A marketing company pushed hard for one of my clients to subscribe to their direct mailing templates. Unfortunately, the graphic design paired with themes like “10 Steps for a Quick Sale,” and “The Pitfalls of Overpricing,” didn’t match the $400k-plus customers my client represents. Audience dictates everything: tone, voice, vocabulary, and subject. Writing to the high-end home buyer is different from a young family-minded buyer. Even within the luxury market, your niche could dictate decisions on topics and advice. Consider this: what information would a foreign buyer want to know that probably wouldn’t interest a celebrity buyer? When blog writing for the real estate luxury market, remember:
- Keep writing succinct. High-end buyers are busy professionals who don’t waste a second of their day. They know what they want. Keep the blog short and focused. Make the writing scannable by using subheads, numbered lists, and bullets. Consider bolding key points or adding a “key takeaway” section at the top of the blog.
- Maintain a professional voice. I was tempted to write “don’t dilly-dally” instead of “don’t waste a second” in the previous paragraph as a non-example of an appropriate tone. Picture one of your top clients when writing. Hear their voice and use it. Luxury buyers are educated. Your vocabulary should match their level, but not in a pretentious way that demonstrates your language skills. Cut the superfluous adjectives. Instead, be specific by using researched data.
- Zero in on topics. Write to their needs. Luxury buyers are investors. They’re concerned about the economy, stock market trends, and mortgage rates. Others stay tuned to interior design trends and trendy zip codes. Again, think about your typical client personas and narrow your topics to match their interests.
- Images match the brand. Your blog should have images, but avoid cheesy graphics and illustrations. It is possible to find professional stock photography that corresponds with your topic for free or at a very low cost.
- User experience matches the brand. Beyond the blog, your entire website user interface should reflect the latest in intuitive web design. Most websites are viewed on mobile devices, so a responsive design is a must. Check how your blog appears on devices of all sizes. The look should appeal to high-end buyers while being easy to navigate and read.
As an agent representing discerning buyers, you know what they’re looking for in real estate. Trust your instincts when it comes to your real estate marketing content. Based on my recommendation, my clients opted to continue with their current streamlined template that highlighted their brokerage’s branding and delivered data-driven content perfect for their audience.
Also published on Medium.