{"id":391128,"date":"2014-11-12T08:44:46","date_gmt":"2014-11-12T13:44:46","guid":{"rendered":"https:\/\/newwebdev.wordpress-developer.us\/hauteresidence\/?p=391128"},"modified":"2015-01-08T12:48:38","modified_gmt":"2015-01-08T17:48:38","slug":"haute-residence-los-angeles-real-estate-summit-rewind-power-brokers-panel","status":"publish","type":"post","link":"https:\/\/newwebdev.wordpress-developer.us\/hauteresidence\/haute-residence-los-angeles-real-estate-summit-rewind-power-brokers-panel\/","title":{"rendered":"Haute Residence Los Angeles Luxury Real Estate Summit Rewind: The Power Brokers Panel"},"content":{"rendered":"

The Power Brokers panel at Haute Residence\u2019s LA luxury real estate summit\u2014which took place earlier this month at Mr. C\u2019s Beverly Hills\u2014spotlighted six of the most prominent real estate professionals on the west coast: Jeff Hyland<\/strong> (Hilton & Hyland), Joyce Rey<\/strong> (Joyce Rey Real Estate), Myra Nourmand<\/strong> (Nourmand & Associates), Rob Giem<\/strong> (Sotheby\u2019s International Realty), Stephen Shapiro<\/strong> (Westside Estate Agency), and Suzanne Perkins<\/strong> (Sotheby\u2019s International Realty).\u00a0The brokers revealed their personal motivations,\u00a0thoughts on global outreach, as well as their opinions on the role of print in real estate marketing.<\/p>\n

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\"Jeff<\/p>\n

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Read on for a snippet of the\u00a0enthralling discussion helmed by Frank Symons<\/strong>, the executive vice president and COO of Sotheby\u2019s International Realty<\/a>, and Chris Crocker<\/strong>, the vice president of strategic partnerships at Zillow<\/a>).<\/p>\n

“This is an amazing panel,” said Symons. “The wealth of experience and knowledge here is amazing.”<\/p>\n

Crocker:<\/strong> You guys have been doing this for quite awhile, and you still come fired up, and you still bring that passion in your belly. Why is that, and why have you kept in the game and kept current?<\/em><\/p>\n

Rey:<\/strong> Each day is always a challenge. Making that deal is always so exciting; nothing replaces that.<\/p>\n

Hyland:<\/strong> It\u2019s a passion. We all have our reasons for that passion\u2014why we love what we\u2019re doing. If you don\u2019t have it\u2014when you get to the point where we are, you might want to rethink what you\u2019re doing.<\/p>\n

Suzanne Perkins:<\/strong> It\u2019s about putting the deal together, figuring out what you\u2019re doing\u2014about figuring out what your clients want.<\/p>\n

\"Haute<\/p>\n

Myra Nourmand<\/strong>: You need to go out and see the properties; don\u2019t rely just on sitting in your office and looking at pictures and scrolling down, and seeing what houses look good on the computer. Because you might get some big surprises when you take a client out and he says, \u201cWell didn\u2019t you come and preview it or see that it was next to a water tower?\u201d Then [it seems like] you\u2019re not the expert. You need to be the expert.<\/p>\n

Hyland<\/strong>: You enjoy watching the bubbles: knowing when to pounce or not to pounce; what to tell your client, depending on whether it\u2019s a buyer or seller. But what\u2019s unique now is that you find so many of the listings that you do\u2014the sales are off market, something we never had before, and fear of something like Chris Crocker\u2019s involvement with Zillow\u2014well half of us were going to be out of business five years ago, and we\u2019re still here. So you listen to your instinct, and you disregard what you read in the newspapers.<\/p>\n

Nourmand<\/strong>: You need to have time to recharge, because you become a better person\u2014a better sales person.<\/p>\n

Stephen Shapiro<\/strong>: It\u2019s important to spend time with your family; it\u2019s important to recharge; otherwise, you\u2019re going to get worn out. Set that time or day aside and try to keep it that way unless something compelling causes you to change.<\/p>\n

Crocker<\/strong>: Most of you have global outreach\u2014Joyce, you\u2019ve done lots of physical outreach to the Asian markets; talk about what you have and the effort you\u2019ve put into reaching buyers in Asia, so you can accommodate that placement of dollars in the U.S.<\/em><\/p>\n

Hyland<\/strong>: With the Chinese, it is 101% building trust; that\u2019s more important than your expertise.<\/p>\n

Joyce Rey<\/strong>: The whole foreign market is huge, particularly in the very high-end.<\/p>\n

Nourmand<\/strong>: The international buyer still wants that brand of Beverly Hills. I don\u2019t see a lot of international buyers going to Brentwood; I see them in Bel-Air, Holmby Hills, and Beverly Hills\u2014those are the niches that they really seem to embrace.<\/p>\n

\"Frank<\/p>\n

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Crocker<\/strong>: We still have a really heavy reliance on print; I\u2019m still a big fan of print. How do you use print? How does it impact your marketing plan? How do your sellers view it right now?<\/em><\/p>\n

Perkins<\/strong>: I know people say that everything is about the Internet, and everything is about the Internet. But the print advertising is what sends them to the Internet. I love Haute Living; it\u2019s done a great job for me, and it gets [my listings] out there. It\u2019s a classy magazine. I feel you\u2019ve got to pick the print ad you\u2019re going to do and stay with it\u2014do it month after month, year after year, and it will pay great dividends.<\/p>\n

Rey<\/strong>: That first impression is so important, and the truth is Haute Living gets to our buyers.<\/p>\n

Symons<\/strong>: How do you reach out to the other panelists and people in the audience to find out about inventory that is not actively on the market?<\/p>\n

Rey<\/strong>: It\u2019s a really important thing that brokers today work hard to get their listings on the MLS, and convince their sellers that that it\u2019s in their best interest.<\/p>\n

Shapiro<\/strong>: I had a listing in Malibu for $30 million on Carbon Beach, and my client didn\u2019t want it on the MLS. I think he was somewhat embarrassed of the house\u2014I don\u2019t why he didn\u2019t want it on the MLS. I convinced him to put it on the MLS, and I wound up selling it to Paul Allen, [who was represented by a] broker who had never sold a house over $2 million before. She had Paul Allen\u2014I would have never called her; she would have never called me\u2014the sale wouldn\u2019t have taken place. That\u2019s the value of a listing.<\/p>\n