 Hey, it's Ricky Carruth. So if you're a real estate agent and you're selling houses in the average price point of your market, let's say four, five, six, $700,000, which my market right now is about 600, $650,000 on the average price point. And you want to sell properties in the two to five to 10 to 20 million range and really step up into that high end luxury market. This is going to be the video for you. I'm going to dive into exactly step by step, how to go out there and find these luxury property owners, what to do with the leads. And these are going to be seller leads that are definitely interested in selling their properties. We're also going to hear from some agents who are selling five, 10, 15, $20 million homes, and they're going to be asked one question. How do agents break into the luxury market? Also at the end of the video, I'm going to share with you a link to this incredible interview I did with the number one remax agent in the world. Six different years in all he sells as luxury properties. My man, Jordan Cohen, and he really broke down a lot of stuff. That was a great interview. So if you watch this video all the way through, understand what these other agents are saying and also the sell by sell process, I'm going to give you and then you go and watch his interview. You're really going to be equipped with everything you need to go out there and get moving in the right direction. If you want to break into the luxury markets and that's the goal today. So buckle up and let's get ready. First off, a couple of weeks ago, I was at this conference with about 4,000 real estate agents and there was a panel. And on the panel were high end luxury agents. And as I said, they were asked one question. How do agents break in to the luxury market? And so I want to share that clip with you right now of each of those agents answers. So guys, one of the questions that we seem to get a lot that is centers around how do we as agents, how do these guys break into the luxury market? I'd really love to hear from each one of you, your tactic or strategy to open up and get into the luxury market. Tina, we'll start with you. OK, perfect. So I've been in real estate for 24 years and 15 years ago, I actually moved to a brand new market. So I didn't know a soul, but I was armed with some knowledge of scripts and picking up the phone. And so I thought, you know what? What the heck? I'm just going to start calling. And so when you're a new agent or new to a market, you have to go after the easier business. And to me, the easiest business is a seller that failed to sell. And so if I can go and position myself in front of that seller and show them that I can bring something different to the table, a more elevated experience, that's how I broke into luxury. So my first luxury listing in Raleigh, North Carolina, was over a million dollars and years and years ago. So I think that that for me right now, maybe you don't want to call them, but you could drop off a package of information you could email them. And so really getting in front of those luxury sellers, because a lot of people are intimidated by it. And when we look at our market right now, we have beautiful, beautiful luxury listings that are overpriced. And so what's nice about this too, is that they're sort of beat down a little bit, you know? They've got an agent that maybe didn't guide them correctly. And so you can come in there, especially with the luxury, you know, beautiful collateral that we have and the exposure that we can give them. It is magical right now to get them in front of EXP luxury and all the things that we have. So I would say for me, it was breaking in with expires and for sale by owners was the easiest way. That's awesome. And you guys, I've been hearing story after story of people that are gaining listings by using the collateral that Tina is talking about right now. And so that's super exciting for us to level up your business, take it to the next level. Nathan, what do you have? You know, I think often we don't feel like we're worthy in luxury and we put all this pressure on ourselves versus just being authentic to who we are. And my experience with customers is don't change who you are. Don't get pressured on you because of the stature that they may have. You just have to be willing to be completely authentic to who you are. A perfect example is we had a family that came into town. They were about a $2 million buyer during COVID and it was awkward time for everyone but we just created such a great relationship. They went from a $2 million to $5 to $7 to $10 to $12. They closed a $17 million house with me and it was all because of the relationship that we developed along the journey. I ended up going to their wedding recently and that's just one story of letting your guard down and not trying to portray an image but just truly connecting with those people. I've been on heli skiing trips with my customers. I've had their children intern with our office and to me the best part about real estate is having the opportunity to truly connect with people on a deeper level. And that's the thing that you remember forever throughout your career. Take the pressure off. Just be willing to connect. Don't try to portray an image. Tell the same jokes and just be who you are and you'll find that you'll connect with the right people that will level up your business and give you referrals over and over again by not being a salesperson and being a connector. I love that, Nathan. Yes. Be your genuine self and just connect. Jana. Oh, so I'm a 26 year veteran in this business and the moment that I got in, I just realized that I wanted to list a last. I was given that advice from day one, list a last, get more signs out there. The politician with the most signs in the yard usually wins. So I was on a mission to get listings and so I went after builders, developers and honestly I thought why just get one listing when I could get the whole subdivision. So I was like, I'm gonna put signs out there but really it was, to me, it's when you win in life by helping others. And the more, if you wanna make more money, you have to bring more value and make an impact. And so for me, it was never about the price point. I believe big or small, we sell them all. And it was just about being the best possible agent, professional, that expertise, that market knowledge, and just being me and being real. I was born and raised on a Holstein dairy farm. I was from a very small town but I've always liked nice things. I like diamonds, I like big hair. You know, I'm an 80s girl so. But anything, everything I like, I like to do it well. And I credit that to my family who raised