Luxury Listing Specialist - Dominate High End Listings In Any Market

We all know that the real estate market differs across local spaces, but collectively the luxury market isn’t doing as well as it was a few years ago. How can we stay informed about market trends and best practices? What is currently impacting the luxury market? What can we do to manage and overcome market shifts? In this episode, Brad Inman explains where the luxury market is mid-2019, and how conferences and communities can help us through these shifts. Sellers are pricing too high, and buyers don’t want to make a move to lowball or bid. -Brad Inman Takeaways + Tactics We can better overcome and manage the challenges we face in a shifting luxury market by going to conferences and events about luxury market trends and best practices. We need to be upfront with our clients, especially when talking about listings. We have to inform them of all the implications that are going to affect the luxury market so we can stay ahead of the market and make more successful transactions. We stand to gain a community of support from people in our industry who are helping one another be successful by attending conferences like Luxury Connect. Use the discount code "LUXE" to get $250 off either of the next 2 Inman events: Luxury Connect Inman Connect Las Vegas We also shared insights on: Overcoming and managing luxury market shifts How to gain a community of support for success How keeping clients informed helps our success The two biggest problems the luxury market has at the moment are taxes and sellers pricing too high. There’s no shortage of wealthy people, no shortage of successful realtors, and no shortage of referrals, but there is a hesitation on the buy side with the wealthy. By keeping our clients informed about the luxury market and its trends, we can help them sell and buy more effectively and successfully and in turn grow our business. When we invest in our career by attending industry conferences and events, we allow ourselves to stay up to date and educated about our market as well as build a supportive community of like-minded luxury professionals. Guest Bio Brad Inman is the Owner and Chairman of the Board of Inman, a digital media company that reports on the real estate industry. Founded in 1996, Inman has grown to become the largest real estate news company. The firm publishes more than 3,000 stories a year and produces widely popular events where the industry learns about the latest market trends, new technology and business models. On the Inman stage, Brad has interviewed many technology and media personalities including Rupert Murdoch, Arianna Huffington, Craig Newmark, Barry Diller, Kara Swisher and Barbara Corcoran. In 1999, he founded an online real estate firm called HomeGain which was acquired by media company Classified Ventures in 2005. Among other innovations, HomeGain was the first company to offer consumers an instant online home valuation tool. Brad was also one of the first investors and served as Chairman of the blogging platform Curbed before it was sold to Vox Media. https://www.inman.com/events/ https://www.facebook.com/groups/RealEsateConnect/ Use the discount code "LUXE" to get $250 off either of the next 2 Inman events: Luxury Connect Inman Connect Las Vegas

For the past few years, most real estate markets in North America have done relatively well. Should we be expecting that to change anytime soon? How can you continue to have a successful business if the market does become less favorable? On this episode, we’re joined by David Osborn, co-author of the New York Times Bestseller Wealth Can’t Wait, who shares his advice for thriving even through changing market conditions. Prepare for a dip. Nothing goes up forever, and we’ve been going up for a long time. -David Osborn Takeaways + Tactics Most luxury real estate in North America is in a “neutral” to “buyers” market. A drop in the market is inevitable, and it’s likely to take place relatively soon. A pro-tax, pro-business environment is very important for the luxury market to thrive. This episode began with David Osborn sharing his background and explaining his motivations for getting into real estate. We then discussed the amazing opportunities real estate offers, even when the market is unfavorable. We also shared insights on: Staying positive and avoiding discouragement Why real estate will remain an important industry for years to come How real estate has created more millionaires than any other business, worldwide Financial experts in every industry agree that a market crash is inevitable. However, the great news for real estate professionals is that there will always be a reason for buying or selling property. Don’t allow yourself to be discouraged. GUEST BIO David Osborn is an Operating Partner at Keller Williams. Having grown up with a military father and a real estate agent mother, David decided to follow in his mother’s footsteps. Like her, he hasn’t looked back since. In addition to his position at Keller Williams, David is an entrepreneur, speaker and an author. Alongside Paul Morris, David is the co-author of the New York Times Bestseller, Wealth Can’t Wait. To find out more about David, head to www.davidosborn.com To get his book, visit www.wealthcantwait.com To purchase luxury specialist goods, head to www.luxuryspecialistgear.com

We see the same pictures, the same angles, and the same mistakes being made in real estate marketing over and over again. How can agents make their property stand out from the rest? How can you use a property’s unique feature to make it memorable? What can we do to get a plain property noticed? In this episode, Melissa Leonard who listed the "50 Shades" home and Kristin Gyldenege who showcased "fitness models" in her listing pictures talk about their creative ways of getting their listing noticed and how it increased traffic to their properties. View an Article on the '50 Shades' House HERE View the Home for Sale Featuring Half-Dressed Fitness Models HERE Taking a risk is worthwhile if it gets someone to look at the house who would’ve never looked at it before. -Kristin Gyldenege Takeaways & Tactics In order for our property to stand out from the competition, we have to make it memorable to local buyers, people in the industry, and even the news and media. If there is something unique about a property, use it to your advantage. Property launch is key. The first 7-14 days are crucial when you’re marketing a home. After that, there will naturally be less online inquiries and showings. From the start, you have to be priced correctly, and your photos have to be great. Most buyers cannot visualize, and people are lazy by nature. They want to be able to move into a house and not do anything except unpack. We need to be aware of this when we market and show properties to potential buyers. By stepping outside the box and getting creative with how we market our properties, we can significantly increase the traffic to them. Too many listings are done in the same old way with the same kinds of photos, and continuing to do so does not make your client’s listing stand out from the competition. By using elements that are unique to a property we can make a listing memorable not only to buyers, but to the media as well, and create a buzz around the property. It is our job to get as much traffic as possible to a listing, and we can do so by taking calculated risks and leveraging opportunities to our advantage.

In a space where we are constantly surrounded by noise and options, agents need to be able to cut through that noise by providing high value service to clients. It is especially important to be able to do this in the luxury market. How can we continue to deliver a luxury experience? Where is the luxury market sitting today? What best practices should agents be using? In this episode, CEO of Engel & Volkers, Anthony Hitt, explains some of the best practices that top luxury listing agents are using to further their success in the climate of today’s industry. We’re providing a much higher level of service than we have probably ever provided as an industry, and we’re continuing to go in that direction. -Anthony Hitt Takeaways + Tactics Clients who want a luxury experience sit at every price point, and we need to deliver that experience to make successful transactions. In an age where we’re constantly being inundated with the noise that elements like technology bring, we have to provide a higher and higher level of service. If we don’t, we won’t be amongst those who survive and thrive in our industry. In order to articulate your value proposition properly, you need to be using four best practices. These are attracting the best talent, constantly learning and training, collaborating with your network of fellow agents, and taking action on the data you have. We also shared insights on: Delivering a luxury experience at every price point Why high-level service is vital today What we need to articulate our value proposition Agents in the luxury market have to continuously provide a higher level of service for their discerning clientele. Today, discerning clientele stretch across all price points, and we need to be able to deliver a luxury experience across the board. By attracting the best talent, consistently learning and training, collaborating with our network of fellow agents, and taking action on the data we have to drive successful sales, we can set ourselves up for success in our industry and really add value. Guest bio Anthony Hitt is the CEO of Engel & Volkers Americas since January 2014. Engel & Volkers is known as the leading destination for highly selective real estate service with unique, international accessibility and looks to Anthony’s leadership for its continued growth and success. The company now has almost 150 shops and close to 3000 real estate advisors spanning the United States, Canada and Mexico. As a top-producing agent for many years, Anthony was continually acknowledged for his business acumen and commitment to customer satisfaction by publications such as the Wall Street Journal and the Los Angeles Times. Drawing from his experience – and from his success managing his own record-setting team of twelve real estate professionals under the Anthony Hitt banner – Anthony established a training course for other agents to raise the bar for superior performance in the industry. Anthony credits his business and real estate success to his philosophy of providing exceptionally personal customer service and constantly implementing the most up-to-date systems for efficiency and comprehensive service. He has authored several books to share his advice for success in business and in life with others, including "Essentials of Personal Achievement", "Taking Charge", and "Positive Impressions." https://www.evrealestate.com/

Success in real estate relies on marketing, so it’s important that agents have effective strategies. What are some ways to market yourself and see great results? Can you do it without being attached to a well-known brand? On this episode, I talk with Jay Macklin, owner of Platinum Living Realty, to hear how he’s branded himself and what it’s done for his business. It’s not about the agent. It’s about what’s in it for the consumer. -Jay Macklin Takeaways + Tactics Spend less time worrying about the brand you’re attached to and focus on your client’s experience with you, personally. Articulate your unique and compelling value to your consumer. If you’re going above and beyond, ensure your customer knows that. If you’re new to luxury real estate, immerse yourself in the market by going on broker’s tours and open houses. At the start of the episode, Jay shared on his background and gave a brief overview of his timeline in the real estate industry. He then spoke about how agents should go about their marketing and branding. Jay mentioned that you don’t need to be attached to a powerful brand— just focus on letting clients know you’re the agent they should approach. We also shared insights on: Why your focus should be all about your client How to target your marketing for effective results Why you need a definitive call-to-action for your marketing To make a name for yourself in luxury real estate, you need to be prepared for the market. Become comfortable with the properties you’ll be selling, and understand the market fully before you commit to a career in the industry. Once you’ve established your understanding, make sure you’re prepared for the clients. Do your research and make sure you’re marketing to your target audience. Guest Bio Jay Macklin first entered the world of real estate in 2006. In the time since then, Jay founded Desert Platinum Properties, alongside his wife. This has subsequently been converted to Platinum Living Realty. Today, Platinum Living Realty has 4 offices and 150 agents. Jay is passionate about educating agents and helping them achieve great results, and is one of the 2 Phoenix are certified coaches for the Craig Proctor coaching program. To find out more about Jay, head to www.searchhousesinscottsdale.com You can also email him on [email protected]

The luxury “bracket” of real estate can be a difficult space to get into, but is very lucrative. How do we set ourselves up to get into luxury real estate? What do we need to do differently when dealing with a luxury listing? In this episode, Anthony Lamacchia shares on launching a luxury program and outlines his free content platform for agents, ‘Crush It in Real Estate’. To get into the luxury portfolio, you have to qualify. It’s not pay-to-play. -Anthony Lamacchia Takeaways + Tactics In the luxury space, we have to take every aspect to the next level. When we improve everything from our pictures to our floor plans, we give our agents something better to offer when they run luxury listings. When dealing with sellers, three of these four P’s need to be met. The price needs to be realistic, the person needs to be nice to work with, the property needs to be unique, and the positioning of the property must be right for the market. If you have never dealt with a luxury listing before, you have to be more flexible as an agent. You’ll have to take on an overpriced property or a difficult client in order to build your book up to the point where you can turn down listings. On this episode we discuss launching a luxury program in 2019. Anthony Lamacchia explains how and why he decided to start the program, and the growth and impact his free content platform for agents ‘Crush It in Real Estate’ has had. We also shared insights on: How dealing with luxury listings differs from the other brackets What four things need to be considered when dealing with sellers How to get started as an agent in the luxury space As agents, we can increase our average sale price by having more homes from the luxury bracket on our roster. However, it is an area that we need specific tools to succeed in, and certain qualifications need to be met in order to get into luxury. Every aspect of the listing and marketing process needs to be next-level, and we have to look at the price, seller, property and positioning in more detail. Initiatives like luxury programs and accessible agent-specific content will help us get to the level we need in order to succeed in luxury. Guest Bio Anthony Lamacchia is the Broker/Owner and CEO of Lamacchia Realty, Lamacchia Property Management, Lamacchia Development, and REAL Training and Systems Inc. He spends his time running the companies, training agents and his national coaching customers, and strategically planning for the future. Anthony is considered an industry expert, having done hundreds of television appearances on local news and many speaking engagements at national industry conferences. He is completely obsessed and passionate about providing all the agents and employees in the company with top-notch technology, the best possible tools, and the absolute very best training to excel in their careers and grow their businesses. https://www.facebook.com/crushitinrealestate/ [email protected] https://www.lamacchiarealty.com/

