Luxury Real Estate Marketing Checklist

The difference in luxury real estate isn’t hugely different from marketing real estate in general.  The fact of the matter is that real estate buyers are on the web looking for information.  That information should be provided to them in the a myriad of digital forms which bring the real estate buyer virtually through the doors of your luxury home so that it compels them to make an appointment with either their real estate agent or yours to cross the threshold.

In no particular order, here’s a list of absolute must-have marketing techniques and tools your real estate deserves and seller’s of luxury real estate must demand.  If I was a consumer interviewing a real estate agent, not using any one of these would be a deal breaker.

1.  Complete MLS Report In *ALL* Local Multiple Listing Systems - At the date of publish there are two in the Bonita Springs – Estero Florida areas and not all agents belong to both.  Each MLS system gets syndicated to for double the worldwide exposure.  Plus, local agents with high ranking websites use the MLS-IDX to promote real estate listings on their sites which increases your exposure exponentially.

2.  Professional, High Quality, Wide Angle Digital Photos - Copious amounts of photos so that each MLS has slightly different marketing photos.

3. Visual Tour - complete with neighborhood photos, community amenities, clubhouse, golf course, pool, etc.

4.  Addendums – The critical info buyers need and the “cover your  back side” sellers of luxury real estate should demand for themselves.  Nearly every MLS offers the capability of adding documents as attachments making them available to all agents.  Documents luxury home sellers should insist be uploaded to the system include:

  • Sellers real property disclosure
  • HOA-Homeowner association and Condominium association documents. These documents disclose the fees and membership obligations.  The executed HOA disclosure may also be mandatory for a contract to be valid.
  • Lead based paint, hazardous materials, Chinese drywall, mold disclosures.
  • Floor plan, community site plan. 
  • Additional upgrades list, because the remarks section has been exhausted with extensive detail and all of those fabulous home features don’t fit.

5. High Quality Printed Materials - To be left in the residence and presented to potential buyers.  Items to be included in your personal real estate marketing brochure booklet should include all of the items listed above; 1 through 4.  All pages should be bound together by a spiral spine, comb bind or hot glue binding machine … not a Swingline staple.

6. Source of Syndication  - Placement on a variety of real estate marketing portals which should include, Trulia, Zillow, Craigslist and a variety of others.  It makes no difference how your real estate is passed around the web, just as long as it gets there.  Ask your real estate agent what sites they use and verify the resources. 

7.  Supra Key Box - Your agent has no reason to no reason to not allow properly scheduled agent previews or a buyer’s real estate agent with an appointment let themselves in the home if they are running behind.  All real estate agent’s finger prints are on file with the state, the supra box records “who” opened it when the agent uses their electronic key. Listing office accompany inhibits showings and the result is fewer buyers touring the real estate.

8.  Internet Reputation Management – Your agent should be web savvy and Google the street address of your luxury real estate to monitor online marketing and reputation management.  One would never know if a past buyer or seller has publicly smeared a home that is for sale or it’s owners.  It may be wise to Google the community name and monitor it’s reputation, also.  Luxury real estate sellers should know … the buyers will be doing it.  It doesn’t hurt to “Zillow” a home to see the Zestimate buyers would get if they wanted to “value” the home using the service. 

9.  Superior Legal Aid References – Your real estate agent should be able to provide legal resources for what ever issues a home seller may be facing.  The attorney should specialize and be experienced in real estate law to monitor and close your real estate transaction.

10.  Real Estate Blog or Website – The listing real estate agent should have a platform to present information regarding your home, as well as a complete neighborhood overview.  That overview, a community profile page, draws in real estate buyers looking specifically in your neighborhood and can lead them to your listing.

Go forth and hold your standards high when you list your luxury real estate.  Make sure your home is represented in the most professional manner … or keep interviewing real estate agents until you find one who will.  Trust me.  I’ve been doing this for a long time and I’ve suffered, my buyers have suffered at the hands of incompetent, untrained, poorly chosen listing real estate agents all too often.