LRE Blog

Personal thoughts from within the Luxury Real Estate network

By Robert Lockard

A while ago I stepped back from writing about luxury real estate to discuss a terribly destructive force that threatens to destroy families and make people miserable: debt. I would like to discuss something that I find to be just as dangerous as addiction to debt – the illogically high cost of earning a college degree.

I read a potentially explosive story on CNN yesterday about a bubble in the cost of higher education that makes the real-estate bubble or the tech crash in 2000 look tame in comparison.
Colleges are bleeding students dry and they will fall if they do not change their ways. Photo copyright of adobemac on Flickr.

I’d like to start by talking about my experience in college. When I attended college not too long ago, tuition and book costs were already getting out of hand, although they were manageable. I attended a community college in Washington state for my first two years to obtain my Associate’s degree. I had hoped to transfer to the University of Washington to complete my Bachelor of Arts in Communications, but the cost was prohibitive and, even though I graduated with honors and on the Dean’s list, I still had to wait a long time to enter that college.

Instead, I decided to accept a scholarship at Brigham Young University in Provo, Utah and that turned out to be a very smart decision. In addition to the positive environment that beautiful campus offered, the cost of attending there was relatively low compared to my other options and I was able to pay for my entire education without going into hardly any debt. I am one of nine children, and my parents wisely told me that I would have to find a way to pay for my education by myself. Through a great deal of hard work and tight budgeting, I made it through without having to burden my family members.

During my time in college, I kept my mind focused on why I was there. I wasn’t there to waste time or take frivolous classes; I was there to finish my degree as quickly and as meaningfully as possible so that I could put my skills to use. I am grateful for the opportunities my college degree has opened for me. However, education costs are rising so fast that there might not be much reason for people to attend college in the future.

I would probably be sympathetic to colleges if the reason for the rise in education costs was because they were improving their education techniques or doing other things that would warrant such cost increases. But the truth is that this is not the case. Many colleges are increasing tuition costs for no other reason than because they want more students to apply. It seems to defy logic, but it’s true. Colleges appear to be playing a game that they will eventually lose. When they raise prices, people assume that they must have done so because they are more prestigious or offer better learning opportunities and so the colleges usually receive an increase in applications. This pattern cannot last forever.
The door is closing on educational opportunities at colleges because of greed. Photo copyright of Ben Zvan on Flickr.

Education is extremely important. It allows people to rise from humble circumstances and it also helps them make informed decisions about where they want to go in life. By making education worthless, colleges are doing a great disservice to their students. By worthless, I mean that the cost far exceeds the rewards. Greater cost does not always mean greater return on investment.

Increases in healthcare, energy and real-estate costs don’t even come close to touching the rise in education costs, as you can see in the graph in the CNN article. Knowledge is power, and if the cost of education becomes so high that that the benefits of earning it become small in comparison then we will be in big trouble. I am not suggesting that college degrees be easier to obtain or that unqualified people should receive an education without working hard. I am suggesting that colleges are in danger. They spend much of their increasing amount of money on frivolous amenities that do not improve their educational services or make their students’ diplomas any more valuable. Posh restaurants, nicer dorms and other foolish perks are unimportant for students who are simply hoping to receive the education they need to progress in life.

At some point people are going to realize that an education is not worth living under such an extreme amount of debt to obtain. When that day comes and colleges must cut their tuitions drastically, many cherished institutions will most certainly be unable to cope with this dramatic shift and they will come crashing down. Destroyed by their own pride and haughtiness. They will discover that they have spent their money on things that have no value and they are unable to offer students what they promised: an honest education.

I dislike focusing on something so negative as this, but I think it deserves special attention. Thank you very much for your comments. Feel free to let me know what you think of the state of higher education.


