Lenz’s level — to not be taken actually — was to be in fixed contact with shoppers and conscious of what they do on a day-to-day foundation and what they want, all of which impacts how they purchase and promote actual property.
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With over 25 years of luxurious actual property expertise in New York Metropolis, Dolly Lenz’s secret lies in staying in her shoppers’ pants, she instructed attendees at Inman Join New York on Wednesday.
However, not within the literal sense.
“We stay in our clients’ pants,” Lenz stated throughout a panel of luxurious actual property specialists. “We literally need to know what they’re doing, what they need … Just fulfilling all those needs keeps us sticky.”
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Dolly Lenz | Dolly Lenz Actual Property
Lenz works together with her daughter Jennifer Lenz, who additionally appeared on the panel, at Dolly Lenz Actual Property, and moderator Lindsay Listanski of Coldwell Banker questioned how the 2 balanced their power between the youthful, much less skilled agent, and the mature, seasoned agent.
“We really keep ideas flowing constantly,” Dolly Lenz stated. “What could sound like not the brightest idea or most innovative actually is once they explain it.”
She stated the group is open-minded relating to sharing concepts about learn how to do issues, but it surely at all times should be examined by way of what Lenz referred to as an “ethics box.”
“That’s really the box that we always need to be sure we’re not doing anything outside of this box.”
Jennifer Lenz | Dolly Lenz Actual Property
Panelist Kirby Lottman of Agent Picture stated she’s seen brokers do loads of progressive issues in recent times with new expertise, however on the finish of the day, among the issues that resonate with shoppers most are enterprise fundamentals, like realizing your model and personalizing consumer consideration.
Listanski confessed that she and the panel’s fourth panelist, Michelle Griffith of Douglas Elliman, had mentioned their anxieties about AI along with all of the thrilling advantages it has already dropped at the {industry}.
“We’re being inundated with so many different things,” Griffith stated. “AI, streamlining, and I really think we have to focus on going back to the basics.”
The facility of storytelling is one thing that Griffith focuses on in her enterprise as a result of nice tales may also help seize a consumer’s consideration in a tough market, she stated.
“As agents, we have to really dig deep and differentiate ourselves, and sometimes going back to tell that story is what really resonates.”
Kirby Lottman | Agent Picture
Lottman stated that it’s additionally necessary to maintain a technique in thoughts when preserving in contact with shoppers “and being focused on that strategy.” Authenticity and consistency additionally assist, she added.
Griffith stated that she additionally makes use of a number of contact factors together with her shoppers and can proceed to make use of ones 12 months after 12 months that show to have constant outcomes.
As an illustration, she at all times makes positive to seem within the July 4 challenge of Hamptons Journal as a result of her shoppers at all times see it.
On high of these recommendations, Lottman stated she’s seen that video testimonials additionally make a huge effect on potential shoppers. “Video testimonials are absolutely the most powerful tool you can have,” she stated.
Lindsay Listanski | Wherever
However the elder Lenz’s greatest takeaway for brokers who need to turn into actual property icons — like her — was to be within the areas the place these shoppers are, from galas to different occasions. Even for those who can’t afford to purchase a ticket, you would possibly be capable to volunteer on the occasion, Lenz urged.
“So it’s pretty simple,” she stated.
“If you love dogs, post about dogs,” she added. “You’d be surprised how many super-wealthy clients you want to attract love dogs.”
Offering an additional degree of service additionally doesn’t damage, Dolly added. She stated that she and Jennifer really just lately helped considered one of their long-time shoppers shut a giant deal in Houston, and flew forwards and backwards there 20 instances over the course of the itemizing and sale.
“Now we’re friends,” Jennifer stated.
In closing, Listanski questioned about everybody’s closing takeaways for succeeding in actual property.
Michelle Griffith | Douglas Elliman
Lottman stated brokers ought to give attention to a hyper-local enterprise strategy, whereas Dolly Lenz stated authenticity is “huge” and Jennifer Lenz argued “respect is big.”
Griffith seconded authenticity and in addition added that connection is a giant one together with her shoppers. Moreover, she stated that brokers ought to attempt to repeatedly assess their very own weaknesses.
“I’m constantly poking holes in my business and I’m trying to find out where there’s a weakness and where I can diversify,” she stated.
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