F. Scott Fitzgerald once said the rich are different than you and me. And so they are. They’re demanding, price-sensitive, connected and savvy. Affluent consumers value their anonymity and don’t flaunt their wealth.
Yet there’s an interesting nuance to these qualities.
If you can deliver superior service and quality, price concerns can evaporate more quickly than an open bottle of Chanel perfume.
If you can offer seriously valuable information, you can build credibility and win their business again and again.
If you take pains to be as connected as they are, so that you can be reached at a moment’s notice, you can earn their trust.
If you can serve as an advisor — just like the advisors they have to manage their money — you can develop a solid, long-term, multiple-sale relationship.
The rich, it seems, want what we all want: A great product at a fair price, offered by people they can trust. They don’t want to overpay, be identified as wealthy or wait for anything. They’re buying for value, not price, and want whatever they buy to enrich their lives.
What does this mean to your content strategy? If you’re targeting the seriously affluent, the first thing you need to do is to create a persona for the type of client you’re trying to attract.
What’s a persona?
It’s a written description of your ideal client that includes answers to important questions, such as “what are they looking for?” and “what are their concerns?”
Remember that 98 percent of affluent consumers shop online, so creating appropriate content for them is mission critical. But what to create?
Not every affluent customer is the same. Some might be Baby Boomers, who value discretion and service most of all. Others might be self-made Gen-X millionaires, who will look at your site on a tablet or smartphone and text you for more information.
Their needs and motivations will be different. Yet both groups are likely to make up their minds about whether to call you just by looking at your site.
A few things to keep in mind: The articles you write can be long (1000+ words) or short (less than 500 words). But either way, they should be original, compelling and specific to you. This is where you want to show off your expertise, discretion and depth.
Hyper Local Content Ideas
- Specific neighborhoods in your city with the highest concentration of $1-10 million properties
- Five recent sales over $1 million
- The most expensive house ever sold in your city — and why
- Three new luxury developments in your city
- How is the market for luxury properties doing in your city (or a specific neighborhood)
- Best neighborhoods to raise a family
- Best neighborhoods to buy a second home
- Single family vs. condominium: How to decide?
- When does a house go from just being expensive to “luxury”?
- What makes a house a luxury property?
- Five rooms you must have in a luxury property
- Which rooms add the most value in a luxury property?
- What you should expect when selling your luxury property
- Typical marketing plans for luxury properties
- How to maintain your confidentiality when selling your luxury property
- How you will maintain the buyer’s privacy when shopping for a luxury property
- Should you remodel or sell? Three things to consider when evaluating your luxury property
- Buying a second home? Condo vs. single family in your market
- The latest in (choose one topic per post, then go deep): home media rooms, high-end kitchens, wired or green homes, bathrooms, laundry rooms, wet bars, outdoor entertainment centers, security systems, etc.
- How to choose an architect, contractor and interior designer (with recommendations)
- Proximity to local country clubs, parks, retail, good schools, restaurants, airports, etc. Choose one topic per post and go deep.
- Square footage vs. luxury finishes: How do your choices affect resale?
- Women vs. Men: What female clients look for, vs. male clients (and vice versa)
- Age: Do older clients choose different properties than younger clients?
- Nationality: Do certain nationalities in your area (for example, Indian clients vs. Chinese clients) prefer different types of properties
What are your ideas for content to attract affluent consumers? Share in the comments. I look forward to hearing them!