Beletage, Penthouse, Chalet – the 08/15 marketing is passé
The table is set, but where are the guests? In 2018 – and, creepingly, in previous years as well – domestic developers and sellers of luxury real estate felt this way or something similar. By the way, the code word “the table is set” among real estate marketing professionals means that the property has been finished, staged and cleaned. And accordingly is ready for viewing by potential buyers.
The catch, however, was that the more high-priced the properties became, the fewer buyers came.
Reach the target group
Bernd Gabel-Hlawa and Benedikt Gabriel, the two founders of the real estate platform FINDMYHOME.AT, then looked for and found the so-called Bottle Neck. To wit: The Austrian luxury market became bigger every year, architecturally more sophisticated, every property became a fire and also construction quality and prices increased – however, the marketing ended in the own country.
However, the penthouse in downtown Vienna, the Beletage in Salzburg, the villa in the lake regions (above all Carinthia and the Salzkammergut) and the chalet in Kitzbühel also need an international audience in addition to domestic buyers in this price range and variety.
Pioneer portal for high-class real estate
No sooner said than done, the rest is (success) history: With the launch of Premium Living 2018, a new unit of FINDMYHOME.AT, the first digital address for premium and high-class real estate rolled onto the market and the gap was closed.
The platform was marketed nationally and internationally from the start and, with an exquisite presentation environment as well as new search filters (e.g. living by the water, for mountain enthusiasts and fans of the slopes, for golf enthusiasts), already inspired 20,000 searchers with the highest purchasing power in the first year.
The eye searches with
The presentation of the offers is still as exclusive as the selection: A separate landing page is created for each property advertised in order to provide interested parties with a high-impact preselection in the familiar look and feel already on the web.
In order to continue the international orientation not only in terms of marketing, but also in terms of real estate presentation, the complete content is presented qualitatively in several languages. And also automatically presented in the language of the country code being accessed from.
A success story
2001 provided the on-line pioneers Benedikt Gabriel and Bernd Gabel Hlawa for a large Aha experience, when they launched with FINDMYHOME.AT, the first platform with text, real estate pictures and videos.
17 years later, Premium Living had the same experience, which was also recognized internationally with an award for design and usability.
In 2020, not only the offer and the number of users grew exponentially, but also complemented the filter comfort – such as property with exquisite view, classic elegance, with hotel service.
Own editorial office for real estate fans
In 2021, a dedicated editorial team was set up for the Premium Living unit in order to also turn users into enthusiastic readers with a valuable blog.
Instead of copy paste, the entire editorial team is shaped into “All about Living” news with quality journalism and the blog enjoys high popularity with 40,000 readers and over 200 articles each month.
In 2022, the offer was expanded with international vacation properties – the focus here is on the 7 most popular destinations for users: Mallorca, Portugal, Italy, Croatia, the French Riviera, Greece and Switzerland.
Premium Living also inspires other major media in the luxury segment such as Leadersnet, Falstaff and the Cercle Diplomatique, where you can also find the offers embedded.
The platform is more than living and the clear market leader for luxury real estate in an owner-managed company.
A look into the future
2023 the focus on ECO real estates is directed – lasting living in the sense of our environmental resources – may not stop at the luxury, but must begin there, so the two founders.
In order to highlight the role models accordingly, we can reveal that a special award and an ECO icon are currently being developed.
Landlust: Luxury real estate in the countryside
Villa location: Luxury properties Villa location
For ski fans: Luxurious living for ski fans
Hotel service: Luxurious living with hotel service
Exquisite view: Luxurious living with an exquisite view
For golf fans: Luxurious living for golf fans
Classic elegance: Luxurious living in classic elegance