5 Secrets of Luxury Selling

High-end marketing: Don't even think of scrimping on quality promo materials

June 1, 1998

If you just landed your first luxury property listing, don't wait to try out some of the marketing ideas that have been working for John Cotton.

Cotton, of Cotton Real Estate, Osterville, Mass., has carved out a niche selling luxury waterfront properties on Cape Cod, Mass., and uses the following successful techniques consistently.

  1. Develop relationships with trust officers, lawyers, accountants, and other professionals so that they’ll refer you when their clients are in the market to buy or sell a home.
  2. Ask for a commitment of 12 months for your listing contract. It'll give you enough lead time to create and implement an appropriate promotional plan.
  3. Produce high-quality marketing materials. Hire a professional photographer and have a professional print your brochures, newsletters, and other promotional materials. Use good paper stock and four-color printing.
  4. Place your listings in publications that are must-reads--The Wall Street Journal, for instance--for potential luxury buyers.
  5. Have an Internet presence. A lot of high-end buyers--investment bankers and executives at high-tech companies and brokerage companies, for instance--are technosavvy and use their computers to find properties.

Elyse Umlauf-Garneau is a Chicago-based freelance writer and former senior editor with REALTOR® Magazine.

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