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Rainmaker
1,544,610
William Johnson
Retired - La Jolla, CA
Retired Real Estate Professional

Hi Mark, It is really important to be able to spend some money when it comes to Marketing. Pro Photographer is a must. Knowing and having a good relationship with the " Player" top agents is essential. The more expensive the property however, the more they expect in your efforts. They have the Buyers. I do a blow out catered party with featured drink if in the evening that was really popular and it was by invitation only. I usually invite 75 or so agents and depending on the property get that many or more to show up as they may bring their Buyers.  Always prepare for more depending on your market. Brochures are a must and they can be and should look expensive. A tri-fold works best so that they can also be mailed out quickly in a #10 Business envelope. Ads in National Magazines, as well a video link on your website. Having a few video CD's around is also important. Luxury is a high end game and purposely so. It sets top agents apart from the rest. 

Jan 29, 2015 11:43 AM
Rainmaker
275,738
Susan Jacobsen
The Alliance Group Realty - Hilton Head Island, SC
20 Years Providing WOW Real Estate Service

Mark - you totally need to read the book by David Michonski "Power Marketing for Luxury Real Estate" and if you have a chance be sure to go and see David speak GO - also would advise you to also get the RSPS designation and network with those wonderful people.

Jan 29, 2015 09:37 AM
Rainmaker
5,364,585
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Mark,

I am not fond of FB ads for luxury marketing.  In our experience in working with top luxury agents, those who are affluent and want to remain off the radar as much as possible do not spend time on FB, unless it is private and restricted to family and friends.  

They are not fond of a video for their homes,( unless it is a several hundred acre estate)  as most luxury buyers prefer a slide show.  They feel a video is not on their time frame but on someone else's time continuum.  Professional photography is key.  

Jan 29, 2015 05:47 AM
Ambassador
4,312,167
Praful Thakkar
LAER Realty Partners - Andover, MA
Andover, MA: Andover Luxury Homes For Sale

Professional video is one of them. I'd also use special targeted marketing to affluent people through Facebook ads.

Jan 29, 2015 12:02 AM
Rainmaker
821,469
Ritu Desai
Samson Properties - Ashburn, VA
Virginia Realtor-Fairfax/Loudoun/PW-703-625-4949

Ariel pictures, 3D floor plans & Pictures. fine glossy brochures, Broker's open, Press release in local newspaper. 

 

 

Jan 29, 2015 12:28 AM
Rainer
279,648
Dipti Thakkar
LAER Realty Partners - Andover, MA
On a team with Praful Thakkar

Market is in luxury magazines.

Jun 08, 2018 11:00 PM
Rainer
243,551
George Kiefer
The Kiefer Group - Austin, TX
Broker-Owner, GRI, CDPE, CLHMS in Austin Texas

High end yard sign that says "this is a luxury home and this is a luxury agent".

Jan 29, 2015 11:25 PM
Ambassador
5,211,900
Bob Crane
Woodland Management Service / Woodland Real Estate, EXP - Stevens Point, WI
Forestland Experts! 715-204-9671

Good advice here, thanks for asking.

 

Sep 24, 2019 10:21 PM
Rainer
5,635
John Emery
Silvercreek Realty Group - Boise, ID
We'll find you a house. You make it a home!

Tell a story don't just offer stats and facts. Drone shots grab the eye. I prefer artistic stills versus video tours. 

Avoid platitudes like, Boasts this or boasts that. Must see! Won't last! Stand out from the pack with your descriptions. 

Nov 30, 2018 01:49 PM
Rainmaker
1,509,902
Inna Ivchenko
Barcode Properties - Encino, CA
Realtor® • GRI • HAFA • PSC Calabasas CA

Luxury properties can not be marketed like a home in the average price bracket. The luxury homes are usually custom build for buyer's specific lifestyle. Some amenities ( luxury 10+ cars garages, bowling alleys, etc. ) are difficult to price out. 

I believe, story telling and thoughtful description are critical for luxury marketing. And of course, you have to have top-quality pictures, a custom website, video, all rich media, social media account promotions, etc. devoted to marketing these homes. 

