luxury marketing https://quantumdigital.com/ en 4 Luxury Real Estate Marketing Ideas https://quantumdigital.com/blog/3-best-ways-market-luxury-real-estate <div data-history-node-id="286" class="node node--type-blog-post node--view-mode-rss ds-1col clearfix"> <div class="field field--name-node-title field--type-ds field--label-inline"> <div class="field--label">Title</div> <div class="field--item"><h1> 4 Luxury Real Estate Marketing Ideas </h1> </div> </div> <div class="field field--name-field-preview-image field--type-image field--label-inline"> <div class="field--label">Preview Image</div> <div class="field--item"> <a href="https://quantumdigital.com/blog/3-best-ways-market-luxury-real-estate" hreflang="und"><img loading="eager" src="https://quantumdigital.com/sites/default/files/styles/header/public/3%20luxury%20real%20estate%20marketing%20ideas.jpg?itok=Xnr6Tphs" width="1200" height="450" alt="luxury real estate postcards image: luxury house on sale" typeof="foaf:Image" class="img-responsive" /></a> </div> </div> <div class="field field--name-node-post-date field--type-ds field--label-inline"> <div class="field--label">Post date</div> <div class="field--item">Dec 5, 2022</div> </div> 4 <div class="field field--name-field-blog-category-new field--type-entity-reference field--label-hidden field--items"> <div class="field--item">Real Estate</div> <div class="field--item">Marketing Ideas</div> </div> <div class="field field--name-body field--type-text-with-summary field--label-hidden field--item"><p>Would you market an inexpensive economy car in the same way as a luxury car? While marketers can clearly explain the differences between marketing a luxury product and marketing a commodity, many struggle to bring this to the world of real estate.</p> <p>Luxury properties, from large homes to modern apartments, attract an extremely different type of buyer than regular properties. These buyers have very different priorities, making it important to market using a completely different message.</p> <p>From calling attention to special features about the neighborhood to emphasizing value inside the home, there are many ways to convey the upscale nature of a luxury property in a customized postcard. Read on to learn how to effectively conduct your high end real estate marketing.</p> <h2><strong>Don’t sell a property as a commodity, but as an experience</strong></h2> <p>When creating luxury real estate postcards, brochures, or flyers for a property, which points do you emphasize?<em> </em>Most realtors focus on the key selling points of the home, such as its square footage, the number of bedrooms, and its value as an investment.</p> <p>In the same way you expect all of the base features of an economy car in a luxury car, people shopping for luxury homes and apartments already expect base features, and rarely view them as major selling points.</p> <p>Instead, people in the market for luxury properties are best marketed to by selling a property as an <em>experience</em>. That is, market the experience <em>they</em> can have in that property.</p> <p>From watching children grow up in a beautiful family home to enjoying the best the city has to offer in a downtown apartment, create an image of a certain lifestyle and experience to market property that’s a cut above the average.</p> <h2><strong>Explain the value of the neighborhood as a selling point</strong></h2> <p>One of the most important aspects of selling luxury property is clearly explaining the value of location. Buyers of luxury homes rarely shop for the home on its own; instead, they shop for a home that’s conveniently located in a desirable area.</p> <p>Draw attention to the value of the neighborhood by talking about who lives there in your high end real estate flyers. There’s no need to mention celebrities or public figures – instead, talk about the type of people that live in the area.</p> <p>Is the home you’re selling located in an area that’s popular with successful doctors, lawyers, and entrepreneurs? Is the area renowned for its high quality schools that produce students capable of enrolling in the best colleges?</p> <p>Successful people like to live around other successful people. Emphasize the value of the neighborhood so that prospective buyers don’t assume they’ll feel out of place in a neighborhood that doesn’t suit them.</p> <h2><strong>Pictures Are Worth 1000 words; Video Are Worth Even More</strong></h2> <p>Since properties with photos get more online views and tend to sell faster, you'll want to get some <em>great</em> photos. And when it comes to luxury properties, it's better to have a high quality set of photos than a high quantity.</p> <p>Most luxury properties have a larger than average number features you'll want to show off. However, since there is normally a limit to the number of photos you can add to an MLS listing, you'll want to highlight the best features and beauty of a property by hiring a professional real estate photographer.</p> <p>And since this limit will not be able to showcase the entire property, you will want to consider having a professional virtual or video tour of the property created as well.</p> <h2><strong>Mention additional points of value beyond the ordinary</strong></h2> <p>As mentioned earlier, high-end property buyers generally aren’t persuaded by the typical home selling points like square footage or extra bedrooms. These things are expected, and marketing based on these factors could potentially cheapen a home.</p> <p>Instead of marketing a home by mentioning the usual points of value, focus on the points of value that aren’t ordinary. High-end building materials, imported kitchen appliances, or a design by a specific architect are all non-conventional selling points.</p> <p>You sell an economy car by mentioning its gas mileage, the number of seats it has, or how little it costs to operate. You sell a luxury car by mentioning the work that went into creating it and the experience it delivers. Real estate isn’t all that different.