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ƒ Jim Prange
Premier Properties of Southwest Florida
Marco Island, Florida
Positioning Yourself
Quickly As The Luxury Agent
ƒ Judy Smith Luxury Home Of Choice
Marketing Experts 2010 Realtors® Conference & Expo
RE/MAX Professionals
Omaha, Nebraska
402-598-3678 Panel
Jim Prange, P.A. GRI, CRS,
ƒ Sue Krider Premier Properties of Southwest Florida, Inc. Realtors®
Member Institute for Luxury Home Marketing Marco Island, Florida
Allie Beth Allman & Associates
Dallas, Texas

Want to dominate your 1. Identify your target area and price ranges
luxury market?
2. Learn your market. Know everything…
Brand yourself as Become the “Area Expert”!
The Luxury Expert”
Expert 3. Create your desired identity or “brand”
with quality materials and a statistical
market update report

Double the value… Use Professional Direct Mail

“Just Listed” and “Just Sold” Cards

ƒ Aggressive marketing of your luxury

properties also reinforces your branding in
the luxury niche
Remember the quality of the marketing pieces
should reflect the quality of the property

REALTORS Conference & Expo 2010 -

Luxury Home Marketing Panel 1

Tell your branding story visually as well as with words Back of High-Gloss “Just Listed” Postcard

Customize Maps of Your Area &


Create a market update report

• Contents: Agent & company
Sell the lifestyle! profile, market statistics
with graphs showing home
condo, and homesite sales in
yyour area.
Note how the copy
• Compare to past years --We
targets an affluent buyer track sales back 10 years.

• Collect “good news” articles

and use in your publication.

REALTORS Conference & Expo 2010 -

Luxury Home Marketing Panel 2

Create a market update report

Want to dominate your
• You want to make sure your
readers know you are “the
luxury market?
expert” in your area (share
the statistics).
Brand yourself as
The Luxury Expert”
• This is another way to
promote your websites, your
market area, and listings.
Creating your Market Update Report
is a key way to do this!
• Distribute as an insert in
your local newspapers and
make it available online.

REALTORS Conference & Expo 2010 -

Luxury Home Marketing Panel 3

Judy Smith, ABR, CBR,

Luxury Home Marketing CLHMS,CRB, CRS, CNHS
Capturing the Listing
Omaha, Elkhorn, Gretna, Papillion & Bellevue
Judy Smith „
RE/MAX Professionals „ Serving Client Needs Since 1987
Omaha, Nebraska „ Over 10 Years with RE/MAX
„ RE/MAX Hall of Fame
„ Broker’s License, Broker/Owner/Team Leader
„ Member: The Institute for Luxury Home
(402) 598-3678 Marketing

#1 Luxury Listing Tool

Hardbound Presentation Book
What’s in the book? And why.

See Your Home on these

Luxury Websites

Showcase Listing Enhancement


Graphs by price bands

Additional Marketing

„ Visual Tour
„ 24 Hour Recorded Information
„ Full Color Property Brochures
„ Open Houses if the Seller Desires


Certified Luxury Home Marketing Specialist

(CLHMS) Certified Residential Specialist
„ Highest NAR Designation
Leverage designations
and memberships „ Most Educated
to build your credibility
„ Most Experienced
Explain how the „ Full Time Realtor®
consumer benefits!
It’s about them, „ Dedicated
not you.
CRS means a more competent,
experienced agent working for YOU.

Education is Important
The results you achieve directly relate to the
Useful tools and their vendors
time you dedicate to the business

„ Designations & Certifications „ Hardbound Presentation Books –

„ Sales training, prospecting & technology „ ToolKit CMA –

„ Listing, selling, negotiating & networking „ Virtual

Vi t l Tour
T –
Vi lT
„ Recommended read „ Sendsations –
- Burst This by Frank McKinney
„ Stay up-to-date with the market - be the

Organization is the Key Making a Difference

Technology can help
„ Provide stellar service!
„ Database Management --
„ Online Document Storage -- „ Use luxury signs to set listings apart
„ Faxes by Email --
UFAX net „ Always use the maximum number of
„ Electronic signatures – quality photos on every website
„ Never submit a listing to the MLS
without all photos and virtual tour


Tips for a Successful Luxury

Making a Difference
„ Use graphs (by price range) defining activity
„ Remember : Luxury buyers/sellers require
(My Market Graphs from the Institute for Luxury Home Marketing) more attention (and may take longer)
„ Reach out with social media „ Provide a list of vendors to recommend

„ Send closing gifts & holiday cards „ Lack confidence? Take a Dale Carnegie course

„ Use client references/testimonials „ Thrive on Education, Technology, Training

and Prospecting
„ Email feedback

Tips for a Successful Luxury

Additional Tips
„ Know your Statistics „ Leverage your time efficiently and
„ Learn to handle Short Sales
„ Network with other Luxury Agents
g „ Avoid making clients uncomfortable
„ Leaders in Luxury with you or what you say
„ StarPower
„ Conventions and NAR conferences „ Respect client privacy
and be discreet

Additional Tips Website resources I like

„ Get involved with potential clients
„ Real Pro Systems –
„ Make a goal and strive to achieve it
„ Number 1 Expert –
„ Be yourself, be real & stay positive „ Neighborhood Website –
„ Dress like your clients do when they
are at work
„ Spend time with family –
refresh your mind & your soul


Brand yourself to reflect 
Developing a Luxury Niche:
the niche you’ve chosen
Marketing High Rise 
Luxury Condos

Sue Krider
Develop a logo that ties to your niche
Allie Beth Allman & Associates
Dallas, TX


Brand yourself to reflect  You are selling lifestyle!
the niche you’ve chosen

Create a theme line that reinforces it
Dream Big, Live High – Let our expertise lead you 
up the elevator to your Dallas luxury high rise 

High Rise Niche Marketing
Understand the opportunities • Going Vertical
and challenges • No Signs Allowed
your niche presents • HOA Dues
• Lender Challenges
• Overcoming obstacles to marketing luxury 
high rise condos


Every luxury niche demands quality  Understand your prospects

materials and photography
As wealth goes up, so does Internet use

Develop an Online strategy

Develop an Online strategy
• To reinforce your expertise
• To prospect
• To market your properties

Internet, Internet, Internet Internet, Internet, Internet
Create a website and maybe a blog Develop building‐specific websites*


*Same concept works for any luxury niche from

gated communities to equestrian properties

Lots of
Your expertise

For user


Internet, Internet, Internet
Use targeted ad websites

• Leverage the websites you use
What else can they do for you?
Add the “extras” to your marketing plan for happy sellers!

• Unique Homes digital edition is delivered to an 
exclusive email list of 500,000+ affluent individuals 
around the world
• Your listing is syndicated to 30 other luxury websites.

WSJ provides Network with your local peers

Client Reports –
reports to share
with your sellers


Sue’s 7 points to remember
Be open to new ideas 1. Brand yourself to reflect the niche you’ve chosen
and creative solutions – Develop a logo and theme line 
2. Recognize you are selling lifestyle
• Virtual staging 3. Understand the opportunities and challenges your 
• Viral marketing –
g things that create a buzz
g niche offers
4. Recognize that quality in your marketing is essential
• Special niche websites and magazine sections
5. Understand your prospects
• Social networking with peers
6. Use traditional and new media creatively
• Etc… – An Internet strategy is essential
– Leverage your marketing (get more value for your dollar)
7. Network with your peers