Luxury Listing Specialist - Dominate High End Listings In Any Market

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How We Worked with Brian Culhane to Secure His 1st Trophy Listing ($6.5m) and What He’s Doing to Leverage It

March 14, 2018

In a busy market, it can be tempting to list a luxury home on the market without properly positioning or restoring it. Why does this usually lead to the home sitting on the market for a long period of time? How do luxury listings create high leverage opportunities? On this episode, we are joined by co-founder of eXp Realty, Brian Culhane, to discuss how we worked with Brian to increase his chances of selling his new $6.5m trophy luxury listing quickly.

"The student has to seek out the master.” - Brian Culhane, Co-Founder of eXp Realty


Takeaways + Tactics

  • Treat a dated luxury listing like a painting restoration.

  • Listen to the clients. They’ll tell you everything you need to know if you ask the right questions.

  • If you’re a lower producing agent, small office, unique or don’t have a proven track record: learn from the best.

  • Listings are an opportunity to get other listings, but also to meet other influential high net worth people.



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At the start, Brian shared on the factors that are contributing to eXp’s growth. Next, we discussed the importance of considering restoration work for a house and how luxury listings can actually be opportunities for networking with other high-end professionals. We then talked about the importance of coaching.

We also discussed:

  • How to win in luxury when you have no proven track record
  • How to learn more about what sellers want
  • The local listing Brian won

First impressions are so important when marketing luxury homes. Never underestimate the power of putting some work into a home before you list it. It could be difference between it selling immediately or it languishing on the market for months or even years. Don’t be tempted to throw a home on the MLS. A little extra time and effort can earn the sellers more money. When you’re in a buyer’s market and you represent the seller, get them onboard and be willing to do the things the competition won’t do to position their home for a successful sale.


Guest Bio

Brian Culhane is the Co-Founder of eXp Realty. He has been one of the driving forces behind eXp's rapid growth and expansion into 45 states, 100 MLS regions and in Canada. To get in touch, email