The Luxury Experience

Mark Hutchins & Jereme Kleven
Owners
My Home Group
8360 E. Raintree Drive, Suite 120
Scottsdale, AZ 85260
myhomegroup.com

As Brokerage Owners, we are hyper-focused on the agent experience and how it translates to the consumer experience. Are we providing superior support and resources, while showcasing an exceptional platform for agents to build businesses that create a seamless home buying and selling experience for the public?

Luxury home sales fall in the same lane. Whether you are a seasoned Luxury Agent or looking to enter this arena, you have to ask yourself, are you selling houses or “experiences”? We hope you choose the latter since we have already mentioned “experience” five times. It is part of understanding your audience and what motivates them. The luxury buyer gravitates toward extravagance, grandeur and wealth building, which ultimately translates to a way of life that starts and ends with their home as the ultimate lifestyle destination.

We are in the people and relationship business, so let’s first decide who our target audience is and what motivates them. Most of our Luxury clientele land within the spectrum of affluent, to high-net-worth (HNW), to ultra-high-net-worth (UHNW) individuals. Some are seeking assets versus homes, however many are looking for this potential asset to contribute to their life choices of remote work, wellness, entertainment, technology, clean living and enthusiasts of collection items (cars, wine, art etc). This certainly is an abundance of topics and resources to be well -ersed in; get ready!

Looking at these lifestyle choices puts a few to-do’s on your list. Set your goals to fine-tune the resources and partners you have on your luxury team. Let’s simply look at wellness as one example; perhaps it is a saltwater pool, a private gym, or a massage room that is desired or being sold. Where to begin? Conduct your due diligence on pool building and maintenance companies; find a place where your clients can purchase/sell exercise equipment; use a virtual home stager to simulate or display a relaxation room and last but never least, know your area! Where are the amenities; the private clubs, the resort communities, the upscale shopping and dining destinations? Do your clients like to entertain? Do they collect wine? What kind of car do they drive; do they need an electric car charging station? We recommend that you up your game and relationships; do you have a luxury photographer to properly showcase entertainment areas, a high-level virtual tour application to view the home from anywhere in the world, a white glove experience mover to ship cars, wine or art, and a trusted electrician to install an EV charger? There is so much to investigate and the knowledge to pass along is endless!

You are the expert; be prepared and remember the timeless statement ~ be the source of the source. The wisdom you display will contribute to the phenomenal experience you provide as a luxury agent. The devil is in the details; you are offering a full-scale home buying/selling service. Understanding the combination of the product, vibe and culture of what you are selling will assist you in constantly delivering a beginning to end “Luxury Experience.”