Institute for Luxury Valley Home Marketing
Institute Members Are Trained to Work in Luxury Real Estate
The Institute for Luxury Home Marketing exists to help buyers and sellers of luxury homes and estates find real estate professionals with the knowledge, skills, and expertise to support their unique needs. Members specialize in the luxury home market and have completed extensive training to build additional competencies.
Members of The Institute also have access to exclusive market insights and the latest marketing strategies, enabling them to stay on top of changing market conditions and offer effective plans to sell luxury properties. This insight and specialized knowledge make our members, especially those who have earned the Certified Luxury Home Market Specialist™ (CLHMS) designation, the best agent choice for affluent buyers and sellers of luxury residential properties.
Select the Right Agent
Successfully buying or selling a luxury home starts with selecting the real estate professional that can best assist you. Not all agents operate effectively in the upper-tier market, a segment that requires special competencies and marketing expertise.
- Request market knowledge and real estate skills
Not only should your agent know the city or area you are interested in, but he or she should also be knowledgeable about the price range you’ve targeted. A luxury home expert should be able to discuss the amount of inventory available, the average number of days a property is on the market before going under contract, the number of sales in the last 90 days, and the list-to-sales price ratio, all by price range. The more knowledgeable the agent is about the upper-tier market, the more valuable he or she can be as a resource for you. When you schedule your first meeting with a prospective agent, let the agent know you want an overview of the market conditions based on price range. It may be easy to choose an agent based on their country club membership or the kind of car they drive, however confirming first that the agent has the skills and resources necessary to help you will ensure that you are working with a true professional who can successfully complete your luxury home sale.
2. Look for special luxury affiliations and designations and ask what they mean
To zero in on professionals who specialize in the fine homes and estates market, look at an agent’s professional memberships and designations. Many real estate brands and companies offer special recognition to their associates who work successfully in the luxury market. Some firms have special luxury marketing programs available to their agents. All these memberships, affiliations and credentials add credibility and may provide access to networks and marketing tools designed for luxury properties. Also, know that agents who are members of the Institute for Luxury Home Marketing have met strict education requirements. Those who have also earned our Certified Luxury Home Marketing Specialist™ (CLHMS) designation and Million Dollar Guild™ recognition are experienced agents with a well-documented track record of success.
3. Ensure that your marketing consultation includes a specific plan for your luxury property
The best marketing plan is not always the most expensive one. Listen to why the agent has included each element of the plan. Be sure that your home will be promoted online as well as in more traditional ways. If the home is very expensive or the buyer is likely to come from outside the area, a luxury home magazine may be an important part of the plan. Recognize that the marketing plan in a fast-moving sellers’ market will differ from the plan to be implemented in a slower buyers’ market. Your agent should outline his or her proposed plan and explain it. Look at the quality of the marketing pieces the agent has used in the past as part of your evaluation process. Some agents will have access to special luxury home marketing systems with special marketing pieces that add value to their toolkit.
4. If you are selling, avoid agents who “buy” your business
Choosing an agent based on the highest suggested list price is counterproductive if the house is overpriced. The agent doesn’t set the price: the marketplace does. If your home goes on the market as an overpriced listing, agents and their prospects will quickly move on to other properties that offer more value relative to cost.
5. Rapport and clear communication are important
When you meet with an agent who has specialized knowledge, quality tools, and provides clear communication, you can be assured that you are working with a professional who can deliver results and meet your expectations in the luxury home market.