Sally Forster Jones on Serving High-Profile Clients

Discover how forging client relationships, maintaining discretion, and delivering seamless transactions can set you apart in luxury real estate.

In this final episode of The A-List series, Sally Forster Jones, founder of Forster Jones International, sits down with Chris Linsell, director of content at Luxury Presence, to share her playbook for working with high-net-worth buyers and sellers. Their conversation reveals her strategies for handling complex deals, building lasting trust, and thriving at the top of the market. This episode completes a three-part series that also explores how Forster Jones built an elite team and successfully expanded her brand across international markets.

Balancing exposure and confidentiality

Managing publicity while protecting client privacy often presents one of the most complex challenges in luxury real estate. Reflecting on her experience selling the famed Spelling Manor, Forster Jones described a delicate balancing act. “It was the most expensive listed property in the entire world at the time,” she said. At $150 million during a recession, marketing the home required both innovation and discretion.

“Getting a property of this caliber sold was really a growing experience for me,” she said. Finding qualified buyers without inviting unwanted attention demanded creativity and discipline. Clients at this level often expect complete privacy, and Forster Jones emphasized the need to “walk that tightrope of exposing, selling, getting a property sold, and yet still protecting the seller and what their needs are.”

Designing marketing strategies for unique properties

Forster Jones noted that every listing — regardless of fame or value — demands a custom strategy. “It really is on a property-by-property basis and on what the needs are of the seller,” she said.

While some celebrity clients relish attention, others insist on complete discretion. The key is tailoring the campaign to match the property’s unique characteristics and the client’s comfort level. “What are we selling? What’s special? Who is that buyer?” Forster Jones asked. Beyond identifying features, agents must also build urgency, creating narratives where missing out feels like a genuine loss for potential buyers.

This careful, property-specific marketing ensures that each listing receives the right visibility without compromising client expectations.

Delivering exceptional service at every price point

Although the transactions Forster Jones is known for often involve eye-popping figures, her commitment to service transcends price tags. Regardless of the listing value, she treats every client with the same level of care and attention. “How are you really going to provide that concierge service for them? No matter what the price point is,” she said.

Forster Jones believes that trust and service excellence are universal needs, whether a client is buying a $150,000 property or a $150 million mansion. “What our goal should be if we’re doing this and we’re committed to doing this is taking care of our clients and providing them with the best service,” she said.

By focusing on the emotional stakes and personal needs inherent in every transaction, Forster Jones builds relationships that extend far beyond a single deal.

Turning high-profile deals into brand assets

Prominent sales often create opportunities far beyond the immediate transaction. Following the sale of the Spelling Manor, Forster Jones saw doors open across the industry. “Having a public transaction that gets media attention and press is important,” she said.

Not every property brings this level of exposure, but Forster Jones pointed out that even private deals contribute valuable experience and credibility. “The experience that you gain from each of these transactions — just maneuvering and figuring out how to talk to the buyers, the sellers, or your branding — is invaluable,” she said. The credibility gained from high-profile transactions, combined with a consistent, trusted presence, becomes a powerful tool in strengthening long-term brand equity.

Building a business rooted in trust

At the center of every strategy Forster Jones employs is a commitment to trust. Whether safeguarding confidentiality, tailoring marketing, or delivering white-glove service, her focus remains on protecting client relationships. Her journey demonstrates that in luxury real estate, consistent care and personalized service transform transactions into lasting growth.

If you are ready to build a trusted brand, elevate your business, and serve clients at the highest level, Luxury Presence has the tools, expertise, and network you need. Get in touch today to learn how we can help you take the next step in your real estate journey.