Now that we’ve covered the basics in the first two posts on marketing luxury homes, let’s look at specifics.
We know that the single most important tool today is the internet. When a property is listed in the Multiple Listing Service, it automatically appears on http://www.realtor.ca which is one of the most heavily visited websites in Canada. Listings will also usually appear on the Brokerage website and agents personal website if they have one. In most cases, all of these three places will have the same information but, it’s just not enough for a luxury home.
One of the very best tools I have used this year is to build a website specifically for the home. It allows me to really tell the story and all of the wonderful things a potential buyer should know. In this example, I’ve been able to add hundreds of pictures, music, floor plans, a survey, neighbourhood information, the history of the development, details about the builder, a virtual tour and of course, property details such as room sizes, taxes, land size and more. The sky is the limit on what can be included.
Does it work? Well, in the first 60 days, we’ve had over 17,000 hits on the site and 3,500 views. Hundreds of people have forwarded the information, have printed off details and have watched the entire slide show. That data is available through back-end statistics that are useful for both the sellers and myself to know. We can also tell how people came to the site.
Having a single property website allows me to advertise the property in unique ways. For example, I syndicate all of my online listings to popular sites such as Craigslist, Livedeal, Kiijiji and so on. They all link back to the website as do any ads I run in newsprint. The unique website links to the listing data on my own site.
For this same property, I had a professional sign designed and built that sets the home apart with a distinguished visual and on the sign, there is a large rider with the website address. Over 500 of our views have been direct requests to the website suggesting that most came from the For Sale Sign.
I also had a brilliant graphic artist and advertising person design and print a glossy full colour brochure which has great visuals, a bit of information and, you guessed it, the website address for the property. It helps to LOVE the house because this is the time to be poetic, heartfelt and sincere about how a home lives and how it feels. People reading the copy tend to “get it.”
So, will I advertise your home in the Globe and Mail? No. But I’ll spend a great deal more directing the marketing to agents and to the public with marketing that actually draws attention to your home. In such a narrow market, this is what counts.
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When it’s time to buy or sell real estate in the Collingwood, Blue Mountain or Georgian Triangle area, contact Marg, an experienced and competent Broker who is ready whenever you are!
Marg Scheben-Edey is a Broker with RE/MAX four seasons realty limited, Brokerage in beautiful Collingwood, ON. With three decades of experience, Marg is a leader in the local real estate marketplace and is ready to help guide both Buyers and Sellers in achieving their real estate goals. Email Marg