Luxury Listing Specialist - Dominate High End Listings In Any Market

How to Reverse Engineer Marketing Luxury Properties w/Markus Canter

The most important skills when it comes to successfully selling luxury properties are branding and creating powerful marketing strategies tailored to each unique property. What is the process of determining the best marketing strategy for each luxury property? How do we play to our strengths? How do we build an authentic brand?

On this episode, Markus Canter, Berkshire Hathaway luxury property director and co-founder and CEO of St. James + Canter Luxury Real Estate, shares on how we can reverse engineer the perfect marketing strategy for our luxury properties.

 It’s important to analyze the best media to reach your buyer. --Markus Canter
 

Takeaways + Tactics: 

• California is the most sought after market. 82 out of the top 117 listed luxury properties in the country are located there. 
  
  
• When it comes to marketing luxury properties, it’s not about any exposure, it’s about the right kind of exposure targeted towards the buyer you want. 
  
  
• It’s important to establish yourself as a top agent in your demographic, become an expert, offer value and be the best at every level you’re working at. Give the white glove treatment to all your clients and you’ll become known for it.
  
  

At the start of the show, Markus shared on what makes Los Angeles such a great market for real estate. Next, he talked about how to reverse engineer the thought process when you take on luxury properties, and the marketing strategy his team used for a property that Frank Sinatra once owned. We also talked about how to create quality video content. 

We also discussed:

• How to play to your strengths
• The importance of being an authentic brand
• How to create a white glove experience for clients
  

 

Guest Bio 

Markus is the co-founder and CEO of St. James + Canter Luxury Real Estate, and the head of company strategy and luxury business development. He is also the Luxury Properties Director and Founding Director at New Homes Division for Berkshire Hathaway HomeServices in Beverly Hills. Markus is well-known as a leader in representing buyers and sellers of luxury properties. For more information, send an email to markus@stjamescanter.com.

What to Look for in Our Luxury Market in 2020

As we set up our goals for 2020, I wanted to talk about some things to look out for in your luxury market, as well as share some new plans for us going forward!

How to Dominate the Uber Luxury Market w/Jennifer Berman

To make a name for ourselves in the high end luxury space, we have to go above and beyond all expectations. How should we be staging our houses for the ultra luxury market? How can partnering with other agents help us build credibility, and how do we approach commission splits when we’ve partnered up?

On this episode, partner at Berman and Pollinger and dynamic global ultra-luxury real estate expert, Jennifer Berman, shares how to make a name in the ultra luxury market. 

 

If you’re new to the space, find a luxury agent in your market, ask them to go with you to a listing and offer to split 50/50 with them. -Jennifer Berman

Takeaways + Tactics 

• With ultra-luxury open houses, staging is vital. Even if the property has been professionally decorated by the current owner, stage it so the buyer feels at home. 
  
  
• When we’re new to the ultra luxury space, we have to make a name for ourselves to boost credibility. The best way to do this is by partnering with a more experienced agent. 
  
  
• Be willing to split commission 50/50 with an experienced agent when new to the space. A commission of 50% is a much better deal than 100% of nothing.

 

At the start of this episode, we spoke about why it’s never a good idea to list a property at a higher price than its value. We also discussed how to approach clients who try to cut agent commission, and shared how lower commissions can have a negative impact on clients themselves. 

We also shared insights on:

• Why an online presence is non-negotiable
• Why ultra-luxury clients are hesitant to buy and sell during an election year
• How a seller’s attitude can impact how long a sale takes

 

Guest Bio

Jennifer Berman is one of the partners at Berman & Pollinger. Jennifer is a sought-after expert in ultra-luxury real estate, thanks to her dynamic personality and extensive experience. In addition to managing teams of over 200 agents, increasing sales to $1 Billion within a year for a top luxury real estate firm and facilitating foreign entities, Jennifer is also a TV personality who has been featured on several media outlets. You can catch Jennifer on CNBC’s new real estate show, ‘Listing Impossible’. 

For more information about Jennifer, visit https://bermanandpollinger.com/about/about-berman/?gclid=CjwKCAiAis3vBRBdEiwAHXB29KVhkFAxYiHcxjojpYBsAcB7-K1rfkv9_ZFXSGrfRa5xSSPJ1bQLghoCzUoQAvD_BwE

Bonus Episode - How to Get the Best Professional Photography

When it comes to real estate photography, today’s special guest can do it all. Say hello to Brad Filliponi—co-founder of Boxbrownie.com. If you haven’t already heard of Boxbrownie.com, allow me to tell you what it is they do. For starters, let’s say that you’ve got a photo of your home that, thanks to cloudy skies, looks a little drab. Boxbrownie.com has you covered. Not only can Brad capture great photos of your home, he can also take existing photos from mediocre to marvelous.

