Inman Handbook on luxurious advertising

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October is Luxury Month on Inman. Inman Handbooks provide deep dives on luxurious advertising and agent branding, luxurious staging, referrals, and extra. We’re eager about what luxurious means now, inspecting how the pandemic is reshaping the wants of luxurious consumers, and speaking to prime luxurious brokers, all month lengthy.

Craig Hogan

For the highest luxury agents and brokers, luxurious advertising is about greater than promoting their companies. It’s about constructing a monitor file of efficiency that creates demand from discerning luxurious sellers.

In accordance with Craig Hogan, vp of luxurious for Coldwell Banker, shifting into the luxurious area is all about creating credibility via expertise.

“Associate with people who find themselves on the prime of their recreation, and be taught from them. Studying, time on process, mentorship and partnership is essential. You possibly can’t be promoting multimillion-dollar properties in the event you don’t know what you’re doing as a result of these consumers know.”

How do you make sure that your advertising plan permits you to compete on this rarified portion of the actual property market? By using the newest expertise, high-end promotional supplies and a worldwide attain that will get your luxurious itemizing in entrance of the proper high-net-worth individuals, irrespective of the place they’re.

Desk of contents

Bear in mind much less is extra relating to luxurious messaging

Gone are the times of over-the-top logos, script-based fonts and pseudo-formality when presenting a luxurious model or a luxurious property. The brokers we spoke to persistently repeated the identical chorus: Much less is extra relating to a luxurious aesthetic.

“Clear it up, make it purposeful, and [get rid of] all this busyness that you just see. Make your pictures rely. Make your phrases rely. Select properly,” Hogan stated. “It’s superb what a picture and some phrases can say about ‘do you need to transfer proper now?’ Maintain it easy. Maintain it elegant. Edit, edit, edit.’”

Hogan stated that whether or not you’re capturing journal layouts or planning online marketing, the readability of a cleaner, extra minimalist aesthetic helps reduce via the muddle of an oversaturated digital and industrial market. 

Laura Blossey

“This afternoon we’re wrapping up our new journal which can be on newsstands all over the world,” Hogan stated. “There are a number of pages which might be single pictures. It’s all a few clear, concise message as a result of our world is sophisticated proper now, and our advertising doesn’t must be busy.”

Laura Blossey of Cascade Sotheby’s Worldwide Realty additionally sees a cleaner aesthetic working for luxurious properties. “Folks’s consideration span is lower than 30 seconds, so in the event you haven’t captured their curiosity in that point, you’ve probably misplaced a purchaser or a sale,” she stated. “Stunning, high-quality pictures and transient verbiage is at all times efficient for right this moment’s consumers.”

Extra sources: 

Put expertise to work on your luxurious itemizing

Patrons in each class begin their house searches on-line, and luxurious is not any exception. That is much more true throughout this time of COVID-related quarantines and social distancing. Expertise is a vital a part of any luxurious advertising technique. Right here’s why.


Michelle Ouellette

Michelle Ouellette of Sotheby’s Worldwide Realty Westlake Village Brokerage stated that luxurious advertising requires a broader technique than conventional advertising, which regularly focuses on the native market “to show the property for extra of a nationwide or world attain.” 

It’s additionally important to consider the property throughout the context of its class, together with beachfront, metropolis, vineyard, or upscale golf and nation membership, relatively than in geographic phrases.

Focusing on

In accordance with Keith Strombotne, director of strategic partnerships at Adwerx, one in all its platform’s latest instruments, Top Producer, entails focused 30-second commercials linked to streaming companies akin to Hulu. 

Linking to streaming companies customers love not solely has the benefit of a high-end appear and feel, but it surely additionally presents “messaging in hypertargeted areas and in entrance of particular folks. There are methods to market a house that don’t break the financial institution if it’s hypertargeted geographically and to a customized viewers.”

Price range

Ouellette sees digital advertising as a cheap software, particularly for brokers simply beginning within the luxurious class. 

“It’s a difficulty of discovering all and any digital advertising alternatives to leverage, working together with your brokerage to grasp what they provide for advertising properties, and making good selections for the perfect return on funding with the funds you’ve for the property,” she stated.


Keith Strombotne

Blossey stated luxurious consumers have increased expectations and certain different choices, so it’s important to supply the very best high quality images and videographer companies to adequately seize their consideration and showcase the property and surrounding group. “The net visible footprint introduced makes it simpler for consumers to get a really feel of the itemizing earlier than being on-site,” she stated.

Perceived worth

Strombotne sees merchandise like Adwerx’s streaming platform as a potent aggressive software for luxurious brokers. “If I’m going to maneuver upmarket and I can say ‘I’m going to run an automatic digital marketing campaign with a walkthrough of the property to be proven on Hulu,’” that expertise and focused functionality is a direct differentiator for sellers.

