Luxury brands sell a story. For example: “A beguiling $3.5 million desert mountain home in Scottsdale, Arizona. Built in 2003. A contemporary-style home featuring vaulted cedar ceiling and bent glass windows that offer panoramic views of two golf course fairways.”
An ad that brings a unique kind of lifestyle into perspective. And meant for an exclusive few — The $3.5 million kind of buyer.
While luxury consumers have different lifestyle preferences to an average homebuyer, luxury brands also have sophisticated marketing frameworks that small players can learn from.
Luxury homes still maintain their exclusivity. It’s more about consumer expectations and perception than function. Luxury real estate brands have created this unmistakable high-end perception that commands reverence and attention.
But luxe brands don’t just win with price and folksy house designs. Their branding, marketing and copy writing are more sophisticated than run-of-the-mill brokerages. So here are five ideas that real estate businesses looking to scale in 2019 can learn from luxury real estate brands.
1. High-value features and high-value branding
To some degree, luxury brands justify their prices by adherence to superior quality standards. This is notable with premium features like hand-hewn fireplace mantels, smart-home features, luxury kitchen design, appliances, etc.
Going hand in hand with high-quality features is high-value branding. They work interdependently in such a way that the quality of products influence the quality of branding.
No diss to you if you’re trying to rehab a fixer-upper. But folks know what to expect with luxury brands. The superior branding gives off the scent of elegance to expect.
2. In-depth understanding of the luxury home consumer
Luxury brands present a kind of “aloof” representation for people on the outside, but going a bit closer, you find that major aspects of their marketing are based on an in-depth understanding of the luxury consumer.
On the surface, exclusivity wins. Most people would love to revel in an opulent house that many others want but simply can’t afford. It stokes the inner ego. Luxury real estate brands have found a way to do this significantly well.
But going in deep, it is more than rarity, most luxury home consumers are after a lifestyle.
Price isn’t the major determinant with luxury consumers. Luxury brands streamline their marketing to appeal to this target.
There are also individual touches that luxury consumers want. This is why words like handmade, special, one-of-a-kind, etc., appeal. The luxury home consumer wants something unique to them. Luxury brands have gotten very good at figuring this out. A personal touch here and there is a winner.
3. High-quality content in a unique voice
While your branding might seem top-notch, does your content finish the job? One of the subtle yet profound aspects of content marketing is the voice.
Top-notch content with a unique voice says you have your audience’s needs at heart. Voice represents your brand’s uniqueness displayed through content. It gives your content more power. Folks know what to expect.
For example Christie’s International Luxury Real Estate, a luxury market leader worldwide publishes substantial market reports that prove their authority and in-depth knowledge of the worldwide luxury market. Readers know what to expect each time they browse the “luxurydefined” section of the site.
4. Ads present a sensational lifestyle treat
Luxury brands advertise lifestyle above usability. A one-of-a-kind home that stands out from the mass market offerings. They have mastered how to use words that present an elevated lifestyle. And this is seen not just in their copy but also in their captivating visuals.
Luxury clients prioritize comfort. One of the perks they seek out today is home smartness such as smart-kitchen gadgets.
A luxury brand knows how to hone in on those unique features that make living in the home pleasant and tranquil.
Creating ads that make this kind of piquant impact demands understanding the kind of lifestyle your consumer wants on a wide-scale. Sometimes even building in these features to support the kind of lifestyle they want. It’s more than just selling a house, it’s selling a lifestyle.
5. Top-class associations
Social proof is all about making a connection with a consumer. Because luxury consumers seek or belong to the upper-class status, it would be definitely wise to feature social proof from the prestigious.
For most luxury brands, it isn’t about quantity but quality. A takeaway for real estate agencies: You might need to consider the weight of your testimonials rather than quantity.
The kind of elegant symbolism and eccentricity luxury brands want to portray reflect in the choice of celebrity, royalty or even exclusive events and places. And they sure do a great job of influencing consumer perceptions with these top-class associations.
Alana Douglas is the owner of Realtor Douglas in Imnhaha, Oregon. Follow her on Twitter or Google-Plus.