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Agents aiming to break into the premium property market will have to showcase local expertise, precise strategies, and utmost discretion to meet high expectations and successfully secure multimillion-dollar sales, a high-performing agent has told REB.
It takes a particular set of skills to navigate the premium properties market, as multimillion-dollar home sellers often have higher expectations and expect more from their real estate agents.
After over a decade of experience in sales roles at luxury hotels, BresicWhitney Lower North Shore sales agent Anna Chen told REB she knew that, with prestige properties, sellers would expect premium service.
“That experience shaped how I approach representing premium property,” Chen said.
“These aren’t properties you can treat like a standard listing. Each one requires a clear point of view and a tailored strategy.”
Chen is no stranger to handling sizeable price tags, having recently sold a seven-bedroom, six-bathroom property in Clifton Gardens with a price guide starting at $45 million, breaking the suburb record.
She said that, compared to the traditional residential market, the premium property market is full of nuances that agents must adapt to, and that it is essential to strike a balance between exposure and discretion when listing properties.
“Sellers and buyers at this level often value both, so as an agent, it’s important you learn how to navigate this.”
In the Clifton Gardens listing, Chen said she opted to market exclusively by appointment, conducting more than 100 over an eight-week period, as it allowed her to maintain discretion in the sale whilst engaging with qualified buyers.
Similarly, she said the premium market moves at a different pace, slower than the “standard” residential market, and requires more patience.
She highlighted that agents should take a slower, more considered approach, ensuring sellers are kept in the loop across the sale campaign.
“Educating clients from day one is crucial: setting realistic timelines, explaining market nuances and ensuring they trust the strategy, even at times when progress feels gradual.”
“Transparency builds trust, as does allowing your clients to get to know you as an agent and what you value as an individual.”
To secure premium listings, Chen said agents needed to demonstrate an understanding of the property's value proposition and its target buyer demographic.
She noted that agents should provide buyers with a clear vision that spans the entire transaction, including preparation, presentation and precision targeting.
Additionally, she stressed that agents should prepare by understanding the buyer profile, their motivations and what they value, before going to market.
When designing a sales campaign, Chen said agents need to ensure it targets qualified buyers with genuine interest.
“Precision targeting means showing the home to the right people, in the right way.”
“Essentially, do whatever it takes to meet serious buyers where they are.”
Drawing on her experience in Mosman, a hotspot for international buyers seeking a Sydney lifestyle, Chen said agents must understand how foreign interest operates and influence the final sale price.
“You want an agent who genuinely understands your area, property type and the depth of the buyer network – including international buyers, which often drive premium results.”
“References to ‘international buyers’ only carry weight when backed by inspection activity, real relationships, and a practical understanding of how overseas purchasers transact at this level.”
Once qualified buyers have been identified, Chen said agents should combine data and intuition to determine what is needed to complete the sale.
“At this level, sometimes what a buyer doesn’t say is as important as what they do.”
“Leverage your network, and be confident in presenting an opportunity to buyers, even sometimes before they see it.”
“When the right buyer emerges, all of the groundwork pays off,” Chen concluded.
ABOUT THE AUTHOR
Mathew Williams
Born in the rural town of Griffith NSW, Mathew Williams is a graduate journalist who has always had a passion for storytelling. Having graduated from the University of Canberra with a Bachelor of Sports Media in 2023, Mathew recently made the move to Sydney from Canberra to pursue a career in journalism and has joined the Momentum Media team, writing for their real estate brands. Outside of journalism, Mathew is an avid fan of all things sports and regularly attends sporting events across Sydney. Get in touch at
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