REAL ESTATE IS A TRUE LUXURY CATEGORY

NEW YORK – The chief marketing officer of Douglas Elliman Real Estate said at the Luxury Roundtable: State of Luxury 2013 conference that it is responding to buyers’ evolving attitude from wanting traditional service to seeking transparency and experiences during the process.

During “The Art and Science of Luxury Property Marketing” session, the executive shared how the New York firm wins over the hearts and minds of high-net-worth real estate consumers. Today, 90 percent of Douglas Elliman’s transactions are influenced by the buyer’s emotions versus rationalization.

“Real estate consumers on the high end are not looking in the context of the local market, but looking in the context of the global market,” said Camilla Papale, chief marketing officer, Douglas Elliman Real Estate, New York.

“They are also looking at real estate as a true collectible,” she said. “They are looking for properties that are extremely unique, with extremely unique locations and long-term value.”

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