Bespoke Marketing

Bespoke Marketing

Are you wanting to sell a Country, Period, Luxury or Equestrian Home?

Are Buyers likely to be attracted to specific features and/or facilities your home offers?

If any of the answers to the questions above is ‘Yes’, then you’ll need Bespoke Marketing; to attract as many Buyers as possible; to achieve a premium price.

INTRODUCTION

‘Bespoke Marketing’ seems to be a buzz phrase for estate agents. I’m afraid offering Professional Photography, a Video and a Virtual Tour doesn’t constitute Bespoke.

To me, Bespoke Marketing is about creating appropriate assets (including thinking outside-the-box) to help your home stand out; to target the right type of buyer.

Here are four considerations when creating your Bespoke Marketing Suite.

WHAT TYPES OF NICHE BUYERS ARE YOU TRYING TO ATTRACT?

The main Niche markets for residential buyers are Country, Period, Luxury and Equestrian. Therefore the information and marketing of your home need to be sympathetic.

For example, Equestrian Homebuyers are interested in the facilities; Period Homebuyers with the history and features, e.t.c.

Your home may even appeal to multiple Niche Markets.

APPEAL TO THE LIFESTYLE

Asking a Professional Photographer to take pictures of the rooms just doesn’t cut it anymore. Include Lifestyle, Night and/or Landscape photography and videography.

CREATE ADDITIONAL ASSETS

Thankfully technology has advanced meaning there are so many options to consider, to ensure your home stands out from the crowd. Examples include:

 A Head-cam type video of the local Hacking route, for Equestrian Buyers.

  • A video of the local area.
  • Modern furnishings inserted into photos of your vacant home, by CGI.
  • A short documentary about the history of your home

 

IT’S ABOUT YOU, TOO

Niche Homebuyers are also interested in how you live in the property. If possible, include Sellers Comments in your particulars. A video interview about how you’ve enjoyed living in your home is increasingly popular.

  PROMOTING YOUR HOME

Once you’ve created a suite of Bespoke Marketing Assets, you’ll want to promote your home. Property Portals like Rightmove and Zoopla are used to host your marketing assets. Social Media is used to promote your home. But we won’t go into that in this guide.

Bespoke Marketing


Share:

More hints and tips?

Sign up to receive the other parts of the guide and even more FREE GUIDES..

Titles include:

  • How to maximise your sale price
  • How to ensure a hassle-free sale
  • How to attract more buyers
  • Change of address checklist
  • The conveyancing process
  • Packing made easy

And many more.

Heenay Joshi