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January 11, 2021

Why Luxury Has Lost All Meaning

Allan Ramsay - King George III in coronation robes
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What makes real estate luxury?

“Luxury” is an over used word because it has lost all meaning.

Everything is luxury.

Or at least that’s how things are marketed.

So what is luxury?

Getting what you want, when you want it, the best of whatever it is and if you can’t think of anything then just the idea.

Don’t tell me something is luxury unless it is.

Brands miss the mark big time.

Luxury is an experience and a value orientation.

It’s about respect.

Respecting that your customer DESERVES the best and giving it to them AT A PRICE.

Good, fast & expensive.

That’s about as simple as luxury marketing gets.

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