Stop Outsourcing Responsibility. Start Selling Smarter.

Stop Outsourcing Responsibility. Start Selling Smarter. / VOS Consultants

Let’s stop pretending. Outside of Dubai, Miami, and a select few hotspots, the Branded Residence sales narrative is held together with smoke, mirrors, and wishful thinking. Developers brag about being “80% sold in pre-construction,” carefully skipping the detail that the pre-construction phase dragged on for three years. Others launch with barely 10% of units sold. In any other asset class, this would set off alarms. In branded residences, it’s politely swept under the rug.

"Because a Sculpture Won’t Close a $3M Deal." Kevin Wash

The Illusion of Expertise

Meanwhile, every week introduces a new “expert” claiming mastery of the sector. Today’s gem: an art curator asserting that their “curation of the owner experience” is essential to driving sales. Because, of course, nothing moves a $3M residence quite like the placement of a thoughtfully lit sculpture.

And panel discussions? Somehow even worse. Developers, investors, operators—everyone except the people who actually convert leads into buyers. Sales, in this space, is treated like Voldemort: the discipline that must not be named.

The Default Solution

So what happens? Developers default to the easiest and laziest solution: hand the project to a global broker. Savills, Sotheby’s, Colliers—take your pick. It’s a convenient box tick, yet expensive, passive, and painfully ineffective. These firms handle thousands of listings. If a prospect inquires about your Branded Residence, rest assured they’ll be shown cheaper, move-in-ready, lower-friction options before your project even enters the conversation.

"If You Don’t Own the Buyer Journey, You Don’t Own the Sale.”

That’s not strategy; it’s self-inflicted damage.

The Uncomfortable Truth

Here’s the uncomfortable truth:

Global brokers are not a sales strategy. They are a delegation of accountability disguised as sophistication.

If brands genuinely cared about their reputations, they’d insist that developers build in-house sales teams. These teams should understand the brand’s DNA, the product, the buyer psychology, and the elevated journey required at this level. Instead, that journey is often left to someone who couldn’t point to the project on a map.

The Deeper Reality

From our experience, the formula is straightforward: build an in-house team and know precisely where your buyers are coming from. Then support that with international and local real estate agents who can speak credibly about the things buyers actually care about. What’s the weather like in February? Where can you find the best fish restaurant? Which golf course deserves an early tee time? Local taxes, regulations, and the quirks of buying property abroad are all essential knowledge.

“The Most Overpriced Mistake in Branded Residences: Outsourcing Sales." Kevin Wash

Because if your buyer asks, “Where’s the closest marina?” and your so-called sales representative has to Google it, the sale is already gone.

A Simpler Option

And if all of that sounds like too much work? There’s a simpler option: just give us a call.

Why In-House Teams Matter

Building an in-house sales team is not just a trend; it’s a necessity. These teams are not only familiar with the brand but also with the local market dynamics. They can tailor their approach to meet the specific needs of potential buyers.

Understanding Buyer Psychology

Understanding buyer psychology is crucial. Buyers in the luxury market have unique expectations. They want more than just a property; they want an experience. An in-house team can craft this experience, ensuring that every interaction is meaningful and memorable.

The Importance of Local Knowledge

Local knowledge is invaluable. Buyers want to know about the community, amenities, and lifestyle. An in-house team can provide insights that a global broker simply cannot. They can share tips on the best local spots, schools, and services, making the transition smoother for buyers.

Building Trust and Relationships

Trust is key in luxury real estate. Buyers want to feel confident in their investment. An in-house team can build relationships, fostering trust through consistent communication and personalized service. This connection can be the deciding factor in closing a sale.

The Long-Term Benefits

Investing in an in-house team may seem daunting initially, but the long-term benefits are undeniable. You’ll see improved sales performance, higher customer satisfaction, and a stronger brand reputation.

Conclusion

In conclusion, the luxury real estate market is evolving. To thrive, developers must take ownership of the sales process. Building an in-house team is the first step towards achieving market leadership.

So, are you ready to stop outsourcing responsibility and start selling smarter?

Kevin Wash / VOS Consultants