A recent report by the Luxury Institute reported that 75 percent of wealthy customers across every generation (boomer, generation X and millennial) expect superior customer service from salespeople. How do they define superior service? 

In the report, knowledge, professionalism, and politeness were cited as the top qualities.  The millennial generation in particular expects sales professionals to know more than they do, since they are known to do their research prior to buying.

There are some important implications here for luxury real estate marketing. For example, in terms of knowledge, you need to know the different finishes that go into building a luxury home.  One of our clients won a listing because he could identify the mahogany hardwood throughout the home.  Another client knew the difference between marble and travertine, and could recite all the latest and greatest high-end kitchen appliances.  He knew what was in and what was out.  

Professionalism often equates to the attention to detail in marketing materials, messaging, and personal presentation.  Everything is congruent within their branding. Every detail is important, right down to their branded napkins and coasters.  These standards remain the cornerstones of professionalism for their brand identity.

Politeness is a form of expressing kindness. It is not an act reserved for the affluent, it is something one owns and practices. A polite person thanks everyone regardless of his or her status in life.  Politeness includes responding to communication promptly.  It is having a thorough grounding in manners, and protocol.  A genuinely polite person would treat everyone royally.

A friend of ours wanted to purchase a gold watch.  She did her research by going into every store in Beverly Hills to find the best watch.  Some salespeople viewed her with great disdain.  One in particular greeted her with genuine politeness, kindness and spent time to educate her on the fine points.  At the time, she could not afford a watch.  Three years later, she bought her dream watch from the individual who had taken the time to educate her.  She became loyal to this particular salesperson whenever she shopped at that store.

You can best your competition by constantly upgrading your knowledge, maintaining the highest professional standards and practicing politeness. We encourage you to study the language of luxury. Get fluent. Get Affluent!

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.