By endeavoring to make their listings famous in the digital space, Super Luxury Group’s partners Alvaro Nuñez and Daniel Tzinker are reimagining how to market real estate and disrupting the industry as a result. Nuñez and Tzinker are not abandoning the traditional ways of marketing properties; Super Luxury Group partners are established real estate professionals specializing in properties starting at $5 million.
Making Listings Famous
According to the Super Luxury Group partners, their goal isn’t merely to disrupt real estate marketing, but to bring more value to the industry. They truly believe that the best way to market a property is to use all of the existing technology and techniques available in order to make their listings stand out in general, but especially on social media.
The Super Luxury Group partners are able to find success using this method because they are realistic about how to integrate these new techniques into their marketing plan. “The focus is always on the property,” according to Alvaro Nuñez.
Data-Driven Social Media Marketing
The way Super Luxury Group is able to incorporate the best of the old-world of real-estate marketing with the best of the new internet-era techniques, in order to make their listings famous, is by conceptualizing and treating each listing like it is its own business.
The partners begin by using social media data to come up with groups of target buyers based on hyper-specific psychographics. Then, for each listing, the partners come up with a name and an all-out online marketing offensive based on the lifestyles that would appeal to their sets of hyper-specific psychographics.
Creative Content Marketing
Super Luxury Group is able to maximize the return on their data by getting creative with their online content. According to Nuñez, “it is not just about psychographics and data, we commit to creating unique and compelling marketing material and online content for each listing.” For example, they have been able to host socially-distanced celebrity events at some of their listings, which they use for as content marketing.
According to Tzinker, “Each property has a unique story, which needs to be told. Technology can enable us to disseminate meaningful online content in order to reach the property’s right buyer.” It is precisely by creating groups of niche psychographics and then by catering their online marketing content to appeal to these groups that the Super Luxury Group partners are able to sell their potential buyers on the lifestyle that their listings could enable, not simply a home.
By utilizing new technology and cutting-edge content marketing techniques all in service of highlighting what is unique about each property, Alvaro Nuñez and Daniel Tzinker have been able to harness the internet in order to disrupt real estate marketing, increase their business, and weather the COVID-19 storm.