Marketing luxury homes require a deep understanding of your target audience and their expectations. As a 35-year veteran of luxury home marketing in the Los Angeles marketplace, selling over $300 Million a year in real estate and over $2 billion in his career, luxury Council member at eXp Luxury, Ed Kaminsky has witnessed the transition of luxury in the ’80s to the luxury of today. One thing that is clear is that it is important to develop a marketing strategy that can attract the right audience for your clients. In this article, we will explore the key aspects of luxury home marketing and how to draw the right audience to your listing, and how to grow your business.
Having built 3 luxury marketing companies in the last three and a half decades, including SportStar Relocation, and a company dedicated to helping athletes find or sell luxury homes, the previous owner and co-founder of a luxury real estate auction company, Premiere Estates Auction company, and the current owner of The Kaminsky Real Estate Group at eXp Luxury based in the beach community of Los Angeles, California, I have seen the luxury landscape and its audience change over time.
When it comes to luxury home marketing, there are several best practices that can help ensure success. These include understanding your audience, developing a strong brand, creating compelling content, utilizing the latest technology, and building relationships with your clients. Luxury home buyers are often affluent individuals who are looking for high-end homes with unique features, exceptional quality, and outstanding amenities. They expect exceptional service, personalized attention, and exclusivity.
Another critical aspect of luxury home marketing is creating an emotional connection with the buyers. Luxury home buyers often make their purchasing decisions based on their emotional response to the property. Therefore, it is crucial to focus on the features that appeal to these affluent buyers most, such as luxury finishes, breathtaking views, expansive outdoor spaces, high-end appliances, and state-of-the-art technology. The marketing materials should focus on creating an emotional connection with the buyers, highlighting the unique features and lifestyle benefits of the home. This can be achieved through high-quality photography, virtual tours, and captivating descriptions that convey the property's ambiance, personality, and allure.
To attract the right audience selling luxury homes, it is essential to use the right marketing channels. While traditional marketing methods such as newspaper ads, flyers, and open houses can be effective, luxury home buyers often prefer more exclusive channels. Therefore, it is crucial to leverage digital marketing strategies such as search engine optimization (SEO), social media, and email marketing to reach the right audience. Social media platforms such as Instagram and Facebook can be particularly effective in showcasing the home's features and lifestyle benefits to a global audience. It is also important to reach into luxury mediums like the Wall Street Journal, Mansion Global, and other global media outlets.
Developing a Strong Brand
Another important aspect of luxury home marketing is developing a strong brand. This involves creating a unique identity that sets you apart from other real estate agents and positions you as a luxury property expert in your area.
Your brand should reflect your values, personality, and expertise. It should also be consistent across all of your marketing channels, including your website, social media, and printed materials. Branding is critical to establishing credibility and that credibility can help influence buyers and their agents in the decision making process.
Creating Compelling Content
Content is king. To attract high-end luxury buyers now, you need to create compelling content that showcases the unique features and amenities of your luxury homes.
This can involve creating high-quality photos and videos, writing engaging property descriptions, and developing interactive virtual tours. You may also want to consider creating content that highlights the lifestyle and culture of your target buyers, such as showcasing nearby restaurants, art galleries, and other cultural attractions
Utilizing the Latest Technology
Technology is changing the way that luxury homes are marketed and sold. To stay competitive, it's important to utilize the latest tools and technologies that can help you reach your target buyers more effectively. This can include using social media to promote your listings, social media advertising, utilizing virtual staging and 3D renderings to showcase properties, and leveraging artificial intelligence and machine learning to personalize your marketing messages and improve your targeting.
Building Relationships with Your Clients
Building strong relationships with your clients is essential for success in luxury home marketing. This involves understanding their needs and preferences, providing personalized service, and going above and beyond to ensure their satisfaction.
For continued success in luxury real estate elevate is the first word I think when I think about what can sustain your career and create success. On the 35-year journey in real estate, it took elevating every aspect of marketing, communication, and presentation. It was a process that had to be studied, practiced, executed, adjusted, and elevated time and time again. What you will learn about luxury home marketing once you embark on it, is that it changes continuously. The means of communication and the effectiveness of available media never stop changing. What worked yesterday, does not work today and what works today may not work tomorrow.
Not only has marketing changed so has the audience. 30 years ago, you could rest assured that your end-user was 50 to 70 years old, they still read the daily paper and they had a long career and built wealth over time. Today your buyer could be a 29-year-old who just earned $50 Million on their digital widget business that went public. The attention span of today's buyers continues to shrink by the day. If you don't grab them within .02 seconds you might lose them.
