Luxury Real Estate Leads, Moving Up into Luxury is Easier than you Think

Luxury Real Estate Leads, Moving Up into Luxury is Easier than you Think


– Hey, everybody, thanks
for joining us today. I’m so excited that you’re
available to listen to this podcast, or the audio on YouTube, or maybe you’re sitting,
you’re reading the blog, and my goal is to bring real
estate agents everywhere lots of options for your
lead generation activities. We all know that real estate
is a lead generation game and if you’re not out there
getting lots and lots of leads, you’re at the mercy of whoever is, and that includes the
big technology giants and other real estate teams, you need to be the one that
knows how to go get the leads, and there’s lots of different
ways for you to do this, so pick your favorite and
just do it consistently, master it, do it at a high level. I’m bringing you lots of
fantastic real estate agents that are the best at what they do in that specific lead generation activity, and today, my guest is Michael LaFido. He’s a top producing real estate agent with 17 years of experience
in the real estate industry. His marketing has been
featured on a cover story in Crain’s Chicago Business
and highlighted at noon on Fox News Chicago Business Hour. He’s also the author of the books, Marketing Luxury and the best seller, Cracking the Real Estate Code. Throughout his career,
Michael learned the importance of high-caliber marketing
versus traditional marketing, which has become pivotal to his success. Over the past 17 years, LaFido
and his team have developed a method that takes a more comprehensive and proactive approach
when marketing at home. Michael, the founder of
the Marketing Luxury Group assists other real estate
agents and affluent home owners by providing top tier
services including consulting, lifestyle marketing, public
relations, and coaching to help agents and owners
sell their luxury homes, utilizing his proven and
reputable strategies. He’s created the nationally recognized luxury certification
for real estate agents, which is known as Luxury
Listing Specialist, L-U-X-E. This new certification
establishes an in-depth and detailed set of standards for agents that represent luxury homes,
and is currently offered for 12 hours of continuing education. Well, that’s a nice bonus. That’s for real estate agents in Texas. The trainings are based
on the same principles Michael outlines in his
book, Marketing Luxury, that he teaches to
agents across the world. Many agents within the industry are calling Michael’s
methods the new standard for marketing luxury homes today. Michael, thank you so
much for joining me today. – Oh, it’s a pleasure, thank you. That was a mouthful, wasn’t it? – That was a mouthful, but
hey, you’re doing a lot of great things, and
that’s why I spotted you and said this is the guy
we need to be talking to right now about how to get
into luxury, and how somebody would start generating real
estate leads for luxury, so you wanna tell me a
little bit about somebody that hasn’t done it yet, they’re doing bread-and-butter listings
everyday, buyers, average price ranges and
they say, “You know what?” “I wanna get into luxury.” So Michael, what do they do? – Sure, so that’s a very fair question, a very direct question. I have really two huge
takeaways for your listeners. Before we get into each of those two, I want to share with
you and your audience, I can give you the best
lead gen activities, and I’m gonna give you two today, but it’s gonna be wasted unless
an agent believes they can. So unless they have their mind set, I’ve found, Lori, that
unfortunately many agents have limiting beliefs and
luxury is one of those things that agents believe they have
to be with a certain brand, they have to be in the
industry for X number of years, they gotta drive a certain
car or live in a certain kind of home to break into
and dominate selling homes, and unfortunately, those
are false, false, and false. We could spend hours on the
mindset and how to attract more high-end clientele, but
I at least wanted to start out with saying that so no
matter which brand you’re in, how many years you’ve been in
the business, you can do it. I’m a living testament to it. I just wanted to share
that with your audience. Before we go into X’s and
O’s, whether you believe you can or whether you don’t,
that’s half the battle. You really have to
believe in yourself that selling a high-end luxury home, it’s the same X’s and O’s
and a lot of the same things as selling an entry-level property. Sure, there’s some nuances. Sure, there’s some differences, but it’s really a people-based business and people don’t care how
much you know and I know, and so they know we care. – Right. So you’re saying, I love
that, I have to love that, because I do believe that
is a lot of reasons why real estate agents don’t
get into that next level is because it’s intimidating. We’re not one of them, we
