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. 

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.

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.  

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

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

Market is in luxury magazines.

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

Good advice here, thanks for asking.

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. 

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. 

Internet for sure. Good answers here.

Great photos.

parked and reading

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.

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

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

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.

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.  

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 . 

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.

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

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. 

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.

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.

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.

Congratulations on the featured post and for sharing helpful information!