5 tips for marketing your real estate business and reaching more customers

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From Sarasota and Naples, Florida, to Hilton Head, South Carolina; South Hampton, New York; Austin, Texas; Prescott, Arizona; San Luis Obispo, California; and many other cities, the luxury real estate market is booming. Perfect sunsets, sandy white beaches and the charm of wide open spaces attract high-end market buyers, including the affluent Generation X and baby boomers, who are looking for second and third homes and millennials with money to spend.

Here’s how you can increase your market share in this area of ​​the real estate market and add more customers to your real estate business.

1. Identify the ideal customer

As with any marketing strategy, you need to know who you want to target. The initial step in the process is to determine the general characteristics of the group. Although it is important to pay attention to the unique personality of each individual, a good reference to the features of the group will help you determine your marketing strategy. This includes the media (brochures, advertisements, videos, events, shows, social media, etc.) that you use to reach your target audience, the images you use, and the language and tone of your content.

2. Make a list of the types of clients you want to work with

A wide range of rich clientele makes up the luxury real estate market. This includes technology entrepreneurs from both established and start-up companies, individuals in the entertainment industry and C-suite executives in the financial sector, as well as sports figures and others. Decide if there is a specific niche you want to target, such as first-time buyers or experienced buyers, international buyers or environmentally conscious people, for example. Consider other factors such as the price range of the home and the type of home (discrete versus luxurious) that will match your buyer’s profile. Knowing this will help you in the way you continue to connect with – and trade with – the people you want to work with.

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Get your team (or hire an assistant) to help you target your marketing materials and ads to people with behaviors and interests that are consistent with the types of clients who can afford the first-class properties you represent in certain locations.

3. Build a sphere of influence

Develop contacts and generate potential customers from a network of people you know, including family members, friends, neighbors, colleagues, business partners, classmates, and social connections. Connect and establish relationships with family offices and consulting firms that manage the wealth of high net worth clients. The rich invest in real estate and may become potential customers in the future. Learn about each person in your sphere of influence and keep in touch with him or her on a regular basis.

In addition, contact other real estate agents who can help you connect with buyers and sellers.

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4. Establish a permanent local presence in your newspaper

While this may sound old-fashioned, a constant presence in your local newspaper showing your business name and ad ads prominently works. Spend the money on a regular ad in full-color, full, or double-sided advertising so you can make sure people see it when they flip through the paper. This will not only help you attract buyers who want to see the ad, but also your constant presence in the newspaper will strengthen your experience and trust in the market.

Also, contact local high-end publications (print and digital) to present your business. Offer your experience in real estate and write articles that are useful for buyers and sellers.

5. Use your digital fingerprint

Audit your website. Has the website design been updated recently or are you just adding new ads? If you haven’t updated your site in the last few years, it’s time to do so. Hire a professional to create a beautiful, modern, UX-based, state-of-the-art website that reflects who you are, your experience and success (ie to show already sold properties), your staff and the locations and properties you currently own. you represent.

Make sure the website shines on mobile as well, as everyone is connected to their phones 24/7. Hire a content author to tell your story convincingly. Include videos, press releases and features. Allow your customers to sing praises to you through testimonials.

Make sure the property search tool on the website is segmented by product (location, price, square footage, and other filters), easy to use, and deliver the expected results.

Write a blog about relevant topics of interest to customers with high net worth. Use social media to build your followers and sphere of influence and market your properties. Hire someone to keep your website, blog and social media platforms up to date and fresh.

Focus on expanding your email list. It is much faster and easier to connect and connect with people or announce a new property by email. Customers, partners, developers and luxury real estate agents abroad can click on the link in the email to see the property on your website or through a digital storybook you have created.

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