An interesting article recently published by Mansion Global outlines how the bar gets raised higher and higher as real estate developers compete to ‘out-gadget’ each other, searching for new and original amenities to offer in their luxury residential units. If this is truly what buyers are looking for in new properties, it represents an important opportunity for international real estate marketing professionals.
The article highlights four distinct trends that international real estate marketing professionals should emphasise to potential buyers.
- A focus on health and wellness
A generic gym or even swimming pool will no longer cut it with today’s discerning buyers. It’s now expected that any development will come complete with specialist equipment (such as battle ropes, TRX cables and medicine balls) and additional facilities such as meditation spaces, steam rooms and even dedicated fitness teams that include personal trainers and nutritionists. When it comes to swimming pools, saltwater types are preferred and they should either be Olympic-sized or exactly half of that, so that swimmers can properly time their laps.
There’s also an increase in holistic wellness features such as smart lighting and steam-ovens for lighter cooking options.
- Catering to older kids
In years gone by, facilities for children focused on toddlers and younger children. Creches and playrooms were commonplace, but “hangouts” for tweens and older were rare.
Developers are now making efforts to provide areas where older children can play video games or express themselves creatively through music and art.
- Smart technology and connectivity
For a while, the buzz around smart homes meant that developers looked to stuff property with as many gadgets as they could get their hands on. Nowadays, the emphasis has moved to adding features that only provide genuine value and are of use to the buyer. Chiefly, pre-wiring for connectivity during construction.
Another preference is for including temperature controls for individual rooms and additional security features such as facial recognition at access points.
- On-site personal and concierge services
If in international real estate marketing personalisation is king, in modern real estate development it is convenience.
On-site facilities such as salons and concierges who are ready to fulfil any request provide the personal touch that creates a “five-star resort” feel to a home.
It’s clear that the world of property development, and indeed international real estate marketing, is rapidly changing to meet the needs of the modern buyer.
