Whether selling luxury properties through traditional brokerage methods, auctions or otherwise, resounding points ring true when dealing with high-end clients. The properties are stellar and deserve top-notch exposure. The representatives and partners (brokers, attorneys, inspectors, caretakers) are highly professional and should be used wisely. And most evident: The clientele is demanding of white-glove service. And why shouldn’t they be? They own these homes for a reason. They are successful and willing to pay for the attention they deserve. It’s our (and perhaps your) job to deliver it to them… and to do it well.
My first career out of college was in the national buying offices for The Neiman Marcus Group. I was blessed to mentor under Mr. Stanley Marcus, who passed away during my second year with the company, but that’s another post for another day (In the meantime, I must mention that his book Minding the Store is a fantastic, timeless testament to dealing with luxury clientele). Neiman Marcus engrained in me the nuts and bolts of high-end service, regardless of the industry. It’s not an easy ethic — delivering at an exceedingly high level day and night, and always staying at the forefront of the news and trends. Those learnings carried me through a successful career in traditional luxury real estate sales, and I now utilize them (in fast-forward mode) with Concierge Auctions.
Throughout my several positions marketing and selling high-end products I have noticed a few things that make people successful in luxury retail. Here are 6 steps to selling luxury real estate that I encourage our team at Concierge Auctions to live by. None should come as a surprise, but hopefully they are worthwhile reminders.
Champion your clients. Continually ensure that your clients are satisfied with your level of service, with your execution, and with your handling of the “little things”. Tend to their time. For buyers: Accommodate their showings upon request and respond to their inquiries as efficiently as possible. Help them to purchase luxury real estate at a fair market price and profit from their ownership — whether through personal enjoyment or monetary gain. For sellers: Assure them that you are doing everything you can to achieve the absolute highest price for them. Keep up with them even after the sale is over (in fact, ESPECIALLY after the sale is over). Stay in touch.
Cultivate your relationships with broker and agent partners. Take care for the tone you set with every person and agent you come across. Listen to feedback from fellow brokers and agents (even if you don’t agree, you should listen, in the interest of your clients). Encourage your partners to make an impact (and a commission!).
Uphold your company image. Take notice if a sign looks sloppy when installed, if an advertisement looks fuzzy in print, or if an e-blast isn’t as impactful as it should be. Give feedback to your marketing team. Care about your dress, your demeanor, your professionalism. Develop your expertise in handling luxury properties and clientele. Consistently educate yourself, so you are always able to uphold that standard.
Value your properties. Ensure that your listings show their best — request unkept items be attended to. Pay attention to the security — be sure to lock all doors and set the alarm as you come/go. Cherish the fact that we are in charge of our clients’ most valued possessions.
Appreciate each other. The Concierge team is a family. Hopefully your company is too! Acknowledge the good work of your fellow agents, co-workers or employees. Support each other. Help your colleagues when their workload is heavy. When your fellow agent or a client wants to finish a deal on a weekend, make it happen. In the same vein, don’t hesitate to ask when you need a little extra care yourself.
Which brings me to my final point…
Don’t forget about yourself. Focus on your health and well-being, and care for your safety. Our work is demanding and fast-paced, but don’t forget to enjoy the ride!
We always work with local agents and brokers. Have a potential luxury real estate property that may be right for auction? Request a Complimentary Seller Evaluation!
