How to Build Desire in Luxury and Property Markets | Smarter Marketer Podcast

Описание: People don’t buy luxury for utility. In high-end markets, purchase decisions are driven by emotion, identity and status - not features or price points. For marketers in the high-end space, this changes everything.

In this episode of Smarter Marketer, Giverny Reid - Director at creative property marketing firm &Only and former Creative and Marketing Director at Crown Group - breaks down what actually drives demand in premium categories.


Key Takeaways:
What sets luxury marketing apart from traditional marketing
Why legacy and brand credibility matter more than ever
How to genuinely harness scarcity and FOMO without any tricks
Why real-world experiences still dominate in luxury and property marketing
Using digital, AI and emerging technologies like AR/VR to spark desire
Where most marketers get high-end marketing wrong


Guest:
Giverny Reid is the Director of creative property marketing firm &Only, bringing over 15 years of experience in building and positioning premium brands in the luxury space. Previously, she was the Creative and Marketing Director at Crown Group, where she played a key role in shaping one of Australia’s most recognised luxury property brands.

Giverny’s work has earned her recognition across the industry, including being named ‘Marketer of the Year’ by realestate.com.au in 2022. She’s also been a finalist in the B&T Under 30 Awards for Design and has led major brand and event campaigns across Australia.


Find Us Online:
James Lawrence LinkedIn:   / jameslawrenceoz  
Smarter Marketer Website: https://rocketagency.com.au/smarter-m...
Rocket Agency Website: https://rocketagency.com.au/
Rocket Agency LinkedIn:   / rocket-agency-pty-ltd  


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About the Podcast:
This is the definitive podcast for Australian marketers. Join Rocket Agency Co-Founder and best-selling author, James Lawrence in conversation with marketers, leaders, and thinkers about what it takes to be a smarter and more successful marketer.