Luxury Home Marketing

3 Steps to Luxury Home Marketing Success

By: Frank DePino | April 5, 2024

It’s time to rethink Luxury Home Marketing.

A rising number of individuals around the world are looking to buy or rent high-end properties, driving up prices and demand. But while the market may be booming, it’s also changing quickly.

The demand for modern and open floor plans has increased significantly. Because it’s much smaller than other markets, the luxury home market is also much more susceptible to changes in consumer behavior. Consequently, a Luxury Home Marketing effort must be proactive rather than reactive to succeed in today’s market.

Mediaboom has been at the forefront of helping businesses anticipate and adapt to the behaviors of their target audiences for quite some time.

Continue reading to find out the right materials, ideas, and channels to use to capture your target market.

The photographer of the luxury hotel has chosen a perfect view to promote the luxury hotel

Marketing Luxury Homes To Buyers

Once your Luxury Home Marketing listing is ready, the next order of business is to market it to the right people. Of course, you wouldn’t expect the masses to be interested in a luxury home, so ensure you approach the correct demographic—luxury personas.

How to market luxury homes

Luxury Home Marketing is slightly different from marketing a typical home. This post outlines six tips for marketing luxury homes.

1. Identify Your Target Audience

The first step in marketing your luxury home is identifying your target audience. Who are the people who will buy it?

For example, if you’re selling a house in Palm Beach, Florida, there’s no point in advertising to people who live in Chicago or New York City. It would be best if you focused on people with the money and interest in buying a home in Palm Beach.

Talk to real estate agents and other agents who work with luxury properties to help identify the kind of people buying them.

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2. Choose The Right Visuals

Choosing the right visuals is very important in marketing luxury homes. The images you choose should be able to convey the experience of being in the home and the feelings associated with it. The images should also reflect your brand, so make sure they are high quality and have the same style and tone as all other marketing materials for your brand.

The type of photography you choose will also depend on what kind of luxury home you are trying to sell. If it’s a modern home, consider using more stylish photos, such as ones taken from above or from an angle showing off the architecture. If it’s an older home, you may want to show off its history using old-fashioned cameras or sepia tones.

3. Show Home Features That Appeal to Wealthy Clients

When marketing luxury homes, you must consider the features that appeal to wealthy clients.

You should first consider the type of home they’re looking for. Is it a family home? Or are they looking for something more modern and contemporary? It’s important to know what lifestyle they want so that you can show them appropriate homes that will meet their needs.

You also need to know what amenities appeal most to your clientele. Are there specific features that would be especially valuable to them? If so, be sure to show them in your marketing materials. For example, if your client has children, including photos of rooms with bunk beds or slides may help sell the house faster.

A luxury home Instagram page is leveraging social media to gain traffic to the site.

4. Use Social Media To Your Advantage

Social media is a powerful platform for promoting luxury homes, allowing you to reach a large audience quickly and easily. You can post about the latest listing, give your audience a sneak peek of the home, and share information about the neighborhood.

Using online platforms to your advantage will help you attract your target audience. It is crucial to do your research and employ platforms you know luxury buyers like to use.

Facebook

With over a billion accounts worldwide, Facebook is one of the biggest social media platforms. In recent years, Facebook has become the social media platform of choice if you have luxury properties for sale.

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Instagram

Instagram solely relies on photos as a form of microblogging, an excellent opportunity to showcase your luxury properties for sale. It also lets you use hashtags, which will help you reach your target audience easily.

LinkedIn

LinkedIn is a “professional” social media platform and is home to high-net-worth professionals like CEOs. So, naturally, it is an excellent platform to market your luxury properties.

Google

Google can help you reach more potential buyers looking for luxury homes on the internet. Ranking well in Google search results increases the likelihood of customers visiting your site to view your listings.

A real estate agent is creating the intro to edit his home video tour.

