How to Market Ultra-Luxury Properties to International Buyers

The international market is on the rise again after three years of slow activity. International buyers spent more money in 2022 than in previous years, breaking through the rut experienced by the luxury market in past years. Between 2021 and 2022, international buyers spent $59 billion on residential properties. As national housing market activity slows down, now is the time to focus efforts on marketing to international buyers, who will make up most of the luxury property sales this year.

Arizona is one of the most popular places in the United States for international buyers due to the warm weather and variety of homes available. Buyers from colder regions such as Canada and Europe are drawn to the area’s warm getaways. With buyers all over the world in search of the bright sunshine and gorgeous scenery covering the state, the luxury housing market is predicted to bounce back this year. Let’s talk about how to market ultra-luxury properties to international buyers.

Luxury properties are high-end, expensive, and exclusive homes in highly coveted areas. These properties are defined by high quality, refined taste, and exclusivity. One of the greatest appeals of luxury homes is how unique each property is. Luxury homes are typically located in highly coveted neighborhoods and communities, which means these properties sell fast.

Luxury real estate is a specialized niche in the real estate world that requires expertise and specific knowledge to be successful. In this area, it is quality over quantity, and luxury realtors sell millions of dollars worth of property each year.

Luxury buyers are more detail-oriented and have a specific vision in mind when looking for a home to buy. While a buyer in the average market may be content with functioning amenities, luxury buyers are looking for the best of the best. One of the best ways to market these types of properties is by creating a detailed listing, highlighting all high-end features, amenities, and anything else that makes this property unique. What makes this particular home so special? What can a buyer gain from purchasing this house that they cannot find elsewhere?

Luxury properties are as unique as their buyers, and each home draws inspiration from a different source. Since most international buyers from places like Canada and Europe are looking for homes in warmer areas, properties that allow for fun in the sun are a top priority.

Realtors who sell the most luxury properties provide the human connection necessary to match a buyer with the right home. They take the time to listen to a buyer’s story, their needs, and their vision for the property. Then, they matchmake the buyer with the right house to create the best experience.

It is important to give the house life and provide specific details to allow the buyer to visualize actually living in the home, hosting barbecues in the backyard with the pool and the spacious patio, learning to cook gourmet meals in the chef’s kitchen, etc. Personalizing the home and everything in it can help the buyer really see themselves enjoying this property and seeing it as a valuable investment. There is a major difference between looking at photos of an empty house online and visualizing all the possibilities and memories you can create while living in the home.

As we know by now, details matter when it comes to finding the right home for international buyers. This means it is also important to be aware of the areas where these luxury properties are located. Is the home in a highly coveted neighborhood? Another important component of luxury real estate is entertainment and recreation in the area. It is important to highlight the different communities, clubs, resorts, shopping, and dining that is in proximity to the property.

Luxury buyers enjoy leisure at home along with experiencing all the unique entertainment the local area has to offer. Arizona especially has unique food scenes, nightlife, and high-end golf clubs and resorts for residents to enjoy. Buyers from colder regions may be used to dealing with snow in the winter months. All of the outdoor recreations Arizona has to offer is a new, enticing experience for those who are used to staying inside in the winter months to escape the cold. Getting personal with the best local activities can help the buyer visualize making this area their new home.

Real estate is all about people and relationships. Making meaningful connections with other people is one of the most important qualities of a good realtor. Listening to the needs of a client and offering support every step of the way can build trust and leave the buyer feeling secure, knowing that you have their best interests in mind.

As mentioned, with the importance of storytelling, you must hear the client’s story and personalize their homebuying experience. While there are standard practices that are typically followed during each home-buying process, it is important to remember that each buyer is unique and has their own story to tell. Taking the time to listen and making the buyer feel heard is what makes a great real estate agent stand out from all the rest. Providing that extra personal touch to the extensive homebuying process can keep buyers feeling supported during each step and create a positive experience as they transition to settling into their new home.

 

Luxury clients are detail-oriented and want the best of the best. The greatest approach you can take is to make yourself personable and relatable to your clients. You do not necessarily have to give off the impression that you are a luxury buyer yourself. As long as you are knowledgeable about the details of your properties, up to date about the surrounding area, and make an effort to create meaningful connections with the buyer, you will find great success in selling luxury properties.

With excellent knowledge of the greater Phoenix area and legal experience, Robert Cohen is passionate about connecting buyers to the right home and understands the best negotiation practices to help clients get the right home at the right price. He is one of the local experts in the luxury housing market niche and knows the importance of every little detail. If you are ready to indulge in all the luxuries the beautiful state of Arizona offers, contact Robert Cohen and Valerie Falkner of Falkner Cohen Group today.