Institute for Luxury Home Marketing

What Institute for Luxury Home Marketing does

The Institute for Luxury Home Marketing is a Dallas-headquartered training, designation, and membership organization founded in 2003 and acquired by Colibri Group in 2015, focused exclusively on the luxury residential real estate segment in the US and Canada. It operates a standardized training curriculum delivered in three interchangeable formats — Luxury Online ($545, self-paced 8-hour), Luxury Live ($545, two-day in-person), and Luxury Livestream ($545, two-day virtual) — each gated to grant one year of Institute membership upon completion. On top of training, the Institute administers three tiered credentials — CLHMS, GUILD, and GUILD Elite — which require documented luxury transaction performance, not just course completion, and are registered trademarks presented as the gold standard in luxury agent credentials.

The product portfolio extends into a member benefits stack built around The Institute Network (a private professional community of 11,000+ members), monthly Luxury Market Reports covering 150+ North American markets, ACE Social (automated weekly branded social content), My Market Graphs (a member-only market data visualization tool), free CE courses via sibling brand McKissock Learning, and the annual Leaders in Luxury conference in Austin. Distribution is hybrid: direct-to-consumer self-registration through a cloud-based LMS, channel partnerships with major real estate franchises (Century 21, Coldwell Banker Global Luxury, RE/MAX, ERA, Better Homes and Gardens Distinctive Collection, among others), and field events hosted at brokerages and local associations.

Revenue is generated from one-time training registrations ($545 per format), recurring membership renewals ($295 annually or $525 for two years), conference ticket sales ($895-$945 for Leaders in Luxury), and designee profile upgrades, with Affirm installment financing introduced to reduce upfront friction. End customers are licensed individual real estate agents serving affluent buyers and sellers, with secondary GTM relationships to the major franchise brands that recommend or integrate Institute training into their luxury agent certification pathways. The company is privately held, with no public financials, no disclosed funding rounds, and operates under the Colibri Group umbrella alongside McKissock Learning, Real Estate Express, and Hondros College.

Name

Institute for Luxury Home Marketing

Legal name

The Institute for Luxury Home Marketing

Website

https://luxuryhomemarketing.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

251–500 employees

Short description

The Institute for Luxury Home Marketing is a Dallas-based training, certification, and membership organization that trains and credentials licensed US and Canadian real estate agents in the luxury residential market through its CLHMS curriculum, 11,000+ member network, and partner-brand distribution.

Ownership category

akta.pro rank

Product category

Luxury Real Estate Training and Certification

NAICS

Professional and Management Development Training (611430), Professional and Management Development Training (61143)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Product Management (Core) (EDABAHAC)

Keywords

• Luxury real estate training
• Real estate designation programs
• Professional certification services
• Luxury market intelligence
• Real estate membership

Headquarters

HQ city

Dallas

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Training Course Registration: One-time registration fees for Luxury Online ($545), Luxury Live ($545), and Luxury Livestream ($545) training courses. Each registration includes one year of Institute Membership upon completion.
2. Annual Membership Dues: Recurring annual membership fees at $295/year for one-year renewal or $525 for two-year renewal. Membership provides access to member tools, network, market reports, and CE courses. Lapsed members pay $50 reinstatement fee.
3. Conference Registration: The annual Leaders in Luxury conference generates revenue through ticket sales. Standard pricing is $895 (through Sept 27) and $945 for last-call registration. Includes sessions, networking meals, and evening events.
4. Designation Application Processing: CLHMS designation, GUILD recognition, and GUILD Elite designation applications are processed at no additional cost to members in good standing, as these are earned through transaction performance rather than additional fees.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

The Institute for Luxury Home Marketing delivers specialized training, professional designations, and a recurring membership program for licensed real estate agents who serve the upper-tier residential market. Its core product is the Luxury Home Marketing Training, offered in self-paced online, in-person, and live virtual formats, which upon completion grants one year of Institute membership and eligibility to earn the CLHMS, GUILD, and GUILD Elite designations based on documented luxury transaction performance.

Product overview

The Institute for Luxury Home Marketing operates as a training, certification, and membership organization offering a portfolio of education products and professional development services for real estate agents operating in the luxury residential market. The core product suite consists of three formats of the Luxury Home Marketing Training: Luxury Online (self-paced, $545), Luxury Live (in-person at host locations, $545), and Luxury Livestream (virtual two-day sessions, $545) — all delivering the same curriculum and leading to Institute membership. Building on training, the Institute awards three levels of professional recognition: the CLHMS designation, GUILD recognition, and GUILD Elite designation, each requiring demonstrated sales performance in addition to training completion. Supplementary member benefits include Monthly Luxury Market Reports covering 150+ North American markets, The Institute Network (a private social platform with 11,000+ members), ACESocial automated marketing content, My Market Graphs market data visualization tools, and the annual Leaders in Luxury conference. The Institute also publishes the Rich Buyer, Rich Seller book. Annual membership renewals are priced at $295 (one year) or $525 (two years).

