You might automatically turn to one of those glossy oversized magazines that purports to report on the lifestyle of the rich and local. Or you might assume that an ad in the New York Times or Wall St. Journal would zero in on the affluent.
The rich! Just like the rest of us, they surf online property listings to see the latest, and presumably greatest, listings. According to the Luxury Institute’s just-released Wealth Survey: Real Estate and Lifestyles, a study which looked at the current beliefs, attitudes, and plans of high-net-worth Americans as related to real estate, 52% of the country’s top demographic start online (93% of all househunting Americans do the same).
Perhaps surprisingly – especially to those who don’t dabble in aspirational reality television – 47% get news of what’s for sale through friends. Other top sources: printed property brochures (presumably mailed to them) – 40%; local brokerage websites – 39%; and individual property websites – 32%.
The takeaway: If you are targeting the rich and famous, or the rich and obscure, for your sale, you still have to get your property listing online. And it won’t hurt to generate some buzz about it, too.