Luxury real estate is a competitive market. And competition requires you to adapt to buyers’ ever-changing needs to stay ahead. One of the best ways to do that is by brainstorming luxury real estate marketing ideas with your team.
The right marketing strategy can help you increase your reach. And it can also set your listing apart from the rest of the market.
So, to be successful as a real estate agent in the luxury real estate industry, you need to be creative. You need to find unique ways to showcase your properties’ features to reach your buyers.
And the great news is that we’re here to help!
After all, helping real estate companies stand out in a sea of luxury listings is our job 😉
That’s why we’ve shared below eight different luxury real estate marketing ideas.
These will help you attract qualified leads and close more deals this year!
And they will also help you attract new clients!
Let’s dive in!
Use High-Quality Visuals
This is one of the most effective luxury real estate marketing ideas.
High-quality visuals are a no-brainer if you’re selling luxury properties.
These visuals help you convey the luxury lifestyle your property offers. And they’ll allow you to tell the unique story of each one of your properties in a compelling way.
Stats every luxury real estate agent should know:
Here are some stats showing the importance of high-quality visuals for luxury real estate listings:
- Luxury property listings featuring high-quality photos sell 50% faster.
- Listings featuring drones and aerial photos sell 68% faster!
If you want to increase your sales even quicker, add videos to your listings.
- Listings featuring high-quality videos have 403% more inquiries than listings that don’t.
- Real estate agents who use video in their marketing campaigns grow 49% faster!
There’s no two ways about it. High-quality photos and videos are powerful marketing tools for luxury real estate agents.
Why are buyers so attracted to high-quality visuals?
Ever heard the saying, “a picture is worth a thousand words?”
It has never been so true!
Our average attention span is decreasing.
High-quality visuals are an entertaining way to communicate about a property’s features. High-quality footage and photos will instantly grab the attention of your viewers. And they’ll prompt them to learn more about the listing.
Let’s say you’re a potential home buyer looking for a luxury home for your family.
You see two listings:
One is a 3,000-word-long ad listing all the features and architectural details of a property. They’re a few low-quality pictures attached to the ad.
The other ad has short and catchy copy and features a 2-minute video. The video features high-quality footage of the property. It highlights the unique selling points of the home. And it instantly immerses you into life in this property, neighbourhood, and community.
Which one are you most likely to visit?
Luxury home buyers tend to be busy individuals. They’re conscious of their time. Adding high-quality visuals to your listings will allow them to select the best fit. And this will save time for everyone involved in the process!
Here’s an example of a luxury real estate video we shot for Kay & Burton.
As you can see, using high-quality visuals should be up there on your list of luxury real estate marketing ideas.
Target Specific Demographics
Casting your net wide might be tempting when landing a new listing. After all, the more eyeballs on your listing, the better, right?
Well, not necessarily.
For a start, casting the net wide will bring a ton of unqualified traffic to your listing. And it will waste your precious time as you sort through these unqualified buyers.
Instead, focus on getting your listing in front of the RIGHT eyeballs.
For instance, consider targeting specific demographics such as high-net-worth individuals or foreign investors. You can even target retirees who want to invest in a luxury property in Melbourne.
Now, targeting these individuals means tailoring your story and messaging to appeal to them. So, use language and benefits they will relate to.
Also, to get your ad in front of your ideal buyers, use targeted Facebook or Google ads. You can also use other social media platforms where your potential buyers may spend their time.
Facebook is an excellent option for luxury real estate agents. That’s because the targeting options the platform offers go to a granular level. For example, it allows real estate agents to target people within a certain income bracket. Or even a specific lifestyle.
Leverage The Power of Social Media
Sure, paid ads are a quick and effective way to reach your target audience. But don’t underestimate the power of organic posts on social media.
Here are some more stats for you:
- There are over 21 million Facebook users in Australia
- There are over 13 million Instagram users in Australia
- The country counts over 12 million LinkedIn users
So, posting your luxury listings on these platforms is a great way to garner interest. And it also allows you to showcase your properties to a broader audience.
For instance, a video like the one we shot for Marshall White could do well on LinkedIn. And we could even repurpose it to create compelling and visual Instagram Reels.
Host Exclusive Events
Exclusive events are one of the most effective luxury real estate marketing ideas.
Because they’re one of the best ways to attract qualified buyers to sell your properties to.
An event lets you showcase your luxury properties to an exclusive pool of buyers.
Besides, hosting an event allows you to create a unique experience for them. So, it’s also a great way to get them out of their homes 😉
Your potential buyers will feel special to be part of this incredible event. And they will immerse themselves in your property while enjoying a tailored experience.
Plus, don’t forget the power of referral. If they enjoy your event, they’ll tell their network. And this will help you increase your reach and expand your potential buyer or client base!
