- Although the cloud, mobility and digital are a given, in addition to online exposure, print media is still appreciated — and, surprisingly, expected — when marketing high-end properties.
- When considering copy for a luxury listing, focus on your target audience and resist the temptation to generalize, which diminishes its impact and appeal, shifting the focus to the mass market.
Photo: Cinnamon Shore Beach Resort in Port Aransas, Texas Gulf Coast
A recent poll revealed that luxury clients said they don’t like the word “luxury;” they prefer adjectives such as “prestigious” or other descriptive markers such as “estate” or “gated community.”
2. High Net Worth Individuals expect exceptional marketing
Although every listing benefits from an appealing property brochure, consider how the presentation might stand out with a clean, crisp layout, a thick card stock, full-color printing and high-resolution photography.
3. Print is a priority
Although the cloud, mobility and digital are a given, in addition to online exposure, print media is still appreciated — and, surprisingly, expected — when marketing high-end properties.
4. Storytelling is the name of the game today
Visualize the buyers and emphasize those features of the property that reflect their lifestyle. Where do they shop or enjoy their morning coffee? Are schools an important consideration? How do they like to entertain? Is freeway or airport access essential?
5. Video marketing is not optional
Video is the new gold standard in visual marketing. Consider creating a video with high production standards to showcase the home’s unique features and selling points.
Incorporating drone photography is also essential to seamlessly visualize the property, neighborhood and local lifestyle attractions such as beaches, parks and open spaces.