How do you market a luxury home in Scottsdale?

A luxury home in Scottsdale is marketed with professional photography, drone and walkthrough video, a 3D walkthrough, paid and retargeted Meta ads, and advertising in outlets chosen for the home. On my listings that also means a staging consult, showings logged in a synced lockbox, a weekly update to you, and a monthly CMA refresh.

I'm Jen Keene, a REALTOR® with eXp Luxury in Scottsdale, AZ, helping sellers prepare, price and market their homes. I've been in real estate for more than 20 years and have sold roughly 300 homes.

I'm the agent you call at every stage of your life.

I'm leaving out the basics here and sticking to the parts of a luxury campaign you can ask for and check. Here's my page on how selling works in Arizona, and here's my guide to selling a home in Scottsdale.

The photos, video and 3D walkthrough record the home as it stands that day, so preparation comes first. My listings include a staging consult, and for most homes the work is decluttering, cleaning and putting things away. A vacant home, or one where the furniture works against the space, is the exception.

If you're moving after the sale, I connect you with a senior move company that walks the home with you room by room before it goes on the market. You pay the mover yourself. After you sign the listing agreement, I also tour the next place with you.

Disclosure paperwork is part of getting ready too, and here's what a seller discloses in Arizona.

Each format shows something the others don't. Professional photography shows the rooms and the details. Drone photography shows the lot, the house on it and the setting around it, and I include it on homes of $400,000 and up. Walkthrough video shows how the rooms connect, and a 3D walkthrough lets a buyer move through the home online whenever they like.

Drone work has rules, so ask who is flying. Under 14 CFR 107.12, a person who manipulates the flight controls of a small drone under the FAA's Part 107 rule needs a remote pilot certificate, or has to be under the direct supervision of a remote pilot in command. Arizona's drone statute, A.R.S. 13-3729, makes it a class 1 misdemeanor to operate a civil unmanned aircraft in violation of federal aeronautics law, and it defines civil unmanned aircraft to include business use. A shoot for a listing is paid work, so ask the photographer to show you the certificate, and ask whether the person at the controls is the certificate holder or is working under one.

The City of Scottsdale's airport page says drones as a general rule can't be flown within five miles of a towered airport without agreement from the air traffic control tower. The FAA's rule is written in terms of airspace, and 14 CFR 107.41 says no one may operate a small drone in Class B, Class C or Class D airspace, or within the lateral boundaries of the surface area of Class E airspace designated for an airport, without prior authorization from air traffic control. The same city page says drone operators use the Low Altitude Authorization and Notification Capability, known as LAANC, to request airspace authorization.

So if your home is near an airport, three questions come before the shoot: who is flying, does that person hold the certificate, and how did they check the airspace for your address and get authorization. Put the answers in your marketing plan, and if one is missing, the flight should wait until it's settled. If your home is in an HOA, ask for the community's drone rules before the shoot.

The list price is one of the first things we settle, and after launch I refresh the CMA every month, so the price gets looked at again against what has sold and what has come on the market. If the price or the timeframe you want is unreasonable, I tell you before you sign, not after. I walk away from a listing in that case, and I say so up front.

On timing, ask when the photos, drone shots, video and 3D walkthrough will be finished, so you know whether the listing goes live with all of it in place. If you're weighing the time of year, here's when to sell a house in Scottsdale.

The listing goes into ARMLS, the Arizona Regional Multiple Listing Service. According to ARMLS, your broker decides where listings go through Flexmls, and all syndication options must be opted in. So the sites that receive your listing are a choice your broker makes, and you can ask for that list in writing.

For homes of $500,000 and up, my paid advertising includes Meta ads, both paid and retargeted. Luxury listings with me also get eXp Luxury, Wall Street Journal and Robb Report advertising. Ask for the outlets and dates in writing so you can check each placement as it runs.

I use a synced lockbox that logs every showing and pulls agent feedback in automatically, so nobody has to chase it down. I don't take listings with limited showing windows, because a buyer can't buy a home they can't see.

You get a weekly update from me while the home is listed, and I refresh the CMA each month. Ask to see an example of the update before you sign, and ask how often the price is reviewed against it, so the weekly update and the monthly CMA refresh work from the same showings and feedback.

A campaign you can check is one that is written down. Before the listing goes live, ask to see these in writing.

• The media: professional photography, drone, walkthrough video and 3D walkthrough, who produces each, and when each will be finished.
• The drone pilot: who is flying, whether they hold a remote pilot certificate, and how they handle airspace for your address.
• The price and the review schedule: the list price, the sales behind it, and the CMA refresh dates.
• The advertising: the Meta ads, and the eXp Luxury, Wall Street Journal and Robb Report placements with dates.
• The listing sites: where ARMLS sends the listing, since your broker chooses.
• The showing terms: how showings are scheduled, logged and followed up.
• The weekly update: what it includes and when it arrives.

You'll also want to know who pays the buyer's agent, and here's how that works in Arizona.

• Going live before the media is finished. A listing with photos only and the video promised for later gives buyers an incomplete first look.
• Vague promises. "National exposure" with no outlet named and no date can't be checked, and names and dates can.
• Limited showing windows. A buyer can't buy a home they can't see.
• A price with no review date. I set the price once and then review it against new sales every month.
• Not asking about the drone. The pilot's certificate and the airspace check are easy to ask about before the shoot and harder to sort out after.

If you're thinking about selling, start with a conversation about the home, the timeframe and where you want to live next. I'll walk through the campaign above for your home, including the media, the drone questions and the listing sites, and tell you before you sign if the price or timeframe doesn't work.

Call me at (480) 203-6605 or get in touch.