Promoting luxury listings beyond the local market is crucial in the high-end property market. This not only increases the property’s visibility to a broader pool of qualified buyers but also maximizes its potential value, as a globally marketed property is often perceived as more prestigious and desirable.
The luxury market is a global niche, so promoting luxury properties outside your local market helps target this exclusive segment of the population more effectively. Connecting with a wider group of these niche buyers can lead to competitive bidding, attracting primary homeowners as well as those seeking investment opportunities, vacation properties and relocation options.
Building a global marketing strategy promoting your luxury properties diversifies your potential buyers and their preferences. It also helps mitigate local economic downturns, as affluent individuals constantly seek new investment and lifestyle improvement opportunities.
Promoting beyond your borders enhances your reputation as a luxury agent with national and global reach. Affluent clients are more likely to trust an agent who demonstrates expertise in promoting luxury properties, attracting international buyers, investors, agents, and luxury networks.
Strategic approaches are required to target high-net-worth individuals and leverage various marketing platforms. Here are several methods to achieve this:
International Real Estate Websites:
List the property on international real estate platforms such as JamesEdition, Mansion Global and Unique Homes (all provide discounted options for members of The Institute). These three sites ensure your listings are available in multiple languages to attract global buyers.
Members can now take advantage of a 20% discount on all JamesEdition offers, including their comprehensive digital classified platform created to promote some of the world most valuable listings, that connects specialized buyers and sellers from around the globe.
High-End Social Media Advertising:
Create targeted ad campaigns on platforms like Instagram, Facebook, and LinkedIn that focus on affluent demographics and specific international markets. Use high-quality visuals and videos to capture attention.
Search Engine Marketing (SEM):
Use Google Ads to target keywords related to luxury real estate and specific geographic locations. Optimize your property website for search engines to attract organic traffic from international buyers.
Dedicated Property Websites:
Develop a dedicated website for the property with detailed information, photos, videos, and contact forms. Optimize the website for search engines to attract organic traffic.
Virtual Tours and 3D Walkthroughs:
Use platforms like Matterport to create immersive virtual tours that allow potential buyers to explore the property online. Host live virtual open houses via Zoom or Facebook Live.
Video Marketing:
Create a YouTube channel or use an existing one to post property tours. Use platforms like TikTok to make short, captivating videos highlighting the property’s best aspects.
Email Marketing:
Send targeted email campaigns to a database of potential buyers – use platforms such as WealthEngine (included in Institute Member Benefits) to build this list of prospects. Include newsletters, updates, and personalized messages highlighting the property.
International Print and Digital Magazines:
Advertise in high-end magazines such as Architectural Digest, Unique Homes, and The Wall Street Journal’s real estate section (all partners with the Institute). Consider digital versions of these publications for broader reach.
Luxury Real Estate Expos and Events:
Participate in international luxury real estate expos and events to showcase your listings. Network with global real estate agents and potential buyers at these events.
Global Relocation Services:
Partner with relocation services that cater to executives and high-net-worth individuals moving internationally. Promote your listings through these services to reach potential buyers.
High-Profile Public Relations:
Work with PR firms that specialize in luxury real estate to get your property featured in high-end publications and media outlets. Write press releases and pitch stories to international media.
Collaborations with International Real Estate Agents:
Build relationships with top real estate agents in key international markets. Offer commission splits or referral fees to encourage them to promote your listings.
Members of The Institute can network with other agents and expand their networks through The Institute Network, a members only social media platform.
Luxury Travel and Lifestyle Partnerships:
Partner with luxury travel agencies, concierge services, and lifestyle brands to promote your listings to their affluent clientele. Display your property brochures and visuals in luxury hotels, resorts, and private clubs.
Combining these strategies can significantly enhance the visibility of your luxury listings and attract potential buyers from outside your local market.
Stay ahead with The Institute
If you want more guidance on how to grow your luxury real estate practice and develop your skills when working with the affluent, learn more about the Institute’s training options here.
Becoming a Member of The Institute is a valuable investment in your future success as a luxury real estate professional. Discover how to succeed in the luxury market through training, certification, advanced learning experiences, and connecting to a network of successful real estate professionals throughout the United States and Canada.
Our Certified Luxury Home Marketing Specialist™ (CLHMS™) designation is recognized throughout the globe. Take advantage of the training offered and the information you’ll receive through The Institute’s Local Luxury Market Reports, published monthly only for Members.