High-end clients want luxury agents – or at least agents that look like they are. Your personal brand should suggest luxury as you attend charity events or galas.
NEW YORK – Before focusing on the luxury market, real estate professionals need to analyze their current personal brand to make sure it speaks to high-end shoppers. If it does not, it should be updated.
Their branding includes a focus on everything, including a professional website that’s easy to navigate and has professional headshots. It also includes social media platforms. The simple goal: Create a brand that attracts the type of buyers and sellers and agent would like to work with.
Once done, agents should research local charity events and galas, and select a few to attend. The goal here is to make an impression. These events enable agents to give back to the community while also meeting potential clients, initiating conversations, and laying the foundation for new client relationships.
Another strategy is to co-list a luxury property with an already established luxury real estate professional. This lets agents gain marketing insight into the luxury arena.
Agents should also seek innovative ways to set themselves apart from their rivals, such as earning designations that also help them gain new skills.
For instance, the Institute for Luxury Home Marketing offers a Certified Luxury Home Marketing Specialist (CLHMS) designation, while The Institute’s GUILD’s recognition is available to luxury real estate professionals who have closed a minimum of two transactions of at least $1 million in the residential market and previously received the CLHMS designation. These sales must be made within a two-year period.
Source: RISMedia (02/16/23)
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