Luxury Real Estate

PR and Marketing Strategies for Luxury Real Estate Brands

Luxury real estate brands are all about creating an impression of exclusivity – both in their clientele and the type of properties they represent. With the luxury housing market thriving, developers and contractors need to take advantage of real estate public relations and marketing strategies to get their prospective buyers and sellers interested in their designs.

Marketing luxury properties requires extra effort and having a solid PR team promoting you to your target clientele will help you stand out from the rest. According to American author and former dot com business executive Seth Godin, “People do not buy goods and services. They buy relations, stories and magic.”

Fundamental public relations and marketing strategies that will enhance both your public image and your marketing dollars reach include:

Identify Your Target Market

This is the number one strategy that you can use to become successful. Begin by identifying your niche market and become an expert in it. Knowing what drives your target markets decisions and where they are headed in the short and long term is imperative to developing an effective PR and marketing strategies. Knowing all you can about what is happening in the areas that your target market populates will allow you to adapt your brand strategies quickly and accordingly.

Over time, your target market may experience varying degrees of shifts in who they comprise. For example, as baby boomers were known for building large, expensive homes, millennials are not interested in buying the large elaborate houses built by them.

Establishing an Online Presence

 Print publications aren’t as relevant as they once were. Although local newspapers are still being read, many people now go online for information from these same sources. With technology ever-changing, you must establish a social media presence. This will include creating a website and leveraging social media channels in your marketing. A key benefit of utilizing social media platforms to market your real estate brand is that they are inexpensive. On top of their cost advantage, they allow you the potential to reach an enormous number of prospects.  Your online presence can also include digital news outlets and podcasts.

Staying on Message

Keeping a content calendar is one of the best ways to avoid inconsistent branding and gives you full control over how you’re presenting your content. When you have content planned out ahead of time, it’s easy to keep your messaging, look and feel in perfect alignment. Create one or two sentences that best describe your luxury real estate brand. Short key messages work well on the internet and social media. The messages should convey your values while telling a story. Once you have identified your message, use it as part of your branding and consider giving it a unique hashtag.

Hosting Virtual Experiences

In this time of COVID, virtual experiences have become the norm for inviting your audience to engage with your brand. According to a survey by the National Association of Realtors – 44% of clients search for properties on the internet first. Virtual guided visits of properties capturing 360-degree video allows your brand to bring the property to clients while in the safety of their own homes. Key designers, architects, developers and contractors can host Q&A sessions online engaging your followers while answering any questions relating to the thought process and sale of high-end real estate. This allows a brand the opportunity to provide value to both its past and its potential future clients.

Neglecting your PR strategy can cost you in lost luxury real estate sales. If you’re struggling with real estate branding, The Hoyt Organization can help.  Contact us today to learn more about how we can support your organization by developing a strategic communications plan that supports your unique goals.

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Nick Luvera

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