Feb 23, 2018 05:17 PM
Rainmaker
629,951
Ajay Pandya
e-Merge Real Estate - Columbus, OH
Realtor Ajay Pandya

Internet for sure. Good answers here.

Jan 27, 2018 08:48 PM
Rainmaker
4,799,306
Gabe Sanders
Real Estate of Florida specializing in Martin County Residential Homes, Condos and Land Sales - Stuart, FL
Stuart Florida Real Estate

Great photos.

Nov 20, 2017 07:10 AM
Rainmaker
3,069,684
Tony and Suzanne Marriott, Associate Brokers
Serving the Greater Phoenix and Scottsdale Metropolitan Area - Scottsdale, AZ
Haven Express @ Keller Williams Arizona Realty

parked and reading

May 27, 2017 07:54 AM
Rainer
9,004
Bob Bloom
Cuzitmatters - Vancouver, WA
Agent Mentor & Coach

Nicely done, Mark. You sure captured a lot of pros thoughts on a topic many agents ponder but have little access to information about. 

Ask everybody next what they would do as an agent that wanted to enter that market in a big way. Perhaps any advice, strategies or suggested activities.

 

Aug 05, 2015 04:25 AM
Rainmaker
629,113
Eileen Burns
Trans State Commercial RE Ft. Lauderdale/Miami/Palm Beach - Fort Lauderdale, FL
FL Probate Agent, Hotel & Land Specialist

I would consider a dedicated web site for this home only with an opt in for interior photo shots and a magnet giveaway Mark. There are several groups here in the Ar community dedicated to the luxury market and we can never forget the importance of language of the luxury segment that Ron & Alexandra Seigel excel in for this segment

Feb 01, 2015 10:38 PM
Rainmaker
806,727
Olga Simoncelli
Veritas Prime, LLC dba Veritas Prime Real Estate - New Fairfield, CT
CONSULTANT, Real Estate Services & Risk Management

Definitely a nice wine/cocktail party event for top agents that are normally active in that market, by special, elaborate invitation. Good luck!

 

Feb 01, 2015 07:43 AM
Rainer
241,837
Richard Robibero, e-Pro, ABR, SRS
Panorama R.E. Limited - Toronto, ON
Selling Your Home as if it were My Own!

I think contacts and networking with other top agents is important. Getting as many eyes on the propoerty as possible. I imagine advertising overseas is important as well.

 

Good luck with this.

Feb 01, 2015 01:48 AM
Rainer
3,318
Kevin Hyde
Parsley-Baldwin Realty - Boca Grande, FL
Lets Talk

I invite top agents to tour upper tier properties one at a time before it hits the MLS.  This way the individual is not only recognized for their high production and position but they have the opportunity to sell it.  It is engaging and time consuming because I can drive over face to face pick them up personally show them the house and maybe have a drink or glass of wine on the Lanai.  This only works on exceptional properties.  So run of the mill upper tier or something less than exceptional I have other strategies but for the truly exceptional properties this will get them dialing.  

Jan 31, 2015 02:06 AM
Rainmaker
4,433,483
Gita Bantwal
RE/MAX Centre Realtors - Warwick, PA
REALTOR,ABR,CRS,SRES,GRI - Bucks County & Philadel

You have received some good tips. If I owned a luxury home I would not want too many photos of my the art collection  etc displayed online. I would like a brokers open inviting agents who sell luxury homes . 

Jan 30, 2015 09:18 PM
Rainmaker
292,535
Jack Lewitz
Exit Strategy Realty - Evanston, IL

I am just beginning to do research on Luxury Homes and think it is important to understand there is a lot of ambivalence from a sellers and buyers point of view when it comes to Luxury, Living in Luxury. I think people want to remain anonymous and private and keep their feelings inside. They also probobaly have a lot of expensive art work and personal property they do not want to be seen to the public. So building a strategy to reach out to them and show them a way to successfully market their home is not simple. I do not believe an expensive brochure, video, is what impresses people of wealth. I do think you have to engage them as they consider themselves important and need to nurtured in a certain way.