me to, if you're going to do something, just do it well. And so that's how I honestly got into luxury but it was never about I just wanna sell luxury. It was just about doing the job and giving the best possible service. So of course that morphed in then to me being able to get those luxury listings but everyone just needs to be treated with respect and treat their money like it's your money. And they wanna be able to trust you and just say she's my girl. And then now I have a team and obviously I have two teams in two states so I have to hire people that are me and that can also have that same market knowledge. Every one of my team members is also a luxury team member now. They're getting certified themselves. Perfect. And that's a requirement that I have for them and just my own high standards so that they can go out and deliver that same expertise. I love it, I love it. Janie. Yeah, so first of all, I moved to a new market two, seven years ago from Miami to St. Augustine so luxury expires brought me to the number nine agent in my MLS within the two years of being in a new market. So luxury expires, huge opportunity right now but I would also look at two developing a niche because when you develop a niche whether it's historic, golf properties, waterfront properties, equestrian properties, bed and breakfast, your competition shrinks dramatically, you're easily findable on SEO because those people are looking for the equestrian specialist, the golf specialist. You have kind of passionomics around what those people have created their lifestyle around. You share that and it really cuts down on pushback on price on terms because they feel they need you. It's so easy to cut through kind of everything else. Easier to get press, easier to get coverage. And then that just, just like you were saying with referrals that just springs off each other because both people are gonna wanna share their boat specialist with their friends and family. So that's what I would do, go after expires and develop a niche around something you love and know well. Now that was a lot of insight. I hope you got a lot out of that clip there to kind of get this video going. I also as a speaker at this same conference the next day I was on a panel for social media. There were so many really incredible nuggets there and I'm gonna share that entire session as soon as I can right here on this YouTube channel. So make sure you're subscribed with the notification bell clicked. Now, if you notice the answers of those luxury agents of how to break into the luxury markets, what was two of their answers? Two of those agents had the same answer. What was it? Put it in the comments right now but I'll go ahead and tell you what it was and it was expired. And isn't that amazing that you have high end luxury agents in front of a crowd of 4,000 agents saying how do we get into luxury? And their answer is to go after the luxury expires. I thought that was extremely interesting. Actually Tina actually said more sale by owners and expireds. Nevertheless, I wanna dive in here because I can actually show you how to create the list of expireds and then filter that down to only the high end luxury expires. And then I'll give you the step by step on calling them, emailing them, texting them and leaving a package at the door. And what we wanna do is go back 10 years worth of not only expireds but canceleds and withdrawals. And we're gonna take that list, we're gonna filter it and concentrate it down to the high end luxury expires. And then we've got this list of gold. People that tried to sell their luxury house in the last 10 years, maybe it was six months ago, maybe it was last year, the year before, whenever it was, it doesn't matter to us because this is a great lead. This is like finding a needle in the haystack and you can literally do this with a couple of clicks on the computer, have this data and reach out to them every way possible to try to make contact, to try to make a connection, see what you can do to help them buying and selling. You don't know what's going on with them. It's our job to do the due diligence, really do the discovery, try to figure out what it is you're trying to do and why, so that we can help them do it by offering our services. So let's dive in. Okay, so I'm gonna show you how to get this list and filter it down to the high end luxury property owners. First thing you wanna do is go to redxdiscount.com, redxdiscount.com. You're gonna go there, this is gonna give you the best discount. You automatically save the setup fee. You don't have to pay the $150 setup fee. So you can go to products here and what we're gonna wanna get is expireds plus, okay? The plus gives you the emails as well, okay? So expireds plus. And when you do this, what happens is is they're gonna, after you go back 10 years worth, I'm gonna tell you exactly how to do that. And once you have that in your folder, then every single day, the new expires just automatically go from your MLS into your folder. You don't have to do anything. They just automatically pile up every single day. If you don't spend, you know, but one day a week calling expires, you know, you've got all the expires over the last week, right there in the folder, you know, with the snap of a finger ready to call. And so when you get expires plus, that's what's gonna give you the emails as well. So you wanna get expireds plus. So that's step one, getting expireds plus on redxdiscount.com. I'll also put a link in the description. The second thing you wanna do is as soon as you purchase expireds plus, you wanna call redx, customer service, because don't just leave this up and to try to figure it out because every MLS is different. What we're gonna do is call customer service and let them walk us through this, maybe even on a screen share. Say, listen, I want as far back as my MLS goes, every canceled, withdrawn and expired. And here's a little tip. Don't allow them to filter out the ones that sold. We don't care if the property sold. We wanna get the data and we wanna use that property, whether they sold it or not, as an excuse to reach out, start a conversation, see what it is they have going on and see if there's anything we could do to help them buying and selling real estate. Doesn't matter if the property sold, so don't allow them to filter those out. And your MLS may only go back three years or it may go back like mine. Mine goes back to 2010, so I could get 13 years worth of data. And so have them walk you through that and go ahead and get all that in your folder. Depending on what market you're in, that's gonna be tens of thousands of leads, maybe even hundreds of thousands of