At The RE/MAX Collection 5th Annual Luxury Forum, held in October at the Four Seasons in Seattle, RE/MAX Associates were in productive company.
Attendees had a combined $1.48 billion in closed sales volume last year, says Anne Miller, Director of The RE/MAX Collection. They gathered at The Luxury Forum to hear expert tips for working this exclusive niche.
Listing presentations key to winning
One of the network’s top stars, Jordan Cohen, recalled the revelation that put him on the path of real estate stardom.
Shortly after he began his career in real estate, Cohen realized he needed to level up his listing presentation skills. An avid basketball fan, Cohen decided to devote the same amount of attention to mastering his pitch as a basketball team does to mastering the game.
“If the Lakers practice all day, every day, I can do the same thing,” he says. So he stopped watching TV and got to work.
It’s paid off handsomely. In 2016, Cohen, a Sales Associate with RE/MAX Olson and Associates in Westlake Village, California, was the No.1 RE/MAX producer in the U.S. He closed $165 million in sales volume with the help of just one assistant and a client list that includes Kobe Bryant and Phil Mickelson, among others.
“A great, dominating listing presentation is all about confidence in your delivery,” Cohen says. “The language that you use should reinforce to the seller that you are the top choice to sell their home for the most amount of money.”
“Create prompts that will enable you to take control of the presentation and practice them until they come out flawlessly,” he says.
Keys to marketing that delights luxury clients
Also at The Luxury Forum was David Collins, founder and president of REAL Marketing, Inc., a RE/MAX Approved Supplier. Collins stressed the importance of strong marketing materials, especially if you’re getting started with luxury sales.
“Agents’ biggest challenge in breaking into the market is they don’t have the collateral listing material,” Collins says. “We provide them with a whole set of materials specifically co-branded with The RE/MAX Collection logo and their own information to demonstrate they’re already a rock star.
“Out-classing the competition is 80 percent of your success in a listing presentation,” Collins says.
Judy Smith agrees. The Broker/Owner of RE/MAX Professionals in Omaha, Nebraska, uses Matterport 3D tours to promote her high-end listings. The tours drive more engagement with prospective buyers, she says.
“Matterport cuts down on the number of showings, and it draws serious buyers out because they know this is a floor plan that’s going to work for them,” Smith says.
Some of her clients have even bought homes sight unseen, relying completely on the 3D tour.
“It’s like Google street view on steroids,” she says. Plus, sellers appreciate the extensive time and effort that goes into having the 3D photos taken.
“Out-classing the competition is 80 percent of your success in a listing presentation,” David Collins
Soaking it all in
Attendees told ABOVE that they came to Seattle for networking, training and luxury sales education. They didn’t leave disappointed.
For Michelle Panizza, Team Leader with RE/MAX Gold in Vacaville, California, Cohen’s presentation was especially insightful. She and her husband, Achilles, said they appreciated his reverent take on luxury real estate.
“We thought he was real and down-to-earth,” Michelle Panizza says.
Shirley and Michelle Hicks, a mother/daughter team with RE/MAX Elite Properties in Boise, Idaho, came to The Luxury Forum to learn ideas to stay competitive in their market.
“We’re working on our business all the time, not just working in it,” Shirley says. “What we’re learning here puts our team above the rest.”
The RE/MAX Collection 6th Annual Luxury Forum will be held in Atlanta, Georgia in the Fall of 2018.