How to deliver five-star service in real estate: Lessons from Sam Cox at MASTERMIND. With Sherrie

Building a successful real estate business is one thing. But creating truly unforgettable client experiences? That’s a whole different level. 

At one of our most electric MASTERMIND. With Sherrie sessions to date, we had the privilege of learning from someone who has built her career on doing exactly that. 

Sam Cox is a global expert in VIP guest services. Her background spans two decades across the world’s most elite hospitality and lifestyle brands.  

She has served as executive assistant to Sir Richard Branson on Necker Island, led celebrity concierge teams, managed luxury travel experiences, and held the role of Corporate Director of VIP Guest Services for Hard Rock Hotels and Casinos in the US. 

She even opened the award-winning Shell House venue in Sydney’s CBD.  

Today, she runs her own consultancy, Samantha Cox International, helping businesses across all sectors design and deliver standout client experiences. 

And wow, did she have stories. But more importantly, she had strategies. 

Here are the biggest takeaways from Sam’s session that every agent can use to turn clients into advocates for life. 

1. First impressions matter- so make them exceptional 

Sam’s earliest jobs in hospitality weren’t about big budgets or lavish gifts.  

They were about noticing the small things. Recalling when she worked for Keycamp Holidays in France, Sam revealed how she greeted tired guests arriving at the campsite after a long, hot drive from England. 

“I made it my absolute purpose that the minute that these people arrived, I offered them a cold beverage, normally a beer, and the kids (received) icy poles,” she said. 

It was a moment that cost next to nothing but created a lasting emotional impact.  

And in real estate, they matter just as much. 

Whether it’s a handwritten note, a thoughtful welcome pack, or simply arriving on time and prepared, your first contact sets the tone for the whole relationship. 

Key message for agents: Start as you mean to go on. Make every first touchpoint feel personal, thoughtful, and seamless. 

2. Listen actively and follow through 

For Sam, exceptional service begins in the quietest moments - the chats at the bar, the car ride from the jet, the offhand comments about kids, pets, favourite footy teams or coffee orders.  

These passing remarks might seem small, but they reveal what really matters to people. 

At Hard Rock, Sam trained her team to be switched on and fully present during these moments, gathering insights not for data collection, but for genuine connection.  

"We would build comprehensive guest profiles and not for a spreadsheet and not to collect data from them to share with other people, but for impact,” she said. 

Those profiles went deep: names of children and pets, preferred drinks and glassware, even pillow preferences.  

Remembering those seemingly simple details enabled Sam and her team to create ‘Wow’ moments such as custom-embroidered bathrobes and unique turndown treats. 

Every gesture said, "We see you. We remember you. You matter." 

And yes, sometimes that meant bending the rules. When a high-value guest craved Coca-Cola in a Pepsi-only hotel, Sam discreetly sent her team to the nearest 7-Eleven to get what he wanted. 

"It was so simple and it made such an impression." 

In real estate, these same principles apply.  

Instead of default gifts or standard scripts, agents can build trust by noticing and remembering the little things: a client who prefers sparkling water, not wine, a vendor with a beloved dog, or a buyer who always turns up in running gear and might appreciate a local trail guide over a cheeseboard. 

These are the details that elevate your service from transactional to unforgettable. 

Key message for agents: The clues are everywhere, if you’re listening. Pay attention to the little things clients share, then use those insights to deliver meaningful, memorable moments. 

3. Empower your team to create magic 

"Exceptional service isn’t just the leader’s responsibility. It’s a team sport." 

One of the most powerful lessons from Sam’s session was just how important it is to empower every member of your team to play a role in delivering a five-star experience.

At Hard Rock, that meant the entire team, from housekeeping to butlers to drivers and security, understood the guest journey and felt personally responsible for making each interaction count. 

Everyone was trained to notice the little things. Everyone had permission to act on what they saw.  

And because the team had the tools and autonomy to personalise service, they consistently delivered moments of delight that guests never forgot. 

This mindset is just as powerful in real estate.  

Whether it’s the admin team member who knows a client’s name before they walk through the door, or a sales associate who remembers that a buyer’s child is starting school and asks how it went, it all adds up to a culture of care. 

It also means trusting your team to take initiative.  

Not everything needs to come from the top. In fact, it shouldn’t. 

Key message for agents: A five-star experience doesn’t rely on you doing everything. It comes from building a culture where your whole team feels empowered, trusted and excited to make your clients feel special. 

4. Boundaries aren’t barriers—they’re part of the service 

Exceptional service doesn’t mean saying yes to every request, running yourself into the ground, or responding to messages at 10pm.  

In fact, the opposite is true. 

Boundaries are what make consistent, high-quality service possible. 

They protect your time, your wellbeing, and your energy. 

As Sam explained, while she’s known for her high energy and deep love for people, she’s learned that protecting her own energy is key to showing up fully.  

“Most of my energy is quite high most of the time, and I love doing what I do,” she said.  

But she’s also intentional about building in recovery time.  

“It takes me a good couple of days to kind of… put the energy back into me and then I can give it out again,” Sam said. 

In real estate, this couldn’t be more relevant.  

Agents are often ‘on’ all the time. 

But without rest and clear boundaries, your ability to show up and serve at your highest level starts to erode. 

Setting expectations with clients from day one about availability and communication windows isn’t unprofessional, it’s essential.  

Being upfront about turnaround times, work hours, and response windows helps you deliver more focused, reliable service. 

Key message for agents: Boundaries aren’t a sign of weakness. They are a sign of strength. Boundaries help you protect your energy, show up at your best, and deliver consistently excellent service. 

5. Want your clients to feel like VIPs? Start with your team 

It’s easy to focus all your energy on external clients.  

But as Sam reminded us, the best way to deliver exceptional service is to start from the inside. 

When you treat your team like VIPs, they’re far more likely to show up with care, pride, and consistency for your clients. 

"My theory was – and it probably leads from Richard – but if you look after your internal guest, aka your staff, they will look after your external guest, as in your paying members that build your business,” Sam said. 

At Hard Rock, that philosophy was embedded from day one.  

Every single employee, from the CEO to housekeeping, went through the same two-day induction program.  

Everyone was immersed in the brand’s values and given the opportunity to learn, develop and grow.  

“They were treated with great salaries, bonuses, those types of things,” Sam recalled. 

“And some of the staff at Hard Rock now, who I still keep in contact with, they’ve been there for years and years and years.” 

In real estate, this means making sure your admin, marketing and sales support teams feel valued.  

It means investing in their training, recognising their wins, and making space for their growth. 

When your people feel seen, supported and appreciated, they’ll naturally pass that experience on to your clients.  

They’ll also stay with you, and therefore your clients, for longer.  

Key message for agents: If you want to build a high-performance service culture, it starts behind the scenes. Treat your team like your most important clients and they’ll treat your clients like gold. 

The final word 

Sam reminded us that no matter the industry, the most memorable brands are those who make people feel special.  

In a market where technology can do almost everything else, how you show up is what makes the difference. 

So, take a page out of Sam’s playbook: 

• Listen with intention 

• Act with care 

• Empower your team 

• Track the personal details 

• Build your boundaries 

• And shape your business around how you want people to feel 

Because at the end of the day, real estate isn’t about property. It’s about people.  

Want to create unforgettable client experiences – and build the team to deliver them? 

If you’re ready to lead with impact, elevate your service, and create a real estate business that clients rave about, I’d love to support you. 

You can connect with me about 1:1 coaching here, or register your early interest in my new course, The EBU Ministry – built to help you lead with heart, empower your team, and scale with purpose.