Marketing Lux River Oaks Home As It’s Being Built – PART I

SOLD- Est. 6-8 months before construction completed – links have been deactivated. A large $ 2.9M luxury home is currently under  construction in River Oaks by Rockfort Builders, LLC  and it’s my responsibility to create meaningful online marketing materials WHILE it’s still being built. So we’ll create a SMARTePLAN floor plan interlinked with images and text that we update as construction progresses.

Much like time-elapsed photography, the marketing materials are regularly updated as construction progresses … the cabinetry is put in .. the light fixtures are hung .. the marble floors are inlaid .. it is all  portrayed.

The advantage of this is that interested Buyers around the globe can become familiar with the property without being onsite — yet still have a full understanding and appreciation of  the features, finishes, customization and craftsmanship of the property.

Using this method, it is not at all unusual for these luxury properties to be  under contract before construction is completed — which has the added benefit to the Buyer who is able to customize the home to suit their personal preferences.

I first visited last month and from that visit was able to generate a very detailed Amenities Text.

The Amenities Text is a room-by-room description that literally takes you by the hand and guides you through the property, noting the features and finishes in each room as we go along.   So in addition to the features and finishes, it gives you a sense of the layout and the “flow”.

Click the text image  to read the first draft of the Amenities, that came out to 6 pages long… which is more than many realtors provide for “finished” homes they list on the market.   Why so detailed?  The detail provides information that Buyers need …it allows them to “see” the property in their mind’s-eye.  Wide-plank red oak flooring will get a dark espresso stain .. Italian white marble kitchen and baths .. Miele kitchen appliances … walk-in wine vault ..and oh so much more.

Because it will be some time before the property is ready to be photographed, it is important that our  marketing does not depend upon photography.

SMARTePLANs are enhanced by photography, but not dependent upon it.

The Information for Builders section and FAQ’s for Builders has more information about the different types of marketing materials we custom create for properties under construction.

Now that we have a good working version of the Amenities Text, the next step is to measure the property and create a custom SMARTePLAN floor plan.  Usually upwards of 90% of the details in the Amenities Text is depicted in a SMARTePLAN,  by patented pictographic symbol or captioning or both; and the bird’s-eye perspective allows Buyers a much needed overview of the whole property.

It is possible for me to create a full set of marketing materials when the property is only at drywall — but on this one we decided to wait a teeny bit longer until the cabinetry started going in.

So stay tuned for the next step … the online floor plan will be ready soon!

 

Links to Other Posts in This Series:

Part II – The RoughOut / Putting All the Walls Together

 

Part III – Completed Interactive Plans Ready to Upload

 

Thanks for Dropping By,

Judith, the Floor Plan Lady;  Inventor of  SMARTePLANS,
the Marketing System for Luxury Property

 

 

This River Oaks property is listed by Walter Bering of Martha Turner Sotheby’s International Realty and is MLS# 89424849 on www.har.com

SMARTePLANS® is the premier marketing system for luxury homes featuring online easy-to-read pictographic floor plan pictorials, where the photographs launch from inside the floor plan … NOW all the photos make sense! 55% of SMARTePLANS® sold OVER list price in 2014 – so SMARTePLANS® is very effective at selling high end luxury properties. You can seamlessly click around the property, viewing the photos in relationship to the pictographic floor plan drawing.  This is not a video … you choose what you want to view … or not. [TIP: Hold down your CTRL key and roll your mouse wheel to quickly zoom in and out of the drawing — no detail is too small to see!] The compilation above is the original creative work and copyrighted property of SMARTePLANS®. You may link to it; but it may not be copied, nor reproduced in any form or format in whole or in part without the express written permission of Judith Sinnard.

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