“Confidence and competence” is the mantra at the The Institute for Luxury Home Marketing which certifies only a few Realtors to be Luxury Real Estate Experts . This past week I had the opportunity to go to the training classes to become a Certified Luxury Home Marketing Specialist and it blew me away.
Institute for Luxury Home Marketing
The entire 2 days were led by the founder and CEO for The Institute for Luxury Home Marketing, Laurie Moore-Moore, who is most certainly a Texas Debutant turned Real Estate Aficionado. With her infectious Southern twang, Laurie’s real estate savvy and enthusiasm propelled the class from start to finish. Her vocabulary alone leaves Emily Post at a loss for words and inspired me renew my subscription to Architectural Digest. I would love to have Laurie to dinner just hear more of her real estate adventures with international royals and eclectic heiresses (names omitted, of course).
Throughout the course of the two days, we discussed luxury market statistics, marketing ideas, resources specific to the over $1M properties real estate market, I began to realize that all these tools are already at my finger tips simply by being a broker at The Kentwood Company. I am so grateful I joined my Dad, Larry Hotz, at the Kentwood Company 10 year go. Now, I am reaping all the benefits for luxury home marketing assembled by out Owner, Peter Neiderman and our Broker, Luisa Starkel. Laurie’s list of must-haves for a broker to be successful in the luxury market include the following:
– An affiliation with a known international fine arts and/or auction house: Kentwood is a member of Christie’s Great Estates, the international real estate arm of the well-known auction house who created this prestigious network of high producing agents across world in the late 90s.
– Access to high-end, quality marketing pieces: Kentwood is one of the few boutique real estate companies in the country that has it’s own marketing department. Our talented marketing staff work solely to create the most sophisticated brochures, advertisements, mailing pieces, drone footage, mini-movies, and websites for our agent’s properties.
– Advertising visibility in luxury publications: Kentwood publishes The Gallery Magazine – a beautiful, glossy publication that is distributed to over 70,000 households in the Denver Metro-area. As an affiliate, we have advertisement spaces in Christie’s International Real Estate Magazine. And furthermore, our marketing department secures prominent advertising space in the Denver Business Journal, The Denver Post, The Villager, and The Jewish News.
– Organize a Luxury Marketing Group: I am so grateful to be at a company with some of the most experienced and highest producing brokers in the state. Every Wednesday morning we gather together to discuss market trend and the needs of our clients. Then we pack up and venture out to tour each other’s listings. Very few offices have continued this tradition of viewing each other’s listings, but it can be one of the most beneficial tools for my clients. This way we get the word out about an upcoming listing to the most successful network of agents in the city, while getting their opinion on pricing and presentation.
As Laurie Moore-Moore so delicately put it at the end of the two day training, an agent marketing luxury homes without these tools is simply, as the Texas like to say, “all hat and no cattle.”