Specializing in these types of multi-million dollar properties is key, because first of all you need to know how to advise owners who are selling luxury properties, which is the most difficult part of this type of sale.
Secondly, you need to know how to prepare a luxury property before putting it on the market (and this doesn't refer to home staging techniques).
Third, you need to know what promotional material and media are best for marketing luxury properties; and fourth, you need to have contacts in the circles where your target audience moves.
All of the above boils down to mastering these 4 tricks of selling luxury real estate:
Know what you sell well
Before putting a luxury property on the market, you must know it very well, preparing a dossier of the property with its physical, legal, financial and commercial characteristics.
Preparing this type of information dossier, including photos and video, is not easy; it takes time (between 2-3 weeks) and requires a small budget. However, it is a fundamental tool for selling a luxury property, and it will inform your entire sales strategy, as it will tell you who your ideal potential client is, which is not necessarily just anyone who can afford to buy that property.
Every property has something that stands out, something truly unique and desirable to some. That's what will tell you who your ideal client is.
Know your target audience.
To reach your potential customer, you must understand how they think, their needs, tastes, and preferences, as well as their lifestyle. Keep in mind that these types of buyers tend to be unconventional and have no financing issues.
To know who your most potential client is, you must be able to translate the characteristics of a luxury property into benefits such as prestige, belonging to a specific social group (those who play golf, those who own a yacht, those who take vacations here, etc.), social recognition, respect, privacy, exclusivity.
Only by knowing the property well can you write a description of the property that does justice to the property, justifies its price, and is attractive to that target audience .
It is recommended not to take the photos or video before writing this description, because the description will tell you how to take those photos and how to record the video, and the exclusivity that this property offers.
Generally, the location, the available space, and the quality of the materials are the characteristics you should focus on to extract the benefits, making the property unique for a specific group of people.
Remember also that every luxury property, once acquired, will undergo minor renovations to adapt it to the personality of its new owners.
The needs of this type of client are different from most people, and they seek a new home that offers certain personal benefits that reflect the success of the potential buyers.
Here, the number of rooms or the price is of little relevance; what is relevant is that the property touches the emotions, that it makes you fall in love.
Promote your luxury property with video
Obviously, to sell a luxury property you need top-quality materials and to promote it through the right channels. A memorable description and photos taken by a professional photographer aren't enough. You need a video, and you need to film it properly—that's the key.
You must record it with high technical quality, including a person describing the property (its characteristics and benefits) as it is being shown.
Playing background music while showcasing different parts of the property is a waste of time for three reasons: the video fails to capture attention, is boring, and doesn't stand out or inspire. It doesn't convey success or exclusivity; uploading it to YouTube makes optimization impossible because it lacks text that can be optimized for search engines, translation, and subtitles; and third, without a direct call to action, you might get many views, but few inquiries.
Once you have the video hosted on YouTube or Vimeo (it's another option, although I recommend both), you need a specific landing page for this luxury property.
This landing page should include photos, a description, a video , an inquiry form, and be very well designed. This is the landing page where you will direct your potential customers.
Once you have all the materials, it's time to select the appropriate channels. The best channels for selling a luxury property are, in order of importance or effectiveness: real estate public relations, Google Ads, Facebook Ads, specialized websites (online luxury magazines, etc.), and native real estate advertising.
To get quality information requests on Google and Facebook, you need to know very well how to select keywords and target audience.
For specialized portals and websites, you need to know about real estate copywriting to write memorable ads.
Use public relations to sell fast
Most luxury properties, and almost all ultra-luxury properties, are sold through real estate public relations. Therefore, you need to specialize and learn these techniques to gain access to the circles where your clients are.
Once you establish yourself in these circles (and once you've sold a few luxury properties), you'll find that several clients, either through referrals or thanks to your own efforts, will entrust you with finding a specific property. Training in real estate public relations is part of your specialization.
