At Mad City Dream Homes, we customize each marketing plan in order to deliver the best value for each home-selling client. This is one reason why we love selling luxury real estate; there are so many creative touches we can add for the truly special property.
Luxury real estate marketing examples
Below we share a few examples of the marketing tools we make available to our clients with high-end and luxury properties.
Staging with rented furniture
Sometimes it makes perfect sense to replace an owner's existing furniture with rented furniture individually selected by our stager. Such was the case with our recent Lake Monona condo listing in Downtown Madison. Notice how the low profile furniture adds a modern touch while allowing for an unobstructed view of the lake.
Unlimited staging with Debbie Lea from Showcase Home Stagers
In other cases we allow our luxury clients to spend as much time as they need with our staging expert, Debbie Lea. Using our clients' existing furniture and artwork, Debbie helps our sellers obtain showcase listing photos, like this living room shot at our 100 Wisconsin Ave condo in downtown Madison.
Capturing special settings and views
Many of our luxury clients own properties with special settings and beautiful views. For these clients we often schedule photo shoots in order to capture their home's unique setting. This photo, taken at dusk, is a great example.
Another example is this sunrise photo taken at our luxury golf course listing in Hawks Landing.
Here's another example. This sunset photo was taken at our upscale property with acreage in the Town of Berry.
Another excellent way to convey a property's special setting is through aerial photography. We often use aerial photography for our properties located near natural spaces. This example comes from our lot listing located near the Yahara River, Cherokee Marsh, and Cherokee Golf Course.
Presenting a slide show
We typically collect dozens of showcase photos for every luxury listing. A great way to display all of them is to load them onto a 15 inch high resolution display. We place the display at the property so buyers touring the home can view a comprehensive set of photos. Unlike an MLS listing, which is limited to 25 pictures, the slide show allows us to display as many photos as we wish.
Creating a dollhouse virtual tour
A 3D dollhouse tour is another excellent marketing tool. A dollhouse tour gives the viewer an up-close look at every room in the home. For an example, click this link to take a tour of our Hawks Landing golf course listing.
Drafting a professional floor plan
Many luxury buyers appreciate receiving a professional floor plan which helps them get better acquainted with the property. Buyers use this document to plan how they will use each space within the home.
If appropriate, we can also use the floor plan to document exterior spaces and outbuildings.
Documenting features and upgrades
A one page feature sheet effectively communicates many of a home's most appealing upgrades and amenities.
We often take the marketing to another level by thoroughly documenting a luxury property's features room-by-room. This comprehensive list of features helps buyers thoroughly understand the quality and character of the home. Depending on the property, this documentation could be 1 to 5 pages in length.
Yet another option is to document all of the recent upgrades that have been made to a home. This example shows over $158,000 in upgrades invested into the property. A document like this helps sellers justify their list price to interested buyers.
Creating a book about a luxury home
A bound book is another effective way to sell the advantages of owning an upscale property. It's also a great tool for selling the surrounding neighborhood. Click here to download an example.
Telling the story about a luxury property
For the truly special property, we can create a compelling story about the home. The story could be about the history, architecture, location or amenities which make the property unique. Samantha Haas is a talented writer and photographer on our team. She works with the home owner to craft an article about their property. Once the article is published, we promote it on our blog, on social media, and with paid online advertisements.
More luxury listing tools
Depending on the property, we can market a luxury listing in other unique ways. Additional marketing options include:
creating a Google AdWords marketing campaign
inviting other top-producing agents to a private viewing of the home
implementing social media ads for a targeted buyer demographic
creating a photo tour of the surrounding neighborhood
collecting exterior and landscape photos from different seasons throughout the year
carrying out "coming soon" marketing which promotes the listing before the property is available for showings
Showcase photos are the key to a successful listing
Beautiful photos attract and motivate buyers. That's why we give each luxury client all of the staging support they need. It's also why we often schedule multiple photo shoots. Here are a few of our favorite photos from some of our recent high-end listings.
Are you planning to sell your Madison area luxury home or condo? Contact us for a complimentary consultation and a marketing plan that's customized for your unique property.
This article is published courtesy of: Dan Miller, REALTOR Mad City Dream Homes & RE/MAX Preferred