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Real estate is one of the most sought after assets in the world, and when it comes to marketing luxury properties, some companies face a few unique hurdles. In many ways modern real estate marketers are more like VCs than agents or brokers.
Using email, community outreach, and advertising, luxury real estate marketing targets potential buyers and sellers interested in upmarket homes. Because marketing a luxury house requires greater time and expenditure on the part of the agent, only the most dedicated agents should pursue it. If your real estate marketing is effective, though, commissions may be larger.
The six stages to attracting the proper purchasers with luxury real estate marketing are as follows:
1. Make a name for yourself in the luxury real estate market.
It is the goal of every luxury brand to project a sense of grandeur and exclusivity, both in terms of its customers and the sorts of assets it represents. There are numerous approaches you may take, but you should begin by examining luxury real estate marketing courses, defining your target demographic, analyzing your competitors, and determining the best strategies to get excellent leads.
Acquire Professional Certifications & Get Training
For a luxury real estate agent, you may wish to seek specialized training or qualifications. The Institute for Luxury Home Marketing is a program offered by McKissock to assist agents in aligning their premium marketing with their buyer and seller objectives. Through the National Association of Realtors (NAR) or Mbition – Learn Real Estate, designations and certifications in green housing, trust fund management, investment properties, luxury home sales, and vacation property sales will boost insight and client knowledge.
Simply register for the course of your choice and finish it totally online. The cost of a course varies by state and course type, but it often ranges from $50 to $200 or more.
Determine Who Your Target Market Is
Knowing the average net worth isn’t enough to properly establish the target consumer profile for your real estate marketing. To guarantee that you’re providing the correct content for your advertising, you need to identify the sorts of habits your audience has. Is your major consumer, for example, married? What kind of vehicle does he or she drive? Is your consumer a golfer, a graduate of a certain institution, or a frequent traveler?
The following is a list of some of the most typical details seen in a customer profile template:
- Age & Gender: Age and gender are more than just labels; they tell a real estate agent what type of language is used in their age group, how strict their social norms may be, and what types of trends they follow in society.
- Buying behaviors & interests: Buying behaviors give the agent an idea of what a potential buyer is seeking in a luxury property and how to meet their expectations for purchase.
- The marketing channels that customers employ are merely the means through which they get information, interact with others, or find enjoyment. Many high-end customers read luxury print periodicals and are members of elite online networks, as well as major social media sites such as Facebook. Knowing these details helps agents to target their marketing messages in the most effective way possible.
Make a mental note of this information and use it when designing marketing materials and advertising. When you combine efficient luxury real estate marketing concepts with your target demographic, you’ll see a significant boost in leads and, eventually, sales.
Examine the High-End Market’s Competition
In the luxury property marketing field, your competition maybe your greatest friend since you can utilize what other successful high-end agents do as a test reference. Begin by finding top salespeople at luxury brokerages, then follow them on social media, sign up for their newsletters, and browse their websites. If there are a lot of reviews, read them to see what others are saying and use the finest ones to help you improve your game.
Social media, high-end local periodicals, and networking events are all good locations to seek luxury real estate competitors. Monitoring rivals in these channels will allow you to see what works without having to invest your own money.
Make Leads a Priority
Most high-end real estate brokers want a lot of leads, but many don’t think about what they’ll do after the referrals and clicks start pouring in following a successful marketing campaign. Stay ahead of the game by hiring Real Geeks, who can build you an upmarket real estate website with lead capture forms that automatically send new leads to a CRM (customer relationship manager) for simple maintenance.
Track and connect with leads after they’ve been added to your CRM to guarantee you’re taking advantage of all sales chances. To keep communication constant with no effort, set up follow-up reminders, autoresponders, and drip email marketing programs.
2. Decide on your marketing channels.
Your marketing channels are how you spread the word about your luxury brand to prospective customers. Your “prestigious” and “exclusive” services should be the emphasis of your branding. Create clean, professional landing sites to collect lead information, then set up social media profiles (if you don’t already have them), and lastly design and print high-end flyers and door hangers to distribute within your agricultural region.
Make Your Own Landing Pages for Real Estate
Users arrive at your real estate landing pages after clicking on your adverts. They’re designed to highlight certain properties and serve the dual aim of displaying your brand while also providing a spot for prospective buyers to learn more about a home.
