ABS Luxury Portfolio Power Point - Compatibility Mode · Wardley Real Estate is a member of Luxury...

Global Growth

Argentina | Australia | Bahamas | Belgium | Canada | Cayman Islands | China Costa Rica |Denmark | England | Fiji | France | Greece Indonesia | Ireland | Israel | Italy | Mexico | Netherlands

New Zealand | Norway | Portugal | Puerto Rico | Russia | Spain South Africa | Switzerland | United States | Virgin Islands

• 700 Firms with 5,000 offices and 145,000 associates

• 1.3 million transactions valued at over $400 billion –more than any other real estate network

• One-third of Leading RE’s affiliates (including Wardley Real Estate) are high-endspecialty firms that dominate the luxury r.e. marketsin their area

Wardley Real Estate is a member of Luxury Portfolio, giving us exclusive member

benefits

Luxury Portfolio is a business unit of Leading Real Estate Companies of the world and is

owned by 50 of the country’s major real estate brokerage firms.

The Luxury Portfolio Fact Sheet

• Luxury Portfolio affiliates generate about 30% of the annual luxury home sales in the US

• That’s over $71 billion MORE than our closest competitor

The Luxury Portfolio Fact Sheet

• We have the highest-priced luxury homes for sale in the U.S., in North America, in New York City, in Southern California, in Miami, in Scottsdale and many other luxury locations in the world

$76.9 billion

Coldwell Banker $55.9 billion

51,300 sales

Coldwell Banker 31,000 sales

75553515

50,00035,00020,0005,000

2008 Luxury Homes SalesOver $1 Million Market

The Luxury Portfolio Mission

• Give listings additional exposure to a larger sphere of national and international buyers and sellers

The Luxury Portfolio Mission

• Increase the likelihood that out of area buyers will be attracted to our listings & firm

The Luxury Portfolio Mission

• Deliver a marketing program that delivers tangible results at the best possible value

The Luxury Portfolio Mission

• Associate with the finest, most reputable and powerful group of independent brokers and sales associates

Luxury Portfolio Success

• Over 230 members with 14 international brokerages

• Continued growth in South America, Asia and the Middle East

• More firms, agents & offices than:– Sotheby’s– Christie’s– Board of Regents

LuxuryPortfolio.comattracts an affluent global audience

• Over 15,000 of the world’s most remarkable properties in 22 countries

• 1.2 million high-net-worth visitors/year from over 200 countries every month

• Site translation in nine languages• Conversion of 22 currencies

LuxuryPortfolio.comMember Benefits

• Seller Reports via LuxeAnalytics• WSJ Online – for every property• Heavily discounted Print Ads• The Luxury Portfolio Blog – award

winning by EliteChoice.org

LuxuryPortfolio.comMember Benefits

• Free tools on LuxeExchange• LuxeTrends Newsletter – you can

send personalized, for free!• My Luxury Portfolio –

automatically email your prospects• Luxe Introductions

More Luxury Property Inventory

• More $1M+ listings displayed than either the Christie’s or Sotheby’s real estate websites.

• Source: Trendgraphix website inventory comparison: Dec 2007

0100020003000400050006000700080009000

LuxuryPortfolioSotheby's

Christie's

More Top Sales Associates

• More of the country’s top sales associates measure as individuals and teams both volume and units.

• Source: Wall Street Journal top 200 Sales Associates: Nov 11, 2007

0

5

10

15

20

25

30

35

LuxuryPortfolioChristie's

Sotheby's

More of the Most Expensive Homes

• More top listings in the 50 states than any other franchise organization or luxury network

• Source: Ultimate Homes Magazine State by State, Nov 2007

020406080100120140160

LuxuryPortfolioChristie's

Sotheby's

Targeted Property Advertising

25% of the 2008 Ultimate Homes List

wardleyre.luxuryportfolio.com

22 Different Currencies

Robust Search Tools for Consumers

LuxeTrends Newsletter

Luxury Portfolio TV

Growth in the Luxury Market

• Unprecedented growth in luxury market– 10% of the wealthiest Americans will

purchase another home this year…1,000,000 homes

– This year 36% of consumers will purchase another property• 2/3 investment homes• 1/3 pleasure homes

Where is the wealth coming from?

