Selling luxury real estate is an art form and requires attention to detail that is near obsessive as well as the assistance of an expert Realtor®. When buyers are willing to invest millions of dollars to acquire a luxury home, they typically know what they want, so the slightest problem or misstep can send them in another direction.

To ensure no mistakes when selling your property, here’s a step-by-step guide to assist in selling a luxury home regardless of the market.

Prepare the Property for Showing

When selling any property, it’s an accepted practice to clean the property to get it ready for showing. But in a luxury property, this process intensifies tenfold and needs the proverbial white glove treatment. Most sellers hire a professional cleaning crew to detail the property to perfection.

Likewise, the grounds should be professionally groomed to ensure that the landscaping provides a captivating, all-important first impression with uniform hedges, colorful flowers, manicured beds and grass that is fairway perfect.

Lastly, many luxury homeowners elect to professionally stage their properties, a process of using furniture, artwork and other embellishments to create a model-like look to enhance the appeal to the discerning luxury homebuyer. This may include replacing dated furniture with more modern or transitional pieces and is designed to update the entire look of the house.

While this will cost money, studies have shown that luxury home sellers who go through this process typically sell their homes more quickly and for as much as 5 to 20 percent more than those who do not.

Professionally Photograph and Film Your Property

Photographs used to market a luxury home should be taken by a professional home photographer. Because most luxury home buyers begin their home search online, outstanding photographs that form the initial basis for judging a home are essential.  So, be certain to hire an exceptional professional photographer who produces exceptional images.

Because luxury properties are unique with numerous distinctive architectural features and/or amenities, incorporating video displays will clearly enhance marketing efforts. As with photos, video should be recorded and edited by a professional. It will pay off in the end.

Market Your Property

Exceptional marketing is essential to selling a luxury property because the pool of potential buyers for luxury properties is understandably small. Select an agent skilled in providing broad-reaching exposure through online resources including everything from the local MLS to highly-trafficked real estate marketing portals such as Realtor.com, Trulia and Zillow, as well luxury-home specific websites to dramatically increase the odds of securing the right buyer. Since a sizable number of luxury property buyers live outside of the United States, distributing your information to foreign real estate sites is also a prudent idea.

Put the Word Out Through Brokers and Friends

As a luxury homeowner, your friends and their friends may add to your potential buyer pool.  So make sure your network of business colleagues and friends know that you are selling your property. Some sellers even consider hosting an “introduction to the market” party with invitations extended to their friends, colleagues and well-respected top agents. This provides an opportunity to pre-market the property with the house looking its absolute best, but in a relatively informal setting.

Show the Property

Be prepared to show your property frequently and on short notice. If it is correctly prepared and priced, it may sell within the first few weeks. But be primed for the process to take a while because luxury home buyers are both scarce and often picky. With persistence and patience, the right buyer will come along.

So stack your deck by doing the most you can to present your home in the best possible light, market it aggressively and show it until it sells. Contact me today if you are ready to sell your home. I will be happy to go over any questions you may have and/or help you determine the value of your home.

Allyson Hoffman, ABR, ACRE, CDPE, CRS, e-PRO, GRI, SFR, SRES
RE/MAX Villager
Serving Chicago's North Shore, North and Northwest Suburbs
847-310-5300
[email protected]

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Allyson Hoffman is your ultimate real estate resource for Chicago's North Shore, North and Northwest Suburbs and surrounding areas. Visit my website for detailed information regarding today’s real estate markets.   

Photo courtesy of Sherwood CC/Flickr.com