Are you actually a top producer, or are you just the best-kept secret in your market? In this latest episode of The Real Estate Pipeline, Carlos Concepcion sits down with luxury powerhouse Edward Guiardinu to dissect the heavy price agents pay for digital invisibility.

While most realtors waste years waiting for their phone to ring, Edward breaks down the aggressive shift toward a hyper-targeted real estate branding setup designed to attract high-net-worth clients before you even shake their hand.

The conversation goes straight to the front lines of the luxury market, focusing on the massive migration happening right now in prime South Florida neighborhoods. They break down a winning Miami real estate strategy tailored for the modern seller, explaining why traditional single-family homeowners are aggressively downsizing into ultra-exclusive, walkable luxury condos.

If you don’t understand this shift in lifestyle demand and how to price it, you are completely locking yourself out of the city’s most lucrative luxury listings.

Beyond the flashy lifestyle, this episode is a reality check on what authentic execution looks like when the market tests your limits. Edward and Carlos deep dive into the absolute necessity of market adaptability, proving that the future of real estate belongs to those who own their data, dominate their local niche, and build digital infrastructure that scales.

Video full transcription

Carlos: Well, thank you for being here today.

Edward: Thank you, my friend. Thank you for having me.

Carlos: So, for those of you who are joining, welcome to another episode of The Pipeline. This is a podcast where we talk with real estate professionals who are building their personal brands and dominating their markets. And our goal is to provide valuable information and valuable resources for buyers, sellers, and other brokers outside who might not be following what top producer agents like yourself are doing. Amen. Today, I’m very happy to have our friend and partner, Edward Guiardinu.

Edward: Yes. And thanks for having me.

Carlos: Just to give a brief intro, and then I’m going to let you talk about yourself. Edward started in real estate maybe five or six years ago. Within four years, he has become a top producer agent in the Coconut Grove market in Miami, the South Florida market—one of the most competitive markets. He is part of Lux Nos, which is an amazing brokerage, very focused on quality advisory, quality attention to detail, and valuable expertise. Shout out to Wesley, of course, and our fearless leader.

Edward: Yes.

Carlos: And you know, Edward is not only our friend but our partner as well. And I’m very happy to share this space with you today, Edward.

Edward: Thank you for having me.

Carlos: So talk to the people a little bit about yourself. How did you start in real estate?

Edward: So, I started in real estate. Wesley was my friend for many years. She was also a client in my past life as I was a personal shopper with a luxury department store chain. And in ’21, after the pandemic, they changed our commission structure and I thought to myself, “Maybe this wasn’t the best and highest use of my time.” So, after some cajoling and some convincing from Wesley and my husband, I decided to go and get my real estate license, and I started working and signed at Lux in August of ’21. I was very fortunate and grateful to have the mentorship and tutelage of Wesley, and in my first year, I was able to sell $16 million. From there, in ’22, the interest rates decided to nosedive and go to… or excuse me, skyrocket and hit 8%. And when they did, I realized that being a buyer’s agent might not be the best career choice. So, I decided to shift, pivot, and fully focus on becoming a listing agent. So, 2023 was my first year becoming a full-fledged listing agent. And I targeted Coconut Grove specifically, not only because I lived there, but also because I just always wanted to sell there. Even before I started, I’ll never forget asking Wesley, “Please, I just want to sell like X amount and make it.” And now I’m doing that in just a couple of months and making the earnings from it. So, in ’23, I made the shift, became a listing agent, and from there, the proof is in the pudding. I’ve really focused, harnessed my craft, and perfected understanding price per square foot, understanding the key areas in the Grove, understanding the demographic, and really understanding what it is the buyers or sellers are looking for in order to get the property sold.

Carlos: Well, as a resident of Coconut Grove and a top producer in the Coconut Grove market in Miami, how have you seen that market switch in the past 5 years alone?

Edward: So, I think for us Grovites, the biggest takeaway has been just all the construction. So, when you talk about Bayshore Drive or when you talk about 27th Avenue, you see construction going on at the Four Seasons, then you have construction going on at The Lincoln, then adjacent you have The Well being built, and now off of Grand Avenue, they’re working on the Ziggurat. And these are all brand new builds that are going to elevate the Grove. Condos are trading now at… you know, you can get a good condo at $1,000, maybe $2,000 a square foot at the high end on certain buildings like Park Grove or Mr. C’s. And once the Four Seasons is complete, I think it’s going to totally shift that, as the Four Seasons is currently trading at $3,000 to $4,200 a square foot, breaking records. We saw it in Surfside with the completion of the Four Seasons there, that it started to break records, and now everything in that area is trading at a much higher price per square foot. And I think we’re specifically going to see that happen in the Grove. Something also that’s interesting in that little Grove area is between the Ritz-Carlton, Park Grove, Grove at Grand Bay, the Four Seasons, and Mr. C’s, we’re going to have our own little South of Fifth. And it’s just amazing that a couple of years ago, none of that existed. So, for me, being a resident of the Grove of over 12 years, it’s just something that I’m really proud of—to see the evolution and also be a part of it, being able to service clients that are coming in from other parts of the US and internationally, and really give them that insight and detail because I’ve lived it and seen it from a resident perspective and from a lifestyle perspective.

Carlos: For people that are watching all over the world, what is the Coconut Grove lifestyle like?

Edward: The Coconut Grove lifestyle—there’s nothing else like it in Miami because you don’t feel like you’re in Miami when you’re there. It’s a much slower lifestyle compared to other parts of the city, especially because there’s so much walkability. So, if you’re staying somewhere like, for example, the Ritz or you’re at Park Grove, it’s just nice that you can go downstairs and walk to CocoWalk where they have Michelin-rated restaurants, excellent shopping, and excellent bars. There’s so much to do. I like to call it or consider it like a “walking DUI” because there’s so much to do, or you have the pleasure of a short Uber ride—it’s just 3 to 5 minutes and you can get anywhere you need to be in the area. What’s also really nice about Coconut Grove is that it really is a lifestyle and a family area. You’re seeing a lot of the same people over and over again, and there’s a real sense of community there. We can always tell a Grovite versus a non-Grovite because we don’t honk at each other, and it’s just interesting little nuances there. There is also something to be said about the lifestyle when you are so close to the water. We have that breeze that just brings a slower pace of life. And if you can be in the Grove, it’s probably one of the best areas of Miami. I am biased to it because I do love the restaurants and I love everything that’s opening up, but it is a slower way of life and it really is quintessential Miami. It is maybe not as busy as South Beach or as professional as Coral Gables or Brickell, but you do have some of the prestige dining and shopping, and it’s the oldest city within all of Miami-Dade County. It’s got everything you could ever ask for.

Carlos: I love Coconut Grove. When you look at the Miami skyline, when you look at the different markets and neighborhoods, Coconut Grove is a unique place to be. As you mentioned, it is close to the marinas, close to downtown, the financial district, and minutes away from the airport. So, I mean, there’s nothing like it, especially keeping in mind the restaurants and the lifestyle that is very close to each other and very family-oriented. But for you in particular, you live and breathe in this area. Where are you seeing the biggest migration coming from?

Edward: I think we’re still seeing a lot of migration from the “Big Three” states, being New York, a lot of migration still coming from Chicago, Illinois, and a lot of migration still coming from Los Angeles, California. However, there is also a real move, and people in Miami are starting to notice these… we call them the “Silver Tsunami.” They’re older sellers between 65 and 75, sometimes even 80, who are tired of having their large single-family homes. You’re seeing it from Gables-by-the-Sea to Cocoplum to Pinecrest, and they just want a little bit more walkability and a different lifestyle. These sellers have decided to sell their 8,000 to 10,000 square foot homes on 40,000 square foot lots and move into what makes the Grove so exciting. So, we saw a lot of these buyers come into Vita. We’re now seeing them take over Ziggurat, and now they’re really taking a lot of interest in The Well and the Four Seasons. Now, with that being said, because they’ve already lived in the area for so long, and they go to the Grove for brunch and they’re spending their weekends there, it’s just interesting to see how they’re downsizing. And again, when I say downsizing, from an 8,000 or 7,000 square foot home to something that’s 3,000 or 4,000 square feet, it’s still very large. But for them, it’s that turnkey, “set it and forget it” lifestyle. They can still travel, they can still spend six months wherever they need to be, and it’s brand new construction, and it’s something that they’re very proud of and an asset that’s only going to continue growing in value.

