To bring in clients with a high-net-worth, you’ll have to offer pretty extraordinary treatment. Here’s how you can be an empowered agent to deliver this five-star service.
The payoff may be greater when dealing with high-end properties, but they can require a lot more work! The properties of course are glamorous, often with breathtaking views, and can be found in stunning locations, but with that comes the requirement for an attention to detail and an intense pressure to deliver. Your client’s desire for a highly personalized approach to their vision will be part of why you score their listing!
Luxury clients have different expectations. They’re typically hyper-focused, diligent, and extremely competent, which is why they are high-end home owners. They’ve dedicated a significant amount of time to climbing life’s ladders, and they’ve got something to show for it! You need to match or exceed that presentation of self. Everything you do has to be incredibly well thought out, and delivered in a polished and professional manner.
1. Start with facts & end with insights.
Facts will make your client understand you. Insights will make your client trust you. You can use both market data and marketing data, of which both should be deeply considered and thoroughly reviewed before being presented to the client.
Ask yourself first, “What does the data say about properties like this?”, these are your facts. What, when, where, why, how? Take notes on what questions might arise from these question with your client. Offer more than just your standardized CMA… give them more details! Next, ask yourself “Who is the ideal Buyer?” and “Where can they be found?”. This is your marketing data. What information can you obtain from your brokerage, or from your personal online platforms, that are giving you insights into the market and how the property fits into it.
2. Develop & execute a customized strategy.
Once you’re empowered with the facts and insights about the property, you should develop a plan that is centered around this intelligence, and re-assess the plan often. Your client will want to feel that you are prioritizing them, and doing more than you do for others. This means a little more effort, but a good team can optimize follow-ups and marketing revisions to save you time.
Treat each property as its own brand. Consider what type of lifestyle comes with the home while marketing the property. Your target market for a luxury penthouse will be different than an estate on an acreage! What story are you telling with your marketing?
Keep in mind that a good strategy is only as good as the mind behind the wheel, and if you need to pivot regularly to keep your client happy, then make sure you or someone you trust has the ability to do so!
Set yourself apart by keeping up with client communication! Measure how well the property is performing based on views, engagement, clicks, and impressions across channels. Make sure to share those analytics with your client. You are the professional, and if you need to make any changes to your listing, it will be easier to deliver if the client has been following along with the property’s reach! Transparent accountability is key so your client can see what you said you were going to do is what you’re actually doing.
3. Be polished, yet creative.
Take a look at other luxury properties across the globe. Which ones are your favourites, and why? Replicate what you love with a goal to create a high-end retail experience for the home. This can’t happen unless the tools you use are superior to your everyday offerings.
Photography must be absolutely pristine. Videography must be seamless. Offer added value in drone footage, a 3D virtual tour with a dollhouse view, and floor plans. If you offer this already for each listing, find a supplier who offers next level quality, and use them! Small changes, like using outdoor photos at twilight can really make a big difference!
Do a little more press around the home than you usually would. Offer a ‘Coming Soon’ video instead of a static post. Show off a feature of the home that is exciting and highlight it. Maybe there’s a an indoor golf simulator, or an art studio, or a saltwater lap pool that an enthusiast might love. Let your creativity shine!
4. Listen for growth opportunities.
Even the most experienced agent can develop new skills, incorporate new tools, and refresh their best practices… and listening for feedback is a good place to start! Even bad feedback can be the root of good change.
More than just staying up to date on shifting trends and emerging technology, you want to adapt your techniques to meet your clients expectations. And if you hit a roadblock, ask for help!
In addition to ongoing training, the top agents have coaches and mentors committed to their agent’s success. Some brokerages offer this as part of their structure, so make sure you’re utilizing all the tools available to you! Growing makes fundamental difference, even for those who is at the top of their game.
Along with these 4 keys to success, being efficient and effective is the hallmark of any luxury agent. To ensure your level of excellence is above and beyond, when the one thing you don’t have is more time, VBM is here for you to offer all the little extras. You owe it to all your clients and to yourself to leverage every tool, every skill, and every opportunity to ensure success.
Email us today to see how we can work for you!
