and getting creative with marketing your properties, you can significantly increase traffic to them. Learn the ins and outs of building a top-producing team. Do your groundwork on what it takes to have a successful team. The difference between marketing "average" homes vs. luxury. A luxury home is a home that is listed for sale at least three times the average sales price for that market. Remember, luxury is relative to a specific market. The importance of branding and building a consistent brand. Branding is essential in the real estate world. Strive to build a brand that lingers in peoples’ minds. Guest Bio: Dugan is the CEO of Real Estate Business at eXp Realty. He's also a coach and mentor to people with chronic illnesses. Dugan recently started a program that helps people with cystic fibrosis become the pro version of themselves and achieve their goals. Connect with Dugan: LinkedIn: https://www.linkedin.com/in/duganreilly/ Instagram: https://www.instagram.com/dailydugan/?hl=en Connect with Michael LaFido Marketing Luxury Group I Luxury Listing Specialist (888) 930-8510 | [email protected] LuxuryListingSpecialist.com YouTube Channel

Have you told your clients about the benefits of title-holding land trusts? Part of our job as real estate agents is educating our clients. It’s how we become an advisor rather than staying as a salesman. If you haven’t already, you should educate your clients about the advantages of land trusts, especially the high-end clients. To learn the three benefits of a land trust, listen to this podcast. If you have any questions, please join me live on Luxury Fridays. Visit JoinLuxeGroup.com for more information. Connect with Michael LaFido Michael LaFido Marketing Luxury Group I Luxury Listing Specialist (888) 930-8510 | [email protected] LuxuryListingSpecialist.com Instagram: https://www.instagram.com/luxurylistingspecialist/

If you could throw a rock in South Florida, it would land on a real estate agent, and if it could bounce off, it would hit another real estate agent. There are many people in the real estate industry, and for you to survive, you need to stand out. But the million-dollar question is, how do you stand out and get noticed? Today, I'm privileged to have a fantastic Realtor, Tony Martinez. He runs a very successful brokerage in South Florida. They recently launched their luxury division, and Tony's agents had to take our LUXE Designation training if they wanted to be listed as luxury agents on their website. We spent a lot of time discussing why Tony felt a dedicated luxury division was important for his agents... and how he feels now since launching his luxury division 4 months ago. Tony also wears multiple hats besides running a brokerage. He also owns the CDPE- Certified Distressed Property Expert designation. We're coming into a season where the markets are slowing down a bit. Tony will give us some wisdom nuggets that will empower agents to deal with short sales and foreclosures. Also, he'll give us some tips on how agents can differentiate themselves. Listen in and learn. “The mindset is fed by the people you surround yourself with.” - Tony Martinez Three Things You’ll Learn from this Episode • The real estate industry is crowded. As an agent, you need to find a way of differentiating yourself. Tony has some nuggets to share on how to do that. • Distressed properties are low-hanging fruits. If you master how to deal with them, there is some good business, and the competition is less stiff. • Learn about foreclosures and short sales. You'll learn how to deal with foreclosures and short sales to ensure the client gets the best experience. Guest Bio: Tony Martinez is considered by many as one of real estate’s premier speakers. Tony’s sense of humor enables him to take complex topics, such as short sales and working with investors, and make them fun to learn. As an expert on Short Sales and a National Speaker, Tony has trained over 15,000 agents on the Short Sales process. He serves as the Co-Broker/Owner of Xtreme International Realty and Xtreme Realty Team Highlands County in Florida. Connect with Tony Martinez: LinkedIn: https://www.linkedin.com/in/speakologist Website: https://www.cdpe.com/ Enjoy $100 off Tony’s course by using promo code SAVED100 Connect with Michael: Marketing Luxury Group I Luxury Listing Specialist (888) 930-8510 | [email protected] LuxuryListingSpecialist.com JoinLuxeGroup.com

As the market cools, alarming headlines about home prices dropping are circulating in the media. Many sellers and would-be sellers are worried about their real estate plans. As an agent, what can you do to reassure your clients and help them get top dollar for their homes? Educating your seller clients through videos and conversations can go a long way. To learn what you should say to your clients to win in this cooling market, listen in. Questions? Join me live on Luxury Fridays and ask me. Visit JoinLuxeGroup.com for more information. Connect with Michael LaFido Marketing Luxury Group I Luxury Listing Specialist (888) 930-8510 | [email protected] LuxuryListingSpecialist.com

🍾 I'm excited to announce we have reached another milestone - our 200th episode. 🎉 Thank you for tuning in. I look forward to many more years of connecting and sharing with you. What do you do when faced with adversity? Do you throw in the towel and stay at rock bottom? According to my guest Glenn Stearns, adversity is the ultimate foundation of success. After college, Glenn worked as a loan officer for ten months, then left and started his mortgage company Stearns Lending LCC. When the economic crisis came, his company emerged among the top lenders in the country. Glenn attributes his success to resilience and always putting people before profits. He's a two-time cancer survivor and has taken part in reality shows, among them being Undercover Billionaire. Glenn will share his incredible journey from rags to riches in this episode. Listen in to learn more. "It's not luck. It's perseverance that's going to get you through and make you successful." -Glenn Stearn Three Things You'll Learn from the Episode • You can make your life better: You only need to believe you can....be resilient and work hard. • Always put people before profits: Glenn said it helped his company boom when other companies were going down. • Your mistakes should never hold you back from becoming successful: They should be lessons. Guest Bio: Glenn Stearns is known in the mortgage industry for building Stearns Lending, LLC, a nationwide mortgage company he established in 1989. The company became one of the largest privately held mortgage companies in the nation. In 2019, Glenn starred in the television show "Undercover Billionaire" on the Discovery channel. The show was centered around starting over again and building a business from the ground floor. Connect with Glenn: Website: https://www.glennstearns.com/ Connect with Michael: Marketing Luxury Group I Luxury Listing Specialist (888) 930-8510 | [email protected] LuxuryListingSpecialist.com JoinLuxeGroup.com Instagram: https://www.instagram.com/luxurylistingspecialist/ If you have any questions about today's podcast, have a real estate question, or if you feel like just popping in to say hi, join me live on Luxury Fridays! Visit www.LuxuryFridays.com for more information.

Price reductions: They seem to be the only thing agents are talking about. If you’re concerned about how you can explain what’s going on to your clients, don’t worry. Today I’ll share what’s happened with price reductions historically and how that relates to our current market. Connect with Michael LaFido: Marketing Luxury Group I Luxury Listing Specialist (888) 930-8510 | [email protected] LuxuryListingSpecialist.com JoinLuxeGroup.com Instagram: https://www.instagram.com/luxurylistingspecialist/ YouTube: https://www.youtube.com/c/Marketingluxurygroup Be sure to hit the red subscribe button!

