Innovative Marketing Techniques in Luxury Real Estate
Mziu, Dardana (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024052214297
https://urn.fi/URN:NBN:fi:amk-2024052214297
Tiivistelmä
This thesis explores the use of innovative marketing techniques in the luxury real estate sector to understand their impact on high-net-worth individuals’ choices and preferences. As part of the International Business program at Haaga-Helia University of Applied Sciences, the study aims to uncover how new marketing strategies influence luxury property promotion, focusing on social media and other innovative tools.
To achieve this, the research employed a qualitative approach, conducting a single in-depth interview with a luxury real estate professional at Edmmo.swiss's office in Bern, Switzerland. The interview provided insights into the company's marketing strategies, emphasizing the use of social media platforms like Instagram, Facebook, and LinkedIn, as well as virtual reality tours and drone photography.
The results indicate that innovative marketing has become crucial for luxury real estate professionals to engage affluent clients. Virtual tours, influencer collaborations, and personalized campaigns are among the techniques that drive customer interest. Demographic factors also play a role in the success of these strategies, with younger buyers showing a preference for digital marketing and older clients leaning toward traditional methods.
The findings suggest that luxury real estate professionals need to embrace innovative marketing to remain competitive. Recommendations for future research include exploring the effectiveness of email marketing and search engine optimization (SEO) in luxury real estate. Additionally, comparative studies across various industries could yield broader insights into innovative marketing techniques.
Overall, this study contributes valuable knowledge to the luxury real estate industry, highlighting the importance of modern marketing strategies to attract and retain high-net-worth clients in an increasingly digital market.
To achieve this, the research employed a qualitative approach, conducting a single in-depth interview with a luxury real estate professional at Edmmo.swiss's office in Bern, Switzerland. The interview provided insights into the company's marketing strategies, emphasizing the use of social media platforms like Instagram, Facebook, and LinkedIn, as well as virtual reality tours and drone photography.
The results indicate that innovative marketing has become crucial for luxury real estate professionals to engage affluent clients. Virtual tours, influencer collaborations, and personalized campaigns are among the techniques that drive customer interest. Demographic factors also play a role in the success of these strategies, with younger buyers showing a preference for digital marketing and older clients leaning toward traditional methods.
The findings suggest that luxury real estate professionals need to embrace innovative marketing to remain competitive. Recommendations for future research include exploring the effectiveness of email marketing and search engine optimization (SEO) in luxury real estate. Additionally, comparative studies across various industries could yield broader insights into innovative marketing techniques.
Overall, this study contributes valuable knowledge to the luxury real estate industry, highlighting the importance of modern marketing strategies to attract and retain high-net-worth clients in an increasingly digital market.