Breaking into the luxury market

I am trying to break into the luxury home market. I spent the beginning of my life building luxury one of a kind homes. I know all about how to build them and now 2 years into my real estate career I got my first luxury listing. I am excited to explore the different opportunities that will come my way through this. I lucked out that 2 months ago I sold a house to an aspiring art dealer who has an uncle who is own and is very connected in LA. We put our heads together and are planning to sell a classy lifestyle of beautiful homes and art together. I already have the next one of this builders spec home spoken for when it is complete in February. I want to develop a system to drive high class traffic to my listings in turn getting sales and more listings. I need some kind of media to market this. I do not want to put it in their paper because people I don't want there will come and drink the wine eat the food and leave. I need a media to reach the right niche is there anyone out in rain land with a suggestion?

Orville McCallister
Realtor
Keller Williams Realty
www.orvillemccallister.com

 

5 Comments on Breaking into the luxury market.

JAN
11
2007

The rich buy homes very differently from the rest of us. If you are going to Family Reunion I strongly suggest you do the Luxury Marketing seminar/break out session.

Basically the rich buy through realtors that are recommended to them by other rich people. Don't expect to see them on your web site attracted by your position on Google.

You'll need to position yourself within the market very carefully and confidentiality is paramount. No-one who is famous or rich will want their business known about. You'll have to be more than fiduciary with  these people.

 

Nigel

9:16am • #1
JAN
12
2007

Orville,

I have had the opportunity to work with some wonderful real estate professionals that deal with luxury properties.  I tend to agree with Nigel that word-of-mouth business in this niche is the way to go.  I would highly recommend offering your services as a buyers/sellers agent in a team that has a top producing luxury-property agent.

Like with any successful person, they may be more than willing to share or they may be very protective over the knowledge they've gained in their years of experience.  But their is no harm in asking.

My best,

Tiffany

3:31pm • #2
JAN
14
2007
2 Featured Posts

I agree Tiff,

If you send out personal invitations to top producers in that areaof your listing or "LA Holywood scene area" and then follow up with phone calls etc... Or maybe start with phone calls and feel out the big guns to see if they are receptive.

When I say top producers, look for agents that have sold or represented buyers in a range that rivals the one you are selling over the past year.  But don't stop there, look at their track record in prior years, you don't want to spin your wheels to heavily on an agent that just had one good year, they wouldn't have the network that a agent with many years of comparable sales might have.   Granted, they may be on the way to amazing  things so don't disregard them either. 

I would start in Malibu, Hollywood LaJolla etc... and call around and find out what those agents are looking for in regards to their clients. You can then tell them about your collaberation with the artist and how you are "thinking outside the box" . Who knows, maybe you will even get a referral to your area on a listing that one of those agents has now or in the future...building networks, that's what it is all about!!!

Great way to move forward...

1:03pm • #3
2 Featured Posts

I agree with all of you I am spending time running those stats in the MLS and taking donw their email and phone Number.  I made some brochures with no broker logo (on accident acctually)  that I have been handing out to ther agents offices.   I dont know if I can get in trouble for that or not.   I am also using the art angle to place brochures in gallerys.  I figure anyplace where high end people shop is a good target.

Orville McCallister

8:28pm • #4
2 Featured Posts
Oooh, dropping at galleries is a great idea!! 
11:33pm • #5

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Orville Ivor McCallister

Temecula, CA

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Diamond Consulting Group

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