Editor’s Note:
Robert Lockard is the Public Relations & Media Specialist with LuxuryRealEstate.com. I am Robert. I create all of Luxury Real Estate’s newsletters, write the editorials in LuxuryRealEstate.com Magazine and much more. I apologize again for sounding so negative. I am a very hopeful person and I trust that things will turn out right in the end. The photo of the bleeding wallet is from www.flickr.com/photos/adobemac/161319144 and it is the copyright of adobemacThe photo of the door is from www.flickr.com/photos/ben-zvan-photography/468487548 and it is the copyright of Ben Zvan.

By Aaron Wheeler
From his blog: Up, Down, Sideways – Which Way Is The San Francisco Bay Area Market Going?


As a part of being Real Estate 3.0, I talk about Wall Street financial sophistication. I love numbers and statistics, and it is important to keep them in mind when evaluating any opportunity.

I’m happy to make available the research that I use to stay on top of market conditions here in the San Francisco Bay Area and in Las Vegas too.

If you go to my research widget by clicking here and letting me know which areas you are interested in, you will receive a weekly executive summary report for almost any city in the area, from San Francisco to Pebble Beach and everything in between (Interested in Las Vegas instead? Email me with information on the areas you are interested in and I’ll send you a current report right away). Each report is loaded with vital statistics showing price trends, inventory and the unique market action index that gauges whether we are favoring a buyer’s or seller’s market. (Generally, index values above 30 favor the seller.)

If you like what you see and would like to become a client, I will upgrade you the full report, which will go into depth as to what makes each market area tick.


Editor’s Note:
Aaron Wheeler is the President and Managing Broker of Oakville Properties in the San Francisco Bay Area. You can find additional great blog entries like this at the Oakville Properties Blog. Oakville Properties is a member of Luxury Real Estate. This blog entry can also be found on the Luxury Lounge, for those of you LuxuryRealEstate.com members who have accepted the invitation to join that new networking group. Research is key to finding the right opportunities at the right time. Aaron is an awesome resource for buyers and sellers in the San Francisco and Las Vegas luxury home markets. I definitely recommend taking his advice and contacting him to gain all the knowledge you can from him.

By Brian Langhorst

Photosynth is one of the latest projects from Microsoft to come out of their Live Labs group and development business.

This unique program will take photos that you specify from your camera or computer desktop and find the similarities in each photo and create a visual presentation piecing these photos together. It might be hard to see what the big deal is based on this short description, but I encourage you to visit the Photosynth site and you will better understand just how fascinating this new tool is.
A stunning 3-d view of Big Ben via Microsoft's innovative Photosynth software. Photo copyright of Thomas Barthelet on Flickr.

I feel this tool will be great for luxury real estate agent and brokerages. How many times have homebuyers or sellers commented that photos do not properly capture a unique or special high-end listing? This new tool from Microsoft could be a great way to create more eye-catching presentations to allow potential buyers to see the luxury property in its true form.

Our team here will be sure to continue to present our members with the most innovative tools and opportunities, such as Photosynth, for their business.

I look forward to hearing your thoughts and feedback on this new tool!


Editor’s Note:
Brian Langhorst is LuxuryRealEstate.com’s Membership Manager. He meets members’ unique needs through the dynamic services LuxuryRealEstate.com provides. It seems like there are endless possibilities and new technologies being created all the time. It will be very exciting to keep an eye on this Photosynth program and other innovative Web tools coming out. Thanks for the heads-up, Brian! The photo above is from www.flickr.com/photos/tommybart2000/2688931093 and it is the copyright of Thomas Barthelet.

By Jim Walberg
From his blog: East Bay Real Estate Community Supports “Stand Down”!

2008 “Stand Down” serves 600 homeless veterans at the Alameda County Fairgrounds August 7th - 10th!

The REALTORS Marketing Group's sign at the 2008 Stand Down event.Another example as to how your real-estate community and its service providers continue to give back to the needs of the Bay Area was demonstrated on Friday, Aug. 8 at 5:30 a.m. at the Alameda County Fairgrounds. Members of the REALTORS® Marketing Association served breakfast to a “village” of war veterans.

