Redefining Luxury Real Estate: How Relationships Shape the Client Journey
Luxury in real estate is often seen as a matter of high price tags and prestigious locations. But during a recent episode of the Parlez-Vous CEO podcast, hosted by Anne-Lise Cailliez, Julie Faupel, founder of Realm Global, shared a refreshing perspective: luxury isn’t really about the cost—it’s about creating unique, memorable stories with clients along the way.
Julie started her career in luxury hospitality before moving into real estate. In 2009, she co-founded a brokerage with her husband, and it grew fast—120 brokers across 11 offices, generating $2 billion in annual volume. That kind of success wasn’t just about market know-how, but also about building genuine client relationships.
At the core of Julie’s philosophy is the idea that luxury isn’t just about transactions—it’s about being a trusted advisor who helps shape important chapters in clients' lives as they grow and evolve. Rather than simply offering a high-end product, the goal is to create environments where people feel truly welcomed and at home.
Luxury Through Connection and Adaptability
One of the most eye-opening stories Julie shared on the podcast took place during the Great Recession. While sitting in an $8 million listing, she was approached by potential clients looking to buy distressed properties—a bit unexpected for a luxury broker. Instead of brushing them off, Julie saw an opportunity. She became one of the first brokers in Jackson Hole to master short sales and foreclosures, showing that being adaptable—even in the luxury space—can build lasting relationships. Those clients ended up becoming proud owners of beautiful slope-side homes.
The takeaway here? Luxury doesn’t have a fixed price point. It’s about meeting people where they are, understanding their needs, and being flexible when circumstances change. Real estate professionals who get this can go beyond just providing a service—they can become a lasting part of their clients’ lives.
Key Marketing Challenges in Build-to-Rent
One of the primary challenges in BTR marketing is addressing the distinct expectations of tenants compared to buyers. Unlike homebuyers, renters are not looking for a long-term investment but rather a living situation that fits their current lifestyle. This dynamic shifts the focus from selling units to creating a desirable community experience.
Another challenge lies in branding the BTR property itself. Developers need to position the project as a vibrant, engaging community rather than just a collection of rental units. Crafting a cohesive brand identity that highlights both the living experience and community engagement is crucial.
Additionally, BTR marketing must be proactive, with efforts beginning well before the property is move-in ready. Because these projects often have shorter lead times between construction and occupancy, developers need to start pre-leasing campaigns early. This means leveraging digital tools to attract potential tenants and keeping them engaged through the completion phase.
According to Realtor.com, BTR developments are gaining popularity because they provide renters with high-quality living environments, flexible lease options, and a strong sense of community—all factors that appeal to modern tenants looking for convenience and connectivity.
The Evolution of Luxury
Julie’s approach to luxury reflects how the concept itself has changed over time. In the past, baby boomers tended to associate luxury with iconic brands—think Rolex watches or Mercedes cars. Millennials, on the other hand, leaned into experiences, valuing unique moments over material things. Now, newer generations are putting more emphasis on peace of mind, connections, and community. Real estate professionals who recognize these changing values are better positioned to connect with modern buyers.
Success in the luxury space doesn’t always come from getting it right the first time. Often, it’s the professionals who can pivot, adapt, and find opportunity in unexpected places who really thrive. As Julie said during the podcast, "The most successful people in the world are not people that succeeded on the first time... as long as you fall down and you fall forward, that's the secret to success."
Building a Global Community
In 2020, Julie Faupel founded Realm Global, a network for elite real estate brokers spanning 40 states and 18 countries. It’s built on four main pillars:
Peer-to-Peer Network: Elite brokers exchange best practices and insights.
Advanced Technology: Matching algorithms and AI tools make client connections smarter and more meaningful.
Media Presence: Members and destinations are regularly featured to keep the network in the spotlight.
Exclusive Events: Partnerships with luxury brands bring members together for unique experiences.
Realm Global gives brokers a place to share ideas, stay on top of trends, and keep pushing their approach to luxury forward. It’s about building a collaborative mindset rather than working in isolation.
Rethinking Luxury in Practice
The real takeaway from Julie’s story is about how real estate professionals view their roles. Instead of just focusing on high-value transactions, it’s about building long-term relationships. Every interaction should feel like the start of a new chapter—whether it’s guiding someone through their first purchase, helping them adapt to a changing market, or finding the perfect place for a new phase of life.
Luxury, then, isn’t about being flashy or expensive. It’s about providing service that aligns with a client’s evolving needs and being flexible enough to grow with them. The real success stories come from professionals who see their clients’ lives as dynamic narratives—where each move, investment, or decision becomes a new page in the story.
What Does Luxury Mean in Your Business?
Take a moment to think about how luxury is defined in your own practice. Are clients seen as transactions or as partners on a shared journey? Are services focused only on closing deals, or are they about building something more meaningful?
By looking beyond price tags and square footage, it’s possible to reshape what luxury really means—crafting experiences that clients value not just for the status they bring, but for the personal connections and memories they create.