The Lexis of Luxury Marketing & its Emergence in Real Estate

High end goods are on the rise with their demand graph showing an upward scale. These goods have now become a big chunk of lifestyle for the increasing number of individuals with high annual income. People just want to own the luxury brands although those brands may cost more than their average annual income. It’s all about the status quo. The appeal of these brands does not lie in their substantial cost, or the pride in the affordability in possessing them. It’s more about how these goods are marketed to the target audience. Another value add to their marketing strategy is to convey the feeling of exclusivity while owning such brands. While we have all observed that these brands do not depend on push marketing at all, they prefer the word of mouth publicity where one proud owner of the brand sends out enough good messages about the experiences sufficient enough to create intrigue among the ones who aspire to own these brands. While luxury marketing until the recent times was only limited to apparels, jewellery etc., it has now taken over the real estate under its shade. Especially with the rise of premium/luxury properties, luxury marketing as become an essential strategy for the marketers to attract the potential buyers.

With the buyers becoming more and more judicious in their decision making process for homes and business space, real estate companies have had to revise their marketing strategy for selling these luxury properties. Of these real estate companies a very few have been able to convey their message through luxury marketing in the right fashion – one of these is the Ozonegroup. Ozonegroup has been able to successful tap into the ultra-luxury market through its well-planned properties for both residential and business spaces. Additionally, word of mouth publicity has also added a lot to the name of the Ozonegroup.