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What do your peers and industry leaders think about promoting products and services to high-end consumers in 2019? Which luxury real estate marketing trends and ideas will work for your company, and what best practices can be successfully implemented today?

Read our article on the topic to explore diverse and up-to-date commentaries on the topic provided by leading real estate professionals. Every day, our speakers delve deep into the practical matters of marketing to high-end consumers and succeеd in reaching affluent clients all over the globe.

Most importantly, our article will give you an opportunity to examine the subject at hand from different perspectives. Since we are a global marketplace and partner with more than 3,000 real estate companies, we’ve invited not one but several experts from different countries to discuss trending matters.

Below, you’ll find eight crucial points from six real estate agency owners and marketing team leaders who’ve been asked the following:

How do you intelligently market to/attract high-end consumers?

How do you find your buyers?

How do you stand out in the permanent media buzz?

  1. Be More Precise in Targeting Consumers Via Digital Media.

global luxury real estate marketing

 

Christa Huffstickler
Founder & CEO
Engel & Völkers Atlanta

  • Targeting affluent audiences through digital mediums has proven to bring us the greatest return and highest level of precision and accuracy compared to other approaches. We focus on creating campaigns that have the pure intention of resonating with a specific audience segment and are not directed to anyone but that audience segment.
  • We create each set of audiences from a collection of demo/psycho/geographics that are proven to drive a certain audience-level of traffic. We analyze top performers and the greatest conversion ratios to then sway, narrow, and refine our campaigns to target a much more specific audience over time.
  • We seize the opportunity to target these people and their lookalikes by geofencing and geo-retargeting select locations: some being our comparables, and others being locations where our desired audience segment is proving to spend ample time.
  • We find it is much easier to meet the people who are closer to a point of purchase/conversion rather than gauging our success based on the amount of “qualified” yet “just looking” prospects.
  • With a targeted approach to online advertising, we can isolate audiences based on online behaviors, allowing us strategically to tailor our messaging efforts for those who would actually be interested in our content.
  • Another efficient way to reach this high-quality audience is to join a community  specifically curated for this unique set of buyers. That is why the strategic alignment between the Engel & Volkers Atlanta brand and the JamesEdition platform felt like an easy affiliation.
  • I can say that this platform offers access to a premium target demographic and maximizes exposure for our high-end listings. Since our initial interactions with the platform, our advisors have experienced immense success, both locally and abroad, effectively raising the profile of our business and expanding our core client base.
  1. Be Omnichannel.

luxury real estate marketing ideas

 

Angel Belanche
International Sales Marketing Director
Andorra Sotheby’s International Realty

  • With the lucrative real estate market of The Principality of Andorra, we almost exclusively work with international clients.
  • For efficient international lead acquisition, we implemented an omnichannel strategy that allows us to target, retarget, and influence core audiences that we couldn’t reach before. We combine social media communication, branding campaigns, search engine, and email marketing.
  • Also, we enter into partnerships that can enrich our cross-channel approach. From this perspective, marketplace platforms have a huge potential in terms of multicultural and qualified buyer reach. We opted into the JamesEdition platform, and presently it’s one of our leading partners in the luxury field.
  1. Personalize. Implement VR and AR.

luxury real estate marketing trends

 

Angel Belanche
International Sales Marketing Director
Andorra Sotheby’s International Realty

  • Don’t forget that your company’s website is still the most essential point of contact  and make sure every detail is carefully picked and designed. The key points are to set up  high-level personalization for each segment of visitors and to create a unique experience since your potential buyers can only view properties online.
  • Firstly, we use innovative marketing tools including the first real estate-tailored virtual staging AR (augmented reality) app and 3D VR (virtual reality) technology. They allow us better to present our items on the website. The content can be seen on our websites, so the digital user has an experience aligned with luxury standards.
  1. Think Bigger. Market to Buyers Who Were Previously Out of Reach.

luxury real estate marketing 2019

 

Talbot Sutter
President and Broker
Sutter & Nugent Inc

  • High-end customers can be fickle. One minute they’re spot on and ready to buy and then something in the market or industry they’re in changes, and it directly affects their purchase ability.
  • That being said, our best practices so far have been increasing our international exposure and reach to target a wider but still relevant audience. We do it using multiple syndications that we pay for every year.
  • I joined JamesEdition as a way to market to buyers that were previously out of reach. For us, this platform works as an outlet where we can meet a relevant global audience. Having used it for years myself,  I personally have seen the reach – from a consumer standpoint – and decided it was what our current and future buyers and sellers deserve.

Already thinking about getting more exposure and reaching new affluent consumers? Then join JamesEdition today for free. Our freemium level will give you amazing opportunities. To know more, visit our Professional Sellers page.

  1. Go Global.

luxury real estate marketing platform

 

Guido Anelli
CEO and Founder
Le Case di Guido

  • International buyers’ shares of real estate transactions started growing again in 2018, after several years of recession. And we in Italy feel the outcome of this positive trend.
  • Germans and English are interested in Tuscany; buyers from China are looking for commercial real estate in Rome city center; Russians opt for properties in Sardegna and Monte Argentario.
  • That being said, presently our strongest focus is on collaboration with global portals to reach more international consumers. And as a part of this approach, a few weeks ago we joined JamesEdition.
  1. Planning Your Marketing Budget: Prioritize Online.

luxury real estate marketing best practices

 

Joakim Stjernstrom
CMO
MAS Property (Marbella)

I can say that today 100% of our marketing budgets presently are online. As part of our strategy, in 2017 we joined JamesEdition to reach luxury property investors.

  1. Don’t Try to Be Everywhere, but Be Where It Counts

global luxury real estate marketing

 

Patrice Groleau
Owner
Engel & Völkers Montréal

  • We’re using our exclusive EDGE platform that reaches millions of people worldwide by partnering with over 180 global websites (including JamesEdition). This listing and brand exposure complements our network of strategically positioned real estate shops. The goal is not to be everywhere, but to be where it counts.
  • Our “root” network includes a community of the world’s most elite professionals related to real estate (such as accountants, lawyers, etc.). This community helps us to communicate with and reach an affluent audience discreetly yet gain a high level of trust.
  • But at the same time, we’re presenting ourselves via various channels, including the JamesEdition digital platform. JamesEdition is recognized worldwide in the luxury industry, has an enviable global reach and is therefore a logical partnership for one of the largest luxury real estate companies in the world. It’s a double win.
  1. Establish a Genuine Connection and a Curated Approach.

global luxury real estate marketing

 

Patrice Groleau
Owner
Engel & Völkers Montréal

We offer a VIP Concierge service that goes well beyond simply marketing the properties of our customers.

Christa Huffstickler
Founder & CEO
Engel & Völkers Atlanta

  • Above all, people prove time and time again to respond better to genuine, emotional connection rather than pure sales tactics.
  • Sell subliminally. We target the emotions with a campaign that resonates, and we ultimately lead them all to a landing page with hard CTA and just enough information to leave them wanting more.
  • Consumers are constantly inundated with advertisements and other B2C content, which can make it difficult to cut through the noise, especially as digital advertising has become more popular. However, with a targeted approach to online advertising, we can isolate audiences based on online behaviors, allowing us to tailor our messaging efforts strategically for those who would actually be interested in our content.
  • This curated approach is more impactful and helps to create a more engaging consumer experience that generates quality leads.

Already thinking about getting more exposure and reaching new affluent consumers? Then join JamesEdition today for free. Our freemium level will give you amazing opportunities. To know more, visit our Professional Sellers page.

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