Press Releases

For Real Estate Agents in Canada, Luxury Home Training Is Just a Click Away

For luxury real estate agents looking to market their services to high-end home buyers and sellers, The Institute for Luxury Home Marketing (ILHM) today launched a Canadian version of its popular online training leading to the Certified Luxury Home Marketing Specialist designation.  

The 16-hour program is based upon the highly effective live training which has been available in both the United States and Canada since 2003.  Through the training, Canadian agents will:

• Have access to specific information about Canada’s wealthy – who they are, how to find them, and how to become their real estate professionals of choice.
• Better understand the competencies and service required in the Canadian upper-tier housing market.
• Meet the training requirement for earning the Certified Luxury Home Marketing Specialist designation. 

“The demand for luxury home training from Canadian agents has grown tremendously and is a natural evolution as the Institute for Luxury Home Marketing continues to expand throughout North America,” said Waco Moore, president of the Dallas-based training and membership organization. 

“The Institute’s relationship with the two largest real estate companies in Canada -- Royal LePage and RE/MAX of Canada -- has helped us create training that addresses the market differences and the special expectations and demands of affluent Canadian home buyers and sellers,” Moore said.
The updated Canadian curriculum is full of up-to-the-minute real estate data, statistics, insight, and marketing strategies and was tested with real estate agents in a live class this summer in Vancouver, before rolling it out online.  

Completion of either live or online training results in membership in The Institute for Luxury Home Marketing and fulfills the educational requirements for earning the Certified Luxury Home Marketing Specialist (CLHMS) designation.  Agents must also meet stringent sales performance requirements to earn the designation.

“At Royal LePage, we are excited to have this training available to our agents who work with or wish to target the luxury residential market,” said Trea MacPherson, Manager, Learning Services at Royal LePage Real Estate Services.

“Luxury is a special niche that requires a strong understanding of the affluent consumers’ attitudes and expectations, a niche which demands quality service.  The new Canadian-specific training will help our Royal LePage professionals differentiate themselves as better able to meet the needs of very successful buyers and sellers,” MacPherson concluded. 

Information on both the U.S. and Canadian versions of the luxury residential marketing training is available online or by calling (214) 485-3000. 

CLHMS designation is now the official luxury home designation for Nextage Realty’s prestigious Nextage Luxe Collection™

Nextage Realty International, LLC, an innovative new residential real estate franchise brand, has announced a new relationship with the Institute for Luxury Home Marketing (ILHM).  Under the new agreement, the Institute’s Certified Luxury Home Marketing Specialist (CLHMS) designation will be the official luxury home designation for Nextage Realty’s prestigious Nextage Luxe Collection ™ program.  The Institute for Luxury Home Marketing is the largest training and research organization serving luxury real estate sales professionals internationally.

Nextage Realty real estate professionals who participate in the Nextage Luxe Collection™ will be asked to take ILHM’S luxury training course which is the first step toward earning the Institute’s CLHMS designation and results in ILHM membership.  Training is offered in live courses scheduled across the US and Canada and is offered online.“We are pleased to be able to offer the luxury home training and the CLHMS designation to our associates who work in the luxury market,” said Dot Hudgens, VP of Performance for Nextage Realty International, LLC.  “We understand that the affluent have special needs and high service expectations.  The Institute’s training will help our Nextage Luxe Collection™ agents deliver top-notch services to luxury buyers and sellers and in so doing, will maximize their own success.”

“Nextage Realty is an exciting new real estate brand and we are pleased to help their agents build their competencies in the luxury home market,” said Institute Founder Laurie Moore-Moore.

The ILHM training includes information on luxury residential trends and the demographics of luxury buyers and sellers, identifies the special competencies required to serve the very affluent, trains agents in LifeStyle Marketing and offers exclusive research information on how to target and best serve the sophisticated luxury home buyer and seller.

For more information about The Institute for Luxury Home Marketing (ILHM), the Certified Luxury Home Marketing Specialists (CLHMS) designation and for the complete ILHM training schedule, visit http://www.LuxuryHomeMarketing.com.

