Are you trying to sell premium properties on the internet? Don’t just put out glossy content multiple times until you find the right customer; create a presence that is professional but still reflects simplicity to give people a more intimate feel of your brand, in order to entice and ultimately sell to them.

Buyers at the higher end of the scale typically have a much more pronounced sense of professionalism and are selective when making financial decisions. Therefore, your brand should communicate professionalism, authenticity and quiet confidence. The right social strategy can generate a qualified lead stream from the internet for premium real estate. Here are some tips to get the leads.

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Precision Targeting

High-net-worth individuals do not respond to mass visibility. They respond to targeted marketing. Social platforms like Twitter, LinkedIn and Instagram allow you to create targeted marketing messages by building relationships based on the following criteria:

• Professional seniority
•  Industry
• Lifestyles
• Geographic behavior.

Mixing these data sets with your own real-time monitoring for quality will allow your marketing messages to reach people who fit the profile of your buyer, and also fit the profile of your most serious inquirers or website visitors.

 Shifting your focus from pursuing impressions to developing relationships with your target market will develop loyal customers and create long-term revenue streams from premium real estate sales.

Use Short Form Videos to Sell Emotion Not Just Floor Plans

In the luxury market, buyers are purchasing much more than a home, they are also purchasing a lifestyle. Short form videos sell emotion due to their ability to quickly evoke feelings. Instead of simply listing the features of the home, great short-form videos showcase how it feels to walk throughout the space, how light flows through the rooms, and what surrounds the communities. A well produced and efficient short-form video will convey more in 30 seconds than an hour-long edited and polished tour that is overly focused on selling and not on creating a feeling of authenticity.

Leverage Authority and Trust by Partnering with Local Businesses

Trust is a key element in luxury real estate, and social media is an effective way to develop it. Partnering with a lifestyle creator, designer or architect that serves a high-end audience creates a mutually beneficial situation where you gain from their credibility.

When the partner focuses on the lifestyle or the feeling of the house, you receive an endorsement that feels authentic to the viewer. This is especially true for companies that are trying to position themselves as South Florida luxury real estate boutique options, where relationships are more important than size.

Lead Capture in a Non-Invasive Manner

High-end buyers expect to have their privacy protected. Therefore, your method of collecting leads must show that you take privacy seriously. Instead of using long forms to retrieve data and then following up aggressively with prospects, most profitable luxury brands use lower friction methods such as direct messaging, native social lead forms with very few fields, or allowing prospects to engage on their own terms. Allowing prospects to select how and when they want to engage creates a more comfortable environment for them to interact with your brand.

Endnote

Creating high-end real estate leads from social media is not based on date or volume. It is based on clarity, consistency, and precision. If your content, targeting, and engagement methods reflect the level of service that you provide to your clients, then social media becomes more than a marketing platform. It becomes an effective and understated avenue for high-end luxury buyers to connect with you.