Luxury Real Estate Marketing: Telling the Story Wordlessly
Marketing luxury real estate is just as much an art as it is a skill. In this article series, we will cover the key principles of the art of photographing luxury real estate.
In Part 1, we talked about using a “wow” photo as the lead photo. We also emphasized that the lead photo should tell the entire “story” about the property as well as the lifestyle. The photos should tell the story wordlessly, and lets the viewer imagine himself/herself in the home.
The photos we are featuring is of an exquisite Spanish Villa estate in the “American Riviera®” in Santa Barbara. Casa della Riviera is located at 1105 Las Alturas Road is listed for $3,295,000 by our client, Chris Palme. The lead photo tells the whole story of the Santa Barbara Riviera’s Estate District.
This section of the Riviera overlooks the Pacific Ocean and Downtown Santa Barbara. The picture taken at Sunset has the shadow of a palm tree reflected on the home emphasizing the temperate climate. The adjoining deck with fire pit and hot tub brings to mind a serene moment of unwinding after a day’s work with a glass of wine while feasting your eyes on the view and warming your body by the fire pit. In this one picture the lifestyle of Santa Barbara is expressed.
Chris and his photographer, Tom Ploch, have included several close ups of the deck to emphasize the serenity and the lifestyle. Tom’s photography is exemplary, especially his superb sense of lighting.
Take the time to peruse the slide show on the site. Notice the balance of interior and exterior photos. Each picture tells the story of what it would be like to live there—waking up to an ocean view, having a cup of coffee on the terrace/balcony, gazing at the sunset, etc. It is easy to fall in love with this property without words or conversation. All one has to do is pick up the phone or jot an email to Chris and schedule a showing.
In Part 3 of this series, we will take you to Aspen, Colorado, where snow sports are part of the lifestyle.
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