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Fact check. Real estate marketing and sales is rapidly changing to become an increasingly seamless and digital experience. So why do so many real estate sales teams keep recycling tired marketing strategies for luxury audiences? In this blog, we'll share tips to help you attract high-end buyers and make your luxury real estate marketing stand out.
To help you get started, let’s dive in to 5 insights about luxury audiences.
Tip 1: Understand Your Luxury Urban Audience aka Upscale Movers
One of the easiest ways to stand out from the competition is audience research. Do your homework and look at the data. Like other industries, real estate is becoming increasingly data-driven. To refresh your sales funnel and hit your conversion goals, simply get granular with your ideal customer profiles and buyer personas.
Outdated tactics produce diminishing returns. To break through the noise, consider rethinking your customer journey. First, learn as much as you can about your customers to create those personas. The more detailed you can be, the more your marketing strategy and execution will attract and resonate with your dream prospects.
1. Starting Stats about Upscale Movers
- 7M households in the US
- Under 55 years old
- C-Suite management or owns their own business
- Have families with home value in top 1%
- Highest cost of living range
- Looking for second home
2. Predicted Behaviors: Where are They Moving?
- 40% more likely to buy another home (second, third, vacation, investment)
- 2x more likely to sell their home in 12 months
3. Occupation: What do they do?
They're 2x more likely to be in the following industries:
- Finance
- Engineering/Software
- Healthcare
4. Travel and Hobbies
- Multiple international trips per year
- Regularly work out
- Own yachts, larger than 16 ft
- Elite sports (skiing, tennis, golf, etc.)
5. Favorite Pets
- 50% more likely to own a dog weighing greater than 61 lbs
- 40% more likely for the dog to be between 2 and 6 years old
- 2x as likely to use all forms of professional pet services
- This audience UNDER indexes for cats (98) and OVER indexes for dogs (131)
Tip 2: Highlight Unique Property Features
Luxury properties often have unique features like custom architecture, high-end finishes, or stunning views. Make sure to highlight these features in your marketing materials. Create detailed descriptions that evoke the property's elegance and charm. Don't just list the amenities—describe how they enhance the lifestyle of potential buyers.
When you know your audience, you can make sure to market the most compelling features to them!
Tip 3: Invest in High-Quality Materials
The buying process is very visual. Invest in professional photography and videography to showcase your properties in the best light. Include drone footage for a unique perspective and virtual tours to give potential buyers an immersive experience. The goal is to create a visual story that conveys the property's luxury and exclusivity.
Likewise, you might want to consider producing glossy brochures, elegant property books, and upscale direct mail pieces. These tangible marketing tools can leave a lasting impression on potential buyers and reinforce the sense of luxury. Make sure your branding reflects the quality and exclusivity of your properties.
Tip 4: Sell a Lifestyle via Personalized Experiences
Luxury real estate marketing requires a unique approach. It's not just about selling homes—it's about selling a lifestyle. That's why it can be helpful to offer personalized experiences. Tailor your marketing efforts to their preferences and needs. Consider hosting private showings, VIP events, or exclusive open houses. Provide exceptional customer service and be attentive to their questions and concerns. The goal is to make them feel valued and understood throughout the buying process.
Tip 5: Create a Strong Online Presence
Luxury buyers are often tech-savvy, so your online presence needs to be top-notch. Ensure your website is visually appealing, easy to navigate, and optimized for search engines. Use social media platforms like Instagram and LinkedIn to showcase your luxury properties. Engage with your audience by sharing behind-the-scenes stories, success stories, and property sneak peeks.
Remember, the luxury real estate market is highly competitive and requires innovative tools to deliver results. To avoid costly mistakes and surpass your sales and marketing goals, start to learn as much as possible about your luxury audience of upscale movers.
You’re already on your way to building a more complete picture of your ideal luxury customer profile. To truly dig deep and help your team become more data-driven, look into getting customer insight support. Audience Town is the only, leading customer analytics platform for real estate. Leverage the industry’s largest category library to help pinpoint your prospects, create personas, and build your marketing strategies.
