Have you thought about becoming a luxury specialist? If so, you may be concerned about luxury terminology and having proper speech when talking to a high net worth individual Does the language of luxury truly matter? To answer that question, I want to share a story from a recent LUXE Designation training event I ran in the San Antonio area. 

At this event, I met David and his wife, Judy, who run a real estate team. They loved our training, but they wanted to know more about “The language of luxury”. What should they say? Was there fancy language only luxury buyers and sellers know about? 

I told them that they should be confident, authentic, and speak normally when having conversations with high-end prospects or clients. Don’t overthink things; luxury buyers and sellers are just like everyone else. If you act like the knowledgeable expert you are, they’ll respect you for it. 

On the second day of our training, we visited a luxury home that was listed at $17 million. It was a great experience because we were able to ask the agent marketing the home questions about how they reached their price, how they presented themselves to their client, etc. She wasn’t prepared for this sort of interrogation, but she was a great sport about it. 

Later in the tour, we met with the owner selling the home. Like the listing/marketing agent, she was a great sport and gave us some valuable information. For example, I asked them what made them decide to finally go with the agent they chose. Did the language of luxury ever factor into their decision? According to the owner, the polished speech wasn’t a factor at all. Instead, they were looking for a knowledgeable expert with relevant experience they could trust. 

I know other training programs focus on luxury language, but in my experience, clients don’t care much either way. Instead, they’re looking for someone they know, like, and trust to sell their home for the most money possible, just like anyone else. 

If you have any questions about today’s video or if you’re considering a change in your career to another firm or team that specializes in luxury real estate, please call or email me. Don’t forget to jump on our “Luxury Fridays” on YouTube each Friday. Check it out by going to and clicking on the “Luxury Friday’s On YouTube” button.
Michael LaFido
Founder & CEO | Luxury Listing Specialist Designation (LUXE)

Click HERE to see where Michael is speaking next or where his next LUXE class will be.