Using a tool like Real Geeks, Make Your Own Landing Pages for Real Estate with a clean, professional, and uncluttered design—omitting excess information. The images should represent a property in the best light and invite the visitor to find out more about the features of the home. Use professional photography and expert design whenever possible. Avoid low-quality, gimmicky additions like animated GIFs or outlandish colors.
On a landing page, you want to make sure you have enough images and information about a listing, but you also want to make it simple for visitors to enter their contact information to learn more. Include a short form that simply asks for basic contact information (name, phone number, and email address) so that it can be filled out quickly and easily. Consider sending a free report to people who provide their information by email.
After you’ve constructed your landing pages, you’ll link them to adverts (in the next step).
Landing sites for Real Geeks and social media advertising (image via website).
Social Media Outlets
For high-end real estate marketing, social media sources should reflect the quality of your brand and the prestige of dealing with you. While you may establish your brand on any social site, it’s advised that you create profiles on Facebook, Instagram, Google My Business, and LinkedIn, which are likely to be frequented by luxury house purchasers.
The following are the most popular social media channels for luxury real estate marketing:
- Facebook. With keyword-optimized content and targeted advertisements, a Facebook page may help real estate brokers develop a brand and a following for their homes.
- Instagram: Using Instagram for Real Estate allows brokers to interact with high-end buyers via easy, gorgeous photos and videos.
- Google My Business (GMB): Google ranking may boost search results and increase click-throughs for listing advertising in certain places.
- LinkedIn: LinkedIn real estate leads are advantageous since the channel attracts high-earning professionals.
Use high-quality photographs and videos when publishing on these sites to get the most attention and increase your online presence and reputation.
Design & Distribute Printed Marketing Pieces
Even in the high-end housing market, real estate agents need printed marketing materials such as business cards and property folders to leave with prospective buyers and sellers. Begin by developing business cards and general agent information flyers, then printing them quickly and economically with an online provider like ProspectsPLUS! As a general rule, use thicker material, embossed or engraved lettering, gold or silver film, and bold colors to make your luxury real estate brand stand out.
ProspectsPLUS is a luxury real estate marketing firm (image via website).
Next, consider developing and producing property-specific brochures, presentation folders, and postcards. However, just print a small number of them; you won’t need them after the property has been acquired or sold.
Offering business cards at early meetings, hanging fliers for neighborhood canvassing, leaving postcards at open homes, and sending thank-you cards after closing are all examples of how to employ printed marketing materials at various stages of the purchasing cycle.
3. Begin promoting your luxury real estate listings.
Print and web media are used in luxury real estate advertising. While advertising in print newspapers is costly, it might be profitable since these publications frequently have a dedicated audience that spends more time reading the full issue. However, since most individuals nowadays spend a large amount of time online, it makes sense to use online advertising as well.
Begin with print advertising by contacting the media agent or salesperson for a premium title (noted in the masthead of every issue). Request an advertising kit to price out ad possibilities before deciding on the best one. Consider Facebook or Google Ads when you’re ready to advertise online since they offer the most reach and targeting choices.
Make a print advertising strategy
For high-end real estate marketing, print advertising in publications is a must. Consider your target population’s interests when choosing a magazine title, and then look for publications that cater to that group. Consider golf publications that are distributed to high-end country clubs or boating magazines that are accessible at marinas if you want to reach an affluent demographic.
Once you’ve discovered your favorite publication, get in touch with the salesperson to learn about advertising rates and placement options. Find methods to relate your advertising to the magazine’s subject matter to ensure that your advertisements feature information that makes the most of the media placement. If you’re purchasing an ad in a golf magazine, for example, add an ad for a golf course listing.
Your ad placement improves prominence and attention from ideal prospects by connecting your real estate advertising with magazines already incorporated into a buyer’s life.
Promote your luxury home on the internet
It’s critical that your luxury real estate advertising focuses on the traits, interests, and attributes you identified in step one’s consumer profile. To begin your online advertising, check this profile information and then create Google Ads or Facebook Ads accounts (or both). Finally, design advertising that is targeted to a certain demographic.
