Dominating the Luxury Market with Brady Sandahl

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Interview Transcription

ADRIENNE: 
Welcome back. And thanks for listening to the Team Lally real estate show home of the guaranteed sold program. We’ll buy it. I’m Adrienne and I’m Attilio. And if you have any questions just give us a call at 7999596 or on the web at Teamlally.com.

ATTILIO: 
Our guest today is the director of growth for Keller Williams Luxury. He holds a Masters of Arts in Organization Management and a Bachelor of Arts in Communication.

ADRIENNE: 
He is also the team leader and CEO of Brady Sandahl Real Estate Group of Keller Williams Palm Springs, and they did over 200 million in sales last year. Please welcome our guest, Brady Sandahl.

ATTILIO: 
Hey, Brady, welcome.

BRADY:
Aloha, and welcome. Thank you so much. It’s great to be with you today.

ATTILIO: 
Yeah, you know, it was confirmed in your introduction. But I heard a dirty little secret about you that is it true that you’re the director of growth for Keller Williams Luxury? Can you confirm that

BRADY: 
I can proudly confirm that I get to wake up every day and influence the lives of our ladies and gentlemen who are operating out of 900 offices in the US and Canada. And what’s so great about this is that they wake up every day to make sure that the sellers they represent and the buyers they help are getting the best service and the outcome they want and the time they need it in. So it’s a great job. It’s it’s really a passion of mine to help people live the lives they want to live and help those they serve get what they want in the time they needed in a way.

ADRIENNE: 
So like with this role Brady with growing this the luxury brands. Why would a luxury agent want to hang their license with Keller Williams

ATTILIO: 
this for all the luxury agents that are not with KW that are listening to our show right now?

ADRIENNE: 
Why would they want to join?

BRADY: 
Well, I mean, I think transparently Keller Williams is the only real estate brand in every major, medium and small market, which means the reality is one out of every five transactions is handled by a Keller Williams agent in the United States and Canada. What that means to an agent who’s not with Keller Williams yet, is that by joining Keller Williams they’re going to be connected to a worldwide network. It may surprise you to learn that every day last year we close to $155 million worth of luxury real estate every calendar day. And of that $100 billion of luxury real estate we closed 18% of that 100 billion was exchanged by one Keller Williams agent to another Keller Williams agents. So if you’re with a different brand and that brand has not given you the leads or the support or the services you need, then it would only make sense that you would give Keller Williams a call so that we can help you grow your world.

ATTILIO: 
You know you said something interesting to grow your world because you know we’ve worked with a luxury buyers and sellers and you know we’ve learned where they want to buy and where they want to where where their homes are located. wherever the heck they want them to be because they have that income and lifestyle. And and marketing on these properties is on a global scale. Especially I don’t know if it’s, you know, would you say it’s true in all places? I mean, it’s certainly in Hawaii, we have buyers from all over the world that that that look at our properties here.

BRADY: 
Well, you’re you’re absolutely right. The data suggests that a luxury clientele will own at least four properties outside of the market that they reside in full time, which means if they do reside in Honolulu, they may be owning in markets like San Francisco or, or Los Angeles, or they might own in Aspen, Colorado, or even back on the east coast. But the bottom line is it isn’t just about where we are today. It’s where does the client want to be? What markets do they want to buy into what markets do they want to sell out of and we help our Keller Williams luxury agents become the clients real estate adviser of choice.

ADRIENNE: 
Now, Brady, you come out to Hawaii, you come out here quite frequently. And we’ve had the pleasure of attending several of your classes. And you always teach us about luxury, being an experience. Let’s let’s let’s talk more about that. Yes.

BRADY: 
Well, it is, I mean, if you study the brands that are recognized, or I should say identified as a luxury brand, call it the Ritz Carlton, four seasons montage, some of those great properties and brands, we know Nordstrom Saks Fifth Avenue, regardless of the industry, they are recognized for delivering an exceptional experience. So it isn’t that the jewelry at Tiffany’s is any better, but the packaging, and the experience often exceeds other jewelry stores. So when we when we focused on that, that luxury is not a price point, it’s an experience and that what the consumer sees, hears and feels ties into the brand, you realize how important the experience becomes, it is truly about the experience.

