Meet The New Millennial Power Brokers

Millennials are slowly entering the real estate market, and coming up alongside them is a new crop of brokers who speak their language: they’re similarly entrepreneurial and tech savvy, and say that they understand the style and amenities their 20- and 30-something clients are looking for. 

Here’s a look at six of those brokers from New York City and Los Angeles.

McKenzie Ryan, Compass

What are your secrets to getting big listings?

Stamina paired with speed. 

I combine my relentless positivity with my strong work ethic and round it out with an impressive track record. The truth is, I work extremely hard for my clients, and where I see many agents become fatigued and give up on a client or a deal, I double down on my efforts. Since I built my business from scratch, I’ve never had the option to give up on anything — so I will do everything in my power to get us to the finish line. That sometimes includes creating a finish line. I practice this business method daily by running long distances at very fast speeds. It’s essentially sprinting a marathon, a very fitting metaphor for the real estate industry!

How do you build your brand?

Having a distinct brand is paramount in today’s world. I have an entire strategy around branding that I call the “Three Pillars (Three P’s)” of my brand: passion, personality and profession. My passion is New York and history, my personality is vibrant and optimistic and my profession is real estate. I emulate those pillars consistently in real life, through traditional real estate marketing and through social media marketing. The idea is to have a distinct, authentic and consistent message paired with thoughtful imagery and visuals. The real key, however is to have a brand that personally reflects your principles because then you don’t have to do much more than be yourself!

How do you compete with agents who have been in the industry for decades?

As a competitive rhythmic gymnast for most of my life, competition, performing and winning has long been at the center of my world. The second I stopped training for the Olympics at age 14, I started my career in real estate and worked my way up from there. I always say that real estate is my Olympics, and am so fortunate to use my experience competing as a solo gymnast in my daily life. To your point, I don’t think about my competitors because that means I’m not focusing on myself and my success. I view myself as my only competitor, and focus on innovation, growth and striving to win in the real estate world. 

What would you say to a seller who is nervous about trusting their biggest asset to a millennial?

My first sale in real estate was convincing my parents to buy a home in 2009 because I saw the great potential to help our family achieve greater financial freedom. I showed them 100-plus listings over the course of eight months in every single neighborhood, and eventually found the absolute best investment for their goals. I treat my clients and their real estate the same way that I did my very first sale. I truly want the absolute best for my clients and manage their real estate as though they are my family. At the end of the day, it’s largely about selecting an agent who won’t give up when the going gets tough, and I would never give up on family. 

What’s been your biggest accomplishment so far as a broker? 

My greatest accomplishment is not numerical, and I don’t think it ever will be. I have built and managed my real estate business entirely on my own, for almost a decade, and have done so with integrity, kindness and a true passion for winning and making my clients happy. My greatest accomplishment is helping my clients achieve greater financial freedom and happiness through selling or buying their real estate so that they can enjoy and live their best life, and hopefully have a lot of fun!

What do you think you still have to learn from veteran brokers?

I believe in the pursuit of lifelong education, and think that longevity is key in the real estate business. I am coming up on a decade in the industry, and I love what I do more than ever. I truly enjoy learning about the principles and longterm strategy from agents who have a sincere passion for their career and the wonderful people that work with. 

Candice Milano and Malessa Rambarran, Halstead

What are your secrets to getting big listings?

Some of our biggest ‘listings; have actually not been one individual apartment, but rather an exclusive right to sell an entire new development with sellouts totaling $40 million or more. The key to securing these highly sought-after opportunities for us has been rooted in our value driven and innovative approach. Traditional methods of selling NYC real estate are still important, but no longer are enough on their own. Our clients have resonated with our creative marketing initiatives, strategic partnerships and activations that other competitors do not offer. Clients also recognize that it’s becoming increasingly difficult to make each transaction happen, which is why they look for highly driven individuals to represent them. 

How do you build your brand?

When building your brand, it’s important to begin by understanding your competitive edge and defining your target demographic. Being young in age has allowed us to build our messaging around representing the next generation of real estate. Additionally, a significant portion of our brand identity has also been tied to the organization we founded called TOWRE – The Organization by Women in Real Estate. TOWRE has provided the perfect platform through which we are able to curate very exclusive events for our clients and remain top of mind.

