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.
Can’t be a part of us in particular person at Inman Join New York? Don’t miss out on insights and techniques shared by over 250 industry-leading audio system throughout 75+ classes. With a Digital Go, you’ll get all of the instruments it’s essential navigate challenges and seize alternatives — delivered straight to your display, wherever you might be!
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 informed attendees at Inman Join New York on Wednesday.
However, not within the literal sense.
“We keep in our shoppers’ pants,” Lenz mentioned throughout a panel of luxurious actual property specialists. “We actually must know what they’re doing, what they want … Simply fulfilling all these wants retains us sticky.”
TAKE THE INMAN INTEL INDEX SURVEY FOR JANUARY
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 vitality between the youthful, much less skilled agent, and the mature, seasoned agent.
“We actually hold concepts flowing consistently,” Dolly Lenz mentioned. “What might sound like not the brightest concept or most revolutionary truly is as soon as they clarify it.”
She mentioned the workforce is open-minded relating to sharing concepts about the way to do issues, but it surely all the time have to be examined by means of what Lenz referred to as an “ethics field.”
“That’s actually the field that we all the time must be certain we’re not doing something exterior of this field.”
Jennifer Lenz | Dolly Lenz Actual Property
Panelist Kirby Lottman of Agent Picture mentioned she’s seen brokers do lots of revolutionary issues lately with new know-how, however on the finish of the day, among the issues that resonate with shoppers most are enterprise fundamentals, like understanding 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 alternative issues,” Griffith mentioned. “AI, streamlining, and I actually assume we’ve to give attention to going again to the fundamentals.”
The ability of storytelling is one thing that Griffith focuses on in her enterprise as a result of nice tales will help seize a consumer’s consideration in a tough market, she mentioned.
“As brokers, we’ve to actually dig deep and differentiate ourselves, and typically going again to inform that story is what actually resonates.”
Kirby Lottman | Agent Picture
Lottman mentioned that it’s additionally vital to maintain a method in thoughts when holding in contact with shoppers “and being targeted on that technique.” Authenticity and consistency additionally assist, she added.
Griffith mentioned that she additionally makes use of a number of contact factors together with her shoppers and can proceed to make use of ones yr after yr that show to have constant outcomes.
For example, she all the time makes certain to seem within the July 4 problem of Hamptons Journal as a result of her shoppers all the time see it.
On prime of these ideas, Lottman mentioned she’s seen that video testimonials additionally make a big impact on potential shoppers. “Video testimonials are completely probably the most highly effective device you’ll be able to have,” she mentioned.
Lindsay Listanski | Anyplace
However the elder Lenz’s largest 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 in the event you can’t afford to purchase a ticket, you may be capable to volunteer on the occasion, Lenz advised.
“So it’s fairly easy,” she mentioned.
“If you happen to love canines, submit about canines,” she added. “You’d be shocked what number of super-wealthy shoppers you need to entice love canines.”
Offering an additional degree of service additionally doesn’t damage, Dolly added. She mentioned that she and Jennifer truly lately helped certainly one of their long-time shoppers shut a giant deal in Houston, and flew backwards and forwards there 20 occasions over the course of the itemizing and sale.
“Now we’re associates,” Jennifer mentioned.
In closing, Listanski questioned about everybody’s closing takeaways for succeeding in actual property.
Michelle Griffith | Douglas Elliman
Lottman mentioned brokers ought to give attention to a hyper-local enterprise method, whereas Dolly Lenz mentioned authenticity is “enormous” and Jennifer Lenz argued “respect is massive.”
Griffith seconded authenticity and in addition added that connection is a giant one together with her shoppers. Moreover, she mentioned that brokers ought to try to repeatedly assess their very own weaknesses.
“I’m consistently poking holes in my enterprise and I’m looking for out the place there’s a weak point and the place I can diversify,” she mentioned.
Get Inman’s Luxurious Lens Publication delivered proper to your inbox. A weekly deep dive into the largest information on this planet of high-end actual property delivered each Friday. Click on right here to subscribe.
Electronic mail Lillian Dickerson