Every two years the Diablo Valley Vietnam Veterans Association arranges for an entire “tent city” to be set up in the East Bay so homeless veterans can be served. “Stand Down” is a term used during war to describe the practice of removing combat troops from the field and take care of their basic needs in a safe place. That is exactly what has been created for 600 homeless veterans this week. The RMA contracts Ruggie’s Restaurant in San Ramon to supply ALL the food they serve.

Tent city, a temporary shelter for homeless veterans at the Alameda County Fairgrounds.REALTOR® Mike Weber, a member of the Diablo Valley Vietnam Veterans, is the person who continues to invite the real-estate community to be a participant in supporting this important project. They always say YES! Some of the services available for these lost, but not forgotten, veterans are:

- Medical facilities to serve their health needs – including dental, plus a follow-up care program.

- A “field court” with county judges to fast-track clearing up legal issues that may be preventing these veterans from securing employment.

- Job-placement services that also assists them in having DMV re-issued driver’s licenses.

- Assisting with identifying residential opportunities.

- A complete barber shop, new clothing, shoes and other basic clothing needs.

Jim Walberg serves homeless veterans at the 2008 Stand Down event in the San Francisco Bay AreaMembers of the Diablo Valley Vietnam Veterans were inspired to create the first East Bay Stand Down in 1999 in order to provide a respite from the “streets.” In the midst of all the services provided, their commitment is to treat each of these veterans with respect and dignity. Most of us are unaware, and maybe don’t want to know, that there are about 154,000 homeless veterans on the streets of our cities on any given night. Just in our Bay Area there are over 7,000 homeless veterans! An even sadder statistic is that a BIG number of these veterans have little or no contact with Veteran Administration for either medial or financial aid. Stand Down directly addresses the issue that cannot be ignored any longer - aiding and assisting veterans in need to improve their lives, no matter how difficult it may be to do so.

Jim Walberg and three other real-estate professionals stand near the Mess Hall where they served many homeless veterans.The first Stand Down was held in San Diego in 1988. It has now been integrated into over 200 cities around the country with over 200,000 veterans and their families being served. A key objective is to break the cycle of the homeless epidemic within the veteran community. These are the men and women who have served our country, and we need to make sure they are not forgotten.

A quote that is appropriate for their mission is, “A community is often judged by how well it takes care of its own.” Serving the needs of those who have served to protect and create Freedom in the world is a worth activity for all of us to consider. Please contact Stand Down or Jim Walberg if you want to personally get involved, or to make financial contributions. Also, contact me any time to find out about other service opportunities for Bay Area community projects. Until next time… your East Bay real estate detective remains on duty.


Editor’s Note:
Jim Walberg is the co-Broker/Owner of The Bay Area Team, the most-successful team at Keller Williams Realty-Danville. He is also a member of the global LuxuryRealEstate.com network. Jim is an exceptional blogger, as you can see by visiting his blogs, East Bay Real Estate and Caribbean Islands Realty, and reading his great blog entries like the one above. He is the master of fractionals and other luxury homes in the Bay Area and the Caribbean, and he always has a lot of great opportunities to share. Philanthropy is awesome. We should all follow the Golden Rule as we go about our many activities in this life. Great people aren’t those who leave behind the most wealth when they die, but those who bless others’ lives and seek to lift their brothers and sisters on their shoulders. Luxury properties are what we sell, but people are who we serve.

By Robert Lockard

Nick Antonicello, Director of Sales for Unique Homes, pointed out an interesting story to me last week in the Los Angeles Times Blog. You might have already heard about it, but I just want to put in my two cents about the whole affair.

Peter Viles, Senior Producer for Real Estate at LATimes.com, wrote in his blog entry that Donald Trump, possibly the best-known real-estate developer in the world, is seeking to buy Ed McMahon’s mansion to save him from foreclosure.

