LUXURY ISN’T A PRICE POINT—IT’S A STRATEGY

When the market gets tough, most agents pull back. They wait. They panic. They throw spaghetti at the wall and hope something sticks.

But if you want to grow in this kind of market—you need to stop thinking like everyone else.

Luxury isn’t just a niche. It’s a mindset. And it’s one of the smartest strategies you can adopt right now.

Why? Because luxury is built on clarity, intentionality, and elevated service. It demands precision—and it rewards those who show up differently.

Here’s how to start using a luxury strategy to grow your business now:

1. Get Crystal Clear on Your Ideal Client

If you say you want to sell homes in the $1M–$2M range, let’s break that down: Who is that buyer? What do they do for work? What kind of lifestyle are they drawn to? Where do they spend time? What challenges are they facing when buying or selling? What kind of agent would they choose?

👉 Start building a profile. You can do this in a simple Google Doc or spreadsheet, or try a tool like Xtensio to create a visual customer persona.

Prefer to work smarter? Use AI. You can ask ChatGPT to help generate an ideal customer profile based on your market goals. Try this prompt:

“Help me build a detailed customer persona for buyers purchasing homes between $1M and $2M in [Your City]. Include lifestyle traits, motivations, values, and objections.”

It’s a fast way to clarify your audience and tailor your marketing without the guesswork.

Knowing who you’re speaking to is the only way to create branding, marketing, and service that truly connects.

2. Choose the Right Niche—Don’t Just Chase Volume

Look at your market. Get specific.

Are you farming a neighborhood that already has four dominant agents? Or are you overlooking an area with solid price points, a healthy turnover rate, and no standout agent experience?

📍 Do a basic turnover rate analysis:

• Look at the number of homes in the neighborhood

• Compare it to how many homes have sold in the past 12 months

• A 6% turnover rate or more is solid for farming

Then ask:

• Does this neighborhood have enough luxury-style service?

• Could you be the one to raise the bar?

This is where white space lives—and this is where luxury-minded agents thrive.

3. Run a Quick SWOT on Yourself (Yes, You)

You don’t need a corporate team to do this. Just grab a sheet of paper or open a note and break it down:

• Strengths: What do you do really well?

• Weaknesses: Where do you need to improve?

• Opportunities: What market openings, partnerships, or upgrades could elevate your business?

• Threats: What’s holding you back? Competition, inconsistency, unclear messaging?

Self-awareness is a power tool in luxury real estate. Use it.

4. Luxury = Showing Up Differently

The secret to standing out in a competitive, high-value market? It’s how you show up.

• Is your follow-up thoughtful or templated?

• Is your listing presentation polished, or just “good enough”?

• Are you crafting a brand that feels elevated, refined, and unique to you?

Because here’s the truth: Your clients can feel the difference between a transaction and an experience.

So don’t dial it in. Don’t wait for the market to fix itself. Build the business you want—on purpose.

Thought to Leave You With:

“If a client were blindfolded… would they still know they were working with you?”

Let that guide your next move.