don’t drive those cars, we’re not fancy shmancy, we’re
not gonna be able to hold our own against another luxury
agent that is that person. Are you saying that when
we’re sitting in front of a luxury-potential client that, well I’m gonna guess you
still are gonna suggest that they look the part and act the part. What you’re saying– – I’m gonna answer where I
totally know where you’re going. I’m saying be authentic, be yourself,
is what I’m saying There’s some courses,
some trainers that say say this instead of this,
do this, and, you know, be authentic, be yourself, be transparent. We’re in a world where they can Google you and find out anyway,
so you do want to start building your brand and looking the part before you get on the appointment, right? In other words, if people
check you up on social media, they Google ya, you
gotta look professional, but if you don’t have the
portfolio of sold properties, then this is a course in itself, then what do you do to leverage that? Of course, we can talk about it later, but I do a lot of speaking and training, and written a book called
Luxury Listing Specialist as well, and we have a certification, but getting back to
your original question, is be transparent and just be likable. I’ve lost appointments
in the past where I know I was against an agent that
I could out-market left and right, but because I’m
a big (mumbles) personality and I’m a driver, bottom
line, that I missed that important rapport-building,
and so, building that affinity, doing research on them
before the appointment. In other words, what their
likes, what their interests. Joe Stump used to say
Forbes, family, occupation, recreation, dreams, you
know, what similarities do you have in common. Building those key core
rapport is really important before you get into X’s and O’s. A certain personality types
just want you to bottom line it, of course, and they’ll point-blank ask, “Well, how many million dollar homes, how many eight million, whatever, how many homes have you
sold in my neighborhood and unfortunately, many agents
don’t go on the appointment because of fear of those questions. I won’t get into too many details, but I have a $10 million
dollar property I represent that’s on the TV show Empire. It’s on Fox’s series, and that gentleman point-blank asked me,
“Well, how many homes “have you sold in this town.” I said, “Well, I haven’t sold any, “but the previous two agents you’ve had “probably sold more than
I have in this area, “but they didn’t get the jobs done, “so if you want to hire the best marketer, “I’m the right guy; if
you want to hire the “neighborhood expert,
I’m not the right guy. “You’re going O for two
here before you hire me.” So again, building the confidence. If it’s a multi-pronged approach, it doesn’t happen overnight. That’s a great Segway
into some bullet points on how you can build the confidence. The first thing I’m gonna talk about, ’cause I get asked this all the time, is, “Hey, Mike, if you move
to such and such, or my city, “what would be the first one or two things “you would do to break into
luxury,” so that’s kinda how my Segway is, Lori, into the bullet points I’m gonna talk about for
lead generation today. Is that okay? – Perfect, yes, please. – Okay, so the first thing
I would do is I would video. Video’s not going away so I’m
really good at siting sources and unfortunately, I don’t
have the source in front of me that I’m about to say, but
there was a survey done where 73% of sellers said
that they would hire an agent who uses video to market
their home versus an agent who doesn’t, so video’s not going away so you as an audience
member listening to this, step out of your comfort zone,
whether it be a free videos, like Facebook Lives, or whether
they be educational videos for buyers, so if you’re
thinking of buying a home in blank community or this subdivision or in Seattle, Washington,
fill in the blank. It doesn’t matter, tips
for buyers in this market, so that’s one bullet
point for your audience. You gotta create educational
videos for buyers. You gotta create educational
videos for sellers. Perfect one is just a little one-year, just over one year after the election, how our home sales in New
York or whatever community it is you represent, so talking about that; talking about tips for
sellers, so in other words, hey if you’re thinking of selling in 2018, here are seven things you want
to avoid to get top dollar. Educational tips for sellers. I talk about being proactive, so hey, if you’re thinking of selling in 2018, it’s important that you’re
proactive when selling versus reactive, so that’s a great Segway into being proactive. Example of that would
be looking at the home from a cosmetic standpoint to neutralize and do the things that
today’s buyers are looking for when they’re buying. So tips for buyers, tips for sellers, and then the third bullet point would be educational videos
that are market-driven. In other words, you know, I