Why are sellers choosing younger agents over older ones with their biggest assets?

As more and more millennials reach the prime home-buying age, it’s imperative that sellers seek representation from agents who can effectively speak to and relate to what is important to these buyers. Additionally, social media has become an extremely powerful and relatively inexpensive marketing tool. For this reason, agents who have a considerable social media presence and following can add tangible value to a sale of a property.

How do you compete with agents who have been in the industry for decades? 

Years in the business does not always equate to results. Often it is more difficult for seasoned agents to adapt to changing climates as technology continues to revolutionize the way that we meet, interact and transact with clients. The numbers don’t lie – so as long as you are producing better results than that of your competitors, clients are compelled to work with you.

Ian Slater, Compass

What are your secrets to getting big listings?

A big piece is my network. I didn’t grow up in NYC, but I went to Brown in Rhode Island and the majority of my peers from there moved here, which is a big piece of how I got started. Many of my friends are now successful and buying and selling themselves. 

Secondarily, my business is almost entirely based on referrals and past clients. I bring an extremely high level of service to my listings as being young allows me to not have a family yet to take up weekend time and bring more energy to listings. Also, being young allows me to really leverage the internet and social media to be more efficient with marketing. Performing well with previous clients has led me to be able to get more and more and bigger and bigger referrals. 

How do you build your brand?

I am incredibly attentive to brand as I know I am in a perception and reputation based business. Everything that I do is based around my business, from where I eat, to where I live, to where I work out, to what I do on the weekends. My social media, the font I use, every piece of communication— all goes into building what I see as a polished brand.

How do you compete with agents who have been in the industry for decades?  

I don’t necessarily try to “compete.” I try to be the absolute best broker and highest provider of service that I can be, as well as bring intelligence, tenacity, honesty, and energy to every listing, and I think that from there your name spreads in a positive way. 

What would you say to a seller who is nervous about trusting their biggest asset to a millennial?

 This is the most frequent pushback that I get. One, this is about experience and not age. Many people get into real estate as a second career so regardless of their age have not been in it that long. I got into the business at 22 and was a ‘primary adopter’ of the business, i.e., it was my first career choice. 

Also, the way that homes are sold now is very different than it was even ten years ago. Everything is done online, the majority of marketing is done through imagery, online listing, social media, video, and email — meaning that hiring someone young who understands this new way of marketing will be to your advantage.

Lastly, hiring a younger person frequently means that they have more to prove. I am not cynical nor jaded on the business, and I will work harder and more efficiently than other brokers who have been in the business longer. When I meet a new client, I let them know that I am going to be in this business for a very long time and care a lot about my reputation, and therefore want to make a great relationship early on!

What’s been your biggest accomplishment so far as a broker?

There have been a lot of sales milestones, including selling a new development as part of a great broker team (which I’m doing currently) at 570 Broome Street, to selling a $20 million-plus house this year in the Village, but my biggest accomplishment has been building an efficient team and being able to grow at a young age. 

What do you think you still have to learn from veteran brokers?

SO much. I have not necessarily worked through a significant downtown, there is a lot of types of product that I haven’t sold, and a lot of experience that I know I lack. I have begun partnering with ‘senior’ or veteran brokers on listings when I know I could use their input, and with every communication with them, I learn something new, whether it’s a marketing strategy, historic market data, communication, negotiation, etc. I hope they learn a bit from me, too!

Kemdi Anosike, Warburg Realty 

What are your secrets to getting big listings? 

The secret to getting big listing is knowing your seller and apartment and you plan on getting. So for example, if you have an opportunity to pitch an apartment in a neighborhood that has a predominantly older demographic, it is wise to collaborate with an agent who is experienced in that neighborhood and can relate to the seller. Secondly, always says yes and figure it out later. But be prepared at the same time.

Why are sellers closing younger agents over older ones with their biggest assets? 

I think sellers are closing with younger agents because they know that we would get the job done. That’s to say that an older agent wouldn’t, but most times, a younger agent does not have responsibilities that would hold them back.

With the world going digital, sellers sometimes are very confident that their listings would get more online exposure with a younger agent because of how internet savvy we are.

A younger agent is always open to change. And making adjustments rather than sticking to what they know. It has become a very versatile world we live in.