Carlos: How do you help? Because this is an amazing topic that I wanted to touch on, with you representing so many sellers that are making this transition to newer, top-of-the-line luxury products in Coconut Grove. What are some of the challenges that you’ve seen when they make that transition, not only space-wise but transaction-wise? What are things that you advise your sellers on when they’re making this switch?

Edward: I think something that’s so important that differentiates our market today versus a couple of years back—when I started in ’21 or ’22—is that a lot of sellers today are selling because they want to, not because they have to. And what differentiates these sellers specifically as they’re buying these luxury products is that it’s a need versus a want. So, they’re not going to sell unless they get the price that they want. And being an advisor, and being in that advisory role, you have to tell them: “Are you okay if you do not accept this offer at this point because you’re not okay with the price? And will you not regret sitting on the market for another 30, 60, or 90 days?” From there is how you can really gauge and see their level of motivation. Because you can take the horse to water, but you can’t make it drink. And in this stage and in this game of luxury, all you can do is romanticize and try to give them the best advice, but the seller is going to do whatever it is that they want specifically. Because once they sell, then they’re going to want to purchase. So, if they really want to be in one of these new builds and they really want to have one of these new construction homes, you’ll see their level of motivation. I think in the market today, a lot of agents and just a lot of buyers are misreading “days on market.” I don’t think the days on market always tell a true story. I’ve seen properties where they listed in 2023, and they wanted a specific number, and they waited until 2026 to get it. So, if they’re willing to wait, as they have no carrying costs and they don’t have a mortgage on the home, then they’re going to wait. And I think people really need to just keep that in mind—that when it’s a want versus a need, they’re going to do what’s best for them.

Carlos: 100%. Now, for both buyers and sellers, you were just mentioning the price per square foot on these pre-construction buildings, but how do you see the price per square foot trading in these resale homes?

Edward: So, I think specifically in Coconut Grove, when you look at single-family homes, depending on the year built and depending on the finishes and the quality of the finishes, the resale value for some of these homes can be between $1,000 to $1,400 a square foot for single-family specifically. And then when you look at townhouses, depending on the areas, they can trade between $800 to $900, sometimes even more per square foot. So, it just really depends. It also depends on the finishes that you’re looking for. Obviously, homeowners who are asking for Miele, Sub-Zero, and Wolf appliances are going to get a higher price per square foot versus someone that’s maybe using Frigidaire. Not that there’s anything wrong with either, but it just depends on the savviness of the buyer, the savviness of the seller, and what investment they put into the finished product.

Carlos: That’s amazing. I mean, Edward, for you as a top producer agent… you said it earlier, you started making that transition from buyers to sellers, but many of our partners, as they go building and scaling their business, they do it all, right? You help and consult as many people as you can, and you’re running a business at the end of the day. So, in this consulting process, you’re also doing a lot of things for yourself—being in front of buyers, sellers, networking events… you’re building your personal brand, which is important. When you’re having these conversations with people looking into the market, when you’re talking to other agents about Coconut Grove that might not have your experience, what are some of the biggest things that you’re seeing today when it comes to, specifically for real estate professionals that are watching, acquiring more listings or generating more transactions in the year?

Edward: I think one of the things that really opened my eyes to the power of branding is the compounding effect. And it’s interesting, as I was telling you guys earlier, I really started my career door-knocking. And I remember when I first started door-knocking, even before I could even afford my first $500 worth of door hangers, I said, “All I want to do is just have listings and just be in one area,” because driving around is a lot, and the buyers don’t always have to buy from you. So, it’s just a lot of energy spent and a lot of hope sometimes that they’re going to transact. With the listing side, because the seller is telling you they want to sell, you have the other 50,000 Realtors helping you do your job. Because once the property is marketed correctly, you have a lot of other agents that are going to help you bring that buyer. So, the listing side to me was very important—that I learned it and mastered it because I just wanted to better serve my community. So, in terms of just starting with door hangers, it was very interesting. When I got my first listing, which was worth, you know, $2 million, from just one door hanger—shout out to Pearly and Frank, I just really appreciate their trust and that I was able to achieve and get them a sale. It wasn’t even just that. It was also now, because I’ve been doing it for so many years so consistently, now I have neighbors say, “Hey, I didn’t get a door hanger from you this month.” And it’s just funny because when I first started, I used to think to myself, “Oh, they’re not going to like it, oh, they’re going to think it’s a bother.” And some people do, and I understand that. But at the end of the day, I’m just trying to achieve a result and I’m just trying to raise property values for other sellers in the area to ensure that they get the highest and best. And who better than someone that’s not only an advocate for the area because I love it so much, but I also live there. So, it’s benefiting all of us in the end.

Carlos: And I mean, for those sellers that are looking at you today and they’re thinking about selling their houses with you, I mean, you invest so much in raising awareness for the market. You’re in front of buyers that are coming in and searching online for these projects, for these areas, so you can showcase your listings to them. I mean, everything that you do offline as well to raise the value and help your clients get the high price point and the property sold within their timelines. I think you’re doing an amazing job on your business, and it’s good to watch, and we’re going to have many of these series. But I would like to now talk a little bit about the specifics of these particular pre-construction projects that are coming. I mean, we mentioned the Four Seasons, we mentioned The Well, we mentioned Casia and Ziggurat, right? So, let’s break them down one by one, especially for people that are watching.

Edward: So, Four Seasons, we’ll start at the top of the line and we’ll go down. Four Seasons is 70 residences plus. It’s going to be 22 stories high. What’s interesting about the Four Seasons is that there’s nothing else like it. It will raise the property values in Coconut Grove because it is the premier property. It will become the best building, overtaking Park Grove once it’s completed in 2028 or 2029, depending on how long it takes. And what’s also interesting is that it’s trading at $3,000 to $4,200 a square foot, breaking all records in the Grove. What’s also so great about the building, and when I’m talking about that “South of Fifth” feel that the Grove is going to have, is that the Four Seasons is going to open a Michelin-starred restaurant. We don’t know what the name of it is yet, but it’s going to be open to the public. And what’s so amazing about it is that you’ll have, between the Ritz-Carlton, the Four Seasons, and Mr. C’s that they just opened—the specialty—it’s just all these boutique high-end dining options that are all walkable. So, the caliber of people that will be in all these areas, and the attraction that it will bring to Coconut Grove as they’re all on Bayshore Drive, all facing the water… there will be nothing else like it. And what’s so wonderful about being a Grovite is, again, even though it’s more expensive than what maybe people were paying before, it’s also raising the caliber of buyers and sellers that are coming into the area. It’s just the changing of the times. It’s nice, from a sleepy town a couple of years ago, to now having all this new construction and all these new developments. Going into another great building that I really love and appreciate since it’s so boutique and there’s a high trend for this now, that would be the Ziggurat. So, the Ziggurat is also going to have a Michelin restaurant; it’s going to come from the owners of Los Félix. And what’s also great about this area is that they’ve also invested about $8 million with the help of the city to put a brand new park around the Grand Avenue area. What’s also great about Ziggurat is that it’s going to be just 19 boutique residences and they’ll be trading between $2,000 to $3,000 a square foot. And I mean, they’re already at 70% completion. Most of the homeowners who have bought there are actually downsizing from larger homes in Miami. And that’s what’s so interesting about Ziggurat—that people see, with no water view, they see the potential of the walkability and the excellence that the Grove brings. With that being said, they’re also going to add 100,000 square feet of commercial space, which is just great for the Grove because it’ll bring more business and it’ll bring more small businesses, hopefully, into the area. So, that’ll be wonderful for us. And what I also love about the Ziggurat project is that—just because I love The Last Carrot, the dry cleaners—they’re also going to make sure that there’s space for them, which I just think is great for us Grovites who have been here for many years. Something, moving on to The Well. The Well’s trading starting between 1.5 and finishing at 8.7 million. This is a wellness sanctuary. And what’s so interesting is that for everyone that’s coming from New York, as I was saying earlier, we have a lot of buyers still coming down from New York. It’s going to give them that feel of New York that’s so important to them. So, part of the membership, once you purchase at The Well, you’ll be able to use IVs, you’ll be able to use all these different wellness capabilities. And what’s also great about The Well is that they’re also townhouses. Again, no water view, trading at over $2,000 a square foot. It’s just great because it’s helping raise property values in the area. And then the last property that I’m very proud of that’s opening in the area would be The Lincoln. Lincoln is going to be across on 27th Avenue. It’s much smaller, so it’s a boutique building under 20 residences. And this will be something that will be completed by the end of 2028. And what it’s doing is that it’s rebranding 27th Avenue. Glass House started this in 2021 or 2022 when they finished being built, and now The Lincoln will be the newest asset on 27th. And again, it’s kind of what I’m talking about in the sense of this 27th Avenue to Bayshore Drive—all these brand new builds, all new high-net-worth individuals that are coming in, and it’s just going to raise the caliber of the Grove and really continue to put us on the map as one of the best destinations to live in all of Miami-Dade County.

