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Welcome to Estate of Mind, a podcast series all about motivating, inspiring, and educating you in the art of selling luxury real estate. All real estate professionals, no matter how experienced, face challenges working in the upper tier. That's where The Institute for Luxury Home Marketing comes in. Our goal is to share the knowledge and experience of our guests, successful real estate professionals, coaches, Institute trainers, and other real estate experts working with high-net-worth indiv ...
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More about Deborah: Deborah is a seasoned marketing consultant with over 30 years of experience and over the past two decades, Deborah has dedicated her expertise to consulting in the real estate industry, specializing in strategic marketing for the luxury market. Her extensive knowledge and insights have been honed through a decade-long collaborat…
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The hosts expand the chat to cover the bigger picture of the home experience, stressing the links between neighborhoods and communities. They dig into the trend of people moving for a specific lifestyle and explore cool neighborhoods on the rise, giving you a taste of modern urban living. Switching gears, the hosts spill the beans on targeting the …
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From navigating steep driveways to addressing ongoing construction concerns, Simms and Miller provide practical guidance on turning challenges into opportunities. They also dispel common misconceptions surrounding stucco homes and emphasize the importance of understanding market-specific preferences. Join the hosts as they delve into the art of see…
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From the alluring charm of Halloween showings to the dynamic evolution of neighborhoods shaped by shifting demographics, we embark on an exploration where holiday decorations wield the power to transform neighborhood perceptions. Explore the delicate art of balancing festive decor with cultural sensitivity and unlock a treasury of strategies for fo…
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The episode underscores the importance of continuous education, staying updated on market trends, and building relationships with colleagues from diverse backgrounds. It emphasizes the role of the advisor in the real estate industry, emphasizing that accurate insight and guidance are in high demand. The discussion also touches on challenges like bu…
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Rather than simply accepting gift-giving as routine, Tami and Jack challenge the status quo, urging for a shift toward more personalized and heartfelt gestures. Discover with them a range of innovative approaches, from customized gifts that reflect each client's unique tastes to crafting inclusive holiday marketing campaigns that foster a sense of …
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Discover a wealth of noteworthy real estate conferences and events worth attending, such as NAR, Inman, and luxury-specific events. The hosts passionately emphasize the value of networking and gaining invaluable educational insights. Experience the excitement of attending prominent trade shows and specialized conferences like Leaders in Luxury and …
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MAIN IDEA #1: All About Inspections Radon Inspections 4-Point Inspections Termite Inspections Specialized Inspections Soil and Perc Site Tests Fireplace Testing and Maintenance Water and Irrigation Wine Storage Whole Home Automation MAIN IDEA #2: Best Marketing Materials Digital Media Shift to TikTok and other video platforms Topics Covered and Que…
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MAIN IDEA #1: Break into the Luxury Market Strategies Mentoring experience Networking and referrals Creating a brand and persona MAIN IDEA #2: Style and Inspiration Best publications Importance of construction and interior design Topics and Questions You’ll Uncover During this Episode: What are some strategies you can do to break into the real esta…
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Topics and Questions You’ll Uncover During this Episode: Which outdoor kitchen trends are driving luxury home sales in 2023? What outdoor features do luxury buyers want the most? What does selling a lifestyle really mean? Is it possible to maximize outdoor space in an urban area? Resources Mentioned within Episode: The Institute for Luxury Home Mar…
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Topics and Questions You’ll Uncover During this Episode: How can you correctly price the unique features of a luxury home? What features do luxury buyers want the most? What challenges can make pricing a luxury home complicated? What are some of the most outrageous amenities only found in a luxury home? Resources Mentioned within Episode: The Insti…
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Emerging Design Trends and the Changing Priorities of Affluent Homeowners: Over the last few years, a stark minimalism characterized by bland color schemes seemed to dominate design trends throughout real estate. A lot of these design choices seemed to correlate with the pandemic and a more sterile approach to living. In 2023 though, that’s all abo…
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Why is Qualifying Buyers So Important? When it comes to negotiating sales in luxury real estate, one of the more important steps is ensuring that the buyer has the funds necessary to complete the transaction. While many real estate professionals feel bringing up the topic of assets is a bit taboo, it’s actually incredibly important to properly qual…
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The State of the Luxury Real Estate Market Heading into 2023: Understanding the current state of the luxury market is absolutely key for being able to effectively work within that market. Taking things a step further, being able to convey what those changes mean and how they impact luxury buyers and sellers is truly what will set you apart as a rea…
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Always Take Advantage of the Resources Around You: To help you advance your career in luxury real estate, it’s imperative that you never stop learning and adapting to market conditions. When it comes to business planning and marketing strategy, particularly in an industry like real estate where market conditions are always shifting, being able to q…
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The Art of Storytelling in Luxury Real Estate: As price points increase and properties become more unique, the marketing process becomes more sophisticated and typically requires a higher degree of skill and more thorough planning. One of the overarching skills involved at this level centers around the concept of storytelling. Before you even begin…
