Let’s talk luxury – March marketing minute

Let’s Talk Luxury

HeartTrying to tap into the luxury home market, where commissions soar to the stratosphere and one good sale can make the year? Let Homes & Land help. We are the ideal marketing partner for achieving your goals.

Homes & Land puts luxury listings where sellers want them and where affluent buyers look — in photo-rich print magazines with targeted distribution and on premium websites worldwide. Taken altogether, our integrated marketing approach can help you achieve four objectives: generate leads, compete for listings, impress sellers and build your personal brand.

Experts note that luxury sellers and buyers love print. “In terms of the luxury market, high-quality print marketing is not only alive and well, it is a necessity,” says Bernice Ross, a nationally syndicated columnist and CEO of realestatecoach.com. Print is “an important way to differentiate your premium services from those services provided by a competitor,” she advises. “It reinforces the fact that you are a high-end Realtor.”

Of course, the best luxury marketing combines high-quality print with smart online placement. Homes & Land gives you both.

In print

  • Magazines are strategically placed at high-end locations where qualified prospects live, work and play.
  • We direct-mail Homes & Land to targeted affluent home buyers

Online

  • Our luxury syndication is the best in the industry. Luxury listings are posted to The Wall Street Journal, Robb Report, The New York Times, International New York Times and the duPont REGISTRY.
  • You reach millions worldwide through HomesAndLand.com and our 20+ online partners.
  • Online luxury buyers can subscribe to digital editions of Homes & Land or Estates & Homes magazine.

No matter where the luxury buyer is, we want them to find you.

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Customer Service Driving You Crazy?

Maybe it’s time to try some “real estate customer service hacks to save your sanity.” Rachael Hite of Inman News rounds up tips, services and apps that can make life easier, improve how you do business and “take client satisfaction from 10 to 11.”

For instance, how to deal with that high-maintenance client, the one who’s not a bad person but is just needy and worried? “Cut them off at the pass!” writes Hite. She advises of a couple of strategies: Provide educational materials that take the mystery out of what lies ahead in a sale or purchase. Then check in often, and regularly, making it a point to call before the customer does.

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Avoid An Anti-Social Social Strategy

HeartTitle industry veteran Wade Vander Molen says he learned the hard way that you can lose business on Facebook, and he has a few lessons to share.

“The No. 1 reason people decide to do business with you is because they like you. If you ramble about politics, social issues or controversial topics, your social media base may not want to use your services as a real estate agent. And they undoubtedly will not refer you to friends and family. When it comes to these issues and posting to social media, it is best to be neutral — like Switzerland. …This phenomenon is strange because in your daily life, you don’t walk up to clients, prospects and friends and start talking about politics, social issues and other controversial things, yet on social media it is done all the time.”
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An Online-Only Experiment

Realtor Kellie Simpatico went from advertising in Homes & Land of Edmonton in Canada to an online-only strategy and then back. Once again a highly valued Homes & Land client, Kellie relates the experience in her own words:

I had decided to take a 6-month hiatus from the magazine to focus my marketing budget solely on online advertising, pay-per-click and SEO’s (even though I didn’t really understand what all of that was about, I felt I had to get onto the wagon). During my break I realized I was actually doing a disservice to my clients and unless I was advertising their home in Homes & Land print I was simply not fulfilling my duties to them as their agent in effectively marketing their property. It wasn’t long before my ad was back in the magazine where it belonged.

…I am, by now, able to clearly see the big picture. My ad makes me an even more confidant, recognizable and reputable Realtor in my market and with my colleagues.

Not only are my clients able to reap the benefits of having their property marketed in the magazine, I too have many benefits that positively contribute to the success of my business. ….Homes & Land is so effective that I truly believe it has always and always will pay for itself, and then some.


How Much Does Mobile Matter?

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Americans now spend an average of 4.7 hours a day on their smartphones, RISMedia’s Real Estate magazine reports. Homes & Land’s listing text codes and responsive Web site help agents stay in the running with all those mobile-enabled customers.

 


WORDS TO PONDER

“Strangely enough, the majority of people we encounter have a fear of success rather than a fear of failure.”

— BRIAN BUFFINI, of real estate coaching business Buffini & Company

“Continuous effort — not strength or intelligence — is the key to unlocking our potential.”

— WINSTON CHURCHILL