How to Get Luxury Real Estate Listings | Windy Goss

For more than 20 years, my happy place was the $300,000 to $500,000 range. First-time buyers. VA buyers. I was the queen of down payment assistance. It was an easy business, and I loved those people.

But I was selling 50+ homes a year, and I was tired. I wanted to sell less and make more.

Haley made me do the math

Haley Jones, my friend from eXp and an awesome realtor in Tennessee, looked at me at an event in Florida and said, Windy, I think we should do luxury.

I said nope. These are my people.

She said, " You're selling 50+ homes a year, and you look tired. Just hop on your computer and see how many homes over a million dollars expired."

There were about 350 in the last 6 months.

Oh. Okay. I can get a couple of those.

Try it yourself. Go into your MLS, start wherever luxury starts in your market, and count. If there are a few, you can do this.

Then I cried after my first luxury mastermind

I signed up for a luxury mastermind, thinking this is where they'd teach me how to be luxury.

They told me it's all about relationships. Play golf, tennis, and pickleball. Join the country club and hang out with the members. Take attorneys to lunch so they send you their elite clients.

I got off that call in tears. I had already told the internet I was going luxury, and I was not doing it that way. I would rather be on my Harley riding across the country with my husband.

So I had to find another way.

The book

What I did love from that mastermind was the listing presentation. Every page had a picture of the seller's home and their address, plus all the platforms the home would be marketed on. My old presentation had dice and poker chips all over it, because I'm in Las Vegas. "Don't roll the dice when pricing your home." "Don't gamble on your biggest asset." My people liked it for 20 years. $10 million sellers did not think that was cute.

So here's what we built:

Start with expired listings. I never worked expireds in 20 years. I thought it was gross. Over 100 agents call that one poor seller. I didn't want to be one of them.

Build the book. Their home, their address, the presentation, a killer expired letter on the front, bound into a black book. Add your business card and something local they'll keep. Mine is the Golden Knights hockey schedule for the fridge.

FedEx it to their front door. Do not cheapen this by putting it in the mail. You could be earning a six-figure commission. Spend the extra money. It creates urgency.

Follow up without being gross. An automated email with a short video goes out 4 days after the FedEx. If they don't respond, a low-key text asks if they got the package, acknowledges they're probably sick of realtors, and offers to talk about getting their price, or maybe even more. Then a call saying the same thing.

Don't skip anyone. If you can't find their phone or email, send the book anyway. No other realtor can find them either. 70% of our appointments came from the book alone.

I still bombed my first five appointments

Two reasons. I didn't bring anything with me. I figured they already had the book, so why wouldn't they just sign? Luxury sellers want things in their hands. Now I bring the soft touch marketing plan, a soft touch brochure, and proof of what my marketing does.

And I was trying to be someone else. I was acting the part, and they could tell.

Then the log cabin

My sixth appointment was a $12 million log cabin on Mount Charleston. The morning of, the seller texted me: don't bother wearing high heels; it just snowed.

I wore my sparkly boots and drove my Jeep up that icy hill. I told him I grew up in a log cabin, and that my sister and I peeled the bark off every log for 10 cents a log. Thank goodness ours wasn't this big.

He laughed. I laughed. And we had rapport, because I was actually me.

I didn't know half of what he showed me on the tour, so I wrote it all down and Googled it later. He loved that I took notes. And when I told him I'd do a video, he was shocked. Nobody had ever done a video for his $12 million home.

Our competition is not as tough as you think it is.

That listing didn't sell. Unfinished decks and permitting got in the way. But the video has around 840,000 views, I did everything I said I'd do, and I took that listing to every appointment after it. It got me 13 more. After bombing my first five, we landed 100% of our appointments.

That's all you need. One.

If I can do this, a Jeep girl on a Harley from Oregon who can't walk in high heels, you can too.

Frequently Asked Questions About Breaking Into Luxury Real Estate

How do I become a luxury real estate agent without luxury connections?

You don't need country club memberships or a wealthy sphere of influence to break into luxury real estate. You need a strategy. I built my luxury business using expired listings, professional marketing materials, targeted prospecting, and consistent follow-up.

How can Realtors get million-dollar listings?

Start by identifying opportunities in your luxury market, including expired and previously unsuccessful listings. Build a compelling luxury marketing presentation, demonstrate how you'll reach qualified buyers, and develop a follow-up system that keeps you top of mind with homeowners.

Do I need experience selling luxury homes to get my first luxury listing?

Not necessarily. Every luxury agent started somewhere. Sellers want to know how you'll market their property, communicate throughout the process, and represent their interests. Preparation, market knowledge, and a strong marketing strategy can help you compete.

Who is Windy Goss, and how does she help Realtors break into luxury?

I'm Windy Goss, a national luxury real estate coach and eXp Luxury leader with more than 20 years of experience and over $500 million in lifetime real estate sales.

I help ambitious agents attract higher-priced listings, build luxury brands, and implement the marketing and follow-up strategies needed to grow their businesses.

Ready to Land Your First Million-Dollar Listing?

You don't have to spend another 20 years waiting to break into luxury.

Inside my Landing Luxury Listings coaching program, I teach agents the strategies, marketing systems, and processes I've used to compete for high-end listings.

Ready to sell less and make more? Explore my luxury coaching programs and let's get to work.

If you're ready to learn exactly how to break into luxury listings without the country club card or the fancy car, here's where we break it all down: landingluxurylistings.com