Another reason that some agents struggle to find their footing in an ultra high-end market is that they cannot relate to the clients or communicate effectively. You're dealing with a much savvier and usually more demanding crowd who know what they want and are used to getting what they desire. Now, you don't necessarily have to live in the luxury community you are targeting, but you have to present yourself like you do. The way you dress, your ability to housing market new network within their circles, the way you communicate with these sophisticated individuals, the quality of your marketing materials-you have to be able to make a personal connection and develop a strong professional image. If they don't buy into you as a luxury home expert who's tapped into their community, they aren't as likely to do business with you.
Jack Jeffcoat III is an agent who is in the process of transitioning his market focus from high-end golf communities in Central Florida to ultra high-end waterfront properties along Florida's Space Coast. From his marketing presence to his personal presentation to his servicing strategies, everything he does is to support his image as a luxury real estate specialist. He's often bold and unwavering in his approach because he never wants to lose credibility.