Successful Luxury Home Marketing Requires the Ability to Communicate Luxury

By
Real Estate Broker/Owner with Wayzata Lakes Realty: Eric Kodner Sells Twin Cities Homes

 

SUCCESSFUL LUXURY HOME MARKETING REQUIRES THE ABILITY TO COMMUNICATE LUXURY

 

If your marketing of a luxury property doesn't look luxurious, you're setting yourself up for failure.  And if you are thinking about listing a fine home with an agent who hasn't a clue about how to make your property look valuable and desirable, you're about to make a major mistake.

What makes a property listing look luxurious?

The process starts with high-quality photography.  That also involves great staging and planning for each photo shoot.  You'll want to take high-resolution, wide angle photos of the living spaces in the home.  Those photos need to be focused around lifestyle and amenities.

2984 North Shore Road, LaPointe, WI 54850 - Sale Pending - Buyer Procured by Madeline Island Realty LLC

[Photo courtesy of Madeline Island Realty LLC, LaPointe, Wisconsin]

 

You'll need great-looking virtual tours and slideshows.  YouTube is fine for everyday purposes, but if you truly want to convey a luxury look and feel to the public, consider the fact that your virtual tour portal also needs to have an elegant, appealing look.

Virtual Tour Portal - Madeline Island Realty LLC

 

Consider using photo stitching to create ultra-wide panoramic interior photos.  Panorama photos are one of the best ways to convey a feeling of "being there" to the viewer without using video.    

Panorama photo copyright 2010 Wayzata Lakes Realty LLC

[Interior panorama photo, image courtesy of Wayzata Lakes Realty LLC]

 

Make your virtual tours, slideshows and photos big and bold, whether in print or on the Web.  You may have to be a bit audacious in order to get the viewer's attention. 

There's more to the job of marketing a luxury home properly than most people realize.  Great photography requires an eye for composition and lighting.  Marketing a home with artistry and portraying it at its most attractive requires talent as well as time. 

Some agents have what it takes to market a home at its best.  And others simply do not.

 

 

Posted by

Contact Broker Eric Kodner with Wayzata Lakes Realty about Minneapolis & Saint Paul area properties, including Lake Minnetonka, Edina and the Minneapolis City Lakes area (Lake Calhoun, Lake of the Isles, Lake Harriet). We also sell on the Saint Croix River and on Lake Superior, including Bayfield, Wisconsin and Madeline Island homes.  With sixteen years experience marketing and selling waterfront properties in Minnesota and Wisconsin, we know Lake Minnetonka and Madeline Island real estate.

Wayzata Lakes Realty LLC (Minnesota) and Madeline Island Realty LLC (Wisconsin)

Real Estate Brokerage licensed in Minnesota & Wisconsin

Phone or Text Message 612.670.2539

EMKodner@Gmail.com  or

MadelineIsland@Gmail.com

Wayzata Lakes Realty

 

 

 

 

Comments (9)

Barbara Chatterton
The Stark Company Realtors, Madison WI - Madison, WI
Greater Madison Wisconsin Area Realtor

Your photos do convey elegance and luxury down to the last one and they, of course, make luxurious videos as well. I am excited because my webmaster friend is going to lend me his Canon with a big*** lense on it for my real estate photos. I'll share them with you when I get some good ones!

Oct 31, 2010 10:48 AM
Karen Anne Stone
New Home Hunters of Fort Worth and Tarrant County - Fort Worth, TX
Fort Worth Real Estate

Eric:  This collection of presentations (I would call them) on this post is just tremendous.  Just fabulous.  They are all great, but the bottom one, with the array of thumbnails at the bottom... allowing you to click on them as they slide by... presents the home and its features so incredibly well.  Great job.

I am curious as to why you did not use all five possibilities of the Active Rain Groups feature... to allow you to include this post IN those groups.  I think the more people who see this... the better.  Just a thought.  By the way... I have hit the "suggest" button for this post.  We shall see.

