Top Takeways From the Inaugural Luxury Forum

The inaugural RE/MAX Luxury Forum brought together top agents who rely on the RE/MAX Collection to make lasting impressions on affluent buyers and sellers around the world

By Deborah Kearns

Luxury Forum logo

They sell some of the most expensive and sophisticated real estate in the world – and they gathered in one room to share success stories and learn from the best in the luxury market. More than 170 RE/MAX luxury specialists attended the inaugural RE/MAX Luxury Forum in California this past fall, and it was nothing less than powerful. At the epicenter of the event was The RE/MAX Collection, the network’s premier marketing program for luxury homes and properties. Brand Manager Anne Miller says there’s tremendous demand from RE/MAX agents to learn strategies for assisting affl„uent buyers and sellers – and for incorporating the benefits and brand-name visibility off‡ered by The RE/MAX Collection.

Hear from four attendees who embrace The RE/MAX Collection in their home markets.

Luxury specialists

USE THE RE/MAX COLLECTION
“I love the look, elegance and feel of the signs and materials. The RE/MAX Collection magazine has been a major advantage in marketing my listings, especially when I can include sleek aerial shots of waterfront property. That makes a lasting impression.”

– MARIE AVERY

REACH OUT TO INTERNATIONAL BUYERS
“We have a huge influx of Asian buyers in Vancouver, particularly people from China. I speak Cantonese and Mandarin, and I know their language and the culture; I can relate to them on a personal level. If you have a specific group of international buyers or investors looking for properties in your market, get in front of the trend and use the collective strength of the RE/MAX network to reach out to them.”

– SHARON LUM

MAKE A LASTING IMPRESSION
“On a $4.5 million listing, I met with the sellers, who were on the fence about the sale. After the appointment, I sent a fruit arrangement and included a note that read, ‘Thanks for the opportunity to meet with you. We look forward to exceeding your expectations.’ They called me that day and listed. It cost me $50, but gained me so much more in return.”

– JASON MOORE

BE CONFIDENT, PASSIONATE
“It might sound cliché, but you have to have a passion for and knowledge of luxury real estate to appeal to the types of buyers and sellers you’re trying to work with.š Knowing the architecture and history of our Nashville area historic homes is a huge benefit for me in this market. Confidence and knowledge are your biggest assets with luxury clients.”

– DEBRA BEAGLE

KNOW YOUR STUFF
“Clients you’ll work with want someone who knows what they’re talking about. If you’re new to luxury real estate, get specialized training. The Certified Luxury Home Marketing Specialist (CLHMS) designation is a must. You’ll gain access to all kinds of graphics and charts to help you tell the national story of the luxury market, and there are templates you can tailor to your own market. It’s worth it!”

– JASON MOORE

DON’T LET THE COMPETITION SCARE YOU
“In the Sarasota market,š I’m up against some big names in luxury real estate. With The RE/MAX Collection marketing tools, I have the support and confidence to eff›ectively compete in our marketplace. šThe šluxury brand and our unbeatable international exposure šimpress my clients far beyond anything the competition can off›er.”

– MARIE AVERY

BE A STRAIGHT SHOOTER
“Luxury clients need to feel they can trust you, and they want someone who is honest and upfront to speak to them directly.š As long as you go in with the right information and can back up what you say with meaningful statistics and facts, you’ll win that trust.”

– SHARON LUM

Get more luxury marketing tips from David Collins, founder of Real Marketing, which produces The RE/MAX Collection magazine.

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