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Luxury Real Estate PDF
Luxury Real Estate PDF
Jim Prange
P.A., GRI, CRS, CLHMS
Premier Properties of Southwest Florida
Marco Island, Florida
Positioning Yourself
232-642-2222
jimp@premiermail.net
Quickly As The Luxury Agent
Judy Smith Luxury Home Of Choice
ABR, CRB, CRS, CNHS, CLHMS
Marketing Experts 2010 Realtors® Conference & Expo
RE/MAX Professionals
Omaha, Nebraska
402-598-3678 Panel
JudySmithRE@cox.net
Jim Prange, P.A. GRI, CRS,
Sue Krider Premier Properties of Southwest Florida, Inc. Realtors®
Member Institute for Luxury Home Marketing Marco Island, Florida
Allie Beth Allman & Associates
Dallas, Texas
214-673-6933
suekrider@msn.com
ACTION PLAN:
Want to dominate your 1. Identify your target area and price ranges
luxury market?
2. Learn your market. Know everything…
Brand yourself as Become the “Area Expert”!
“The
The Luxury Expert”
Expert 3. Create your desired identity or “brand”
with quality materials and a statistical
market update report
Tell your branding story visually as well as with words Back of High-Gloss “Just Listed” Postcard
1
9/8/2010
Visual Tour
24 Hour Recorded Information
Full Color Property Brochures
Open Houses if the Seller Desires
2
9/8/2010
Education is Important
The results you achieve directly relate to the
Useful tools and their vendors
time you dedicate to the business
3
9/8/2010
Send closing gifts & holiday cards Lack confidence? Take a Dale Carnegie course
4
9/8/2010
Brand yourself to reflect
Developing a Luxury Niche:
the niche you’ve chosen
Marketing High Rise
Luxury Condos
Sue Krider
Develop a logo that ties to your niche
Allie Beth Allman & Associates
Dallas, TX
214‐673‐6933 suekrider@msn.com
Brand yourself to reflect You are selling lifestyle!
the niche you’ve chosen
Create a theme line that reinforces it
Dream Big, Live High – Let our expertise lead you
up the elevator to your Dallas luxury high rise
condo.
High Rise Niche Marketing
Understand the opportunities • Going Vertical
and challenges • No Signs Allowed
your niche presents • HOA Dues
• Lender Challenges
• Overcoming obstacles to marketing luxury
high rise condos
1
9/8/2010
Internet, Internet, Internet Internet, Internet, Internet
Create a website and maybe a blog Develop building‐specific websites*
• www.3225turtlecreekblvd.com
• www.westvillageurbanlofts.com
www.3225turtlecreekblvd.com www.westvillageurbanlofts.com
Lots of
info
Reinforce
Your expertise
Options
For user
2
9/8/2010
Internet, Internet, Internet Uniquehomes.com
Use targeted ad websites
• www.Uniquehomes.com
• www.wsj.com
www.wsj.com Leverage the websites you use
What else can they do for you?
Add the “extras” to your marketing plan for happy sellers!
Examples:
• Unique Homes digital edition is delivered to an
exclusive email list of 500,000+ affluent individuals
around the world
• Your listing is syndicated to 30 other luxury websites.
3
9/8/2010
Sue’s 7 points to remember
Be open to new ideas 1. Brand yourself to reflect the niche you’ve chosen
and creative solutions – Develop a logo and theme line
2. Recognize you are selling lifestyle
• Virtual staging 3. Understand the opportunities and challenges your
• Viral marketing –
g things that create a buzz
g niche offers
4. Recognize that quality in your marketing is essential
• Special niche websites and magazine sections
5. Understand your prospects
• Social networking with peers
6. Use traditional and new media creatively
• Etc… – An Internet strategy is essential
– Leverage your marketing (get more value for your dollar)
7. Network with your peers