How to Build Desire in Luxury and Property Markets w. Giverny Reid
Episode Description:
People don’t buy luxury for utility. In high-end markets, purchase decisions are driven by emotion, identity and status - not features or price points. For marketers in the high-end space, this changes everything.
In this episode of Smarter Marketer, Giverny Reid, Director at creative property marketing firm &Only and former Creative and Marketing Director at Crown Group - breaks down what actually drives demand in premium categories.
Key Takeaways:
- What sets luxury marketing apart from traditional marketing
- Why legacy and brand credibility matter more than ever
- How to genuinely harness scarcity and FOMO without any tricks
- Why real-world experiences still dominate in luxury and property marketing
- Using digital, AI and emerging technologies like AR/VR to spark desire
- Where most marketers get high-end marketing wrong
Featuring:
Giverny Reid
About the Guest:
Giverny Reid is the Director of creative property marketing firm &Only, bringing over 15 years of experience in building and positioning premium brands in the luxury space. Previously, she was the Creative and Marketing Director at Crown Group, where she played a key role in shaping one of Australia’s most recognised luxury property brands.
Giverny’s work has earned her recognition across the industry, including being named ‘Marketer of the Year’ by realestate.com.au in 2022. She’s also been a finalist in the B&T Under 30 Awards for Design and has led major brand and event campaigns across Australia.
You can follow Giverny on LinkedIn.
