How to Market a Listing Like a Luxury Brand: Photography, Storyboarding & Storytelling
Some agents' listings are so recognizable that people know whose they are before they see a name.
Carrie Klein Perkins is one of those agents. She's a second-generation REALTOR with more than 30 years in the business. She leads Spaces CT in Fairfield County, Connecticut, and Inman has recognized her for luxury listing marketing. She treats every listing as an art director would, and every home gets its own story.
In Episode 148 of Know Like Trust for Real Estate, Carrie walks through her process from the first time she sees a property to the day it goes live.
Her marketing starts before the listing does. On her first walk-through, Carrie looks at a home with her photographer's eyes, sometimes before her REALTOR's eyes. She's asking what will appeal to a buyer, what will translate on camera, and what needs to change to get there.
What you'll learn in this episode:
How to direct your photographer with a folder of magazine and catalog images you love
Why Carrie returns to the same property at different times of day for the best light
How a storyboard and a "must-have" list keep a video production on track
How her team names homes and writes copy that sounds like no one else's
The difference between marketing luxury and non-luxury homes (and why you should never "dim down" a home's personality)
The one thing any agent can do tomorrow to improve their listing marketing
Starter home or ultra luxury, every listing deserves effort. With a hundred listings on the market, the ones that stand out are the ones someone took the time to tailor. As Carrie puts it, she would rather have 10 great photos than 50 ordinary ones.
Connect with Carrie Klein Perkins
Website: spacescthomes.com
Spaces CT, serving Fairfield County, Connecticut
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This episode is supported by BKeeperAI. Learn more at bkeeperai.com.
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