This week’s #REalSuccess features rockstar luxury agent Gary Gold.
If that name sounds familiar it is because Gary was the agent who sold the Playboy Mansion!
Gary has been selling real estate for close to 40 years and serves the Beverly Hills and Los Angeles markets.
Get your notebooks ready, because Gary shares with Bill a short master class on how to better connect with your customers and provide them with more value…

Gary’s Lead Sources

Even though Gary has been in the business for about 40 years, many of his customers aren’t ones that have been in his database for years.
He uses leads from Zillow, referrals, and other sources.
He says the key is to put all the leads in one place like a CRM or spreadsheet.

Standing Out Among 2.3 Million Real Estate Agents

It has never been easier to get a lead, but you probably aren’t the only one chasing that lead.
There are 2.3 million licensed agents.
Gary says that you don’t want to just be one of the ten agents the lead is speaking with…
You want to be the sole agent your leads are speaking with.
That is what separates the top agents, and is HOW the money is made.

Getting In-Play With Your Leads

It isn’t enough to simply just have another lead in your database.
You have call them and be engaged.
You have to make a plan for the next step, and in the luxury market that next step could be a while.
Gary talks about being “in play” with his customers.
This means there is an ongoing conversation; a back and forth dialogue.
You are essentially staying top of mind with them, and you are the person they think to call when they see a listing they like.

Some Clients Are Tough To Get In Contact With

I’m sure you’ve had those clients that are hard to get a hold of…
You keep reaching out, and most people eventually get discouraged.
You have to be the agent that hangs on to the end.
Be tactful and respectful, and chances are good they will appreciate your perseverance.
Just because you can’t get a hold of them it doesn’t mean they aren’t interested; it just means they are busy.

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