Just because someone markets a product or service (or, in the case of luxury real estate, a lifestyle) does not mean that they do so effectively.

If your luxury real estate peers are failing, doing poorly or even just OK, you want to be one of the few who are succeeding.

Don’t fool yourself: Failure can be addictive

The odd thing is that the ones who are failing or have failed will often stay on the same path — even though it isn’t working (or hasn’t worked) for them.

This group can become so committed to their standard approach that they resist change. In fact, these real estate peers might even encourage others to join them on this journey to nowhere — or at least nowhere an aspiring luxury real estate agent wants to be.

Think outside the box

Sometimes the forward-thinking, innovative luxury real estate agent can get strange reactions from professional peers who prefer the “same old, same old” marketing strategies. Yet becoming a think-outside-the-box luxury real estate agent is well worth the effort.

Be prepared to forge ahead in spite of obstacles. Once you take the plunge and commit to the most progressive marketing techniques out there, you will never look at sales again in the same way.

Don’t stress about critics. Remember that every critic has an agenda.

Just like with every venture, luxury real estate agents should fully understand a marketing technique before they trust their career to it.

Achievement requires understanding, experience, and ability, as well as a degree of creativity and innovation. It involves standing out from the others and putting your own unique stamp on your work.


Keep a common-sense approach

Study leading agents who emulate your purpose and objectives.

Learn from them, but don’t be a copy-cat. That won’t work well for you; you are trying to build up your business.

It seems logical that you should pay attention to the activities of someone who shares your goals. Yet it might surprise you to learn that 99 percent of businesses operate as if they are unaware of that common-sense idea.

Don’t be one of them; dare to win — but, more importantly, dare to be yourself.

Kevin M. Leonard is the founder of Luxury Agent and Valore Group. You can follow him on Twitter or LinkedIn.

Email Kevin Leonard

Show Comments Hide Comments


Sign up for Inman’s Morning Headlines
What you need to know to start your day with all the latest industry developments
By submitting your email address, you agree to receive marketing emails from Inman.
Thank you for subscribing to Morning Headlines.
Back to top
Only 3 days left to register for Inman Connect Las Vegas before prices go up! Don't miss the premier event for real estate pros.Register Now ×
Limited Time Offer: Get 1 year of Inman Select for $199SUBSCRIBE×
Log in
If you created your account with Google or Facebook
Don't have an account?
Forgot your password?
No Problem

Simply enter the email address you used to create your account and click "Reset Password". You will receive additional instructions via email.

Forgot your username? If so please contact customer support at (510) 658-9252

Password Reset Confirmation

Password Reset Instructions have been sent to

Subscribe to The Weekender
Get the week's leading headlines delivered straight to your inbox.
Top headlines from around the real estate industry. Breaking news as it happens.
15 stories covering tech, special reports, video and opinion.
Unique features from hacker profiles to portal watch and video interviews.
Unique features from hacker profiles to portal watch and video interviews.
It looks like you’re already a Select Member!
To subscribe to exclusive newsletters, visit your email preferences in the account settings.
Up-to-the-minute news and interviews in your inbox, ticket discounts for Inman events and more
1-Step CheckoutPay with a credit card
By continuing, you agree to Inman’s Terms of Use and Privacy Policy.

You will be charged . Your subscription will automatically renew for on . For more details on our payment terms and how to cancel, click here.

Interested in a group subscription?
Finish setting up your subscription