Jim covered the following to help promote luxury listings: Creating Buzz by Seeding Affluent Networks Unique Signage Luxury Listing Flyers The Secret System for Creating “Can’t Miss” Marketing Accredited Luxury Home Specialist The Myth of Print Marketing Tapping into Emotion Targeting Multiple Buyer Groups Location, Location, Location: Placing Ads Where Affluent Buyers Find Them Four Ways to Take Picture-Perfect HD Quality Photos Qualified Open Houses Luxury Home Marketing Online Web Pages and Domains: Making It Easy to Find Your Luxury Listing Online Advertising Your Luxury Listing Online Video and Virtual Tours Responding to an Email Inquiry Email Marketing to Other Luxury Home Specialists Tracking the Results

1. Recording
Luxury Homes
Jim Remley presents:
@JimRemley
Marketing
Accredited Luxury Home Specialist
www.JimRemley.johnlscott.com

2. Jim Remley presents:
⦿ At 19 listed over 150 properties in a 12 month period -
listed as top 1% of REALTORS nationwide.
⦿ Principal Broker/Sales Manager at John L Scott Medford & Ashland
⦿ Author of 3 books -
“Make Millions Selling Real Estate”,
“Real Estate Presentations That Make Millions”
“Sell Your Home in Any Market.”
⦿ Writes weekly for Realty Times and Broker Agent News.
⦿ Accredited Luxury Home Specialist Designation.
Marketing Luxury Homes

3. Promoting
a Luxury
Listing

4. “Without promotion something
terrible happens…Nothing!” P.T. Barnum

5. 38% of luxury home
specialists agree that
social marketing is the
best way to locate an
affluent buyer.
Reaching out to your network,
partners, colleagues & competitors.
Promoting a Luxury Listing
Social marketing:

6. Instead they go in search of “secret”
products and services – “hidden
treasures.”
Affluent consumers often discover new
products and services through word-of-
mouth marketing – or buzz.
Promoting a Luxury Listing
Luxury consumers are skeptical and
wary of people's intentions – So they
often ignore mass market media.

7. To identify hubs try using the
ACTIVE acronym to spot them:
Ahead
in
adoption
Connected
to community Travelers
Information
hungry
Vocal
in their
opinions
Building Buzz
A
C T E
I
VA
Exposed
to the
media
Promoting a Luxury Listing

8. Keep it short & concise.
Use the focus feature.
Don’t oversell the home.
Ask their opinion.
When seeding the network hubs
follow these simple rules:
Building Buzz
Promoting a Luxury Listing

9. Luxury home specialists often use
unique signage specifically designed &
branded for their luxury listings.
Provide affluent clients with a way
to instantly act on interest:
Web Riders
24hr Information Numbers
Cell Phone Text Messaging
Unique Signage
Promoting a Luxury Listing

10. Highlight the benefits of each of the homes features.
Paint a picture – jump start the client’s imagination.
Covered
Deck
Three Car
Garage
Radiant
Heat
Covered Deck –
For a relaxing
summer barbeque!
Three Car Garage
– Room to park
all of your toys!
Radiant Heat –
Keep cozy on
cold mornings!
This Home
Features:
This Home Features (& Benefits):
Promoting a Luxury Listing

11. Ten Tricks to Building Powerful Flyers
Create an Engaging Headline
Less is More
Keep it Simple
Include Multiple Photos
Include Contact Information
Use Full Color
Use a Professional Layout
Use Font Styles Sparingly
Use the Right Sized Font
Use Proper Grammar and
Spelling

12. The Secret System For Creating
“Can’t Miss” Marketing
Tap into the AIDA approach:
A
A
D
I
Attention
Interest
Desire
Action

13. What age group
does your ideal
buyer fall into?
Are they
married? Do
they have
children?
The Ideal Buyer
Worksheet:

14. What income
bracket does
the buyer fall
in?
What is their
educational
background?

15. Are they
local or out
of state?
What kind of
occupation(s)
does your
buyer have?

16. What is your
buyer’s net
worth?
What are
your buyer’s
hobbies?

17. Is your
buyer tech
savvy?
Does your buyer
own investment
real estate?

18. The Myth of Print Marketing
“REALTORS tell us that they’re still buying print – not
because it works better than other ad choices, but because
sellers expect to see their listing in the local paper as proof
that their agents are working for them.”

