When I entered the ultra-luxury real estate field in Miami 21 years ago, I spent countless hours on lead generation. I was always thinking of where to find my next high-net-worth clients and how to draw them to me.
Today, I'm the CEO and Founder of BRG International, a comprehensive ultra-luxury real estate firm that made $140 million in sales last year.
When I was starting out, I felt like I was doing it all myself and making up the rules as I went. Over the years, I realized what worked well and which methods of client lead generating were worth the investment of my time.
Of course, not every tip works for every ultra-luxury real estate agent. Different agents have different strengths. Some are wonderful at in-person networking, while others are strongest at research and behind-the-scenes lead generation.
But for me, over two decades, these are the five tips that consistently helped me, and my team locate — and convert — high-quality, ultra-luxury market client leads.
Start With What (And Who) You Know
The most substantial leads and referrals you will ever find are the people that you already know. Satisfied clients you have proven yourself to are wonderful places to start your new lead generation.
After all, those who have purchased ultra-luxury real estate are likely to know other house hunters that want to buy similar properties. The easiest way to ease yourself into this lead generation style is to simply check in with your satisfied clients. Ask them if they're well, what's new in their lives, and how they enjoy the property you sold them.
Following a friendly, catch-up chat, it's easy and natural to end the conversation by saying something along the lines of, "I loved working with you, and I'm glad to hear how well things are going for you. If you have any family members or friends looking for similar properties, please let them know that I'm here to help."
Keep In Touch with Your Network Online
Reaching out to your high-net-worth clients individually has always worked well for me. But it's essential to cast your net wide as well as deep. Social media is a terrific way to do that.
Use your platform to post regular updates and create email campaigns. Not sure what to include? You can start by reminding your network of who you are, your specialties, and your most recent achievements.
Showcasing a particular property is another excellent reason to reach out to your network. If you have a particularly attractive property — for example, a beachfront penthouse or a home featured in a design magazine — be sure to update your channels with professional photos and delightful descriptions. People love to share beautiful posts that feature something worth coveting.
Identify and Nurture Client Referral Sources
Creating a mutual referral program is a terrific way to reward other professionals that work with the same ideal clients and who will advocate for you, post your contact details, and share your updates. These are professionals that are already working with luxury buyers and sellers and are able to refer you, they include, attorneys, accountants, sports agents, financial advisors, designers, architects, and builders. Create a community of professionals that works with high-networth individuals, that you may refer to each other's business. However, be mindful, as compensating non-licensed individuals for Real Estate Referrals is against the law in Florida.
Maintain a Presence in Your Farm Area
It's essential to be a person with name recognition in your farm area, or demographic. Keep in touch with residents, many of whom could become clients. To become a neighborhood's go-to agent, you need to build awareness with your audience.
Attending community events, organizing get-togethers, and socializing lightly within the group are great ways for people to get to know and trust you outside of a business setting. Collect their cards and email addresses and send out updates about area properties for sale. You can follow up after a home has sold and introduce the new owners to your network. Everyone loves a happy ending and letting people know that your homes are selling makes them begin to equate you with success.
Be Online and On Their Radar
By utilizing social media as a lead generation tool, you can reach many ultra high-luxury potential buyers in the virtual spaces they love. Depending on your area and client target demographic, you can choose Instagram, Facebook, TikTok, or YouTube.
When you are starting a fresh account, many viewers may not be familiar with you or your reputation, so it can help have your best clients film short testimonials for you to build trust with new leads.
You must have a consistent posting schedule and stick to it for this technique to work well. Create a spreadsheet to keep track of what and when you will post, making sure to intersperse listings with tips and general knowledge-sharing.
Begin with whichever of these tips appeals to you most. After all, we work hardest on what we enjoy. Then, begin to incorporate others until you generate a regular, healthy flow of new client leads.
About Matias Alem
Matias Alem is the Founder and CEO of BRG International, a Miami-based, multidisciplinary luxury Real Estate Brokerage and development company specializing in high-end real estate. With over 21 years of experience in Real Estate and over $140 million in sales in 2021 alone, BRG International is one of the leading Luxury Real Estate Boutique Companies in South Florida. Click here to discuss how BRG International can help you reimagine real estate: www.brgintl.com
