THE GROWING FAMILY —
THE YOUNG ENTREPRENEUR —
Defining a Buyer
Developing a small set of buyer profiles is key to guiding the tailored sales and marketing efforts of each property. The following archetypes represent the demographics to whom sales and marketing strategies for 1865 Mountain View Drive will be targeted.
Profile: 30–50 years old; dual household income
Profile: 25–50 years old; high net worth
Drawn to: High bedroom counts; top-ranked school districts
Drawn to: Desirable location; architectural significance; entertaining-ready
Tactics: Advertise in local luxury publications; run social media campaigns targeting affluent couples showing “likely to move” criteria; emphasize open houses; target in-district parents through school initiatives
Tactics: Utilize proprietary wealth mapping software to locate emerging tech leaders and send direct mail property presentations; run targeted social media campaigns; host an evening open house in partnership with a luxury brand, run IP-targeted digital campaigns
THE BUSINESS MANAGER
THE HIGH–NET-WORTH EXECUTIVE —
—
Profile: 20–60 years old;
Profile: 50–80 years old; C-level executive or retired professional; possibly a multiple home owner Drawn to: Desirable locations; novelty amenities such as helipads, motor courts, or equestrian facilities Tactics: Utilize proprietary wealth mapping software to identify contacts and direct-mail premium property presentations; run digital campaigns IP-targeting Fortune 500 companies; run mobile advertising at private FBOs
Drawn to: Exclusivity and privacy in the most desirable neighborhoods
Tactics: Direct-mail high-end property presentations to business managers and celebrity agents; network at targeted industry events; advertise in entertainment publications
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