Dear Luxury Real Estate Developers – The Importance Of Unique Build Features

This post is geared towards all the luxury real estate developers out there who are planning their next project, and for those brokers who are selling a unique home. We work with many development companies abroad – often in the pre-development stage – helping with marketing plans and related consulting. In markets like Vancouver, New York and San Francisco the competition for the next building or estate development is going to be plentiful so having “that hook” is essential to success.

Standing out is getting harder and harder. There are, however, things developers can do to help not only their sales, but all future reselling of the property as well. I was reading one of my favorite sites (PriceyPads) the other day and noticed a property that reminded me to write about this topic.

The Jungle Pool


So many places have custom home theaters, rooftop pools or wine rooms. These were headline setters decades ago, but times have changed and you’ve got to up the ante. The “jungle pool” is the perfect example of a very unique feature that will get this property into the news every time it goes on the market.

We do PR and outreach for so many fabulous real estate agents and it is admittedly getting harder and harder to stand out from the sea of seemingly unique properties on the market. Too many home owners still think that because your place is worth a few million it’s news worthy… Newsflash, it’s not. Hell, some of the homes in the $20M range aren’t special to members of the press or their readers anymore.

Another Example: The Supercar Condo


There was another property being pitched here in British Columbia that was essentially a condo unit for your supercars that you could also live out of – a glorified luxury garage if you will. Boy oh boy was it a hot topic in the Canadian media. This was a feature in condos not seen before and is the perfect example of what I’m talking about – perhaps a little extreme but I digress.

Perfect PR Ammunition

You don’t have to go way overboard with what you build into your development, however, if the chance for a unique feature is there then go for it. This will not only help with the initial marketing but future sellers down the road will be able to reuse it in the same way and that will add to the value of the property.

Ryan Clark
[email protected]

Ryan Clark is celebrating 10 years consulting for luxury brands across the globe helping them reach UHNW individuals online and off. He specializes in luxury digital marketing, SEO, PR and luxury viral marketing. Connect with me to talk about your luxury marketing strategy and how our services can help you achieve more this year. I offer a luxury gaps audit to determine where you're falling flat and where I see you can improve in your marketing efforts.   To connect with him online you can follow on Twitter @LuxuryBranded, connect on LinkedIn Ryan R Clark and read his column on Luxe Getaways Magazine where he covers the world of luxury.

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