You’re a smart real estate investor, and probably already have your marketing strategy down to a routine. However, there are times you’ll be faced with marketing a particularly special property that feels like more than just another listing on your website.
Listings that get special attention can bring you a very special return on your investment. All it takes is a little strategy. Read on for some factors to think through when you are faced with marketing a VIP.
Aim for the Target
When dealing with a Very Important Property, the very first factor you should look at when developing your marketing plan is the desired target audience. Prospective buyers for your exceptional, once-in-a-lifetime property may skew a little differently from your regular client demographic.
Who would be your ideal buyer? Where do they live, and what is their annual income? Which attributes do they value the absolute most in a home: location, privacy, or details such as new appliances or designer interior decor? Are they tech- and internet savvy consumers? Analyzing what your property offers and rhetorically asking all of these questions first will assist you in figuring out who to market the property to – and precisely how you will go about it.
Cover All the Bases
These days, many people think of the marketing function as taking place primarily online. While there’s some truth to this, some traditional formats still hold water in the real estate market, especially when you are marketing a one-of-a-kind listing. Direct mail is still an extremely strong tactic, as it identifies with older, more serious home buyers. Never underestimate the power of the phone call either; if you generate quality leads based on your decided target demographic, even a cold call can lead to a strong close on a VIP listing.
Still, most of your strongest marketing tools will be online. Your website, social media, and email marketing should all send a similar message that drives home what makes your property unique. Be sure to send out content when your listing sells, too. It puts your success on display, and shows your audience that if they want the best deal from you, they have to act quickly.
Give Individualized Attention
Sometimes, a truly stellar property needs its very own dedicated website. Creating a custom site for your very special listing can really make a difference, especially when beautiful professional photography and colorful descriptive language are included. Do more than just tell; show prospective buyers why you are proud of this investment, and why they would be lucky to have it!
Having a separate website for a high-end listing can also help with the more practical marketing tactics. For example, you can field queries from interested buyers directly through the website, and collect their email addresses for further communication. By using your VIP website as a lead generator, you will end up with a wealth of contacts that you can revisit the next time you have a notable listing.