Marketing of the Internet

Submitted by Elizabeth | Category: Real Estate | Published on Apr 22, 2008
This article offers the luxury real estate professional a general overview of the best websites to post listings on-line. Some of these websites offer free or low cost listings for luxury homes and are great places to list.

Selling real estate is a competitive business. It is also one in which there is both tremendous risk and high earning potential. That is especially true in the case of high-end luxury properties. Real Estate Professionals Market Luxury Homes For real estate professionals, marketing luxury homes requires different strategies than selling more typical homes and properties.

When trying to sell a half-million dollar home, and ad in the local Sunday newspaper is not the most effective approach to take. How to Distinguish a Luxury Home The luxury home market is usually defined, depending on the local market, as the top 10% of homes listed by asking price or homes listed above $500,000. Something that makes luxury home sales different from others is that each property often requires its own marketing plan.

Another difference is that the buyer is more likely to be from out-of-town or state, often more than 500 miles from the location of the property. Luxury Property Market Another common challenge in selling luxury properties is that many of them are highly customized to the needs, wants and tastes of the current owners. Unusual and special features make a home unique but to many buyers, these homes would appear to require extensive renovating to make them more suitable for them.

Traditional Marketing for Luxury Property Placing ads in newspapers, local real estate guides, and running open houses is not the most practical approach to reach potential buyers of these homes. These tried and true techniques of selling homes often do not reach people genuinely interested in purchasing high-end luxury properties. Rather, they often attract people who are described as interior decorating tourists or just those curious about what’s inside these stunning homes.

Reach Luxury Home Buyers on the Web The Internet has opened up better avenues for reaching buyers interested in luxury homes in markets across the country and around the globe. Listing a luxury home online can extend a real estate agent or broker’s reach by hundreds or thousands of miles instantly. List a Luxury Property Easily In addition to multiple listing services (MLS), the Internet is also home to a variety of sites offering other ways of listing real estate for sale. There are listing sites that sell nearly everything imaginable and others that are exclusive to homes and property.

With the ability to include detailed description of a luxury home and its amenities as well as photos and, sometimes, virtual tours or at least a link to drive traffic to an external site for more information, these sites are very economical to a real estate agent’s advertising and marketing budget. Some offer free listings or charge a nominal fee while others charge more for deluxe features. Websites Where Luxury Property Can be Listed is one example. Anyone can list almost anything, including real estate, largely for free. is a collection of some 30 million online classified ads in 450 markets in all 50 US states, and over 50 countries. With billions of page views each month, is one of the most visited English language sites. There are sites that are more specific to buying and selling real estate. One example is This site has different levels of listing from free to several hundred dollars annually. Each level includes more selling features for an unlimited number of listings.

Like, is searchable by state and city or by country. Another option is to use an auction site. is probably the best known of these online companies. Listing expenses are generally linked to the value of the item for sale. There are nominal insertion fees for posting the item on the site. When the item is sold, additional fees are applied amounting to a percentage of the value of the sale. Sells the Luxury Home to a Discriminating Market There are also websites that cater to more discerning buyers who are looking for luxury items and homes. An example of these is The advantage of a site like is that it attracts people in the buying demographic would are most likely to be interested in purchasing a luxury property as their primary residence or as a second home. Thus, a seller is more likely to become a potential buyer. When developing a marketing campaign for a luxury property, consider listing it online.

The Internet is an ever-growing and changing wealth of advertising and networking opportunities that should not be overlooked. It is the latest twist on the “six degrees of separation” that many real estate agents and brokers rely on, especially when selling high-end luxury properties.


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