Beautiful homes worth millions of dollars need some ingenious marketing strategies when they’re offered for sale. Affluent purchasers are looking for very particular things in their dwellings and since we’re inundated with so many ads today, marketing tactics have to stand out in classy, eye-catching ways.
Know your consumer. Statistics show that the average age of those who purchase luxury real estate is 46. These buyers have net worths of nearly $12 million in Canada. They have nearly $4 million in real estate holdings. What these buyers are looking for is to have lives that are flexible, and many conduct business keeping in line with that desire—including searching for a home.
It’s a well-known fact that active real estate buyers spend more time looking online than anyone, so you just have to know how they can be reached.
It‘s all about an engagement plan. You want to capture the attention of a specific group—those in the market for luxury real estate. So you have to think creatively and be willing to try new things. In this age of technology, a media streaming strategy is likely to be appealing across generations, from millennials to baby boomers.
When thinking about the demographic, remember that baby boomers still like their newspapers and magazines as well, so don’t discount display ads in upscale publications. Just make sure to get to the point. Clutter has no place in a sharp, uptown ad. Remember that humour and creativity in ads are what appeal most to all generations.
Tell a good story. When writing copy for a luxury home, visualize potential buyers for that property. Highlight the features of the home that you think will appeal to their lifestyles. Let’s face it, homes listed for millions of dollars are all going to have granite or marble (or other high-end material) countertops. Use ad space wisely. Where would these purchasers shop? Where would their kids go to school? Are they big on entertaining at home? Is it important that they’re close to a major highway or airport? These are the questions to use when fashioning your marketing plan.
Videos are the new gold standards. These are luxury properties, so when you create a video (which is really not an option today), create one with high standards of production to showcase the home’s unique and gorgeous features. Drone shots are amazing, especially when the grounds are impeccable. They can also be used to highlight the neighbourhood, parks and local attractions. Always go the extra mile when it comes to high-end properties.
Hiring a luxury real estate agent can help you achieve this and more.