Today’s consumer wants everything at their fingertips. They want the information they are looking for to find them rather than having to research too much on their own. They sign up for email/text alerts, or apps that get them what they need… the way they need it. So how does William Raveis Real Estate, Mortgage & Insurance cater to those needs and market our exceptional homes to billions of luxury consumers globally? We have a multi-dimensional advertising campaign that is really focused on targeted marketing.
Who is the luxury consumer? According to our international luxury affiliation, Luxury Portfolio International, the luxury consumer visiting luxuryportfolio.com and purchasing $1M+ first and second homes has the following demographics: average age 46; Male 62%; Female 38%; household income $1,321,000; 88% married/living together; 41% have children under 17; have been wealthy 12.1 years; 34% own their own business.
Knowing those facts, we do comprehensive research on readership demographics of all of the publications and websites that we partner with. The websites have to meet our high standards of representing our luxury properties well and reaching the most targeted demographic. They must have a focus on luxury content, search engine optimization, and preferably advertising campaigns to draw more visitors. Many of our print partners also offer a digital version of the magazine that is further e-blasted to a demographic different from their print subscription, as well as posted to their website and social media for additional coverage. The digital version links right back to raveis.com where the consumer can then get immediate assistance from William Raveis online chat representatives.
Social media avenues such as Facebook and YouTube offer a way to market less aggressively, but perhaps more conveniently for the consumer, by having the information readily available in a place they visit often. We post all of our Visual Tours and the William Raveis Exceptional Properties Digital Portfolio on Facebook. We post industry news, luxury news, feature property tours, and we also post a lot of fun stuff to keep fans coming back. We control the demographics as much as we can by running targeted ads within Facebook.
If we add up all of the reach with our international global affiliations such as Leading Real Estate Companies of the World, Luxury Portfolio International, Who’s Who in Luxury Real Estate etc; our website partners such as wsj.com, nytimes.com, luxuryhomes.com etc; our print and accompanying web partners such as New England Home, Ocean Home Magazine etc.; our social media/Visual Tour avenues; and our award-winning website, raveis.com, it is safe to say we reach billions of potential luxury consumers globally! It is William Raveis’ innovative marketing campaigns that have helped with all of our success in selling over 30,000 exceptional homes.