Today, the LGBTQ community still doesn’t have the freedom it deserves in many ways. In this episode, I will have an in-depth conversation with Erin Morrison on how the LGBTQ+ Real Estate Alliance is helping advocate for equal rights in the LGBTQ community. She's the president-elect of the Alliance. The LGBTQ+ Real Estate Alliance was launched in June 2020 by leading real estate industry members. Influential real estate professionals and allies joined with other members of the LGBTQ+ community to create a new voice in real estate. Listen in to this episode. “The LGBTQ Alliance is an organization I highly recommend Realtors join and support.”- Michael LaFido Three Lessons You’ll Learn from this Episode The LGBTQ community is not different from any of us: We need to treat them equally. Pay attention to your market: Sometimes things happen so fast that you’ll miss something if you are not keen enough. In a cooling market, first impressions matter a lot: Be sure to make them count. Guest Bio: Native Texan, Erin Morrison, was born in Austin and raised in Houston. After college, she worked as a Landman in the petroleum industry. She has a decade of experience in oil and gas leasing, property law, and land contracts. In 2015, she transitioned to residential real estate. Erin is the 2022 National President-Elect of the LGBTQ+ Real Estate Alliance, which fights for fair housing and against discrimination against the LGBTQ+ community. She also sits on the Diversity Committee with the Austin Board of Realtors, as well as the National Association of Realtors. Connect with Erin Morrison: Personal Website: https://www.erinsellsaustin.com/ Alliance Website: https://realestatealliance.org/ Enjoy $50 off your first membership using the code LUX22 Connect with Michael LaFido: Marketing Luxury Group I Luxury Listing Specialist (888) 930-8510 | [email protected] LuxuryListingSpecialist.com JoinLuxeGroup.com Follow Michael on Instagram: https://www.instagram.com/luxurylistingspecialist/

Recently, we just completed our in-person Luxury Designation event in Chicagoland at the Medinah Country Club. We brought in agents all over the country who were looking to work smarter, not harder, to increase their average sale price. Listen in to find out what a Luxury Designation event is like. Questions? Join me live on Luxury Fridays and ask me. Visit JoinLuxeGroup.com for more information. Connect with Michael LaFido Marketing Luxury Group I Luxury Listing Specialist (888) 930-8510 | [email protected] LuxuryListingSpecialist.com

We live in an era where everyone knows a Realtor. Sometimes and you must be the black sheep in the herd. Sometimes, we find ourselves going overboard, trying to stand out from the crowd. In this episode, Nick "Tiger " Quay and I have an in-depth conversation on building a brand that stands out. Nick is a creative Realtor and marketer who has managed to build a brand that stands out. He recalls a situation with a client who wanted to sell a house with about 17 cats living there for years. The seller called Nick and wanted an immediate answer on whether he could sell the house. Nick said yes, and the silence on the seller's side was evidence that something was amiss. So, Nick got creative and decided to take a different marketing route. He had a buyer for the home in no time. Listen and learn about Nick's secret sauce from this episode on how to stand out as a brand. When people see your sign consistently in the neighborhood, your name spreads around a little bit more. -Nick "Tiger' Quay Three Things You'll Learn from this Episode On building your brand: As a brand, you need a social device for your brand; Nick has his tiger mascot and his paddleboard. Standing out: Standing out is about how you serve others and represent yourself. Giving without expecting a return: Marketing is about finding your voice and serving others without expecting anything in return. Guest Bio: For more than thirteen years Nick “Tiger” Quay has been at the forefront of the Miami and Fort Lauderdale real estate industry. Nick's passion for introducing South Florida's diverse culture to his clients influenced him to think and act beyond the average Realtor's scope. Nick practices what he believes in. He has a cosmopolitan perspective on life. As an avid paddleboarder and waterman, Nick is extremely passionate about the environment and is often involved in resiliency conversations at different levels. As a founding member of the Sustainability and Resiliency Task Force in his city, Nick actively looks for opportunities to protect the continued growth and stability of the homes and businesses in the area. Connect with Nick: Website: https://nicktigerquay.com/ Instagram: https://www.instagram.com/nicktigerquay/ Connect with Michael: Marketing Luxury Group I Luxury Listing Specialist (888) 930-8510 | [email protected] LuxuryListingSpecialist.com JoinLuxeGroup.com

Today I want to talk about a term you might not have heard before: repetitive engagement. As a real estate agent, you have to reflect if you have lots of friends or past clients who don’t call you and list with someone else. That never feels good; it’s like stepping on Legos. You need to win their business, and the key to doing so is staying top of mind. Connect with Michael LaFido: Marketing Luxury Group I Luxury Listing Specialist (888) 930-8510 | [email protected] LuxuryListingSpecialist.com JoinLuxeGroup.com

Do you believe in your dreams so much that you’d be willing to "burn the boat" and leave everything behind to chase them? Meet Jamie Taluk. Jamie and her family left behind everything they had in California and moved to North Carolina to start from scratch. According to Jamie, they had planned for the relocation for over a year, and it took a lot of prayers, faith, and hard work. When they moved to North Carolina, Jamie had a plan to execute. She had no database, but she knew that it wouldn’t be long before she started flourishing again with her digital marketing skills. She joined a brokerage that gave her the freedom to brand herself in whatever way she felt was right with her. Within a year, Jamie was among the top-rated agents. Besides being in the real estate real, Jamie has a passion project called Girls with Grit, where they encourage and help women build their businesses. She co-founded the group with Tara McCarthy and Lauren Rocco. In this episode, Jamie will share with us some digital marketing tips and some golden nuggets that we can apply in our businesses. Listen and learn. "The problem is that too many agents, whether they’re new or trying to grow their business, think that if they speak to everyone, they will get more business, and that’s the opposite." -Jamie Tulak Things You'll Learn from this Episode All clients should be treated the same: It doesn’t matter how much they bring to the table; your high-level and low-level clients should receive the same services. Get a niche: When it comes to digital marketing, having a niche is essential. There is money in specialization. A confused mind will never buy: You should be crystal clear for your audience to understand. Always come from a place of value: Be willing to give before you receive. Guest Bio: Jamie has been a top-producing agent for the last 12 years. In addition, she stages homes and has a background in interior design. She holds a Bachelor of Arts degree in Interior Design from Fresno State. She is also one of the co-founders of "Girls with Grit Collective" to support women in real estate. Connect with Jamie: Facebook: https://www.facebook.com/JamieTulakRealtor/ Instagram: https://www.instagram.com/jamiesellsraleigh/ Website: https://jamiesellsraleigh.com/ Girls with Grit Collective: https://www.girlswithgritcollective.com/ Connect with Michael: Marketing Luxury Group I Luxury Listing Specialist (888) 930-8510 | [email protected] LuxuryListingSpecialist.com LuxuryFridays.com

How can you break into luxury real estate without any buyers or listings? This is a difficult task, but one way to make it easier is by leveraging other people’s properties (OPP) to position yourself as a top producer and expert. Listen in to learn three methods you can use to catapult yourself into the upper price points in your market. If you have any questions about today’s podcast or if you’re considering a change in your career to another firm or team that specializes in luxury real estate, please call or email me. Don’t forget to jump on our “Luxury Fridays” on YouTube each Friday. Check it out by going to www.LuxuryFridays.com and clicking on the “Luxury Friday’s On YouTube” button. Connect with Michael LaFido: Marketing Luxury Group I Luxury Listing Specialist (888) 930-8510 | [email protected] LuxuryListingSpecialist.com

Would you move from a 10,000-square-foot mansion to a 3,000-square-foot condo to get closer to your target audience? I know that’s quite a sacrifice, but sometimes it's necessary. Our guest today is Theresa Bowe. She shares a little bit about her story and how she moved from a large 10,000 sq. foot house to the Porsche building in Miami (a luxury condo complex) with the idea of networking and increasing her referral-based business. Her supportive husband is a former NFL player. She’s trying to penetrate the upper price points, not just with former athletes and some of her husband’s past teammates, but with people outside her inner circle, including Caucasians. Theresa has a fantastic story that many of us can learn from, and she'll share some golden nuggets that we can all borrow. Listen in to this episode. “Part of the barrier for me was the people and still is the people I associate with. There’s nothing wrong with associating with the masses. You have to put yourself in a position to be amongst who you are trying to target.” -Theresa Bowes Three Lessons You’ll Learn from this Episode Confidence is key: In whatever you do, confidence is key. You can’t achieve much if you’re not confident. Pay the price to achieve success: If you want something bad, you have to be ready to pay the price. Theresa paid the price by moving the Porsche building and investing in the LUXE Designation, and attending Michael’s class. Success happens when your dreams are bigger than your excuses: Your gender or race is not an excuse for you not to dream big and go for it. Look at Theresa Bowe; she's making significant moves as a black woman. Guest Bio: Theresa has been in real estate for 12 years. She's married to former NFL player Dwayne Bowe. In addition to real estate, she's a philanthropist, entrepreneur, author, and a mother to two children. Connect with Theresa Bowe: Instagram:https://www.instagram.com/therealtheresabowe/ Connect with Michael LaFido: Marketing Luxury Group I Luxury Listing Specialist (888) 930-8510 | [email protected] LuxuryListingSpecialist.com Join Michael live on Luxury Fridays. Visit LuxuryFridays.com for more information on when the next one will be.

