California 1-8-18

CALIFORNIA EDITION
Tips on Breaking
into the LUXURY
MARKET
3 Beyond-the-
Office Activities
to INSPIRE
A CREATIVE
BUSINESS BOOM
COVER STORY
LAURA
KLEIN
Creative
Ways to SAY
THANK YOU
Your Secret
PRESENTATION
WEAPON
HOW TO CREATE
A BUSINESS-
WINNING PLAN
In One Hour
4 WAYS TO WIN
the Battle Against
Procrastination

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Top Agent Magazine

CALIFORNIA EDITION
8
LAURA KLEIN
CONTENTS
4) 3 BEYOND-THE-OFFICE
ACTIVITIES TO INSPIRE A
CREATIVE BUSINESS BOOM
11) HOW TO CREATE A
BUSINESS-WINNING
PLAN IN ONE HOUR
14) CREATIVE WAYS TO
SAY THANK YOU
16) 4 WAYS TO WIN THE
BATTLE AGAINST
PROCRASTINATION
19) YOUR SECRET
PRESENTATION WEAPON
22) TIPS ON BREAKING
INTO THE LUXURY MARKET
Phone 888-461-3930 | Fax 310-751-7068
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Published in the U.S.
Top Agent Magazine 3

3 Beyond-the-Office Activities to
Inspire a Creative Business Boom
Maintaining motivation year-round is a challenge,
especially for those who are several
years into a demanding real estate career. It’s
easy to burn out, get stuck in a rut, or cycle
blindly through a well-worn routine. But
those that leave an impact on their industry
understand that creativity holds the key to
innovation and longevity. To stay ahead of
the curve and build your brand, you’ve got
to take the time to breathe new life into your
practice and see things from a new angle. But
where to begin?
To invite change, you’ve got to look outside
the box—or in this case, beyond the office. If
you’re in need of a professional creative make-
4 Top Agent Magazine ®
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To stay ahead of the curve and build your brand,
you’ve got to take the time to breathe new life into
your practice and see things from a new angle.
over, or at least want to experience a burst of
inventive energy, consider some of the activities
below. You may just shake up your routine,
bend your brain in new ways, and inject some
inspiration into your professional path.
Expand your mind through
meditation.
You’ve likely heard all about the supposed
powers of meditation, and perhaps you’ve
long considered it an over-hyped New Age
invention. But did you know that some of the
foremost entrepreneurs of our era practice this
cost-free, mentally restorative routine? From
Oprah Winfrey to Steve Jobs, practitioners of
meditation cite its stress-relieving principles,
in addition to improvements in concentration,
energy, self-awareness, and overall health.
Even mainstream medicine is beginning to
understand the preventative and restorative
health benefits that meditation affords. As
professional fields go, the mortgage and real
estate industries require their fair share of
emotional labor—you’re tasked with guiding
clients through the investment of a lifetime.
Meditation promotes peace and perspective,
while reducing stress, adding a new level of
self-awareness, and helping you mentally
declutter. When it comes down to it, it only
makes sense that taking time to go quiet and
center your mind helps professionals find
wherewithal amidst a hectic industry. Next
time you’re feeling drained, out of ideas, or at
your wit’s end—consider just fifteen minutes
of meditation to get you started. Like most
things, it takes some practice. But, if you commit
the time, you’ll be thanking yourself later.
Top Agent Magazine Top Agent Magazine ®
5

