On the heels of closing a record-breaking $30 million deal for 94 Palm Ave., PROFILEmiami sat down with Liz Hogan of Compass to see how she has built up her career as a power real estate agent in South Florida’s hyper competitive brokerage world. Liz is consistently ranked as one of the top-performing agents in South Florida and has helped customers buy sell real estate throughout the Miami-Dade County market for over 18 years. Liz has closed over $1.5+ billion of real estate transactions including over $100+ million each 2017-2020 is ranked the #1 agent for Compass Florida for all three years. The Wall Street Journal/Real Trends ranked her #10 for the State of Florida #100 the Nation. The efforts that Liz has put into her real estate career has created a boutique business for her geared toward many net worth individuals and companies and has created a vast network of referrals across the world.
PROFILEmiami: What drew you to start your career in real estate?
Liz Hogan: I’ve had my real estate license for 18 years and have been actively working for the last 15 years. A close friend of my parents, Audrey Ross, who used to have her own brokerage but now works at Compass encouraged me to get my license. She actually has launched many careers and continues to be a great mentor and friend.
PM: What was your first significant closing that cemented real estate as a long term path for you?
LH: Audrey asked me to help her with a customer looking to purchase a warehouse and even though I knew absolutely nothing about real estate at the time (I couldn’t even operate the MLS) it was an easy and profitable transaction, and I was immediately hooked!
PM: When did you become a member of MBF and how did it change your stature as a real estate pro and ultimately your deal flow?
LH: I became a member of MBF as soon as I could meet the criteria to join. I wanted to be in the circle of top agents in Miami. I think it always helps to do a deal with someone you know on the other side of the transaction.
PM: What advice would you give brokers/agents that are in the beginning of their careers that will set them apart from their competitors?
LH: The best advice I would give is not to turn down any deals because you think they are too small. This business all comes down to relationships. I was working with a customer in private equity who could spend a good deal on his rental when he relocated to Miami. He called me a couple of months later and asked me to help his sister, who he said couldn’t afford nearly as much, but he wanted to make sure she was in good hands and with someone who would find her a safe, decent place. I helped her to maintain my relationship with him, and he did forward me to several of his colleagues in the future. She then referred me to one of her friends. I really didn’t want to do low-priced rentals, but her friend was so nice, I decided to take it on. She didn’t like anything she could afford to rent and the next day called me to say her dad would buy her an apartment instead. She bought 1 unit from me and her dad went on to buy 3 more in the same building! Then he had me write an offer on a home that he saw at an open house as well as a lot for a home he wanted to build for himself. From that one small rental, I did millions and millions in transactions.
PM: You’ve had incredible success over a long track record. What are some property marketing strategies and techniques that you would like to share with aspiring agents and brokers?
LH: Sending out email blasts has been the best tool for me to market myself. I realized that some of my customers had no idea how much business I was doing because they only heard about deals related to their sphere. Once, I added in all my contacts and started sending out email blasts to all, it definitely elevated their recognition of me as a full-time agent who was serious and capable to get deals done.
PM: What characteristics do you look for when considering potential new team members to bring on board at The Liz Hogan Group?
LH: We really want anyone who is professional — available at any time, treats others with respect, is competent, and will hustle!
PM: What challenging closing over the last three months are you most proud of and why?
LH: Right after the lockdown I was referred to a buyer/investor who I could tell from the first conversation was going to be a lot of work to find the right place and close. I knew they were also looking in other areas of South Florida and the US. After exploring many areas, with many different realtors, they just closed on a condo with me and I was able to rent it in 2 days.
PM: Fun question... What are your current favorite restaurants to visit and spend time at in the neighborhoods you represent to your clients and why?
LH: My business has taken me from Redlands to Sunny Isles all the way up to Palm Beach. I love exploring different restaurants in different neighborhoods and routinely keep a running list from articles I read and what I hear from friends.
Liz can be reached at 305-804-9700 or liz@listingmiami.com. You can also visit her at Compass.com.
94 Palm Ave., Miami Beach - Sold for $30 Million - Liz Hogan represented seller
545 Casuarina Concourse, Coral Gables - Sold for $8.35 Million listed with Liz Hogan
Oceana Bal Harbour 10203 Collins Ave. #1403 - Currently listed for $7.15 Million with Liz Hogan
2320 Swanson Ave., Miami - Currently listed for $3.5 million with Liz Hogan
This article was produced in partnership of Liz Hogan at Compass