The Power of Storytelling in Luxury Real Estate, According to Branding Expert Caroline McDonald
Having overseen marketing and branding for some of the most noteworthy and acclaimed new developments in Manhattan, Brown Harris Stevens Development Marketing's EVP/Head of Marketing and Brand Strategy Caroline McDonald is an expert on the luxury market and what it takes to tell stories that resonate.
McDonald was recently interviewed at length by Mansion Global, providing insights on how luxury properties' stories are crucial for appealing to high-net-worth buyers.
"Since I was a child I have loved stories and the art of unfolding a narrative. The luxury world is a master of this craft. They are today’s modern storytellers and I have always been inspired by the stories behind these experiences.
They often weave mythology, religion, literature, art, music and even scent into a perfect package that transcends. For luxury real estate, the same marketing formula is key and even more essential ... My goal is always to inspire and drive emotion that will connect to the beautiful residences we represent." -- Caroline McDonald
In the interview, McDonald also discusses two of BHSDM's recent projects, 200 Amsterdam—regarded as one of the most lavish new developments in the city—and 393 West Avenue, known for its classic prewar style and chic, contemporary interiors.