It’s simple to set up accounts for Google and Facebook advertising. All you need is a Gmail account to use Google. You’ll need to register a business account with Facebook to have access to their Ads Manager.
When you’re ready to start writing your adverts, be sure to match distinctive elements of your listings to the buyer profile you built in the first phase. Consider their age, their requirements, their family, and their hobbies. Your ad should be able to answer a need or need they have, making it simple for them to visit your landing pages (that you created in step two).
As previously said, you should capture leads from online advertising utilizing landing pages and send them to a CRM to guarantee that they are structured and trackable. There are a number of CRMs that excel in this, but two stand out: Real Geeks and Bold Leads.
HARO
Many real estate brokers neglect HARO (Help a Reporter Out), a website that enables reporters to get subject-specific quotations, as well as other expert sourcing platforms. Sending quotations and PR pitches to writers from high-end magazines may help your brand and assets get high-level, free media attention. Regularly appearing online and in print may help you gain the notoriety and prestige that leads to sales.
4. Get Involved in the Community
Community participation is a simple way for real estate brokers to increase their public exposure. Begin by determining which charitable issues are important to your consumers, and then identify local charities and community activities that support those causes. However, before contacting charitable groups to volunteer, make sure they also fit with your personal interests.
Reach out to volunteer coordinators or sponsorship representatives to learn how you can become involved after you’ve selected organizations and issues that are a good match for you personally and well-liked by your target audience. You will meet individuals who will become not just future customers but also friends if you participate in these organizations. Because of the trust you’ve built with them, you’ll be the first person they call when they need to purchase or sell a house. It’s also worth mentioning that most wealthy charity events are covered by the media, which means you’ll get even more free publicity.
Participating at charity events isn’t the only way to get engaged. Apps like MeetUp and coworking and event spaces like Galvanize can help you find local business organizations for your field. This may easily lead to lead-generating business collaborations. You could meet auto dealership owners who attend the same marketing events as you do, for example. Make contact with them to organize a unique gift for your or their customers, such as a free trip in a high-end sports vehicle if a property is acquired.
5. Surround Yourself With Pros & Resources
Consider employing industry specialists to assist with your marketing efforts. Having a comprehensive luxury marketing team frees up your time to contact with prospective buyers or sellers. You’ll very certainly need a photographer, filmmaker, email marketing professional, staging provider, and marketing/copywriting freelancers, among other things.
On your high-end real estate marketing team, you should have the following five resources:
- Professional photographers; can catch the slightest nuance in-depth and help transform photographs into reasons to purchase, which is essential for luxury house marketing since you’ll need to show off features and amenities in detail both in print and online.
- Experts in video: Video is altering the way buyers browse for a house, from virtual reality to 360-degree tours; with the capacity to virtually walk around a home without leaving a computer, prospects may experience a property nearly firsthand – without having to go to it.
- Email program: Using video to reach out to prospective buyers and sellers through email is a creative real estate marketing strategy. High-end real estate marketing efforts are boosted by video email services like BombBomb, which promote the agent or the property straight in the buyer’s inbox.
- Virtual staging services; such as BoxBrownie, maybe a low-cost solution to boost a luxury real estate marketing campaign by adding virtual furniture, carpets, and lights to an indoor or outdoor location to make it more inviting.
- Marketing freelancers: For real estate brokers who don’t have the time or experience to conduct their own luxury real estate marketing, a Fiverr list of freelancers may help them simplify and optimize their efforts.
6. Assess the Outcomes
Now that you’ve put your luxury real estate marketing and promotion efforts in place, it’s time to assess what worked and what didn’t. Because high-end real estate marketing is both costly and time-consuming, it’s critical to compare costs to returns. While high-end house sales are less common than lower-priced properties, commissions are much higher; keep this in mind when calculating the cost of your advertising and marketing.
Examine What Worked and What Didn’t
Every piece of luxury real estate marketing and promotion should provide a verifiable return on investment (ROI). Some outcomes will be more about a sensation than a precise figure. For example, you may not be able to quantify the time saved by hiring a Fiverr freelancer, but you should be able to tell whether it saved you enough time to do it again. Nonetheless, it’s critical to thoroughly analyze all aspects of your advertising campaign.
