How To Become A Luxury Real Estate Agent 2020

Real Estate Agent with Compass 01896887

Selling High-End Real Estate
If you found yourself single and hoping to attract a new life partner would you?

A) Go to bars in the evening, social events, and meetups looking for that special someone?
B) Create a compelling personal bio on Match and Plenty of Fish?

Some would do both 50/50 others would be more 100% A or B. When we analyze "Breaking into the higher end of your market" you have the same two options to attract HNWI clientele when these buyers and sellers are not in your existing sphere of influence.  

A) Sit open houses, attend charity galas, social events, and mingle at country clubs and yacht clubs.
B) Create or redesign a website, build SEO, and write content that attracts your ideal client.

Here's the potential downfall with option A for some, including myself. If you've never sold a high end home before, you are socially uncomfortable or feel inadequate in those circles, or you aren't great at the art of conversation it can be incredibly difficult. There's also an element of snobbery when trying to mingle and you are "trying to fit in." You also may not have the money to invest in appropriate fashion, tickets, or memberships.

I chose option B knowing no one in a very high cost market in a new city. I also think it will work for you to get real estate leads.

Luxury Real Estate Agent Websites
You can begin on a homemade Wordpress website and continue on from there as you roll your profits.  I have a tutorial to build your own DIY website here: real estate agent websites and if your budget allows an indepth review of the best real estate websites for agents.

Define Luxury or High End

Just because the majority of your market's high end is $400,000-$600,000 that doesn't mean it's not luxury for your area. These buyers and sellers are the most successful business professionals and entrepreneurs in your market. Therefore they demand the knowledge, expertise, and presence of a $3M client in another market.

When you create your story or bio say you "specialize in" the country club homes, waterfront, ect. Specialize in is the stepping stone to being able to create a statement like this 2-3 years later "holds unrivaled status as the preferred real estate team for high profile transactions in the San Diego area as the result of exceptional performance and comprehensive knowledge"

Affluent Clientele Web Traffic

You now need "high end" traffic to your website.

Page one rankings for your city "La Jolla homes for sale" is almost impossible. You are competing with Redfin & openlistings (in my market both rebate brokerages), Trulia, Zillow, realtordotcom, and movoto. There may be 2-3 spots left at the bottom of page one. These spots usually go to the larger brokerages with large digital SEO budgets. Now you are lost on page 2+ of google, the best place to hide a dead body is on page two of google.

Here's the magic for page one GOOGLE rankings and real estate SEO to attract HNWI clientele, with little competition.

Luxury Lifestyle Keywords

My website ranks on page one of google for numerous luxury lifestyle keywords: horse, golf, country club, ocean view, beachfront, historic, & gated.  The right words will of course be different for each market.  The luxury lifestyle pages then link back out to the "impossible keywords" to rank for pages.

You may find my article on Pinterest marketing and Instagram marketing or How To Become A Successful Real Estate Agent.




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Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy


Good post, and I would add you need a brand that people can identify with...not everyone identifies with Gucci or Hermes...they as companies know their exact people.  A

Apr 18, 2018 01:17 PM #3
Madison Mortgage
Madison, WI
Serving Wisconsin, Illinois, Minnesota & Florida!

Excellent information Joy Bender! Love your luxury facebook group and I would highly recommend joining to anyone here who hasn't.

Apr 18, 2018 01:30 PM #4
Dana Basiliere
Rossi & Riina Real Estate - Williston, VT
Making deals "Happen"


I think you have good niche. In my very "small town" state the players are pretty set. It is tougher to crack that nut.  I am comfortable playing at the table when I get there however I don't chase that niche.  I enjoy putting regular working folks into a house the love.  I also work with wealthy investors and enjoy them too. I like good people whether they have money or not.  (smiling)

Apr 18, 2018 06:07 PM #5
Lorna Sherland
Success Power Broker - Newburgh, NY
Real Estate Broker serving Hudson Valley

Great post Joy, thank you for sharing.  Higher end market is on my radar for this year.  