How do you compete with agents who have been in the industry for decades?

Flexibility sometimes gets the job done. I own my age and I bring all the growth and perks of being a young man in the industry to the table. I am not yet jaded by the industry. So, I still have that excitement of closing a deal.

How do you build your brand? 

I build my brand by providing the best white-glove service to every customer I work with. The trick is to always remember that it is not about you but ALL about the client and their satisfaction.

Griffin Riddle, The Agency

What are your secrets to getting big listings?

 Don’t get caught up with the number. Don’t worry about what your age is or how big of a number the listing price is. A lot of people overthink and get worried when they go in for a $5, $10, or $15 million-plus listing and they think they have to act differently because it’s a big listing. Be confident and be yourself and treat the appointment of a $15 million listing the same as a $2 million listing. By doing this you will be more confident and more at ease. This will also make the seller feel more comfortable with you because they can see your confidence. The last thing a seller who is looking to pick an agent wants to see is someone nervous. The more comfortable and confident you are, the more comfortable and confident the seller will be in giving you their big listing. 

 Why are sellers closing younger agents over older ones with their biggest assets? 

 Times have changed. In the past, sellers wanted and chose agents who have been around for a long time and have the perception of a lot of experience. Nowadays, with all the technology out and also all of the young and very successful people in the world, it’s not uncommon to see someone in their 20s running a very successful company. People are becoming more accustomed to young CEOs and young inventors of products. 

I also personally think that most very successful people were very hungry and hardworking when they were younger — it’s how they got to the place they are at now. So there is a level of respect when they see someone young who is hustling and has great work ethic. They know that we are hungry, just as they were when they were younger, and they know that we will do whatever it takes to get the job done and not give up. I’m not saying that older agents don’t also have this mentality, but I do think that a lot of older agents lose that fire and they aren’t willing to fight as hard as some of us younger agents who are still growing and building, and I think some Sellers really pick up on this. They see the fire and passion in our eyes and that’s what it takes to sell these big listings. 

How do you compete with agents who have been in the industry for decades? 

I learned very early on that it doesn’t matter how long you have been doing something, what matters is the amount of value you can deliver. There are a lot of agents in my office who have been doing this for a lot longer than I have, but they still come to me for advice on pricing, asking how I would handle certain situations or negotiations, asking me my opinion on what the buyers in the market are looking for right now. I believe that when you are a master at your craft, and you truly dedicate yourself, and when you’re as obsessed with real estate as I am, it doesn’t really matter what your age is. 

I personally am constantly looking at the market, what sold last month, what sold five years ago, what off-markets are in this neighborhood or on this street, who lives where, which streets are more narrow, which have the best views, which have noisier backyards, etc. When I have conversations with sellers, or even other brokers in or outside of my office, most people can realize very quickly that I know my stuff. Knowledge is power, and it’s not about who has been doing this the longest, it’s about who can deliver the most value. 

 How do you build your brand? 

In today’s age, social media is of course a must. That’s the direction that everything is headed. I believe the statistic is 97% of buyers find the house that they end up buying through sources of the internet, making social media and online marketing/branding extremely important. However, I also put a large emphasis on personal connections. I sit open houses every single weekend, so I am constantly meeting buyers, sellers and neighbors every weekend. I made the decision that I wanted to mainly focus my business geographically. You get some agents who work anywhere and everywhere, and there’s nothing wrong with that, but in my opinion I would rather have a niche market and be the specialist there. I work in LA, and I sell all over the city, but my primary areas are Brentwood, Santa Monica and Pacific Palisades. I sit open houses every weekend in these three neighborhoods and over time people start to recognize you. 

I take a very non-threatening/aggressive approach. I do not hound people for their information or follow them around my open houses. I want people to feel comfortable and I’ve had great success with that. When someone comes in and I’ve met them two or three times before at different open houses I immediately have more rapport and more credibility with them. They know they feel comfortable at my open house and I also know that they must still be looking and haven’t found the right house yet. I also send out ‘just listed’ and ‘just sold’ postcards to the areas that I work. As a result, the people who live in my areas of expertise see my name and my recent sales in their neighborhood, they see my open house signs, and they see/meet me in person at the open houses that I’m working. 

