The best advice I’ve received on marketing myself as a luxury agent

When dealing with the most selective and demanding clientele in the world, first impressions are important. So also lasting relationships. Luxury real estate agents need to cultivate by both promoting a personal brand and showcasing exclusive services.

When dealing with the most selective and demanding clientele in the world, first impressions are important. So also lasting relationships. Luxury real estate agents need to cultivate by both promoting a personal brand and showcasing exclusive services.

When it comes to successful self-marketing, it can be helpful to track the achievements of those who have proven successful. Here, three luxury agents who have mastered the art of marketing share the top tips received from mentors and role models on their own journeys to success.

You have to put your best foot forward if you want to make it through the front door

Gene Northup, Sales Representative at Synergy Sotheby’s International Realty

Marketing as a luxury agent begins long before you become one. “You are invited into the luxury market, you are not entering it,” explains Gene Northup of Synergy Sotheby’s International Realty. “This is based on hard work, reputation and knowledge. To get invited, you need to get your marketing looking right, put the part on, and correctly answer the call. You must present yourself as someone who can be trusted with a multi-million dollar estate. “

So what you know and who you know is important. “The best advice I’ve received about marketing myself as a luxury agent has been to partner with like-minded agents who specialize in the high-end business,” said Moira E. Holley, Co-Founder and Senior Global Real Estate Advisor at Realogics Sotheby’s Internationale Immobilien. “Building close friendships and developing those relationships with top agents in other markets has been invaluable.”

While impressing potential customers is important, introduce yourself to your co-workers too. By building a strong corporate network, Holley was able to better market its own services by sharing best practices and market insights with a group of trusted colleagues.

Inspire through creative marketing

Shari Sagan McGuirk, partner at Sagan Harborside Sotheby’s International Realty

First and foremost, as a luxury real estate expert, it is important that customers see that you have an eye for finding and selling exceptional properties. “The staging is an integral part of the process and something I rely heavily on,” said Shari Sagan McGuirk, partner at Sagan Harborside Sotheby’s International Realty.

And while you can demonstrate your creativity through promotional materials and online media, it does suggest that you can market yourself – and your originality – personally, too. “I’m always looking for ways to improve open houses. This fall, I’m in the process of creating open houses for my luxury offerings with partners that appeal to the same buyer. Inviting an art gallery to showcase some of their work, as well as high-end jewelry designers, can help attract potential buyers – or at least create a different level of excitement about the property. “

Build an online presence for you and your real estate

Moira E. Holley, Co-Founder and Senior Global Real Estate Advisor at Realogics Sotheby’s International Realty

Still, online marketing will play an important role in your strategy. “Keep it fresh: update your photo, share a professional video tour of one of your best deals,” advises Holley. “Video tours shared on social media are the most relevant way to find out about a new listing, feature, great view, and more.”

This hits two key points: You want to build your own brand – a polished photo, a compelling bio – and connect with your professional network. “Communicate with your friends, past clients, and their friends through social media,” she suggests.

Sagan McGuirk agrees, though she does make sure her online channels are more than just market-focused. “Social media is flooded with pictures of houses and infographics about real estate,” she says. “To differentiate myself from others, I have worked to present myself as someone who connects with people with similar interests. I want my online presence to fit my personality and I try to combine my love of fitness, culture and community with my job. “

Build your personal brand beyond luxury real estate

This goes well with Northup’s most memorable lesson: Learn the Lifestyle. “The best advice I’ve ever received came from a mentor: ‘Gene, you have to be a luxury student: learn more than cars, houses and wine. Learn their world; it is very different from most of us. ‘This has been invaluable and I have become the luxury information center for my clients. “

By training in this area and effectively disseminating this knowledge to customers, Northup has always been able to offer white glove services – be it finding a private tarmac in Cancun for one customer’s business jet or another customer’s family Connect with a security advisor traveling abroad. In these cases, Northup is no longer a real estate agent in Las Vegas. He is a luxury lifestyle professional who can provide great service anywhere in the world.

“I’ve always worked hard to present myself as a trusted advisor,” says Sagan McGuirk. “I want to be the first person my current and potential customers think of when it comes to their home or lifestyle. I believe that your best life begins in a home and environment that inspires you and I try to create that sense of inspiration in my fellow human beings. “

Marketing itself requires care, determination, and attention to detail. But if you get it right, you’ll establish yourself as a luxury real estate leader with the knowledge to meet your clients where they need you and the skills to exceed expectations.

About Sotheby’s International Realty

Sotheby’s International Realty was founded in 1976 as a real estate service for discerning customers of the auction house Sotheby’s. Today, the company’s global presence includes 990 offices in 72 countries and territories worldwide, including 43 proprietary brokerage offices in key metropolitan and resort markets. In February 2004, Realogy entered into a long-term strategic alliance with Sotheby’s, the operator of the auction house. The agreement provided for the licensing of the name Sotheby’s International Realty and the development of a franchise system. The franchise system consists of an affiliate network in which each office is independent and operated. Sotheby’s International Realty supports its affiliates and agents with a variety of resources for operations, marketing, recruiting, education and business development. Partners and agents also benefit from a connection with the venerable auction house Sotheby’s, which was founded in 1744. More information is available at www.sothebysrealty.com.

The affiliate network is operated by Sotheby’s International Realty Affiliates LLC and the company-owned brokers are operated by Sotheby’s International Realty, Inc. Both companies are subsidiaries of Realogy Holdings Corp. (NYSE: RLGY), a global leader in real estate franchising and providing real estate brokerage, relocation and fulfillment services. Sotheby’s International Realty Affiliates LLC and Sotheby’s International Realty Inc. both fully support the principles of the Fair Housing Act and the Equal Opportunity Act.