The 17 SECRETS We Did Differently BEFORE It Went On The Market
To Elevate The Home To Majestic Status
By hiring the city’s top real estate photographer, we were able to shoot this home in the best possible light and make the key features of the home stand out. Most homes have low quality pictures taken with a point and shoot camera or worse, a cell phone camera.
Even with a DSLR, without professional photography skills and understanding of angles and light and positioning, pictures look ordinary and bland.
Buyers looking at Luxury Real Estate homes have high standards and so floor plan measurements were done and the floor plan was incorporated in the 2 brochures and even printed on a large chloroplast board to be mounted on an easel placed at eye level so it’s easy for buyers to see it when they enter the home.
The key to the video was to build a theme for this home. We felt that the buyer for this home was going to be one who had a family or who wanted to raise a family in this prestigious neighborhood.
We wanted to paint a picture of a family friendly home where buyers could imagine their kids playing in the home and dreaming dreams in different spaces inside of the home. A video this grand has never been done by a Realtor and so we wanted to use the video to capture media attention and exposure for this home.
We didn’t want to use a typical 1 page feature sheet to showcase a multimillion dollar mansion. It just wouldn’t be representative of the elegance and prestige of the home. As buyers walk through the home, they can see copies of the brochure opened up to large pictures of the home in its splendor.
For Realtors and buyers who came to see the home, we wanted them to take home a 25 page brochure that displays the professional photography, floor plan, map and location, features and neighborhood amenities.
Once again we didn’t want to use a 1 or 2 page folded brochure or feature sheet where it’s easy to just toss out and looks cheap. We needed something that they would hold on to and keep.
While the owner’s current furniture was anything but ordinary, we needed an extra decor pieces to truly highlight the property’s magnificence. We looked through multiple staging companies before shortlisting and interviewing 2 of them and choosing 1.
Even then, we were meticulous in how we wanted the furniture to showcase the home and so when some areas looked good but not great, we got the staging company back to redo certain areas.
The theme for the home was that the buyer would see the home as a place where dreams are made.
Although we’d be marketing this theme and concept, some people may not be searching that online and may just type in the property address and so we bought a domain with the address and that anyone who input the address would be redirected to www.WhereDreamsAreMade.ca
The vision was to create a website entirely dedicated to this property and have the floor plans, brochures, professional photos and cinematographic video and walkthrough video all in 1 place.
We worked with the homeowner to make sure scratches and marks around the home were touched up. When selling a multimillion dollar home, we are working with highly sophisticated and meticulous buyers and so it is incredibly important to showcase the home in immaculate condition.
The average person is exposed to thousands of ads per day and so an MLS ad with a boring description was not going to work. We needed something short and concise but also able to paint a captivating picture for potential buyers using imagery.
The goal of the cinematographic video was to capture audiences with a story and bring exposure to the home but the goal of the professional walkthrough tour video was to explain in detail the features and benefits to potential buyers.
We wrote a carefully crafted script incorporating subtle and advanced neuro-linguistic programming wording to captivate and mesmerize audiences so they could vividly imagine themselves buying and living in the home.
We put this home on the Macdonald Realty Luxury Home Marketing package because this program provides international exposure for the home by marketing on platforms such as Juwai.com and WSJ.com targeting buyers in China, and readers of the Wall Street Journal.
A specially designed luxury sign is also part of this program and people who drive by the home can see this is not a typical Macdonald Realty listing.
The home is also inserted into Macdonald Realty’s Luxury Homes quarterly magazine where only select multimillion dollar homes are showcased and Macdonald Realty Realtors often give this magazine to their clients to showcase their office’s luxury listings.
With the extravagant video, we needed to showcase this in an extravagant manner and so putting it in a custom designed blu ray disc and box seems fitting.
To prepare for the Exclusive Listing Agent’s Open, we needed to build some buzz and so we created a custom designed flyer and we used it to exclusively invite Realtors to the home for a sneak peak. Since the home was not on the MLS, this strategy sparked the interest of many Realtors.
