While they may describe their dream home as five-bedrooms, five baths, with an updated kitchen and a view, what most affluent buyers in any market are seeking is a home that meets their lifestyle goals.  

Price, size, and location matter, but lifestyle is an emotional choice. The facts of a property, say the experts at the Luxury Home Marketing Institute, are not enough to make the sale. Luxury homes are highly unique, as are the people who purchase them, and the way you present a home can make all the difference in its emotional appeal to a buyer.  

The savvy marketer of high-end homes sells the lifestyle as much as the property, staging it well, using vivid photography and content with powerful imagery. They also avoid three simple mistakes that can fracture the carefully crafted image:  

• Using the MLS printout at an open house – MLS printouts are complete, accurate, and easy to obtain and copy. But as marketing material, they have little appeal to buyers looking for luxury. Design and print collateral that elegantly presents the facts behind the lifestyle offering. 

• Using cheap materials for direct marketing pieces – Your goal is to bring the most promising buyers to your open house. Invest in high quality bi-folds and materials made from premium stocks. Leverage your open house by using these pieces as targeted invitations to a wine-tasting, perhaps at cocktail hour on a weekday evening, or an equally exclusive open house event.  

• Underselling yourself as the local expert – Your goal is to demonstrate your depth of neighborhood knowledge – and perhaps to create a bit of a buzz. Provide branded handouts showcasing the best of the local area, sports and entertainment venues, parks and dog parks, top restaurants, and upcoming local events. Consider including a voucher for a complementary bottle of fine wine redeemable at the local wine shop. 

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This material is meant for general illustration and/or informational purposes only. Although the information has been gathered from sources believed to be reliable, no representation is made as to its accuracy. This material is not intended to be construed as legal, tax or investment advice. You are encouraged to consult your legal, tax or investment professional for specific advice.   

About Bobbi Pronin   

Bobbi Pronin is an award-winning writer based in Orange County, Calif. A former news editor with more than 30 years of experience in journalism and corporate communications, she has specialized in real estate topics for over a decade.   

Bobbi is not an employee of Anywhere Integrated Services or affiliated with its title companies.