Luxury Listing Specialist - Dominate High End Listings In Any Market

Global Real Estate Trends and Digital Marketing Tips w/Stephanie Anton

Keeping an eye on the market helps us plan ahead, but what direction is the luxury real estate market headed? What are the ways we can increase engagement on our online listings? And how can we get better at communicating with our clients? In this episode, Stephanie Anton shares her digital marketing tips and predictions on the luxury real estate market.

 

Having insight into the hearts and minds of the affluent consumer is critical for understanding how to play in this market. -Stephanie Anton

 

Takeaways + Tactics

• Properties that have more photographs get more clicks and have higher engagement rates. The more photographs you have for an online listing, the better.
  
  
• Videos aren't supposed to give the viewer a property tour. They’re supposed to tell a story. Affluent buyers don’t buy properties because they need a roof over their heads. They buy them because of the lifestyle that comes with the property.
  
  
• The language we use should be influenced by the buyer’s motivation. We have to be on the same wavelength with the buyer, and to do so we have to find out whether they’re looking for a temporary house or a permanent home.

In the beginning of the episode, we talked about what attracts attention to online listings and how we can optimize videos to attract the right buyers. Next, we talked about how we can determine the motivations of the buyer. We also discussed why it’s important for us to be aware of them.

We also shared insights on:

• How tax changes impacted the real estate market
• The current state of the luxury market and trends
• Why properties that are easier to customize get sold first
• How tax changes have good and bad effects depending on the market

Surveys show that a large percentage of the real estate luxury market is looking to buy, and a very small percentage is looking to sell. There’s still a strong demand to buy real estate among those who are well off. A good reason for this consumer behavior could be the growth we’ve seen in the global net worth. This interest in buying luxury real estate isn’t limited to North America. The trend has been been noticed in Europe and Asia as well.

 

Guest bio

Stephanie Anton is the President at Luxury Portfolio International, the luxury division of Leading Real Estate Companies of the World.

Stephanie has been running the daily marketing operations for Luxury Portfolio International since 2005, and since then she’s been invited to speaking events on the international luxury market.

If you’re interested in joining a marketing program for top performing brokerages, you can find our more about it here.

 

Register Here to download Luxury Portfolio's Whitepapers

How to Establish Ourselves As Experts & Have Clients Coming to Us w/Glenn Twiddle

Many real estate agents feel frustrated because they have to deal with rejection on a daily basis. Is there a way to attract clients instead of chasing them? How can we establish ourselves as authorities in our industry? What is the biggest leverage we have when it comes to negotiations? In this episode, Glenn Twiddle shares how we can become the face of real estate in our local community.

 

"You want to not only differentiate yourself, but to also be positioned as a leading authority in your business." -Glenn Twiddle

 

Takeaways + Tactics

• Inbound marketing saves time and energy.
• The biggest leverage we have is our reputation.
• The first luxury client is the gateway to bigger earnings.

 

When it comes to establishing ourselves as experts, authorship is another effective way to do this. When we have our name on a book, we come off as more professional and knowledgeable. Our book doesn’t have to be a classic to make a good impression, but it has to contain good information so people who read it will find it helpful. Another way we can stand out is by having a professional photo shoot where we show off our personality. These methods can make a big difference in helping us to differentiate ourselves and build a reputation.

Guest Bio-

Glenn’s history includes being a Real Estate Agent, Sales Manager, Sales Trainer, Real Estate Principal and Business owner, and Clinical Hypnotherapist. He started as a Salesperson and quickly became a number 1 salesperson in the competitive inner city Brisbane apartment market. Glenn has trained and mentored thousands of real estate agents in his capacity as a Sales Trainer for the Real Estate Institute of Qld (REIQ), Coldwell Banker, the number one real estate franchise in the WORLD, Brisbane Apartment Sales, Alto Real Estate, Ray White Centre for Excellence, LJ Hooker, Richardson and Wrench and many others. Go to http://www.glenntwiddle.com.au/ for more information.

How to Attract More Referrals and Use Video Marketing to Build Authority & Trust w/Christine Carlo George

Video marketing is one of the hottest online marketing trends, and it has proven itself to be a powerful tool in real estate. How can social media and content marketing help us build trust and authority? Why is it important to constantly learn new things in a shifting industry? How can we use the law of reciprocity to get more referrals? In this episode, Christine Carlo George talks about her journey and what it takes to succeed with video marketing.

 

I never want to be the smartest person in the room. I’m constantly looking to learn from other people. -Christine Carlo-George

 

Takeaways + Tactics

• One way we can reach people more easily is by becoming an authority in our niche. One of the best strategies for doing so is to use social media platforms and content marketing.
  
• In an industry where technology has changed many of the ways we communicate and generate leads, it’s vital for us to have a student mindset and refrain from assuming that we’re the smartest person in the room.
  
