When it comes to selling a luxury property, we aren’t just selling a home. We are selling a dream. In order to sell that dream, we need to create a compelling story with our luxury property as the main character and present that story in an engaging digital storybook.
Creating the home’s “story”
Finding that right buyer can be a challenge for a luxury listing. You not only have to cast your net globally, but also create a story that will capture the imagination, stir emotions and give the consumer that special feeling to motivate them to take action and make a purchase. Affluent consumers spend more on products that have a compelling story and are relatable. Luxury homes are no exception. Your special buyer wants to dream of themselves living in that particular location, in that luxurious home and having that lifestyle that comes with it. Creating the narrative for this is key to capturing them.
The digital storybook
New technologies have come along to engage in meaningful interactions. Using digital tools is redefining what makes a story compelling. These aren’t your traditional e-brochures that are modular in which you have to scroll through images, find the text, then a video, then a Matterport, etc. Those can be very difficult for people to piece together and, frankly, can be quite boring. Good digital storybooks are sophisticated presentations with interactive media that create a tale to connect all the information that is meaningful and relevant — this is exactly what luxury buyers are looking for and what luxury sellers expect.
Keeping them engaged
Affluent consumers have higher expectations for their experiences on their smartphones, and for millennials and Gen Z, mobile devices are the first screen they go to. Younger consumers scroll through their feeds more quickly, making it difficult to capture and retain their attention. Agents often lack the technological finesse to create the right experience to engage them. Hiring a professional company will help bridge that gap.
Studeo
I found one company that stood out. Toronto-based Studeo has captivating designs that are artfully presented and wreak of luxury — it’s like having your own ad agency working for you! It’s great to see a company that cares as much about design as they do the technology. There are a multitude of sophisticated layouts to choose from that can be custom-branded. A wide array of media can be embedded, including Matterport, cinemagraphs, YouTube and Vimeo videos, etc. It’s easy to use: Just drag and drop, and you’re done. They take care of the technical details.
Content is always key. Studeo assists you in developing a strategy and creating emotional content that will resonate with your targeted buyer. With the right combination of media and content, your property will tell its story and provide an incredibly immersive experience for homebuyers.
Their software works across every device and is seamless when shared on every channel of communication that you use. You can showcase your storybook to the world and engage sophisticated audiences. The storybooks are interactive, and consumers can go at their own pace.
Studeo can also provide and host custom property domains with analytics to measure clicks, the amount of time users spend on a specific page and general time of overall engagement.
Grow your business
Not surprisingly, digital storybooks increase engagement. The power of these storybooks is that emotional response you can get from your audience, which will boost your business and completely change the game for you. Having this tech tool in your arsenal will not only help you find that buyer for your luxury property, but also win you more luxury listings when sellers see how effective they are.
Anne Ewasko is a veteran Realtor in the Chicago area and a longtime techie. Visit her at anne.luxhomechicago.com.