How to Use Voice Assistants in Your Business w/Miguel Berger

With the popularity of voice assistants on the rise, it’s safe to say offerings like Bixby, Alexa and Google Assistant aren’t going anywhere, so we should be taking advantage of them. How can real estate professionals make use of voice technologies in their businesses? Should we be feeling threatened, or can agents work alongside voice technology?

On this episode, CEO and co-founder of Voiceter Pro, Miguel Berger, shares how to make the most of voice assistants.

 We need to embrace technology instead of trying to fight it, and use it intelligently. -Miguel Berger

Takeaways + Tactics 

• Agents can use voice assistants in every area of their businesses, from reminding us about listings and updating us on new market trends, to helping us during open houses. 
  
  
• Stop thinking that new technology is a way for us to lose business; start seeing it as an advancement that can help us reach more clients. 
  
  
• As agents, it’s important to adapt to voice assistant offerings, not only to make our lives easier, but to stay relevant with consumers.

At the start of this episode, we discussed how voice assistants can be used for our MLS. We shared that voice assistants are not meant to replace agents, but to help make their tasks easier and their organizations run more smoothly. 

We also shared insights on:

• The language barriers faced by voice technologies
• Why agents need to know what they want before using new technology
• That agents should be educated more about voice assistants before implementing them
  
  

Resources

To see how MRED (Midwest Real Estate Data), which services around 45,000 real estate agents, brokers, and appraisers is using "Voice Assistant" click HERE. (MRED is the biggest MLS provider in the Midwest in the most densely populated area in the region: Chicagoland)

Become a Certified Luxury Listing Specialist

Get Your Free Gift - Luxury Listing Blueprint

Guest Bio

Miguel Berger is the CEO and co-founder of Voiceter Pro Inc. In addition to being involved in technology, Miguel is also a real estate industry veteran and the owner of Better Homes and Gardens Real Estate Tech Valley. He is a nationally recognized industry leader and forward-thinker, with a passion for new technology. 

 

To find out more about Miguel, visit https://www.linkedin.com/in/voiceterpro

 

You can also email him on miguel@voiceterpro.com

And call him on 518 542 5586

 

 

Bonus Episode - How to Earn 30% More

Do you want to earn 30% more over the next year? Today I’ll tell you how you can. All you have to do is increase the average sale price of the homes you represent and diversify your portfolio. In doing this, you’ll be working smarter, not harder.

How to Break into the Luxury Market as a Millennial w/Sarah Knauer

Getting into luxury real estate is not an easy task, and younger agents often have more difficulty making a name for themselves in that market. How can millennial agents become more knowledgeable on luxury terminology? How can we spend more time around potential clients, and what can we do to attract luxury buyers? 

On this episode, sales partner at Amalfi Estates, Sarah Knauer (27 years old), who is a $30 million + producer, shares how millennials can build a stellar reputation in the luxury market. 

Grow your knowledge and your confidence will grow. Spend time with team leaders to learn luxury market terminology and trends. -Michael LaFido

 

Takeaways + Tactics 

• Attend open houses with established agents. This exposes us to terminology, makes us more knowledgeable, and lets us introduce ourselves to high net worth potential clients. 
  
  
• Build relationships with people in the luxury market by joining networking groups and social clubs alongside high-income people. 
  
  
• Look the part. To be taken seriously by clients, we have to ensure we represent ourselves professionally.

At the start of this episode, we discussed some of the problems younger agents may have in the luxury market. We explained that building and nurturing long-term relationships is the key to building an effective sphere of influence, and shared how to initiate contact with high net worth individuals. 

We also shared insights on:

• How to leverage our own spheres of influence
• How to overcome self-limiting beliefs
• Why charity events are an effective way to build relationships and give back

Guest Bio

Sarah Knauer is a sales partner at Amalfi Estates. Having grown up with residential and commercial real estate owners as parents, Sarah has a lifelong passion for home and design. She obtained her real estate license while in her senior year at Pepperdine University, and is currently working on obtaining her broker’s license. 

