The Agents Guide to LPI

THE AGENT’S GUIDE TO LPI

A GUIDE FOR LUXURY REAL ESTATE AGENTS ON HOW TO EFFECTIVELY UTILIZE YOUR LUXURY PORTFOLIO MEMBERSHIP TO CONNECT WITH CLIENTS, GROW YOUR BUSINESS AND POSITION YOURSELF AS A LUXURY EXPERT.

GETTING TO KNOW LUXURY PORTFOLIO

WHAT TO KNOW ABOUT YOUR EXCLUSIVE AFFILIATION

WHAT IS LUXURY PORTFOLIO INTERNATIONAL®?

Luxury Portfolio International® is the luxury marketing arm of Leading Real Estate Companies of the World® – the largest and one of the most prestigious networks of independent real estate brokerage firms. LPI membership is reserved for those with substantial brand recognition and dominant regional market presence, only 20% of applicants ultimately qualify for membership.

Annually marketing around 50,000 listings, LPI boasts more than its competitors, particularly with $1 million+ properties in the U.S. LeadingRE members also excel, handling a remarkable $353 billion in U.S. home sales volume – a feat unmatched by any other real estate network, franchise, or brokerage brand.

The network creates seamless member connections, allowing for ample collaboration and knowledge sharing. LPI also offers robust advertising and marketing opportunities to enhance listing visibility, capturing the attention of discerning high-net-worth individuals (HNWI) worldwide.

Through invaluable media affiliations, networking events, and unique marketing strategies, this exclusive resource becomes an indispensable asset for expanding your business, securing listings and achieving successful sales.

WHY IS LUXURY PORTFOLIO IMPORTANT TO YOU AS AN AGENT?

You are the company you keep. As a part of Luxury Portfolio, you are automatically connected to the finest and most well-known real estate leaders in over 800 major cities. Get the opportunity to connect and engage with your peers by joining various LPI-hosted events. These exclusive gatherings include the highly anticipated Luxury SUMMIT held in Las Vegas, the Global Symposium, interactive virtual happy hours and more.

Your affiliation with LPI not only aligns you with the leading agents and brokerages in the business around the globe, but also connects you to top luxury brands, industry experts and media partners to ensure your listings maintain unmatched exposure through advertising, marketing and public relations opportunities.

WHY IS LUXURY PORTFOLIO IMPORTANT TO YOUR CLIENT?

As the luxury marketing division of Leading Real Estate Companies of the World, Luxury Portfolio International maintains direct connections with premier, independent property brokerages and the most well-connected top agents across global cities.

Renowned sources like Unique Homes magazine, The Wall Street Journal, and RealTrends have consistently ranked Luxury Portfolio as a leader in various aspects, from listing the most opulent properties to featuring the finest sales associates and influential figures in luxury real estate.

Our advertising partnerships with esteemed print and digital media outlets, including The Wall Street Journal, Financial Times, and Country Life, ensure that your client’s property reaches qualified buyers — not mere dreamers. Leveraging proprietary research, LPI monitors the latest high-end trends, empowering members to strategically position properties and effectively engage today’s affluent consumers.

With an unparalleled understanding of the buyer’s mindset, Luxury Portfolio stands at the forefront of crafting sound marketing plans.

THE LUXURY PORTFOLIO APPROACH IS ROOTED IN THREE FUNDAMENTAL ELEMENTS

Together, these pillars deliver superior and measurable results for our clients. Luxury Portfolio International is more than a label. Together, are professionals in 70+ countries trained in the art and science of selling the world’s most unique and desirable properties.

TOP FIVE PROGRAM BENEFITS FOR AGENTS

DELIVER NATIONAL AND INTERNATIONAL EXPOSURE TO YOUR $1 MILLION+ PROPERTY LISTINGS

Simply by being a part of LPI, all your listings automatically receive optimal visibility among high-net-worth individuals (HNWI) spanning the globe.

CONNECT YOU TO OUT-OF-AREA BUYERS

Through LPI’s unparalleled and highly efficient network, your brokerage gains access to a continuous stream of incoming referrals from global members.

ACCESS TO PREMIER, COST-EFFECTIVE MARKETING AND ADVERTISING OPPORTUNITIES

LPI’s advertising relationships with notable print and digital media outlets like The Wall Street Journal, Financial Times, Country Life, and more ensure your listing is reaching qualified buyers — not dreamers.