When you are about to embark on marketing a high-end asset like a luxury home, your sellers will ask you, who do you think your target audience is? However, your audience isn't just your target buyer. If you are commissioned to sell high-end assets, you quickly learn that it is a very expensive proposition. Yes, you can earn a large commission if you do your job correctly, but if you don’t sell the property you can easily burn through tens of thousands of dollars on one project if not hundreds of thousands of dollars annually with no return. This isn't for the faint of heart, especially if you don't have an extra million dollars or so to burn through every year or two.
When marketing luxury homes you have three audiences. Each of those audiences thinks they are the most important and balancing them is the key to sanity, and profit. So, who is your real audience? Number one is the buyers you are targeting for the home. This is what the seller hired you to do. Sell the home, showcase the property find the best buyers who will pay the most amount of money. It is also the hardest group to find of the three you are marketing to. To understand your target buyers, you need to learn what their lifestyle and preferences are, and what are they looking for in a luxury home.
Who are the other two? Simply said, your seller. Often high-end homes do not sell during the listing contract time frame and unless you can prove that you did absolutely everything to find the right buyer for their home, you will be fired, your investment in the project will be lost and your will have a dissatisfied client who will not refer you to any new clients. Does that mean you might find yourself marketing their property in expensive magazines and digital campaigns that actually deliver no buyers? 100%, it is part of the process. If the home isn’t selling, the seller wants to find someone to blame and it is likely the listing agent.
I have one philosophy when taking a listing regardless of price, I am going to do everything it takes to ensure that if the home doesn’t sell, there is only one place the seller can point their finger, and it is at themselves. Homes that do not sell that were effectively marketed and exposed to the right buyers are usually because it is simply overpriced, poorly presented, or a combination of the two. Agents and sellers who blame outside circumstances like location, market conditions, and buyer trends, are looking in the wrong place. There are only three things in your control in home sales that will affect the outcome. How the home is prepared, how the home is marketed, and the price you list the home at. Almost everything else is out of your control. When you focus on what you can control and adjust those, any home can sell no matter what is going on in the market.
So what is the third audience? It is your future clients. The quality of your advertising and marketing is getting noticed when done well and consistently. These are your future clients paying attention. Sellers and buyers of luxury homes want to interview agents with a proven track record, are visible in the marketplace, and/or are referred by a reliable source. Most of the dollars you will end up spending on luxury home marketing will likely not bring in the buyer for that home but could bring in other clients to your firm. When that happens then you can remain in business. Don’t forget that your clients that hire you, want you to succeed, they want you to have enough capital to deploy for their benefit and they want to know you are connected to the right people. Never doubt the need to market your client's home to benefit your company and cash flow. It is a necessary part of the business and will allow you to service your clients in the long run.
In conclusion, luxury home marketing is a multifaceted and ever-evolving field that requires a deep understanding of your target audience and their expectations. By focusing on elevating every aspect of marketing, communication, and presentation, you can adapt to the changing landscape of luxury real estate marketing and consistently deliver exceptional results. Continuously refining your marketing strategies, embracing the latest technology, and building strong relationships with clients is crucial to staying ahead in the luxury real estate market. By paying close attention to the three audiences—potential buyers, current sellers, and future clients—you can ensure your marketing efforts are effective, your clients are satisfied, and your business continues to grow. In the end, luxury home marketing is about providing a memorable and seamless experience that resonates with the desires and aspirations of affluent homebuyers, setting you apart as a trusted expert in the world of luxury real estate.
Meet Edward Kaminsky
Ed has been named in the Top 100 of America’s Top Performing Real Estate agents by The Wall Street Journal. He has been licensed and practicing Real Estate in the South Bay and greater Los Angeles communities since 1987. Ed and his dynamic team have been featured on ESPN, FOX, NBC, ABC, BRAVO!, HGTV, & THE FINE LIVING CHANNEL. The team has been seen on The Today Show, Good Morning America, Nightline, HotList, Cold Pizza, Real Estate Confidential, Good Buy, Bad Buy, & Open House LA. Ed has been found regularly in The LA Times, The New York Times, The Daily Breeze, The Beach Reporter, The Orange County Register, The LA Business Journal, The Boston Globe, REALTOR magazine, and The Sports Business Journal.