Below are some luxury open house ideas. These can help you win over potential buyers and increase your authority in the industry:
- Hiring an artist to perform live painting in front of your guests.
- Staging the house to cater to high-end buyers’ needs. You could use premium appliances, high-quality art, furniture, and decorative pieces.
- Providing gourmet food and drink. You could hire a local chef to perform live cooking. You could also co-brand your event with a well-established gourmet restaurant.
- Rent a luxury car and park it in the driveway. This will help buyers visualise themselves living at the property.
- Handing out goodie bags to make the experience even more memorable.
- Organising private viewings to show your buyers how special they are.
Partner with Local Influencers
Influencer marketing is all the rage these days. And for good reason.
Research shows that the market is booming. An increasing number of brands are using influencers to help promote their products. And the luxury real estate market is no exception.
That’s because consumers trust online recommendations from others more than brands’ claims. And they also tend to relate to influencers more than to companies.
That being said, not all influencers are created equal when it comes to engagement. In fact, engagement tends to be higher with micro-influencers.
Therefore, one of the best luxury real estate marketing ideas is to work with micro-influencers.
It’s a powerful way to increase your visibility and promote your properties. And so, fostering relationships with micro-influencers should be a top priority this year!
For best results, target luxury lifestyle bloggers or real estate agents.
Highlight Unique Selling Points
Our sixth luxury real estate marketing idea might seem obvious.
Yet, not every real estate agent knows how to highlight a luxury property’s unique selling points!!
Here are some important points you should highlight in your listing:
- Stunning panoramic views
- Manicured outdoor areas
- Carefully crafted custom finishes
- Any high-end amenities
Focusing on the unique selling points will help set your listing apart. And in a competitive market, this can make all the difference.
So, it should be your focus when crafting your listing.
For instance, we recently created a video for Fredman Property Group. In the video, we highlighted the architectural elements of the property’s timeless design. We focused on showcasing the home’s beautiful aesthetics. We also showcased the key finishes and design elements that give this home a high-end look and feel.
Lastly, we recorded the footage to draw the viewers in. We also chose a narrator to guide them through this sensory experience. And this helped us emulate a sense of superior living.
Offer Concierge Services
What are the three things luxury real estate buyers look for when scouring listings?
And this is exactly what you’ll be able to provide them with by offering concierge services.
Luxury property buyers often have busy schedules. And this means that they may not have the time or desire to handle certain tasks themselves. Offering concierge services will streamline the buying process. And this will alleviate stress for your buyers.
Concierge services are tailored to the specific needs of a luxury real estate buyer. And this can help create a highly-tailored experience for them. For example, a buyer might appreciate it if a concierge handles furniture delivery. They might also enjoy getting local restaurant or activity recommendations.
Concierge services are only reserved for a select few. And that’s why they’re often associated with luxury.
Believe us. Offering concierge service is a major draw for luxury buyers. These high-net-worth individuals are looking for an exclusive home-buying experience. And that’s what luxury concierge services deliver!
There’s no doubt about it.
Providing concierge services is one of the best luxury real estate marketing ideas. It makes your buyer feel special and simplifies their lives.
Here are some popular concierge services:
- Home staging
- Interior design
- Relocation assistance
Offering this option can help nudge them towards purchasing your property!
Use Email Marketing
This is one of the most well-known luxury real estate marketing ideas.
Yet, few real estate agents use this strategy.
And if you’re not using email marketing or not taking full advantage of it, you’re missing out!
After all, segmented emails get a 46% open rate in the real estate industry. And they also convert 100 times more than social media posts!
This means that targeted emails can allow you to get your new listing in front of almost 50% of your email list. And it will also allow you to convert 100 times quicker than if you were only posting on social media.
You can use email marketing to nurture your current email list.
And here’s the kind of valuable market-related information you can share to do so:
- Market trends
- Recent sales information
- Home improvement tips
- Mortgage news
- Inviting them to your new open houses
And, of course, it can also be used to grow your email list.
Bonus Luxury Real Estate Marketing Idea: Hire a Melbourne Video Production Agency
As discussed, using high-end real estate video footage can help boost your listings. And this will allow you to sell faster than your competition. And this, in turn, will help you establish yourself in the market and stand out from your competitors.
Now, planning, scripting, recording, and editing high-quality real estate videos can be overwhelming. You need the equipment, the time, the resources, and the skillset.
And that’s exactly where we can help.
At DreamCube Productions, we pour our heart and soul into ensuring each project we work on is unique. And we work hard to ensure it conveys a compelling story. Our goal is to suck your viewers in. We want to immerse them in the fantastic lifestyle your luxury properties have to offer.
To do that, we leverage our highly-experienced team of video marketing experts. And, of course, we use our high-end equipment, including top-of-the-line drones.
So, if you’re ready to give your listings the boost they deserve and increase your sales, don’t hesitate to contact us.
We always keep our cameras rolling 😉