Tips for Marketing a Luxury Home

Congratulations on listing a high-end, high-priced, luxury home! What an accomplishment! (And what a beyond-beautiful home). Now what? Because luxury homes have smaller potential audiences with high expectations and more at stake - get ready to switch your marketing tactics up for the occasion. Here are a few tips, tricks and things to think about when marketing luxury homes: 

Dedicated Website

You want the sales process for a luxury buyer to feel … well, luxurious! To start, set up a dedicated website just for the listing. You want it to feel special and truly one-of-a-kind as opposed to a buried listing in the middle of an endlessly scrolling site. Having a dedicated site also allows for adding detailed information on everything from details on the neighborhood and surrounding areas, to floor plan measurements in detail, and an over-abundance of pictures. You can even go as far as to highlight certain luxury appliances and other features. Now you can link to a well done, highly informative and enticing website with all your other marketing efforts! 

*Note: High quality print brochures are still appreciated (especially in the luxury market), but the printed items will still be able to link back to this website with so much more information.

Use Quality Photos

It is almost guaranteed that your photos are seen before your house. First impressions could be your only impression - so make those photos count.

According to a Redfin Study, listings with professional photography receive 61% more views - since someone viewing the listing is the first needed step, you are already at an advantage at that point! 

In addition, with luxury homes - you want to showcase the beauty in its absolute full force, which in our humble opinion is definitely not going to be done without a professional!

Stage It Up

Typically we would talk the pros and cons of staging. Like, how according to the The International Association of Home Staging Professionals, 95% of staged homes sell on average in 11 days or less. Or how homes almost always sell for more when they are staged. But here, with luxury homes - it’s not ifyou stage, it’s how. 

With high end properties, you want the staging to equal or exceed the level of the high end lifestyle that these buyers are hoping for. You want to have furniture and art pieces that jump out as way “above average”. Depending on the style of the house and the type of buyers you are trying to target, get creative and think about fun touches such as renting a luxury car for the day to put in the front drive or garage, or a known artists’ piece hanging in a central location.

Skip the Open House

Give yourself a break, all while helping out the “exclusive” marketing feel of the home and skip the open house! With less potential buyers even in the market for a luxury home it’s much less about getting as many buyers in the door as possible as and more about showing the right buyers the best experience. If you do want to show to multiple perspectives, think about doing a small invite only event.

Offer a Perk

Is there something grand, luxurious, or one-of-a-kind in or on the property of the home? Because buyers will want to emulate the look and feel they are seeing while visiting, think about offering up something the owners can part with that comes with the house. Maybe it’s a grand piano or the incredible outdoor kitchen set up with a custom made grill, anything goes - a perk is a perk!

Wordsmith It

Word is out (get it?), that luxury clients according to a survey don’t typically seek out the word “luxury”. Instead, they prefer words like “prestigious”, “estate” or “gated community”. Try and use “luxurious” descriptive words in your listing and marketing materials than just “luxury”!