kinda talked about this earlier. One year after the election,
how are home prices, how has the election affected
home prices in Chicago, or New York, or wherever
it is your audience is, or you might talk about educational tips, but market wise, as far as price points. Overall, it might be,
“Hey folks, today’s video, “we’re talking about overall
in the Chicago land market, “there’s a shortage of inventory. “It’s what we call a seller’s market, “but when we’re dealing
with high-end properties, “by high-end, million dollars and above, “the shift has occurred
and it’s a buyer’s market.” A buyer’s market is when
there’s a lot of inventory. There’s not a lot of showings. Homes could sit on the market
for a year or two years, plus, and so education, educating
the market on overall, is it a buyers or sellers market, but in every marketplace,
Lori, the shift occurs from a sellers market to a buyers market and it’s usually at the
upper end where things aren’t moving quickly
and things are stagnant. So it’s really important for your audience to own the numbers at the local level. Understand buyers market, sellers market, day’s end market, list-to-sale ratio, and understand at what price
point in their given market does luxury occur, so I personally, when we teach people in our
trainings and our certification, we define luxury as
three times whatever the average sale price is
for that given market. I was talking to somebody on
Facebook chat the other day that’s down in Texas and
her average sale price was $130,000, so in that
case, I would define luxury as homes that are 390 and above. Most of the time people
think luxury and they think the McMansions, the million
dollar plus markets, or maybe in the Silicon
Valley, a million dollars is not luxury, but it’s all
relative to that given market and so just from a terminology standpoint, I think it’s important. I know different brands
define luxury differently, but for our Luxury Listing
Specialist certification, we define it as three times whatever the average sales price is. Getting back– – Let me jump in for one
second ’cause I’ve got a couple questions that
I want to make sure that before you move on to the
next little section there. First of all, I love the luxury is three times the average price range. Taking that, if my average
price range is $200,000 then our luxury market would be $600,000, so once we figure that out, are you saying that when you’re doing
these videos and when you’re making those, you’re
educating the consumer on the buyers market, sellers market,
and are you specifically hitting those price ranges
in that conversation? Are you saying so the high end
market this, this, and that, or are you trying to include
everybody in that segment? – That’s a great question. I try to break it down to price points in educational videos. I speak holistically overall,
and then I break it down into entry-level, the bread-and-butter, the middle, and then upper end. I try to keep it really simple even though you could probably
break it down into more. – Yeah, so are you doing any
then that are specifically only targeting the luxury buyer-seller, or are all of yours, the– – Yeah, that’s a great question. So we have specific
videos for entry level. We don’t really focus on rentals, so we don’t do rental type
videos if you’re looking to rent a property, but no,
we do first-time buyer videos. We do entry level. We do luxury-specific videos. We do a little bit of
it all, right, we do. Some of the videos are more broad and they cover the importance
of pre-home inspection, for example, or being
proactive when selling but you’re getting a
pre-home inspection done. Getting all your ducks in a
row with your special features of the property, the ages, et cetera. That could be a universal, we
recommend to all price points. But certain educational videos
are geared toward certain price points, and the one thing
that I want to let you know, many agents don’t break
into luxury ’cause, well, it takes more time or more cost. There’s some truth to
that, but I look at it as your financial advisor. Your financial advisor probably uses the term diversification. We want to diversify your portfolio. In other words, some
high-risk, some low-risk, some cash or liquid. Real estate’s no different. If your bread-and-butter is $200,000, that’s with selling, don’t quit that, but by adding and sprinkling
in some of the high-end, by the way, I define
high-end as two times your market average, so if
it’s $200,000 high-end, it would be 400 and luxury
would be 600, so sprinkle in some high-end and luxury
to your portfolio because, Lori, I believe the fastest
way for anyone on this, that’s listening, the fastest
way for an agent to get instant credibility in your
database, in your sphere, on social media, is you
land that first high-end or trophy listing. – Yeah, okay, so I’m loving this. I mean, you’re giving
