This summer we’re looking at the state of the luxury agent & broker in today’s increasingly complex real estate market. In October, we’ll gather in Beverly Hills at Luxury Connect to share best practices, network, and create blueprint for the luxury agent/broker of tomorrow. Don’t miss it.
When a real estate client is thinking about buying or selling a house, their first step isn’t to call a real estate agent. Instead, they go online — and this is true even for luxury real estate clients, says Gary Gold, the Hilton & Hyland agent who sold the Playboy Mansion for $100 million.
“If you have a client you’ve done business with, but they’re looking around at property, their first step is not to call their agent — that’s step No. 5. They’re going to jump online, look on Zillow and Trulia, it’s going to lead them in 19 different directions and they’ll start getting marketed to on the side. If you are the greatest agent in the world and you helped this client, they still don’t call you first,” Gold explained.
You can sit down and talk with Gold and dozens of other high-end real estate agents one-on-one at Luxury Connect, Oct. 16 through 18 at the Beverly Wilshire Hotel. He’ll be one of several top luxury agents participating in “Meet The Stars Of Luxury Real Estate.”
As a result, successful luxury agents in the future are going to have to be excellent at two things, Gold believes: “Delivering the goods and really being fantastic at high-touch service is going to prevail,” he said, “but if you’re a one-man shop and you don’t know how to let the world know you’re great, you’re not going to survive.” Client service and marketing are going to be pivotal for up-and-coming luxury agents.
Gold also says that technology has changed the way he works, not only making him more efficient but also giving him opportunities to collaborate with other agents that simply weren’t available when he first got started in the real estate business.
“There are times when I bring other agents in because I want their expertise; a lot of times, they’re bringing me in because I know how to sell luxury properties, and I can provide some marketing experience.”
Hear more from Gold at Luxury Connect, where you’ll have the chance to make your own connections with luxury agents from all over the country, learn from their mistakes and emulate their successes. The once-a-year luxury real estate event is rapidly approaching, so make your travel plans today.
Thinking of bringing your team? There are special onsite perks and discounts when you buy those tickets together too. Just contact us to find out more.