Not Your Grandma’s Marketing: Why Today’s Homes Need More Than MLS

^{The MLS Isn’t Enough Anymore}

^{There’s no question — the MLS is a vital tool in real estate. It ensures your home shows up on Zillow, Realtor.com, and Redfin. But in 2025, MLS alone is the bare minimum.}

^{Luxury homes in the South Hills of Pittsburgh — Mt. Lebanon, Upper St. Clair, Peters Township, Nevillewood, South Fayette, Bethel Park, and Southpointe — require more than basic photos and an MLS upload. Today’s buyers expect cinematic video, lifestyle branding, and social-first campaigns that make them fall in love with a home before they step through the front door.}

^{At Coulter & Castillo, we call this “not your grandma’s marketing.”}

^{The Old vs. The New}

^{Old-School Marketing (Grandma’s Version)}

• ^{Yard sign in the lawn}

• ^{15 static photos on the MLS}

• ^{Weekend open houses advertised in the newspaper}

^{This approach worked in the 1980s. It doesn’t work for today’s South Hills luxury buyers.}

^{Modern Luxury Marketing (Our Version)}

• ^{Cinematic video tours that bring homes to life}

• ^{Drone photography to highlight estates in Upper St. Clair or Peters Township}

• ^{Instagram reels and TikTok tours that stop the scroll}

• ^{Professional staging that turns every room into a showpiece}

• ^{Custom brochures and digital ads that elevate the property into a lifestyle brand}

^{Why MLS Alone Doesn’t Work}

^{1. It’s Reactive}

^{The MLS waits for buyers to search. Social-first marketing is proactive — it places your home in front of buyers on the platforms they use daily, whether they’re looking yet or not.}

^{2. It Misses Relocating Buyers}

^{Executives moving into Southpointe or Upper St. Clair may not even know which neighborhoods to search yet. They discover homes through digital ads, video tours, and LinkedIn — not by scrolling MLS listings.}

^{3. It Doesn’t Match Luxury Expectations}

^{A $1.5M Nevillewood golf estate deserves the same elevated marketing as a luxury property in Los Angeles or Miami. Buyers equate presentation with value, and average MLS photos don’t create that impression.}

^{Case Studies: Modern Marketing in Action}

• ^{Mt. Lebanon Stone Tudor: Marketed with a cinematic reel highlighting its storybook charm and walkability to Uptown. Multiple offers in under 48 hours.}

• ^{Upper St. Clair Estate: Drone footage emphasized privacy and expansive grounds. Video campaign drove 25+ private showings the first weekend.}

• ^{Bethel Park Colonial: TikTok reel showcasing the backyard and open kitchen went viral locally, creating 50+ showings in a single week.}

• ^{Peters Township Retreat: Professional staging and video positioned the home as a “private getaway.” It sold within days, over asking.}

^{Why South Hills Luxury Homes Deserve More}

^{Each South Hills neighborhood offers unique selling points that require tailored marketing:}

• ^{Mt. Lebanon: Historic charm, walkability, Blue Ribbon schools}

• ^{Upper St. Clair: Estate properties, country club living}

• ^{Peters Township: Spacious newer builds and family amenities}

• ^{Nevillewood: Prestigious golf course lifestyle}

• ^{South Fayette: Growing community with award-winning schools}

• ^{Bethel Park: Space, convenience, and suburban value}

• ^{Southpointe: Executive luxury living near corporate campuses}

^{To attract the right buyers, marketing must highlight both the home and the lifestyle.}

^{Why Coulter & Castillo Sets the Standard}

^{At the Coulter & Castillo Group, we’ve built a reputation as the top marketing team in the South Hills because we go beyond the MLS. Our strategy blends:}

• ^{PropertySpark award-winning social media campaigns}

• ^{Compass three-phase marketing (Private Exclusive → Coming Soon → Public Launch)}

• ^{Branding homes like luxury products (custom listing booklets, reels, and print pieces)}

^{This isn’t old-school marketing. This is elevated, modern, and results-driven.}

^{Conclusion: Stop Settling for Average}

^{If your Realtor’s marketing plan stops at “MLS + yard sign,” you’re leaving money on the table. In the South Hills, buyers expect more — and sellers deserve better.}

^{At the Coulter & Castillo Group, we consistently prove that modern marketing sells homes faster and for higher prices across Mt. Lebanon, Upper St. Clair, Peters Township, Nevillewood, South Fayette, Bethel Park, and Southpointe.}

^{👉 Don’t settle for outdated marketing. Work with the team raising the bar in Pittsburgh real estate. Contact us today.}