Behind the Marketing:
Positioning a Vermont Luxury Home
A closer look at how the Brian Boardman Group combines property expertise, professional storytelling, targeted advertising, and industry connections to market distinctive Vermont homes.
A Coordinated Approach
Every luxury property has a story, and communicating it well is central to its marketing strategy. The Brian Boardman Group at Coldwell Banker Hickok & Boardman works with the brokerage's in-house marketing team to turn that understanding into a coordinated campaign.
property story
video & creative
& Agent outreach
& adapt
1. Position the Property
We begin by identifying what makes the home distinctive and how best to communicate its value. Architectural design, craftsmanship, natural light, privacy, waterfront access, and the relationship between indoor and outdoor spaces can shape how a property is presented.
Professional architectural photography and cinematic video help tell that story. Brian and the team contribute their understanding of the property and luxury market; Coldwell Banker Hickok & Boardman's marketing professionals develop the visual presentation.
2. Build a Coordinated Luxury Marketing Campaign
A luxury marketing strategy provides multiple opportunities for interested buyers to discover and explore a property. Campaigns combine listing-specific promotion with ongoing luxury and waterfront advertising.
3. Extend Exposure Through Professional Networks
Digital promotion is only one part of the strategy. The Brian Boardman Group collaborates with more than 80 Coldwell Banker Hickok & Boardman Agents throughout Northern and Central Vermont and draws on the broader Coldwell Banker network.
In one completed luxury marketing campaign, property details and a video were shared with Certified Global Luxury Specialists throughout New England, generating a strong reported email open rate.
4. Measure, Evaluate, and Refine
Luxury marketing does not end when a listing goes live. The marketing team monitors advertising activity, video engagement, and online property views. Campaigns can be adjusted based on seasonal conditions, audience response, and the property's positioning.
Marketing reports help sellers understand how their listing is presented and discovered throughout the campaign.
A completed luxury waterfront campaign illustrates the range of resources available through the Brian Boardman Group and Coldwell Banker Hickok & Boardman.
The advertising figure includes ongoing campaigns featuring multiple properties, with the highlighted home prominently positioned on relevant landing pages. Individual-property advertising impressions cannot be isolated from those broader campaigns. These figures represent different marketing activities, not unique buyers or inquiries. Results are not guarantees of future performance.
Experience Behind Every Decision
Marketing is most effective when it connects an understanding of the property with the resources needed to present it thoughtfully. Brian Boardman and his team provide local market knowledge, property positioning, and seller representation. Coldwell Banker Hickok & Boardman's in-house marketing professionals provide specialized creative, advertising, and digital support. Its regional Agent relationships and the broader Coldwell Banker network extend opportunities for exposure and buyer connections.
The result is a coordinated approach built around the property, supported by real marketing experience and ongoing attention throughout the listing period.