When selling a luxury property, the regular rules about how to market the home often go out the window.
To begin with, not all sellers want everyone to know that their home is for sale. the market, and the homeowner may not to put the property on the MLS.
This doesn’t mean that marketing a luxury home is impossible. There are specific strategies that don’t necessarily make sense for other property types, but that are perfect for luxury homes, and some or all of them can be used to secure a qualified buyer without compromising privacy.
Pocket Listing
When a home is for sale, but not listed on the MLS, it’s known as a “pocket listing. There are quite a few reasons why a seller may want to use a pocket listing in lieu of using the MLS, and privacy is typically at the top of the list.
The local community of Realtors is probably your best asset in the home sales process. Your Realtor will reach out to the real estate community to make them aware of the home. Also, make sure you tell your friends, colleagues, and members of any organizations that you attend that your home is for sale, the likelihood of finding a qualified buyer is increased — and acquaintances can tell anyone they know about the fact that your home is for sale. Every buyer in the market may not be aware that your home is for sale, but you’ll certainly be reaching a large portion of people who are financially qualified to take on that investment … and possibly interested in buying it.
Luxury Real Estate is a Stage
Even the best-maintained luxury home looks more lived-in than magazine-ready, so before you showcase the home, be sure to take care of cosmetic issues that have been lingering and even consider moving yourself to a different location so that the home can be staged and presented at its very best.
If leaving your home is not an option, there’s a lot you can do to make your home shine short of moving out. Start with the basic curb appeal:
- Keep your lawn manicured and maintained and your landscaping polished.
- Do you need more gravel or flowers anywhere?
- Do your trees, shrubs and grass blades look healthy?
Inside, do some deep cleaning. Steam the carpets and polish the wood floors. Then look at the balance of furniture in the room — is it arranged to showcase the place at its best, or for convenience? You might want to remove a piece of furniture or two for every room so that you have plenty of space around each item. Allow for smooth and uninterrupted traffic flow through.
Examine your decor with a critical eye, too. You may want to think twice about showcasing certain types of artwork or decorations that are tailored to specific tastes. You want to potential buyers to imagine themselves living in the home, and some people might not be able to do that around certain images, so if your preferences tend toward the risqué or bizarre, think about going a little more moderate while you prepare to sell.
Professional Photos
If your home doesn’t sell as a pocket listing and you decide to put it on the MLS, then you’ll need some high-quality photography to help entice a qualified buyer to your doorstep.
It’s not enough to just have pictures, either. You want the lighting, staging, and finish that comes with a professional photographer, as well as the accompanying cameras, lights, etc. You should also go a step further and have your Realtor create a video that really showcases your property.
Tell a Story
Pick a few things that always elicit a comment from the people who visit your home. Whether that’s an architect who is a household name, finishes fit for royalty, or a view that leaves you breathless, you need to know what makes your home fit for the “luxury” label.
Think about your beautifully landscaped pool area, or the industrially equipped kitchen, horse stables, or the view from the master bedroom. Then we can make those features a central focus for your marketing. This can buyers feel what it’s like to wake up and look out those windows or take a dip in that pool. Luxury is a feeling, and if you can spark that feeling in the people who are searching for a place to live, you’ll be getting the home sold in no time.
If you or someone you know has a luxury home to sell, remember that I am a Luxury Home Specialist! Contact me today!
