Leveling Up Luxury: How Agents Are Growing Business in the High-End Housing Industry

When asked to describe luxury real estate in one word, Lisa Larkin didn’t hesitate.

“RE/MAX,” Larkin said.

Larkin, Co-Owner of RE/MAX Select in Tucson, Arizona, and leader of The Tucson Valley Team, attended The RE/MAX Collection 10th Annual Luxury Forum in Dallas in pursuit of gathering with like-minded luxury professionals, creating referral opportunities, and hearing up-to-date analyses of the competitive housing landscape.

“RE/MAX is the home of the real estate professional and the referral network is second to none,” added Larkin, who earned entry into the RE/MAX Chairman’s Club Team.

More than 220 attendees came together from June 14-16, where they heard from prominent speakers – including Jordan Cohen, the No. 1 RE/MAX agent worldwide – gained insight on luxury real estate teams and learned about updates to The RE/MAX Collection Luxury Launchpad, a valuable technology tool available to luxury RE/MAX agents.

“RE/MAX luxury professionals are an example of excellence in their communities every day,” said Amber Bonasoro, RE/MAX Executive Director of Luxury. “To see so many successful and dynamic RE/MAX agents attending The RE/MAX Collection Luxury Forum is a testament to their desire for a perfected client experience and perpetual business growth.”

Gaining expert insights

An effective business structure for scaling and success, luxury real estate teams are taking the industry by storm.

Nimesh Patel, Broker/Owner of RE/MAX Fine Properties and team leader of The Nimesh Patel Group in Sugar Land, Texas, moderated a panel focused on luxury team growth. Various team leaders and members joined him on stage for a candid conversation on creating a sustainable team structure, sourcing talent, and generating leads.

Large teams can be a real estate powerhouse – but Patel shares that those diving into the effective business structure can start with a small team and grow it from the ground up. He currently has more than 25 teams operating in his office.

“The more you look around the industry, the more you realize that teams are the way to go,” Patel said.

“I really want you guys to see that [these accomplished people on stage] are small teams. It’s ok to have one person or two people.”

Patel shares that aspiring team leaders need to have effective systems and processes in place, but those will be unique to each person’s skillset and team’s dynamic.

Keynote speaker Matt Havens, a business development professional with a sociological lens, spoke on consumer connection and unpacked the generalized patterns of generational cohorts. Having a deeper understanding for all consumers, according to Havens, allows people – including real estate agents – to shift their perspective to similarities rather than focusing on differences.

“No one generation has a monopoly on knowledge, and that’s why we need to continue to work together to advance,” he said.

Attendees heard from other industry specialists and top-performing agents, including No. 1 agent Cohen with RE/MAX One in Westlake Village, California. Cohen is the preferred agent to many professional athletes and celebrities, and shared with the audience the tips and tricks that have led him to close more than $314 million dollars in sales volume annually.

Learning and connecting

New and veteran agents alike benefit from connections formed and strengthened with fellow members of the RE/MAX network.

Angie Yocum, an agent with RE/MAX DFW Associates IV in Flower Mound, Texas, has been with RE/MAX for 29 years. She cites RE/MAX events – like The RE/MAX Collection Luxury Forum – as a great way to meet new professionals, reunite with others and stay up to date on all things luxury real estate.

“The market is always changing, so I’m always trying to learn,” Yocum said.

Some agents see the premier event as a catalyst for expanding their business into the luxury market.

“RE/MAX gives everyone the freedom to go out and be the agent they want to be,” shared Jason Panos, an agent with RE/MAX Infinity in Pace, Florida. “The brand is for every avenue of real estate, from commercial to residential to luxury.”

In 2021, RE/MAX introduced The RE/MAX Collection Luxury Launchpad, which provides a streamlined way for luxury real estate agents to organize resources, listings, concierge services and more all in one location. Bonasoro shared innovative updates to the platform, including that it now boasts expanded options for branding and advertising and has new materials for agents in the U.S. and Canada.

“We’re really leveling up this luxury program to help you better serve your clients,” Bonasoro said. “All of these resources help you focus on your luxury marketing efforts. We have plans to continue to improve this site and add resources to help you position yourself as the leading luxury expert in the industry.”

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