The market for luxury real estate is rising in several places, including Sarasota and Naples in Florida, Hilton Head in South Carolina, South Hampton in New York, Austin in Texas, Prescott in Arizona, San Luis Obispo in California, and many more. High-end market purchasers, especially well-off members of Generation X and Baby Boomer searching for second and third homes as well as millennials with disposable income, are drawn to the area by its picturesque sunsets, sandy-white beaches, and attractiveness of the wide-open areas.
Here’s how to get more customers for your real estate company and grow your market share in this segment of the real estate industry.
1. Identify your ideal customer
You must decide who you want to target, just like you would with any marketing approach. Defining the general features of the group is the first stage in the procedure. While it’s crucial to cater to each person’s distinct personality, having a firm grasp of the qualities of the group can help you choose your marketing plan. This includes the imagery you use, the language and tone of your material, as well as the medium (brochures, advertising, videos, events, showings, social media, etc.) you use to reach your target audience.
2. Compile a list of the kinds of customers you wish to serve.
The market for luxury real estate is made up of a diverse group of wealthy buyers. This comprises IT entrepreneurs from both established and startup businesses, members of the entertainment world, C-suite executives from the financial sector, athletes, and others. Make a decision on the target market you wish to appeal to, such as eco-conscious or foreign shoppers, first-time or seasoned purchasers, etc. Aside from the houses’ prices and styles (private vs. extravagant), think about additional aspects that will suit your buyer’s profile. Knowing this will help you go forward with networking with and marketing to the people you wish to collaborate with.
3. Expand your circle of influence
From your network of acquaintances—which may include relatives, friends, business consultants, neighbors, coworkers, business partners, classmates, and social connections—develop relationships and produce leads. Make contact with family offices and consulting companies that look after their high-net-worth clients’ money. Wealthy people who invest in real estate may eventually work for you. Get to know each individual in your area of influence and communicate with them often.
4. Make sure your publication consistently covers local news.
Even though it may seem dated, maintaining a regular presence in your neighborhood newspaper with your company name and advertisement listings clearly displayed is effective. Invest the money to regularly post a listing on a full-color, full-page, or double-page ad so that people will notice it while leafing through the newspaper. This will not only encourage purchasers to check out the item, but regular publication in the newspaper will also bolster your expertise and reputation in the industry.
5. Make use of your online presence
Perform an evaluation of your website. Have you just altered the website’s look, or are you only adding new listings? It’s time to update your website if you haven’t in the last several years. Hire a pro to design a stunning, modern, user-centered, cutting-edge website that accurately captures your brand, your expertise and achievements (by showcasing previously sold properties), your team, and the areas and properties you now represent.
Since everyone has a phone with them at all times, make sure the website looks great on mobile devices as well. Employ a content writer to help you communicate your tale effectively. Include features, press releases, and videos. Let testimonials from your clients speak for you.