Luxury Listing Specialist - Dominate High End Listings In Any Market

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How Gary Gold Co-Listed & Sold the Playboy Mansion

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Some agents have success, but it ends up working to their disadvantage. How do avoid resting on your laurels and getting lazy? What works in marketing luxury listings, and what comes across as too gimmicky? Why is it so important to be "in play" with your potential clients? On this episode, Gary Gold shares his insights on luxury marketing, and how he got the Playboy Mansion listing.

The good news is it’s really easy to get leads today, the bad news is it’s really easy to get leads today. - Gary Gold

Takeaways + Tactics

  1. Drones are gimmicky, they don’t work with every single luxury listing. Sometimes footage will do nothing but show what’s bad about the property.
  2. The more you’re in play with people about real estate, and say meaningful things, the more money you make.
  3. This is a performance business, we get paid according to how well we execute each deal.

Resources

Become a Certified Luxury Listing Specialist

Get Your Free Gift - Luxury Listing Blueprint

At the start of the show Gary shared on how he got started, and how he ended up being the agent who sold the Playboy Mansion, he also shared on how he found very specific, very high value offers that helped him build relationships. We also discussed how he tracks his numbers with his own CRM, and towards the end of the show, he shared how he tells compelling stories on social media.

Gary also shared insights on;

  • His listing presentation strategy for high calibre clients
  • Why drone footage isn’t always a good idea
  • How he uses video
  • How to be strategic with your marketing content

Everyone in real estate is copying each other’s bad ideas, and sometimes they make the mistake of portraying things that don’t even look good, or showcase the best aspects of properties. The key to marketing is getting really strategic, and being sure you have something compelling to say. Ask yourself what interests the client and how you can bring them into the story. If you don’t resonate, all your content and tactics will just be noise.

Guest Bio:

Gary Gold is a marquee name in luxury real estate and his sale of The Playboy Mansion sets a record as the first residence to sell over $100,000,000 in Los Angeles. Gary is also one of its most successful trend setting agents. He’s an internationally recognized expert known for his creative use of technology, marketing and publicity to sell some of the finest homes in the world. Go to SoldByGold.net for more information or get in touch on Youtube or Facebook.

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 Position Yourself in the Luxury & High-End Marketplace w/Erik Brown & Rod Watson

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The high end market is always a buyer’s market because there’s so much inventory. How do agents get the edge on their competition for their homes to sell? What are the first things you can do in the market place to start attracting clients? How do books work as credibility indicators? On this episode, we discuss generating and converting high end leads with Erik Brown and Rod Watson.

 A book lends such credence to you as an expert. It gives us the ability to not be a commodity. -Erik Brown

Takeaways + Tactics

  1. Create a luxury network group with other high-end service providers to get more referrals.
  2. 74% of agents have sold 10 or less houses.
  3. Internet based leads are effective but the nurture period is 6-12 months.

At the start of the show, Erik and Rod described their businesses and use of books as credibility indicators. Erik also shared on his shock and awe package, and his lead generation buckets. Next we talked about how Erik broke into the Beverley Hills market, and towards the end of the show, we went into detail about positioning yourself in your marketplace.

Erik and Rod also shared on;

  • Why luxury real estate is always a buyer’s market
  • How to use books within your greater content offering
  • Why internet based leads require patience
  • Tapping into the high-end market

Your goal in marketing yourself in luxury and high-end real estate is attracting business so you don’t have to chase it. It’s important to have credibility indicators in your content plan, listing package and mailing pieces. The existence of this content means people trust you more, and if this happens within a strong network group - you won’t only generate leads, but you can actually shorten the conversion period.

Guest Bios

Erik Brown

Author and Realtor Erik is outside the box and comically questions authority, but just as important, he is a determined and efficient professional. His thought provoking and detailed analysis of the home buying and selling process has earned him speaking engagements across the country. Every year, he and his agents work with hundreds of home buyers and sellers to fulfill their dream. Go to ErikBrown.com for more information, or follow @theerikbrown on Instagram.

Rod Watson

Rod and his team are trusted advisers and Realtors for a diverse mixture of San Diego sellers and buyers. Seeing a huge shift in the Southern California real estate market, they changed with the times and moved to the globally recognized brokerage, Teles Properties. Under the Teles brand, Rod and his team have the exclusive ability to market their listings to an afluent and international audience. Go to TheWatsonGroupRealty.com for more information or follow @RodWatson23 on Twitter and Instagram.

