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Marketing Sacramento Area Luxury Homes in a Slower Market

As we all know, the Sacramento luxury realpublication that specializes only in homes of
estate market is quite different than it wasthis caliber, and at the very least…one
just a couple years ago. More luxury homesthat actually sells luxury homes? Has the sum
are on the market, they are sitting longer,total of your marketing in "all price point"
and the price points have come down frompublications to date, ever sold a home for
their record highs. Though the higher end ofyou  listed  over  750k?
the Sacramento luxury home market hasn't been
affected like the $300,000-$500,000 range, itThe consumer research has long been in, and
isn't fully immune from difficult marketit is as concise and conclusive as it was
conditions.thirty years ago… luxury home buyers
seek exclusivity and view themselves as part
As a professional Realtor specializing inof a special "club." They differentiate
marketing Sacramento luxury homes, you are athemselves by the stores they patronize, the
business person. You run your own show, youpublications they read, and the cars they
look after your bottom line, and you alwaysdrive. Marketing that $1.7m Tuscan Beauty in
do your best to represent your clients in thea box in front of a Subway sandwich shop is
best  way  possible.akin to marketing Porsche's at a 7-eleven.
When push comes to shove, even a $500
Your first thought may be to cut back, andinvestment without return, is $500 down the
there is nothing wrong with that. We all needhole. Making the decision to advertise in a
to be a bit more careful in this changingwell respected, targeted, upscale, and
economy- taking the medium sized sedan toresults driven publication may cost you more
work instead of the large SUV, going out toin the short term, but its something that
eat once a week instead of 3 times a week,will benefit your clients, and continue to
and taking a trip to San Francisco instead ofbenefit you and your business for months and
Rome.months  to  come.
When it comes to YOUR business, it's allAll businesses, from a mom-and-pop diner to a
about making the CORRECT decisions. Sit downlarge corporation need to promote their
and truly evaluate where your money is going,product. As a Realtor, your product is your
and which avenues are the most effective.listings and your ability to sell them.
Let's assume you have just taken a new $1.7mUtilizing the proper promotional vehicle for
listing in Granite Bay. Should you market ita particular product is technically coined
in a couple of cheaper, 12x yearly"niche marketing;" but in this market, or any
publications aimed at all price pointsmarket for that matter, it should simply be
including $199k condos and mobile homes?called smart marketing.
Might it be a better investment to consider a



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