Luxury Listing Specialist - Dominate High End Listings In Any Market

On today’s show, I’m going to talk about the journey of a recent significant $7,500,000 home that I put under contract. This home was famous for being the backdrop for FOX's hit series "Empire" for 6 seasons, it was Lucious Lyon’s home (aka The Lyon’s Den) on the tv show. This journey started in 2013 when the home first went on the market for just under 16 million. After 8 years on the market - 6 with me - it came under contact within a few weeks of me producing this recording. There's an old adage in real estate: You want to be the firstborn, the second wife, and the third listing agent.” Any truth? Well, in this case, I was the third agent for this amazing home. I want to share with you how I landed the listing, and how I was able to retain this listing and client for 6 years, to how we put it under contract. I also have some great, behind-the-scenes stories from when the house was on the market that you’ll get a kick out of. Make sure you check out the "Lifestyle" video I created for this home HERE “When it comes to social media, you never know when somebody knows somebody. Just because they’re not liking or commenting on your post doesn’t mean they’re not paying attention.” - Michael LaFido Three Things You’ll Learn in This Episode - Grow and stay engaged in your social media network:Why would you want to enlarge your Facebook/LinkedIn/Instagram social circle? You just don't know where your client or prospect might come from. It might be a friend of a friend that you went to high school with or someone you sat next to at a seminar a year ago. - Communication is the path to retention:Honest, open, ongoing communication is key to getting and retaining a client. You’re always putting their best interest first and understanding their personality. - Be consistent with selling: A home will get sold if you’re consistent. When marketing, leave no stone unturned. Do a little bit of everything, but be systematized in the way you do it. None of it will work all the time, but all of it works the majority of the time.

It can be hard to break into the luxury market if you don’t know what you’re doing. Fortunately, today I’ll be talking about one of the easiest ways that agents can start positioning themselves as go-to luxury experts. The idea is to use other people’s properties to build your business. You’re essentially helping other agents with things like open houses and online marketing, which helps your business gain recognition and grow. Listen to learn more. Learn More: https://www.luxurylistingspecialist.com/

When selling luxury real estate, the biggest challenge is that luxury home buyers rarely have a sense of urgency. Even if they feel the need to upgrade to something bigger or better, they’re often too busy to actively pursue buying a new home. Because of this, it can be challenging to get their attention and even more challenging to get them to come see what you’re selling. It’s a given that when you’re selling a high-end or unique property, you want to get high-quality traffic. So you need to ask yourself, “What can you do that's different from the competition?” One effective way to market a home is through event-based marketing. And I’m not talking about having an open house where you having appetizers and giving away prizes. The overall idea of event-based marketing is that the event is both something with true value - independent of the house or agent... and that it’s fun. In markets where getting rival brokers in to preview a luxury home for their clients is key, these events can provide a true enticement. That’s why I’m so stoked to have Ali Wise as my guest. She recently had one of these unique high-end events at a property she's marketing for just under 14 million dollars. Tune in to hear what positioned Ali for this exclusive opportunity. Here’s a link to the property. It’s amazing! https://www.dawsonridgeestate.com/ To get in touch with Ali, go to https://www.wisepropertygroup.com/ "If you can learn one thing that you can implement or articulate differently from your competition, it gives you a leg up when you're on a listing appointment." -Michael LaFido Three Things You’ll Learn in This Episode - Fronting Funds to Market A Luxury Home: When you have a luxury home where you know it will need outside-the-box marketing and a large marketing budget. You can try asking the seller to front you the money to market it with the agreement that you'll deduct the amount invested when the home sells. - The Power of Personalization: Personalized video messages are a simple, yet effective way to nurture your leads. It’s a natural human tendency to react and pay more attention when their name is mentioned and personalized videos take advantage of this tendency of consumers. Your conversion rate will skyrocket. - The Power of Leverage: When selling a high-end home, be sure to leverage your network. Not just friends and family. For instance, if you have an attorney that you do all your closings with or if you have a lender that you partner with, let them know about your listing. You’ll be surprised at how many of them will pass the word on. You never know what’s going to go viral. Guest Bio: With 15+ years of Global Corporate, Commercial, and Residential Real Estate execution, Ali is a highly motivated and results-oriented business professional in the real estate industry. Her career highlights expertise in the life cycle of residential real estate, Global CRE, portfolio strategy, planning and management, site selection and transaction management, project and construction management, financial and scenario analysis as well as complex lease administration. Ali personally invests in influencing and developing people, both buyers, and sellers, as well as industry partners such as title and escrow partners, mortgage lenders, appraisers, home inspectors, and contractors. Specialties: First-time Home Buyers, HOWNW Certified Specialist, AWREP Certified Specialist, Listing Agent, Buyer's Agent, Relocation Specialist, prompt and courteous communication and always keeping the interest of her clients at the top. Confidentiality & Loyalty are of the utmost importance to Ali in assisting her clients through every transaction.

We’ve finally had the opportunity to host live events once again, and our most recent gatherings have been absolutely fantastic! We flew in 70 top-producing agents from throughout the country to AXR Winery at Napa, where we conducted a training seminar and viewed some multi-million dollar properties. We received some excellent feedback from those who attended, and we’re excited to do more throughout 2021 and beyond. To learn more about our recent events and how attending one can benefit your business, listen to this podcast. Learn More: https://www.luxurylistingspecialist.c...

Divorce is an incredibly emotional experience, but the reality of our society is that it exists. In most cases, the house is often the largest asset and will end up being sold. As real estate professionals, we can be on hand to help, but we have to approach it the right way. Divorce sales come with a ton of nuances, and as agents, we need to be aware of them before diving in. So what’s the best way to handle real estate during a divorce? In this episode, I interview Laurel Starks, real estate agent and family law expert who is the founder of The Ilumni Institute. Her company trains real estate agents on how to work with divorce attorneys and how to build a divorce real estate business. Laurel discusses her work as a court-appointed real estate expert and shares several helpful tips for divorce case listings. Resources: To reach Laurel, you may email her at [email protected] Website: ilumniinstitute.com/ https://www.getdivorcecertified.com/ Facebook: www.facebook.com/TheIlumniInstitute/ “Divorce is an atom bomb on a financial situation...even in high-end luxury. They get a divorce and it can sink their finances quickly.” -Laurel Starks Three Things You’ll Learn in This Episode Stay neutral: It’s okay to be empathetic towards divorcing clients, but NEVER take sides. Neutrality is the key to a smooth transaction. By having a sense of detachment, you can build trust with both parties and make the experience easier for everyone involved. Do your research: As soon as you’re done with the initial conversation that the client’s getting a divorce, you need to do your research and background. For example, If there’s a court order, be sure to get a copy of it. Check the title. The time to find out about an IRS lien is not in escrow, it’s from day one. Why training is vital: Family law is filled with experts, from attorneys to psychologists, and it should extend to real estate professionals. Take the time to get educated, and join training programs like The Ilumni Institute. Guest Bio: Laurel Starks is a recognized court-appointed expert and trained neutral party in family law cases involving real estate matters. Her focus on divorce-related real estate has led to over $200 million in sales volume throughout Southern California and she is often regarded by her peers as the pioneer of the divorce real estate niche. She is a national speaker on topics on real estate in family law. Attorneys, judges, and other legal professionals have come to rely on Laurel’s knowledge, judgment, integrity, as well as her ability to explain complex real estate matters to those affected by them. Laurel is the author of The House Matters in Divorce and Divorcing The House, and she has been recognized by Inman News as both an Inman Innovator and an Inman Influencer.