Carlos: I love it. I mean, one of the things that I really, really like about this project is that most of these developers that we’re talking about are actually locals, correct? From Miami, right? They know the lifestyle, they respect the city, they understand the value of Coconut Grove and everything that it brings. And these are the developers that are building our city and are building in the Grove, understanding who is coming to the Grove and what they want to deliver as a finished product. So when you’re looking at it from, let’s say, an out-of-state buyer that maybe doesn’t know the difference between Coconut Grove and Coral Gables, right? I definitely want you to talk a little bit about those nearby communities, because it is important for somebody that’s coming out of state, from New York, from LA, from Canada, to understand the difference not only financial but lifestyle-wise between Brickell (the financial district) or Coral Gables.

Edward: It’s… you know, these developers can live anywhere, and it’s nice that they’re putting their money where their mouth is. So, you know, you have someone such as George Pérez, who purchased or helped build Park Grove, and he lives in Park Grove. He ended up selling a single-family home in the Grove and he ended up living in one of his penthouses in Park Grove because he loves the walkability. It’s just nice that you’ll see him walking around all the time. Someone else like Ugo Colombo, he helped build Vita, and now he’s building the Four Seasons—someone else that really believes in the product and believes in what he’s building. Alan Morris, who’s helping build the Ziggurat, they’re moving and they’re going to take up some of the commercial space because they want their offices to be there, and he’s also taking residence. So, for any of these out-of-towners, it’s just nice to see people put their money where their mouth is, and they could live anywhere in the city and they choose Coconut Grove to be their home. And I really think it’s because of the specificity of… there’s nowhere else like it. You have great unobstructed views of the water. You don’t have as many high towers, as there are height limits and specifications of what you can build. And also, I think it’s really the walkability. There’s… during the holidays, which is my favorite time of year to be in Coconut Grove, or even now in the spring, there are just so many great events, and it’s just nice to be able to walk to dinner and then walk off your food and come back and just be in your luxury apartment and enjoy great views.

Carlos: That’s amazing. That’s amazing to hear. Thank you so much for giving us that context because I know a lot of other brokers, agents, and interested buyers and sellers in Coconut Grove will appreciate having this information. Edward, within just four years of you being in real estate, you’ve been named ambassador of the Miami Association of Realtors, one of the best young professionals in the area. When you’re talking about how much value you provide to your clients, how much consultation, how important has it been to have the support of such a good brokerage, having good mentorship, understanding and learning in this journey? Can you talk a little bit about that?

Edward: Yeah, I think one of the most important things, specifically being with Miami Realtors and being a leader with them and sitting on the board of Realtors—this is my third year doing it—is integrity. And if you don’t have integrity—and you know Wesley’s always ingrained this in us, and specifically for me—it’s that you have to be honest. Because if the clients trust you, it just makes the process so much easier. And it’s simple things, you know, I’ve had clients call me and they’ll be like, “Oh, you know, thanks for paying for my parking, I’m going to Zelle you some money,” and I’m just like, “No, no money can touch my account.” Even though it’s nominal, silly things like that, it’s that level of integrity. Or when a client asks you something about, you know, a home or a closing or something that may have happened and I don’t know, I’ll say, “Well, let me get back to you,” as opposed to maybe just making something up. Because trust, reputation, and to me, integrity… in the sense of when I’m speaking or when I’m saying something, I want the client to really know that I mean what I say and I say what I mean. And I think that’s what’s really separated me, maybe from other agents and maybe from some colleagues, just because I think people in this business want to get rich quick. And we do… you know, you can earn a great living in this, but I think to me, reputation and building a solid foundation is so important. If it takes me a little bit longer, that’s fine, but I know that a lot of my clients I’ll have for a lifetime, and that to me is the most important thing. It’s really building that trust.

Carlos: Building relationships for long-term partnerships, understanding for your partners and your clients that you’re always going to be there for them, that you’re here to provide the best service that you can to the best of your abilities. And, you know, making sure that you’re a resource for your community and for your clients and your partners is extremely important, right? And that’s something that translates across industries and services, because that’s the same thing and the same values that we implement and culturally train our team on.

Edward: I tell, you know, if I’m representing a seller or representing a buyer, I’ll give them the quantitative evidence, but at a certain point, people are going to do what they want to do. And sometimes it’s very hard because, you know, maybe you need that seller to sign because you need the money, or maybe you need that buyer to sign because you need the money. But it’s just doing the right thing by the client, and they can tell when you’re trying to sell them. And maybe I wasn’t always like that, but after years of being in the business, I realized you can really… when you’re an advisor and you’re telling clients in a very polite way, “Listen, I don’t need your transaction to close in order for me to pay my American Express next month,” they can tell that. And they can really see the difference between someone that’s trying to sell them and trying to get them to do something, as opposed to what I try to do now and what I kind of pride myself in doing—being in an advisory role and really telling them, “Listen, this is why I think you should do XYZ. However, it’s not my decision. This is… this is the medicine. Take it if you will.” And I think people respect you more when they really feel that you are just trying to give them the best advice possible.

Carlos: I 100% agree with that because even within our sales team and our culture, we understand what’s available out there. We understand what agents and brokers like yourself have available, and it’s just a matter of advising you on what’s out there and what we do, but it’s not forcing anybody to do something they don’t want to do. I mean, we’ve seen so many partners building their business in different ways, and I’m nobody to say that one way is right and one way is wrong. But what I’ve been experiencing through seven, eight years of doing this is, you know, when you do things with a strategy in mind, with the right team, collaborating with people that want to see you succeed, that want to help you get to your individual goals… I think that the collaboration effect of being valuable in that sense, talking from experience like you just did for all of the people that are watching today… your experience with buyers, with sellers, what you’ve seen happening in the market, is where a lot of people can understand that you come from that place of trust, that you’re advising based on your experience, where you live, and what you’ve done. So for those real estate professionals that are watching today, right? You have five years of experience, you have done amazing for yourself, for your personal brand, and for your business. What are those things that you would recommend to a starting young agent today in the real estate space?

Edward: I mean, look… I think that, you know, my first year, you make so much money and I was very fortunate that I made so much money so fast, but I was so scared to invest. And I told you this earlier, and I just think… I kind of kick myself. I wish I would have started working with my website. I wish I would have started maybe investing in mailers, and branding, and more logo development, and just really investing in me as the brand earlier. But you’re scared, or you’re unsure, or you’re not maybe really listening to the advice that you’re given, as opposed to, you know, maybe wanting to spend it on cars, and partying, and traveling, and having fun. But if you build that foundation, it just makes it so much easier. And, you know, one of the things that I’m most proud of now as I see my website and I see the feedback that I get from it… I had a seller specifically come into one of my listings. I didn’t know that they were a property owner of another property within the Grove. And they said, “Look, we have someone that we’ve used as an agent before, but we’re not sure.” And I stepped in immediately and I said, “Well, I’m going to make you sure of why you should hire me and why you should hire a specialist in the area.” And one of the things that really helped me get them hooked, line, and sinker was seeing a professional website and seeing the investment that I’m making in myself. Because the investment that you’re making in yourself is the investment you’re putting into your business. And people are not dumb—they see the work, they see the investment and the time. And if you’re willing to do that for yourself, then you’re going to be willing, when it comes time to represent them, to act in their best interest and do it at a high level and with high quality. And that’s one of the things that I would recommend to probably any new agent. I get it, you know, sometimes when money’s tight or sometimes when you want to skimp on things, but any personal development or anything that is going to set yourself apart and differentiate yourself as a high-performing professional, I think it’s going to pay for itself tenfold.

Carlos: Yeah. No, thank you for that. Because I mean, today we live in such a digital world, right? Everybody has access to a phone, a tablet, a computer. So…

Edward: People are looking you up all the time.

Carlos: People are looking you up. They want to see who they’re working with, they want to see who you are and what you do. So, being able to represent yourself to the best of your ability, right, within the funds that you have… regardless, you need to be present where people are searching for you, because if you’re not online, at least to them, you don’t exist.

Edward: Correct.

Carlos: Right. Um…

Edward: You don’t want to be a “secret agent.”

