From Fairways to Fortunes: A Formula for High-End Real Estate Mastery
From collaborating with architects to crafting $500 coffee table books, this former golf pro turned top producer shows how strategy and precision can turn opportunity into lasting success.
When Rex Miller moved from Des Moines, Iowa, to Naples as an assistant golf professional 25 years ago, he was fascinated by the area’s real estate potential. That curiosity led to a full-time career in Collier County’s ultra-high-end market, where he focuses on neighborhoods like Old Naples, Port Royal, Aqualane Shores and other areas west of U.S. 41. About half of his business comes from representing top developers of exclusive new-construction single-family homes.
Miller, with William Raveis Real Estate in Naples, attributes his edge to going well beyond standard marketing. “Throwing [a listing] out on the MLS, getting pretty brochures made and sending out a mailer? Anybody can do that,” says Miller. Instead, he’s hands-on with architects, design teams and landscape architects—offering feedback on floor plans, features and finishes buyers want today, while gaining insider insight on builders, zoning and FEMA rules. That knowledge adds real value for his clients and has helped him surpass $1 billion in sales as of last January, with more than $215 million in closed sales in 2025.
Early on, he joined a top brokerage and quickly realized he had to work around the clock, hold five open houses a week and offer responsiveness, honesty and market insights buyers couldn’t get online. Today, most of his business comes from past clients, referrals and current listings.
Here are his tips:
1. Control the inventory
Miller believes the surest way to succeed in any market is to control the inventory. “Now, more than ever, agents with the lion’s share of listings have a huge advantage,” he says. “Buyers will always come along if you have great listings.” His focus on securing premium properties rather than chasing every lead keeps him in front of serious, high-end buyers. “You can’t just wait for the phone to ring,” he says. In slower periods, he doubles down on prospecting and staying visible in neighborhoods he wants to dominate, which keeps his pipeline full year-round.
2. Work smart
Even as one of the top producing agents in the state, Miller has no assistant—a choice he says surprises many. “I’m still putting up my own For Sale signs,” he admits, but credits his brokerage’s marketing director with helping him handle a high volume of business without sacrificing quality. He’s also avoided building a team, saying he’s seen “too many teams fail, often along with broken friendships,” and is content working solo. “Technology lets me set up a contract for signatures from my car or even on an airplane,” he adds. “Training someone else to do all that would take longer and seems counterproductive.”
3. Invest strategically
Miller doesn’t track every marketing dollar, but he does channel spending into a steady stream of direct mail, social media and magazine ad placements. He says his 70-page brochures, custom hardcover coffee table books and photography are “superior to most competitors.” The books cost about $500 apiece and are reserved for serious prospects. “They’re a huge hit thanks to my graphic designer, who makes them look incredible,” he adds. “They give me instant credibility.”
4. Seize opportunities
A decade ago, while still relatively unknown in the market, Miller pitched against two top competitors and won. That single win turned into an ongoing partnership with his developer client, who now accounts for a sizable share of his annual sales. “Years in the trenches—working hard, studying the market and showing up every day—prepared me for that moment,” he says.
For Miller, thriving in the luxury market isn’t luck—it’s about going all in, mastering his craft and stepping up when it counts.
Leslie C. Stone is a Vero Beach-based freelance writer.