“Why do I need to know how the watch market is doing? I’m in the business of luxury”, Patrick Heiniger, CEO, Rolex

Real Estate marketing professionals can learn from this quote, because luxury is a product category by itself. Like Rolex, you are in the business of luxury. Stay focused on the luxury market and its trends. Every market has its opportunities, and the luxury buyers can afford those opportunities. Make yourself visible in those circles where people are thriving and buying. Pay attention to the good news out there. It is more plentiful than the bad news, if you look for it.


Get acquainted with the people who are buying. Did you know that it is projected that by the year 2009, there will be 135,000 millionaires in India? Did you know that Brazil and China are also spawning new millionaires? If an Indian, Brazilian or Chinese millionaire buyer crossed your path, what would you know about their countries, their customs, and their luxury mindset?

This is the perfect opportunity to start learning. The internet is a treasure trove of free information. Learn a word or two in their language, connect, and be real. Here is one of our favorites, Indian salutations, “Namaste". Namaste is a word in Sanskrit, which means; I salute and respect that divinity within you that is also within me.

This is part of an ongoing series about Luxury Real Estate Marketing . Get Fluent. Get Affluent! Subscribe to The Language of Luxury by Email or RSS Feed. Comments? Please use form in left column.