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Century 21 Real Estate is partnering with the Institute for Luxury Home Marketing to help agents compete more effectively in the high-end housing market.
The collaboration will provide Century 21-affiliated agents with access to specialized training, localized market data, and marketing tools geared toward affluent buyers and sellers.
The announcement came Thursday alongside the release of the brokerage’s first co-branded quarterly Luxury Market Report with the institute.
“The idea of luxury real estate continues to evolve for today’s affluent buyers — it is not limited to a specific price point, but more of a mindset and lifestyle they are looking to attain,” said Tori Keichinger, vice president and head of marketing for Century 21 Real Estate.
“Understanding the trends that shape this sector will be key to helping agents guide clients to make informed decisions along their real estate journeys.”
Luxury market shows healthy trends
According to the Q1 2025 Luxury Market Report, luxury home sales showed signs of growth despite broader economic uncertainty.
Single-family home inventory increased 26.3% from the same period in 2024, while condominium and townhouse inventory rose 27.3%. Sales also picked up, rising 9.4% year over year for single-family homes and 2.4% for condos and townhomes.
The report found that most buyers are focusing on long-term investments such as upsizing, relocating or purchasing second homes rather than short-term speculation.
“Core demands in this sector remain intact,” the report states, while noting that buyers and sellers are weighing macroeconomic concerns like mortgage rates and insurance market volatility.
The report defines the median luxury threshold as $900,000 for single-family homes and $700,000 for condos and attached properties.
Partnership benefits for agents
Diana Weir, head of the Institute for Luxury Home Marketing, said the partnership will include direct agent training and ongoing educational programming.
“We are very excited to forge this new relationship with the Century 21 brand,” Weir said. “Not only are they providing their affiliated agents access to the latest data on the luxury market, but we’ll be working together to provide them with The Institute’s best-in-class courses and luxury agent tools, all delivered by Century 21 network leaders.”
As part of the partnership, Century 21 and the institute will co-host live-stream training events throughout the year. These will be led by Sarah Gunnip of Century 21 Mike Bowman Inc. and Laura Heigl of Century 21 Scheetz.
The Century 21 network currently has more than 4,200 luxury home specialists operating across 900-plus Fine Homes & Estates-designated offices, according to internal company data.
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