Ask yourself the following questions to determine your return on investment:
- Was there enough money in the budget for the sales effort?
- Did you make any money?
- Did you place your ad in the appropriate publications?
- What was the source of your leads, and how many did you get?
- Is it possible that your brand sent the wrong message to your customer?
- Were your efforts in internet and digital marketing fruitful?
- Are the printed items you bought worth the money you spent on them?
- What were the results of the sponsorships and community involvement?
Revisit Marketing & Advertising
It’s simple to copy and repeat successful luxury real estate marketing strategies once you’ve discovered them. Because you don’t want to waste money, it’s also a good idea to uncover portions of your high-end real estate marketing that don’t work. The process of fine-tuning your real estate advertising efforts will be a continuous one depending on the outcomes.
What is the Process of Luxury Real Estate Marketing?
Luxury real estate marketing is comparable to normal real estate marketing, with the exception that the property is more expensive and the buyer and seller demographics are more prosperous. To be successful in luxury real estate marketing, you’ll need to concentrate on developing high-end marketing channels, placing advertising, immersing yourself in the community, using high-quality lead-nurturing tools, monitoring outcomes, and improving your process.
Due to client expectations, high-end real estate brokers must commit to concierge-style service, which includes 24/7 availability, as well as take their marketing to the next level with unique presents, pristine presentation, and above-and-beyond client support. These services must be made clear on a branded website, social media profiles, and any printed materials that are delivered.
Consider where your target demographic spends their time and resources when marketing your business to premium markets. Most high-end agents will need to supplement their internet advertising with participation in high-profile charity events and community activities, diligent lead nurturing via personal and professional networks, and a continuing effort to fine-tune advertising for a range of wealthy audiences.
High-end agents should also be aware that in order to earn money in luxury real estate marketing, they must spend money. Gifts and ongoing, one-on-one help are anticipated in addition to professional virtual house tours, drone video, and high-end photography. While this might be tiring, effective real estate marketing can result in the sale of highly valuable houses, earning $100,000 or more in commissions.
Who Should Use Luxury Real Estate Marketing?
Luxury real estate marketing is ideal for real estate agents and brokers who want to boost commissions by attracting high-end buyers and sellers. To attract prospective purchasers of high-end homes, high-end real estate marketing needs a combination of expertise, concierge service, and a large budget.
In the luxury house market, these are the important features of a real estate agent:
- Agents having a track record of success: Because you have demonstrated your talents, the ability to display a history of successful luxury high-dollar real estate marketing and sales is critical to attracting prospective buyers and sellers; the luxury real estate market is not a learn-as-you-go profession.
- Provider of concierge services: Because concierge services are the backbone of real estate marketing, you must be prepared to meet clients on their terms, answer the phone for late-night calls, and react to queries promptly. Closing the purchase may be contingent on your willingness to assist the buyer at any time.
- Agents with a stellar reputation include: Your brand, like a fitted suit, helps customers want to contact you by expressing prestige and exclusivity, and it is the first impression that high-end buyers and sellers will use to judge whether you are good enough to engage with them.
- Real estate agents with an extensive network & many connections: A real estate agent for high-end properties needs an extensive network of other real estate agents, potential buyers, and connections throughout various industries; luxury real estate is not just about closing a deal or showing a house; the ability to work your connections and create a stream of leads through referrals makes high-end real estate marketing easier.
- Agents that are well-versed in the local area: Knowing details about a local location may make all the difference in a luxury real estate venture; if a neighborhood has had a number of famous or notorious residents, it can give prestige to the area. Investigating the region in depth makes you an expert and gives you a wealth of information to offer to potential buyers and sellers.
Nine Pro Tips for Marketing High-End Real Estate
Luxury real estate marketing may be difficult, and finding the correct advertising sources and messages can be difficult. To receive the finest recommendations, we sought out professionals in high-end real estate marketing.
Here are nine high-end real estate marketing techniques from the pros:
“Wouldn’t it be great if you showed up in the top three map listing results when someone is looking for the greatest luxury real estate agent in a certain area?” Not only can Google My Business help you better utilize your online presence, but it also enables you to make direct calls to action. This should contain your address, phone number, and a link to your website. People may read your postings and look up commonly asked topics, as well as your evaluations.”
