Luxury Home Marketing Plan

"As a listing agent, I develop a unique, comprehensive marketing plan for each client, based on their goals and the unique characteristics of the property."

When you are choosing a Realtor to list your home for sale, one of the most important questions you should ask is "How Will You Market My Home?"

Why is this question so critically important? Because marketing is the most controllable factor driving your final sales price. Strong marketing increases demand for your home and brings more prospective buyers to the table. The difference between countering a single low-ball offer and choosing between multiple competing offers can be worth tens of thousands of dollars to your bottom line.

"Discount brokers" prey on the appealing notion that they can save you money by reducing their commission. What they don't advertise is that their "discount" comes at the expense of a marketing budget for the sale of your home. Sure they'll put a sign in your yard and put you into the MLS, but without a robust marketing plan, you could miss your maximum potential sales price by thousands of dollars.

Experience Matters

Of course there's a big difference between having a plan and having the experience and expertise to execute that plan. You need more than a recipe book to be a gourmet chef. So a great follow-up question to "How Will You Market My Home?" is "Can you show us examples of marketing you have done for properties similar to ours?"

Step 1 - Understanding Your Goals, Priorities & Preferences

What Matters Most to You?

When you ask a seller this question, the most common answer is "I just want to get the most money possible from the sale of this home." But even if that answer is completely accurate, a little more digging will usually uncover secondary considerations that will inform the marketing plan. Other considerations include:

What is your target date for closing?
Is the purchase of your next home dependent on the sale of this home?
Are your plans for relocation, retirement or travel contingent on the sale of your home?
Are you willing to remodel, paint or fix any issues with the home prior to sale?
Are you willing to invest in professional staging to increase the appeal of your home?

Long before one of these goes in your front yard, we will have an in-depth conversation to understand your goals, priorities and preferences about how the sale will be conducted.

Your needs and objectives will be heavily factored into the development of a comprehensive marketing plan for your home.

Step 2 - Property Assessment & Preparation

Your Home is Unique!

Even in large communities where many homes look alike, your home likely has features and qualities that can be accentuated to appeal to certain buyers. The list of potentially relevant property details is long, but here are some common examples:

Location - Is your home close to a park, shopping, public transportation, schools or viable commuting routes?
Age - When was your home built? What is the age of the roof, appliances and systems like electrical, HVAC and security?
Upgrades - What improvements have you made to the home?
Amenities - Do you have a pool, hot tub, sauna, deck, firepit, media room, finished basement, home office, etc?
Curb Appeal - Have you invested in landscaping and ornamental gardening?

As your Realtor, I will work with you to understand and uncover the unique features of your home. Equipped with this understanding, we can decide how best to present your home to the buyers who most value that feature set.

Professional Staging Consultation

Staging is a proven strategy for maximizing the appeal of your home. I include a complimentary staging session to all of my listing clients.

Step 3 - Photography & Videography

It's Picture Day!

High-quality photos and video are critically important to the overall success of a listing. Most buyers begin their search online and are motivated to visit a property by the photos and videos developed for your home.

For that reason, I work exclusively with a select group of trusted photographers and videographers who specialize in real estate.

The work product includes wide-angle, high definition imagery suitable for the internet or print media.

Videography, 3D & Virtual Tours

Engaging video and interactive virtual tours continue to gain importance in the overall marketing of luxury real estate. Today, listings that include virtual tours receive 3X the number of views of listings without these key assets.

As your Realtor, I will be onsite to manage and direct our photographers and videographers. I will play a key role in choosing the images and footage that are used to market your home.

Step 4 - Global Syndication

Reaching Buyers Around the World

Sotheby's International Realty is the #1 global brand in luxury real estate. Built on centuries of tradition and dedicated to innovating the luxury real estate industry, Sotheby's International Realty offers transformative experiences through a global network of exceptional agents and media partners.

1,110 Offices Worldwide
83 Countries & Territories
26,500 Sales Associates
$143 Billion in Annual Sales

Watch this short video (1 min 27 seconds) to learn about the unique capabilities of the Sotheby's International Realty network to market your property around the globe.

Step 4 - Local Media

Not Everyone is on Instagram

While my marketing plans are typically heavy on social media and digital distribution, it is still the case that you cannot reach every potential buyer on Facebook or Instagram. Particularly in the luxury market, we can still deliver impressive results with traditional print media.