Targeting Luxury Agents For Pocket Listings

by Stephanie Sims


High-end, luxury clients don’t always want to put their listing on the MLS, and that is for a variety of reasons, according to Jennifer Ames, a luxury agent with Coldwell Banker. Those clients, more often than not, are extremely private and don’t want to open their home the traditional way public open houses or traditional showings might.

That is why Ames markets those types of listings within a subsect of her business she calls the Private Collection. All high-end listings marketed within the Private Collection are marketed to a targeted audience, which is mainly luxury agents with interested buyers.

“The goal with marketing the Private Collection is not just to find a buyer, but more about a strategic marketing plan,” Ames says. “I market my Private Collection only to other top agents, a much smaller audience of people, who are experienced and capable of bringing quality buyers to the listing.”

Because inventory levels are low right now, agents are looking for high-quality opportunities for their buyers, especially in the luxury market. Ames’ latest listing, 2900 N. Hermitage, is currently being marketed through her Private Collection. The $3.495 million five-bedroom, four-full-bath and two-half-bath property is built on an oversized lot and has an attached 750-square-foot garage and a huge fenced-in private backyard.

The four-level single-family home includes luxe features like heated bathroom floors, custom cabinetry and a snow melt system for the driveway and steps. In addition to her targeted e-blasts with high-quality digital photography, Ames creates highly customized digital and print brochures highlighting photos of the property and its amenities to email to specific luxury agents, as well.

“This strategy is a good way to ensure more high-quality showings,” Ames says.

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