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