A look through the eyes of the luxury buyer reveals an emotional core.

By: Karen Crystal

Whether it’s a polite conversation, or a heated discussion, luxury real estate brokers are committed to the value of staging, and sometimes our view of this important marketing strategy may clash with that of our client.

The $ million question: is staging worth the investment?

By staging your home, you are visually inviting buyers to become emotionally attached, thereby enabling them to imagine the lifestyle they’ll soon be enjoying.

Visually inviting

If a picture is worth a thousand words, then a video is worth a million, right? So, why are visual images worth so much more than the spoken word? I believe it is because visual images are actually emotional triggers. In fact, studies have shown that at least 65% of us are visual learners, much of which comes from “our minds eye”. Our “Visual memory”.
For example, when luxury buyers describe what they desire in their dream homes and the lifestyle they want to achieve, they tend to use phrases like this.

Here’s how I’d like it to look….

This is my vision…

Let me show you how I am picturing it…..

I can see my family relaxing together…

Here is another important point to remember, not everyone possesses a vivid imagination.

Emotional attachment

Whether you want to admit it or not, we are all emotional beings. Many of our thoughts, and most of our important decisions are charged with emotion.

My observation as a luxury agent, having spent thousands of hours with luxury home buyers, is that they act very differently when buying stocks and bonds, or even buying a company, then they do a home. Luxury buyers may not discuss how they feel regarding their business decisions, but they definitely talk about how they feel when it comes to their home buying decisions.

Those of you who are scientific thinkers, may not believe this is true.

To demonstrate my point, visit the staged model of a brand new luxury home development. I don’t know about you, but the minute I walk through the door, my visual senses awaken. I immediately begin to feel and imagine the lifestyle of the staged model home. Life seems a little better, and I imagine moving in with only my toothbrush. It can be a vivid and emotional experience.

What about you? I’ve watched my own buyers “fall in love” with a home, feeling it in their emotional core. They imagine their children’s birthday party in the backyard, and they picture their family eating at the beautiful dining room table already set for holiday dinner.

Lifestyle

The luxury home buyer is looking for a home where everyday living and the luxury lifestyle are inseparable. The home overlooking the 6th hole of the golf course, with the outdoor living room equipped with a flat screen TV over the fireplace, and a bar for entertaining your family and friends. This is the life….the lifestyle we are selling… and the lifestyle they are buying.

So, when my sellers say (and this is an actual quote),

” If they can’t imagine their stuff in my house just because it is empty, then they are too stupid to afford this house anyway”…

I remind them that we are not selling their 13,000 sq ft house with 12 inch crown moldings, we are selling a home with a lifestyle. We need to market visually to buyer’s emotional needs, as well as their rational minds.

I recommend you ask your seller who is resisting staging this question.” Would you prefer getting a massage at the physical therapists office or the Four Seasons Resort Spa“? The answer is obvious. Then I ask them why they like the spa more than the therapist’s office? They usually say they like the atmosphere in the spa better because it feels more relaxing. ” Is it worth paying more for the massage in the beautiful spa then the cold therapist’s office”? I think most of us would agree the answer is an emphatic, yes.

I believe the luxury home buyer will pay a premium for a staged home that creates a lifestyle image that resonates in their emotional core…and they may just buy all the furniture with it!

Thousand Oaks, California

Thousand Oaks began as several sleepy ranchos situated in Conejo Valley (the valley of the rabbits) of Southern California in the late 1800’s. Now with more than 125,000 residents, Thousand Oaks has been distinguished as one of the safest cities in the nation, and ranked among the top ten communities for statewide scholastic achievement. Balancing controlled growth and a mix of business, retail and industrial venues with residential areas, parks, schools and open spaces, Thousand Oaks is a pleasant place to visit, live or do business.

8160 Happy Camp

Halfway between Los Angeles and Santa Barbara on US 101, Thousand Oaks (91362) is a mere 12 miles inland from the Pacific coast, and 24 miles southeast of Port Hueneme, the only deep water harbor between San Francisco and Los Angeles. Thousand Oaks is situated 39 miles west of Los Angeles, on the southeastern edge of Ventura County and the western edge of Los Angeles County. The city covers 56 square miles and its elevation is 900 feet above sea level.

Thousand Oaks conducts over 3,100 recreation and leisure programs each year, under the supervision of the Conejo Recreation and Park District. The city boasts five playfields, 42 parks, including a large central park and the Thousand Oaks Library. Its seven community centers are home to the Thousand Oaks Teen and Senior Adult Centers. The District and the City of Thousand Oaks have formed the Conejo Open Space Conservation Agency (COSCA) to preserve over 15,000 acres of open land, including 1,750 acre Wildwood Park and 110 miles of walking and hiking trails. Golfers of all levels can enjoy the newly redesigned 6,274 yard, par 70* Los Robles Golf Course.

