Selling a luxury home requires creating an image that engages buyers. A couple of basic descriptive paragraphs and some photos will not get the job done. Once the elements of a luxury home's unique story are assembled, you need to craft the visual side of the marketing. The combination of the story and the visual elements become the basis for the marketing. Once the home is cleaned up, it's time to work on...
Staging: Many agents and nearly every stager will tell you that staging is essential to selling a home. Yes and no. If a home is vacant, then yes, it's important to show how rooms are used. If it's occupied, it depends on how the home is decorated. I review the home and decide which is best. A vacant home can benefit from "Virtual Staging" which uses photos of various rooms in the house into which digital furniture is placed. This is cost effective and often enables more rooms to be staged. Virtual staging can cost several hundred dollars (only once) for 7-8 rooms, compared to thousands of dollars per month for long-term live staging. A combination of live and virtual might be desirable.
For homes that haven't been built, we get into some interesting options. I use 3D virtual staging combined with 3D virtual tours to show how a home under construction will look when it's all done. These detailed digital interior models do a "fly through" of the home so buyers can get a sense of the floor plan, views, and overall look. The cost of virtual tours is expensive with high-quality tours costing $10,000 or more. Virtual tour and 3D tour companies I recommend include:
Professional Photography: This is a must in luxury home marketing. The photographers I use all obtain the highest quality pictures to emphasize views, perspective, and colors to make a home look its best. Depending on the size of the home and number of rooms, its easy to get 25 or more photos. There are also aerial shots for larger homes and lots that run about $1000 each! Those all become the basis for a virtual tour (not the 3D type) and printed materials including brochures and ads.
Videography: Virtual tours are fine but a professionally shot video can really make a home stand out. Having a presentation by the listing agent, tour of the neighborhood, walk around the property, and other shots can highlight features that would otherwise be "flat" in pictures. You can go the Hollywood route and include a dramatic drive up a long driveway or a walk through grounds.
Branding: Having the story and visuals enables creating a "brand", just like Mercedes or Burberry. The brand is the image conveyed by the home using those elements. The home can be shown as impressive or understated, luxurious yet casual, and many other combinations. The brand will then appeal to the appropriate buyer. For example, BMW tends to appeal to sporty luxury car buyers and the brand conveys that. A home that is luxurious but low-key might appeal to buyers wanting quality but a low profile. That's where the brand has power.
Once the overall brand and image are done it's time to work on the actual marketing. That includes...
- Broker tour events
- Advertising campaigns
- Special buyer/market events
- Agent targeted marketing
- and more in part 3...
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Bryan Robertson, CEO | T: 650.799.9951 | Email: firstname.lastname@example.org | Website: http://www.BryanRobertsonHomes.com |CA BRE# 01191946 | Catarra Real Estate, Inc | 171 Main St #220 | Los Altos, CA 94022