New Methods For Drawing Luxury Residential Buyers

Aug 01, 2017

By Carrie Rossenfeld

DANA POINT, CA—Many developers are using luxury cars and frequent-flyer points to incentivize buyers to purchase high-end real estate, while others are using something more unique, Zephyr’s VP of sales and marketing Amber Frankhuizen tells Zephyr recently commissioned internationally acclaimed surf photographer Aaron Chang to produce a photography series exclusively for homeowners at South Cove, the developer’s new seaside luxury-condo community here. We spoke with Frankhuizen about the trend of incentivizing luxury residential buyers in a creative manner and where she sees this trend going. Why are developers trying to incentivize luxury residential buyers now?

Frankhuizen: While many developers are using incentives like luxury cars and frequent-flyer points to incentivize buyers to purchase high-end real estate, our partnership with famed photographer Aaron Chang is more about offering our buyers something incredible that they can’t get elsewhere.
Luxury buyers already have what they need to make their house a home; we want to offer something special that connects them to their community that’s truly unique. This exclusive photography series capturing Dana Point does exactly that. How are you going about doing this?

Frankhuizen: For us, it’s all about strategic partnerships that add something extra to our projects, which are already known for their high-quality construction, finishes and thoughtful design.

Our collaboration with Aaron Chang is one example, but we’ve also partnered with the City of Dana Point to create a new public park that will border South Cove and feature art and installations that pay tribute to the surf culture and celebrated history of the city. Owners see the value of having immediate access to this legacy project. It’s priceless. Where do you see this trend heading?

Frankhuizen: We’re seeing more and more collaboration in our industry and many others. Bringing in artists like Aaron Chang, architects, designers and landscapers who share our culture and standards is adding value to our buyers. And from a marketing perspective, it’s great for cross-promotion and exposure. A rising tide raises all ships, and we love to share in success with our partners. I don’t see this trend slowing anytime soon.


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