Luxury marketing
beyond the MLS.
The MLS tells the market a house exists. It does not sell it. Six channels carry the campaign, each reaching a different audience, and every listing runs all of them — with one exception, noted below.
MLS
The baseline every agent has, done properly: every field completed, every image at full resolution, the long-form copy intact. Most of what reaches the portals is cropped and half-populated because of what was entered here.
Luxury Portals
The listing is placed with the portals whose readership already searches in this band, where your home sits beside comparable inventory rather than beneath a page of it.
Social Media
Budget aimed by postcode, by household income, and by the things wealthy households actually search for. Posted-and-hoped-over is not a channel; targeted spend against the film and the stills is.
Email Campaigns
Forty years of accumulated contacts — past clients, local agents, and the people who quietly told us what they were looking for. The list is the reason some homes sell before they are ever public.
Forbes Exposure
Qualified luxury listings receive enhanced marketing exposure through our brokerage’s partnership with Forbes, giving select properties additional visibility among affluent readers and luxury buyers.
International Network
Placed with overseas brokerages and relocation desks by name. A home at this price is bought from Singapore or Zurich as often as from three towns over, and that buyer is never reached by a sign in the yard.
Eighteen acts,
across four phases.
Nothing above reaches an audience until this is finished. Nothing here is optional and nothing here is billed as an extra.
A buyer profile and a shot list, on paper, before a single photograph is taken. Everything downstream answers to it — which is why the campaign never becomes a series of unrelated decisions made in a hurry.
Trades scoped, scheduled and supervised by us, settled at close. The house is seen at its best the first time, by the buyer who was always going to pay the most for it.
Your home described by someone who writes for a living. Bedrooms and bathrooms are a spreadsheet; what a house is actually like to live in has to be written.
Shot by an architectural photographer on a tripod, lit and corrected, not walked through with a wide lens. Buyers decide inside three frames whether to keep scrolling.
The acre, the setback, the tree line, the way the drive arrives at the house. Land is most of the value at this price and it cannot be photographed from the ground.
A film with a sequence and a score, cut for the audience that will actually watch one. It is the asset that travels furthest when an out-of-state buyer forwards it to a spouse.
A buyer nine time zones away can walk the floorplan at 2am and measure a wall. It removes the single biggest reason a distant buyer never makes the trip.
One address, your home only, nothing competing for attention in a sidebar. It is what goes on the brochure, in the email and on the sign.
Every field completed and every image at full resolution, so the listing arrives correct on the portals rather than cropped and half-populated.
Budget aimed at the people who can actually buy it — by postcode, by income, by the things wealthy households search for. Not posted to a page and hoped over.
Forty years of accumulated contacts — past clients, local agents, the people who told us what they were quietly looking for. The list is the reason some homes sell before they are public.
Something heavy left on a kitchen island after a showing. Print is how a house stays in the room for the three days a couple takes to decide.
Posted to owners of comparable homes nearby. The buyer for a peninsula estate is very often already on the peninsula — and has a friend looking.
Placement in front of a readership that already thinks in this price band, where your home sits beside editorial rather than beside cheaper inventory.
Placed with the international portals, relocation desks and overseas brokerages by name. A $9M house is bought from Singapore or Zurich as often as from three towns over.
Walked in front of the agents who represent the buyers, before it is public. They are the ones holding a client who has been waiting for exactly this street.
Properly hosted and staffed, with every visitor recorded and followed up. Volume creates the competition that produces a second offer.
For the buyers who will not attend anything public and the sellers who would rather not advertise that they are moving. Quiet is a feature at this price.