From $0 to $1B: Luxury Real Estate Insights with Sandra Rathe
- Colby Casoria
- Nov 24
- 4 min read
Every Move Collective Monday Mastermind Recap
If you missed our latest EMC Monday Mastermind, you’re in luck — we’re breaking down all the highlights from our conversation with Sandra Rathe, one of the top 0.5% of REALTORS® in the U.S., with over $1 Billion in career sales and $135M+ closed in 2024 alone.
Sandra joined us to share her journey from traditional real estate into the luxury market and how she built an unstoppable business, step by step. Whether you're brand new to luxury or already dabbling in higher-end listings, this recap will give you actionable tips, mindset shifts, and strategies to help you level up.
🧠 Mindset Shift: Why Not Me?
Sandra’s leap into luxury didn’t start with million-dollar listings — it started with a mindset change.
“We sold maybe one luxury property a year. But then I thought: why not me?”
After attending a training focused on luxury real estate, Sandra made the intentional decision to become the face of luxury in her market. This internal shift was the first and most crucial step toward the empire she built.
📍 The First Tactical Shift: Move Your Marketing
You don’t need to reinvent your marketing — just move it to a higher-end area.
Sandra’s approach was surprisingly simple: she took the exact marketing systems her team was using in traditional price points and applied them to luxury neighborhoods.
Continued farming — just in wealthier zip codes
Kept consistent with branding and presence
Let the numbers and persistence build momentum
“It didn’t take off overnight, but we saw the signs — inquiries, calls, interest. It was working.”
✉️ The Power of a Newsletter: Her “One Thing”
Sandra attributes the foundation of her business success to a monthly printed newsletter, which she’s consistently sent for over 15 years.
Key takeaways:
Printed and rollerbladed door-to-door in the beginning (!)
Always includes: featured listing, market stats, raving fan reviews, and real client stories
Personal tone — shares photos, family milestones, even investment properties
Has produced over $2M GCI annually just from this strategy
“It’s inbound marketing. They call us because they feel like they know us.”
📈 Building Credibility Without Luxury Sales
Worried about how to position yourself without any past luxury transactions? Sandra shared her go-to strategies:
Know the product: Floor plans, neighborhood stats, trends
Know the area: Country club details, nearby comps, lifestyle features
Speak with authority by becoming a true local expert
Shadow or co-market with luxury agents in your office or network
“Even if you haven’t sold a house in that price point, be so informed that you can have an intelligent, confident conversation.”
🔁 Transition Timeline: From 1 to 45 Luxury Deals/Year
Sandra’s transition didn’t take forever — it took about 2 years to go from dabbling in luxury to 45+ sales over $1M annually.
Strategic farming in affluent areas
Print newsletters in multiple neighborhoods
Increased visibility through cross-promotion
Leveraged luxury listings for brand recognition, even when they didn’t sell right away
🏡 What Luxury Clients Really Want
Luxury clients often expect white-glove service — and it goes beyond just staging.
Here’s what Sandra emphasized:
Expect you to manage everything (prep, vendors, staging, updates)
Prefer data-backed decisions — use visuals, market reports, trends
Want a luxury experience, not just a transaction
Are often busy professionals who need you to be a strategic partner
“It’s about the experience. From music to the way a home smells — it all matters.”
💰 Handling Pricing, Commission, and Listing Challenges
Pricing luxury listings can be tricky, especially with unique or outdated homes. Sandra shared that:
Over-preparation is key: Come to listing appointments armed with data and comps
Sometimes it’s okay to walk away if:
Seller is uncooperative
Price is unrealistic
The listing will hurt your brand
Other times, a tough listing is a marketing opportunity (e.g., an $8.8M listing provided amazing brand exposure, even if it hasn’t sold yet)
🧾 Staging, Appraisals, and Extra Services
Yes, luxury often comes with added investment — but Sandra is smart about it:
Staging consults: Team pays for them (~$400)
Full staging: Seller pays, ideally through pay-at-close programs
Pre-listing appraisals: Seller pays upfront, team reimburses at closing if necessary
Always document these expectations in your listing agreements
📷 Photography & Marketing Strategy
Marketing luxury listings requires top-tier visuals — but it doesn’t have to break the bank.
Sandra’s tips:
Use one trusted photographer for consistency and quality
Always do drone shots and floor plans
Skip Matterport unless it truly adds value
Upgrade to professionally printed brochures for listings over $1M
Use each listing for content creation and branding, not just the sale
“Even if the listing doesn’t sell, it opens doors to other clients.”
💡 Staying in Touch with Luxury Clients
Beyond the newsletter, Sandra nurtures her sphere with:
Texts on holidays with open-ended questions
Seasonal client appreciation events (movies, festivals, charity drives)
Community sponsorships (HOA events, Toys for Tots, etc.)
Invitations even to clients who don’t attend — the gesture builds connection
“We don’t do anything fancy, but people love being included.”
🎯 Final Thoughts: Why Not You?
Sandra’s story is a masterclass in combining consistency, systems, marketing, and mindset to build a long-term luxury business.
She reminds us that breaking into luxury isn’t about waiting for the right listing — it’s about deciding to start, showing up with professionalism, and building trust one step at a time.
“I just made the decision that I was going to be the face of luxury in my market. And then I did the work.”
👥 Want More Masterminds Like This?
We host free, live Mastermind sessions twice a month for agents who want to grow, collaborate, and connect. 📅 Next up: End-of-Year Reset & 2026 Business Planning Clinic - RSVP HERE
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