Many world-renowned brands offer unique and highly desirable opportunities for Americans looking to invest in luxury real estate. From elite urban apartments to stylish suburban villas, these top 10 luxury real estate companies ensure that their properties set the bar for excellence.
Whether searching for a second home in an exciting new city or aiming to add premium listings to your property portfolio, these well-respected firms have high-end properties to suit your taste and needs. Read on for the top 10 luxury real estate brands and how to get into luxury real estate as an agent.
Sotheby's International Realty
Sotheby's International Realty is a luxury real estate brand recognized worldwide for its exceptional properties and superior customer service. With a vast network of offices and a team of expert real estate professionals, Sotheby's International Realty is the ideal partner for buying or selling a luxury property.
Founded by the Sotheby's Auction house in 1976, the luxury real estate brand partnered with Realogy in 2004 to offer brokerages franchise opportunities.
Sotheby's International Realty has 19,000 sales associates working from 990 offices in 72 countries. Besides being one of the biggest real estate companies, it also publishes the popular real estate magazine Reside.
Coldwell Banker Global Luxury
Founded in 1906 in San Francisco, Coldwell Banker provides dependable and top-notch real estate services to its esteemed clients. As a real estate franchise owned by Realogy, Coldwell Banker Global Luxury has 3,000 offices in almost 50 countries.
Coldwell Banker Global Luxury prides itself as the gold standard for luxury properties, evident in the top-rated services they offer and its agents' extensive training.
Its parent company's track records, reputation, and long-standing history precede it. The company leverages expertise and technology to meet its high-end clients' needs and expectations.
Christie's International Real Estate
As one of the luxury real estate brands, Christie's International Real Estate is renowned for its expertise and quality. With a global network of offices and a long history of excellence, Christie's International Real Estate is the perfect choice for buying or selling a luxury property.
The company lists only properties above $1 million. Therefore, clients are reassured they have the right market for their properties.
Like Sotheby's, Christie's International Real Estate is a subsidiary of an old international auction house rich with history. With a remarkable track record of closing real estate transactions worth $500 billion in the past five years, the global affiliate network helps with brand recognition, making it an excellent choice for luxury property buyers or sellers.
Douglas Elliman
Douglas Elliman is one of the largest high-end real estate brands in the United States. Founded in 1911, the company has a rich history of serving high-end clients and is known for its exceptional service, extensive market knowledge, and unmatched expertise in the luxury real estate market.
With a network of over 7,000 agents across 110 offices in six states, Douglas Elliman provides a full suite of real estate services, including residential sales and rentals, commercial sales and leasing, and property management.
The company has a strong presence in the New York City market but also operates in other prime markets, such as Los Angeles, Miami, and the Hamptons.
Through its affiliation with the Leading Real Estate Companies of the World® and Luxury Portfolio International®, Douglas Elliman provides its clients with access to a global network of real estate professionals who can help them navigate the complexities of international real estate transactions.
Engel & Völkers
As a globally renowned luxury real estate brand, Engel & Völkers specializes in the sale and rental of premium properties. The company was founded in Hamburg, Germany, in 1977 and has since expanded to over 900 locations in 38 countries.
Engel & Völkers has a proven track record of success, consistently ranking among the top real estate brands in the world. The company's advisors are highly trained and knowledgeable in the luxury real estate market, and they work closely with clients to understand their specific needs and preferences.
Its commitment to quality is evident in the types of properties it represents. Engel & Völkers specializes in luxury real estate, including premium homes, apartments, and villas.
The company's portfolio includes some of the world's most luxurious and prestigious properties, ranging from historic manor houses to modern and contemporary villas.
Finally, Engel & Völkers is known for its commitment to sustainability. The company is committed to reducing its carbon footprint and promoting sustainable practices in the real estate industry.
Knight Frank
Knight Frank is a leading global luxury real estate brand providing high-quality real estate services for over 120 years. The company was founded in London in 1896 and has since expanded to over 400 offices in 60 countries.
