The average luxury home took 116 days to sell in 2017, 45 days longer than the rest of the housing marketing in the U.S. The real estate market today is flooded with flyers, brochures, and websites from realtors all trying to get their property sold fast but including all the same information and styling as their competitor. So how do you make your luxury property not become just another MLS number? Try taking a creative approach.
There’s a reason that realtors bake cookies during an open house: to make potential buyers feel more at home and picture themselves living there. Shouldn’t your luxury property brochure and your website do the same? Buyers want to see themselves in the home and your graphic designer can help you elevate your marketing materials to feel every bit as luxurious and homey as your property is. Here are a few tips to inspire potential buyers through your marketing materials and not have it end up in the trash or overlooked:
Don’t settle for basic (paper).
Your property is far from basic, so your brochure or flyer shouldn’t be either. Ask your graphic designer about luxurious paper finishes and thicknesses to help your direct mailers stand out, not only from competitors, but spam mail too. The average consumer is so used to basic paper types, that a thick and velvety brochure or flyer is likely to get a second glance.
The devil is in the details.
You’re not in the business of selling houses, you’re in the business of selling homes. Buyers need to see themselves living in the home you’re selling. When you’re buying a luxury home, it’s the little details that really make a difference. Does your luxury property have state-of-the-art appliances? Put these details on display and include these in the images that you use to promote the property.
Don’t be afraid of new technology.
What better way for a potential buyer to see themselves in a home, than a 3D tour of the property? 3D tours are great for people to envision themselves in the home before even booking a tour, that takes them a step beyond property photos. That way, when they reach out for a private showing, they have a higher chance of being interested in the property (having already technically toured it), and you have a higher chance of making a sale.
Don’t rely only on the web.
Today’s agents are turning to web and social media to promote their listings, while just over 10% of agents are using non-web tactics. Although the web is a great tool for getting immediate information quickly dispersed to a variety of clients, there is an added touch of elegance to being handed a luxurious brochure on an exclusive listing.
It’s more important than ever to make your marketing materials go the extra mile for your clients and stand out from the thousands of ads a day that are competing for potential clients’ attention. Simple things like your paper finishing could mean the difference between your mailer being noticed or thrown in the trash with the junk mail. Make sure you partner with a graphic designer that can help translate the luxury properties you are selling to stand-out marketing pieces that are bound to get you a sale