Updated: Feb 19
As you know I work with a whole lot of seven figure income agents. NOT all of these high achievers work exclusively with the Affluent though. In fact, very few do.
In our Platinum Millionaire Agent Maker Program, we have about a half dozen members whose average sale price exceeds $700K. Obviously there are not a lot of markets around North America like that, but they are there.
The agents who specialize in these markets all have a few things they do to attract, Affluent Clients ($1 Million+ Listings). BUT, in working with these team leaders, I have been able to observe four commonalities.
If you are serious about attracting a more affluent clientele (people with equity, money), you will want to pay real close attention here.
Here are the four commonalities:
#1. They all use print media. In fact the print media they use is direct mail. They choose to make themselves known, giving out their address, personal contact info, the opposite of many team leaders. Many agents try to back away from the business, become somewhat anonymous. These successful agents however, working primarily with the Affluent, do not shy away from putting themselves out there. They in fact are the brand with full disclosure of such and direct mail is their primary vehicle that drives this.
You may recall from the Platinum Millionaire Agent Maker Conference a couple years ago, Jay Macklin’s newspaper where he targets home owners of $700K plus homes. Jay’s paper is well done and I believe the self branding is important to build trust, expert status, even celebrity in that kind of market.
While I can put out an unbranded paper and kill it in my market of average $200K homes, Jay has more success at the affluent clientele doing the opposite of being anonymous using print media.
#2. They all are courteous. In fact, they live courteously. I read recently that Dan Kennedy had discovered the same thing as a commonality among seven figure income earners. When around others these agents make the prospect, or client, others in general, the center of attention. They put their phones away. They use respectful language like, Yes Sir and No Mam, and Thank You. They consciously work to avoid stealing the time of who they most want to do business with.
#3. They reject ENTITLEMENT. It seems we have succumbed to the entitlement society Ben Franklin and James Madison warned. That as soon as the U.S. people figured out they could vote themselves other people’s money, the great American Experiment would be over. At this moment in history at least half of the population is receiving SOME kind of check from the federal government and believe it the way to go. They trade freedom to pursue prosperity for what they believe to be security. The super successful agents who do well working with Affluent Clientele reject this. They believe that relationships must be earned and built on mutual respect. They see themselves as entitled to nothing and when failure finds them, they do not blame others but learn from it and bounce back quickly. They see “security” only lying in self determination and success from that.
#4. They are SPONGES. They listen to and absorb information on what works from others who are more successful than they are. They patiently prod, test and implement marketing systems that may work or may not. They seek out advice from wealthy people, wise people. They reject fools and short cuts to proficiency. BUT, they are anxious for success, however, understand that it comes from implementing with wise decisions learned from others who have forged success ahead of them.
Remember, you are in the marketing business, whether you want to be or not. So to be successful at bringing in affluent clients, you must market to them in ways that attract them, not necessarily in ways you THINK will attract them. To do this, you would be wise to pay close attention to the above 4 commonalities. If you let these commonalities serve as a foundation for you, my guess is you are on your way to more success with better, higher quality clients. That is, after all, what you want… isn’t it?
Go sell some houses... and Go Serve Big!!!
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