5 Strategies For Improving Customer Experience In Luxury Real Estate

Viglostasi Residence, Greece & image courtesy of block722

Customer experience (CX) is vital for succeeding in today’s luxury real estate landscape–but what are the keys to consistent CX improvement that drives results?

At Proven Partners, we have direct experience with fostering excellent CX through dynamic marketing approaches, clever brand positioning strategies, and designing amenities that align with the ever-changing desires of luxury clientele.

To answer this question, let’s first explore why CX is such a critical factor. This will be fundamental to deeply understanding our top five strategies to improve CX in luxury real estate.

The Importance of Customer Experience in Luxury Real Estate

The luxury real estate market is highly competitive and high stakes, as luxury-seeking clients aim to pay top dollar at the property with the most personalized, seamless, and high-touch options available.

For real estate developers, hoteliers, and marketers, this means every detail must be accounted for, or else luxury clients might flock to competitors that prioritize customer-centricity.

When luxury real estate companies do achieve exceptional CX, it drives referrals among luxury clients, reinforces brand loyalty, and leads to repeat business, making CX a competitive advantage in the real estate sector.

The Aim of This Article

In this article, you will get a detailed look at five actionable strategies luxury real estate professionals can implement to boost customer experience, build long-term relationships, and ultimately have happier customers that keep coming back.

Understanding the Luxury Real Estate Clientele

To best appeal to luxury real estate clients, let’s begin by defining who they are and what they expect from a high-end experience.

Who Are Luxury Real Estate Clients?

Luxury real estate clients are typically High-Net-Worth Individuals (HNWIs) such as pertinent business leaders, highly-skilled professionals, successful investors or entrepreneurs, and even famous celebrities.

These HNWIs often have distinct preferences or premium tastes that they expect their accommodations to meet or beat.

Common Customer Expectations Among HNWIs:

Privacy & Exclusivity – This type of client often values confidentiality and an escape from the public for bespoke experiences.

This means that high estate professionals should not only consider their privacy, but also how to deliver handcrafted, exclusive, but non-intrusive experiences suited just for them.

Seamless Interactions – Both digitally and in-person, these clients tend to expect frictionless and at-the-ready experiences across all touchpoints.

This might involve apps or IoT devices for on-demand requests, a concierge service that can answer any and all questions about the property or local area, or a personal assistant to help execute daily schedules.

Premium Customer Service – Real estate developers must act as advisors, not just salespeople. They must understand what their clients are looking for in a property and recommend easy solutions or enhancements to make their time there exceptional.

Whether a client seeks silence and spa treatments, or robust outings from conference centers to golf courses to dining events, it is up to real estate developers to design services that meet if not exceed their expectations.

Shifting Trends in Luxury Real Estate CX

Digital Transformation – More luxury real estate clients are engaging online first before scheduling property visits.

For example, over 95% of prospective buyers use online tools to look at homes, while 90% of buyers are more interested in going to view a property in person if there is a virtual tour available online for them to peruse first.

This means it is imperative for real estate developers to create digital marketing materials like virtual tours, detailed online listings, and even digital advertisements on social media and search engines results pages to capture more leads from bustling online spaces.

Hyper-Personalization: Luxury clients are looking for even more personalized experiences than ever before. They expect tailored communication, property recommendations, and concierge-style services.

Developing digital concierge apps or offering physical service representatives is a competitive advantage in the luxury real estate market. Professionals in this sector can get ahead by investing more in researching their clientele and offering solutions that match their exact preferences through hyper-personalized services.

Mana Hotel, Greece & image courtesy of K Studio

Strategy 1: Deep Personalization

This is the first of five strategies we will explore, and one of the most pivotal. Deep personalization makes or breaks customer experience in real estate, and therefore, the clientele’s willingness to make referrals or engage in repeat business.

Here’s how to improve your personalization approach.

Tailoring Services to Individual Needs

Data-Driven Client Profiling:

You can utilize customer data platforms (CDPs) to input and track preferences across your clients to better deliver personalized recommendations. 

To learn their preferences, you might conduct a subtle survey asking about their likes and dislikes. Or, you could track their impressions on emails or social posts to learn what catches their attention. This data goes into the CDP for easy reference when you’re ready to reach out.

Bespoke Communication:

To make a truly personal impression, be sure to customize all your communications.

This means addressing everyone by their names and bringing up details about your properties that match their preferences. For example, you might mention homes with yacht docks for those potential buyers who are boating enthusiasts.

Exclusive & Custom Property Showcases

Virtual & Private Viewings:

Offer private property tours that are curated to demonstrate key features that align with client preferences through detailed walkthroughs. This personal touch is sure to leave a lasting impression.

Check out this article for a list of vetted virtual staging companies for real estate.

Early Access to Listings:

Consider offering your top clients exclusive previews of off-market properties to demonstrate that you value their business and input, which can lead to more business.

Key Takeaway: Personalization transforms real estate customer experience from a generic transaction into a bespoke, relationship-driven experience that can drive future business.

Strategy 2: Leveraging Technology for an Elevated Experience

This next strategy appeals to the growing preference of digital solutions among luxury real estate clientele.

Using Advanced Digital Tools

Virtual Reality (VR) & Augmented Reality (AR):

As virtual tours grow in popularity, it behooves real estate professionals to offer 360-degree virtual property tours and VR experiences for buyers to view properties from anywhere on the globe.

Further, implementing interactive floor plans through AR tools is a great way to help clients visualize the space and how they might make modifications to better suit their desires.

AI-Powered Chatbots & Smart Assistants:

AI technology is improving rapidly, leading to new breakthroughs in chatbots that can offer concierge-style services to luxury clients, instantly and 24/7.

These chatbots can also log user behavior to paint a customer profile and act as smart assistants, offering curated, property matching solutions.