Carlos: Yeah, so either way, I mean, it’s not the only way because you built amazing relationships and we know you have your personal network and the people that have worked with you who know you—they’ll trust you forever, right? They’ll always pick up the phone and they’ll always call you back because they are already seeing, like you said earlier, the value that you bring and how much you help them with their needs. But for any new client that you’re getting, for your personal brand, it is important. Invest in yourself, invest in gaining more knowledge, you know, learn more about what you want to improve in, and put yourself out there. Put yourself out there.

Edward: I think it’s true when they say, even though you shouldn’t always judge a book by its cover, people are judging us—and maybe not judging us, but they’re doing research on us, and they want to see that you’re active and how you would present, or maybe how you would represent them and their best interests. So, I agree. You have to have some digital footprint. You know, I have multi-level marketing where I’m also doing print ads, and it’s just important that it’s all layered because it all works. And I think what is separating the top 15% of Realtors versus everyone else is that they’re dabbling in everything, or they’re really honing in and focusing on one and making sure that’s their racehorse, and they’re just becoming excellent at it. But if you don’t try, you don’t get. So, again, going back to any new Realtor: try it all. See what works best for you. Look, maybe not everyone likes to door-knock, but I liked it and I do it. You know, later today I’ll do it, and it works for me. It’s just… it’s a differentiator that not a lot of people are doing. Because I’m consistent at it, I get a lot of respect for it from the homeowners themselves.

Carlos: No, that’s great. I mean, from a detail perspective, right? What we normally recommend to our partners and agencies initially—like you did, exactly what you did—is to “niche down,” right? You don’t want to be a master of everything. You want to understand your market, learn more about it, and niche down. And if you’re doing that offline, you should do that online as well, right? Um, for us, it’s important that our partners have at least a complete foundation, right? An institutional foundation of a good website to represent yourself so people can find you, but also that you have your CRM and your systems in place. Because you also don’t want to be the person that texts last, or is missing calls, or not having a way to get back to people…

Edward: Getting back a week later.

Carlos: Getting back a week later, right? Because speed is of the essence in any industry, in any business, right? You want to be there when your clients need you. So, from the digital standpoint, that’s one of the things that I recommend to our partners as the foundation, right? Niche down, build your personal brand, and have systems and infrastructure in place so when they’re looking for you, they can find you, and then you can, you know, speak to action on that. I mean, when we’re looking at the layers, as you mentioned, time and money are important. So, choose how you’re going to spend your time, how you’re going to spend your money, and if it’s working for you, then double down on what works best for you. Right now, content—which is what we’re doing—is an ability to get in front of… you know, being one to many other people and providing this value on a different platform on a massive level. So, having said that, I really appreciate you being here. This is going to be the first of many.

Edward: I’m very committed to helping you as much as I can on, you know, the build-out of your personal brand. So, I appreciate you for doing this and being here today as part of The Pipeline. Is there anything else that you want buyers, sellers, or other professionals to know about Edward, and how can they find you?

Edward: Yeah, my name is Edward Guiardinu. I’m a Coconut Grove luxury specialist. I also serve Miami, South Miami, Pinecrest, and the Brickell areas. I love Miami. For me, Miami has always been…

Carlos: Thank you so much for being here today.

Edward: Thank you, my friend. Appreciate you.

Carlos: So, we’ll see you on the next episode of The Pipeline. And thank you all for watching this episode today.

The post Edward Guiardinu: How to Move Beyond Door Knocking to Dominate Luxury Real Estate appeared first on TREMGroup.

How do you survive 37 years in Miami real estate, close over 4.000 homes, and successfully navigate every market shift from the era of beepers to the rise of AI? In this episode of The Pipeline, Carlos Concepcion sits down with industry icon Anthony Askowitz (broke owner at RE/MAX Advanced Realty) to unpack the exact blueprint behind his multi decade career.

Together, they analyze the brutal reality of today’s market and reveal why top producers view technological shifts as business accelerators rather than threats. If you are stubborn about updating your workflow today, you are simply leaving money on the table for other agents to take.

Anthony also strips away the glamour of the industry to break down a profitable Miami real estate strategy, exposing the 5 critical listing mistakes agents make daily, from the smartphone photography trap to flawed pricing brackets that hide properties from active buyers. Whether you want to scale your team or secure your next deal, this conversation is your ultimate masterclass in market adaptability.

Video full transcription

Carlos: Welcome to another episode of The Pipeline. This podcast is dedicated to agents, brokers, developers in the industry. And our goal is to share what our partners and friends who have been in the industry and have built amazing businesses and provided a lot of value to their clients have done to build their pipelines to grow their business and ultimately provide value to their clients as well.

Carlos: And today I have a very special guest. His name is Anthony Askowitz. I’m very proud to be his partner and learn from him today. To give you a little bit of context, Anthony has been in the industry for 37 years, starting his real estate career. He’s been an authority in the Miami market. He has been consistently hitting his goals and helping his clients. He has helped over 4,000 families find or sell and buy their homes, has owned brokerages, sold brokerages, innovated into branding, marketing and have seen this industry change throughout the past almost four decades.

Anthony Askowitz: Yeah.

Carlos: So, it is my pleasure to have you here, Anthony. Thank you so much for joining us.

Anthony Askowitz: Thank you.

Carlos: And tell a little bit about yourself when you started on real estate. What was that like for you?

Anthony Askowitz: What was it like? Well, I was 23 years old. So, that was a long time ago, 10 years or so, but things were very different when I first got my real estate license. 

In fact, I got my license and I said to my father, “Hey, Dad, I got my real estate license.” He says, “Oh, great. Are you going to do commercial real estate?” I said, “No, I think I’d rather do residential.” I said, “I think I want more transactions.”

I grew up with a gentleman who was very very good friends with my father who sold commercial real estate, but he would sell maybe one property every year, then he would have a bad year, and then he would have a great year. And I just didn’t see myself that way. I saw myself having transaction after transaction, just going, going, going. 

I guess I could have done that maybe with commercials, but I saw residential as a different direction for myself. In fact, at that time in the office that I joined, it was predominantly female. A lot of those females were divorced or married to doctors or lawyers. It was a very different time.

In fact, I was known as Tony before I was Anthony. So, when I got to my first office, there was a gentleman by the name of Tony. So, I said, “Okay, I’ll switch to Anthony.” So, I became Anthony back in 1989. You can still call me Tony, but that was sort of the beginning. I was young. Immediately I was good at what I was doing. I worked seven days a week and in a very small window I became one of the top producers in that office of about 50 agents.

Carlos: So, we’re talking about 1989 and we’re now going into 1990. Yeah. Okay. So at that time the whole industry was different. We were talking about that a little bit ago. Um, what are things that you learned that first year that weren’t taught in school that you faced? What were the first challenges that you remember saying, “Oh, this has nothing to do with what they taught me when I did my license.”

Anthony Askowitz: Well, I will say it’s been so long since ago, but I will say this. In 1989, we did not have computers. We did not have an MLS that you can type in and have everything in front of you. We actually had books and the book would arrive every two weeks. It was a thick book with all the listings inside the book. So, if you had any clients, you had to immediately go to the book and look for properties. So, there was a delay if something sold.

The contract was basically one page with three pages underneath with this black film. I don’t remember what they call it, but you write on the top and it goes all the way through. So, you would rip out the contract page to hand it to your client. Things were very different. No cell phones. We had a beeper. Fax machines were just coming in and then within a few months we actually had our first what’s called a dot matrix or computer printer. So, which would go d-d-d. So we did have computers basically around 1990. The office had I think two or three.

Carlos: I mean we’re going to dive in deeper because you have so many stories to tell and education to provide. But you have seen the industry going from like you said no cell phones, beeper, no MLS, no internet, right? 

No access to correct faster speed. 

You were just mentioning you had to drive to get a contract signed. So it wasn’t the same level of access to be able to grow the business predictively at the time, but you are always innovative. You always have been well, first service first because I see you’re an amazing person and you give an amazing attention to detail to every conversation and to your clients and that’s what I mean I think that we all that knows you see that.

But that journey is right and I’m thinking hey what are those benchmarks or those dates in the last 37 years that you remember created a positive impact in your business in the industry can you tell us a little bit about those specific moments?

Anthony Askowitz: So I think back in ’89 ’90 you don’t know what’s coming. You don’t have any idea but you work with what you have and you can do only so much. If I can go back in time to that 23 year old and say, “Hey, do this.”

