Why I launched Luxboro, a full-service marketing and upskilling agency for the luxury real estate ecosystem

May 23, 2025

Locations such as the Greek town of Oia in Santorini have held their own in the luxury housing and hospitality markets. A sound reputation backed by word of mouth and strategic marketing helps keeps Santorini front and center of affluent and wealthy consumer attention

By Mickey Alam Khan

I’ve always believed in launching products that fill a need that’s unmet in the market. But I’ve also introduced products that create the need. My decision to launch Luxboro – a full-service marketing and upskilling agency for the global luxury real estate ecosystem – meets both criteria.

Luxboro will offer market strategy, transfer of luxury know-how, luxury brand connections and relationship-building measures – a unique combination that’s not available from any provider in the global market. It is the second luxury vertical I’m currently involved in, the first being luxury goods and services for which our Luxury Roundtable brand is the No. 1 producer of executive luxury summits and connections.

Why now
The current state of the real estate market is comme ci, comme ça – so so.

While sales are strong, inventory availability of luxury homes is tight, depending on the market. Though largely cash driven, interest rates are still high, impacting home sales in the $1 million to $5 million range. Agent loyalty to real estate brokerages and franchises is a constant concern, as is obvious from the relentless churn. Regulatory and judicial strictures over agent commission transparency and physical assaults have eroded consumer and media trust.

Now, internecine brawls between real estate majors over listings visibility – walled gardens for private listings as opposed to ubiquity across platforms – threatens, yet again, to bring in undesirable regulatory or judicial intervention.

Not surprisingly, these issues suck the oxygen from the room, leaving the brokerage or network with much less bandwidth to focus on growing their brand, mindshare and market share. And given that many real estate firms are family owned and thinly staffed – agents are independent contractors in the United States – they can’t reach the growth potential of which they are capable.

Something has to give.

Homing in
With Luxboro, what I want to do is bring the same rigor in marketing, knowledge transfer and talent upskilling to real estate that you see in other industries such as consumer packaged goods, retail, automotive, hospitality, travel and fashion.

These industries take a holistic approach to products, people, messaging and experiences that win them brand recall, repeat customers and employee loyalty. Luxboro can replicate that approach for real estate brands, be it brokerages, networks, teams, developers, property-tech firms and interior designers.

Our offer to real estate clients is strategy, tactics and execution in marketing and branding, upskilling master classes and luxury programs, content and communications, event development and custom market research. It is a holistic approach because everything is interconnected in marketing and upskilling designed for enhanced brand reputation, unforgettable experiences and revenue growth.

Mickey ALAM KHAN is a luxury marketer, luxury events producer, real estate brokerage advisor and former head of a leading luxury real estate network

BOTTOM LINE, Luxboro’s goal is to future proof and elevate the brokerage and real estate firm while rigorously upskilling agents and talent.

We want to make the client’s real estate brand and its people shine and stand out in a highly competitive, consolidating and rapidly evolving market.

Luxboro’s first public effort in market strategy, knowledge exchange, and connecting people and brands will be manifest in the Luxury Roundtable-partnered Women in Luxury Real Estate Summit June 4 in New York. The day before, we will host our pre-event cocktail reception at 111 West 57^th Street’s QuadPlex 80, the most spectacular penthouse to come on the market in New York’s history. We hope you can join us and see Luxboro in action.

Rigorous and continuous attention to targeted marketing, knowledge exchange, talent upskilling and relationship building is sine qua non for companies, especially those operating in the luxury echelon. And it’s a process of continuous improvement, as in the Japanese kaizen approach. I’m reminded often of Oliver Cromwell’s observation: “He who stops being better stops being good.”

We invite you to view the agenda for Luxury Roundtable and Luxboro's Women in Luxury Real Estate Summit New York June 3-4. Do join us and meet some of the smartest minds in the business!

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Why I launched Luxboro, a full-service marketing and upskilling agency for the luxury real estate ecosystem

Last chance to join us in New York for Luxury Roundtable’s real estate summit!

Only 2 days left! Register now for Luxury Roundtable’s real estate summit

Only 5 days left! Register now for Luxury Roundtable’s real estate summit

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Why I launched Luxboro, a full-service marketing and upskilling agency for the luxury real estate ecosystem

Join us at New York’s grandest penthouse on the market

Free webinar May 20: How Luxury Agents and Brokers Should Navigate the Real Estate Market

See who’s speaking at Luxury Roundtable’s June 4 summit focused on home and design

Free webinar May 20: How Luxury Agents and Brokers Should Navigate the Real Estate Market

See who’s speaking at Luxury Roundtable’s June 4 home and design summit