By Paige Tepping
“There’s no question that the luxury market is back, and one of the biggest trends we’re seeing is cash,” says Stephanie Pfeffer-Anton, Executive Vice President for Luxury Portfolio International®. Read on for more industry insights.
Executive Vice President
Luxury Portfolio International®,
Leading Real Estate Companies of the World®
Describe the history of Luxury Portfolio International®?
Created in 2005, Luxury Portfolio is a marketing program available to the luxury-focused members of Leading Real Estate Companies of the World®. The program came about when the Sotheby’s auction house sold off its name to Cendant (now Realogy) and changed the model to become a franchise. Many LeadingRE members were part of the group that had built the Sotheby’s name in real estate and weren’t interested in changing their business model, so instead decided to build their own program under Leading Real Estate Companies of the World®.
What sets this luxury marketing program apart?
Luxury Portfolio exists to serve brokerages that are part of Leading Real Estate Companies of the World®, so brand and value are two of the program’s biggest components. Since we have big group-buying power, we’re able to roll things out to our members at significant savings, offering great value while exposing their listings to an affluent audience nationally and globally.
What are some of the tools you offer?
The Web exposure we provide is the heart of who we are. While our original plan focused mostly on being a strong digital offering, we soon realized that we needed to expand. Today, one of the most beneficial programs we offer is LuxeAnalytics™, a proprietary program that enables agents to generate a report that reveals data about who is looking at their listings as well as what language and currency the listing is viewed in.
When it comes to the luxury experience, consumers still love print, making our print magazine a truly valuable tool as well.
What are some of the most prominent trends among luxury consumers?
There’s no question that the luxury market is back, and one of the biggest trends we’re seeing is cash. A demand for quality is another strong trend, in part driven by the fact that today’s luxury consumer is more educated, informed and empowered than ever before.
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