Nicole Freer: Houston's Billion Dollar Broker
In the bustling world of Houston real estate, where the market is as diverse as the city itself, Nicole Freer has established herself as a prominent and influential figure. With a passion for helping clients find their dream homes and a keen understanding of the dynamic market trends, Nicole has built a reputation for excellence and dedication. Her journey from a budding agent to one of Houston's top real estate professionals is both inspiring and enlightening.
In this exclusive interview, we delve into Nicole Freer's career, exploring the strategies that set her apart, and her advice for those entering the real estate market in Houston.
ELEVATED MAGAZINES: Congratulations on reaching such an impressive milestone! To start off, could you share a bit about your journey in the luxury real estate market in Houston? What initially drew you to this niche?
I started off in real estate buying and flipping properties with my husband Doug who was the investor. I was able to experience a unique perspective being the listing agent and seeing the entire progression from purchase of home to tear down to final new build and then selling the finished product.
EM: With over $1 billion in home sales under your belt, what would you say sets you apart from other luxury real estate agents in the Houston area?
Relationships: We build relationships. Not just with our buyers and sellers and their families, but also within our own culture and market. We have a vast network of resources from builders, to finance, and aesthetics from to decorators, designers, custom home resources, and lawyers to and we use them to facilitate the home buying and selling experience.
We create trust by partnering with realtors across the nation. Partnering with Corcoran Genesis has been a great referral source for us and has helped us create new relationships.
Also, our home buyer and seller experience is paramount to us. Doug and I provide strategic council and coaching to all of our realtors.
Technology: At the Nicole Freer Group at Corcoran Genesis, we continually push ourselves and our staff to seek out and utilize marketing resources before they become available to the general realtor public. This is both for our agents and for our personal listings. This can include everything from Matterport 3D to drone footage and aerial views.
EM: What strategies do you employ to identify and attract high-net-worth clients interested in luxury properties?
Real estate is all about relationships, both domestic and international. Our level of expertise brings clients to us through word-of-mouth referrals and networking. Also, the way we present homes through our video Matterport 3D, Virtual tours and video marketing sets our listing and trust factor apart. Working with Corcoran, we can tap into different referral networks and buyers across the nation.
EM: Houston's real estate market is dynamic and diverse. How do you stay informed about market trends and shifts, particularly in the luxury segment, and how does this inform your approach to client representation?
Partnerships, banking, finance, lending, keep ahead of the game. I lean into my resources and my book of business for real-time knowledge from builders, property values, and real estate professionals having their ears on the streets during open houses. My community of people are constantly providing me with the best market knowledge and feedback to help create the best buying and selling experience for clients.
EM: Building strong relationships with clients is crucial in real estate. Can you share an example of a particularly challenging client or deal you've encountered and how you successfully navigated it?
I feel like the buying and selling experience is very personal. I choose my clients just as they choose me. So, if you are asking if I have difficult clients, no, not really. Maybe challenging situations to navigate, yes. But, that goes back to my previous answer, I lean into my highly skilled network of professionals to help me create ease and comfort in the experience.
EM: In the luxury market, discretion and privacy are often paramount. How do you balance the need for confidentiality with the desire to showcase your successes and portfolio?
Our listings are public, and things that need to be private, are kept private. We do like to showcase the values of our homes through video footage and realtor reviews.
EM: Technology is changing the real estate landscape rapidly. How do you leverage digital tools and platforms to enhance your services and reach a wider audience of luxury buyers?
Doug and I have always ensured that we are evolving in the industry to meet the needs of our clients -- this includes technology. In 2018 we were one of the early adopters of a luxury software called Matterport 3D, which is now a staple in the digital space for homebuyers. This software allows clients to have a digital experience inside a home and allows realtors to walk through the property.
During COVID, this allowed us to close many sales and not lose business. At the onset, many of our competitors saw this tool as an expense rather than an investment, now, it is something that clients request before even doing a walkthrough if they are coming from another market to Houston.
EM: Houston has unique features and amenities that appeal to luxury buyers. How do you showcase the city's lifestyle and offerings to prospective clients considering purchasing a luxury property here?
Just like movies have trailers, we use video imagery not only of the city of Houston but also of homes we are showcasing/listing and the surrounding areas to create a comprehensive view and experience for our buyers. We were early adopters to video content creation in our space.
We make a sincere effort to create videos that are not just home tours, but rather, to create lifestyle videos featuring the areas, community, and restaurants because a big part of purchasing a home is the lifestyle it brings outside of the home and so we started doing the videos where we would feature businesses and owners outside of this.
If a buyer is not in Houston, we utilize our Matterport 3D and video resources. If they are in Houston we take them on tours of the home and leave them with a video of surrounding areas.
EM: Collaboration with other professionals, such as architects, interior designers, and legal advisors, is often necessary in luxury real estate transactions. How do you approach building and maintaining these partnerships to better serve your clients?
Through our years of being on both sides of the home buying and selling experience, we have built a network of relationships with architects, interior designers, legal advisors and resources. We continually follow up with clients, builders, brokers, lawyers, to make sure we have a pulse on the market and market trends.
EM: Finally, what advice would you give to aspiring luxury real estate agents looking to break into the market, based on your own experiences and successes?
Start with what you love and grow with your passion. The right listings, buyers, and resources will come to you as you continue to evolve and grow. Stay consistent, always seek out mentors, and always follow up with your clients and potential buyers to create long-term relationships! Real Estate is a family affair and Doug and I have enjoyed every second of building our brokerage and team alongside us! Do your best to build the best team you can, and get out of your comfort zone! There are always challenges in this business. Never be afraid to seek advice from others.
To learn more about Nicole Freer, https://www.instagram.com/nicolemfreer/
Freer is also the founder of The Nicole Freer Foundation: https://www.nicolefreerfoundation.com -- The Nicole Freer Foundation is dedicated to providing financial assistance to causes such as childhood cancer and offering scholarships for children of low-income families, allowing them to take advantage of an opportunity for higher education.
Headshot: Photo Credit: Al Torres
Additional photos: Photo Credit: PRO Real MEDIA