The Background

The clients owned a high-end luxury property in Asheville that had languished on the market for six months with a different broker. Seeking a more effective approach, they turned to DHG, known for our specialization in the luxury real estate market.

The Challenges

1. Overcoming Previous Listing Stagnation: The property had been on the market for an extended period, which had potentially affected its perceived value and appeal.
2. Reaching High-Net-Worth Individuals: The property required exposure to a specific demographic capable of understanding and affording its value.
3. Achieving a Record Price Without Comps: The property was very unique in both it's location, views and amenities. Nothing else like it had sold in recent history. 

STRATEGIES IMPLEMENTED

• Teaser Campaign to Build Buzz: DHG launched a teaser campaign using targeted email marketing complemented by video content to spark interest and anticipation.
• Highly Anticipated Broker Event at Sunset: A strategically timed broker event was held at sunset, maximizing the property’s aesthetic appeal and leveraging key moments for networking with influential brokers.
• Extensive Press and Media Exposure:
  • Local and Major Publications: The property was featured in the local paper and prominent publications such as the NY Times, Wall Street Journal, and Mansion Global.
  • Christie's International Real Estate Magazine and Blogs: It was also highlighted in Christie's magazine and on their blogs and social media channels, ensuring visibility among an elite audience.
• Digital Marketing Initiatives:
  • YouTube Ad Campaigns: Targeted video ads were pushed to feeder markets and demographic groups likely to be interested in such a luxury offering.
  • 64-Page Property Brochure: A comprehensive and visually stunning brochure was created to provide detailed information and showcase the property effectively.

THE RESULTS

• Increased Showings: The combined efforts of the teaser campaign and extensive press coverage led to five qualified showings.
• Successful Sale: The property was sold by a colleague from Christie's International Real Estate, facilitated by the broad and effective exposure generated through the various marketing channels.
• Client Satisfaction: The clients were highly pleased with the quick and efficient sale, achieved through DHG’s targeted marketing efforts and industry connections.

The Teaser

The Cinematic Video

The Walk Through Video

📸 Before Photos

📸 After Photos

📸 Cue Digital Staging

The Property Brochure

THE CONCLUSION

This case study exemplifies DHG's adeptness at marketing luxury properties and achieving sales success where others have struggled. By employing a multifaceted marketing strategy that included both traditional and digital media, along with engaging potential buyers through visually compelling content and high-profile events, DHG was able to connect with the right buyers and close the sale efficiently. This approach not only met but exceeded client expectations and reinforced DHG's position as a leader in luxury real estate sales. We've done this countless times and reached the same results.