REALM EMPOWER

Unlock your potential with our comprehensive online luxury education program.

Informed by luxury thought leader and Équité Founder, Dr.Daniel Langer, REALM Empower is designed to challenge current paradigms of luxury, establish new standards for luxury service delivery and provide actionable applications to the businesses of REALM’s elite membership.

PRESENTED BY ÉQUITÉ

REALM Empower

REALM Empower, presented by Équité, in an immersive online educational platform meticulously crafted to peel back the layers of the enigmatic world of luxury. Through a comprehensive curriculum, the academy seeks to dissect the essence, values, and underlying principles of the luxury industry.

With modules ranging from foundational concepts like the true meaning of luxury to advanced insights into luxury storytelling and strategic pricing, participants are primed to garner a holistic understanding of the subject. Whether you’re an aspiring entrepreneur, a seasoned luxury brand professional, or a curious enthusiast, this academy offers insights and strategies tailored for the modern luxury landscape.

Pricing starts at $799/year.
REALM Member pricing starts at $599/year.

“The luxury sector is undergoing its most profound transformation ever. Rising expectations and evolving lifestyles present significant challenges, particularly for those aiming for success in luxury real estate. The industry standard in real estate represents a nominal luxury experience, reflected only in the price, not in genuine value. Achieving loyalty has never been more difficult, yet no other sector relies as heavily on loyal clients for revenue and profit as luxury real estate. To navigate this shift, REALM Empower will provide attendees a revolutionary approach and tactical application to topics like international markets, brand storytelling and fostering deep emotional connections with clients. The end result of this educational journey will be an elevated experience for all involved; the luxury broker, the clients and the teams that are supporting them.”

DR. DANIEL LANGER, ÉQUITÉ

Course Modules

In the first episode of a luxury training program, the speaker delves into the essence of luxury and its significance in today’s world. Drawing from personal experiences in hospitality, they highlight the challenge of creating memorable luxury experiences amidst increasing competition. The discussion emphasizes the need for brands to differentiate themselves and engage with the expectations of Gen Z, who will play a crucial role in the luxury market by 2030. The importance of storytelling, emotional connection, and understanding consumer behavior is underscored as essential for luxury brands to remain relevant.

The concept of luxury is evolving, shifting towards experiences and storytelling rather than just products. It emphasizes the importance of customer experience, where negative interactions can lead to brand loyalty loss. Luxury brands must adapt to a digital-savvy audience by crafting compelling, customer-centric narratives that highlight the impact of their offerings. The context in which luxury is presented significantly enhances its perceived value, as settings can influence how products are viewed. Ultimately, the story behind luxury items plays a crucial role in their value, with brands needing to resonate with consumers’ emotions and experiences.

In the third module of the luxury series, the importance of a clear brand story is emphasized as essential for creating a luxury brand experience. The speaker insists that all touchpoints must reflect this story to ensure consistency and memorability. Using Mickey Mouse as an example, they highlight the need for scripted brand behavior to maintain a uniform experience across different locations. The module stresses that attention to detail and understanding customer emotions are crucial for delivering a memorable experience, ultimately linking brand experience to higher profits. The session concludes with an invitation to continue learning in the next module.

The video discusses the critical importance of innovation and influence in the luxury brand experience. It highlights how the ability to inspire new experiences drives extreme value for consumers, particularly in the context of luxury sneakers and other high-end products. The narrative emphasizes that luxury brands must take risks and think outside conventional boundaries while remaining true to their core values. It also notes the evolution of luxury items, such as the rise of expensive sneakers and the transformation of everyday items into luxury goods.

Luxury brands are likened to romantic relationships, where customers often express feelings of love towards them. Positive experiences, such as exceptional service during dining, foster strong emotional connections and brand loyalty. Conversely, negative experiences can lead to emotional breakups, with customers recalling these moments for years. To maintain customer affection, luxury brands must create extreme value and carefully manage every interaction. Ultimately, a single negative encounter can jeopardize even the most loyal relationships.

The module delves into the complex framework of luxury, emphasizing the need for a unified understanding as the industry shifts from millennials to Gen Z. It highlights the importance of customer-centric views, noting that luxury is defined by seven dimensions, including rarity and hedonic value. The distinction between physical and digital experiences is fading, and brands must adapt to the unique preferences of today’s consumers. Emotional desirability and powerful brand storytelling are crucial in shaping luxury perceptions, while acquisition hurdles enhance perceived value. Ultimately, the framework serves to clarify how luxury is experienced and understood in a rapidly evolving market.

