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 Damian Hall Group, 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 the Damian Hall Group'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 the Damian Hall Group's position as a leader in luxury real estate sales. We've done this countless times and reached the same results.