As a real estate agent, every listing is important. But every now and then, you land a truly special one. It's the house with the breathtaking view, the stunning architectural design, or the one-of-a-kind historic charm. This is a "featured property," and it deserves a marketing strategy that is as unique and exceptional as the home itself.
This is the moment to move beyond the standard playbook of just putting it on the MLS and holding a Sunday open house. For a high-end real estate agency, the marketing for a featured property is not just about finding a buyer; it's about telling a compelling story that captures the unique lifestyle the home offers. It's a curated, multi-channel approach designed to attract the perfect, qualified buyer and achieve the best possible price for your client.
If you're ready to give your most special listings the spotlight they deserve, here are some ideas to elevate your marketing.
Invest in Magazine-Worthy Visuals
For a featured property, standard real estate photos are not enough. You need to create a visual experience that is so beautiful it stops a potential buyer in their tracks.
- Hire an Architectural Photographer: Don't just use your standard real estate photographer. An architectural photographer has a different eye, focusing on light, lines, and creating a more artistic and evocative mood.
- Get the "Twilight Shot": One of the most powerful images you can have is an exterior shot of the home taken at dusk, with all the interior and landscape lights turned on. It creates a warm, magical, and incredibly luxurious feeling.
- Create a Video Tour: Go beyond the simple, phone-camera walkthrough. Hire a professional videographer to create a 2-3 minute, cinematic lifestyle video. It should be less about showing every room and more about telling the story of what it would feel like to live in the home.
Give the Property Its Own Stage
A truly special property shouldn't be just another listing on a crowded website. Give it its own dedicated, single-property website. This elevates the perceived value of the home and provides a focused space to showcase its best features.
The website should feature your beautiful, cinematic video tour as the centerpiece. It should also include a high-resolution photo gallery, a detailed and well-written description of the home's features and story, and a clear contact form to capture leads. This kind of sophisticated digital marketing is becoming the standard for high-end properties.
Host a Lifestyle Event, Not Just an Open House
A standard open house can often attract more nosy neighbors than serious buyers. For a featured property, create an exclusive, curated event that allows potential buyers to experience the home's unique lifestyle.
- For a home with a gourmet kitchen and a great patio, host a catered, twilight wine and cheese event.
- For a property with a stunning pool and backyard, host a relaxed "garden party" style event.
This allows qualified buyers to mingle in the space, to see it in action, and to truly envision themselves hosting their own events there. It's a much more powerful and memorable experience than a quick walkthrough.
Leverage Your Professional Network
Your best buyers for a high-end property will often come from your own sphere of influence or from another top agent.
- Broker's Open: Host an exclusive, brokers-only event before the first public open house. This is a professional courtesy that gets your listing in front of the other top agents in your market who may have the perfect buyer in their database.
- Targeted Email Campaign: Create a beautiful e-blast with the best photos and a link to the single-property website. Send it to your personal database of past clients and high-net-worth contacts, and also to a list of the top buyer's agents in your area.
Marketing a featured property is a chance to showcase your own skills as a top-tier agent. By creating a bespoke, multi-channel campaign that tells a compelling story, you can do justice to a special home, attract the perfect buyer, and achieve a fantastic result for your client.
