Part 1
Reaching international buyers is
increasingly becoming a significantly component of your luxury real
estate marketing practice. For that reason it is important to
understand what luxury means to those in foreign countries because it
can vary dramatically. But, what you will find is a common thread
shared between luxury real estate buyers worldwide. Thoroughly
understanding this universal principle can help you accelerate the speed
of trust with all new clients and also can give you a tremendous
competitive edge.
In our own strategic branding practice
for luxury real estate agents and brokers worldwide we constantly look
for new definitions of luxury. We found this very profound definition
in the primary title of a book written by Jean Philippe Warren,
professor of sociology and anthropology at Concordia University in
Canada: Le Supplément d’ âme (“the supplement of the soul”). We
interpret this as “that which feeds or adds to the soul”.
And, herein lies, the universal
principle that can help you understand luxury buyers and better speak
their language. You need to determine, what feeds the soul of your
client!
In this article series we will provide
you with the clues to watch for when you first meet your luxury buyer by
phone, via email or in person. Identifying this vital value profile can
propel you to make more sales and exponentially expand your referral
base. Stay tuned for Part 2 of this series!
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