GLOBAL LUXURY ADVERTISING PLAYBOOK
For Marketers Supporting Agents in the Global Marketing Program
Your Guide to
SMARTER ADVERTISING CONVERSATIONS
This playbook complements the Global Marketing Program digital brochure and serves as a practical companion for marketers supporting agents.
Inside, you’ll find conversation starters, data points and scripts to help agents connect premium advertising to seller value and measurable results.
START WITH DISCOVERY –OPEN THE CONVERSATION STEP 1
Agents respond best when they feel understood. Always begin with curiosity, asking questions that uncover their priorities and pain points.
SMART QUESTIONS TO ASK AGENTS
“What do you usually highlight to sellers to show how you market a listing?”
“Do you feel your listings are getting seen by the right buyers or just a broad audience?”
“Are you more focused right now on attracting buyers, impressing sellers or building your brand?”
GOAL
Get the agent talking about what matters most to them so you can connect advertising as the solution.
STEP 2
POSITION THE VALUE OF ADVERTISING
Once you understand the agent’s goals, connect advertising to what matters most – winning listings, reaching the right buyers and proving results.
WIN LISTINGS
Sellers are more likely to choose an agent who offers premium advertising.
REACH BUYERS WHERE THEY ARE
98% of affluent buyers browse online daily, across multiple devices1.
PROVE ROI
Our campaigns outperform industry benchmarks (CTR 0.12-0.14% vs. 0.09%)2.
BUILD CREDIBILITY
Premium placements and publications elevate the agent’s brand.
EXAMPLE SCRIPT
“Advertising isn’t just about exposure; it’s about giving you a competitive edge. Our campaigns consistently deliver above-industry engagement, so your investment produces measurable results that strengthen your visibility in a crowded luxury market. And the best part? You’ll have hard proof to show sellers that you delivered on your promise.”
STEP 3
RECOMMEND TARGETING STRATEGY
Targeting is the secret sauce of advertising. Keep it simple but powerful – show how precision drives performance.
STRATEGIC APPROACHES
GEOGRAPHY
Feeder markets, affluent ZIP codes, global hotspots, high-demand metros.
DEMOGRAPHICS
Age, income, net worth, ownership stage, life stage, household composition.
LIFESTYLE INTERESTS
Yachting, travel, art, wellness, wine, design, equestrian, architecture.
BEHAVIORAL/ RETARGETING
Re-engage audiences showing intent (only for multi-month campaigns, a great way to position the value of longer-term campaigns).
AGENT VALUE STATEMENT
“Targeting ensures you’re not wasting money on the wrong audience; every ad dollar is focused on the right buyers for your property.”
STEP 4
PRESENT CAMPAIGN OPTIONS
Here’s how to present our top campaigns with clear benefits, insights and seller-facing script examples. Each connects directly to agent priorities: visibility, credibility and measurable results.
1 MILLION IMPRESSIONS CAMPAIGN
Premium Credibility: WSJ, Forbes, NYT.
Broadest Reach: Works across mobile, tablet and desktop.
Flexible Durations: Can start as short as two weeks.
End Goal: A significant lift in qualified website traffic and listing views.
Important Note: The campaign delivers the right audience, but the listing website must convert that traffic into inquiries. A user-friendly site with strong visuals, detailed property information and clear lead-capture options maximizes ROI.
Example Script: “This is our most popular campaign because it gives you massive reach on premium sites sellers instantly recognize. It’s a powerful proof point in a listing presentation; it shows sellers you’re giving their property exposure where it matters most.”
Reporting Angle: “The reporting shows exactly where your property appeared and how many people engaged. That’s gold for your next buyer presentation.”
Campaign Duration Angle (Trial/Test): If an agent is hesitant to commit to a full 3-month campaign, highlight our new flexible duration option – a 2-week campaign starting at just $900. This short-term trial provides a low-risk way to experience the value and early momentum of the 1 Million Impressions campaign.
“If you’d like to see how the campaign performs before going all in, consider our new 2-week option starting at $900. It’s a great way to test results, get real engagement and build confidence before expanding to a longer campaign.”
SOCIAL MIRROR ADS
What It Is: Extends social posts into paid website ads – authentic yet powerful.
Best Fit: Video or high-quality social content.
Example Script:
“If you’re already creating great content, this campaign takes it further – putting your posts in front of targeted luxury buyers, not just your followers. It keeps your authentic voice but delivers it with the power of paid reach.”
