Luxury Listing Specialist - Dominate High End Listings In Any Market

Video is an area that is lacking for the majority of real estate agents, and it’s a huge missed opportunity. What makes people reluctant to try video and how can we overcome this hesitation? What kind of content should we be creating? Why should we create and share content about causes that are close to our hearts? On this episode, Christophe Choo, who was just named BombBomb’s top video influencer of the year, shares how we can level up on our use of video.

Your message has to be natural, and from the heart and the soul. That seems to be what really works and what people want to see. -Christophe Choo

Takeaways + Tactics

At the start of the show, Christophe shared how he started incorporating video into his business. Next, we talked about the importance of authenticity and why that’s so valuable in luxury real estate. Christophe also shared some of the biggest opportunities that have come from his video.

We also discussed:

Video is the greatest opportunity in our industry right now because consumers want it. However, very few real estate agents are answering that call. Not only does video make it easier for people to find us, it also allows us to build trust with potential clients. It’s natural for us to be nervous about it, but video content is nothing more than talking to a friend with the camera on. The more you practice and work at it, the better and more confident you’ll get. Ultimately, you’ll end up having people gravitate towards doing business with you without having to seek them.

Guest Bio -

Christophe Choo is a Coldwell Banker Residential Brokerage real estate agent serving Beverly Hills, CA and the surrounding areas. He is a top producing Beverly Hills real estate agent, a speaker and Bomb Bomb's #1 2018 Real Estate Video influencer.

Go to http://www.christophechoo.com/ for more information or email [email protected]. Find him on YouTube, Twitter and other platforms.

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

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:

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

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

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.

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

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:

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.

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

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:

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.

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

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.

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

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:

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.

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

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:

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.

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:

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.