How do you gain confidence in the luxury market? You have to preview, preview, preview. Locally, it can also be beneficial to read St. Louis Business Journal, Town & Style, and Ladue News. You may not like the periodicals, but you'll know about charity events, recent business acquisitions, and the like. The more reference points you have in the business environment and local happenings, the more likely you'll be able to connect to a luxury prospective seller.
You should also do your homework on your prospective clients. Look them up on LinkedIn. What business are they in? What can you learn from their email address? If you can't find common ground before the appointment, pay attention when you get to the home. If you notice a bike in the garage or a bike rack on their car, ask about that. Mark and Neil used to cycle and it's an easy conversation to share common ground.
It's also very important to personalize luxury listing presentations. It won't be as impactful if it's a canned or one-size-fits-all presentation. Make the presentation about them. Answer their questions and engage them. You have to be a chameleon. If you get caught up in your planned presentation, you'll put them off by saying "I'll cover that later." Spend time on what their concerns are and don't be dismissive.
At the end of the day, knowledge gives you credibility and confidence. Don't lose sight of that.
