Kirsten Jordan’s top tip: “You need to know your stuff, big time!”
Kirsten Jordan, the luxury real estate powerhouse and first female agent on Million Dollar Listing New York, has carved a notable path in one of the world’s most competitive markets.
Speaking candidly, she has shared insights on the evolving demands of the industry, the importance of understanding property beyond its surface, and why marketing and expertise are critical in today’s market.
“The kitchen is key,” Kirsten begins, emphasising that understanding the quality of a home starts in the kitchen, which she considers a crucial indicator of the property’s material standards and renovation quality.
“If you can understand when you walk into a home what level of finishes the seller has put into the home, you’re already at the next level,” she says. She notes that buyers have become increasingly savvy about renovations, especially since COVID, with many now educated on the differences between high- and low-quality work.
“The literacy around renovations has obviously gotten much stronger over the last five years,” she adds, underscoring how crucial it is for agents to know what quality construction looks like.
In Kirsten’s view, agents today need to understand much more than just the cosmetic aspects of a property; they need a solid grasp of construction details, materials, and costs.
“Back in the day, it was a value add to have this information. Now, it’s essential,” she explains, urging agents to educate themselves on high-end renovation costs, permits, and timelines.
“There’s a big difference between cheap construction and something that’s built to last,” she says, pointing out that recognising these distinctions is critical in advising clients wisely.
Knowing about finishes—like whether a property uses porcelain or natural stone, for instance—can signal not only the quality of the work but the care put into a home’s renovation. For Kirsten, this expertise separates an average agent from one who truly understands what adds value.
Marketing matters
As the industry has evolved, so too has the importance of strategic marketing. Kirsten has observed a shift towards what she calls “mega teams,” large real estate teams formed to meet the demand for sophisticated marketing.
“Good marketing isn’t cheap, and the margins aren’t always there to support it individually,” she notes, predicting that these large, often 20-person teams will become more common as the costs of effective marketing escalate.
Social media, she says, is no longer an optional tool but a fundamental part of every agent’s marketing plan, especially as clients increasingly want to connect with agents on a personal level.
“It’s almost like speed dating. People want to know the agent personally, not just the company name,” she explains. This shift towards personal branding makes it essential for agents to engage authentically with potential clients, building trust and familiarity.
Tough conversations
Managing client expectations, especially for high-end properties, is an area where Kirsten has seen the most challenges, particularly in the current New York market. With many sellers investing heavily in renovations, only to see lower returns than anticipated, it can be challenging to set realistic expectations.
“Explaining to a buyer that the home isn’t worth the level the seller is asking for is a tough conversation,” she admits.
Yet, she also points out that this dynamic creates unique opportunities for buyers to secure exceptional properties.
“You’re getting a beautiful home that’s never been lived in, and that’s a unique opportunity,” she says, noting that sometimes buyers can find themselves in a position to acquire top-tier homes at lower-than-expected prices, simply because sellers need to offload high-end properties that took years to complete.
Despite the dominance of listing-focused real estate, Kirsten sees buyer representation as a valuable—and undervalued—area of the industry.
She believes that the role of the buyer’s agent is essential and will continue to be a strong part of the market.
“Understanding your value as a buyer’s agent will be crucial,” she asserts, seeing a future where agents who can help clients navigate complex transactions and identify true value will thrive.
For her, buyer representation is not only about negotiating price but also about providing an in-depth understanding of the market and guiding clients to make informed decisions.
“It’s a pity to lose the buy-side just because it doesn’t bring in enough money,” she says, “but for new agents, it’s still the best way to learn the inventory and understand the market.”
Though Kirsten’s career is based in New York, she recognises strong similarities between the US and Australian markets.
“It’s all about becoming the expert. People are looking for someone who knows the market inside out, can guide them confidently, and genuinely cares about getting the best for their clients.”
Kirsten’s advice is clear for agents at any stage of their career, particularly those in competitive metropolitan markets: “You need to know your stuff, big time.”
