Luxury Listing Specialist - Dominate High End Listings In Any Market

In a busy market, it can be tempting to list a luxury home on the market without properly positioning or restoring it. Why does this usually lead to the home sitting on the market for a long period of time? How do luxury listings create high leverage opportunities? On this episode, we are joined by co-founder of eXp Realty, Brian Culhane, to discuss how we worked with Brian to increase his chances of selling his new $6.5m trophy luxury listing quickly.

"The student has to seek out the master.” - Brian Culhane, Co-Founder of eXp Realty

Takeaways + Tactics

Treat a dated luxury listing like a painting restoration.

Listen to the clients. They’ll tell you everything you need to know if you ask the right questions.

If you’re a lower producing agent, small office, unique or don’t have a proven track record: learn from the best.

Listings are an opportunity to get other listings, but also to meet other influential high net worth people.

Resources

Become a Certified Luxury Listing Specialist

Get Your Free Gift - Luxury Listing Blueprint

At the start, Brian shared on the factors that are contributing to eXp’s growth. Next, we discussed the importance of considering restoration work for a house and how luxury listings can actually be opportunities for networking with other high-end professionals. We then talked about the importance of coaching.

We also discussed:

First impressions are so important when marketing luxury homes. Never underestimate the power of putting some work into a home before you list it. It could be difference between it selling immediately or it languishing on the market for months or even years. Don’t be tempted to throw a home on the MLS. A little extra time and effort can earn the sellers more money. When you’re in a buyer’s market and you represent the seller, get them onboard and be willing to do the things the competition won’t do to position their home for a successful sale.

Guest Bio

Brian Culhane is the Co-Founder of eXp Realty. He has been one of the driving forces behind eXp's rapid growth and expansion into 45 states, 100 MLS regions and in Canada. To get in touch, email brian@exprealty

One of the biggest challenges we have as real estate agents and brokers is the large amount of “stuff” to do in a day. How can this hinder you from seeing any real business growth? How can leverage and scaling your business solve this problem? Should you only get an assistant when you’ve reached a certain pay point? On this episode, the founder of MyOutdesk, Daniel Ramsey, shares the power of leverage and scale.

We help real estate professionals take advantage of really smart individuals in other countries of the world. -Daniel Ramsey

Takeaways + Tactics

At the start of the show, Daniel talked about his company, and the 7-figure roadmap plan they developed for their clients. Next, we talked about how leverage can help you grow your business. We also talked about how the MyOutDesk team leverages resources to help a listing agent increase their earnings.

We also discussed:

Thanks to advancements in technology, business owners now have access to a lot of talented professionals who can help your business in many ways. Outsourcing and delegating means you don’t have to deal with the things that drag you down, and you can put your focus on tasks and activities that really move you forward. That’s how you’ll be able to increase your earnings and push for that increase in your price point.

Guest Bio

Daniel’s years of experience in real estate contributes an invaluable amount of insight and expertise to MyOutDesk. His knowledge of the industry is a great asset when it comes to business development, sales and marketing strategies. Being a Real Estate Broker, General Contractor and Developer has proven to provide a foundation of core competencies of value from the realtor perspective, leading MyOutDesk to grow exponentially and find great success. Daniel’s passion for the Real Estate industry coupled with his love for innovative ideas are key elements in achieving his desire to dominate the enterprise https://myoutdesk.com/.

Resources

Become a Certified Luxury Listing Specialist

Get Your Free Gift - Luxury Listing Blueprint

A lot of people in real estate are taught that they can and should do it all alone. Why is this misleading? How can you use systems to free up time and actually make you wealthier? What does it take to really grow a business? On this episode, we talk to coach and business growth specialist, Alex Charfen, who shares his journey and one thing all real estate business owners should know.

Any successful person in business that has grown an empire, has done it with the help of other people. -Alex Charfen

Takeaways + Tactics

At the start of the show Alex shared how he got into real estate, the incredible story of overcoming the challenges of two hurricanes and the 2007 crash. Next, we talked about one of the biggest impediments to the growth of real estate businesses. We also discussed the issue with a great deal of real estate coaching programs out there and why you need to stop listening to them.

We also discussed:

Real estate agents are taught that they need to do everything themselves, and that they are in a self-sufficient business. As a result, many agents are control freaks, hindering their ability to grow a business and build an empire. You can do pretty well on your own, but to get to real wealth, you can’t close yourself into a bubble of productivity. If you really want to grow the business, build an organization around yourself. Stop listening to people that put you in the loop of doing the same things over and over again.

