LUXURY REAL ESTATE

Excellent Marketing

There is just no way around it— real estate agents, and especially luxury agents, must be strong marketers. With 90% of buyers finding prospective homes online, making sure your luxury agent knows how to market the home is going to be huge. What does that mean exactly? Veronica Brandon Miller has more than 30 years of experience in marketing. In fact, she has been published in more than 80 publications about marketing. She is a marketer who specializes in real estate. This is important, especially when you need someone who can create videos, photos, and even manage a customized website for your property listing. She also can create some great drone content— an ever-growing trend in the field of home marketing. 

Marketing Offline

But marketing a luxury property is not just about the images. When hiring an agent you should also ask where they intend to list your property (correct answer: In as many applicable channels as possible), and how much experience they have hosting upscale home-showing events— which is what your buyers will expect. As an agent with Michael Saunders & Company, Veronica shares a network with agencies all over the world. This provides a global reach to help sell your home even faster.

Hyper-Local

An interesting point as far as what differentiates a luxury agent from other agents -You need to hire somebody that is hyperlocal, someone that really knows the local market. Veronica has insights to the schools, the local average commute times, and all the other little details buyers may inquire after. In fac, Veronica has received numerous awards for community involvement and serves as community Ambassador. This means she has the capability to zero in on exactly what buyers are looking for.

An Impressive Network

The part of real estate that is not marketing mostly consists of who you know, especially in the luxury homes market. Veronica is someone who already has a great network and helps you be one step closer to getting your property sold. Veronica served as president and CEO for an International company prior to becoming a Realtor® and has an extensive network to find potential buyers for listings. 

Agent Networks

While having direct client connections is great, it is also important your agent works well with other luxury agents, especially the buyer agents. Veronica and Michael Saunders & Company has a network of connections on the other side of the industry, and ways of getting in touch with the people who have the clients looking to invest in properties.

Exclusive Organizations

One way to figure out what circles your agent runs in is to ask if they belong to any notable organizations. Veronica is part of the Luxury Portfolio International® and uses her in-org connections to promote luxury listings, and often gets in touch with interested seller agents and their clients long before the house goes to market. Some of these organizations are so exclusive that they run on an invite-only basis. But beyond the numbers, it is also a reassuring way for interested buyers to vet a selling agent’s credibility. Brand recognition is important. That is why Veronica is part of the impressive Michael Saunders & Company team.

Industry Knowledge

Luxury real estate really is a market of its own, which is why you want to be sure you are hiring someone who knows the industry and will take the time to get to know your property as well. With more than 40 years in the business, Michael Saunders & Company is extremely knowledgeable about the world of luxury.

Does the Homework

Veronica serves as a concierge to her clients and is willing to take the time to get to know the property and the seller/buyers’ values. Understanding the luxury market, and where your property fits into it, is a huge part of making a big sale like this happen. Veronica takes the time to understands you, your priorities, and the interests of your buyers. She is fluent in current trends and wish-list items as well as knowledgeable on how to best highlight the most-desirable features of your home.

Homes really can sell themselves (to some extent), however, Veronica makes sure she does her homework on all the benefits and perks of your property. 

Understands the Etiquette

Just like every niche-market, luxury real estate has an entirely independent modus operandi. Veronica is well-connected to other luxury agents in the industry— especially those with clients who are interested in homes like yours. 

Another point to be aware of is that many luxury homes are sold off-the-market, either by preference of the seller or the buyer. So, you will want to make sure you find an agent that can handle this kind of discrete transaction and still close the deal. Veronica understands this and goes the extra mile and sometimes throws an invite-only open house or host what she calls a “Twilight Tour”- an evening invite-only event for top buyer agents to preview the home on behalf of their clients.