Expert agents share their top tips for selling high-end homes
Top real estate agents from Australia and abroad reveal the secret to selling and thriving in luxury real estate.
One of the most persistent misconceptions in luxury real estate is that high-priced properties virtually sell themselves. In reality, deals at the top of the market are often the most complex, requiring an experienced agent who can skilfully navigate delicate dynamics with precision and discretion.
Success depends not only on market knowledge but also on the ability to manage relationships, expectations, personalities and emotions with equal parts strategy and sensitivity.
While no two transactions are alike, there are a few core principles and closely held secrets that, when applied with care, can significantly improve the odds of a successful outcome.
A central pillar of our approach is prioritising the relationship over the transaction. While it may be instinctive for brokers to focus solely on closing the deal, true success in the luxury space comes from consistently putting the client’s best interests first, even if that means advising against a purchase or walking away. Sophisticated clients value trust, discretion and loyalty, and they quickly recognise when those values are compromised.
Many of the individuals we work with are extraordinarily accomplished, and some are household names. They negotiate high-stakes deals for a living, but what they rely on us for is the one thing they may not have: specialised real estate insight. Our role is not to reinforce their assumptions, but to challenge them when necessary and present the full picture, whether positive or not, so they can make informed decisions.
We do not tell them what they want to hear, we tell them what they need to hear. That level of honesty, delivered with confidence and care, builds the trust that is essential to any enduring relationship.
While emotions often run high in luxury negotiations, Ultra High Net Worth clients are often among the easiest to work with. They are typically decisive, clear in their vision, and well-positioned to act when the right opportunity arises. These individuals are used to leading in their fields, but they still value the expertise of a well-informed adviser.
The key is in balancing their convictions with thoughtful, strategic guidance. Not long ago we worked with a prominent finance executive whose partner had her heart set on a New York City penthouse. He was brilliant in his field but believed the market was headed for a downturn and saw the purchase as a poor investment. After carefully considering his concerns, we presented our case with data, historical context, and a clear perspective on why this was a rare opportunity worth pursuing. In the end, he trusted our judgment. They secured the property ahead of several competing bidders and saw its value appreciate almost immediately.
Without the ability to manage emotional dynamics and provide clarity under pressure, the deal would likely have fallen through. In this business, emotional intelligence is often the difference between a missed opportunity and a remarkable success.
At the highest levels of the market, success is not about luck or timing. It is about insight, discipline, and the ability to guide clients through complex decisions with confidence and care.
The best agents are not simply deal-makers, they are trusted advisers who operate with integrity, fluency in the market and sound judgment. UHNW clients expect more than results. They value loyalty, discretion and thoughtful expertise. When those expectations are met, the result is not only a successful transaction, but a foundation of trust that lasts well beyond the closing. That is the true secret to selling and thriving in luxury real estate.
Dolly Lenz heads New York-based Dolly Lenz Real Estate and has sold well over $13 billion worth of luxury US and international homes. Jenny Lenz is managing director of Dolly Lenz Real Estate. dollylenz.com
Local aspect: Australia’s top agents share their tips on how to sell high-end homes
Monika Tu
Black Diamondz Group
Selling ultra-luxury property isn’t about flashy listings or big numbers – it’s about relationships, trust and timing. At this level, you’re not just selling a house, you’re navigating someone’s legacy, lifestyle, and very often, their emotions. The ultra-wealthy are a fascinating group. They’re decisive, but only once they feel you truly understand them. They don’t suffer fools, but if you’re genuine, knowledgeable and discreet they’ll take you into their confidence. I’ve had buyers send private jets, change floorplans mid-sale or walk through a property for just five minutes before wiring eight figures. It’s a different pace, a different psychology. They want excellence, but not arrogance. You have to read between the lines. Sometimes it’s not what they say but what they don’t say. A hesitation at the front door, a glance at the views, a comment about where the grand piano would go – that’s your cue. At Black Diamondz we’ve built our brand on cultural fluency and emotional intelligence, which works with this elite clientele. We guide, we protect and we make things seamless, because when someone is buying a $30m home they’re not buying bricks and mortar, they’re buying confidence.
Ashley Bierman
Ray White Double Bay
For me, it all comes down to trust, discretion and putting my clients first. I see my role as an adviser, someone families can rely on for honest advice, market insight, and genuine care. Last year, I quietly sold Alcooringa at 27 Victoria Rd, Bellevue Hill, for $80m through a carefully managed off-market process. It’s a special home, and the experience reminded me how important it is to stay grounded, focused and respectful of every client’s unique needs. I try to approach every relationship with humility and gratitude, often giving advice that may not benefit me directly but always serves the client. Listening well, understanding the dynamics and staying adaptable are the key. Every family is different, and it’s my job to tune in and support them through what can be a big life moment. You must always respect your client’s privacy at all costs and do not put your needs ahead of your clients’ wishes. Stay grounded and mindful, humility is the antidote to hubris. I see myself as an adviser for the families I work for. I am there to add value through sharing advice, recommendations and a reliance on my up-to-the -minute market knowledge.
Will Manning
McGrath Double Bay
An agent dealing with highly sophisticated and successful people needs to be in absolute control of the sales process from the outset. Buyers of top-end property are generally time-poor business people who often possess acute business nous. They’re black belts in negotiating deals themselves. The agent needs to quickly understand the brief and set about targeting a small selection – the right properties for the client that address all their criteria. From the outset, we need to take full control of the sales process, providing a smooth process for the client. Dealing in high-end property often results in convoluted negotiations where an array of spirited tactics can be employed by buyers, given their experience in the business world. The agent needs to be a fearless negotiator in order to achieve the best outcome for their client, all the while maintaining respect. We find the super-wealthy are often very decisive. Once they are presented with a property that suits all their criteria, they can move with speed, often writing a cheque on the spot. Negotiating with someone of enormous wealth, when they’re ready to buy, can be exhilarating and exciting.
This story is from the July issue of Mansion magazine.
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