When we’re talking about the $1 million and above price point properties in the Chicagoland market, you have to remember that this area is a buyer’s market. At these high price points, your agent needs to be aggressive and be able to think outside the box. This is where the power of event-based marketing comes into play. Using event-based marketing can be an amazing way to showcase a property and expose it to even more potential buyers. To hear more about event-based marketing and our recent showcase, listen to our podcast.

This week brings a major milestone for the Luxury Listing Specialist - we’ve published 150 episodes. Can you believe it? Thank you, everyone, for tuning in and sharing with your friends! It was a year ago when we launched our 100th episode. And what a year it’s been. The pandemic brought about many changes in housing and lifestyle needs. The luxury real estate market is still hot. The average home sale price has gone up across the country. Even houses that languished on the market for months are selling. So to mark the occasion, rather than looking back at all 150 episodes, I’m just going to focus on episodes 101 to 150. My favorite episodes, takeaways, and how-tos the industry experts have offered real estate agents over the past year. “In this industry, it’s easy to get dragged down...whether it’s from the competition, a difficult client, or just life in general. We need to continue to build each other up and build ourselves up.” -Michael Lafido Three Things You’ll Learn - Environment begets mindset: Environments shape mindsets. The people we interact with - at home, at work, and in other organizations influence mindsets. Approach difficult tasks first... “Eat the frog” - it’s an old military saying that means do the difficult stuff first. - The importance of getting involved: If you are not part of any associations, I highly recommend getting involved with one. Not only from a networking standpoint, but also from a referral standpoint. - The importance of empathy: Buying or selling a home is stressful. Moving is stressful. Be empathetic to your buyers and sellers. It will make your client’s experience better and will help you earn more referrals. Are you enjoying the show and getting value from it? If so, please: Rate/review the show. Please consider rating or leaving a review on whatever service you use to listen to it on (iTunes, Stitcher, etc.). It’s the best way to help others discover the show. Give feedback. As always, I welcome suggestions for future topics or guests. Subscribe. By subscribing to this podcast, you’ll automatically receive the latest episodes downloaded to your computer or portable device. Never miss an episode.

What do migration patterns have to do with luxury real estate? When you know that a large number of people are moving to a specific city or state from your market, you’re in a much better position to offer value to them by recommending a LUXE agent with a proven track record. Listen to learn more.

The LGBTQ community has immense buying power in the housing market, and it’s going unused. Why? In short, it’s because of discrimination. Housing discrimination within the LGBTQ community has been and continues to be a serious issue. On today's episode, Ryan Weyandt, the CEO of the LGBTQ Real Estate Alliance, is my guest. Ryan’s an essential voice in the discussion of fair housing for the LGBTQ community. Listen in to Ryan's insights as he discusses what the future holds for the Alliance. 📢 In September, The Alliance will be hosting an event in Las Vegas - The Premier LGBTQ+ Real Estate & Housing Industry Conference. Details and registration can be found here: https://realestatealliance.org/annual-convention/ Contact Ryan directly at [email protected] Other Resources: To learn more, go to https://realestatealliance.org/education/ Become a member of the Real Estate Alliance at https://realestatealliance.org/ If you decide to become a member, use the promo code luxe21 at checkout to get $50.00 off your membership. 🎁 “Education is important. Many people are unaware of how much purchasing power the LGBTQ community holds.” -Michael LaFido Three Things You’ll Learn in This Episode Get involved Getting involved can benefit you in many ways - from networking to volunteering to joining professional organizations or causes. Regardless of your objective, becoming involved will help you in developing meaningful relationships from which you will learn and grow your business. Generational wealth & LGBTQ rights The African-American community was the first minority community to achieve generational wealth. Unfortunately, the LGBTQ community has not been granted the same set of rights that some of the ethnic and national minority communities have. So they’re still fighting just for the right to be able to buy and sell property without discrimination. Support the Equality Act The Equality Act has not received a vote in the Senate. A phone call to your senators would make all the difference to get this piece of legislation into law, which would provide equal rights protection to those in the LGBTQ community. Guest Bio: Ryan Weyandt has been the CEO of the LGBTQ Real Estate Alliance since September 2020. He has spent the last 10 years in the mortgage industry most recently as a Mortgage Loan Officer at Bank after serving six years at Wells Fargo. Before his lending career, Ryan has held a variety of senior roles with firms in operations and event management. He has served on the Minnesota Realtors Diversity and Inclusion Committee and previously led the NAGLREP Foundation, along with being a past-President of the organization’s Minneapolis chapter.

For this week’s message, I’d like to discuss the power of little fixes, the small things you can do as an agent to make your sellers’ listings stand out. If you’re going on a listing appointment with a seller and they have some deferred maintenance, you’ll want to roll up your sleeves and tackle some of those issues yourself. Today I’ll share a few stories of how I’ve done this for my clients, including a small but useful tip about how you can hide imperfections on hardwood floors and wood vanities. To learn more, have a listen.

As you know I'm always looking to bring on guests that fill voids, or perhaps on a topic we haven't covered before. And today's guest is no different. I'm very excited to have Leigh Steinberg with us. Leigh’s a sports super agent who’s represented NFL players, from Troy Aikman to Howie Long, to Patrick Mahomes. He was the real-life inspiration behind the movie, “Jerry Maguire” starring Tom Cruise and Cuba Gooding Jr. (“Show me the money!”) You may think there are a thousand differences between a sports agent and a real estate agent, but the surprising truth is - they’re not that different at heart. Theoretically, they might require different skill sets, however, if you listen carefully to Leigh’s recommendations, they are the “secrets” to a successful real estate career. Hope you enjoy this one. You can contact Leigh through his website at steinbergsports.com or if you’re interested in his Sports Business Certificate program (no experience necessary). “Put the client's best interests before yours. It’s the key to earning referrals.” -Michael LaFido Three Things You'll Learn In This Episode Leigh on breaking into working with professional athletes: Start on the college campuses because you have good connections there. Coaches will sometimes need to move. Second, you can cold call people. People who work in sports love to talk. Third, try going to the franchises themselves, speaking to someone in community relations. Befriend both agents and financial planners because they can also make referrals. Be a good listener: Steinberg has found that a good luxury real estate agent is not about having top-notch negotiating skills or persuasion strategies. Athletes (as well as traditional clients) need a Realtor with good listening skills. A Realtor that’s able to prioritize and understand what they truly need. A Realtor that knows how to make it simple for them. Develop your network and brand: Make sure that every single person you know is aware that you’re a luxury real estate agent. Get on all the social networks and reach out to as many people as you can. Relationships matter. Demonstrate your expertise. For example, write an article on the problems athletes have given their uncertainty of future in home purchases. Don't fear rejection - you only need one opening. Guest Bio: Leigh Steinberg, premier sports agent, entrepreneur, best-selling author, and CEO of Leigh Steinberg Sports and Entertainment Holdings is best known for his work building athletes into stand-alone brands. He is often credited as the real-life inspiration for the Oscar-winning film Jerry Maguire. Leigh has represented many of the most successful athletes and coaches in football, basketball, baseball, hockey, boxing, and golf, including the number one overall pick in the NFL draft for an unprecedented eight times in conjunction with 64 total first-round picks. With an unrivaled history of record-setting contracts, Leigh has secured over $4 billion for his 300+ pro athlete clients and directed more than $800 million to various charities around the world. Over the course of his career, Leigh has been featured on numerous national television programs, including 60 Minutes, Larry King Live, The Today Show, Lifestyles of the Rich and Famous, and many more. He has been profiled in a host of magazines, including Business Week, Sports Illustrated, ESPN the Magazine, People, Forbes, Playboy, GQ, and FHM. Leigh has been rated the #6 Most Powerful Person in the NFL according to “Football Digest” and the #16 Most Powerful Person in Sports according to “Sporting News.”

