Industry News

Aspirational marketing: it’s about them

Find out their dreams, then fulfill them
Published on Aug 5, 2009

Editor's note: Meet Robert Hahn at the upcoming Real Estate Connect conference in San Francisco, which runs from Aug. 5-7, 2009. He will be available to meet with conference attendees from 12:30 p.m. to 1:30 p.m. on Thursday, Aug. 6, in the Palace Hotel's Ralston Room. Click here to send Robert a message. I recently read a great blog post by my good friend Stephanie Pfeffer, who serves as integrated marketing director for a real estate group's luxury division, about understanding today's luxury consumer. In it, she says that what luxury consumers want most is time with their family: "Today's affluent consumer is more likely to value the customized services of a personal shopper than they are an oversized designer bag. In fact, when asked to define "luxuries," the item that often rates highest is time and being able to spend that time with family." While that finding doesn't surprise me, it occurs to me that only the wealthy say such things. The schlub wor...

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