Learn the Language of the Luxury Market

Affluent clients are a different breed, and it's not only that they have more money to spend. Luxury buyers and sellers bring a higher level of savvy and sophistication to the table. If you can't speak the language, the conversation will be a short one. Consider these four tips for improving your appeal to clients in the luxury market. Learn the Lifestyle Sixty-five percent of luxury homebuyers report using an agent for neighborhood lifestyle insight, so it's important to understand the psychographics of luxury clientele. Join their social clubs, attend their charity events, read their publications and learn where they're consuming their media. This allows you to speak to their passions and lifestyle expectations, make stronger connections and target your marketing efforts. Know the Desirable Locations It's imperative to develop an intimate knowledge of your listings and corresponding communities. 54 percent are willing to give up 1,000 square feet in their next home in order to live in a better neighborhood. Knowing your locations enables you to give clients the inside information they need to clearly envision their future in the community and make an informed decision. These are details that can't be found by simply searching online. Keep the Conversation Smart Affluent clients associate certain brands and amenities with luxury, style and convenience. 87 percent of luxury buyers wouldn't live in a home that isn't tech-friendly, and 66 percent consider a "smart" home more important than a "green" home. Knowing which brands and amenities to emphasize in your marketing efforts can make a huge difference in terms of credibility. Don't Neglect Online Marketing Consider this statistic: 92 percent of buyers use the Internet in some way in their home search process. Luxury real estate marketing requires a strong Internet presence -- a responsive multi-screen approach that provides an excellent customer experience, no matter the device. These are just a few ways to enhance your appeal to luxury clients. What are you doing to better connect with affluent clientele?