When I became a licensed real estate agent in the fall of 2000, I wish someone would have shared with me these three words of wisdom. I would say these three are vital to help newer agents differentiate themselves and become consistent top-producing agents. 1. Be likable and be you, 2. Grow your knowledge and your confidence will grow too. 3. Diversify your portfolio of homes you represent.

Sometimes I'll do some high-level ninja-trick podcasts that dive deep into some really important marketing angles... and capital gains tax is one of those sticking points. You might be wondering what does a defunct movie rental business and a flouring, $161 million streaming business have to do with capital gains tax, let alone luxury real estate? It's the analogy, my brilliant guest, Brett Swarts uses to describe the advantage of using a deferred sales trust over a 1031 exchange. He's the CEO of Capital Gains Tax Solutions and an expert in alternative to capital gains tax. Right now, the luxury market is the hottest it's ever been. However, there are certain properties out there, at certain price points where it's still difficult to sell. It's called a buyer's market. That's why I have Brett with us today - to talk about a possible solution for your clients. If you're representing a seller this might help to alleviate some potential objections. As a matter of fact, capital gains tax is one of the top objections. I want to help you be able to deliver a solution to your clients that's easy to articulate... so that A, you'll win the client over and B, you have this asset that you can sell by providing a different, unique solution. You can contact Brett on his website at https://capitalgainstaxsolutions.com/ or call him at 916-886-2986. If you're interested in becoming a deferred sales trust expert or get coaching, you can download his free ebook here: https://www.experttaxsecrets.com/ Brett's YouTube Channel: https://www.youtube.com/channel/UCAykQNmIWZ0KARBeVWcQxUA Brett's Podcast: https://capitalgainstaxsolutions.com/podcast/ “Life’s too short to feel trapped by capital gains tax.” -Brett Swarts Three Things You’ll Learn in This Episode ✔️ The 1031 Exchange (the Blockbuster way): The 1031 exchange, (aka Delaware Statutory Trust) is the antiquated, Blockbuster way. In broad terms, a 1031 exchange is a swap of one business or investment asset (like for like) for another. Although most swaps are taxable as sales, if you come within 1031, you'll either have no tax or limited tax due at the time of the exchange. Brett states they are the transactional way of doing things and work fine for most people. However, he advises it does not work for: primary homes, businesses, cryptocurrency, or luxury homes. ✔️ The Deferred Sales Trust (the Netflix way): This is the transformational, polished Netflix way. A deferred sales trust is a legal contract between an investor and a third-party trust in which the investor’s real property is sold to the trust in exchange for predetermined future payments, (installments) over an agreed-upon period of time. It provides an alternative to 1031 exchanges for deferring capital gains taxes. And it can work on both primary and luxury homes, investment property, businesses, and cryptocurrency. ✔️ Privacy is Luxury: It’s a legitimate concern with high net worth clients. The whole process is confidential. The trust is under a made-up name that the client chooses. The trust itself is a single entity, a business trust that only does business with that particular client. They don't co-mingle with anybody else. Everything has to be signed by them for funds to move or be invested. Brett’s business will have all of the pieces in place to make you and your client feel comfortable as well as anonymous. There have been some celebrities that have gone through this process. Guest Bio: Brett is a Deferred Sales Trust expert, capital gains tax deferral expert, investment real estate expert, multifamily broker, and the founder of Capital Gains Tax Solutions – a company helping individuals to defer capital gains tax on the sale of their highly appreciated assets, eliminate the need for a 1031 exchange and deliver a transformational wealth plan so they can create and preserve more wealth.

Today’s topic is empathy - or more specifically, having empathy for the stress your buyer and seller clients are going through when trying to sell their home and buy a home. Make sure that you as an agent are empathetic to your buyers and sellers….it will only make your client's experience better and will help you earn more referrals.

On today’s podcast, Pete Middleton, one of La Jolla’s top brokers, and I have some great tips for differentiating yourself from the competition. Pete grew up in a real estate family in Brockton, Massachusetts. He moved to the San Diego/La Jolla area in the early 90’s. Since then, he’s received several awards and recognition for his work in real estate. We had an informative talk about what to do if you're dealing with a buyer’s agent that’s inexperienced. How do you work with a buyer's agent that's not well-versed in comparables, or maybe the agent or their buyer doesn't see the home's value or agree with your comparables. A powerful strategy that Pete uses is emphasizing "payment" over asking price. Before using this strategy, be sure to talk with your lender first so you’re able to break it down and articulate it to the buyer’s agent (and possibly the buyer). Practice the K.I.S.S. “Keep It Simple Stupid” Principle (or, “Keep It Super Simple”, for those of a more delicate disposition). You can text Pete at 858-922-3377 or email him at [email protected] “Part of negotiating is making your client feel like they’ve won.” Michael LaFido Three Things You’ll Learn in This Episode Terms vs. Price: Pete’s properties list the terms, rather than the listing price because terms show people what’s attainable. Just like when you go to lease a car. The salesperson will get you off the price of the car and gets you to focus on the monthly payments. Know How to Break Down Numbers: This skill can separate you from a lot of luxury agents if you really know your financing and you really know how to break down numbers. And believe it or not, people love breaking down numbers. Keep it simple, and visual: Some clients will need it broken down into simple terms. Having visuals is a great way to do it. So, utilize those bullet points, graphs, and pictures. The vast majority of the population are visual learners. Guest Bio: Pete’s been working in real estate since the early 90s. After receiving several awards and recognitions, including being the #1 salesperson when he was at RE/MAX associates, he established his own brokerage, Middleton & Associates. Middleton & Associates made a name for itself by quickly becoming one of the top five La Jolla brokerages since opening in 2010. In 2013, the brokerage completed 188 transactions totaling over $120 million in sales volume. In 2014, Coldwell Banker acquired the assets of Middleton & Associates and welcomed Middleton’s agents into their brokerage. The merging of these two brokerages had a significant impact on La Jolla’s elite real estate market. He now leads the Pete Knows Team, a group of handpicked elite eXp agents, all trained to provide excellent service to their clients. The team specializes in areas such as La Jolla, Pacific Beach, Solana Beach, and Del Mar.

You may be talking with some prospects who are interested in selling this summer or “later in the year”. What can you do right now for those sellers? I have some advice for any agent looking to start off strong this summer of 2021.

On this week’s show, I spoke with Jordan Stuart, founder, and CEO of Next Move. He’s a seasoned agent who’s an expert in closing transactions with athletes. He’s recently branched out into helping people in the military find homes across the country. We talked about various topics from what not to do when working with a professional athlete, getting referrals and testimonials, smart strategies for delivering 5-star service, and the importance of having a clean car. You can contact Jordan at [email protected] "The biggest mistake an agent can make is not listening to their client.” -Jordan Stuart Three Things You'll Learn Buyers need a trusted advisor: When working with an athlete they’re counting on you to be the expert advisor. You need to able to understand and evaluate your client’s wants and needs so you can speak their language and provide them with a logical action plan. Be an active listener. How you communicate with them should not be any different than how you treat your regular clients. Celebrity endorsements and testimonials: First, make sure the deal is done, the home has closed. Get them a nice closing gift. Then humbly ask for a testimonial, and respect whatever the answer is. Focus on what you can do for the client: Remember, the minute you make a recommendation to a client (whether it’s a home inspector, contractor, etc.), you become responsible for that experience - positive or negative. Focus your job, and everything else will work itself out. Guest Bio: As the founder and CEO of Next Move, Jordan Stuart is consistently ranked as one of the top luxury realtors in the Washington D.C.-area. He’s recognized nationally as an influential real estate advisor to dozens of professional athletes, head and assistant coaches, and professional sports franchise owners. Jordan is the exclusive real estate consultant to Major League Soccer’s D.C. United to oversee the housing needs of the Club players, personnel, and ownership along with touch-points to each of the other Washington, D.C.-area men’s and women’s pro sports franchises. Jordan has been featured in Forbes, The Washington Post, Washingtonian, Realtor.com, and The Washington Business Journal.

