Luxury listings need more than good photos and online listings to sell, Coldwell Banker Warburg’s Kevelyn Guzman writes. They need an approach that combines strategy and creativity.
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Luxury properties are more than homes — they’re experiences waiting to be discovered. When a listing starts to lose momentum, creativity and strategy can turn things around fast. Here are five powerful tactics to inject new energy, draw in high-value buyers and close deals with confidence.
Partnership events that pop
Forget the standard open house; it’s time to elevate. Partnership events are curated experiences designed to show off a home’s lifestyle and create memorable moments for potential buyers. The key is to team up with brands that complement the luxury market — think high-end fashion designers, wine or art curators.
Coldwell Banker Warburg has successfully hosted events in collaboration with brands like Zadig & Voltaire, VFA Art, and New York City’s top wine establishments. These partnerships introduce a high-value guest list filled with potential buyers who wouldn’t typically attend a traditional open house.
These events aren’t just about showcasing the home — they’re about creating buzz. Imagine a fashion showcase set against the backdrop of the living room, a private wine-tasting event in the dining area or an art exhibit that flows through the home.
With strategic promotion through these brands’ networks, you can maximize reach and expand visibility beyond your usual channels. When done right, these events leave lasting impressions and often lead to unexpected offers.
Staging magic: Reset, refresh and reimagine
Staging can be a game-changer for properties that have been on the market too long. Buyers need to feel emotionally connected to a space, and the right staging can bridge that gap.
It’s not always about bringing in all-new furniture — sometimes, it’s about rearranging what’s already there to create better flow and function. Other times, it might be as simple as swapping out outdated furniture or adding statement pieces like contemporary artwork or bold lighting.
The goal is to make the home feel fresh, modern and desirable. Consider subtle but impactful touches, like setting the dining table with high-end dinnerware or adding cozy throws and pillows to create warmth. When buyers can envision their lifestyle fitting seamlessly into the home, it becomes a space they can’t forget.
Scroll-stopping digital power moves
Let’s face it — buyers are browsing properties online long before they schedule a tour. To capture their attention, a property’s digital presence needs to be next level. This starts with updated professional photography and video content that showcases the home in its best light. Virtual walkthroughs have also become essential, giving buyers an immersive experience from the comfort of their screens.
But it doesn’t stop there. Social media, particularly platforms like Instagram, can bring the property to life in a way that traditional listings can’t.
Create engaging Reels, collaborate with influencers who can amplify reach, and highlight not just the home’s features but the lifestyle it offers. By targeting specific audiences and leveraging social algorithms, you can position the listing in front of buyers who may not be actively searching on conventional platforms.
Tell the story; sell the dream
Every luxury property has a story — our job is to find it and share it with the world. This is where an in-house PR team or agency comes in, crafting compelling narratives that make the listing more than just another home on the market. It could be the architectural history, the bespoke design elements or even the notable individuals who once lived there.
Once you’ve identified the story, tie it to actionable marketing efforts. For example, consider hosting an exclusive event at the home that ties into the narrative, such as a cocktail party to highlight its design or a media feature that delves into its historical significance.
Create blog posts, digital features and press releases that keep the property relevant and visible. By weaving a compelling story into the listing, we help buyers build an emotional connection that makes the home unforgettable.
Price tweaks and perks that seal the deal
Pricing in the luxury market is a strategic art form. If the property isn’t generating the expected response, it’s worth revisiting the price. But it doesn’t always have to be a price reduction — sometimes, adding buyer incentives can tip the scales.
For instance, including custom furnishings, covering specific closing costs or offering access to exclusive amenities can add value without diminishing the property’s perceived worth.
Assess what matters most to potential buyers and craft offers that address their desires while protecting the home’s value. The right incentive can transform a hesitant buyer into a committed one, especially if the offer feels tailored and exclusive.
Luxury listings need more than good photos and online listings to sell; they need an approach that combines strategy and creativity. From hosting show-stopping events to leveraging social media, storytelling and strategic pricing, these five tactics work together to create renewed excitement.
When momentum stalls, the solution isn’t to wait — it’s to pivot and make a bold move. The luxury market rewards those who think outside the box, and by implementing the right mix of these strategies, you can bring a fresh perspective and the results that follow. It’s not just about selling a home — it’s about selling the dream that comes with it.
Kevelyn Guzman serves as regional vice president at Coldwell Banker Warburg. Connect with her on Instagram and Linkedin.