Search for “yacht broker” on LinkedIn and you'll find over 5,000 results. (Even more considering many may have other titles such as yacht consultant or yacht sales specialists, etc.). Search an MLS site like Yachtworld and you’ll find more than 85,000 listings. Search yacht builder directories and you’ll find more than 1,000 shipyards that could build yachts over 80’.
The yachting marketplace — with all it’s choices, players, and yachts available — is a landmine for yacht sellers (and buyers). Danger doesn't only come from the sea of choices in the market, but in the size of the market itself. An intelligence report from Yacht International mentioned that 516 super yachts were sold in 2018 worldwide. Yes, you read correctly, just 516 transactions of yachts over 80’ were conducted.
The fact that you’re reading this puts you in a small group: one of the few yacht sellers who are educating themselves to understand the fundamental new rules of this market. You know that because of the complexity of the market, you have to be prepared, informed, and conduct your due diligence.
While our intention of this book was purely educational, you may be interested in discussing how we can help you sell your yacht. For this reason, what follows is an outline of our plan to market and sell your yacht.
The breezeYachting.swiss Yacht Marketing System
Once we’ve prepared your listing (pre-listing survey, walkthrough video tour, 360 virtual tour, professional photos, mini-website, follow-up system) we then market your yacht using our Yacht Marketing System. This system is made of four phases:
Attract Potential Yacht Buyers
Here we promote your yacht over numerous channels to maximize its exposure, and ultimately, to attract potential yacht buyers. To accomplish this, not only do we just use Multiple Listing Sites (like YachtWorld.com and Yatco.com) we use Social Media channels such as Facebook, Instagram, YouTube and Twitter. As well, we use Internet Marketing Platforms like Google Adwords and Adroll to promote your yacht across thousands of websites. Beyond this, we also leverage our internal newsletter database containing 17,691 brokers, captains and buyers. Combined, all of these channels drive interested buyers to your yachts sales funnel.
Satisfy Them With An Attractive Sales Funnel
There is a law in marketing called the “Isolation Effect.” It states that when you present a product in isolation from competing alternatives, it’s more likely to capture attention, hold interest and build desire.
Now, compare this approach to leading multiple listing sites, where there are thousands and thousands of other yachts fighting for your buyers’ attention.
Because of this, one of the most powerful ways to make your yacht standout from the rest is to create its own dedicated-website. A website which acts like a sales funnel — that is, a site specifically designed and optimized for generating qualified leads to follow-up with. Moreover, it also behaves as a “point of focus” to constantly promote across social media, brokerage databases, traditional media, and other networks.
Communicate & Follow-Up To Get Viewings
When there’s genuine interest in your yacht, we immediately respond to an interested buyer or broker. Today, the average email response rate is just shy of 7%. For this reason, our Yacht Consultant follows up with your leads multiple times to increase your success rate. To do this, our Yacht Consultant uses a combination of Email, Phone, Text, Social Media Messaging, WhatsApp, and even Direct Mail to follow-up, follow-through and follow-back. Combined, these activities result in more viewings of your yacht.
We exclusively work together for 6 months minimum (with a performance review after 3 months) and the standard 10% fee for the services we provide you. With this arrangement, if another broker finds a buyer, we’ll deduct their commission from our total 10% fee (so you don’t pay any extra commission fees). If we don’t generate at least 30 leads per month, you have the right to cancel this agreement.
Simply, you only pay us if we get you results.
How We Will Sell Your Yacht
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