ATTILIO: 
You know, it’s mentioned in shooting, you mentioned that because we just, you know, just listed a property and one of the things I sat down with the team to ask is, if you had all the money in the world, what are the what are the key features of this property that it doesn’t matter how much money you have it, it comes with this property? And you know, one of them, it’s you know, was the size of the land 23 acres that had backed up against the Ko’olau mountain range, and there was preservation land. So privacy. And we find that people that have a lot of money, like privacy for some reason.

BRADY: 
Yeah, I think you will have those consumers like that, who value your privacy, and then you have a different luxury consumer who may value social interaction. Yes. So we always want to figure out what is the luxury client looking for next, because generally speaking, generally speaking, the luxury clientele knows what they’re looking for next, they’re looking for the person or the path to get them there as quickly and painlessly as possible. So it isn’t about what we want to do. We’re what we want to have. It’s where does the consumer want to go next? And how can we help them get there?

ADRIENNE: 
And I think that leads into something that, you know, you’re a master of class is the questions the the quality of the questions that you’re asking. Yeah,

BRADY: 
yeah, it is really about the questions. And so we help our Keller Williams Luxury agents learn the questions they should be asking of the clients they’re representing, so that we understand what the client is looking for. And we can figure out the pathway or create the pathway to get them to that desired goal. I think we noticed some people who quote unquote, serve the luxury clientele are more focused on what they think they need to say and the reality it’s more about what they should be asking and recognizing that the level and number of questions they choose to ask will determine candidly how quickly their client will get what they want, and, and candidly, how soon that agent will get paid for the services they’ve provided.

ATTILIO: 
And here’s the importance of the questions because we, you know, we represent buyers and sellers, luxury buyers in in, you know, when you represent a luxury buyer, you get to have an experience of what it’s like for luxury listing agents or seller agents. You get in a direct experience of that, what it’s like when you go and visit all the properties. And I would tell consumers don’t have some discernment. Because don’t automatically assume that it’s a luxury property that you’re going to get a luxury showing it experience because we prize everything from the open the door and say Have at it to let me tell you the story of why this home was built

ADRIENNE: 
or even there was there was the one that was refusing to let us in. Yes. So that was it was very difficult. We had a very big compelling email to get us into Preview. Yeah.

BRADY:
Well, I, yeah, it’s, it’s painful when you watch someone who doesn’t quite understand how to open a property and delivery and experience because really, if a consumer is going to spend money at a luxury level, they’re used to paying for a certain type of service. And when they don’t get that service, or they don’t see it, they’re not going to connect it to that property or that brand. So we always help Keller Williams agents understand what the experience should be train them to deliver it like a another luxury brand would deliver it and and then, you know, take it from there,

ATTILIO: 
well help to help the consumer, the luxury consumer, with their discernment with the maybe it’s like the top three questions that they as a consumer should be asking a luxury agent?

BRADY: 
Well, I think the most important question that owners or sellers have on their mind is what specifically do does the agent do? Or what will the agent do to find a buyer for the property that that seller wants to sell? I think that’s a key thing is how do you find buyers? Secondly, is looking at you know, what? Will the showing experience be like? Are you going to be able to deliver the features of this property, and plant them into the consumers mind that will entice them to write an offer? And the third is, once the offer has been secured? What will the rest of the experience look like? Feel like? Is it going to be an exceptional experience? Because really, that is what they’re looking for. And generally speaking, if they don’t get that level, they’re not happy with the outcome.

