CLHMS™ Luxury Real Estate Specialist | Sarah Marrinan
Certified Luxury Home Marketing Specialist™ (CLHMS™): What It Means for Twin Cities Buyers and Sellers
Luxury real estate requires more than a higher price point.
Distinctive homes often have fewer truly comparable properties, a smaller buyer pool, different presentation expectations and more complex pricing and negotiation considerations.
That is why I pursued specialized luxury real estate education in addition to my broader residential experience.
I hold the Certified Luxury Home Marketing Specialist™ (CLHMS™) designation through the Institute for Luxury Home Marketing.
The Institute requires CLHMS designees to complete luxury-specific education and demonstrate qualifying sales performance in the upper-tier residential market. It is not a designation awarded for coursework alone. (Luxury Home Marketing)
Learn more about the CLHMS™ designation through the Institute for Luxury Home Marketing.
Why CLHMS™ Matters
A luxury home is not simply a more expensive version of a typical home.
The strategy can be different because the property may have:
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Fewer comparable sales
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Unique architecture, land or amenities
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A narrower buyer pool
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Higher expectations for presentation and marketing
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More complicated financial or negotiation considerations
Luxury-specific training gives me another layer of education to use when evaluating those differences.
The Institute describes CLHMS as a professional designation for agents who have completed its training and documented qualifying performance in the luxury residential market. (Luxury Home Marketing)
Luxury Education Beyond One Designation
CLHMS is not my only luxury-specific education.
I also completed the Luxury Homes Certification through the Residential Real Estate Council, which focuses on areas including luxury pricing, marketing, client expectations and negotiation.
Learn more about my Luxury Homes Certification.
Having luxury education through more than one respected real estate organization gives me a broader perspective when I am advising buyers or sellers of distinctive properties.
Luxury Home Marketing Is More Than Photography
Professional photography matters. So do presentation, positioning, pricing and knowing who the likely buyer is.
Luxury marketing should answer several questions:
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What makes this property different?
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Who is most likely to value those differences?
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How should the home be positioned against its true competition?
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Which features deserve emphasis?
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What could make a qualified buyer hesitate?
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How do we create a strategy that protects both value and marketability?
The answers should drive the marketing plan.
Learn more about my approach to luxury home marketing.
Pricing Distinctive Homes
Pricing becomes more difficult when there are fewer truly comparable properties.
A home may have acreage, waterfront, extensive renovations, architectural significance, high-end finishes, equestrian facilities, outbuildings or a location that makes direct comparison difficult.
That does not mean pricing should become guesswork.
My broader education also includes the Pricing Strategy Advisor (PSA) certification and Certified Residential Specialist (CRS®) designation, both of which add useful perspective when evaluating complex residential properties.
Learn more about my real estate designations and certifications.
Negotiation Matters at Every Price Point
Higher price does not make negotiation simpler.
Price, financing, appraisal risk, inspections, personal property, timing, possession and other contract terms can all affect the transaction.
I hold both the Real Estate Negotiation Expert (RENE) certification and the Residential Real Estate Council Negotiations Certificate because I believe negotiation deserves formal training.
Learn more about my real estate negotiation training.
Luxury Service Without the Ego
I believe luxury service is a standard of care, not an attitude.
My clients tend to value expertise, discretion, clear communication and thoughtful strategy. They want someone who can explain the options, anticipate problems and help them make educated decisions without turning the process into a performance.
That is how I approach real estate at every price point.
For luxury and distinctive properties, the additional training simply gives me more tools to work with.
Luxury Real Estate in the Twin Cities
I work with buyers and sellers throughout the greater Twin Cities metro, including Hugo, Lino Lakes, Shoreview, Centerville, White Bear Lake and surrounding communities.
My experience is not limited to one city or one property type. I work with homes ranging from traditional suburban properties to acreage, waterfront, distinctive custom homes and higher-end residential real estate.
Learn more about my overall home-selling approach.
If you are considering buying or selling a luxury or distinctive property and want to discuss pricing, positioning, marketing or negotiation strategy, tell me what you are considering and let's talk.
Related Luxury Real Estate Resources
Real Estate Designations & Certifications
