Being in real estate is tough business, especially when you only get paid for the performance and results you deliver. We’ve talked to 10 of the top experts in real estate, real estate marketing and real estate PR to bring you their best real estate marketing ideas. These will get you the close you are after whether you’re working with a buyer or seller.
#1. Pam Danziger – Unity Marketing
As a high-end real estate marketer, your primary responsibility is to create a perception of luxury for a home that becomes the reality and expectation of the potential home buyer. Creating that luxury perception becomes the key. It requires effective marketing strategies that draw the affluent home buyer. That means every potential customer contact – from online listing, advertisements, listing flyers, brochures, direct mail contact – must communicate the luxury story aimed to entice the potential luxury buyer.
The Secret: It’s Not About More Marketing; It’s About More EFFECTIVE Marketing
To sell a million-dollar house in a slow market, you don’t necessarily need more marketing or advertising, but you need more EFFECTIVE marketing and advertising. Here are some research-based ideas to help real estate marketers sell more million-dollar homes in a luxury housing market that has suddenly gone cold.
Brand Name Drop
In today’s marketplace, luxury brands are cultural currency. They talk to the quality and value of a million-dollar home. Real estate marketers should take a full inventory of the brands reflected in the home, not just the appliances, but the fixtures, local name-brand architects, designers, and contractors that are reflected in the home. Luxury brands in the home testify to the luxury price tag, Use them.
Tell Stories About The Home, Don’t Just Describe It’s Features
Real estate listings are just that: fact-based objective listings of the home’s features. But such listings – square footage, lot size, number of bedrooms, baths, etc. – tell the prospective buyer nothing about the experience of living in the home. Story-based listings that weave the home’s facts and figures into the story romance the listing and make it come alive. Don’t just write a listing, tell a story about the home.
Hire A Writer
A picture may be worth a thousand words, but in today’s internet-powered, social-media driven, content-marketing world, a thousand words need to go along with that picture. Those thousand words must tell stories engaging enough to make the prospective home buyer curious enough to call the agent and set up an appointment to experience the home for themselves.
Real estate agents think nothing of hiring professionals to do their photography and videography, yet they write the listing themselves. This is a huge mistake! Writers can take that fact-based listing description, including the extensive brand-name inventory, and tell a story about the home that will romance the listing and make it pop! Plus, writers are fairly inexpensive to hire. Put one on the payroll and see the difference it makes to the listings and your sales.