A sample luxury listing plan

Posted by Dan Miller, REALTOR on Wednesday, September 11th, 2019 at 6:09am.

At Mad City Dream Homes, we implement a customized marketing plan for all of our home-selling clients. This philosophy allows us to produce some amazing marketing campaigns for our sellers, in particular for our clients who own a luxury home or condo. Below we share a marketing plan from Chris Venden and a few marketing examples from one of her recent luxury listings. Chris's listing attracted competing buyers, including an offer from one buyer who wrote a very strong offer for above the list. 

staging a luxury home

Marketing plan for a recent luxury listing

Mad City Dream Homes implemented all of the marketing strategies below. All marketing costs were paid for by our real estate team, which is the standard for all of our listings.   

Unlimited support from our professional home stager, Debbie Lea. The photo below shows the living room, which was staged by Debbie. 

Professional photography for all marketing materials. For this listing we scheduled 3 different photo shoots to ensure we captured the very best photos of this property. 

luxury real estate listing photos

Aerial photos, which captured this home's unique hilltop setting. 

luxury real estate listing aerial photos

A features document about the home. The document highlighted the many selling points of the home and location. Page 1 of the features document is shown below. 

A professional floor plan of the property. The floor plan (pictured below) documented every level of the home as well as the garage and outdoor entertainment spaces. 

A book about the home. The book included dozens of professional photos, along with plenty of useful information about the property and subdivision. 


A dollhouse 3-D virtual tour. This link shows the virtual tour for this listing. 

 3D Dollhouse Tour - Mad City Dream Homes

A feature article about the home and its Craftsman architectural style. Samantha Haas from our team wrote a wonderful feature article, which we promoted on our blog and social media platforms. The article told the story behind the home and all of the quality and craftsmanship that were built into it. 

More marketing strategies

  • A slide show of the home. We loaded an electronic photo frame with all of our best photos, including exterior pictures and drone shots. 
  • Social media ads on Facebook and Instagram. 
  • A Google AdWords campaign, which targeted consumers looking for a Craftsman style home in the Madison/Middleton area.
  • A “coming soon” marketing campaign, which aggressively marketed the home as it was being prepared for showings. 
  • An open house at the beginning of the listing. 

3 keys to a great luxury real estate listing

Looking back on this listing, we believe Chris's clients experienced a successful sale for three main reasons:

First, her clients were very proactive with their approach to their sale. Chris met with her clients and started preparing for the listing more than a year before the sale took place. Even though the sale was in 2019, most of the planning, staging, interior photography, and aerial photography was completed in 2018. 

Another key was our team's comprehensive approach to the marketing. A traditional real estate listing would not have conveyed all of the unique features and qualities of this property. However, our customized (digital and print) marketing plan made sure our target audience was fully aware of all of the character and quality built into this truly special home. 

The last reason, and perhaps most important, was the great working relationship between our clients, Chris and our marketing team. Our work together began with a handshake, and from there everyone did their part to ensure the sale would be successful. Our close collaboration and strong sense of teamwork were the foundation for this very successful listing.  

Do you have a friend or family member who's thinking of selling their luxury home or condo? Please feel free to share this article with them, or have them contact us for a complimentary consultation. We'll be happy to meet with them and share our ideas for a marketing plan that will make them proud of their listing. 

This article is published courtesy of:
Dan Miller, REALTOR
Mad City Dream Homes & RE/MAX Preferred
1619 Monroe Street #1, Madison, WI, 53711

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