Define luxury within the market
Luxury, high-end, prime and ultra-luxury are not interchangeable universal price bands. Explain the segment using the actual geography and property context. A waterfront estate, city penthouse and rural equestrian property can each require different knowledge. If using a price threshold, identify its source, period and geographic scope.
Assign experience to the right entity
| Entity | Publish | Avoid |
|---|---|---|
| Agent | Personal biography, role, market and attributable experience. | Assigning all brokerage transactions to one individual. |
| Team | Members, responsibilities and accurately labelled team results. | Leaving the actual client contact unclear. |
| Brokerage | Office details, professional roster and organisation-level evidence. | Implying every agent has the same specialism. |
Write relationships as sentences
Use the distinction in planning
An individual agent may need a strong profile and a focused set of guides. A multi-office brokerage needs clear office and team ownership as well as a shared publishing standard. Link members to their team and brokerage, then connect genuine specialisms to relevant guides. Begin with the profile template.
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