The Luxury Portfolio

By Lois Geller

When I was invited to speak at this event, I knew that everyone there sold luxury real estate. I guess I was curious if the brokers themselves were luxury people. A funny question.

I wondered whether they started at the bottom selling mobile homes then worked their way up to starter homes, ranch homes and so on until one day they were showing places on Star Island. Or does this kind of realtor start at the top? Are they somehow to the manor born? Do they mingle freely with rich folks so they get the inside track on who’s buying and who’s selling?

I wasn’t at all sure that my down to earth style of speaking would appeal to the champagne swilling, caviar scoffing, Bentley driving set. And what would I wear?

If you’ve ever heard me speak at a venue like Coldwell Banker, Prudential Douglas Elliman, the Lore Real Trends Conference or any of dozens of other conferences, you know that I love getting out of Mason & Geller, my direct marketing agency, to teach new things to a lot of people, and make new friends. But this Luxury Portfolio group had me second guessing myself before I even got there.

I worried for naught. They were wonderful.

At the beginning of the conference, we toured three magnificent homes, each available for a mere $19,000,000 or $20,000,000.

One of them had a sensational spa. Another had a collection of sports memorabilia that was like the best of Cooperstown, Canton and Springfield all in one.

We all had dinner in the in the garden in one of these mansions, overlooking the Intracoastal, of course. I had the chance to meet some of the attendees and compare notes about the homes we’d seen. They were really so nice and down-to-earth and they all seemed to know one another. It was an easy evening.

The next day, I learned a lot about the group from the speakers who preceded me, and I learned how luxury brands work together, and how luxury realtors can help their buyers with their selections and recommendations for changes. (Now I definitely want a Christopher Peacock kitchen in my apartment.)

Then I gave my keynote speech. It was based on my book, Customers for Keeps, about how to build long-term relationships with clients and prospects. I talked about keeping in touch with buyers and sellers after the sale and about some of their websites which I’d checked out in the previous week – what I liked about them and what I thought could be improved.

Later, dozens of attendees gave me their cards and asked me to keep in touch, which I’ll do. Some had specific marketing questions they wanted me to answer then and there, but, sadly, I had to leave for another engagement and flew out the door.

When I got back to my office, I learned something very interesting about these successful top agents: they were appreciative and already had terrific follow-up. I received dozens of emails thanking me for the information and advice. Then I started getting phone calls and letters. Some agents told me they’d already started implementing a few of the things I’d talked about. Five people just wrote to say thanks.

Now I know more about luxury agents. They make the extra effort to do something special. Yes, they wrote to me on nice stationery; some notes were typed, some were hand-written but they all meant the world to me. They already knew how to keep customers and make them friends forever. I just reinforced what they already knew well. Maybe, in some cases, luxury really means class.

It was an honor to speak to these wonderful people, all of whom seem, at the very least, to have been to the manner born.

My Search marketing Manager: Jim Lisi Increase Visibility