Surrendering to Good Manners - a Thank You note?

“Write a thank-you note the minute you receive a gift or return home from a party.”  Was it Babe Paley who coined this phrase?  Simple as it may be, a thank you note can hold a reputation in limbo for years.

A golden opportunity exists to share a simple act of kindness for $1 (postage and card).  Recently I conducted an experiment with no expectations.  I separately took three individuals to a lunch because I wanted to learn more about them.  Each was a very different individual and the luncheons shined the light on so many unique attributes each person had to offer in their respective professions.  At some point, I knew I would see each of them in a different future circumstance - and I was curious to know how they would respond to the lunch and invitation.

Time passed by . . . a month passed by . . . and not one thank you note appeared to even acknowledge that we had met and had really great exchanges of information and learned a great deal in the process.  I was shocked to say the least.

One of my dear friends is the absolute wizard of thank you's - right down to the stamp she selects.   I had invited her over for a Christmas Luncheon and received a note that recognized things she enjoyed about the afternoon with friends - with a special eye to comment on furnishings, place cards, and the meal itself.  On the hand-addressed (and hand return addressed) envelope was an Ellsworth Kelly postage stamp - one of my favorite artists.  Now that's taking thank you's to a new level of Disney detail.

Writing a thank you note is an act of simple courtesy and is a perfect entre to continue a conversation and build a relationship.  So - next time you find yourself receiving a gift, noticing something out of the ordinary, or being a guest at a lunch or function - consider the next step to reinforce your gratitude with a note, or prepare for being possibly "written off!"

Know Thy Private Social and Country Clubs - Enhancing Your Client's Experience

Here's a case study.  Your clients are moving to your city.  They are a couple with a variety of interests and are both professionals in their respective fields - but wouldn't mind meeting a new circle of friends and perhaps also build their business reach within the community.  It's hard to break into a new community and there are some great volunteer opportunities and business groups available.  They had been members of a country club and a social club in the city they are leaving.  As a real estate broker, how can you help? It's as easy as these five steps:

#1 You are their first line of defense in learning their community.  As real estate professionals, our business transcends far beyond the elements of a transaction where we have a responsibility to help ease the burden of any transition - whether it's a new neighborhood OR a new city.  Your clients have identified their desire to create a similar environment in the new city.  Research and having an answer to questions related to wants or needs is a basic point of entry in our professional roles.

#2 Vetting the club.  It's obvious that private clubs attract different audiences and the point of entry is different for each one.  For example, in Portland one club requires a sponsor and nine seconders.  Further, their sponsor questionnaire poses such questions as to your level of connection with the potential member - "has the candidate dined in your home?" for example.  A club in Washington D.C. is the home of literary intelligencia while another may be known for having a world-class art collection and attracts individuals with those interests.  There's something for everyone - and it's the real estate broker's responsibility to know the difference and requirements for points of entry.

#3 Vetting x2 - the bones.  Knowing someone (if not yourself) on the inside is of paramount importance.  Nationwide, we're experiencing a shift in relevance for some formerly-prominent institutions. Financial health of the club is a major question in evaluation, as you don't want your recommendation to close its doors three months after your clients pay a significant initiation fee.  Attrition rate for membership is also an interesting question: what is the percentage of your membership that have been members for five years or longer?  If someone doesn't get what they want out of the club experience, they usually resign in 1-2 years.

#4 Vetting x3 - the members.  Getting back to our fictional clients intent - a new circle of friends and to potentially build business.  The club membership experience is organic and different for each person.  However, there are several red flags: A) a social or country club that has to advertise in social media or traditional channels is on a sure path to either closure or an enormous special assessment as it connotes pure desperation and obvious the membership cannot sustain itself, and, B) NETWORKING.  If this word appears in any membership information packet - RUN!  Your client's experience at their club is very personal - introductions are made to develop friendships that can often blossom into a business relationship based on trust over time.  For example, one of my attorneys is from a friendship and I know he is at the top of his game professionally and my jeweler is a similar example.  Those who expect to have business thrown at them by virtue of membership will be disappointed unless that is the ethos of the club's culture.

#5 Activities and Services.  Here are some questions to ask of staff or members of the Membership Committee.  A) is the chef a protégé of a Michelin-starred or James Beard award winner, or one themselves?  In the Portland market, one of these chefs will set the club budget back $200,000 or so annually (fully loaded), so get ready to pay the price for this excellence in dues.  B) is the wine list curated by actual experts or member enthusiasts?  Insight to this would be if the club has received something along the lines of a Grand Award from Wine Spectator - and the most expensive wine is not always a barometer of the best offering.  C) what are the major areas of interests of the members?  Is it a women-only club existing to provide a venue for bridge games and a great lamb shank dinner on a Thursday night; or, a place that caters exclusively to tennis players who may enjoy a good burger by the pool in a hidden urban oasis?

