HOW TO BREAK INTO LUXURY REAL ESTATE B Y
D I L B E C K
R E A L
E S TAT E
INSIGHT FROM THE INSIDERS Industry insiders and Senior Estates Directors at Dilbeck Real Estate have made their careers marke9ng and selling luxury proper9es in Southern California. We’ve dis9lled decades worth of their hard earned knowledge and industry insight into the a luxury roadmap any new agent can follow.
CONTRIBUTORS ROWENA EMMETT
SHANNON CISTULLI
RAY HAYES
With over three decades of real estate
Shannon credits her continuing experience
Ray is an architectural properties and
experience, Rowena is known for her
as a Branch Manager and 20+ year career
estates specialist with expertise in
award-winning luxury marketing.
for her unparalleled industry insight.
marketing fine homes.
SENIOR ESTATES DIRECTOR
BRANCH MANAGER
SENIOR ESTATES DIRECTOR
R A I S E YO U R PROFILE As a new Realtor, finding clients has officially become your number one priority! But no stress, clients can literally be found anywhere! The trick is geJng out and networking in your community, joining local groups, and making your presence known. Glendale Branch Manager and Senior Estates Director, Shannon Cistulli, has an ac9ve approach to networking for luxury clients. “Interes9ngly I find that the luxury consumer is more apt to take a referral from a family member or friend, so I focus on becoming what I call a joiner.” Shannon says. “I try to posi9on myself in a place where I would come in contact with the luxury consumer: playing tennis, joining a golf club, gardening club, and being around business professionals.” This social “Joiner” method, when paired with standout industry knowledge, is a powerful combina9on any new agent can take advantage of.
THE HIGHEST FORM OF F L AT T E R Y Imita9on may be the highest form of flaSery, but for new luxury-focused agents, it can also be a great way to learn the ropes. Senior Estates Director, Rowena EmmeS, suggests finding your real estate muse and asking some important ques9ons. “The easiest thing for an agent can do is begin to emulate a successful agent.” Rowena says. “Tag along, ask to see what they’re doing. Ask to come to their open house and take a look at their adver9sing. You’re trying on some clothes and your’ve got to see what’s comfortable for you.”
SETTING THE STAGE It’s no secret that brands rule the world. From Breakfast at Tiffany’s to Gucci Gang, the brands we love have helped to form our culture…and luxury real estate is no excep9on. Estates agents can easily leverage the power of established brand affilia9ons through lis9ng presenta9on and print & digital marke9ng materials. More importantly, for new estates agents, being 9ed to a respected brand automa9cally boosts authority and helps to build a reputa9on. Senior Estates Director, Rowena EmmeS, takes a theatrical approach to her lis9ng presenta9ons. She comes armed with all the Chris9e’s Interna9onal and Dilbeck Estates finery and starts seJng the stage. “I like to simplify everything.” Rowena says. “For me I sit down with clients and tell them Chris9e’s and Luxury Por]olio are the stage they want to be on, and when their house goes on the market, that’s when the curtain goes up.”
KNOW YOUR TOOLS
KNOW YOUR TOOLS One of the quickest ways to establish a reputa9on and build your exper9se is to make use of the tools already provided by your brokerage. Online educa9onal portals and cer9fica9on programs like the LeadingRE Ins9tute, luxury marke9ng repositories like Chris9e’s Interna9onal’s “CSuite”, and Luxury Por]olio’s digital marke9ng hub make for powerful educa9onal and marke9ng resources. It’s important to know what’s available to you and get comfortable using all the tools before you have a lis9ng presenta9on. According to Senior Estates Director, Ray Hayes, being prepared is half the baSle. “Begin to research the programs available in the luxury market.” Ray says. “Become familiar with the tools and the brand. When you do have the opportunity, you’ll be prepared. It’s important to start thinking like an estates agent.”
DILBECK + LUXURY AFFILIATES Dilbeck Real Estate brings a global luxury reach to Southern California with our exclusive affiliates: Chris9e’s Interna9onal Real Estate, Luxury Por]olio, and Leading Real Estate Companies of the World. The power of these combined affilia9ons put our agents in front of over 300 countries in nearly 50 languages. Global affiliate referrals and automated marke9ng means more people than ever see our agents…and our lis9ngs. Last year alone, Chris9e’s Interna9onal Real Estate and Leading Real Estate Companies of the World boasted over $400 billion in sales combined and Dilbeck Real Estate is at the heart of these influen9al luxury networks.
DILBECK POWERED TOOLS To help every agent maximize the online and print marketplace, Dilbeck provides a host of complimentary tools designed with the unique challenges of real estate agents in mind. From professionally filmed and edited agent promo9onal videos to hundreds of pre-made email templates, Dilbeck agents are armed with enough tools to dominate the compe99ve luxury market. Click the video to discover the tools of a Dilbeck Agent!
WA N T T O KNOW MORE?
805-660-0524
MERILEE.IVERSON@DILBECK.COM
WWW.DILBECK.COM