Oct 31, 2010 07:02 PM
Eric Kodner
Wayzata Lakes Realty: Eric Kodner Sells Twin Cities Homes - Minnetonka, MN
Wayzata Lakes Realty: Twin Cities, Madeline Island

Barbara, you will enjoy working with wide-angle lenses. There are some great tutorials on the KenRockwell.com website on shooting wide angle (and ultrawide lenses too).

Nov 01, 2010 04:38 AM
Eric Kodner
Wayzata Lakes Realty: Eric Kodner Sells Twin Cities Homes - Minnetonka, MN
Wayzata Lakes Realty: Twin Cities, Madeline Island

Karen Anne, I do like the TourFactory virtual tours, like the one you described in your comment.  The black background with white serif script reversed out of the background looks elegant.  And the big screen format is an inviting way to take in a home tour.  RealBird does a nice job with their virtual tours, but TourFactory seems a bit better for luxury properties.  I've noticed that Debe Maxwell embeds a lot of TourFactory tours in her posts also.

Thanks for the reminder about Groups.  Sometimes I just plain forget to search my Groups list and select all the applicable ones.

Nov 01, 2010 04:44 AM
Marcia Hawken
WILLIAM RAVEIS - Naples, FL
Naples Luxury Specialist

Eric, No question you need above average tours, photos and brochures.  Love your area of MN. (I am a MN native) Many of my clients in Naples are from Wayzata.  Nice post. Thanks.

Nov 02, 2010 06:26 AM
Eric Kodner
Wayzata Lakes Realty: Eric Kodner Sells Twin Cities Homes - Minnetonka, MN
Wayzata Lakes Realty: Twin Cities, Madeline Island

Marcia, I was aware that there is a fairly large communty of Lake Minnetonka area (including Wayata) "snowbirds" in Naples.  Fun!  Thanks for your comment!

Nov 02, 2010 06:38 AM
Iran Watson
Georgia Elite Realty - Marietta, GA
Marietta Real Estate Agent - Photographer

I see your angle of using high quality images to give a luxury listing some sparkle, and I agree, but I would like to add that it is not uncommon for a luxury home to also need some degree of staging help.  The photos simply amplify what is already there.  I have found a stager or stylist's help to be invaluable in terms of setting the stage for the photos to shine. 

Nov 04, 2010 05:42 AM
Eric Kodner
Wayzata Lakes Realty: Eric Kodner Sells Twin Cities Homes - Minnetonka, MN
Wayzata Lakes Realty: Twin Cities, Madeline Island

Iran, the challenges of staging a home in our northwest Wisconsin area (in a recreational community) would make a wonderful subject for a post.

Our Madeline Island office is, literally, on an Island in Lake Superior.  That water you see off your shoreline goes all the way around (grin).  We are over seventy-five miles from the nearest urban area (Duluth-Superior) and around 250 miles from Minneapolis and Saint Paul, Minnesota.  To my knowledge there is not a home stager within an hour and a half drive (plus a half-hour ferry trip) of our locale. 

In addition to that, we encounter numerous other obstacles to staging a listing in a resort/recreational area.  Sometimes the home is occupied by a seller who is reluctant to alter their home in any way.  In other cases, the home may be rented in our Island "rental pool", meaning that the home is largely inaccessible, even for showings.  I have in some cases been forced to do a photo shoot in the span of under an hour, which requires much preparation and planning.  That is barely enough time to set up camera and tripod, adjust lighting and change lenses or filters.

When I have a listing in the Minneapolis & Saint Paul area, I have available a dizzying array of staging resources, which is a delight.  In the north country, we often find it necessary to perform miracles.

Nov 04, 2010 08:12 AM
Inna Ivchenko
Barcode Properties - Encino, CA
Realtor® • Green • GRI • HAFA • PSC Calabasas CA

I love the title! 

Luxury properties can not be marketed like a home in the average price bracket. The luxury homes are usually custom build for buyer's specific lifestyle. Some amenities ( luxury 10+ cars garages, bowling alleys, etc. ) are difficult to price out. 

I believe, story telling and thoughtful description are critical for luxury marketing. And of course, you have to have top-quality pictures, a custom website, video, all rich media, social media account promotions, etc. devoted to marketing these homes. 

Feb 23, 2018 05:21 PM

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