NETWORK AND CONNECT WITH THE MOST POWERFUL LUXURY FIRMS AND SALES

ASSOCIATES

Grow and elevate your business by networking with the most post powerful real estate agent from around the world who make up LPI’s exclusive member network.

SHARE THE LATEST INFORMATION ABOUT TODAY’S LUXURY CONSUMER

LUXURY PORTFOLIO IS AN EXCLUSIVE, POWERFUL LUXURY PROPERTY NETWORK DESIGNED TO: 1. 2. 3. 4. 5.

Through LPI’s proprietary research, track the latest trends in luxury verticals to understand how to best position a property and effectively reach today’s affluent consumer.

DISTINGUISHING YOUR LUXURY PORTFOLIO AFFILIATION FROM COMPETITORS

POSITIONING YOURSELF & YOUR LPI AFFILIATION WHEN SPEAKING TO CLIENTS

When speaking to a prospect about a potential client relationship remember, that they have likely also spoken to your competition.

As such, you need to be able to communicate that in addition to your strength in your local market and your brokerage reputation, you are also affiliated with Luxury Portfolio International - a powerful differentiator in the luxury space. Whenever you are up against a national franchise and any other luxury affiliation, work the following into your conversation.

TALKING POINTS WHEN COMPETING AGAINST A NATIONAL FRANCHISE

(Coldwell Banker, Berkshire Hathaway, Remax, Century 21, Keller Williams, ERA, etc)

The strength of Luxury Portfolio International is the strength of each individual brokerage firm. Our firms don’t simply “pay for” a franchise brand name – they must earn the designation of Leading Real Estate Companies of the World. The LeadingRE network is the largest network of independently branded real estate companies in the world with 550 members, 4,900 offices and 138,000 associates in 70+ countries. Last year our group was involved in more than one million transactions resulting in over $353 billion in U.S. home sales volume.

Additionally, each LeadingRE firm goes through a rigorous application process with stringent market share and performance requirements. LeadingRE was not created for firms that need the assistance of a national brand to gain market share; our locally branded firms are already dominant players in their markets. Luxury Portfolio International is exclusive group of luxury brokerages within LeadingRE.

TALKING POINTS WHEN COMPETING AGAINST A SOTHEBY’S FIRM

Our network is made up of many of the original Sotheby’s firms; the companies that established the Sotheby’s name in real estate from the mid 1980’s to 2003 when the Sotheby’s Auction House sold their name to Cendant (the mega-franchise conglomerate that was also parent to Budget Rent-a-Car, Super8 Motels, Ramada Inn and Days Inn, among others).

Cendant (now Anywhere) then re-made Sotheby’s into a standard franchise brand model for properties of all price points (which includes mobile homes & hot dog stands) and is now home to more properties below $1M than luxury properties – a complete reversal from its original incarnation.

This once powerful luxury brand no longer controls the majority of luxury real estate, and the lion’s share of their original affiliates chose to join Luxury Portfolio when it was launched in 2005.

TALKING POINTS WHEN COMPETING AGAINST ANOTHER LUXURY AFFILIATION

We have great respect for our competition. However, we also know that numbers don’t lie. Typically, the reason to list with a luxury organization is two-fold:

• Exposure to more buyers within the network

• More exposure through network marketing efforts

Luxury Portfolio is the only luxury affiliation where the members are contractually bound to refer business to each other. We are the organization which is responsible for more broker-to-broker referrals than any other group.

Numerous luxury associations often function merely as marketing platforms, magazine publishers, or websites. In contrast, LeadingRE boasts the most exceptional network for effectively connecting with prospective buyers. Our network not only excels at generating a higher volume of referral business, consequently attracting more buyers, but we also maintain a referral closing ratio that sets an industry standard. As a result, choosing to list with us significantly enhances your potential to captivate a discerning and qualified buyer base.

10 WAYS TO GET STARTED WITH LUXURY PORTFOLIO

1.

AT A GLANCE The At a Glance resource offers a comprehensive view of all the benefits available through your Luxury Portfolio membership. Through this document, browse all offerings across a variety of categories including adveritsing, brand collaboration, business development tools and much more. Find At a Glance under the “marketing resources” tab of LuxeXchange, or through the hyperlink here: Luxury Portfolio At a Glance

2.

