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Tapping Into the Luxury Market

Dianne_Steve_PereiraIn the following interview, Dianne Pereira, REALTOR® with Bailey Properties in Santa Cruz, Calif., discusses marketing, peer coaching and more.

Region Served: Santa Cruz County, Calif.
Years in Real Estate: 16
Number of Offices: 4 sales offices, 1 rental office
Number of Agents: 125
Best Tip for Dealing With Difficult Clients: Listen. Clients need to know they’re being listened to, not just heard.
Best Time Management Tip: Prioritize using daily, weekly and monthly schedule reviews. It’s also important to block out your personal time.

Tell us about the effectiveness of your in-house coaching program.
In 2007, I began coaching with Paul Bailey, one of my brokers and company principal. We hold regular meetings with groups of up to 10 peer agents to discuss market trends, success stories and obstacles, developing weekly accountability tasks. Our annual year-end reviews focus on creating next year’s business plans, which includes written goals for each agent.

Let’s talk about the success you’re having when it comes to tapping your regional market of luxury homes.
We’re members of Luxury Portfolio, which helps us target luxury home clients. My husband Steve has specialized in beach properties since 1982, and I joined him in 2001. We live at the beach, so we understand all the nuances involved with coastal living, creating a niche for us as we build relationships with new and established luxury clients. Steve is known as the Beach Guy (he even drives his 1951 yellow Woodie to all his open houses) and I’m Mrs. Beach Guy. Our website URL—lifesabeach.com—is even thematic.

How do you keep Bailey Properties top of mind with former clients?
We use intimate client parties and dining events to visit with and renew acquaintances. For our most recent client appreciation party, we rented an entire restaurant at the beach and invited our clients and their families (children included). We had a buffet, face painters, balloon art, costumed storybook characters and a band. It was our biggest client party ever, and we’re still hearing good feedback from attendees.

You utilize Homes & Land as part of an integrated marketing strategy that includes print publications. How does that benefit you?
In Santa Cruz County, Homes & Land Magazine is branded as Coastal Homes, and it ties in perfectly with our company’s beach theme. The magazine—along with their online syndications—brings us even greater exposure to buyers and sellers who either live in the area or are visiting. The company also creates stylized print pieces for our luxury properties, including integrated postcard and flyer campaigns. They recently completed a book for us on an oceanfront estate at Manresa Beach that we’re marketing for a VIP client.

For more information, please visit www.newpointmediagroup.com.

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