After having seen a few episodes of “Selling New York” on HGTV and drooling over some of the properties, this article by Rohit Bhargava at the Influential Marketing Blog caught my interest. He writes, “If you’re not in the market for luxury real estate, there’s a good chance you haven’t seen the glossy brochures that Christie’s Great Estates and Sotheby’s International Realty produce for their multimillion-dollar listings. It is a shame that few of us do get to experience this world,” writes Rohit Bhargava at the Influential Marketing Blog, “because when it comes to marketing there is a lot that anyone could learn from how luxury [real-estate agents] run their businesses.”
Here are a few ways real-estate professionals excel:
• They leverage strong personal brands to build credibility. “Often,” Bhargava says, “you see the story of the agent’s career and how he or she made it to that point.” Agents also discuss personal histories and interests—especially those they share in common with potential clients. “All of this,” he continues, “is designed to give you a sense of who they are before you consider working with them.”
• They know a thing or two about targeting their audience. If agents in the luxury real-estate market advertise in the wrong place, they know they’ll only waste time with unqualified inquiries. “They don’t care about reaching millions or even about reaching thousands,” notes Bhargava. “They care about reaching the right dozen people, period.”
• They create desire with lust-worthy photography. There’s no such thing as an amateur snapshot in their marketing collateral: instead, houses are presented as nothing less than a venue for perfect domestic bliss. “The imagery sells the houses,” he says, “and encourages you to dream.”
The Po!nt: When looking for marketing inspiration, don’t limit yourself—you’ll find great ideas in what seem to be the most unlikely places.
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