Nextage Realty International, LLC is a consumer-centric company that helps brokers and agents overcome today’s major marketplace challenges by creating a unique team environment.  Nextage’s industry changing business model allows agents to BUILD a business, not just DO business™ while providing the absolute highest level of client service.   With an evolutionary business model and the most innovative compensation plan in the industry, Nextage Realty is setting the new standard and leading the industry into its “Next Age.” 

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Luxury home sales outperform other price ranges this summer

Dallas, TX,  August 30, 2010 -- Gloomy news that July sales of existing homes dropped 25.5% year-over-year has overshadowed new statistics showing summer sales of million dollar plus homes significantly outperformed other price ranges.

“Luxury homebuyers have been buying this summer,” said Laurie Moore-Moore, CEO of The Institute for Luxury Home Marketing (ILHM).  “After waiting in the wings, many affluent buyers spent the summer shopping for value and snapping up trophy properties.”

Statistics would indicate that she’s right. According to The National Association of Realtors (NAR), for 2009 million-dollar and above home sales were just 1.2% of total sales or about 61,500 sales nationally.  In July 2010, million dollar plus market share was up to 1.9%.  While sales of homes in the $500,000 and above range rose dramatically in June, the million-dollar-plus market segment was the only price range in July showing positive growth compared to last year.  “The mix of what is selling has shifted in favor of homes priced at $750 and above,” added Moore-Moore.

NAR’s report that July’s median sales price increased 0.7% year-over-year may be more a function of increasing sales of expensive properties relative to other price ranges than an indicator of across-the-board home price appreciation.

According to the ILHM National Luxury Market Report -- which does a weekly analysis of luxury homes for sale in more than 30 major markets -- after a dramatic rise in upper-tier inventory, which started in January of this year, the numbers of luxury homes for sale has declined about 5% since the beginning of July.  Along with a decrease in inventory, there has been a decline in asking prices.  Forty three percent of luxury homes currently on the market have had at least one reduction in asking price over the last 90 days.  An additional 19% have been pulled off the market and subsequently re-listed. 

“While I wouldn’t say the luxury market is in recovery,” said Moore-Moore, “ the growing market share of luxury sales relative to total sales, a slight downward trend in inventory, and sellers who are more realistic about price are factors shifting the affluent into a buying mode.”

Competition seeks to identify “best luxury real estate marketing”

The search is on for the real estate professionals in the luxury home niche who do the best job of marketing themselves and their properties.

The Leaders in Luxury National Marketing Competition has challenged real estate professionals across the U.S. and Canada who think they are among the best in the luxury marketing arena to “Prove it!” by submitting samples of their marketing for review by a panel of professional ad agency and marketing executives. 

“The competition, which is in its sixth year, allows luxury Realtors® to highlight the outstanding work they’ve done in successfully marketing luxury homes and estates and to demonstrate best practices associated with building their own real estate brands,” said Laurie Moore-Moore Founder of The Institute for Luxury Home Marketing® (ILHM), the international training organization which sponsors the competition.  Winners will be announced at the annual Leaders in Luxury symposium and networking event to be held this year, October 20-22, in Austin (TX).  

Entries are being solicited in the following categories:

• Best Marketing Campaign for a Luxury Property (domestic or international)
• Overall Excellence in Personal Marketing with Emphasis on Agent Branding
• Best Online Marketing
• Best Market Data Report
• Outstanding Personal Achievement (during the last three years)

The contest is open to Institute members and non-members who are registered for The Leaders in Luxury event.  Information and the competition submission form is available on the Leaders in Luxury website.  Deadline for receipt of entries is September 24th.

About The Institute for Luxury Home Marketing (ILHM)

ILHM trains real estate professionals who work in the luxury housing market and awards the Certified Luxury Home Marketing Specialist (CLHMS) designation to those who meet strict performance criteria. ILHM also hosts the annual Leaders in Luxury (LIL) education, peer brainstorming, marketing contest, and networking event.  www.LuxuryHomeMarketing.com  214-485-3000   info@LuxuryHomeMarketing.com    

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Hospitality Committee selected for Leaders in Luxury 2010

Top luxury Realtors from U.S. and Canada

to gather in Austin at Leaders in Luxury event

Local luxury agents selected for meeting’s “Hospitality Committee”
Five local luxury real estate professionals have been chosen to serve on the Austin Hospitality Committee for Leaders in Luxury (LIL), an invitation-only educational and networking event expected to bring more than 100 real estate agents who work in the million and multi-million dollar home and estate market across the U.S. and Canada to Austin in October.  Hosted by The Institute for Luxury Home Marketing, the event is scheduled for October 20-22, at the Barton Creek Resort and Spa.

