1. Create a narrative, and a ‘mystique’ around your brand
Constructing a narrative behind your brand is essential for successful results. Having the right story, and visual to create your “brand” is incredibly important, as is understanding who it is you are trying to appeal to. Once you understand who your buyer is, what is important to them, and what resonates with them – use that material to construct a narrative around your property and why buyers need to become a part of it.
Marketing luxury real estate is all about creating an experience, a story that others can identify with. It requires creativity yes, but also nuance and thought.
The other component of this strategy is to construct a narrative that has a layer of mystery, and excitement to it. In order to really capture attention, you must create a certain ‘mystique’ around the property. This will highlight its distinguishing features, while retaining that crucial sense of luxury wrapped around it.
Consider this statement when thinking about your narrative: “High-end buyers are interested in purchasing not just any property but rather a “lifestyle residence” that piques their interest…Incorporating this “lifestyle” marketing strategy is key to the successful sale of luxury residences.” Use this as a way to kickstart brainstorming to understand what appeals most to your buyer, and how best to tap into that.
2. Utilize multiple channels
Any digital marketing strategy is remiss if it does not consider multiple channels for its deployment. Rather than sticking to just one medium, use a combination to make sure you get maximum awareness and visibility. According to an article by Hilton & Hyland, “By utilizing print, online, and other available channels, a luxury home for sale can gain the level of exposure necessary to target and bring in buyers.”
In this process, do not be afraid to get creative and use out-of-the-box methods to really tap into the right market. An article in the New York Times demonstrated how successful luxury real estate marketing can be if you are willing to branch out and use different methods to target your audience. For example, the article discusses inviting Instagram “influencers” to view and take photos of apartments and how that may help your property to gain exposure to more niche demographics.