I think the things that I did back then to create my name brand, for example, and a person today can do it in a much shorter period of time with different exposure of course with the internet, social media. You can recreate what took me years of doing with billboards, TV, trucks, everything that I did can be recreated now. And for a new agent coming into the business, it’s a lot easier and different. They just have to do it, of course. If they don’t do it, it doesn’t matter what tools are available.

But with time, because I did have to drive and you have it was a different time period. You can maybe I sold 20 or 25 homes in that time period and the first year in business or and second, but today with the internet, with electronic signatures, with the ability to really be more in one place at the same time with marketing, you can I could be here where my business is still going and that’s something that we didn’t really have as the ability to back then.

I remember there was an agent in my office and she sold a house for $500,000. Okay, this is probably 1990. $500,000. She’s jumping up and down, running around like it was the biggest sale ever. And it was in 1990 to sell a $500,000 home. That’s like a $6-7 million home today. And it was just really exciting to see. But that energy and the times, you know, I see agents today that will shrug off a $100,000 $200,000 sale, but back in 1990 a $100,000 sale was a big time. It was really a lot.

And I believe that no matter what the sales price is of a home, condo, rental, it doesn’t matter. Those people deserve to have an agent who’s going to be attentive to them. So for me, I’ve always been about units. I’m not about volume. Would I take my car to Gables by the Sea? Oh, yes. I would be happy to. Or Cocoa Plum? No problem. But I think that if a consumer, a seller wants me, they’re going to get me. And it does not matter the price.

And remember too, those same people who are going to sell a $500,000 house today or $50,000 condo 37 years ago, they have friends, they have family, and those people will keep you in business for 37 years. And that’s what I learned. And the same person you sell a house to 30 something years ago, 15 years later, they call you to sell your house again, then they move and they call you again. And the amount of people that I’ve sold, bought and sold for the same family, the same couple multiple times. Unfortunately, sometimes it was at the beginning and now they’re heading off into a different lifestyle over 37 years. You meet them all and it’s really nice to see that progress and that circle of life type of thing that goes on.

But if you learn early on that referrals are the basis of your business basis and that relationship that you build with those clients, customers, friends will last you your entire career and I learned that early and that’s something that I would never change.

Carlos: We usually have this conversation often where again being in the industry you see that there are people looking at the seasonal transactions. There are seasonal agents, they’re looking at the money sign, they’re not thinking about building the relationship and servicing their clients the best they can, right? Nobody’s perfect, but as long as you’re doing the best you can, that client will trust you, will value your help and expertise and like you said they might become referrals for a lifetime, they’ll become partners for a lifetime. And I think that’s very important because we were talking about this earlier and I want your input on this because two things were highlighted right now while you were talking about. One is the importance of adapting to thrive. Okay. Because we don’t know where we’re going to be in five years with new technology arising or what the market is going to be like. But you just said it: in 1990 a $500,000 property, today 6-7 million, and you’re still providing a relationship and value driven to any of your clients.

Now, when you’re looking at the industry, when you’re looking at the percentages, you just mentioned statistics just minutes ago about agents and how many properties they sold or listed last year alone.

Anthony Askowitz: Yeah.

Carlos: And that’s impressive because that means exactly what we’re talking about. There’re people that are looking at it as a seasonal right, money driven, and there’re people that are building their business, believe in delivering and helping and consulting, which is what makes the difference between a professional and somebody that’s doing it as part-time or a hobby. So would you mind sharing some of those statistics? Because you know Miami is uh has what, 60,000 agents real estate professionals just in Miami. 

Anthony Askowitz: Our association has 60,000 but we just merged and we are now at 93,000 and that’s the South Florida association basically. The difference is I think there was some stat I heard that 71% of all real estate agents did not have a transaction last year but there is what’s called the 80/20 rule: 20% of any person in a group of people salespeople do 80% of the business. 

I think the 80/20 rule was very true 30 something years ago. I think today it’s more like 85/15 or even 90/10. I think that 10% of the real estate agents in Miami not only have a grasp on the real estate business, they have the clientele, the business, they’ve spent the time to learn, educate themselves, and that they are so much more valuable to their clients because they’ve taken the time to do it.

I think you were talking about short-term or shortsighted. I go on an appointment and I will say to the seller: “When I do a good job for you, which I will, can I expect two referrals from you?” If I ask them for it and they will say yes, they will give me at least two referrals. If you ask for it and you set expectations and you say “I will do this, this and this and we will have this incredible um experience…”

Carlos: Yes.

Anthony Askowitz: Result. The result will be you because it doesn’t come down to compensation. Compensation is what it is, but the compensation or the referrals is so much greater than that one sale of that one property. Um the relationship that you built.

So agents who are there come and go. “Oh, it’s so glamorous, so glamorous to be a real estate agent. It’s so I set my own hours.” You don’t set your own hours. You don’t. And if you do set your own hours, that means you’re not doing. 

If a seller wants to sell their house, they call you. You show up at what time they’re available, if you could fit it in and move around. A buyer wants to see a property. Buyers don’t want to see a property when you’re available. It’s when they’re available. And you have to accommodate them. It’s after work. It’s on weekends. It’s so glamorous. It’s raining out there. It’s hot out there. Understanding what you’re there doing, it’s so much greater.

And the real estate business is ever evolving as you mentioned. Um what you know people say that, “Oh, the internet is going to wipe out real estate agents.” It didn’t. “AI is going to wipe out real estate agents.” It’s not. But there will be changes. There may be um less agents, which is perfectly fine. 

We do not need 60,000 real estate agents in the Miami area. We don’t. That’s just a fact. But what we do need is experienced agents, agents who know what they’re doing and those who really have the best the consumers’ best interests at heart. And I think that makes a difference.

Carlos: I think that it’s exactly what you were referring to earlier on where the agents that adapt, that now understand that these tools that are coming up are just tools to help them be faster, better.

Anthony Askowitz: Yes.

Carlos: Uh, saving time while still providing value is what’s going to make the difference. And we were talking about something that I want to span on which is what you said it. It’s like today is easier for an agent to get all the branding within a week that may have taken me years, months to plan in the ’90s.

Anthony Askowitz: I think I could plug TREM right here. This is a good place for a good plug.

Carlos: Well, it’s a conversation, but…

Anthony Askowitz: But realistically, this is truly what can be done in months with you guys. What I’m able to do with you all is expand what I wouldn’t be able to do on my own. That’s truly what you guys do.

I mean, back in the day, I had been talking earlier. I was the first person in Miami to put my face on a real estate sign. Um, those signs rotted. 

It was so early technology, but because of the humidity in Miami just rotted those signs. But to be the first to think of outside the box. I was actually at a real estate company for nine months, my first company. I actually left that company because they wanted me to think inside of a box and whatever they said went. That was it. There was no thought process. “This is how you do it.” And I questioned that. I questioned why can’t I have my face on a sign? Why can’t I? It was just a different mentality.

So, I did leave my first company after nine months and I’ve been with the same company now for 36 years since I left that first one. But this company that I’m with now, RE/MAX Advance Realty, allows me to think, allows me to be an entrepreneur. It allows me to think outside the box.

I had a truck: “Buy or sell with me, use my truck for free.” So people would buy or sell their home with me and they would use my real estate truck to move their home from one home to the other. And it and people would say, “Oh, I saw one of your trucks,” plural. I only had one, but that truck was all over the place. Uh it was being used. 

So it was great advertising. But what happened over time, people stopped using the truck. People started using moving companies and just cost and to have a house in Miami, basically the truck became obsolete. But I used that truck for a good 20 some odd years, actually. I had ended up with three trucks over time: first one, second one, then the third one, but one at a time. So…

Carlos: Well, I think that people that have been in the industry for this long might remember the truck, they might remember the Askowitz TV commercials, your adaptation to you know the whole process. And now with us, our goal is to establish it digitally because you also have a broader reach now that you can get to everybody’s phones, devices, and be in front of the people that you want to work with.

Anthony Askowitz: Your reach is so great. Um uh and I was telling Stephen who’s over there, he’s our partner and we always give a shout out to him because he’s our chief marketing officer as in here in the studio. He’s amazing. So, I enjoy reaching out to him and texting him with that, “Hey, I just got a lead from you guys based on what you guys have produced.”

I got a call yesterday. It’s not 100% that it was from you all, but I think it is because it’s not something I did. Um and they found me um one because I was with RE/MAX and they were looking specifically for a RE/MAX agent, but they’re in Canada. So, how did they find me? It’s because of everything that you guys are doing. So, I think that reach would not have found that person. Um, and they’re going to be moving to Miami, buying a condo, million and a half to two million. I think that’s a good day. So, it’s that relocation. It’s getting that information out. And you can do it another way, too. You can take your properties and also expand the window of opportunity.

