Marketing luxury real estate is changing at a rapid pace. While tactics for selling and marketing luxury homes are ever-changing, we are embarking on a new era. Over the last four years, real estate searches on Google are up 253%, and 90% of home-buyers search online during the home buying process.
While many of us spend a majority of our days “plugged in”, old-school marketing tactics are still important. At Concierge Auctions we use direct mail, advertisements in newspapers and magazines, television commercials, signs at the property, and — yes — even the telephone! However, in today’s internet culture and with so many home buyers searching online, these traditional marketing tactics should be combined with online outreach.
How much effort should you put into online marketing? That depends on your budget, but there are plenty of things that you can do to market properties online, even at a low cost. Below are four points to focus on when selling luxury real estate and marketing properties online:
Email: Like direct mail was in years past, email is essential for selling luxury real estate. Make sure your listing agent has a list of fellow agents who specialize in luxury properties that they can email. And make sure they have a pool of potential clients to email as well. Whether your agent uses an email marketing tool or simply sends a personal email to all the pertinent parties in their contact list, email should be part of the plan to sell your luxury home.
Website Advertisements: With 90% of home buyers searching online, it certainly makes sense to have your home online. Your luxury property should at least be featured on major real estate sites like Zillow and Trulia. Those sites are free if you’re listed with an agent! Also, consider placing advertisements on on high-end home specific sites like UniqueHomes.com, or on lifestyle sites like LandReport.com, should your property fit into that niche. See one of Concierge Auctions current online real estate advertisements below for Grand Gables Estate in Plano, Texas.
Website Feature Articles: Many real estate news features have moved online from print. The good part about this is that there are many more outlets in which to get your property featured. You can of course go to the local newspaper or local magazines. Perhaps they have online real estate sections that are in addition to their printed versions (most do nowadays). Also, have your agent reach out to local bloggers that cover real estate in the area. A positive article about your luxury home from a third party can carry a lot of weight in the eyes of a buyer.
Social Media: The best part about social media? Most of it is free. Put your luxury home on your personal Facebook page. Maybe a friend shares it, and one of their friends is a buyer. Ask your agent to Instagram pictures from the open houses. Perhaps someone in their network turns out to be a buyer. It takes some effort, but if you find a buyer through social media your ROI is immeasurable because its all free!
Want more on selling luxury real estate? Download the full e-book, The Ultimate Guide to Selling Your Luxury Home.
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