Authenticity is a word we frequently hear when it comes to the luxury brand experience. Authentic, meaningful connections today are built on social media. A look at the Coldwell Banker Previews International® network of social media platforms shows the depth of connections we’ve already made. Luxury property specialists from Chicago are linking up with luxury property specialists in Paris. Architects in New York and Miami are finding common ground with global fashion houses and real estate companies. We’re uncovering intersections of luxury all over the world.
This comes at a time when a growing number of affluent consumers are turning to social media to connect. A 2015 survey by the Previews® program and Ipsos found that 61% of affluent Millennials and 47% of affluent Gen Xers ranked social media as “important” when searching for a real estate. Another recent study by the Luxury Institute also found that 68% of wealthy Millennials follow one or more brands on social media, while 58% of wealthy Generation Xers track at least one. Trust is not built on brand recognition alone anymore. Establishing long-term loyalty starts with finding real moments of connection online through personal, relevant content.
All of this gives us the drive to keep innovating in the luxury social media space. We have already made significant strides for 2016. The stories you see and read here on www.previewsinsideout.com — about real luxury insiders, real luxury destinations and real luxury homes — will have an even wider digital footprint this year. We expanded our social media reach from Facebook and Twitter to include Pinterest and Instagram, a platform that is virtually on fire for luxury right now. And take a look around at Previews Inside Out. We took our readers’ suggestions to heart, and have made some enhancements to the blog we think you’ll love:
- More fresh weekly content.
- More focus on home-related stories. (Get your home fix here).
- More trend stories. (Check out this trend watch from designer Phillip Thomas.)
- More stories written for and by the people who work, live and breathe luxury. (Don’t miss Renee Grossman’s look at the Miami Boat Show and other events.)
- And last, but not least, a change that I know excites many of you: The popular “Home of the Week” series on Blue Matter has found a permanent address on the Previews Inside Out Home page!
All of these moves are intended to nurture our connections and create a space that continues to cultivate surprising and delightful intersections of luxury. Our goal is to deliver exceptional online experiences with the Coldwell Banker® and Previews networks.
There is much more to come, and I can’t wait to share it with you all. Until next month.
Craig Hogan is the vice president of luxury for Coldwell Banker Real Estate LLC, and a 20-year real estate veteran. When he is not traveling or offering his insights on high-end real estate trends, he spends time in Chicago, where he enjoys walking his rescue dog Cooper along the lakefront, collecting wine and satisfying his real estate “addiction” with a luxe open house tour or two.