The Steps to Selling Success
Do Prepare the Property for Showings
First and foremost, you need to get the property ready for showings. These techniques can improve a property's value by anywhere from 5 to over 20 percent.
You should start with a thorough cleaning and organizing the space. When people come to see the property, it should look white-glove perfect.
Closets should look like a Nordstrom’s department store, bookshelves should be as neat as those at the public library, toys should be put away, the floors should be spotless, and the windows should sparkle.If you own a house with a yard, the grass should be cut, hedges trimmed, and the overall landscaping should look immaculate.
The next step is staging and minor renovations. While doing these things cost money, the improvements will increase the value of your property and make it sell much faster.
Staging of luxury properties involves creating a magnificent theme and look. Hiring a professional staging company can really help. The staging company will bring in items such as furniture, lighting, artwork, plants, and all the accents. Staging will transform a boring or vacant empty house into an interesting and stylish home that appeals to the luxury buyer. High end buyers are visual, so a clean, well-organized, staged home will attract them in droves and help them to envision themselves living in the space.
Do Photograph and Film Your Property
When selling a luxury property, you absolutely must have it photographed by a professional. The photos should be an accurate depiction of what the space looks like, but they should accentuate the positive. What constitutes a great photo is subjective, so you should ask multiple people what they feel are the best shots of your home.
A beautiful property is like a piece of art and the right photos will capture the spirit of the space. Remember, when a buyer is searching for properties online, the photos are the first impression of your home and determines if the buyer will choose to see it or simply pass on it. In some cases, you may want to create a video tour of the property as well. This is different than a virtual tour.
A video tour is basically a short film with or without narration on the property. Usually, the video takes the buyer on a short tour of the property. It should provide a feel for what the property is really like.
Finally, you should post a floor plan or multiple floor plans so people can see the size and layout of the rooms. Floor plans provide buyers with a context of what changes could be possible, such as adding a bedroom or increasing the size of a living room.
Do Advertise Your Property
Advertising your home is critical to successfully selling a luxury property. The ad in the printed brochures and online needs to be well written. The ad needs to not only convey the facts of your home, but also describe the luxurious features, amenities, and unique aspects of the property.
The property should definitely be advertised on your local MLS, Streeteasy, Trulia, Zillow, and other local real estate magazines and online sites that specialize in luxurious properties.
Luxury properties should also be advertised in international publications and websites. There are wealthy people all over the world who buy in the US. In NYC, 25 to 30 percent of condo buyers are foreign. Getting the word out to them is very important.
A good brokerage firm will also employ search engine optimization techniques to ensure your listing is highly ranked in Google Search and other Internet sites so that potential buyers can easily find the property online.