ADRIENNE: 
So So Brady, you’re you’re training us Keller Williams agents on this delivering this excellent experience? Let’s talk about where did your training come from, to let to lay that foundation, what makes you such an expert. So

BRADY: 
I had the pleasure of being born into a real estate hotel family, where I learned very early how consumers choose to spend their money and what and what they spend it and how they become loyal to brand. And that, that turned into, you know, undergraduate training and consumer behavior and a graduate degree and consulting and then it became working for luxury brands and leaders that led Nordstrom or Microsoft or other brands. And so what happens is you start to see the core values of a luxury brand. And then you package them together. So if you look at the Brady Sandahl Real Estate Group brand, or you look at Keller Williams Luxury International, we talked about things of aspire, like the Ritz Carlton how you anticipate what the consumer needs, and you give it to them before they realize they need it. Or you’re talking about the focus on serving the internal customer at Nordstrom, who then is paid by the external customer while you, you start to put together the puzzle or the playbook of how you need to show up in the luxury world. So basically, it’s 30 plus years of trained, and or professional practice that brought me to the position of helping other people in our company, get to that level.

ATTILIO: 
Yeah, and you’re not many, many, many layers away from the the luxury consumers interaction with the agent because you you, you’re still active in the business.

BRADY: 
I’m an eight said, Brian, we run a very successful team in Palm Springs, California, which ironically, many of our clients own real estate throughout different islands of Hawaii. And we’re honored to connect them obviously to the two of you. And I know you’ve connected clients back over to us. The I’m an agent by day and a you know, what I call magician? of making sure that we’re always surprising and delighting our clients every step along the way. Yeah.

ADRIENNE: 
So So Brady, when you’re coming back to Hawaii, yeah, we’d love to Hi,

BRADY: 
we’ll be back soon. I mean, I’m excited to jump on the plane. It’s a short flight and whenever I arrive it’s so great to experience not only the island culture but the Keller Williams culture on, you know, the islands because we are truly unique and how we care for each other and I could not be more proud of how we welcome agents into our company, how we help them grow and of course, how we serve the clients that select us for their real estate transactions.

ATTILIO: 
You know, Brady, if I’m a seller listening to this right now, we’re an agent that’s about to advise a client that’s thinking about selling. And I know it’s it’s like a weather report for the whole nation, it’s going to be different in Palm Springs different in Boston, different in Hawaii. But you know, overall, what would be your commentary on what’s going on with the luxury market today?

BRADY: 
Well, I think the luxury buyers buying real estate regardless of all the chaos in the world, they they understand what they want, and when they find it, they’re in a position to purchase it. Secondly, the reason why the sales counts are less is because we have fewer properties on the shelf for luxury buyers to buy. And I think the agents can solve that by working with owners to figure out if it makes sense to cash them out of their property and use that equity somewhere else. And third, realize that, you know, real estate is a local solution, meaning that you’ve got to see what’s going on locally, can’t bring the trends of Chicago into Honolulu, nor can you take Honolulu back to Chicago. There may be some similarities, but at the end of the day, real estate is a local practice and should be handled by a local professional. And we strongly believe that our ladies and gentlemen at Keller Williams Luxury are those professionals, and should be those that you bring to the table you been? You know the best of the best. Yeah.

ADRIENNE: 
So hey, so Brady, with being the Director of the Growth in Keller Williams, for the luxury know, is there like classes or coaching? How do you agents get and supported with it?

BRADY:
Yeah, so the great thing about Keller Williams Luxury is we have a space for anyone, regardless of where they are in their career, we call it the three levels level one is, when an agent chooses to list a luxury qualifying property, we provide them with marketing resources at no cost, and global syndication at no cost. That means that they have the look and the reach to find that luxury consumer. The next level we call Level two is when we celebrate those who sell luxury, we earn them into a community of over 13,000 agents who really do focus on luxury. And we give them a variety of resources and training and networking throughout the year, obviously, at no cost. And then our third level, we call our penthouse level, it’s called kW luxury Pro. And this is designed for those that really do exclusively focused on luxury, and they have access to unique relationships in and outside of real estate. They have the ability to experience our kW luxury probe monthly Speaker Series, and they can travel around to different cities like New York, or Boston or Denver, Seattle, or they can watch virtually And then third, of course, would be our events and experiences that happen several months throughout the year. So we have a space for each person, regardless of where they are in their success at representing luxury clientele.

