How to Market Ultra-Luxury Properties to International Buyers

If you’re selling a luxury property in Beverly Hills, your future buyer might not live in Los Angeles—or even the United States. International buyers are actively seeking homes in this iconic market, drawn by its reputation, lifestyle, and long-term value. To connect with them, you need more than just a great listing; you need a global strategy tailored to high-net-worth individuals across borders.

International luxury buyers are not a monolith. A buyer from London looking for a pied-à-terre in Los Angeles has very different priorities than a family relocating from Dubai, or an investor from Hong Kong expanding a portfolio. In Beverly Hills, international clients often seek properties that offer security, privacy, and brand recognition, but each demographic brings its own preferences, transaction expectations, and lifestyle priorities.

Knowing who your most likely buyer is—and tailoring your approach accordingly—is the foundation of effective global marketing. This starts by analyzing past international sales in Beverly Hills and tailoring the marketing message to match what global buyers are looking for, whether it’s gated estates, renowned architecture, top-tier schools, or access to luxury shopping and dining.

Having a high-quality listing is non-negotiable when targeting international buyers. Professional photography and video should meet international luxury standards, with a focus on high-definition visuals, cinematic storytelling, and detailed property features that resonate across cultures.

Virtual tours and video walkthroughs are critical for buyers who may never set foot on the property until closing. Drone footage, 3D tours, and interactive floor plans allow prospective clients to explore the home from abroad. If the property has design pedigree, such as being designed by a renowned architect or previously owned by a celebrity, highlight that early and often. Global buyers often associate Beverly Hills properties with legacy and brand appeal, and those details help distinguish one estate from another.

Multilingual marketing materials are also a valuable asset. Offering brochures, listing pages, and video subtitles in languages such as Mandarin, Spanish, or Arabic improves access and signals professionalism.

Marketing luxury real estate to international clients requires more than just listing on the MLS or a U.S.-centric portal. To reach serious buyers abroad, listings need exposure on platforms with global reach.

In addition to premium placements on websites like Mansion Global, JamesEdition, and the international section of Sotheby’s and Christie’s, social media advertising can be geo-targeted to reach high-net-worth individuals by region. Paid campaigns on platforms like Instagram and YouTube allow agents to showcase high-quality listing videos directly to audiences across the world.

Additionally, your agent should partner with international real estate portals and use Google Ads with geo-targeting to help ensure your property shows up in the search results of international buyers actively looking for homes for sale in Beverly Hills. Syndication to global networks through platforms like ListGlobally can instantly translate listings into dozens of languages and feature them on property portals used across Europe, Asia, and the Middle East.

For many international buyers, purchasing in Beverly Hills is about buying into a lifestyle and securing long-term value. That’s why it’s important to showcase what life in Beverly Hills actually looks like.

High-quality marketing materials should spotlight proximity to globally recognized landmarks like Rodeo Drive, The Beverly Hills Hotel, or top-rated private schools. Details such as climate, year-round entertainment, and access to LAX with private terminals (like Signature Flight Support) are all important selling points.

For buyers looking at long-term returns or wealth preservation, emphasize market trends, rental potential, and property tax advantages. Including data on appreciation rates and comparative luxury markets can help position Beverly Hills real estate as both a lifestyle choice and a smart financial move.

Selling to international buyers demands a seamless, high-touch experience tailored to clients navigating foreign regulations and unfamiliar markets. From arranging virtual showings across time zones to facilitating connections with legal, visa, and tax professionals, every detail matters. That’s why partnering with an agent who understands these complexities is critical.

An experienced agent will guide you through cross-border financing logistics, international wire protocols, and compliance issues such as the Foreign Investment in Real Property Tax Act (FIRPTA). With the right team—escrow officers, attorneys, and international advisors—on board, the transaction becomes more efficient, more secure, and far more appealing to discerning global buyers. It’s this level of support that sets a listing apart and ensures the process smoothly proceeds from offer to close.

At the ultra-luxury level, Beverly Hills is already a globally known brand. But what makes the difference is how you position your specific listing within that world. Is it a modern architectural estate with unobstructed views of the city? A gated legacy compound with celebrity provenance? A smart home with wellness amenities, perfect for a global executive?

By curating your listing’s identity and tailoring it to global buyer interests, you help create emotional resonance and urgency—two elements that drive sales at this level.

Successfully marketing ultra-luxury homes to global buyers takes deep local knowledge, strong international networks, and a client-first approach. Whether you’re listing a legacy estate or searching for the perfect international buyer, The Umansky Team offers a proven track record in global luxury and deep expertise in the Beverly Hills real estate market. Reach out today to learn how your property can stand out on a worldwide stage.

_{*Header photo courtesy of The Umansky Team}