In the luxury real estate market, many agents prioritize staging and broad marketing, but Bent Danholm, founder of Danholm Collection, emphasizes a more data-driven approach. Danholm asserts that the most critical data points agents ignore are a buyer's interests and occupation, which can make or break a campaign. “Everybody looks at finances and income,” Danholm says. “But they might not pay too much attention to what kind of interests these people might have, unless it’s pretty obvious, like a golf course or lakefront property.”
Danholm’s process begins with constructing a detailed buyer avatar before any marketing assets are created. This involves mapping out likely family structure, net worth, income, professional background, typical commute, and lifestyle preferences specific to the home. He notes that occupation influences what buyers might want, giving the example that a tech executive relocating from out of state has different priorities than a medical professional or an investor. Getting that right changes not just where you market, but how you frame the property.
Once the avatar is built, Danholm’s team purchases targeted demographic data lists, typically costing $2,000 to $4,000, to reach that specific profile directly rather than broadcasting into general real estate channels. The practical result, he says, is fewer showings per listing but a higher proportion of qualified buyers. “That’s what our sellers actually want,” he explains. “They want their home sold, but they don’t want 50 people walking through their home every week.”
Danholm notes that about 90% of his business comes from expired or canceled listings—properties that sat on the market due to incorrect pricing or broad marketing. “You would be surprised to see how many million-dollar homes are marketed with pictures taken from a phone, with no video,” he says. “And if you can’t be bothered to get the marketing assets right, you’re probably not bothered to figure out who you should market it to.”
When a well-priced, well-located home still isn’t moving, Danholm revisits the buyer avatar. If showings are happening but no offers come, that signals a pricing issue. If interest is low overall, the avatar may need adjustment. He emphasizes that pricing is non-negotiable: “You can target and market as much as you like to the right buyer, if your price is off, they’re not going to buy anyway.” His listing agreements are capped at three months, and his longest transaction in the past 18 months took 94 days, including a collapsed deal due to buyer financing.
In a market where luxury inventory is growing due to overpricing and under-marketing, Danholm’s approach directly addresses the problem of homes sitting for 200, 300, or 400 days. He argues that these homes aren't sitting because buyers aren't out there, but because no one figured out who the buyers were before spending money trying to reach them. For sellers evaluating agents, Danholm suggests asking whether the agent can articulate who will buy the home and what evidence supports that answer, rather than focusing on listing count or social media following.
Danholm Collection is a luxury real estate brokerage based in Central Florida, specializing in properties above $1.5 million. More information about their approach is available at danholmcollection.com.