I'm excited to announce there is a brand new Diversity Designation. I'm proud to say I'm one of the co-founders of this brand-new Diversity Designation called the ‘Certified Diversity Specialist’ (CDS). With the goal of helping agents increase their knowledge, providing the tools and resources to help them work with more buyers and sellers, and helping them differentiate themselves among a diverse population. To learn more about the designation, listen to this podcast. Learn more: https://diversitydesignation.com/

Would you like to join me in Napa to get Certified in Luxury? 🍷 Reserve your spot now at luxurydesignation.com Usually, I have guests that are top luxury agents or team leaders. However, from time to time, I like to have various service providers that I think you would benefit from hearing from. Today is one of those podcasts. Today we’re talking about homeowner’s insurance. Sure, it may not be the most exciting topic, but it can add more value to a transaction. Any type of introduction to a service provider you can offer to a client, it can be as small as a painter, electrician, a moving company, a loan officer, or title company will provide that white-glove experience to your client. You’ll look like a rock star and stand out from the competition. I’ve got Jordan Phillips with Goosehead Insurance with me today, who happens to be my personal insurance provider. He’s worked with a lot of high-end clients, including many professional athletes. With all homes, you want to make sure it's covered the right way. To get in touch with Jordan, you can call him at 618-789-6400, or send an email, [email protected]. "Insurance is one of those things you never know when you’re going to need it.” -Michael LaFido Three Things You’ll Learn in This Episode Find out what’s important to your client and assess from there. A lot of times, your client’s got an insurance policy and has no idea what it entails. You might find that they’re under-insured, or they may have a policy that doesn’t fit their needs. Don’t be afraid of being pushy. Many clients don't understand insurance or they don't know what they need, and it can really hurt them in the end. With this in mind, stop worrying about being pushy and focus on the added value you’re bringing to the table. Does a name brand really matter? Whether it’s State Farm, Nationwide, AIG, etc… every insurance company will generally have the same base coverage. The big difference is in the price. However, it all comes back to the client and what’s important to them. Guest Bio: Jordan Phillips is the owner/CEO of Goosehead Insurance Agency. His brokerage is a 100% lender and referral-focused brokerage that represents 30+ carriers which truly gives our clients something no one else can, choice. With an emphasis on quality, there is no one better when it comes to insurance for home closings. We specialize in getting our client's dream homes insured properly and fairly. Goosehead is currently disrupting the Insurance Industry with leading technology and a business model that works. Taking the best clients with the top companies in the insurance industry and bringing them together under one roof.

In this week’s message, I’d like to talk about the power of second chances. In life, people often make mistakes and don’t get a second chance to correct them. Real estate is no different in this regard. For example, a seller may interview you but then choose to work with someone else. So how do you stay top of mind with such a client in the event that it doesn’t work out with the other agent they chose? Listen to find out.

Who would like to join me in Napa to get Certified in Luxury? Go to www.LuxuryDesignation.com for more details Home warranties are a valuable investment. Whether you’re representing a buyer or seller, there are several benefits to including a home warranty. They’re a great way to differentiate yourself in a competitive market. However, not all home warranties are created equal. There are a lot of different home warranty companies out there. So be sure to do your due diligence. Today, I have the honor of being joined by Harry Keifer with Achosa Home Warranty. I highly recommend Achosa. We discuss what makes Achosa stand out from other home warranty companies, along with some little hidden secrets that consumers should look for when choosing a home warranty company. To find out more about Achosa, visit their website at www.achosahw.com “When it comes to home warranty companies, I believe quality, consistency, speed, and safety are what homeowners are looking for.” -Harry Keifer Three Things You’ll Learn in This Episode The power to choose: With Achosa, customers are empowered to choose their own vendor, unlike traditional home warranty companies, which usually have limited pools of vendors in their networks. Ask for feedback: Check in with your clients and ask them for feedback on how you’re doing. You need to create that “wow” experience for them to plant those seeds for referrals. So ask, ask, and ask. Both buyers and sellers benefit: A home warranty can provide a better and faster sale. If a buyer is on the fence about a home, it can give them a much-needed push by providing extra security and peace of mind. It also protects sellers against repairs and replacements that can hold up the transaction. Guest Bio: Harry Keifer is the Co-Founder at Achosa Home Warranty based in St. Louis, Missouri. Previously, Harry was the Head of Sales at Home Warranty of America and also held positions at Direct Energy and The Real Estate Book.

This episode is all about home warranties. For example, if the A/C goes out, or your garage door opener stops working, or have a plumbing issue… if you have a home warranty, you could save thousands of dollars in repairs. One particular home warranty company that I recommend in Illinois is one I used for my home. They're called Achosa. In addition to Illinois, they’re located in 15 other states. I have one of the co-founders of Achosa Home Warranty, Harry Keifer, with me today. You’ll learn more about home warranties and how they are beneficial. Listen for more details. To learn more about Achosa, visit their website at https://www.achosahw.com

I’m a big believer in home staging. It’s a widely used and respected strategy in the real estate industry. It’s recognized as a very effective technique in selling a home in less time at a higher price. You already know that every property needs to be clean and in as good repair as possible. But what's equally important is the staging and how you communicate it to the seller. I'm so honored to have Barb Schwarz as my guest. Before getting into real estate, her background was in theater and this gave her a unique perspective as an agent. This lead her to creating the home staging industry. Prepare to be inspired by her vast expertise on the subject. You'll hear incredible tricks for the trade, her analogies, as well as some great "Barb sayings". You can contact Barb on her website or send her a message on her Facebook page. This podcast was originally recorded on Michael LaFido’s Luxury Lunch & Learn series. “Most agents don’t understand the importance of staging or they don’t know how to articulate it to the client.” - Michael LaFido Three Things You’ll Learn In This Episode There is no “I” or “you” in team: A surefire way to get your client on the defense is to address them with “I” or “You”... You need to shift the dialogue to “we”. You and your client are a team. If you do this, the client will value you at a higher level, and be more open to accepting whatever you tell them. Honor the client’s home and their possessions: Take an active and sincere interest in the client’s possessions. Compliment what you later want them to put away. It will be much easier for the client to put away that ugly, day-glow painting or creepy taxidermy polar bear so that their house stages well. Visualization is key: Many times a home can be painted cool gray, have perfectly bare counters and floors, but still have overly personalized items. They make buyers feel like they're intruding into someone's life, which is the opposite of what you want. It’s the agent’s job to position the home so that the vast majority of buyers can visually see themselves moving in, so they'll pay the price you want in order to make it their home! Guest Bio- Barbara Schwarz is the creator of The Home Staging Industry®. She has personally trained over a million home stagers and real estate agents through her courses, training, and seminars. She is the founder and builder of The International Association of Home Staging Professionals, The Staging University, The ASP Courses and Designations, and Stagedhomes.com. Recommended books: Home Staging: The Winning Way to Sell Your House for More Money Staging to Sell: The Secret to Selling Home in a Down Market Building a Successful Home Staging Business Staging The World

Did you know you can leverage price per square foot for all your high-end luxury properties? It’s true, and today I’ll tell you how. The Marketing Luxury Group recently leveraged the price per square foot of three properties to help their sellers get a great deal.