us great information. Your, that’s your video for second. Are you having professional videos made, or how are these videos being created? – That’s a great question. I’ll do non-professional
videos, a great example, that would be Facebook Live, right? You hit record, you’re not editing. Let me first say, and some
of my professional videos like when I’m doing a property video, I do some of the Extreme
Lifestyle marketing. I’ve shot videos from helicopters. I had a house I was selling that had a train that went around it. I brought in two and a half
million dollars worth of cars for a video shoot, so I do some amazing, I call those lifestyle films. Those cost money, right,
and so the opposite end of the spectrum is the free videos. Sometimes on those free videos, if I’m doing a Facebook Live, for example. Hey, Michael LaFido here. We’re in front of the
home at 123 Elm Street. This property’s coming to market in a week or in three days or whatever it is. This home features A-B-C-D. If you know of anyone looking
to buy a home in blank, please contact me. It’s not gonna last. It’s an amazing property. So that would be like a coming soon video. I’ve done those kinds of videos, Lori, and I’ve had 1200, 1500
views within 12 to 24 hours, and on some of those videos, I’m spending thousands of dollars on,
I might get 1200 views in two months or three months. Your database, your sphere,
don’t discount that. There’s things that you can
do on a zero dollar budget. But some of the other
videos that we reference, I use a service called
Viral and they do a lot of my editing in my videos
and they email them out to the database, so that’s what I use, but there’s other services out there. One of the services I use
for emails called BombBomb. Maybe you’ve heard of BombBomb So if I’m meeting with
the buyer or a seller, I wanna send them a
personalized video message ’cause for me, I can
articulate my message in words through a video a lot
easier than typing out a three or four paragraph email. – Sure. Yeah, we have all of our videos
transcribed through Rev.com and then that’s also great
to turn into blog posts. You’re using your content
all the way through. So also on your video then,
are you promoting that video at all through Facebook
ads or Google Adwords or any kind of paid promotion? – Yes. Facebook ads is really
something that we’ve been doing as well, so trying to
figure out, this is a complicated topic in itself,
but trying to figure out who your buyer is for
your properties, right? Trying to figure out that avatar, right? Is it a family? Is it somebody that has
kids, doesn’t have kids, based on migration patterns, and you know, is there a certain area
that they’re moving from, and you want to target that
avatar through advertising. – Right, correct, all the
laser targeting through the demographic options,
which means we oftentimes pay more for the audience
since we’re bidding on each audience that we add,
but on the flip side of that, we might have a lower cost
per lead because we’re better reaching the audience that
we’re targeting, so convert, click-throughs and
conversions become higher. There’s an article. All of that for sure as well. Okay great, so what’s next after video. Did you complete that,
finish that little– – So video, just to kind of recap it, video is something everybody
can do that’s on here. Just do it. We’re our worst critics. If you’re a female, you
think you don’t look good. As a guy, I always kid around
and self-deprecated humor is great from the stage,
but when I’m speaking about, hey, look, I got a one nostril
that’s bigger than the other, and it shows up on video, but just do it. Whatever your barrier is, do it. And so there’s free versions
and then there’s videos on a budget like I talked
about, so educate the consumers, tips for buyers, tips for
sellers, and market update. That’s what I recommend
to help position yourself to attract more high-end
and luxury properties. It’s difficult to penetrate, like Robert De Niro said
in Meet the Parents. It’s difficult to penetrate
that circle of trust when you’re dealing with
high-end and luxury clientele. So the second bullet point or
golden nugget, if you will, is that lead generation,
how do you penetrate the circle of trust in
these little clicks, in these little communities,
and how do they think? What do they eat, where do they drive? How do you penetrate? I believe that way is through what I call my luxury networking group,
and I’m gonna give you the Cliff’s Notes version
on how this came about. I was part of a Chamber of
Commerce in Hinsale, Illinois. Hinsdale is a, there’s more million dollar single-family sales, at
least in 2016 there were. I don’t have the data for 017 yet, but in 2016, there was more single-family million dollar sales in
Hinsdale than any seller in Illinois where I’m based out of. Like Coach Q of the
Blackhawks, Chicago Blackhawks. NHL lives there, Fred
Hoiberg of the Chicago Bulls, NBA coach lives there, so it’s kinda like a who’s who suburb, and I
