How to Stop Selling Shacks and Start Selling Mansions (Without Faking a British Accent)

I have been selling the high-end for over 30+ years as a listing agent in San Francisco.

And I understand each person's market is different.

But let's be honest—selling a $200K home takes just as much effort (if not more) than selling a $2 million home.

Yet, one of them comes with a commission check that makes you want to pop champagne, and the other makes you consider switching to selling timeshares in Hawaii.

If you’re ready to level up and start listing high-end homes, here’s the strategy you need (no fake accents, monocles, or yachts required—yet).

Step 1: Upgrade Your Brand (No, Not Just Your Headshot)

High-end sellers don’t want to work with agents who look like they just got their license last week. Your brand should scream “luxury expert” (without screaming, because that’s not classy). This means:

• A sleek, high-end website with ZERO blurry photos from 2012.
• A social media presence that makes you look like you belong in the luxury market. (Pro tip: Stop posting about “great deals” and start talking about market trends, architecture, and design.)
• Content that attracts affluent sellers—think high-quality video tours, neighborhood spotlights, and interviews with local luxury pros.

Step 2: Stop Hanging Out with Broke People (Business-Wise, That Is)

If your entire network consists of first-time homebuyers and landlords who haven’t renovated since the ‘80s, you need new friends.

Luxury listings come from luxury relationships. Start attending charity galas, high-end networking events, and anywhere people who own expensive homes hang out.

No invites? No problem.

Sponsor an event, join an exclusive club, or even take a high-end fitness class. (Yes, that $40 Pilates class might just get you a $2M listing.)

Step 3: Market Like a Million-Dollar Agent (Even If You’re Not One Yet)

If you’re trying to land luxury listings, your marketing needs to match. This means:

• Professional photography and videography only (no iPhone pics, no excuses).
• Drone shots, twilight photography, and cinematic listing videos.
• Targeted marketing campaigns that actually reach affluent buyers. (Translation: Facebook ads alone won’t cut it—try luxury magazines, targeted Google ads, and direct mail to high-end homeowners.)

Step 4: Fake It ‘Til You List It (With Confidence, Of Course)

Luxury clients don’t want to work with an agent who hopes they can sell their house.

They want someone who knows they can. If you don’t have experience yet, borrow credibility:

• Partner with a luxury agent on your first few high-end deals.
• Showcase your market knowledge through blogs, videos, and reports.
• Speak like a luxury expert—know the details of high-end properties, materials, and trends. (If you don’t know what “Calacatta marble” is, time to Google it.)

Final Thought: The Price is Right (But Make It Higher)

Raising your average sales price isn’t magic—it’s about being intentional with your branding, your network, and your marketing.

Follow these steps, and soon enough, you’ll be sipping espresso in a $3 million listing while negotiating a commission that actually makes you excited to pay taxes.

Now go out there and start selling some mansions! ??

If you’re serious about mastering high-end listing generation and want a step-by-step plan that actually works, let’s talk.

I’ve helped countless agents 10X their listing business—without buying a single lead.

Ready to do the same?

Check out my complimentary Masterclass....Check it out to see if it's right for you.

You can do this.

Chris

DRE? 01155105