19. Only 1% of buyers learn about their home
from traditional print marketing.
So why do REALTORS® keep spending money
on print advertising?
engage. #3

20. Location.
Location.
Location.
Create
Branded
Luxury
home book
Tap Into
Emotion
Targeting
Multiple
Buyer
Groups
Four Techniques for Success high-end
listing print!
4
3
2
1
The Myth of Print Marketing

21. Luxury home buyers eliminate
homes using logic but buy
homes based on emotion.
Luxury home specialists are
experts at writing ads that tap
into a buyer’s emotions.
1. Tapping into Emotion

22. 2. Target Multiple Buyer Groups
Luxury home specialists often target
multiple demographic groups, as
potential buyers for their listings.

23. 3. Location. Location. Location.
Place Ads Where Affluent Buyers Find Them
Net
Worth Household
Income
# Affluent
Households
Nationwide to
distribute to
$345
K
36 90 K$2M+
Average
Age

24. 4. Create your own Branded Property Specific
Luxury Home Book
This powerful approach creates
ultra exclusivity
by giving the seller something they can hand out.

25. Qualified Open Houses
REALTORS®
who sell
luxury homes
Affluent
neighbors
Your own
affluent network
The sellers
network
A qualified open house - limiting the No. of attendees
to an invitation only list.
Attendees may include:

26. Luxury Home Marketing Online
Are you
paying for
enhancements?
Who receives the
MLS data?Does the
brokerage
support IDX?
Is the
information
accurate?
80% of luxury home specialists have a website to
market themselves. 27% build websites specifically for
their listings.
Because of this Luxury Home Specialists have a clear understanding
of their data flow and how their listings are disseminated. They can
answer these key questions above.

27. Web Pages & Domains
To solve this dilemma
many agents assign their
listings a specific web page.
How easy is it to find a
specific listing online?
Making it Easy to Find
Your Luxury Listing Online

28. A second option is to purchase a domain
name for the listing.
Question: Which of these websites is easier to
remember and market?
• www.abcrealestate.com/123johnson
• www.123johnson.com
Making it Easy to Find Your Luxury Listing Online
Web Pages & Domains

29. Advertising Your Luxury Listing Online
Agent/Broker MLS
System
Aggregator
Buyers can access data along any point in the
chain.
The Real Estate Data Chain

30. 30
Increase your reach with
Google Adwords and Facebook Advertising.
Your ad can appear on Google and its partner websites.
With cost-per-click (CPC) bidding, you're charged only
when someone clicks your ad.
Advertising Your Luxury Listing Online

31. Keywords are words or phrases you choose that can
trigger your ad to show on search and other sites.
Create a list of 10 keywords that are most relevant to
your product or service.
engage. #4

32. Demographic marketing allows you to target specific
groups of people linked by unique characteristics.
Advertising Your Luxury Listing Online
How AdWords works
Location
Demographics
Interests
Behaviors
Connections
(According to
Google)

33. Effective and inexpensive
way to get more exposure
for your content.
Boost a post for any $
amount you want.
Advertising Your Luxury Listing Online
Boost posts on Facebook business page

34. Luxury Home Marketing Online
http://www.luxuryestate.com/
http://www.luxuryhomes.com/Videos/
Video & Virtual Tours
89% of luxury home specialists offer virtual tours which allow
buyers the ability to navigate through the home at their leisure.

35. Responding to an Email Inquiry
Do you think this agent will
ever hear from this buyer
again?

36. Affluent buyers are
magnets for real
estate information.
To attract them
offer them
information.
Responding to an Email Inquiry

37. Email Marketing to other
Luxury Home Specialists
Best reasons to send an email:
New Listing Announcement Price Change/Terms
Added Information Showing Instruction Changes
Special Invitation Events
Peer to Peer Marketing -
Identify and compile an
email list of luxury home
specialists in your
market.

38. Track the Results
1. Track Every Call
2. Use Visuals
3. Demonstrate Alternatives
Ways to Educate Sellers

39. Question & Answer
Type in the
Questions
section of the
GoToWebinar
control panel
on the right.