Ownership of experiential properties, ones that offer unique combinations of luxury, exclusivity, personalized experiences and prestige, are now considered to be the trend that aligns with current buyer preferences and aspirations.
Understanding amenities and features are the fundamentals that create an experiential property is key to a luxury real estate professional appreciating how these attributes can play a crucial role in the marketing of a luxury home.
We review why leveraging the high demand amenities and compelling features of your luxury listing can contribute to enhancing a home’s appeal to potential buyers.
Increased Marketability
Homes with desirable amenities and features tend to spend less time on the market and may sell for higher prices compared to comparable properties without these attributes.
Improved Lifestyle
Highlighting amenities that enhance lifestyle typically resonate with buyers seeking convenience, comfort, or entertainment options. Features like a home gym, spa-like bathroom, outdoor kitchen, and smart home technology are often high on the list of wanted amenities.
Visual Appeal
Well-designed amenities add aesthetic appeal to a property, both inside and out. Features like landscaping, architectural details, and interior design elements make a home more visually attractive in listing photos and during showings.
Differentiation
Amenities and features set one home apart from another. Unique or desirable features can make a property stand out and attract more attention from buyers.
Enhanced Value
Certain amenities add tangible value to a property. Features like upgraded kitchens, luxurious bathrooms, or energy-efficient appliances can justify a higher asking price and attract buyers willing to pay a premium for added convenience or luxury.
Connection to Needs and Desires
Amenities cater to the specific needs and desires of different buyer demographics. For example, families may prioritize homes with multiple bedrooms and a backyard, while young professionals might value proximity to urban amenities and modern finishes.
Once a property’s amenities and features have been defined, it is key to implement numerous strategies that will help you effectively connect with potential buyers, here are some suggestions:
Descriptive Copywriting
Write compelling and descriptive property descriptions that highlight its amenities and features. Use engaging language to paint a vivid picture of the lifestyle the property offers, focusing on the benefits and experiences it provides to potential buyers or renters.
Highlight Unique Features:
Identify the unique features and amenities of the property and emphasize them in your marketing materials. Whether it’s a gourmet kitchen, a rooftop terrace, a state-of-the-art fitness center, or smart home technology, showcasing what sets the property apart can help it stand out in a competitive market.
High-Quality Photography and Videography
Invest in professional photography and videography to showcase the property’s amenities and features in the best light. Use high-resolution images and videos to highlight key selling points such as spacious rooms, modern appliances, scenic views, or recreational facilities.
Virtual Tours
Offer virtual tours of the property to allow potential buyers or renters to explore the space from the comfort of their own homes. Virtual tours provide a comprehensive view of the property’s amenities and layout, helping to generate interest and attract qualified leads.
Lifestyle Imagery
Use lifestyle imagery to create aspirational marketing content that appeals to your target audience. Show how the property’s amenities and features can enhance their lifestyle, whether it’s hosting gatherings in a spacious backyard, enjoying sunset views from a balcony, or relaxing in a luxurious spa bathroom.
Utilize social media
Leverage social media platforms such as Instagram, Facebook, and Pinterest to showcase the property’s amenities and features to a wide audience. Share visually appealing images, videos, and virtual tours, and engage with followers to generate interest and inquiries.
Host Open Houses and Events
Organize open houses, virtual events, or private tours to showcase the property’s amenities and features to interested buyers or renters. Create a welcoming atmosphere and provide informative tours to highlight the property’s key selling points and address any questions or concerns.
Collaborate with Local Businesses
Partner with local businesses such as restaurants, cafes, fitness centers, or cultural attractions to offer exclusive deals or incentives to potential buyers or renters. Highlight nearby amenities and attractions to showcase the convenience and lifestyle benefits of living in the area.
By implementing these strategies, you can effectively market a property using its amenities and features to attract potential buyers.
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. Access 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.
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