Besides its exceptional customer service, expertise, and market knowledge, Knight Frank's global network of offices provides clients with a truly international service. The company has a proven track record of successfully handling cross-border transactions, and its clients benefit from its extensive network of contacts and relationships worldwide.
Knight Frank is committed to research and market analysis. The company has a dedicated research team that provides clients with up-to-date market intelligence and insights to enable clients to make informed decisions about their real estate investments.
Knight Frank specializes in selling and renting premium properties, including luxury homes, apartments, and villas.
Pacific Sotheby's International Realty
Pacific Sotheby's International Realty is a premier luxury real estate brand that has been providing exceptional services for over 40 years. The company was founded in 1976 and has since grown to become one of the leading real estate brands in the Pacific region, with multiple locations in Southern California, San Diego, and Hawaii.
As a Sotheby's International Realty network member, the company has access to a truly international market, with over 22,000 agents in over 990 offices in 72 countries.
This global market presence enables Pacific Sotheby's International Realty to help its clients find the perfect property that meets their needs and budget through highly trained and knowledgeable agents.
The company's portfolio includes some of the most luxurious and prestigious properties in the Pacific region, including premium homes, apartments, and villas.
Savills
When it comes to luxury real estate, many options are available. However, not all brands are created equal. One brand that stands out in the luxury real estate market is Savills.
This well-established brand has been at the forefront of the industry for many years, offering clients a wide range of top-quality properties and unparalleled customer service.
The properties offered by Savills are some of the finest in the world, with a strong focus on style and luxury. Savills has something to suit every taste, from grand estates to sprawling villas and contemporary apartments.
These properties are located in some of the most desirable locations in the world, including prime urban areas, serene countryside retreats, and idyllic coastal towns.
Savills is also committed to ensuring a smooth and stress-free purchasing experience. Whether it's navigating the legal process, arranging finance, or simply answering questions, the team at Savills is there to help.
The Agency
The Agency is a luxury real estate brand specializing in high-end homes, residential developments, and commercial properties. It was founded in 2011 and has its headquarters in Los Angeles, California, with additional offices in cities across the US and internationally.
The Agency has a reputation for delivering exceptional customer service, innovative marketing strategies, and unparalleled market knowledge. Their experienced and well-connected real estate agents work with clients to buy, sell, lease, or manage properties, providing a personalized and concierge-style service.
The firm also has a strong commitment to sustainability and community and is a member of the Luxury Real Estate network, a global collection of leading real estate brokers.
The Corcoran Group
The Corcoran Group is a luxury real estate brand with a reputation for delivering exceptional results to its clients. With a team of highly trained real estate professionals, The Corcoran Group provides its clients with the best possible experience when buying or selling a luxury property.
The firm became popular when Barbara Corcoran, a renowned real estate mogul, carried out the "one day sell" and sold 81 apartments in a day.
Her tactics involved selling different properties in the city to her agents' best friends at the same price. However, the Corcoran website was launched in 1995, making it one of the first sites for the property industry.
The Corcoran Group was sold to NRT (a joint venture of Apollo Management and Cendant Corp) in 2001. Presently, the firm comprises franchised offices and offices owned by a Realogy Brokerage Group subsidiary. The franchised offices are owned and operated independently.
As a leading luxury real estate brand, The Corcoran Group has over 4,200 associated agents operating from over 100 offices.
How to Become A Luxury Real Estate Agent Even If You're Not Rich
Most people believe you have to be rich or have a certain net worth to become a luxury real estate agent, but that's untrue. The following tips will help you become a luxury real estate broker without being rich.
1. Join a Brokerage With Experience in Selling Luxury Listings
One easy way to break into the luxury market is by joining a well-established brokerage specializing in high-end listings. Joining this type of brokerage helps you acquire all the experience you need to sell luxury properties while leveraging the firm's connections.
2. Network With Other Luxury Real Estate Agents
Most potential clients will trust you with their millions once you provide a proven track record of success. Sadly, you need to have successfully sold your first listing to prove yourself.
Hence, many luxury agents partner with other established realtors on co listing. However, you must prove that the arrangement will significantly benefit the agent. Focus on taking little commission and hustling for wealthy clients to enable you to get the necessary experience.
