Today I did a training here in Austin for Continuing Education credit. The course is called "Don't Call Them Wealthy--How to Work with Affluent Clients." The class was lively and lots of fun.
As I looked through the evaluations, one of the agents asked, "I thought you were going to cover how to find luxury clients." I was somewhat surprised by the question. I talked about using Zillow to establish 
credibility, marketing your $1,000,000+ listings on www.UniqueGloblalEstates.com, as well as the types of events where you can expect to find luxury clients (art galleries, boat shows, high end auctions, and charitable fund raisers.)
In retrospect, it strikes me that I run into luxury clients almost every where I go. They're at the airport, they're out on the hike and bike trail, they're at the grocery store, they're looking at shoes at Nordstrom or Neiman's, they're getting their hair cut at the same salon I go to--they're everywhere. The bottom line is people are attracted to others who share similar tastes and values. The strategy here is to find something that you care about deeply and then engage in that activity. Examples include political or charitable fund raising or volunteering for a cause you believe in such as Habitat for Humanity or the local women's shelter. Attend wine tastings or cooking classes. The list is endless.
The challenge is not finding them--it's connecting with them and having them feel as if you are someone with whom they would like to do business. Luxury clients want the "best of class." The question is, are you the "best of class" in terms of being a Realtor? Do you know how to discuss 
absorption rates? Are you familiar with fractionals and the vacation home market? Are you involved in your community? Do you look the part--i.e. polished appearance, polished speeech, superb service, excellent market knowledge, and the ability to stay cool no matter how crazy or eccentric your clients may be?
If you didn't answer "Yes" to each of these questions, there's a high probability that you will not attract a luxury clientele. To remedy this situation, sign up for our www.ListenandLearnRealEstate.com program which you can listen to 24-7 on your computer, MP3 Player or iPod. This program, along with our other training materials including this blog will keep you up to date on what's required on the real estate side of the equation. In terms of the other issues, have a make over. If you can't afford super expensive clothing, buy a few simple quality pieces and mix and match with accessories. Go to the best restaurants in town, even if it's just to have a drink. Put yourself in the places where luxury clients congregate, get involved, and give back to our community. That's the real secret to luxury real estate lead generation.
Posted by Bernice Ross, www.RealEstateCoach.com, author of Waging War on Real Estate's Discounters
Photo by Juliebee
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