One of the biggest mistakes real estate agents make when advertising and marketing luxury real estate is to be "property focused." Consider the following ad excerpted from a $10 million dollar property:
One-of-a-kind trophy estate beautifully placed on an approximate 3.2 acre promontory. Elegant detail, high ceilings, exquisite moldings, extraordinary inlaid marbles, 3 living rooms, rolling lawns, mature landscaping, sunken tennis court, 5 master suites, plus guest suites, and wonderful terraces. This is a fabulous opportunity to acquire the finest.
The challenge with this ad is that it is property focused. What sells luxury real estate is the sense of living the lifestyle--you're selling the dream of luxury home ownership, not just the bricks and mortar. Compare the rewrite below for the same property.
Enter in to your own personal world of glamour, sophistication, and style at La Pacifica, a breathtaking, newly constructed 9 bedroom and 14 bath Mediterranean masterpiece in Beverly Hills. Lavishly entertain your guests in the Baronial Public Rooms with 24 foot hand carved ceilings or adjacent to the lavish infinity pool overlooking jetliner views of the Pacific and the sparkling lights of Los Angeles below. On quiet evenings, enjoy the latest films in your state-of-the art home theater, work out in your fully equipped gym, or unwind in the sauna or steam room. Peace, relaxation, luxury—when you are at home at La Pacifica, you know that you have truly arrived.
This is an example of a benefits or lifestyle focused ad rather than a property focused real estate ad. This ad gives you the sense of what it is like to live in the property. Notice that the descriptions describe the property as if the reader is already the owner. It also puts the reader in the state of imagining what it would be like to come home and enjoy this magnificent lifestyle.
Thus, to create a write a really effective luxury real estate ad, paint the picture of what it is like to live in the property. Use the word "you." Describe the property as if the reader is the owner. Talk about the relaxation and the status of owning the property. Remember, many of your wealthy clients are in to one-up-manship. Appeal to it.
Posted by Bernice Ross, www.RealEstateCoach.com
Picture by Scandblue
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