Part of marketing a luxury home is romancing it. "Granite" is so common. What about "curved countertops made of Volga Blue granite and Juparana Florence granite. Much more enticing, isn't it? Is the granite full bullnose or reverse bevel or ogee? How about "wood cabinets" or "custom wood cabinets" vs "Mahogany and curly maple cabinetry"? It's important in marketing a luxury property to know the differences, and the costs - not only for your marketing materials but in explaining to the prospective buyer the rarity or value of the material, actually the WIIFM (what's in it for me?) If the property has a Sub Zero refrigerator, why does that matter and what does it cost more? Tell them about the separate compressors, the isolated cooling, the tight seal of the doors, etc. Your food will stay fresh longer, your tiramisu won't taste like broccoli.
How do you get to know these things? Go to the kitchen dealers, the granite suppliers, the flooring specialists. If you have a design center near you, such as the one in Dania, Florida, go there and learn. What's the difference in these counter materials? What are the pros and cons of each one? Yes, there's a lot you can learn online by searching, but it's better if you can see and touch the materials, so you can walk into a home and say, How wonderful that you chose the Uba Tuba granite! What a lovely Sherle Wagner sink you chose! You don't need to live the lifestyle, but it sure helps if you know it.
Spend the time to learn, and you can become an expert in the luxury niche.
Sharon - thanks for sharing this. It's easy to leave these details out in the overwhelming time crunch to meet marketing & ad leadtimes.
Cheers,
Linda
Sharon, I lend to clients who purchase homes in the $1 million to $3 million range. ( I lend in Florida) How does this sound?
Private Markets Lending Consultant with 17 years experience in financial markets (12 in lending) will help you structure financing tailored to your financial plan. This degreed professional interacts with your financial advisory team to offer financing to purchase your home with the lowest possible cost-of-funds while maximizing your tax advantages and maintaining liquidity.
Financing terms can be offered from international indeces to hedge the affect of currency fluctuation on your investments .
Is that more descriptive than.."I used to be a stockbroker before i became a Loan Officer so I know how to fit a mortgage into your financial plan"?
It's all in the sizzle! Good Post!
Actrually, Brian, I prefer the old one. It's short and to the point. The new one kind of puts me to sleep.
Try to turn it around from YOU to What's in it for me (the client)
Just stumbled across this article, great stuff!