Luxury Real Estate Marketing

Many Realtors, like most companies, continue to market their businesses the same way that they have been for a long time. Possibly worse, many Realtors just market their business and their clients’ listings the same ways that their competitors do – and expect different or better results.

If you’re guilty of either of these, then I'm willing to bet your marketing strategy goes a little something like this…

  1. Put properties on the MLS
  2. Buy ad spots in magazines and newspapers
  3. Spend weekends holding open houses
  4. Call brokers and past clients for referrals
  5. Spam purchased email lists
  6. Add properties to website(s) and social media channels

Every Realtor is Doing This....

Here’s the idea…

Why would this be effective? 

Buying a home is largely an emotional decision. What better way to tap into someone’s emotions than to let them physically experience and envision what their life would be like with them in the home before they buy it? This would also be a great way to prevent buyers from wasting your time as this will weed out anyone not seriously interested in living there. 

 

What is the marketing angle?

This type of offer / opportunity will really market itself – at least until everyone starts doing it. Not only does this show that you’re a cutting-edge agent staying at the forefront of leveraging new marketing, but it proves that you and your seller care more about just getting the most money for their home. It shows that you / they want to find the perfect person or family for their home.

 

Great for Press...

The Press would eat this story alive, making it great for online media outlets and publications across the globe, aswell as pitching news networks for coverage on the story to make tv headlines garnering the attention of any potential buyer looking to relocate for a vaction or permanent home in the beautiful exclusive city of Malibu. 

 

Before you spend tens of thousands of dollars on a car, thousands of dollars on home appliances or hundreds of dollars on electronics you have the opportunity to try them first. You can touch and feel them. Play with them. And visualize them in your home or in your hands.

Why is this not entirely possible with something we’re going to spend hundreds of thousands or millions of dollars on?

Yes, you can attend open houses, walk through a home (usually as much as you’d like), take pictures, etc. None of this really provides the full experience of actually living in the home though.

Idea #1: Let Them Try Before They Buy 

 

 The Experience...

 

  •  A fine catered dinner for a night  in the buyers new potential home by a Malibu Chef or Restaurant in close proximity giving your potential buyer a "taste" of Malibu.
  • A chance to use all the special amenities of the property views, pool/spa, bathtubs, appliances etc.
  • Private car service for a tour of Malibu and all it has to offer a new buyer for his/her new neighborhood. Allowing the community to sell itself.  

 

Why would this be effective? 

Very few buyers, specifically ones moving from out of town, take the time to explore an area as if they lived there already before purchasing or renting their new home. There’s no better way to do just that than by going out for a nice dinner without having to worry about driving around only to get frustrated from getting lost because they don’t know the area. The car ride also allows them to notice parts of the area that they wouldn’t otherwise recognize from driving around themselves.

 

 

Change the way property is presented...

 

  • Make the visualization process of selecting a home more entertaining by shooting mini movie trailers with high quality videography, and standard movie trailer voice over etc.
  • Equipped with panned angles, HD "drone" angle views (High up to view full property), close up shots of house and decor features.
  • Allowing the buyer to view a more descriptive visual of the property outside of the normal 15 to 20 pictures.

 

 

In Conclusion...

 

 

A few things to consider...

 

  • Speaking about the The Ross Brothers and your expertise in this marketing roll out.
  • Press packaging and pricing 
  • Territories to place the marketing plan
  • Financial incentives for the buyer
  • Who's in the neighborhood?