Redefining Luxury Real Estate: How Relationships Shape the Client Journey

Luxury in real estate is often seen as a matter of high price tags and prestigious locations. But during a recent episode of the Parlez-Vous CEO podcast, hosted by Anne-Lise Cailliez, Julie Faupel, founder of Realm Global, shared a refreshing perspective: luxury isn’t really about the cost—it’s about creating unique, memorable stories with clients along the way.

Julie started her career in luxury hospitality before moving into real estate. In 2009, she co-founded a brokerage with her husband, and it grew fast—120 brokers across 11 offices, generating $2 billion in annual volume. That kind of success wasn’t just about market know-how, but also about building genuine client relationships.

At the core of Julie’s philosophy is the idea that luxury isn’t just about transactions—it’s about being a trusted advisor who helps shape important chapters in clients' lives as they grow and evolve. Rather than simply offering a high-end product, the goal is to create environments where people feel truly welcomed and at home.

Luxury Through Connection and Adaptability

One of the most eye-opening stories Julie shared on the podcast took place during the Great Recession. While sitting in an $8 million listing, she was approached by potential clients looking to buy distressed properties—a bit unexpected for a luxury broker. Instead of brushing them off, Julie saw an opportunity. She became one of the first brokers in Jackson Hole to master short sales and foreclosures, showing that being adaptable—even in the luxury space—can build lasting relationships. Those clients ended up becoming proud owners of beautiful slope-side homes.

The takeaway here? Luxury doesn’t have a fixed price point. It’s about meeting people where they are, understanding their needs, and being flexible when circumstances change. Real estate professionals who get this can go beyond just providing a service—they can become a lasting part of their clients’ lives.

Key Marketing Challenges in Build-to-Rent

One of the primary challenges in BTR marketing is addressing the distinct expectations of tenants compared to buyers. Unlike homebuyers, renters are not looking for a long-term investment but rather a living situation that fits their current lifestyle. This dynamic shifts the focus from selling units to creating a desirable community experience.

Another challenge lies in branding the BTR property itself. Developers need to position the project as a vibrant, engaging community rather than just a collection of rental units. Crafting a cohesive brand identity that highlights both the living experience and community engagement is crucial.

Additionally, BTR marketing must be proactive, with efforts beginning well before the property is move-in ready. Because these projects often have shorter lead times between construction and occupancy, developers need to start pre-leasing campaigns early. This means leveraging digital tools to attract potential tenants and keeping them engaged through the completion phase.

According to Realtor.com, BTR developments are gaining popularity because they provide renters with high-quality living environments, flexible lease options, and a strong sense of community—all factors that appeal to modern tenants looking for convenience and connectivity.

The Evolution of Luxury

Julie’s approach to luxury reflects how the concept itself has changed over time. In the past, baby boomers tended to associate luxury with iconic brands—think Rolex watches or Mercedes cars. Millennials, on the other hand, leaned into experiences, valuing unique moments over material things. Now, newer generations are putting more emphasis on peace of mind, connections, and community. Real estate professionals who recognize these changing values are better positioned to connect with modern buyers.

Success in the luxury space doesn’t always come from getting it right the first time. Often, it’s the professionals who can pivot, adapt, and find opportunity in unexpected places who really thrive. As Julie said during the podcast, "The most successful people in the world are not people that succeeded on the first time... as long as you fall down and you fall forward, that's the secret to success."

Building a Global Community

In 2020, Julie Faupel founded Realm Global, a network for elite real estate brokers spanning 40 states and 18 countries. It’s built on four main pillars:

1. Peer-to-Peer Network: Elite brokers exchange best practices and insights.
   

2. Advanced Technology: Matching algorithms and AI tools make client connections smarter and more meaningful.
   

3. Media Presence: Members and destinations are regularly featured to keep the network in the spotlight.
   

4. Exclusive Events: Partnerships with luxury brands bring members together for unique experiences.
   

Realm Global gives brokers a place to share ideas, stay on top of trends, and keep pushing their approach to luxury forward. It’s about building a collaborative mindset rather than working in isolation.

