Research has shown that when it comes to choosing real estate agents the affluent tend to look for:
- Expertise and market knowledge (that's knowledge of both the geographic area AND the luxury market niche)
- Positive past experience. If they have used an agent before and were satisfied with the service they are likely to use that agent again.
- Quality of the Listing Presentation. We like to call the listing presentation a Marketing Consultation because that's what it should be. A better listing presentation can trump a previous relationship.
- Luxury home marketing network or program. This might be your affiliation with your brand's national or international luxury program, a luxury network, or even a broker-specific luxury program. If your firm doesn't offer this, develop you own program for luxury properties and leverage your affiliation with organizations like The Institute for Luxury Home Marketing and tools like ProxioPro.
Do you have to live their lifestyle to work with the affluent? No. As a provider of professional services they are likely to evaluate you based their perception of your knowledge, your expertise, and your ability to get the job done.
To find success in the luxury market you must position yourself as a market expert and consistently deliver on the promises implicit in that expertise.
