Luxury Listing Specialist - Dominate High End Listings In Any Market

Differences Between Marketing Agents & Listing Agents

When agents are talking to their potential seller clients, they say things like, “When we list your house,” or “I’m going to list your house.” However, I want you to think completely differently, including your language.

Don’t think like a real estate agent - think like a marketer.  So replace “list” and “listing” with “market” and “marketing” You are no longer listing homes, you market them  There is a calculated difference.

See, listing agents often throw homes on the MLS and wait for them to sell via another agent. They’re not proactive; they’re reactive. A marketing agent is proactive and thinks outside the box. When a listing isn’t selling, they’ll do whatever they can to figure out why and remedy the situation, whether that’s reaching out to other colleagues or trying to get feedback.

A SWOT analysis (strength, weakness, opportunity, threats) from an experienced and successful marketing agent, can help you discern what is and isn’t working about your approach.

If you have any questions about how to be more proactive as a real estate professional, don’t hesitate to reach out to me. I’d love to help you continue to raise the bar in real estate.

We just launched a new weekly series titled “Luxury Friday’s” on Clubhouse.  Check it out by going to www.JoinLuxeGroup.com and clicking on the “Luxury Friday’s On Clubhouse” button.

Michael LaFido
Founder & CEO | Luxury Listing Specialist Designation (LUXE)
Michael@MarketingLuxuryGroup.com
LuxurySpecialistGear.com

How Jennifer Landed a $5m Listing with ZERO Luxury Sales in Her Career w/Jennifer Williams

Did you know that you can take your business from where you are today to attracting multi-million listings - even if you never sold a million-dollar listing?

It is possible. 

Our guest today, Jennifer Williams of Coldwell Banker, tells us how she has grown her business to attract a 5 million listing.

I met Jennifer in December of 2019. Jennifer and I were at the same brokerage here in the Chicagoland area at the time. We still collaborate often even though we are at different brokerages now....we don’t have a scarcity mindset. I consider her not only a former LUXE Designation graduate, but a friend as well. She is one of my best students and an implementer. When she took my course, Jennifer had $50 in her pocket. Today, her business has grown 4x and continues to flourish. 

In this episode, Jennifer will share her journey to becoming a successful entrepreneur.

Listen to this episode and learn.

Connect with Jennifer:

Instagram: https://www.instagram.com/jenniferwilliamsbroker/

Phone number: 708-710-9266

LinkedIn: https://www.linkedin.com/in/jenniferwilliamsbroker/

“Your biggest competition is yourself.”  -Jennifer Williams

 

Three Things You’ll Learn From This Episode:

 

Confidence leads to success:

If you want to succeed in business, you need to be confident. Have the confidence that your business will grow and do everything in your power to increase the confidence.

Garbage in, garbage___?:

It would be best if you were extremely careful with the information you are consuming because unfortunately, garbage in, garbage stays.

Nevermind the naysayers:

The world is filled with naysayers. So, it will help if you surround yourself with supportive people.  If you hang out with 9 top producers, you are bound to be the 10th!

 

Guest Bio:
Jennifer Williams Broker is an award-winning agent with Coldwell Banker Gold Coast. She is a proud member of the National Association of Realtors, The Chicago Association of Realtors, Mainstreet Association of Realtors, RPAC, Coldwell Banker Global Luxury, The Institute for Luxury Home Marketing, and Certified LUXE Luxury Listing Specialist (LUXE).

The Power of Charisma

Nobel Peace Prize winner Daniel Kahneman once said, “People would rather do business with someone they like and trust rather than someone they don’t, even if the likable person is offering a lower-quality product at a higher price.”

This is true of a lot of different areas, and real estate is no exception. That’s why agents need to go out of their way to make themselves likable - being likable is just as, if not more, important than having a top-quality product to offer.

To come off as likable to your clients, do your research before your meeting and always think about what you’re going to say next. Be approachable and authentic; people can spot fakers from a mile away, and it can be off-putting. The goal isn’t to be a perfect agent - no one is - so admit when you’re wrong, and always strive to do better.

How to Use YouTube for Lead Generation with Karin Carr

If you ask a typical real estate agent what their go-to social media channel for lead generation is, they’ll probably tell you Facebook, LinkedIn, and Instagram. YouTube doesn’t even make the list.

Did you know that YouTube can generate hundreds of new leads for your business?

