Luxury Real Estate Agent Reveals the Data Point Most Agents Ignore When Building Buyer Profiles

Bent Danholm, founder of Danholm Collection, a luxury real estate brokerage based in Central Florida, says the key to selling high-end homes lies not in staging or pricing alone but in building a detailed buyer avatar. In an interview with KeyCrew, Danholm argued that most luxury agents skip a critical data point: the buyer’s interests. “Everybody looks at finances and income,” Danholm said. “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.” He says that understanding dining habits, social patterns, and weekend activities can determine whether a buyer connects with a property before stepping inside.

Danholm’s process begins before any marketing is created. His team studies the property and its community to construct a buyer avatar, mapping out family structure, net worth, income, professional background, typical commute, and lifestyle preferences. He emphasizes that occupation is another overlooked data point. “Which also influences what they might want to buy,” he noted. A tech executive relocating from out of state has different priorities than a medical professional or an investor. Getting that right changes both where and how the property is marketed.

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 through general real estate channels. The result, he says, is fewer showings but a higher proportion of qualified buyers. “That’s what our sellers actually want,” Danholm said. “They want their home sold, but they don’t want 50 people walking through their home every week.”

Danholm estimates that roughly 90% of his business comes from expired or canceled listings—properties that sat on the market because the price was off, the marketing was broad, or both. “You would be surprised to see how many million-dollar homes are marketed with pictures taken from a phone, with no video,” he said. “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.”

Even Danholm acknowledges the method isn’t infallible. When a well-priced, well-located home isn’t moving, he asks whether the buyer profile was built correctly. If showings are happening but no offers come, that signals a pricing issue. If interest is low across the board, the avatar may need revisiting. Pricing remains 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,” he said. His listing agreements are capped at three months; if a property hasn’t sold, something must change. His longest transaction in the past 18 months took 94 days, including a deal that collapsed due to buyer financing.

In a market where luxury inventory is growing—largely because sellers are overpricing and agents are under-marketing—Danholm’s approach addresses a specific problem. Homes sitting for 200, 300, or 400 days aren’t sitting because buyers aren’t out there. They’re sitting because no one figured out who the buyers were before spending money to reach them. For sellers evaluating agents, Danholm suggests the question worth asking isn’t how many listings an agent has or how big their social following is. It’s whether they can articulate, clearly and specifically, who is going to buy your home, and what evidence they’re using to support that answer.

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