Photo by Eric Pouhier
Advertising is a form of communication. In the realm of luxury real estate marketing, it needs to be an art form as well. An ad, like a fine home with curb appeal, must offer a great first impression. The majority of luxury real estate magazine ads look the same. They basically say the same things as do the agent’s profiles. It is as if the luxury real estate industry adheres to a template and does not deviate from it. The color black is the dominant color in those magazines. In most cases, the only distinguishing factor from page to page is geography.
Your first goal is to grab your readers’ attention. You almost need to startle them with the extraordinary. Check out ads for luxury brands outside of real estate. For example, in the Chanel ad depicted above, you can see a reflection of the Place Vendome in Paris, site of the Chanel headquarters. The Place Vendome is home to famous hotels such as the Ritz and the Bristol as well as famous jewelers, and clothing designers.
Study high end magazines that cover fashion, autos and sea craft. Each brand looks different in color, layout and presentation. Their appearance is intriguing. It invites the reader to participate by asking questions which can be answered by visiting the store or the web site.
People love a mystery, the process of discovering something special. Most fine homes have some exceptional features. Look for a unique selling proposition. It is the unexpected that sells them. Don’t spoil the surprise by editorializing about it. Just give them a hint. Evoke the participation of the reader with a call to action. That is what makes your phone ring or your email box full. Don’t miss out on the opportunity to make a new friend by answering the query, or better yet, showing the home and letting them form a bond with it.