Learn something new.
If you’re facing burnout, then adding a new
responsibility to your plate may seem like the
least appetizing self-help solution there is.
However, learning a new skill can reinvigorate
your understanding of familiar tasks and
dilemmas. Plus, learning a new skill doesn’t
have to mean formal classes or time-draining
homework. Select something that can even kill
two birds with one stone. Want to let off some
steam, too? Try a kickboxing class that meets
just once-a-week. You’ll have something new
to look forward to, meet new people, challenge
yourself, and earn some feel-good endorphins,
too. Want to cut loose and have some fun? Join a
board game meet-up group, take a cooking class,
or try rock-climbing for the first time. A stimulating
new activity will light up long-dormant
parts of your brain, and your clients and colleagues
will surely notice the influx of energy to
your outlook. Still don’t think you have enough
time to add something new to the mix? Blend
your morning commute with an audio language
learning service. The point is to shake-up your
habits and introduce a new challenge that’s
unrelated to work. Doing so can make you look
at things in a new light and boost your mood
along the way.
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See new sights.
If you can, there’s no better way to break
from routine than to physically separate yourself
from your surroundings. There’s nothing
more inspiring than traveling to new destinations,
experiencing new cultures, and getting
a sense of the world’s true vastness. If a trip
abroad isn’t in the cards, don’t fret. There are
bound to be plenty of places relatively close
by that you’ve never seen. And these trips
don’t have to break the bank, either. Devote
just one or two days to visiting a place you’ve
never gone before, like a state park, protected
forest, or a small seaside village. Perhaps
you’re only a few hours from a National Park
you’ve been meaning to visit but have never
made time for. Or, there’s a lively city one state
over that you’ve always wanted to try. Whatever
the destination, near or far, you’ll refresh
your perspective entirely when removed from
all your usual routines. New restaurants, traffic
patterns, storefronts, weather—whatever
the change may be, you’ll be experiencing
everything brand new all around you. Taking
the time for trips like these isn’t easy. In
fact, making yourself devote those free days
may be a difficult task itself. But it’s the most
direct way to get a breath of truly fresh air,
and when you return home you’ll be able
to assess familiar surroundings in a totally
new light.
However you decide to add creativity to your
professional life, don’t wait. Once you take
the plunge, you’ll be regretting you hadn’t
done it sooner. After all, the key to longevity
is regular maintenance, so do your part and
break the mold today.
Top Agent Magazine Top Agent Magazine ®
7

LAURA KLEIN
“We specialize in providing one-on-one service with our
clients, we don’t hand them off to anyone else, we take them
through the process and we’re very involved with them.”
Top Agent and Broker Laura Klein of Klein Real Estate in
Los Angeles is committed to providing each and every one
of her many clients with the very best customer service to be
found in the City of Angels.
Klein Real Estate is a family business that began in 1993. The
Klein Real Estate team consists of Laura Klein, Broker/Realtor,
Larry Klein, Broker/General Contractor, Esther Klein,
Sales Agent/Interior Designer, Kevin Klein, Property Manager,
and Mitra Malek, Sales Agent/Designer. Larry Klein is
the founding broker and as a general contractor has developed
properties all over Los Angeles for thirty years. This
background as a developer has allowed him to look at properties
from a different perspective, and it gives our clients
an advantage in a variety of real estate transactions. Larry
Klein’s experience and perspective have nurtured Laura over
the years to become the Top Agent and Broker she is today.
Laura, herself, holds multiple designations, including Certified
Negotiation Expert, Pricing Strategy Advisor, Certified
Buyer Representative, Certified Luxury Home Marketing
Specialist, Sellers Representative Specialist, Seniors Real
Estate Specialist, and Property Management Certification.
With over 50 years of combined real estate experience representing
both buyers and sellers, Larry, Laura and the entire
Klein Real Estate Team prides itself on being independent
and local, but with a global reach. They also put together
property investment groups and have an extensive property
management division.
While Laura grew up immersed in the real estate world,
thanks to her parents, she initially showed interest in a career
in the entertainment industry. Upon completion of college,
she began a career in Marketing and Advertising for film,
then television, then the interactive industry. “After twelve
years, and deciding to become a mom,” says Laura, “and having
been doing real estate on the side for a while, I decided to
take the plunge and go full-time. So in 2004 I left the entertainment
business and went into real estate. I’ve been doing
it and loving it ever since.”
Selling primarily on the West Side of Los Angeles, Laura can
boast that 85% of her business is based on repeat and referral
clients. Laura believes that one of the many reasons for
this excellent client loyalty is the high quality of service she
provides.
Laura’s Elements For Success:
1. Staying Informed
Laura understands the value of continuing education
8 Copyright Top Agent Magazine