According to Laurie Moore-Moore, Founder of The Institute for Luxury Home Marketing, “Our Austin Hospitality Committee is made up of top luxury professionals from multiple companies in the host city. The committee will help put together a property tour of local luxury homes, provide market information, and serve as a welcoming committee for agents from across North America.”   Serving on the committee are Mary Briggle of Moreland Properties, Kathryn Scarborough Bechtol from Turnquist Partners, Laura Duggan of West Austin Properties, Russell Lewis from Avenue One Real Estate, and Dee Shultz of Keller Williams.
 
“This special event draws U.S. and Canadian real estate professionals who are true experts in the luxury residential market – those who work from the $1,000,000 to $100,000,000 price point.  The agenda includes a property tour, two days of educational sessions, networking events, and a luxury marketing competition,” said Institute President, Waco Moore. “The local Hospitality Committee is key to helping highlight the host city’s luxury residential market, showing it to best advantage.”

For more information on the meeting in Austin, visit www.LeadersinLuxury.com   Email info@LuxuryHomeMarketing.com or call The Institute for Luxury Home Marketing at 214-485-3000.

About The Institute for Luxury Home Marketing (ILHM)
ILHM trains real estate professionals who work in the luxury housing market and awards the Certified Luxury Home Marketing Specialist® (CLHMS) designation to those who meet strict performance criteria. ILHM also hosts the annual Leaders in Luxury (LIL) education, peer brainstorming, marketing contest, and networking event. 

Leaders in Luxury event offers best practices and networking to upper-tier residential agents

Top Luxury Agents in North American invited to October event in Austin (TX)

May 26,  2010—This October, real estate agents who work in the million and multi-million dollar fine home and estate market in the US and Canada can take advantage of a networking and educational opportunity available only once a year. The Institute for Luxury Home Marketing has scheduled its sixth annual Leaders in Luxury, an invitation-only event highlighting best practices in the upper-tier residential real estate market.  The meeting will be held at the luxurious Barton Creek Resort and Spa in Austin (TX), October 20-22, 2010. 

“We are working hard to finalize our agenda of speakers and panelists who can share the ideas and practices which are making top luxury agents successful. And, of course, we have a fabulous property tour, a marketing awards competition, and lots of networking opportunities planned,” said Institute President Waco Moore.

Previous Leaders in Luxury events sparked comments like this one from Trinkie Watson of Chase International in Lake Tahoe (CA), “There is no way I can pick just one idea to take home and use.  The entire conference was fabulous with useful information in all categories.  As always, the attention to detail was superb and the networking was invaluable!”

Karen Marti Hale of Dallas-based Virginia Cook Realtors agreed, “Fabulous opportunity!  Valuable information to take your business to another level.  Ideas and strategies that can be implemented immediately.”

“We’ll be announcing details on our advisory board, speakers and special events in the next several weeks.  Meanwhile, we have opened the program for registration,” said Institute founder Laurie Moore-Moore.

In addition to keynote speakers, expert panels and breakouts, special recognition awards will also be given in several marketing categories including an award for overall excellence in marketing in the luxury real estate market. The contest is open to all attendees.  Award entries will be judged by advertising/marketing executives.

For more information on Leaders in Luxury or to register:
www.leadersinluxury.com
info@luxuryhomemarketing.com
(214)-485-3000

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ILHM Center for Asset Preservation first to offer detailed short sale training based on mandatory government program

“Making Home Affordable changes the rules for short sales”

The Institute for Luxury Home Marketing (ILHM) has announced the creation of a new division – The Center for Asset Preservation (CAP). “Recognizing the reality of today’s market, with millions of homeowners facing possible foreclosure, our members asked us for up-to-date information and training for helping homeowners who are suffering financial hardship and need to sell their homes,” said Laurie Moore-Moore, ILHM founder. “We created CAP to meet this need.” 