Reporting Angle:
“Unlike organic posts, you’ll see exactly how many clicks, views and engagements these ads delivered to your listing site.”
GOOGLE ADS (SEM / PPC)
What It Is: Paid search ads appearing the moment buyers search.
Best Fit: Capturing high-intent leads.
Important Note: Google ads perform best when combined with awareness campaigns like social mirror ads or impression campaigns. These build visibility first, while search ads capture high-intent leads ready to take action.
Example Script:
“Imagine a buyer searching ‘Luxury homes in San Francisco’ – your ad shows up at that exact moment of interest. It’s one of the fastest ways to reach motivated buyers who are ready to act.”
Reporting Angle:
“We’ll see which search terms and geographies drove results – insights you can reuse for future listings.”
CONNECTED TV (CTV)
What It Is: Ads that appear on streaming platforms and smart TVs – giving agents a way to reach buyers and sellers as they watch their favorite shows.
Best Fit: Brand visibility and awareness in local markets.
Why It Works: Combines the impact of TV with the precision of digital targeting, helping agents stay top-of-mind with high-intent audiences. In fact, 51% of global marketers plan to increase CTV spending this year; and 46% of adults watch TV on a connected device daily.
Example Script:
“Connected TV helps you reach local buyers where they’re already watching. Your ad appears on premium streaming channels, making your brand stand out in front of qualified, engaged viewers.”
PREMIUM PUBLICATION PLACEMENTS
What It Is: Access to 35+ luxury publications across design, travel, finance, yachting, equestrian, fine wine and more.
Why It Matters: Ultra-targeted audiences that align with unique properties (e.g., estates, vineyards, waterfronts).
Affordability: Significantly more cost-effective than buying direct. Because we’ve established partnerships with premium publications, agents gain access without the large upfront spend, making it easy to get your foot in the door with world-class exposure.
Affordable Examples:
• Jawai (Asia marketplace): $675
• Boat International E-Newsletter: $750
• Yachts & Yachting Digital Campaign: $875/month
• Mansion Global Homepage Hero: $650/month
• JamesEdition.com Instagram Post: $800
• Ocean Home Magazine: $750 e-newsletter / $675 FB Post
• Nob Hill Gazette E-Newsletter: $500
Example Script (Price): “Premium exposure doesn’t always mean premium pricing. Through our program, you can place a property in world-class publications for a fraction of the cost.”
Example Script (Audience): “We can also get precise. If you’re marketing a coastal estate, we can place it in yachting and travel publications that reach the exact type of buyers your seller is hoping for.”
EXCLUSIVE MEDIA PARTNERS
This quick-reference guide helps you match the right publication to the right listing. Each partner offers unique advertising opportunities – from digital-only packages to combined print, newsletter and social exposure.
Use this publication list when guiding agents toward placements that best align with their property’s story, target audience and marketing goals.
FINANCIAL & NEWS
• The Wall Street Journal
• Mansion Global
• Financial Times
• The New York Times
• Crain’s New York Business
• Chicago Tribune
INTERNATIONAL
• Country Life
• Asia Tatler
• Juwai
• PropGOLuxury
• Propriétés Le Figaro
• Simply Abu Dhabi
• Condé Nast (GQ, Vogue, Vanity Fair, etc.)
LIFESTYLE
• Billionaire Magazine
• Robb Report
• JamesEdition
• Elite Traveler
• Modern Luxury
• Dwell
• Luxe Interiors + Design
• Ocean Home
• Private Air Luxury Homes
• DuPont Registry
• Unique Homes
• Decanter (Wine)
• The Real Deal
• Nob Hill Gazette (SF & Silicon Valley)
SPECIALTY & NICHE
• Boat International
• Cruising World
• Sailing World
• Yachts & Yachting
• Equestrian Living
• The Plaid Horse
• Horse & Rider
• Practical Horseman
• Land.com
• The Land Report
CAMPAIGN OPTION WRAP-UP
Each campaign offers a different path to results – from broad visibility to precise targeting.
Encourage agents to choose based on their goal: exposure, engagement or credibility. Advertising isn’t a one-size solution; it’s a scalable toolkit for luxury success.
STEP 5
REPORTING, DATA AND OPTIMIZATION
Why It Matters: Reporting transforms advertising from a one-time spend into a repeatable, data-driven advantage.