when it comes to the real estate industry, and to that end
strives to stay on top of the ever-evolving Southern California
market. “It’s important to me and my clients that
I stay on top of everything in the market,” she says, “and
I apply all that I’ve learned - not only in real estate but
from my prior career – in everything I do which serves
my clients very well, whether it’s preparing a client to be
a strong buyer, to being on the selling side and presenting
properties properly and getting the most amount of
money for sellers.”
2. Relationships
At the end of the day, real estate is about connecting with
people and helping them reach their goals. As Laura says,
“It’s the people I get to work with that provides the most
satisfaction. “I love connecting with people,” she says.
“And helping them buy and sell properties and build out
their real estate portfolios. Even though it’s a product
we’re selling, it’s really all about connecting with people,
getting to know them in a meaningful way, and creating a
path for reaching their goals.” Even after the deal is done,
staying in touch and maintaining relationships with her
past clients figures prominently into their loyalty, Laura
believes. “I enjoy all of my clients (past and present) and
strive to find ways to stay in touch with them after the
close of escrow. We bond and spend a great deal of time
together and I try to find ways to stay in touch through
monthly newsletters, property e-blasts, and social media,”
she says. “I also reach out to my clients throughout the
year to meet up with them face-to-face and have coffee,
Top Agent Magazine Copyright Top Agent Magazine 9

lunch or dinner to catch up. I do my best to stay in touch
with my clients and always be available to them.”
3. Savvy Marketing Strategies For Sellers
Savvy marketing for sellers that combines tried and true
formats with cutting edge technology ensures that Laura’s
listings get the attention they deserve. “We do every
form of marketing,” she says. “From social media and
online advertising to a variety of print campaigns, word
of mouth, and networking. We make sure that each of
our listings reach potential buyers everywhere; local,
national and global.”
4. Successful Strategies For Buyers
As for buyers, it’s very important to set them up for
success and have a personalized buying strategy. This
can take the form of having a solid pre-approval if they
are obtaining a loan, to preparing them to show verification
of funds (for all cash offers and for loan down
payments) to providing a letter from the buyer to the
seller showcasing who they are and why they are interested
in purchasing the property.
5. Negotiation
Negotiating, however, is the number one skill Laura uses
on a daily basis. Whether it’s with vendors, other agents,
buyers or sellers; it’s a constant state of being in this
business. Laura’s approach to negotiating is to provide a
win-win for all. Being present in the moment, thinking
creatively, listening to intuition and pairing all of this with
her experience and knowledge, are key strengths for Laura
and one that her client’s benefit from time and time again.
Laura is also very committed to community involvement
and charity organizations. She serves on a couple of boards
(Pacific Point Academy Board and Palisades Circle Board)
and Larry Klein, her father, serves on the Sunset Mesa Board;
and she is active with several charities that are personally
meaningful to her (Lustgarten Foundation, Children’s Hospital
of Los Angeles, Kids Saving the Rainforest, Heal The
Bay, Guide Dogs For The Blind, PATH, Los Angeles LGBT
Center, OPCC).
When she’s not working, Laura enjoys spending time with
her partner Tracy and son Seth, walking her dogs, biking,
surfing, sailing, skiing, traveling or just hanging around by
the pool, at the beach or hiking in the mountains.
As for the future, Laura’s plans are to continue expanding
Klein Real Estate. She looks forward to growing smartly,
hiring additional agents, and the opportunity to share her
hard-earned wisdom and learn from others. “I like to mentor
new agents and learn from experienced agents” she says,
“and share our collective knowledge so we can all experience
positive success that is felt by all team members as well as
our clients.” Additionally, one thing is for sure, Laura and the
Klein Real Estate Team will move forward by providing their
continued excellent one-on-one service that only an independent
brokerage can.
For more information about Laura Klein,
please call 310-459-7765, email Laura@KleinListings.com
or go to
www.KleinListings.com
10 Copyright Top Agent Magazine
Top Agent Magazine