Those of us in real estate must use adapt and evolve in our use of technology in order to remain relevant and serve our clients. How can we best cater to the needs of high-profile clients? In what ways can we leverage technology to help us? How can we innovate our practices to meet the needs of our business? In this episode, CEO of United Real Estate Holdings LLC, Dan Duffy, shares how he uses a combination of technology and internal evaluation to lead a successful real estate corporation. The winning solution is when you innovate from the inside as opposed to coming from the outside. –Dan Duffy Takeaways + Tactics We need to determine who our buyer is and create our sale around that persona. It is impossible to market a property that ticks the boxes for everyone, cater to those who would be most likely to be attracted to it. We must make clients aware of all their options from the get-go. This can help build trust and show that we’re working with their best interest in mind. Auctioning services can be valuable to both clients and agents. Clients can bring their asset to the market at a certain time, clear it, and convert it into cash. Also, agents can significantly impact their transaction value. On this episode, we discuss some of the businesses that operate under the United Real Estate Group. Dan Duffy explains how and why these sections of the company came to be, and how they have positively impacted the success of the business. We also shared insights on: The shift from a seller’s market to a buyer’s market How strategy is moving towards technology in real estate How to manage high profile clients Our role in real estate is to understand and cater to the needs of our clients. This can be achieved in numerous ways, most importantly by being transparent about options with clients, utilizing tools like technology to our advantage, and being aware of our buyer’s persona so that we can effectively make targeted sales. When we develop from the inside while considering the current market and climate, we become geared for success in our industry. Guest bio Dan Duffy is the CEO of United Real Estate Holdings LLC (Group), a real estate services and franchise holding company operating multiple businesses under its "United" trade name. Dan spent nearly 20 years focused on serving clients in a number of senior executive positions. Most recently he served as the President and CEO of a two-time Microsoft Global Partner of the Year and Largest Global Microsoft Business Solutions Partner, with over 25 offices on three continents serving 12,000 clients in 48 countries. Learn more about United Real Estate at https://www.unitedrealestate.com/

As a luxury real estate agent, how can you set yourself apart from your competitors? What role does branding play? Other there other factors crucial to getting a sale? On this episode, I talk with Thad Wong of @properties. Thad has had tremendous success in the Chicago luxury market, and he’s here to share his advice. One thing that can always be improved is collateral marketing for listings. -Thad Wong Takeaways + Tactics More agents should focus on collateral marketing. While it may not be what makes or breaks a sale, having good brochures makes a difference to potential buyers. Showcase seller’s homes in a high-quality way, through a range of platforms. While advertising may not be the deciding factor, it certainly entices the buyer. Make sure you’re showcasing every client’s home on all the same range of platforms. Doing this will distinguish your services from those of your competitors. At the start of the episode, Thad Wong explained why @properties makes use of high-quality branding for their clients. He also weighed-in on some of the real estate myths surrounding the Chicago market. We also shared insights on: The importance for agents to have strong emotional intelligence regarding their clients’ needs The need for positive relationships between your clients and the appropriate people in the industry to whom you have access Why technological tools are absolutely crucial, particularly in the luxury market. In a market renowned for its distinction, you must showcase your listings with the respect they deserve. However, you also need to work with contemporary technologies. Buyers and sellers are no longer interested in piles of paperwork. Nor are they happy to view collateral merely from a flimsy flier. Make sure you showcase properties on a range of platforms, and focus on providing an exceptional service. GUEST BIO After establishing himself as one of the top agents in Chicago in the mid-1990s, Thad Wong co-founded @properties in 2000, a luxury brokerage in the city. Under his and his co-founder’s leadership, @properties has grown to around $9 billion in annual sales, and employs approximately 2800 agents. Today, @properties is the top brokerage in Chicago. To find out more about Thad and @properties, head to: https://www.atproperties.com/agents/1892/thaddeus-wong

Many people who become business owners believe they need to personally work harder in order to achieve more in their business. Is putting in more of your time and effort really what your business needs? Is that even sustainable? On this episode, I talk with Jeff Cohn, founder of Omaha’s Elite Real Estate Group and host of the Team Building podcast, to share his thoughts on leveraging teams and how he’s done it so successfully. If you can leverage the things you don’t love, let someone else do it. -Jeff Cohn Takeaways + Tactics If you want to build a business, you need to create a team and framework that will be able to withstand your exit. Hire a team of people who enjoy doing the things you don’t. This way, no one is wasting their time doing things they don’t want to do. Avoid using your name in your business. Using your name as branding makes it harder to step away, as people will know your name and want to work with you specifically. At the start of the episode, Jeff emphasized his passion for teaching real estate agents how to move away from being cogs in the machinery to business owners. He also outlined the importance of creating teams with the intention of stepping away from your business. We also shared insights on: Why you need to know what you’re doing before you hire a team Who your first hires should be The hardest and most important hire on your team- the buyers assistant The people you hire for your team are important, and they’ll play a huge role in your business going forward. However, don’t feel overwhelmed by this. The only way you’ll be able to scale your business and ultimately move away from it is by hiring other people and leveraging their talents. Focus on creating a legacy rather than a job you’ll be stuck in for years to come. Guest Bio- Jeff Cohn is the founder of Omaha’s Elite Real Estate Group, as well as the host of the Team Building podcast. Under his leadership, Omaha’s Elite Real Estate Group has become the top team in the Berkshire Hathaway Group, worldwide. Jeff is adamant that this is because of his dynamic team, and he is passionate about teaching people that they can become business owners, rather than cogs in the machine. Jeff is also extremely enthusiastic about sharing his tricks and suggestions with everyone interested. Totally opposed to a scarcity mentality, Jeff believes that everyone is capable of greatness if they work smarter. To learn more about Jeff, head to: https://www.omahaseliterealestategroup.com/ To get tickets for the Berkshire Hathaway Group Shareholder Meeting, visit: https://www.eventbrite.com/e/ers-berkshire-hathaway-shareholder-meeting-workshop-tickets-55662520096

The internet has given agents a wide array of tools for connecting with clients and building their business. How can you make the most of internet-based platforms? What are the specific applications that can put you ahead of your competitors? On this episode, I talk with David Adam Kurz, author, social media influencer, and owner of Kurz Real Estate. We discuss how 21st century technology can expand your network and your business. The more people I get in front of, the bigger my network. -David Adam Kurz Takeaways + Tactics Say yes to every opportunity that comes your way. Agree to be a guest on podcasts and contribute to articles. Make sure you're visible. Just start. You don't need expensive equipment to shoot a video. Basic, raw footage is often more popular with viewers. Share as much content with your audience as possible. The more you share, the more people will trust you. At the start of this episode, David shared his belief that being in the public eye is the best way to generate business. Even though he first became visible through traditional media platforms like radio, free tools like Facebook Live completely changed his approach and his results. We also shared insights on: The necessity of creating video content Why you should embrace your position. Whether in a boutique agency or a franchise, there are merits and you should emphasize them The importance of never bad-mouthing your competition Social media has changed the game for everyone, including those in the real estate industry. Even if your competitors are not embracing technological changes, you need to. In fact, if your competitors aren't utilizing online-based tools or platforms, it's even more vital that you fill the void and start sharing content with your audience. Have an abundance mindset and never stop sharing. We have the tools at our disposal. Take advantage of them. Guest Bio: David Adam Kurz is the owner of Kurz Real Estate, Corp. Using multiple media platforms, David's business has seen phenomenal success as agents are not only constantly showcasing their knowledge of the industry with the audience, but can list properties to a wide database through these channels. David is also the successful author of The Blueprint: Strategies for Building a Successful Real Estate Business and Take Action: Building a Business with the Right Mindset and Foundation. To find out more about David and Kurz Real Estate go to http://www.kurzrealestate.com/

When finding leads and trying to generate new business, time is of the utmost importance. How can we make the most of our limited time? Are there any solutions for those wanting to work smarter, not harder? On this episode, I talk with best-selling author, Angel Tucker, to answer these questions and more. Understanding personality types is like a crystal ball that allows us to see what the client needs.- Angel Tucker Takeaways + Tactics By identifying a potential client’s mental state, you can gain their trust early on. Pay attention to audio and visual clues to help ascertain someone’s personality type. Understanding personality types will help you in business, but also in your personal life as well. At the start of the show, Angel emphasized the importance of paying attention to personality types. She then took a more in-depth look at the four main personality types. Fitting into the DISC acronym, these types include Dominant, Inspiring, Supportive and Curious individuals. We also shared insights on: How each personality group experiences the same event differently. Why tweaking your approach to suit people’s needs based on their personality types is necessary. The importance of disclosing your personality type to others Regardless of industry, one constant factor in business is the presence of human beings. Humans are a diverse species and it goes without saying that their psychological makeups differ. While this can certainly be overwhelming for the person who needs to find leads amongst the chaos, you can take advantage of it. Identify your clients’ needs and act accordingly- you’ll find better solutions for everyone you encounter and make the most of your time in the process. Guest Bio Angel is a speaker and the Best-Selling Author of the book Stop Squatting With Your Spurs On! The Power to Read People, Get What You Want, and Communicate Without Pain. Go to https://personalityprofiles.org/ for more information.

Sellers often think their home is worth much more than it really is worth. How does an agent determine asking price on a unique or luxury home? Are online evaluations more reliable than an updated appraisal? Can the intricacies of home appraisals ever be replaced by algorithms? On this episode, I tackle these questions with Mark Morgan, a veteran real estate appraiser who specializes in luxury homes. He outlines the important factors that should always be considered when evaluating properties. I recommend getting a pre-appraisal before versus relying on an online evaluation. Algorithms are taken as accurate, but nothing could be farther from the truth. -Mark Morgan Takeaways + Tactics Most of the time, online evaluations quote less than 50% of the actual price of luxury properties. Appraisals are an opinion of value, and evaluations should always factor into account the specific features of a property. To determine value, appraisers need to consider scarcity, desirability, utility, and purchasing power. Though online appraisal tools may offer an easy answer, the fact remains that sellers want to find the highest possible price for their properties. What better way to fetch high returns than through comprehensive evaluations? Professionally conducted appraisals continue to be the best way to identify property value. Quality resides not in algorithms, but in experience and specific analysis.

