Luxury Real Estate Agents Eager to Learn, Serve, Stand Out

When Carrie Perkins had the chance to win a listing of a one-of-a-kind property, she knew it to have a one-of-a-kind listing presentation. The property – a $9 million, 10,000 square-foot home called Xanadu – featured a glass conservatory, sports courts, a yoga studio, and some of the best views in the Long Island Sound.

“With [a property] like this, differentiating yourself is everything,” says Perkins, an agent with RE/MAX Heritage in Westport, Connecticut. “You need to stand out. We’re in a world of same, same, same. You need to find what gets people’s attention.”

Perkins was a featured presenter at The RE/MAX Collection Luxury Forum, which took place June 20-21 at the Four Seasons Hotel in New Orleans. The event, nestled between the Mississippi River and historic French Quarter, brought together some of the leading names in luxury real estate, including several top producing RE/MAX agents, for two days of networking and education.

“There is always something you can learn,” said Nimesh Patel, Broker/Owner of RE/MAX Fine Properties in Houston, Texas, explaining why he attended the event. “We’ve done a lot of luxury listings lately. I wanted to see how [others] market [listings] in New York versus California versus where I am in Texas.”

Patel, who is opening an additional office in Austin, Texas that will focus on luxury real estate, sent all 11 of his agents at the new location to this year’s Luxury Forum. In doing so, he exposed them to some of the top luxury professionals in the industry – and their tactics.

And what an event to attend.

The 2023 Luxury Forum was the largest to date, with attendees joining from around the globe. Some were focused on breaking into the luxury market. Some were interested in building a team. And all were excited for a highly anticipated session from Jordan Cohen, the No. 1 RE/MAX agent in the world.

“Every year, we try to add more value and curate Luxury Forum to the current climate in real estate,” says Amber Bonasoro, RE/MAX Executive Director of Luxury. “This year, with dynamic panelists and diverse topics, attendees gained valuable insights they were able to implement into their business. Networking-centric events like this really allow RE/MAX affiliates to collaborate and thrive.”

An in-depth focus on listing presentations

Arguably one of the most crucial aspects of the business, listing presentations are a golden opportunity for agents to make an impression that secures a contract.

For the Xanadu property, Perkins knew she had only one chance at winning the listing, so she made it as special as she could. In the end, the sellers were blown away by not just her details, but the grandiose vision she presented, including a custom website for the property, a custom logo, and a storyboard of multiple vignettes and videos. However, creating a “wow” factor didn’t stop once she landed the listing – Perkins sought creative ways to drum up interest in the home, like allowing a record producer to shoot a music video there.  Eventually, Perkins found the right buyer, validating everything she’d worked for. 

For her work on Xanadu, she was named an Inman Golden I Club Winner for Best Sales and Marketing Campaign for a Luxury Development.

Perkins’ approach – paying extra attention to detail, exceeding expectations, and finding what makes a luxury property truly unique – was echoed by fellow top-producers.

Jordan Cohen, with RE/MAX One in Westlake Village, California, said that even as the six-time No. 1 RE/MAX agent in the world, he’s always fine-tuning his technique to stand out in his market. He shared more about this in his recently released book, “The Agent’s Edge: Secret Strategies to Win Listings and Make Your Fortune Selling Real Estate.”

The Southern California real estate mogul said no detail is too small when it comes to curating a winning listing. It involves incredible photography shot at just the perfect time and reaching as many people as possible – because a buyer may be lurking anywhere.

“I don’t want sellers to feel like they want to list with me,” Cohen says. “I want them to feel like they need to list with me. I’m proud I’m the No. 1 RE/MAX agent in the world, but don’t hire me because of that. Hire me because of what I’m going to do [to sell your home].”

For agents like Joe Schroder of RE/MAX Realty One in Kokomo, Indiana, finding what makes him unique in his market is similar to Cohen’s process. He’s become one of Indiana’s top agents.

An advantage Schroder leverages? The RE/MAX brand, and the opportunity to attend events like the annual Luxury Forum. During his listing presentations, Schroder highlights how his hometown of Marion, Indiana, is also the birthplace of RE/MAX Co-Founder and Chairman of the Board, Dave Liniger. A coincidence, sure, but a great piece to drop in when he’s trying to win business.

“This brand absolutely helps,” he said. “RE/MAX is more than 140,000 agents strong. It’s impressive and intriguing to people. It’s a story that helps me stand out.”

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