CAP’s core offering is a Short Sale Success course covering the government’s new Making Home Affordable Program (MHA) which defines the new processes, rules, guidelines and paperwork required in the vast majority of short sales today. Training is available online and will also be offered at the CAP Short Sale Summit 2009, a two-day special event in Houston (TX), October 7th and 8th.

“We created CAP and began developing this training for our ILHM members, but when we discovered that no one was offering timely, detailed training covering Making Home Affordable and the Mortgage Forgiveness Debt Relief Act, we decided to open the CAP training to all agents, said Moore-Moore. 

“This information is ‘must have’ information for agents hoping to help homeowners avoid foreclosure.  It is essential for completing successful short sales at any price point,” she added.  The course includes a special module on luxury home short sales. 

“Most agents don’t realize that the Making Home Affordable Program changes almost everything about completing successful short sales,” Moore-Moore said. “The program covers nine out of ten loans, is mandatory, and is in effect today.  With jumbo loans defaulting at twice the rate of conventional loan defaults, luxury agents need information about short sales.”

“Lender’s loss mitigators are currently being trained to implement MHA.  Freddie Mac is starting to audit implementation.  Realtors must understand the program, it’s not an option.  We invite agents to take the quick quiz about short sales on our website.  We think most agents, even those who’ve taken general short sale training, will be surprised by the correct answers,” said Moore-Moore.

“We believe strongly that America’s REALTORS® must get involved, get trained and get to work to help homeowners in distress.  As an industry, we are key to helping get American households back on their feet and the economy back to good health.  Training is essential to this effort. CAP’s goal is to help”

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Institute for Luxury Home Marketing Partners with Napa Consultants

The Institute for Luxury Home Marketing™ (ILHM) has announced a marketing partnership with Napa Consultants, International, a leading luxury real estate strategic marketing firm specializing in personal and company branding, website design and internet/social media marketing.  The two firms are working together to bring new benefits to Institute members, and develop a series of short marketing videos which will be available to real estate professionals online. 

“Ron and Alexandria Seigel, the managing partners of Napa Consultants, bring a wealth of experience to luxury real estate marketing,” said Institute President Waco Moore.  “As previous broker/owners of a Beverly Hills commercial real estate firm serving the entertainment industry and high-end retail clients and as senior level executive coaches to iconic global companies such as Nike, Apple, and Disney, the Seigel’s have substantial marketing experience on which to base their consulting services.”

“We look forward to bringing our new video series and our marketing services to luxury residential agents who are Institute members,” said Ron Seigel.  “In the challenging market we face today, it is more important than ever that a real estate professional implement effective marketing.”

About The Institute for Luxury Home Marketing (ILHM)
The Institute for Luxury Home Marketing™ exists to help real estate professionals around the world provide high quality service to buyers and sellers of luxury properties.  Institute members complete special training to build expertise in the marketing of upscale homes and estates and those who meet performance standards may earn the prestigious Certified Luxury Home Marketing Specialist™ (CLHMS) designation. 

About Napa Consultants, International
Napa Consultants, International is a California-based strategic marketing company offering corporate and personal marketing services, to include branding, website design, and social networking strategies.  

Luxury Housing Report: National luxury home inventory up sharply in 2009, despite price cuts

The most recent ILHM Luxury Housing Report reveals that inventories in the luxury home market are growing, days-on-market rising, and price reductions becoming more frequent. The prediction?  Watch for increasing short sales and foreclosures in the mansion market. 

Dallas, June 12, 2009 –  Data as of June 1, released today by The Institute for Luxury Home Marketing (ILHM) for its ILHM National Luxury Housing Report -- the leading measure of the U.S. luxury home market -- show that the inventory of luxury homes for sale has risen more than 20% in the first  five months of 2009, while the days-on-market for active listings has increased  14% (to 185 days) for the same period.  The report also reveals that 41% of the luxury homes on the market as of the first week in June, have had a price reduction in the prior 90 days.  The statistically weighted national median price for homes in the study is $1.2 million.