The Certified Diversity Specialist Designation (CDS) is launching with its first live virtual training on March 30, 2021. For details and to register for the Certified Diversity Specialist Certification Designation, visit www.DiversityDesignation.com For $50 off, use the promo code: Luxe when signing up. America’s population is changing, and so is the ratio of homeownership in the country. As the United States becomes more diverse, embracing diversity will help you gain clients, but failing to pay attention to it could lead to client loss. I’m very excited to have the co-founder of CDS and one of the instructors, Julia Lashay. In this episode, we talked about diversity, why there’s been a void in real estate diversity when it comes to training, and briefly preview the seven modules covered in the CDS Designation. To get in touch with Julia, visit her website at www.julialashay.com “Be dedicated to building a diverse team. It leads to diverse perspectives and different approaches. When your team is representative of the community where you work, you can gain valuable consumer insights that can give your brokerage a positive edge.” -Michael LaFido Three Things You’ll Learn in This Episode: ✔ Dimensions of Diversity - More Than Race: A common misperception is that diversity and inclusion solely refer to racial considerations. While it might be the most visible factor, a truly diverse workforce embraces all dimensions of diversity (religion, sexual orientation, language, income, gender, et al). ✔ Fair Housing Do’s and Don'ts: Every year, real estate agents make unintentional mistakes and violate Fair Housing laws by poor advertising of a property. The CDS Designation will cover advertising as it relates to Fair Housing, ensuring that your advertising isn't only just Fair Housing compliant, but also reaching a broader audience. ✔ Become a Social Equity Leader in Your Community: Learn about social equity and making sure that there's fairness and housing for everyone. The CDS Designation will also cover all of the different things you can do to be a leader in your community. Being a social equity leader will give you a little bit of a social capital edge. Guest Bio: Julia Lashay is a broker in Minnesota and Texas. She currently serves as the Director of Training and Career Development for the Keller Williams Central 75 office located in Dallas, TX, and is a managing partner of The Signature Group located in Minneapolis, MN, and Dallas, TX. Over the past 20 years, Julia Lashay has trained and coached thousands of real estate professionals. In 2017, Julia was nominated for the Minneapolis Area Association of REALTORS’ REALTOR of the Year award and received the Exceptional Service award conveyed by the Minneapolis Area REALTORS in 2020. She has been featured on several news and radio stations including Fox 9 News, Kare 11, the Star Tribune, and guest appearances on HGTV.

Marketing a luxury home takes creativity. One great vessel to show your creativity is through a luxury lifestyle video. We made one recently for a $7.25 million listing we have right outside of Chicago. We highlighted the pool and all of the entertainment space, which is really going to entice buyers.

Being an agent in the luxury market is hard work. Not only are you dealing with some seriously discerning clients, but you also have huge commissions on the line, so impressing them and bringing your A-game is key. This week, Wade Hanson, #1 estate broker in Minnesota and Western Wisconsin, shares his story behind his successful Remax Results agency. Wade has taken the Luxury Listing Specialist Designation course and is a certified LUXE Agent. Wade and I also share insights on what defines luxury, as well as strategies to breaking into the luxury market. Be sure to listen all the way through to hear some actionable advice for all agents. To get in touch with Wade, visit his website at www.wadehanson.com “You can't fool savvy consumers. You've got to have a strong set of core values and a high level of integrity. The client has to know that their needs are always going to come first.” -Wade Hanson Three Things You'll Learn In This Episode ✔ Traits of a successful luxury agent: Top luxury agents have strong core values and high integrity. Whether the listing is for 200k or a million, they treat every client the same. ✔ Facts, not emotions: Wade’s success and longevity stems from the philosophy that it’s best to remove the emotion out of the transaction, don’t sugarcoat. Stick to the facts and always do what’s best for the client. ✔ Make connections on social media: Making your presence known on social media and getting your service in front of the right eyes will remind people what do you and will help with getting referrals. Guest Bio: Since 1999, Wade Hanson has been creating results for clients as a real estate professional and broker. His reputation for his success mindset and dedicated effort as a high performer led him to be named among Realtor® magazine’s Top 30 Realtors Under the Age of 30 in 2005, recognized for having built a $60M multi-office real estate firm. A luxury market specialist, Wade has extensive expertise in marketing and selling upper-tier properties. He a top real estate Broker in Minnesota and Western Wisconsin serving clients from his Remax® Results office in Woodbury, Minnesota.

Have you heard of a no-reserve auction? Today I’m sharing a bit about what that is with an example of one of our current ones. Unique, high-end properties with a seller motivated by time rather than money are great candidates for a luxury auction. In this example, our client’s home is being marketed at $3.5 million. Listen to learn more.

Save The Date! Our next live virtual online Luxury Designation Training will be on March 17th. All the details can be found at: www.LuxuryDesignation.com One of the most important qualifications of a real estate agent is their ability to negotiate effectively. What makes an agent a skillful negotiator is understanding the negotiating process and being able to navigate through the multiple issues that a real estate transaction entails. It’s the number one skill clients look for. And it's not just a business skill, it's a life skill. If you want to become a better negotiator, this episode is for you. I have some great discussions with the founder of The Certified Negotiation Expert (CNE) and founder of The Real Estate Negotiation Institute (The RENI), Tom Hayman. He has over 15 years of experience as an agent and negotiation trainer. He’s got some practical strategies on how to handle real estate negotiations that will help you close the deal. To find out more about becoming a CNE, visit https://www.thereni.com “Having excellent negotiating skills is vital. And it’s one of those skills that doesn't always show up in your bio or listing book. You need to be able to differentiate yourself from the competition.” -Michael LaFido Three Things You’ll Learn in This Episode The Influence of Culture on Negotiation: Different cultures negotiate differently. The one common aspect all cultures have is that they’re relationship-based. To negotiate effectively, you need to cultivate that relationship and show your client that you care about them and their culture. The Exchange Persuasion Principle: The Exchange Persuasion Principle states that if I do something for you, then you are likely to feel an obligation to do something for me. An example of this would be when signing on a new listing client, you might accept a lower listing fee if they commit to a performance bonus when you deliver stellar results. 3 Skills for Agent Success: The top 3 skills agents should focus on that will get the best return for their business are marketing, marketing analysis, and negotiation. You need marketing and marketing analysis skills to effectively present a home, and the way you negotiate is vital because if you do a poor job, you leave money on the table for your client and yourself. Guest Bio: Tom Hayman spent 25 years negotiating with hundreds of companies for Proctor and Gamble (including 4 years in Japan and the Far East). He went into real estate in 2003 and has over 15 years as an active agent and negotiation trainer. In 2007, he founded Real Estate Negotiation Institute. He enjoys studying the latest research on persuasion and figuring out how it applies to real estate (and life) and passing it on to his students. You can get in touch with Tom through The Real Estate Negotiation Institute website at https://www.thereni.com/ Additional Resources: Max Avenue website - https://www.maxavenue.com/ The Speed of Trust by Stephen M. R. Covey https://www.amazon.com/SPEED-Trust-Thing-Changes-Everything-ebook/dp/B000MGATWG

Not all contacts in your database are created equal. Certain clients and contacts require more touches, and others require less. That’s why it’s so important to segment your list. I use the “A, B, C” method that prioritizes my best clients. Listen now to learn more about how to properly segment your list.

