move up to luxury - weeblykwselect.weebly.com/.../8/5/6/48566859/move_up_to_luxury.pdf ·...

Move Up to Luxury

Kay Evans

Kay Evans

Move Up to Luxury2

Southeast and North Florida Regional Co-Owner KWU Master Faculty

“You are who you attract.”

Move Up to Luxury3

- John Maxwell

To move up to luxury

remember …

Luxury Housing SalesRequire:

• Creation of “Experiences”

• International Exposure

• Market Knowledge

• Service Relationships

Move Up to Luxury4

“Affluent consumers typically have a very strong self-image, and they maintain their favorable self-image by accepting experiences that promote their self-image and by rejecting experiences that tarnish it.”

Move Up to Luxury5

- The Affluent Consumer

Why?

Experiences• Upscale Collateral Material

• Marketing Diversification

• Virtual Tours / Videos

• Professional Script Writing

• Professional Websites

• The Kink Team – Maggee Miggins

Move Up to Luxury6

Experiences• International Reach – KWRI Luxury and KW

Worldwide

• White Glove Service

• Professional Staging / Photographer

• Detailed Market Information

• Networking Relationships

• International Info – GPS – CIPS

Move Up to Luxury7

Move Up to Luxury

Move Up to Luxury8

Move Up to Luxury9

Great Marketing Resource

Top 5 Sources of International Buyers

Move Up to Luxury10

(In Billions)

Source:

NAR Report

Through 3/15

28.5

11.2

China

Canada

India

7.9 4.9

Mexico

UK

3.8

International Market• #1 State with International Buyers

• International Buyers Cluster

• Asia – California (Dallas development)

• Mexico – Southwest

• Europe – Northeast

Move Up to Luxury11

If at First You Don’t Offend …

Move Up to Luxury12

Luxury Market Knowledge

Move Up to Luxury13

Move Up to Luxury14

Luxury Defined Locally

• Top 20% of the listing market

Or

• Top 10% of actual sales calculated by price

Source: Jack Cotton, Selling Luxury Homes

Move Up to Luxury15

“High net-worth people like to deal with people they know or are known by someone they know.”

Move Up to Luxury16

- Jack Cotton

Who Do You Know?What’s Your Plan?

Move Up to Luxury17

Who Are Luxury Clients?

• Corporate/Business Executives

• Physicians

• Lawyers

• Financial Professionals

• Entertainers/Entertainment Executives

• Professional Athletes

• Business Owners – Entrepreneurs

Move Up to Luxury18

Target

To Find Them …Go Where They Are!

• Charity events

• Health clubs, golf and tennis clubs

• Concerts, auctions, lectures

• Wine tastings, art galleries, fashion shows

• Clubs and organizations

Move Up to Luxury19

What Do Buyers Desire

Move Up to Luxury20

LOCATION

LIFESTYLE

VIEW CONDITION PRICE AMENITIES

YOUNGER

Buyers

Source: Internet Article Luxury Trends Coldwell Banker Previews

Commitment

to Confidentiality

Established

Marketing

Relationships

Customized

Everything

Market and

Pricing

Expertise

Expectations

Move Up to Luxury21

What Skills Do You Need?

• Negotiating

• Writing

• Presentation

• Pricing

• Creative Thinking

• Marketing

• Customer Service

Move Up to Luxury22

“Buzz” Wordsin the World of Luxury Homes

and Affluent Clients

“Breathtaking views, prestigious address, affluence,

ultimate architectural design, high end details,

dazzling effects, elegant entry, celebrated classic,

tasteful and masterfully crafted interior”

Move Up to Luxury23

The Wealthy Are …

1. Driven by their own self-image

2. Typically strong negotiators

3. Focused on their specific needs

4. Inquisitive about facts

5. Typically Internet-savvy

6. Into relationship marketing

Move Up to Luxury24

How Do They Think?

Move Up to Luxury25

Mindset Gap

Move Up to Luxury26

Yours: “I don’t operate in those circles.”

Theirs: “I deal only with professionals.”

The Affluent … How They Think!• Long-term thinkers

• Talk about ideas

• Embrace change

• Take calculated risks

• Continue learning and growing

• Work for profits

Move Up to Luxury27

What to Do?

• Constantly focus on:

• Establishing networking, service, and marketing

relationships

Move Up to Luxury28

Yourself

Your Market Center

Your Marketing Program

Assess

Ask Yourself• What is your edge?

• What are your credentials?

• Do you have a group connection?

• What is your competition doing?

• Is it worth the investment to you?

Move Up to Luxury29

Get a Coach!

Move Up to Luxury30

Meet Tom and Peggy

Move Up to Luxury31

Move Up to LuxuryIn closing

• Help the Toms / recruit more Peggys.

• Assess yourself and the Market Center.

• Take action:

• Educate yourself on the wealthy

• Learn to think like they think

• Go where they are

• Take advantage of KW tools

Move Up to Luxury32

Questions?

Move Up to Luxury33

Please complete an evaluation for this

session.

Use any mobile device! familyreunion.kw.com/downloads

Download a FREE copy of

this presentation. Go to

Please discard all

your trash as you

leave!

www.evalfr.com

Thank You!