How To Attract High End Real Estate Clients

Real Estate Agent with Pacific Sotheby's 01896887

Selling High-End Real Estate
If you found yourself single and hoping to attract a new life partner would you?

A) Go to bars in the evening, social events, and meetups looking for that special someone?
B) Create a compelling personal bio on Match and Plenty of Fish?

Some would do both 50/50 others would be more 100% A or B. When we analyze "Breaking into the higher end of your market" you have the same two options to attract HNWI clientele when these buyers and sellers are not in your existing sphere of influence.

A) Sit open houses, attend charity galas, social events, and mingle at country clubs and yacht clubs.
B) Create or redesign a website, build SEO, and write content that attracts your ideal client.

Here's the potential downfall with option A for some, including myself. If you've never sold a high end home before, you are socially uncomfortable or feel inadequate in those circles, or you aren't great at the art of conversation it can be incredibly difficult. There's also an element of snobbery when trying to mingle and you are "trying to fit in." You also may not have the money to invest in appropriate fashion, tickets, or memberships.

I chose option B knowing no one in a very high cost market in a new city. I also think it will work for you.

Luxury Real Estate Agent Websites
You can begin on a homemade Wordpress website and continue on from there as you roll your profits.

Define Luxury or High End

Just becuase the majority of your market's high end is $400,000-$600,000 that doesn't mean it's not luxury for your area. These buyers and sellers are the most successful business professionals and entrepreneurs in your market. Therefore they demand the knowledge, expertise, and presence of a $3M client in another market.

When you create your story or bio say you "specalize in" the country club homes, waterfront, ect. Specialize in is the stepping stone to being able to create a statement like this 2-3 years later "holds unrivaled status as the preferred real estate team for high profile transactions in the San Diego area as the result of exceptional performance and comprehensive knowledge"

Affluent Clientele Web Traffic

You now need "high end" traffic to your website.

Page one rankings for your city "La Jolla homes for sale" is almost impossible. You are competing with Redfin & openlistings (in my market both rebate brokerages), Trulia, Zillow, realtordotcom, and movoto. There may be 2-3 spots left at the bottom of page one. These spots usually go to the larger brokerages with large digital SEO budgets. Now you are lost on page 2+ of google, the best place to hide a dead body is on page two of google.

Here's the magic for page one GOOGLE rankings to attract HNWI clientele, with little competition.

Luxury Lifestyle Keywords

I have found these luxury lifestyle keywords work for me for page one GOOGLE rankings: equestrian, horse, golf, country club, ocean view, water view, oceanfront, beachfront, waterfront, historic, homes with a boat dock, & homes with a tennis court.  The right words will of course be different for each market.  The luxury lifestyle pages then link back out to the "impossible keywords" to rank for pages.

RE Digital Unicorn

If you don't have a website yet, check out my blog post for How To Create A Blog In WordPress Step By Step (Real Estate).

Luxury Agent Facebook Group

If you'd like to learn more about breaking into the luxury real estate market request to join our conversation in Facebook Group: Luxury Real Estate Sales - Breaking Into The High End

Luxury Real Estate SEO Strategies

Check out my step by step tips for creating your luxury lifestyle keyword pages: Real Estate SEO Strategies 🔥How To Rank Your Money Making Pages - Homes For Sale (On Page One Of Google) 🔥


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Sam Shueh
(408) 425-1601 - San Jose, CA
mba, cdpe, reopro, pe


Dress, drive for success.

Use airplane or helicopter to show neighborhoods.

Advertise heavily. Giant boards, airplane towed banners.

Estate buyers and listing agent does not do internet. Word of mouth referral. Show them how succesful you are.  

Park your old rent a dent a mile away eat a Mac while no one is watching....

Apr 18, 2018 11:21 AM #1
Gayle Rich-Boxman Fishhawk Lake Real Estate
John L Scott Market Center - Birkenfeld, OR
"Your Local Expert!" 503-755-2905

Joy, your examples are spot on! I like your approach and the use of lifestyle words, luxury or not definitely work. I've been on page one in my niche market for years. History on Google also does wonders. 

Apr 18, 2018 12:09 PM #2
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy


Good post, and I would add you need a brand that people can identify with...not everyone identifies with Gucci or Hermes...they as companies know their exact people.  A

Apr 18, 2018 01:17 PM #3
Inlanta Mortgage - Madison
Inlanta Mortgage - Madison - Madison, WI
Serving Wisconsin, Illinois, Minnesota & Florida!

Excellent information Joy Bender! Love your luxury facebook group and I would highly recommend joining to anyone here who hasn't.

