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Frank Aazami Brand Ambassador, Global Real Estate Services

With Higher Functioning Standards.

Since the latest boom, the number of real estate licensees in Arizona has doubled. Some may say this indicates that the system is functioning well and is healthy; I think it’s broken and ill.

Arizona real estate is robust, for sure. We are one of the strongest states for residential building and resales across all levels: starter homes to move-ups through luxury estates. In part because our beautiful state is still El Dorado in the national psyche, everyone wants to build or buy a home here; residential builders are thriving. For retirees, new families and transplants from Wisconsin to California; AZ is the place to be.

But what we need is not more Arizonans selling real estate; we need better-trained professionals who understand the skills and knowledge required to practice at the highest level. We need excellence. Offering this key service requires more extensive training and experience, and this should begin with the concept of product knowledge. How can you be a good advisor if you haven’t learned all the features and values about the product you’re representing?

Consider Chanel, Hermés, Rolex, Tiffany, Bentley and BMW. These luxury manufacturers extensively educate both new and veteran salespeople on how their distinguished products are designed, built and valued. In this way, they can sell their unique features anywhere in the world if they speak the local language. One lingo they’re fluent in everywhere is the brand: They’re eloquent on why they believe their products are best in value.

I believe selling real estate requires understanding all aspects of the entire process: from the raw land through the community development stage; affordable housing; multi-family; and, of course, custom homes. And, to obtain these skills to be sufficient in the marketplace, new licensees should be required to take additional courses covering basics in land topography (civil); usages (zoning/setbacks); utilities (engineering); roads; access; footings and foundations; architectural designs; materials; build grades; and the benefits of real estate ownership. 

Without much experience, market knowledge, and the ability to offer professional advice, chances are, they discount their compensation as a tradeoff. Negotiating less in compensation for themselves leads to “are they equally skillful in negotiating for your true VALUE?”  Likely not.

Details Make Value

Only seasoned agents can educate their clients of true market value. An experienced advisor should be able to demonstrate their in-depth knowledge –– not just the advertised square footage or the labeled appliance brands in the home. That’s easy.

A knowledgeable advisor, for instance, can discern levels of workmanship in the finishes, the casework, flooring, lighting, technology, craftsmanship and installation: how it is all put together. An informed agent will know the local trades, builders, designers and architects and what distinguishes their work. The seasoned advisor is able to point out those details to the client because they have listed and shown homes designed and built by them and have called on this knowledge to facilitate securing their best value. Not every agent can do this, and this precise element is what conveys excellence.

With diminished skills in greater quantity in our real estate industry, everyone loses. In particular, a Seller doesn’t receive the representation their  property deserves; and buyers searching for an existing home don’t receive the expertise their search deserves either. In both cases, they get more stress and less performance.

Working Every Day at Excellence

Striving to offer clients exalted service and to contrast your services from others in an increasingly competitive market is key.
Excellence (Latin) means “to raise, to surpass.” Our computer-based culture is mesmerized by speed, volume and getting on to the next buck. We want results quickly but don’t want to dedicate the time to generate the best results for ourselves and for others who depend on our performance. As real estate professionals, we need to expect this excellence of ourselves and new licensees who are joining us in the industry.

At PCG, we tailor the process of buying or selling luxury homes for our clientele. Our global Private Client Group at Sotheby’s International Realty strives to offer all our clients this exalted service. PCG was formed to serve as advisors at this level. It’s how we differentiate our services from others in an increasingly competitive market. After our start in Phoenix, we expanded to Paradise Valley and Scottsdale, then internationally. Today at Camelback Towers, our office with Russ Lyon SIR is conveniently next to Neiman Marcus at Scottsdale Fashion Square. We are also in 70 key markets globally. We welcome you to connect and learn more about us, and let us deliver the goals in your real estate journey.

Text “SIRFAAZAMI” to 87778
6900 E. Camelback Rd., Ste. 110, Scottsdale


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