As high-end homebuyers become more global, luxury real estate professionals are leveraging technology to create connections with potential clients all over the world.
“The agents who will be most successful in the future are the ones who will be able to create the best digital content, and who use technology to get the widest, most relevant outreach,” said Tim Smith of The Smith Group, Coldwell Banker Residential Brokerage.
Outreach is key, because many global high-net-worth buyers are looking at properties in markets across the world. Visiting each one is unrealistic, so the home hunters turn to the internet to begin their searches.
With YouTube, the top video research website for homebuyers, video is an important marketing tool to reach overseas buyers. The challenge is properly conveying the “look and feel” of a home without a shopper experiencing it in person.
The Smith Group meets that challenge through its Smith Group Signature Films. The 2 ½- 4-minute, professionally produced videos go beyond visual representations of the physical aspects of the home to create a “story,” such as a family returning from a day at the beach to relax in their beautiful home. The films also highlight surrounding neighborhoods, giving the viewer a clear impression of life in the community.
Surterre Properties in Newport Beach also leverages digital advertising and videography to reach potential buyers in the U.S. and overseas. Its International Internet Marketing program enables agents to market homes on leading property portals in over 40 countries, including China, Great Britain, Germany, Malaysia, Singapore, Hong Kong, and United Arab Emirates.
Surterre was recently nominated by Facebook for a Workplace Transform America award recognizing it for innovation and achievements in advancement of technology in the real estate industry.
“We are focused on staying on top of emerging technology,” says Surterre co-founder Paula Ansara-Wilhelm.
Technology has also created more ways for agents to stay in touch with clients. The Smith Group offers a free app developed by Coldwell Banker Residential Brokerage that actively engages clients in the search for their new homes.
“If marketing is done effectively, selling becomes superfluous,” Smith says. “The foundation and the future to marketing luxury real estate is digital.”
Cruise to Luxury
The five-bedroom, six-bath home at 4 Cruisers in Newport Coast sold on March 31 for $6.45 million, under its September list price of $6.9 million.
The Santa Barbara-style residence spans 5,400 square feet and is on one of the highest viewpoints on the .29-acre lot. The largest of the White Sails models, the Taylor Woodrow-designed home showcases a highly versatile floor plan with flexible room options.
Features include beamed and coffered ceilings, as well as hardwood floors throughout and several custom built-ins. There are ocean views from nearly every room.
The outdoors are resort-like, including front and rear gardens with an entry fountain and pool, fireplace and grilling bar.
Derik Brian of HÔM Sotheby’s International Realty represented the seller, and Zohreh Rahimian of Century 21 Award worked on behalf of the buyer.
Simply Paradise
Located at the end of a cul-de-sac in the guard-gated community of Pelican Heights, the home at 3 Vista Tramonto in Newport Coast offers privacy, seclusion, and 270-degree ocean, jetty, island and hillside views. It sold on April 20 for $5.9 million after listing in October for nearly $6 million.
The home’s 4,971-square-foot interior includes four bedrooms and 4 ½ baths. A formal dining room features doors leading outdoors, and custom ceilings, crown molding and chandeliers, with a wall cut out to the spacious formal living room, a complete gas fireplace, and additional French doors opening to the backyard.
The kitchen features marble countertops and professional-grade appliances. Additional highlights include custom lighting and designer marble and wallpaper throughout, a home office and a steam room.
Tim Smith of The Smith Group, Coldwell Banker Residential Brokerage represented the seller, and Nicole Donovan, also of Coldwell Banker Residential Brokerage, represented the buyer.
