In this episode of The Hyperfast Agent Podcast, we listen in as Michael LaFido, a luxury listing specialist, speaks at the HyperFast Sales Summit. Michael gives some amazing tips on landing – and closing – more luxury listings. This is a must-listen episode if you want to venture into the luxury home market!
- Only 1 house has sold in Illinois for over $10M in the last 20 years.
- On your first luxury listing appointment, it’s important to exude confidence by knowing your numbers and doing your research.
- Agents have the task of accentuating the best features of the home, not showing everything.
- You must pay attention to detail enough to paint yourself as the expert to Mr. and Mrs. seller.
- In today’s world, you have to work to keep people’s attention, so make sure you have amazing photos.
- Michael takes multiple rounds of photos, making sure to have all the details just the way he wants them.
- As the expert, agents must be deeply involved in the photo-taking process.
- You’ve got to have backup plans in case there are any issues, such as mechanical, technological, time, etc.
- Do your research ahead of time and make sure to take great notes so that you can build rapport.
- A firm handshake and a look in the eyes go a long way when it comes to exuding confidence.
- Before sitting down with the client, Michael asks clients where they want to sit to make them feel comfortable.
- Agents that come with a prepared price should be walked to the door because they haven’t even seen the house yet.
- Appeal to both sides of the brain by providing both analytics and powerful visuals.
- There are many different types of agents that sellers can choose from, so show them why they should choose you.
- Michael likes to get to know who the buyer is while staying within the rules.
- Through the use of SWOT analytics, Michael is able to show buyers, sellers, and other agents his attention to detail.
- As the market shifts between a buyer’s and seller’s market, you have to avoid cutting corners.
- Don’t be afraid to ask the owners about details of the house and its unique features and history.
- Be willing to take on a little more stress by taking your time to get the house and marketing ready and you will net more and sell faster.
- Know your own numbers, as well as numbers relative to the current market and inventory in your area.
- Make sure clients know that any money they put into their house in order to sell it is an investment.
- Most people are not able to visualize what a house could be, so storytelling and staging are incredibly important.
- Create a portfolio of every room in the house before and after you have staged the house.
- The market dictates prices, keep that in mind when deciding if you are priced right.
- Tagging, great descriptions, and amazing thumbnails will bring more viewers to your videos.
- Provide an incredible experience (water, food, wine, hand sanitizer, security, etc.) and people will talk about you.
- Changing your wording can help you from breaking any regulations.
3 Key Points:
- There are no rules in the real estate industry that say that you have to show every room in the house. Accentuate the best features of the house.
- When it comes to building rapport and differentiating yourself, research on your clients, exuding confidence, and making the client feel comfortable are absolutely vital.
- Develop a SWOT analysis (strength, weakness, opportunity, threat) for all of your listings. This will help you prepare as much as possible and show clients that you are in fact the expert.
- “The after isn’t just about staging. The after is, ‘what did we accentuate?’” - Michael LaFido
- “You’re not just selling a home. You’re not just selling bricks and mortar...You’re selling the location, the lifestyle.” - Michael LaFido
- “Insanity is doing the same thing over and over and over again.” - Albert Einstein
- “Limited supply drives up demand. Keep it simple. That’s what real estate is about.” - Michael LaFido
- “10% of buyers agents...listing agents...buyers can visualize. Said differently, 90% can’t.” - Michael LaFido