In an even more bizarre turn of events, Mr. Trump now might be having some competition for buying Mr. McMahon’s luxury home. That’s according to a new blog post today by Ann Brenoff, author of the Los Angeles Times’ weekly “Hot Property” feature.

As Mr. Spock would say, “Fascinating.”
I have to agree with Star Trek's Mr. Spock; Ed McMahon's dilemma is fascinating. Photo copyright of culture.culte on Flickr.

To be honest, I’m not sure what to make of this story. I mean, Mr. McMahon certainly seems like a good man who simply let his finances get out of control until he went from delivering oversized million-dollar checks to being unable to pay for his multimillion-dollar luxury property. His story just seems remarkable and bitterly ironic.

Since he went public with his mortgage troubles, it appears that Mr. McMahon will now be able to make it through this difficult experience fairly well. Competing offers on a house that’s about to be short sold is pretty impressive, I think.

I guess, in the end, my point is: Is this justice? I mean, not everyone can be helped like this. Is Ed McMahon’s celebrity status the main reason why he is receiving this attention and assistance? I’m uncertain of the answer to these questions. I hate to see anyone suffer, but is some suffering just while other suffering should be alleviated, and how do we judge that?

I believe that life is generally good, although it is difficult and filled with perils. Mr. McMahon seems to have had a very good life, gaining much more success and fame than most people will ever know. I feel bad that he is facing failure near the end of his life, but perhaps that is a lesson he needed to learn. I am sure we all must face failure and seek to succeed afterwards. Hopefully we will learn to be better people in the process.


Editor’s Note:
Robert Lockard is the Public Relations & Media Specialist with LuxuryRealEstate.com. I am Robert. I create all of Luxury Real Estate’s newsletters, write the editorials in LuxuryRealEstate.com Magazine and much more. I was really tempted to call this blog entry “Wake up with the King” Luckily, I refrained. You can share your blog entries on the Luxury Real Estate Blog by emailing them to me. By the way, ordinarily I would link to the two blog entries above via their TrackBack links, but they don’t appear to be working, so I just used their regular links. The photo of Mr. Spock is from www.flickr.com/photos/cultureculte/2306916969 and it is the copyright of culture.culte.

By Andrew Harper

Many people have a list of places they’d like to visit before they move on to the next world; here are a few American suggestions of my own.

For conversation’s sake, I have avoided the obvious targets, but a stroll across the Golden Gate Bridge or a trip up the Empire State Building is still definitely worth it.

Andrew Harper logoThough we are lucky to live in a beautiful country, I have focused on smaller, man-made locales, simply because a catalog of pretty American places could stretch on forever.

This list is admittedly subjective, but it comes from 30 years of professional wandering. Some places are more well-known than others, but all share a sense of tranquility and wonder.

And since I review small boutique hotels for a living, I have included nearby recommended places to stay. Happy travels!

Madison Valley, Montana

America is a land filled with beauty like these gorgeous Gallatin Mountains in Montana.Montana’s Madison Valley, which runs between the Madison and Gallatin ranges down to West Yellowstone, is magnificent Lewis and Clark territory. This is unspoiled land, vast and uncompromising – everything you hope Big Sky Country will look like. Harper Recommended Hotel: The Lodge at Sun Ranch.

San Francisco de Asis Church, Ranchos de Taos

Famously painted by Georgia O’Keefe and described by her as “one of the most beautiful buildings left in the United States by the early Spaniards,” this handsome adobe mission a few miles outside of Taos Pueblo yokes together a staggering five centuries of American history. Harper Recommended Hotel: Casa de las Chimeneas, Taos.

Whaling Museum, Nantucket

At its whaling peak during the first half of the 19th century, the small island of Nantucket had 88 ships scattered across the oceans. The Whaling Museum is wonderfully evocative of this era (plenty of scrimshaw and rusty harpoons), and out-of-season Nantucket Town, with its Greek Revival mansions and cobblestone streets, is equally enchanting. Harper Recommended Hotel: The Wauwinet.

Battery District, Charleston

The historic Battery District of Charleston, South Carolina, home to dozens of stately antebellum mansions, is one of the prettiest American neighborhoods I’ve ever explored. Follow the promenade along the shores of the Charleston peninsula; Fort Sumter, where the first shots of the Civil War were fired, sits broodingly across the Cooper River. Harper Recommended Hotel: Planters Inn.

Isabella Stewart Gardner Museum, Boston

Housed in a charming Venetian-style palazzo, this gem of a gallery displays works by Rembrandt, Michelangelo, Whistler and Sargent. It’s small enough to tour in an hour or so, and you can spend the rest of your time enjoying the sunny, flower-filled courtyard. And if your name happens to be Isabella, you get in free. Harper Recommended Hotel: XV Beacon.

The Four Seasons Restaurant, New York

If you had to choose only one restaurant in New York City to visit, the Four Seasons Restaurant would be the one. The city’s prettiest dining room was designed by architects Mies van der Rohe and Philip Johnson, and astutely hasn’t been touched since its introduction in 1959. The Pool Room is a study in muted sophistication, despite some of the outsized egos at the tables. Harper Recommended Hotel: The Lowell.

The Rothko Chapel, Houston

This small, non-denominational chapel located just off the Menil gallery in Houston’s Museum District seems unassuming at first, but spend some time surrounded by the 14 mysterious paintings by Mark Rothko, and it may start sinking into your skin. Harper Recommended Hotel: St. Regis.

The Huntington Gardens, San Marino, California

Mr. Huntington did quite well in railroads, and he’s left us with a wonderful afternoon escape just outside of Los Angeles. After admiring some of the spoils of his industry – a Gutenberg Bible, a Shakespeare folio, Thomas Gainsborough’s “The Blue Boy” – venture out into the superb botanical gardens, home to dozens of unique environments: an almost eerily authentic Japanese garden, a lily pond straight out of a Monet painting, and an entrancing collection of cacti. Harper Recommended Hotel: Hotel Bel-Air.

Robie House (Frank Lloyd Wright), Chicago

The Robie House, the world’s first modern home, was designed in 1908 by architect Frank Lloyd Wright, and still seems startlingly contemporary 100 years later; with its broad horizontal lines and sleek art glass windows, it looks like a modernist yacht. Wright himself showed up to protest the planned demolition of the house (it was to be replaced by a seminary dormitory) at the ripe old age of 90. Harper Recommended Hotel: Four Seasons.

The Oregon Coast

Highway 101 along the Oregon Coast swerves through 360 miles of jagged cliffs, rocky outcrops, sweeping dunes and temperate rain forests. The coastline lacks deep harbors, so there are no large cities here – just old logging towns, fishing villages and the occasional artist colony. And the entire coast is public land, which makes for excellent picnic opportunities in rugged and remote spaces. Harper Recommended Hotel: The Stephanie Inn, Cannon Beach.


Editor’s Note:
For more information on this company, contact Margaret Temple, the Business Development Manager at Andrew Harper in Austin, Texas. Andrew Harper is an exclusive partner with Luxury Real Estate. This is some great advice for travelers seeking great deals. For more than a quarter century, Andrew Harper has explored the world as an incognito traveler. Always paying his own way, his unbiased reviews of the finest hotels, villas, yachts, restaurants and culturally authentic travel experiences are legendary. Through a variety of media, complemented by highly personalized travel planning services, members of Andrew Harper’s luxury travel club enjoy the resources to dream, plan and realize an unparalleled level of globetrotting. This blog entry is chock full of great information, just like Andrew Harper’s previous blog entry. Be sure to keep checking back at the Luxury Real Estate Blog for scoops like this!

By Michael Marquette
From his blog: View from the Bridge: Michael Marquette’s comments to the Australian Financial Review

Homeowners and investors have welcomed suggestions that the Reserve Bank of Australia will cut interest rates this year, but will the banks pass the rate cuts onto borrowers?

