How I’m breaking into luxury in my market!

Whenever I decide to break into a new market, it’s never a haphazard decision.

It’s ALWAYS strategic and a coordinated approach.

My mission for the last 18 months has been focused on raising my price point and it’s been working!

My highest sale thus far has been $1,033,000. $700k is our luxury threshold.

I used to get nervous about the idea of a $2M lead and now I am SO ready.

Here’s how I completely revamped my entire brand to make it more luxury friendly:

Rebranded my entire site to have a more luxury feeling to it (the vibe I’m going for is like a speakeasy — sophisticated and exclusive but visually dark and moody. That’s kind of how I’ve tried to design everything for this brand)

Made it a point to make my reviews and past clients front and center (which is the page I drive most traffic to)

Added LinkedIn and YouTube to my marketing strategy. I’m still hacking the system and will continue to share my takeaways from this as I figure them out.

Created a lot more front-end offers to make sure lower priced clients were still getting value without taking up more time

Joined several organizations that cater to the luxury clientele and took an active role in them

Went and took the Institute for Luxury Home Marketing course — I learned a ton and I’m excited to start using that in my brand

Went hard with getting press around my name to add to my credibility. Got featured in 9 different local magazines and a national one. Some I had to pay for, some were free.

Started a BNI group called BNI Luxury to round out my ability to refer professionals when clients ask for something

Got on Twitter — right now, the mayor of Miami has been wooing the tech community here on Twitter so I’ve focused on adding tons of value there too.

Started pursuing FSBOs over $500k using the strategy I outlined in a previous post.

Upgraded my client care plan to include quarterly gifts and events for my VIPs

Started publishing a monthly Luxury Market Report for South Florida to my database

Made it a point to get more knowledgeable about the economy as a whole to be able to carry conversations with them when they talk about policy. I subscribed to our local business journal which gave me more insight into the local community too.

Have gone out of my way to try to add more value to other agents to increase the referrals I get from other agents

I believe the best service you can give to your brand is to decide who your target audience is because you can go ALL IN on creating an extraordinary experience for them — rather than giving a little here and there to every little sector of client who MIGHT come your way.

Going through this process of rebranding from an agent who focuses mostly on young professionals to luxury hasnt been easy — but it’s worth it.

What kind of clients are you targeting right now?