If you are or aspire to become a luxury real estate marketing professional, it is important to have a clear definition of what luxury really is. The word luxury has become ubiquitous with marketing anything expensive. What makes something truly luxurious? Does it have to be expensive, rare, or just have a name brand?
Some brands maintain the standards of luxury. Others don’t; they imitate. It is important to understand all aspects of quality and grade of different items. Just because a brand name is on a pair of sunglasses is no guarantee that the finest materials in manufacturing were used. It means that the brand licensed its name for those sunglasses. You have to know whether or not they are worth the price.
In “luxury” hotels staffs are trained to anticipate and exceed a guest’s expectations. The concierge in these hotels understands guest’s needs and can recommend restaurants because they have eaten there. The elite concierge distinguishes himself/herself as a member of The Society of Golden Keys, and they display their Golden Key pin on their lapels. They earn these keys by knowing their cities intimately and recommending to a guest a unique visit or perspective suited to that individual. The best, and only the best, was the norm for these establishments.
Unparallel service has no imitators. It is great or it isn’t.
What is your definition of luxury?
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