Extra sources: 

Work with long-distance consumers and brokers

COVID-19 has accelerated a pattern that has lengthy been on the forefront of luxurious house gross sales — the need of promoting to far-flung consumers, together with worldwide consumers. Essentially the most profitable advertising methods incorporate methods of speaking that can help you enchantment to this discerning viewers when competing with properties worldwide.

Except for the pictures, videos, and different advertising supplies and platforms you employ, what follows are probably the most essential parts for successfully advertising your luxury listing to the proper viewers, whether or not they’re across the nook or the globe.


From the preliminary contact via the transaction, exceptional communication is crucial, each together with your shoppers and the luxurious purchaser’s agent or dealer. Go the additional mile to allow them to know what they will anticipate from you all through the method, and make your self or somebody out of your staff accessible at any time. 

Additionally, provide details about the group and the life-style they will anticipate together with details about the property itself.


Luxurious consumers might need extra complicated wants, particularly if they’re worldwide consumers. Guarantee them that you’re well-versed within the language of luxurious, finance and contract legislation, and which you could deal with the complexities of the transaction via a streamlined, skilled course of by highlighting the wealth of expertise you carry to the desk.


Luxurious consumers emphasize discretion and safety when in search of, negotiating on and shifting to a property. Understanding and anticipating their wants via nondisclosure agreements (NDAs), doc safety, and different privateness measures will go a great distance towards making them comfy working with you whereas additionally building your reputation on this unique market.


Work with purchaser’s brokers to streamline the logistics of in-person visits and assist to make sure that the tour of your vendor’s property is enhanced by a high-end expertise total. Take into account methods to make journey extra comfy and handy, and provide data on the perfect high-end native transportation, lodges and eating choices.

Skilled community

Your professional network is crucial in serving to to handle the complicated wants of luxurious consumers. Actual property attorneys, tax accountants, inside designers, stagers, contractors — you have to to have the ability to draw on quite a lot of consultants at a second’s discover to get questions answered and provide reassurance.

Nurture your relationships with these skilled colleagues, and luxurious purchaser’s brokers and brokers in markets worldwide.

Extra sources: 

Study language of luxe

In accordance with the brokers we spoke to, the luxurious advertising package deal is markedly completely different than a standard advertising or promotional marketing campaign. Though it’s primarily based on skilled content material akin to images, videography and copywriting, the completed product will provide a extra luxurious really feel. 

In fact, the perfect advertising pictures begin with flawless luxury staging. “In the case of staging, we have now to current a gorgeous image of what one thing will be,” Hogan stated. “Most consumers don’t have a grasp on filling in empty rooms. Folks simply don’t have readability, although they assume they do.” 

As soon as a gorgeous area is staged, both bodily or nearly, and captured in skilled pictures, movies, and textual content, Hogan emphasised print materials’s significance alongside tech-based advertising. 

“Lots of people assume print is lifeless; it’s not,” he stated. High publications have elevated, relatively than decreased, their budgets, which signifies their persevering with power and ongoing demand, in keeping with Hogan.

Blossey additionally talked about the significance of print advertising and of correctly concentrating on that printed materials. “I’d advocate honing in on the focused purchaser right down to the neighborhood to determine which publication is most applicable, whether or not an area journal or a hand-delivered journal to particular neighborhoods in a feeder market.”

Ouellette sees one needed piece of luxurious advertising collateral as a gorgeous guide provided to the client after the displaying. Calling this guide “a reminiscence present,” she in contrast this important factor to the “extra typical method of handing the client a two-page brochure, for instance.” 

The posh guide is designed to mark the tip of a superb house tour just like ending a superb dinner with an unbelievable dessert that you’ll at all times keep in mind, she stated.

Extra sources: 

Luxurious advertising outlined

We requested every of our consultants to outline the weather that differentiate luxurious advertising. Listed below are their assessments:

“There’s a brand new motion, and I’d say in advertising for luxurious is that luxurious whispers, it doesn’t shout,” Hogan stated. 

Maintain simplicity and class on the forefront of your luxurious advertising via considered enhancing of the area itself, the textual content and pictures, and the collateral.

“Luxurious property advertising goes to contain a extra world technique, an in depth advertising plan and extra capital funding from the itemizing agent,” Oullette stated.  

Be ready for the elevated funding wanted to market a luxurious property when it comes to time, ability, effort and funds.

“As a luxurious agent, investing much more time and vitality into educating each consumers and brokers concerning the life-style and group differentiates my advertising technique when promoting a high-end house,” Blossey stated. 

Your experience, market information and property information are essential parts that differentiate your effectiveness as a luxurious agent.

The first differentiators are “consumer expectations and high quality. Aligning what you’re capable of do when advertising that itemizing with consumer expectations is essential. Once we’re speaking about high-end luxurious properties, sellers know what their house’s price and what sort of promoting goes to talk to a luxurious purchaser,” Strombotne stated.

Extra sources: 

Christy Murdock Edgar is a Realtor, freelance author, coach and marketing consultant with Writing Real Estate. She can be a Florida Realtors school member. Observe Writing Actual Property on  FacebookTwitterInstagram  and YouTube.

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