CHAPTER 14
Attracting and Qualifying Luxury Buyers “The key to selling luxury real estate isn’t finding more buyers—it’s finding the right ones.” Luxury buyers think differently, move differently, and decide differently. They are discerning, time-sensitive, and emotionally driven—but also pragmatic and value-conscious. At this level, selling isn’t about mass marketing . It’s about magnetic marketing —strategically positioning your property so that it speaks directly to the right audience. 1. Understand the Luxury Buyer Mindset Luxury buyers are not purchasing out of necessity—they’re purchasing out of desire. They’re looking for something that reflects their success, complements their lifestyle, and feels distinct. They often ask: • “Will this home enhance my quality of life?” • “Is it unique enough to stand apart?” • “Does it align with my values and vision?” Understanding this psychology allows you to tailor your
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