Unique Ways to Market Luxury Penthouses for Sale


Buyers searching for an oasis in the center of bustling cities are attracted to the amenities of a penthouse. And buying a high-end apartment is an appealing lifestyle. Selling the property and its possibilities make it easier to draw attention to these high-priced homes. Discover unique ways to market luxury penthouse for sale for buyers looking to find a house with both privacy and proximity to metropolitan conveniences.

Develop the Buyer’s Personas

Since their inception in the 1920s in New York City, penthouses have been coveted by discerning buyers. Knowing the preferences and intentions of these buyers is crucial to resonate with this narrow niche market. Develop typical buyer personas based on detailed market research. Learning the demographics and habits of this target audience is the first step to developing compelling campaigns.

Provide a Bird’s Eye View

Panoramic views are one of the leading reasons people want penthouse apartments. Use aerial photography and video to provide a bird’s eye view of the home. Drone photography is a cutting-edge way to get these impressive images. Showcase features such as the top floor views, a rooftop deck, and outdoor balconies and living space that make the place more desirable. Luxury buyers want to imagine themselves escaping the din of the city for a while in their own rooftop getaway.

Host a Tea or Cocktail Party

Go beyond having a regular open house with cookies in the oven and business cards on the kitchen table. High-end buyers are accustomed to being wined and dined for their attention. Determine the types of buyers you want to attract then plan a party they want to attend. Host an authentic afternoon tea or a trendy cocktail party in the early evening hours. Invite local trendsetters, celebrities, and entertainers. Show how perfect the place is for entertaining guests for business or pleasure.

Just Add More Photos and Promote

Many luxury buyers want to preview properties from their computer or mobile devices before scheduling a viewing. The limited number of photos that usually accompany a listing won’t be enough to entice these busy buyers. Invest in a professional photographer and enhance a well-written description with detailed visuals. Add images of each room, and the outdoor spaces the buyers can tour the home from their homes or offices before making an appointment to see it. Better Homes and Gardens® Real Estate agents have access to a library of eye-catching promotional photos and other essential tools to market luxury properties.

Go on a Virtual Tour

Take it to the next level by providing a virtual tour of the home. Hiring a videographer gives virtual tours a professional feel, instantly giving buyers an impression of quality. Another option is creating excitement around a live tour of the home on the day it goes on the market. Share the event on social media and generate hype by sharing posts a few days before the tour. Point out the fabulous amenities that make the penthouse a perfect choice for the pickiest buyers.

Offer Sleek Printed Materials

Classic printed materials have become uniquely cutting-edge. Brochures and booklets were once one of the only ways to market luxury homes. Now people are impressed to see agents who still realize the value of giving out something that reminds them of the house long after they view it. Seeing the brochure the next day might make a reluctant buyer decide to contact the agent to discuss it further.

Focus on the Lifestyle

When marketing luxury penthouses for sale, focus on the lifestyle as much as the property. Many buyers of these urban homes want conveniences. A doorman, concierge, top-quality appliances, and proximity to shopping, restaurants, and offices are all selling points. Craft compelling descriptions to help buyers imagine themselves living the life they always wanted at the penthouse.

Share the Talk of the Town

Blogging and social media posts are excellent ways to reach out to young people who want penthouses. Go beyond generic posts and craft a blog around luxury lifestyles. Choosing this niche means staying focused on what this smart target market wants. Highlight real estate trends and tie them into local happenings. Sponsor and attend charitable events where agents can mingle with potential buyers and sellers.

Assimilate Into a World of Luxury

Luxury buyers prefer to deal with people they know and trust. Assimilate into a world of luxury to become a recognizable face. Be natural and authentic, choosing hobbies and places you like. Try golfing, wine tasting, gallery openings, yacht clubs, and other venues that attract a wealthy crowd. Be enthusiastic and make connections with the right people to help market and sell a penthouse. Thinking beyond the norm is crucial to market luxury penthouses for sale. Helping high-end buyers find a house that suits all there desires is a sure way to get repeat business and referrals.

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