Real Estate Success Stories: Luxury Real Estate Marketing
Luxury properties are still the most stable area of real estate sales today.
Ever wonder why?
Here is your answer. Marketing is not just a career… it’s a verb!
Real Estate Professionals who specialize in the luxury market prioritize their marketing campaigns for long term listing cycles, and over-all continuity. They are always highly visible, both in print, and online. These professionals would view a lack of advertising as cutting corners, NOT cutting cost. Advertising is the right hand of successful marketing professionals, and is THE investment in their continued success. While the real estate market is not at all the feast of closings it was two years ago, it is going to change again…it always has, and it always will.
Today’s market is full of fear, partially due to the media’s “gloom and doom stories” and of course the illusion that California’s properties are losing value. While many agents convince sellers to reduce their selling price, California’s middle class properties are still gaining value on a seven-year cycle. Most of Northern California shows an average of 300,000.00 during this time frame.
Maintaining a high profile in print, which includes advertising in real estate magazines such as Homes Magazine which publishes 9 local editions featuring premier real estate properties across the Central Coast, Northern California, the Wine Country and Lake Tahoe, as well as the use of online campaigns insures new business.
A seller is almost three times as likely to list with a high profile advertiser. Why? Because they appear successful and familiar… they know that their home will be marketed in the same fashion, for an optimum sale price. Sellers know they need an agent with a strong marketing campaign.
Consumer behaviors have changed dramatically over the years. The amount of trade conducted electronically has grown extraordinarily since the spread of the Internet in the 1990’s. It is quite rare for anyone to pick up a phone, and call your office without looking for you online. Your web presence is key here. You must stand out over thousands of sites. While search engine optimization (SEO) will help you do this, print is also a major web traffic generator. Statistics show over 60% of website traffic comes from print advertising which includes everything from agazines, brochures and flyers to for sale signs, sign riders and business cards. A functional and attractive website, as well as an aggressive print campaign is now standard. Remember, a strong advertising campaign is paramount in today’s market.
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