Insider secrets from author Jack Cotton and agent Joy Bender. How to break into the luxury real estate market.

1. Joy Bender Jack Cotton
A Webinar by HouseHunt Inc.
Joy Bender is a Certified Luxury Home
Marketing Specialist in San Diego, CA.
She is a member of the Million Dollar
Guild and the International Real Estate
Federation FIABCI-USA.
Jack Cotton is an expert on buying and
selling luxury real estate. His three books
on the subject are all Amazon.com best
sellers. He is also a nationally known
speaker.

2. WHY LUXURY?

3. OysterHarborsEstate.com $19.5m

4. OstervilleEstate.com $14.9m

5. OstervilleEstate.com $14.9m

7. Real Estate Market Is Where You Find Most
Agents. They Think you have to be…
– Born Rich
– Well Connected
– Be A Great Golfer
• Some Try By…
SITTING ON THE SIDELINES OF THE LUXURY

8. • Over Price
• Over Promise
• Over Leverage And Spend On Marketing
• Under Charge
• This Approach…
FALSE STARTS

9. LUXURY OFFICE

10. John Cotton, Jr. CRB, CRS

11. Map Your Market
Create benchmarks
Establish Market Expertise
that others value
HNWI’s

12. CATEGORIES OF HNWI
• WANNA’s
• KINDA’s
• REALLY’s
• SUPER’s

13. COMMON TRAITS
• Less than 5% of US
population…
 1% 2,460,000 by a
more strict
definition**
• Crazy spends on 1 or 2
things…
• Like to be unique
• Hate to be manipulated

14. • Complete 2 Year Sales History
• Assessment Ratios
• Absorption Rates
• MLS Stats
• Benchmarks
• Price Per ―SOMETHING‖
• Prevalent Builders & Architects
• People of Note
MARKET MAPPING

15. MARKET MAPPING

16. MARKET MAPPING - Kennebunkport, ME

17. Be Different & Better
S.W.E.T.ing your USP’s.
HNWI’s want to be unique, they hate run of
the mill or being part of the pack.
You need to develop Unique Selling
Propositions that create value in the minds of
the affluent people in your market.

18. • Strengths
• Weaknesses
• Everything they do
• Turn Things
Around
SWET THE LEADER(s)

19. Opening the Gate.
Affluent people have gatekeepers, sometimes more
than one. Who Are They? Where are They?
Most agents view gatekeepers as obstacles. Learn to
make gatekeepers your allies by bringing value to
them and their wealthy clients.
Turn Gatekeepers to Allies

20. ACQUIRE EXPERTISE
• Market & Value
• Pricing
• Market Preparation
• Marketing
• Negotiating
Designations

21. • Attorneys
• CPA’s
• Trust Officers
• Investment Advisors
GATE KEEPERS

22. Your Expertise in…
• Abatements
• Trust CMA’s
• Writing
• Speaking
MARKETING TO GATE KEEPERS

23. Exceed Expectations with Process
Create your Luxury Processes
Affluent clients DEMAND;
• Consistent
• Dependable
• Reliable results.
You cannot accomplish this without
processes and systems.

24. • Pre List Package
– Contents
• Delivery
• Make First Appt
Like Second
PRE-LISTING PROCESS

25. • Pre-Listing
• Two Steps
• Performance Art
LISTING PROCESS

26. Overcome the big “O”. DON’T let it hold you back
There is one objection that you will get from your first few
luxury clients. This is the same objection that “haunts” many
agents who want to break in to luxury real estate. This
objection is the number one reason why many agents stay on
the sidelines. The Goal is to make this “shortcoming” a
benefit in the eyes of your luxury clients.
The Big “O” and Other Objections

27. • Don’t Run—Don’t Hide
• Head On
• Limited Edition
• ―Make My Mark‖
• Every Move I Make Every Breath I Take…
• Last Thought -- First Thought
• You’ll Be Thrilled
5. THE BIG ―O‖

28. Your First…
Luxury listing
Use a killer prelisting presentation, and
a killer listing presentation
More Process

29. • Your Process
– Pre List
– Listing Appointment
– Second Appointment
• Listing Presentation
– Everyone
– Company
– Your USP’s
FIRST LISTING

30. Get it sold and tell the world
Now that you have a luxury listing, learn the unique, innovative
and proven methods of marketing it. Then tell the world so you
can do it again.
Let’s Do It Again

31. HARD COVER BROCHURES

32. PHOTOS

33. WWW.

34. DIRECT MAIL

35. • Quality
• Length
• Title & Transcripts for SEO
• Posting
• Consumers love a PLAY button
VIDEO

36. Breaking Into The High End Of Your Market
JOY BENDER

37.  Entering the luxury market in a new
community with no personal
network
 Overview of Househunt and
Internet Leads impact to my
business ROI
 Evolution and current team
structure
NEW TO THE MARKET

38.  Both online and offline
 Appropriate transportation
 Certifications, Affiliations, and Credentials
 The Institute For Luxury Home Marketing
http://www.luxuryhomemarketing.com
 Luxury Home Council
http://www.luxuryhomecouncil.com/
 FIABCI http://www.fiabci-usa.com/
 NAR Certified International Property Specialist
IMAGE IS EVERYTHING

39.  Country Clubs, private schools, boarding for horses
 Recent public improvements to beaches, roads, new
schools
 Future proposed community enhancements or
environmental issues
COMMUNITY KNOWLEDGE

40. LEAD ARRIVES FLOWCHART
Action Items Luxury Agent Tips
Receive
Lead
Immediate
Phone Call
High
Energy
Open
Ended
?s
Know all
properties
viewed on
your site
Confirm
All
Contact
Info
Get
Name
of
Spouse

41. FIRST PHONE CALL CHECKLIST

42. One of the most common immediate objections I receive is
―I already have an agent.‖
Response: ―I appreciate your loyalty. Over 80% of our
clients already have a real estate agent in mind when we
begin working together. I have one of the most successful
real estate teams in San Diego. Due to the amount of
business we do our relationships with San Diego brokers are
very strong and we constantly get heads up on pre-market
property. It has helped many of my clients gain access to
non MLS pocket listings. Why don’t we agree to keep an
open mind?‖
I ALREADY HAVE AN AGENT

43. One of the second most common objections I receive is
―I’m just starting my search we aren’t ready yet.‖
Celebrate the long process that is to come.
Response: ―Many of my clients are just in the
preliminary stages of researching homes when we first
meet. I am happy to help you when the time is right for
you.‖
I’M JUST BEGINNING MY SEARCH

44.  Zillow, Trulia, Estately, Movoto, Refin, individual
competitors and brokerage websites
 Local Real Estate magazines
YOU’RE NOT THE ONLY ONE

45.  Handwritten Notecard www.papyrus.com
 Institute For Luxury Home Marketing
business card jackets, luxury note cards,
member seals
http://www.luxuryhomemarketing.com
 Altosresearch.com
 Personal IDX
HIGH TECH HIGH TOUCH

46. HIGH TOUCH MARKETING

47. High Net Worth Individuals are successful people and
very busy. They often do not respond courteously to
your emails, texts, and calls.
But they are watching and listening to you, and will let
you know when you can be of assistance.
Therefore you must never give up but be very careful
with your follow-up.
TALKING TO THE MOON

48.  One of the best ways to communicate with an
uncommunicative client is by responding to the
listings they look at
 Send videos, information you know about the
complex, neighborhood, community
 Appropriate confidential remarks to share with the
buyer
LISTING UPDATES

49. Joy’s real estate articles have been published nationwide in over
358 newspapers, online news services, and magazines. Most
notably the Wallstreet Journal Marketwatch, The Boston Globe,
nationwide Business Journals, Reuters, The San Francisco
Chronicle, CNBC, and The Houston Chronicle. Additionally she
has been interviewed on the local FOX 5 San Diego TV station
regarding the San Diego Real Estate Market.
15% off of the final sale price (please note that this cannot be
utilized on other specials or promotional deals):
HOUSEHUNT-15
http://www.ereleases.com
GETTING PUBLISHED

50. PREPARE FOR SHOWINGS

51. PROPERTY KNOWLEDGE
What is Covered In:
• HOA Fees
• Landscaping
• Cable TV
• Electricity
• Water

52.  Qualify the luxury home buyer
 Don’t waste your time with Fake Rich buyers
PSEUDO RICH

53.  Moleskin Folders For Showings
http://www.moleskine.com/en/collections/model/p
roduct/folder-mag
 Clean car
 Premium water
SHOWTIME

54. FOR MORE INFORMATION
Interested in an exclusive HouseHunt territory?
Want more information on the luxury market?
Call:
or Visit:
657.215.5236
http://www.househuntnetwork.com/luxurywebinar

55. Free
Down Load
www.LuxuryBusinessPlan.com

56. Started January 2014

57. COURSE FORMAT
• 7 Modules Averaging Up To 1 Hour.
• Each Week You’ll Receive an Email With Link to
Videos and Workbook For That Module.
• Each Module Broken Into 2 Or 3 Sections For Easy
Start And Stop Study.
• You Can Access And Replay Any Time for At Least 1
Year
• Assignments At End Of Each Module.
• Two Live 60 Minute Q&A Webinars
• Investment $1,095

58. Enter HouseHunt Code LAA500
Pay only $597 ($500 Savings)
www.LuxuryAgentAcademy.com

59. FOR MORE INFORMATION
Interested in an exclusive HouseHunt territory?
Want more information on the luxury market?
Call:
or Visit:
657.215.5236
http://www.househuntnetwork.com/luxurywebinar