You don’t have to spend a ton of money to position yourself as a luxury real estate agent, broker Tara Meyer writes. All it takes is a simple aesthetic and a strong sense of value proposition.
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Breaking into the luxury real estate market can seem daunting, especially if you’re just starting out and your bank account isn’t where you’d like it to be. But you don’t need a huge budget to present yourself as a knowledgeable, polished, and professional luxury real estate agent. The key is to leverage what you know, how you present yourself, and the great service you offer.
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Here are some key tips that will cost you very little, even if you’re new to the game, and can significantly improve your positioning against your competitors.
Knowledge and preparation
To feel confident and competent, become an expert in all things luxury.
Know the Luxury Elements: Understand what luxury features are incorporated into luxury homes, such as premium paint brands, premium kitchen appliances, custom furniture, custom window coverings, etc. Local Expertise: Become familiar with local builders, construction companies, architects, and ongoing developments. This knowledge will set you apart and establish you as an expert in the luxury market. Confidence Through Knowledge: The more you know, the more confident you will be. This confidence will naturally shine through and be recognized by your customers.
Professional Appearance
Luxury customers expect professionalism, not necessarily a luxury label.
Dress for success: Look neat and professional without trying too hard. Wealthy clients don’t expect you to match their income level, but they do expect you to look good. Shop smart: Find influencers whose style resonates with you and look for affordable versions of their style. The best places to shop are Target, Walmart, and Amazon. Details matter: Accessories make a big difference. A stylish watch, for example, can communicate that you value time, which is an important element in the luxury world.
Great service
Luxury is not just about products, it’s also about experiences.
Anticipate their needs: Show your customers that you care by anticipating their needs, which demonstrates that exceptional service is a core belief of yours.
Parking preferences: Before meeting with your client, ask them about their preferred parking location to avoid any inconvenience. Preparation: Download your presentation and prepare so you don’t have to ask for the Wi-Fi password. Have a hotspot ready if needed.
Luxury Marketing: Promote your property with handpicked photographers, videographers and other assets.
Simple and elegant: Luxury marketing should be simple, sophisticated and elegant. Know your competition: Understand what your competitors are offering and be prepared to offer more, something unique and personalized. Value proposition: Know your value and lean into it with confidence.
Authenticity
In luxury real estate, fake it till you make it doesn’t work.
Honesty: If you don’t know something, don’t make it up. Be honest but don’t be self-critical. Clients will appreciate your honesty and responsibility. Accountability: Take responsibility for any issues that arise. This is expected and if you handle it professionally, it will come across as premium.
Entering the luxury real estate market doesn’t require a lavish budget – it requires a strategic approach. Being knowledgeable, presenting yourself as a professional, offering great service, and being authentic will help you exude luxury and differentiate yourself from your competitors.
Remember, luxury is as much about the experience and service you provide as it is about the product itself.
Tara Meier is a Google Certified Digital Marketing Specialist, Arizona Licensed Real Estate Broker, and NAR Technology Trainer and Coach. Connect with her on LinkedIn and Instagram.
