By Joseph Dobrian
“I don’t ask for the listing. I just say, ‘Look what people say about me.’ My conversion rate once I get someone on the phone is very good.”
Clients will perceive the broker’s knowledge as a value-add, at all points of the pricing spectrum—but the more affluent the client, the more the broker has to know.
“Luxury buyers and sellers come into the process very educated,” Graham warns. “They enjoy looking at real estate; they will have done their research online.”
For the luxury broker, an attractive website isn’t enough. A presence in social media is vital. Graham suggests infiltrating “all things beautiful” sites such as 1stdibs.com. And, more so than in the mainstream market, print remains an indispensable medium.
“Rich people depend on digital media, but they still like to touch and feel glossy pictures,” confirms Martha Turner of Martha Turner Properties in Houston. “They want a glowing brochure, so they can take it and say to their friends, ‘This is the house I’m buying.’
Copyright© 2013 RISMedia, The Leader in Real Estate Information Systems and Real Estate News. All Rights Reserved. This material may not be republished without permission from RISMedia.
Content on this website is copyrighted and may not be redistributed without express written permission from RISMedia. Access to RISMedia archives and thousands of articles like this, as well as consumer real estate videos, are available through RISMedia's REsource Licensed Content Solutions. Offering the industry’s most comprehensive and affordable content packages. Click here to learn more! http://resource.rismedia.com