By Erica Christoffer, Multimedia Web Producer, REALTOR® Magazine
Mario Jannatpour is not a national speaker. He’s not a sales coach, either. He’s simply a real estate practitioner who loves his job.
Now Jannatpour, a sales associate with RE/MAX Alliance in Louisville, Colo., wants to pass on the success and knowledge he’s gained to other agents.
Jannatpour recently published a Kindle and audio book, Must See Inside: An Up Close and Personal Approach to Real Estate (Spoken Books, 2010), in which he outlines methods to set yourself apart in any market.
A sneak peek from Jannatpour:
Tell us about your background.
JANNATPOUR: I was in high tech software sales for nearly 15 years. I was doing very well, but I didn’t see my career building any personal equity. I decided I needed to make a change. I transitioned into housing, first with corporate housing, and then went to work with RE/MAX in 2003. I’ve been able to build a business here in Boulder based on my knowledge of the area, relocation expertise, and my sales experience in the tech field. It all transferred over to be able to help my clients.
What is professional value and how can a real estate professional identify and hone their value?
JANNATPOUR: First, you have to view yourself as the product rather the house as a product. You’re selling your services and your expertise. Clients today are much more educated on the real estate process, so they’re going to look for someone with a higher level of skill and professionalism. I talk to a lot of people and they’re not interested in someone who’s putting out calendars and refrigerator magnets. All those old methods don’t work for clients today because they want someone who knows the area they need help in. For instance, if I was looking for a horse property, I want a REALTOR® who knows something about rural properties, horses, zoning in that area, water rights, etc. Continue reading »
By Erica Christoffer, Multimedia Web Producer, REALTOR® Magazine
Stop believing it’s impossible to break into the high-end real estate market. If you’re going to go for it, now is best time, says real estate veteran Jack Cotton, CRS, CRB with Sotheby’s International Real Estate in Osterville, Mass. In his new book, Selling Luxury Homes (Tide-Mark Press, 2010), Cotton outlines a three-step process for success in a competitive luxury market: 1.) Become a market expert. 2.) Serve as a trusted advisor. 3.) Provide top-of-the-line services to clients. “I don’t see real estate as a career – it’s absolutely a calling for me,” says Cotton, who will be speaking at the REALTORS® Conference & Expo from 12:30-2 p.m. Friday, Nov. 5 in New Orleans.
Here’s what Cotton has to say about his new book and his NARdiGras presentation.
Why is now a good time to get into luxury real estate?
COTTON: The great thing about this market is it’s a perfect time to improve your skills, expand your skills, and broaden your horizons. This is the third downturn I’ve been through since my career began in 1974, and this is the time to get out there and do better. Even if you decide not to become a luxury real estate specialist, all the tools you’ll learn in this book will help you treat every client like a million dollars, regardless of their price range.
What is one tip a real estate practitioner could put into action after reading your book?
COTTON: Luxury buyers and sellers are used to dealing with experts – whether they have a medical situation, a tax situation, or a real estate situation – they only want the best. Chapter four teaches you how to become an expert, and be perceived as an expert. The best way to do this is to become an expert on value in your marketplace. People with means are obsessed with the value of their property. Due to taxes, they want to know that the actual value of their property is correct compared with what municipalities are assessing it for. They need to know the value of their property so they can conduct their estate planning. Also, they have a real need to know the actual value of their property so they know where they stand financially. Continue reading »
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