The Thousand Oaks Civic Arts Center plays host to many concert and celebrity performances each year. Close to shopping, galleries and fine dining, the Civic Arts Center is a destination in itself.

Forbes estimates he is the 183rd richest person in the world, with a net worth of 3.3 billion US Dollars, and he lives right here in Thousand Oaks, California.  His name is David H. Murdock, and he is a property developer (among many other things).

I have been watching Mr. Murdock carefully with regards to his new phase of real estate development in Sherwood Country Club, and waiting patiently to see what this highly successful man will do.  And  perhaps even more importantly…when he will do it.  You might say that this Billionaire is my own personal “economic indicator” for this geographical area.

Why?  Because David Murdock only builds property that he believes will sell, and he does so, only when he is confident that the marketplace has the ability and the desire to buy.

Well……our Billionaire is building, and with the interest rates still at an historic low, it is definitely time to buy!
There are currently 3 homes under construction with completion dates at the end of June 2010, with 3 more already breaking ground.  The pricing is very competitive: all under $2.5 million, and the sq. footage is a bit smaller than a typical Sherwood home : approx. 4,500 sq ft. on average.

Here are some photos I took the other day, along with a rendering of a very rare Single Level new home called “Amalfi”.

sherwood luxury construction

I’ve been to Buckingham Palace, Windsor Castle and even Kensington (the “small” little palace where they threw Diana after the divorce). I’ve also visited our own national treasure The White House. When it come to opulence and luxury they all pale in comparison to the grand craftsmanship of 2500 White Stallion.

If a picture is worth a 1000 words the movie above is the entire Harry Potter set. Bound in leather hardback and signed to you by the author, of course.

Featured Post on a Luxury Homes Blog – Staging a Luxury Property

A look through the eyes of the luxury buyer reveals an emotional core.

By Karen Crystal

Whether it’s a polite conversation, or a heated discussion, luxury real estate brokers are committed to the value of staging, and sometimes our view of this important marketing strategy may clash with that of our client.

The million dollar question: is staging worth the investment?

By staging your home, you are visually inviting buyers to become emotionally attached, thereby enabling them to imagine the lifestyle they’ll soon be enjoying.

Visually inviting

If a picture is worth a thousand words, then a video is worth a million, right? So, why are visual images worth so much more than the spoken word? Because visual images are actually emotional triggers. In fact, studies have shown that at least 65% of us are visual learners, much of which comes from “our mind’s eye.” Our “Visual memory.”

For example, when luxury buyers describe what they desire in their dream homes and the lifestyle they want to achieve, they tend to use phrases like this:

Here’s how I’d like it to look… This is my vision… Let me show you how I am picturing it… I can see my family relaxing together…

dark creek before

dark creek after

Here is another important point to remember: not everyone possesses a vivid imagination.

Emotional attachment

Whether you want to admit it or not, we are all emotional beings. Many of our thoughts, and most of our important decisions are charged with emotion.

I observe as a luxury agent. This is part of my occupation. I spend thousands of hours with luxury home buyers. Their actions and buying impulses are far different when buying stocks and bonds—or even a company—than when purchasing a home.

Luxury buyers may not discuss how they feel regarding their business decisions, but they definitely talk about how they feel when it comes to their home buying decisions.

Those of you who are scientific thinkers, may not believe this is true… but it is.

To demonstrate my point, visit the staged model of a brand new luxury home development. I don’t know about you, but the minute I walk through the door, my visual senses awaken. Immediately, I begin to feel and imagine the lifestyle of the staged model home. Life seems a little better, and I imagine moving in—with only my toothbrush. It can be a vivid and emotional experience.

What about you? I’ve watched my own buyers “fall in love” with a home, feeling it in their emotional core. They imagine their children’s birthday party in the backyard, and they picture their family eating at the beautiful dining room table already set for holiday dinner.

Lifestyle

The luxury home buyer is looking for a home where everyday living and the luxury lifestyle are inseparable. The home overlooking the 6th hole of the golf course, with the outdoor living room equipped with a flat screen TV over the fireplace, and a bar for entertaining your family and friends. This is the life….the lifestyle we are selling… and the lifestyle they are buying.

So, when my sellers say (and this is an actual quote),

“If they can’t imagine their stuff in my house just because it is empty, then they are too stupid to afford this house anyway…”

I remind them that we are not selling their 13,000 sq ft house with 12 inch crown moldings, we are selling a home with a lifestyle. We need to market visually to buyer’s emotional needs, as well as their rational minds.

