Branding your luxury home
The Huffington Post published a great article about branding your luxury home before it’s listed. After all, your Santa Barbara home for sale is a product, in exactly the same way as a handbag or car is a product. For this reason, the 4 Ps – product, place, price, and promotion – are just as crucial. One of best ways to get immediate interest in your home is by branding it.
In recent years, branded real estate – where luxury real estate developments have a licensing agreement with luxury retail brands – have gained an increasing foothold in the market. In Dubai, for example, real estate in branded developments, such as the Palazzo Versace and the Armani Residences, can sell for up to 60% more than their non-branded equivalents.
Selling real estate is all about creating desire and adding value. A clear understanding of what differentiates a particular home from any other is essential – this is the core brand identity.
I always visualize who the target home buyer is. Luxury homes in Santa Barbara, for example, will appeal to high net worth individuals who want to live a healthy, comfortable lifestyle.
Branding needs to be perfectly in step with what the target buyer wants. By keeping that in mind, I create branding, advertising, and marketing materials that communicate directly to them.
Storytelling is always important in the luxury market, and never more so than with something as expensive as luxury real estate. The property marketing must, therefore, also speak to the potential buyer’s expectations of lifestyle and experience. In a prime position, the luxury property may have a view or a location which, in itself, contributes to the experience. If it doesn’t, then all elements of the luxury package must be considered in order to ensure that there is something sufficiently different and distinctive about the home.
Don’t worry if you don’t know how to brand your Santa Barbara home for sale. That’s what I’m here for. With more than 25 years in the industry selling property in Montecito, Hope Ranch or any of Santa Barbara’s upscale communities, I know how to brand and sell your Santa Barbara home. If you’re considering listing your home in any of these areas, please check out my comprehensive website then give me a call at 805.886.9378 or email me at Cristal@montecito-estate.com. I’ll share my brand marketing strategy with you. It works!