Marketing High-End Homes

Astute marketing in the hands of our experienced sales people ensures careful qualification of potential buyers for your property.

All publicity is good publicity?

Not so. In the high end sector of our industry specifically, bad advertising will never convert to ‘good publicity’ merely by virtue of it being in print or on line.

A bad advertisement is just that: a bad advertisement, and it will do unseen damage to your campaign. It is important to be deliberate about the process in order to get it right. As Auckland’s market leader, Barfoot & Thompson has more experience and firsthand knowledge at our fingertips; and this coupled with being industry leaders ensures we have all of the relevant information at our fingertips to benefit your sale.

We’ve learned and recognized a few tips along the way for marketing highend homes that can make a difference in attracting the “qualified” affluent home buyer. We understand that it’s not the number of shoes on your doorstep, it’s the quality of the leather.

1.

Target Audience

We ensure that the look and feel of the marketing material conveys an aesthetic and sophistication that is not only in line with the property itself, but with what the target market is accustomed to.

Content and placement should appeal to buyers who are actively looking, as well as ‘windowshoppers’ who find themselves falling in love with your property even when they’re not actively looking to buy.

2. 3.

Words are important

It has been demonstrated that for prestigious properties words such as captivating, impeccable and landscaped create higher engagement, while generic copy runs the risk of switching people off.

The trick is to convey the uniqueness of the property in a narrative that takes the audience beyond the rational ticking of ‘needs’ boxes, capturing the desirability of the property - which often ties in with a coveted lifestyle.

This is where a true local area specialist comes into play, as they will have intimate knowledge at hand enabling them to clearly and concisely communicate what aspects of one property set it apart from the rest.

Photography & Video Placement

Professional photography and videography are a given, but with unique properties it is a missed opportunity to simply present ‘informative’ shots. Instead, we use an additional ‘editorial’ approach as well.

Showcasing is all about tapping into emotions by telling the audience a story and letting them make discoveries. To this end, when making the selection, we curate the shots carefully and take out any that do not serve the ultimate aim of the campaign: a sale at the highest possible price your property deserves.

4.

In the ubiquitous on-line world, there are many platforms to choose from, but at Barfoot Remuera we tend to stick to the ones that work for high end properties, and complement this exposure with print advertising in selected property publications. This is still absolutely expected for this type of property, and the above two-pronged strategy maximises both the interest in and sale price of your property.

Our Barfoot & Thompson Remuera sales team excell at face-to-face marketing. Having built outstanding rapport with a database of buyers and knowing the area and its properties intimately, assists our agents in targeting interested parties directly and expediting the process.