Carlos:There are a couple things that I see daily and I think that most agents are always expecting. I mean most agents that are not that do not understand what it takes to be at the highest level of the industry, they always want the quick fix, right? They’re like, “Okay, I want to be there quickly,” and they’re not looking at the long term. And it’s not one or the other. What you have done through 30 years and what we do is just compliments to be…

Anthony Askowitz: Sure.

Carlos: …you know, to have your online brand and online infrastructure findable, you know, displaying your brand. And I’m telling you this because that’s exactly, and we were talking about this right before we started recording, people want to be in that 1% without knowing what it takes. And you also put a great analogy because for those of you watching, Anthony was the number three tennis player in Florida uh and the 50s uh the 50-year category. And I would love for you to uh do that analogy for our viewers.

Anthony Askowitz: Okay. So, uh, a little over 10 years ago, I set a goal. My goal was to be in the top 10 tennis players in the state of Florida in the 50 and over division. So, I went to my coach. Um, yeah, I’ve been playing tennis at this point for 40 years, and I still have a coach. Um, I’ve had different coaches along the way, but to me, a coach will find things that in your game that may need a little tweaking or just someone who can help you with your business. There’s no difference.

Remember, real estate in my opinion and sports and tennis, all the same thing. You have to hone your skills. 

So, I started working out heavier, playing more, watching what I was eating, and I started playing in tournaments, and I started winning. I was in shape. I was prepared. Um, and I was number three in the state before I knew it after winning a few tournaments. I never played number one and I never played number two. But by honing my skills and doing what it took to achieve, I was top 10 in the state of Florida. Uh, something that I’m very proud of.

I stopped there because I hit my goal. I am very goal oriented. And even in real estate too, I set a goal and I work to achieve it. Sometimes my goals are very lofty. And people will say, how are you going to achieve that goal? If I said to myself, I want to sell one house a month, 12. Okay, can I do that? Yes. But if I set a goal of selling two houses in a week, I’m going to achieve it. I’m going to push myself to do it. It’s seeing what is coming and preparing for it. I don’t just react today. It’s about what’s coming. I see the future and I want to be in the future. I want to be relevant in whatever I’m doing.

So, for those real estate agents out there, hone your skills. You need to be taking classes. A real estate coach is not the worst thing. Talking to your broker should be a really good coach and honing your skills and figuring out how to get from here to there. I mean, one of the biggest things that I find that real estate agents don’t have, they don’t even have a listing packet. They have no listing packet. They have nothing when they show up on a listing appointment.

Carlos: Let’s talk about that because before that, how many properties have you consistently been able to represent year-over-year?

Anthony Askowitz: Uh well, last year I had 121 transactions. So, um, this year I’ll be about 150. So, I’ll average about three transactions a week this year. I do have a team. So, it’s not just me by myself, but I do have a great team. I have support for everything. Um, the consumer seller, my sellers want me to be there for the showings, for the negotiations, for certain things that are important, but the seller doesn’t need me to be putting up a sign, ordering a sign, or making brochures. That’s not something that the seller is really wanting me to do. They want me to be there for what’s important. And I’m able to be there because I have a great support team behind me.

Carlos: So, I want to now talk about that because I do know how much your clients trust you and love working with you because you know you have them, you have their priorities in mind and you know you negotiate for them and you’re trying to get them the best deal possible. So, what are things that sellers today in Miami need to know when they want to sell their house? Why should they be aware of when working with a real estate professional? And what are the five mistakes that you see other listing agents do that might affect their clients?

Anthony Askowitz: Wow. Okay, that’s a two-part question.

Carlos: I’m sorry. We can repeat that.

Anthony Askowitz: We were going to take the second part first. We’re going to take the five mistakes that real estate agents that I see all the time. Uh the first mistake is the photos. Oh my goodness. Close the toilet seat. 

Just do something or take the photos, not with your iPhone, though the photos are getting better. Use an app and clean up the room. I mean, there’s apps now that you can uh you can put in furniture. You can uh make the sky blue. Use it. I mean, if you take photos with your iPhone on a cloudy day, use an app and make it presentable. 

I think that part of the marketing of an agent is to get that house ready for sale. And the first impression of those photos, horrible. And if you expect other real estate agents to uh show it, that’s a problem. Or and/or the consumer. With the photos. 

The first eight photos have to tell everything about the house. So, having eight photos of the front of the house is no good. The front of the house is fine. If there’s a beautiful backyard, if it’s looking on a lake, uh the kitchen, certain things that are appealing, why did that seller buy the house? So, even the positioning and the order of the photos, really important.

Pricing strategy is also very important. So I’ll see a listing. I’ll give you two examples. Uh listing will be listed for $510,000. And I’ll say what are they thinking? Obviously this seller probably wants $500,000. Sounds like that’s what they would want to do. But what they’re missing is having a pricing strategy. The strategy is how does the consumer search for a home? They’re going to put if they’re searching on their own, same thing as a real estate agent. A real estate agent’s going to go in and type in a range. So, they’re going to type in 450 to 500,000. If they’re asking 510, they’re not being seen. They’re not in that range.

And if they’re going to go from 500, they’re going to go to to 550. 

At 510, now you’re competing against a 550 home. So, having a strategy and understanding that, and it goes the same way, too. I used to price everything at 499,983 actually was my good luck number. But I got away with that because of this pricing strategy because up to 500,000 they would see it. 

But if 500,000 was their bottom number at $499 it’s not seen. And along those same lines a seller sometimes they’ll price that same house let’s say at $495. That seller has given away $5,000 before they ever started. Negotiations give that $5,000. Price it at $500,000. The same buyer looks at it at 500,000 or 495. Same buyer. So there is a difference in real estate agents. There’s a difference in strategy, a different way of looking at things. Everything has to be done well thought out from start to finish. There’s no halfway. So I think there were three?

Carlos: Those are three. Now maybe some of the contracts uh issues that you see when selling a house. Um

Anthony Askowitz: So along the same lines, how long does it take to upload the seller’s disclosure? It should be there being prepared. Um all the information accuracy of what is inputed, garbage in garbage out accuracy. And I find so many mistakes um on other real estate agents uh input sheets of what they put in there. 

So oftentimes a home may expire and I’ll look at the input sheet and this is wrong, this is wrong, this is wrong. I mean, for example, if the house is vacant, there’s no reason for a 24-hour notice on a vacant house. But if a real estate agent on Monday morning wants to show Monday afternoon and they see 24-hour notice, they’re not going to call because there’s not 24 hours for those who know what 24 hours means. 

So, the point is to think about everything from start to finish, from A to Z. Everything has to be thought out. There’s no halfway, no partial. It has to be a system in place to make sure everything is correct.

Carlos: To that point, and just to reiterate because I think those are very important topics and it kind of translates to the build out of your brand and how you have you need to have a strategy for everything that you’re looking to do. I mean, pictures are crucial because the way it is today, you have to upload that listing into the MLS.

Anthony Askowitz: Yes.

Carlos: And then that listing gets distributed to every agent, broker sites, platforms out there, which is where consumers are today searching for…

Anthony Askowitz: Correct.

Carlos: …online. So if you don’t , if you don’t have that first impression high, they’re not not even going to click on the property to even try to schedule an appointment. So you lost the listing before you even posted it or showed it. Then the pricing structure, I agree with you. I mean, you have so much experience listing homes, and we’re going to talk about the markets and how you see the condition of this market now. But that was the second one. And the third you mentioned was the um 24-hour notice, 

Anthony Askowitz: the information put in. Okay. Perfect. 

Carlos: Now, if I’m a seller today…

Anthony Askowitz: Yes.

Carlos: …right. And you do all these five things.

Anthony Askowitz: I will. I will.

Carlos: Central point: if I’m a seller today and I want to list my house, how can you help me get it done sooner rather than later?

Anthony Askowitz: So the first question out of my mouth was, what are your goals, right? What are your goals? I will work with your goals. If your goal is to sell it quickly, then we have to have a strategy for it. If you have more time, we have a strategy for that. Everything is based on you. But then the question of expectations, what is expected? Uh, what does the consumer sell it for? What do they actually hear? So, it all goes together. You as an agent ask the question, what is your time frame? What are your goals? Why are you selling? Where are you moving to? Do you need help uh relocating to another area? I mean, finding an agent on the other end is something that we can also do. So, it’s having a strategy once again from start to finish. 