Our society is rapidly changing, and many real estate businesses are lagging behind. How can you take diversity into consideration when you hire and run your office or team? How are so many offices and teams failing to reflect the areas they live in? How can we build a successful, long-standing business that sets itself apart from competitors? In this episode, I talk with Richard Silver of Silver Burtnick & Associates for these key insights. I wanted a team that looked like the people of our city. -Richard Silver Takeaways + Tactics Change is essential and should be embraced. Diversity of agents with regards to race, religion, age, culture and language only stands to benefit your business. This is particularly true in multicultural societies. Use of new technologies is vital, from testing personalities to marketing homes. At the start of the show, we talked about Richard’s journey and how he got started. We also talked about the importance of embracing change, and the power of diverse teams in the success of businesses. We talked about how luxury can sometimes be defined according to how many properties someone has. We also talked about why every chance to meet potential clients should be seized. We also discussed: The necessity of networking Situational relevance and how it works Multicultural societies, spurred on by globalization and rapidly evolving technologies, require change in the traditional approach to luxury. As markets become more diverse, agents need to consider the importance of representative teams. Further, as technological advancements show no signs of slowing, it is imperative they are used to the agent’s benefit. Change is inevitable, but that should not be cause for concern. Rather, it should be hailed as an opportunity for further-reaching success. Guest Bio Leading the Torontoism.com Team at Sotheby's International Realty Canada, Richard is designated as an ABR, e-PRO and a Certified International Property Specialist (CIPS). A past Director-at-Large for the Canadian Real Estate Association, and Past-President of the Toronto Real Estate Board. A speaker and writer about the use of "Technology in Real Estate" as well as "The International Real Estate Market", he is founding Past-President of the Asian Real Estate Association of America, Toronto Chapter. Inman News named him one of the "Top 100 Most Influential people in Real Estate for 2013". Learn more here: https://torontoism.com/

Keeping the consumer informed about the market and where it’s going is one of the most valuable things we can bring to the table as an agent. How do we make sure we present this data and information in a way clients can understand and retain? Why is it important to focus on more than just our local markets? Where are home prices headed as we get into a new year? On this episode, I’m joined by Keeping Current Matters VP of Content, Sales & Marketing, David Childers, and Senior Content Developer Morgan Tranquist to share why it’s important for us to stay current with what’s happening in the market, wherever we are. Powerful, relevant visuals give clients the best opportunity to understand what is going on and the nuances of the real estate market. -David Childers, Keeping Current Matters Takeaways + Tactics When someone is thinking of buying or selling a house, they pay more attention to the news. We have to connect the dots between national and local. Acknowledge what the buyer/seller has heard and then drill it down to their locality. When demonstrated visually, retention of a concept goes up significantly. Have the heart of a teacher, not a salesman. At the start of the show, David shared how KCM got started and how they’ve set the bar high for helping agents become experts on the market and win more opportunities and listings. Next, we talked about the importance of visuals and how the downturn created a lot of misinformation and paralysis. We also discussed: The importance of connecting local and national market knowledge Why we should be encouraged by where housing prices are going As real estate professionals, our jobs aren’t done until our clients are truly informed. We aren’t salespeople— we should be teachers first and foremost. We have to be willing to take the time in every presentation to teach our clients. It’s our responsibility to stay up-to-date with the market and present the data in a visually appealing way so it really sticks with the client. Local knowledge simply isn’t enough. It’s crucial to be aware of what’s happening nationally, and still relate it to the local market. Guest Bios David is the VP of Content, Sales & Marketing and Morgan is a Senior Content Developer at Keeping Current Matters. To get a free 14-day trial, go to https://trykcm.com/luxury . To read their highly informative blog, go to http://kcmblog.com/.

Video is an area that is lacking for the majority of real estate agents, and it’s a huge missed opportunity. What makes people reluctant to try video and how can we overcome this hesitation? What kind of content should we be creating? Why should we create and share content about causes that are close to our hearts? On this episode, Christophe Choo, who was just named BombBomb’s top video influencer of the year, shares how we can level up on our use of video. Your message has to be natural, and from the heart and the soul. That seems to be what really works and what people want to see. -Christophe Choo Takeaways + Tactics 87% of consumers want videos but only 9%-11% of brokers are actually doing it. People are watching Reality TV more than anything, and they want us to be real and natural—not perfect. Don’t overthink video. You’re just having a conversation with a friend, and a camera happens to be on. At the start of the show, Christophe shared how he started incorporating video into his business. Next, we talked about the importance of authenticity and why that’s so valuable in luxury real estate. Christophe also shared some of the biggest opportunities that have come from his video. We also discussed: Ways to practice to get better at video How to get over the fear of being in front of the camera How Christophe monetized his videos Video is the greatest opportunity in our industry right now because consumers want it. However, very few real estate agents are answering that call. Not only does video make it easier for people to find us, it also allows us to build trust with potential clients. It’s natural for us to be nervous about it, but video content is nothing more than talking to a friend with the camera on. The more you practice and work at it, the better and more confident you’ll get. Ultimately, you’ll end up having people gravitate towards doing business with you without having to seek them. Guest Bio - Christophe Choo is a Coldwell Banker Residential Brokerage real estate agent serving Beverly Hills, CA and the surrounding areas. He is a top producing Beverly Hills real estate agent, a speaker and Bomb Bomb's #1 2018 Real Estate Video influencer. Go to http://www.christophechoo.com/ for more information or email [email protected]. Find him on YouTube, Twitter and other platforms.

Keeping an eye on the market helps us plan ahead, but what direction is the luxury real estate market headed? What are the ways we can increase engagement on our online listings? And how can we get better at communicating with our clients? In this episode, Stephanie Anton shares her digital marketing tips and predictions on the luxury real estate market. Having insight into the hearts and minds of the affluent consumer is critical for understanding how to play in this market. -Stephanie Anton Takeaways + Tactics Properties that have more photographs get more clicks and have higher engagement rates. The more photographs you have for an online listing, the better. Videos aren't supposed to give the viewer a property tour. They’re supposed to tell a story. Affluent buyers don’t buy properties because they need a roof over their heads. They buy them because of the lifestyle that comes with the property. The language we use should be influenced by the buyer’s motivation. We have to be on the same wavelength with the buyer, and to do so we have to find out whether they’re looking for a temporary house or a permanent home. In the beginning of the episode, we talked about what attracts attention to online listings and how we can optimize videos to attract the right buyers. Next, we talked about how we can determine the motivations of the buyer. We also discussed why it’s important for us to be aware of them. We also shared insights on: How tax changes impacted the real estate market The current state of the luxury market and trends Why properties that are easier to customize get sold first How tax changes have good and bad effects depending on the market Surveys show that a large percentage of the real estate luxury market is looking to buy, and a very small percentage is looking to sell. There’s still a strong demand to buy real estate among those who are well off. A good reason for this consumer behavior could be the growth we’ve seen in the global net worth. This interest in buying luxury real estate isn’t limited to North America. The trend has been been noticed in Europe and Asia as well. Guest bio Stephanie Anton is the President at Luxury Portfolio International, the luxury division of Leading Real Estate Companies of the World. Stephanie has been running the daily marketing operations for Luxury Portfolio International since 2005, and since then she’s been invited to speaking events on the international luxury market. If you’re interested in joining a marketing program for top performing brokerages, you can find our more about it here. Register Here to download Luxury Portfolio's Whitepapers

Many real estate agents feel frustrated because they have to deal with rejection on a daily basis. Is there a way to attract clients instead of chasing them? How can we establish ourselves as authorities in our industry? What is the biggest leverage we have when it comes to negotiations? In this episode, Glenn Twiddle shares how we can become the face of real estate in our local community. "You want to not only differentiate yourself, but to also be positioned as a leading authority in your business." -Glenn Twiddle Takeaways + Tactics Inbound marketing saves time and energy. The biggest leverage we have is our reputation. The first luxury client is the gateway to bigger earnings. When it comes to establishing ourselves as experts, authorship is another effective way to do this. When we have our name on a book, we come off as more professional and knowledgeable. Our book doesn’t have to be a classic to make a good impression, but it has to contain good information so people who read it will find it helpful. Another way we can stand out is by having a professional photo shoot where we show off our personality. These methods can make a big difference in helping us to differentiate ourselves and build a reputation. Guest Bio- Glenn’s history includes being a Real Estate Agent, Sales Manager, Sales Trainer, Real Estate Principal and Business owner, and Clinical Hypnotherapist. He started as a Salesperson and quickly became a number 1 salesperson in the competitive inner city Brisbane apartment market. Glenn has trained and mentored thousands of real estate agents in his capacity as a Sales Trainer for the Real Estate Institute of Qld (REIQ), Coldwell Banker, the number one real estate franchise in the WORLD, Brisbane Apartment Sales, Alto Real Estate, Ray White Centre for Excellence, LJ Hooker, Richardson and Wrench and many others. Go to http://www.glenntwiddle.com.au/ for more information.

Video marketing is one of the hottest online marketing trends, and it has proven itself to be a powerful tool in real estate. How can social media and content marketing help us build trust and authority? Why is it important to constantly learn new things in a shifting industry? How can we use the law of reciprocity to get more referrals? In this episode, Christine Carlo George talks about her journey and what it takes to succeed with video marketing. I never want to be the smartest person in the room. I’m constantly looking to learn from other people. -Christine Carlo-George Takeaways + Tactics One way we can reach people more easily is by becoming an authority in our niche. One of the best strategies for doing so is to use social media platforms and content marketing. In an industry where technology has changed many of the ways we communicate and generate leads, it’s vital for us to have a student mindset and refrain from assuming that we’re the smartest person in the room. One of the best tactics for attracting more referrals involves providing value to other agents. We have to give referrals and find ways for helping others before we ask for help. At the beginning of the episode, we talked about building trust, giving value, and how people are more likely to share what worked and what didn’t for them in an industry where the entrepreneurial mindset is present. We also shared insights on: How video marketing can help us position ourselves as experts Why we don’t need expensive equipment to get started How we can benefit from interviewing people from other industries as well Video marketing is one of the best ways to share information and build trust. Because it’s a better attention-grabber than many other forms of marketing, it will probably never go away. As a result, more agents should invest their time in this form of content marketing to build trust and position themselves as authorities in their niche. Guest Bio: Christine Carlo George is the President of Marketing & Business Development for Leading Edge Real Estate. Christine is responsible for their luxury strategy and oversees the company's marketing and business development strategies and all marketing related activities including company branding, community relations, advertising, public relations, communications and social media.