Breaking into the Luxury Market How to Get that First Luxury Listing with Patrick Lilly

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Selling high end and real estate is one thing, but how do you break into the luxury market?  We asked Manhattan broker Patrick Lilly to share the secrets of making the transition and becoming known as a luxury agent in your market.  Patrick breaks down the steps of obtaining your first luxury listing through Expired prospecting and how to maintain a listing without repeating mistakes made by a prior listing agent. Discretion must be used and trust must be earned to run in this circle.

Go for the long-term relationship once you get in a high-end circle.  -Patrick Lilly

Takeaways + Tactics

  1. Consider the seller’s emotions when taking an Expired listing, but don’t make the same mistakes as the prior listing agent just to have a listing.
  2. Be “over the top” and set yourself apart from other agents you’re competing against.
  3. Find an area of expertise and capitalize on that with a flawless track record.
  4. The psychology of high-end sellers is much different than other sellers.  Be knowledgeable of the personality you are working for.

Patrick shared stories of how his tactics have proven effective, from his decision to prospect Expired listings and his minimum home value for a luxury Expired, to the simple (but classy) gift he sends to set himself apart from other agents.

Patrick also shared insight on:

  • How to work the press to publicize your listings
  • How to increase profit and decrease the number of hours worked
  • How to raise your average sales price point
  • Specific steps to take to become a respected luxury agent
  • How to market specifically for luxury real estate using emotionally driven video
  • Using discretion and tactics for selling homes of well-known public figures

If you want to work less and make the same amount of commission (or even more), you must raise your average sales price.  Luxury and high-end real estate is the answer. Don’t be afraid to bring in a co-listing agent to break into the market and gain trust.  Sellers want agents who have experience in their price range. And high-end buyers aren’t sold on a home’s pictures, address, or stats.  Instead, focus on enticing through emotional connection using the press as much as possible for marketing.

Guest Bio

Patrick Lilly works with CORE Brokerage out of Manhattan and Brooklyn.  Over his 32 years in real estate he has sold over 1000 homes and over $1 billion in real estate.  He has branded himself as “the townhouse specialist.”   Patrick's team is consistently ranked as one of the Wall Street Journal's top 250 teams in the nation. Visit http://www.patricklillyteam.com for more information on Patrick’s real estate team.  His blog and personal site is http://www.patricklilly.com and for more information about his upcoming conference appearance visit http://realestatesuccess.rocks.

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.

The 5 Biggest Misconceptions About Selling High-End Homes

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Most agents will tell you the high-end market is impossible to get into unless you’re at a certain level. This is a huge misconception. What else do we get wrong about the luxury market, and how do you overcome these limiting beliefs? On this episode we share 5 key misconceptions of luxury listings, and how to prime yourself for opportunities.

This business is all about likability, trust, and how you position yourself. -Mike LaFido

Takeaways + Tactics

  1. Higher end homes are double the average price in any given market, and luxury homes are 3 times the average price.
  2. A lot of people think you personally have to be hyper-local to sell in the luxury market, but your mindset should be “have car, will travel.”
  3. You don’t have to drive a fancy, expensive car to appeal to luxury clients. You just have to drive something presentable.

At the start of the show, we jumped right into the limiting beliefs agents have about the luxury market. We talked about thinking you have to be a top producer or wealthy to get into the market. We also discussed the misconception that you also have to live in a luxury home to appeal to clients. Towards the end of the show we discussed the Chicago market.

We also shared insights on:

  • How the business is more about trust than it is about years of experience
  • Why you don’t have to be with a well-known luxury brand to sell high-end
  • The misconception of thinking luxury homes don’t sell
  • 3 ways to double your real estate income
  • How to differentiate yourself in the actual listing appointment

If you want to double your income, you have three options. Sell more homes or increase your charges. Thirdly, you can raise the average price of what you sell, and that can be achieved by taking on some high-end or luxury listings. What holds agents back from this isn’t a fancy home, a Ferrari, a big brand or experience. They are held back by limiting beliefs based on misconceptions. Overcoming them comes down to changing mindset, and seeing opportunities where others see no-go areas.

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.