Whether you’re new to the real estate industry or you’re an experienced agent, you already understand the power of association and networking. Meeting new faces and talking about your business to others is not only essential for success, but also for getting referrals. However, this can be challenging due to Covid- 19 restrictions, so we have to think outside the box. Real estate is a people business. But what’s equally vital to association and networking, is the power of having global connections. I’m so thrilled to have James Huang as my guest! He’s the President of The Asian Real Estate Association of America (AREAA). James is a true innovator in commercial real estate and has held leadership roles in some of the most well-known commercial firms in the US. He has over 20 years of experience in the field. One of the great things about AREEA is it's open to everyone - new and experienced agents. You don’t need to be Asian to join. It’s a wealth of knowledge for anyone who wants to learn and have a better understanding of the Asian community. To find out more or join AREAA, visit https://areaa.org/ This podcast was originally recorded on Michael LaFido’s Luxury Lunch & Learn series. 📢 Save The Date! March 17th will be our next Live Virtual Designation Training. Visit http://www.LuxuryDesignation.com for more information. 🍀 “The world is getting smaller with the internet and social media. You really need to be well connected, not just locally, but globally.” -Michael LaFido Three Things You’ll Learn In This Episode Upgrade your skills, be a lifelong learner: Never stop learning about real estate. When you upgrade your skills, even if you have a specialty or an expertise… it helps you become more open-minded when you study different practices. It also makes you more knowledgeable and you’ll be more valuable to your connections and relationships. It’s all connected: Keep networking and connecting with people… not just locally, but globally. Whether you work in luxury residential, commercial, or international - you all deal with the same clients. In fact, I think it’s safe to say that nearly all businesses are connected in some way to real estate. So, when things with Covid get better (and it will get better), you’ll be prepared. The power of joining associations: Remember, you don’t need to be Asian to join AREAA. You don't need to be Hispanic to join the National Association for Hispanic Real Estate Professionals (NAHREP), be African American to join NAREB, or LGBTQ to be a member of the LGBTQ+ Real Estate Alliance. By becoming members of these associations, we can become allies and bring awareness to their mission. Guest Bio- James Huang has been the national president of AREAA since October 2019. He’s also the president of eXp Commercial division of eXp World Holdings. Additionally, James is a shareholder and an advisor to real estate syndications firms and start-up technology companies to help consult, raise capital, and make connections to other private equity investors and family offices from Main Street to Wall Street. To find out more or join AREAA, visit https://areaa.org/

What is a CLUE report and how can it help both your buyer and seller clients? CLUE stands for “Comprehensive Loss Underwriting Exchange,” and it’s how most insurance companies submit their claim history. If someone’s buying a home and wants to know what kind of insurance claims are a part of that home’s recent history, that’s what the CLUE report provides.

The LGBTQ movement has come a long way. But as the nation continues to confront discrimination of all kinds, there's still a lot of work to be done... and housing equality is no exception. With that said, it's such an honor to have John Thorpe with us. John's been in real estate since 1999. He's also the Inaugural President of the LGBTQ+ Real Estate Alliance (The Alliance). The Alliance was founded in October and in just three months, has grown to over 500 members and over 50 chapters in the US including Puerto Rico. The Alliance is a non-profit organization dedicated to enhancing the professional lives of its members while providing consumers with the proper resources to assist in buying, selling, and enjoying their home. And it's not just for the LGBTQ population, it's a resource for anyone who needs advice, advocacy, education, or networking. To find out more information about The Alliance, visit https://realestatealliance.org/. There’s no cost to join. "Educate yourself, get different perspectives. It will make you more understanding and empathetic. We're all human beings." -Michael LaFido Three Things You'll Learn In This Episode The data is limited: Even though the 2020 census allowed people living in the same household to mark themselves as same-sex partners or spouses, it doesn't include sexual orientation. The average American homeownership rate is about 61%. However, the average for the LGBTQ American is only about 48%, so there's a discrepancy in the data. The difference between the code of ethics and federal law: Even though the real estate code of ethics states you can't discriminate on sexual orientation or gender identity... there's no federal law that mandates this. There are 27 states where there are no explicit laws that protect people from discrimination. Educate Yourself: Grow your knowledge. Attend diversity and inclusion trainings, support minorities in business, listen to those who are unlike you. It'll improve your career, and improve the world we live in. Guest Bio- John Thorpe is the Inaugural President of the LGBTQ+ Real Estate Alliance. He’s been working in real estate since 1999. For the past 7 years, he’s been with Better Homes and Gardens Real Estate as the Regional Vice President - Membership Development - Franchise Sales/Business Consulting. John lives in Fort Lauderdale, Florida with his husband of 17 years. To find out more about John, visit The Alliance website: Website: https://realestatealliance.org Facebook Group: https://www.facebook.com/lgbtqrealliance Email address: [email protected]

Do you know how to get the attention and impress the builders and developers in your area? Today I’ll tell you what you need to know to start bringing value and eventually start doing business with these potential clients. First, you need to know that nothing happens overnight, so you will need to play the long game. With them, it’s a marathon, not a sprint. Remember, they primarily care about "What's in for me?" They’re a long-term investment of your time and energy, so you have to stay in touch and bring value to them for many years potentially. Have a listen to learn more!

2020 was a year unlike any other. But even with the challenges brought by the pandemic, the luxury real estate market has remained resilient and is strong in many markets. So what are the best practices that have helped top agents and industry leaders pivot and thrive during this period? What do top coaches recommend in order to bring value to clients? In this episode, I had the pleasure of speaking with Monica Reynolds, VP of MAPS Coaching at Keller Williams. Having coached more real estate professionals than anyone else in the country, Monica is an industry trailblazer. She played an active role in helping Keller Williams pivot and grow their business during the pandemic. There’s a lot to unpack in this episode. So, grab a pen and notepad (and maybe a cup of coffee), and let’s dive into Monica’s many valuable pointers and inspiring stories for finding success during these uncertain times. This podcast was originally recorded on Michael LaFido’s Luxury Lunch & Learn series. "There’s so much opportunity with luxury right now... Instead of being scared, be aware of what’s happening and look towards the future." -Monica Reynolds Three Things You’ll Learn In This Episode: The importance of going digital: One of the most mentioned technologies seeing widespread use is also one of the simplest: the Zoom call. It’s ideal for busy luxury clients who are looking for a fast, easy, and effective way to communicate- but don’t forget to look your best and have a professional background when using the platform. The best strategies for agents who want to break into the luxury market: Agents need to understand that entering luxury is a process, not something that happens right away. There’s no easy button, so it’s best to network, put yourself out there, and work with a team that knows the luxury market inside and out. It’s essential to keep searching for opportunities to bring value to clients: Agents can bring value to clients just by knowing what’s going on in the market, their community, and what the future might look like. Be "the expert" of information to your clients. Guest Bio- Monica Reynolds has been in real estate for 40 years. She is regarded in the industry as the leader of innovative real estate systems and effective team-building strategies that sustain successful real estate careers. Monica has dedicated her career to teaching and coaching agents and assistants in the real estate industry. She pioneered the hiring of administrative assistants and building professional team structures along with replicable and scalable systems. You can contact Monica at: [email protected]

Today’s video is all about state and local taxes (SALT). As you may know, there’s a $10,000 cap per household (not per person) on what homeowners can write off when filing their income taxes. State and local taxes have been impacting luxury home sales the most, but have also affected resale of all price points—particularly in states with higher property taxes. This is why it’s so important that you understand SALT and are able to articulate its impact to seller clients.

