How to create luxury appeal for unique listings.
Even if we can only dream of owning one ourselves, prestige homes capture our imagination in a unique way. Each weekend, papers are filled with shots of the region’s most glamourous addresses; recent acquisitions by A-listers make their way into news bulletins; and entire shows and podcasts are dedicated to fascinating homes at the top of the property pyramid.
There are countless one-of-a-kind luxury residences brought to market every week offering unbeatable prestige, lifestyle potential or exquisite features preserved from yesteryear. But with so many dream homes being showcased in the public eye, what’s the best marketing approach to find – and then pique the interest of – the right audience, to get them through the door at these esteemed addresses?
Show, don’t tell.
We all know the value of professional imagery; more often than not, a photograph will be a buyer’s first contact with a new property. It’s crucial to select an experienced photographer who can highlight the home’s unique and desirable features in a creative way. It stands to reason that a home setting an enviable standard in luxury needs imagery to match. Strategic photography can really bring the home’s special characteristics to the fore and attract people to view in person. The grand scale of a contemporary masterpiece, the intricate period details of a Victorian classic, or just how far the ocean views stretch from a beachfront penthouse, will be all the more impressive with crisp, clear and perfectly lit images.
Buyers – especially those using a buyer’s agent or looking from overseas – won’t necessarily be able to attend an open home in person, so beautiful imagery is essential for providing these prospective buyers with a good idea of what’s on offer.
Get some perspective.
Photography is the first way to tell a property’s story, but video can take it to the next level. Carefully crafted video footage will provide a more tangible way for buyers to appreciate the design, layout, style and features. Creating the sense that the viewer is actually walking through the home is a surefire way to create emotional attachment, with compelling music, grand sweeping drone shots and cut-aways of heart-stopping designer features only heightening the atmosphere. Maybe it’s the 24 carat gold tapware, dramatic panoramic outlooks or unprecedented land size that makes the property a rare and special purchase.
Put them in the picture.
Just as video footage can help put prospective buyers in the frame, so too can virtual or real life styling. A gorgeous new mansion will always appeal from the outside, but unless the interiors are dressed to match, it’s selling the home short, so to speak. A breathtaking water backdrop, for example, is impressive in its own right, but without a grand scale alfresco setting to sit with friends and admire the view, it’s only half the picture. Whether digitally adding furniture to photos or adorning a room with bespoke designer pieces, staging a property is an opportunity to showcase its true potential – it helps viewers visualise how each space works and, more importantly, how they themselves would use it.
Be a socialite.
We all know the power of digital marketing, but it goes beyond the standard portals. Buyers – particularly those in the prestige market – may not be actively searching until something catches their eye or is shared with them. Which is why social media marketing is paying dividends in the real estate world. Targeted ads and sponsored posts aim to grab the attention of a wider audience, and greater exposure can be key to generating interest in a one-of-a-kind property.
The reach and interaction these platforms provide also allow for better engagement with potential buyers, even those that may not have been looking at the time. Social media lets your content – your stunning photos and creative videos – shine in a unique way, complementing your unique listing.
Do it justice.
High end properties demand a high-end approach to marketing. In the prestige market, buyers may be especially discerning, so attention to detail is vital. Professionalism and polish should be the hallmarks of your photography, videography, styling and digital marketing.
To find out how Campaigntrack’s suite of services could be the difference in your next luxury listing, contact us today.