325. Brett Dickinson: How to Show Up & Dominate Luxury Listings

In this episode Jere is Live in-person with Brett Dickison in La Jolla, at Brett's listing,  The Sand Castle, offered for $108,000,000. Brett breaks down how he wins and sells ultra-luxury listings. They dive into pricing psychology, the motivators of the billionaire buyer, cooperative competition with agents, negotiation finesse, and why the best closers tell the best stories as they talk about
How to Show Up & Dominate Listings.

⏱️ TIME STAMPS
0:00 Teaser Intro: Changing the Game
0:20 About the Sand Castle
2:13 You've Got the Listing, Now What
3:16 Changing the Price Reduction Game
4:57 Without this Photography Approach, You Lose Buyers for Your Listings
6:27 Being the PR Engine for your listings
7:18 Stories that Sell
7:32 Targeting The Real Buyers for Your Listings
11:17 Micro-events That Create Deal Flow
13:48 The Unseen Gems That Create Value For Listings
15:26 Becoming 'The Name' That Wins The Listings
16:27 Owning Your Value in Client Conversations
17:15 'The 15 Year Overnight Success Story'
19:09 Rationalizing the Price
21:00 Framing it
22:15 The Brand versus The One of a Kind Sale
23:17 The Power of Stories
25:15 Adjusting for the Buyer Pool
26:09 "Situational Hierarchy"
27:02 At a Listing Appt - It's Not About The Price
30:02 A Problem with Zillow
30:47 Communicating When Clients Are 'Not Right' about Price
33:07 Beating the Zillow 'Algorithm'
36:34 Opening Your Mind to Bigger Price Points
38:42 Being a Cooperative Competitor
43:04 Pricing Conversation at the Listing Appointment
45:15 The Performance Element in Negotiating
49:20 Use Your Negotiating Weapons
52:20 Commission Scripts, Conversations, and Stories
58:15 Brett's Greatest Resource for his Personal Success
59:32 Brett's Book Recommendation
1:02:13 Brett's Final Words of Advice

📖 Book Recommendations:
Pitch Anything by Oren Klaff: https://amzn.to/4naBTNv
The Truth About Pricing https://amzn.to/47UGOgT

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Chapters

• 0:00 Teaser Intro: Changing the Game
• 0:20 About the Sand Castle
• 2:13 You've Got the Listing, Now What
• 3:16 Changing the Price Reduction Game
• 4:57 Without this Photography Approach, You Lose Buyers for Your Listings
• 6:27 Being the PR Engine for your listings
• 7:18 Stories that Sell
• 7:32 Targeting The Real Buyers for Your Listings
• 11:17 Micro-events That Create Deal Flow
• 13:48 The Unseen Gems That Create Value For Listings
• 15:26 Becoming 'The Name' That Wins The Listings
• 16:27 Owning Your Value in Client Conversations
• 17:15 'The 15 Year Overnight Success Story'
• 19:09 Rationalizing the Price
• 21:00 Framing it
• 22:15 The Brand versus The One of a Kind Sale
• 23:17 The Power of Stories
• 25:15 Adjusting for the Buyer Pool
• 26:09 "Situational Hierarchy"
• 27:02 At a Listing Appt - It's Not About The Price
• 30:02 A Problem with Zillow
• 30:47 Communicating When Clients Are 'Not Right' about Price
• 33:07 Beating the Zillow 'Algorithm'
• 36:34 Opening Your Mind to Bigger Price Points
• 38:42 Being a Cooperative Competitor
• 43:04 Pricing Conversation at the Listing Appointment
• 45:15 The Performance Element in Negotiating
• 49:20 Use Your Negotiating Weapons
• 52:20 Commission Scripts, Conversations, and Stories
• 58:15 Brett's Greatest Resource for his Personal Success
• 59:32 Brett's Book Recommendation
• 1:02:13 Brett's Final Words of Advice