I recommend you ask your seller who is resisting staging a few questions.

1“Would you prefer getting a massage at the physical therapists office or the Four Seasons Resort Spa?” The answer is obvious. Then ask them..

2“Why they like the spa more than the therapist’s office?” They usually say they like the atmosphere in the spa better because it feels more relaxing.

3“Is it worth paying more for the massage in the beautiful spa then the cold therapist’s office?” I think most of us would agree the answer is an emphatic—YES!

The luxury home buyer will pay a premium for a staged home that creates a lifestyle image that resonates in their emotional core.

Who knows? They may just buy all the furniture with it!

Read it…..unless you are afraid of truths….then just don’t read it.

By : Karen Crystal

linchpin

I Just finished reading Seth Godin‘s latest book Linchpin, and one engrained thought keeps popping forward from my past.

KISS (not the band), but the acronym : “keep it simple stupid”.

My USC Business School education was filled with acronyms.  I still remember some of them, and I admit KISS has proven useful at times and still seems to work.

The MOST memorable acromyn though was Radio Station WIIFM.  You know, the station that we were all told to tune it to…What’s In It For Me?

Well, if you haven’t changed the station yet, don’t bother.

WIIFM already altered it’s local programming to include a global satellite feed, and is now airing as WIIFM…What’s In It FROM me?

So here’s my thought for you on Linchpin.

Read it.  Unless you are afraid of truths….then just don’t read it.

One truth is that Linchpins are obvious.  They stand out from the crowd.  In fact a Linchpin gave me this book to read, Alex Beattie from duPont Registry.  Alex is a linchpin.  He is connecting luxury marketers and luxury consumers with the duPont brand on a human level through his “gifts”……and it’s working.

I now utilize duPont as a luxury property marketing vehicle, and my luxury clients are clicking on duPont for the latest and greatest in all things luxury.

Why?  The human connector….the linchpin.

Luxury Golf Cart

Luxury Cars: If you like playing golf, then you will definitely be interested in this car, a so-called reinvented golf cart in the form of a luxury car. Garia is built using the highest standards of the automotive industry, using a double wishbone front suspension similar to those found in sports cars and inspired by Formula 1 vehicles.

Also, the drive train used on this vehicle is produced by a company that builds Ducati gearboxes while the aluminium profiles in the frame are made by the same company that supplies aluminum profiles to Aston Martin, Jaguar and Volvo. The car comes with hydraulic brakes on all four wheels with discs, but the most interesting thing is that it will be built at the Valmet Automotive factory in Finland, manufacturer of the Porsche Cayman and Porsche Boxster.

Hidden Valley

Hidden Valley  is one of those places where you suck in your breath, let out a low whistle and think, “So this is how the other half lives.”

Tucked in the away in the northern Santa Monica mountains, Thousand Oaks’ Hidden Valley may be considered the millionaires’ bargain club. Right next store to Lake Sherwood, this community, although it enjoys it’s amenities, largely prides itself on it’s less stodgy, ranch style homes. With roughly 60 homes, residents range from horse enthusiasts to boutique winemakers and of course, leaders of industry.

Possibly the most well known resident is David Murdock, owner of Dole Food Co and one of world’s wealthiest people. But years before Murdock came to play the area was used in the filming of “Robin Hood,” starring Douglas Fairbanks in 1921. Jamie Foxx bought here a couple years back to join Tom Selleck and former Major League Baseball player Todd Zeile and his wife, 1984 Olympic gold medal-winning gymnast Julianne McNamara. Sophia Loren owned a ranch here for many years but has since sold La Concordia; Sylvester Stallone was one of the original Hidden Valley owners as well.

Hidden Valley’s demographics (according to Wikipedia) are:

population was spread out with 33.0% under the age of 18, 4.2% from 18 to 24, 20.9% from 25 to 44, 31.9% from 45 to 64, and 10.1% who were 65 years of age or older. The median age was 40 years. For every 100 females there were 92.7 males. For every 100 females age 18 and over, there were 90.6 males.

The median income for a household in the city was $200,000, as is the median income for a family. Males had a median income of over $100,000 and females $41,667. The per capita income for the city was $94,096. About 1.8% of families and 3.5% of the population were below the poverty line, including 2.3% of those under age 18 and 2.7% of those age 65 or over.

Many enjoy the comfort of being separated from a busting city and finding $10 million homes at 1/4th the cost of Bel-Air. Hidden Valley attracts a highly specific personality and taste.