We'll be talking about everything YouTube, from creating a YouTube channel to optimizing the videos. Joining me on the show today is Karin Carr. She is a real estate agent, coach, and YouTube guru. 

Her real estate journey began when they moved from Atlanta to Savannah, GA. Today, Karin uses YouTube for close to 100% of her leads. She will share how she uses her channel and some tips that we all can borrow. 

Listen to this episode and learn.

Connect with Karin Carr:

YouTube: https://www.youtube.com/channel/UC91OljSfJf5lumYpKezR9-A

Website: https://karincarr.com/

YouTube for Agents Course: https://www.youtubeforagentscourse.com/

 

 “The power of video is that it builds trust... your conversion will skyrocket when people trust you.” -Michael LaFido

Three Things You’ll Learn From This Episode:-

- The importance of doing videos:
Videos are essential tools when it comes to building trust. Through videos, people feel like they know you even when they have never met you and want to do business with you. 

- Figuring out topics:
If you have a YouTube channel and have no idea what videos to make, all you need to do is look at your target audience to see what they need. Google is an excellent place to find ideas. Just type in the keywords, and it will populate the rest.

- Increasing your views:
YouTube is huge on SEO. To boost your views, make sure you have great titles, keywords in place, and videos above minutes long.

 

Guest Bio:

Karin Carr is a Realtor® with Real Broker LLC and the owner of the Georgia Coast Homes team. She is a Certified Military Residential Specialist, 2011 President of the Women’s Council of Realtors for her local chapter, and has been featured on Time.com and Fox News. 

Karin started her YouTube channel in 2014 but didn't really take it seriously until 2017. It soon took off and she found her groove helping people relocate to Savannah. She began expanding her team and now has agents ready to assist you throughout GA and now in SC as well! Karin spends most of her time these days teaching agents around the world to use video to assist buyers and sellers who are looking for help. 

 

 

 

How Videos Net You More Business

Today I want to discuss a topic that you should all be familiar with: making videos! Video will get you a better ROI² than other investments. When I say better ROI² I am specifically talking about both return on investment (which is what most people think of when they hear ROI), but also a better return on impression.

I’ve seen a lot of personal success from my videos and from the videos my coaching clients have made, so I want to share some tips with you today on how to grow your brand with them.

One of the key elements of creating videos is not to give up and be consistently creating and posting videos to both social media platforms (Facebook, YouTube, etc) and your website. Creating a strong video presence takes time, but it is well worth it. If you want to hear more tips, listen to the podcast. 

No Inventory, No Problem. How To Attract Off Market Sellers & Get Your Offer Chosen w/Regan Maki

Have you had a buyer client recently lose out in a multiple offer situation? Is inventory still low? Are you familiar with the term appraisal gap? Do you have an idea what it is or how to apply it? This episode is for you if you want to learn more about finding potential sellers in a low inventory market & the appraisal gap. My guest, Regan Maki, and I will be digging deep into these topics.

Regan is a coaching client of mine, a top agent, and team leader of a $95m+ team in Atlanta, Georgia with Compass. Regan's been in real estate for 21 years now. Over the years, her knowledge and wisdom have expanded, and she has loads of information to share with us.

When the Covid pandemic started, Regan thought that business would come to a halt. Little did she know that things were about to get better. Regan confesses that 2020 ended up being one of their best years in business.

In this episode, we’ll talk about how Regan and her team managed it through the pandemic, how she is diversifying into luxury homes, and how to handle finding off-market sellers as well as appraisal gaps.

Listen and learn.

 

Connect with Regan Maki: 

Cellphone: 404-304-6452

Website: https://reganmaki.com/

Email: reganmaki@gmail.com

“As a buyer, in today’s market, you are having to get so creative, and tight on all the contingencies that you’re putting in an offer.”  -Regan Maki

Three Things You’ll Learn from this Episode

- There is always room for learning:
Despite being in the industry for 21 years, Regan believes that you can never have too many tools in your toolbox. She has enrolled in my coaching program, which will help her get even better at selling luxury homes.   

- The Appraisal Gap:
When there is a listed property with multiple offers, you can apply an appraisal gap to get the property. An appraisal gap is a difference between the fair market value determined by the appraiser and the amount you agreed to pay for the home.

- Dealing with low inventory:
When dealing with a low inventory period, you can always ask a buyer how much they are willing to spend on a property. Then reach out to people in the area with the offer to see who is ready to sell.