The luxury client is the most demanding of all the client segments, and this can intimidate agents. How does boosting our competence actually contribute to our confidence? What are the 4 agent archetypes, and how can each one maximize their strengths? How does trust fit into how well we convert? On this episode, the president of the Brokerage Consulting Division at T3 Sixty, Dean Cottrill, shares the secret to success in luxury real estate, even for a new agent. If new professionals can increase their competence, knowledge, and skills, that brings the confidence. -Dean Cottrill Takeaways + Tactics 4 agent archetypes: the networker, the marketer, the converter, and the prospector Sales professionals should have at least 5 areas they are going to focus on to drive revenue to their business. If you do something more than twice, you have to create a system for it. Luxury consumers have the highest expectations, because they have experienced a high level of service and support. To Learn More About The 4 Agent Archetypes, Click HERE. Resources Become a Certified Luxury Listing Specialist Get Your Free Gift - Luxury Listing Blueprint At the start of the show, Dean shared on the work T3 Sixty does and how good leaders want to simplify real estate for their people. Next, Dean broke down the 4 different types of agents and he also talked about why confidence and competence are so important. We also spoke about the importance of relying on data and market insights and not our own opinions or the opinions of our clients. We also discussed: How luxury consumers are different from other consumers What sets top agents apart How increasing confidence increase conversions Luxury clients are used to a high level of service and support. If we want to appeal to them, we need to have a high level of confidence backed up by actual competence and knowledge. We have to create systems that allow us to duplicate our performance without reinventing the wheel. This results in more business, more referrals, and more confidence to know we can do a high level of business. That’s ultimately what separates top level agents from the rest. Guest Bio Dean is president of T3 Sixty’s Brokerage Consulting Division. In addition to helping brokers and their companies reach higher levels of success and profitability, he also leads the T3 Fellows program. He has over 20 years of hands-on leadership experience and has held several senior-level positions with real estate brokerage organizations including Long & Foster, Weichert Realtors and Coldwell Banker Residential Brokerage (NRT), where he spent the last 10 years of his career. Go to https://www.t360.com/ for more information. To access the 4 Agent Archetypes webinar, go to t3fellows.com

The momentum in our business can often be attributed to how many contacts we’re making. What must we do to build and maintain high value relationships? How do we differentiate ourselves when the market is crowded and the competition is so high? set ourselves apart? On this episode real estate industry legend, Saul Klein, talks about why contacts are the key to our success in business. One of the ways you build trust and confidence is by demonstrating expertise. -Saul Klein Takeaways + Tactics The best software is the one you use and generate productivity from. Having more conversations with people can get you out of a slump If you’re going to do what everyone else is doing, the only thing you can differentiate on is a lower price. If we want to work smarter, attract luxury clients, and increase the average sale price of the homes we represent, we have to prioritize the conversations we’re having, the relationships we’re building and the ways in which we’re engaging. Even though it doesn’t happen overnight, anytime we build a relationship we are creating opportunities and setting ourselves up for business down the line. Guest Bio Saul Klein is widely recognized as the real estate industry’s first Internet Evangelist. He was selected by the National Association Of REALTORS® as one of the “25 Most Influential People in the Real Estate Industry” in 2003, and has been selected as one of the “100 Most Influential Real Estate People” by Inman News. Go to http://www.thedataadvocate.com/ for more information.

Video is one of the most engaging ways to create content. Plus, since our audience can see us, the level of trust we build is higher. How is creating video content for social media platforms different from what we see on television? What equipment do we need? Most importantly, what kinds of topics should we cover to attract as many viewers as possible? In this episode, Sue "Pinky" Benson talks about how she generates leads and builds trust in a highly competitive market by using video. Answering common questions for video content are easy, ‘low-hanging fruit’. -Sue “Pinky” Benson Takeaways + Tactics Being authentic and using a vlogging style is more relatable and friendly to viewers. Being genuine gains more trust. Real estate agents often invest too much into creating a professional persona, and most clients see it as “trying too hard”. Our audience dictates our behavior on camera, and it depends on our demographic. If we want to make video work for us, we have to ask ourselves, “What clients do we want to work with?”. Millenials don’t want to be sold to. They want a real person, and not a salesman. In the beginning of the episode, we talked about how agents should present themselves on camera and why we don’t have to emulate the people we see on television. Next, we talked about the importance of figuring out what audience we want to reach and how this will decide the type of content we create. We also shared insights on: How social media promotions work and why consistency is vital Why sharing political views or religious views might alienate some of our prospects and make us lose business Why we don’t need expensive equipment and editing tools to make make good videos Video marketing is all about building trust and showing our audience that we have the answers to their questions. What helps our message truly get through the screen is speaking the language of our audience. The demographic of our ideal client is what determines the tone, language used, and content delivery. Guest bio Sue "Pinky" Benson is a real estate video influencer, speaker, and real estate agent in Naples, Florida. She was featured on National Association of Realtors Magazine and Florida Realtor Magazine and has been recognized by major publications as a video marketing expert across North America. She currently manages Pinky knowns Naples, and you get in touch with her on her Facebook account.

Most agents don’t have the budget, tolerance, and patience to wait for the good results of their strategies. How should you go about evaluating whether something is really working? What factors do you need to consider in order to hire really good people? Do you need to have a luxury lifestyle to be worthy of getting high-end listings? On this episode, Kingston Lane CEO Steve Olson shares on the activities, mindsets, and behaviors that will make you successful at any price point. You have to have the cadence, ability, threshold, and tolerance to run advertising and be okay that some of the stuff isn’t going to work. -Steve Olson Takeaways + Tactics If you can get most marketing to work in the high end, it will work for the “bread and butter” tenfold. You can’t have agents on your team that are only happy when they get happy results. They have to be in love with the journey. When it comes to selling luxury, you don’t have to live the lifestyle you sell. At the start of the show, Steve talked about what Kingston Lane does for agents, and shares his observations on advertising after running thousands of ads. Next, we talked about the importance of hiring people that match your culture and goals. We also talked about one of the biggest misconceptions people have about luxury listings. We also discussed: Productivity tips and improvements Steve’s tip for hiring agents who will always work hard Why we should never expect our business to be easy There are going to be ups and downs in real estate, but we have to keep the motivation to do our work. We make the money we make because we’re paid to negotiate our client’s emotions. The minute the business gets easy or streamlined, our commission dollars are going to plummet. Ultimately, we have to become experts at hiring well and tracking everything we do. Remember that the ability to sell luxury has nothing to do with being at that level in our own lifestyle. We just have to bring a high level of quality in the service we provide. Guest Bio Steve Olson is the President of Kingston Lane and an award-winning veteran of the real estate industry. Steve’s holistic experience comes from his success in real estate sales, team and brokerage leadership, and coaching the highest-producing teams in North America. Steve is a true industry leader with cutting-edge tactics that he shares with teams and also utilizes in his own real estate business every day. Go to https://kingstonlane.com/ for more information.

People think luxury is about driving a nice car and dressing well, but it’s really about engaging your clients in a different way and offering a valuable experience. How are “global” and “luxury” actually a real strategy? How can you become proactive, anticipate needs, and build a clear system to help luxury clients? What are the big trends in the international luxury market? On this episode, Mortgage Collaborative Partner and luxury expert Jim Park shares on the increase of international buyers and how to capitalize on it. If you want to build a clientele that’s global, luxury and high net worth, then international is certainly an aspect that you can focus on. -Jim Park Takeaways + Tactics When you’re dealing with international buyers, remember that you have a small window. You might have to line up many viewings within a few days. Make sure you hone in on what they want. The five states international buyers are primarily going to are: Florida, Texas, California, New Jersey and Arizona. People who buy second homes internationally are high net worth individuals, so appealing to them involves selling the luxury experience. At the start of the show, Jim shared on how he got started and what he means when he says luxury is a strategy. We talked about how to get more referrals, which are the main sources of the US’s international buyers. We also talked about some of the ways to make the process of looking for a home easier for an international buyer. We also discussed: The Ritz-Carlton experience How to be more proactive and anticipate the needs of international buyers Social media tools People are becoming more global, and real estate is mirroring this. There’s a lot more to getting a more international clientele than understanding their culture. They want their agent to be their eyes and ears, so you have to really hone in on what their looking for in a short span of time. When a high net worth individual wants to buy, they want the amenities, the location, and the experience you are offering. Guest Bio - Jim Park is the 2013 Chair of the Asian Real Estate Association of America (AREAA) and a partner and co-founder of the Mortgage Collaborative. The Mortgage Collaborative works with small and mid-sized lenders to strength its market power and to create innovative mortgage solutions for this important segment of the mortgage market. Go to https://www.areaa.org/ for more information.

A lot of Realtors live in fear that technology will eventually replace their role in the home buying and selling process. Is it true that we’ll end up being edged out of our businesses by machines? What parts of the real estate process are actually enhanced by technology? What are some of the ways to help foreign buyers and provide value? On this episode Simon Chen, the CEO and President of ERA Real Estate, shares why our industry stands to benefit greatly from tech. The consumer experience is going to benefit greatly from technology. -Simon Chen Takeaways + Tactics None of what we do will be made obsolete by technology. In fact, technology will make things easier for us, and better for our clients. Not having tech tools at your disposal takes away your competitive edge in today’s market. Making the home appealing to a broad a spectrum is the key to any staging approach. When it comes to foreign buyers, translating listings to native languages is a huge piece of value. At the start of the show, Simon talked about his background, how he started in investment banking, and the strategy he used to target foreign buyers. Next, we talked about why staging is so prevalent in real estate today. We also talked about why we have no reason to be afraid of technology. Towards the end, we discussed where the luxury market is going. We also covered: How to leverage tech resources How to get more eyeball traffic on your listings How tax affects buyer behavior Technology isn’t going to edge us out. In fact, it’s going to enhance what we do. Even though the buyers rely on tech to find properties, our work begins after they’ve found the house. The consumer buying experience and the broker/agent experience is going to get better. Instead of fearing technology, we should welcome and leverage it because it will make our jobs easier and make us more competitive. Guest Bio Simon Chen is the President & CEO at ERA Real Estate. Go to https://exploreera.com for more information. Before this, Chen was the COO at Realty One Group. He also founded real estate investment and technology consulting firm Century Pacific Group and worked as senior director of corporate development and strategy at realtor.com and its operator, Move, Inc. For more information on ERA Real Estate, visit https://www.era.com/

The luxury real estate industry is facing a lot of challenges from people trying to change the business model. What do we need to improve in order to get our value back? How do we raise the bar for how we handle our clients? On this episode Joseph Rand, the managing partner of Better Homes and Gardens Rand Realty, shares on his book and what will protect our business from disruptors and discounters. If we focus more on the client experience, we can stave off the disruptive elements that are trying to change the game. -Joseph Rand Takeaways + Tactics We need to stop focusing so much on lead generation and start prioritizing the client experience. Price point is a process of discovery between you and your seller, not something you just dictate to them. We should be marketing all homes the way the average agent markets a luxury home, and we should be marketing luxury homes at a higher level than that. At the start of the show, Joseph talked about his background and how he got started. He also talked about his book Disruptors, Discounters and Doubters. We also covered the importance of making sure we don’t put all our innovating energy towards lead generation and start focusing on the client experience. We also discussed: Why the best way to create business is raising fans The importance of investing in marketing The difference between listing a home and marketing it The truth is, we have not done a good enough job of raising our game and improving our client transaction experience. This makes it easy for challengers to try to edge us out. We have to teach agents to do the work, and this starts with treating our clients well. The client experience is all about putting their needs first and giving them information that actually helps them sell. Guest Bio Joseph Rand is the Managing Partner of Better Homes and Gardens Rand Realty, one of the largest family-owned real estate brokerages in the country. Go to randrealty.com or find his book Disruptors, Discounters & Doubters on Amazon.

