The Altman Close

Chapter 10CREATE AN IN-YOUR-FACE BRAND, 24/7

You’re now known. You’ve worked the open houses. You’ve shaken the hands, stats forward. You’ve built the database of contacts. You’ve sent follow-up emails. You started a monthly newsletter. Other agents, potential clients, developers, and industry professionals have met you. But do they really know you? Are you fully linked in their minds with what you sell? Or are you still just another agent in the game, the nice guy from an open house a few weeks ago?

Get in their face. Stay in their face. Show them who you are all the time.

Matt and I are not just rock stars in this game because of our stats. We’re killing it even more because we are the face of luxury real estate. We are synonymous with high-end, multimillion-dollar dream living. We are the Nike sign of Los Angeles mansions, true ballers. Our brand is baller. We make it that way.

How have we accomplished this? We sell ourselves as much as we sell luxury property. We are old-school hand shakers, 100% accessible for our clients 24/7 in ways other agents avoid. We hit people over the head relentlessly with an image of success that marks us as experts, as ballers; we use numbers, follow-up emails, and newsletters to show off our “inventory”: the best celebrity homes in Los Angeles.

But being on television has helped established us even more so, branding us in people’s mind as the super-agents to the stars. It’s been huge. And yet celebrity clientele may not watch the show. They ...