At a recent training, I had an agent who said I didn’t cover the language of luxury… what to say and what not to say. I say, don’t overthink it. Listen in to learn more. Connect with me: Michael LaFido Marketing Luxury Group I Luxury Listing Specialist (888) 930-8510 | [email protected] LuxuryListingSpecialist.com Have a burning question? Need help with a listing? Be sure to join me live on Luxury Fridays. Visit LuxuryFridays.com for more information on when the next one will be. Hope to see you there!

What comes to your mind when people talk about legacy? Is it the amount of money you will leave behind after you are gone? According to Trey Scott, true legacy is about the impact you leave and the number of lives you have touched. Trey said when he discovered how vital legacy is was when he fell ill and had support and encouragement from all over the world. In this episode, Trey and I have a conversation about how he got into the real estate world after being rejected and became a top producer and Rookie of the Year in his first year. Listen to this episode to learn more. "Legacy is all about, who we changed the lives of, and the contribution that we give during our life." - Trey Scott Things You'll Learn from this Episode: • Never give up: Never give up on your dream, regardless of the many times people turn you down. • It’s not about the money: Legacy has nothing to do with your financial status. It’s about the number of lives you touch for the better. • Accentuate the positive: A positive attitude goes a long way in making a difficult situation appear easier and manageable. • Life is about touching the lives around us: When you have an opportunity to touch people's lives, don’t hesitate. Guest Bio: Trey Scott’s passion, experience, and knowledge are reflected in his 12 years of real estate sales and leadership experience with Keller Williams Realty including becoming 2010 Rookie of the Year of his Realtor’s Board of Association as a part-time agent and multi-year Million Dollar Club and Top Producer awards recipient. He was the first KW Luxury International Agent in his KW market center breaking into the luxury homes sales market. Connect with Trey: Email: [email protected] Phone Number: 952-454-0934 Support Trey Scott at Go Fund Me *If you donate 100 dollars or more, you’ll be entered in a chance to win a free, one-on-one coaching session with me. Just put “LUXE” in the note to enter.

In most real estate markets, there are four primary price points. However, there’s a fifth price point in some markets and that fifth price point is....ultra-luxury. Today I’m discussing all five price points, including what constitutes pricing for an ultra-luxury home. Listen in to learn about all five price points. Connect with me: Michael LaFido Marketing Luxury Group I Luxury Listing Specialist (888) 930-8510 | [email protected] LuxuryListingSpecialist.com Got a burning question? Be sure to join me live on Luxury Fridays. Visit LuxuryFridays.com for more information on when the next one will be. Hope to see you there! Want a luxury shirt? Go to LuxurySpecialistGear.com

Starting over again is not a cakewalk. It calls for humility and a lot of self-will in whatever you do. Today I’m joined by the amazing Heidi Joy. She’s a realtor with a fantastic story that we can all learn from. Heidi has been in the industry for a couple of decades now. In 2018, she split with her partner, and she had to start all over again. Heidi’s rude awakening came when she searched her name on the web, and there was nothing about her. She decided it was time for a rebrand and move to sell luxury. In this episode, Heidi will share her journey into luxury real estate, and hopefully, we can all get inspired to make the bold moves we’ve wanted to make for a while now, but we lack the courage. Listen and learn. “Everything now has to be done with joy. If it’s not fun, I’m not doing it.” -Heidi Joy Three Things You'll Learn in This Episode Confidence is everything in this life: It's the fuel that keeps you going even when you feel like you are not good enough, especially in this business. There is power in asking: We often shy away from reaching out to people just because we feel something is personal or not worth sharing. Heidi believes in the power of asking because it has impacted her life positively. Starting over isn't easy, but it's worth it at the end of the day: There are times when we hit a dead end. The only option for us is to demolish everything and start all over again with a new sense of direction and energy. Once we do that, we find ourselves on the path to greatness. Guest Bio: As CEO of her real estate team, Heidi Joy is a dedicated real estate professional, devoted to a full-time career in the Tampa Bay Area since 1998. In addition, she’s had the privilege of educating her real estate peers while earning awards and accolades. Connect with Heidi Joy: Website: https://www.htsells.com/ Support Trey Scott at Go Fund Me: https://www.gofundme.com/f/help-save-treys-heart-surgery-and-recovery-fund * If you donate 100 dollars or more, you’ll be entered in a chance to win a free, one-on-one coaching session with me. Just put “LUXE” in the note to enter. Connect with Michael LaFido: Marketing Luxury Group I Luxury Listing Specialist (888) 930-8510 [email protected] LuxuryListingSpecialist.com If you have any questions or need help with a listing, join me live on Luxury Fridays. Visit JoinLuxeGroup.com for more information. Hope to see you there!

In this podcast, we’re going to be talking about reading the contract. When a home is under contract, you don’t want to make the assumption that your clients have read the contract. You need to remind them of what exactly the contract says otherwise they might end up paying more. Listen in to learn more. Connect with me: Michael LaFido Marketing Luxury Group I Luxury Listing Specialist (888) 930-8510 | [email protected] LuxuryListingSpecialist.com JoinLuxeGroup.com Got a question? Be sure to join me live on Luxury Fridays. Visit LuxuryFridays.com for more information on when the next one will be. Hope to see you there! Want a luxury shirt? Go to LuxurySpecialistGear.com

How big do you dream? Do you believe you need tons of experience to make a jump from selling average-priced homes to $7 million mansions? Meet Ashley Tate. She’s with Thrive Real Estate Group. Ashley and I met in January. She attended our Luxury Designation (LUXE) class that we had out in the Denver market, and we toured a couple of mansions as a part of that class. One of those mansions was her listing. Ashley has been in the industry for a year and a half. She’s never had a listing above $500,000, and now she's marketing a home for 6.95 million. She will be telling us how she got to that point and sharing some nuggets of wisdom that have helped her come this far. Listen in and learn. “Definitely pick up your phone in this business.”-Ashley Tate Three Things You'll Learn: • Dream big: Be open to suggestions and/or constructive feedback. Don’t hold yourself back. Always know that you’re capable of anything you set your mind to. • Refine your network: When it comes to networking, always associate yourself with people who are better than you and have been in the industry longer than you. • Leverage video marketing: Never underestimate the power of video marketing. It can be the source of some great feedback and connections. Guest Bio: Ashley Tate is a graduate of CU, Boulder. Prior to getting into real estate, she's worked in customer service, retention, team training, internal & external communication, client/vendor relations, and leadership roles. Connect with Ashley: Email:[email protected] Phone: 720-236-5762

I recently had a showing request for a 6.5 million dollar listing I have, and unfortunately, there were quite a few red flags on the proof of funds. I contacted the agent to let them know that I’d be verifying the information. So, let’s talk about pre-qualifying buyers. It’s easy to take people at their word. How do you know if they’re legitimate? Listen to learn more. Connect with me: Michael LaFido Marketing Luxury Group I Luxury Listing Specialist (888) 930-8510 | [email protected] LuxuryListingSpecialist.com JoinLuxeGroup.com Got a question? Be sure to join me live on Luxury Fridays. Visit LuxuryFridays.com for more information on when the next one will be.