Prime Minister Kevin Rudd has told Australians to change banks if they fail to pass on rate reductions. The banks have had no problem increasing rates to levels higher than official rate increases and have even increased rates despite the Reserve Bank keeping them on hold.
Australian dollar coins are beautiful. Banks need to make sure their rates and fees make sense to customers. Photo copyright of Claire L. Evans on Flickr.

In an interview with The Australian Financial Review last week I was asked what it would take to restore confidence in the market. I expect buyers to remain cautious until the banks show that any rate reductions will be passed on. I believe a rate cut of around 1 percent is needed to restore buyer confidence as I’m hearing increasingly that buyers and vendors are skeptical that banks will pass on the rate cuts. A reduction of 100 basis points will result in the market reacting in a positive way, even half a percent will be looked on cautiously.

So the question is buy now or wait? The answer is simple. There are some fantastic buys in the luxury market at the moment and this will continue for the foreseeable future. As the stock market wobbles, dividends decrease and share prices drop bricks and mortar will become a major focus for many investors.

If you find the right luxury property at the right price and choose the right lender, your decision is an easy one to make. My only advice is to ensure sure that you keep your lender honest, and if “changing banks,” as PM Rudd suggests, make sure you are aware of all fees and costs that may apply.


Editor’s Note:
Michael Marquette is the co-Founder and Director of Marquette Turner Luxury Homes in East Sydney, New South Wales, Australia. Founded on Australia Day 2007 by Marquette and Simon Turner, Marquette Turner is a property consultancy company covering the Australian states of New South Wales and Victoria. Marquette has a background in medicine and a large retail and wholesale business. When banks charge unfair fees for their services, they are not building good relationships of trust with potential clients. I prefer kindness and openness when working with people. Thanks for the insightful blog entry, Michael! The photo of the Australian dollar coins is from www.flickr.com/photos/astro-dudes/913087028 and it is the copyright of Claire L. Evans.

By Brian Langhorst

I have heard many times over that print is dead, but this is false information! Whoever is saying this does not know the audience for luxury homes and their habits. Yes, people look to the Internet for information and, according to a National Association of REALTORS® survey, over 80% of home seekers are starting their search online for real estate.

The main question we should think about is how do they know where to look for real estate online? The answer is print!
It certainly doesn't look like print is dead at this mailbox. Photo copyright of joebeone on Flickr.

I had a very interesting conversation yesterday with Victor Lund, co-Founder of the WAV Group. He said that the typical consumer segment of the luxury property market still looks through newspapers, magazines, and other print media for news and information. Customers need guidance and print provides this guidance to learn more about real-estate opportunities on the Internet. With a proper call to action this high-net-worth audience will be driven to your website through your print advertising campaign.

I look forward to your replies. Let me know how we can help you create targeted print ads to drive more traffic to your website.


Editor’s Note:
Brian Langhorst is LuxuryRealEstate.com’s Membership Manager. He meets members’ unique needs through the dynamic services LuxuryRealEstate.com provides. Victor Lund was so kind and helpful when he came to the Luxury Real Estate headquarters here in Seattle. He had a lot to share about our Web site, which is the most-viewed luxury real estate site in the world, and many other topics like the one Brian just discussed. It’s always nice to meet nice geniuses and well-grounded visionaries. The photo above is from www.flickr.com/photos/joebeone/2528716096 and it is the copyright of joebeone.

By Michael Marquette

From his blog: Australian Auction Clearance Rates Crash!

Auction Clearance rates for the week ending July 27, 2008 indicate a property market in crisis. Sydney’s Clearance rate of just 36.5 percent is indicative of the disparity between vendors and buyers, with some real-estate agents caught in the middle.

