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Marketing Real Estate in New-Luxury Style: How the market of affluent home buyers is changing and real estate marketers must change with it

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How to Market a Million-Dollar Home? This New Report Will Show You How

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It’s been seven to eight years since the recession hit and new home sales today have yet to recover from the recession.  The marketing strategies that worked back in 2005-2006 before the recession don’t work anymore.

Here’s a trend report that will give you the real story on how to market in today’s value-focused high-end real estate market.  Marketing Real Estate in New-Luxury Style:  How the market of affluent home buyers is changing and real estate marketers must change with it is a report filled with eye-opening statistics, powerful analysis and spot-on take aways about today’s high-end consumer and how to thrive selling to a new more value-oriented next generation home customer.

The Millennial generation brings a whole new standard into the housing market. Many of them grew up in the Boomer McMansions that will be coming on the market, which may not be the kind of homes they want.

To understand the luxury home real-estate market, you need three perspectives:

  • Demographics of customers who can afford to buy luxury homes
  • Purchase behavior of those ‘qualified’ buyers
  • Consumer psychology reveals how to talk and communicate with each special luxury home buyer segment based upon their special needs and desires in their homes.

This report provides all three.  Plus, it includes a special section devoted to the next generation of luxury home buyers – the Millennials – and their aspirations about the homes they have in their future.

Trends shaping the high-end real estate market

A new trend report from Unity Marketing, Marketing Real Estate in New-Luxury Style, reveals several key trends challenging marketers selling high-end real estate.

  • Slow rate at of household formation. Last year fewer than half-million new households were formed, less than half the rate of 1.3 million new households from the previous two years. Further, most of these new households are renting, rather than owning.
  • Baby Boomers downsizing as they reach retirement. Some 10,000 or so Boomers will be retiring every day through 2029 and with retirement comes new housing needs. Boomers bought their homes in the 80s and 90s, when bigger was better and ‘McMansions’ the then American dream home. But many Boomers will have to tap the equity in their homes to finance their post-retirement lifestyles. Net/Net: They will be leaving behind a mounting inventory of big, expensive homes that the much smaller GenX cohort can’t absorb.
  • Changing preferences and priorities in homes. The Millennial generation, as large in size as Boomers, but delayed in getting married, setting up new households and investing in home ownership, brings a whole new standard into the housing market. Many of them grew up in the Boomer McMansions that will be coming on the market, which may well not be the kind of home they want. The “Tiny House” movement” is more than a reality television show and the “Not So Big House” popularized by Sarah Susanka offers an environmentally and financially responsible way to live for the responsibly-minded Millennial generation.

Success in luxury home marketing begins with understanding the needs and desires of luxury home buyers.  Today’s new home-buying customers with new needs and new expectations require new marketing ideas and strategies. Let Unity Marketing be your research partner for the affluent housing market.

March 2016 (102 pages)
Subcription Price: $500

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SKU: Real Estate 2016 Categories: ,
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Unity Marketing has a vast library of research reports and regularly conducts new research to update studies.

If you would like to learn more about our studies, get an update or have a new study conducted for you, please contact Pam Danziger at Pam's Email, call (717) 336-1600, or fill out the form below.