Photo by Shane Graber
The opinions expressed by Digital Journal writers are their own.
In the cutthroat world of real estate, standing out from the crowd is not just an option, it's a necessity. An industry characterized by intense competition and ever-changing trends requires innovation that can make or break a company's success.
The need for differentiation becomes even more important when considering the challenges facing the real estate industry. These potential obstacles, from changing markets to changing customer expectations, require a strategic approach that goes beyond traditional methods and leads to new perspectives and innovative practices aimed at redefining the rules of the game.
At the center of a very different wave of innovation is Shane Graber, the driving force behind Miami-based Graber Realty Group. With a background in brand management and marketing of premium spirits, including seven years at Bacardi in North America, he brings a wealth of experience in creating compelling stories and personas.
While serving as a Marketing Manager at Bacardi, Graber joined several global strategy teams where he gained valuable insight into the global consumer market, purchasing trends, customer engagement and shopper cultural sensitivity. The knowledge he gained from these events played an invaluable role in shaping the vision of the real estate company founded in 2019.
“I’ve always had a passion for real estate, especially rental investment properties, so starting my own business after leaving Bacardi seemed like a natural progression,” he says.
Graber's marketing skills have made Graber Realty Group one of the most trusted real estate companies in Miami. Interestingly, he argues that the product being sold is only one part of the industry and that at the core lies great marketing - an area that is often overlooked in the industry. He distinguishes between the internal and external aspects of a product or property and believes that this is important.
“The interior is about specific facts, like a three-bedroom, two-bathroom home in a specific location,” Graber said. “External aspects, on the other hand, include emotional and lifestyle elements through which we bring the property to life in the eyes of the buyer with its romantic appeal.”
Indeed, Graber Realty Group approaches every sale with the same passion and attention to detail that goes into the anticipation and meticulous preparation that accompanies a film premiere. Their painstaking process of preparing the property for its debut leaves nothing to be desired.
From basic renovations like painting and landscaping to flooring and roofing, the team goes above and beyond to provide the best in every property and ensure every aspect is in top condition.
Additionally, Graber reveals the importance of professional staging, which makes any property a dream destination for potential buyers. Regarding this unique marketing approach, Graber says his company has a dedicated team to precisely manage this step.
“We have content creators, photographers and videographers who specialize in showcasing the potential of a property,” he says. “We strategically choose a specific day of the week to get the most attention and views.”
Additionally, Graber emphasizes that fair pricing is essential to a company's success. In his opinion, the old practice of raising prices to leave room for negotiations is outdated, and while many brokers still do this, he argues that it is against the seller's interests.
“Specifying just 10% of a property's true value can result in a 50% drop in interest, which means a 50% drop in subscribers and online impressions. It’s a huge diminishing return,” he said. “My team and I are committed to offering properties from the outset at the right and strategic prices to generate maximum interest.”
This approach increases the likelihood that the property will be offered or sold for more than the asking price, even in today's market. “Buyers are here, but they won’t buy expensive, unfinished properties,” Graber says. They reward sellers who do their job and position their property correctly.”
Graber Realty Group's vision for the future is as dynamic and innovative as its approach to real estate marketing. He understands that the only constant in real estate is change, so he plans to adapt to market trends and client expectations.
He also recognizes the importance of maintaining a competitive advantage and therefore plans to continue investing in his team and equipping them with the tools and training they need to succeed in their jobs.
“Our journey has just begun and we are excited about the opportunities ahead of us,” he says.
