WHO NEEDS CHRISTMAS TREE LIGHTS?
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?
Ultimately luxury is appreciation, and appreciation is a personal point of view. So the item, the service or the brand’s value is in the eyes and the psyche of the beholder. It does not require possession. Appreciation is free. Expressing one’s appreciation feels great. In the words of designer, Jeffrey Bilhuber, “I love luxury. I am convinced that luxury is part of what makes us human, that it brings us beauty and pleasure... It is inspiration and aspiration, something taught, something learned -- an evolving appreciation of good, better, best.”
Free luxury surrounds us everywhere we go. It is evident in nature’s perfection, as even a snowflake is uniquely different from its counterparts. Free luxury can be seen in the vivid coloration of tropical birds, flowers, sea life, ocean waves, sea shells, etc. Finally, the ultimate luxury is life, itself, if you can simply appreciate it. And, so many of the best things in life are free.
GET FLUENT. GET AFFLUENT!
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This is part of our series on Luxury Real Estate Marketing and Real Estate Branding.