was a Chamber member there and the Chamber President
came up to me and said, “Hey, we want to start kind of
like a B and I leads group.” They called it a heroes group,
which stood for something. It was very structured. It was a weekly meeting,
met at the Chamber, someone took attendance,
there was a secretary, there was this, that, and the other thing, and you don’t know me that
well nor does your audience, but it was just way too structured for me, and I couldn’t commit to weekly meetings. There was a gentlemen that
dealt with big high-end kitchen remodels and I said
to him, “Hey, why don’t we “do our own thing and
build it the way we want.” that was about three years
ago, and that’s how our luxury networking group started,
and I’ve shared this same golden nugget with agents
across the US on live trainings or other podcasts and
the feedback I’m getting has been astounded. How it looks is you meet once a month. Most people say, “Oh, man, once a month. “I could commit to that,
I could lead that.” I believe the best way
to get referrals, Lori, is to give referrals. I believe through reciprocity. Reciprocity is if you’re
walking into a building, somebody holds the door open for you, you want to hold it open
for the person behind you. I believe the best way to get
referrals is give referrals and leave with a giving hand,
so the luxury networking group is basically a group of service providers, business owners, key influencers
for your given community that caters to the high
network individuals. Initially when Andy and I started this luxury networking group, it
was businesses that catered to high network individuals
that were in the real estate space, so in other words,
home, kitchen remodeler. We had a security guy,
we had a guy that did the night lighting, you
know, the landscape lighting. It was all real estate based,
but then as we grew it, we said, it doesn’t have to be. We’re limiting ourselves,
so we opened it up to people that serviced high network individuals, so we had Chubb insurance,
we had financial advisors. Of course, we had
different builders there. We had divorce attorneys, we had people that went shopping men’s clothing lines, you know that did custom
suits and that kind of stuff. It could be somebody that’s
in the PTA, if they’re in PTA like a elementary
school district that caters to the gated communities,
and they know everybody. They’re the chatty Kathy and
they know what’s going on, who’s thinking of buying,
selling, and they are a key influencer, they could be a part of the luxury networking group. That’s kind of the who. The what part of it, any
questions on that, first off, before we go to the what part of it? – No. – So the what part of it is
like I said, a monthly meeting. I recommend nine times out of the year. We usually take December
off because there’s way too many holiday parties,
and we take June and July off because summer vacation with
kids getting out of school, so really, nine times out of the year. Now someone could say I want
to do December, that’s fine, but we recommend nine
times out of the year. It’s really important that
the people that are attended consistently attend, so
they want to be hungry. They want to grow their
business and they’re hungry because you don’t want to
have someone who shows up one month and they don’t show
up for another three or four because you’re gonna lose
continuity in the group. The other aspect of it is
this is not Noah’s Ark. If you’re familiar with the
Bible story, Noah’s Ark, there’s two lions, two of their kind. You don’t want to meet two
real estate agents there. You’re the only real estate agent there. If there’s two attorneys, one is divorce and the other is corporation,
they’re not competing. If one builder specializes
in million dollar plus and the other is five to
750, those are non-competing, but you don’t want to have
non-competing businesses. It’s by invite only. You are the President CEO of
this luxury networking group. Nobody can invite someone
unless they run it by you first. Nine times out of the year,
we’ve tested the different days. We recommend Thursdays. Thursdays, either 3:00
to 5:00, 3:30 to 5:30, 4:00 to 6:00, 4:30 to
6:30, late afternoon, on Thursdays because the
host usually brings food, light beverages, maybe wine
and alcoholic beverages, and finger food, and
you change the location. It’s not at the Chamber
of Commerce every month. If you change the
location, I usually host it two to three times a year, and where do you think
I would host it, Lori? I stumped you, didn’t I? I’m gonna host it at a luxury
listing of mine, right? It’s congruent with my message. It’s synergistic with what I’m doing, so I’m gonna host it at
one of my luxury listings, and if your audience members
don’t have a luxury listing, and Lori, if I didn’t
have a luxury listing, and I was in your office,
and I said, “Lori, “I have a networking group. “It’s key influencers, business owners, “to high net worth