Chances are, there are luxury agents in your area who have an excellent reputation. You hear about them all the time. They’re the agents people rave about and recommend. They attract leads and referrals, largely due to their reputations. They get hired consistently. If you’re not one already, wouldn’t you want to be an agent like that? It would be best if you listened to these nuggets of wisdom that Brennan Buckley is about to spill. I’ve known Brennan for a little over a year now. He’s the founding partner for Realm Global. He comes with 20 years of experience in real estate. Listen to this episode to learn about the seven nuggets of wisdom to create a consistent luxury experience. “When you can make a connection with a buyer or a seller at their level, it shows how diligent you’ll be when you market their home and make a connection of their property.” - Brennan Buckley Things You’ll Learn in This Episode: Educate yourself: Education is a crucial component of your growth. Your peer group makes a huge difference: It would help if you were around peers that will help you get there. The people around you determine how far you will go. Join luxury spheres: If you want to join the luxury world, consider joining things like country clubs. That’s where you’ll find your target audience. Find a niche: Specialists get wealthy, while generalists get paid. Do your homework: Know your area and everything that happens there, and do not forget to do your homework on the people you’ll be working with. It will make you stand out. Partnerships: Many clients in the luxury world are wealthy businesspeople, and their main aim is to build relationships and partnerships. Always strive to find a way of becoming a partner to your client. Afterward: People say that first impressions last, but according to Brennan, afterward impressions last an eternity and help build relationships. Guest Bio: Brennan Buckley is a Founding Partner of REALM Global, a new real estate collective made up of elite luxury professionals across the country. Before joining REALM, Brennan spent 15 years at Iowa Realty, Iowa’s Largest real estate company, where he served for several years as President. At age 33, he was named to The Des Moines Business Record’s Class of “40 Under Forty” business leaders. Connect with Brennan Buckley: https://www.linkedin.com/in/brennan-buckley-a890724/ Got a question? Need help with a listing? Then join me live on Luxury Fridays. Visit LuxuryFridays.com for information on the next live session. Hope to see you there!

As an agent, you’re always trying to bring additional value to your database. So when people Google you, find your website, or see your YouTube channel, how can you differentiate yourself from the other agents in your market & position yourself as a leading authority on real estate matters? In marketing, we use something called “evergreen videos”. They are videos that you can create once and leverage their content over and over again—the information they contain always stays relevant. The trick to creating evergreen videos is to make them educational, answer commonly asked questions, and address relevant scenarios that can help your clients navigate the real estate process. If you create enough video content like this, the people who Google you will see your videos and immediately think that you know what you’re talking about. For example, one video that would always stay relevant to your database could be about the different phases that a seller will have to go through once their home goes under contract. In the video, you’d both educate sellers on what to expect and give them tips to help make the process easier and more efficient. In this industry, everybody is looking for an easy button to help them succeed, but there is no such button. Success comes from continuing to better yourself and your practices and learning more about your field. If you have any questions about today’s video, or if you’re considering a change in your career to another firm or team that specializes in luxury real estate, please call or email me. Don’t forget to jump on our “Luxury Fridays” on YouTube each Friday. Check it out by going to www.LuxuryFridays.com and clicking on the “Luxury Friday’s On YouTube” button. Michael LaFido Founder & CEO | Luxury Listing Specialist Designation (LUXE) [email protected] LuxurySpecialistGear.com Click HERE to see where Michael is speaking next or where his next LUXE class will be.

A dream is just a dream till it becomes a reality. For the 330 million Americans, it's no longer a dream because they're already living it. In America, it's a blessing to have the opportunity to be who we want to be. Today I have the privilege of interviewing Eddy Perez. He's the Founder and CEO of EPM based in Atlanta, Georgia, where he oversees overall operations, sales, revenue, marketing, compliance, and technology. As co-founder of EPM, recognized as part of the Inc. 5000, He has excelled within the mortgage industry, being named one of the nation’s top mortgage bankers, recognized in National Mortgage Professionals Magazine’s “40 Most Influential Mortgage Professionals under 40.” In this Episode, Eddy and I will be talking about "The American Gift" and how we can embrace it. Listen in and learn. Connect with Eddy Perez: LinkedIn: https://www.linkedin.com/in/eddyperezcmb Website: https://epm.net/players/eddy-perez/ “Each day is a gift when you’re writing your own book.”-Michael LaFido Three Things You'll Learn When in America: When in America, do as the Americans do. It doesn’t matter where you're from... embrace other cultures. Perfection vs. Excellence: Perfection does not exist, but in the process of trying to find it, you’ll find excellence. Keep on Moving: Focus on moving forward. You can't live in the past just because moving forward is difficult. Guest Bio: Eddy Perez is a seasoned professional with experience holding multiple executive-level positions. Prior to founding Equity Prime Mortgage, in 2008, he operated the top producing office for Global Mortgage, Inc. He's closed over 3000 loans since entering into the mortgage business.

Recently, I was teaching our Luxury Designation (LUXE) in Denver, and a guest speaker at the event brought up the topic of Cryptocurrency and the blockchain and real estate closings. In high-end, luxury real estate, you’re more likely to see buyers who want to use Cryptocurrency to buy a home. As a way to differentiate yourself from other agents, I highly recommend that you familiarize yourself with cryptocurrency, the blockchain, NFT’s, fractional ownership, and other forms of digital currency. This is a great way to differentiate yourself from the other agents in your market. Did you know you can offer a home for sale via Crypto and the sellers still get paid in cash? How is that done? The buyers Crypto can be converted by Crypto Escrow company to Fiat (US Dollars here in the states) so the seller can get paid at closing in cash vs Crypto. As an additional note: Our team is expanding. If you’d like to work with a team that can provide you with more tools, resources, and structure to allow you to consistently attract more high-end and luxury properties, visit www.JoinLuxGroup.com. We have agents in all 50 states and 22 countries worldwide, but we are always looking to grow. If you have any questions about today’s podcast, or if you’re considering a change in your career to another firm or team that specializes in luxury real estate, please call or email me. Don’t forget to jump on our “Luxury Fridays” on YouTube each Friday. Check it out by going to www.LuxuryFridays.com and clicking on the “Luxury Friday’s On YouTube” button. Michael LaFido Founder & CEO | Luxury Listing Specialist Designation (LUXE) [email protected] LuxurySpecialistGear.com

The decision to start a real estate team comes down to one question, “Am I going to continue to overwork myself, or am I going to branch out and form a team?” But how do you get started? Time to get excited; Gogo Bethke will be joining me on the show. Gogo is terrific at building teams and organizations. She also loves supporting agents. Today, Gogo will share her backstory and nuggets of wisdom on how to build a team. Also, if you have been wondering how people generate organic leads, listen and learn from Gogo. Connect with Gogo Bethke: LinkedIn: https://www.linkedin.com/in/gogobethke/ Website: https://www.gogosrealestate.com/ Instagram: https://www.instagram.com/gogosrealestate/ “Managing expectations comes through communication.” - Michael LaFido Things You'll Learn From This Episode Manage your client’s expectations: It’s the least you can do if you have a team. Get in touch with them and let them know who’ll be handling them and that they can count on you. Hit personal goals: If you want to hit your personal goals, you need to leverage them. You can't keep trading your time for money. Communicate effectively: When it comes to managing expectations, communication is critical. Learn how to communicate effectively with your teams and your clients. Determine your rates You need to know your hourly rate. It will help you determine if a task is worth your time or if you’d rather be doing something else. Guest Bio: In November of 2018 Gogo joined eXp Realty and started her organization, #teamgogo. 3 years later, #teamgogo is a big international family, with over 750+ agents from all over the US, Canada, Mexico, and France.

