AgentMarketing

The delicate rules of serving luxury clients under the radar

Three partners at DND Associates reveal the subtleties of doing business with high-net-worth individuals in South Florida
  • If you are trying to make it in the luxury market, become familiar with the etiquette.
  • A good way to rub shoulders with high-net-worth clients is to be active in their philanthropic world.
  • Always be extremely helpful to the client's staff and inner circle -- it will pay dividends.

As a luxury agent in Fort Lauderdale, Florida, there are clear dos and don'ts when it comes to liaising with your ultra-high-net-worth clients. If you happen to bump into them at the local grocery store (and this would be rare), it should not be seen as an opportunity for a chatty conversation -- a gesture that a normal agent might initiate. In the upper echelons of this real estate world, it's just not how things are done. DND Associates partner Jill Johns explains the etiquette in her team's niche South Florida market: "You would always say hello and talk briefly. If they are avoiding the public eye, you may make eye contact and smile. Discretion and privacy is everything to some clients." Her colleague Dale Atkins explained how this mindset is folded into real estate clients' attraction to the city: "That's why they love Fort Lauderdale -- they can fly under the radar and enjoy it without being noticed and still maintain their lifestyle. "In Miami, it is more glit...