Creating a brand takes time, but when you are getting your name and face out there in multiple ways it leads to more business over time. Real estate is a long-term game, it’s not an overnight success and it takes a lot of really hard work. I’ve been very fortunate in my journey of my real estate career and have had some amazing clients and mentors in this business. I am still growing and creating my brand, but I feel very proud of what I’ve been able to accomplish so far in one of the most competitive cities in the U.S.

Devin Hugh Leahy, Douglas Elliman

What are your secrets to getting big listings?

I have created a team that specializes in innovate marketing techniques accompanied by a service first approach stemming from my background in hospitality management. 

Our business began to take off as the market began to soften (Q3-Q4 2016). My team offers sellers and future clients a sales process created to combat the increasing supply of property as well as political and economic uncertainty. Maverick marketing techniques partnered with a very direct approach to pricing property was a recipe for sellers to entrust a 20-something-year-old broker, with limited experience, the opportunity of listing trophy properties. On the Upper West Side alone my team took over $20 million worth of inventory from veteran and celebrity agents who had failed to bring in any offers for their sellers in 2018. We were able to sell a $15 million listing at 101 Central Park West in 31 days and a townhouse at 37 West 94th St. for $6.575 million, which we sold after a celebrity broker was unable to yield an offer. We now represent a $750 million South American new development from developer Giuseppe Cipriani and architect Raphael Vinyoli and $50 million worth of sales listings.

How do you build your brand?

I build my brand with the help of my partner Ariel Sassoon and the agents that chose to partner with our team. Ariel is the director of marketing for the Leahy | Sassoon team. I am fortunate to be partnered with Ariel who was the first broker to create the Manhattan real estate vlog, directed over 120 real estate related films, and who continues to set the bar for the entire brokerage community when it comes to marketing initiatives through our in-house award winning marketing company, LS Media. 

Our brand is directly tied to our reputation and serves to represent our current body of work as well as our future aspirations. We are working towards becoming the global leaders in real estate services and if successful our brand will strengthen the public opinion of the brokerage community.

How do you compete with agents who have been in the industry for decades?

I compete with other agents by working backwards. What do sellers and buyers need in this constantly evolving residential market? What are the consistent shortcomings of current seller and buyer brokers? I set out to answer these questions early on in my career. Asking and working to solve these questions is how I have successfully competed with the rest of the residential brokerage community. 

Veterans are not my competition. Veteran agents and new agents alike who are asking the same questions I am and coming up with strong solutions, are my direct competitors. There is no one answer as the necessary questions to be asked are constantly changing. I feel my competition is working alongside my team to find solutions to better serve the marketplace.

What would you say to a seller who is nervous about trusting their biggest asset to a millennial?

I send new or potential sales clients reference lists of current and past clients. At this stage in my career I am fortunate to have clients who are willing to speak on my behalf as they made the decision to entrust a millennial with selling or purchasing a prized asset rather than hiring or staying with a veteran broker. This referral list represents over $100 million in closed transaction in under three years.

What’s been your biggest accomplishment so far as a broker?

Creating a charity with the nonprofit soccer club I have been coaching with for the last five years. The funds I have donated established free of charge soccer practices for children ages 3 to 6 in underserved communities. The money raised has also provided scholarships to players that came out of our Harlem training program. This player will now be given the opportunity to play with the club for free until graduating from the club at 12 years old. This will include international trips and training three to four times a week throughout the year with some of the most respected coaches in the city. The program we created continues to give back. 

Soccer in many ways saved my life growing up and to be fortunate enough to have the means to give back is truly the best part of finding success in my career. 

My biggest accomplishment as a broker would be to have personally negotiated deals amounting to over $100 million, including seven deals over $6 million in less than three years.

What do you think you still have to learn from veteran brokers?

I can learn a tremendous amount from veteran brokers. David Durbin, who we are fortunate to have working with us, has conducted over 700 transactions. I make sure to surround myself with strong rookies and veterans alike to ensure that whoever has partnered with our team avoids any lapse in service which would be inevitable if all bases were not covered including vast experience. Knowledge is the first step towards providing value to your clients. Veterans worked in markets during a time when I was still learning how to color in the lines.

This post first appeared on Forbes.com. To see the original, click here.