Jack Cotton | Luxury Real Estate Agent, Coach and Advisor

The Five-Step Sales Process Lessons from a Shoeshine Man One of the most valuable lessons I ever received about sales and customer relationships didn’t come from another real estate agent. It came from an unexpected source—a shoeshine man on the streets of Seattle. As he began his work, he struck up a conversation. We talked about life, kids, and his years of shining shoes on that?very?street corner. Then he told me, “Your shoes are a mess. I have a special brush that will?get off?the first layer of dirt.” He cleaned them, explaining the importance of each tool and step in his process, from a special oil called “Cadillac oil” to?his technique of?applying polish with his bare hands to?really?work it into the leather. This?was an experience. That’s when I?realized:?this man had a better sales process for shining shoes than most real estate agents have for selling houses. His five-step sales approach is something we can all learn from: 1. Like Me The shoeshine man’s personality was magnetic. His booming voice and friendly smile drew people in. Before he even started working on my shoes, I liked him. In sales, your personality matters. People buy from those they like. 2. Know Me Through our conversation, he shared stories about his life,?his kids, and his?work. I got to know him on a personal level. In any business, building relationships is crucial. When your customers know you, they feel a connection?that goes?beyond the transaction. 3. Trust Me The moment?he dipped his bare hands into the polish and worked it into my shoes, I trusted him.?He had the expertise,?and?he?wasn’t afraid to get his hands dirty—literally.?Trust is the foundation of any successful business relationship. Your clients need to trust that you’ll deliver on your promises. 4. Pay Me After the shine, I didn’t even ask how much it would cost. I paid?him?double what?he?asked because?he?had added so much?value to the experience. When you offer a service that exceeds expectations, people are willing to pay for it—and sometimes more than you ask for. 5. Refer Me Even years later, I still talk about this shoeshine experience.?His?process was so unique that I’ve shared the story with countless others. Word-of-mouth is one of the most powerful tools in business. When you provide an exceptional experience,?your?customers will refer you without hesitation. Applying the Shoeshine Process to Your Business In?any industry, whether it’s real estate or another field, your processes matter.?Take a?step back and ask yourself:?Do you have a structured approach to sales and customer service? Are you de-commoditizing your offerings by providing an experience that leaves a lasting impression?

4 Simple Daily Steps to Keep Your Business Front and Center Marketing Momentum Consistency is the key to effective marketing. Each day presents an opportunity to engage in small yet impactful marketing activities that collectively build momentum and keep your brand visible. Here’s a breakdown of four straightforward marketing actions to help keep your efforts steady, practical, and effective. 1. Commit to a Daily Marketing Activity Don’t let a single day pass without engaging in a marketing activity. Whether it’s a post on social media, reaching out to a client, or updating a listing, small?efforts each day?add up. This daily commitment doesn’t have to be time-consuming or extravagant.?What matters is?consistency?– keeping your brand top of mind for your audience. 2. Showcase Your Listings to Key Influencers Every day, make it a goal to reach out to at least one influencer and introduce them to a listing.?This?could be a local?agent, an industry blogger, or?even a?community leader who might amplify your reach. Think of it as a daily “influence kidnapping” – presenting your listings to people with the power to increase your visibility. Influencers can provide an endorsement that reaches their network, so think strategically about who you approach. 3. Create Two Quick Commercials Get in front of the camera and create two 30-second video spots. One should be public-facing, introducing your brand or showcasing a property. The other can be targeted toward industry colleagues, helping them understand how they could benefit from collaborating with you. Short, simple videos are highly shareable, give a glimpse into your personality, and help build trust with?both?clients and peers. 4. Set and Review Your Marketing Goals Annually and Quarterly At the beginning of each year, dedicate time to outline specific marketing goals. What are your growth targets? Which areas of your marketing?strategy?need improvement? Once you have a plan, make it a habit to review these goals quarterly. This way, you stay on track and can adjust based on new insights or market changes. Regular goal-setting and review ensure that your marketing?remains aligned?with your overarching business objectives. 5. Business Cards Are Non-Negotiable Always carry business cards. You never know when you’ll meet someone interested in what you do, whether it’s a casual conversation at a coffee shop or a chance meeting at an event. Having a card at the ready gives you a professional edge and?leaves potential clients with?a tangible reminder of your brand. Marketing doesn’t have to be overwhelming or?time-consuming. By incorporating small, consistent actions into your daily routine, you’ll keep your business visible and poised for growth. Remember, the key is consistency.?Start?today?with?one small?step and watch your marketing momentum build over time. #realestate