WEBSITE EXPOSURE. As your company is a member of our exclusive network, your listings priced at or above the luxury threshold in your market are displayed automatically on LuxuryPortfolio.com and sydnicated to affiliate websites. Our unique website attracts over 3 million page veiws annually, giving your listing(s) unprecedented exposure to a global audience that may not have found it on your local website.

3.

4.

LUXEANALYTICS™ . LuxeAnalytics™ gives you valuable insight into the luxury consumer that is looking at your listings. Through LuxeAnalytics™ you have the ability to learn how often consumers are viewing a property, what country they are coming from, what language they speak and more. You can communicate this information directly to your seller in an easy-tocustomize, print-ready flyer, available on LuxeXchange.

LUXURY PORTFOLIO MAGAZINE GIFT SUBSCRIPTION Through the LuxeXchange marketing store, gift your top clients or prospects a 1-year subscription to our own Luxury Portfolio magazine. This magazine features an abundance of luxury content, property features, design trends and more with significant US and international distribution.

5.

LUXETRENDS: LUXURY PORTFOLIO BLOG. The LuxeTrends blog is full of editorial content about real estate, design, travel and lifestyle subjects. From market insights with our members to interior décor trends, the latest travel destinations and fun interviews, LuxeTrends is a one-stop shop for information about all things luxury. Read the LuxeTrends blog here: LPI LuxeTrends

6.

CO-BRANDED MARKETING COLLATERAL Luxury Portfolio is pleased to offer a variety of co-branded marketing collateral available to custom order within the LuxeXchange Marketing Toolbox. Choose from chic and sleek agent listing presentation boxes and various informational sheets to make a statement with your current or potential clients.

7.

PUBLIC RELATIONS. In partnership with a highly accredited global network of PR professionals, LPI’s sphere of influence extends to key media worldwide. Is your listing notable for its architectural or design pedigree, price record, market trend or unique amenity? Submit it to pr@luxuryportfolio.com for consideration.

8.

LUXEXCHANGE. LuxeXchange is Luxury Portfolio’s member-only intranet where you can access all things LPI. Use LuxeXchange to manage your listings, visit our Advertising and Marketing Stores, access marketing resources, upload contacts, access LuxeAnalytics™, view the event calander and much more.

9.

ADVERTISING. Through your membership with Luxury Portfolio, you have exclusive access to a premium selection of global co-op advertising opportunities to promote your luxury listings. Browse all current Luxury Portfolio advertising opportunities and preferred partners in LPI’s At a Glance guide.

10.

PROFESSIONAL DEVELOPMENT AND EVENTS Luxury Portfolio International events provide you with a variety of educational and networking opportunities, helping you continue to build and grow your business. Stay up to date with the LuxeXchange events calander to register for the latest network happenings.

BUSINESS DEVELOPMENT TOOLS AND RESOURCES

Luxury Portfolio is pleased to provide you with curated business development tools and resources exclusive to agents who are a part of our network. Learn what powerful resources to utilize in order to grow your business, win the luxury listing, and make the sale with LPI in your back pocket.

HOW TO GROW YOUR BUSINESS

USING LUXURY PORTFOLIO INTERNATIONAL

SEND A LUXURY PORTFOLIO MAGAZINE SUBSCRIPTION

Overview:

Luxury Portfolio magazine can be gifted for personal marketing and business development. Gift subscriptions are available while supplies last, with members recieving 10 complimentary subscriptions per calander year and any thereafter at $5.00 each

Why this matters:

Produced twice annually, Luxury Portfolio magazine features content developed specifically for the high-end consumer. Each issue covers new topics surrounding real estate, design, travel and lifestyle trends alongside member property highlights designed to showcase the strength of the global LPI network. Position yourself as a well-rounded luxury specialist by sending your client or prospect a subsctiption which inlcudes a “Compliments of” label with your name and brokerage.

How to order:

Order Luxury Portfolio magazine gift subscriptions on the LuxeXchange Marketing Store.

ADWERX SPHERE OF INFLUENCE

Overview:

The Adwerx Sphere of Influence Banner Ads allow you agents to create elegant, co-branded banner ads to help you stay top of mind with your personal contacts and potential clients at an exclusive discount. The contacts you add to your campaign are targeted with your digital ad everywhere they go online, and will see your ad about once a day. The ads will feature your headshot, contact information, a tagline, and can link back to whatever site you’d like whether it’s your agent profile page on luxuryportfolio.com or your broker’s website.

