In the worldwide real estate market of 2008, BPI recognizes that traditional marketing techniques like heavy advertising and blanket direct mail have lost much of their effectiveness. It is harder to reach the affluent efficiently.

We know that the luxury resort real estate industry is positioned for a strong future. Worldwide the affluent are becoming more numerous. In the U.S. alone there are over 7 million households with $1Million or more in liquid assets. The number of households with a net worth of $25 Million or more is doubling annually. The opportunities in the rest of the world are just as great.

Today’s affluent are younger, better educated and, most importantly, more of them are self-made. Over eighty percent earned their money rather than inheriting it.

Unfortunately, this increase in sheer number results in a differentiated population. One size does not fit all. Sales to affluent consumers occur only when they believe a product or service adds enjoyment and value to their (and their family’s) LifeStyle.

BPI has pioneered the application of LifeStyle™ research to the marketing and sales of luxury resort property. This ground-breaking research reveals the six statistically different LifeStyles of the affluent. They range in size from 11% to 22% of the affluent population. For some basic insights see the descriptions of each above. These LifeStyles have fundamental differences in what they perceive as value: from hotel brands to recreational activities to vacation destinations.

BPI’s LifeStyle Marketing is a disciplined process that puts these insights to work for the resort real estate developer, adding value in every step of development and sales process. It begins by showing which LifeStyle segments are most likely to be interested in the development. We work with the development to define one or more LifeStyles who will be interested in buying in the development locale. LifeStyle further aligns the property with the target market by indicating which types of amenities and activities will be of most interest. We then apply our LifeStyle process to narrow the marketing effort down to the correct buyer base and not waste precious effort going after the wrong fit for the property. As a result, our LifeStyle Marketing effectively and efficiently guides marketing expenditure.

After we are finished defining the LifeStyle(s), we design an effective marketing program focused on grass roots marketing in the target markets for the development. It is critical to the success of the project that the effort be sustained and localized. Our efforts will create a large number of face to face sales opportunities which result in increased sales.

BPI’s LifeStyle Marketing provides a different, highly targeted and personalized approach to prospecting, communicating with clients, promoting, showing and selling premium properties.

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