How to Make Luxury Properties Stand Out

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Luxury property investment and management can be a lucrative field. If you're able to keep your expenses under control and keep your properties occupied, you should benefit from monthly positive cash flow while simultaneously benefiting from the appreciation of your properties.

However, with luxury properties, you have a relatively limited target audience – and depending on where your properties are, you may have a lot of competition as well. If you want to succeed in your luxury property management strategy, you need to find a way to make your luxury properties stand out as unique.

How do you do it?

Why Unique Luxury Properties Are So Important

Adding uniqueness and personality to a property instantly makes it more discernible. In a practically endless sea of potential properties to rent, luxury renters may have a hard time distinguishing between those different properties. If yours stands out, it's naturally going to attract more attention, and it's going to be seen as inherently more appealing to at least some segments of your target demographics.

Finding the Balance: Neutrality and Personality

That said, you don't want to make your luxury property seem too unique, nor do you want it too full of personality. In real estate, neutral colors are typically preferable to bold, ostentatious colors, because they're more appealing to a wider range of demographics. Similarly, when listing a home for sale, many homeowners go through a process of staging the home, intentionally removing personal items so that the home seems more neutrally inviting.

When preparing and listing your luxury properties, it's important to strike this balance between neutrality and personality. You want your property to be unique enough to stand out, but not so unique that it turns away the majority of people who might want to rent it.

How to Make Luxury Properties Stand Out

So what are the best strategies for adopting this balance?

· Add bold colors (tastefully). In the previous section, we acknowledged that neutral colors are usually most favorable in the context of real estate. However, there's nothing wrong with including splashes of bold color, as long as you do so tastefully. You probably wouldn't want to paint a room in rainbow stripes, but adding a sharp accent color to one wall could help the most important room of the house stand out. Similarly, a brightly painted front door could add character and charm to an otherwise stale and familiarly neutral property.

· Do up the landscaping. Next, work on the landscaping. You don't need any ornate hedge sculptures, but try to make a few additions that make the front of your luxury property pop. For example, you can have uniquely colorful flowers in a flower bed, or unique walkways and paths that help the property develop a kind of character of its own. Landscaping can be expensive, but there are plenty of inexpensive strategies that you can employ here.

· Choose a general aesthetic theme. There are many interior design styles worth considering. You might want something modern or more rustic, or something a little more classical. If you decide on a general aesthetic theme, you'll have an easier time making decisions throughout the property, choosing colors, furniture, and even pieces of art that complement the vibe you're going for.

· Add art and sculptures. Speaking of art, consider adding works of art and sculptures to the property. This can make your luxury property seem more appealing and move-in ready to a sophisticated audience. Even if you plan on removing the artwork before the property is occupied, this can help your luxury property stand out.

· Shop for interesting furniture. Similarly, consider shopping for interesting furniture. The right furniture can play a crucial role in staging your home appropriately, and it can make the environment seem even more welcoming. Choose pieces of furniture that are tasteful and aesthetically pleasing, but a bit unconventional in the broader context of marketing properties.

· Integrate smart home technology. Smart home technology is really catching on in the rental real estate market, so you may not be able to make your property seem totally unique simply by integrating it. However, tech upgrades can be an excellent finishing touch to appeal to those luxury renters.

· Highlight unique features in your marketing. Finally, make sure you highlight all the most unique features of your property in your marketing. Use high-quality photographs, detailed descriptions, and other tools to convey to renters the uniqueness of the property as compared to others.

Through these strategies and others, you should be able to make your luxury properties much more appealing without necessarily pushing any of your prospective tenants away. The more you practice and the more real feedback you get, the more you'll develop an intuitive sense for how to position and market your best properties.