"How do they get away with it?" After a full day viewing multi-million dollar homes, armed with a handful of mediocre marketing flyers, I asked my agent very question. “How do they get away with it?” She was puzzled when I asked her why the real estate industry didn’t deliver the same quality of marketing materials that affluent clients are used to receiving when they purchase other luxury products.

She was a little embarrassed
Being in the marketing business and having completed a number of transactions over the years, we had become good friends with our agent.  I felt like I could level with her about the real estate industry. With true sincerity, I asked her, "How do you think the sellers feel about the way their homes are being marketed? Don't these agents know that sellers in this price range expect marketing that mirrors their status? Buyers want brochures and websites that match the quality of the purchase."

Think about the way other luxury products are promoted
We went inside our home and I pulled down a box full of marketing material I had collected over the years. From exotic cars, yachts, resorts, spas, jewelry, private jet services and vacation clubs... each of the exquisite pieces included all the information we needed to make a buying decision. "We just looked at homes that cost substantially more than any of these products, and all I have to show for it are these inexpensive, poorly crafted flyers. It's not a good reflection on your industry." What I told her next nearly knocked the wind out of her... it's the dreaded question most agents try to avoid but the same thing on the mind of many of their sellers.

"Real estate agents make so much money off of the sale of these homes, is this really the best they can offer?"

Our agent admitted she hadn't given it much thought. Although very successful, she tended to do the same thing the same way year after year. It's common to think about the process from your own perspective and not through a consumer's eyes. Consumers are so much more sophisticated now that it's imperative to reevaluate your marketing plan.

Based on my personal experience, I designed a program to exceed the expectations of upper tier consumers. Whether buying or selling, the program addresses every aspect of the real estate "marketing" process.

Starting with the initial introduction, whether on-line or in person, the system builds instant credibility. Sellers are attracted to the unique marketing characteristics and immediately recognize the stark variation to what other agents are offering. Fees aren't automatically scrutinized because sellers understand the significant difference and realize the tremendous added value. Buyers and sellers both appreciate the information-rich Homesite dedicated to showcasing the estate's elegance and grandeur. Prospecting is effortless, efficient and automatic.

When buyers have easy access to all the information they need to make a decision, your listings will sell faster and for more money. By directing buyers, appraisers, and other agents to your Platinum Homesites, you'll save time, increase your income and reduce headaches.

Sometimes it takes an "outsider"
The Platinum Sales System isn't just an improvement on what you may have done in the past, it's created an entirely new way of doing business. You'll be able to match your marketing efforts with the level of real estate professionalism your clients are accustomed to receiving. It will spark a renewed fire in your career, open up a wealth of new opportunities and dramatically improve your business. I encourage you to learn more about this exciting program.

Karen Warner

P.S. - I still have the flyers we collected that day. I bet you've seen some yourself. The next time your buyer ponders over a fistful of lackluster flyers or your prospective seller asks "how do you plan to sell my home for the highest possible price"... remember "You Deserve Platinum!"