The module explores the unique sales process in the luxury market, emphasizing its impact on the perception of luxury. It highlights the importance of inspiring customers rather than focusing solely on selling, as well as the need to understand emotional triggers and motivations behind luxury purchases. Building strong relationships with clients is essential for long-term success, as loyal customers can become effective brand ambassadors. The luxury sales process is distinct from other product categories, requiring a tailored approach to create desirability and emotional connections.

The video emphasizes the importance of luxury pricing and the performance of top luxury brands, which have experienced remarkable growth rates. It highlights the necessity for these brands to regularly increase prices while avoiding promotions that could harm their perceived value. A compelling brand story is crucial for differentiation and creating extreme value, as most brands fail to connect emotionally with consumers. The video also discusses how effective pricing strategies can enhance profitability and brand equity, suggesting that luxury brands should focus on creating unique experiences and narratives to stand out in a crowded market.

The video delves into the critical role of pricing for brands, emphasizing that mistakes in pricing can significantly impact brand value. It highlights the importance of brand storytelling in establishing a price that reflects the perceived value of a product, particularly in the luxury market. The concept of optimal pricing is explored, noting that it is influenced by customer willingness to pay and market demand. The luxury index is introduced as a tool for brands to assess their value and position within the market, while cautioning against price reductions that can signal lower brand value. Ultimately, the video underscores the necessity of maintaining brand equity to justify pricing strategies and ensure long-term success.

The video explores the transformative future of luxury, highlighting how consumer expectations and experiences are shifting, particularly influenced by the pandemic. While the motivations for luxury purchases remain stable, the rise of Gen Z as a key demographic is reshaping brand interactions and demands for personalized, memorable experiences. The integration of digital and physical realms, along with a focus on health and wellness, is becoming central to luxury offerings. Brands must adapt to these changes by creating authentic narratives and engaging ecosystems to remain relevant. As competition intensifies, only those that effectively connect with the evolving consumer landscape will thrive.

The video emphasizes the importance of generating insights by truly understanding customer desires and measuring the right KPIs for brand success. It highlights the limitations of traditional surveys and advocates for real-time listening and AI analysis to capture genuine customer sentiment. The discussion reveals how brands often misinterpret their market position and fail to adapt to shifts in customer feelings, which can lead to crises. It stresses the need for emotional storytelling in luxury branding, where the connection to customer emotions is paramount. Ultimately, brands must ensure their messaging resonates and reflects their core values.

The training emphasizes the importance of brand storytelling in creating a company’s narrative, highlighting authenticity and the need for stories to reflect a brand’s core values. As the luxury market evolves with younger clients and higher expectations, real estate agents must adapt their storytelling to resonate emotionally and differentiate themselves from competitors. Effective brand stories should focus on the client’s perspective rather than the agent’s, ensuring consistent experiences across interactions. By understanding their unique value and engaging in self-assessment, agents can craft compelling narratives that set them apart in a crowded market. Ultimately, a strong brand story is essential for success in luxury real estate.

The module delves into the significance of connecting with Gen Z, a generation aged 14 to 28 that is reshaping the market landscape. With their substantial influence on luxury purchases and a strong preference for digital experiences, brands must adapt to their unique values and communication styles. Gen Z prioritizes sustainability, personalization, and engaging content, making it essential for brands to create authentic and interactive experiences. Utilizing social media platforms like TikTok for storytelling and education can enhance brand connection with this demographic. Ultimately, understanding and catering to Gen Z’s preferences is crucial for future business success.

The session emphasizes the importance of real estate agents expanding their services globally, as buyers increasingly seek advice in various locations. Success in this arena requires agents to develop cultural empathy, language skills, and an understanding of local customs to effectively serve diverse clients. Building strong local partnerships and providing tailored experiences can enhance client satisfaction and facilitate smoother transactions. Agents must also be aware of international laws and environmental factors that may affect property values. Ultimately, creating extraordinary experiences can lead to client referrals and business growth.

The module explores the growing demand for sustainable luxury in real estate, emphasizing that sustainability should be viewed as an opportunity rather than a limitation. It highlights the need for a mindset shift to integrate sustainability into luxury, as it can enhance property value and differentiate agents in the market. With changing generational values, particularly among Gen Z, there is an increasing expectation for sustainability in real estate transactions. Agents are encouraged to educate clients on sustainability and adapt to these evolving demands, as it can serve as both an obligation and a competitive advantage. Ultimately, the module challenges agents to embrace sustainability as a core aspect of their brand and practice.