Differentiator

Problem solved

Functional benefit

Brands

• CLHMS (Certified Luxury Home Marketing Specialist): Prestigious designation for real estate professionals with proven documented performance in the luxury residential market
• GUILD
• GUILD Elite
• Leaders in Luxury
• Luxury Online
• Luxury Livestream
• Luxury Live
• Rich Buyer, Rich Seller

Products and services

• Luxury Online Self-paced online luxury home marketing training course, approximately 8 hours of curriculum delivered via the Institute's learning management system. Registrants receive 180 days of course access, a membership certificate, and one year of Institute membership upon completion, making them eligible to apply for the CLHMS designation. Available to U.S. and Canadian agents with Spanish language option.
• Luxury Live In-person two-day intensive training event hosted at partner brokerages and real estate associations, covering winning affluent clients, marketing high-end properties, luxury branding, networking, and negotiation. Enrollment includes one year of Institute membership and the pathway to apply for the CLHMS designation. 2026 schedule includes Atlanta and Fort Lauderdale among other host locations.
• Luxury Livestream Virtual two-day live-streamed training event mirroring the Luxury Live curriculum, taught by Institute expert trainers. Sessions run 10:00 am to 4:00 pm CT on both days, with interactive attendance tracking and certification. Registration includes a membership certificate, one year of Institute membership, and eligibility to apply for the CLHMS designation. Active members can audit the training for $250.
• Institute Membership Annual membership program included with training registration and available for renewal at $295 per year or $525 for two years. Members gain access to the Institute Network, monthly Luxury Market Reports, My Market Graphs, ACE Social, free continuing education through McKissock Learning, and the ability to apply for CLHMS, GUILD, and GUILD Elite designations. Lapsed renewals incur a $50 reinstatement fee.
• Leaders in Luxury Conference Exclusive annual two-day conference for Institute members held in Austin, TX at Hotel ZaZa, featuring market insights, AI and luxury marketing education, GUILD Elite panels, property tours, networking lunches, welcome reception, and a Gala Awards Dinner. Attendance is capped at 75 participants; standard pricing is $895 before September 27 and $945 for last-call registration.
• Rich Buyer, Rich Seller Best-selling book authored by the Institute's founder Laurie Moore-Moore on understanding luxury buyer and seller dynamics, published in 2002 (1st ed.), 2008 (2nd ed.), and updated 2014 (3rd ed.). Available in paperback and eBook formats through the Institute website; Institute members can read the online version for free and receive discounted pricing on the downloadable eBook.

Quantifiable outcome

• CLHMS designees earn more than 95% of other real estate designees
• +3 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature5 records

Partnerships

17 partnerships are on record, tiered core, supporting and minor.