Core Benefits:
1. Proof for Sellers: Professional reports you can drop right into a seller presentation.
2. Optimization (for multi-month campaigns): Campaign adjustments based on what’s working.
3. Future Strategy: Learnings about ZIP codes, demographics and behaviors that can inform farming and prospecting.
4. Differentiator: Most agents can say “I market your home.” Few can prove it with data.
EXAMPLE SCRIPTS
“Every campaign comes with a detailed report you can share directly with sellers. It proves their property got premium exposure.”
“Each campaign builds a knowledge base that makes your future marketing even stronger.”
STEP 6
STORYTELLING AND PROOF POINTS
Stories make advertising credible.
Coastal Estate
Example: Increased from 200 to 1,800+ views – an 8X boost in qualified listing traffic through targeted digital exposure.
Urban Luxury Development
Example: Achieved 80% sales within months of launching a multi-market impressions campaign.
International Developer
Example: Transitioned entirely to digital advertising after consistent performance and ROI growth across markets.
Waterfront Estate
Example: Sold directly to a qualified buyer who discovered the property through targeted digital ad placements.
CTR Proof: Industry average 0.09%; Global Luxury campaigns consistently deliver 0.12 to 0.14% – over 40% higher clickthrough performance.
Show Report Example: Campaign wrap-ups are both seller-facing and agent-facing proof. Reach out to your local Luxury Marketing team for a campaign report example to show agents what they will receive once the campaign is over.
STEP 7
POSITIONING THE MARKETING TEAM
Agents worry about time and complexity. Eliminate that concern.
We’re Your Marketing Team: We handle targeting, setup and reporting with our advertising partner.
One-Stop Shop: Agents only need to approve and pay; we handle the rest.
Professional Reporting: Campaign reports double as seller and listing presentation material.
EXAMPLE SCRIPT
“You’ve got a full marketing team behind you – we handle strategy and details with our advertising partner so you can stay focused on your clients.”
OBJECTION HANDLING STEP 8
Agents will always hesitate at some point. The key is to validate their concern, then reframe it into an opportunity.
OBJECTION 1
“IT’S TOO EXPENSIVE.”
Reframe Cost vs. Commission: “A $650 ad is less than 0.05% of one $2M sale.”
Show It As an Investment in Winning Future Listings: “This isn’t just about one property, it’s about having a powerful proof point for every seller you meet.”
Data Hook: Our campaigns deliver 30-50% better performance than industry averages – that’s quantifiable ROI you can’t get on your own.
• Industry benchmark (CTR 0.09%)
• Global Luxury Program campaign results (CTR 0.12-.14%)
OBJECTION 2
OBJECTION 3
“I DON’T KNOW IF IT WORKS.” “I ALREADY USE SOCIAL MEDIA AND THE MLS.”
Proof: “Every campaign comes with a seller-facing report that shows impressions, clicks and placements. It’s hard data you can hand directly to your client as proof of performance.”
Case Study: See Step 6 for ideas.
Marketing Team Value: “That’s why you don’t do this alone. Our team has run these campaigns across markets and price points. We know what works and what doesn’t. We guide you on creative, messaging and user experience so your advertising investment translates into measurable results.”
Start Small: Recommend a test campaign to build confidence. Most impression campaigns begin with a two-week minimum, while standard campaigns start at 30 days. Suggest a one-month run as an effective trial period – it’s long enough to gather meaningful data and demonstrate real performance results.
MARKETER INSIGHTS
Proof (for agents): “Social media and MLS are important, but they only take you so far. Advertising expands your reach beyond followers and MLS lookers, putting your listings in front of high-networth buyers.”
Marketing Team Value (for positioning): “Our role is to help you go beyond your current sphere of influence. Advertising works hand-in-hand with your social and MLS, giving you reach you simply can’t get on your own. We know which platforms perform best for luxury buyers and we manage the process so you don’t have to.”
Expectation-Setting: Always set clear expectations with agents. Advertising delivers qualified traffic, but it can’t guarantee inquiries or sales on its own. The landing page experience – property site quality, visuals and lead-capture options – plays a major role in conversion. Strong creative drives clicks, but the website must convert those clicks into leads. Framing this up front prevents disappointment and builds long-term trust with agents.
Campaign Durations: Longer campaign durations (60–90 days) consistently outperform short-term runs – each additional week compounds data and improves optimization. Encourage agents to start small if needed, but share that sustained campaigns typically produce the strongest, most meaningful ROI and seller-facing results.
GLOBAL LUXURY ADVERTISING PLAYBOOK