</p> <p>Focus on value beyond the ordinary selling points used to market a home, since you aren’t marketing an ordinary home. High-end buyers have very different priorities, and focusing on these priorities will help you emphasize a property’s strong points.</p> </div> <span class="a2a_kit a2a_kit_size_32 addtoany_list" data-a2a-url="https://quantumdigital.com/blog/3-best-ways-market-luxury-real-estate" data-a2a-title="4 Luxury Real Estate Marketing Ideas"><span>Share to:</span><a class="a2a_button_facebook"><i class="fa fa-facebook icon-faceook"></i></a><a class="a2a_button_twitter"><i class="fa fa-twitter"></i></a><a class="a2a_button_linkedin"><i class="fa fa-linkedin"></i></a></span> </div> Mon, 05 Dec 2022 15:47:50 +0000 brianna_mckinney 286 at https://quantumdigital.com BMW Takes Advantage of Direct Mail to Reach Luxury Market https://quantumdigital.com/content/bmw-uses-direct-mail-reach-luxury-market <div data-history-node-id="247" class="node node--type-blog-post node--view-mode-rss ds-1col clearfix"> <div class="field field--name-node-title field--type-ds field--label-inline"> <div class="field--label">Title</div> <div class="field--item"><h1> BMW Takes Advantage of Direct Mail to Reach Luxury Market </h1> </div> </div> <div class="field field--name-field-preview-image field--type-image field--label-inline"> <div class="field--label">Preview Image</div> <div class="field--item"> <a href="https://quantumdigital.com/content/bmw-uses-direct-mail-reach-luxury-market" hreflang="und"><img loading="eager" src="https://quantumdigital.com/sites/default/files/styles/header/public/BMW%20Takes%20Advantage%20of%20Direct%20Mail%20to%20Reach%20Luxury%20Market.jpg?itok=rGBgZiMS" width="1200" height="450" alt="example of BMW's luxury direct mail marketing campaign" typeof="foaf:Image" class="img-responsive" /></a> </div> </div> <div class="field field--name-node-post-date field--type-ds field--label-inline"> <div class="field--label">Post date</div> <div class="field--item">Apr 25, 2014</div> </div> 3 <div class="field field--name-field-blog-category-new field--type-entity-reference field--label-hidden field--items"> <div class="field--item">Marketing Ideas</div> </div> <div class="field field--name-body field--type-text-with-summary field--label-hidden field--item"><p>BMW is no stranger to using new technology to reach luxury-minded customers. The brand's targeted internet ads, email campaigns, and full-featured website join carefully crafted television and radio spots to reach their coveted demographic segments. Recently, BMW has added an older method to the mix, rolling out a series of glossy photograph-emblazoned direct mail postcards to reach out to customers at home. Made of a nearly indestructible material for longevity, these postcards cut through the usual marketing clutter to catch potential customers in a quiet, personal moment.</p> <p>Television and radio programs are considered entertainment, and viewers and listeners instinctively use the downtime when advertisements air to finish small errands or turn their attention elsewhere so as not to miss parts of their shows. In a similar vein, side bar internet advertising fades into the background, and spam filters keep many marketing messages from reaching the end consumer in a meaningful way.</p> <p>Direct mail postcards like BMW's, on the other hand, enter into consumer consciousness and reinforce other advertising endeavors through a tangible object, not only making a standalone impression but strengthening the message of brushed-off spots in other mediums.</p> <p>In an <a href="http://www.luxurydaily.com/bmw-flaunts-new-3-series-with-indestructable-postcard/">article by Luxury Daily</a>, Courtney Albert, management consultant at Parker Avery Group, Atlanta, shared her thoughts regarding the strategy behind the campaign. Here are a couple of our favorite quotes from that article:</p> <p>“The printed mailer can be used at a localized level to push traffic into specific dealerships versus to the general BWM Web site or relying on the consumer to look up the nearest location.”</p> <p>“In most cases, a consumer has to interact with a promotion or campaign more than once and in different channels for the message to truly sink in."</p> <p>BMW uses both sides of their postcards to highlight different aspects of their BMW 3 Series models, another benefit direct mail offers to advertisers. The scope of what an ad contains is generally limited to a single theme for the sake of cohesion; double sided postcards are able to present two very different feature sets in one imprint. Through photographic collages, marketing copy, and personalized calls to action that drive customers to a local dealership, BMW's postcard campaign is a study in efficiency and targeted advertisement.</p> <p>Even for a luxury brand like BMW, leading the pack in customer interest is challenging. Reaching out to customers through direct mail postcard campaigns is an excellent example of their versatile approach to communicating the features of their BMW 3 Series. A stealth reminder of the beauty and grace of their product, BMW's durable direct mail postcards win consumers over with glances from unexpected places, even days after they first arrive. It's little wonder that BMW continues to pave the way for luxury vehicle advertising, thanks to their well-planned direct mail marketing campaigns.</p> </div> <span class="a2a_kit a2a_kit_size_32 addtoany_list" data-a2a-url="https://quantumdigital.com/content/bmw-uses-direct-mail-reach-luxury-market" data-a2a-title="BMW Takes Advantage of Direct Mail to Reach Luxury Market"><span>Share to:</span><a class="a2a_button_facebook"><i class="fa fa-facebook icon-faceook"></i></a><a class="a2a_button_twitter"><i class="fa fa-twitter"></i></a><a class="a2a_button_linkedin"><i class="fa fa-linkedin"></i></a></span> </div> Fri, 25 Apr 2014 16:49:31 +0000 Anonymous 247 at https://quantumdigital.com