First, we decided that the magazine had to look like the agent’s personal magazine, and so we allowed customization on all covers.
Second, we developed editorial content focused solely on people, products and services associated with the luxury lifestyle. Top-name designers, the most-expensive sports cars, glamorous new products for the home, and one-of-a-kind travel opportunities are among the subjects that found their way into the pages of the magazine.
Finally, we built exclusivity into the distribution strategy. Once an agent provided us with a name for their mailing list, that name “belonged” to them alone, as long as they continued with the program; no consumer would receive a copy of the magazine from multiple agents.
In the fall of 2011, The High End was launched, and it immediately became an integral part of the marketing of top agents throughout the United States and Canada.