All food for thought - will our fictional couple find what they desire based upon your help?  Basic rule of thumb - find what makes the client comfortable but be able to provide basic guideposts that make the search successful and enriching in the end.

Descriptives in Action - Maybach Shines as an Example

Descriptives are the essence of what excites a consumer - intelligently informing the ultra-high net worth client of what to expect with their purchase and offering an idea of what it feels like to experience a brand promise in action.  Mercedes' Maybach 2020 video does just that . . . bringing views and potential customers into a preview that frames expectations with masterful precision.  In this video, the real story beyond the fluff begins at 1:45 and is worth the 16 minutes to watch.

The definitions outlined in the interviews and with the presenter himself to express the feeling the consumer should ultimately experience are priceless.  I noticed when I took a walk on my favorite street in Washington DC that one of the longtime residents had just freshly purchased one of these cars and I asked him, "what made you decide on this?"  His first answer was "safety" followed by comfort, amenities, and a conversation piece with peers.  There still is credence to what we uncovered at a focus group years back - the consumer is willing to pay if you can deliver "something they can't get anywhere else."

Translate the car to real estate for a moment.  It takes a little more thought, but how are our broker peers appropriately extolling the virtues of the properties they represent?  The essence of true luxury marketing is to predict, have an answer for any scenario, and provide on a platter an idea of how the buyer can actualize their dreams through the purchase.  In fact, in a world where a continual barrage of opinion and choice is foisted upon the consumer of luxury goods and property selections, it's their expectation that you'll be creative enough to reach into their minds and showcase something in a way that resonates "I can't live without this."
 

Much Ado About Something - But Nothing. The Truth About AI

Artificial Intelligence.  The name says it all . . . artificial.

Clients and real estate brokers alike should be insulted at the mere mention of this technologicane - as the AI platform has but one purpose: to dumb Americans down.

Why such a reaction?  It is not because this platform has passed the bar exam or some such other feat of note, but because it exploits a reasonable but not perfect facsimile of what all of us were given in different ways - the artform to critically think to the best of our abilities and reasonably decipher a creative and unique solution.  It's rather comical to sit on the sidelines to see the host of early adopters clamor to peddle the white noise for what AI truly will evidence itself as.  Beware of those who look to instill the fear of what technology could bring to light.  Right now, this is rampant in the real estate sector.

It's one thing to create flowery language for a listing or that ideal sentence or subject header for an email, but it isn't real and ChatGPT, BARD, nor any of the other platforms rushing to capitalize on our collective laziness of our society is really hurting the future - the development of children's minds to not be critical thinkers but instead participate in a virtual cattle call which will render itself useless.  At this juncture, clients are still smarter than to succumb to messaging that sells little more than air.

Any one of us can learn to master any social platform if we apply ourselves, but the real magic is what the human mind can conjure up that will summarily always win.  While competitors and peers anguish over word choice or that special eye to deliver a creative zing that comes easily to you because you were trained to think for yourself - just think of it as job security as no machine can ever outpace the power of human potential.

The Video by which all Real Estate Marketing Can Be Judged

You have to hand it to Real Estate Agents Joyce Rey and Jade Mills in Beverly Hills for this captivating video presence for the home which of course is recognized for its appearance in the TV show "Beverly Hillbillies."  The Kirkeby Estate was rebranded Chartwell | Bel Air by the brokers and this video is nothing short of an emotional roller coaster for those who enjoy viewing beautiful properties.

Regardless of its $150 million price, the video showcases in rare form the essence of what it truly feels like to commune with nature in the middle of a major metropolitan area.  The lush and diverse landscaping, artistic movement of water features, and a true portrayal of what it means to "live the house" from day to night is something that can be scaled for different price points and areas.  While this offering is definitely befitting the essence of a Hollywood production, it also dissects the property to share its intimacy and numerous purposes - from meditation to a major soiree'.

Click the link above to experience the sheer joy of appreciating a curated property that could easily engulf the owner's passions of any type - plein-air painting, art collection, sports, gardening - the property indeed offers options on numerous levels.  Once again, real estate leaders in the L.A. market have produced a glimpse into the surreal by which all future production-quality features of property can be measured.  Bravo!

Cindy Sherman | Something for the Home

Cindy Sherman

This work can be construed as conversational, thoughtful, outlandish, and perhaps something one would not want to run into in a dark alley in some cases.  A recent site visit to The Broad in LA gave unique perspective as the artist uses herself as the model for photography.  Imagine placement in a foyer or somewhere else to spark discussion from guests.  Enjoy!

David Geffen Hall / Excitement for the NY Philharmonic

Check out the new design for the former Avery Fisher now David Geffen Hall that houses the New York Philharmonic in Lincoln Center.  WSJ article:

https://www.wsj.com/articles/lincoln-centers-david-geffen-hall-set-for-550-million-makeover-11575302735

Enjoy!