If you're not in the market for luxury real estate, there's a good chance you haven't seen the glossy brochures that Christie's Great Estates and Sotheby's International Realty produce for their multimillion-dollar listings. "It is a shame that few of us do get to experience this world," writes Rohit Bhargava at the Influential Marketing Blog, "because when it comes to marketing there is a lot that anyone could learn from how luxury [real-estate agents] run their businesses."
Here are a few ways real-estate professionals excel:
They leverage strong personal brands to build credibility. "Often," Bhargava says, "you see the story of the agent's career and how he or she made it to that point." Agents also discuss personal histories and interests—especially those they share in common with potential clients. "All of this," he continues, "is designed to give you a sense of who they are before you consider working with them."
They know a thing or two about targeting their audience. If agents in the luxury real-estate market advertise in the wrong place, they know they'll only waste time with unqualified inquiries. "They don't care about reaching millions or even about reaching thousands," notes Bhargava. "They care about reaching the right dozen people, period."
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