Jan 30, 2015 05:49 AM
Rainer
98,172
Mark Wagner Jr.
Zion Realty - Gilbert, AZ

Elizabeth Weintraub Sacramento Real Estate Agent, Top 1% of Lyon Agents aww thank you! That made my day!

Jan 30, 2015 12:00 AM
Rainmaker
2,192,423
Elizabeth Weintraub Sacramento Realtor Top 1%
RE/MAX Gold - Sacramento, CA
Put 40 years of experience to work for you

Be sure to include your photo on the brochure, Mark, because you've certainly got the winning Hollywood smile, so bright my eyes hurt!

Jan 29, 2015 11:59 PM
Rainmaker
821,469
Ritu Desai
Samson Properties - Ashburn, VA
Virginia Realtor-Fairfax/Loudoun/PW-703-625-4949
Mark, yes I have seen some luxury home featuring beautiful out door shot of the aerial photos. These photos helps to attract buyers who are looking for gorgeous setting on a golf course home.
Jan 29, 2015 09:37 PM
Rainmaker
1,219,630
Paula McDonald, Ph.D.
Beam & Branch Realty - Granbury, TX
Granbury, TX 936-203-0279

Depending on how high end, a really well planned invitation only event that will highlight the home. One with a great wine cellar could warrant a fine wine club event.  Be creative. 

Jan 29, 2015 12:11 PM
Rainer
98,172
Mark Wagner Jr.
Zion Realty - Gilbert, AZ

Ritu Desai Have you had a lot of success with aerial photos?

Tom Bailey The neighborhood would be a mixture of retirees and middle aged people. It sits on a very exclusive golf course.

William Johnson those are all amazing ideas! The luxury market definitely means putting on the big boy pants! I m thinking I like the idea of doing some kind of wine event. The sellers own a wine company and I think it would be a great way to feature their wine. Sounds like top of the line brochures and videos are a must. Thanks William!

Jan 29, 2015 11:51 AM
Rainer
98,172
Mark Wagner Jr.
Zion Realty - Gilbert, AZ

Debbie Reynolds I was thinking of a brokers open with a wine cheese type theme. I think the videos and brochures would be a must.

Karen Johnson thanks Karen!

Susan Jacobsen I will definitely check his book out! I love a good real estate read!

Ron- I see your point of view on the FB thing. I think it something I d have to research a little bit more. Thanks for the input!

Jan 29, 2015 11:44 AM
Rainmaker
529,017
Tom Bailey
Margaret Rudd & Associates Inc. - Oak Island, NC

Great question and lots of good answers. I think it depends on your market and the type of property you are selling. All but a small portion of our high end market is second and or retirement homes. We have to do a little of everything because our customer base is spread over 10+ states.

Jan 29, 2015 11:42 AM
Rainmaker
1,317,957
Joan Whitebook
BHG The Masiello Group - Nashua, NH
Consumer Focused Real Estate Services

I think the videos are very important -- with a tour of the community as well if you have a market where folks may be relocating.

Jan 29, 2015 10:53 AM
Ambassador
3,986,518
Debbie Reynolds, C21 Platinum Properties
Platinum Properties- (931)771-9070 - Clarksville, TN
The Dedicated Clarksville TN Realtor-(931)320-6730

Professional photos and brochures are a must. I have seen wine and cheese by invitation only open houses sent to a target market. That reaches the right people. I have also seen videos sent to high end buyers and HR people in local industries. This creates lots of attention too.

Jan 29, 2015 10:04 AM
Rainer
346,858
Karen Johnson, Realtor, ABR
Addison Wolfe Real Estate - Doylestown, PA
"Bucks County PA Homes"

Congratulations on the featured post and for sharing helpful information!

Jan 29, 2015 09:55 AM
Rainer
98,172
Mark Wagner Jr.
Zion Realty - Gilbert, AZ

Praful Thakkar I planned on doing the professional video but I really like the FB idea! Thank you!

Jan 29, 2015 12:05 AM