Over the past few years of marketing luxury homes, I've discovered the greatest secret marketing technique of all time. It's so secret that I'm hesitant to release my new found discovery, but for my ActiveRain friends, I will.
Shhhhhh. Here goes....
Huh? Those don't work, do they? My experience has been that in the lower priced markets, they're usually only good to pick up buyers.
However, in the past year I've started to hold open houses at some of my luxury homes and I've been shocked at how many people show up every time that have the ability to buy the home cash. It's amazing. I'm finding that many luxury buyers are so busy with their businesses and personal lives that they rarely have buyers agents looking for them. When free time pops up, they just jump in the car and head out to a community they're interested in. When they're out there, I'm usually the only open house, so I'll always get them into the house.
I often take my computer and files out to some of my luxury homes and office out of them for the day. That way I've got the house open and am still accomplishing the same amount of work I'd be accomplishing at the office. And sure enough, it could be a Tuesday at 2pm, but I'll get buyers inside.
Marketing materials are great, but people have to experience a Luxury Home to buy it.
Open houses have helped me on my luxury homes more than any marketing materials/publications/internet ads.