Carlos: Listen first to consult later and then define the right strategy from A to Z to help that person.

Because there’s many different scenarios, especially in our market. There might be people that want to sell because maybe they’re they want to downsize, maybe they want to upgrade uh maybe they’re moving and relocating or buying a condo, divorce. 

So there is every situation possible. So you analyze each case individually and then you present the best strategy and option for it.

Anthony Askowitz: But I will also explain the strategy. It’s not just, oh, do it this way, right? It explains why this is a strategy. So I think that part of my job is advisory. It’s also, you know, it’s uh this is why we do this. As I mentioned with the pricing strategy, how to explain why you price it this way. Why do we do what we do? It’s based on your needs and your wants and your desires and goals.

Carlos: So Anthony, let’s switch it a little bit to how you see the market behaving. Where do you see the market going? We already help you understand what it was like in 1990 price point wise, but how do you see the market behaving in Palmetto Bay, Cutler Bay, Kendall area, um Pinecrest, which are areas that you know very well, you help so many families in those markets. How do you see that market behaving right now?

Anthony Askowitz: I think they’re very stable areas. Um, in many ways I think that the consumer sellers happen to think that their houses are always worth more than they are. Um, uh, you know, I often ask before I go on that appointment, how much do you think selling your house is worth? I always ask because I kind of want to know what I’m up against or what I’m going to be dealing with. It’s so much more fun when they tell me a price and it’s actually worth more. That is so much fun. Um, but it’s when we’re right on uh the same, that’s easy. But when the sellers expect so much more for the house than what it is, that’s a problem.

And then as an agent, an agent has to make a decision either even to take that listing or not to take the listing. There’s a saying in real estate: it’s best to be the firstborn, second spouse, and third realtor. They all get the benefits. 

So that third realtor, the first two fought with the seller about price and everything and then that third one just came right in and boom. I think it’s setting expectations and talking to that seller. Sometimes I choose to not be the first agent. Um if the seller’s expectations are not in line with the market, I’m not going to get referrals from them. They’re not going to be happy with me. 

Um, in fact, they may even say something negative. Don’t want that. Um, my name is very valuable to me and the likeness and that I’m not the McDonald’s arches, you know, I don’t have to protect that, but I have to protect my name. It’s what I have. Um, so I think you have to make choices in your business. What is the most important thing with the seller? But it’s um expectations.

Carlos: Is so important that topic because you don’t have to get everybody’s business if it’s not the right business.

Anthony Askowitz: Correct.

Carlos: And I feel like people will appreciate more if they’re not the right person or you cannot help them that you tell them because once they go through spending them the time or the money or they go through the frustrations that you could have saved and advised against, they’re going to value your honesty in that initial consultation. They’re and again you’re saving yourself I mean protecting your values and what you believe in.

Anthony Askowitz: Sure.

Carlos: By not um taking that listing or taking that business if it’s not aligned with the market, the expectations or the goals of that giving client.

Anthony Askowitz: Having a sign on a property for 6 months, eight months, no, the neighbors see it also.

Carlos: And usually that happens because all those five steps weren’t met, the expectations weren’t consulted correctly, and then there wasn’t the right strategy in place.

Anthony Askowitz: A seller who’s motivated or has a reason to to sell is a seller who will do the best if they price it correctly at the beginning. They’re going to be so much better off than by chasing the market down if that’s what they end up doing.

Carlos: Anthony, part of the purpose of this podcast, too, is to kind of bring light to agents who want to, if they’re starting, build a career out of real estate or if they’re already in the industry, how can they elevate and predictably grow their business? Okay, you’ve been innovating, investing in yourself, in your name, in your brand for over 36 years, 37 years. So I want your feedback and I want your opinion for them on how they can do it today. I mean besides everything else that I told you, being value driven and service driven first, but how can they succeed? Because like you said, in order to stay in the game for longer, you have to adapt. You have to thrive. You have to learn. You have to continue to improve. Hone in your skills and provide value to your clients through the five strategies. But if I’m a new agent, if I’ve been in the business and I’m no longer looking for a quick solution, I’m looking at the long term, what are things that you recommend to help them in their business?

Anthony Askowitz: Okay. Well, this may be a little controversial for some of the things I’m going to say, but I’m going to say it. Uh, first thing is do what is best for the consumer, not what is best for you. That’s numero uno. 

Agents choose companies that they perceive is better for them if it splits or whatever it is. But the consumer, the seller, the seller has a choice. The seller has a choice. They can buy a watch. They could buy a Rolex or a Swatch watch. They both tell time. Which one does the seller want?

Carlos: The one he wants.

Anthony Askowitz: Huh?

Carlos: Do they want the Rolex or the Swatch? Swatch watch. Do you know what a Swatch watch is?

Anthony Askowitz: Yes. Yes. Okay.

Carlos: I like the watch and I like the Rolex. So…

Anthony Askowitz: Well, which one would you rather have?

Carlos: Both.

Anthony Askowitz: No, no, no. You can only have one.

Carlos: I like the Rolex. Okay. Has the brand trust. I like history.

Anthony Askowitz: Tells all the time. But yes, that is what the consumer wants. Just what you said, the Rolex. Are you wearing a Rolex right now?

Carlos: Actually, right now, yes, I am.

Anthony Askowitz: Oh, look at that. Okay.

Carlos: Cartier had to say.

Anthony Askowitz: Yes. Yes. So, you chose to wear a Rolex instead of a swatch. The consumer seller can choose a Rolex or a Swatch. They both can sell real estate. They both tell time. But what does that consumer want? They would want a Ferrari. They want the name brand to go with it. And a lot of the agents out there don’t have a name brand yet. So you should rely on your companies.

I’ve been at the same company for 36 years and the company I was with before had a name brand also. The company I’m with, RE/MAX, is in 120 countries throughout the world. 

Do you think I don’t use that on a listing appointment? That everyone knows our name, that people will have no problem putting 50 $100,000 into our escrow account because we’re RE/MAX because they know it? 

That if they go to any foreign country, they see it everywhere.

Understanding the consumer, doing what the consumer wants, what’s best for them. So, I think that’s the first thing.

Second thing is being in an office that is conducive to growth, that has a uh the yellow brick road of how to get to Oz, how to get to that goals. I think it makes a difference. Um I a lot of people are brokers who are good teachers, but they may not be good coaches.

Carlos: Coaches or or or or producers.

Anthony Askowitz: I find that um to me having someone who produces or people surrounding myself with people who produce is a benefit to me, being around like-minded people. I’ll give you another analogy. Sports. 

We like sports. So, if you play uh basketball with my three daughters, you’re going to play at a certain level, though they’re very good. Okay? But if you play basketball with the Miami Heat, you’re going to play at a higher level.

So, agents will choose an office because it’s around the corner or their best friend sent them there or whatever. There’s a saying about you surrounding yourself, your five best friends are your…

Carlos: …determine your future.

Anthony Askowitz: So, if you surround yourself with people who produce more than you, you’re going to push you. And the amount of agents that I find that choose to go to a small boutique office, which sounds nice, but the sellers aren’t calling them to uh they’re not competing on interviews uh for listing appointments. The big boys are. 

The opportunities, extras, all these intangibles that you get with being with a uh name brand company. And there’s other name brand companies out there other than RE/MAX, but RE/MAX for me has been the best place that I can ever imagine for me. I think for those who want to produce and achieve.

The average RE/MAX agent for example, this is not a commercial for RE/MAX but it is I guess uh out sells everyone else two to one. This nationally a RE/MAX agent sells two times more than any other company. 

You surround yourself with higher quality, the intangibles, referrals that come in. There’s so many benefits of being with and I think once again agents are short-sighted that they will choose an office for the 110% split. And 100% there’s nothing. 100% of nothing is not as good as 50% of something. And when I first started in the business I’m going to tell you I was at a 47 and a half percent split. Meaning I got 47 and a half and my company got the rest. That’s what it was back then. Granted, the structure has changed a lot now in those 30 plus years, but what hasn’t changed to me is the consumer wanting the Rolex. Um, and going in there prepared and knowing what you have to offer. I think it’s a big difference.

Education. There are a lot of education opportunities out there that people are not taking the chance to learn. I mean, they should know what the contract looks like backwards and forwards, the sales contract, the listing contract, know about homestead exemption, portability, know about basic laws that are available to them. 

