- Identify your ideal client.
You must first choose your target audience. The first stage is to define the group’s general characteristics. While it’s critical to address each person’s distinct traits, having a thorough understanding of the collective will aid in the development of your marketing plan. This covers the medium you use to reach your target audience (brochures, advertising, videos, events, showings, social media, etc.), the imagery you employ, and the vocabulary and style of your content.
- Create a list of the clients you’d want to collaborate with.
The luxury real estate industry caters to a wide variety of wealthy clients. This comprises established and start-up tech entrepreneurs, professionals from the entertainment business, C-suite executives from the financial sector, as well as sports personalities and others. Determine whether you want to target a certain group, such as first-time or experienced purchasers, overseas shoppers, or eco-conscious individuals. Consider additional criteria such as the price range of the properties and the types of residences that will suit your buyer’s profile. Knowing this will aid you in networking with and marketing to potential clients.
Allow your staff or assistant to tailor your promotional materials and advertisements to people who are interested in the best properties in your portfolio.
- Create a circle of influence
Build relationships and generate leads through your personal network. Don’t ignore family, friends, neighbors, coworkers, business associates, classmates, and social media connections. Make contact with family offices and consulting businesses that manage the money of high-net-worth individuals and create connections with them. The rich make real estate investments and may become future clients. Learn everything you can about everyone in your area of influence and stay in touch with them on a regular basis. Make connections with other real estate agents who can assist you in finding buyers and sellers.
- Make sure your publication has a continuous local presence.
Although it may appear old-fashioned, having a continuous presence in your local magazine with your business name and ad listings clearly displayed works. Don’t be afraid to spend on a full-color, full-page or double-page ad on a frequent basis to guarantee that people see it as they’re flicking through the newspaper. This will not only help you attract consumers who want to see the listing, but it will also reaffirm your experience and trustworthiness in the industry.
In addition, contact high-end local magazines (both print and digital) to inquire about featuring your company. Offer your real estate knowledge and produce articles that will benefit both buyers and sellers.
- Make the most of your digital presence
Examine your website for flaws. Be sure to modify the website’s look and not just merely add new listings. It’s good to regularly update your website if you haven’t done it in the previous few years. Hire a professional to design a stunning, cutting-edge website that shows who you are, your expertise and triumphs (i.e., highlight previously sold homes), your team, and the locations and properties you now represent.
Make sure the website looks great on mobile devices because most people use their phones while on-the-go. Hire content writers to communicate your story. Videos, press releases, and features should all be included. Allow your customer testimonials to prove the reliability of your services.
Make sure that the website’s property search tool is segregated by product (location, pricing, square footage, and other parameters), simple to use, and produces the desired results.
Create a blog about the interests of high-net-worth individuals. Use social media to grow your following and area of influence, as well as to promote your properties. Assign someone to maintain and update your website, blog, and social media channels on a regular basis.
Concentrate on expanding your email list. Reaching out to people or announcing a new property via an email blast is significantly faster and easier. Clients, partners, developers, and luxury real estate brokers from across the world can explore the property on your website or through a digital storybook you’ve built by clicking on a link in the email.