5. Create a Video Tour

A video tour is a series of videos that give potential buyers a look inside the property and can be used on your website or sent out as an email attachment.

Creating a video tour is a great way to showcase your home’s features and ensure every aspect is seen.

6. Use Virtual Reality

Virtual reality (VR) is an emerging technology that can be used to market luxury homes. VR offers many advantages over traditional marketing methods like print ads and billboards. It’s less expensive, more immersive, and has a higher chance of reaching customers who are interested in your product.

One of the most significant benefits of using VR to market luxury homes is that it allows people to walk through it and see it from every angle—and they won’t even have to leave their homes!

Another reason VR is such an effective marketing tool for luxury homes is that it helps consumers get a sense of what it would feel like to live in one before they even step inside.

Strategies And Materials To Effectively Market To Luxury Home Buyers

When you want to dabble in luxury real estate, you have to invest in which marketing materials you use. High-quality and meaningful marketing materials are essential to help sell your property.

And, of course, you want to work on your image and brand—even though the luxury real estate market is small, you still have to stand out from the rest!

Below are ways to effectively get the right people to look at and eventually purchase your luxury home for sale.

  1. Custom website
  2. Real estate landing pages
  3. Luxury blog
  4. White papers and ebooks
  5. PPC ads
  6. Newspaper listings
  7. Digital storybook
  8. Email marketing
  9. Lifestyle video content – TikTok
  10. Virtual video tours
  11. Paid social media advertising
  12. Event hosting brochures
A Marketing plan for luxury homes include finding your target market and doing real estate market analysis

Build Your Marketing Plan For Luxury Home Listings

There’s a lot to consider if you’re looking to build your marketing plan for luxury home marketing listings.

1. Find Your Target Market

First, who are you targeting? This might seem like an obvious question, but it’s essential to consider what kind of buyer you’re trying to reach and how your audience would describe themselves.

If you’re looking at luxury homes, there are likely a variety of potential buyers: high-earning professionals, retirees who are downsizing their homes, or families looking for a second or vacation home.

Next, you’ll want to find out where your target audience is spending their time—the social media platforms they use most often and the websites they frequent—and start building a solid presence there.

2. Do A Real Estate Market Analysis To Correctly Price Your Listings

Studying the neighborhood in which your property is located is an excellent place to start. You can base your property’s price on the value of the houses surrounding it, but it doesn’t necessarily mean you need to be on the same level as every other house. It is simply needed a foundation that will lend credibility to your story.

You need to be able to answer in case anyone asks why your luxury property is priced this way. Your story should be so compelling that your customers focus on the benefits, not the cost.

Since you have a luxury property for sale, you have much more valuable and unique elements to show your potential buyers. These elements could be better construction materials, larger living spaces, sophisticated furniture and home appliances, and many more.

To build a value proposition for your buyer, you must clearly quantify these needs and allocate them a specific value. This will help your sales team convey to the prospect all the benefits they are receiving by purchasing from you.

Elevate Your Luxury Brand Today

Schedule Your Free Consultation

Seeking to elevate your luxury business? Let Mediaboom guide you. Secure your exclusive, free consultation with our luxury marketing experts today.

Conclusion

Luxury home marketing listing might take a lot of work compared to marketing a regular real estate listing. However, this is normal, as it usually takes around 200 days to sell a luxury home.

Once you have chosen your preferred marketing strategy, the next step is to implement it consistently. In the long run, this will help you connect with your ideal customers and generate more revenue. High-profile buyers act and make decisions differently from regular real-estate buyers, as certain expectations must be met for them to purchase a luxury house.

Regardless of which marketing material or strategy you choose, it all boils down to how you effectively carry your brand in the market.

Contact now Mediaboom for further information.

By: Frank DePino

Frank DePino is Principal and Founder of Mediaboom. Since 2002, Frank has led Mediaboom’s award-winning staff of creative and technical professionals, building the most effective marketing and advertising solutions for its clients.

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