In the high-touch world of luxury real estate, there are nuances at play that can make or break a deal before a home even hits the market. High-end property and homes are much more than a place to hang your hat at the end of the day — they’re an investment, a commitment, and a lifestyle choice. So when a multi-million dollar stunner enters the scene, a sale demands more than a sign in the yard or a simple online listing. 

Luxury agents know that a price tag that turns heads is all about a curated strategy that tells a story, builds desire, and reaches the right audience with precision. And every piece of the marketing plan must work in harmony. We spoke to top-tier agent Kim Stevens, broker and chief visionary of Berkshire Hathaway HomeServices Pocono Real Estate, to ask about marketing strategies and her personal experience when working with listings at this level.

A luxury campaign involves several components: professional photography, videography, staging and presentation, compelling storytelling, a strong social media presence, broad exposure, and building trust between agents and buyers. For Stevens, the way real estate agents sell a lifestyle begins with the visuals. “The photo strategy is crucial,” she explains. “That’s the first step. Drone shots, aerial views, wide angles — everything needs to make visual sense. The order of the photos has to tell a story, just like walking through the house. What do you see when you enter? What comes next? It should all connect logically.”

Today’s buyers expect an immersive experience, whether through a screen or on the page. That experience starts with photography and videography that capture scale, craftsmanship, and lifestyle. From cinematic walk-throughs to sweeping aerial shots, high-end visuals are essential. Then comes staging, turning a house into an aspirational home with a deeper narrative.

When it comes to print, every inch counts, and appearing in Prestige magazine has become a vital part of Stevens’ marketing playbook. Since joining the Berkshire Hathaway HomeServices brand in 2018, she and her team has frequently leveraged the magazine to position her listings, and her brand, at the forefront of the luxury market.

“You have limited space in print, so you need to choose photos that really wow people,” Stevens says. “It’s not just about what you say — it’s where your ad appears, how it’s positioned, and who’s seeing it.” The quality of a magazine carries some weight and helps agents stand out as luxury leaders.

It all began with a one-of-a-kind equestrian property, Stevens recalls one of her first dealings with Prestige. “We named it ‘mini Yellowstone.’ It wasn’t very big but it was really beautifully situated — with a huge indoor horse arena and beautiful modern design.” 

That was five or six years ago. Since then, Prestige has remained a crucial part of Stevens’ strategy. She emphasizes that marketing begins with staging and continues through the narrative. “Seller insights are a really important component. We always begin with a really beautiful questionnaire, and ask the homeowners about their specific experience living there. They know the house, the nuances, and we take that very seriously. Then we weave those insights into a compelling story about the home.”

Stevens also highlights the importance of working with a global brand and the range and reach that makes a difference. “Something from Allan Dalton that he said, is that someone could be having breakfast in Brussels and be seeing your home,” she says, speaking to the brand’s international scope.

In luxury, details matter — and that includes the magazine itself. “The quality of the magazine itself speaks volumes,” Stevens notes. “It feels substantial, like opening a new Apple product. That weight, that size — it all adds to the experience.”

One memorable listing Stevens calls “the rustic castle on the hill” made a striking appearance in Prestige. Perched at the top of a winding drive, the home appeared on page 19 of a recent issue. As she describes, “You arrive by way of a steep driveway and as you crest the hill, this stone castle appears.” The magazine helped capture that magic and bring it to life.

In today’s digital-first world, the tactile quality of print might seem secondary. But for Stevens, Prestige isn’t just a tool — it’s a brand-defining piece of the puzzle. And in luxury real estate, that distinction makes all the difference.

• Compelling copywriting brings a home’s personality to life by evoking emotion and describing experiences, not just square footage and the number of rooms.

• Targeted digital advertising ensures listings reach affluent, often international buyers through geo-targeting tools. This gets a home in front of the right eyes.

• Social media presence enhances brand credibility and draws in aspirational viewers as well as an expanded global audience.

• Prestigious print outlets such as Prestige or Unique Homes add tactile value and elevate the listing’s perception.

• International reach matters, buyers may be thousands of miles away, so syndicating listings globally is essential.
• Personal branding positions agents as trusted advisors, selected not just for listings, but for the white-glove, expert experience they deliver.

In the spring issue of Unique Homes magazine, award-winning journalist Camilla McLaughlin explored the intricacies of high-end marketing in “Behind the Biggest Deals,” as well as how real estate agents sell a lifestyle.

Among those interviewed was Bob Hurwitz, founder and CEO of Hurwitz James Co., known for record-breaking sales. With over $3 billion in luxury listings across 13 countries, Hurwitz emphasized the importance of a layered, global approach. “Most significant is creating a multifaceted marketing campaign and strategy designed to bring the property to the attention of potential buyers globally and proactively.”

One sale involved a 600-acre oceanfront resort community in the Bahamas, including a 20,000-square-foot beachfront estate, which sold for $55 million. Another was a Parisian penthouse that closed at €45 million. For Hurwitz, the key isn’t just the sale—it’s showing that the price reflects the value, even if market analysis might suggest otherwise.

Marketing efforts often start before a home is even built. Nick Malinosky, founding partner of The Exclusive Group at Douglas Elliman, shared his approach to marketing the most expensive home currently for sale: 1960 S Ocean Boulevard in Manalapan, Florida, listed for $285 million. “The marketing strategy has been highly targeted, leveraging a mix of private showings, exclusive international outreach, and digital campaigns tailored to ultra-high-net-worth individuals,” he explains. “Showcasing the lifestyle and unique dual-waterfront setting has been a key focus.”