The video discusses the growing demand for sustainable luxury in real estate, highlighting sustainability as both an opportunity and a necessity. The speaker, a co-author of a book on sustainable luxury management, introduces the luxury sustainability paradox and emphasizes the need for a mindset shift among real estate agents. As generational values evolve, particularly with Gen Z prioritizing sustainability and unforgettable experiences, agents must adapt to meet diverse client needs. The importance of social media in connecting with clients and the competitive advantage of sustainability in luxury real estate are also underscored. Ultimately, the video encourages agents to embrace sustainability as a core aspect of their practice.

This module explores the power of off-market listings in luxury real estate, highlighting their value as a strategic tool for elite agents to differentiate themselves and create extreme value for clients. It emphasizes the changing expectations of ultra-high-net-worth individuals, who increasingly prioritize privacy, exclusivity, and discretion. Off-market listings leverage scarcity to drive demand, desirability, and higher closing prices while fostering trust and long-term relationships. Success in this niche requires curating unique properties, mastering storytelling, and leveraging networks to connect buyers and sellers. Agents act as gatekeepers, ensuring compatibility and maintaining discretion throughout the process. By creating urgency without pressure and positioning these properties as rare opportunities, agents enhance client status and reinforce their personal brand, offering an exclusive edge in a competitive market.

In the realm of luxury real estate, the ability to listen and be present is paramount for agents seeking to elevate their client interactions. This module emphasizes that true luxury begins when distractions are eliminated, allowing for emotional attentiveness that fosters deeper connections. Active listening, characterized by engagement and awareness, is essential for understanding clients’ feelings and creating value in their experiences. By prioritizing clients and encouraging open-ended conversations, agents can build trust and loyalty, ultimately leading to client advocacy. The art of listening transforms interactions into meaningful exchanges, where clients feel valued and understood.
REALM Member

$599/annually

per seat

ENTERPRISE PRICING

21-150 $499/per seat
151-250 $399/per seat
251-500 $299/per seat

Contact us for a custom quote for over 500 seats. 

WHAT’S INCLUDED
  • The base luxury education modules (1-11)

  • REALM Empower Certification upon completion of modules 1-11

  • Real estate specific modules (12 and beyond)

  • Ability to join Dr. Daniel Langer on his podcast

  • New real estate module released monthly

  • Exclusive small group sessions with Dr. Daniel Langer

REALM Empower

$799/annually

per seat

ENTERPRISE PRICING

21-150 $699/per seat
151-250 $599/per seat
251-500 $499/per seat

Contact us for a custom quote for over 500 seats. 

WHAT’S INCLUDED
  • The base luxury education modules (1-11)
  • Real estate specific modules (12 and beyond)
  • Access to Dr. Daniel Langers Podcast

  • New real estate module released monthly

Led by Dr. Daniel Langer

Équité founder and CEO Daniel Langer is one of the world’s most renowned experts on brand building and extreme value creation in a digitally disrupted world and with Millennials and Gen Z, a global “Top Five Luxury Key Opinion Leader to Watch 2021”. 
He won multiple awards for his work with brands in Europe, Asia, and the USA.

He is the Executive Professor of Luxury Strategy, Disruption, and Pricing at Pepperdine University in Malibu, California, where is building a world-class center for disruptive luxury and where he is teaching MBA students. He also teaches at NYU and has been invited as a guest lecturer at London Business School, Singapore Management University, and others.

Frequently Asked Questions

REALM Empower is an online luxury education series designed in collaboration with Équité to provide comprehensive insights into the luxury industry, tailored for real estate professionals.

The series is ideal for seasoned luxury real estate professional interested in expanding their understanding of the luxury market and staying up to date with the current trends.

You will learn the foundational concepts of successfully navigating the world of luxury, luxury storytelling, how to cater to the next generation, and much more. Additionally, monthly real estate content will keep you updated with the latest trends and strategies.

The course is fully online, offering flexibility to learn at your own pace. It includes videos, readings, and interactive content.

Yes, active REALM Members will receive a certification upon completing the 11 module series.

REALM Empower is distinguished by its collaboration with Équité, bringing unmatched expertise and insights from the luxury industry. It provides a holistic approach, combining deep luxury knowledge with practical real estate applications.

Click the “Enroll Now” button on this page and follow the instructions to register.

$799 annually for REALM Empower
You will receive access to the monthly real estate content, but will not have access to the 11 modules or have eligibility to gain the certification. If you would like to learn more about becoming a member, please contact concierge@realm-global.com.

$599 annually for REALM Members
Please register through the REALM Platform under the education tab.

Yes, you will have lifetime access to the course content and any updates.

Our members are at the core of everything we do. By becoming a member, you unlock the global reach of REALM.