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When you specialize in luxury real estate sales, you need to specialize by default in luxury lifestyle marketing. However, agents do not always see this as part of their portfolio – and as a result, many of them miss out on an excellent opportunity to differentiate themselves.
I’ve been in this business for three decades, and my brokerage is part of a larger network of 465 agents and 23 offices across the Gulf of California. As a result, I have met and mentored a lot of real estate professionals. When they ask for advice to boost their marketing efforts, there is one thing I try to encourage: think like a post.
What does that mean exactly? This means having a more holistic mindset. Instead of viewing brochures, newsletters, website, social media and other marketing materials as disparate channels for different prospects, treat it as a complete package. Beautifully presented package that reveals consistent, authentic and value-based branding to buyers and sellers. Thinking like a prism also means being strict about the quality, accuracy, and accessibility of the materials you produce.
Instead of viewing brochures, newsletters, website, social media and other marketing materials as disparate channels for different prospects, treat it as a complete package.
Here are five considerations to keep in mind when designing your marketing mix and distribution strategy to be more like a leading publication.
1. Know your audience
Your customers should inform your communication style. For example, Silicon Valley and the Central Peninsula region attract investors, financiers and entrepreneurs from all over the world, so our content is intended for local, regional, national and international viewers.
Since my audience is also data-rich and in-depth, I include in-depth, data-heavy analytics in my material. I know this resonates with buyers and sellers who are very familiar with market trends and aware of what their property is – or will be – valuable.
Who is your audience? This is a question that all publications – and all luxury agents – need to answer in order to reach the right people with the right information.
2. Select your accent
It’s easy – even intuitive – to change the tone of your communications based on medium and channel. It might seem natural to look friendly on Facebook, engage in an email, and be polished in a brochure. But I challenge agents to find a real voice that can serve them on all their different platforms and touch points.
This is what the best prints do. Although there are many different authors, they are constantly communicating in a way that their readers can identify with. This is a powerful way for them to build their reputation, credibility and brand.
3. Aesthetic creation
The tone you select is not just verbal; It is also visible. Just as flyers have the look of a signature, presenting your marketing materials is another way to express your team’s skill and quality of service. Since you’re targeting high-end customers, make sure your materials are neat, and your photos and videos are never low-resolution.
Just as flyers have the look of a signature, presenting your marketing materials is another way to express your team’s skill and quality of service.
Your visuals add value by amplifying the messages you send and the stories you tell. When announcing your latest sales success or summarizing changing market trends, displaying beautiful images of your company not only lends your content credibility but also makes it more consumable.
4. Change the channel
Think of a post you like. Even if it’s a traditional print publication, it probably produces content for its website and social channels in a variety of written and visual media – and all of that content looks coherent. This is what luxury agents should be looking forward to.
Of course, you still have to dedicate more resources to the channels that will reach your target audience. For my team, this means that we frequently focus on direct mail: postcards, magazines, and city reports that feature in-depth data and analytics. But monthly e-newsletters, social media posts, web content, and print ads are all important parts of our overall media mix.
Using multiple distribution channels that are all on branding has two main benefits. makes sure that information is received, no matter how or where it was received; And you can reinforce your message constantly.
5. Tell the truth
Top publications have a robust news validation process. This is essential in real estate as well. One of the main reasons buyers and sellers recruit agents is their desire to work with experts; And through your marketing efforts, you can position yourself that way. Whether through smart home ratings, seller recommendations, or timely reports that track micro or macroeconomic trends, continue to show that you know the community better than your competitors. When it comes time for potential clients to choose an agent, your name will be at the top of the list.
Michael Dreyfus has had 30 years of repeat success in the residential real estate business. It currently ranks as one of the leading sales agents in the Silicon Valley/Peninsula region and has regular appearances on the Wall Street Journal/Real Trends list of the 250 Best Agents in America.
He is the co-owner and sales agent of Golden Gate Sotheby’s International Realty with 465 agents in 23 offices across the San Francisco Bay Area.