 

Guest Bio: 

Regan has been a licensed Realtor in Georgia for over 20 years. She has also played a role on the Zillow Agent Advisory Board since 2017. The Regan Maki Team has been listed in the Wall Street Journal RealTrends as the #6 Team in Georgia, #1 Zillow recommended Realtor in North Atlanta, and RealTrends top 500 teams Nationwide. 

 

 

 

 

Videos Net You More Business: Here’s How

Today I want to discuss a topic that you should all be familiar with: making videos! I’ve seen a lot of personal success from my videos, so I want to share some tips with you today on how to grow your brand with them. One of the key elements of creating videos is not to give up. Creating a strong video presence takes time, but it is well worth it. If you want to hear more tips, listen to this. 

How to Better Your Social Media Game w/Tessabella Jelten

Are you active on social media? What are your top three social media channels?

We are living in an era where social media is no longer optional, but mandatory. As a business, if you are not on social media, you could be missing some opportunities. Today, we’ll be talking about everything social media.

I have the privilege of hosting the amazing Tessabella Jelten. She is a social media expert, and she will give nuggets of wisdom that we can all apply to bring our A-game to our social platforms. Tessabella is the brain behind Lead Flow Agent. Her business provides real estate marketing solutions. 

Connect with Tessa Bella:

Instagram: https://www.instagram.com/tessaabellaa/

Website: https://leadflowagent.com/home/

 

“Lead with a giving hand, be a giver. Be aware there are going to be takers in this

world. There will be people that never reciprocate.”- Michael LaFido

Three Things You’ll Learn From This Episode

• Have a content plan:
  A content plan comes in handy in ensuring you have great content going up on your social media pages all the time.
  
  
• Your content needs to be engaging:

  We know content is king, and engagement is the queen. Without engagement, the content is nothing.
  
  

• The people you surround yourself with make a world of difference:
  Iron sharpens iron. If you surround yourself with people who are excelling, you too will excel.
  
  

Guest Bio:
Tessabella Jelten is the founder of Lead Flow Agent, a done-for-you social media management platform and agency. Her company has worked with some of the largest and most well-known real estate firms in the world. She is dominating the marketing world and leading agents to exponential growth.

 

Get an Analysis by Fresh Eyes

Typos and grammatical errors look unprofessional. I always get an analysis on my listings by fresh eyes. Your second sight should be someone you trust. There’s no shame in having someone else double-check your listing before it goes live, especially if they make it better.  Making those small changes to a listing can differentiate it from the competition and help it “stand out.” Listen to learn more about double-checking your listings. 

Recruiting and Retaining Top Producers w/Judy LaDeur

Do you recruit top performers? If one common thread binds real estate industry executives together, it’s all about attracting and retaining quality sales employees - which is crucial for continuing growth and success.

On today’s show, our guest is Judy LaDeur, a real estate recruiting coach. Judy and her organization are dedicated to training the best brokers, managers, recruiters, agents, and team leaders. For more than 30 years, Judy’s teaching and coaching to many clients led to positive outcomes that further distinguished her from the rest. She is dedicated to your success and will work tirelessly to assist you in establishing, accomplishing, and exceeding your objectives.

Learn more about Judy at: https://judyladeur.com/

 

 “There is a lot of churn in this business. Due diligence is the best anecdote for ‘Shiny Object Syndrome’. ”  -Michael LaFido

 

Three Things You’ll Learn In This Episode

 

- Asking the right questions:
Whether you’re an agent, team leader, or broker, it is wise to invest heavily in developing your capability in asking the “right” questions. It will serve as a foundation and tool to everything that points to what you need to achieve your endeavors.

- The best tip for retaining the right talent:
When your agent’s success is tied to your tools, products, and services, you are less likely to lose them.

- Building strong relationships:
The stronger your relationship with an agent or seller before meeting with them, the better. Better because they trusted you or through educating them, you are already halfway to success when you walk through the door. And if they believe you can do the job, it’s just a matter of meeting whatever their needs are.

 

Guest Bio:
Judy LaDeur has been a successful Real Estate Agent, coach, business owner, and entrepreneur. She's worked with thousands of brokers and recruiters throughout the world, helping them dramatically increase their market position, as well as their team of agents. 

She has also been a keynote speaker at many state and national conferences. Judy has often appeared on TV, radio, and in various publications as an expert in recruiting real estate agents.