If you know me, you know I’m pretty down to earth, very basic at times. You’re more likely to see me at the recycle center than anywhere fancy, but it turns out I qualify as a Luxury Agent with Keller Williams based on how many high end homes I’ve sold. My office interviewed me, so I thought some of you would appreciate reading this. I’m not a fan of awards ceremonies or trophies, and I considered not publishing this, but here we are. Please reach out if I can be a resource for you, at any price point!
What got you into Real Estate?
I spent 20 years at home with 6 kids, and as a non-stop community volunteer in Westminster. When it came time to get back into the workplace in 2012, I sought out a career where I could help people at a high level, while using my strong problem solving skills, graphic design background and my ability to spin many plates (thanks kids!). I don’t consider myself to be working in sales at all, but just providing the highest level of customer service possible in a field I love.
What strategies do you use to attract high-net-worth individuals?
Shout out to my stepfather who, when I was a teenager, told me that one of my strongest skills is my ability to legitimately connect with people in all walks of society, and that will serve me well throughout my life. He was right. I’ve walked into many homes (high-end included) where hoarding has occurred, mental health issues, divorce, financial distress, unexpected loss of a partner, etc. These people trust that I’m there to help confidentially formulate a plan, with no judgment, and we get it done.
I write a free, fun and local monthly email newsletter that, in addition to being a resource for people, is a great conversation starter. I get dozens of responses after each newsletter is published–from people who would be buying or selling property in every price range (certainly not just luxury), or maybe they’re not buying or selling at all. Moments after publishing a story about losing my dog, I received a sweet note from the president of a large corporation, acknowledging the loss, in which he also included a poem. To me, it’s not about making everyone a client, it’s just about connecting with people. Truthfully, I don’t aim to attract high-net-worth individuals. I aim to attract people who recognize the value of the services I provide and the track record of consistently exceptional results my clients have come to expect when they hire me. Regardless of your price point, we’re a team.
How do you market luxury homes differently from standard properties?
I don’t really do anything differently for luxury homes than I do for any of my listings, but the difference is that to sell a luxury property sometimes takes more creativity when working with buyers and sellers, due to the high price point and a more complex property or transaction. For instance, I listed a beautiful million dollar plus property adjacent to a golf course, with multiple outbuildings and potential for business use. In this case I obviously connected with the country club to make sure I had basic information and a direct connection to their membership liaison, and I marketed to golfers; but the property also had many other potential uses. There were timing issues with multiple tenants and the eventual buyers, zoning issues, inspections, etc., but we worked through all the challenges and it all came together perfectly. This transaction remains the highest priced residential property ever sold in Fitchburg.
What is your approach to pricing luxury properties?
My approach to pricing any property is to work with my clients to identify a price range that represents a reasonable price for a reasonable market. We’ve seen over the past 5 years that the market will adjust the price of every property. With luxury properties in towns where the price point isn’t typical for the zip code, I look further out than the town the property is in and make adjustments based on location, in order to suggest a price range to the sellers. Then I start brainstorming my customized marketing plan for that listing and get as creative as the sellers will let me. I’ve marketed and sold $1 Million+ residential properties in Westminster, Princeton, Shrewsbury, West Boylston and Fitchburg, some of which had never before seen a $1M sale price.
How do you handle negotiations for luxury properties?
I strive for constructive collaboration in all of my transactions, regardless of the listing price. Generally the negotiations are the same with luxury properties as for any property, but sometimes situations come up that are unusual, and that need to be dealt with. I always impress upon my clients that having the last word isn’t necessarily winning. Winning is having your big-picture goals met so you can move on and focus on the next phase in your life. Other local real estate agents want to work with me because I’m collaborative, fair, truthful and I pull my weight. I always aim for the best feedback from my clients and they always know that I’m in their corner.
How do you handle the unique needs of luxury buyers and sellers?
My team and I give our all to sellers and buyers, regardless of the price point. I think my honesty and concern for my clients, as well as my experience in selling properties at all price levels, is why people want to work with me.
What are some common mistakes buyers or sellers make when dealing with luxury properties?
Proper pricing is so important in all price ranges, and even more so in higher end homes. Accumulating days on market will work against a seller, and I always suggest that sellers should be open to a candid and transparent conversation about pricing, repairs/improvements and staging needed to maximize their profit. Some sellers will hire an agent who is hungry for a luxury listing, and they will hire that agent because that person will just agree with whatever price the seller says they want for the house, as if they will magically get that price. My goal is always to bring results that align with the goals of the sellers, and most often that’s to net the highest net proceeds with the most seamless transaction possible. When I see a listing that’s overpriced, beds are unmade, magnets on the fridge and the toilet seats are up, I wonder – did they even ask their agent what their preparation and marketing plans were, did they ask for recent client reviews, or even look at the photos from the last few listings that agent had? Here’s a direct question–when interviewing potential agents for the listing and sale of your property–ask them how exactly they reach potential buyers coming from the Boston area. If their answer is that they list the property on the Multiple Listing Service and that feeds it out to many commercial sites like Zillow, etc., they are leaving your money on the table. I do so much more than that, and I’m happy to discuss my marketing activities with anyone interviewing real estate professionals to potentially partner with. I’m very proud of my Google reviews and I love that my reviews are in the voices of clients in all walks of life and all price points, and they speak to a standard that I hold myself to in all of my transactions and business relationships.
How do you ensure confidentiality and privacy in high-end transactions?
I live by ‘it’s not my story to tell’. I appreciated it when the listing agent for my own house had the same approach, and I’ve been holding everything close to the vest since getting my real estate license in 2013. Not all luxury listings are being sold for a fun reason, and I have great feedback from sellers with high end price point homes who are in stressful financial, health, and marital situations. Confidentiality is why I drive a boring gray vehicle without my name and logo emblazoned on the side. Your neighbors don’t need to know.
Do you have connections to other professionals in the luxury market?
I stay in touch with my clients by being a resource for them, before, during and after their transaction. I maintain a list of recommended professionals that I watch very closely, and keep updated. Here’s a recent Google review I received from a luxury seller: “We had a fantastic experience working with Jen as our realtor. She truly rolled up her sleeves and worked hard to ensure everything went smoothly. Her extensive contact list was invaluable in helping us line up contractors for necessary repairs. I highly recommend her for anyone looking for a dedicated and resourceful realtor!”