9 Luxury Real Estate Advertising Ideas
There were 11.6 million millionaires in the United States in 2020 according to the SpectremGroup report. This number climbed up by 600,000 compared to the previous year, and that means that more people would like to buy high-value properties. If you are a realtor, it might be time to consider doing luxury real estate advertising, especially if you are working in that niche.
Whether you are just starting or you’ve been in this industry for quite some time, we came up with nine ideas on how you can improve your marketing game. Let’s begin!
Each Home Is Different
Consider each home to be a different product. You will have to build the story around it differently. If you have multiple luxury houses that you are selling, don’t brand them the same way. They are all unique!
Create different branding materials for each property.
Sell a Lifestyle
Although luxury homes you are selling are products, don’t promote them as such. You are not selling a product; you are selling a lifestyle. Sell a dream to people; make them feel excited about the property.
A luxury home is not just some house, it’s a status and a statement.
Make Sure the Price Is Right
Before listing your property, make sure that you list it at the right price. We recommend pricing it just slightly below the market value to get more eyes on it.
If you won’t price it correctly, it won’t matter how well you will advertise your property. Even if the seller wants you to list it at an inflated price, be honest with them. This step is probably one of the most important decisions you will have to make.
List With an Experienced Luxury Agent
If you are just starting in the luxury house niche, we highly recommend working with an experienced agent. Not only you will learn something important from them, but you will also be able to see how the whole process works.
Create a Website for Each Property
We’ve mentioned that you have to brand each property differently. You will also have to create a separate website for each of them. Don’t list all of the houses on a single website. You can list the links to these houses on your websites, but they have to be unique domains.
You might want to hire a website designer and a photographer to come up with something special that aligns with the brand of the property.
Don’t forget to include a call to action on your website. Set up the SEO correctly. Also, make sure that your potential client can easily contact you via the website.
Make sure to film videos of your property. Associate your face and main brand with it as well. Do the video tours when a potential customer requests them. You buyers probably won’t be living in the area where the property is located. You will need to be able to present it from various angles.
Also, if you can, do twilight tours for the property. Day tours can be good, but if you have the right lighting, the feel and look of the property will be different.
Presence In Newspapers
Although it might be an old-school method of promoting the property that probably won’t work well with regular homes, it will help you with sales of luxury properties.
Have a great presence in your local newspapers. If there’s one luxury property in the area, there is an interest in this location. It means, that people who already purchased a property here might want to buy another one.
Make sure to use the ad placements in the local publications constantly.
While listing in local newspapers is a good idea, you might want to take a look at some recognized publications as well. Check out The Wall Street Journal, New York Times, Los Angeles Times, and other similar publications.
This will help you get some national attention from the people who don’t live in your area.
When it comes to luxury real estate advertising, you have to look beyond the scope of local and national markets. It’s a good idea to go international!
There is a lot of money abroad, especially in BRIC countries or in other developing nations. For example, China has the largest number of billionaires in the world! It won’t be smart to miss out on an opportunity like that.
There are multiple ways to reach out to these areas. Some of them are online advertising, using local publications, etc. You might want to work with someone who has a way to access the marketing resources of these countries.
Things to Consider
While you can market to certain areas using US resources, in some cases it might be difficult to promote your properties. For example, Facebook is not available in China or Iran, so you might have to use some other ways.
Use an Interpreter. Even though most of the international investors speak English, you still want to blend in and look more welcoming. Don’t forget to learn about the culture before you start doing business with them. Some things might be acceptable to do, while others are not.
Although it might be outdated, in some cases direct mail still works, so why not use it. The trick with direct mail is to send it constantly. If you will only send it once or twice, it won’t have the desired effect.
Stay in front of the eyes of your potential customers. Your mail will go to the trash no matter what, but it’s not the goal. You have to make sure people will remember your brand. And you will need repetition for that.
Make sure to send the mail to ZIP codes with high median income.
This is probably one of the best ways to do luxury real estate advertising. If you have a big email list (and you should) of people from various fields (investors, previous buyers, etc), email marketing is a must.
First, it’s free. You just blast your recent listings to the people you already know. Second, you will possibly get replies or referrals from these emails.
If you are not doing it yet, you must start creating an email list for your marketing campaigns.
When you produce some kind of content, you are getting in front of the eyes of your potential clients. Make sure that you either do it yourself, or you have a team behind you.
If you are not on social media, then you are late in the game. Everyone is having a Facebook profile, an Instagram, and now even a TikTok.
Take high-quality photos of your property, and post them on Instagram. Make 15-20 second videos of your properties, and publish them on Instagram Reels or TikTok to get some attention. Make sure your photos and videos look great!
Time-to-time write posts on your website’s blog. You can also notify your email list when a new post is published. You might want to make sure you improved your SEO and using the best possible keywords when writing a blog.
Check out Ahrefs channel on YouTube to get some ideas on how to work with SEO.
Everyone has a podcast nowadays. So, why not use this medium to reach new potential clients? You don’t need to have a studio, although it might help to get better quality audio. However, if you are always on the move going from client to client and property to property, get a field recorder.
You can talk about anything related to the luxury real estate market. Make sure to aim your podcast to potential buyers, and not other agents.
The final way to run luxury real estate advertising is via Facebook and Google ads. The reason behind it is that you can track where you spend your money, you can optimize your spending, you can target ads precisely, and it’s one of the most affordable ways to promote properties.
This is probably the most known way to advertise online. Facebook Ads™ when it comes to brand building. They are normally cheaper than Google Ads (although not always). They also use more of an “interruptive advertising”.
Running ads on Facebook will help you to show your products through photos or videos.
Google Ads are normally a bit pricier than Facebook Ads. However, they are more targeted.
It’s good to use these ads to generate leads, although you can generate leads via Facebook Ads also. The reason is, Google shows them only to people who search for something you are selling. It means that there is a much higher intent of purchase.
At Doug Fir Marketing we help real estate agents set up advertising campaigns and generate warm leads. You can also schedule a call with us to see how we can help you.
We hope this post gave you some ideas on how you can improve your luxury real estate advertising and generate more sales in this highly profitable market.
If you liked this article, you might want to check out our guide, “5 Ways You Can Generate Real Estate Leads” by filling out the form below and signing up for your newsletter.