- Global luxury real estate agents must be willing to invest time and discover the true nature of the high-end real estate market.
- Luxury real estate buyers are looking for more than upscale property.
- A stellar reputation is a luxury real estate agent's greatest asset.
Don’t let the title overwhelm you; it is far easier than you imagine to become a global luxury real estate player. Naturally, it takes effort, but it comes down to a lot of common sense and a clear understanding of luxury. You must be knowledgeable about luxury to play the game on the world stage or even succeed at the local level.
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Take one step at a time
Excelling as an upscale real estate agent with a global reach is a surmountable goal. Remember that luxury brands climb the ladder of success one rung at a time just like you in your luxury real estate career. Keep that thought in mind, and it will serve you well as you establish yourself as a high-end real estate agent.
Explore the global market
Just like luxury brands, a successful global real estate player must go outside the confines of his or her home market and make a mark on the world stage.
Of course, modern technology allows an upscale real estate agent to travel the globe and make valuable connections — without ever leaving home. Tremendous opportunities exist for today’s real estate agents in the luxury real estate sector.
Sell the whole package
Luxury real estate agents have a dual mission; they sell upscale properties — and a luxurious lifestyle. Once again, note the similarities between selling high-end real estate and marketing luxury goods.
Think back to images from a previous Annie Leibovitz’s “Spirit of Travel” campaign for Louis Vuitton. Remember Keith Richards in his hotel room with a custom-branded guitar and Zinedine Zidane playing table soccer with a Vuitton trolley displaying subtly in the frame.
Whether designed to sell items or property, the upscale marketing approach focuses on a high-end product and a life of luxury. Lifestyle is perceived as an element of luxury. Show clients the seamless world that exists with high-end real estate and an opulent lifestyle.
Offer a unique opportunity
Luxury homebuyers are looking for unique and distinctive property. They want something special that will enrich their lives. It’s your job to provide them with the best choice to suit their individual needs.
Keep it real
Above all, luxury real estate agents, stay true to yourself. McKinsey & Company, a worldwide management company, said that a pure luxury lifestyle is rooted in authenticity. Building credibility is a big deal for an upscale real estate agent.
Although McKinsey & Company was creating a 2012 report about high-end luxury goods, a senior executive of a luxury brand shared this insight during an interview.
“Those who are not credible will fail, as consumers will recognize it,” said a senior official of a luxury goods company.
An excellent reputation, steadfast commitment to the task at hand and a constant effort to provide lasting value to clients win the day — and the deal — in the global luxury real estate market.
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Kevin M. Leonard is the founder of Luxury Agent and Valore Group. You can follow him on Twitter or LinkedIn.