How to Create a Business-Winning
Plan in One Hour
by Bubba Mills
Baloney! That’s what I say to those
who think building a business plan
should take days, weeks, even
months. And I say baloney again to
those who think a plan has to have a
bunch of pages with graphs and
charts.
I know for a fact REALTORS ® don’t
have that kind of time. But I also
know every serious REALTOR ®
needs a good plan. That means if
you’re reading this, you’re in the
right place. Stick with me and you’ll
end up with a plan that can make
your year much better.
A comprehensive business plan (two
pages max) can help you:
• Account for what you accomplish
• Clarify your life
• Keep track of each of your goals
• Manage your time
• Determine if you’re heading in the
right direction
So let’s get right to it. Here are the
steps to take to get your plan in place
and your year (and rear) in gear:
Create a mission statement. This gets
right to the heart of your life and
addresses why you’re in real estate. It
answers why you’re here, what your
purpose is and what your business is
truly about. Use positive, present
tense statements such as “I am,” “I
provide,” “I strive” as you define who
you are and what you provide your
clients. Take 10 minutes now to
brainstorm some possible mission
statements.
Perform a SWOT analysis (strengths,
weaknesses, opportunities and threats).
For strengths, maybe you’re tech
savvy. For weaknesses perhaps you’re
unorganized. With opportunities, it
could be that a large firm is relocating
to your city. And for threats, maybe
Top Agent Magazine 11

Every serious REALTOR ® needs a good plan.
interest rates are rising. Take 10
minutes now and fill in a few items for
each category. If you get stuck, ask a
co-worker or friend, who knows you
well enough, for suggestions.
Write your business objectives. In
this section I’d like you to consider
what you want your business to look
like in the short-term, six months; in
the mid-term, one year; and the
long-term, five years. Also, in this
same section, write your personal
objectives. We can’t be balanced in
life if all we focus on is business.
So consider what your ideal sit -
uation would look like with your
family, your spiritual life and your
social life. Spend 10 minutes now
on these topics.
12
Top Agent Magazine

Create a mission statement. This gets right
to the heart of your life and addresses why
you’re in real estate. It answers why you’re
here, what your purpose is and what your
business is truly about.
Create your sales goals. Here’s where
I don’t want you to be afraid to think
bigger. Take 15 minutes for this
section. As part of this segment here
at Corcoran Consulting and Coaching
Inc., we include what’s called a goal
achievement system that helps you
stay on track with your goals. So for
each goal, we include a why, excuses
for failure, resolve and action items. I
believe this is a vital step because it
allows you to examine why you
might hesitate in completing parts of
your business plan. Email me at
Article@CorcoranCoaching.com,
and I’ll send you a free worksheet on
this system.
Develop action items. To wrap up
your plan, you need to get specific
about how you’ll achieve your goals.
So for each goal you should have
action items, due dates, who will
complete the items and a step-by-step
daily and hourly plan with what has to
be done. Take 15 minutes and do it.
Tell me what you’re thinking. Do you
have a plan? If not, why not? What’s
preventing you from creating one?
What successes or failures have you
had with plans in the past?
Bubba Mills is co-owner and executive vice
president of Corcoran Consulting and
Coaching Inc. (www.corcorancoaching.
com/programs, 800-957-8353), an inter -
national consulting and coaching com -
pany that specializes in performance
coaching and the implementation of
sound business systems into Real Estate
Companies, Mortgage Companies and
Small Businesses. Bubba Mills is a na -
tionally recognized inspirational and
education speaker, coach and mentor to
the top real estate agents and mortgage
companies. To find out more about
Corcoran Consulting & Coaching, call 1-
800-957-8353 or visit us at www.Corcoran
Coaching.com.
Top Agent Magazine 13

