Creating a 'Front Door Experience' Key to Selling Luxury Homes, Says Celebrity Home Builder

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Frank McKinney, known around the globe as the creative building force behind some of the world's largest and most expensive mansions, told approximately 100 of the country’s top luxury real estate professionals who attended the Leaders in Luxury (LIL) meeting recently in Miami’s South Beach, that selling luxury is about creating experiences. The Institute for Luxury Home Marketing (ILHM) hosted the meeting.

Photograph of Frank McKinney

Every home has a unique story, and it is important to tell that story in our advertising and in the way we introduce the property to a prospect. The ability to turn a showing into a special experience sets a real estate professional apart from the pack and helps sell properties.

Frank McKinney, known around the globe as the creative building force behind some of the world's largest and most expensive mansions, told approximately 100 of the country’s top luxury real estate professionals who attended the Leaders in Luxury (LIL) meeting recently in Miami’s South Beach, that selling luxury is about creating experiences. The Institute for Luxury Home Marketing (ILHM) hosted the meeting.

McKinney told the group that every aspect of showing a home should be planned to highlight the special features of the home and that when the front door opens, the prospect should immediately have a wow moment. McKinney, who designs his homes in a tree house office, is a master of creativity. His new homes have theatrical “unveilings” (rather than grand openings) and draw hundreds of invitees who actually pay to preview his properties.

“McKinney’s presentation pointed out the importance of not just showing a house, but instead, creating an experience that results in the prospects desire to live in the home,” said LIL attendee Betty Landreth of Amelia Bullock Realtors, Austin (TX). “Every home has a unique story, and it is important to tell that story in our advertising and in the way we introduce the property to a prospect. The ability to turn a showing into a special experience sets a real estate professional apart from the pack and helps sell properties.”

“McKinney is a speaker who makes audiences smile, challenges them to be more successful and leaves them wanting more. His presentation added excitement and spice to The Institute’s Leaders in Luxury meeting this year,” commented Institute President Waco Moore.

“As part of our agreement with Mr. McKinney, The Institute is also pleased to fund the construction of two houses in Haiti through his non-profit Caring House Foundation,” Moore added.

McKinney, a daredevil in Florida’s risky world of speculative high-end real estate, currently is nearing completion of Acqua Liana, an opulent and eco-friendly "green" mansion priced at $29 million and Crystalina, a $30 million residence Another current McKinney project is a $135 million home, The Manalapan Residence. http://www.Frank-McKinney.com

About The Institute for Luxury Home Marketing    
The Institute for Luxury Home Marketing trains real estate agents who work in the luxury market and awards the prestigious Certified Luxury Home Marketing Specialist (CLHMS) designation to members who meet strict performance standards. Based in Dallas (TX), The Institute has an international membership. For information about The Institute or about the annual meeting, Leaders in Luxury: http://www.LuxuryHomeMarketing.com

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