Luxury Listing Specialist - Dominate High End Listings In Any Market

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The Most Important Skill You Need in Luxury Real Estate w/Sean Conlon

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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.

Expert Strategies for Jumping to the Next Price Point w/Bob Hurwitz

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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 bob@thehjc.com.

The Power of Confidence and Preparation in Winning Luxury Listings w/Craig Hogan

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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.

Creative Financing in Luxury Real Estate w/Frank Aazami

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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 frank@pcgagents.com.

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.

How to Use Charitable Events and Strategic Giving to Grow Your Network w/Anthony Marguleas

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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!

Making the Most of Your Luxury Listing w/Leigh (Canlis) Greenwood

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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.

Authentic Video & Luxury Marketing w/Ben Bacal, Listing Agent for America’s Most Expensive Home

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Most potential buyers want to consume community content before they buy a property. How can you use video to bring value through community content? How can you create video without using too many resources? What’s the role of hunger in your journey to success? On this show, we are joined by Los Angeles luxury agent Ben Bacal, who recently listed the most expensive home in America, to share his strategies for marketing luxury homes though authentic video.

This business is all about sharing, it’s not about winning. -Ben Bacal

Takeaways + Tactics  

  • 73% of home sellers are more likely to list with an agent who offers to market their property with video.
  • There’s a difference between being an agent and being a tour guide.
  • The people you want to align yourself with in this business are other brokers.

At the start of the show, Ben shared how he got started and how he bounced back from the bad times in his career. Next, we talked about why you want to set yourself apart by bringing value to your clients. Ben also spoke about the importance of giving people video content based on the community and neighborhood.

Ben also spoke about:

  • The importance of sharing
  • Why you need to be an authority figure
  • The importance of aligning yourself with brokers

 If you’re not taking risks and getting out of your comfort zone, you won’t be able to bring value, position yourself as a leading authority and attract the business you want. If you’re not shooting video content, you’re not really relevant and people won’t know who you are. Remember, you’re not going to generate business by sitting in your office all day.

Guest Bio

Ben Bacal has become a clear leader in Southern California’s luxury real estate business. Selling over a billion dollars in residential real estate, he has carved his niche and driven prices in the most prominent neighborhoods in Los Angeles. Building his real estate empire from the ground up, Ben was recently ranked #9 in the nation by The Wall Street Journal for individual sales volume. Go to http://www.benbacal.com/ or email benbacal@gmail.com.

Building LA’s #1 Team & Delivering The Ritz-Carlton Experience w/Justin Alexander

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How can agents give a VIP service in the luxury market? How can a team set itself up to give this service consistently and across all clients? What is the process of getting a home showcase-ready? On this episode, Justin Alexander shares his expertise on creating a great experience for clients and how communication and systems play into this.

To get a house to show with that extra wow factor, it takes time, effort, energy and sometimes it takes some money. -Justin Alexander

Takeaways + Tactics

  • Agents are hand-fed all their listings/buyers, they just have to cultivate the relationship.
  • Agents do not have to generate any leads, the team has a 52% referral rate.
  • Staging is important: 90% of buyers see the home only as it is presented.

At the start of the show Justin shared how he got into real estate, and how his team is structured. He shared why they employ listing managers/assistants, and what it takes for a home to have the wow factor. We also talked about the importance of staging and when Justin’s market becomes a buyer’s market.

Justin also spoke about

  • How they get homes showcase-ready
  • What happens after the home is sold
  • The importance of consistency

The concierge-level service that Hilton-Pardee offers, means there’s no handoff to a TC. Agents are given support by listing managers who help make the process more seamless, and uphold the VIP experience. Positioning the home in its most positive light is one of the most important parts of the service, and that means putting in the effort and resources to make this possible for clients without putting the extra burden of executing on them. Having a team of high-end professionals has a huge impact.

Guest Bio

Justin is the Director of Sales for Hilton Pardee. He works hand-in-hand with Founder and CEO, oversees and manages 5 Listing agents, 20 buyer agents (specialized), also acts as Listing Agent for VIP sellers. He has 14+ years of experience in sales and residential mortgage banking, managed and executed over $1Billion in sales in the last 4 years. Justin is also a former Mortgage Banker for Fortune 500 lenders, originating and executing over $75 million in residential finance. Go to http://haltonpardee.com/team/justin-alexander/ for more information about Justin.

