Branding Luxury Real Estate Development Today – A Woman’s Touch

“It just needed a woman’s touch.” How many times have you heard that comment? We all probably know the guy whose home was transformed by an injection of feminine magic. Suddenly, his previously lackluster man-space is graced with amazing warmth and character.This, of course, is no surprise to most people when it happens. We all just accept it as one of those mysterious things about women’s abilities. But how many people fully understand these implications when it comes to branding and marketing their product or service – and, in particular, when it comes to marketing luxury real estate development today?Let me make my point with just a couple of statistics:o 91% of new home decisions are made by women.o Single women, the fastest-growing group of home buyers in the U.S, totaled 22% of all buyers in 2006.Now comes the interesting factoid: What percentage of advertising creative directors (the ones who direct the marketing messaging and branding) in the U.S. are women? A whopping 3%. Really.Why does this matter? Does it matter? Well, yes, if you want to connect with the soul of a woman when she’s about to spend money on her nest. Now, this doesn’t mean that men should be left out of the equation, but it’s important to be honest about whose opinion leads the purchase decision in the home.When women are making a home decision, it is a choice that reflects who they are at their essence. It is deeply personal. They are trying to capture something elusive … an emotion, a feeling. Precisely because a home decision is in large part an emotional decision, it’s critical for real estate marketers to recognize the need to connect in a meaningful way to women. And who better to know how to reach women but … a woman?Female creatives are in tune with the emotional chords that resonate with other women. And the skillful ones know how to translate that sensitivity into the promise of a meaningful brand experience.