WATCH: If real estate marketing is your thing, now’s the time to shine

A rebalancing market can be painful for agents. But it also gives them opportunities to show off their marketing prowess, C-suite executives told Luxury Connect last month.

September is Marketing and Branding Month in Inman. Tips for better branding and in-depth features on how to take advantage of marketing tools provided by Zillow, Redfin and other platforms are all in the works, in addition to expert insights. You’ll find it all at Inman, along with our two-day virtual flagship event, Your Playbook for the Fall Market, in October.

The continued decline in home sales has created many headaches for real estate agents.

But for those with a keen mind to showcase and market homes, today’s inventory gains and market downturn may finally provide longer-desired opportunities to showcase dazzling representations of prime properties, have said three experts last month at Inman’s Luxury Connect real estate conference in Las Vegas.

In the video at the top of this article, Brad Nelson, Chief Marketing Officer of Sotheby’s International Realty, Anthony Hitt, CEO of Engel & Volkers, and Scott Durkin, CEO of Douglas Elliman, have an in-depth conversation about how the market downturn changes luxury real estate.

Nelson said one of the benefits of this rapidly rebalancing market is that agents are starting to see “high-quality, high-caliber inventory” on display for the first time, especially at the more expensive end of the spectrum. .

“I think you have to keep in mind that while we have to manage seller expectations, there is a wonderful opportunity to re-engage buyers who have been frustrated,” Nelson said at the event.

Stephanie Anton (left to right), Brad Nelson, Anthony Hitt and Scott Durkin discuss the future of luxury real estate at Inman Connect Las Vegas. (Photo by AJ Canaria of Moxiworks)

Durkin agreed that managing changing market conditions is a big part of managing the expectations of buyers and sellers. Sellers can be persuaded to lower prices when the market demands it, he said. Buyers can understand the new terms and make an offer, he added.

“We never backed down in real estate,” Durkin said. “So when there’s a hiccup, we keep stepping up and developing our great skills and also making a lot more money as agents and brokers.”

See the full conversation in the video above.

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