Many people look at Keller Williams and think of us as Joe's Generic Real Estate Company, thinking we are only involved in low and mid-priced homes.  A lot of sellers of high end properties don't consider Keller Williams because they see some of the smaller, boutique agencies who specialize in high end homes.  If you took a look at the numbers, you might be surprised by what you see.

About six weeks ago I was invited to a meeting that was to be a presentation from a lender about the state of the lending industry and also a presentation about how to market luxury real estate in Austin.  After the meeting I asked how they determined whom was invited and it was interesting what I was told.  The Elite 25 of Austin were invited.  You can probably figure out from the title what those folks are all about.  From there, another 75 or so agents were invited.  The qualification for being invited was that the agent had to be on the buy or sell side of a transaction of $3 million or higher.

A day or so later was emailed the Excel spreadsheet of people who were invited.  I sorted the list by agency and looked at what company had the highest percentage of the group.  Keller Williams represented 17% of the agents on the list.  The closest agency that followed had 14%.  From there the list dropped to the single digits.  What this told me was that Keller Williams needs to do a little better job of letting the market know that we work with sellers and buyers of Austin luxury homes.  Keller William as a whole doesn't advertise, but there is a group of KW agents who have formed the Keller Williams Luxury Homes Division.  As a group, they will market themselves and Keller Williams as luxury real estate specialists. 

Will that change the perception of most people about Keller Williams?  Probably not, at least not right away.  But over time it should get people at the higher end of the market to know that Keller Williams does have a Luxury Division and we should gain even more market share of million dollar homes.