Guest Bio

Alex is the CEO of the Charfen Institute and the author of The Entrepreneurial Personality Type as well as Momentum, set to publish in early 2018. He is a widely-known business growth specialist and coach. Go to http://www.charfen.com/ for more information.

Resources

Become a Certified Luxury Listing Specialist

Get Your Free Gift - Luxury Listing Blueprint

For people who want to move into the luxury market, it may seem like it’s already locked up by veteran agents. How can you break into it with one simple tactic? What are buyers and sellers really looking for, and how can you easily provide it? On this episode, we talk to agent, marketing expert, coach, and podcast host, Dean Jackson who shares on the advantages of investing in direct response marketing.

If you show them that you’re the closest to them getting that check, there’s all the chance in the world that they’ll go with you. -Dean Jackson

Takeaways + Tactics

At the start of the show, Dean shared how he got started and how he works to help agents build lifestyle businesses. Next, he gave an overview of direct response marketing and how it works. Dean also talked about how direct response can give you a secret inventory of potential sellers and the reality of what people are really looking for.

We also discussed:

When most people think of marketing they think of personal promotion, creating top of mind awareness and getting their name out there. Direct response is not about getting your name out to everyone. It is designed to get the people who actually need what you’re offering. Direct response allows you to be a “market maker” and it makes your marketing even more effective. No matter how good another agent’s listing presentation is, how established they are as the expert, or how good their marketing is, if you can bring a prospect closer to a transaction, you can win their business.

Guest Bio

Too many agents simply tell clients what they want to hear to get the business. Why is it so important to be ethical and always provide information backed by data and analytics? How can you go about building a team instead of simply waiting for more clients? Why is it so important to know when your market tips to favor the buyer? On this episode, we talk about these questions and more with Chris Heller, former CEO of Keller Williams.

Focus on your core systems, your lead generation, your lead follow up, and getting deals done. -Chris Heller

Takeaways + Tactics

At the start, Chris shared on the roles composing his team and the importance of behavioral and personality assessments. Next, we discussed what a lot of people get wrong when it comes to building teams, and Chris talked about the outbound prospecting his team does. Towards the end, we talked about value adds you can bring to the market.

We also discussed:

Most people build teams too soon because they decide to expand before they have the demand for it. Focus first on your core systems and giving the best possible service. Then bring people on as your demands increase. Learn to be smart about hiring and training because that determines the quality of your team. It’s also crucial to arm yourself with as much market data as possible, and know your market well.

Guest Bio

Chris Heller has built one of the most successful real estate teams in the United States. From his selection as Rookie of the Year in 1989, to being the top-producing agent in San Diego County and the #1 Keller Williams associate in all of North America, Chris has earned the respect of colleagues and clients for the exceptional results he delivers. Under Chris’ leadership, the Heller Team has sold thousands of homes. In fact, he has sold more than 100 homes a year, every year for the past two decades. For more than 29 years, Chris has succeeded in a highly competitive marketplace through his leadership, drive and ability to assemble and empower high-performing teams. The specialized members of the Heller Team provide unrivaled market knowledge and client service. For more information go to hellerthehomeseller.com, call 800.800.2978 or email [email protected].

True luxury isn’t just about price. What are the other elements you should consider? How do you  avoid a listing going stale before you even list it? Why should you avoid going to market too fast? On this episode, we are joined by Jere Metcalf to discuss opportunities luxury agents should be taking, and why you need to think beyond price. 

Too many agents have the scarcity mindset, and want to get a property listed immediately when you only have one chance to make a first impression. -Michael LaFido

Takeaways + Tactics

At the start of the show, we talked about Jere’s team and podcast, and how she has been able to attract talent into her world. Next, we talked about the Atlanta market and how this year’s luxury trends compare to previous years. We also discussed how to directly and indirectly market to homeowners, and increase the probability of selling a listing.  

We also discussed:

You aren’t just a representation of your company. You’re a representation of your seller as well, and that’s something you should think about before you list a property. Take your time and avoid going to market too fast. It’s about getting in front of the right buyer so they can see that this is the house for them. Know your numbers in your local marketplace, and be aware of what everyone is doing. Try to differentiate yourself, and be thoughtful about your strategy. 

Guest Bio

Working with international homebuyers is a great opportunity in real estate right now. What is attracting Chinese buyers to the US market? What are some of the cultural differences you should be aware of? How is foreign investment affecting the San Francisco Bay area? On this episode, we talk with Michi Olson, the Vice President of Business Development and Relocation at Alain Pinel Realtors.

