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Here at Coldwell Banker, we are incredibly proud of our Coldwell Banker Global Luxury® program. We believe this program sets the gold standard for modern luxury real estate marketing. Combined with the Coldwell Banker brand, it gives our agents an advantage in the marketplace. A huge pillar of this program is the Luxury Property Specialist (LPS) designation. Now, most agents know the designation comes with the fancy, thick Global Luxury business cards. However, I find there is a lot of confusion beyond that. So, the Coldwell Banker Global Luxury® team put together this helpful guide (must be logged into Desk to access) on the Global Luxury difference.

Luxury Property Specialist Highlights

1. Access to WealthEngine®, the largest database of high-net worth individuals in existence.
2. The ability to proudly display your Luxury Property Specialist badge on all Coldwell Banker profiles.
3. Access to “This Quarter at Luxury,” a quarterly marketing meeting exclusively for Luxury Property Specialists.
4. Membership to the Institute of Luxury Home Marketing.

The guide also lays out some of the benefits of your higher priced listings in the $500K+, $1M+, $2M+, and $5M+ range. Some of these benefits may include a feature in Coldwell Banker’s “Home of the Week” or inclusion on a Coldwell Banker social media page. For more information, please visit The Global Marketing Program brochure.

The Newport Beach Benefit

It’s no secret that our Newport Beach office is the #1 Coldwell Banker office in North America. We are incredibly proud of that title and hold our office (and our agents) to a high standard. We are lucky enough to be in an office with some of the top listings in Orange County – many of which are above (and well above) the Global Luxury threshold. In fact, in March 2024, our average sale price (out of 154 new escrows opened) was $2.2M! What does that mean for you? It means the competition out there is steep and anything you can use to your advantage is meaningful and worthwhile.

So, my advice to you, is to obtain your Luxury Property Specialist designation – if you haven’t already. Next, read as many of our resources as possible. Review The Global Marketing Program Brochure. Make sure you know what benefits you are getting based on your price point and your LPS designation. Finally, make sure you can articulate these programs and benefits to your clients. If you can’t answer your client’s “Why should I care?” question, then you have some more reading to do.

Next Steps

If you are not a Luxury Property Specialist yet, but want to be – don’t worry! Receiving your designation is easier than ever with our NEW self-paced certification course. For more information an how to register, please click here (must be logged into Desk to access). Or, visit MyCBDesk.com > Marketing > Global Luxury > Certification.

Ready to get started? Questions? Please reach out to me for more information.