Recording

Luxury Homes

Jim Remley presents:

@JimRemley

Marketing

Accredited Luxury Home Specialist

www.JimRemley.johnlscott.com

Jim Remley presents:

⦿ At 19 listed over 150 properties in a 12 month period - listed as top 1% of REALTORS nationwide.⦿ Principal Broker/Sales Manager at John L Scott Medford & Ashland⦿ Author of 3 books -

“Make Millions Selling Real Estate”, “Real Estate Presentations That Make Millions” “Sell Your Home in Any Market.”

⦿ Writes weekly for Realty Times and Broker Agent News.⦿ Accredited Luxury Home Specialist Designation.

Marketing Luxury Homes

Promotinga Luxury Listing

“Without promotion something terrible happens…

Nothing!” P.T. Barnum

38% of luxury home specialists agree that social marketing is the best way to locate an affluent buyer.

Reaching out to your network, partners, colleagues & competitors.

Promoting a Luxury ListingSocial marketing:

Instead they go in search of “secret” products and services – “hidden treasures.”

Affluent consumers often discover new products and services through word-of-mouth marketing – or buzz.

Promoting a Luxury ListingLuxury consumers are skeptical and wary of people's intentions – So they often ignore mass market media.

To identify hubs try using the ACTIVE acronym to spot them:

Ahead in

adoptionConnected

to community Travelers

Information hungry

Vocal in their opinions

Building Buzz

A C T EI

VA

Exposed to the media

Promoting a Luxury Listing

Keep it short & concise.Use the focus feature.Don’t oversell the home.Ask their opinion.

When seeding the network hubs follow these simple rules:

Building BuzzPromoting a Luxury Listing

Luxury home specialists often use unique signage specifically designed & branded for their luxury listings.

Provide affluent clients with a way to instantly act on interest:

Web Riders24hr Information Numbers Cell Phone Text Messaging

Unique Signage

Promoting a Luxury Listing

Highlight the benefits of each of the homes features. Paint a picture – jump start the client’s imagination.

Covered Deck

Three Car Garage

Radiant Heat

Covered Deck – For a relaxing

summer barbeque!

Three Car Garage – Room

to park all of your toys!

Radiant Heat – Keep cozy on

cold mornings!

This Home Features:

This Home Features (& Benefits):

Boring

Promoting a Luxury Listing

Ten Tricks to Building Powerful Flyers

Create an Engaging Headline

Less is More

Keep it Simple

Include Multiple Photos

Include Contact Information

Use Full Color

Use a Professional Layout

Use Font Styles Sparingly

Use the Right Sized Font

Use Proper Grammar and Spelling

The Secret System For Creating “Can’t Miss” MarketingTap into the AIDA approach:

AA

DI

Attention

Interest Desire

Action

What age group does your ideal

buyer fall into? Are they married? Do they have children?

The Ideal Buyer Worksheet:

What income bracket

does the buyer fall

in? What is their educational background?

Are they local or

out of state? What kind

of occupation(s) does your buyer have?

What is your

buyer’s net worth?

What are your buyer’s hobbies?

Is your buyer

tech savvy?

Does your buyer own investment real estate?

The Myth of Print Marketing

“REALTORS tell us that they’re still buying print – not because it works better than other ad choices, but because sellers expect to see their listing in the local paper as proof that their agents are working for them.”

Only 1% of buyers learn about their home from traditional print marketing.

So why do REALTORS® keep spending money on print advertising?

engage. #3

Location.

Location.

Location.

Create Branded

Luxury home book

Tap Into Emotion

Targeting Multiple Buyer Groups

Four Techniques for Success high-end listing print!

4

32

1

The Myth of Print Marketing

Luxury home buyers eliminate homes using logic but buy homes based on emotion.

Luxury home specialists are experts at writing ads that tap into a buyer’s emotions.

1. Tapping into Emotion

2. Target Multiple Buyer Groups Luxury home specialists often

targetmultiple demographic groups, as potential buyers for their listings.

3. Location. Location. Location. Place Ads Where Affluent Buyers Find Them

Net Worth Househol

d Income# Affluent

Households Nationwide to distribute to

$345K

36

90 K

$2M+

Average Age

4. Create your own Branded Property Specific Luxury Home Book

This powerful approach creates ultra exclusivity

by giving the seller something they can hand out.

Qualified Open Houses

REALTORS® who sell

luxury homes

Affluent neighbors

Your own affluent network

The sellers network

A qualified open house - limiting the No. of attendees to an invitation only list. Attendees may include:

Luxury Home Marketing Online

Are you paying for enhancements?

Who receives the MLS data? Does the

brokerage support IDX?

Is the information accurate?

80% of luxury home specialists have a website to market themselves. 27% build websites

specifically for their listings.

Because of this Luxury Home Specialists have a clear understanding of their data flow and how their listings are

disseminated. They can answer these key questions above.

Web Pages & Domains

To solve this dilemma many agents assign their listings a specific web page.

How easy is it to find a specific listing online?

Making it Easy to Find Your Luxury Listing Online

A second option is to purchase a domain name for the listing.

Question: Which of these websites is easier to remember and market?

• www.abcrealestate.com/123johnson• www.123johnson.com

Making it Easy to Find Your Luxury Listing Online

Web Pages & Domains

Advertising Your Luxury Listing Online

Agent/Broker MLS System

Aggregator

Buyers can access data along any point in the chain.

The Real Estate Data Chain

30

Increase your reach withGoogle Adwords and Facebook Advertising.

Your ad can appear on Google and its partner websites. With cost-per-click (CPC) bidding, you're

charged only when someone clicks your ad.

Advertising Your Luxury Listing Online

Keywords are words or phrases you choose that can trigger your ad to show on search and other

sites.

Create a list of 10 keywords that are most relevant to your product or service.

engage. #4

Demographic marketing allows you to target specific groups of people linked by unique characteristics.

Advertising Your Luxury Listing OnlineHow AdWords works

Location

Demographics

Interests

Behaviors

Connections

(According to Google)

Effective and inexpensive way to get more exposure for your

content.

Boost a post for any $ amount you want.

Advertising Your Luxury Listing OnlineBoost posts on Facebook business

page

Luxury Home Marketing Online

http://www.luxuryestate.com/http://www.luxuryhomes.com/

Videos/

Video & Virtual Tours

89% of luxury home specialists offer virtual tours which allow buyers the ability to navigate through the home at their

leisure.

Responding to an Email Inquiry

Do you think this agent will ever hear from this buyer

again?

Affluent buyers are magnets for real estate information.

To attract them offer them information.

36

Detailed CMA Utility Costs

Financing InfoSchool InfoIncentives

Virtual Tours

Construction

Neighborhood

Home History

Responding to an Email Inquiry

Email Marketing to other Luxury Home

SpecialistsBest reasons to send an email:

New Listing Announcement Price Change/Terms Added Information Showing Instruction ChangesSpecial Invitation Events

Peer to Peer Marketing - Identify and compile an

email list of luxury home specialists in

your market.

Track the Results

1. Track Every Call2. Use Visuals3. Demonstrate Alternatives

Ways to Educate Sellers

Question & Answer

Type in theQuestions section of theGoToWebinarcontrol panelon the right.