29 Oct Introducing New Era of Luxury for the New Luxury Buyer
“While each market certainly has its own nuances, one trend has become very apparent in the luxury real estate market: it’s all about the ‘experience.’” – Appraisal Buzz
Historically, luxury real estate development was all about more – bigger and better swimming pools, lavish materials and fine craftmanship, extravagant on-site amenities, majestic and fullyoutfitted common areas. While exceptional design quality and sophisticated on-site amenities are still of the utmost importance for luxury buyers, an ever-increasing number place greater emphasis on experiences that bring the amenities and communities to life. For example, a well-designed clubroom is a fantastic component of any new address, but it’s only when the activities director brings in a popular local chef for a catering demonstration or transforms the space for an elegant New Year’s gala that residents truly appreciate its value.
Developers have quickly embraced this trend and begun reimagining the residential experience through thoughtful executions and partnerships with recognized luxury brands…which is where United Landmark Associates’ 30+ years of branding and advertising experience comes into play. The experts at ULA help play a role in envisioning experiential partnerships for luxury real estate and hospitality clients, and consistently and successfully leverage these new offerings to create a compelling brand and communicate a competitive edge that sets developers apart in their respective markets.
We have put together a selection of high-profile examples that show how real-estate developers can appeal to the experience-seeking buyer, and how ULA brings these elements to the forefront of a project’s advertising and marketing efforts.
Discover a City with On-Site Concierge Services
One of the preferred routes for a developer seeking to incorporate an “experience” component into their offering is to bring in a full-service concierge (or a concierge team) with connections to the finest destinations, restaurants and landmark events in town. An on-site concierge is a thoughtful addition these residents may typically expect to find in a glittering five-star resort, brought right into their private for day-to-day inspiration and advice.
At Elysee, an all-new condominium tower soaring to completion on Biscayne Bay, an “Attaché” powered by leading lifestyle service Luxury Attaché will curate experiences for residents that put them in touch with metropolitan Miami’s finest arts, dining, health, wellness, fashion, boating. This is a fantastic approach for high-end developers, as successfully activating the local lifestyle to satisfy resident’s unique, refined tastes and interests further distinguishes their project from competitors.
Take Flight with Successful Brand Partnerships
In the past, ULA has also coordinated and positioned custom partnerships between luxury developments and affluent brands. These established brand connections provide the experience-oriented buyer with recognizable, sophisticated expectations for their new residence and accompanying lifestyle.
“Private luxury meets private aviation… THE LAUREL & WHEELS UP TAKE TO THE SKIES”
Our Philadelphia client The Laurel Rittenhouse Square and renowned private aviation club Wheels Up recently announced the successful take-off of their all-inclusive partnership. The Laurel x Wheel’s Up partnership rewards Laurel buyers who have committed to their contract before a certain date with a limited-time club membership, which includes exclusive access to Wheel’s Up on-demand aviation services for more than a year.
This collaboration represents a new, contemporary luxury amenity that will launch the lifestyle of future Laurel residents to new heights, and pique the interest of aviation enthusiasts as well. The partnership is beautifully and expertly leveraged through the development of aviation-driven ads, social media posts and more that appeal to the existing demographic as well as those seeking residential opportunities with inclusive access to private aviation.
“YACHT BASIN AT YOUR DOORSTEP, CLUB PRIVILEGES AT YOUR FINGERTIPS”
Even optional partnerships serve as strong purchase motivators for the sophisticated buyer. In Sarasota, the Auteur condominium tower enjoys an ideal waterfront location with a yacht basin and marina right on its doorstep. One of the project’s most unique selling propositions – its accessible boating lifestyle – generated a unique opt-in partnership that appeals to an exciting new demographic.
Auteur residents who enjoy boating or are keen to take advantage of the tower’s proximity to Sarasota’s beautiful waterways and surrounding islands and beaches may include an optional Barton & Gray Mariner’s Club membership when they sign a contract. These Auteur x Barton & Gray members will enjoy captained and catered yachting excursions on a full fleet of classically-styled Hinckley yachts, in addition to a private calendar of Barton & Gray’s seasonal events.
ULA continues to bring this custom partnership to life through a blend of digital and traditional content, from boating-oriented blogs to direct mail pieces specifically distributed to boaters in surrounding high-income ZIP codes.
INTERESTED IN MAKING YOUR BRAND STAND OUT FROM THE CROWD?
United Landmark Associates is a full-service agency that offers an array of complementary capabilities – jaw-dropping creativity, cutting-edge digital expertise, technical flair and, above all, a deep understanding of luxury real estate and hospitality.
A tenacious commitment to each client’s success is at the core of everything we do. That’s why we have a track record spanning more than three decades, delivering results that have transformed city skylines and consistently surpassed the clientele’s most vivid expectations. Contact us today to enter a new era of luxury marketing.
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