 

How to Create Urgency in a Buyer’s Market w/Steve Wydler

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In luxury listings there’s a high probability that a lot of inventory creates a buyer’s market. How do you create urgency and demand in this situation? How do you build rapport and differentiate in the listing appointment? How do you build affinity with your clients? On this episode, Steve Wydler shares his tips on making the most of a buyer’s market and bringing value to your clients.

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People don’t care how much you know till they know you care. -Michael LaFido

 

Takeaways + Tactics

At certain price points there’s a lot of inventory and not a lot of demand. In Steve’s market that is $1,1 million and up.

To build rapport: do as much due diligence as you can, figure out the connections you have and be a storyteller.

You should call the client even when nothing is happening with the property, it shows that you care.


Resources

Become a Certified Luxury Listing Specialist

Get Your Free Gift - Luxury Listing Blueprint

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At the start of the show, we talked about the points at which the market becomes a buyer’s market. We also talked about how to create urgency in a buyer’s market and how to do due diligence to show your expertise. Steve also talked about what to do when you have a stale listing and how to keep your finger on the pulse of the market. Towards the end of the show, we discussed buzzwords you can use to keep people on a listing a little longer.

Steve also shared on

  • How to build rapport and differentiate in a listing appointment
  • Proof of funds and if they are necessary
  • How to follow the market


If you want to build rapport with people, it’s important to give them confidence that you’re the right person to be talking to, and that you can position their home effectively. Show that you keep your finger on the pulse of the market, and if a property isn’t selling, do all you can you can to proactively to reposition it. Understand the market, follow it and show the client that you are actively working on getting the property sold.

Guest Bio
Principal broker and co-founder of Wydler Brothers Real Estate (formerly of Long & Foster) based in the DC area. Team specializes in high end homes and condominiums throughout the greater DC metro area. Former transactional attorney and has a B.A. from Dartmouth and was Law Review at Vanderbilt Law. Get in touch with Steve via email steve@wydlerbrothers.com or phone 703.346.6326.

The Secrets of Luxury Real Estate Auctions w/Chad Roffers

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The fundamentals of luxury real estate haven’t changed since 2008. What are the statistics that remain the same across the country? How does the auction model fit in with luxury real estate sales? On this episode, we talk to the Founder of Concierge Auctions, Chad Roffers. He shares with us the importance of setting the right expectations and how to build and grow profitable relationships.

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Buyer expectations are just as important as seller expectations. - Chad Roffers


Takeaways + Tactics

1. Across the country, 25 -35% of luxury listings sell quickly, for +90% a list.

2. If you hit 90 days without a sell, the right move isn’t price reduction but pools of demand.

3. The ideal luxury seller profile: someone who values time as much as money.


Resources

Become a Certified Luxury Listing Specialist

Get Your Free Gift - Luxury Listing Blueprint

 __________________________________________________________________________________________

At the start of the show, Chad shared on his company and what he has learned about the luxury market. He also shared on why the results are better when his team partners with local brokers and what people get wrong when a listing isn’t selling. Towards the end of the show, we talked about the importance of setting a standard with that first transaction.

Chad also shared insights on;

  • The ideal seller profile
  • How to position the asset and expand the pool of buyers
  • The fee structure his team uses
  • The importance of setting expectations

When a piece of property isn’t selling, you solve this issue with how you position the asset, and expand the pool of buyers. It’s important to remember that buyer expectations are just as important as seller expectations. The key to winning in this market is being pro-agent, and when you have that successful first transaction with a broker in a given market, you can create the path for even more success. Setting expectations is paramount.

Guest Bio

Chad Roffers is an entrepreneur who has overseen the successful sale of more than $1 billion in real estate worldwide. As the managing director and chairman of international luxury real estate company Concierge Auctions, Roffers draws on his background in online advertising, negotiation and real estate sales to manage the selection and marketing of auction properties spanning the globe. Go to https://www.conciergeauctions.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.

“Michael LaFido has developed a blueprint for success that gives both Realtors and broker owners a turn-key system to dominate listing and selling luxury homes in ANY market.”

-Chad Roffers, Chairman & Managing Director of Concierge Auctions