Marketing

Sell ’em with Las Vegas-style marketing

Serving the ultrawealthy client

If you ask me, Frank McKinney, "the most luxurious spec homebuilder in the world," understands the psychology of the ultraluxury buyer better than almost anyone else in the world.While you probably cannot afford his lavish marketing budget, many of his strategies work in virtually all price ranges.Several years ago, Steve Kantor, in his book, "Billion Dollar Agent: Lessons Learned," profiled agents who had sold $1 billion worth of real estate. Approximately 70 percent of these agents attributed their success in large part to giving back to their communities. Like these billion-dollar agents, McKinney attributes much of his success to "paying it forward."Robin Hood and the ultraluxury marketMcKinney lives not to build lavish houses but to "sell to the rich to give to the poor." Sometimes called a modern-day Robin Hood, his Caring House Project Foundation provides shelter to the "world's most desperately poor."McKinney believes that the more you give to others, the mo...