     

 

“Typically the luxury home market survives economic downturns relatively unscathed,” said ILHM founder Laurie Moore-Moore.  “Our ILHM Luxury Housing Report data for the last quarter of 2008, made it clear that this real estate crunch is different.  The luxury niche was the last market segment to slow, but the brakes are now on. 

“The credit crunch, stringent loan requirements, job losses, and the shrinking of the portfolios of high net worth households have combined to create the perfect storm in the luxury market.  Add the number of individuals who stretched to buy expensive homes using inappropriate loans, which they now can’t afford, and one can conclude that the luxury market will be getting even softer.  Unfortunately,” added Moore-Moore, “we’re predicting an increase in luxury short sales and foreclosures through the rest of 2009, as more financially strapped owners find it difficult to sell.”

The ILHM Luxury Market Report conclusions are reinforced by data from the National Association of Realtors indicating that there are 41 months worth of inventory of homes priced at $750,000 and above in the U.S., as compared to 18 months worth in 2007.  According to Inside Mortgage Finance, as a percentage of homes sold, luxury homes in the $750,000 plus price range have dropped from 4.4% of total sales in 2007 to 2.3% in 2009.

“Even the markets which have been considered reasonably healthy -- like Dallas, Charlotte, and Austin – are showing evidence of a softer luxury market.   The percentages of luxury home listings in those markets with a price reduction in the past 90-days were 47%, 41.5% and 46% respectively, added Moore-Moore. “In some respects, this may be the sign that sellers are becoming more realistic, an important step in beginning to clear inventory.”

About the ILHM Luxury Housing Report
The data for the ILHM Luxury Housing Report is calculated by Altos Research for ILHM and is based on properties on the market at $500,000+ in the 10 most expensive zip codes in each of 31 regional markets.  The national composite data is a weighted average of the data from each region.  The “ILHM National Luxury Composite Price” is a statistical representation of the median price of the 10 most expensive zip codes in the 31 regions measured. 

The report is updated weekly and detailed charts are also available for each of the 31 markets.

Premiere Luxury Home Marketing Course Now Available Online

The Institute for Luxury Home Marketing (ILHM) is now offering its Certified Luxury Home Marketing Specialist (CLHMS) designation training online through the new ILHM online training portal.

The 14-hour web course meets the training requirement for the CLHMS designation and covers the same content as the popular live course.  Over 8,000 agents have completed live training in the U.S. and Canada since 2003. The online course debuts at a special price of $395 which will be good through July 4, 2009, a savings of $100.

“Just like our live course, completion of the online course will result in membership in The Institute for Luxury Home Marketing and agents will have full access to all member benefits,” said ILHM President Waco Moore. “This includes the $2,900 worth of free advertising on the Wall Street Journal’s website.

“The course is now as close as agents’ computers -- literally at their fingertips," said Moore. "They can learn how to take their luxury business to the next level, working from the office or at home in their pajamas and bedroom slippers.”

“As of June 1, we have hundreds of luxury agents on our waiting list for online training,” said Moore. “The demand for this course --developed by ILHM founder Laurie Moore-Moore—has been extremely high. The availability of the course online eliminates the need for international agents to travel to the U.S. to attend a live session. As a result, we expect our international membership to expand, offering our thousands of members even more global networking opportunities.”

Danny Veal of Keller Williams in metropolitan Orlando (FL) reported immediate success after completing the training, “After completing my recent training, I went out on not one, but two listing presentations on homes over 19,000 sq. ft. The valuable information I received helped me secure both listings. One is listing at $4.9 million and the second is listing at $10.8 million. Thank you so much!!!!”

Gayle Henderson of RE/MAX Excalibur in Phoenix (AZ) said this about the course, "Anyone specializing in Luxury Home Marketing, or wanting to develop the skills for this market niche, should make this certification program a high priority. The knowledge gained and the networking opportunities will be most rewarding and enriching."

Agents can find more information about the course and the many benefits offered by membership in The Institute on the ILHM website, and the Course Registration Page.