• One of the best tactics for attracting more referrals involves providing value to other agents. We have to give referrals and find ways for helping others before we ask for help.

At the beginning of the episode, we talked about building trust, giving value, and how people are more likely to share what worked and what didn’t for them in an industry where the entrepreneurial mindset is present.

We also shared insights on:

• How video marketing can help us position ourselves as experts
• Why we don’t need expensive equipment to get started
• How we can benefit from interviewing people from other industries as well

 

Video marketing is one of the best ways to share information and build trust. Because it’s a better attention-grabber than many other forms of marketing, it will probably never go away. As a result, more agents should invest their time in this form of content marketing to build trust and position themselves as authorities in their niche.

 

Guest Bio:

Christine Carlo George is the President of Marketing & Business Development for Leading Edge Real Estate. Christine is responsible for their luxury strategy and oversees the company's marketing and business development strategies and all marketing related activities including company branding, community relations, advertising, public relations, communications and social media.

How to Build Confidence & Competence in Luxury Real Estate w/Dean Cottrill

 

The luxury client is the most demanding of all the client segments, and this can intimidate agents. How does boosting our competence actually contribute to our confidence? What are the 4 agent archetypes, and how can each one maximize their strengths? How does trust fit into how well we convert? On this episode, the president of the Brokerage Consulting Division at T3 Sixty, Dean Cottrill, shares the secret to success in luxury real estate, even for a new agent.

 

If new professionals can increase their competence, knowledge, and skills, that brings the confidence. -Dean Cottrill

 

Takeaways + Tactics

• 4 agent archetypes: the networker, the marketer, the converter, and the prospector
• Sales professionals should have at least 5 areas they are going to focus on to drive revenue to their business.
• If you do something more than twice, you have to create a system for it.
• Luxury consumers have the highest expectations, because they have experienced a high level of service and support.

 

To Learn More About The 4 Agent Archetypes, Click HERE.

 

Resources

Become a Certified Luxury Listing Specialist

Get Your Free Gift - Luxury Listing Blueprint

 

At the start of the show, Dean shared on the work T3 Sixty does and how good leaders want to simplify real estate for their people. Next, Dean broke down the 4 different types of agents and he also talked about why confidence and competence are so important. We also spoke about the importance of relying on data and market insights and not our own opinions or the opinions of our clients.

We also discussed:

• How luxury consumers are different from other consumers
• What sets top agents apart
• How increasing confidence increase conversions

 

Luxury clients are used to a high level of service and support. If we want to appeal to them, we need to have a high level of confidence backed up by actual competence and knowledge. We have to create systems that allow us to duplicate our performance without reinventing the wheel. This results in more business, more referrals, and more confidence to know we can do a high level of business. That’s ultimately what separates top level agents from the rest.

 

Guest Bio

Dean is president of T3 Sixty’s Brokerage Consulting Division. In addition to helping brokers and their companies reach higher levels of success and profitability, he also leads the T3 Fellows program. He has over 20 years of hands-on leadership experience and has held several senior-level positions with real estate brokerage organizations including Long & Foster, Weichert Realtors and Coldwell Banker Residential Brokerage (NRT), where he spent the last 10 years of his career. Go to https://www.t360.com/ for more information.

To access the 4 Agent Archetypes webinar, go to t3fellows.com

From Contact to Contract: How to Build Relationships, Engage With People & Market Yourself at a High Level w/ Saul Klein

The momentum in our business can often be attributed to how many contacts we’re making. What must we do to build and maintain high value relationships? How do we differentiate ourselves when the market is crowded and the competition is so high? set ourselves apart? On this episode real estate industry legend, Saul Klein, talks about why contacts are the key to our success in business.

 

One of the ways you build trust and confidence is by demonstrating expertise.

-Saul Klein

 

Takeaways + Tactics

• The best software is the one you use and generate productivity from. 
   
• Having more conversations with people can get you out of a slump 
   
• If you’re going to do what everyone else is doing, the only thing you can differentiate on is a lower price. 

 

If we want to work smarter, attract luxury clients, and increase the average sale price of the homes we represent, we have to prioritize the conversations we’re having, the relationships we’re building and the ways in which we’re engaging. Even though it doesn’t happen overnight, anytime we build a relationship we are creating opportunities and setting ourselves up for business down the line.

  

Guest Bio

Saul Klein is widely recognized as the real estate industry’s first Internet Evangelist. He was selected by the National Association Of REALTORS® as one of the “25 Most Influential People in the Real Estate Industry” in 2003, and has been selected as one of the “100 Most Influential Real Estate People” by Inman News. Go to http://www.thedataadvocate.com/ for more information.

