When it comes to selling luxury real estate, it can feel like a lot of trial and error – seeing what works and what doesn’t. With luxury real estate, you don’t have the time or means for error. Therefore, it is helpful to listen to the pros when it comes to advertising and marketing. Here are some helpful advertising techniques for marketing luxury real estate from the pros at B-Squared Advertising.
Target Audience
To produce effective advertising that helps sell luxury real estate, you first must know who you are selling to. Luxury real estate has its own unique target audience. This demographic features high net worth individuals who are often buying their second or third home.
The target audience for luxury real estate is largely an older clientele of 55+. Many of the buyers are couples who are empty nesters that may be looking for a place to retire or who are planning for retirement. Although kids are not in the picture, many are looking for a space to share with their family and their grandchildren.
What is Your Audience Looking for?
The luxury real estate audience is often looking for a home that comes with a community and all the associated amenities. This clientele is looking to try new hobbies, meet new people, and enjoy the finer things in life as they grow older. Although many buyers already know what they want, as an agent it is your job to show them exactly what they’re looking for.
To engage your buyer, sell the lifestyle as much as the property itself. When it comes to luxury real estate, the buyer is looking to make a purchase to enjoy for years to come. Like a good investment, the property should get better with time. This is why it is important to promote the lifestyle around the purchase, as the residents will have plenty of time on their hands to enjoy the amenities, community and activities associated with it.
Where to Advertise
According to the Private Communities Survey of Homebuyers, 93% of luxury home buyers are getting their information from the internet. Information on homes, communities, areas, prices, Relators and more, are all being researched online. Print media is still a valued marketing source, but marketing efforts will be wasted if you are not utilizing online strategies.
In fact, 87% of 55+ home buyers request email content instead of postal content. Promoting and spending money on eblasts and email campaigns are well worth the time and money, with print media falling a distant second-place.
Another great advertising technique is to use social media for luxury real estate. By showcasing the home, community, area and more, you can both engage and advertise to your audience. To visualize the luxury lifestyles, use great pictures and videos on social media. As the old adage goes, a picture is worth a thousand words while a video is worth 60,000 words.
How to Advertise
For luxury real estate, you should never cut corners when it comes to advertising. Just like other aspects of the project, marketing is worth the investment. If you are looking to take your advertising to the next level – trust B-Squared.
B-Squared Advertising has been creating award-winning content from their home base in Naples, Florida, for more than 20 years. With over 450 awards to show for their creative and effective advertisements, you can trust B2 for all your real estate marketing needs.
Working with numerous high-end clients throughout the United States, B-Squared will use its experience and expertise to help sell your luxury real estate. Specializing in everything from social media, digital marketing, website development, print and television advertising, public relations and more, B2 is the best company for the job.
For more on how B-Squared can help you advertise your luxury real estate, visit b2ads.com or call 239.593.3600 today.