To find out more about Sarah, visit https://www.amalfiestates.com/agent/sarah-knauer/

You can also email her on sarah@amalfiestates.com

To see the presentation mentioned on this episode, visit:
https://drive.google.com/open?id=1bNju4RpoAnmk9AFtaR9aEg3Xyv_U-Y62

Bonus Episode - Discussing the Elephant in the Room

When it comes to luxury listings, it’s important not to let frivolous details sink their potential. If a listing has an “elephant in the room,” you need to address it in one of two ways. We’ll discuss both of these approaches today. But first, you may be wondering: “How does this idiom relate to real estate?” 

How to Build Relationships that Position Your Brand as the Obvious Choice w/Jim Walberg

To establish ourselves as the obvious choice for business in our markets, we have to build and maintain great relationships with past, present and future clients. How can we build a brand that attracts and keeps attention for years to come? What can we do to build relationships that transcend business, and how can we find clients to build those relationships with?

On this episode, industry veteran and founding partner of The Bay Area Team, Jim Walberg, shares how to build relationships that stand out to the market and make us the only ones people want to work with. 

We should aim to be the first thing clients think of when they hear the words ‘real estate’.
-Jim Walberg

 

Takeaways + Tactics 

• To be the obvious choice, we have to become synonymous with luxury real estate. We can do this by staying in contact with our databases, long after a transaction.
  
  
• Be personable. When dropping off a gift or an invitation to a client event, call ahead of time to make sure the client will be home. Seeing them in person deepens relationships. 
  
  
• We should be doing the things we’re passionate about. This way, we’ll be surrounded by like-minded individuals, who will be interested in building relationships with us. 

 

On this episode, we discussed how serving the community can help us grow our brands. We also shared why it’s important to be authentic about our passions, and spoke about the need to connect with potential clients on a personal level. 

We also shared insights on:

• How to introduce ourselves without coming across as a sales pitch
• The importance of humility
• Why consistency is the key to building long-lasting relationships
  
  

Guest Bio

Jim Walberg is a real estate industry veteran and a founding partner of The Bay Area 

Team in San Francisco. In addition to being in the Top 1% of Realtors across the country and the recipient of countless awards, Jim is a dedicated community volunteer, celebrated for his humility. Jim is also a blogger, philanthropist and worldwide speaker. 

 

To find out more about Jim, visit:
https://www.thebayareateam.com/company/team/jim-walberg

You can also email him directly on 

jim@jimwalberg.com

How to Build Lucrative Cross-Market Referral Partnerships w/Tiffany McQuaid

How can we help clients relocate across states, or even abroad? Most agents tend to focus on their local spheres of influence, but as consumers become more mobile, we have to expand our brands into additional markets. Can we stay involved with clients as they move out of our markets? How can we attract referral partners for luxury consumers relocating to our own markets? On this episode, president of McQuaid & Company, Tiffany McQuaid, shares how to develop lucrative referral partnerships. 

 

As an industry, we get so focused on our spheres. Local clients should always be a priority, but keep in mind that people are becoming more mobile. -Tiffany McQuaid

 

Takeaways + Tactics 

• Build relationships with luxury specialists in other markets. Networking with other agents is vital and knowing the person we refer clients to adds an extra layer of trust.
  
  
• When referring clients to partners in other markets, travel with them to meet their new agent. This allows us to maintain relationships, while giving clients a more seamless transition. 
  
  
• Our partners want their clients in the best hands, so we have to offer referral clients additional assistance that helps make their relocation easier.
  

At the start of this episode, we explained that we have to be prepared in the event that our clients decide to relocate to new markets. We shared which networking events help us build relationships with agents in other markets, and spoke about how to build a stellar reputation that draws in referral partners and clients alike.

We also shared insights on:

• The importance of specialization
• How to elevate our services
• Why high-class photographs and brochures are non-negotiable
  

 

Guest Bio

Tiffany McQuaid is the President at McQuaid & Company, a brokerage in Naples, Florida. Born and raised in Ohio, Tiffany has a background in marketing and promotions, and uses her experience to bring a unique approach to selling homes. Tiffany is globally recognized as a top producer in the real estate industry, and is passionate about maintaining her ‘boutique-style’ real estate firm, which prioritizes individual clients and their needs. 

 

To contact Tiffany, call her on 2392876308

Find out more about McQuaid & Company at teammcquaid.com