Do you have what it takes to be the agent who represents the most luxurious properties in your marketplace? While taking classes can help you be better prepared to represent luxury clients, the real key to your success results from your ability to build personal connection.
Recently, I was at a party where a top-producing agent who specializes in luxury properties asked whether agents should be “certified” to sell luxury properties. She went on to answer her own question by saying, “I don’t know a single agent who specializes in the million-dollar-plus price range who needs a certification.” I spent 20 years selling in that price range and I had to agree. None of the luxury agents who worked with me in Los Angeles ever attended a luxury certification class.
When I first moved to Austin, Texas, a local title company asked me to put together a course on how to market luxury properties. Since I had been an active agent in Southern California (Brentwood, Bel Air and Beverly Hills) for almost 20 years and had run the training program for the 4,000-agent Beverly Hills-based Jon Douglas Co., this was second nature for me.
One of the biggest surprises came as I chatted with the agents during the break. Most of them were terrified at the thought of representing a buyer or seller in the $700,000-$800,000 range. A million-dollar listing was absolutely out of the question. Nevertheless, they were hopeful that this class or a certification program would provide the magic bullet that would somehow transform them into luxury agents. Sadly, this underlying lack of confidence would probably be the biggest stumbling block to their success.
In a different class, we had about 50 agents in attendance. One agent arrived in shorts, a Hawaiian shirt and strapless sandals. Nevertheless, I remembering thinking, I’ll bet he’s a luxury agent. When I surveyed the class, he was the only one who had actually sold a property priced at more than $1 million. In fact, he had owned commercial offices both in Beverly Hills and Austin.
– See more at: http://www.inman.com/2013/06/17/be-the-go-to-luxury-specialist-in-your-market/#sthash.VPy7tX2H.dpuf
