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Tailored strategies: Marketing ultra-luxury homes to UHNWIs

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


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