How You Can Use Video to Position Yourself and Attract More Clients w/ Sue “Pinky” Benson

 

Video is one of the most engaging ways to create content. Plus, since our audience can see us, the level of trust we build is higher. How is creating video content for social media platforms different from what we see on television? What equipment do we need? Most importantly, what kinds of topics should we cover to attract as many viewers as possible? In this episode, Sue "Pinky" Benson talks about how she generates leads and builds trust in a highly competitive market by using video.

 

 

Answering common questions for video content are easy, ‘low-hanging fruit’. -Sue “Pinky” Benson

Takeaways + Tactics

• Being authentic and using a vlogging style is more relatable and friendly to viewers.
  
  
• Being genuine gains more trust. Real estate agents often invest too much into creating a professional persona, and most clients see it as “trying too hard”.
  
  
• Our audience dictates our behavior on camera, and it depends on our demographic. If we want to make video work for us, we have to ask ourselves, “What clients do we want to work with?”.
  
  
• Millenials don’t want to be sold to. They want a real person, and not a salesman.

 

In the beginning of the episode, we talked about how agents should present themselves on camera and why we don’t have to emulate the people we see on television. Next, we talked about the importance of figuring out what audience we want to reach and how this will decide the type of content we create.

 

We also shared insights on:

• How social media promotions work and why consistency is vital  
• Why sharing political views or religious views might alienate some of our prospects and make us lose business
• Why we don’t need expensive equipment and editing tools to make make good videos

 

Video marketing is all about building trust and showing our audience that we have the answers to their questions. What helps our message truly get through the screen is speaking the language of our audience. The demographic of our ideal client is what determines the tone, language used, and content delivery.

 

Guest bio

Sue "Pinky" Benson is a real estate video influencer, speaker, and real estate agent in Naples, Florida.

She was featured on National Association of Realtors Magazine and Florida Realtor Magazine and has been recognized by major publications as a video marketing expert across North America.

She currently manages Pinky knowns Naples, and you get in touch with her on her Facebook account.

The Three Things that Separate Successful Teams from the Rest w/Steve Olson

 

Most agents don’t have the budget, tolerance, and patience to wait for the good results of their strategies. How should you go about evaluating whether something is really working? What factors do you need to consider in order to hire really good people? Do you need to have a luxury lifestyle to be worthy of getting high-end listings? On this episode, Kingston Lane CEO Steve Olson shares on the activities, mindsets, and behaviors that will make you successful at any price point.

 

 

You have to have the cadence, ability, threshold, and tolerance to run advertising and be okay that some of the stuff isn’t going to work. -Steve Olson

 

Takeaways + Tactics

• If you can get most marketing to work in the high end, it will work for the “bread and butter” tenfold.
• You can’t have agents on your team that are only happy when they get happy results. They have to be in love with the journey.
• When it comes to selling luxury, you don’t have to live the lifestyle you sell.

 

At the start of the show, Steve talked about what Kingston Lane does for agents, and shares his observations on advertising after running thousands of ads. Next, we talked about the importance of hiring people that match your culture and goals. We also talked about one of the biggest misconceptions people have about luxury listings.

We also discussed:

• Productivity tips and improvements
• Steve’s tip for hiring agents who will always work hard
• Why we should never expect our business to be easy

There are going to be ups and downs in real estate, but we have to keep the motivation to do our work. We make the money we make because we’re paid to negotiate our client’s emotions. The minute the business gets easy or streamlined, our commission dollars are going to plummet. Ultimately, we have to become experts at hiring well and tracking everything we do. Remember that the ability to sell luxury has nothing to do with being at that level in our own lifestyle. We just have to bring a high level of quality in the service we provide.

 

Guest Bio

Steve Olson is the President of Kingston Lane and an award-winning veteran of the real estate industry. Steve’s holistic experience comes from his success in real estate sales, team and brokerage leadership, and coaching the highest-producing teams in North America. Steve is a true industry leader with cutting-edge tactics that he shares with teams and also utilizes in his own real estate business every day. Go to https://kingstonlane.com/ for more information.

How to Appeal to More International, High Net Worth Buyers w/Jim Park

 

People think luxury is about driving a nice car and dressing well, but it’s really about engaging your clients in a different way and offering a valuable experience. How are “global” and “luxury” actually a real strategy? How can you become proactive, anticipate needs, and build a clear system to help luxury clients? What are the big trends in the international luxury market? On this episode, Mortgage Collaborative Partner and luxury expert Jim Park shares on the increase of international buyers and how to capitalize on it.

 

 

If you want to build a clientele that’s global, luxury and high net worth, then international is certainly an aspect that you can focus on. -Jim Park

 

Takeaways + Tactics

• When you’re dealing with international buyers, remember that you have a small window. You might have to line up many viewings within a few days. Make sure you hone in on what they want.

