Selling the Dream: A Podcast for Resort & 2nd Home Real Estate Agents
Ep. 127: Thomas McCormack on Ditching Traditional Marketing to Sell Luxury Real Estate
Are you trying to sell luxury real estate with traditional marketing methods?
If you’re breaking into the luxury real estate market, and trying to market the same way that you’ve always marketed, I have news for you: it won’t work!
Luxury real estate requires a completely different approach to marketing. You aren’t selling someone their everyday home.
This is their dream home.
The home conveniently located in the heart of the big city, close to shopping districts and 5 star restaurants. Or with a mountain view, just a few miles from a favorite ski resort. It may even have a palm tree swaying in the front yard in the ocean breezes.
You can’t market dream homes the same way that you market everyday homes…but what has to change?
How can you differentiate your marketing to reach your ideal buyer, who is ready to buy their dream home?
In this episode of the Selling the Dream podcast, I’m talking to Tom McCormack. He’s based in the Jersey Shore - which is so much more than just the location of a reality TV show. He’s been working on the luxury market for years, and is here to share his experiences in marketing himself uniquely to luxury market buyers, and exactly what it takes to attract his ideal buyer..
But before we dive in: have you created your free profile on the Second Home Agents website? Go over and get started: it’s FREE to join. Click here to register, fill out your profile and get listed today.
Highlights of this episode:
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Tom introduces Thomas McCormack and his business.
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The view to selling luxury real estate is to elevate the view: don’t focus on things that aren’t realistic to the area.
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Thomas is using the campaign “Live Like a Local” to help his leads and clients see what it’s really like to live in his market.
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That campaign uses agents who are using their phones to capture “real life.”
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Be nice to everyone: the gardener, the cleaners, the valets. You never know where your next referral will come from! If you do even a decent job, they’ll remember you!
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How do you change your marketing to capture your ideal market?
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It’s all about getting your message out on a regular basis.
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Focus on creating a value proposition which provides MORE than the average brokerage. Show how you take care of all the details that matter.
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You can’t sell luxury real estate by putting it on the internet and hoping for the best: it’s all about the relationships.
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Don’t be afraid to work with an agency to help convey the messaging that you are focusing on. It may require a high-end logo, or rebranding yourself.
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People who buy luxury real estate want to feel like they are special, and that didn’t happen by accident.
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If you’re considering changing your branding, and your look, think first about how you want your clients to think of when they see you!
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Be willing to go outside of your comfort zone when trying new branding: look at the other things that are also bought by your ideal client, whether it be cars, clothing, or other high end brands.
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Remember: luxury items don’t advertise the item itself. They showcase a lifestyle.
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Thomas shares the associations that he is a member of, and how they impact his business, and where things are REALLY happening for him and his business.
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When you have a property, make sure you’re connected to other agents - make sure that they know about it. Other luxury agents can be a fantastic source of leads.
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Thomas shares his top tips for anyone new to the industry.
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Make sure you subscribe to the Selling the Dream podcast so you don’t miss any new episodes.
Hey everybody, thank you so much for spending time with us today: would you do me a giant favor and share this podcast with fellow realtors, and leave a review. Your reviews help this podcast get shared with more people.
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Have you made your free profile on the Second Home Agents website? Go over and get started: it’s FREE. Click here to register, make your profile and get listed today.
As always, thanks for listening. Don’t forget, you’re not selling a home: you’re selling the dream.
See you next time!
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