What do luxury real estate buyers really want and how can you reach them?
We’ve got some helpful tips for marketing and showing luxury homes for sale in Intown Atlanta.
Know Your Audience
One of the first and most important steps to marketing luxury real estate is knowing your target audience. There are two primary groups of buyers for luxury properties: Ultra-high-net-worth individuals (UHNWIs) and high-net-worth individuals (HNWIs).
- UHNWIs have a net worth of $30 million and higher. Much of their wealth comes from their primary home, second home, and commercial real estate, according to Investopedia. This is a small group with just 579,625 UHNWIs around the world as of 2023, based on the Knight Frank Wealth Report Series. The United States is home to about 41.6% of UNHWIs globally.
- HNWIs have $1 million or more in financial liquid assets, which include hard cash and assets that are readily convertible to cash (i.e. government bonds, certificates of deposit). This excludes their primary residence.
Although UHNWIs and HNWIs make up a small portion of the population, it still helps to know which buyers in which you intend to market. To fine-tune your marketing, build a profile of your ideal client. List their age, income level, profession, and marital status. You can gain insight from market research and other real estate agents to create a detailed profile.
For example, some HNWIs are professional athletes who are looking for a permanent residence even though they travel frequently. There are also HNWIs who work in tech, finance, media, and entertainment. Their needs and preferences will vary based on their age, career, and priorities.
Invest in High-Quality Visuals
Using the right visuals is crucial to luxury marketing. Any images you use in your listings, social media posts, and advertisements should reflect the quality of the home and its location. In addition to making sure that these images are of high quality, they must also have a style and tone that are consistent with other marketing materials used for your brand.
Real estate photos and videos can make or break your listing. These images should present the property in the best possible light as well as showcase any outstanding features and qualities. Blurred images, awkward angles, and dimly lit spaces can break the illusion of luxury. Invest in professional photography and videography for the best results.
Accentuate Luxury Features
When marketing luxury homes, showcase any features that appeal to your intended audience. This is where the client profile comes into play. Knowing what luxury buyers want will allow you to highlight features and amenities that suit their needs.
For example, if your ideal buyer values health and wellness, make sure to highlight amenities like a private gym, yoga deck, or sauna. Aside from including high-quality images of these amenities in your listing, use precise and descriptive words that encapsulate the experience that these amenities provide. Lastly, make sure that your listing description conveys the right tone and emotion.
Add a Personal Touch
Luxury real estate marketing is more than selling a piece of property. It is also about offering exceptional service and creating a memorable experience for buyers. To stand out from other sellers in the market, personalize every step of the buying process so that clients feel valued.
GET IN TOUCH WITH CARTER AND ASSOCIATES REALTORS TODAY
Find qualified buyers for your luxury home with Carter and Associates Realtors. Our Chad Carter is an Intown Atlanta Realtor with over 16 years of experience. Get in touch with Carter and Associates today at 404.944.6577 (Chad) or 404.932.7388 (Christina), or send us a message here.
We look forward to hearing from you!