Strategies for Winning Over New Generations in Real Estate

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On this episode, Brad Nelson, the Chief Marketing Officer at Sotheby’s International Realty, discusses the changing consumer demographics and the intergenerational transfer of wealth in the real estate market. He emphasizes the importance of connecting with different generations of clients and creating an emotional connection with them. Plus, he talks about the need for brands to show up on different platforms in an authentic way for the younger generation while maintaining brand equity. Brad also highlights the value of empathy, emotional intelligence, and curiosity in his leadership style.

Episode Highlights:

  • The luxury real estate market is experiencing a shift in consumer demographics, with millennials entering prime income earning years and an intergenerational transfer of wealth taking place.
  • Creating an emotional connection with different generations of clients, even within the same transaction, is crucial for brands in the luxury real estate market.
  • Brands need to show up on different platforms in an authentic way for the younger generation while maintaining brand equity.
  • Constant course correction and listening to feedback from frontline advisors are essential for success in marketing.
  • Empathy, emotional intelligence, and curiosity are valuable traits for leaders in the luxury real estate industry.
  • Breaking overwhelming tasks into smaller pieces and making incremental improvements can lead to significant progress.
  • Looking outside the industry for inspiration and partnering with first-party publishers are important strategies in media purchasing and planning.
  • Investing in a brand’s own database of customers and providing a great experience to existing clients can be a powerful channel for lead generation.
  • Sotheby’s International Realty is embracing AI and large language models to enhance marketing and administrative tasks.

About the Guest:

“A. Bradley Nelson serves as chief marketing officer at Sotheby’s International Realty, where he supports the brand’s affiliated agents and companies by developing and delivering industry-leading marketing, product and technology offerings. Nelson is also responsible for managing the relationship between Sotheby’s International Realty and Sotheby’s auction house, which provides sellers privileged access to the qualified clients of Sotheby’s through a global marketing partnership.

Previously, Nelson was senior vice president of marketing for the firm’s company-owned brokerage for five years where he led an internal marketing agency comprised of 50 specialists supporting more than 2,000 agents in 12 U.S. markets.

Prior to that, Nelson was head of marketing for Sotheby’s International Realty® affiliates in Washington, DC, Miami, FL and Naples, FL. He began his career with marketing roles in the real estate development industry at Baldwin Park Development Co. and East West Partners.

Nelson attended the College of Business at James Madison University, Harrisonburg, Va., where he concentrated in marketing and international business.” 

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Episode 423