What do luxury homebuyers expect from your marketing efforts? your brokerage? what words resonate with them when reading listing descriptions? See below for the top trends of the affluent, pulled from the Harrison Group Survey and “Rich Buyer, Rich Seller,” revised edition, by Laurie Moore-Moore with the Institute of Luxury Home Marketing.
–What Do Luxury Consumers Expect from Marketing?
- 80 percent think it’s very important or extremely important for their home to be represented using professional, high-end materials.
- 83 percent think it’s important or extremely important for their home to be represented on an elegant, attractive website.
- Nearly half think newspaper and magazine advertising is extremely important.
•14 percent of sellers of luxury homes changed agents in the middle of the process
–What Do Luxury Consumers Expect from a Brokerage?
- 82 percent want a company to be a part of a strong network.
- 77 percent want a company to have a strong online presence.
•57 percent of luxury buyers were very satisfied with their agent.
–The Top Five Words that Resonate with the Affluent
- Honest
- Intelligent
- Reliable
- Loyal
- Knowledgeable
•The Top Five Words that Do Not Resonate with the Affluent
- Luxurious
- Cheap
- Trendsetter
- Gambler
- Socialite
*Information from the Harrison Group Survey and “Rich Buyer, Rich Seller,” revised edition, by Laurie Moore-Moore with the Institute of Luxury Home Marketing.