Selling High-End Real Estate
If you found yourself single and hoping to attract a new life partner would you?
A) Go to bars in the evening, social events, and meetups looking for that special someone?
B) Create a compelling personal bio on Match and Plenty of Fish?
Some would do both 50/50 others would be more 100% A or B. When we analyze "Breaking into the higher end of your market" you have the same two options to attract HNWI clientele when these buyers and sellers are not in your existing sphere of influence.
A) Sit open houses, attend charity galas, social events, and mingle at country clubs and yacht clubs.
B) Create or redesign a website, build SEO, and write content that attracts your ideal client.
Here's the potential downfall with option A for some, including myself. If you've never sold a high end home before, you are socially uncomfortable or feel inadequate in those circles, or you aren't great at the art of conversation it can be incredibly difficult. There's also an element of snobbery when trying to mingle and you are "trying to fit in." You also may not have the money to invest in appropriate fashion, tickets, or memberships.
I chose option B knowing no one in a very high cost market in a new city. I also think it will work for you to get real estate leads.
Luxury Real Estate Agent Websites
You can begin on a homemade Wordpress website and continue on from there as you roll your profits. I have a tutorial to build your own DIY website here: real estate agent websites and if your budget allows an indepth review of the best real estate websites for agents.
Define Luxury or High End
Just because the majority of your market's high end is $400,000-$600,000 that doesn't mean it's not luxury for your area. These buyers and sellers are the most successful business professionals and entrepreneurs in your market. Therefore they demand the knowledge, expertise, and presence of a $3M client in another market.
When you create your story or bio say you "specialize in" the country club homes, waterfront, ect. Specialize in is the stepping stone to being able to create a statement like this 2-3 years later "holds unrivaled status as the preferred real estate team for high profile transactions in the San Diego area as the result of exceptional performance and comprehensive knowledge"
Affluent Clientele Web Traffic
You now need "high end" traffic to your website.
Page one rankings for your city "La Jolla homes for sale" is almost impossible. You are competing with Redfin & openlistings (in my market both rebate brokerages), Trulia, Zillow, realtordotcom, and movoto. There may be 2-3 spots left at the bottom of page one. These spots usually go to the larger brokerages with large digital SEO budgets. Now you are lost on page 2+ of google, the best place to hide a dead body is on page two of google.
Here's the magic for page one GOOGLE rankings and real estate SEO to attract HNWI clientele, with little competition.
Luxury Lifestyle Keywords
My website luxurysocalrealty.com ranks on page one of google for numerous luxury lifestyle keywords: horse, golf, country club, ocean view, beachfront, historic, & gated. The right words will of course be different for each market. The luxury lifestyle pages then link back out to the "impossible keywords" to rank for pages.