Jack Conway & Company, Inc. is making available insights gathered from a white paper issued by the company’s luxury marketing network, Luxury Portfolio International®. Entitled “The Emotional Role of Home,” the paper was created to provide a clearer understanding of today’s high-net-worth Americans to help member real estate professionals best serve this discerning luxury clientele.
Available exclusively to affiliates of Luxury Portfolio, such as Conway, the white paper was created in conjunction with Harrison Group, a YouGov company, and includes select findings from the 2012 Survey of Affluence and Wealth in America, produced by American Express Publishing and Harrison Group, along with information collected exclusively for Luxury Portfolio.
A summary of the white paper is available at www.jackconway.com, under the “Conway Sells the Classics” link. It shares a high level overview of key motivators behind the decisions of today’s luxury home buyers. Additional concepts are also explored, including the emergence of the “Worth Dynamic,” a phenomenon resulting from the Great Recession, where consumers evaluate the true value of a property and its specific details, with an emphasis on quality and craftsmanship.
The study uncovers the emotional appeal of home as a base for creating fond memories, housing treasured positions and simply understanding happiness, with home being appreciated as a place of refuge and serenity.
“All of our customers will find this research very interesting,” said Al Becker, Conway’s VP of Marketing. “And it’s this type of information that sets us apart a brokerage to market luxury properties.”
“We were intrigued by what our research unveiled about the emotional appeal of home, particularly as it relates to high-net-worth Americans,” said Stephanie Pfeffer, executive vice president of Luxury Portfolio. “The intelligence gathered will be incredibly useful to our members, who, as leaders in the luxury real estate market, are continuously looking for ways to effectively serve buyers and sellers of high-end properties.”
Luxury Portfolio International® is the luxury face of Leading Real Estate Companies of the World®, the largest global network of premier locally branded companies dominated by many of the world’s most powerful independent luxury brokerages.