Success in luxury real estate is rarely about a single transaction. It is built over time through trust, consistency and a deep understanding of the needs of high-net-worth clients. Few real estate professionals understand this better than Priscilla Sookarow with REMAX Vernon in the Okanagan Valley of British Columbia, Canada.
Drawing on more than four decades in the industry, Sookarow leads an award-winning group of agents and has built a career defined by longevity, discretion and trust. Recently, she represented the buyer in a $32 million lakefront estate — the largest residential transaction ever recorded in interior British Columbia. While the sale set a regional record, Sookarow views it as the outcome of preparation and long-standing relationships rather than a singular milestone.
Here, she shares seven guiding principles that continue to shape her approach to luxury real estate.
1. Commit to relationships for the long term
Luxury transactions often evolve over years, not weeks. Sookarow emphasizes the importance of staying connected, being responsive, remaining discreet and maintaining genuine relationships well beyond individual transactions.
“Some of my clients and I have worked together for five or six years before a major purchase,” she said. “It’s about being available and totally informed. If there is any pressure — it is on me to be in position to respond quickly.”
2. Build a broad market foundation before specializing
Sookarow believes credibility in the luxury space comes from deep, well-rounded market experience. Early in her career, she worked across a wide range of property types, which helped her develop a strong understanding of zoning, land use and local market dynamics.
“High-end transactions require confidence and clarity,” she noted. “That comes from experience. There are no shortcuts.”
3. Lead with information, not persuasion
For high-net-worth clients, trust is built through transparency. Sookarow sees her role as providing context, data and perspective — allowing clients to make informed decisions at their own pace.
“Clients don’t need to be convinced,” she said. “They need accurate information so they can feel comfortable with their decisions.”
4. Understand what defines luxury today
According to Sookarow, today’s luxury buyers prioritize privacy, quality craftsmanship and ease of ownership. Turnkey properties that minimize future work are especially appealing.
“Buyers value homes that are thoughtfully designed and finished and ready to enjoy,” she said. “They want quality without complication.”
5. Leverage the strength of a global brand
Sookarow credits her long-standing affiliation with REMAX® — spanning more than 35 years — as a meaningful advantage for both clients and colleagues. With a presence in over 120 countries and territories, the brand provides global exposure, trusted referrals and a strong professional network.
“Being part of a respected global brand brings consistency and connection,” she said. “It allows us to collaborate with experienced agents around the world.”
6. Surround yourself with specialized expertise
High-net-worth clients expect precise, timely answers. Transactions can be complex and third-party expertise is required. Sookarow’s carefully honed network includes experts in every aspect of real estate — including finance, agriculture, insurance, legislation, accounting, investment analysis and history — ensuring clients receive informed guidance across complex transactions.
“Depth of knowledge matters,” she said. “Our clients appreciate efficiency and accuracy.”
7. Put integrity first — even when it’s not the easy answer
For Sookarow, long-term trust outweighs any single transaction. That sometimes means advising clients to wait, renovate or reconsider altogether.
“Our responsibility is to give the right advice,” she said. “Not every solution involves buying or selling right away.”
