Ever needed enough space to park 100 cars? That’s roughly the amount of space available inside a 12,000-square-foot luxury home. Now let’s throw in crystal chandeliers, a few fireplaces, custom cabinetry, a gym, a game room and a lot the size of two football fields. Type up a listing, slap on a price tag and get that house on the market. Piece of cake, right?
The Herculean task of finding qualified buyers for high-end properties is as difficult as it is rewarding. The blood, sweat and tears (and dollars) that go into each transaction could easily give way to feelings of despair. But arrive at a closing or settlement and see the achievement boost your stature in the luxury real estate market.
It’s time to make the odds work in your favor, which means it’s time to set aside the conventional approach and elevate your listing’s profile.
Fly a banner for the manor: Since bigger is better, avoid pictures the size of postage stamps. Large, high-quality listing display photos — appearing both online and in glossy magazines — present a more eye-catching first look at your luxury property.
Mind your mail: Once your listing is polished to perfection in print, be sure to take advantage of direct mail to get the magazine in the hands of the right audience. Who is the right audience, you ask?
High-end home seekers: The right audience is affluent and qualified; and not every media source is equal when it comes to building trust and reaching this demographic. The market research experts at Nielsen, for example, determined magazines are top dog in the trust-building department.
Inroads in the old country: Remember to reach out to our neighbors across the pond. According to the Coldwell Banker Previews International Luxury Market Report, 20 percent of all international buyers in 2012 came from Western Europe.
Say “ni hao” to Asia: Hello, China! Coldwell Banker Previews reports that 39 percent of all international buyers in 2012 came from Asia. Your listing plans should include a gateway to these up-and-coming global players.
Looking for the total package? Find out how your local Homes & Land publisher can tailor the right combination of advertising to fit your specific goals. Be sure to ask about the Estates & Homes section for high-end properties, and our international partnership with The Wall Street Journal.