Creative Ways to Say Thank You
Most top real estate agents find ways to welcome
their clients to their new home. A common theme
is a bottle of wine and some wine glasses for that
first post-threshold toast, or a bouquet of flowers to
brighten up that empty living space until the furniture
arrives.
But are you truly being as creative as you can with
your appreciation? Here are some innovative gift
ideas that will truly keep you front of mind with
your valued customers and assure their gratitude and
repeat business, not to mention a slew of referrals.
1. How about a streaming video device, like a Roku
or Amazon Fire Stick? There’s a good chance
your clients will not have their cable service up
and running for a few days, and this is an excellent
way for them to enjoy their television before
they get that connection going. Bundle it up in a
basket with some DVD’s for the kids, and don’t
forget all necessary cables.
2. Matching bathrobes and Bath kits: Fleece or terrycloth
bathrobes and a basket filled with highend
his and her body scrubs, bubble bath and
other luxurious pampering items can make the
first night in a new home feel like a check-in at a
fabulous resort and make the memory of that first
night one to cherish. Again, don’t forget the kids!
14
3. Arrange a catered meal from a local vendor. Ascertain
in advance dietary preferences and restrictions,
and have a wonderful, healthy meal
delivered on move-in night. To complete the
magic, provide brand new plates, silverware
and glassware to serve it all on.
4. For homes with swimming pools or Jacuzzis, a
stack of fluffy pool towels is always appreciated
and will be used by family and friends for years
to come. Additionally, acrylic stemware for celebrating
safely can be provided alongside them.
5. If it’s winter time and the home has a fireplace,
make sure there’s plenty of wood to burn. Some
fireplace accessories and a log holder will certainly
make your clients appreciate you on every
chilly night to come.
So when it comes to gifting your buyers, the trick
is to be creative. A bottle of wine lasts one night,
and the flowers wilt in a few days. Try coming up
with something a little more creative that will remain
with your clients in their day-to-day lives and
remind them of you consistently. The little bit extra
you spend to show your gratitude can reap huge
dividends when it comes time for your client to purchase
a second home or refer a friend.
Top Agent Magazine

Top Agent Magazine 15

4 Ways to Win the Battle
Against Procrastination
One of the most common professional afflictions
is procrastination. The funny thing is,
everyone knows that procrastination is negative—it’s
a waste of time, a creator of stress,
and is entirely a problem of our own making.
Still, knowing all of this doesn’t necessarily
decrease our odds of procrastination. There are
plenty of explanations we give when putting
work off until the last minute. Perhaps you convince
yourself that you work best under pressure,
but it’s truer that you’re used to working
under pressure by necessity. Maybe you’re a
perfectionist and the fear of getting it all wrong
puts you off from the task. Whatever the justification
may be, overcoming procrastination
requires some willpower and technique. With
16 Top Agent Magazine ®
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that in mind, take a look at a few tricks below
to jumpstart your motivation and nix the lastminute
time crunch. After all, you owe it to
yourself and your business to operate like a
procrastination-free professional.
1. Make Your Intentions Known
As realtors and mortgage professionals, you
may serve as your own boss. So, when the
time comes to complete a task and you put it
off—perhaps you’re only disappointing yourself.
This is easily remedied by making a new
promise to try again tomorrow. On the other
hand, it’s much harder to break promises and
commitments to others. Try verbalizing your
intent and commitment to your team, or to an
assistant who can hold you accountable, or
better yet—to a business partner or to a client.
Make a hard deadline public and you’re likely
to perform for fear of embarrassment or losing
face. In a way, this puts the pressure of expectation
on you, instead of the pressure of the
ticking clock.
2. Take a Baby Step
When tasks pile up, it’s easy to get overwhelmed.
If you’ve got a number of items on
your to-do list, including some heavy hitters
that require a lot of attention and time, begin
by taking on something simple. Identify an easily
completed job that needs attention and put it
first in your queue. Duties that are straightforward
and aren’t time-intensive can lead you to
the rest of your to-do list, fueling you with the
satisfaction of a task already complete. Even if
it’s as small as returning e-mails, or dropping
off your dry-cleaning, one simple thing off your
list can inspire you to continue on to the next
item in the spirit of productivity.
3. Work in Windows
If work is the last thing you want to do and you
can’t seem to self-motivate, make a compromise
with yourself. Agree to work just fifteen
minutes, and mean it. This tiny window of time
is easy enough to complete, isn’t overwhelming,
and you’ve already agreed to move on once
time is up. The truth? Odds are that just fifteen
minutes of active work will inspire you to keep
going. After all, the most difficult part of procrastination
is getting started. By putting in
those fifteen minutes, you’ll trick yourself into
diving into the action.
4. Switch Up Your Environment
If you’re stuck in rut when it comes to procrastination
and productivity, try changing your surroundings.
If the office feels stale and stressful,
take your work to the nearest coffee shop and try
to tackle your tasks there. Perhaps the quiet, studious
ambiance of a library can make you focus,
or a picnic table outside the office can stimulate
the senses. Sometimes changing your scenery
can breathe new life into your routine and give
you the extra push you need to get work done.
There’s no one way to overcome procrastination.
In fact, it’s likely a lifelong process of building
discipline, finding techniques that work for you,
and simply prioritizing your time more effectively.
Don’t lose hope—remember these tricks
and winning the war will be possible, even if
you lose a few battles along the way.
Top Agent Magazine Top Agent Magazine ®
17