Before the agent’s open, we also personally called Realtors who had sold recently in the neighborhood because some Realtors may not have received the email blast. Since Realtors are always perceived as heroes if they have access to an exclusive listing, our personal invitations to them to come to our exclusive luxury listing were welcomed.
1 week before the agent’s open, we reached out to 40 reporters and this was important because we wanted the press to write about this home. The more the people in the city knew about this home, the more exposure it would get and we wanted to drive more people to the website and further spread the word.
It was important to provide this special sneak peak agent’s open for Realtors who wanted to know what the buzz was about. The launch was successful and buyers and Realtors came to the event and each was given a presentation at the grand entrance of the home to prime them for the guided tour that followed.
Similar to the walkthrough video, this was an opportunity to personally point out features of the home and let them experience the wonder of this luxury home. The media articles that came from the reporters visiting were also shared on social media platforms to increase exposure to the WhereDreamsAreMade.ca website.
The food and drink was good so people would stick around and they would be able to experience the home for a little longer. Psychologically and scientifically, the longer someone stays in a home, the easier it is for them to feel comfortable in the home and remember the home.
Scented candles were used around the home for scent control to enhance their experience. The classical music helped provide the ambiance needed for guests to feel like they’re in a prestigious destination. We intentionally played the 5 minute cinematographic video at the end to help them have an amazing lasting impression on the home.
These 4 TACTICS Executed AFTER The Launch Takes It To The Next LEVEL
Own A Piece Of Luxury With This Limited Edition Collection
It’s important to let the neighbors know of the new listing in their area. One of the best ways is by direct mail. A boring flyer or postcard would get thrown out and so we needed to send something where homeowners would actually open and look at.
The key was to make this direct mail package marketing the home memorable and something they would tell others about.
The Buyer For Your Home May Be Closer Than You Think
MACDONALD REALTY OFFICE TOUR
Often homes are sold very quickly because Realtors in the same office have the right buyer for the home. Promoting the listing within the office should be the 1st place to promote because the office colleagues are almost always the 1st people to know that you have a new home for sale.
We Don’t Just Show Homes, We Take People On An Experience They Never Forget
In these private showings, people are given a 10 – 30 minute tour where we showcase the home and all its splendor and answer any concerns or questions they may have.
We strategically showcase the overview of the floor plan, interior craftsmanship of the home on the main floor, then paint the picture of the spacious and lavish living quarters for the family upstairs, then the finale concludes by helping buyers visualize the sanctuary in the basement.
A dream where they grab a drink from the grand wet bar, hop on over to the heated swimming pool and hot tub, relax in the sauna before jumping into a steam shower and finally enjoying the beautiful Where Dreams Are Made movie that we play for them. The last thing buyers remember about the home as they are leaving is this home is Where Dreams Are Made.
The Psychology Behind The Series Of Exclusive Gatherings
VANCOUVER WEST AGENT’S OPEN HOUSE
Many Realtors like to stay up to date with the new listings in the area so they can give their clients the most up to date information. Unlike the Exclusive Listing Agent’s Open, this home is now on the MLS and Realtors who are watching the Vancouver West market know it’s a new listing.
This is their 1st opportunity for a sneak peak at the home and it’s our opportunity to sell them on why this home is Where Dreams Are Made.
NEIGHBORHOOD IN PERSON INVITATIONS
Often, the public do not search on MLS regularly to see what new listings are new to the area. It’s important to let the neighbors know in person. They may know someone who would buy the home or they may be personally interested. They might not even be thinking about it but we may find the ideal buyer just by talking to some neighbors.
It’s important to walk that extra mile to give more exposure to our client.
PUBLIC OPEN HOUSE
As private and exclusive it has been up to this date, we want to give the public the opportunity to see this home as well and so we hosted 1 Open House 2 days after the Vancouver West Agent’s Open House.
A luxury home of this magnitude, you want to host a series of small exclusive gatherings and then 1 public open house, followed by private appointments for showings.
By setting the showing structure like this, it maximizes exposure and maintains the property’s exclusivity and image of prestige.