— Ben Fisher, Founder & Lead Consultant, Steady Demand
“Perfect staging was an easy choice for us, but we were able to borrow a beautiful grand piano thanks to the stager’s link with Steinway. Anyone with $100,000 in discretionary money who wants to buy a Steinway piano is the kind of customer we’re searching for. We have a beautiful piano that is a great conversation starter, and Steinway offers the ideal setting to make purchasers feel right at home.”
— Ayo Haynes, Halstead Licensed Real Estate Broker
“Professional photography of the highest quality, including 3D Matterport photos, drone photography, and video, has an emotional effect on purchasers. A luxury website and advertising in premium real estate periodicals are part of the property’s extensive marketing strategy. Luxury houses, of course, have a greater budget, and because of the higher price, they may take a bit longer to sell.”
— Patricia Vosburgh, NextHome Gulf to Bay Licensed Realtor
“In high-end real estate, most individuals get new customers via recommendations. Clients will Google you after being suggested to you to assess your credibility before deciding whether or not to utilize you. If your personal branding is shabby and out-of-date, so are you. Spend some money on fancier business cards and a high-end looking brand if you’re earning five figures every transaction.”
— Michael Greenspoon, Founder & Creative Director, Brand Revive
“In luxury real estate, referrals are your most effective marketing weapon. If you’ve dealt with folks who have bought or sold luxury real estate, there’s a good possibility they know someone who will be purchasing luxury real estate in the future. Because the luxury real estate market is so small, you must do all you can to maintain strong relationships with your previous customers so that they suggest you to their friends and family.”
— Mashvisor’s Marketing Director, Daniela Andreevska
“When you’re selling at a premium price range, consumers want it to look its best, and when they see vast unfurnished rooms in the marketing photographs, it doesn’t look its best, and it’ll be passed over for the competition.” Virtual staging is an excellent choice for a vacant luxury house since it enables the images to be promoted online, avoids the high costs of hiring furniture, and can be done without causing any damage to the place.”
— Kris Lippi, Real Estate Broker & Owner, Get LISTED Realty
“It’s all in the phrasing. Instead of ‘luxury,’ high-net-worth folks prefer adjectives like ‘estate’ or ‘prestigious.’ The term luxury is so overused these days that it has lost its meaning, since luxury may imply various things in different markets.”
— Printi Content Specialist Jaclyn Vlahos
“Make a walkthrough video.” For the video, hire actors and bring in expensive objects or automobiles. Allow a prospective customer to imagine themselves arriving in a Bentley or Rolls Royce while viewing the video. It’s critical for a prospective buyer to comprehend the lifestyle of living in this property.”
— Brett Ringelheim, Compass Real Estate Agent
“Become a specialist in the kind of real estate that appeals to your affluent customer. Learn all there is to know about the design, architecture, and history. Learn about the many types of finishes and how much they cost. To narrate property marketing and create an emotional experience for customers, you must properly develop a plot.”
— Brenda Di Bari, Halstead Realty Commercial Broker
Most Commonly Asked Questions (FAQs)
Is it better to advertise luxury real estate on social media than in print?
They’re both crucial. To attract the correct consumers to your properties, your online and offline brands work together. Your high-end real estate marketing, from sponsorships to social media to print advertisements, is all about surrounding your buyer or seller with your message.
In high-end real estate marketing, can videos increase sales?
The goal of upscale real estate marketing is to tell a buyer’s narrative. When utilized in listing advertising, video increases engagement by allowing the customer to feel as if they are going around the property without having to leave their home. Video may also be used to raise brand recognition and introduce a new audience to an agency.
Is there a distinction between traditional real estate marketing and luxury real estate marketing?
Traditional real estate brokers do not handle or communicate with clients in the same manner as luxury property professionals do. To complete the transaction, high-end real estate brokers must be able to provide a concierge service with high-end client contact, and their brand must ooze grandeur and elegance.
Final Thoughts
Well-placed commercials and marketing messages that target high-end clientele interested in luxury homes are part of a successful luxury real estate marketing strategy. Furthermore, high-end buyers want additional attention in order to gain the confidence and trust necessary before making a purchase or transaction.
