Some of you may not have heard of Fredrik Eklund, if you haven't, you should have, and if you don't know what he is doing in the world of real estate, you should be paying attention. Fredrik Eklund is the start of reality TV show, Million Dollar Listing NYC, but its his approach to real estate, and social media that has made his fame sky rocket.
Eklund started his road to real estate a while ago, and spent time specifically in the online space, he started an online company with his father that was called Humany, whilst he was only young at the time, the insight in to the early development of social by understanding user journeys and what it was people wanted out of their experience online. Whilst it may not seem relevant to real estate, it helped Eklund understand how people searched but more important, how people responded. This was a cornerstone in Eklund's strategy to build rapport and become an agent.
Eklund then spent time in an abundance of different ventures, acting, and went in to music production. Like any entrepreneur the element that has helped him success has been his willingness to try and not be bolted down to one way of life. Eklund transitioned to real estate, and by many comparisons would be considered a novice in his years of experience, but what does he do better than any one else? Here are the answers
1. He works on his personal brand 24 hours a day, 7 days a week, 365 days a year
There is no agent out there that works more across his personal brand than Eklund. Eklund is always ensuring that people know what he is doing, how he is doing it and the results he is getting. This builds a gravitational pull to make you want to know what is happening in his life. He shares every aspect of his life, which means people feel personal connections without actually knowing him.
2. He doesn't delineate between personal and private, ever.
One of the most attractive aspects about Eklund and why he has been so successful, is that he allows everyone in to his life at any stage, and any given time. Eklund shares everything, which ensures you feel like you know him. The advantage of this is that it shows he is human and a person outside of real estate. He has other hobbies and he is relatable. All agents out there should be giving glimpses to their audience about how you spend your time outside of work hours so people can get to know you. If they are going to invest millions with you, let them know you first.
3. Every deal has a floor and a ceiling.
Eklund says, before getting into negotiations it’s very important to set a floor and a ceiling so you know where to move. Because if you don’t, you can be manipulated and you can lose yourself in the emotions. If you’re a good negotiator, you will obviously try at least to be completely disconnected emotionally from the deal and negotiation itself. Although you will play emotional. So if you’re not upset, you can play upset. But none of that matters unless you don’t have a floor and a ceiling. So you need to know if you go under the floor you need to walk out, you know, end the negotiation. And at the ceiling you need to know to accept so you can close the deal.
4. Time is your tool
Eklund says that holding time is the main element to get deals over the line. People get impatient and people want decisions ASAP, Now, Yesterday. When you learn to control time, you make people have anticipation, and with anticipation comes desperation. When people are desperate for something, they generally go to the next level to get what they want, ensure that you manage peoples expectations, but don't just give them everything in a flash. The mystery is the key.
About the Author:
Todd Schulberg handles all things marketing for Homely.com.au - Living and breathing property, Todd has a keen interest in the movements in the market and howagents can utilise new tools and technology in order to be more connected. Using all things social, Todd suggests different ways that agents can engage and think outside the square with their marketing approach.