3. Target the Right Area or Clientele
The most important thing to do as a luxury real estate agent is to ensure your marketing plan targets the right clientele. You can focus your marketing on a specific demographic, like tech executives, lawyers, or doctors, instead of a location.
Then narrow your lead generation to social media platforms like Facebook, Twitter, Instagram, and LinkedIn. You can also target your clientele by focusing on a geographic area. For instance, most Beverly Hills residents are wealthy, and you can create marketing materials targeted at its residents.
It's essential to have a catchy luxury website to capture and retain your web visitors' attention. Leading digital marketing agencies like Ardor SEO can help you create a professionally-designed luxury property website that can easily convert visitors to paying clients.
4. Get Some Real Estate Industry Sales Experience
Before venturing into the luxury real estate business, you need basic sales experience to handle the transaction process. Hence, it's best to join a brokerage first if you're entering the real estate industry for the first time.
Become an experienced agent and target bigger sales by selling luxury real estate properties.
5. Make Luxury Part of Your Personal Brand
To establish yourself as a luxury real estate agent, your marketing materials, like your social media, advertising, website, and business cards, must look sophisticated and cohesive.
Showing high-end home buyers the luxury lifestyle will help build their faith in you. Stay up-to-date with and discuss high-end restaurants, golf tournaments, and gallery openings on your social media accounts to get their interest.
6. Become a Luxury Real Estate Expert
Another way to attract affluent buyers is to educate your prospective clients. These kinds of homebuyers love learning about 1031 exchanges, real estate investing, recent zoning changes, development opportunities, and second home purchase tax write-offs. You can create a short video to teach them these topics and gain their trust.
Remember to post the videos on social media and include a call to action. Something along the line of scheduling a one-on-one meeting to learn more.
How to Become a Luxury Real Estate Agent – The Definitive Guide
According to Forbes, luxury home sales increased to 60.7% in 2020. Learning how to sell luxury real estate will enable you to enjoy a part of the income.
To become a luxury real estate agent, you need to learn how to find affluent buyers, interact with them and get them to list their high-end property with you or buy a luxury home from you.
Some top tips to help you become a successful luxury real estate agent are:
Learn What High-End Clients Need
To get affluent buyers to trust you and go for your service, solve a problem they might have. High-end persons want information on issues like asset privacy, legacy planning, asset appraisal, asset preservation, real estate taxes, common property, and insurance.
Choose one or more of these topics and learn everything about them. Then present a solution to it when a luxury client comes to you. Create a marketing mission statement around your problem-solving tactic, which can help you get a new client.
Update Your Personal Branding To Appeal To Luxury Clients
A website or logo you created won't cut it when trying to attract affluent buyers. Consider hiring a professional website developer like Ardor SEO to create a luxury website for your brand. Then work with a graphic designer for professional visual branding.
Also, pay attention to your wardrobe. While you don't have to go designer shopping, your clothing should be professional, well-maintained, and tailored.
A well-groomed appearance will make a big impression on your prospective clients.
Protect Your Image at All Cost
To become a successful luxury real estate agent, you need to work on your personal branding and marketing tips for yourself and your clients. Everything about you should scream class, from your car to your outfit. Take time to build and protect your image to attract the type of clients you want.
Prospect for Expired Luxury Listings
Some luxury listings expire before being sold, allowing you to get to the homeowner and possibly win their business. However, you need to convince them you're more efficient than the last agent.
You can send them a letter discussing your credentials and laying out your effective marketing plan for the property. Remember to add your marketing material sample, testimonials, and results from marketing efforts for past clients to prove your mettle as a badass luxury real estate agent.
Take the Luxury Homes Certification From NAR
To become a successful luxury agent and land high-end sellers and buyers, you need to further your knowledge and experience. Consider taking courses from the National Association of Realtors (NAR), like the Luxury Homes Certification (LHC). As an online class for luxury real estate agents, this course will teach you how to:
- List luxury homes
- Show luxury properties
- Market and promote yourself in the luxury real estate market
- Work with affluent home buyers or sellers
After finishing the course, you'll get a one-year Luxury Home Council membership to help your luxury real estate marketing efforts.
