Think Super Bowl
If you are considering a strategy for marketing any luxury product or service it is helpful to imagine that you have an unlimited budget to spend for a thirty second commercial on prime time T.V., think Super Bowl kind of prime time.
Staggeringly, Super Bowl XLVII and Super Bowl XLVIII both set the average cost of a 30-second commercial at $4 million. Super Bowl XLIX, surpassed that record with a base price of $4.5 million.
If you could make a commercial for that slot, what would you say about your luxury property?
If you cannot clearly think of what you want to say in that 30 second window then you definitely need to read this article before you are ready to start marketing your property.
Think of your website as your virtual storefront, this is helpful because so many settle for an ugly, unprofessional looking website. Some of those same individuals, however, would never have a bricks and mortar storefront that reflected that kind of negative image. So why would they ever allow their website to look so shabby?
In the market that you are targeting, the luxury real estate niche, clients are not expecting or even looking for anything but reassuringly expensive.
In a luxury, metropolitan, high rise, for example, they might be hoping that an extra high price will scare away all but the super-rich, just to be sure that when they do move in, they will be rubbing shoulders with the elite of society.
When it comes to your real estate investor website, how can you say that you are the best without actually saying anything as crass as, “hey, we are the best!”?
You need to demonstrate your expertise with well-written copy in the body of the site coupled with insightful information conveyed by means of well-written blog articles.
If you are using a template provider ensure that they have given careful attention not only to design but also to well written copy that will give you a highly professional texture.
Reaching Potential Clients
These are very much the days of inbound marketing where quality leads are garnered through search engine optimization (SEO) of your website.
The goal of SEO is to build a strong online presence to ensure visitors can easily find your website amongst all your competitors online.
The primary aim is to improve page ranking so that users will see your website when they type certain keywords or phrases into search engines like Google.
SEO experts will conduct a thorough investigation to learn everything about your target audience and how your website’s content can be utilized to drive traffic and turn your visitors into paying customers.
SEO methodology is a process that takes place over time, involving result-driven practices. Well-designed web pages and well-written content alone won’t ensure results but of course this forms the right basis.
Truly building SEO authority and credibility takes an on-going effort over the course of months.
Another great way to reach people and network is through online market places such as Bigger Pockets or Zillow.
The National Association of Realtors (NAR) states that 92 percent of home buyers house hunt online.
hosts over 160 million visitors each month.
You can showcase the best features of your property by capturing a video walk-through of your property and uploading it to Zillow.
It has been said that if a picture is worth a thousand words then a video is worth a million.
The market has an insatiable thirst for video. 75 million people in the U.S. watch online videos and worldwide more than 500 million hours of videos are watched on YouTube, every day!
In addition to the great demand and love for online video, statistics show that it is an increasingly powerful and effective tool for building relationships with your target audience and for generating ROI.
Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in a text.
Social video generates 1200% more shares than text and images combined.
Embedded videos in websites can increase traffic by up to 55%.
The goal of marketers in the digital era is to prepare compelling content that tells a story. Video is the perfect attention-grabbing medium through which to tell those stories.
While you work towards the Holy Grail of successful organic SEO you can, in the meantime, also use Google AdWords and pay for the privilege of ranking high in a Google search.
Since you pay for each keyword or phrase that you would like to rank for you will need to think carefully about the correct phrases to choose.
Keep in mind that because you are marketing your land and properties in the luxury market it is of the utmost importance to use the right words to attract the right buyer.
First of all, consider what is the most unique feature of the property? What really sets it apart from the rest?
In this particular market, prestige is very important. How desirable is the location?
Does the property have a well-known or even famous local occupant?
Who was the architect for the building?
Security has become increasingly important, therefore anything that will make the client feel more secure will be an important selling feature, for example, is the property gated?
Does the property have a lake? Is it near a good school? Is there a nearby golf course or country club? Is there a wine cellar?
It’s important to anticipate what the target buyer’s interests are likely to be, for example fitness. Is there a gymnasium or a fitness studio?
Other features to highlight might include a library, a gallery, a home cinema or a spa room.
The Right Vision
An ancient proverb says, “Vision without action is a daydream. Action without vision is a nightmare.”
All the elements of your luxury real estate marketing strategy have to work together to drive results for your company, this can only be done successfully when there is the proper vision behind your action.
Part of your online strategy should be to have a highly professional website. If you are dealing with multifamily properties and want to have a gateway to the multifamily major league then check out how you can get your own Apartment Investor Pro website.
Now, having read this article, you can also go ahead and prepare your 30 second video…and if you have a spare 4.5 million dollars in your marketing budget you can even have it air at Super Bowl LIV in 2020.