Heather Parness talks luxury marketing at LeadingRE Conference
Heather Parness, senior vice president and regional manager for Long & Foster Real Estate’s Washington, D.C., region, shared her knowledge and expertise on the luxury real estate market at the Luxury Portfolio SUMMIT from Feb. 23 to 25 at Wynn Las Vegas. The event was hosted by Luxury Portfolio International, the luxury face of Leading Real Estate Companies of the World(LeadingRE), an international network of more than 500 premier real estate firms. Luxury Portfolio SUMMIT was part of the LeadingRE Conference Week, which drew a record attendance of 2,500 real estate professionals from nearly 20 countries.
With a theme of “Luxury is Back,” the Luxury Portfolio SUMMIT was designed to provide participants with insight into high-end consumer preferences and luxury lifestyle and housing trends, focusing on the state of the global luxury real estate sector and looking beyond to other affluent brands. As part of the SUMMIT, Parness moderated an engaging session on how to secure luxury listings with a focus on meeting the diverse needs of high-net-worth clients, as well as best practices for marketing luxury properties to international buyers.
Parness was among a notable line-up of speakers, which included former chief evangelist for Apple Guy Kawasaki; bestselling author Daniel H. Pink; artist, film maker and author Erik Wahl; real estate technology expert Matthew Ferrara; real estate authority Steve Harney; customer service expert Debbie Maier and home positioning specialist Martha Webb. Also featured were numerous top-producing sales associates who shared their unique success strategies.
Drawing talent from outside the industry, the SUMMIT showcased experts from other luxury names, including chef Paul Bartolotta, a James Beard Award winner who is the genius behind Bartolotta Ristorante Di Mare at the Wynn; Hedy Woodrow, vice president of retail at the Wynn, who represents numerous luxury lines; and Federico Pratesi, owner and chairman of Pratesi Linens, manufacturer of the world’s finest linens.
Sessions addressed a range of timely topics, from the latest in digital, lifestyle and social marketing to how to communicate with and consult today’s luxury consumer. In-depth discussions offered real-life examples of how the best luxury real estate specialists can become even more effective using global marketing strategies and by building lasting relationships with clients.
“In the real estate business, it’s critical to understand the latest trends and best practices to fully support your clients’ needs—especially when you’re working with luxury properties—and the Luxury Portfolio SUMMIT presented a wealth of information on the today’s marketplace that our team at Long & Foster will employ to help our clients achieve their homeownership dreams,” said Parness.
“The sessions at this year’s SUMMIT focused on the strength of the luxury market and presented timely insights for participants,” said Stephanie Pfeffer-Anton, executive vice president of Luxury Portfolio. “We are thankful for the collaborative spirit of our network and for the many speakers who shared their strategies on ways to best attract and serve today’s luxury clientele.”
Affiliates of Luxury Portfolio market high-end homes to affluent consumers worldwide through the network’s strategic marketing program, including the award-winning website www.LuxuryPortfolio.com, which markets more than 25,000 luxury homes to more than 3 million high-net-worth visitors annually and features a total inventory of available properties totaling more than $44 billion.
For more information about Long & Foster, please visit www.LongandFoster.com.