Enhancing Online Experience

Mobile-Optimized, Luxury-Branded Websites:

A great way to improve customer experience real estate efforts is to remove friction from luxury property web pages by focusing on quick-loading, user friendly features, and mobile compatibility.

The luxury experience should start from the very beginning–including informational websites and brand resources.

Luxury Social Media Presence:

Remember to showcase your high-value properties on Instagram, LinkedIn, and YouTube, because a variety of social platforms and content styles can help present the full picture.

Instagram is ideal for stunning high quality photography, while LinkedIn is better for updating your audience with a variety of links that capture your professional process. On the other hand, YouTube is perfect for hosting property videos such as detailed walkthroughs or interviews with designers.

If you are looking for a partner to help bring your social media marketing vision to life, consider our Social Media Marketing Services.

Key Takeaway: Using tech-driven touchpoints like AI-powered tools, virtual tours, and a remarkable social media presence can enhance the convenience, engagement, and accessibility among your HNWI audience.

Villa Mandra, Greece & image courtesy of K Studio

Strategy 3: Elevating Communication & Client Interactions 

This strategy focuses on how you connect with your clients to make an impact and drive business.

Proactive, Transparent, & Consistent Communication

Regular Market & Property Updates:

To build trust, confidence, and a solid rapport with your luxury audience, it is wise to send out personalized email digests featuring market trends, curated listings, and investment insights.

These regular updates will establish you as a premier source of the latest luxury listing information, encouraging clients to come to you when it's time to consider buying or selling.

Clear & Open Discussions:

No one likes to jump through hoops to figure out the details of a specific property–and this is especially true of HNWIs exploring luxury properties. With this in mind, be sure to be upfront about pricing, the investment potential, and also the risks associated with such a property.

Acting as a guide that can inform potential buyers about the comparisons and opportunities across multiple properties and neighborhoods will be key to enhancing customer interactions.

Active Listening & Customer Feedback Loops

Gathering & Implementing Client Feedback:

Researching and tracking your clientele’s movements on social media, newsletters, and surveys is a helpful way to discern how to approach them. But understanding your customers doesn’t stop there.

It’s important to conduct post-viewing surveys and post-purchase surveys to find out if you are hitting the mark or need to refine some areas of your service offerings.

By tracking client sentiment through social media interactions, direct conversations, or post-event surveys, you will compile a wealth of information for improving your CX efforts.

Key Takeaway: Proactive, personalized communication builds trust and strengthens long term client relationships.

 Strategy 4: Building Trust Through Transparency & Credibility

One of the best ways to establish great customer experience is through long-term trust-building campaigns that revolve around demonstrating your knowledge, honesty, and fairness when conducting luxury real estate business.

Providing Open, Honest Property Insights

To build a sense of credibility, honesty is the best policy.

Be sure that you’re consistently providing full disclosures on listings, with complete information including the full property history, all ownership records, and neighborhood analytics, particularly comparable home values.

Clear Contractual & Transaction Processes:

In addition to providing the essential disclosures about the property itself, it is valuable to break down the legal, financial, and tax implications for luxury buyers too. This is to increase transparency and protect against any feelings of surprise as the processes go on.

Leveraging Testimonials & Professional Accreditations

Client Testimonials & Success Stories:

Another great way to increase your authority as a trusted and high quality luxury real estate developer is to utilize video testimonials and case studies of past satisfied buyers.

This will demonstrate your successes and boost confidence that you will continue to deliver satisfactory results.

Industry Recognition:

Receiving highlights, awards, or certifications from established real estate authorities or publications will increase your authority. If you have any accolades, make them easily visible to potential buyers. If you don’t have many awards to showcase, consider submitting to relevant competitions to accumulate industry recognitions.

Key Takeaway: Enhancing credibility and transparency can make great strides in earning the trust of high-value clients who are discerning about their luxury investments.

Strategy 5: Exclusive Post-Sale Engagement & Relationship Building 

A surefire way to make a luxury real estate client feel acknowledged and valued is through post-sale engagements that continue to build up the customer relationship and CX value.

Ongoing Client Relationship Management

Follow-Ups After Purchase:

The leading luxury real estate industry professionals maintain their communications weeks or months later to make sure their clients are satisfied. Any discrepancies or hiccups are valuable data points for improving future CX and demonstrating that you are dedicated to improving quality.

Luxury Client Events:

Consider hosting VIP clients at real estate networking events, private auctions, and market insight gatherings so your HNWI clients continue to feel part of an exclusive and elite community that prioritizes their preferences.

Offering Premium Value-Added Services

Concierge & Lifestyle Support:

The extra helping hand or knowledgeable professional can take luxury clients’ CX to the next level.

Personally curating interior design, property management, and private security services to align with clients' lifestyles will set your offers apart from the competition.

Ongoing Investment Guidance:

Another value-add is regular updates, such as quarterly market newsletters, to keep clients informed on the latest property trends, from popular amenities to appreciation data.

These updates can also let buyers know about exclusive investment opportunities that match their preferences.

Key Takeaway: Luxury real estate is all about long-term and personalized relationships, not just one-time real estate transactions.

Casa Cook, Greece & image courtesy of Mastrominas ARChitecture

How Proven Partners Can Revolutionize Your Client Experience

Proven Partners specializes in elevating luxury real estate customer experience, with tailored solutions for your real estate projects.

We have demonstrable experience with enhancing digital engagement through high-end digital design and pay-per-click advertising.

We know how to optimize lead conversion with AI analytics and data driven content retargeting campaigns.

Most critically, we develop personalized, long-term client engagement strategies.

We encourage you to take stock of your current CX strategy to see where Proven Partners can implement high-impact strategies. Get in touch today.