Osterville, Mass (October 8, 2010) – Jack Cotton, a Sotheby’s International Real Estate Agent with over 30 years of experience selling high-end properties on Cape Cod, launches a new book this month. Selling Luxury Homes, published by Tide-Mark Press in Windsor, Connecticut, is a definitive resource for real estate professionals who want to succeed in the competitive luxury market by making a transition from market expert to trusted advisor to today’s high net worth clients.
Cotton, CRS, CRB, began his real estate company in his college dorm room 35 years ago. Cotton Real Estate in Osterville, Mass, now Sotheby’s International Realty, is one of the most respected and successful high end real estate companies on Cape Cod. As one of the leading experts in the field, Cotton frequently speaks at real estate conferences nationwide and is a “go to” source for media reporting on the industry.
The 219-page hardcover book Selling Luxury Homes presents his proven methods and step-by-step guidelines for finding and cultivating high end buyers and sellers. Topics include understanding the mindset of the high-end buyer; how to become a trusted primary source to them; steps to pricing; marketing luxury listings through direct mail, advertising, word of “mouse” and social networking; open houses; negotiation strategies; how to demonstrate the listing by land, sea and air; and more. Cotton also provides tips on where to interact with wealthy individuals and how to create relationships that bring value to them
The book also includes links to online tools and pricing spreadsheets created by Cotton, which readers can download for free.
“I think many real estate professionals sit on the sidelines of the luxury market and convince themselves that they need to be born rich or well connected to succeed,” said Cotton. “That’s not the case – it’s a matter of understanding how high net worth individuals think, buy and sell, and then bring value to them. Any agent, regardless of their background or own net worth, can become a trusted expert in the luxury market by carefully and consistently following the principles outlined it the book. I began my real-estate career as a 21 year-old working out of a steel desk in a plumbing supply warehouse. If I can do it, anyone can.”
Cotton’s goal is to give agents on the sidelines the confidence and tools to earn new connections, become a trusted advisor to high net worth individuals, bypass the gatekeepers and eventually earn on one sale what others earn in one year. He has been sharing these tools with other real estate professionals for decades through mentoring and speaking engagements. In addition to the book, he will also be sharing his principles on social media platforms, including Facebook, Twitter and YouTube.
Selling Luxury Homes is available through Amazon.com or JackCotton.com for $29.95. Cotton will also be speaking and signing books at events throughout the country over the next year. For more information on the book or speaking engagements, visit www.jackcotton.com, follow him on Facebook( http://www.facebook.com/people/Jack-Cotton/1390278959) or Twitter (@jackcotton), or email jack@jackcotton.com.
This is Cotton’s second book. His first, A Dog’s Guide to Life: Lessons from “Moose”, was published in 2006. He will also be launching a new three-part series this fall: 12 Secrets of Luxury Home Buyers; 12 Secrets of Luxury Home Sellers, and 12 Secrets of Luxury Home Owners.
Table of Contents from Selling Luxury Homes
1. Luxury Real Estate Defined
2. Lifestyles of the Rich and Famous
3. Four Truths Set the Right Mindset
4. Four Essential Components of Perceived Expertise
5. The Expertise HNWI’s Crave
6. Cultivating High Net Worth Clients
7. The Listing Appointment Two-Step
8. Seven Steps to the Right Price
9. Listing Preparation
10. Marketing the Luxury Estate
11. Direct Mail
12. Print Advertising
13. Word of Mouse
14. Social Networking for the Luxury Agent
15. Open Houses
16. “Demonstrating” the Property by Land, Sea or Air
17. World Wide Wealth
18. Million$ in Your Sphere
19. Three Negotiation Strategies Needed in the High-End Market
20. Keep the Rich and Famous Coming Back
21. The End is Just the Beginning
More about the Author
Jack Cotton started his Real Estate company in his college dormitory room thirty-five years ago and remains in Real Estate to this day. He didn’t need to work for another broker to learn the business because he “knew it all” at the age of twenty-one. In fact, he knew so
much that it took him one year, two months, and three weeks to sell his first house.
Things improved, though, and over the next three decades, Cotton Real Estate became one of the most admired and professional Real Estate companies on Cape Cod.
Jack sold Cotton Real Estate to Sotheby’s International Realty in 2005. Agents at this firm continue to post the highest per-person sales on the Cape.
Jack transitioned away from sales toward growing, running, and managing the firm’s Cape Cod offices, while working with high net worth clients. Since this acquisition, he has opened three new offices for Sotheby’s International Realty.
Over the years, Jack has been involved in nearly every record-breaking luxury residential sale on Cape Cod, either directly as the agent or as coach to the agent involved.
In the fall of 2008, he stepped down as manager and has returned to being an agent while developing educational products. He is the author of A Dog’s Guide to Life: Lessons from “Moose,” , Selling Luxury Homes, and 12 Secrets Luxury Home Buyers Know That You Can Use Today. All are available at Amazon.com or JackCotton.com.