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It’s hard to imagine luxury broker Aaron Carman falling into a rut.
Los Angeles-based Christie’s international real estate broker is a CNBC star Cannot be exhibitedhas sold over $7 billion in real estate throughout its career, including some of the world’s most notable properties like Niall Niami’s ‘The One’.
But he says he was not immune to deadlocks, and each time he had to come up with new ideas for how to dig himself out.
“Every time I’ve felt really stagnant, I’ve made big shifts in my business,” Carman told Inman during a recent conversation.
Carman and Damien Hall, Blackstream’s Damien Hall Group Agents | Chrisie’s International Real Estate has extensive experience representing some of the most unique luxury properties on the market, and the ability to navigate difficult markets and personal challenges. We used our experience to overcome it and shared some of our key tips for success with our agents at Christie’s International. This week’s realtor conference.
Here are some of Kerman and Hall’s biggest takeaways.
when a plateau is reached
Aaron Kerman | AKG | Christie’s International Real Estate
“It takes a lot of strategy, energy, hard work and deep philosophical thinking to sell luxury goods,” Kerman told Inman. “We always want to achieve sales that are better than the previous sales.”
But even if an agent makes a name for themselves at a certain price point, it can be difficult to prove their ability to exceed that number. Kerman is always analyzing what kind of collaborations and partnerships will take him to the next level. He said he is learning how he has been doing it.
And different strategies may be needed to navigate each plateau, Carman added.
“That could mean reviewing and changing your marketing and advertising strategy, or it could mean spending more money on marketing,” he said. “It could be as simple as him adding an assistant, two, three. It could be big enough to switch brokers.”
The latest change came to Carman when he and his team left Compass to begin brokering with Christie’s International Real Estate at the end of 2022.
The move was “amazing,” Carman told Inman. “In an incredibly tough market, we’re down just a little bit, [but] We mitigated our losses. And even in this very challenging market, we are on track to have a great year. ”
How to Secure and Sell Trophy Assets
brand recognition
Damien Hall | Blackstream | Christie’s International Real Estate
In Hall’s case, the peculiar publicly traded companies he represents in the markets around Greenville, South Carolina include the Kangaroo named Irwin — They are often secured thanks to Christie’s International Real Estate’s name recognition, he said.
“Normally, the seller knows they want either Christie’s or Sotheby’s, so they do it that way.” [the kangaroo listing, Circle Creek Farm] happened,” Hall told Inman. “[The sellers] I was very impressed with the Bespoke Marketing Program, a special program that allows Christie’s to develop customers for its auction houses. We get special exposure on the Christie’s homepage and in a lot of the press, and I think that’s one of the things that really helps us attract these kinds of listings. ”
Creation of topic
After opening the property to the public exclusively wall street journal On Friday, Hall’s team also released several cinematic teaser videos to further boost the buzz of the weekend, before officially launching the list the following Monday. Such hype and press coverage will attract the attention of the wealthy, Hall said, noting that he was already in talks with serious buyers 30 days after listing the property.
Hall added that it’s also “everything” to make the property look perfect and beautiful. “My videographer/photographer is amazing. We’ve been working together for 5 years now, so he knows what to expect from me… really pays attention to detail. I’m just there.”
Auditing your online presence
In addition to unparalleled marketing, ensuring a flawless online track record is also key to earning the trust of trophy property sellers, Hall said.
“Sellers Google who the biggest power players in ultra-luxury homes are, so you need to audit your Google profile because that’s where they go first,” Hall said. says Mr. “That’s why we’re curating it all the time. It’s always evolving, so you always have to keep that in mind. It’s your Google review, it’s news about you and your website.” Whatever the article is, I think it’s very important to keep everything fresh and up-to-date.”
narrow down the target
When it comes to the nature of the trophies Carman and his team represent, the game’s name is targeted marketing, he told Inman. And with most of the COVID-19 restrictions virtually gone, it will reach out to many international buyers as well as the U.S.
“We really do what we used to do: find the right buyer for the right home, target the database, target the people who need or want to move, and understand why. It’s going back to the way it is,” Kerman said. . “And we are actively campaigning around the world to reach that goal.”
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Email Lillian Dickerson