• The five states international buyers are primarily going to are: Florida, Texas, California, New Jersey and Arizona.

• People who buy second homes internationally are high net worth individuals, so appealing to them involves selling the luxury experience.

 

At the start of the show, Jim shared on how he got started and what he means when he says luxury is a strategy. We talked about how to get more referrals, which are the main sources of the US’s international buyers. We also talked about some of the ways to make the process of looking for a home easier for an international buyer.

We also discussed:

• The Ritz-Carlton experience
• How to be more proactive and anticipate the needs of international buyers
• Social media tools

People are becoming more global, and real estate is mirroring this. There’s a lot more to getting a more international clientele than understanding their culture. They want their agent to be their eyes and ears, so you have to really hone in on what their looking for in a short span of time. When a high net worth individual wants to buy, they want the amenities, the location, and the experience you are offering.

 

Guest Bio -

Jim Park is the 2013 Chair of the Asian Real Estate Association of America (AREAA) and a partner and co-founder of the Mortgage Collaborative. The Mortgage Collaborative works with small and mid-sized lenders to strength its market power and to create innovative mortgage solutions for this important segment of the mortgage market. Go to https://www.areaa.org/ for more information. 

How We Can Buy & Sell Real Estate Better Through Technology w/Simon Chen

A lot of Realtors live in fear that technology will eventually replace their role in the home buying and selling process. Is it true that we’ll end up being edged out of our businesses by machines? What parts of the real estate process are actually enhanced by technology? What are some of the ways to help foreign buyers and provide value? On this episode Simon Chen, the CEO and President of ERA Real Estate, shares why our industry stands to benefit greatly from tech.

 

 

The consumer experience is going to benefit greatly from technology. -Simon Chen

 

Takeaways + Tactics

• None of what we do will be made obsolete by technology. In fact, technology will make things easier for us, and better for our clients.

• Not having tech tools at your disposal takes away your competitive edge in today’s market.

• Making the home appealing to a broad a spectrum is the key to any staging approach.

• When it comes to foreign buyers, translating listings to native languages is a huge piece of value.

 

At the start of the show, Simon talked about his background, how he started in investment banking, and the strategy he used to target foreign buyers. Next, we talked about why staging is so prevalent in real estate today. We also talked about why we have no reason to be afraid of technology. Towards the end, we discussed where the luxury market is going.

We also covered:

• How to leverage tech resources
• How to get more eyeball traffic on your listings
• How tax affects buyer behavior

 

Technology isn’t going to edge us out. In fact, it’s going to enhance what we do. Even though the buyers rely on tech to find properties, our work begins after they’ve found the house. The consumer buying experience and the broker/agent experience is going to get better. Instead of fearing technology, we should welcome and leverage it because it will make our jobs easier and make us more competitive.

 

Guest Bio

Simon Chen is the President & CEO at ERA Real Estate. Go to https://exploreera.com  for more information. Before this, Chen was the COO at Realty One Group. He also founded real estate investment and technology consulting firm Century Pacific Group and worked as senior director of corporate development and strategy at realtor.com and its operator, Move, Inc. For more information on ERA Real Estate, visit https://www.era.com/

How to Raise the Client Service Bar & Protect Our Industry from Disruptors, Discounters and Doubters w/Joseph Rand

The luxury real estate industry is facing a lot of challenges from people trying to change the business model. What do we need to improve in order to get our value back? How do we raise the bar for how we handle our clients? On this episode Joseph Rand, the managing partner of Better Homes and Gardens Rand Realty, shares on his book and what will protect our business from disruptors and discounters. 

 

 

If we focus more on the client experience, we can stave off the disruptive elements that are trying to change the game. -Joseph Rand

 

Takeaways + Tactics

• We need to stop focusing so much on lead generation and start prioritizing the client experience.

• Price point is a process of discovery between you and your seller, not something you just dictate to them.

• We should be marketing all homes the way the average agent markets a luxury home, and we should be marketing luxury homes at a higher level than that.

    

At the start of the show, Joseph talked about his background and how he got started. He also talked about his book Disruptors, Discounters and Doubters. We also covered the importance of making sure we don’t put all our innovating energy towards lead generation and start focusing on the client experience.

We also discussed:

• Why the best way to create business is raising fans
• The importance of investing in marketing
• The difference between listing a home and marketing it

 

The truth is, we have not done a good enough job of raising our game and improving our client transaction experience. This makes it easy for challengers to try to edge us out. We have to teach agents to do the work, and this starts with treating our clients well. The client experience is all about putting their needs first and giving them information that actually helps them sell.

 

Guest Bio
Joseph Rand is the Managing Partner of Better Homes and Gardens Rand Realty, one of the largest family-owned real estate brokerages in the country. Go to randrealty.com or find his book Disruptors, Discounters & Doubters on Amazon.