Luxury Agents Are Eager to Keep Momentum Going

On the morning of June 18, RE/MAX affiliates who had traveled to Lake Tahoe, California, had an important decision to make: Should they join the peaceful yoga class or venture out on a scenic hike in the Sierra Nevada Mountains?

These wellness activities are surely both relaxing ways to start the day. But during The RE/MAX Collection 2024 Luxury Forum, these were also unique networking opportunities – a cornerstone component of RE/MAX events.

The RE/MAX brand’s premier gathering for luxury real estate education and collaboration took place at The Ritz-Carlton, Lake Tahoe from June 18-19. RE/MAX affiliates attended meetings designed to help them take their business to new levels.

“Luxury real estate is a niche sector – and when you get hundreds of professionals together who specialize in this facet of the industry, you see true business growth right before your eyes,” said Amber Bonasoro, RE/MAX Executive Director, Luxury. “The RE/MAX Collection Luxury Forum continues to be a can’t-miss event for those looking to lead in the luxury market.”

RE/MAX, a household name real estate brand with a presence in more than 110 countries and territories, caters to all types of professionals. The RE/MAX Collection is the company’s exclusive division for high-end properties and agents who serve discerning clientele.

“When luxury professionals align with RE/MAX, they gain access to a global network of likeminded individuals, as well as the latest technology tools, advertising materials, support, and more. They also gain access to abundant networking opportunities, such as events like this one,” Bonasoro added.

The eclectic mix of RE/MAX attendees – whose experience levels range across decades – made for great conversation and talks of strategy. Some return year after year, whereas others joined the event for the very first time to learn more about luxury at RE/MAX.

“I’ve been with RE/MAX since 1996, but I’ve been coming to the Luxury Forum for the past few years because I get a lot from these small group gatherings – collaborating, networking, and helping each other out. That goes for those just starting in luxury, too,” says Deborah Carr, an agent with RE/MAX Direct in Delray Beach, Florida, who services areas like West Palm Beach and Miami Beach. “RE/MAX has always been there to help me grow my business.”

Other attendees agree – networking at the Luxury Forum is paramount. Take Don Matheson, with RE/MAX Fine Properties in Scottsdale, Arizona, for example. Matheson leads The Matheson Team, a top-performing team that has sold over $1.5 billion in real estate since its inception in 1996. Even with decades of industry experience, Matheson continues to build business through relationships and education.

“I come to the Luxury Forum for the tremendous networking opportunities. You also get some great golden nuggets of information you can take back to your business,” he said.

Plus, many agree, the event is a hot spot for referrals.

“My business runs solely on referrals,” said Briana Castillo, an agent with RE/MAX DFW Associates VIII in Dallas, Texas, onstage during Wednesday’s “Real Life Tactics to Build a Solid Foundation for Referrals” panel.

Castillo shared that her first million-dollar home sale stemmed from an agent referral, solidifying how important it is for her to continually build a referral-based network of trusted professionals.

One way attendees came together during the Luxury Forum was for the event’s inaugural live auction and online donation forum benefitting Children’s Miracle Network (CMN) Hospitals®. In total, the gathering raised over $17,500 for kids in need. Since 1992, the RE/MAX network has donated more than $200 million to CMN Hospitals, which raises funds for 170 children’s hospitals that support the health of 12 million kids each year across the U.S. and Canada.

“I’m here to gather information that can help my associates build their business and market luxury properties,” explained Kiri Keefer, Marketing Vice President of the 150-agent RE/MAX Gold in California.

One way that RE/MAX affiliates can level up their high-end home marketing is by engaging with the brand’s Luxury Launchpad, the digital hub for The RE/MAX Collection that houses wide-ranging resources, digital education opportunities, branding materials, social media graphics, and much more.

Agents who represent celebrity homes, sprawling estates, modern mansions, and other luxury dwellings know how valuable media attention can be in marketing their listings. One standout session during the event – Tuesday’s “Navigating News and Media” panel – focused on just that.

Attendees listened to an unfiltered conversation among industry reporters and journalists (including a seasoned editor from Dow Jones) who shared their best insights for getting luxury listings into the news.

Other sessions delved deep into harnessing the power of AI, upping video creation, agent empowerment, and more. And some attendees stayed an extra day for a comprehensive Luxury Live course hosted by The Institute for Luxury Home Marketing.

“It’s wonderful to see [RE/MAX] outproduce our competitors – and it’s because of events like this,” said Char Seuffert, Broker/Owner of RE/MAX Sunshine with two locations in Southwest Florida. “I’m here [at Luxury Forum] every year – and I’ll always come back.”

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