Be explicit about who you are and what you stand for, as a luxury real estate marketing professional. Being vague about your personal or company brand can cost you considerably.

In marketing luxury real estate it is important to understand how to create and execute the economics of aligned self interest. This strategy is one that takes all parties into account by understanding their points of views i.e. their self motivated interests. By understanding others’ points of views (walking in their shoes) you can connect with them and create a new paradigm resulting in a viable and harmonious outcome for everyone involved.

As 2010 comes to a close, let me ask you a question: How did you do? Are you happy with your business this year? I don’t know about you, but I’m not. It has been a very stressful and trying year for many and it certainly has been for me. But, next year will be better. Right?
Don’t count on the economy being any better, so says the experts. And from what we are hearing, it looks like …

I am seldom surprised. This one truly surprised me. When we launched our brand new agent think tank and discussion forum, The Tank, just a few days ago we thought a few agents would join. But what happened, we were not even remotely prepared for.
In just a few days over 200 separate topics by hundreds of members! In a word — AMAZING! And the posts are very thoughtful and well articulated. Not a single negative post to date and I …

The Human Element.

As I mentioned before, having the best technology in the world — having an endless supply of new inbound customers — won’t help you at all if you don’t have the basic skills needed to turn those opportunities into closed transactions. That’s where the human element comes in.
I believe that there are several fundamental things that a Realtor® must have if he is to become a master listing agent. Just as the technology is crucial to success, so …

Putting All The Pieces Together
In the previous chapters we’ve discussed all the various elements or components of what I believe to be the best listing presentation you’ll find anywhere. I’ve determined not to give you just the listing “pitch”, but rather to give you the entire presentation — from the initial preparations you must make, to the underlying theory, to the preparation required to become the top listing agent, to my actual presentation itself: the actual what-to-say and how-to-say-it.
In this …

Introducing My Secret Weapon!
If you recall from the last chapter, we were in the middle of making our presentation to a seller. We’ve discussed the two approaches — the traditional or price approach and the traffic approach. We’ve helped him understand why the traffic approach works and why it sells houses in half the time while netting more money.
Next I tell the seller that if he’s like most of my clients, he’ll want to know how I intend to market his …