And I think by not knowing these things put them at a disadvantage. And every listing for every agent out there has a huge value. What is the value if the value of a listing is let’s say $15,000? Let’s use that as a number. What would you do for $15,000? What would you do if you went streaking down the street naked for $15,000? What are you willing to do?

So the idea is to concentrate on your business. Work your business. Don’t be watching The Bachelor or The Bachelorette. Do your business. Uh work your business. 

That 23 year old understood that he could give up his weekends and work seven days a week for the future. He understood that. He understood certain things. If you get your sphere of influence, put it together now. You do your database, get it all ready that you don’t have to do in 10 years, 5 years, you just add to it. Setting up your systems today, those nuts and bolts today helps you down the road. It’s all about what you want to achieve. And I think it all goes together.

Carlos: I like that a lot because I mean, even from different backgrounds nowadays, you have so much smoke and mirrors out there.

Anthony Askowitz: Oh, yes.

Carlos: Right. You have so many gurus telling you how you can be a millionaire overnight and how you don’t need to spend time or sacrifice to succeed. But uh my partner uh Stephen and we always talk about this is like overnight success sometimes takes 10 years or 20. And you have to sharpen the axe. You have to be better. 

You have to educate yourself and dedicate yourself if you want to be better and build something that lasts. And I think that’s a fantastic point that you know that you’re giving to everybody that’s watching and to me because I look up to you and I appreciate you being here today. And I think you’re wearing the dot with everything that you said. 

And it applies not only to the real estate industry. It applies to everybody and to everything that you’re willing to do and sacrifice for them from the 23 year old to the almost under 60. That’s how you get to your goals. 

That’s how you say your goals. You make a plan, you make a strategy and you work hard for it, right? And then you choose the right systems, you shoot the right the right partners and that allows them to grow. 

So I do value you a lot. I appreciate you so much for being here today with me and sharing this space. I hope that everybody on the other side of the camera on the other side of this channel enjoys it too. 

And if any of you are looking to contact uh Anthony, you can go to askowitz.com. Yeah. Or how can they find you online?

Anthony Askowitz: Well, you could follow me at Anthony Askowitz um on Instagram, Facebook, um and you’re welcome to call me at any time at 305-879-7979.

Carlos: There you have it.

Anthony Askowitz: You can text me if you have questions or I have nothing uh but wanting to help out there.

Carlos: Anthony has so much knowledge that I really hope that you join us again.

Anthony Askowitz: Oh, sure.

Carlos: We have another conversation to provide more information because I mean you’re it’s amazing to have you here.

Anthony Askowitz: Anytime.

Carlos: So we have a little thing, a couple more things to do. So for now for The Pipeline, we’ll see you on the other side. Thank you so much for being here.

Anthony Askowitz: Pleasure. Thank you.

The post Anthony Askowitz: Adapt or Die: How to Survive Real Estate Market Shifts appeared first on TREMGroup.

In this episode of The Pipeline, Carlos Concepcion sits down with Adrian Sanchez, founder of Wire Miami and one of Miami’s top-performing pre-construction and luxury condominium sales leaders, for a powerful deep dive into how real estate agents, teams, and developers can use the right marketing strategy, IDX-powered websites, and lead generation systems. to scale multimillion-dollar sales.

With more than 20 years in Miami real estate, Adrian shares how he survived the 2007 market collapse, pivoted into foreclosures, development, and investment properties, and ultimately built one of Miami’s most productive pre-construction lead pipelines—now responsible for tens of millions in luxury condo sales across projects like E11even Hotel & Residences, St. Regis, Mandarin Oriental Residences, Waldorf Astoria, and upcoming ultra-luxury developments.

This episode shows why digital infrastructure, IDX-powered project websites, and relationship-driven follow-up systems—the foundation of TREMGroup’s real estate marketing ecosystem—are now mission-critical for any agent or brokerage operating in the pre-construction and luxury real estate space.

As Miami continues to attract global investors, high-net-worth buyers, and developers, Adrian highlights why owning digital real estate through project websites, IDX platforms, and lead capture systems has become just as important as owning physical property. This reinforces the role that TREMGroup’s real estate websites, IDX technology, and full-stack marketing programs play in helping agents, teams, and developers control demand, generate qualified buyers, and scale their presence across multiple new development projects.

Turning Pre-Construction Leads Into a Long-Term Sales Pipeline

• How real estate agents convert pre-construction leads into multimillion-dollar buyers
• Why every major condo project needs its own IDX-powered website
• How to dominate resales by controlling your original buyer pipeline
• The difference between average agents and luxury real estate professionals
• How relationship management outperforms cold prospecting
• Why ultra-luxury buyers require expertise—not automation
• How TREMGroup’s digital marketing platform fuels project-level domination
• Why St. Regis, Mandarin Oriental, Waldorf Astoria, and FAENA-style developments require dedicated digital ecosystems
• How Miami’s new-construction market rewards agents who own their audience

Video full transcription

Adrian Sanchez:
How you doing, man?

We’ve been in the business for a long time now—Wire Miami, 20 years. I can’t believe it. We’ve had to change and evolve so many times with the market. We actually started in pre-construction real estate back in 2005 and 2006. I remember I didn’t even know where my business was going to come from. I just worked really hard, which is what a lot of people don’t understand—this is not an easy business. You work hard and you get what you put into it.

Back in 2006, I remember my first deal. I got a phone call from someone I did not know. That was really my first lead. I took it upon myself to nurture that relationship. They were interested in buying a condo at Bentley Beach. I ended up selling him a unit, and then he bought eleven more. So we did twelve units there. That’s really how my business started.

But the market took a big hit in 2007, and honestly it was a wake-up call. I lost everything. My family and I lost everything. And I needed that. Sometimes you need a good slap in the face to realize there’s more to making money and living the Miami lifestyle than meets the eye.

We evolved. We started buying at foreclosure auctions. We started flipping houses and units. That’s how we got back on the saddle. From there, we started doing shopping centers. We started buying and selling properties. We started working more with developers, finding land to develop new projects. Slowly, I started getting back into pre-construction real estate.

In 2020, during COVID, we were already in the process of working with you guys. You helped us tremendously. Our first website was Wire Miami, and our second was a project-specific site for 11 Hotel & Residences. That was the first of many websites we would do with TREMGroup. Today, I think we have about ten or eleven websites, and we generate leads through all of them—from St. Regis to 1428 Brickell, Mandarin Oriental, and 11 Hotel & Residences.

We’ve been able to sell almost 100 units at 11. Here at Mandarin, Fortune announced that they sold $87 million in the summer, and I realized I sold about half of that. That was directly connected to the leads we built and nurtured through the platform.

At first, when I started with TREMGroup, I wasn’t sure it was going to work. I had built my business on relationships. But then I realized that the platform is just an extension of that. The leads need to be called. You have to nurture them. You have to maintain the relationship.

At 11, we sold over 50 units back then, and now we’re close to 100. And we’re likely going to control those resales because we maintained the website and the marketing platform. Now all of those buyers are going to become sellers. That’s how you build long-term dominance in a project.

It is so important for agents to call these leads. They’re not going to sell themselves. You have to take everyone seriously—whether they’re asking about a $500,000 studio or a $20 million penthouse. You never know who’s on the other end of the phone.

We’re now focused more on ultra-luxury projects like St. Regis and Mandarin Oriental. We’ll be doing resales at Waldorf Astoria. We have new projects coming up like Faena and some major things happening on Watson Island. And we have built an incredible pipeline of leads. Old leads become new leads when a new project is announced—you just have to maintain the relationship.

At the end of the day, you get what you put into it. You have to do everything at 110%. You can’t expect one call to close a $5 million buyer. These people are trusting you with millions of dollars. You have to add value every time you speak to them. You have to know the market. You have to know the projects. You can’t fake expertise.

Wealthy buyers can smell inexperience from a mile away. You can’t just send them to a sales gallery and hope for the best. You have to be the advisor they rely on. They’ll do business with you not because you say you’re the best, but because they realize it after speaking with you.

Can you sell a $5 million condo to a lead? Yes—but only if you put in the effort. If all you do is send template emails and text messages, you won’t. But if you use the tools, if you call, if you nurture, if you understand the projects, then yes—you absolutely can.

I sold half the Mandarin inventory this summer, and those were $5 million and up. But that didn’t come from minimal effort. That came from knowledge, repetition, and relationships. That’s what wins in this business.

You have to make an impression. And then you have to back it up with expertise so people trust you. When they trust you, they do business with you.

The post Adrian Sanchez: Scaling a Pre-Construction Real Estate Business With the Right Marketing Strategy appeared first on TREMGroup.