A lot of agents are operating like amateurs, and it shows in the results they are getting. How do you level up and become a pro in this business? How can you use Facebook marketing to get quality leads? How do find out who your target avatar is? On this episode, entrepreneur and host of the GSD Mode podcast, Josh Smith, talks about the component of success so many agents miss. Generalists make a living. Luxury Specialists get wealthy. -Michael LaFido Takeaways + Tactics If you do open houses the same way as everyone else, you won’t succeed. Pre-marketing the property to create demand and attention is very important. When you jump into the unknown without taking the time to educate yourself, you can get taken advantage of by the people you outsource. Know enough so you can spot the red flags. Create Facebook ads so specific that you can eliminate people who would not be interested. Resources Become a Certified Luxury Listing Specialist Get Your Free Gift - Luxury Listing Blueprint At the start of the show, Josh shared how he got started in real estate and what inspired his podcast, GSD Mode. Next we talked about why real estate will always be a people-based industry, even with the rise of tech. We also covered the importance of being a specialist. We also discussed: Why it’s important to focus on what you can control How to strategically set up your open houses to get more results Lead ads and retargeting There’s a huge difference between the people who achieve massive success and the people who just talk about it. The latter obsess over the things money buys them, and the former obsess over the processes that lead to success. The money follows their actions. With whatever marketing tactic or business strategy you’re using, divide and conquer. Go deep, peel back the onion, and master what you’re doing. This is how you create massive success. Guest Bio Joshua Smith is a Realtor and serial entrepreneur based in Phoenix, AZ. Joshua is one of the top Realtors in the world while running many other successful companies. Go to http://www.gsdmode.com/ for more information.

If you’re a business owner, team owner, or top producing agent, an exit strategy is very important. How will you know who the right buyer is? When it comes to building trust in luxury, what is one thing you can do to create value? Is it the buyers or sellers that determine the velocity of the luxury market? On this episode, serial entrepreneur and sought-after keynote speaker Sharran Srivatsaa shares great insights on these topics. The clients are looking to be led, and our ability to structure that advice with confidence is where clients gravitate to the agent. -Sharran Srivatsaa Takeaways + Tactics The job market and the stock market have been good for the average person, making them feel like they can spend more. This has driven the growth, purchases, and velocity of the market. The luxury market is based around the ability of a buyer to actually buy. As a result, it’s not the sellers, but the buyers that set the tone for the luxury market. With luxury price points, properties won’t always sell quickly. This is where your communication skills come into play, because you have to give feedback and keep the seller confident. If you’re considering your exit strategy think of who the buyer would be and why they would care about your business. Resources Become a Certified Luxury Listing Specialist Get Your Free Gift - Luxury Listing Blueprint At the start of the show, Sharran talked about how the 5am Club got started and what his podcast, Million Dollar Playbook is all about. Sharran also shared on the trends he’s seen in luxury and why it is so critical for agents to show their knowledge of the market and present that knowledge with confidence. We also shared insights on: How to develop your exit strategy The connection between knowledge and confidence Different models of exit strategies The most powerful thing you can do is establish credibility. Once you do that, everything you say and do afterwards becomes a lot easier. The client will trust you more and feel like their home is in good hands. At the end of the day, bragging about your track record to the client is irrelevant. It's establishing trust through your action that matters. When it comes to a good exit strategy, there are many ways to go about it. The key is knowing the value you bring to the table. From there it’s about finding the model that best suits both parties, of which there are a few to choose from. Just because our business is based on commissions and transactions, don’t forget that you’ve built years of goodwill, systems and knowledge-- and there’s a market for that. Guest Bio Sharran Srivatsaa is the CEO of Kingston Lane, a push-button technology execution platform for real estate. Sharran is a serial entrepreneur, sought-after keynote speaker, and a respected thought-leadership resource for publications such as the Wall Street Journal, SUCCESS magazine, Huffington Post and Forbes. Sign up for a FREE Kingston Lane account on us, and use the tools to leverage and grow your business: www.kingstonlane.com

We all strive to show our prospects that we are different, that we care about their needs, and that we’re not just after the listing. How do we actually prove this? Are you getting involved in your community? Do people know you as a trustworthy and caring person? In this episode, Katherine Bordelon shares her strategy of reaching people’s hearts. "We are a service-minded culture, so we really strive to form collaborative partnerships in support of each other and our community." -Katherine Bordelon Takeaways + Tactics Help others, but don’t expect anything back. Getting more business or being recognized as trustworthy is just one of the many “side effects” of helping others. The best way to market yourself is to get to know people. Show them you care about their issues and want to be involved in solving them. Giving back doesn’t always mean giving money. It could be a free service or even your time. There are many ways to help people without making monetary donations. When you help others get where they want to be, they often want to return the favor. That doesn’t always mean you will end up working with them, but they might refer you to some of their friends or family members. Become a Certified Luxury Listing Specialist Get Your Free Gift - Luxury Listing Blueprint At the beginning of the episode, we talked about the importance of education and how it can help a community grow. We also looked at her three key business principles; the power of individual liberty, the American dream of owning a home, and being free to be who you are. We also shared insights on: The importance of being involved in your community Why volunteering is the best type of branding The real estate industry is a business focused on helping people make big decisions—in many cases, the biggest financial decision of their life. Unfortunately, many agents see themselves as car salesmen. As a real estate agent, you can choose a different path by helping others grow and giving your time and skills to those in need. Some agents try so hard to prove to their prospects that they are different, yet there is nothing behind them supporting that claim. If you act as a good citizen and identify the needs of your community, you will never have to convince anyone of your integrity. Guest Bio: Katherine Bordelon is an award-winning real estate broker with nearly 15 years of success in residential real estate where she specializes in creating a luxury caliber customer experience. The Dallas, Texas native has worked in real estate since 2006 focusing on clear core values or “guiding principles” in a highly competitive industry. Bordelon is the broker/owner of Castle & Cottage Realty, and the only Central Florida broker to earn Christie’s International Real Estate Top Agent Award (2015), has been recognized as one of Christie’s Top 120 agents worldwide.

Understanding the people we work with changes the customer experience for the better. How should you communicate with your customers? How do you improve their experience? How can you match the buyer with the perfect house? On this episode, Century 21 CEO, Nick Bailey shares his insights on making real estate a pleasant experience for both the agent and the customer. We have to be ready to communicate with them in the manner that they want to, because if we don’t they will find someone that will. -Nick Bailey Takeaways + Tactics Consumers are more likely to demand an instant gratification experience from companies in all industries, including real estate. The next industry disruptor is not technology itself, but how technology can help us provide an anxiety-free consumer experience. Real estate is a supply and demand business, and smart home technology is definitely an increasing trend. Most buyers prefer homes with this type of technology. Resources Become a Certified Luxury Listing Specialist Get Your Free Gift - Luxury Listing Blueprint On this episode, we shared insights on the attitude agents should adopt when it comes to improving the customer experience and what will remain unchanged in the real estate industry no matter technological changes. We also shared insights on: How real estate will always remain a people-based business How to communicate in the way your clients want you to communicate The new open house experience in the light of new technology The most important aspect of selling luxury homes is knowing the seller. Do they have a family? Are they single? How does migration happen? All these aspects make the transaction process smoother and more anxiety-free for both the agent and the buyer, simply because they are both on the same wavelength. Preparing a home for buyers is also an important element of the transaction. Many homeowners leave their own footprint on the furnishings of the house, which makes buyers feel it isn’t their home. Tech is a great solution for these concerns and it will continue to change how we do business. Guest Bio Nick Bailey is the President and CEO at Century 21 and an expert in highly competitive markets and marketing campaigns. At only 28 years old, he became the a RE/MAX World Headquarters VP. Since then, he has taken the real estate industry by storm, being vice president 3 times and ultimately becoming the CEO at Century 21.

Reach and relationships are the lifeblood of a successful real estate business, and it all starts with social capital. What is social capital and how can you leverage it in your business? How do you stay connected socially in your local market? What is the most important metric when it comes to connecting people? On this episode, I talk to Meghan Barry & John Brian Losh from Who's Who in Luxury Real Estate about the power of social capital. Luxury agents need to be highly connected and highly educated in the higher-end market. Being highly educated and knowing how to position a luxury home is vital. -Michael LaFido Takeaways + Tactics For building a new connection, there’s nothing more important than a personal introduction and endorsement. It’s not about the wealth of the people you’re connected with-- it’s about reach and whether they are good people. Being a connector of people to property, people, and agents is critical. At the start of the show, we talked about how Who’s Who got started and the vision Brian had for it. Next we talked about the concept of social capital and why it’s so critical for a luxury real estate agent. We then shared on how to stay connected socially in your local market, and why being a connector is so powerful. We also discussed: The importance of being highly educated and connected in your market Why knowledge resonates with luxury buyers and sellers Why the social capital conversation is so necessary When you think about how connected we are with social media and texting, it’s easy to connect with people but it’s not always a real true connection. Social capital is how you build authentic connections. Being a connector of people to property, people, and agents is really important. It shows people that you really know your local market and the market beyond your own reach. Having that ability resonates people who are buying in the high end. Guest Bio John Brian Losh is the founder and chairman of Who's Who in Luxury Real Estate, and Meghan Barry is the president. Who’s Who is a worldwide collection of top brokers representing the finest luxury properties across the globe, and has been leading the real estate industry since 1986. Who’s Who in Luxury Real Estate’s global network is showcased on LuxuryRealEstate.com, which remains the #1 portal for luxury properties on the web and has more $1,000,000+ content than any near-peer. The company has been recognized as a leader in the industry by Forbes, The Webby Awards, Web Marketing Association, Maggie Awards, ADDY Awards, the Inc. 5000 List, and more.

Some people think luxury is the same thing across all the markets, but it’s actually relative to the given marketplace. What are some of the biggest trends in the luxury market? How does location fit into the greater understanding of the market? How can you empower yourself with information in the luxury arena? On this episode, we are joined by someone who has their finger on pulse of luxury, the President of KW Luxury International, Lesli Akers who shares key insights and strategies. You market the property, but you also have to position it correctly. -Lesli Akers Takeaways + Tactics Location depends on view and proximity to the most valuable assets of the area. Go out into the market and see the details of new constructions such as the materials being used. It helps you understand the value of the homes. You have to position the home accurately to get eyeball traffic. Resources Become a Certified Luxury Listing Specialist Get Your Free Gift - Luxury Listing Blueprint At the start of the show, Lesli shared on her background and how she became the President of luxury at KW. We talked about how luxury can be defined differently, and why you need to do a good job of documenting and articulating all the details of a property. We also discussed: Trends in the luxury space How to tell the story of a home How to succeed as a newer agent in luxury One of the key factors in luxury real estate is your ability to tell the story of the home. When you’re a newer agent in this space, it’s so important for you to go out into the field and see the details of the home. Find out what’s being used to build and what can you learn, because there are many differences that affect the value of a property. Arming yourself with this knowledge will set you apart. Guest Bio Lesli is the President of KW Luxury International. As the Hall of Fame Team Leader of one of the world’s largest, most profitable real estate offices for nine years, Lesli Akers knows a few things about growth and adding value. Under her leadership, the Keller Williams DFW Southlake (Texas) market center grew to nearly 700 agents and consistently ranked among the company's top performers. She is passionate about teamwork and succeeding with and through others and exemplifying the core values of Keller Williams. Find her on LinkedIn https://www.linkedin.com/in/lesli-akers-82961810/.

