Luxury Home Marketing Plan

What’s the difference between a full service Realtor® who specializes in marketing luxury homes and a discount broker? One of the first and most important differences is the Marketing Plan.

For every client, I create a custom marketing plan, based on the unique characteristics of the home. That custom marketing plan is supported by a substantial marketing budget. How can discount brokers afford to cut their commission by 1% or even 2%? In most cases, the first thing they do is cut out any spending on marketing — they just list your home in the MLS. In a sellers market where inventory is limited and homes sell quickly, you may wonder if a marketing plan even matters. It does! High-end professional marketing generates incremental demand, bringing more buyers to the table, driving up the final sales price. A discount broker may get your home sold quickly, but they may be leaving money on the table due to inferior marketing or no marketing at all. Studies show that homes sold with high-end, professional marketing sell on average for 18% more than homes sold without a comprehensive marketing plan. With a discount broker you may save a few dollars on the sales commission — but you’re probably missing your maximum sales price by thousands of dollars.

Professional photography and videography. I work with a short list of the top local real estate photographers to generate high-resolution, wide angle photos and videos that maximize the appeal of your listing — including drone-based, aerial photos & videography.
Creation of an interactive floor plan. This digital asset allows prospective buyers to virtually navigate the spaces offered by your home. Buyers love these floor plans!
Creation of a property website. A complete interactive experience for prospective buyers, featuring all of the photography, video and interactive floorplans developed for your home. We invest heavily in Search Engine Optimization (SEO) and advanced digital marketing strategies (e.g. Remarketing) to ensure maximum visibility of your listing across the internet. Sample sites:
Professional home staging consultation. Does every home require expensive staging? Absolutely not. But you have many options, ranging from strategic decluttering to full service staging or even “virtual staging” a newer technique leveraging virtual reality to show your home with virtual furnishings and decor. Staging can be expensive — and may not be necessary. Either way, I’ll present all of the options and we’ll make an informed decision on the approach which will maximize the final sales price of your home.
Creation and distribution of a marketing brochure to other brokerages and agents. These brochures are full color, printed on premium glossy stock. These brochures will also be available in your home to all prospective buyers as a take away item and in PDF format in MLS documents.
Posting your home in the Multiple Listing Service. The perfect property description and agent remarks are incredibly important. Before choosing an agent, compare samples of the property descriptions written for recent listings. I’m confident you’ll see that mine are more complete, more professional and more effective.
Your listing will be globally syndicated to the Sotheby’s International Realty website — reaching luxury buyers around the country and around the world. Your listing will also appear on LuxuryRealEstate.com and the duPontRegistry.com two of the most influential luxury real estate websites. Watch the following short video to learn more about the full global syndication offered by Sotheby’s International Realty:
Your listing will be distributed to a network of luxury websites and partners worldwide, including Juwai.com — a website in China for buyers of overseas properties.
Introducing your home to our full team of agents digitally on a large screen in weekly sales meetings.
Installation of a “For Sale Sign”, including custom signs required in many luxury communities. (e.g. locally — Beacon Hill, Creighton Farms, River Creek)
Digital advertising which may include Facebook, Instagram, LinkedIn and YouTube. These campaigns will create visibility for your home, generating thousands of impressions well beyond the capabilities of the MLS. These campaigns help us reach prospective buyers who may not currently be searching the MLS, but ready to buy when the right property becomes available. No Luxury Home Marketing Plan is complete without a social media and digital advertising strategy.
Email marketing. At launch, we’ll create an outbound email blast to local agents announcing that your listing has gone live on the MLS. My proprietary database includes top real estate agents across the Washington DC Metro area, as well as potential buyers.
Print Advertising – Although much of the world has fully transitioned to digital media — some buyers can still only be reached through traditional media channels like newspaper and local magazines. Here are some recent samples of my print media advertising: