Optimizing Your Digital Presence in Luxury Real Estate with Shayla Twit

02/16/22 • 41 min

Estate of Mind — The Art of Selling Luxury Real Estate

Continually Growing Your Luxury Database:

The key to a healthy luxury database is constantly building up your referral network. Whether your referrals are coming from past clients, your digital web properties (such as your YouTube channel), or from other real estate professionals in your network, it’s important to look for referrals from a variety of places.

And the key to maintaining your database? Reciprocating referrals. Remember, if you’re unwilling to refer business to others, there isn’t much incentive for them to refer business to you either.

Expanding Your Reach Via Digital Marketing:

Digital marketing plays an important role in any luxury real estate marketing strategy. Shayla explains that she devotes a lot of time to her carefully curated YouTube channel, posting videos that help show her personality, establish her as a local real estate authority, and even connect her to the community at large when she interviews local businesses, such as the humane society. In addition to YouTube, she also showcases content on Instagram, Facebook, and LinkedIn, noting which videos and content pieces perform best, and adjusting her overall strategy accordingly.

When it comes to any digital marketing campaign, ensuring that your content is properly optimized — the way Shayla does — will not only help your content rank better within search results, but it will also increase your number of impressions, which could in turn lead to additional referrals. Shayla even uses her email signature to highlight relevant market updates, the MLS, and her YouTube videos, constantly mixing it up to provide her email recipients with new information they may find value in.

And where does Shayla learn about these helpful strategies she’s implementing in her marketing campaigns? Podcasts (like this one).

Topics and Questions You’ll Uncover During this Episode:

How a digital marketing approach can play a critical role in building your referral network
How to properly tend to luxury database in order to enjoy continual growth
Why you don’t need to hire a professional videographer to shoot your YouTube content (and why you do need one when crafting content around client homes)
Shayla’s approach to YouTube optimization and expanding her overall presence by expanding her digital presence

Resources Mentioned within Episode:

Continually Growing Your Luxury Database:

And the key to maintaining your database? Reciprocating referrals. Remember, if you’re unwilling to refer business to others, there isn’t much incentive for them to refer business to you either.

Expanding Your Reach Via Digital Marketing:

And where does Shayla learn about these helpful strategies she’s implementing in her marketing campaigns? Podcasts (like this one).

Topics and Questions You’ll Uncover During this Episode:

How a digital marketing approach can play a critical role in building your referral network
How to properly tend to luxury database in order to enjoy continual growth
Why you don’t need to hire a professional videographer to shoot your YouTube content (and why you do need one when crafting content around client homes)
Shayla’s approach to YouTube optimization and expanding her overall presence by expanding her digital presence

Resources Mentioned within Episode:

Previous Episode

Staging to Professionally Showcase Luxury Homes with Lori Pedersen and Nissan Michael

Why Addressing Every Square Inch of a Luxury Property is Important:

In the world of luxury real estate, one of the most effective ways to set one property apart from the rest is to properly stage the home — and partnering together with an experienced luxury home stager is the key to professionally showcasing the property and unlocking the home’s true equity.

When a home is professionally staged, items are not merely being arranged so that they’re pleasing to the eye. Rather, effectively staging a home helps potential buyers envision the lifestyle that would come along with their purchase. Properly staging a home will help reveal the home’s maximum value in a way typical marketing strategies aren’t able to fully tap into. When it comes to showcasing luxury properties, professionally staging those properties is absolutely essential.

Topics and Questions You’ll Uncover During this Episode:

What is luxury home staging and styling?
How do you properly stage a home to prospective buyers?
What do buyers look for in luxury homes?
How has the luxury market recently evolved?

Resources Mentioned within Episode:

Next Episode

Keys to Building a Referral Driven Business with Alexander Brandau IV

Knowing How to Balance Your Messaging Is Key:

When it comes to marketing, knowing your audience is the first step in determining how you should approach your messaging. If you’re targeting a specific market, you need to make sure that your messaging plays off of the ideas that are important to the individuals in that specific area. Remember, if your messaging isn’t striking the right balance between self promotion and providing your audience with something of value that they care about, you risk your messaging failing to have the impact you’ll need to turn these contacts into potential clients.

Furthermore, the platform you’re using can also play a factor in how you approach your messaging strategy. For instance, your newsletter audience is likely going to interact with your messaging in a different way than your social media audience will. While there may be crossover between segments, always remember to follow best practices for each individual platform you incorporate into your marketing campaigns.

Building Your Brand with Digital Media:

Expanding your sphere of influence by making the most of each digital platform is one of the most effective ways of building your referral pipeline. Whether you’re trying to spark more of a conversation on Facebook, posting stunning professional photos of properties on your Instagram account, or providing a more in-depth analysis of a particular subject on YouTube, every marketing channel you focus time and energy on should have its own accompanying strategy.

So, if each platform has its own strategy, what’s the common denominator amongst all these different platforms? The answer is simple — branding.

Using social media and other digital platforms to continually push your brand image is an effective way to establish yourself as the go-to authority for all things real estate related in your target markets. Curating a brand image, and continually reinforcing that image, is the best way to sustain that image. If it’s your goal to become the expert in the markets you’re targeting, be sure to provide a consistency in the branding you’re incorporating into your digital media marketing efforts so that potential clients immediately recognize you and differentiate you from the competition.

Topics and Questions You’ll Uncover During this Episode:

How to write the ideal newsletter based on your target audience
What kind of social media content you should incorporate into your marketing strategy
How you should adjust your approach on different platforms
Incorporating your personal branding to drive your overall branding strategy
Technological improvements in the world of luxury real estate

Resources Mentioned within Episode: