Fierce and epic all rolled into one, she’s an absolute rockstar. Jessica Hastings-Lesperance was Raised with Real Estate™ her entire life. She is co-owner, Marketing Visionary, Director of Operations, and realtor® at the Terri Hastings Real Estate Group/Keller Williams Realty Centres, one of the top producing Keller Williams teams in all of Canada.
Luxury properties are much more than their price tag. They often have a deep legacy, whether it’s historical or personal, that sellers are passing on to future buyers. As Realtors®, it’s our responsibility to assist sellers in preserving and transferring that legacy. But how do we sell the property tastefully while appealing to high-end buyers? Here are my top 5 tips for Realtors® selling legacy properties to highlight the true value of a luxury home that goes beyond money.
1. Narrative storytelling
Narrative storytelling is about crafting a compelling story that connects emotionally with potential buyers. When selling a luxury property, emphasize the unique lifestyle and experiences it offers. Narrative storytelling works well if you get to know the high-end buyers you’re working with so you can share stories that suit their experiences and interests.
For example, you could describe how the home can be a sanctuary of tranquility or a hub for glamorous gatherings. For buyers with families, you could share anecdotes about gatherings, celebrations, or milestones in living rooms or dining rooms. Share historical tidbits about the property that make it stand out. This storytelling approach helps buyers visualize themselves living in the space and creates a deeper emotional connection.
2. Architectural features
Highlighting architectural features is crucial when selling luxury properties, especially for properties made with unique features with influence from notable designers.
Point out unique elements like custom woodwork, vaulted ceilings, imported marble floors, and bespoke fixtures. Again, knowing the buyers allows you to point out elements that appeal to their tastes, like any sustainable improvements, for example.
Detail how these features enhance the aesthetic appeal and add significant value and uniqueness to the property. By showcasing the craftsmanship and design elements, you can underscore the exclusivity and high-quality construction that discerning buyers seek in a luxury home.
3. Professional staging
Professional staging—or even any level of input from a professional stager—is essential to present the property in its best light. Staging is ultimately the seller’s decision and may not be necessary for every luxury home (especially those with previous influence from an interior designer).
However, experienced stagers can furnish and decorate the home to highlight its strengths and make it look more inviting and spacious. High-end furniture, artwork, and accessories can transform a space and help potential buyers imagine their own belongings in the home.
Effective staging creates a sense of warmth and appeal, making the property more attractive and easier to sell. If you believe a property’s legacy would be better enhanced by staging, don’t undersell that to the current owners.
4. Luxury in local historical context
Providing local historical context can add a rich layer of appeal to luxury properties, especially if they are located in areas with significant heritage. Maybe the property is a historical home that the sellers have transformed, or there are features within the home remaining from the original build. These aspects emphasize the property’s legacy and value to potential buyers.
It’s also important to explain the historical significance of the neighborhood, notable past residents, or any unique events associated with the property. This context not only adds depth to the property’s narrative but also positions it as a prestigious and storied place to live, which can be particularly appealing to buyers who value tradition and history.
5. Tasteful marketing
Tasteful marketing is about using sophisticated and refined strategies to reach the right audience. It’s important to put thought into marketing any home, but luxury homes require slightly more care.
Utilize high-quality photography, drone footage, and virtual tours to showcase the property’s beauty and grandeur. Leverage social media, luxury real estate websites, and exclusive events to market the property. The goal is to present the property in a manner that reflects its value and appeal. But it’s also important to be strategic about marketing the property to convey an element of exclusivity, attracting discerning buyers who appreciate and can afford the luxury market.
Bonus key tip: Emphasizing the seller's legacy
Luxury properties often represent the legacy of their sellers. As a Realtor®, it is essential to convey this legacy to potential buyers. Share the history of the property, including any renovations or personal stories that highlight its unique character. Buyers of luxury homes often appreciate the continuity of legacy, seeing themselves as the next chapter in the property's story. Emphasizing this connection can create a sense of responsibility and pride in new owners, making the property more attractive.
By focusing on important aspects like tasteful marketing, narrative storytelling, and emphasizing the seller's legacy, luxury Realtors® can effectively showcase legacy properties and appeal to the unique desires and expectations of high-end buyers.
Jessica Hastings Lesperance, Realtor®, Director of Operations, Co-Owner
Fierce and epic all rolled into one, she’s an absolute rock star. Jessica Hastings-Lesperance was Raised with Real Estate™ her entire life. She is co-owner, Marketing Visionary, Director of Operations, and realtor® at the Terri Hastings Real Estate Group/Keller Williams Realty Centres, one of the top producing Keller Williams teams in all of Canada. Jessica is an inspiring entrepreneur, real estate investor, coach, speaker, and published author. She has been featured on major media outlets including podcasts and real estate TV talk shows and has been published in various magazines. Recently, she was recognized as one of Canada’s Top Fitness Instructors for 2023 by Impact Magazine.
