Secret Agent

October 9, 2008

One of the highest priorities among high-end homebuyers and sellers is privacy. Marketing a multi-million-dollar home that contains valuable art, jewelry, antiques, home furnishings and clothing is often done through the real estate agent’s select contacts, to preserve the personal security of the client. Many exclusive homes never make it to the MLS service, because the agents who represent the sellers introduce the property selectively. Agents who are familiar with the luxury market know that finding a buyer is often a matter of great detective work.

For every upscale home, there is an ideal buyer among a target group with a high probability of interest in such a property. One of the secrets to success among agents who work with very high end clients is that they are able to market the home directly to the right buyer pool, instead of casting a wide net that draws in people who are merely fascinated with the high-profile lifestyle.

The client’s business manager or financial advisor will often be the working contact in the negotiations process, while the client remains secluded. Luxury home marketing requires extensive networking on the agent’s part.