How do you determine which order to put a listing’s photos in? Today I’ll talk about photo order for online listings. Real estate school doesn’t teach you what photos to show or what not to show. Our job as real estate agents is to accentuate the best features of a home and downplay the least favorable. You don’t have to show every bathroom if some are dated. When you’re putting together online marketing pieces, you need to lead with the best photos. I recently put a home on the market as the third agent for a seller who was frustrated with the previous agents. She had 40 photos and they weren’t making a great first impression. I fixed her listing to lead with the amazing photos and then squeezed the so-so photos in between. You don’t need to include every photo of every bedroom and bathroom if they’re not unique. I like showing the unique features of a home and the best qualities of the location with drone photos and photos in town because you’re selling the lifestyle and the location in addition to the house. I also like to put good photos at the end because sometimes buyers skip to the end while looking. If you have any questions about today’s podcast, or if you’re considering a change in your career to another firm or team that specializes in luxury real estate, please call or email me. Don’t forget to jump on our “Luxury Fridays” on YouTube each Friday! Check it out by going to www.LuxuryFridays.com and clicking on the “Luxury Friday’s On YouTube” button.

Have you recently transitioned into real estate or perhaps moved to a new area and don't have local connections? If so, this episode will inspire you. Noelle Nielsen, aka The Minnesotan, shares her journey. Before pivoting to real estate, Noelle has had careers as a headhunter, wedding photographer, and lawyer. She’s been in real estate for six years and has already opened her own brokerage. She’s also a goat farmer to boot! Noelle makes excellent use of video marketing. She incorporates humor, her family, and even goats into her videos. In this episode, she will share what her transition was like, how we met, and give nuggets of wisdom we can all borrow. Grab a notebook and pen. Listen and learn. Connect with Noelle Nielsen: LinkedIn: https://www.linkedin.com/in/noellenielsen/ Instagram: https://www.instagram.com/noelletheminnesotan/ “Depending on what your career was before, use that to your benefit.” - Noelle Nielsen 3 Things You'll Learn: Start Networking: When you are transitioning into real estate, increase your hustle and network as much as possible. You have transferable skills: Whatever career you are in, you have transferrable skills that you can bring to the real estate field. Have confidence: In everything you do, you need to have confidence. You ought to believe in yourself and know what makes you stand out from the rest. Guest Bio: Noelle Nielsen's experience is a unique combination of real estate law and business management. Noelle began her work in the area of real estate in 2007 when she joined the law firm Heley, Duncan and Melander, PLLP (formerly Coleman, Hull & vanVliet, PLLP). At this firm, her practice focused on the areas of real estate, construction law, commercial litigation, title insurance defense, mechanic’s lien, mortgage foreclosure, and general corporate matters. The clients she worked with included lenders, national title insurance underwriters and their agents, developers, subcontractors, and owners in construction litigation, as well as parties to commercial and residential real estate transactions.

Have you represented a buyer in a multiple-offer situation who wanted to write their seller a letter about why they should pick them? We call these love letters, but are they a good idea? Let’s talk about it. Buying and selling homes is an emotional process, so it makes sense to try and make an emotional connection with your seller. However, some states are passing laws that make love letters illegal. Even if you live in a state where love letters are legal, you might want to think twice before writing one. My wife and I recently bought a home, and like many people in this market, we found ourselves in a multiple-offer situation. One of the other buyers wrote a love letter, but our offer was the best, so the seller went with us. The other buyer felt like they had been discriminated against, and they filed a lawsuit under the Fair Housing Act. If you want to avoid headaches like this, I recommend not writing love letters and not accepting them either. There are other ways to make your offer stand out in a multiple-offer situation, and I’ll talk about them in future videos. In the meantime, please call or email me with any questions; I’d be happy to help! If you have any questions about today’s video, or if you’re considering a change in your career to another firm or team that specializes in luxury real estate, please call or email me. Don’t forget to jump on our “Luxury Fridays” on YouTube each Friday. Check it out by going to www.JoinLuxeGroup.com and clicking on the “Luxury Friday’s On YouTube” button. Michael LaFido Founder & CEO | Luxury Listing Specialist Designation (LUXE) [email protected] LuxurySpecialistGear.com

I'm sure you can imagine a luxury listing that sells is a huge magnet to attract new clients. But did you know that when marketing a luxury listing - even if it doesn't sell - you will still attract opportunities from that trophy listing? Yes, it happens, and it's happening in "non-luxury markets". Craig Sachse is a living testimony. Craig had a $5m plus listing that closed in October 2021. Since then, things have changed for him. More opportunities are knocking at his door! Before getting into real estate, Craig worked in an architectural firm specializing in luxury homes. Looking back, he's proud of how far he's come. In this episode, Craig will take us through his real estate journey, how he managed to close his trophy listing, his marketing technique, and his plans for the future. Listen and learn. Connect with Craig Sachse: Website: craigsachse.com Email: [email protected] “A sign in the yard is better than a sign in the car.” -Michael LaFido Three Things You'll Learn: Just do it: When you're ready to do something, but people keep discouraging you and telling you otherwise. Don’t listen to them. Just do it and prove them wrong. Communication is vital: In any relationship, communication is the lifeline. It's what keeps the relationship going. Marketing a property that has been listed for a long time with no success: If you want to list a property that's been on the market for a long time - you have to look for a way to entice people to it. Consider its unique points and without a doubt, it will find a buyer. Guest Bio: Craig Sachse spent nearly eighteen years in architectural practice before going into real estate. He has built a substantial network of media contacts over his career and has leveraged those connections to feature his listings in The New York Times, The Wall Street Journal, DuPont Registry of Fine Homes, Mansion Global, The Philadelphia Inquirer, Lehigh Valley Style, and The Morning Call.

Recently, I received a question from an aspiring agent about the remarks section. As agents, our specialty is people, not writing. However, you still need to know what to say, so today I want to talk to you about the remarks section. Personally, I look to Tony Robbins, who said, “Success leaves clues.” In other words, take a look at what someone successful is doing and tweak it to make it your own. You don’t want to reinvent the wheel; just look at similar properties and take notes on what makes their section work. You can copy and paste the remarks to a separate document as a reference, but it’s important not to copy someone else’s work word for word. Take a note of their style, then fill in the blanks with the unique features of your home. Remember that you aren’t only selling the property; you’re selling the lifestyle the house represents. Don’t spend all your energy on the remarks. If your photos aren’t good, no one will read them. However, if everything else is great, the remarks could be the last push an analytical buyer needs to get in contact with you. Remember: mold, tweak, and modify; don’t copy. If you have any questions about today’s podcast, or if you’re considering a change in your career to another firm or team that specializes in luxury real estate, please call or email me. Don’t forget to jump on our “Luxury Fridays” on YouTube each Friday. Check it out by going to www.JoinLuxeGroup.com and clicking on the “Luxury Friday’s On YouTube” button. Michael LaFido Founder & CEO | Luxury Listing Specialist Designation (LUXE) [email protected] (888) 930-8510

