As a luxury or any real estate niche marketing professional it is important to accentuate the lifestyle of your marketplace in your marketing materials. Think about the forms of recreation in your area and what people wear when they engage in these activities.
This can be the inspiration to set the tone or the mood of your website design and your marketing materials.
For example, when people from big cities fantasize about buying a second home in the wine country they seek to relax, unwind and indulge in culinary adventures.
If they want to own a mountain retreat, keep in mind it may be isolation that they crave or physical fitness from skiing, biking or hiking.
Alternatively, those thinking of purchasing a pied-a- terre in a bustling metropolis are looking for excitement, high energy, entertainment, the arts and shopping.
Setting the right mood on your website and in your marketing materials by accentuating the lifestyle invites visitors to stay longer on your site. Why, because you have engaged their senses and their emotional needs.
We have often spent hours looking for the perfect lead photo for our clients just to do that. We have even had our graphic designer draw the perfect oak tree to set the mood of the country side.
Choosing the right colors therefore, plays a more important role in branding and web design than most realize.
There is an entire psychology of color that must be taken into consideration when designing your brand.
Are you trying to sooth your visitors or pump their excitement level or adrenalin? High-energy demands bright colors. Soothing colors are used in places of relaxation and if your selling countryside retreats.
If people associate your marketplace with the nightlife, dressing up more than occasionally, you should seek a more formal feel. If people tend to dress down in your marketplace, then a more casual mood needs to be set.
Expressing the transition from informal to formal can also be important. An example would be a golf and tennis community where it is more casual during the day, but more formal at night, at suppertime.
We once stayed at a resort community in Italy, where daytime activities were casual. At night, everyone dressed to the nines just to dine.
All these elements of lifestyle should be accentuated in your web design because in luxury or any other real estate niche you are not just selling homes. You are selling experiences!.