Luxury Home Marketing Plan
Every home I represent is one of a kind, as is every seller. I develop a comprehensive marketing plan around your goals and the distinctive character of your property.
When you are choosing a REALTOR® to list your home, one of the most important questions you can ask is, "How will you market my home?"
It is a question that deserves a thoughtful answer. Marketing is the single most controllable factor influencing your final sales price. Considered, well-executed marketing builds demand and brings more qualified buyers to the table — and the difference between fielding one modest offer and weighing several competing ones can be worth a great deal to your bottom line.
It is worth understanding what a reduced commission can quietly cost you. A discounted fee is appealing on its face, but that saving most often comes directly out of the marketing budget for your home. A sign in the yard and an entry in the MLS are a starting point — yet without a genuine marketing plan behind them, a home can sell for far less than it should.
Experience Matters
Of course, there is a meaningful difference between having a plan and having the experience to execute it well. After more than two decades advising clients in the world's most demanding luxury markets, I would welcome a second question: "May we see examples of your marketing for properties similar to ours?"
Step 1 - Understanding Your Goals, Priorities & Preferences
What Matters Most to You?
Asked this question, most sellers answer, "I simply want the strongest possible price for my home." That is an entirely fair goal — and an honest one — but a closer, unhurried conversation almost always uncovers other priorities that should shape the marketing approach. Among the considerations worth discussing early on:
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What is your target date for closing?
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Is the purchase of your next home dependent on the sale of this home?
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Are your plans for relocation, retirement or travel contingent on the sale of your home?
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Are you willing to remodel, paint or fix any issues with the home prior to sale?
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Are you willing to invest in professional staging to increase the appeal of your home?
Long before a sign goes up at the end of your drive, we will sit down together for an unhurried conversation about your goals, your priorities, and how you would like the sale to be handled.
What I learn there becomes the foundation of a marketing plan built specifically for your home.
Step 2 - Property Assessment & Preparation
No Two Homes Are Alike
Even where houses appear similar, yours holds details and qualities that can be brought forward to appeal to the right buyer. The list of features worth considering is a long one — a few common examples:
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Location - Is your home close to a park, shopping, public transportation, schools or viable commuting routes?
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Age - When was your home built? What is the age of the roof, appliances and systems like electrical, HVAC and security?
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Upgrades - What improvements have you made to the home?
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Amenities - Do you have a pool, hot tub, sauna, deck, firepit, media room, finished basement, home office, etc?
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Curb Appeal - Have you invested in landscaping and ornamental gardening?
Together we will identify and draw out the features that make your home distinctive. With that understanding in hand, we can decide how best to present it to the buyers who will value those qualities most.
Professional Staging Consultation
Thoughtful staging is a proven way to present a home at its very best. I include a complimentary staging consultation for every listing client.
Step 3 - Photography & Videography
Capturing Your Home
Photography and film are central to a listing's success. Nearly every buyer begins online, and it is the imagery of your home that persuades them to come and see it in person.
For that reason I work only with a small, trusted group of photographers and filmmakers who specialize in fine properties.
Their work delivers high-resolution, wide-angle imagery suited equally to digital channels and print.
Videography, 3D & Virtual Tours
Film and interactive virtual tours carry growing weight in luxury real estate marketing. Listings that include a virtual tour draw roughly three times the views of those without — a meaningful advantage for your home.
I am present for the shoot itself, directing the photographers and filmmakers on site and taking an active part in selecting the final images and footage that will represent your home to the market.
Step 4 - Global Syndication
Reaching Buyers Around the World
Sotheby's International Realty® is the foremost name in luxury real estate. Built on centuries of heritage and committed to advancing the industry, the brand connects exceptional homes with discerning buyers through a global network of advisors and media partners.
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1,110 Offices Worldwide
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83 Countries & Territories
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26,500 Sales Associates
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$143 Billion in Annual Sales
The short film below (1 minute 27 seconds) offers a closer look at how the Sotheby's International Realty network carries a property to qualified buyers around the world.
Step 4 - Local Media
The Enduring Value of Print
While my marketing leans heavily on digital and social channels, not every buyer is reached online. In the luxury and country markets especially, considered placement in print — regional and national — continues to deliver real results for a home.
