Luxury property marketing has changed beyond all recognition in the last few years.
With an information-hungry and time-poor audience, reaching potential buyers, especially in the HNWI space has become complex and challenging.
In today’s property market, being able to view a property online and complete all the research before actually visiting is a key part of the customer engagement funnel. When faced with marketing luxury property this is no different, other than the fact that almost everything is larger. The audience, however, is much more specific, therefore requiring a far more tailored strategy to engage potential buyers.
Kings View is a beautiful mansion set in Surrey’s exclusive St George’s Hill estate in Weybridge. The estate is currently home to a very select group of houses and contains some of the most prime real estate outside of central London.
With experience in marketing luxurious property around the world, Digital Clarity was approached to market Kings View, which was originally proposed to be sold as an off plan project. After a variety of discussions and with plans and concepts in place while the build continued, the plans matured to wait for the property to be completed and dressed and marketed fully.
Backing on to the St George’s Hill golf estate, the property has a vista from the back of the house that has a direct view of the course via an infinity pool and through the end of the well manicured, landscaped gardens.
In a statement to super prime real estate website, Mansion Global, Trevor Kearney of Savills said, “The home sits on 1.25 acres of land “on one of the highest points on the world renowned St George’s Hill estate, “Kings View has one of the most incredible backdrops out there.”
Objectives and Challenges
Any luxury property of over £10million is immediately elevated to the status of exclusive. When it is set in a prestigious setting and has the amenities of a gymnasium, cinema room, and its very own juice bar, the property reaches the rarefied air of super prime.
The challenge lies in marketing a property that only a select number of individuals can afford. Fully understanding who and why someone would want to buy this property would be the key to success.
The goal was to market the property to the right people, at the right time, with the right story, in order to find a suitable buyer.
Goals and KPIs
The overall goal was to generate exposure and help drive interest in this luxury property from HNWIs, with the ultimate end goal to sell the property.
The success of the project would be measured by a number of factors including:
- Visitors to the website
- Engagement with the website
- Relevant enquiries
- Property viewings
- Completion of property sale
With previous experience of creating strategies for a variety of luxury brands as well as luxury property, the team at Digital Clarity made Kings View into a dedicated digital asset.
A plan was put in place to design and build a dedicated microsite to demonstrate the key features of the property, grounds, views and surroundings in order to sell the luxury lifestyle as well as the property.
This, therefore, gave the property agents a dedicated destination to point global buyers before travelling to the UK. To do this to full effect, and after obtaining permission from the trustees of the estate, Digital Clarity worked with a drone partner, From The Air to create footage around the house, gardens and grounds of St Georges Hill. Further to this, the digital team produced internal photography as well as a live ‘walkthrough’ of the entire property by using 3-D rendering software that was enhanced by Matterport.
A final video was produced to be used in social media channels, digital PR and other digital distribution to target High Networth Worth Individuals (HNWIs) and their advisers like wealth and family offices.
The website’s core strength lay in highlighting the location and luxury lifestyle of the property, as well as touching on areas that would be important to any future buyers. These included links to London, schools, airports and various other lifestyle necessities.
Results & evaluation
The results were astounding. From the property being built and digital assets going live at the end of June, a buyer was exchanging contracts in August.
- Dedicated luxury website
- Full SEO implementation
- Brand keywords Google Advertising campaign
- Digital PR
- Video – long and short format
- Social media setup
A true end-to-end digital solution and bring a buyer and seller together, digitally.
Footnote: The house was built by award winning, bespoke luxury housebuilder, Aspire Luxury Properties and marketed through the super-agent Trevor Kearney of Savills. Interiors of the house were dressed by Alexander James Interiors.