individuals in this area. “Would you mind if I hosted
an event at your property?” Chances are you’d say, “Let
me check with the owner,” and of course, you want to do
liability and all that stuff, but, if it’s a vacant listing, you would say all day if the
seller’s give you the okay, and if it’s an occupied
listing, you’d probably get a 50-50 chance of an agent saying yes. So if you don’t have one, you can borrow another agent’s in your
community probably, or, excuse me, in your office. I host the event two to three times a year and then other key
members in the group host. We’ve had events at
Lamborghini dealerships, at a company that gives
twilight helicopter tours in Chicago, at the men’s clothing line, at the guy the does the
$200,000 home theaters, he’s hosted an event. We did one at a place
that did, they had 18 complete kitchens and
bathrooms in their showroom and they had a chef bring out
food, so you want it to be a great experience so that
your attendees are excited about next month’s event. There’s great content. That’s the what, but let
me give you the structure. Let’s just say it’s 4:00 to 6:00 pm. Of course, you as the CEO of
the luxury networking group, you need to remind people
of when the next meeting is. You gotta give a reminder
the night before, maybe a text message, “See you
tonight,” that sort of thing, but again, your top of mind
awareness, you’re bringing value to the business
owners through reciprocity. They’re gonna refer you
business even if you don’t have a track record of selling
high-end or luxury properties because it’s called reciprocity. If it’s 4:00 to 6:00 pm,
the first half hour is is naturally just networking. If it’s at one of my luxury
listings, we’re giving tours of the property as
people are having a beer, or a Coke, or having finger
food, and then the structure is, “Hey guys, we’re gonna get started.” Unless you say there’s 15
people, 20 people in the room, “Hey, thank you for attending “this month’s luxury networking group. “I’m the host, Michael LaFido. “I’m with XYZ Real Estate. “I wanna thank you for coming. “I see a lot of familiar faces. “There’s a couple guests today as well. “I’m gonna demonstrate
how we do introductions. “This is gonna take a good half hour “because I want everybody
to get something out of it. “So what we’re gonna do is
you’re gonna say who you are, “what you do, and what you specialize in, “and who you’re ideal client is,” so that’s the second bullet
point, so who you are, the second bullet point
is what you specialize in, and what your ideal client is. The third bullet point
is what’s really working in your business, and
the fourth bullet point is what you’re struggling with or who you could use an introduction to. Let me demonstrate. “Hey, folks, thanks for coming. “My name is Michael LaFido. “I’m with the Marketing Luxury Group. “We help real estate agents dominate sound “luxury properties in their market place. “My ideal client is an
agent or broker owner “that’s looking to break
into luxury real estate.” So that’s the who I am,
what my ideal client is. The third bullet point is,
“Hey, what’s really working “in my business, what’s really working “in my business is video email. “If you’re sending out stuff to clients, “I recommend video email to wait for them “feel like they already
know you before a meeting, “and for me, I can articulate my message, “and so that’s what’s really working. So for all the other business owners, even if they’re not in real
estate, they might me saying, “Oh, that’s interesting. “I’ve never heard of video emailing.” The fourth bullet point is
what I’m struggling with or who I could use an introduction with. It could be, “Hey, I’m looking
for a great accountant. “As tax year’s coming
up, if anyone’s got a “rock solid accountant,
A, we could use them “in this group, but B, I
personally could use him, “so if anyone has one, please share “with me your resource afterwards.” Or it could be who I could
use an introduction to. “Hey, for our certification,
we’re looking to get in front “of large brokerages, so if
you know of anyone that owns “a large real estate office,
please, that would be “a great introduction for me” So that’s kind of the structure. Lori, with 15 to 20 people in attendance, next person says,
“Alright, it’s your turn,” so you’re saying, “Hi,
my name is Lori Ballen. “This is who I am, my ideal client, “and what makes different is this.” The third bullet point is
what’s really working for you and your business, and the fourth thing is who could use an introduction
to or what you’re struggling with and now
you’ve got 15 people giving an a-ha what’s
working in their business, and you’ve got 15 people that are saying, “I need help with.” So then that takes a good
half hour, 45 minutes, and at the end, of course,
you say, “All right guys, “that concludes our introduction portion, “so feel free to connect
with somebody that you might “want to ask them about a
