Luxury - The art of living | n.1/2018

What is an essential value that these fortunate people who decide to buy or sell a luxury property have in common? In Europe, in 86% of cases the concept of Privacy is extremely important. The requirement of confidentiality on negotiations in progress, on the limited diffusion of information, has facilitated the work of estate agents who are used to working in organised professional networks. Information circulates at a level reserved for the professional context where promotion is of a relational kind or in glossy magazines which are directed towards niches of specific interest. In other words, off-market, outside the traditional marketplace. This trend is increasingly marked and must encourage solutions which are intelligent and structured, also technologically. Why buy a luxury property and what are the expectations from its use? Representing the achievement of a status is frequently the main reason for buying. We reward ourselves for achieving a personal or professional milestone; buying becomes a symbol for our hard work. In the property we look for leading-edge features and technological elements that can guarantee security, wellbeing, the best possible quality of life. We look for exclusiveness and distinction. Giving precise answers to these needs, taking into account the motivations and relational habits of luxury clients, will orient the property consultant towards specific work and training methods. He or she will look for a balance between personal brand and corporate brand , making privacy his or her banner. Above all, he or she will assess with realism whether a property is suitable to be included in the luxury category or whether it is simply an expensive property, but without the distinctive elements that are so appreciated by luxury buyers . Understanding this delicate context will reveal to the estate agent the value of the opportunity, helping him or her to find a position and earn the appreciation of people who move with their success into the luxury property market.

by Gerardo Paterna

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