The most important thing is for you to be able to respect and understand the culture-- more important than being able to speak the language. -Michi Olson

Takeaways + Tactics

At the start of the show, Michi shared how she got into working with Chinese buyers, and what factors draw Chinese investors to the US. Next, we talked about how much money international investors are spending in the US market and how low inventory is creating a bidding frenzy in the Bay Area market.  

We also discussed:

Of the $102 billion spent in the US real estate market by foreigners in 2016, $27 billion was spent by the Chinese. This year they spent $37 billion. This shows how much of an opportunity there is in this market. You don’t have to speak the language to work with international buyers, as long as you respect their culture. Knowing the “do’s and don’ts” can allow you to serve international investors exceptionally.

Guest Bio

Michi Olson, SGMS, is Vice President of Business Development and Relocation and serves as Alain Pinel Realtors' primary point-of-contact for company-wide relocation services, including its affiliation with The Leading Real Estate Companies of the World (LeadingRE), the world’s largest referral network for independent real estate services companies that formerly operated as RELO. In this role, she manages the brokerage's corporate relocation network and assists thousands of families annually when they move from one state to another for work purposes, or increasingly, to global destinations in job-related moves. Go to https://www.apr.com/ for more information, email [email protected] or call 800.4445.1111

At certain price points, all markets start to favor buyers. How do you get people to take action quickly, instead of waiting for a price drop? When a house has been on the market for too long, what problems does this create? How do you reinvent a listing that has gone stale? On this episode, we are joined by team owner and luxury specialist, Marti Hampton, who shares the strategies that generate interest and excitement for listings.

Everyday that your house is on the market, you lose ability to negotiate and you have a lesser position. -Marti Hampton

Takeaways + Tactics

At the start, Marti gave us a bit of her background, and why it’s so important to get buyers interested in a home immediately. Next, we talked about Marti’s other business Coming Soon Homes, and why more days on market can weaken your position. Towards the end of the show, we discussed how to revive a stale listing.

Marti also shared on:

The less time a property has spent on the market, the more urgency there will be around it, and the more leverage the agent has. Every day a house sits on the market reduces your effectiveness to negotiate, weakening your position. It’s critical to create excitement and desire for your properties.Once your property becomes stale, savvy buyers will have a much stronger position, which will impact the list price. Remember: you can’t fool the buyer. They often know a lot more about the market than you might think.

Guest Bio

What does an agent need in order to get into the luxury side of real estate? Why is it so crucial as an agent to be able to “own your numbers”? On this episode CEO of Christie’s International Real Estate, Dan Conn, shares the biggest market trends in luxury real estate, and gives insights on why real estate remains a stable investment.

If you own the numbers and you can make a compelling case to the client about your ability to transact at the high end of the market on a listing, you’ve got a much better shot. -Dan Conn

Takeaways + Tactics

At the start of the show, Dan gave some background on Christie’s, their affiliates, and how they’ve done over $5 billion in volume over the last 5 years. Next, we talked about how many people there are in the world who can afford the $100 million dollar properties on the global market. Towards the end of the show, we discussed the importance of leading marketing strategies for making a home stand out.

We also discussed:

When you’re trying to break into luxury, it’s important to be a part of a network that gets you the kind of distribution and exposure that ensures that people across the world know about the property. It’s also necessary that you own the numbers and prove that your surpass your competition when it comes to making a property stand out. Remember: you are responsible for how that property is positioned online.

Guest Bio

There are very few luxury agents that do any type of custom video content because they fear the expense. How does this misconception lead to missed opportunities? Why is it so important to have video content in your marketing plan? How do you demonstrate your expertise and educate your database? On this episode, we are joined by Vyral Marketing founder, Frank Klesitz, who shares how video can boost your business.

If you’re not demonstrating your expertise, you’re really not spending time with people and letting them get to know you. -Frank Klesitz

Takeaways + Tactics

At the start of the show, we talked about the power of short video updates to your database, and Frank shared his own experience in luxury real estate. We also talked about why having a lot of visuals on Facebook is so powerful, and why your aim shouldn’t just be to send out content.

We also discussed:

Rounding up your contacts, reconnecting with your database, and letting them know you’re selling real estate isn’t a new concept; but you have to take it further. It’s not just about people seeing your image, it’s about them actually spending time with you. By building a wealthy stock of video content, you give yourself instant credibility and play into the power that videos have in conversion.

Guest Bio

Frank is an entrepreneur, marketer, coach, and real estate investor who built the company Vyral Marketing which serves a wide range of professional services companies around the country. For more information on what Vyral Marketing can do for your business visit getvyral.com.

Resources

Become a Certified Luxury Listing Specialist

Get Your Free Gift - Luxury Listing Blueprint