As the new year approaches, we have to start thinking about what we can do to move our industry forward, and one of the best ways to do that is by creating a more inclusive environment. Everyone deserves to feel welcome in real estate, and we all have a role to play in fostering greater diversity in the business. The only problem is, many of us just don’t know where to begin. How can we make more space for people of color in our industry? What can we do to ensure everyone gets a seat at the table? In this episode, National Associations Of Real Estate Brokers (NAREB) Western Regional Vice-President, Shanta Patton shares the steps we can take to build a more diverse real estate industry. To find out more about NAREB visit: http://www.NAREB.com This podcast was originally recorded on Michael LaFido’s Luxury Lunch & Learn series. "We’ve still got a long way to go, but by building up everyone in the business, we can raise the bar." -Michael LaFido Three Things You’ll Learn In This Episode: The importance of joining minority associations: We don’t need to be Asian to join the Asian Real Estate Association of America (AREAA), Hispanic to join the National Association for Hispanic Real Estate Professionals (NAHREP), or Black to join NAREB. However, by becoming members of these associations, we can become allies and bring awareness to their missions. Why we need to seek first to understand: It’s not always easy talking about race, and that’s why we need to approach conversations about it with the intention of understanding. We don’t need first-hand experience to listen and be empathetic. How to gain a greater understanding of the people in our business: It can be tough relating to people with different backgrounds to our own, and that’s why it’s so important to be open to having conversations. Simply asking people about their experiences is the first step to bridging the gap. Guest Bio: Shanta Patton is a regional Vice President at the National Association of Real Estate Brokers (NAREB). Passionate about everything the association stands for, she also serves as the National Education Chair for NAREB. Shanta is also a Nevada Realtors Director and serves as the Diversity and Inclusion Chair. In addition to serving her community in whatever way she can, Shanta is also a Las Vegas real estate expert at ERA Brokers Consolidated. To find out more about Shanta, visit: https://www.nareb.com/profile/spatton/ https://www.era.com/ERA-Brokers-Consolidated-387c/Shanta-Patton-5123007a https://www.linkedin.com/in/shantapatton And for more about NAREB and their initiatives, go to: https://www.nareb.com/ https://www.nareb.com/nareb8/ https://housethenthecar.com/ Other associations mentioned in this episode: NAHREP- https://nahrep.org/ AREAA- https://areaa.org/

If you’re taking on a listing that far exceeds the price points you’re used to, maybe your first luxury listing appointment—it’s only natural that you’ll have some nerves to overcome and questions to ask. Today I’m sharing what you should and shouldn’t do if you want to position yourself better than the competition and snag that "trophy listing". Kirk is an eXp agent in Louisiana who had invested in our LUXE designation, and I recently coached him on how to handle his first big listing; some of the insights I shared personally with him are what you’ll hear today.

The onset of COVID-19 threw a massive wrench in the works for agents looking to enter the luxury space, but it doesn’t have to be a barrier to entry. That’s because, pandemic or not, people will always need somewhere to live. Still, it’s understandable for agents new to the space to have some concerns taking their business forward during this period. Which strategies guarantee great results in any market? What can you do now to set yourself up for long-term success? The truth is, much of your response to the current situation should be similar to what you should be doing anyway: building extensive knowledge on your market and providing outstanding service. In this episode, CEO of EXIT Realty Corp. International, Tami Bonnell shares how to make your mark on the luxury space in any situation. This podcast was originally recorded on Michael LaFido’s Luxury Lunch & Learn series. People will pay for a high level of service, especially in luxury. -Tami Bonnell Three Things You’ll Learn In This Episode How to give the luxury consumer what they want: No matter what’s going on in the world, no client wants to feel like they’re being “sold”. Particularly in the luxury space, the consumer wants to feel like you’re the solution to their problems, so make sure you’re doing more than feeding them information. Why you need to have your referral/mastermind “dirty dozen”: Having 12 people you regularly consult with who work around your business, not in it, is the key to getting your finger on the pulse of what’s happening in the market. Look out for lawyers, accountants, loan officers, and anyone else who may have important information about your area and reach out to them at least once every 4 weeks. How having your feelers out there impacts your relationships with clients: Aside from the obvious ability to provide better service, knowing what’s going on in your market will help you build confidence. This comes across to clients when you meet with them and it will set you up for more success. Guest Bio- Tami Bonnell is the CEO of EXIT Realty Corp. International and an internationally renowned speaker. With over 3 decades of experience in the real estate business, Tami is an industry veteran. She’s also an information junkie passionate about investing in people and setting them up for major success. Tami has been honored by STEMconnector®️ as one of its 100 Corporate Women Leaders in STEM, and in 2019 she was recognized by Stefan Swanepoel as one of the 200 most powerful and influential people in real estate, and among the top 10 women leaders. To find out more about Tami and EXIT Realty, head to: Exitrealty.com https://www.linkedin.com/in/tamibonnell To receive Tami’s mobile business card, text ‘TAMI’ to 85377 And to receive a free video of the ‘4 Minute Million’, text ‘4MM’ to 85377 ‘

Are you going the extra mile to create conditions in which your sellers feel most at ease? The value of safety and security simply can’t be overstated. Today I’ll be sharing the pros and cons of putting homes on the market during this unprecedented time. While there are plenty of things you can do to make sellers feel more comfortable with listing now, it really depends on how motivated they are and how they feel about this particular fact: If they don’t put their home on the market now, there’s a 0% chance it’ll sell; if they do list their home, they have a 50% chance of selling.

In light of the coronavirus outbreak, having an online marketing strategy has become critically important in our business. Today I’ll tell you how to craft a successful online marketing strategy by following a few key steps. First, your listings need to have amazing photos. If their photos are terrible, nothing else matters.

When 2020 began, none of us could have predicted the worldwide shutdowns that would take place. With so many barriers to business as usual, many agents found themselves afraid to connect with clients and have been stagnating as a result. However, some agents took this time to pivot strategies and connect in new ways, like video, and they’re the ones who will be seeing great results for the foreseeable future. As more places reopen, those of you who have been using video will need to rethink strategies again. How can you use technology to connect with your database in new, unexpected ways? For those who didn’t take action sooner, how can you rectify that and rekindle neglected relationships? In this episode, President at eXp Global, Mike Valdes joins me to discuss how to stay afloat in an uncertain market using video technology. This podcast was originally recorded on Michael LaFido’s Luxury Lunch & Learn series. Seeing each other is invaluable, and that’s what makes video so effective. -Mike Valdes Three Things You’ll Learn In This Episode What makes video the best tool for your business: People do business with those they know, like, and trust. Luckily, video is a great way to speed up that process. When clients see you on video, they’re able to connect with your authenticity and get a better understanding of who you are. How video helps get your point across more effectively: Body language is an extremely important part of communication, but that’s typically lost in a text. Avoid misinterpretation and ensure your recipients know exactly what you’re saying and how you’re saying it by sending a video instead. How to reconnect with your database: Don’t panic if you didn’t reach out to past clients earlier. It’s not too late to connect, so send them a video today and start doing the work to rebuild your relationships. Guest Bio- Mike Valdes is the President of eXp Global. He first joined the brand in May 2020 and previously served as eXp’s Executive Vice President of Expansion, where he was tasked with building on the successful footprint in Canada, Australia, and the UK. Prior to joining eXp, Mike held various positions at Sotheby’s International Realty and served as the Senior Vice President of Global Servicing at Realogy Holdings Corporation. Passionate about helping others reach success, Mike is also the host of The Global Luxury Real Estate Mastermind podcast. To find out more about eXp and Mike, head to: https://www.exprealty.com/ https://www.glrem.com/ https://www.linkedin.com/in/michaelvaldes1 Links and products mentioned in this episode: https://bombbomb.com/

Hope you are staying healthy and positive. The coronavirus has caused the real estate industry to go digital, and today I’ll educate you on a great digital marketing strategy: the drive-by open house. This is a strategy my team has used in the past to generate more online views, which increases the probability of more qualified showings.

