Some real estate agents have to be secret agents as well. That’s because, in every global city, there are off-market properties that are never going to be listed openly.
Some real estate agents have to be secret agents as well. That’s because, in every global city, there are off-market properties that are never going to be listed openly. In San Francisco, where Sotheby’s International Realty agent Carrie Goodman works, approximately 30% of the total inventory remains out of reach for ordinary buyers, accessible only to a select group of insiders and invitees.
So if you’re an agent looking to connect with these unlisted homes, where should you start?
“I would say if you want to get access to this shadow inventory, it’s really important to network with the people who are doing the most business,” Goodman suggests. She recommends introducing yourself to top producers. And once you become one of them, enhance your brand with beautiful virtual stagings of the properties you sell, even if only a few clients will be able to view them.
In this video, Goodman touches on why it’s critical to earn the confidence of your exclusive buyers and sellers. After all, they have their reasons for conducting business away from prying eyes. “It could be an actor or actress, it could be a tech entrepreneur, it could be a tech executive, it could be an athlete,” explains Goodman. “It’s really important to maintain that privacy.”
In the out-of-sight world of off-market luxury inventory, discretion is the best way to offer peace of mind and build credibility with clients.
About Sotheby’s International Realty
Sotheby’s International Realty was founded in 1976 as a real estate service for discerning clients of Sotheby’s auction house. Today, the company’s global footprint spans 990 offices located in 72 countries and territories worldwide, including 43 company-owned brokerage offices in key metropolitan and resort markets. In February 2004, Realogy entered into a long-term strategic alliance with Sotheby’s, the operator of the auction house. The agreement provided for the licensing of the Sotheby’s International Realty name and the development of a franchise system. The franchise system is comprised of an affiliate network, where each office is independently owned and operated. Sotheby’s International Realty supports its affiliates and agents with a host of operational, marketing, recruiting, educational and business development resources. Affiliates and agents also benefit from an association with the venerable Sotheby’s auction house, established in 1744. For more information, visit www.sothebysrealty.com.
The affiliate network is operated by Sotheby’s International Realty Affiliates LLC, and the company owned brokerages are operated by Sotheby’s International Realty, Inc. Both entities are subsidiaries of Realogy Holdings Corp. (NYSE: RLGY) a global leader in real estate franchising and provider of real estate brokerage, relocation and settlement services. Sotheby’s International Realty Affiliates LLC and Sotheby’s International Realty Inc., both fully support the principles of the Fair Housing Act and the Equal Opportunity Act.