Marketing homes to wealthy people is a different game. If you’re gonna convince someone to spend seven figures, your pitch needs to go beyond granite countertops, nine foot ceilings and access to “amenities.” Close-ups of frothy lattes and the smiling faces of sexually vivacious urban professionals also have little sway on the rich. (For sales below one million, these elements seal the deal and often prompt a waiting list.)
No, when dealing with the million-plus buyer, you need to focus on what counts:
Introducing the Robert Ledingham Collection at Stirling House. To solicit your interest to spend $1.15 million, please enjoy an image of two open drawers, some napkins, glasses and plates, and two forks cuddled in a delicate embrace. It is this exquisite styling that reflects “a refined, understated elegance that is Mr. Ledingham’s trademark.”
There are no words.