Did you know that emotional intelligence is considered one of the most valuable skills for real estate agents? In this episode, I have the opportunity of hosting Marques Ogden. We will be having a deep conversation on emotional intelligence and why we need to master it. Marques is a former NFL offensive lineman and built a solid career with the Jacksonville Jaguars, the Baltimore Ravens, the Buffalo Bills, and the Tennessee Titans. After six years, he hung up the helmet and padding and became a successful entrepreneur. He's also a keynote speaker, executive coach, and best-selling author. Marques believes emotional intelligence is about understanding the power of your emotions and the emotions of others. Emotional intelligence is also about the importance of creating rapport before proceeding to business. As real estate agents, we need to be emotionally intelligent to succeed in this field. Our customers need to feel empathy from us and know that we're not just in it for the profit. We have their best interests at heart. Would you like to up your emotional intelligence skill? Listen to this episode. “Every business relationship starts with a casual conversation.”- Marques Ogden Three Things You’ll Learn Nobody cares how much you know, until they know how much you care: When dealing with clients, they need to feel just how much you care for them. Meet them where they are: This is essential in helping clients set attainable goals. You can help a client set a plan that will not stress them out in the end. Many business connections start from casual conversations: Try to start with a casual conversation to create rapport before talking business as you meet clients. Small talk might appear inconsequential, but it's vital in the real estate industry. Guest Bio: Marques Ogden was in the NFL from 2003 to 2007 as an offensive lineman for the Titans, Bills, Ravens and Jaguars. He's currently a keynote speaker, business coach, and corporate consultant. Connect with Marques: Facebook: https://www.facebook.com/MarquesOgdenSpeaker/ Instagram: https://www.instagram.com/marquesogden/ Twitter: https://twitter.com/Marques_Ogden Grab his Book: https://www.amazon.com/Success-Cycle-Achieving-Goals-Business/dp/1642931748

If you’re working in an appreciating market like our current one, you’ve probably run into issues involving an appraisal gap. How do you handle this issue so that your clients can continue with their transactions? Let’s talk about it: Let’s take a look at an example. Suppose you and a client look at a home listed at $2 million, but it only appraises for $1.8 million. One way you can handle this is by adding a contingency to the contract where you offer to make up the difference in cash up to a certain amount. So your client can say they’ll pay an appraisal gap in cash up to $200,000 if the property appraises low. “The key is to bring the topic up early in a transaction so that there are no surprises.” You can also create an appraisal contingency the other way. So if this $2 million property appraised higher than its list price, you’ll agree to buy it up to a certain amount. Either of these options is a way you can differentiate yourself from the pack. If you have a conversation about the appraisal gap, you can protect your seller or buyer. The key is to bring the topic up early in a transaction so that there are no surprises. You may want to roleplay this conversation to help you nail down this technique. If you have any questions about today’s podcast, or if you’re considering a career in luxury real estate, please call or email me. I am always available. Let's connect: Michael LaFido Marketing Luxury Group I Luxury Listing Specialist (888) 930-8510 | [email protected] MarketingLuxuryGroup.com LuxuryListingSpecialist.com LuxuryListingPodcast.com

Would you like to double your average sales price in 2022 and quadruple your sales volume versus your best year ever? If so, this episode is for you. Jake Crawford will be joining me on the show to share his real estate journey. Jake is a Realtor with extensive market knowledge and unmatched devotion to clients. With over $100 million in sales, he continuously ranks in the country's top 5% of producing real estate agents. He works tirelessly on behalf of his clients and always offers candid advice. He believes that to serve a client best, you need to step into their shoes to understand their needs. Also, he believes in creating relationships with his clients away from work. In this episode, Jake will share his real estate journey, how we met, and how he got into the luxury market. Are you ready to learn? Listen in to this episode. Connect with Jake Crawford: Website: https://www.topcomphomes.com/ Cellphone: 480-766-2973 "Why wait years to get good at something if you can go do it right away? That's why I invested in your luxury coaching" -Jake Crawford Three Things You'll Learn: Be coachable: Having a coachable spirit helps you learn from experienced people in your area of interest. Also, it helps you avoid mistakes that others have made. Have empathy: Always put yourself in your client's shoes to help you to understand their needs and how best you can offer them an excellent service. Don’t delay: If you want to become great at anything, do it right away. Don't wait for years to start doing it. You might regret not doing it sooner. Guest Bio: Jake Crawford has been in real estate since 2013 in Scottsdale, Arizona. He's got $100 million in sales, and he continuously ranks in the Top 1% of producing real estate agents in the country.

What are experts saying about 2022? 2021 was an amazing year, so will things continue to be hot next year? Before we get started, I want to mention something that will definitely change in 2022: the return of live events! I plan on hosting more of these throughout 2022, including one in Colorado in January. If you want more information, please visit www.luxurydesignation.com. As for 2022’s market, most experts agree that things will continue to be hot; however, it may cool down from 2021’s rapid pace. There’s one big reason why this is the case: inflation. Tons of money was pumped into the economy during the peak of the pandemic, and this has caused inflation to increase. I had people tell me their turkey cost twice as much this Thanksgiving! Everything seems to be getting more expensive, and interest rates may rise as a result. Rates will likely still be low, but not as low as we’ve seen recently. So will 2022 be a bad year for real estate? No; in fact, it will be one of the best years ever. Just don’t expect the crazy market we saw in 2021. If you have any questions about today’s topic, please call me at 888-930-8510 or email me at [email protected]. I look forward to hearing from you!

Do you have an interest in the international market, but you have no idea how to spread your wings? This episode is for you! My guest and I will be talking about conquering the international market. Today, I have Peter Kempf joining me on the show. He’s noted by Who’s Who in Luxury Real Estate, and he’s been directly involved with the sale and marketing of million-dollar-plus properties in thirty-one states, and twenty-two countries in his career. Having been the Director of International Real Estate for Christie’s, Vice President, and Midwest Regional Manager for Sotheby’s International Realty, Mr. Kempf is considered one of the leading authorities in international real estate. He’s a frequent guest speaker at global real estate conferences. Listen and learn. Connect with Peter Kempf: LinkedIn: https://www.linkedin.com/company/peter-kempf-international-re/ Website: http://kempfintl.com/ “When you want to grow your presence internationally, and you want to get in front of both more buyers and agents internationally, you need to put yourself out there in various ways.” – Michael LaFido Things You’ll Learn from This Episode Building a relationship with brokers in other countries: It would help if you introduce yourself to brokers you are eyeing. You can have listings online and in print. Also, go to conferences these people are present, build up your network, get involved in social media, and become friends with brokers in other countries. Use Social Media: Social media offers an excellent platform to market yourself to your target audience and connect with them. Co-marketing and co-listing a property outside the US: In whatever country you want to expand to, find licensed agents for that market and reach out to them. Guest Bio: Peter Kempf has unmatched experience and expertise in the luxury segment of the luxury Private Residence Club (PRC) industry worldwide. Having served as Vice President and Midwest Regional Director for Sotheby's International Real Estate, Director of International Real Estate for Christie's Great Estates, and CEO-Europe for DCP International, Peter is one of the most experienced individuals in the luxury international real estate market.

