We've talked before about the romance in marketing - for luxury homes, romance comes from the name of a home. A name conjures up an image, a lifestyle. Growing up in Newport, Rhode Island, I was surrounded by estates with names: The Breakers (waves), The Marble Palace, The Elms, Swiss Village (truly a cluster of buildings, not just one huge building), The Chalet (our old home, which was designed by a Swiss architect in the Swiss style, and even had European craftsmen come over to build it in 1854), Seafair, etc. Some of the homes built in Florida in the 1920s have names, often Spanish or Italian to match the decor - Casa Bonita, Villa Reggio. Foreign names have always seemed to have allure here in Florida, though Newport had American names.
I remember one of Arvida's luxury training classes in Florida - after the classes and visits to the Design Center in Dania, we toured some homes by boat, and had a contest to see who could choose the best name for a house that didn't have one. I don't remember the name that won, but I do remember the process.
So, in addition to staging our luxury homes, we should name them. It's a real benefit in the marketing.
Comments(0)