Luxury real estate agents’ skills in both marketing and negotiating homes are being put to the test and many are being found short. Agents with reputations for overpricing properties (the practice of overpricing is used by some agents to win listings) are struggling to match the prices offered by buyers with the price expectations of vendors. Agents with the ability to communicate the best strategy at the time of listing are best placed to negotiate the highest price for vendors in the current market – well before a property is seen to become “stale.”
Some crashes can look spectacular, like this crashing wave near Cape Town, South Africa. Photo copyright of Victor Geere on Flickr.

Getting the right agent is the key to successfully selling your home. Given that the total number of sales is down and the list of unsold properties is increasing, it is more important than ever to ensure that your luxury home is in safe hands. Given that spring, and the usual seasonal increase in the number of listings, is beckoning I stress the importance of making the right decisions the first time!
Click here to see larger version


Editor’s Note:
Michael Marquette is the co-Founder and Director of Marquette Turner Luxury Homes in East Sydney, New South Wales, Australia. Founded on Australia Day 2007 by Marquette and Simon Turner, Marquette Turner is a property consultancy company covering the Australian states of New South Wales and Victoria. Marquette has a background in medicine and a large retail and wholesale business. Some markets are facing tough times, and it’s good to be aware of potential issues as well as opportunities. The photo of the crashing wave is from www.flickr.com/photos/victorgeere/24539591 and it is the copyright of Victor Geere.

By Jean-Yves Piton

While luxury properties are part of the conspicuous consumption group, unlike several other goods, their proposed premium prices are not a function of the premium brands they are attached to. Instead, factors such as location, amenities, space, architecture and historical value justify their premium prices around the world.

So, what type of luxury homes would you acquire in major metropolitan cites worldwide for $1 million USD in 2008?
Front of the $1 million bill. Photo copyright of Simon Davison

According to “What $1 Million Buys in Homes Worldwide” by Matt Woosley, Friday, January 11, 2008, provided by Forbes.com, in New York, you can expect a 647-square-foot Turtle Bay condo with 45-square-foot balcony, white oak floors, and 11-and-a-half-foot ceilings. In London, you can purchase a one-bedroom, one-bathroom flat in Primrose Gardens. In Hong Kong, you can acquire a three-bedroom, 825-square-foot apartment in a high-rise between the residential areas of Aberdeen and Pokfulam.

While $1 million USD grants an invitation to the millionaire's club, it clearly does not buy the most spacious and astonishing luxury property in most top metropolitan cities worldwide in 2008. Based on the figures discussed earlier, such properties might just work as a pied-a-terre during a business trip or a short vacation.

Back of the $1 million bill. Photo copyright of Simon Davison.

This also explains why more buyers are currently opting for luxury fractional ownership, the trend ahead. This being said, keep in mind that this rapidly increasing trend applies to everything luxury in 2008 (from designer handbags to the finest properties).

So, how do you market a luxury fractional property? Evidently, it is easy to assume the same way you would promote a luxurious property. Partly due to the traditional premium variables like location, amenities, space, architecture and historical value. Also, though a fractional ownership, you could insist on the long-term investment, just as for any other luxurious property.

Nevertheless, there is another element, which must not be omitted to successfully advertise a luxury fractional property. That is promoting the dream to potential buyers and investors. There must be a fine balance of both emotional and rational communications to connect potential buyers to the properties through careful advertising. Where the rational communication focuses on owning a luxurious property (one of a kind), promoting the dream (the emotional communication) helps foster a sense of emotional connection (a state of being and/or sense of being).


Editor’s Note:
Jean-Yves Piton is the Global Services Membership Manager for LuxuryRealEstate.com. He assists Bente Madtsen, the Director of Global Services, in expanding the LuxuryRealEstate.com brand into even more countries around the world. Fractional ownership is a great tool for vacationers and other people looking for flexibility and great investment opportunities. I actually wrote an editorial on Private Residence Clubs, also known as fractionals, in the spring 2008 issue of LuxuryRealEstate.com Magazine. Check it out! The photos of the front and back of the “$1 million” bill are the copyright of Simon Davison.

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