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Selling a home is not the easiest of tasks but it also doesn’t have to be as hard as figuring out the Rubik’s cube! The level of difficulty does increase though when selling a luxury home. With the increasing level of difficulty comes an increased level of expertise that is required to sell a luxury home.
Many real estate agents don’t have a clue when it comes to selling luxury homes. The same can be said for the owners of a luxury home. It is important that the proper steps are taken to ensure the home is sold in a timely fashion and for a fair, market value price!
Below is a short, yet informative video which provides these 8 tips for selling luxury real estate.
If you’d like more in-depth explanations of the 8 tips for selling luxury real estate discussed in the above video, continue reading. There are some fantastic real-life examples, tips, and pointers to help!
Pricing a home correctly, from the beginning, is extremely important whether selling a $100,000 home or a 1.5 million dollar luxury home! A common real estate pricing mistake that is made is hiring the real estate agent who suggests the highest price and in the luxury home market, this can be a huge mistake.
It’s extremely important that a luxury home is priced competitively or aggressively from the beginning to attract buyers from the beginning. It is more common for a luxury home to sit on the market for longer than a lower priced home, however, a luxury home does not have to sit on the market if priced properly from the beginning!
To ensure the price is right, an in-depth comparative market analysis, must be completed on a luxury home in order to determine a competitive or aggressive price. A real estate agent should spend several hours massaging the data, touring other comparable luxury homes currently for sale, and calling other real estate brokers who have recently sold comparable properties to the subject home.
Often times there are homes that are extremely similar to others in certain neighborhoods. It is rare to find a luxury home that is identical to another, so knowing every amenity a luxury home has is crucial when determining the price!
The price a home enters the market at does a fair amount of the marketing in itself, however, there are other marketing tools that should be used when selling a luxury home.
Print advertising and direct mailing should still be apart of any real estate agents marketing plan/system. The internet, however, has significantly changed how consumers shop. This is no different in the real estate industry!
It is extremely important that a real estate agent who is selling a luxury home, is utilizing the internet. It’s important that a real estate agent has their own website and/or blog and that it is mobile responsive as well. Many home buyers are shopping on their tablets and mobile devices.
When selling a luxury home, it’s important that a real estate agent uses social media. Social media is an extremely important marketing tool for real estate agents that can help give their clients maximum exposure! It is a marketing tool that most real estate agents don’t utilize and/or understand.
Ask yourself, what percentage of people in the market to buy or sell a home have a Facebook Page, Twitter Handle, or Pinterest Account? 95%+? By not marketing a luxury home for sale on social media, a real estate agent is doing their client a huge disservice!
When selecting a real estate agent to sell a luxury home, it’s critical to know where the luxury home will be marketed, how it will be marketed, and how frequently it will be marketed. When selling a luxury home, a real estate agent must have a comprehensive marketing plan/system and cannot list a luxury home, wait and hope it sells. These type of real estate agents are also known as a “post and pray Realtor.”
Most have heard the saying, “quality over quantity.” This relates perfectly to the quality of photographs and videos of a luxury home for sale. With over 90% of buyers beginning their home search online, it’s critical the photographs and videos of a luxury home are outstanding and nothing but the best!
Every real estate agent will offer to take photos of a home, but it shouldn’t be as easy as just leisurely taking photos. When selling a luxury home, if the real estate agent is not having a professional photographer take photos of the home, they better have some great equipment.
Top real estate agents who choose to take their own photographs of their luxury home listings must have experience and also high end equipment such as a wide angle lens. When taking photos of a luxury home a few things that need to be considered are, is the lighting right for the photos, are the amenities being photographed, and is the exquisite location being highlighted.
A picture may be worth a 1,000 words, how much is a video or virtual tour worth? A billion? When selling a luxury home, a professionally created video or virtual tour can be the difference of whether or not the luxury home sells. Most local MLS’s have a limit to the number of photos that can be placed on-line, but allow a location where a video tour or “virtual tour” can be placed.
Many luxury homes are much larger than 25 photos can showcase and also much more glamorous than 25 photos can showcase, so video is a great way to allow potential buyers the ability to “walk-through” the luxury home in the comfort of their present home.
When selling a luxury home, timing plays a larger role than when selling non-luxury home. For instance, if a waterfront luxury home is being sold in Rochester, NY, it’s important to select the correct time of year to sell. Selling a home in the middle of the cold, blustery winter would not be a good time to showcase the waterfront!
The same can be said for a luxury waterfront house in Jupiter, FL, selling a home during hurricane season may not be the best time to list a luxury home for sale.
