Inman, the leader in independent real estate and technology news and events, is happy to announce Sue Adler as a speaker for Inman Connect New York, which takes place January 26 through 29.


The prolific Sue Adler, based out of Short Hills, New Jersey, heads  a “team of specialists”  in New Jersey’s Midtown Direct Train Line towns. Adler’s team has been No. 1 in New Jersey for three years running, and this year it’s on track for closing $175 million in sales.

Sue Adler

So what’s the secret to her success? For one, real estate runs in the family, so she got an early start. “My dad owned a Century 21 office in the ’70s in the Philly suburbs, and I helped out at the office when I was in high school.”

Additionally, Adler knows that the key to success in this industry is about giving people the tools and information they need so that they can make smart decisions. “A perfect example is the buyer who makes a low-ball offer on that hot new listing that is priced for multiple offers. It’s not the buyer’s intent to make a poor decision — he or she may just be lacking context to make better choices. It’s up to us to educate our customers and set them up for success.”

So how does one set customers up for success? Adler refers to the section “Functionary vs Fiduciary” from Gary Keller’s book, “Millionaire Real Estate Agent“: “It is the difference between agents who add value and ones who don’t. Master the market for each of your customers in all price points and towns. Know the differences between neighborhoods, and know the seasonal trends as well. Talk in terms of monthly payments when they get stuck on a price — if rates go up, it will cost them way more than that $30,000 over time. Give your clients pushback when you know it’s in their best interest.”

Adler’s passion for serving the needs of her customers led her to co-found “Hear It Direct,” a series of consumer panels designed for real estate professionals to gain insight directly from focus groups of buyers and sellers. Adler and Hear it Direct have taken the most powerful content from these panels and developed valuable training programs so that brokers, coaches, MLSs and Associations can help their agents create the ultimate customer experience.

Part of what goes into ensuring a great customer experience is fostering open communication and managing expectations.

“On the listing side, bulletproofing the transaction as much as possible upfront is really important in getting the deal to the closing table. With both buyers and sellers, setting expectations upfront is crucial, otherwise they will think you are back-pedaling if you mention it for the first time when you are going through an issue that arises,” she said.

“For example, if a buyer is getting an 80 percent mortgage and we are in an upswing, low-inventory market with very few comps to support their sale price, then as a listing agent, I want to know upfront that if the house doesn’t appraise, that the buyer has additional funds to put down to make up the difference. It is certainly better to have these conversations before entering into a contract, especially if you are weighing offers.”

Join us at Inman Connect New York to hear Sue Adler divulge the secrets to selling homes on Thursday, January 28.

Email Jennye Garibaldi.

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