resource or maybe you have “a recommendation for them
or you want to ask them “about their a-ha,” and
so now that takes another good 15 to 20 minutes,
and then you conclude it. Say, “Hey, guys, next
month’s meeting is at “the,” whatever, “the
Lamborghini dealership. “It’s gonna be the same
time, 4:00 to 6:00 pm. “We’re gonna get a email reminder out, “and thanks for coming,” so
that’s kind of the conclusion, so it’s usually an hour
and a half to two hours. The first half hour is
just general networking. Then the next half hour to 45
minutes is that introduction I just talked to you
about and what’s working, what’s not working, what
you could use help with, and then in the last half
hour is just connecting with people you wanted to connect with, and then a preview announcement
of the next month’s meeting. So that’s what I call the
luxury networking group. – Wow, that’s fantastic. First of all, thank you
for breaking that down in so much detail because
I’m actually transcribing this interview as well, and this is gonna really give people some actionable items. They could put something together. I was just, there’s no
accidents in this world. I was just talking to the
owner of my real estate office here in Las Vegas and we were discussing, I was discussing the fact
that my natural style would be to create some, and
it wasn’t luxury specifically, but I was just discussing
another strategy that I have, but I was saying, “I need
to get together with more “real estate agents and all
brokerages, and I should have “some sort of monthly meetup
that incorporates some sort of “non-threatening safe environment
where we all benefit from “each other somehow,” and
you just gave a perfectly clear breakdown of how to
apply that to something that’s not even specific to luxury. There’s so many ways you
could incorporate that in your business to generate
real estate business, to generate attraction to
your business for whatever you’re purpose is, I mean,
it’s absolutely huge. We’re about out of time
here, so you gave us video and you gave us your. – I gave video and I
talked about, of course, the importance of a
luxury networking group. I talk about this. Like I said, I’ve got a resource
that’s really dirt cheap. It’s on Amazon, it’s a
book I just released. It wasn’t even in your introduction. I wrote a book and it
came out in the fall. It’s called Luxury Listing Specialist. It’s on Amazon and anyone
that wants to invest in themselves, it’s a free resource. They can find out about our
certification as well, Lori. LuxuryListingSpecialist.com is where they can find out about the certification. It’s not cheap, but I guarantee you, it’s gonna help agents break
into and sell luxury homes. My goal for any agent that
goes through our training, reads our book, gets our certification, is for them to increase
their average sale price for a home they represent by
30% over the previous year. So if you’re selling
$150,000 homes on average, if I can get them into 195, guess what? That’s a 30% raise working
smarter, not harder. That’s really our goal
through our certification. We also have a podcast as well called Luxury Listing Specialist
on iTunes and Stitcher. – Fantastic. I sure appreciate it. I gotta tell you, you’re one
of my favorite interviews so far because I’m all about bottom line and actionable steps, and
you gave us all of that. I appreciate you very much. I will be including links
to your certification and to your books, and
to your real estate team. They’re in our write up so
get you some extra links back there, and if there’s
anything else you want to send me, any kind of
checklists or bullet points or graphics or samples or links
or samples of those videos that you mentioned, feel
free to send those to me and I’ll make sure they
get up in the write up for our customers as well. – I appreciate that. We didn’t have video going
today for today’s interview, but if we did, you’d see the sign that sits behind me in my office. It says prove them wrong,
and I’m gonna leave people with the last motivational tip, you know, whether it be a significant other, whether it be a former significant other, whether it be somebody that says, “Hey, you know what, you can’t do that.” I love when people tell me you can’t do it or, “You’re with this brokerage.” “They don’t specialize in luxury,” or “You’re up against
the rockstar luxury king. “You’re not gonna get that.” That’s what feeds me is helping people, empowering agents to step outside their comfort zone to prove others wrong. – Fantastic. Thank you so much, thank you. I hope this really
empowered our listeners, that realize that there is no limit, so they can be whoever they
want as long as they believe that they are whoever they want to be. Thank you so much, I’ll be
sending some business your way and hope to meet you in the future. – Awesome, thank you, Lori. – Okay, thank you, Michael, bye, bye. – Bye, bye.

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