Short answer: Real Luxury is a membership division inside Real Broker for agents with a track record in luxury sales. To join, agents apply with six qualified transactions and earn the Certified Luxury Home Marketing Specialist (CLHMS) designation from the Institute for Luxury Home Marketing. Members get access to a large luxury partner network, specialized training, and discounted luxury advertising. For a lake home seller, the point is reach: getting a high-end property in front of high-end buyers, including ones outside the Twin Cities.
What the division is
Real launched its luxury division, Real Luxury, in 2024, citing the number of luxury agents and teams joining the brokerage. It's an annual membership, not something every Real agent has by default.
How agents get in
The application runs through the Institute for Luxury Home Marketing. Agents submit six qualified transactions with documentation, go through a review, and complete the Real Luxury course. Members earn the CLHMS designation, which the Institute pairs with GUILD recognition for agents who represent homes at the $1 million level and up.
What members get access to
According to Real's announcement, Real Luxury members get:
- Partner networks of more than 100,000 luxury agents worldwide
- Specialized training and continuing education
- Members-only events and conferences
- Discounts on advertising in outlets like Mansion Global and The Wall Street Journal, plus luxury market reports and custom property websites
Why it matters for a lake home
Lake homes in the $1 million to $3 million range don't always sell to the buyer down the street. Some buyers are relocating, some own a second home elsewhere, and some find the property through a national luxury network or publication. A luxury division gives the listing agent more ways to reach them.
The lake part still has to be local. Pricing against the right lake comps, explaining dock and shoreline rules, septic, and lakeshore vs. lake view all come from knowing the specific lake. The best result is both: national reach and local lake knowledge.
Quick FAQ
Is Real Luxury the same as Real Broker? No. It's a membership division inside Real Broker for qualified luxury agents.
What is CLHMS? Certified Luxury Home Marketing Specialist, a designation from the Institute for Luxury Home Marketing. Real Luxury members earn it.
Does a luxury division sell a lake home by itself? No. It adds reach. Price, presentation, and knowing the lake still decide how a lake home sells.
Thinking about selling a lake home on Centerville, Bald Eagle, White Bear, or another north metro lake? Text me and I'll walk you through how I'd market it.
Tim Ornell | Realtor, Real Broker Luxury Division (NASDAQ: REAX) | 651.263.9480 | ornellgroup.com
Sources: HousingWire: Real launches dedicated luxury division · Real Brokerage: What is Real Luxury? · Institute for Luxury Home Marketing: Real Luxury application · RE/MAX News: CLHMS and GUILD recognition
