Anyone trying to sell anything knows that marketing is important, and the marketing industry has become obsessed with social media. For most real estate, this is no exception, but for those in the luxury niche, it can be difficult to pinpoint which marketing tactics just won't work. After all, luxury is all about exclusivity, while social media is all about accessibility. Making the two work together is tricky, but it can be done.

History of Luxury Marketing

Marketing in the luxury niche has always been prone to paradoxes. You want your brand to be visible, but not easily obtainable. It's just like you want your product and service to be accessible and convenient for your target audience, but not to the world at large. In both scenarios, the answer comes down to knowing and targeting your audience. Yes, you might want the world to know your name, but you don't want to pull a Gucci and lose your status because of overzealous sales and marketing tactics.

When Gucci tried created a mobile app, they failed to connect it with fashion; this created a disconnect with their audience and failed to meet user expectations. They also failed to maintain the quality of their products in their social atmosphere, which made the brand seem like it was losing focus.