Features Designed to Inspire Luxury Home Buyers
When it comes to selling luxury homes, you really can’t
pigeonhole who the ‘typical’ buyer is likely to be. The 9% of buyers that make
up the pool of ‘affluent’ prospects are themselves pretty much
profile-proof—and the dollar value that 9% represents fluctuates substantially
from one end of the country to the other. On the other hand, it is possible to
take advantage of features that are growing in popularity with today’s luxury
home buyers.
Realtytimes
researchers found that affluent buyers are increasingly attracted to features
that belong in the smart-home technology
category. Smart thermostats that owners control right from their smartphones,
wireless homes security camera arrays, and fully tricked-out home theaters are
draws. To qualify at the high end, an entertainment center really should be
controlled by a single device. Let’s face it: no matter how fancy a home
theater might be, if three or four remote controls are visible, they’re certain
to draw scowls!
Kitchen tech—of the
kind that marries function with fashion—continues to gain in popularity. Bringing
professional-level tools into domestic kitchens is a goal being incorporated in
more and more top kitchen appliance offerings. On the leading edge: ovens with
high-performance steam generators as
well as blast chillers with
touch-sensitive, intuitive user interfaces. All are designed “to create the
kitchen that’s right”—one to match a buyer’s “level of culinary daring.” Digital Interiors found that 94% of such
buyers “would sacrifice 1,00 square feet of living space for more
technology…”—but keep in mind that most researchers find that, with few
exceptions, 3,500 square feet is the non-urban baseline for qualifying in this
market.
Selling luxury homes used to begin with location, location,
location. But that may be undergoing a subtle shift. In Luxurydefined, one leading point is made that traditionally
prominent ZIP codes are “no longer the defining baseline” for luxury homes. Newly
included are areas where there is a “slower perceived tempo of life”—which fits
in with the emerging interest in homes with ‘experiential’ features (like meditation gardens or outdoor showers).
Few local luxury
homes have those particular features, but being turnkey-ready is another matter.
Brand new homes qualify automatically, but as has always been the case,
existing residences that compete with other high-end homes in the local market can
be expected to do best when they qualify as one of the ‘just bring your
toothbrush’ properties.
Affluent prospects may be well-heeled, but they are also
increasingly attentive to energy-efficient
features. Some new homes designed with the luxury market in the crosshairs
boast of ‘super-efficient’ floorplans built to consume 50% less energy than
typical new homes. The draw is not entirely economical, either. That’s
evidenced in how the current dip in energy costs hasn’t resulted in a proportional
tapering in demand for homes reflecting conscious living (features reflecting environmental awareness and sustainability).
Luxury home owners, like their prospective buyers, have a
pretty clear idea of what they demand when it comes to selling their
properties. First and foremost: an agent with comprehensive knowledge of the
local market—and experience with luxury homes. According to Money magazine, sales at the high end are
growing faster than in any other market segment…which is another way of
pointing out that if you are looking to get into a luxury
home, now is a pretty good time to give me a call!
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