In a busy market, it can be tempting to list a luxury home on the market without properly positioning or restoring it. Why does this usually lead to the home sitting on the market for a long period of time? How do luxury listings create high leverage opportunities? On this episode, we are joined by co-founder of eXp Realty, Brian Culhane, to discuss how we worked with Brian to increase his chances of selling his new $6.5m trophy luxury listing quickly. "The student has to seek out the master.” - Brian Culhane, Co-Founder of eXp Realty Takeaways + Tactics Treat a dated luxury listing like a painting restoration. Listen to the clients. They’ll tell you everything you need to know if you ask the right questions. If you’re a lower producing agent, small office, unique or don’t have a proven track record: learn from the best. Listings are an opportunity to get other listings, but also to meet other influential high net worth people. Resources Become a Certified Luxury Listing Specialist Get Your Free Gift - Luxury Listing Blueprint At the start, Brian shared on the factors that are contributing to eXp’s growth. Next, we discussed the importance of considering restoration work for a house and how luxury listings can actually be opportunities for networking with other high-end professionals. We then talked about the importance of coaching. We also discussed: How to win in luxury when you have no proven track record How to learn more about what sellers want The local listing Brian won First impressions are so important when marketing luxury homes. Never underestimate the power of putting some work into a home before you list it. It could be difference between it selling immediately or it languishing on the market for months or even years. Don’t be tempted to throw a home on the MLS. A little extra time and effort can earn the sellers more money. When you’re in a buyer’s market and you represent the seller, get them onboard and be willing to do the things the competition won’t do to position their home for a successful sale. Guest Bio Brian Culhane is the Co-Founder of eXp Realty. He has been one of the driving forces behind eXp's rapid growth and expansion into 45 states, 100 MLS regions and in Canada. To get in touch, email [email protected].

One of the biggest challenges we have as real estate agents and brokers is the large amount of “stuff” to do in a day. How can this hinder you from seeing any real business growth? How can leverage and scaling your business solve this problem? Should you only get an assistant when you’ve reached a certain pay point? On this episode, the founder of MyOutdesk, Daniel Ramsey, shares the power of leverage and scale. We help real estate professionals take advantage of really smart individuals in other countries of the world. -Daniel Ramsey Takeaways + Tactics When growing a business, there’s so much to focus on that it can be overwhelming. Understand your team’s strengths and weaknesses so you know where the assistance will fit in. Think about what you’re taking off your plate and how what that will help you focus on high-dollar tasks. At the start of the show, Daniel talked about his company, and the 7-figure roadmap plan they developed for their clients. Next, we talked about how leverage can help you grow your business. We also talked about how the MyOutDesk team leverages resources to help a listing agent increase their earnings. We also discussed: The power of leveraging global talent Why it’s overwhelming to be a business owner How to increase your price by 30% Thanks to advancements in technology, business owners now have access to a lot of talented professionals who can help your business in many ways. Outsourcing and delegating means you don’t have to deal with the things that drag you down, and you can put your focus on tasks and activities that really move you forward. That’s how you’ll be able to increase your earnings and push for that increase in your price point. Guest Bio Daniel’s years of experience in real estate contributes an invaluable amount of insight and expertise to MyOutDesk. His knowledge of the industry is a great asset when it comes to business development, sales and marketing strategies. Being a Real Estate Broker, General Contractor and Developer has proven to provide a foundation of core competencies of value from the realtor perspective, leading MyOutDesk to grow exponentially and find great success. Daniel’s passion for the Real Estate industry coupled with his love for innovative ideas are key elements in achieving his desire to dominate the enterprise https://myoutdesk.com/. Resources Become a Certified Luxury Listing Specialist Get Your Free Gift - Luxury Listing Blueprint

A lot of people in real estate are taught that they can and should do it all alone. Why is this misleading? How can you use systems to free up time and actually make you wealthier? What does it take to really grow a business? On this episode, we talk to coach and business growth specialist, Alex Charfen, who shares his journey and one thing all real estate business owners should know. Any successful person in business that has grown an empire, has done it with the help of other people. -Alex Charfen Takeaways + Tactics Once you start making money, ask yourself what you can do to start making things easier for yourself. If you don’t build leverage or a team, you’ll make a decent living but only for a while. Determine what part of the business you love. Then build structure, processes and people around everything else. The discipline of gratitude is a huge part of recovering after a difficult time. At the start of the show Alex shared how he got into real estate, the incredible story of overcoming the challenges of two hurricanes and the 2007 crash. Next, we talked about one of the biggest impediments to the growth of real estate businesses. We also discussed the issue with a great deal of real estate coaching programs out there and why you need to stop listening to them. We also discussed: How to build an organization around yourself The importance of outsourcing and delegating Why a real estate business can be a trap Real estate agents are taught that they need to do everything themselves, and that they are in a self-sufficient business. As a result, many agents are control freaks, hindering their ability to grow a business and build an empire. You can do pretty well on your own, but to get to real wealth, you can’t close yourself into a bubble of productivity. If you really want to grow the business, build an organization around yourself. Stop listening to people that put you in the loop of doing the same things over and over again. Guest Bio Alex is the CEO of the Charfen Institute and the author of The Entrepreneurial Personality Type as well as Momentum, set to publish in early 2018. He is a widely-known business growth specialist and coach. Go to http://www.charfen.com/ for more information. Resources Become a Certified Luxury Listing Specialist Get Your Free Gift - Luxury Listing Blueprint

For people who want to move into the luxury market, it may seem like it’s already locked up by veteran agents. How can you break into it with one simple tactic? What are buyers and sellers really looking for, and how can you easily provide it? On this episode, we talk to agent, marketing expert, coach, and podcast host, Dean Jackson who shares on the advantages of investing in direct response marketing. If you show them that you’re the closest to them getting that check, there’s all the chance in the world that they’ll go with you. -Dean Jackson Takeaways + Tactics In every market, there’s a kind of home that’s most desirable at the top end of the market. Knowing what that is goes a long way. It’s way more valuable for you to know the people that have an immediate need for your service than for a wider pool to know who they are. Pick 500 homes to send postcards to, and think of it as an investment. At the start of the show, Dean shared how he got started and how he works to help agents build lifestyle businesses. Next, he gave an overview of direct response marketing and how it works. Dean also talked about how direct response can give you a secret inventory of potential sellers and the reality of what people are really looking for. We also discussed: How agents can use systems, leverage and other people to create a great life The power of targeting The difference between direct response and other forms of marketing When most people think of marketing they think of personal promotion, creating top of mind awareness and getting their name out there. Direct response is not about getting your name out to everyone. It is designed to get the people who actually need what you’re offering. Direct response allows you to be a “market maker” and it makes your marketing even more effective. No matter how good another agent’s listing presentation is, how established they are as the expert, or how good their marketing is, if you can bring a prospect closer to a transaction, you can win their business. Guest Bio Dean is a real estate coach, Internet marketer, founder of Go Go Agent and host of the Listing Agent Lifestyle podcast. Go to gogoagent.com to find out about his postcard service, go to listingagentlifestyle.com to learn more about the podcast, or email [email protected].

Too many agents simply tell clients what they want to hear to get the business. Why is it so important to be ethical and always provide information backed by data and analytics? How can you go about building a team instead of simply waiting for more clients? Why is it so important to know when your market tips to favor the buyer? On this episode, we talk about these questions and more with Chris Heller, former CEO of Keller Williams. Focus on your core systems, your lead generation, your lead follow up, and getting deals done. -Chris Heller Takeaways + Tactics Bring on more people to help handle the business as you expand. Don’t hire someone unless you’re prepared to train them to be successful. At some price point, demand drops. You have to know what that point is. At the start, Chris shared on the roles composing his team and the importance of behavioral and personality assessments. Next, we discussed what a lot of people get wrong when it comes to building teams, and Chris talked about the outbound prospecting his team does. Towards the end, we talked about value adds you can bring to the market. We also discussed: The value of bringing market knowledge Luxury in San Diego and the state of the market Why you need to inform people with real data and analytics Most people build teams too soon because they decide to expand before they have the demand for it. Focus first on your core systems and giving the best possible service. Then bring people on as your demands increase. Learn to be smart about hiring and training because that determines the quality of your team. It’s also crucial to arm yourself with as much market data as possible, and know your market well. Guest Bio Chris Heller has built one of the most successful real estate teams in the United States. From his selection as Rookie of the Year in 1989, to being the top-producing agent in San Diego County and the #1 Keller Williams associate in all of North America, Chris has earned the respect of colleagues and clients for the exceptional results he delivers. Under Chris’ leadership, the Heller Team has sold thousands of homes. In fact, he has sold more than 100 homes a year, every year for the past two decades. For more than 29 years, Chris has succeeded in a highly competitive marketplace through his leadership, drive and ability to assemble and empower high-performing teams. The specialized members of the Heller Team provide unrivaled market knowledge and client service. For more information go to hellerthehomeseller.com, call 800.800.2978 or email [email protected].

True luxury isn’t just about price. What are the other elements you should consider? How do you avoid a listing going stale before you even list it? Why should you avoid going to market too fast? On this episode, we are joined by Jere Metcalf to discuss opportunities luxury agents should be taking, and why you need to think beyond price. Too many agents have the scarcity mindset, and want to get a property listed immediately when you only have one chance to make a first impression. -Michael LaFido Takeaways + Tactics A lot of people fail out of the business because they think things should be done the same way by everyone. The more expensive and the more unique a listings is, the more you really need to market it that way. Don’t go to market too fast. Take your time and get all the elements of the listing right. At the start of the show, we talked about Jere’s team and podcast, and how she has been able to attract talent into her world. Next, we talked about the Atlanta market and how this year’s luxury trends compare to previous years. We also discussed how to directly and indirectly market to homeowners, and increase the probability of selling a listing. We also discussed: Why you shouldn’t go to market too fast Creating the experience that makes someone want to buy the house Why you need to know your numbers You aren’t just a representation of your company. You’re a representation of your seller as well, and that’s something you should think about before you list a property. Take your time and avoid going to market too fast. It’s about getting in front of the right buyer so they can see that this is the house for them. Know your numbers in your local marketplace, and be aware of what everyone is doing. Try to differentiate yourself, and be thoughtful about your strategy. Guest Bio Jere Metcalf is a leading Atlanta real estate broker who offers unparalleled access, creative marketing concepts and broad market knowledge to her luxury residential client-base. Jere is consistently a top agent for Atlanta Fine Homes Sotheby’s International Realty, named “Top 3 Company Wide” in 2016. Amongst her various awards received, Jere has also been named “Best Real Estate Agent” in Atlanta. Go to http://jeremetcalfteam.com/ for more information or find her podcast on iTunes.