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The “Tami” Framework for Marketing a Luxury Property: Once you’ve earned an entry-to-midpoint luxury real estate listing in your market, what’s your next step? Before you start any marketing campaign, you should keep in mind three basic principles that will help guide you down the most effective path: 1.) Preparation: Remember, no marketing strateg…
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Breaking Down Negotiation in Luxury Real Estate: When we think of negotiation, it’s often synonymous with some sort of conflict that is being worked through. For example, your seller wants a certain price for their property, and the buyer doesn’t want to pay that price. This scenario can certainly take on the appearance of a conflict, but it should…
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Being a Real Estate Professional Is All about Building Relationships: As a luxury real estate professional, constant communication and negotiation are two parts of your day-to-day interactions that are incredibly important. To become both a more effective communicator and negotiator, it’s important that you understand your client’s path to “yes” an…
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The Importance of Properly Preparing for Luxury Real Estate Listing Appointments: What does your preparation process look like when you’re about to conduct a marketing consultation? When it comes to luxury real estate, the time and effort you put into preparing are key to securing the listing and entering into a partnership with a new client. There…
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Using Data to Display Your Expertise as a Luxury Real Estate Professional: How are you currently using your Luxury Market Report? Are you using it to provide your sphere of influence insight into the latest market trends that directly impact them? If not, you’re missing out on a prime opportunity to cement yourself as a trusted advisor and create a…
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Networking Both Locally and Globally to Build Your Sphere of Influence: When it comes to networking as a luxury real estate professional, you should always come to your contacts with something useful in order to help establish yourself as their trusted advisor. Becoming a trusted advisor is the key to not only expanding your referral network, but f…
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Positioning Yourself as a Thought Leader in Luxury Real Estate: Building connections in luxury real estate is a huge component of finding future success within the industry. The network you build, otherwise known as your sphere of influence, is not only the foundation of your referral base, but also the foundation of a successful professional caree…
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Building Your Brand Images Independently from Your Brokerage’s Brand Image: When it comes to effectively positioning yourself as a luxury real estate professional, your brand image and the reputation you build are incredibly important. And while your brokerage may enjoy a certain type of reputation amongst other professionals, your individual reput…
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Building Your Personal Brand Will Help You Grow Your Business: Do you consistently work on strengthening your personal brand as a luxury real estate professional? It’s important to remember that your personal branding is different from the branding associated with your brokerage. While the two may in fact be very similar, they aren’t exactly the sa…
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Why Delivering the Highest Level of Service is Always Key: When it comes to working with luxury real estate clients, there can sometimes be a disconnect in terms of the quality of service provided versus the expectations from the client. The best way to avoid this disconnect? Always strive to deliver the absolute highest level of service imaginable…
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Differentiating Oneself is Key in Luxury Real Estate: Capitalizing on your past experiences and current skill set is a great way to set yourself apart from every other real estate professional in your market. One huge differentiator that you can leverage to stand out even more? Continually educating yourself. In fact, in order to fully adopt a luxu…
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Being Authentic is the Best Approach When It Comes to Working with the Upper Tier: Authenticity builds trust in luxury real estate. In order to start building a strong foundation of trust amongst clients, you have to ensure that they recognize it is your intention to help them every step of the way. Helping them is your top priority, and that doesn…
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Out-of-Market Luxury Purchases On the Rise: The general shift in mindset that’s taken place the last two years will have a lasting impact on the world of luxury real estate. With remote work now more commonplace, buyers are no longer confined to either their existing or nearby markets. Consequently, out-of-market purchases are now growing in popula…
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Navigating the Ups and Downs of Luxury Real Estate: It’s no secret that the landscape of the real estate industry has changed over the last two years — especially when it comes to luxury properties. While adjusting to market conditions can be stressful at times, one way to mitigate this stress is to constantly work on expanding your sphere of influ…
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The Next Normal and the Booming Luxury Real Estate Market: With consumer and purchasing behavior having shifted as a result of the pandemic, the way we value homes is forever changed. Where do we go from here though, and which factors do we need to keep in mind as we move into the next normal? If 2020 was the year of resilience, 2021 was the year o…
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Setting Yourself Up for Success in Spring: Do you know what one of the biggest concerns of sellers is these days? It’s not being able to get above listing price for their own home — it’s being able to find a new home once their home sells. To help curb this very valid concern, luxury real estate professionals need to get the process started as earl…
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Knowing How to Balance Your Messaging Is Key: When it comes to marketing, knowing your audience is the first step in determining how you should approach your messaging. If you’re targeting a specific market, you need to make sure that your messaging plays off of the ideas that are important to the individuals in that specific area. Remember, if you…
