High-end real estate: how to attract an international clientele?

Sep 18, 2024

Beautiful white houses with trees in front

The high-end real estate market in Morocco is experiencing significant growth, particularly in cities such as Marrakech, Casablanca, Rabat, and Tangier.

With a pleasant climate, unique cultural richness, and modern infrastructure, Morocco is increasingly attracting foreign residents, investors, and affluent tourists seeking prestigious real estate. But how can one successfully attract this demanding international clientele?

Here are some keys to attracting foreign buyers and tenants interested in high-end real estate in Morocco.

Understanding the expectations of the international clientele

Before seeking to attract an international clientele, it is essential to understand what investors and foreign residents are looking for in luxury real estate. Here are some key points to consider.

Quality of services and amenities

International clients are often accustomed to high standards in terms of amenities and services. They seek properties offering a superior level of comfort: quality materials, refined finishes, and modern equipment.

A luxury apartment in Casablanca or a villa in Marrakech should include high-end amenities such as a private pool, a fully equipped kitchen, a gym, home automation systems, and 24/7 security services.

Location and living environment

Location is paramount for international clientele. Wealthy buyers and tenants generally prefer properties located in quiet, safe neighborhoods and close to amenities. Popular areas in Morocco include residential neighborhoods and tourist resorts, offering easy access to shops, restaurants, international schools, and leisure centers.

Highlighting properties located near iconic places, such as the Medina of Marrakech or the Corniche of Casablanca, can strongly attract the attention of foreign buyers.

Personalized services

In addition to the quality of the property, international clientele expects customized services. They often look for properties with included services such as concierge, housekeeping, garden maintenance, or technical upkeep. Offering these services can help you stand out in the market.

Showcasing the property's strengths

To attract an international clientele, it is crucial to highlight your property in a way that meets their expectations. This involves emphasizing the luxury features and strengths of the property.

Attention to presentation and decor

First impressions are often crucial. Refined and modern interior decor, using noble materials (marble, solid wood, etc.), can make a difference in the eyes of a foreign buyer. Do not hesitate to hire an interior architect or designer to give an elegant and contemporary touch to your property.

Tip: Opt for a sleek and neutral decor that will appeal to an international clientele with varied tastes. Focus on sober colors, clean lines, and functional layouts.

Taking professional photos and videos

International clients generally start their property search online. High-quality professional photos and videos are therefore essential to spark interest and encourage a visit. Hire a professional photographer specializing in real estate to capture the best angles, lighting, and space of your property.

Also offer a virtual tour or a "home tour" video. Foreign buyers will appreciate being able to discover the property remotely before traveling.

Creating a multilingual listing

To reach an international clientele, it is essential to create a multilingual real estate listing. Ensure that your listing is written at least in French and English, and consider including translations into other languages common among foreign investors, such as Spanish, Arabic, or German.

Your ad should be clear, precise, and detailed, highlighting the main points of the property: size, number of rooms, facilities, services, environment, and proximity to amenities.

Using the right promotion channels

To attract foreign clients, it is crucial to publish your real estate ad on the right channels and reach the appropriate networks.

International real estate platforms

List your ad on international real estate platforms specializing in luxury real estate. These sites, such as LuxuryEstate, Christie's Real Estate, or JamesEdition, are visited by wealthy clients looking for prestigious properties abroad.

Specialized real estate agencies

Collaborating with international real estate agencies can help you reach a broader clientele. These agencies often have contacts and partnerships abroad, which makes it easier to connect with potential buyers.

Choose agencies with solid experience in selling or renting luxury real estate in Morocco and that understand the specifics of foreign clientele.

Social networks and specialized sites

Social networks have become powerful tools for promoting luxury real estate. Create attractive posts and targeted campaigns on platforms like Instagram, Facebook, or LinkedIn to reach an international clientele. Use relevant hashtags (#LuxuryRealEstate, #MoroccoProperty) to maximize the visibility of your ads.

Participate in international real estate fairs

International real estate fairs are ideal meeting places to promote your prestigious properties. Events like the Moroccan Real Estate and Tourism Show (SMAP) or real estate exhibitions in Paris, London, or Dubai attract an international clientele interested in purchasing properties abroad. Participating in these fairs allows you to present your properties directly to potential buyers.

Offering an unforgettable viewing experience

When an international client is interested in a property, the viewing experience can be decisive. Here’s how to organize it to make it memorable.

Preparing the property for viewing

Before each viewing, ensure that the property is impeccable: cleaning, tidying up, highlighting spaces, and staging with some decorative touches (flower bouquets, dimmed lights, etc.). The goal is to allow the visitor to project themselves and feel a true "crush".

Offering personalized services

Providing personalized services during the viewing can make a difference. For example, you can organize a private tour with a guide who presents the neighborhood and city’s highlights, or even offer a consultation with an interior designer to consider possible adjustments.

For example, if the client wishes to learn more about purchasing formalities for foreigners, be prepared to provide information and connect them with experts (notary, legal advisor, etc.).

Conclusion: Luxury real estate in Morocco, a burgeoning market

The high-end real estate market in Morocco is attracting more and more international investors looking for exceptional properties.

By understanding the expectations of this clientele, showcasing your property with quality equipment and services, and promoting it on the right channels, you maximize your chances of attracting foreign buyers or tenants.

Looking to sell or rent your high-end property? Discover how Housing Place can help you reach a demanding international clientele and enhance your prestigious property in Morocco.