Working with international homebuyers is a great opportunity in real estate right now. What is attracting Chinese buyers to the US market? What are some of the cultural differences you should be aware of? How is foreign investment affecting the San Francisco Bay area? On this episode, we talk with Michi Olson, the Vice President of Business Development and Relocation at Alain Pinel Realtors. The most important thing is for you to be able to respect and understand the culture-- more important than being able to speak the language. -Michi Olson Takeaways + Tactics The top 5 countries that are purchasing in the US are China, Canada, India, Mexico and England. China is spending the most. Clean air, lifestyle, weather and education for their children is a major draw for Chinese buyers in San Francisco. For closing gifts: Avoid clocks, knives, mirrors and the number 4. Give gifts with the numbers 6 and 8, which represent luck and prosperity. At the start of the show, Michi shared how she got into working with Chinese buyers, and what factors draw Chinese investors to the US. Next, we talked about how much money international investors are spending in the US market and how low inventory is creating a bidding frenzy in the Bay Area market. We also discussed: Why Chinese investors park their money in the US Items to avoid as gifts for a Chinese buyer How to ask for proof of funds without offending a foreign investor Of the $102 billion spent in the US real estate market by foreigners in 2016, $27 billion was spent by the Chinese. This year they spent $37 billion. This shows how much of an opportunity there is in this market. You don’t have to speak the language to work with international buyers, as long as you respect their culture. Knowing the “do’s and don’ts” can allow you to serve international investors exceptionally. Guest Bio Michi Olson, SGMS, is Vice President of Business Development and Relocation and serves as Alain Pinel Realtors' primary point-of-contact for company-wide relocation services, including its affiliation with The Leading Real Estate Companies of the World (LeadingRE), the world’s largest referral network for independent real estate services companies that formerly operated as RELO. In this role, she manages the brokerage's corporate relocation network and assists thousands of families annually when they move from one state to another for work purposes, or increasingly, to global destinations in job-related moves. Go to https://www.apr.com/ for more information, email [email protected] or call 800.4445.1111

At certain price points, all markets start to favor buyers. How do you get people to take action quickly, instead of waiting for a price drop? When a house has been on the market for too long, what problems does this create? How do you reinvent a listing that has gone stale? On this episode, we are joined by team owner and luxury specialist, Marti Hampton, who shares the strategies that generate interest and excitement for listings. Everyday that your house is on the market, you lose ability to negotiate and you have a lesser position. -Marti Hampton Takeaways + Tactics Your database is really your true selling feature as an agent. For every 500 online views you should have 10 people that came through the home. Having many showings and no offers is a worse position than having a few showings. At the start, Marti gave us a bit of her background, and why it’s so important to get buyers interested in a home immediately. Next, we talked about Marti’s other business Coming Soon Homes, and why more days on market can weaken your position. Towards the end of the show, we discussed how to revive a stale listing. Marti also shared on: Creating excitement around a listing with marketing How to reinvent the market you’re going after How many showings your online views should be generating The less time a property has spent on the market, the more urgency there will be around it, and the more leverage the agent has. Every day a house sits on the market reduces your effectiveness to negotiate, weakening your position. It’s critical to create excitement and desire for your properties.Once your property becomes stale, savvy buyers will have a much stronger position, which will impact the list price. Remember: you can’t fool the buyer. They often know a lot more about the market than you might think. Guest Bio Marti Hampton heads the top REMAX team in the Carolina’s. She’s also the founder of Coming Soon Homes. She has been in a real estate agent since the 1980s, and she is passionate about her profession, striving to improve with each day. Marti has served Raleigh, Cary, and the Triangle region for over 25 years now. She is proud to sell more previously-owned homes than anyone in the Triangle. In 2012, she was ranked the top real estate agent in the nation and is proud to be the highest producing sales agent on the East Coast for Re/Max. Go to https://www.martihampton.com/ for more information or email [email protected] to get in touch.

What does an agent need in order to get into the luxury side of real estate? Why is it so crucial as an agent to be able to “own your numbers”? On this episode CEO of Christie’s International Real Estate, Dan Conn, shares the biggest market trends in luxury real estate, and gives insights on why real estate remains a stable investment. If you own the numbers and you can make a compelling case to the client about your ability to transact at the high end of the market on a listing, you’ve got a much better shot. -Dan Conn Takeaways + Tactics It’s not enough to say a home will be on Zillow or Trulia. You have to be able to find distribution globally, and get global syndication sources. Real estate perseveres through an economic downturn in a way that many businesses don’t. Real estate in the US has outperformed the S&P over the last 17 years. When breaking into luxury, your firm has to provide the kind of tools you need to be competitive at that end of the market. At the start of the show, Dan gave some background on Christie’s, their affiliates, and how they’ve done over $5 billion in volume over the last 5 years. Next, we talked about how many people there are in the world who can afford the $100 million dollar properties on the global market. Towards the end of the show, we discussed the importance of leading marketing strategies for making a home stand out. We also discussed: Notable trends in the luxury market Advice to agents who want to break into luxury The importance of global syndication of your listings When you’re trying to break into luxury, it’s important to be a part of a network that gets you the kind of distribution and exposure that ensures that people across the world know about the property. It’s also necessary that you own the numbers and prove that your surpass your competition when it comes to making a property stand out. Remember: you are responsible for how that property is positioned online. Guest Bio Dan is the CEO of Christie's International Real Estate. Prior to that he worked at Brookfield Asset Management, where he managed the company's Hard Rock Hotel & Casino investment, overseeing all property level departments, including finance, strategy, legal, marketing and human resources as well as developing the HRHC franchise business. Go to http://www.christiesrealestate.com/ for more info.

There are very few luxury agents that do any type of custom video content because they fear the expense. How does this misconception lead to missed opportunities? Why is it so important to have video content in your marketing plan? How do you demonstrate your expertise and educate your database? On this episode, we are joined by Vyral Marketing founder, Frank Klesitz, who shares how video can boost your business. If you’re not demonstrating your expertise, you’re really not spending time with people and letting them get to know you. -Frank Klesitz Takeaways + Tactics The KPI you should be tracking is people watching videos, consuming your podcasts, and reading your blogs. Many people have the false idea that you have to spend ridiculous amounts of money on video. Lighting is going to be an issue no matter what camera you use. At the start of the show, we talked about the power of short video updates to your database, and Frank shared his own experience in luxury real estate. We also talked about why having a lot of visuals on Facebook is so powerful, and why your aim shouldn’t just be to send out content. We also discussed: The biggest misconception people have about video content How to educate and show people that you have expertise Why you don’t need a super expensive camera to get quality video content Rounding up your contacts, reconnecting with your database, and letting them know you’re selling real estate isn’t a new concept; but you have to take it further. It’s not just about people seeing your image, it’s about them actually spending time with you. By building a wealthy stock of video content, you give yourself instant credibility and play into the power that videos have in conversion. Guest Bio Frank is an entrepreneur, marketer, coach, and real estate investor who built the company Vyral Marketing which serves a wide range of professional services companies around the country. For more information on what Vyral Marketing can do for your business visit getvyral.com. Resources Become a Certified Luxury Listing Specialist Get Your Free Gift - Luxury Listing Blueprint

In today’s world, celebrity sells. Why is the celebrity seal of approval such a big deal in luxury real estate? What are the things you should be doing to better align your branding with your messaging? What does it take to get a celebrity in your corner? On this episode, we are joined by marketing consultant and founder of Radio and Television Experts, Matt Wagner, who shares on the celebrity connection in luxury real estate. "You have to think like today's consumer thinks." -Matt Wagner Takeaways + Tactics Online sellers are doing their homework more than ever, especially on the luxury side. The “white-out rule” in testimonials: if you can white-out your name and put the name of any other agent in the quote, it’s a bad quote. Don’t use it. Diversify your portfolio. Mix luxury and high-end with lower-end listings to get the cash flow going. At the start of the show Matt shared on marketing properties on radio and television, and how to create an urgency about selling a property. Next we talked about the power of celebrity endorsements and why it is so important to remember that people do a lot of due diligence these days. Towards the end of the show we talked about the necessity of audits and optimization. We also discussed: How to get into a celebrity circle of trust The importance of having a branding-messaging match The power of telling a story A celebrity endorsement is a seal of approval like no other. When someone with a lot of clout and respect puts their stamp on someone, it immediately communicates trust and credibility. People aren’t just Googling people anymore, they dig deeper and actually do their due diligence. Make sure your testimonials aren’t too general, or you’ll seem like every other agent out there. Put yourself in the consumer’s shoes so you can understand the things they look out for and the things that get you taken off the list. Guest Bio Matt is the owner of Radio And Television Experts. He has become known around the industry as the premier consultant for helping top agents effectively use media to become local celebrities in their area and create a steady flow of easily converted prospects. Go to http://www.radioandtelevisionexperts.com/ for more information.

The average agent has 13 different online logins, and spends 89% of their time on admin and trivial tasks. What are companies missing when trying to serve the needs of agents? Why is culture such an important part of building a successful business? What are the high-level strategies for luxury listings? On this episode, we are joined by Robert Reffkin, the CEO of the growing real estate tech startup, Compass. As important as technology and great marketing are, I can’t stress enough the importance of culture and community. -Robert Reffkin Takeaways + Tactics There are 270 software providers building tools for agents, but they are small and fragmented. Meanwhile, the big companies aren’t asking agents what they want. Brokers don’t have enough resources to build technology in-house for agents. No automated valuation tool can beat the agent. The average agent who is with Compass grew their business by 25% last year. At the start of the show, Robert shared how he got started and what inspired the creation of Compass. He also shared on the existing real estate tech space, and how much time agents waste on meaningless tasks. Robert also shared his team breakdown and why he brought together people who don’t come from the real estate world. He also shared on the importance of being selective in hiring, “every great institution in the world is selective, real estate needs to be more selective.” We also discussed what people look for in real estate agents, “they want someone they can proudly sit next to, someone collaborative, experienced, likable and fully committed. Robert also discussed: His 80-person marketing team The importance of culture and community How to use technology for pricing Why luxury listings need to be treated in a unique way Why Compass gives agents the tools to make their lives easier Real estate agents are the largest underserved customer base in the country. There just hasn’t been the investment of people and money to make the industry what it could be. There are over a million agents in the US generating a combined $5 billion in commissions every year, but they just don’t have any great companies asking them what they want. Until an agent has one login, they are going to be held back from growing their business in a meaningful way. Agents need to be focused on their clients, not admin. Applying technology to these issues will bring help to bring the industry forward. Guest Bio Robert Reffkin is the CEO of Urban Compass, a tech-driven New York City real estate firm. Prior to Compass, Robert worked at Goldman Sachs as Chief of Staff to the President & COO following five years working in the firm's private equity arm. Prior to Goldman Sachs, he worked at Lazard and McKinsey & Company. In 2005, he was appointed as a White House Fellow to serve as special assistant to the Secretary of the Treasury. Robert is also the Founder of New York Needs You. He received a B.A. and M.B.A. from Columbia University. Outside of work, he recently completed 50 marathons, one in each state, to raise $1 million for nonprofits. Go to https://www.compass.com/ for more info or email [email protected]. 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.

