Upload
homespro-from-homescom
View
442
Download
2
Embed Size (px)
Citation preview
Recording
Luxury Homes
Jim Remley presents:
@JimRemley
Marketing
Accredited Luxury Home Specialist
www.JimRemley.johnlscott.com
Jim Remley presents:
⦿ At 19 listed over 150 properties in a 12 month period - listed as top 1% of REALTORS nationwide.⦿ Principal Broker/Sales Manager at John L Scott Medford & Ashland⦿ Author of 3 books -
“Make Millions Selling Real Estate”, “Real Estate Presentations That Make Millions” “Sell Your Home in Any Market.”
⦿ Writes weekly for Realty Times and Broker Agent News.⦿ Accredited Luxury Home Specialist Designation.
Marketing Luxury Homes
38% of luxury home specialists agree that social marketing is the best way to locate an affluent buyer.
Reaching out to your network, partners, colleagues & competitors.
Promoting a Luxury ListingSocial marketing:
Instead they go in search of “secret” products and services – “hidden treasures.”
Affluent consumers often discover new products and services through word-of-mouth marketing – or buzz.
Promoting a Luxury ListingLuxury consumers are skeptical and wary of people's intentions – So they often ignore mass market media.
To identify hubs try using the ACTIVE acronym to spot them:
Ahead in
adoptionConnected
to community Travelers
Information hungry
Vocal in their opinions
Building Buzz
A C T EI
VA
Exposed to the media
Promoting a Luxury Listing
Keep it short & concise.Use the focus feature.Don’t oversell the home.Ask their opinion.
When seeding the network hubs follow these simple rules:
Building BuzzPromoting a Luxury Listing
Luxury home specialists often use unique signage specifically designed & branded for their luxury listings.
Provide affluent clients with a way to instantly act on interest:
Web Riders24hr Information Numbers Cell Phone Text Messaging
Unique Signage
Promoting a Luxury Listing
Highlight the benefits of each of the homes features. Paint a picture – jump start the client’s imagination.
Covered Deck
Three Car Garage
Radiant Heat
Covered Deck – For a relaxing
summer barbeque!
Three Car Garage – Room
to park all of your toys!
Radiant Heat – Keep cozy on
cold mornings!
This Home Features:
This Home Features (& Benefits):
Boring
Promoting a Luxury Listing
Ten Tricks to Building Powerful Flyers
Create an Engaging Headline
Less is More
Keep it Simple
Include Multiple Photos
Include Contact Information
Use Full Color
Use a Professional Layout
Use Font Styles Sparingly
Use the Right Sized Font
Use Proper Grammar and Spelling
The Secret System For Creating “Can’t Miss” MarketingTap into the AIDA approach:
AA
DI
Attention
Interest Desire
Action
What age group does your ideal
buyer fall into? Are they married? Do they have children?
The Ideal Buyer Worksheet:
The Myth of Print Marketing
“REALTORS tell us that they’re still buying print – not because it works better than other ad choices, but because sellers expect to see their listing in the local paper as proof that their agents are working for them.”
Only 1% of buyers learn about their home from traditional print marketing.
So why do REALTORS® keep spending money on print advertising?
engage. #3
Location.
Location.
Location.
Create Branded
Luxury home book
Tap Into Emotion
Targeting Multiple Buyer Groups
Four Techniques for Success high-end listing print!
4
32
1
The Myth of Print Marketing
Luxury home buyers eliminate homes using logic but buy homes based on emotion.
Luxury home specialists are experts at writing ads that tap into a buyer’s emotions.
1. Tapping into Emotion
2. Target Multiple Buyer Groups Luxury home specialists often
targetmultiple demographic groups, as potential buyers for their listings.
3. Location. Location. Location. Place Ads Where Affluent Buyers Find Them
Net Worth Househol
d Income# Affluent
Households Nationwide to distribute to
$345K
36
90 K
$2M+
Average Age
4. Create your own Branded Property Specific Luxury Home Book
This powerful approach creates ultra exclusivity
by giving the seller something they can hand out.
Qualified Open Houses
REALTORS® who sell
luxury homes
Affluent neighbors
Your own affluent network
The sellers network
A qualified open house - limiting the No. of attendees to an invitation only list. Attendees may include:
Luxury Home Marketing Online
Are you paying for enhancements?
Who receives the MLS data? Does the
brokerage support IDX?
Is the information accurate?
80% of luxury home specialists have a website to market themselves. 27% build websites
specifically for their listings.
Because of this Luxury Home Specialists have a clear understanding of their data flow and how their listings are
disseminated. They can answer these key questions above.
Web Pages & Domains
To solve this dilemma many agents assign their listings a specific web page.
How easy is it to find a specific listing online?
Making it Easy to Find Your Luxury Listing Online
A second option is to purchase a domain name for the listing.
Question: Which of these websites is easier to remember and market?
• www.abcrealestate.com/123johnson• www.123johnson.com
Making it Easy to Find Your Luxury Listing Online
Web Pages & Domains
Advertising Your Luxury Listing Online
Agent/Broker MLS System
Aggregator
Buyers can access data along any point in the chain.
The Real Estate Data Chain
30
Increase your reach withGoogle Adwords and Facebook Advertising.
Your ad can appear on Google and its partner websites. With cost-per-click (CPC) bidding, you're
charged only when someone clicks your ad.
Advertising Your Luxury Listing Online
Keywords are words or phrases you choose that can trigger your ad to show on search and other
sites.
Create a list of 10 keywords that are most relevant to your product or service.
engage. #4
Demographic marketing allows you to target specific groups of people linked by unique characteristics.
Advertising Your Luxury Listing OnlineHow AdWords works
Location
Demographics
Interests
Behaviors
Connections
(According to Google)
Effective and inexpensive way to get more exposure for your
content.
Boost a post for any $ amount you want.
Advertising Your Luxury Listing OnlineBoost posts on Facebook business
page
Luxury Home Marketing Online
http://www.luxuryestate.com/http://www.luxuryhomes.com/
Videos/
Video & Virtual Tours
89% of luxury home specialists offer virtual tours which allow buyers the ability to navigate through the home at their
leisure.
Affluent buyers are magnets for real estate information.
To attract them offer them information.
36
Detailed CMA Utility Costs
Financing InfoSchool InfoIncentives
Virtual Tours
Construction
Neighborhood
Home History
Responding to an Email Inquiry
Email Marketing to other Luxury Home
SpecialistsBest reasons to send an email:
New Listing Announcement Price Change/Terms Added Information Showing Instruction ChangesSpecial Invitation Events
Peer to Peer Marketing - Identify and compile an
email list of luxury home specialists in
your market.
Track the Results
1. Track Every Call2. Use Visuals3. Demonstrate Alternatives
Ways to Educate Sellers