leads, depending on your market. So step one, get expireds plus. Step two, get 10 years or however far back your MLS goes and get all the data. Step three is gonna be filtering that data into the high-end luxury property owners. And all we're gonna do there is we're gonna go to the expired folder. Right now I have 3,872 expireds in my folder and then we're gonna scroll down to more filters. As soon as we hit more filters, we're gonna go to listing. And when you go to listing, we're gonna click on the box, include. Okay, and this is for include price. The second one is price. And right here, you can literally filter them out depending on price. So let's just say our high-end luxury market is over 2 million. So we can just click that. As soon as we put this in, we have to go to the far top right and click close. And then it'll take it just a second and then my 3,800 or so leads, just filter down to 93. So I don't have like a high-high-end luxury market but I have 93 properties right here that expire and I only go back, mine only goes back like four years or so. That's all the data I have in here. So I have 93 prospects with properties over $2 million. Now, since I'm not in a high-end luxury market, I could probably go down to a million. Let's do that. If I go to more filters, if I go to listings, let me change this to one million and up. Okay, one million and we hit close. Okay, that's gonna jump it up to 281. So right here I have 281 properties over a million bucks that expired in the last three to five years. So if, in fact, I'm in a high-end luxury market and I wanna sell stuff over three, over 5 million, over 10 million, whatever it is, we can use this system to filter it out immediately and have the list right there, phone numbers, cell phones, emails, all that stuff. And we actually, with Expires Plus, have all the MLS data, how many days it was on the market, who the agent was, what the remarks were, all that stuff is right there as soon as you click on the name. So now that we've gotten Expires Plus, we've gotten all the historical data, we've filtered it down to the high-end luxury property owners. Now, step four is gonna be to call these expires using my script, and then step five is gonna be to email, text, and even leave packages on their door if we want to. So let's talk about number four, using my script. You can go to RCscripts.com, I'll put a link in the description if you want to download all of my scripts for absolutely free, but basically, I'll just give you the basic outline of the script, and then you can kind of take it from there. You can actually watch me make calls. I'll actually link a video of me calling Expires Live down below as well if you want to watch this in action. But basically, we're gonna make sure it's who we're supposed to be talking to, who we're calling, we're gonna introduce ourself, ask them how they're doing. As soon as they tell us out, we're gonna say us too, we're enjoying the day, isn't it gorgeous? Or us too, it's raining cats and dogs, you're staying dry out there, whatever. A little small talk about the weather. People always relate, people always relate to it. Next, we're gonna go to, great, well listen, I don't wanna take it too much of a time. I see you were trying to sell this house wherever it was back last year, the year before, six months ago, whenever the expired happened, say, I'm just trying to figure out what happened with that. All right, what's the story there? And they're gonna open up, these are my favorite leads, guys. These are my absolute favorite leads, expires. Now that we have data where we can actually go back, 10 years worth, have unlimited, you can't call all these leads and have all this data at your fingertips, yes. Back before RedX even existed, wasn't a big fan, because I had like two expires a week. But now I can, with the click of a mouse, go back in time and get all that data and call them. Yes, absolutely. So anyway, when we're calling these expires, we're literally small talk, create the connection, talk to them like family, say, listen, I see you were trying to sell this house at one point, whatever happened with that, and let them tell you the story. If they say, yeah, we sold that house. Great, where'd you move to? How do you like it? Are you looking to do anything now? Are you working with an agent at all? If you were to do something, is there an agent you would work with? I'd love the opportunity to work with you when you decide to do anything. Would it be okay if I stayed in touch? Great, what's a good email? I like to ask for the email, even though I have the email right here in front of me, because I like to cross-reference a little bit. If I don't get them on the phone, we can move on to step five, which is go ahead and email them. Email them with the property address and the subject. Say, hey, I hope you're doing super well. I'm a local real estate agent and wherever you are, I see you were trying to sell this property at one point in the past, just trying to find out what the story was here, see if there's something I could do to help you. See if they respond. You can also text them. You can also go and drop a package off at their house. There's a lot of different strategies with what to drop off, resumes, how to sell your house, comps, this, that, and the other. I've never personally done that because I can just sit in the office and just call person after person after person after person, get people on the phone, figure out what it is they're trying to do and why, help them do it. If they're not looking to do anything now, I'm able to collect that data, put them in my weekly email so that they never forget who I am. If they decide to do something in the future, who do they gonna call? There's a good chance they're gonna call me. That's not gonna win everyone over, but it's gonna win a lot of people over. So that's it. That's the step-by-step there. And like I said, I wanna share with you a link to the interview I did with Jordan Cohen. If you didn't see that amazing interview, number one remix agent in the world. So I'll put that right here at the end of the video. I'll link it in the description as well. And that's it. That is literally how you can go and get right into high-end luxury sales. The name of the game is Conversations. Whatever kind of property we wanna sell, we need to talk to people who own that type of property. Super simple stuff. I wanted to make this video as quick as possible and give you as much value as I can. So I hope you enjoyed it. Let me know in the comments and I'll see you on the next video. Let's go. I'm 35 with the top down. Quit to tell a hater they should get like me like me.