Developers, builders and sales teams realize that the key to success is identifying your key audiences, effectively engaging them, and converting those leads into actual sales. Real Living Productions has identified emerging trends in buyer behaviors that we see impacting the luxury market of the immediate future.

1. The Luxury Market Is Skewing Younger

Gen-X and Millennials are fast-becoming a key audience for luxury housing and high-end communities. In the past, these projects could generally focus primarily on the “50 and up crowd.” Not anymore. With the rise of technology and the prevalence of dual-income households, younger families are realizing they can work remotely wherever they want.

A gated nature community, for instance, allows them to escape the overcrowded urban setting in favor of a more amenity-rich lifestyle. Significantly, they can prioritize safety and comfort, without sacrificing quality of life.

2.Password Protected Websites

One of the unique features of the new website Real Living Productions developed for Suncadia is that it contains a password protected portal for high-quality leads. This separate micro-site contains exclusive information and documentation to help nurture top tier prospects, providing them with all the relevant information they need to make a purchase decision. This is the next phase of exclusivity in real estate marketing.

3. Home Tours Go Long Distance

Charles L. Black III, Principal Agent at Iconic Homes with Compass in Beverly Hills, has seen the typical home tour/discovery phase take a dramatic shift with affluent buyers. “Over the past few months, we’re seeing more potential buyers skip the in-person Open House in favor of a virtual Facetime walk-through. Just recently I conducted multiple showings with a couple from New York. We walked through some 15 houses: me on location, and them in their living room in Rochester.”

What’s more, Charles was struck by how prepared these home buyers were. “They definitely did their homework, much more so than someone who would be doing a typical walkthrough. They were dialed in, and even knew certain aspects of the houses better than me. And that is not atypical, it is a new trend I’m seeing more and more of.”

4. Someone’s Checking You Out

Real estate developers have long followed a tried-and-true sales mantra: identify key prospects and drive effective messages to engage them. But what happens if they are checking you out long before you know they exist? That’s exactly what’s happening with today’s buyers. In the luxury market particularly—who are tech savvy and skewing younger every day—prospective home buyers are doing all their research online and forming opinions about your offering before the sales team is even aware.

It is critical to make sure your website and social pages are optimized to identify new eyeballs, and just as important to ensure that your sales team is responsive and follows up immediately with site visits or queries.

5. Built Product is At A Premium

Master-planned communities that have ready product available are increasingly in high demand. Built product is gold. Of course, in new developments (or new phases within existing private communities) having readymade inventory is often not possible. However, having spec homes or builder-owned models is the next best thing—as well as having an expeditious building process that makes prospects feel comfortable. Now more than ever, buyers don’t want to wait. Even if they fall in love with a particular community, if they feel the build time will be too long, they will search elsewhere.

6. Augmented Reality is now a reality for success

We highlighted this burgeoning trend a year ago and we’re including it again because it is even more relevant today in the luxury market. Augmented Reality (AR) is the next best thing to being there—especially when built product is not available. It also gives developers the opportunity to allow prospects to browse a new home without having to engage a sales team member or have a Facetime walkthrough.

Essentially, AR gives you the ability to add digitally enhanced images/content to a live camera feed to make it appear as if the new content is “real,” and a part of the environment to which it has been overlaid. It has opened up a whole new way for real estate communities and resorts to engage and influence customers.

RLP logo

Real Living. Real Relationships. Real Solutions.

 

Learn how Real Living Productions can create a real estate marketing strategy that drives your success in 2021

Client:

Cabo Luxury | Cabo San Lucas

Project:

Website

Description:

Real Living Productions took Cabo Luxury’s iconic sea horse in a new direction a brand refresh, and a user friendly website. These clean, classic designs raise the bar in defining the luxury rental and concierge provider’s brand.

imac-front
hover over the screen to scroll the full page

Client:

Three Bridges | Salem, Utah

Project:

Rendering

Description:

Real Living Productions offers an array or rendering capabilities. From artistic watercolor renderings to ultra-realistic animated residential fly thru rendering—our team is always pushing the boundaries of rendering capabilities. Real Living Productions colorized floorplans and a created a realistic rendering for Three Bridges, to help prospective clients visual the residential offerings.

macbook-front

Client:

Estates at Banyan Cay | Palm Beach, Florida

Project:

Video Renderings

Description:

The Estates at Banyan Cay utilized fly through renderings to drive sales in the early stages of development, allowing prospective buyers to preview 5 different floor plans before construction had even started. These renderings are Incredibly detailed and customized, from the color schemes to the appliances, and a great tool for bringing a new project to life.

