In an era of mergers, mega-brands, and algorithm-driven home searches, boutique brokerages are proving that personalization still matters. We sat down with Steve Luther, Ashley Luther, and Van Hohe—the founders of CHORD Real Estate, a Music Row–based firm redefining what “concierge service” means in Nashville—to talk about staying authentic while thinking globally in today’s modern economy.
National firms [like Compass and RE/MAX] dominate headlines. How does a boutique brokerage like CHORD stay competitive?
Van: Scale isn’t everything. The big brands build impressive infrastructures, but they can lose touch with the nuances that make local markets thrive. We stay competitive by knowing Nashville block by block—and by customizing every client experience instead of forcing it through a corporate mold. The personal experience is key!
Ashley: We can also often move faster. Being independent means we choose the best-of-breed tools for marketing, analytics, and client communication rather than relying on one pre-set platform. If something better comes along next week, we can integrate it immediately. That agility, when combined with personal connection, is our superpower.
What does “Local Roots, Global Reach” really mean for CHORD?
Steve: It’s our identity. Nashville is our home base—our families, our churches, our schools are here—but our clients’ lives are increasingly international. They want to buy second homes abroad, invest internationally, or even relocate here from overseas. CHORD bridges that gap through relationships we’ve built in a number of select countries—and that list is growing!
Ashley: Through our partnership network, our listings get global exposure in cities like London, Tokyo, and Dubai. And with our crypto-certified capabilities, clients can even purchase property using blockchain transactions. We bring world-class service to a local firm—without losing the human touch.
How has consolidation in the industry affected client expectations?
Steve: Clients are more cautious now. They’ve seen headlines about lawsuits, commission changes, and tech disruption. They want transparency, not bureaucracy. We see that as an opportunity—people want to talk to a real person who actually understands the contract and the neighborhood, not an 800-number.
What role does technology play in maintaining that personal connection?
Van: Technology should enhance relationships, not replace them. We use it to make introductions and elevate storytelling—virtual tours, cinematic marketing, AI-powered analytics—but the goal is still connection. A home purchase is emotional. No algorithm can replicate that feeling of “this is the one.”
Steve: Exactly. Our tech gets clients in the door, but our expertise gets them home.
CHORD is also known for its community work. Why is that important to your business model?
Ashley: Because Nashville built us. Supporting organizations like the Rally Foundation for Childhood Cancer Research and The Needs List Foundation was never a PR move—it’s in our DNA. It’s personal. Those relationships remind us that “home” isn’t just about property lines; it’s about people.
Van: When your business is rooted in service, giving back isn’t separate—it’s part of the rhythm. That’s what CHORD means: different notes coming together to create something harmonious.
If you could describe CHORD’s advantage in one sentence?
Steve: Local trust, global sophistication.
Ashley: Agility without bureaucracy.
Van: Personal service, powered by innovation.
As Nashville continues to evolve, CHORD Real Estate proves that independence and integrity can outperform scale. Their blend of Southern hospitality and forward-thinking technology may just be the new definition of luxury.
Learn more at CHORDrealestate.com and follow along on social media @chordrealestate.
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About CHORD Real Estate
Nashville’s premier boutique brokerage headquartered in the famed Music Row community. Serving all of Middle Tennessee with exceptional representation, deep local connections, true global marketing reach, and an unmatched level of services for buyers, sellers and investor clientele.
“Your Real Estate Concierge” is far more than a slogan; it is the underlying mantra behind every aspect of what they do in their work to exceed expectations at every level often before such need is even realized by the client.
CHORD Real Estate represents a diverse range of clients—from Nashville buyers and sellers to international investors expanding their portfolios. With a focus on Premier, Sports, Entertainment, and International clientele, the boutique firm blends local expertise with global reach, offering personalized, concierge-level service at every step.