ATTILIO: 
You know, the question that consumers have is like, what, you know, what defines luxury because A, from our perspective, with our price points, it can’t be the price because you’ll have something in, you know, like Detroit, Michigan, that’s going for a million bucks. And it’s like a castle, like an MBA, you know, guys signed a $40 million contract lives there. In Hawaii, that’s the average price of a single family home on a Oahu. So what I was gonna say

BRADY:
that was probably the average car price, right? So there’s a there’s a mix of quantitative and qualitative, quantitatively speaking, you know, the numbers side that generally speaking luxury will be the top 10 percentile of the market that you’re in. So you’d look at the top 10% And say, that’s probably going to be the luxury segment. Now the qualitative side is, you know, so well, is you look at the property and ask the question, Does this have the look and feel of a luxury experience? You could say that we have a property in the top 10% of Honolulu, but the look and feel doesn’t justify the luxury designation. So there is a bit of a quantitative and qualitative I check before you suggest that something’s automatically categorized as a luxury qualifying property.

ADRIENNE: 
And that’s, I mean, that’s really good information to know especially because of the the price points that we have here in Hawaii.

BRADY: 
Right and that’s what makes Keller Williams luxury so unique is that we do represent all clients. We’re very inclusive. We also work with all agents very inclusive and we figure out if something is in the top 10 percentile Does it have the look? Has it been beautifully finished? Is it easy to enjoy? And can it be packaged in such a way that a luxury consumer would want to enjoy it immediately?

ADRIENNE: 
Okay, well, Brady, is there anything that we maybe should have asked you that we forgot to ask you during our time together, as

BRADY: 
well, clearly, I mean, for those that are on their smart devices, they can follow us along at Bradysandahl.com. If you’re in the Palm Springs market, we welcome you to reach out. But I’m just so honored. And I want to say thank you, Mahalo for allowing me to spend some time with you and your listeners today.

ATTILIO: 
Well, I know that you have made our listeners feel very gigil.

ADRIENNE: 
That was his word of the day.

ATTILIO: 
We had a Filipino and what gigil means the Filipino translation for that is, when you are see something overwhelmingly cute that you want to squeeze it or pinch it. That is gigil.

BRADY: 
I love it. I love it. And I love you both. Thank you so much for inviting me into the conversation. Thank you.

ADRIENNE: 
Appreciate you.

BRADY: 
My pleasure be well.

ATTILIO: 
You know, one of my favorite Brady isms, leave you guys with is that at the class, we were in Kona. At one of the luxury listings, he was teaching a class in a luxury listing there and then he and then you also he time in Honolulu. So we’re bringing a lot of training into the islands for luxury for other, you know, not not not necessarily just luxury, but any kind of real estate agent here. But I like what he said he says my happy place is being at the table with people I love. So that was awesome. Because you gotta have a so it’s quantitative is you know how much properties we sell and make money we make and qualitative is our you know, are we enjoying our lives? So, already, we got a couple of minutes left.

ADRIENNE: 
Yes, I wanted to share this review. We’ve been trying to read through the whole show.

ATTILIO: 
already read the review.

ADRIENNE: 
Okay, so this is from Bo. Yeah. All right. My apologies on a late post, but I wanted to make sure I did a review team Lally has been hands down the best realty company I’ve ever worked with. Yeah, their entire team was great. Right down to the signing at closing. Want to give a huge shout out to my realtor. Ashley. She worked with me since October, right up until February to help me find my forever home. She’s been nothing short of amazing, even pregnant and right after delivery. She didn’t skip a beat. She was dedicating day and night, she went above and beyond to make sure I found what was waiting for me. I will forever be grateful for this realty company and their team.

ATTILIO:
Awesome. Hey, speaking about experiences and luxury properties. I have it on our live stream right now because we record via live stream but and by the way, you can watch us recording the show.

ADRIENNE: 
Yeah, Facebook, Facebook, YouTube, LinkedIn, Twitter. Yeah.

