The art of selling mansions

Real estate agents sell properties, but within that broad description there are niche segments that come with their own highly specific characteristics and requirements. To be an agent representing sumptuous estates and selling to a demanding and knowledgeable multi-millionaire clientele is very much a specialised trade in its own right.

It is a segment ruled by discretion and patience, where properties may be on the market for up several years but tens of millions are involved in the transaction. Sellers demand integrity, protection of their privacy and ultimately results, so they turn to those agents with a longstanding name and proven track record. However, since such properties are within the range of a relatively small group of people they are not advertised for all to see…and ordinary things such as organising viewings become quite a bit more complex.

Moving in high circles
“In this segment it is all about building relationships,” says José Ribes, Director of Inmobiliaria Rimontgó. “The marketing of the most important properties is built very much on longstanding relationships and networking within the appropriate circles.” Since we are speaking of an almost ‘closed circle’ market, everything has to be handled with delicacy, so selling price, offers and subsequent negotiations involve great subtlety.

For all its hard work and the kind of know-how only experience can bring, marketing real estate at the very pinnacle of the market can be pretty glamorous too. “We have listed the most truly amazing properties over the years,” says Ribes, “and I find myself selling private islands, exotic villas with their own helipads, spas, horse racing tracks and cinemas, not to mention private beaches and properties in the most paradisiacal of locations.”

Yet even in the most privileged property sector the winds of change have made themselves felt. “The market is increasingly international, with both properties and buyers coming from all corners of the globe now. Moreover, whereas once you could more or less identify a potentially interested party by age and demeanour, now you might be showing a multi-million dollar mansion to a casually clad youngster.” The one thing that hasn’t changed is the standard of knowledge, service and decorum demanded of agents in this most specialised of sectors.

New post on at Friday, 22 May, 2009, 11:07 am and is archived in Luxury, People, Property Sector, Rimontgó. Subscribe to answers with RSS 2.0 feed. Both comments and pings are currently closed.