Now that we’re approaching the end of 2021, some of your clients might be pondering the question of when to list their home for sale, during the winter which is typically the slower season, or wait until the spring. Maybe their home is on the market for sale currently, so do they keep it on the market for sale now or take it off the market and relist their home for sale in the spring? I’m offering my thoughts today to help you resolve that question with them. One philosophy I subscribe to is that “you can’t sell a home if buyers don’t know it’s on the market for sale”. In today’s economy, people are buying and selling homes during the traditionally slower months to buy and sell a home. My recommendation to agents and sellers today is you should put a home on the market for sale in December, January, or February as opposed to waiting until May or June. If your client’s home is already on the market, I’d advise them to keep the home on the market. As Wayne Gretzky once said, “You miss 100% of the shots you don’t take.” You also miss 100% of the interested buyers who are looking right now to buy a home if you wait until April, May, or June to list the house for sale. There are some great resources out there to help homes shine during this time of year. My good friends at boxbrownie.com can do some great things to help enhance the home’s photos during the winter when the exterior might not photograph as well. When selling during the slower time, you might have fewer showings in these “off-season” months, but the quality of showings will be better. If you have any questions for me about helping your sellers, best luxury marketing practices, or anything else related to real estate, don’t hesitate to reach out via phone or email. In the meantime, don’t forget to check out our upcoming live events and join our weekly “Luxury Friday's” free training. I look forward to hearing from you. *We just launched a new weekly series titled “Luxury Friday’s”. Check it out by going to www.JoinLuxeGroup.com and clicking on the “Luxury Friday’s” button. Michael LaFido Founder & CEO | Luxury Listing Specialist Designation (LUXE) [email protected] LuxurySpecialistGear.com

The luxury property market is quickly gaining popularity, and more people in real estate are shifting their focus to this niche. Today, school's in session with Alex Lange, teaching us how to crack the luxury market. Alex is the CEO of Forbes Global Properties. At his core, he is a technologist and has firsthand learnings from three exits, four acquisitions, and countless integrations and international expansions. He helps people identify and then maximize hidden opportunities, untapped assets, overlooked possibilities, product velocity, and under-performing activities to outperform their competitors. So, if you are looking to venture into the luxury market, it would be best to listen to this episode. Connect with Alex Lange: Email: [email protected] Website: forbesglobalproperties.com "People want authenticity. They don't want fake. They want you, and if they don't want you, that's okay. Be yourself such that you can look yourself in the mirror and know that you gave it your best shot. " -Michael LaFido Three Things You'll Learn from this Episode: The rise of the luxury property market: Due to the pandemic, the luxury market increased since people wanted to live in homes with a designated office space. People want to live in places where they can comfortably hold their online meetings and still call it home. Dealing with a discreet property: When dealing with a discreet property, there are creative things that you can do to protect the owner. Attracting more opportunities: We are living in an era where things are visual. You need to make sure your content is visible. It will make it easier for people to like you and trust you, resulting in more opportunities. Guest Bio: Alex Lange has over two decades of experience in real estate and technology. Before Forbes Global Properties, he was the CEO of UpstreamRE, a national real estate data platform, which grew to include more than 250 brokerage firms. He was instrumental in deploying Market Leader’s enterprise model, leading to its acquisition by Trulia, and led Roost.com from inception to public launch in six months, where he won the coveted Inman Most Innovative New Technology award was later acquired by Vertical Response. A former 82nd Airborne paratrooper, Eagle Scout, and Harvard Business School alumnus, Mr. Lange is an accomplished author, speaker, and sought-after thought leader.

When agents are talking to their potential seller clients, they say things like, “When we list your house,” or “I’m going to list your house.” However, I want you to think completely differently, including your language. Don’t think like a real estate agent - think like a marketer. So replace “list” and “listing” with “market” and “marketing” You are no longer listing homes, you market them There is a calculated difference. See, listing agents often throw homes on the MLS and wait for them to sell via another agent. They’re not proactive; they’re reactive. A marketing agent is proactive and thinks outside the box. When a listing isn’t selling, they’ll do whatever they can to figure out why and remedy the situation, whether that’s reaching out to other colleagues or trying to get feedback. A SWOT analysis (strength, weakness, opportunity, threats) from an experienced and successful marketing agent, can help you discern what is and isn’t working about your approach. If you have any questions about how to be more proactive as a real estate professional, don’t hesitate to reach out to me. I’d love to help you continue to raise the bar in real estate. We just launched a new weekly series titled “Luxury Friday’s” on Clubhouse. Check it out by going to www.JoinLuxeGroup.com and clicking on the “Luxury Friday’s On Clubhouse” button. Michael LaFido Founder & CEO | Luxury Listing Specialist Designation (LUXE) [email protected] LuxurySpecialistGear.com

Did you know that you can take your business from where you are today to attracting multi-million listings - even if you never sold a million-dollar listing? It is possible. Our guest today, Jennifer Williams of Coldwell Banker, tells us how she has grown her business to attract a 5 million listing. I met Jennifer in December of 2019. Jennifer and I were at the same brokerage here in the Chicagoland area at the time. We still collaborate often even though we are at different brokerages now....we don’t have a scarcity mindset. I consider her not only a former LUXE Designation graduate, but a friend as well. She is one of my best students and an implementer. When she took my course, Jennifer had $50 in her pocket. Today, her business has grown 4x and continues to flourish. In this episode, Jennifer will share her journey to becoming a successful entrepreneur. Listen to this episode and learn. Connect with Jennifer: Instagram: https://www.instagram.com/jenniferwilliamsbroker/ Phone number: 708-710-9266 LinkedIn: https://www.linkedin.com/in/jenniferwilliamsbroker/ “Your biggest competition is yourself.” -Jennifer Williams Three Things You’ll Learn From This Episode: Confidence leads to success: If you want to succeed in business, you need to be confident. Have the confidence that your business will grow and do everything in your power to increase the confidence. Garbage in, garbage___?: It would be best if you were extremely careful with the information you are consuming because unfortunately, garbage in, garbage stays. Nevermind the naysayers: The world is filled with naysayers. So, it will help if you surround yourself with supportive people. If you hang out with 9 top producers, you are bound to be the 10th! Guest Bio: Jennifer Williams Broker is an award-winning agent with Coldwell Banker Gold Coast. She is a proud member of the National Association of Realtors, The Chicago Association of Realtors, Mainstreet Association of Realtors, RPAC, Coldwell Banker Global Luxury, The Institute for Luxury Home Marketing, and Certified LUXE Luxury Listing Specialist (LUXE).

Nobel Peace Prize winner Daniel Kahneman once said, “People would rather do business with someone they like and trust rather than someone they don’t, even if the likable person is offering a lower-quality product at a higher price.” This is true of a lot of different areas, and real estate is no exception. That’s why agents need to go out of their way to make themselves likable - being likable is just as, if not more, important than having a top-quality product to offer. To come off as likable to your clients, do your research before your meeting and always think about what you’re going to say next. Be approachable and authentic; people can spot fakers from a mile away, and it can be off-putting. The goal isn’t to be a perfect agent - no one is - so admit when you’re wrong, and always strive to do better.