Apr 18, 2018 01:30 PM #4
Dana Basiliere
Rossi & Riina Real Estate - Williston, VT
Making deals "Happen"


I think you have good niche. In my very "small town" state the players are pretty set. It is tougher to crack that nut.  I am comfortable playing at the table when I get there however I don't chase that niche.  I enjoy putting regular working folks into a house the love.  I also work with wealthy investors and enjoy them too. I like good people whether they have money or not.  (smiling)

Apr 18, 2018 06:07 PM #5
Lorna Sherland
Success Power Broker - Newburgh, NY
Real Estate Broker serving Hudson Valley

Great post Joy, thank you for sharing.  Higher end market is on my radar for this year.  

Apr 18, 2018 06:42 PM #6
Karen Mathers - Vero Beach FL
Keller Williams Vero Beach - Vero Beach, FL
When it Matters, Choose Mathers! 772-532-3221

Very cool. This is what makes Activerain work . . . agents that share with other agents. I am going to look it over and apply it to my business. Thanks

Apr 18, 2018 07:07 PM #7
Bruce Hicks
Best Homes Hawaii - Honolulu, HI
Your Lifetime Friend/Helper!

A multimillionaire once told me "you put on your pants or dress the same way", so when he and I went out looking for property, we went in shorts, slippers and collared golf shirts.  He purchased a property for 2.3 million, then a few years later, after he did some remodel and enhancements, we listed and sold it for 5 million!

Apr 18, 2018 07:20 PM #8
Lottie Kendall
Today | Sotheby's International Realty - San Carlos, CA
Serving San Mateo County and San Francisco

Hi Joy - I loved reading this post. Rachael Kendall and I have been discussing this very thing at our business meeting today. So timely. Thanks!

Apr 18, 2018 07:21 PM #9
Dörte Engel
RE/MAX Leading Edge - Bowie, MD
ABC - Annapolis, Bowie, Crofton & rest of Maryland

Dear Joy,

You are in the right neighborhood for your niche. Amazing how the area has gone up in the last few decades.

Apr 18, 2018 08:16 PM #10
John Wiley
Right Move Real Estate Group- EXP Realty - Fort Myers, FL
Lee County, FL Real Estate GRI, SRES,GREEN,PSA

One thing about a niche, they are not for everyone.

Pick a niche that fits you, one you can be comfortable in.

The Luxury niche is one you have to be able to relate to and be comfortable in.

Great tips in your post.



Apr 19, 2018 03:38 AM #11
Anna Hatridge
Goodson Realty - Farmington, MO
Missouri Realtor with Goodson Realty

great tips thank you

Apr 19, 2018 05:49 AM #12
Alex Rubin
Douglas Elliman - Long Beach, NY
Who You Work With Matters

Great post, Joy. Thanks for sharing.

Apr 19, 2018 07:24 AM #13
AJ Heidmann ~ CRS
McEnearney Associates, Inc. - Alexandria, VA
YOUR Alexandria & Arlington, VA Real Estate Expert

Joy ~ A great post and I love what you suggest page 2 of Google is great for...

Apr 19, 2018 07:47 AM #14
Victoria Palmer
Victoria Staging & ReDesign - Lake Havasu City, AZ
Home Staging & Redesign

Great ideas, thanks

Apr 19, 2018 11:42 AM #15
Jeff Dowler, CRS
Solutions Real Estate - Carlsbad, CA
The Southern California Relocation Dude - Carlsbad

Hi Joy

There is a lot of good information for those of us interested in doing more in the luxury market, and understanding what it's all about. Getting on page 1 of Google can be a tough challenge if you don't use the right keywords, can't it?


Apr 19, 2018 10:01 PM #16
Georgie Hunter R(S) 58089
Hawai'i Life Real Estate Brokers - Haiku, HI
Maui Real Estate sales and lifestyle info

It's sad that on Maui the entry level homes are priced like luxury homes in other markets.  It's a whole different language here.

Apr 20, 2018 07:09 PM #17
Kimo Jarrett
WikiWiki Realty - Huntington Beach, CA
Pro Lifestyle Solutions

Most HNW consumers have a real estate professional on their team, so, they task their spouse and agent to find a suitable property. Yet, depending on the location and price, the cycle to close may take a while, so specializing in luxury properties isn't fundamental for most agents.  

Apr 21, 2018 08:55 AM #18
Roosevelt Mompremier

Very informative post, Joy. Thank you.:)

May 03, 2018 06:13 PM #19
Endre Barath, Jr.
Berkshire Hathaway HomeServices - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

Joy where have you been for the past two years? Missed you on this platform...BTW we need to talk... Endre

May 17, 2018 10:27 PM #20
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Joy Bender

#1 San Diego Luxury Real Estate Digital Marketer
What's My La Jolla Home Worth?
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