Luxury Listing Specialist - Dominate High End Listings In Any Market

Luxury Listing Specialist - Dominate High End Listings In Any Market header image 1

Marketing Tips from La Jolla’s Top Luxury Agent

June 2, 2021

On today’s podcast, Pete Middleton, one of La Jolla’s top brokers, and I have some great tips for differentiating yourself from the competition. 

Pete grew up in a real estate family in Brockton, Massachusetts. He moved to the San Diego/La Jolla area in the early 90’s. Since then, he’s received several awards and recognition for his work in real estate.

We had an informative talk about what to do if you're dealing with a buyer’s agent that’s inexperienced. How do you work with a buyer's agent that's not well-versed in comparables, or maybe the agent or their buyer doesn't see the home's value or agree with your comparables.

A powerful strategy that Pete uses is emphasizing "payment" over asking price. 

Before using this strategy, be sure to talk with your lender first so you’re able to break it down and articulate it to the buyer’s agent (and possibly the buyer). Practice the K.I.S.S. “Keep It Simple Stupid” Principle (or, “Keep It Super Simple”, for those of a more delicate disposition).


You can text Pete at 858-922-3377 or email him at


Part of negotiating is making your client feel like they’ve won.” 

Michael LaFido

Three Things You’ll Learn in This Episode

Terms vs. Price: 

Pete’s properties list the terms, rather than the listing price because terms show people what’s attainable. Just like when you go to lease a car. The salesperson will get you off the price of the car and gets you to focus on the monthly payments. 


Know How to Break Down Numbers:

This skill can separate you from a lot of luxury agents if you really know your financing and you really know how to break down numbers. And believe it or not, people love breaking down numbers.

Keep it simple, and visual:

Some clients will need it broken down into simple terms. Having visuals is a great way to do it.  So, utilize those bullet points, graphs, and pictures. The vast majority of the population are visual learners.  

Guest Bio:

Pete’s been working in real estate since the early 90s. After receiving several awards and recognitions, including being the #1 salesperson when he was at RE/MAX associates, he established his own brokerage, Middleton & Associates. 

Middleton & Associates made a name for itself by quickly becoming one of the top five La Jolla brokerages since opening in 2010. In 2013, the brokerage completed 188 transactions totaling over $120 million in sales volume.

In 2014, Coldwell Banker acquired the assets of Middleton & Associates and welcomed Middleton’s agents into their brokerage. The merging of these two brokerages had a significant impact on La Jolla’s elite real estate market.

He now leads the Pete Knows Team, a group of handpicked elite eXp agents, all trained to provide excellent service to their clients. The team specializes in areas such as La Jolla, Pacific Beach, Solana Beach, and Del Mar.