Get a “Rich People” Hobby
Knowing a luxury buyer before they start house shopping with you is a great advantage to you as a luxury real estate agent. Start by choosing hobbies rich people love, such as golfing or skiing.
Your name will first come to their mind when they need to buy or sell a luxury home if you interact with them. However, subtly drop your services while talking with them for the first time during recreation.
Network in the Right Places
You might not know many high-net-worth persons unless you're from a wealthy home. Therefore, it's imperative to find out spots affluent people hang out in your location to enable you to network with them.
Go to places like high-end gyms, bars, art galleries, and country clubs to meet them. Remember, don't pitch to them immediately. Just start up a conversation and steer it toward what they do. Then mention what you do and give them your business card.
Start With Co-Listing and Co-Marketing Luxury Listings
Co-listing or co-marketing a high-end property with another agent is another way to become an experienced luxury broker. Some affluent buyers even prefer two realtors working on their property.
Remember to implement a real estate referral system with former clients or people in your network to earn more dollars through commissions.
Become the Local Market Expert
To get high-net-worth clients, you need to convince them that you have extensive knowledge of the luxury property market. You need to understand how to price high-end properties and stay updated with recent luxury properties sold in the area and the listings still on the market.
Also, know the amenities and finishes on the properties because they significantly impact their value.
Selling Your First Luxury Real Estate Listing
Selling a luxury property for the first time can be a challenge. Focus on highlighting the property's unique features and presenting it in the best possible light.
As a real estate agent with expertise in luxury sales, market the property through high-quality photos, virtual tours, and online platforms. Price the property competitively and consider offering incentives to attract buyers.
Open communication with buyers and agents can ensure a smooth sales process.
Find Luxury Buyers and Sellers
Once you've got enough experience, it's time to get yourself out there. Check where high-net-worth persons in your location hang out and go there too. Whether it's some top local coffee shops or golf clubs, go there and strike up conversations. However, keep the conversation natural, so you don't appear desperate.
Then subtly guide the conversation toward real estate and plug in your services by asking about their work and talking about yours.
Bonus Tip: How to Do Luxury Marketing on a Budget
When thinking of how to sell million-dollar homes, note that the marketing is nearly the same as selling a regular house. However, you'll find some key changes will make your marketing suitable for luxury listings.
Some marketing tips you can adopt to become a successful luxury agent on a budget include:
Consider Co-Listing
One way to break into the luxury market is to co-list the high-end home with an experienced luxury broker already well-established in your location.
Consider building a real estate brokers' network and utilize the network extensively to find co-listings. Once your relationship with other agents is beneficial, they'll also turn to you when they need help with large listings.
What Is a Good Luxury Real Estate Marketing Strategy?
Statistics show that million-dollar properties have a 24-day longer stay on the property market than low-end houses. Therefore, you'll need top-notch marketing plans to land affluent buyers.
Leverage social media platforms like Instagram to advertise luxury listings since its highly visual. So, it pays to know how to utilize the app effectively. Also, improve your video editing and photography skills or hire a professional to handle them.
Final Thoughts
The luxury real estate market is highly competitive, with many brands vying for attention. However, the top 10 kick-ass luxury real estate brands have stood out thanks to their exceptional properties, superior customer service, and expert teams of professionals.
These brands deeply understand the local markets and use their extensive networks to provide clients with valuable insights and assistance.
Whether you're looking to buy or sell a property, these brands are the premier choice for luxury real estate. If you're a budding luxury real estate agent, you can understudy these brands and adopt the tips discussed here to become a successful agent in the luxury property industry.To succeed in the luxury real estate industry, you need to develop an effective marketing plan to help you keep your services top-of-mind for qualified buyers. Fortunately, leading digital marketing companies like Ardor SEO can help increase your website visibility while utilizing various real estate marketing techniques to generate qualified leads that will turn into paying clients.