Positioning a home to appeal to the majority of the market will bring you closer to a sale. What activities are crucial to making a home attract more online and offline interest? What does it take to break into a market with an elevated price point? On this episode, we are joined by real estate veteran and owner of RE/MAX By the Bay, David Banks who shares on his winning strategies. Moving into an area that you want to work in is important. You’ll network with everyone that you want to represent in the future. - David Banks Takeaways + Tactics At a certain price point, a shift occurs from a seller’s market to a buyer’s market. New photos increase online activity, which will increase the probability of a showing, which will increase the probability of a fair offer. Lead with a giving hand by adding charitable donations to your operations. At the start of the show, we learned about David’s beginnings in real estate, and he provided information on the luxury listings market in the Portland area. Next, we talked about how he was able to shift into elevated price points by moving to the area in which he wanted to sell. He also shared how charitable donations are built into his business operations. Towards the end of the show we talked about the importance of using your skills to increase interest in a property. David also spoke about: His hardcover presentation book and why it’s so effective How to increase the probability of a fair offer The importance of staging and repositioning a home It’s impossible to force a buyer into a home, but it is our job to use the tools in our arsenal to reposition the home effectively to drum up interest that will lead to offers. There are many strategies to do this, including high-quality presentation books, staging the home, and investing in really good photos and videos of the home. These things will directly impact how quickly the home will sell. Guest Bio David opened RE/MAX By The Bay in 1994, with the goal of building an agency capable of providing an unsurpassed client experience. RE/MAX By The Bay quickly became home to the highest producing agents in the States of Maine and New Hampshire. David’s team has become known throughout the nation as a top-producing team, consistently ranking among the elite teams across all of RE/MAX. Go to http://www.davidbanksteam.com/about for more information.

In luxury real estate, it only takes getting that first client to get things going. How do you keep your antennae up for these opportunities, and what is the most important skill you’ll need? What are the larger global trends taking place in luxury real estate?On this episode, we discuss this with real estate entrepreneur, merchant banker, and host of CNBC's The Deed, Sean Conlon. Great sales, particularly at a luxury level, is listening. -Sean Conlon Takeaways + Tactics Luxury real estate is a great preservation of capital in the long run. A natural curiosity is the key to being a really good broker. For new developments: approach developers about the kind of land they want. At the start of the show, Sean shared what helped him succeed and how he was able to grow with his clients. Next, we discussed the power of having a natural curiosity and why it’s so important to be a good listener. We discussed why luxury real estate is such a great way to preserve wealth. Towards the end of the show, we discussed the power of knowing about an area, and a strategy for getting into new developments. We also shared on: How to sell people on "you" Market trends and the effect of politics Advice for someone just getting into real estate Look at your listing portfolio like your financial portfolio, and diversify it by mixing in luxury listings. Learn to take the opportunities as they come, and work on getting that first luxury listing. If you treat every deal like it’s coming from the most important client in the world, you’ll create referral opportunities and start generating more listings. The key skill you need is good listening. Learn as much as you can about specific areas so you can always be in the know. Guest Bio Sean J. Conlon is an American businessman, real estate entrepreneur, investor, television personality and philanthropist. He is currently the chairman and founder of Conlon & Co, CONLON/Christie’s International Real Estate, CONLON Commercial and Conlon Capital. He is also currently the co-host of The Deed which is an unscripted television series focused on real estate investing on CNBC. Go to seanconlon.com for more info.

Too many agents are acting as order-takers instead of advisors. Why is it so important to be assertive? How do you break into the high-end listings consistently? What are some opportunities these properties create? On this episode, Bob Hurwitz, broker, CEO and founder of Hurwitz James Company shares his strategies for breaking into high-end listings. It’s important to differentiate yourself, especially when you’re competing with agents who have already made inroads into the high-end market. -Bob Hurwitz Takeaways + Tactics Most properties fail to sell in their first iteration, which presents an opportunity for smart agents. Use marketing to create a sense of urgency. If you market properties in an intelligent way you’re going to get buyers coming to you directly. The difference between a home selling and a home languishing on the market is heavily reliant on the skill of the agent. It’s important to market and communicate well, and differentiate yourself from the pack. The secret with luxury and high-end listings is that “first doesn’t always mean best”. When properties don’t sell in their first iteration, that’s the time for you to step in and make it sell. Have the guts to step into the batter’s box! Guest Bio Bob has been a real estate broker and consultant for over 25 years, and he is the founder & CEO of Hurwitz James Company, established in 1986 and specializing in the marketing and sale of multi-million dollar estates and luxury residential developments worldwide. He is regularly featured on Extra, NBC Open House, Mansions and Millionaires and HGTV’s Million Dollar Room, as a top Realtor in Los Angeles dealing with high-profile properties and clients. Go to http://www.hurwitzjamesco.com/agents/ or https://www.linkedin.com/in/bob-hurwitz-9197486/. To get in touch, call or email 310-477-8865 [email protected].

Luxury clients are looking for an agent who can go the extra mile. What characteristics will make you stand out to get that client? How do you make sure you’re putting your best foot forward? Why is coaching so important? On this episode, Coldwell Banker Vice President Craig Hogan, shares his best advice and strategies for winning luxury listings. Coming in as a trusted advisor with confidence but no ego makes you a far better pick than someone who comes in like a bull in a china closet. -Craig Hogan Takeaways + Tactics If you can’t do a presentation in front of a lot of people and argue for your commission, you need to shift gears towards that. If you can’t tell the difference between a 300k and a 100k kitchen, then you probably have a problem. A lot of the job is preparing for show time. At the start of the show, we talked about Craig’s background and the importance of differentiating yourself when it comes to marketing your luxury listings. Next, we talked about the importance of getting your skills up to scratch, and the importance of being knowledgeable when it comes to condition, appearance and finish. Towards the end of the show, we talked about the importance of being a trusted advisor. Craig also shared on: The importance of coaching and skill set Why you need to focus on focus on being better The power of humility The luxury client is expecting to see someone who is at the top of their game. They are expecting to see a polished, professional who within minutes they feel like they want to list with. All this comes from confidence and preparation, and always being ready for show time. That comes from confidence and preparation. The more we produce and the higher we get in real estate staying humble and real is an attractive quality. Guest Bio Craig is the Vice President of Luxury at Coldwell Banker Real Estate LLC. Go to https://www.coldwellbanker.com/ for more information. 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.

High end and luxury markets are usually buyer’s markets, so tactics like creative financing come in handy. How can you use the power of creative owner financing to help your clients? How can asset management play a valuable role in luxury real estate, and how do you make sure you’re an asset to your clients? On this episode, luxury agent Frank Aazami shares his keys to success. Once you become an expense and not an asset for a client, you’re worthless. -Frank Aazami Takeaways + Tactics Auctions bring attention and momentum to a property. All sales are based on momentum. Build your expertise in creative financing - instead of the bank being the lender, the seller is the lender. Find your leading edge - a unique way you bring value to your clients. At the start of the show, Frank shared how his company marries deals and leverages other assets his clients have. He also explained his creative marketing methods and how the seller can become the lender. Next, we talked about elevating your game and getting more market share. Frank also shared on: How to create urgency in a buyer’s market Momentum and real estate Creative financing in upper level high end homes The hardest thing is to get up in the morning, dress up like a professional, know what you’re doing, know the inventory and connect with people that are agents in other markets. What truly makes a different is giving yourself a leading edge. Luxury markets usually have a high amount of inventory, so creative financing is one way to give homes more appeal. This can elevate your game and get you more market share. Guest Bio Frank Aazami, along with his distinguished entrepreneurship Private Client Group, has proven the ability to plan, negotiate and manage clients' Real Estate invested assets. Frank's background includes marketing a Top 40 Radio Station, developing a successful fast food franchise concept, owning a handful of retail stores and selling over 20 franchisees. He invested, developed and managed a portfolio of mix-use and multifamily holdings for close to 10 years before practicing as a Realtor at Russ Lyon Sotheby's International Realty. To get in touch, call 480-266-0240 or [email protected]. 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.

Most people don’t care how much you know until they know how much you care. What is strategic giving? How do you put “giving” at the center of your business activities? Why is philanthropy so important in real estate? On this episode, we are joined by founder of Amalfi Estates, Anthony Marguleas, who shares his insights on philanthropy in business. We brand ourselves as a philanthropic business that happens to sell real estate. -Anthony Marguleas Takeaways + Tactics Give all your properties the same marketing push to make sure your branding is consistent. Don’t have a scarcity mindset; it’s good to share what you know. Letting clients choose the charity serves to deepen the relationship. At the start of the show, Anthony shared on his team and their giving philosophy. We then talked about the charities he contributes to and how his parents inspires his philanthropy. Towards the end of the show we talked about the power of sharing resources with other agents. Anthony also talked about: Leading with a giving hand Letting go of the scarcity mindset VR and other trends in the luxury market When it comes to business operations, a lot of people underestimate the power of weaving philanthropy into everything you do. It’s all about creating a culture that both your employees and your clients can be passionate about. Agents have a big responsibility to touch people’s lives, and when they lead with a giving hand, they are able to make an even bigger impact. Lead with philanthropy, and practice what you preach! Guest Bio Anthony Marguleas is the owner of Amalfi Estates, one of Los Angeles’ leading independent real estate companies, providing exclusive representation to both buyers and sellers. Founded in 1995, the company is headquartered in Pacific Palisades. Marguleas is a true entrepreneur whose success comes through perseverance, hard work, and an unshakeable belief in the right of his clients to be well informed. He ensures that they receive the best possible information. His service is founded on the question, "Is it in my client's best interest?” Go to http://amalfiestates.com/ for more information!

Many agents feel it's nearly impossible to break into the world of luxury real estate. How do you change your mindset to be geared towards success? Location is always everything - but is your location really as inflexible as you might think? And what's the value of adding a personal touch and knowing both your client and your listing? These and many other questions are answered in this great interview with the Luxury Division VP of Windermere Services, Leigh (Canlis) Greenwood. Being impressive means setting yourself apart from all your other competitors. - Leigh (Canlis) Greenwood Takeaways & Tactics Set yourself apart from the competition and work on your brand - make sure it reflects your message. You have to be a part of a community to successfully market it, so make sure to engage with the area your listings are in. Know your client and your property and personalize your approach to foster that connection. To start off, Leigh gave us a bit of background on Windermere Services and its culture and mindset. We then talked about the importance of branding yourself correctly and putting yourself out there in good time. Leigh then shared some tips on what the best ways are to get involved with the community that you're looking to market. Leigh also told us about W by Windermere, a dedicated space for agents solely interested in luxury property. We also shared insights on: The importance of having a passion for what you do Why the best listings are a result of an agent stepping out of their comfort zone The balance between showing personality and preparing great printed material How a personalized touch can secure you that luxury sale. Luxury real estate is a highly specific niche that requires a lot of confidence and hard work to break into. The sky's the limit - where you live, what car you drive or how much money you have doesn't ultimately make a difference, as long as you can market that property the best you can. As an agent, you need to engage with the community you're looking to sell to. Working with luxury properties requires fostering your creativity and individuality. It pays off with amazing results. Guest Bio Leigh (Canlis) Greenwood is vice president of the new luxury division of Windermere, the largest real estate company in the Pacific Northwest. Go to https://www.windermere.com/ for more information.