Selling a luxury home in Portugal is a complex process that requires a strategic and personalised approach. Following conventional real estate practices is not enough.
To succeed in selling high-value properties, it is essential to understand the profile of luxury buyers, who value not only the property itself but also the lifestyle it can offer. Here are some tips for successfully selling luxury homes in Portugal.
Understanding the profile of the luxury buyer
A luxury buyer is often not just looking for a house, but for exclusive experiences and lifestyles. They value a prime location, distinctive architecture, and unique features such as advanced home automation. It is essential to understand their motivations, goals, and preferences to guide the sale.
Knowing the property and the real estate market
These properties are not sold simply by listing the home on a website for buying and selling real estate. They are homes with unique and exclusive features that require a meticulous and organised sales approach.
Specialisation in the luxury niche requires a deep understanding of market trends and dynamics. Staying updated on both the local and international real estate market helps position the property more effectively.
To achieve this, it is important to be well acquainted with your property and its value in the current real estate market. This can be done by:
- A professional property valuation;
- Paying attention to what buyers are seeking in the area (focus on unique aspects, even those that may seem unconventional);
- An experienced real estate agent who knows how to identify the features that make your home stand out.
Home staging: the importance of property presentation
Highlighting the property's potential through careful décor and strategic layout to emphasise its strengths is key. First impressions are crucial (gardens, façades, and entrances should be spotless to attract buyers). You should highlight aspects such as:
- Light and space;
- Creating zones for different uses (a dining area, a reading area, an office space, for example);
- Art (large paintings, sculptures, unique and exclusive pieces);
- Quality of furniture and fabrics.
Professional photography is essential
We highly recommend using professional photographs that capture the essence and unique details of the property. The descriptions should be detailed, highlighting the exclusive features and intangible benefits the property offers.
We know that getting impressive photos of luxury homes isn't overly complicated, but it’s important to consider factors like photo quality, angles, lighting, and other elements that might undermine the 'wow' factor of the home.
If you can’t capture these photos in a way that conveys and convinces potential buyers, you may want to consider hiring a professional photographer to help you achieve the best results.
The use of digital marketing
Currently, digital marketing is an essential tool for promoting a home, especially when it comes to a luxury property. With a well-defined strategy and clear objectives, you can create an experience that sets you apart from the competition:
- Create virtual tours, offering an immersive and detailed experience;
- Reach a global audience interested in high-end real estate investments;
- Use drone photography and videos that include life and movement, such as a luxury car arriving at the garage or someone relaxing by the pool. You’re not just selling a home; you’re selling a luxurious lifestyle;
- Create targeted campaigns that significantly increase the property's visibility.
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