When it comes to luxury real estate marketing, it’s not a one-size-fits-all process. How one client defines luxury can differ dramatically depending on his or her individual life and style demands. And when you add the increasingly global nature of the affluent landscape — where different set of cultural expectations come into play — modern luxury real estate marketing has evolved to become a much more personal and nuanced affair.
That being said, are their certain qualities or services that most high-net-worth sellers expects from their real estate agents? To explore this question further, we asked the real estate insiders in the Coldwell Banker® network and the Coldwell Banker Global Luxury℠ program: What is the one thing every affluent seller wants?
Here’s what they had to say:
“Global exposure and reach.” – Matt Diehl, Coldwell Banker Residential Brokerage, Chicago
“Consistent concierge service meaning constant seller updates, strong negotiations skills and strong marketing skills.” – Lev Shalomayev, Coldwell Banker Kueber Realty in Glendale, New York
“They want to know that as a luxury agent, you have their best interest in mind. Immediate feedback, representing their property in the highest professional global light. Every piece of their marketing is direct, beautiful and captures the eyes of thousands of buyers for their home.” – Carlos Gutierrez III, Coldwell Banker Residential Brokerage, La Jolla
“Personal service, constant contact, top notch marketing, results.” – Frank Castaldini, Coldwell Banker Residential Brokerage, San Francisco
“Exclusivity. They want to know they are getting something others can only dream of having. It’s always about being and having the best.” – George Rosario, Coldwell Banker Kueber Realty in Glendale, New York
“A customized personal experience with cutting edge technology, follow up and knowledge!” – Patricia Garrity, Coldwell Banker Residential Brokerage, Phoenix
“Transparency. This flows into your communication, marketing and experience. Ensuring response, maximum exposure, and the ability to provide solutions is what sets the good agents apart from the great ones.” – Ryan Nemeyer, Coldwell Banker Brokers of the Valley, Napa
“They want to be marketed to the demographics that are most likely to be able to afford and purchase their property. They want a ‘difference.’” – Duane Beisner, Coldwell Banker Town & Country, West Covina, California
“An understanding of their potential buyer from the offer, through the negotiations to close. The luxury seller needs to feel comfortable you are able to manage the transaction with a buyer who is assumed to have a sophistication about them as a result of their affluence.” – Andrea Gellar, Coldwell Banker Residential Brokerage, Chicago
“Reliability and expertise.” – Aylin Pelin Onar of Coldwell Banker Maximum, North Cyprus and Turkey
“Red carpet service. They are giving you a diamond to sell. They want top dollar service to show and market their home. This would include professional photos with the drone. Now they have 360-degree views. They want the top internet company to market it. They want professional communication delivered through their preference. Highest quality in materials. Maybe they want designer staging. They need a broker who can focus to a buyer group.” – Jenny Chailante, Coldwell Banker Danforth & Associates, Seattle