The top 5% of buyers don’t respond to mass-market tactics, and the agents who win them consistently know exactly why.
This playbook distills the strategies that separate agents who occasionally sell luxury from those who own it. Drawn from Felipe Hernandez’s episode on the JamesEdition Podcast, where CEO Eric Finnas Dahlstrom speaks with the leaders shaping global luxury real estate.
Felipe Hernandez
VP of Marketing and Head of Compass Luxury
Felipe brings deep expertise in luxury brand strategy, buyer behavior, and high-value client relationships. He leads Compass Luxury, the luxury division of the number one U.S. brokerage by sales volume, where he oversees a client-centric approach to serving the world’s most discerning buyers and sellers.
What’s inside:
- Who the luxury buyer actually is — the financial realities, motivations, and expectations of the top 5%
- Why luxury marketing requires two parallel strategies
- The positioning moves that separate occasional luxury agents from consistent top performers
