As a top luxury real estate agent you obviously know how to market luxury homes. After all, you wouldn’t be in business if you were not an expert at exposing your listings and bringing potential buyers through the door. And whether you or your brokerage have a public relations representative pitching your properties to the press, you are likely also familiar with the importance of press exposure when selling luxury real estate. You are likely friendly (or at least familiar — and cordial) with reporters in your local market, as you strive for them to help publicize your properties and utilize you as an expert spokesperson in their stories.
Top luxury real estate auction companies understand the importance of exposure — the necessity of a cohesive marketing, sales, advertising and public relations campaign. In fact, the best firms not only understand the importance but are also acutely skilled at executing with perfection on a tight timeframe. They should also understand your position as the expert in the market and rely on you during the planning phase (typically 2-4 weeks prior to the auction launch) and the exposure timeframe (typically 3-6 weeks prior to auction).
A new auction typically involves re-listing the luxury property in the Multiple Listing Service and new signage, marketing collateral and advertisement placements. The marketing plan should be targeted and cohesive and should include print media, online advertisements, direct mail, and email marketing, among other area-specific and amenity-specific outreach tactics. And good real estate auction companies will work alongside you to make all these placements. Where is the best place to install signs in your market? Are there any signage restrictions? What websites or local publications achieve the best ROI?
At Concierge Auctions we have a strong database of potential clients and agents to contact through email or direct mail. We will reach towards all of them who may have interest in your auction listing. However, in addition, we’ll also work with you to send email and mail directly to your potential clients and contacts, as they know you personally and will trust your outreach and guidance.
In regards to PR, we work alongside one of the best and most reputable firms in the country, New York-based Rubenstein Public Relations. Public relations can extend the reach of an auction and identify buyers that may not have surfaced with paid marketing outreach. Rubenstein’s media contacts are widespread, and our account representatives are skilled at landing features for our properties in major national publications and websites. But again, you are the expert in your market. They will work alongside you to pinpoint the key media in your local market, to secure introductions to the most relevant reporters, and to obtain feature stories with you as the expert spokesperson. You partner with us on the direction — they do the legwork.
As a top local luxury real estate agent, we at Concierge Auctions will always ask for and trust your input in the marketing and PR plans. Every real estate auction company should do the same.
For more the luxury real estate auction process for agents and brokers, click below. Or leave us a comment about your thoughts on the auction process, from the perspective of an agent.
Laura BradyAs the President of Concierge Auctions, Laura oversees the firm’s strategic brand direction and image, including marketing, public relations and events.mailto:laura.brady@conciergeauctions.com" target="">laura.brady@conciergeauctions.com888.966.4759 X 701FacebookGoogle+TwitterInstagram