- The market for ultra-luxury real estate is frothy and exclusive.
- But flashy parties and over-the-top stunts no longer attract the attention of affluent buyers.
- Here are 13 top publicists that high-end developers rely on to make sure their properties sell for top dollar.
The housing market has been brutal for middle-income consumers, but ultra-luxury real estate has never been smoother.
The world’s richest are putting their cash into real estate, and developers are vying for those millions with projects that only get flashier, more expensive and more exclusive. Uncertainty in Europe and Latin America is driving even more wealth to American real estate in cities like New York, Miami and Los Angeles.
To attract the attention of ultra-wealthy consumers, developers rely on a small cadre of public relations pros who specialize in promoting extravagant properties that command stratospheric prices.
Insider has identified 13 of the most sought-after PR managers in luxury real estate based on research and conversations with industry insiders.
But these pros tell Insider their role has changed since the tumultuous 2010s. Gone are the days of blowout parties, flashy promotions, and extravagant buyer incentives. Digital campaigns have become as important as traditional media coverage. Promotions now focus on discreet luxury, with high-net-worth buyers more interested in “quality and amenities,” says Vanessa Fioravante, co-founder and principal of Miami’s Ander & Co. “And buyers say, ‘instead of getting me a Lamborghini, just shave a few hundred thousand dollars off the asking price.'”