If you ask a typical real estate agent what their go-to social media channel for lead generation is, they’ll probably tell you Facebook, LinkedIn, and Instagram. YouTube doesn’t even make the list. Did you know that YouTube can generate hundreds of new leads for your business? We'll be talking about everything YouTube, from creating a YouTube channel to optimizing the videos. Joining me on the show today is Karin Carr. She is a real estate agent, coach, and YouTube guru. Her real estate journey began when they moved from Atlanta to Savannah, GA. Today, Karin uses YouTube for close to 100% of her leads. She will share how she uses her channel and some tips that we all can borrow. Listen to this episode and learn. Connect with Karin Carr: YouTube: https://www.youtube.com/channel/UC91OljSfJf5lumYpKezR9-A Website: https://karincarr.com/ YouTube for Agents Course: https://www.youtubeforagentscourse.com/ “The power of video is that it builds trust... your conversion will skyrocket when people trust you.” -Michael LaFido Three Things You’ll Learn From This Episode:- - The importance of doing videos: Videos are essential tools when it comes to building trust. Through videos, people feel like they know you even when they have never met you and want to do business with you. - Figuring out topics: If you have a YouTube channel and have no idea what videos to make, all you need to do is look at your target audience to see what they need. Google is an excellent place to find ideas. Just type in the keywords, and it will populate the rest. - Increasing your views: YouTube is huge on SEO. To boost your views, make sure you have great titles, keywords in place, and videos above minutes long. Guest Bio: Karin Carr is a Realtor® with Real Broker LLC and the owner of the Georgia Coast Homes team. She is a Certified Military Residential Specialist, 2011 President of the Women’s Council of Realtors for her local chapter, and has been featured on Time.com and Fox News. Karin started her YouTube channel in 2014 but didn't really take it seriously until 2017. It soon took off and she found her groove helping people relocate to Savannah. She began expanding her team and now has agents ready to assist you throughout GA and now in SC as well! Karin spends most of her time these days teaching agents around the world to use video to assist buyers and sellers who are looking for help.

Today I want to discuss a topic that you should all be familiar with: making videos! Video will get you a better ROI² than other investments. When I say better ROI² I am specifically talking about both return on investment (which is what most people think of when they hear ROI), but also a better return on impression. I’ve seen a lot of personal success from my videos and from the videos my coaching clients have made, so I want to share some tips with you today on how to grow your brand with them. One of the key elements of creating videos is not to give up and be consistently creating and posting videos to both social media platforms (Facebook, YouTube, etc) and your website. Creating a strong video presence takes time, but it is well worth it. If you want to hear more tips, listen to the podcast.

Have you had a buyer client recently lose out in a multiple offer situation? Is inventory still low? Are you familiar with the term appraisal gap? Do you have an idea what it is or how to apply it? This episode is for you if you want to learn more about finding potential sellers in a low inventory market & the appraisal gap. My guest, Regan Maki, and I will be digging deep into these topics. Regan is a coaching client of mine, a top agent, and team leader of a $95m+ team in Atlanta, Georgia with Compass. Regan's been in real estate for 21 years now. Over the years, her knowledge and wisdom have expanded, and she has loads of information to share with us. When the Covid pandemic started, Regan thought that business would come to a halt. Little did she know that things were about to get better. Regan confesses that 2020 ended up being one of their best years in business. In this episode, we’ll talk about how Regan and her team managed it through the pandemic, how she is diversifying into luxury homes, and how to handle finding off-market sellers as well as appraisal gaps. Listen and learn. Connect with Regan Maki: Cellphone: 404-304-6452 Website: https://reganmaki.com/ Email: [email protected] “As a buyer, in today’s market, you are having to get so creative, and tight on all the contingencies that you’re putting in an offer.” -Regan Maki Three Things You’ll Learn from this Episode - There is always room for learning: Despite being in the industry for 21 years, Regan believes that you can never have too many tools in your toolbox. She has enrolled in my coaching program, which will help her get even better at selling luxury homes. - The Appraisal Gap: When there is a listed property with multiple offers, you can apply an appraisal gap to get the property. An appraisal gap is a difference between the fair market value determined by the appraiser and the amount you agreed to pay for the home. - Dealing with low inventory: When dealing with a low inventory period, you can always ask a buyer how much they are willing to spend on a property. Then reach out to people in the area with the offer to see who is ready to sell. Guest Bio: Regan has been a licensed Realtor in Georgia for over 20 years. She has also played a role on the Zillow Agent Advisory Board since 2017. The Regan Maki Team has been listed in the Wall Street Journal RealTrends as the #6 Team in Georgia, #1 Zillow recommended Realtor in North Atlanta, and RealTrends top 500 teams Nationwide.

Today I want to discuss a topic that you should all be familiar with: making videos! I’ve seen a lot of personal success from my videos, so I want to share some tips with you today on how to grow your brand with them. One of the key elements of creating videos is not to give up. Creating a strong video presence takes time, but it is well worth it. If you want to hear more tips, listen to this.

Are you active on social media? What are your top three social media channels? We are living in an era where social media is no longer optional, but mandatory. As a business, if you are not on social media, you could be missing some opportunities. Today, we’ll be talking about everything social media. I have the privilege of hosting the amazing Tessabella Jelten. She is a social media expert, and she will give nuggets of wisdom that we can all apply to bring our A-game to our social platforms. Tessabella is the brain behind Lead Flow Agent. Her business provides real estate marketing solutions. Connect with Tessa Bella: Instagram: https://www.instagram.com/tessaabellaa/ Website: https://leadflowagent.com/home/ “Lead with a giving hand, be a giver. Be aware there are going to be takers in this world. There will be people that never reciprocate.”- Michael LaFido Three Things You’ll Learn From This Episode Have a content plan: A content plan comes in handy in ensuring you have great content going up on your social media pages all the time. Your content needs to be engaging: We know content is king, and engagement is the queen. Without engagement, the content is nothing. The people you surround yourself with make a world of difference: Iron sharpens iron. If you surround yourself with people who are excelling, you too will excel. Guest Bio: Tessabella Jelten is the founder of Lead Flow Agent, a done-for-you social media management platform and agency. Her company has worked with some of the largest and most well-known real estate firms in the world. She is dominating the marketing world and leading agents to exponential growth.

Typos and grammatical errors look unprofessional. I always get an analysis on my listings by fresh eyes. Your second sight should be someone you trust. There’s no shame in having someone else double-check your listing before it goes live, especially if they make it better. Making those small changes to a listing can differentiate it from the competition and help it “stand out.” Listen to learn more about double-checking your listings.

Do you recruit top performers? If one common thread binds real estate industry executives together, it’s all about attracting and retaining quality sales employees - which is crucial for continuing growth and success. On today’s show, our guest is Judy LaDeur, a real estate recruiting coach. Judy and her organization are dedicated to training the best brokers, managers, recruiters, agents, and team leaders. For more than 30 years, Judy’s teaching and coaching to many clients led to positive outcomes that further distinguished her from the rest. She is dedicated to your success and will work tirelessly to assist you in establishing, accomplishing, and exceeding your objectives. Learn more about Judy at: https://judyladeur.com/ “There is a lot of churn in this business. Due diligence is the best anecdote for ‘Shiny Object Syndrome’. ” -Michael LaFido Three Things You’ll Learn In This Episode - Asking the right questions: Whether you’re an agent, team leader, or broker, it is wise to invest heavily in developing your capability in asking the “right” questions. It will serve as a foundation and tool to everything that points to what you need to achieve your endeavors. - The best tip for retaining the right talent: When your agent’s success is tied to your tools, products, and services, you are less likely to lose them. - Building strong relationships: The stronger your relationship with an agent or seller before meeting with them, the better. Better because they trusted you or through educating them, you are already halfway to success when you walk through the door. And if they believe you can do the job, it’s just a matter of meeting whatever their needs are. Guest Bio: Judy LaDeur has been a successful Real Estate Agent, coach, business owner, and entrepreneur. She's worked with thousands of brokers and recruiters throughout the world, helping them dramatically increase their market position, as well as their team of agents. She has also been a keynote speaker at many state and national conferences. Judy has often appeared on TV, radio, and in various publications as an expert in recruiting real estate agents.

As a luxury specialist, I’ve learned a lot about what it takes to successfully sell a difficult or unique property for top dollar in the shortest amount of time. To achieve that for your clients, it's been my experience that you need to adhere to the three p’s: positioning, process, and price. Today I’ll talk about how each of these is critical to successfully selling these types of homes.