Luxury Real Estate Marketing Tip: Luxury is a Soul Supplement
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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