Apr 20, 2009 17
Real Estate Marketing in a Post-Middle Era: Property
This is NOT for a Thrift play...
In part 1, I started to talk about marketing in a consumer environment when the middle is disappearing. My basic hyopthesis is that the American consumer today operates in one of two modes: Thrift and Aspiration. Thrift mode means a focus on price above all; Aspiration means a focus on luxury, lifestyle, or something more than “mere product”.
To apply these thoughts to the marketing of real estate, I asked a few questions, of which the first one is the topic for this post:
If the Middle is disappearing, and the two dominant modes of consumers are Thrift and Aspirational… have you considered how you are positioning properties not only to demographics, but also to psychographic profiles?
Let me attempt to tackle this question and explore what real estate marketing of a property in a post-middle era might look like.
