Out-of-Market Luxury Purchases Part One: The Importance of Real Estate Awareness Content with Andrew Hong

Estate of Mind — The Art of Selling Luxury Real Estate

Out-of-Market Luxury Purchases On the Rise:

The general shift in mindset that’s taken place the last two years will have a lasting impact on the world of luxury real estate. With remote work now more commonplace, buyers are no longer confined to either their existing or nearby markets. Consequently, out-of-market purchases are now growing in popularity as well, especially as home buyers seek out second and third homes that will provide them with the flexibility to comfortably work from home.

As a luxury real estate professional, it’s important to position yourself in such a way that your referral pipeline stretches outside of your local markets. It’s critical to not only network with other out-of-market real estate professionals to expand your sphere of influence, but to have meaningful conversations with your existing clients to determine whether or not their own sphere of influence can further intersect with yours.

Awareness-Stage Content and Decision-Stage Content in Luxury Marketing Campaigns:

The easiest way to differentiate between these two specific content approaches is to position one before the other. Awareness-stage content refers to the majority of content that your potential clients, and even other agents, are going to be exposed to that helps brand you as a luxury real estate professional. Think of awareness content as educational content — content that seeks to inform individuals of whatever it is you’re promoting. Whether it’s a specific property you’re highlighting or a specific market, awareness content provides your audience with valuable information they can use to help make a more informed decision.

So, now that your audience has been informed and is ready to make a decision, what should you do next? This is where decision-stage content enters the conversation. With this type of content, you’re helping guide the individual towards using your services as a real estate professional. For instance, you might provide them with client testimonials to help serve as third-party proof of what it’s like to work with you. Think of decision-stage content as your call-to-action content. Whereas awareness-stage content will help them make a decision, decision-stage content will help them select to partner with you as part of that decision.

Topics and Questions You’ll Uncover During this Episode:

• What does the modern-day luxury mindset look like?
• Why it’s important to constantly work towards expanding your referral network
• The difference between awareness-stage marketing and decision-stage marketing
• How is seeking out a luxury lifestyle impacting today’s real estate purchases?
• The importance of nurturing leads to create a more valuable sphere of influence

Resources Mentioned within Episode:

• Official Website - Tobe Agency
• Connect with Andrew Hong on LinkedIn
• The Institute for Luxury Home Marketing