ATTILIO: 
And basically, I’ve got it on there. But we have this listing has its own business card. It’s a wedding business. It’s a wooden business card and the it’s got a domain name estateoahu.com estateoahu.com. You might want to check out the lifestyle video on there, you might recognize the extras that were put in the video. But this thing is 23.4 acres. It sits up in the beautiful green Jurassic Park looking Valley Ka’alaea out there in Kahaluu Kaneohe and the backyard is the Ko’olau mountains, you’re literally in the shadow

ADRIENNE: 
of your own personal hiking trail. Yeah, and then you can walk down to this stream,

ATTILIO: 
the stream that is a perennial stream, that’s a big fancy word for all year long. And it is the source of the water for this property. So if there’s a zombie apocalypse, you still gonna have water. That’s right. And we’ve got a 5000 square foot Mediterranean style home on it, it has its three levels, and it’s got an elevator and the elevator in case you want to age in place.

ADRIENNE: 
And on the pool, it has like this, it’s a

ATTILIO: 
gradual descending incline. So you can literally just roll in on if you’re when you go on a hill and you roll down like a hotdog going sideways. You can do that in this pool or when you get old, you can roll yourself into it in your wheelchair, or you with your walker or your walker or whatever cane or you can just you can like, like you’re doing From Here to Eternity like a movie or some movie scene and you’re walking into it into the pool. It’s got a Jacuzzi. And the view is I think it’s more than 180 degrees. It’s a might be like almost maybe maybe 190 200 degree view because you’re seeing all the way to the left all the way to the right. And when we did the preview event, sorry if you missed it, but we had We had velocity the dealership thank you so much they had, what did they have they had SUVs out there that a Maserati.

ADRIENNE: 
some beautiful vehicles all parked out front. Yeah, green Maserati

ATTILIO:
SUV is a Whoo. We had those vehicles popped out we had our good friend Marised she’s a professional chef. She did some catering brought in Italian desserts. Drink some Boca Chino, from Boca Chino, the the Italian importer. That’s right. Where was that? Chef? That auto hangs out there. And that’s in Kakaako. Then we had the awesome Dr. Yew is Aesthetics Hawaii, Aesthetics Hawaii with his whole team. We were doing vitamin drips, we were doing some Botox, and we had some bubbles, right? We have a lot of bubbles. We had a lot of bubbles. And it was a nice event. But check. Oh,

ADRIENNE: 
and then we had Turtle Tours, called turtle tours. Tours was helping us because you know, we had a lot of cars, a lot of vehicles. Yeah. And we couldn’t fit all the vehicles up in the driveway. Yeah, because we got over 40. Yes, yeah. So Turtle Tours helped us with some of the

ATTILIO: 
it’s 23.4 acres, folks. And you’re thinking, well, you couldn’t fit all the cars? No, because we want to turn the yard into a parking lot. Yeah, nobody builds a property to park 40 vehicles on it. They build it to enjoy it and go picnicking on it and doing yoga and doing and by the way, it’s got full on wraparound sidewalk that you can literally take a jog. It’s got a sidewalk and you take your golf cart go right down to the river to the valley and where the river is. There’s a nice lookout point along a fence and you could literally, I put a yard there or something?

ADRIENNE: 
Well, there’s definitely room to expand the footprint of the home, that’s for sure.

ATTILIO: 
Okay. Well, like all good things, they must come to an end. Do they? Do they? Well, okay, a couple more. A couple of last things. We’re always looking for some superstars. Come join our team licensed or not. You can start the process with us. All you got to do is go to JoinTeamlally.com JoinTeamlally.com. And then we have career nights

ADRIENNE: 
coming up in June is our next one. Yeah, but don’t wait until June if you’re interested now. Do it now. We’re always always looking for talent.

ATTILIO: 
If you’re a realtor out there and maybe not so you’re not so gigil. You’re not so gigil. That having that feeling of gigil. At your brokerage, maybe you want to take a look at Keller Williams. We’ve got education classes. They’re free, most of them are free. majority of them are free. And we got something going on, I think almost like every day of the week,

ADRIENNE: 
and you don’t even need to be Keller Williams to come and attend. Yeah, just come join us.

ATTILIO: 
If you want to know about our free classes. Yeah, just send us an email info@Teamlally.com. All right.

ADRIENNE: 
All right. Well, on that note, thanks for listening and thank you to our sponsors.

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