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3 Smart Ways to Market to Affluent Buyers

By Ben Shepardson | February 28, 2018

Before she was a realtor, a woman named Claudia inherited a house in San Francisco. As you know, San Francisco real estate is quite expensive, and she was able to sell the house for 1.5 million dollars. She was eventually able to add 20 houses to her portfolio, and those houses generate $20,o00 of income per month. The key to success in real estate is to earn healthy margins. One of the fastest ways to do that is by marketing to affluent buyers. Here are ways you can do that.

Promote Luxury Furniture in Your Listings

Realtors often have incorrect ideas about luxury. Luxury goes far beyond BMW and Mercedes, Gucci and Louis Vuitton. It also applies to the home. There are high-end brands like Christopher Guy and Restoration Hardware, and there are those lower on the scale. Take detailed notes of all the items in the house. Then, promote the upscale brands in your listing. Hiring a professional writer will make the prose sparkle.

Don’t Just Find Good Add-ons, Advertise!

Security systems like Ring are quite popular these days. For affluent buyers, home safety is a key point. Many of these systems can be purchased on Amazon or eBay in “like new” condition for a substantial discount. Oftentimes, the item was never used but just transferred to different packaging. Once an electronic item is opened, it can’t be sold as new again. There are other ways you can markup items too. Brian Davis is a master at using “inexpensive items to boost sexiness.” For example, Brian Davis bought a jacuzzi off Craigslist for $700. He was able to add $5,000 to the total ticket price. These transactions are the crux of making money in real estate.

Don’t stop after you install these items. Use a combination of top-tier photos and elite prose to promote the new additions. Websites like Imnam have guides that will teach you how to create “powerful real estate copy.” A lot of realtors know how to find good add-ons, but few know how to properly sell them.

Tell Stories About the House

Affluent homebuyers want to know things that Google can’t tell them. Oftentimes, the wealthy buyer has done exhaustive research about prices of houses in the neighborhood, the perks of the house, and proximity to key commercial outlets and freeways. Yet, there’s some information that only a skilled realtor can impart. For instance, an online listing might tell a client there’s a home office in the back. Yet, it won’t tell you the previous owner wrote did digital marketing for software companies in his home office. Perhaps your latest prospect does similar work. A fact like this, a fact you can’t find on Google, positions you as an expert and helps you get more sales.

One More Tip: Marketing to Affluent Buyers

Have you heard of the Dutch Tulip Crisis? It was also called tulip mania, and it’s peak 40 tulips were selling for 100,000 florins. By way of comparison, a skilled worker earned from 150 to 350 florins a year. Prices rise when rarity is detected. Use your online marketing to promote the rare traits of houses: like proximity to the best middle school in the city, and watch your sales grow. What’s your best tip to market to affluent buyers?

Ben Shepardson is a Realty Biz News Contributing Writer and has a long track record of success in online marketing and web development. While pursuing a bachelor’s degree in Computer Information Systems, he worked doing enterprise-level SEO and started an online business offering web development services to small business customers.
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