Why this matters:

Remind people you’re an active agent; online ads are a passive, non-intrusive way to fill in the gaps between other touches with your sphere. According to the NAR Profile of Home Buyers + Seller, over 60% of business comes from an agent’s sphere, it is important to be the agent clients think of first.

How to order:

Reserve Adwerx Sphere of Influence Banner Ads through LuxeXchange under the “Advertising Partners” tab.

BRAND COLLABORATIONS

Overview:

Through Luxury Portfolio’s unrivaled brand collaboration program, access an exclusive network of luxury brands from industries such as fashion, travel and auto only available to Luxury Portfolio members. Take advantage of benefits including event partnership opportunities, promotional offers, and education programs extended to members.

Why this matters:

Connecting your company and clients to like-minded luxury brands, elevating your luxury presence, enhancing your customer’s experience and providing added value to the client and agent relationship is a unique way to set yourself apart from competition in the industry.

Where to find this resource:

• Browse program information by visiting the Luxe Connoisseur link located under “marketing” tab of the LuxeXchange sidebar menu. Explore the website to learn more about a variety of luxury brands and products and follow the directions at the top of each page to access offerings.

• For more information, please contact brandcollab@luxuryportfolio.com to explore next steps.

BRANDING YOURSELF AS A LPI AGENT

Overview:

Developing a personal brand is crucial in the luxury real estate industry and allows you to set yourself apart from the competition. Below are some quick-hit steps you can take today to brand yourself as an LPI agent to drive your industry success and build your own unique value proposition using your exclusive network affiliation.

How to brand yourself as an Luxury Portfolio Agent:

• Download Luxury Portfolio logos from LuxeXchange and add to your own marketing collateral

• Add Luxury Portfolio to your email signature and add @LuxuryPortfolio in your social media bios

• Watch the recording of Marketing Masters webinar “Branding Yourself as an LPI Agent”

• All marketing webinar recordings can be found under the “Marketing Resources” tab of LuxeXchange

Your social media channels:

To introduce your affiliation with Luxury Portfolio International® to your social media following and make yourself visible within the Luxury Portfolio member social networking ecosystem, begin using our standard hashtag lineup #LuxuryPortfolio and #LuxuryRealEstate and tag @LuxuryPortfolio in your posts.

IMAGES COURTSEY OF DIPTYQUE, BENTLEY MOTORS AND JOANNA BUCHANAN

ORDER A PRESENTATION BOX OR AGENT LISTING PRESENTATION

Overview of Agent Listing Presentation:

The Agent Listing Presentation is a personal way to present Luxury Portfolio International to your prospective client in an elegant and cost-effective way.

An elegant Luxury Portfolio branded folio opens to reveal a customized welcome letter for your seller from Luxury Portfolio, customized agent biography page with your photo and contact information and our brand brochure that outlines the Luxury Portfolio program benefits for your client.

Overview of Presentation Box:

The Listing Presentation Box is a sophisticated way to tell the Luxury Portfolio story and ensure an incorporated and impressive presentation for the most discerning client.

The box is made of a modern luxurious material with a secure magnetic closure. When the box is opened, your company’s logo is prominently displayed on the interior. This presentation box comes with a customized welcome letter for your seller, an LPI brand brochure that outlines the program benefits for your client, the current issue of Luxury Portfolio magazine as well as other samples magazines in which you have the opportunity to advertise.

Why these matter:

Set yourself apart from the competition by providing a personalized experience at your listing presentation meeting.

Your client will get a better understanding of who you are, your affiliation with LPI and the benefits of selecting you as their agent.

How to order:

Order an Agent Listing Presentation or Presentation Box on the LuxeXchange Marketing store.

Agent Listing Presentations are avalible for USD $45.00 plus shipping and handling. Presentation boxes are available for $88.00 plus shipping and handling.

HOW TO SELL THE LUXURY LISTING

USING LUXURY PORTFOLIO INTERNATIONAL

SUBMIT AN ADDITIONAL EXPOSURE REQUEST

Overview:

We at Luxury Portfolio International are pleased to offer a wide array of public relations resources available exclusively to LPI members.

In partnership with a global network of PR professionals from esteemed firms, LPI’s sphere of influence extends to key media worldwide.

Lean on LPI’s PR professionals to serve as a conduit between you, your seller and key media to position your listing for public relations success.

