To help agents demonstrate their skills, I have created a luxury broker certification. This new designation establishes a minimum set of standards for agents. My program instills the same principles I outline in my books, “Luxury Listing Specialist” and “Marketing Luxury”, and teach through my Marketing Luxury Group. 

It offers potential clients third-party validation through documented, hands-on training and certification. Most agents spend years trying to secure luxury listings; many never get them. With this certification, agents have access to proven and repeatable marketing systems which can be utilized in the marketing of their luxury listings. 

This certification and the training agents receive as part of this program will almost single-handedly pull the luxury real estate niche out of the Dinasouric Age. Agents are seeing astounding results from these pioneering methods.

About The Founder

Michael LaFido is a top-producing Realtor and real estate consultant with over Eighteen years of experience in the real estate industry. Michael’ marketing has been the featured cover story in Crain’s Chicago Business and highlighted in Forbes and FOX News Chicago Business Hour. He is also the author of the books “Luxury Listing Specialist” and “Marketing Luxury”.  Throughout his career, Michael learned the importance of high-caliber marketing versus “traditional marketing”, which has become pivotal to his success. Over the past seventeen years, LaFido and his team have developed a method that takes a more comprehensive, and proactive approach when marketing a home.

Michael, the founder of the Marketing Luxury Group, assisting other real estate agents and affluent home-owners by providing top-tier services including consulting, lifestyle marketing, public relations and coaching to help agents and owners sell their luxury homes; utilizing our proven and reputable strategies. The Marketing Luxury Group has been recognized as the ‘Best Property Consulting/Marketing’ in 2018 by the International Property Awards!

Michael has created the nationally recognized luxury certification for real estate agents which is known as Luxury Listing Specialist (LUXE). This new certification establishes an in-depth and detailed set of standards for agents that represent luxury homes, and is currently offered for 12 hours of Continuing Education (CE) for real estate agents in Texas. The trainings are based on the same principles Michael outlines in his book, “Luxury Listing Specialist” that he teaches to agents across the world.  Many agents within the industry are calling Michael’s methods “The New Standard” for marketing luxury homes today.

The Luxury Listing Specialist Course


Welcome to the Luxury Listing Specialist certification. Defining luxury can be difficult. In module 1, you will learn the definition of “high end” and “luxury” when it comes to real estate. This lesson also focuses on increasing what you charge and your average sales price.

In module 2, you will learn the foundational principles to having your best year ever.  From developing a rock solid power business model, to having an iron clad mindset that can’t be easily discouraged,  you will discover the successful habits to model in your own business.

A solid marketing foundation is essential in being successful in luxury real estate. In module 3, you will learn how to build your core marketing machine by using the C.L.O.S.E.R. Formula. You will also learn how to develop your Unique Selling Proposition (USP)

Using videos to sell homes is a great way to differentiate yourself from your competitors. In module 4, you will learn all the tips and tricks required to utilize video to sell homes faster.

In module 5, you will learn how to increase your conversion and identify personality types with DISC. This lesson focuses on customizing your marketing presentations to suit your buyer’s or seller’s personality.

In module 6, you will learn how to qualify the appointment by asking the right questions and how do we create a positive impression prior to meeting the potential client.  This lesson focuses on teaching you how to differentiate yourself from the competition before the actual appointment.

Module 7, shows you how to build rapport, and what to focus on from the time you walk into the house.  Use data and visuals to enhance your message.  Know what makes you different than your competition.  We will also show why it’s important to “stack” the offer so that it is a “no brainer” for a seller to hire you.

Once you have secured the listing, you must gather as much information as possible to emphasize the positive aspects of the property. In this module, you will learn the importance of the the difference between pro-active and reactive selling.  Use the “Coming Soon” blueprint to create excitement and curiosity about the property prior to placing it on the market.


You only get one chance to make a first impression!  Since most sellers are not able to be objective about their home, it is crucial that you share case study’s, visuals, statistics, along with “before and after” staging photos with the seller.  In module 9, you will learn how to present that data and how to highlight the positive impact that staging will have on the transaction.

In Module 10, you will learn the proven marketing strategies that are working in today’s market and best practices will be shared along with plenty of examples, including property websites, print collateral, digital marketing and effective social media marketing.

Now that you’ve secured the listing, it’s time to develop systems to ensure consistent communication with your clients and consistency in your marketing efforts.  In module 11, you will learn how to create systems, manage sellers expectations, and focus on your client’s motivation during the listing period & entire transaction.

It’s show time! Module 12, helps you to understand what information you need when showing luxury or high-end properties. You will also learn to enhance the property, in a variety of ways, to make the showing an “informational experience.”

Marketing higher-end homes today requires much more than just “traditional” pictures and descriptions on the MLS.   In module 13, you will learn how to create your marketing story and leverage your lifestyle marketing to attract more buyers and clients.

When marketing a higher end home or a luxury home, one of the agents’ goals is to keep the home “top of mind awareness” to buyers agents, buyers,  and the media.  In module 14, you will learn how to create a luxury marketing event that will help position you as the leading authority for higher end homes.

When marketing higher-end homes, the press can play an intricate role in bringing additional exposure to the marketing of the home. In module 15, we will show you how to attract the media to your property. You will also learn how to develop relationships with both the local and national media.

In Module 16, learn to become an innovative solution provider for sellers and buyers of high-end luxury properties.The world’s finest art, classic cars, yachts, and antiquities are sold at auction. Why? Because most often they are one-of-a-kind, and pricing these assets can be difficult, if not impossible, using traditional methods. The auction format has been used in the selling of such assets for centuries, giving both sellers and buyers a forum of establishing value based on uniqueness, timing, and competition.

Silver Certification

Gold Certification


Agents are seeing astounding results from these pioneering methods, isn’t it time you are too?