3 Mistakes Killing Your Sphere of Influence Luxury real estate is all about connections. Your sphere of influence—that network of potential clients and referral sources, is the lifeblood of your business. Yet, many agents unknowingly sabotage their own success by making critical mistakes when managing this?network. There are three common pitfalls that I see often. After you read this blog, you’ll be equipped to avoid them, ensuring you have a thriving sphere of influence that fuels your real estate journey. Mistake #1: Not Getting Started at All Believe it or not, most agents’ biggest mistake is simply not taking the first step. They might feel overwhelmed by the idea of building a sphere of influence or underestimate its importance. Here’s the truth: you don’t need a grand plan. Just start somewhere! Identify your existing network—past clients, friends, family, and business associates and begin to categorize them. Even a basic system is better than none. Mistake #2: Giving Up Too Soon Building a strong sphere of influence takes time and consistent effort. Don’t get discouraged if you don’t see a surge of referrals overnight. “?” your sphere of influence is a long-term practice. Be patient, nurture your relationships, and trust that the seeds you sow today will blossom into future success. Mistake #3: Failing to Follow Up with Leads There’s no greater feeling than when someone in your network trusts you enough to refer a potential client your way. You receive the lead and see the potential for a new deal. But then what if you hear nothing? Well, you see, you never followed up. This is a colossal misstep. Always express gratitude to those who refer you, and promptly reach out to the lead to build rapport and showcase your?expertise. By avoiding these common mistakes, you can cultivate a thriving sphere of influence that becomes a reliable source of referrals and propels your luxury real estate career to new heights. Building relationships takes time and effort, but the rewards are well worth it. So, start today, be patient, and watch your business flourish. #Realtor #RealEstate #LuxuryRealEstate

Breaking into the Luxury Real Estate Market Your Guide to Success So you’ve set your sights on becoming a luxury real estate agent – congratulations! It’s a challenging yet rewarding career path, but you can establish yourself in this competitive market with the right approach. Here are some essential tips to get you started: Become a Market Master Before you can excel, immerse yourself in the intricacies of your chosen luxury market. Conduct a thorough two-year study (focusing on the past two years of data) to understand the following?benchmarks: ? Buyer Demographics:?Who are the typical buyers in this area? What are their interests and lifestyles? ? Resident Profile:?Who currently lives in these luxury neighborhoods? ? Understanding the demographics will help you tailor your approach. ? Property Insights:?Analyze typical land and house sizes to understand the market offerings. ? Who’s Who:?Identify prominent builders, architects, and business people in the area. This knowledge showcases your familiarity with the luxury landscape. ? Pricing Power:?Learn the average selling price per square foot or front foot to understand property values. Network with the “Gatekeepers” Luxury clientele often rely on trusted advisors for recommendations. Seek opportunities to?connect?with high-net-worth individuals through groups like Rotary Clubs or Chamber of Commerce meetings. Building relationships with these “gatekeepers” can open doors to potential clients. The Power of Endorsements Testimonials from satisfied clients in past transactions (or even from previous careers) hold immense weight. Positive endorsements establish you as a credible and trustworthy luxury agent in the eyes of potential clients and gatekeepers. Moving Forward Remember, success takes time and dedication. By diligently?researching?your market, networking with key players, and leveraging endorsements, you’ll be well on your way to carving your niche in the exciting world of luxury real estate. Make it a Great Week!

Why Writing is Essential for Luxury Real Estate Success In luxury real estate, where image is everything, communicating effectively is paramount. However, effective communication goes beyond simply having a way with words. It’s about crafting strategic, straightforward, concise written content that positions you as a trusted expert. Why Write Well? Let’s face it: in today’s digital age, written content reigns supreme. Whether it’s blog posts, articles, or social media captions, your writing is often the first impression you make on potential clients. Strong writing allows you to: ? Establish Expertise: You demonstrate your in-depth knowledge of the luxury market by tackling relevant industry topics. ? Build Trust: Well-written, error-free content conveys professionalism and instills confidence in your abilities. ? Connect with Clients: Compelling writing engages readers and allows you to showcase the unique value you bring to the table. 6 Tips to Elevate Your Writing Game Ready to harness the power of the written word? Here are six actionable tips: 1. Content is King: Focus on trendy, thought-provoking topics that resonate with your target audience. 2. Write with Passion: Your enthusiasm for the subject matter is contagious. Let your passion shine through in your writing. 3. Presentation Matters: Proofread meticulously! Typos and grammatical errors undermine your credibility. 4. Headline Magic: Craft captivating headlines that grab attention and entice readers to dive deeper. 5. Support Your Claims: Support your points with relevant examples, personal anecdotes, or industry trends. 6. Stay on Point: Maintain a clear focus and avoid tangents. Concise writing is easier to digest and keeps readers engaged. The Takeaway Strong writing skills are valuable in any industry, and luxury real estate is no exception. By following these tips and consistently creating high-quality content, you can establish yourself as a thought leader, build trust with potential clients, and ultimately achieve tremendous success in the competitive world of luxury real estate. Bonus Tip: If you’re strapped for time or find writing challenging, consider using AI to help. These platforms can help craft content that showcases your expertise and elevates your brand. #realtor #realestate #luxuryrealestate #luxuryrealtor