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18
Top Agent Magazine

Your Secret
Presentation Weapon
by Rich Levin
You are at a listing presentation, and
you know the seller is interviewing
other agents. Would you like to
distinguish yourself as the best?
Here’s how.
This is on an age-old and proven
sales concept that is taught in highlevel
sales training in every major
corporation. In real estate, it is a
subtlety that most agents simply
don’t build into their skill set. Those
who learn and use this skill stand out
and win against the competition.
Have you ever lost a listing and
could not figure out why? The seller
says that they had more confidence
in another agent. This skill is the
reason they will choose you. They
may not recognize why; they just
have more confidence in you.
Sample Seller Script
Here’s an example. After, I’ll break
it down for you so that you can
apply it for yourself.
Agent: “Do you know the number
one complaint owners, like you, have
about their present REALTOR ® ?
“The agent doesn’t communicate or
loses touch. It’s one of the simplest
things and one of the most
important. I know some of the best
agents in town who sell a lot of
homes and have the best intentions,
but they just don’t follow up like
they should, and you fall through
the cracks.
“I set aside an hour each day just for
staying in touch with my clients.”
“You don’t want to be in the dark,
uncertain and uncomfortable. I
want you confident that we are both
doing everything we can to get your
property sold for the most money in
the shortest time. “I like to make
these calls between eleven and
noon on Thursday mornings. What
is the best number to reach you at
that time?”
Top Agent Magazine 19

AABC: The Breakdown
There are four steps to this
presentation skill. They are subtle
and easy to learn. You must practice
to be natural with this skill, which I
call AABC.
• Step one is the Action you take. In
the example above, it’s communicating
regularly.
• Step two is the Advantage you
bring that differentiates you. In the
example above, it is setting aside an
hour each day.
• Step three is the Benefit to them.
In the example above, it is making
them certain, comfortable and
confident.
• Step four is the Close, which is
asking for a decision. In the
example above, it is asking for the
specific number to be reached on a
specific day and time.
AABC
Action: What you do.
Advantage: Your distinction.
Benefit: What’s in it for them?
Close: Asking for a decision.
This has been taught by Fortune 500
Companies decades before Anthony
20
Robbins was a twinkle in his
mother’s eye. Most agents miss the
mark on this in today’s competitive
real estate market. To hit a bull’s
eye, use AABC as your secret
weapon. You will begin to notice
sellers and buyers having more
confidence in you, relaxing with
you, and trusting your judgment.
Sample Buyer Script
“Would you like to have the
advantage of seeing the newest
properties on the market, every day?”
A – The Action: “Every day—often
twice a day—I will search for prop -
erties that are new to the market.”
A – The Advantage: “In our area
there are nearly three thousand real
estate agents. Every day, some of
them are placing new property on
the market. Within hours, often less,
I make sure that you are aware of
any and every property that even
remotely matches your desires.”
B – The Benefit: “You’ll have the
best opportunity to find the property
that has the most of what you want
before you are in competition for it,
and you often get it at the best price.
Each year, many of the homes I sell
are those fresh listings that have
Top Agent Magazine