Properties are considered for public relations opportunities based on a range of criteria, including but not limited to:

• Architectural pedigree

• Cultural events

• Design pedigree

• Exclusivity

• Historical pedigree

• Market trends

• Notable names

• Ongoing LP marketing initiatives

• Price records

• Public relations trends

• Timeliness

How to participate:

To learn more about public relations best practices, click here. For PR support, inquiries and submissions, please contact pr@luxuryportfolio.com.

PROMOTE THE LISTING ON LUXURYPORTFOLIO.COM

Overview:

Over 50,000 premier luxury listings are marketing by LPI on luxuryportfolio.com each year, with a total inventory of 57.4 billion and an average price of $2.2 million. We are truly global luxury, with 86% of listings on luxuryportfolio.com priced at $1 million or above.

Once your listing is live on luxuryportfolio.com, make sure to promote the listing page within your sphere of influence and share with your sellers.

Automatic Syndications:

Included in Luxury Portfolio membership, all properties on luxuryportfolio.com, are automatically syndicated and displayed on additional websites around the world for optimal digital promotion.

Properties receive global exposure to the world’s most affluent audience sector though renowned outlets such as The Wall Street Journal, Financial Times, Juwai and Barron’s among many others.

Pro Tip: Visit each website to find your listing and include the links in your marketing plan or an update with your seller.

EXPLORE ADVERTISING OPPORTUNITIES

Overview:

Through your membership with Luxury Portfolio, you have exclusive access to a premium selection of global co-op advertising opportunities to promote your luxury listings.

The LP suite of advertising offerings include cost-effective rates in premier print publications along with targeted digital and social media advertising.

All Luxury Portfolio advertising offerings have been specifically chosen and curated to ensure that you reach your desired audience.

Why this matters:

By utilizing specially priced advertising offerings through Luxury Portfolio, you’ll be able to garner additional exposure to your listing and target specific audiences by location, demographic, and more.

In addition to promoting your listing, co-op advertising with Luxury Portfolio will amplify your global network affiliation and extend your sphere of influence.

How to browse:

Browse all current Luxury Portfolio advertising opportunities and preferred partners in LPI’s At a Glance guide.

At A Glance can be found in the “marketing resources” tab of LuxeXchange, and is hyperlinked here: Luxury Portfolio At A Glance

Advertising opportunities can be reserved by visiting the “Advertising Toolbox” within LuxeXchange or by contacting your brokerage admin and marketing team.

SEND A LUXEANALYTICS REPORT

Overview:

LuxeAnalytics™ is an enhanced reporting tool that gives you valuable insight into the luxury consumers that are looking at your listings on LuxuryPortfolio.com.

Through LuxeAnalytics™ you can learn how often consumers are viewing a property, what country they are coming from, what language they speak and more. We recommend the listing is live for at least 30 days to allow for key data to appear.

How to send a report:

Natigate to “LuxeAnalytics™” tab on LuxeXchange and create your report.

GETTING STARTED IN LUXEXCHANGE

LUXEXCHANGE IS THE TOOLKIT CONNECTING YOUR BROKERAGE, YOUR LISTINGS AND YOURSELF TO THE AFFLUENT CONSUMER.

HOW TO NAVIGATE THE PLATFORM

GETTING STARTED IN LUXEXCHANGE

ACCESSING YOUR ACCOUNT

LuxeXchange is an all-encompassing digital platform that enables you to take advantage of all of the exclusive Luxury Portfolio benefits and resources that are included in your membership. Tools include advertising resources, marketing collateral, LuxeAnalytics, listing management, magazine subscriptions, events, webinar trainings and more.

There are two ways that users login to LuxeXchange 2.0 depending on their company’s preferences:

Single Sign-On (SSO)

If your company provides single sign-on via your company Intranet, please login from that portal. Contact your company administrator for login support.

Username and Password

If your company does not have an Intranet system, please visit Dashboard at dashboard.leadingre.com and login with your Username and Password. Please reset your password upon accessing Dashboard for the first timefor security reasons. Click the Luxury Portfolio tab to navigate to LuxeXchange.

LUXEXCHANGE TRAINING

To learn more about LuxeXchange, how to get started and how to navigate the platform to market and manage your listings, LPI invites you to view our LuxeXchange training videos hyperlinked below.

Training Video: LuxeXchange - Getting Started

Training Video Library: LuxeXchange - Tutorial Videos

For more information about LuxeXchange, visit support. luxuryportfolio.com for frequently asked questions or contact support@ luxuryportfolio.com with any inquiries.

YOU ARE THE COMPANY YOU KEEP.