The luxury market can be extremely intimidating, especially for newer, less experienced agents. The truth is, there’s no ‘one’ way to excel in luxury real estate, and questioning your abilities only stops you from trying in the first place. You have to stop letting fear dictate your actions, but that can be easier said than done. How can you get over your feelings of self-doubt for good? In this episode, you’re invited to a coaching call with Keller Williams agent Ruby Goings, a newly-licensed agent (licensed for less than a year) who is determined to make a name for herself in the luxury space but doesn't know how to get started. I break things down for Ruby and give her the blueprint to breaking into luxury. Position yourself as an expert, because while generalists get paid, specialists get wealthy. -Michael LaFido Three Things You’ll Learn In This Episode How to grow your confidence: The best way to feel more self-assured is by expanding your knowledge. Take advantage of educational resources filled with important nuggets, like podcasts and online articles, and share what you’ve learned with others to set yourself up as an expert. How to stand out to potential clients: By sharing informative videos on social media, you’ll build trust and top of mind awareness with your database. Get comfortable with doing video to see bigger, better results. How to network with the right people when you’re new to luxury real estate: Join a chamber of commerce in an area known for luxury and high-end properties, and introduce yourself to the community. However, don’t start interactions with the intention of getting business. It’s more important to build genuine relationships and come across as likable. Guest Bio: Ruby Goings is an agent with Keller Williams. Although newly licensed, she is determined to make her mark on the industry and has her sights set on the luxury space.

Whether you’re a team leader, a broker-owner of a boutique, or a big franchise owner, the importance of having a luxury division that offers agents the best tools and resources can’t be overstated. Having a strong luxury division will help attract top-producing agents, and it will also boost the credibility of a brokerage's brand.

Real estate professionals are more than just salespeople, we’re community builders and leaders. That means it’s up to us to be there for those who need us. It’s easy to get caught up in the business aspect of real estate, but we have to remember that at its core, real estate is a people’s business. We need to shift our focus towards supporting our communities and approaching from a place of service. What can we do to show our markets we put their needs first and are interested in more than a sale? How can we step up to the challenge of being pillars of strength? In this episode, Vice President of Business Development at Better Homes and Gardens Real Estate, Joseph Magsaysay shares how to show our communities we care. This podcast was originally recorded on Michael LaFido's Luxury Lunch & Learn series. Three Things You’ll Learn In This Episode The two skills all agents must master: Relationship building is non-negotiable for top real estate professionals, but we can’t stop there. Agents who are truly successful in any market are those who are great at both relationship building and marketing. How collaboration with other agents in our community benefits the consumer: Relationship building shouldn’t be limited to clients. By forming close bonds with other agents in our market and being open to collaboration, we can work together to find a consumer the best solution for their needs. How to show our communities we’re on their team: When we have a presence during difficult periods, people will remember us for years to come. We have to make it known that we’re part of the community and show up in its time of need. Guest Bio- Joseph Magsaysay is the Vice President of Business Development at Better Homes and Gardens Real Estate. He is also the CEO and President of The Impact Team International. Joseph is passionate about helping his clients achieve the American Dream of homeownership and counts problem solving as one of his areas of expertise. A master networker, Joseph loves any opportunity to connect with others and serve his community. To get in contact with Joseph, head to: https://www.facebook.com/people/Joseph-Magsaysay/100007986668239 https://www.instagram.com/the_joseph_magsaysay/ Or call or text him on 314 337 4413 To find out more about Better Homes and Gardens Real Estate, visit: https://www.bhgre.com/ And for more on The Impact Team International, go to: https://b-m.facebook.com/pg/JosephMagsaysayREALTOR/photos/?ref=page_internal&mt_nav=0

Hope everyone is staying safe out there with the Coronavirus. Have you had trouble converting potential clients into clients in the past? Today I’ll share a solution to this problem. The answer is simple: be more likable. Perhaps you have heard the famous quote from Theodore Roosevelt: "Nobody Cares How Much You Know, Until They Know You Care."

With so many changes going on in our world, many agents previously interested in entering the luxury space are now feeling more cautious. However, if you go into the space equipped with the right tools, there’s no reason why you shouldn’t see amazing results. What do agents looking to enter a luxury division need to know before getting started? Have the core elements of the business stayed the same? How can you adapt your strategies to better suit the current reality? There is a lot of uncertainty in our industry, but one thing is certain. Now is the time to pivot. In this episode, Manager of Partnership programs at Realty ONE Group, Taylor Somera shares how to enter and thrive in the luxury space, even in the midst of a pandemic. This podcast was originally recorded on Michael LaFido's Luxury Lunch & Learn series. Three Things You’ll Learn In This Episode Key advice for both veterans and new agents looking to enter the luxury space: Luxury is a niche market, so we have to know exactly what we’re marketing, and who we’re marketing to. Do some research to understand who lives in the space and what draws people into the area. How to make the most of educational resources on luxury: Many of us have passed up phenomenal opportunities in the past because we haven’t felt ready to take them on. By equipping ourselves with the right knowledge, we build confidence so we never have to feel unprepared again. How to come out of this period more successful than ever before: Never underestimate the power of a human “touch”. People work with those they know, like, and trust, so reach out to clients and build authentic relationships with them. Guest bio- Taylor Somera is the Manager of Partnership Programs at Realty ONE Group. She has played an active role in establishing the group’s new ONE LUXE luxury division. A self-motivated go-getter and creative problem solver, Taylor has been instrumental in streamlining processes using technology to boost efficiency. To find out more, head to: https://www.linkedin.com/in/taylorsomera www.realtygroup.com

10 years ago I retired from my full-time "job" as a high school teacher to focus on my passions and I’ve been an entrepreneur ever since. I’m so excited to share with you my 10-year anniversary of following my passion, luxury real estate, and I want to offer an encouraging message. Isn’t it time you, too, stepped out of your comfort zone and moved on to your goals? Like Mark Twain once said, "Twenty years from now you will be more disappointed by the things that you didn't do than by the ones you did do."

Many agents are pleasantly surprised at how well the industry has done in spite of COVID-19, but we’re not out of the woods just yet. If we want to safeguard our success throughout the pandemic, there are some adjustments we need to make. The consumer’s wants and needs have shifted during this time, so it’s never been more important to meet them where they are. What is the COVID-era buyer looking for, and how can agents provide that? We also need to prioritize our clients’ safety throughout the process. How can we show the consumer their health is our key concern, even as restrictions ultimately ease? In this episode, President and CEO of Century 21, Michael Miedler shares how to adapt to the times. This podcast was originally recorded on Michael LaFido's Luxury Lunch & Learn. Homebuyers’ priorities are changing, so agents need to adapt their strategies. -Michael LaFido Three Things You’ll Learn In This Episode: What homebuyers are looking for today: Lockdown restrictions have completely changed the way the consumer thinks. As people spend more time at home, space has become more of a priority, and many who were once happy in apartment buildings are eager to find properties with yards. How to serve the customer of today’s needs: With so many people only going into the office once or twice a week (if at all), buyers are more willing to move a few hours out of the city. We have to be willing to find our clients the home that makes them happiest, even if it's not in our immediate market. How to create a safe, health-conscious experience for clients: Even as restrictions ease, many consumers will be hesitant to meet in person. Offer virtual and digital appointments to ensure prospective buyers feel as comfortable as possible. Guest Bio- Michael Miedler is the President and CEO of Century 21 Real Estate, LLC. He has spent over 2 decades with the brand, and prior to his current position, he served as the global chief growth officer (CGO) for the organization. Today, Michael leads the iconic C21®️ brand and its independently owned offices and sales professionals in 83 countries and territories worldwide. To find out more, go to: https://www.century21.com/about-us/about/corporate-officers/michael-miedler https://www.linkedin.com/in/michael-miedler-8b24337 Free download Call-to-Action - Become a Certified Luxury Listing Specialist and learn how to break in and dominate high end homes in your market. Learn more about the LUXE Luxury Listing Specialist Certification at luxurylistingspecialist.com.