How to market to high-end clients
DeYanna Carroll gives her million-dollar listings extra publicity by promoting them with special events. For instance, the sales associate with Exit Realty Professionals in Orlando held a fund-raiser for the Orlando Philharmonic Orchestra during which she also promoted three of her condominium listings. To help draw attention to the listings, Carroll hired musicians from the orchestra to play at each of the listed condos, each of which boasts an asking price of $2.4 million. She agreed to donate 10 percent of her commission from each sale to the orchestra. “When you cross the million-dollar mark, [many of those customers are] relying on your expertise within the community. The only way to get positive feedback on your listings is to get that particular clientele into your product,” says Carroll.