Luxury buyers’ needs are very different than they used to be. Once known as a birthright, luxury today is primarily defined by a lifetime of hard work. For affluent consumers worldwide, the No. 1 goal in life has become fulfillment – at work, at home, and in their personal development. This evolution in personal goals has impacted the market for fine objects, real estate, experiences, and services.
No one knows this better than the people at Luxury Portfolio International, the luxury marketing arm of Leading Real Estate Companies of the World and the Ebby Halliday Companies’ partner in marketing luxury properties.
Perhaps the person best positioned to explain this change is Luxury Portfolio International Executive Vice President Stephanie Pfeffer Anton. She recently presented an informative update on the global luxury market and new marketing tools to approximately 250 Associates of Ebby Halliday Realtors, Dave Perry-Miller Real Estate, and Williams Trew Real Estate.
On Feb. 1, Associates from Dallas-based Ebby Halliday and Dave Perry-Miller Real Estate saw Pfeffer Anton speak about luxury buyers at the brand-new, state-of-the-art Ebby Halliday Education and Marketing Center. And what a statement Ebby’s new 15,000-square-foot space makes: North Texas’ most-respected residential real estate firm is here to stay and intends to continue to dominate the local market. The following day, Associates from Fort Worth-based Williams Trew Real Estate joined Pfeffer Anton at River Crest Country Club.
Pfeffer Anton knows luxury. She was recently named to Luxury Daily’s new Luxury Women to Watch list, which honors smart women executives who are set to make a difference in the luxury business, particularly in marketing, retail, media, and digital in 2017.
Pfeffer Anton says that high-net-worth people increasingly prefer brands that work independently from the mainstream. The trend is popular because of the commonly held belief that independent companies rely on their ability to provide better service, better training for staff, and deeper local connections that big-market, big-brand companies don’t always provide.
The significant luxury market share of the members of Luxury Portfolio International proves that affluent consumers understand that the power of a strong, local brand, coupled with the global reach of a network like Leading Real Estate Companies of the World, is a win-win for them. The strength of independent real estate brokerages is further evidenced by the growth in year-over-year total sales of LeadingRE members, who doubled their lead over the largest franchises or “big-name brands” from $47 billion to $80 billion more sales last year.
Like Ebby Halliday, the firms that make up Luxury Portfolio International are some of the world’s most powerful independent brokerages. Of the 550 firms in LeadingRE, over 200 participate in the Luxury Portfolio network. Sixty are from outside of the U.S. and many were previously Sotheby’s firms, prior to its sale to Cendant and the creation of a franchise brand that is no longer exclusive to luxury properties.
“This is a powerful collection of firms that consistently receives many accolades,” Pfeffer Anton says. “Sources such as Unique Homes magazine, The Wall Street Journal, and REAL Trends, Inc. have ranked Luxury Portfolio as listing the most expensive properties, having the best sales associates, being comprised of the most influential leaders in luxury real estate, and more.”
When marketing a luxury home, Ebby Halliday taps the network of Luxury Portfolio International members and utilizes its website, LuxuryPortfolio.com, to expose listings to buyers across the globe. By showcasing high-end listings on LuxuryPortfolio.com, Ebby Halliday leverages the strength of a website that consistently ranks at the top of Google search results and has more $1 million-plus properties than any other luxury real estate network. Ebby clients also benefit from LuxeAnalytics, an exclusive reporting system that allows sellers to see how much traffic their luxury listing is receiving and the origin of that traffic.
And, Luxury Portfolio is truly luxury with an average listing price of more than $2.6 million and 83 percent of listings above $1 million, well above the nearest competitor.
Learn more about Luxury Portfolio International and explore extraordinary luxury properties from around the world at LuxuryPortfolio.com.