| Frequently I am asked by buyers and sellers: What | | | | past 12 months. This assures that members are |
| makes a home a luxury property? According to the | | | | currently active in the luxury home marketplace. In |
| Institute for Luxury Home Marketing it is those | | | | addition to earning the CLHMS designation, I also have |
| properties in the upper 10% of their metro area that | | | | obtained the Million Dollar Guild status, awarded to |
| have either sold, are under contract or are active on | | | | those agents that have settled on a certain number of |
| the market for the previous 12 months. Recently I | | | | transactions in the $1 million plus market. |
| earned the prestigious Certified Luxury Home | | | | The book: Rich Buyer, Rich Seller by the Founder and |
| Marketing Specialist (CLHMS) designation which is | | | | CEO of CLHMS, Laurie Moore-Moore is insightful into |
| awarded by the Institute. The purpose of the Institute | | | | this unique market niche. Properties in the upper |
| for Luxury Home Marketing is twofold. The Institute | | | | brackets are often highly customized and determining |
| provides training, information and cutting edge tips for | | | | value is different when there aren't comparables |
| today's market specifically geared for the upper | | | | available. Rather it is critical to know all of the relevant |
| bracket home market. Further the Institute creates | | | | properties and what makes each unique. As is true in |
| connectivity amongst others in the industry across the | | | | all real estate, location is the first key. For example to |
| United States and abroad, further expanding the | | | | claim top premium value in Northern Virginia almost |
| marketing capabilities of its members. | | | | always requires Potomac River views or access. |
| The Certified Luxury Home Marketing Specialist | | | | Second is usually neighborhood and schools. Next in |
| (CLHMS) designation assures affluent buyers and | | | | priority are lot size, typography of the land (i.e. flat is |
| sellers that the agents who have earned it have the | | | | always more desirable than huge grade variations) and |
| knowledge, expertise, competence, and confidence | | | | proximity to desirable locations. Final considerations are |
| they require. It is recognized as the mark of | | | | usually square footage, layout and features of the |
| accomplishment in luxury markets around the world. In | | | | home. It is critical that the agent be intimately |
| order to achieve the designation, agents are required | | | | knowledgeable about all relevant properties in order to |
| to have settled on a minimum number of transactions | | | | best serve the client. |
| in the upper 10% of their metro market area within the | | | | |