Clicks & Mortar

A Real Estate Blog - Est. 2009

Do's and Dont's of Million Dollar Real Estate Listings

Nightime lighting: good.

Associated Listing

Working in real estate, we tend to look at a lot of listings.  Shocking, I know.

We’ve seen a wide variety in quality when it comes to this kind of thing.  There are two extremes that catch our attention: the well done listings that impress, and the mediocre ones that inspire cringes.  Especially with high end real estate, you’d expect the listing to match the caliber of the property.  Too many times this isn’t the case.  With that inspiration, we’ve compiled a list of do’s and dont’s when creating luxury real estate listings.

DO   

  • Check your spelling and grammar Come on guys, this is a $6,000,000 property.  Let’s at least get the basics right.
  • Use a good photographer No, you don’t need to hire the guy who worked J-Lo’s weddings.  But face it, people like pretty, shiny things.  The better the pictures, the better the response.  Especially keep in mind cropping and lighting.
  • Hire a helicopter This tip goes for the big guys, naturally.  If you really want to impress, you need to show the full monty.
  • Name drop So your home is named “Woodcroft,” was designed by Norman Askins, has interiors by Bunny Williams, and appeared in Architectural Digest, Atlanta Homes and Lifestyles, and Veranda.  Nothing wrong with a little boasting!
  • Be specific Like name dropping, specificity increases your wow factor.   That’s not just marble, it’s from the same quarry Michelangelo used.  That’s not just any $40,000 stove, it’s La Cornue.
DON’T
  • Fudge on architectural style There are enough resources on-line to educate oneself on the difference between Georgian and French Provincial.   Do your research.
  • Abuse all caps We get it, this is the most AMAZING PROPERTY ever known to mankind.  But please, don’t shout at us.
  • Use cliches Some words need to be locked up and the key thrown away.  Good candidates for such treatment: “mind-blowing,” “unbelievable,” “must-see,” and “architectural masterpiece.”
  • Create an accidental million dollar listing You hit a few too many zeroes, and now that 2 bedroom cottage with the failing roof is for sale at $28,000,000 instead of $28k.  Whoops.
  • Underestimate the power of nighttime photography Oftentimes luxury homes have impressive outdoor lighting that ramps up the drama.  Show it off!   Such photos bring to mind evening shindings, and when you get someone fantasizing, you’re on the right track.