Why Kensington &
Beverly Is Different.
Kensington & Beverly is a unique and globally connected real estate boutique based in Beverly Hills that represents buyers and sellers of luxury property around greater Los Angeles. It is owned by Neil Rain Persad, the broker, and London native who specialises in high-end and luxury property.
After a successful 15 year corporate career at fortune 50 companies, he left to begin a career in real estate. After bouncing from one firm to another, he quickly realised that no-one was really doing anything different. It was all a smoke screen. Everything was sales driven, and no-one really seemed to care about the client’s best interest. He left to start Kensington & Beverly in 2010, with a goal to shy away from the typical trend and metrics, and to focus on the client’s best interests at all times. That last sentence is what really separates Kensington & Beverly from everyone else. It was long past due for someone in real estate to really start listening to what the clients needed….
Client/Broker Lifetime Relationship.
Consider me a white-glove service whose core value is centered on benefiting the client’s needs and goals. I don’t just sell luxury property. I take the time to learn who the clients are, where they came from, and where they plan to be in 10 years. This helps me guide their purchases, investments and sales. I will always advise you against bad purchases and advocate for the contrary
Most agents tend to have an expiration on their patience. With me, I’ll take the time needed to get clients what they want. Often, that happens quite quickly, and it’s a matter of presenting the client in their best light so the seller wants to work with them over the competition. There is an art to it. Sometimes, that doesn’t happen immediately, and in those cases, it has taken 2+ years and a commitment to their changing circumstance and needs. In other cases, I have to protect the clients from themselves. Their excitement can lead them to do make irrational decisions and buying over-priced property. That’s when I get to work negotiating.
A Smaller Number Of Listings At Once
An agent with 20 listings at a time, ranging from $3m- $50m, will not have the availability to show, or the budget to market the lower priced listings. With the focus on a small handful of properties at once, there is no conflict of interest, and all my time is spent preparing, marketing, staging, meeting prospective buyers around the world, and showing the property personally multiple times a day, every day. You get me, not an assistant or inexperienced junior agent.
Contrary to popular belief, an agent having many listings or sales is not a measure of how well you’ll be treated or how quickly your property will sell. Presenting the very best version of your property for sale, getting the highest level of interest, and ultimately highest price, takes a lot more care and attention than the conveyor belt process. I see it as selling art.
Once the property goes to market, we all want it to sell quickly and for the highest price. Introducing the low volume and more exclusive price point model has proven its weight. Our properties don’t stay on market very long, and often have multiple offers over asking. It’s evident that an agent having too many active listings, hurts sellers as they simply cannot be in 20 places at one time and as available for each client.
My recent listing in Brentwood had 17 offers, was in escrow in 2 days, and sold for several hundred thousand over asking. Previously, the listing sat on the market with a team of “top” agents for 2 years with little interest.
Similarly, I had a client spontaneously in town from London for the weekend and he wanted to see a $15m modern property within walking distance from the Beverly Hills Hotel (his main criteria). There are few properties like it. The “top” agent, who has sold many homes in the area, did not respond for 36hrs as he was “very busy and also had an event to attend.” My client lost all interest and was on a flight back to London the next day. Unfortunately, this is a very common occurrence in our community. In another situation, a client who was in town from Beijing, had no interest in buying property at the time. I showed him one of our $8m listings, and he bought it on the spot because it reminded him of a house he used to frequent in his childhood.
A World Class Presentation
Luxury properties require a lot more than a website, drone video and a flyer. Most of our luxury properties are sold via personal relationships, emails and calls made to prospective buyers and exclusive partners. It is very much a personal Roladex venture. It involves going through an entire client list developed through decades of corporate roles, referrals, events, meetings and even chance encounters. Each property also receives an extensive print, web and social media marketing campaign as well as the traditional distribution and syndication through the multiple listing system.
Many of our high-end properties are matched off-market from a buyer to seller. They never see the light of day and remain undisclosed for privacy. I do not publicise nor share images on the site or online. Signed N.D.A’s and exclusions lists are required by all prospective buyers. Sellers in the $30m+ range often prefer this route to avoid unnecessary solicitation and disruption to their private affairs. I always encourage owners of properties under $20m to go to market for maximum exposure due to a much larger volume of available buyers.
In-House Staging & Decorating
Further separating ourselves, all interior decorating, staging, photography and art are done in-house by skilled, unique and talented artisans. Our properties are presented with style. Rather than use the same design and staging firms as everyone else for the cookie-cutter look, our properties look lived in and have soul. This allows prospective buyers to relate and is yet another crucial vehicle to sell the property quickly.
A Network Of Local & Exclusive International Brokers And Buyers.
Kensington & Beverly are exclusive partners with Beauchamp Estates, the leading European boutique with an impressive client list. With offices in London, Cannes, Nice, Mykonos, Israel and New York, their footprint in the luxury high-end is untouched. As their sole partner here in Los Angeles, our buyer referral network is unmatched.
In instances, there are a very small handful of buyers around the globe that can purchase certain properties. By having great relationships with other brokers in Los Angeles and around the globe, I have the potential interest list covered. In the luxury market, having international and local presence is key for our buyers and sellers. It is often the difference between selling a property, and it remaining on market without activity.