Stay Connected With Your Sellers Keeping Them Informed (Even When There’s No News) As a real estate agent, you know the importance of communication. But what do you do when there haven’t been any showings or updates on a property? Silence can feel awkward, and you might worry you’re bugging your sellers. Fear not! Here are some strategies to keep the conversation flowing and build stronger relationships with your clients: 1. Content is King Information is valuable, and staying informed is?key. Dedicate some time each week to find relevant news articles about your market. Did a new business open in the neighborhood? Is there a seasonal event that might attract buyers? Share these positive developments with your sellers! Frame it as valuable insight: “Hey, Mr. and Mrs. Seller, I came across this article about the new [business name] opening downtown.?This?could be a great selling point for potential buyers interested in the?vibrant lifestyle the area offers!” 2. Google Alerts: Your Personal Newsfeed Technology is your friend! Set up Google Alerts for specific keywords related to your market.?This could be?“[Your Local Area] Real Estate Market” or “[Property Type] Market Trends.”?These alerts will send you daily updates on relevant news articles, keeping you informed and providing fresh content to share with your sellers. 3. Going the Extra Mile: Proactive Check-Ins For absentee sellers (those who don’t live nearby), take the initiative to show you’re looking out for their property. Did you stop by the house for any reason? Let them know! Even if there haven’t been showings, a quick update like, “There weren’t any showings this week, but I swung by the property to?make sure?everything is in tip-top shape for potential buyers,” demonstrates your dedication and proactive approach. 4. Consistency is Key Remember, communication is a two-way street.?By?consistently providing updates and staying in touch, even when there’s no earth-shattering news, you build trust and solidify your role as a reliable and informed partner.?Think of it like your favorite shampoo: lather, rinse, repeat! These small but consistent efforts will go a long way in strengthening your relationships with your sellers.

Major Luxury Real Estate Unplugged Program Updates for 2025 I'm thrilled to share some transformative changes that will enhance the value of our community in the new year: Targeted Webinar Approach:?As of January, instead of monthly sessions, I'll be hosting fewer strategically scheduled webinars throughout the year. These exclusive, highly focused events will be tailored to address the most relevant and pressing topics in luxury real estate. Continuous Communication:?My newsletter is evolving; it will be renamed?Luxury Real Estate Unplugged?and will become an even more valuable resource, providing monthly in-depth insights, answering your questions, and delivering targeted content based on your questions to support your professional growth. Centralized Community:?We're consolidating our community hub to our dedicated?Facebook group, ensuring easier access, more interactive discussions, and a more connected network of luxury real estate professionals. The Customer Hub platform will be discontinued. Unplugged Assistance on Demand:?Post your questions on our private Facebook Group page; I will answer them as they come in and post videos for more involved questions. The best part? I’m excited to announce that in 2025, the LREU program and community will be offered at no cost for all current and future members. These changes are designed to provide you with more concentrated, high-value content to help you grow your business, increase your profits, and maintain a competitive advantage. I am an active agent in Cape Cod, Massachusetts, and will take great care of your referrals! Thank you for being an essential part of our community. I'm excited about our journey together and the incredible value we'll create in 2025. #realestate

In a distinctive location like Cape Cod,?luxury real estate can be a complex endeavor.?As a real estate professional, you know the importance of aligning with partners who?not only?share your commitment to excellence?but also?improve the overall client experience. That’s where we come in. With decades of combined experience and deep local knowledge, we?are uniquely positioned?to handle the intricacies of Cape Cod’s luxury real estate market. #CapeCod #LuxuryRealEstate #Realtor

I have authored three must-read books that are perfect for realtors looking to elevate their success. Whether it's for a colleague, client, or even yourself, these books make thoughtful and impactful gifts this holiday season! All three books are available now on Amazon—order yours today and give the gift of knowledge and inspiration this holiday season! #LuxuryRealEstate #Realtor #RealEstate #CapeCod

Major Luxury Real Estate Unplugged Program Updates for 2025 ? I'm thrilled to share some transformative changes that will enhance the value of our community in the new year: Targeted Webinar Approach:?As of January, instead of monthly sessions, I'll be hosting fewer strategically scheduled webinars throughout the year. These exclusive, highly focused events will be tailored to address the most relevant and pressing topics in luxury real estate. Continuous Communication:?My newsletter is evolving; it will be renamed?Luxury Real Estate Unplugged?and will become an even more valuable resource, providing monthly in-depth insights, answering your questions, and delivering targeted content based on your questions to support your professional growth. Centralized Community:?We're consolidating our community hub to our dedicated?Facebook group, ensuring easier access, more interactive discussions, and a more connected network of luxury real estate professionals. The Customer Hub platform will be discontinued. Unplugged Assistance on Demand:?Post your questions on our private Facebook Group page; I will answer them as they come in and post videos for more involved questions. ? The best part? I’m excited to announce that in 2025, the LREU program and community will remain free for all current and future members. ? These changes are designed to provide you with more concentrated, high-value content to help you grow your business, increase your profits, and maintain a competitive advantage.? ? Just remember, I am an active agent in Cape Cod, Massachusetts, and will take great care of your referrals! ? Thank you for being an essential part of our community. I'm excited about our journey together and the incredible value we'll create in 2025. #LuxuryRealEstate #Realtor #CapeCod