Client:

Monarch Realty | Raleigh, North Carolina

Project:

Digital and Print Brochure

Description:

A collection of print and digital brochures were created for the client to use as sales tools. The information was clearly presented and allowed our client to showcase their expertise in the local market.

Client:

Hartness | Greenville, South Carolina

Project:

Digital Newsletter

Description:

In an average month, Real Living Production designs, programs and deploys 20-30 digital newsletters for communities across the US, Mexico and the Caribbean. We work carefully to create newsletter content that is relevant and user-friendly for database leads, brokers and key influencers with whom our messaging resonates.

macbook-front

Client:

Four Seasons Anguilla

Project:

Digital Banner Ads

Description:

Real Living Productions created a variety of digital banner ads to be strategically placed across the internet. These banners reinforced branded messaging and provided direct links to custom landing pages and the client’s website.

Client:

Frederica Estates | Sea Island, Georgia

Project:

Digital Banner Ads

Description:

Real Living Productions created a variety of digital banner ads to be strategically placed across the internet. These banners reinforced branded messaging and provided direct links to custom landing pages and the client’s website.

Client:

The Reserve at Sea Island | Sea Island, Georgia

Project:

Gift Box

Description:

With great marketing, comes great gift sets. This is envisioned as a gift for the most select of clients. A bespoke, matching bowtie and earring set from Brackish that carries on the client’s colors and brand.

Client:

Tropicalia | Dominican Republic

Project:

Leather Book

Description:

These hand-sewn leather books with large landscape format Tyvek pages make for a stunning sales presentation tool. Both durable and luxurious, the leather books make an impactful first impression during property tours.

Client:

Trailhead Condos at Suncadia | Cle Elum, WA

Project:

Condo Rendering

Description:

Real Living Productions offers an array or rendering capabilities. From artistic watercolor renderings to ultra-realistic animated residential fly thru rendering—our team is always pushing the boundaries of rendering capabilities. These interior renderings created for our client show how the interior of their residences will appear when complete. Renderings are especially beneficial for our clients pre-development.

Client:

Red Ledges | Heber City, UT

Project:

Brand Video

Description:

This short brand video was created for the client to use as a YouTube commercial. The video matched the messaging and branding that was used on the print advertising campaign.

Client:

Quivira | Los Cabos, Mexico

Project:

Video

Description:

This video encapsulates the beautiful scenery, culture and history of Quivara. The stunning aerial video paired with John Sather's description of the area, and the vision behind the architecture, allowed our team to share a meaningful story with prospective buyers.

Client:

Utah Company

Project:

Commercial Rendering

Description:

These conceptual renderings are for a project in Utah that has yet to begin construction. They are a vital part of our comprehensive plan to support their sales team and engage potential prospects during the reservation and pre-sale process.

Client:

Hartness | Greenville, SC

Project:

Email Campaigns

Description:

In an average month, Real Living Production designs, programs and deploys 20-30 digital newsletters for communities across the US, Mexico and the Caribbean. We work carefully to create newsletter content that is relevant and user-friendly for database leads, brokers and key influencers with whom our messaging resonates.

iphone-pro-front

hover over the screen to scroll the full page

Client:

Tamarack | Donnelly, ID

Project:

Lead Generation Landing Page

Description:

Real Living Productions specializes in online marketing campaigns that include ads, lead generation landing pages and nurture campaigns that get results with high precision. We are experts in identifying qualified audiences, encouraging them to request information and nurturing the lead to purchase.

imac-front
hover over the screen to scroll the full page

Client:

St Regis Los Cabos

Project:

Website

Description:

Quisque bibendum arcu est, in venenatis velit porta quis. Aenean dapibus blandit mauris tristique vehicula. Suspendisse posuere imperdiet eleifend. Aenean blandit, tortor et laoreet vehicula, tellus felis efficitur arcu.

imac-front
hover over the screen to scroll the full page

Client:

Falls Tower Camperdown | Greenville, SC

Project:

Website

Description:

Overlooking the iconic Reedy River waterfalls in vibrant downtown Greenville, SC — Falls Tower Camperdown is among one of the newest residential offerings in the city. Real Living Productions, in collaboration with the sales and development team, helped propel this project to total sellout at they highest “price-per-square-foot” in the history of the city’s downtown.

imac-front
hover over the screen to scroll the full page

Client:

Atara Desert Color | St. George, UT

Project:

Website

Description:

Quisque bibendum arcu est, in venenatis velit porta quis. Aenean dapibus blandit mauris tristique vehicula. Suspendisse posuere imperdiet eleifend. Aenean blandit, tortor et laoreet vehicula, tellus felis efficitur arcu.

imac-front
hover over the screen to scroll the full page