one size DOES NOT FIT ALL.... 

luxury home marketing demands aerial photography, aerial video, floor plans, 3D tours, open house events that are done very differently....

visitors must be accompanied by the listing agent... front door locked and potential buyers have the explanation of how the open house will work... 

blog posts that make "the eye buy" with magnificent photography...

it costs more money to market a high end home than a "cookie cutter" moderately priced home....

 Pull out all the stops.

I do what I normally do but ramped up with more photos, aerials, etc. What works to sell a house works to sell a house. It's how you apply those tactics to different segements of the market.

Better photography, better staging, marketing to a different audience.

I use target marketing...

What Alexandra the Beautiful said . . . and
One fabulous home we listed a while back had such entertainment implications, we actually took out a small ad in Variety. We got a great buyer for it!
You have to think way outside the box on one-of-a-kind homes . . . our riverfront homes need to be dealt with differently than a view estate or a ranch . . . there are all sorts of ways to approach, and in this instance it is AOK to use the term SNOWFLAKE when referring to the home! Hahahah!
That's all you'll get outta me without a signed listing agreement!

What Alexandra said.  You have to know where your target audience is and figure out what medium is going to reach them.  

Ron and Alexandra Seigel 

Break out your credit card

Typically I increase marketing to seek out the most potnetial buyers for a luxury home. Often targeting out of state and relocation buyers

Every high end home has a high end owner.  In addition to specialized marketing we also need to ensure that we are taking in the sellers expectations and exceeding them.

Praful,

It depends on 1) the price of the home, 2) where the market is for the home, and It has to be targeted to that market.  If the home is 100 million, only a billionaire can afford to pay that and usually there are no loans or qualifications involved.  Your audience for that home is about and I have not checked the fgures lately is 6,000 folks world wide.  That is your target market...so you have to find a way to reach these people.   If the home is  1million or up 5 it is a different audience, 10 million and up, and so on and so forth.  One of our clients has a new listing of 18million.  She has on site an audience of billionaires and ultra high net worth approaching the Billion mark.  In her market, where the rich are conservative and not "look what I bought, a billionaire may buy it, and put 200 million into a yacht.  Bottom line is you have to know where your audience is and what they will buy.

Expensive magazine ads do not necessarily reach them...Great photos always.  A

Ditto, Fred Griffin 

I am with Gabe Sanders on this one. Make sure they understand all the features if they are important!

I run at premium is what I learned long ago regardless of product $$$

I haven't listed for a long time but those agents who don't understand that more is demanded aren't going to be successful.

Fred Griffin nailed this one!

What about specific Google Adwords ads just for the property?
For example, if property is in a specific neighborhood, run some ads for homes for sale in that area.
I always wonder why I don't see that done by agents.

If I was selling a million dollar property, it would make sense to spend $500 or so in adwords.

It depends upon who your buyer is - we market to them; we are very specific to those buyers.

Outstanding photography is a good first step.

For high-end luxury homes, the professional photographer with the drone comes out.  Showings are controlled, buyers need to have a vetted pre-approval (with doc review) in hand and all showings are agent accompany.  No open houses, why open up a $10mil property to people who can't even afford a $400k house?  The house would need to be advertised in high end publications.  Realtor.com and zillow would be useless.  The "playbill" magazine at the opera house and theater would be more appropriate along with wine and high end activity magazines (like yachting)

video walk thrus

My Luxury Home Marketing is very focused on the needs and differences of the luxury seller vs. the average home. I also point out how you must hire a luxury home agent or else you risk and average agent treating your luxury home like a normal listing.

Don't have these in my area.

High-end & LUXURY home.

My definition of this type of house is a house that is occupied by the top 10% of America's wealthy 3%. They are sequestered behind walls and protected by multiple gates. The fraternize with "their kind' and turn to the same for advise and recommendations. These people are the buyers and sellers of authority and celebrity. They will never ever, ever see the 3D or high end photography or experience the hand holding that does not arrive through a portal of authority and/or celebrity. 

The good news is 'Once you're in....YOU ARE IN!! (until the agents name appears with a hashtag)

That is all I'm saying.

It takes a mind set. Often it is demonstrated with 100s past sales in the neighborhood consistently.

I bring Fiji water to the open house instead of Aquafina.

Definitely upscaled photos, and aerials if appropriate, special invitation open houses.

S