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Power Marketing for Luxury Real Estate, by David Michonski
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AWARDED FIVE STARS (out of 5) by Clarion Forward Reviews and WINNER of a Pinnacle Book Achievement Award, this is the real estate agent's 'bible' for how to sell luxury homes in a market where sellers do not have to sell and buyers do not have to buy.With amazing clarity and through numerous personal stories, David Michonski illustrates exactly how to create an urgency to act in a market that usually lacks it. He starts by acknowledging that the sellers and buyers who make up this elite market are the smartest sellers and buyers in the world. Gimmicks or trying to pull the wool over their eyes will not work. Instead, without financial necessity to prompt action, he substitutes power marketing expertise and approaches his clients with what they ultimately respect most, others like themselves, to create the necessary competition that prompts action. He shows how frighteningly small the luxury market is and why different strategies and techniques are needed. Drawing upon his 30+ years of selling on behalf of some of the first families of America and Europe, he explains how to price difficult and often incomparable luxury homes in 7 easy steps, how to raise buyers' comfort levels to bid, sometimes aggressively, how to keep the fear of loss ever-present and unleash the competitive instincts of those who always want to win. He also explains the 13 business essentials that should be covered in every listing contract, gives advice to FSBOs (For Sale by Owners) and even suggests why you might want to pay more in commission. Perhaps most importantly, the lessons learned here apply not just to luxury real estate, but to selling any property, anywhere, in any price range, making this book an instant classic that belongs in the hands of any serious real estate agent. Moreover, the timeless advice found here allows any agent, whether rookie or pro, to save shave years off the learning curve on how to own the luxury market and provide the savvy players in this market the expertise they demand.
- Sales Rank: #501304 in eBooks
- Published on: 2013-04-18
- Released on: 2013-04-18
- Format: Kindle eBook
About the Author
David M. Michonski has been named one of the Top Ten Realtors in the United States by Today's Realtor magazine and one of the "100 Most Influential People in Real Estate" by Inman News. He has been a guest on CNBC's "Morning Call", "Squawk Box" and "Closing Bell" for his market comments and appeared on both "Good Morning America" and the "Today" show, MSNBC, CNN and National Public Radio. He brings a political philosophy and classical studies background to 30 years in luxury real estate sales and management. As a Certified International Property Specialist he taught international real estate throughout Europe and Asia. He has been awarded the Lifetime Achievement Award by the Manhattan Association of Realtors and was admitted to the Realtors Honor Society by the New York State Association of Realtors. A graduate of Colgate University he resides in Greenwich, Connecticut with his wife, Linda and two children Katherine and Michael.
Most helpful customer reviews
1 of 1 people found the following review helpful.
A no hype- honest review
By Aaron Revere
This book helps you understand that you must create value for high end clients. The author uses the analogy of an auction to illustrate how even the bidding of competitors makes the item more desirable for all involved. The same has to be true with a luxury property. This does not necessarily mean starting with a really low asking price and trying to get multiple offers. It's about creating excitement.
The author did a great job of displaying his methods with 2 stories in the book about luxury properties he represented.
I would recommend this book to any realtor wanting to enter the luxury real estate arena. I would also recommend "selling luxury real estate" by Jack Cotton. Together these 2 books have everything you would need to feel you have a grip on the luxury market and can help hit the ground running.
1 of 1 people found the following review helpful.
Great Insight for Luxury, Aspiring Luxury, or even average agents.
By Jonathan Brown
After reading and studying hundreds of books and courses on real estate I don't expect to learn more than a few points which is worth the money I spent and the time invested reading it. That being said every agent could learn things from this book to help them become a better agent no matter what end of the market you deal with. In fact there are a few lines David uses that will definitely come out of my mouth in the future when dealing with prospects.
1 of 1 people found the following review helpful.
An excellent read, great information
By CB
The author shares real life, memorable experiences that seasoned agents can relate to and new agents will encounter. It's easy to read, engaging and very informative. I highly recommend to any agent in (or looking to be in) luxury real estate.
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