• Century 21 Real EstatecoreGTM or Marketing PartnerCentury 21 is one of The Institute's founding luxury partners. The organization recommends Institute training and CLHMS designation to its Fine Homes and Estates agents. Co-published the 2025 Luxury Market Report with The Institute.
• Coldwell Banker Global LuxurycoreGTM or Marketing PartnerColdwell Banker Global Luxury is a major strategic partner. Their agents can access Institute training; however, the Luxury Online course is not eligible for Coldwell Banker's Global Luxury certification program.
• RE/MAX CollectioncoreGTM or Marketing PartnerRE/MAX Collection is a partner brand that recommends Institute training to its luxury-affiliated agents. Featured on partner logo page alongside other major brands.
• ERA Real Estate Distinctive PropertiessupportingGTM or Marketing PartnerERA's Distinctive Properties program is partnered with The Institute for luxury training and member benefits.
• Better Homes and Gardens Distinctive CollectionsupportingGTM or Marketing PartnerBetter Homes and Gardens Distinctive Collection partner brand that provides Institute training access to its luxury agents.
• Casan CollectionsupportingGTM or Marketing PartnerBoutique brokerage partner offering Institute training to its luxury agents.
• OneLuxe RealtysupportingGTM or Marketing PartnerOne Group International luxury brand partner with Institute training integration.
• Realty Executives CollectionsupportingGTM or Marketing PartnerRealty Executives Collection partner brand providing Institute training access.
• McKissock LearningcoreStrategic or Co-development PartnerMcKissock Learning provides free online professional development and state-approved continuing education (CE) credits to Institute members. Both are Colibri Group brands.
• Broward, Palm Beaches & St. Lucie REALTORScoreChannel Partner/ Reseller/ DistributorLocal real estate association hosting Luxury Live training in Fort Lauderdale (October 2026) and Palm Beach Gardens (May 2026) for their members.
• Interluxe AuctionssupportingGTM or Marketing PartnerInterluxe Auctions is a sponsor of Leaders in Luxury 2026 conference. Stacy Kirk presents sessions on auction-driven luxury sales strategies.
• Luxury PresencesupportingGTM or Marketing PartnerLuxury Presence is a sponsor of Leaders in Luxury 2026 conference.
• Real Marketing (Dakoda Collins)supportingGTM or Marketing PartnerDakoda Collins of Real Marketing is a sponsor and speaker at Leaders in Luxury 2026, presenting on luxury marketing approaches.
• Colibri GroupcoreStrategic or Co-development PartnerParent company since 2015. Colibri Group is the nation's largest real estate education company, acquired The Institute from founder Laurie Moore-Moore. Other brands include McKissock Learning, Real Estate Express, and Hondros College.
• WealthEnginesupportingTechnology or IntegrationWE Prospecting tool is featured as a member benefit, allowing agents to create targeted mailing lists of affluent prospects based on selected criteria.
• Norluxe RealtysupportingChannel Partner/ Reseller/ DistributorNorluxe Realty hosts Luxury Live training in Atlanta, GA on September 15-16, 2026.
• HUB Personal InsuranceminorChannel Partner/ Reseller/ DistributorHUB Personal Insurance hosted Luxury Live training in Houston, TX (May 2026).

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• The CE Shop: The CE Shop is a leading online real estate education platform offering pre-licensing, continuing education, and professional development courses to individual agents and brokers. It is directly comparable as a digital-first real estate education company competing for the same training dollar from licensed professionals.
• Council of Residential Specialists (CRS): The Council of Residential Specialists issues the CRS designation - one of the most recognized residential real estate credentials in the US. It is the closest direct peer to The Institute because both organizations monetize through professional designations, agent training courses, and chapter-based member networks serving licensed real estate professionals.
• Real Estate Business Institute (REBI): REBI, affiliated with the National Association of REALTORS, awards multiple agent designations including ABR (Accredited Buyer's Representative), SRES, and PSA. It is directly comparable as a designation-driven training and certification body serving individual real estate agents seeking specialty credentials.

Broad incumbents

• Christie's International Real Estate: Christie's International Real Estate is a global luxury real estate network with affiliated training programs and luxury designation standards for its affiliate agents. It competes with The Institute for the luxury agent training budget but bundles training with affiliation to a global luxury brand.
• National Association of REALTORS (NAR): NAR is the largest US real estate trade association and offers multiple specialty designations through affiliated institutes (including REBI). It is a broad incumbent providing credentialing, education, and member benefits that overlap with The Institute's offerings, but at much larger scale and across all residential segments.
• Kaplan Real Estate Education: Kaplan offers real estate pre-licensing, exam prep, and continuing education courses to individual agents nationwide. It is a broad incumbent in real estate education that competes for share of the same training budget but lacks The Institute's luxury specialization and designation franchise.
• Sotheby's International Realty Affiliates: Sotheby's International Realty operates a global luxury real estate network with proprietary agent training, certification, and designation programs (e.g., the Sotheby's brand itself). It is a broad incumbent in the same luxury real estate education niche but with global brand reach and bundled brokerage economics The Institute cannot match.

Others

• McKissock Learning: McKissock Learning is a sister company to The Institute under Colibri Group, providing online professional development and CE courses for real estate professionals. It is ecosystem-adjacent rather than competitive, since Institute members receive free McKissock CE access as a bundled member benefit.
• Real Estate Express: Real Estate Express is another Colibri Group brand offering online pre-licensing and exam prep for new real estate agents. It is thematically related as a sister company in real estate education but does not compete in the luxury designation niche.

Regional players

• Institute of Real Estate Management (IREM): IREM is an international organization offering credentials (CPM, ARM, ACoM) for real estate management professionals. While focused on property management rather than residential sales, it is comparable as a designation-driven training and certification body serving real estate professionals with paid memberships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ilhm
• YouTubeyoutube.com/channel/UCCO30nv01HzfyjASNjW5GjQ
• Facebookfacebook.com/luxuryhomemarketing
• LinkedInlinkedin.com/company/the-institute-for-luxury-home-marketing
• Instagraminstagram.com/instituteluxuryhomemarketing

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Institute for Luxury Home Marketing