Luxury Marketing–Real Estate Style

I have always thought this genre of “luxury real estate” brokerages were interesting. They are really no different from traditional, main line real estate brokerages. With one MAJOR difference–customers pay a premium to work with them.

Okay, so there are lots of differences between a real estate broker and a “luxury” real estate broker. But, it all ties back to the most important one: They get paid more. Let’s look at this model and see if you can bring it to your mortgage business?

Customers Always Come First

Every luxury brokerage I have ever worked with was fanatical about the customer–their experience, their needs, wowing them. Nothing was too much for the customer. Every customer is treated like a Hollywood star.

Are you doing this for your mortgage customer? Will you go to their house, work, a coffee shop, airport to get their application? Will you call them when nothing has changed to tell them everything is in order and on track? Will you work with a spouse or business assistant to collect the necessary documentation so as not to be distracting to these elite clients? Will you pick-up or hand deliver documents?

 

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All of the Details are Perfect

Not a hair out of place. Not a call left unreturned. No mistakes on ordering appraisals, title, etc. And, if something does go wrong you are the first and fastest one to tell them what happened (without any excuses) and how you are already fixing it.

You show up on time, call when you say you will, and show up with a nice pen for closing.

Every Employee Exudes Professionalism

You are dressed for success. The client should never see you in a t-shirt and board shorts. Your hair should be cut and groomed. And, please have clean, trimmed finger nails.

Your language should be intelligent and minus any hint of clang or profanity. Like you mother always told you–lots of pleases, thank-yous, yes sirs, and madams.

Everything is Shined and Glossy

Your presentation should be like a military review processional–every thing spit shined and ram-rod straight. All of your documents should be clean and legible, closing packages bright and tastefully branded, your closing room feels rich.

If you want to operate a luxury mortgage company then simply take these easy steps to increase your game. You will have a lot more raving testimonials and clients won’t fuss about your high fees any more. Customers love to pay for “luxury” and brag about it.

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