Since the NAR commission suit settlement, buyer agents have faced new rules, new documents and a new normal. This month, Inman drills down on Today’s Buyers Agent with the fresh marketing strategies, skills and tools buyer agents are using to prosper in changing times.
Selling real estate — especially high-end, luxury real estate — demands more than just showcasing a beautiful home; it requires an unforgettable storytelling narrative. I have mastered the art of transforming property showings into immersive, lifestyle-driven experiences that have captivated some of my wealthiest buyers.
TAKE THE INMAN INTEL INDEX SURVEY FOR JUNE
But storytelling isn’t just for luxury sales; it’s a strategy any agent can use to create stronger, more compelling sales experiences.
Curate an experience, not just a tour
Luxury buyers aren’t just purchasing a home; they’re investing in a lifestyle. Instead of a standard walk-through, put together moments that highlight the unique qualities of the property. For example, I’ve set up a cocktail bar in the wilderness during a sunset showing, allowing potential buyers to witness a stunning display of wildlife, which helped me craft an emotional connection to the land.
Tip: Identify a property’s most compelling features — sunset views, cozy fireplaces, a spacious backyard — and structure your showing to highlight those aspects. For a starter home, consider staging an inviting breakfast nook or a special room or outdoor space that highlights the property.
Master the art of storytelling
There’s a story behind every property. As an agent, you must take the time to understand, articulate, and even do your own research on the history, features, and places surrounding the environment that will add value to the potential buyer beyond the square footage and amenities. Wealthy buyers often have an appreciation for heritage, exclusivity, and uniqueness.
Tip: Research a property’s past and its surrounding area. Highlight elements that make it one-of-a-kind, whether it’s historical significance, architectural craftsmanship, or a rare natural setting. Share stories about the neighborhood’s history, or even local shops or places that will help potential buyers envision their lives beyond just the four walls of a house.
Timing is everything
In my experience, luxury showings must align with nature, weather, and the season. A property might have breathtaking views at sunset, but those same views could be underwhelming on a cloudy day. I’ve carefully planned showings around the property’s most picturesque moments, from watching elk bugle at dusk to snowmobiling into a winter retreat.
Tip: Scout the property at different times of day and seasons to determine the best viewing experience. Consider sunrise for dramatic lighting, fall for vibrant foliage, or winter for cozy, fireside settings. For an open house, plan showings during the best natural light hours—typically mid-morning or golden hour in the evening. If a property shines in the spring, showcase it then, rather than in the dead of winter when the yard looks dull.
Transform showings into exclusive adventures
For high-net-worth buyers, exclusivity is superior. A showing should feel like an invitation into a world few have access to. I have taken buyers on snowmobile rides to remote properties, arranged fireside chats with ranch managers and even rowed clients across rivers to reach secluded estates.
Tip: Consider what unique activities can be incorporated into the showing. Could it be a private chef-prepared meal on the property? A horseback ride to a scenic overlook? The goal is to immerse buyers in the lifestyle they’d experience if they owned the property.
You don’t need a private ranch to create an experience. Consider hosting a neighborhood walking tour for potential buyers, providing a guide to local amenities, or setting up a coffee bar at your next open house.
Be prepared for the unexpected
Flexibility is key, especially with luxury showings. I’ve encountered unexpected challenges — from avalanche-blocked paths to unpredictable wildlife — but by being an expert in my area and having experience in crafting different solutions, I’ve ensured those kinds of experiences remain seamless and positive for my clients.
Tip: Have contingency plans for weather, transportation, and logistics. Luxury buyers expect perfection, so be able to pivot quickly. If a storm rolls in during a showing, have an umbrella ready. If a buyer is concerned about traffic noise, schedule their visit at a quieter time of day. Being prepared for small details builds trust with your clients.
Balance marketing with authenticity
At the core of luxury real estate sales is authenticity. Buyers at this level can recognize sales tactics instantly, so the experience must feel genuine rather than contrived. I always focus on allowing clients to naturally experience a property rather than delivering a hard sell. I’ve stopped trying to just get the sale and put emphasis on the storytelling.
Tip: Whether you’re selling a $20 million estate or a $250,000 starter home, let buyers explore freely. Offer insights and highlight key features, but don’t overwhelm them with sales pitches. Ask them questions about their lifestyle and help them see how the home fits into their future.
Selling high-end, luxury real estate is more than transactions—it’s about creating unforgettable moments that allow buyers to envision their lives in the property. By curating experiences, mastering storytelling, and delivering exclusivity, agents can elevate their approach and resonate with their clientele.
For real estate professionals at any level, the key is simple: Don’t just sell houses. Sell experiences. Whether you’re working with first-time homebuyers or seasoned investors, storytelling helps build emotional connections, create lasting impressions, and ultimately, close deals.
