Seven Things Luxury Clients DO Want (Part II)
Last week, we began a discussion of seven things that luxury home buyers and sellers want. Today, we’re going to cover items 4 through 7. By way of review, understand that people in the high end want you to respect the level of success they achieved. They expect the same level of service in their dealings that they’re used to providing to their own customers and clients.
Lastly, don’t even think about being any less straightforward and ethical with your high end buyers and sellers. For that matter, this is not the career choice for anyone who is not totally above board and ethical everyone no matter the price range.
- 4. Luxury home buyers and sellers do research and they will trust that and their judgment as to where to go for the best value. They talk to and value the advice of everyone. They may not take anyone’s advice, but they seek out advice from multiple sources. Many are surprised to know that they seek information from service people at restaurants to the person working at the hardware store.
- 5. People in the high end don’t worry about keeping up with the next-door neighbor or the proverbial Joneses. Rather, they’re concerned with being different, unique and one-of-a-kind. People in the high end hate being part of the pack. That’s why they love “limited edition” things. You might want to think about having a limited edition program for buyers and sellers in the high end, whether it be a limited edition platinum marketing program or a limited edition buyer program.
- 6. They like things simple and easy. Like the rest of us, thy experience hassle, tension, and stress in the workplace, and they want to be free of it in their private lives. We need to work hard to be easy to deal with.
- 7. Great service. Understand that they can afford to pay for the best information, the best products, and the highest level of competence that’s available anywhere in the marketplace. They may not always flaunt their wealth, but they use it like a club to get the best service from the people they deal with. They expect and get the best.
In dealing with the high end you have to be real, competent and prepared. Above all, you need to be seen as an expert. Have plans and procedures in place that make you easy to deal with and provide consistent results.
Until next time, make it a great week. And don’t forget, if you bought Selling Luxury Homes, you get a 20-minute phone consultation with me. Just fill out the form and fax it back. you can also email your questions to jack@jackcotton.com.