only been viewed by my buyers.
It’s fun for me. It’s the best way to
give you the competitive edge.”
C – Close: “Do you want me to
contact you each day as soon as we
become aware of any property in
which you may be interested? If I
call during the workday with an
excellent choice—something that
looks perfect—would you be able to
come fairly quickly to see it?”
You will find AABC is your secret
weapon. While other agents present
their same old way, the buyers and
sellers to whom you present see,
hear, and feel something different,
something more. They will more
easily sign exclusive contracts with
less commission challenges. They
will trust you and make your job
with them easier, because they
strongly believe in your efforts on
their behalf.
A Few Subtleties
I like to start with a question. Do
you know? Have you heard? Would
you like?
The Action can be very simple. It is
your Advantage—the way you do it
differently—that makes the
distinction.
The Benefit is always more money,
the best time frame, and/or more
ease and convenience. That is
WIIFT: What’s In It for Them.
The Close is critical. In addition to
confirming their agreement, it
makes them an active participant in
the process.
In my work, I occasionally
accompany Agents on listing
presentations—Agents who take
over a hundred listings a year. Once
they begin to apply AABC, they
immediately express that they feel,
hear, and see the difference in the
way their clients responded to them.
This is an advanced skill that raises
your effectiveness and enhances
your relationships and your results.
It requires preparation and practice.
It is a secret weapon that can shift
your work and your career into the
next gear.
Rich Levin is one of the most successful
Real Estate coaches in the nation by virtue
of the measurable results of his clients and
creator of the Real Estate Hierarchy of
Success, a working model for under -
standing and planning your business.
Copyright©, Rich Levin. All rights reserved.
Top Agent Magazine 21

Tips on Breaking Into
the Luxury Market
So, you’ve been doing residential real estate
for a while and you’re looking to up your
game. A lot of people consider going into the
luxury market at that point. Or, maybe you
started in the business always intending to
specialize in luxury properties and were just
learning the ropes before you tackled one
of the industry’s most lucrative specialties.
No matter the reason, the luxury market is a
whole new ballgame and you don’t want to
go into it unprepared. First impressions are
everything in this business, especially when
you’re dealing with wealthy clients and investors.
Here are few things to consider if
you’re thinking of going from starter homes
to estates.
LEARN HOW THE LUXURY MARKET
AND CLIENTELE ARE DIFFERENT
As experienced as you might be in traditional
real estate, the luxury market is almost like
starting at ground zero. Everything from the
buyers, to the sellers, and obviously, the properties
themselves, will take a new approach.
One of the key ways it is different is that the
feeling of exclusivity truly matters. You will
be doing more targeted marketing through
high-end networking groups as wealthier
clients tend to be more comfortable when
you come recommended by people they trust
to have the highest standards. There are no
mass-marketed open houses. It’s all about
private showings. Although professional,
one-on-one service is key in this business no
matter what the price point, wealthier buyers
are accustomed to concierge-style service,
and the way to stand out from the rest is to
provide service that goes above and beyond
what even they expect.
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Top Agent Magazine

LOOK THE PART
If you’re thinking of going the luxury route,
creating high-end branding and marketing
yourself properly is of the utmost importance.
That includes your own personal look. You
and your business will need a total makeover,
or at least a major upgrade. It might even
be time to buy that new car you’ve always
wanted. It is also key that all of your marketing
materials are high end. So start gathering
a stable of highly-trained professionals,
photographers, and stagers as every aspect
of the service network you’ll be providing
complements the brand that you’re selling.
It’s well worth the time to get all of this
nailed down and seamless before you even
think of entering the luxury market. Another
good investment? You want to have an indepth
knowledge of all the latest real estate
technologies and innovations. Don’t just
look the part, actually be on the cutting edge.
SELL THE LIFESTYLE
Yes, you’re selling a home, but you’re also
selling a lifestyle, which in luxury is almost
more important. When someone is spending
millions of dollars on a home, they want
to see the fabulous life they will be living
in their new digs. Really highlight amazing
party spaces, unique one of kind features,
and amenities. As with anything of value,
things that make a property rare, will automatically
make it more appealing to people
who can afford the best. It also helps people
connect more emotionally with a home,
giving it even more value than if you just
try and sell it as a good investment.
NETWORKING, NETWORKING, NETWORKING
Networking is an important aspect of this
business at every level, but it a vital tool in
the luxury market. Most of your referrals and
targeted marketing will be done through luxury
agent exclusive networking groups. In
addition to that, it is even more important in
this segment of the business to be actively
involved in your community through volunteering
and supporting local charitable
events. You will not only build a stellar
reputation, but you’ll also be giving back
to the community you represent, and ultimately,
integrity is what it’s all about in this
business.
Top Agent Magazine 23

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Top Agent Magazine