• 70% have been wealthy less than 11 years• 30% had wealth for more than 11 years• How they became wealthy…

– 32% Hard work– 31% Perseverance– 21% Treat people well– 15% Luck– 8% Inherited their wealth

Who is the Luxury Market

• The Entrepreneur is 50% of today’s wealth

• 81% grew up middle class…• 81% still consider themselves middle class

• 95% consider themselves happy• 89% feel good about aging

– (perfect age…39)

Who is the Luxury Market

• Forbes listed 793 billionaires– Average of $3.3Billion

• 50% are located in the USA• Two new billionaires every week

• Most find their family is the most rewarding part of life

• Most feel an obligation to “give back” to community

Who is the Luxury Market

• Baby Boomer “flower children” who have blossomed…

• Younger in spirit (50 is the new 30)

• They are healthier & will live longer

• Continue to be active and look better than any generation before them

Things to know about the Luxury Market

“Old Luxury” market is giving way… “New Luxury” is ascending rapidly

“There are people who have money, and people who are rich. I love luxury and luxury lies not in the richness and ornateness, but in the absence of vulgarity” – Coco Chanel

Things to know about the Luxury Market

Luxury is Experiential… it’s not about the money

“Whoever said that Money can’t buy happiness simply didn’t know where to go shopping”

- Bo Derek

Things to know about the Luxury Market

It’s all about the experience and/or the treatment / performance

“In the factory we make cosmetics, but in my stores we sell hope”

- Charles Revson, founder of Revlon

Things to know about the Luxury Market

Consumers are democratic in approach to luxury

• Americans value individuality over exclusivity

• Exclusivity is “old luxury”• Individuality is “new luxury”

Motivators to purchase luxury

1. Enjoyment & pleasure

2. Enhances quality of life

3. Will reduce stress

4. Reward for hard work

5. Deepens my relationships

6. Expresses Me

Things to know about the Luxury Market

• Luxury consumers are bargain shoppers always looking for a deal

• Increasingly savvy about luxury goods and quality

• Consumers decide how to define luxury

• Willing and able to spend, but have a new awareness of value

Things to know about the Luxury Market

• Price is the strong factor to communicate value

• You need to understand experiential dimensions of pricing…– Experiential luxuries are full priced

Luxury Marketing Points to Remember

• The power of being special… “Be Like Itself”

• Luxury owners are not like us - they are all like themselves (special)

• Do not project yourself onto them… the owner will define the target market because they are speaking about themselves!

Luxury Marketing Points to Remember

• The power of story: “A handsome colonial on a lovely tree-lined street” Versus…

“George Washington slept here”

• The owner will put the story of his special lifestyle and his special home into words for you.

Luxury Marketing Points to Remember

• In 1930 average American household spent 150 minutes on preparing dinner

• Today the average American household spends 15 minutes

• Consumers prefer Bag Salad 2-1 over traditional garden lettuce

• Today homes have large extensive gourmet kitchens

Getting the Listing

• What is their experience expectation• Listen to the story they tell you

• Respond/establish your credibility• Practice the presentation of price and

marketing “sound-bites”

• Deliver a good impression: “Be On”

Presenting Price• Anticipate what they already know, and tell

them what they need to know

• “Ask Them” to tell you about why they chose this house – they are your target market!

• Avoid the word “comparable”• Use the supply-absorption concept

• Make your expert opinion known

Presenting Marketing

• The internet is a medium just like paper –use more internet than you would paper.

• How are they finding you and what are they doing on the site.

• The website needs to be promoted with both SEO and traditional print promotion.

How to access the Luxury Market

• Educate yourself…• Know the luxury properties in market• Keep track of activity• See them – know them - visit broker tours• Collect brochures/photos• Create a reference book or file• Network with top designers/builders• Read up on trends and use your knowledge

Listen and Observe Everything

• Make them talk more than you…• How did they choose this property• Their favorite aspect of living here• Open-ended questions…• Let them draw the picture of your

potential new buyer• Read the signs: what they wearing,

their body language, their furnishings

Information is freeKnowledge is Priceless

• Communicate your expertise - and make it part of the conversation

• Be confident and bring your confidence for their comfort

• Be informed on every relevant sale

Merchandise the Property

• Understand every detail about the product – do your research

• Communicate strengths• Discuss the challenges• Review any merchandising needed to

show the property

What type of person will purchase this property

• Who is going to buy this home• Some one just like your seller• Where are they likely to come from• Target your marketing plan• Be conscious of when you’re new• Pace the plans to follow the market• Put your plan in writing

Do they understand you?

• Do You Understand Their Needs

• Who is your primary customer• When & how can they contact you• When & how do you contact them• Anticipate their needs

It’s always on Their Terms

• Follow-up on a regular basis – they define what regular is…

• Find out what information they want• Tailor your communications to each

customer based on their needs• When are they available• When are you available

Turn them into Raving Fans!

• Find out how things went in the past –and tailor and improve the experience

• They are looking to tell stories• Anticipate what they know and want• They appreciate the details• Make this an experience that they will

talk about for years

The Luxury Portfolio Program

• The luxury organization that participates in more luxury transactions than any other organization

• Proud home of the Independent Brokerage firms and the luxury flagship of Leading Real Estate Companies of the World

LuxuryPortfolio.com Traffic

• Over $1M spend on print media per year• Millions of touchpoints on the web• 200 brokers pushing traffic

• LuxuryPortfolio.com has won the prestigious FODORs award for the top destination for luxury real estate on the web

Generate Web Traffic Reports