A very popular question many home owners have for real estate agents is, are you going to have an open house? There is much debate whether public open houses help sell homes or not.
When it comes to luxury homes, public open houses do not help sell homes. When it comes to selling a luxury home, public open houses often bring in people just interested in seeing how the “rich and famous” live. There is absolutely no way to determine whether the people coming through the open house are qualified to purchase the luxury home or not!
While public open houses do not help sell luxury homes, broker open houses can be helpful. A broker open, which is an open house for local real estate professionals, allows real estate agents who have buyer prospects looking for luxury homes to view possible matches. A broker open is much more successful if the real estate agents who sell luxury homes locally are able to attend, as they have the greatest probability of having a client for the home!
Luxury homes are often luxurious because of their location and lifestyle. If a luxury home is part of a development which includes a clubhouse or yacht club privileges, it is important they are being showcased in the listing information.
This is another reason why utilizing video or virtual tour when selling a luxury home is a great marketing tool as it is a very good way to present a homes location as well as the lifestyle.
When buying a luxury home, the prospective purchasers will often want to know who else is living in the general vicinity of the home. It’s important to know or find out who else lives in the area and ensure this information is available to real estate agents who are showing the home.
Staging does not sell homes but it certainly can help! There are many sellers who believe that by hiring a real estate agent who has a staging designation, their home will sell because their home has been staged. This is wrong. Obtaining a designation for staging doesn’t necessarily mean they are a great real estate agent.
When selling a luxury home, staging will help maximize price and minimize time on the market. When staging a luxury home, it is important that the amenities which make the home luxurious are being showcased. If there is an outdoor BBQ, is it staged so that potential buyers can envision their summertime gatherings? A luxury home with an over-sized formal dining room should have elegant place settings with fine china at each place setting to help a buyer envision what their fine dining parties may look like.
One of the biggest things that a seller needs to consider when selling a luxury home, patience is a must! Selling a luxury home will normally take longer than a non-luxury home.
One major reason that luxury homes take longer to sell than non-luxury homes is the number of possible buyers available to purchase the home. Face it, there are many buyers who can afford a $150,000 home entering the market on a daily basis. There aren’t many buyers who can afford a 1.5 million dollar home entering the market on a daily basis. For this reason alone, it’s important to be patient and understand that if the above tips are being practiced, a buyer will surface!
The luxury real estate market in the Greater Rochester NY area would incorporate properties that are listed and sold for $500,000 or more. Rochester NY luxury real estate is a great example of the above tip of remaining patient when selling a luxury house. Below is a case study reviewing the luxury real estate market in the Greater Rochester NY area over the past 12 months.
Over the past 12 months there have been a total of 114 Greater Rochester area luxury houses sold. In this example, the “Greater Rochester area” incorporates all of Monroe County, NY. Over the past 12 months, there have been 7,926 homes sold for under $500,000, with 6,880 being sold for under $250,000.
Clearly you can see the total number of luxury houses sold over the past 12 months is much lower than what would be considered a “non luxury home.”
When it comes to average time on the market, the homes that sold for greater than $500,000 in the Rochester area, they took an average of 49 days from listing date to contract date. Those homes sold for less than $500,000 in the Rochester area took an average of 34 days from listing date to contract date.
Again, as you can see the average time on the market for a luxury home is going to be higher than non luxury real estate. This real life example likely applies to most Cities across the United States!
If you’re unsure if it applies to your area, contact me and I can get you in touch with a Luxury real estate agent in your market who can help confirm that this is the case in your area.
Selling luxury real estate takes a much different approach than selling a $100,000 home in a suburb. The above tips for selling luxury real estate must be followed in order for the sale to be a success. If you don’t consider these tips for selling luxury real estate, it’s very possible the sale is going to take a significant amount of time, if the sale ever occurs.
Are you considering selling luxury real estate in Rochester, NY? If so, we’d love the opportunity to interview and explain why we can give your luxury home maximum exposure and get it sold! Our marketing plan is second to none and we’d love to prove why we are top real estate agents in Rochester, NY!
About the authors: The above article “8 Tips For Selling a Luxury Home | How To Sell A Luxury House” was provided by Kyle Hiscock of the Hiscock Sold Team at RE/MAX Realty Group! With over 35 years combined experience, if you’re thinking of selling or buying, we’d love to share our knowledge and expertise.
We service the following Greater Rochester NY areas: Irondequoit, Webster, Penfield, Pittsford, Fairport, Brighton, Greece, Gates, Hilton, Brockport, Mendon, Henrietta, Perinton, Churchville, Scottsville, East Rochester, Rush, Honeoye Falls, Chili, and Victor NY.
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