THE BUYERS

TARGET MARKET

THE KEY TO SUCCESSFUL LUXURY HOME

MARKETING IS FINDING PROSPECTS FOR

WHOM THE HOME AND ITS LIFESTYLE

ARE A MATCH. BY ANALYZING THE

POSITIVE AND NEGATIVE FEATURES OF

YOUR LUXURY PROPERTY, DETERMINING

THE LIFESTYLE THE HOME REPRESENTS,

AND THEN TARGETING THE MOST LIKELY

PROSPECT GROUPS, OUR MARKETING

EFFORTS ARE MORE EFFECTIVE.

DIFFERENTIATING FACTOR

“What is it about this home that is different from the properties with which it competes?” The answer is often a clue as to how to differentiate in order to find just the right buyer. You only need one!

DIS C E R N I N G B U Y E R S

T A R G E T E D A F F L U E N T A U D I E N C E W I T H A PA S S I O N F O R Q U A L I T Y , L U X U R Y A N D D E S I G N .

FOCUS ON UNIQUE FEATURES TO DETERMINE THE RIGHT BUYER

The amenities, special features, and even the property’s negative features will help determine the targeted prospect groups you might want to reach. For instance, a home with an eight bay garage should attract a car collector, while a 1000bottle wine cellar would appeal to a serious wine aficionado.

GARNERING INTEREST, ENTHUSIASM AND ATTENTION

For example, a historic 19th century Heritage Home could be used as a weekend home or

corporate retreat and also targeting people interested in historic properties by writing an article on the home that is published through various media outlets.

IS THE HOME NEWSWORTHY OR DOES

IT HAVE CELEBRITY STATUS

Celebrity-owned or has another hook which may help generate media coverage or other PR. May the home lend itself to a real estate soiree or

other special invitation-only targeted event? Is there an opportunity to jointly market with suppliers of luxury products and services?

POSITIVE FEATURES OF THE HOME

Our marketing plan includes developing a listing of all the positive features of the property. Then, make a second list of the negatives. These two lists will aid in determining the right prospect audience to market to.