High quality, experiential lifestyle content is a must for selling to affluents, especially in the real estate vertical
Having worked with the affluent and super-affluent segments for luxury real estate clients including Kiawah Island, Christophe Harbour St Kitts, and The Cliffs, we’ve been at the forefront of the changing landscape of how affluents use the web and web-based devices.
While what Tiffany has captured here in her article isn’t specific to marketing communities or developments, one core message resonates within the solutions we’ve built for our clients: lifestyle and content marketing is one of the essentials to a luxury ‘ask’.
[Affluents are] increasingly likely to buy a property based solely on what they see online, especially if they’re from outside the U.S. So upscale homes are often advertised via glossy websites stocked with detailed floor plans, Hollywood-caliber videos and aerial photos taken by drones.
"The whole experience is only going to improve. It's good right now, but it's headed towards great."
“When you’re selling a house like this, what they’re looking for is lifestyle, not specifics,” Kramer said. “We’re in the want business, not the need business.”
Read the article here: Marketing luxury homes requires luxurious efforts
Yates, Managing Director, Client Solutions and Strategy, works alongside eHouse Studio's clients to design digital experiences at the intersection of brand, customer, and revenue gen strategies.