How to Break Into the Luxury Real Estate Market w/Jack Cotton
For many real estate agents, the idea of selling luxury homes is intimidating. What are the critical skills required to work in this niche? What’s the difference between staging and market preparation? How do we build up our reputation to attract more luxury clients? On this episode, real estate veteran, author and luxury expert, Jack Cotton shares how to find success in the highly sought-after luxury real estate niche.
We don’t show property. We demonstrate the property and immerse them in the lifestyle that comes with the property. -Jack Cotton
Three Things We Learned From This Episode
As real estate becomes more and more generic, and the tech world tries to creep into the industry, we have to position ourselves differently. In the high end market, being seen as generic as self-defeating. We must be seen as unique, different and constantly bringing value. We must build a reputation as a real estate advisor, not merely an agent. That means becoming an expert in markets and value, pricing, market preparation, marketing and negotiation.
Jack Cotton is a veteran Realtor, author and founder of Cotton Real Estate, now Sotheby’s International Realty. Since 1974 and has overseen thousands of purchases and sales of Cape Cod properties. Jack’s mastery of Cape Cod Real Estate is clear, yet he never stops striving for new knowledge. In fact, he believes so strongly in the importance of continued training and education that he funded the creation of the Cotton Center for Real Estate Studies at Cape Cod Community College in 2006. Visit http://www.jackcotton.com/ for more information.
Get Jack’s latest book, Selling Luxury Homes here.
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