Listing agent Lynn Mack sat down with Real Estate Agent Magazine Phoenix to give our readers a peek into her approach to listing luxury homes in the March issue’s Luxury Listing Spotlight section.
REAM: What is your approach to listing luxury homes?
Mack: My mission is to customize and deliver a refined home buying and selling experience distinguished by the highest standards of integrity, expertise and sophistication.
As a luxury real estate leader, I have a responsibility to actively participate in shaping our industry and its current and future business model. Well-traveled, I have a distinct sense of cosmopolitan awareness that is perfectly suited to the needs of my broad range of clientele and their referrals. Being a benchmark for professionalism, expertise and integrity in the industry, it is my love for people that may be my secret to success.
Real estate is local and luxury buyers and sellers gravitate toward professionals who know and understand the unique dynamics of their area, community and neighborhood. I strive to enhance the quality of the neighborhood, as I recognize that buyers are searching for a home, which importantly, also includes investing in a quality of life.
REAM: How are selling luxury homes different from other listings?
Mack: To be successful, the sale of a luxury property must be handled by an experienced specialist with uncommon high-end expertise, connections and resources. I am certified with the luxury properties division of Berkshire Hathaway HomeServices, a name and image supported worldwide.
Being part of Berkshire Hathaway HomeServices allows me to maintain a strong network of diversified contacts, which can provide elusive introductions and valuable referrals. In addition, my team will prospect for potential luxury home buyers. I know what speaks to affluent buyers and how to create a custom marketing plan for the listing property that captures the buyers interest. Through this, I network buyer leads, sphere of influence and past clients, their referrals and most importantly introduce them to your property.
With high quality, professional photos and virtual tours, I introduce the seller’s property to the local market and hundreds of other key real estate destinations. Providing global networking, the listing property is featured on the top internet search engines. This sophisticated multimedia approach features a mix of internet and print marketing, national and international publications, online property tours, elegant custom websites and impressive full-color marketing pieces. The combined print and digital distribution places the luxury property in front of 125,000 upper-tier buyers in 70 countries.
REAM: What is the difference between a successful luxury listing and an almost successful one?
Mack: I know the inside track on the latest industry trends and stats. The relationship, being one of trust is to stay focused on the goal of all parties in the relationship. The goal may change during the transaction as luxury sales normally take longer than non-luxury. Constant communication is key.
I am well-versed in pricing homes correctly. There are fewer comparables to reference and there are unique features that must reach and appeal to the luxury buyer. I price your home competitively to open the market versus narrowing the market.
My objective is to assist in getting as many qualified luxury buyers as possible into the property until it is sold, to communicate the results of activities weekly and to assist in negotiating the highest dollar value in the shortest time period.