MARKETING IS EVERYTHING

Marketing, in both luxury real estate and luxury vacation rentals, is THE most important driver for creating value, at every stage of the investment cycle.

For operators, it’s even more critical than for brokers. Unlike real estate sales, we can’t rely on in-person experiences.

We have to sell the entire home-lifestyle experience virtually, before the transaction, and ensure the product compels guests to write a five star review and maybe refer a friend.

Luxury real estate deals might involve bigger numbers, but at the international level, high-end vacation rentals transact 24/7.

It’s not months or weeks—it’s multiple times per day, all day, every day.

And competition can be ruthless. At any moment, a competitor can drop their nightly rates by 30%, destabilizing perceived value in the online marketplace.

Fundamentally, the luxury segment plays by a completely different set of rules. 

Its rules are counterintuitive, and are notoriously misunderstood.

For us, marketing a luxury vacation rental isn’t just about selling a home—it’s about crafting a sense of social elevation that carries through the entire booking journey.

It is holistic, all-pervasive, and ingrained in every aspect of the operation, even the bones of the asset itself. 

It is an accentuation of uniqueness, rarity, and super important; scarcity. 

From design and décor (the home-lifestyle experience) to photography and film, advertising, branding, graphics and web presence, online distribution, positioning, yield management—the entire booking journey, every detail shapes perceived value.

And in our world, there is no neutral ground.

Everything is either a plus or a minus.

Things like wide-open calendars, poorly executed branding, over-distribution that cheapens exclusivity, or an inconsistent property portfolio—all of it erodes value.

Ultimately, marketing for a luxury SFL asset is more than just the exceptional quality of the asset.

It’s about how every detail works to amplify and compound its perceived value.