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Continually Growing Your Luxury Database: The key to a healthy luxury database is constantly building up your referral network. Whether your referrals are coming from past clients, your digital web properties (such as your YouTube channel), or from other real estate professionals in your network, it’s important to look for referrals from a variety …
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Why Addressing Every Square Inch of a Luxury Property is Important: In the world of luxury real estate, one of the most effective ways to set one property apart from the rest is to properly stage the home — and partnering together with an experienced luxury home stager is the key to professionally showcasing the property and unlocking the home’s tr…
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How Different Generations Use Technology: When it comes to pointing out the differences between Millennials and Gen Z versus Gen X and Baby Boomers, technology is usually one of the biggest differentiators. Younger generations grew up with the technology we use today, or at least comparable, earlier versions of it. While it might take older generat…
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Four Different Types of Loyalty: Barry explains that there are four different types of loyalty that can be split into two different categories: transactional loyalty and relational loyalty. Within transactional loyalty, you’ll find two specific types of loyalty. Mercenary loyalty centers around the possibility of someone else being able to deliver …
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How Andrew Attracts Luxury Home Buyers in the Niagara-on-the-Lake Area: With Niagara-on-the-Lake being recognized as one of prettiest towns in the world, the demand for available inventory is always high. To attract the right buyer, Andrew explains that he wins his listing presentations by tapping into his existing network and database. In fact, 85…
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Where to Start with Lighting and What “Lit Correctly” and “Dim Correctly” Means: With lighting design, Lynne always starts with the lifestyle of the client, regardless of whether she’s starting from the ground-up or retrofitting an existing home. From her experience In Florida, Lynne often sees her clients replacing burnt out bulbs with light bulbs…
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What C3 Stands For and John’s Marketing Vehicles: C3 stands for Character, Culture, and Commitment, which are the three things John Simmons and his partner, Jesse Laner, focus on. What makes C3 different from other agencies — and one of the reasons why John is able to so effectively get his company’s message out in a competitive environment — is th…
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Topics covered and questions you’ll uncover during this episode: Why “segmenting” your email list is key for sending the right marketing messages to the right people, creating a bespoke experience, and getting better results The importance of understanding technology’s role in facilitating the customer or client experience, and why it’s still essen…
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Topics covered and questions you’ll uncover during this episode: When to use a sales script and when to improvise Why practicing Yastrow’s habit of “input over output” is key for closing more business deals and creating stronger client relationships How to create “conversational momentum” to keep your prospect focused only on you and your conversat…
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Topics covered and questions you’ll uncover during this episode: Why getting outside of your market to network and train can benefit your luxury real estate practice and skill set The importance of designations and how they help distinguish you from the competition in a saturated market Why it’s helpful to mentor new luxury real estate professional…
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Topics covered and questions you’ll uncover during this episode: Why it pays to take your time bringing a home to market versus rushing to get it listed and sold How to overcome the “have you sold anything in this neighborhood?” question — even if you haven’t The importance of giving prospects branded, data-driven market information The reason you …
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Topics covered and questions you’ll uncover during this episode: How to budget your marketing dollars when you're a new or seasoned luxury real estate professional They key to making clients feel like your services and marketing were worth every penny The biggest mistake luxury real estate professionals make when they’re busy Why lowering your mark…
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Topics covered and questions you’ll uncover during this episode: What to consider when choosing your first brokerage The importance of asking for help and mentorship when you’re first starting out or returning to luxury real estate after a hiatus Why joining local causes, groups, and community activities is still an essential part of networking, ev…
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Topics covered and questions you’ll uncover during this episode: An overview of how the luxury market has changed since the beginning of the pandemic Creative ways luxury real estate professionals and their buyers are managing low inventory levels What affluent clientele want now versus when the pandemic started How attached homes are becoming popu…
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Topics covered and questions you’ll uncover during this episode: How to identify and produce “moments that matter” in your clients’ experience with you Recognizing the difference between telling someone you’re an expert and actually demonstrating you’re an expert Why clients shouldn’t be privy to all the behind-the-scenes happenings that take place…
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Topics covered and questions you’ll uncover during this episode: How to identify and produce “moments that matter” in your clients’ experience with you The unique approach Jim uses to give closing gifts that win him repeat business and referrals The importance of knowing how and what you want your client to feel, think, and do from start to finish …
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Topics covered and questions you’ll uncover during this episode: Why staging and styling are non-negotiable, even in a fierce seller’s market The difference between “staging” vs. “styling” to make a space feel more welcoming and complete How the Ayans put their own spin on traditional staging to craft “aspirational” spaces that sell An approach for…
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