Featured Insights Marketing Opinion

posted on Aug. 22, 2024 at 5:38 pmAug 22, 2024

Tailored strategies: Marketing ultra-luxury homes to UHNWIs

posted on Aug. 22, 2024 at 5:38 pmAug 22, 2024

MERED's Diana Nilipovscaia on the importance of analysing customer psychographics, understanding personal preferences, design and craftsmanship, and luxury brand collaborations while marketing to UHNWIs.

Why is it essential to implement tailored marketing strategies in the realm of ultra-luxury real estate, and how do we build relationships with elite clients?

There’s no doubt about it: in the world of real estate, ultra-luxury homes are a unique category. Unlike the typical market, this sector is mostly driven by high-net-worth individuals (HNWI) seeking a very specific set of features.

The ultra-luxury real estate segment attracts people with specific buying patterns looking for an unparalleled experience, exclusivity, and investment opportunities in stable places like Dubai.

HNWIs from around the world, especially from China, are drawn to Dubai’s high-end apartments, emphasising the city’s strong appeal amid

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Tags:Advertising advertising campaigns collaborations Diana Nilipovscaia Dubai elite buyers exclusivity investment insights luxury brands marketing marketing strategies MERED personalisation property websites real estate SEO tradition UHNWI ultra luxury real estate

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.