BrokerageIndustry News

BH&G Real Estate courts luxury

Launches program to market high-end listings

Learn the New Luxury Playbook at Luxury Connect | October 18-19 at the Beverly Hills Hotel

Better Homes and Gardens Real Estate LLC today announced the launch of Premier Selection, a brand extension that aims to connect real estate sales professionals with buyers and sellers of high-end properties. "We started with research to make sure that the brand would extend well to a more exclusive audience of home buyers and sellers -- and the results came back identifying a clear opportunity," said Camilla Sullivan, the company's senior vice president of marketing. "We are applying branding best practices to this extension, in order to create a synergy between our main brand and Premier Selection." To qualify for the Premier Selection program, a property will have to meet several criteria such as price and quality, according to a press statement. The Better Homes and Gardens Real Estate network "will provide training and support to agents for better servicing consumers in this unique market," and will offer brokers "distinctive and elega...