Apr 18, 2018 06:42 PM #6
Karen Mathers - REALTOR®
Keller Williams Vero Beach - Vero Beach, FL
When it Matters, Choose Mathers! 772-532-3221

Very cool. This is what makes Activerain work . . . agents that share with other agents. I am going to look it over and apply it to my business. Thanks

Apr 18, 2018 07:07 PM #7
Bruce Hicks
Best Homes Hawaii - Honolulu, HI
Your Lifetime Friend/Helper!

A multimillionaire once told me "you put on your pants or dress the same way", so when he and I went out looking for property, we went in shorts, slippers and collared golf shirts.  He purchased a property for 2.3 million, then a few years later, after he did some remodel and enhancements, we listed and sold it for 5 million!

Apr 18, 2018 07:20 PM #8
Lottie Kendall
Compass - San Francisco, CA
Helping make your real estate dreams a reality

Hi Joy - I loved reading this post. Rachael Kendall and I have been discussing this very thing at our business meeting today. So timely. Thanks!

Apr 18, 2018 07:21 PM #9
Dörte Engel
RE/MAX Leading Edge - Bowie, MD
ABC - Annapolis, Bowie, Crofton & rest of Maryland

Dear Joy,

You are in the right neighborhood for your niche. Amazing how the area has gone up in the last few decades.

Apr 18, 2018 08:16 PM #10
John Wiley
Fort Myers, FL
Lee County, FL, ECO Broker, GRI, SRES,GREEN,PSA

One thing about a niche, they are not for everyone.

Pick a niche that fits you, one you can be comfortable in.

The Luxury niche is one you have to be able to relate to and be comfortable in.

Great tips in your post.



Apr 19, 2018 03:38 AM #11
Anna Hatridge
Goodson Realty - Farmington, MO
Missouri Realtor with Goodson Realty

great tips thank you

Apr 19, 2018 05:49 AM #12
Alex Rubin
Douglas Elliman - Long Beach, NY
Who You Work With Matters

Great post, Joy. Thanks for sharing.

Apr 19, 2018 07:24 AM #13
AJ Heidmann ~ CRS
McEnearney Associates, Inc. - Alexandria, VA
YOUR Alexandria & Arlington, VA Real Estate Expert

Joy ~ A great post and I love what you suggest page 2 of Google is great for...

Apr 19, 2018 07:47 AM #14
Victoria Palmer
Victoria Staging & ReDesign - Lake Havasu City, AZ
Home Staging & Redesign

Great ideas, thanks

Apr 19, 2018 11:42 AM #15
Jeff Dowler, CRS
Solutions Real Estate - Carlsbad, CA
The Southern California Relocation Dude

Hi Joy

There is a lot of good information for those of us interested in doing more in the luxury market, and understanding what it's all about. Getting on page 1 of Google can be a tough challenge if you don't use the right keywords, can't it?


Apr 19, 2018 10:01 PM #16
Georgie Hunter R(S) 58089
Hawai'i Life Real Estate Brokers - Haiku, HI
Maui Real Estate sales and lifestyle info

It's sad that on Maui the entry level homes are priced like luxury homes in other markets.  It's a whole different language here.

Apr 20, 2018 07:09 PM #17
Kimo Jarrett
WikiWiki Realty - Huntington Beach, CA
Pro Lifestyle Solutions

Most HNW consumers have a real estate professional on their team, so, they task their spouse and agent to find a suitable property. Yet, depending on the location and price, the cycle to close may take a while, so specializing in luxury properties isn't fundamental for most agents.  

Apr 21, 2018 08:55 AM #18
Roosevelt Mompremier

Very informative post, Joy. Thank you.:)

May 03, 2018 06:13 PM #19
Endre Barath, Jr.
Berkshire Hathaway HomeServices - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

Joy where have you been for the past two years? Missed you on this platform...BTW we need to talk... Endre

May 17, 2018 10:27 PM #20

great info, you mentioned internet which websites do you get leads?

May 26, 2018 06:15 PM #21
Jackye Mumphrey
Keller Williams Realty Cityside - Atlanta, GA
The Real Estate Maven® Atlanta Real Estate

Thanks for posting this.. Great info.

Oct 15, 2018 06:25 AM #22
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Joy Bender

San Diego Partner - The Private Client Network
What's My La Jolla Home Worth?
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