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Millions on the line: How to choose the right agent for prestige homes
Privacy, discretion, and education are key factors influencing the premium property market, with sellers needing to find an agent who ticks all the boxes or risk a subpar sale.
Selling property has always been a high-stakes endeavour, especially when dealing with properties priced in the tens of millions.
As prices and premiums rise, so do vendor expectations, with service quality and market understanding carrying significant weight.
After over a decade of experience in sales roles at luxury hotels, BresicWhitney Lower North Shore sales agent Anna Chen told SPI that selling prestige properties requires delivering a premium service.
“These aren’t properties you can treat like a standard listing. Each one requires a clear point of view and a tailored strategy,” Chen said.
She said dealing in prestige property is much more nuanced when it comes to sales, often requiring sellers and their agents to adopt an approach uncommon in the standard market.
In the recent sale of a seven-bedroom, six-bathroom property in Clifton Gardens with a price guide starting at $45 million, Chen said she opted for a private, appointment-only sales strategy to maintain discretion.
She noted that this tactic, which brought over 100 visitors to the property over an eight-week period, allowed her to gauge interest and build relationships with truly motivated buyers.
“Sellers and buyers at this level often value both discretion and exposure, so as an agent, it’s important you learn how to navigate this.”
“At this level, sometimes what a buyer doesn’t say is as important as what they do.”
According to Chen, finding an agent who can balance all of the key facets of sales in the premium market can maximise results, while the wrong agent can cost vendors in the long run.
She said that sellers should work with their agent in full transparency, including having a clear understanding of the listing strategy, from marketing to campaign length.
“Educating clients from day one is crucial: setting realistic timelines, explaining market nuances, and ensuring they trust the strategy, even at times when progress feels gradual.”
“Transparency builds trust, as does allowing your clients to get to know you as an agent and what you value as an individual.”
She said it was important for sellers to understand their agent’s sale strategy and back it up, even when faced with unforeseen obstacles.
Additionally, Chen said vendors should seek to understand the property market and the demographic of potential buyers, and ensure their agent has a plan to maximise their sales potential.
“Precision targeting means showing the home to the right people, in the right way.”
“Essentially, do whatever it takes to meet serious buyers where they are.”
With much of Sydney’s prestige market driven by international buyers, she said sellers should find a sales agent who understands overseas purchasers and the way they typically transact.
“You want someone who genuinely understands your area, property type and the depth of the buyer network - including international buyers, which often drive premium results.”
While finding the right agent will be crucial to sell prestige properties, Chen reminded owners that the market moves at a different pace than conventional residential markets and that sales may sometimes take longer than anticipated.
“Premium properties deserve time to breathe in the market.”
“Buyers at this level watch, wait and move when opportunity aligns with their plans.”
“When the right buyer emerges, all of the groundwork pays off,” Chen concluded.