Bill Hernandez is a founding member of the Bill and Bryan Team, and director of luxury sales for Douglas Elliman working in Miami.
Every week, we ask a real estate professional for their Short List, a collection of tips and recommendations on an essential topic in real estate. This week, we talked with Bill Hernandez of the Bill and Bryan Team, who shared his top ways marketing to luxury clients have changed.
Marketing to luxury clients has changed dramatically the last couple of years. The net you have to cast to reach these clients has changed. You have to be more specific and time it right, whether you are marketing to buyers or sellers.
4. When marketing to sellers of luxury properties, you have to stand out. The days of spending a few bucks on promiment publications and expecting a seller to call you are over. There are too many real estate ad’s with the revival of new construction being built up in South Florida, so you have to know this when thinking how to reach out to these luxury clients. What I find successful is a multi-tiered approach. I like to reach out directly using a general ‘postcard,’ and at the same time make sure one of my publications will also reach the seller the same month. It is all about repetition, since your marketing piece will end up in the trash can anyway. You just want to make sure they remember you and that they will call when they are ready to.
3. Fancy postcards, market update letters and fancy ad’s in magazines are in the past for many luxury clients. Today you have to be VERY specific in your message to get their attention. I try to always think about my audience FIRST, and cater my marketing to ‘speak’ to them. For example, when I list a property at St. Regis in Bal Harbour, I know the audience will be New Yorkers or Russians. So, include something that will stand out to them.
2. Luxury clients like data, and they want it to be short and sweet. A $10 million dollar buyer today in South Florida has already done his research. So, you better do yours and always be ready. When you are marketing a $15 million dollar home, talk about the other signifcant comps and homes that have sold recently. Don’t bore your audience.
1. Be different but stay professional. Come up with creative ways to show your are selling luxury, but don’t loose focus that you’re talking to very wealthy, intelligent people. I work with many bankers from NYC, so I always keep in mind on what statistics matter most to them. When you are speaking their ‘language,’ pay attention!
Unwavering in his disciplined approach, Bill Hernandez has earned many top sales accolades in his career. Notably, in 2014 he closed the highest $/sf sale ever for a non-penthouse unit at Continuum. Also, he was recognized by Jim Cohen, the director of St. Regis Bal Harbour as one of the top selling agents of pre-construction units at the St. Regis development. Analytical by nature, and with the highest ethical standards, Bill would rather walk away from a deal that is not right. It is through this uncompromising professionalism and the drive to ensure every client has the best possible experience, that Bill has earned the trust, respect and friendship of his clients. With a deep understanding of technology, Bill puts his knowledge to work managing the teams far reaching marketing strategies which ensure their listings reach the right audiences at the right time.