Rethinking Luxury in Practice

The real takeaway from Julie’s story is about how real estate professionals view their roles. Instead of just focusing on high-value transactions, it’s about building long-term relationships. Every interaction should feel like the start of a new chapter—whether it’s guiding someone through their first purchase, helping them adapt to a changing market, or finding the perfect place for a new phase of life.

Luxury, then, isn’t about being flashy or expensive. It’s about providing service that aligns with a client’s evolving needs and being flexible enough to grow with them. The real success stories come from professionals who see their clients’ lives as dynamic narratives—where each move, investment, or decision becomes a new page in the story.

What Does Luxury Mean in Your Business?

Take a moment to think about how luxury is defined in your own practice. Are clients seen as transactions or as partners on a shared journey? Are services focused only on closing deals, or are they about building something more meaningful?

By looking beyond price tags and square footage, it’s possible to reshape what luxury really means—crafting experiences that clients value not just for the status they bring, but for the personal connections and memories they create.

The Rise of Build-to-Rent: Marketing Strategies for a New Real Estate Model

Build-to-Rent (BTR) developments are emerging as a transformative force in the real estate sector. As the demand for flexible living solutions increases, more developers are shifting from traditional build-to-sell models to projects designed specifically for long-term renting. Unlike conventional residential developments, BTR projects require a unique marketing approach, one that attracts tenants rather than buyers from the outset.

Marketing a BTR property isn’t just about highlighting square footage or luxury finishes. Instead, it’s about creating a lifestyle-driven brand that resonates with potential renters. Digital presence, community engagement, and flexible marketing campaigns are essential to attracting tenants early and keeping them invested over the long term. In this article, we’ll explore how marketing strategies for BTR differ from those in traditional real estate and why building a strong digital presence is crucial for leasing velocity.

The Shift from Buy to Rent

In the current housing landscape, affordability challenges and a preference for mobility have made renting more appealing than homeownership for many. This shift has led to the rise of BTR developments, which are purpose-built for long-term leasing rather than individual unit sales. These properties often feature community-focused amenities, flexible leasing options, and tech-integrated living spaces.

This evolution requires a rethinking of traditional real estate marketing. Instead of focusing on investment potential and ownership pride, BTR marketing centers on lifestyle appeal, convenience, and fostering a sense of belonging. Developers must appeal to tenants who prioritize community connections, flexible leases, and a seamless living experience.

As more people opt for renting, BTR projects are being positioned not just as housing options but as lifestyle destinations. Effective marketing must reflect this by emphasizing modern amenities, communal spaces, and the benefits of flexible living arrangements.

Key Marketing Challenges in Build-to-Rent

One of the primary challenges in BTR marketing is addressing the distinct expectations of tenants compared to buyers. Unlike homebuyers, renters are not looking for a long-term investment but rather a living situation that fits their current lifestyle. This dynamic shifts the focus from selling units to creating a desirable community experience.

Another challenge lies in branding the BTR property itself. Developers need to position the project as a vibrant, engaging community rather than just a collection of rental units. Crafting a cohesive brand identity that highlights both the living experience and community engagement is crucial.

Additionally, BTR marketing must be proactive, with efforts beginning well before the property is move-in ready. Because these projects often have shorter lead times between construction and occupancy, developers need to start pre-leasing campaigns early. This means leveraging digital tools to attract potential tenants and keeping them engaged through the completion phase.

According to Realtor.com, BTR developments are gaining popularity because they provide renters with high-quality living environments, flexible lease options, and a strong sense of community—all factors that appeal to modern tenants looking for convenience and connectivity.

Strategy 1: Digital-First Leasing

Renters today are digitally savvy and expect seamless online interactions when searching for housing. A robust digital presence is not just beneficial—it’s essential. Digital-first leasing involves more than just listing a property online; it requires creating an engaging virtual experience that allows prospective tenants to envision themselves living in the space.

Virtual tours and interactive 3D walkthroughs are invaluable for showcasing units before they’re even completed. These immersive tools give potential tenants a feel for the layout and atmosphere without needing to visit in person. Paired with lifestyle-focused videos, these visual elements can highlight not only the units but also communal areas, fitness centers, and outdoor spaces.

Social media also plays a crucial role in digital leasing. Platforms like Instagram and TikTok offer unique opportunities to showcase the living experience through short videos, resident stories, and interactive Q&As. For instance, the Parian Luxury Apartments in Florida effectively utilized TikTok to engage potential renters by creating short, upbeat videos featuring on-site staff and furnished units. These videos, paired with popular music and relevant hashtags like #floridaapartments, provided a virtual tour experience while building a sense of community. This approach significantly enhanced the property’s digital presence, attracting prospective tenants even before they scheduled a visit.

Strategy 2: Community-Centric Branding

Build-to-Rent (BTR) developments thrive on community appeal. Tenants are not just looking for a place to sleep—they want a lifestyle that offers connection, convenience, and modern amenities. Marketing campaigns should emphasize the sense of community that BTR projects foster.

One effective approach is to create resident spotlights or feature stories from current tenants. These personal narratives build trust and give a face to the community. Social media posts showcasing community events—like food truck festivals, yoga classes, or game nights—reinforce the idea that living in a BTR property means more than just renting a unit.

Local partnerships also enhance community-centric branding. Collaborating with nearby cafes, gyms, or event spaces can show that the development is integrated into the wider neighborhood. For example, The Collective Old Oak in London offers residents access to a variety of shared spaces and hosts daily community events, such as yoga classes, movie nights, and skill-sharing workshops. These initiatives are designed to foster a sense of belonging and encourage interaction among residents.

Strategy 3: Flexible and Adaptable Marketing Campaigns

BTR marketing requires adaptability. Unlike traditional real estate, which often targets specific buyer demographics, BTR properties attract a diverse tenant base. Marketing campaigns need to be flexible, allowing for rapid adjustments based on tenant feedback and market shifts.

Seasonal campaigns are one way to keep marketing fresh and relevant. For example, highlighting coworking spaces during back-to-school months or showcasing rooftop patios during summer can target specific tenant interests. Additionally, dynamic pricing strategies that reflect current market conditions can help maintain leasing velocity.

The ability to quickly pivot marketing efforts is crucial when external factors, like economic changes or public health concerns, impact leasing. During the pandemic, some BTR developments successfully shifted their focus from social amenities to home office setups and private outdoor spaces, addressing renters' immediate needs.

Measuring Success: KPIs and Analytics

Tracking the effectiveness of marketing campaigns is essential for maintaining leasing momentum. Key performance indicators (KPIs) such as leasing velocity (the rate at which units are occupied), tenant retention rates, and digital engagement metrics should be monitored regularly.

A notable example is Village West Apartments in Lincoln, Nebraska. Partnering with RentVision, the community achieved full occupancy in just 10 months—ahead of the industry average of over 14 months. This accelerated lease-up was accomplished with only one leasing staff member on-site. RentVision's predictive advertising and mobile-optimized website played a pivotal role, generating approximately 53,000 website visits during the lease-up period, with nearly 80% of traffic coming from mobile devices. The dynamic advertising strategy adjusted spend based on real-time occupancy needs, reducing costs when units were fully leased and scaling up when new units became available. As a result, Village West signed 206 leases in 281 days and was able to increase rents by 6.3% to 10.8% across all floorplans during the lease-up. 

Analyzing tenant feedback through surveys and monitoring social media engagement also provides insights into what resonates with potential renters. These metrics inform future marketing strategies and help developers make data-driven decisions.

Marketing That Adapts to a Changing Rental Landscape

The rise of Build-to-Rent developments signals a fundamental shift in real estate strategy. To stay competitive, developers must think beyond traditional marketing methods and adopt a tenant-centric approach from the start. Digital-first strategies, community-focused branding, and adaptable campaigns are no longer optional—they’re the new standard.

By prioritizing tenant engagement and building a strong digital presence early on, BTR developers can secure faster leasing, better retention rates, and long-term success in an increasingly rental-driven market.

Content Creation Strategies for Real Estate Developers: Beyond the Floorplan

In real estate development, marketing is often treated as a finishing touch—something to roll out once the property is nearly complete. But by then, the story is already half-written. Today’s most effective developers don’t wait until the last minute to attract interest. They begin shaping perception from the very first blueprint.

By integrating content creation into early-stage planning, developers have a powerful tool not just for sales, but for shaping public opinion, attracting investors, and building community trust. This article explores how content—especially when rooted in storytelling and transparency—can become as vital to your project’s success as the floorplan itself.

The Problem: Marketing as an Afterthought

It’s easy to see how marketing gets pushed aside. Between zoning, permitting, financing, and navigating construction hurdles, developers are consumed with operational logistics. But when marketing is delayed until post-construction, campaigns tend to be rushed and uninspired—relying on generic listing language and renderings that fail to resonate.

What’s often missing is context: the "why" behind the project. Who is this development for? What change does it represent in the neighborhood? Without this story in place, developers risk sounding interchangeable with every other project in the region. Meanwhile, today’s buyers, investors, and even local residents are increasingly influenced by narrative, transparency, and values alignment.

The Opportunity: Content as a Development Tool

Marketing doesn’t need to wait until the building is done—or even started. Content can (and should) evolve alongside the project. From the first meeting with an architect to the topping-out ceremony, every step offers a chance to document progress and build emotional investment. Early content can attract potential buyers long before they’re invited to tour a model unit. It can signal momentum to investors and foster transparency with city stakeholders and local communities.

This isn’t about manufacturing hype. It’s about inviting people into the process—making them part of the story from the beginning.

Strategy 1: Start With the Story

Before you capture a single drone shot or draft a press release, pause and ask: what story is this project trying to tell? Real estate is more than square footage. At its best, it reflects the hopes, habits, and values of a future community.

Maybe you’re creating a green urban oasis where sustainability is central to the design. Or maybe your project revitalizes a long-neglected historic district with new commercial potential. Once your vision is defined, communicate it with clarity and return to it consistently. A well-crafted narrative framework can unify your messaging across all touchpoints. From renderings to ribbon cuttings, everything should reinforce a cohesive story about who this space is for and what it represents.

One particular case study is One Thousand Museum in Miami—a high-end residential tower brought to life by the iconic Zaha Hadid Architects. The development's marketing partner, Fifth Estate, strategically used content marketing to build a compelling narrative around architectural innovation and exclusivity. Through high-quality construction updates, interior showcases, and behind-the-scenes event coverage, they created a consistent and aspirational story across social media channels. This approach didn’t just promote the building—it cultivated a lifestyle brand that resonated with their target buyers and built a loyal digital following even before the project was completed.

Strategy 2: Behind-the-Scenes & Progress Updates

Nothing builds trust like transparency. Modern buyers, particularly younger demographics, are just as interested in how a project comes together as they are in the final product. Offering a glimpse into the behind-the-scenes work helps humanize the process and foster audience trust.

Construction updates, site walkthroughs, and milestone moments like concrete pours or steel framing can be shared across social channels in real time. Even minor updates—like new signage going up—offer proof that things are moving forward.

These updates aren’t just for buyers, either. Investors appreciate the transparency, and journalists are more likely to cover a development they’ve seen grow organically over time. Every stage of your build is a content opportunity if you’re willing to share it.

Strategy 3: Introduce the Humans Behind the Project

People connect with people. While floorplans and renderings are essential tools, they don’t tell us who’s making the project happen—or why we should trust them.

Profiles of your project’s key players—architects, planners, contractors, even community liaisons—help personalize the build. When an architect shares their inspiration for a rooftop garden or a contractor explains how they’re navigating sustainability constraints on site, your audience begins to understand the care and complexity behind the development. These aren’t just boxes going up. These are the results of passionate people solving real-world problems.

Human-focused storytelling also reduces abstraction. The developer is no longer a faceless entity, but a collaborator invested in the future of the neighborhood.

Strategy 4: Visualize the Vision

Buyers don’t just want to hear your vision—they want to see it. And thanks to technology, visualization has never been more immersive.

Static renderings are no longer enough to inspire commitment or emotional investment. Immersive tools like virtual tours, animated previews, and 3D visualizations help prospective buyers imagine their future lives within the space—creating emotional resonance before the project is complete.

When paired with emotionally resonant copy that emphasizes experience—how it feels to work in the building, live in the unit, or walk to the park—visual content becomes a sensory preview of life in the space.

Developers using virtual or AR tools report faster sales cycles and higher early engagement, especially when paired with lifestyle branding.

Strategy 5: Align with Community & Values

Real estate developments do not exist in a vacuum. They shape neighborhoods, impact lives, and often stir emotion. Developers who acknowledge this through their content are more likely to earn the goodwill of the communities they’re entering.

Showcasing local collaborations and environmental efforts not only strengthens buyer confidence but may also streamline approval processes in certain areas.

One developer in Austin launched a “Meet the Neighborhood” campaign that spotlighted local chefs, artists, and business owners near the construction site. The result? When the building opened, buyers were already emotionally connected to the broader environment, not just the floorplan.

Content that reflects shared values—like environmental responsibility or affordable housing access—performs significantly better in social campaigns and press coverage.

Build the Brand Before You Build the Building

In today’s attention economy, developers can no longer afford to wait until units are ready to sell before they start telling their story. Early content builds trust. Ongoing content builds momentum. And human, values-driven content builds lasting brand equity.

Whether you’re developing a boutique multi-family project or a sprawling mixed-use district, think of your marketing not as an end-stage add-on, but as part of your foundation. Because in the long arc of a development’s life, the story you tell may be just as important as the space you build.

5 Forces Against Real Estate Brokers

Every brokerage has a fundamental challenge: you want to grow your profits. What are the obstacles to overcome to dominate your market and increase your revenue and profit? 

One of the biggest threats to a real estate broker – new or established – is competition. Who is your competition? How are their actions in the marketplace going to affect your current bottom line and future planning? 

To answer those questions, you must analyze and understand your competition. One way to do that is by using Porter's Five Forces model to break them down into five distinct categories. 

Below are the five forces you are currently losing profit to: 

1. Rivals: your direct competition 

As most real estate brokers, the first person you're losing profit to is rival companies - companies and brokers that do what you do and compete with you directly. You know who they are. How do you prevent an owner from listing his property with another brokerage, how can you reach out to a qualified active buyer before your competition does? How can you make sure that one of your past clients will reach out to you if/when they go back on the market? When rivalry competition is high, advertising and price wars can ensue, which can hurt a business's bottom line. 

2. Sellers/Buyer bargaining power: 

The third thing that you're losing to is consumer bargaining power: powerful customers. Powerful owners and buyers always negotiate to lower your commissions; they ask for more value, increasing your cost. Both of those reduce your profit. Profit equals price minus cost. Your commission always gets squeezed. How can you prevent it? 

3. Threat of new entrants: your new competition 

There is a constant flow of new agents and new real estate brokerage companies using better and smart technology and with great inventory. How do you stay competitive? The easier it is for a competitor to join the marketplace, the higher the risk of a business's market share being depleted. 

4. Powerful supplier and their bargaining power 

The fourth thing is a powerful supplier: supplier bargaining power. There are a lot of different types of suppliers; we're going to talk about your marketing suppliers; companies like Google and Facebook that you typically use for your PPC and online advertising. If they change their terms or increase their cost, raise their prices, they're going to grow your cost, and therefore, lower your profit. How do you protect yourself against it? 

5. Substitutes 

How easy it is for customers to switch from your service to that of a competitor or companies that do something similar, close enough that they could be considered a solution. For sale by owner, individuals not using brokers, property management companies. 

Those are the five forces that you compete against you for profits. Do you have a strategy to beat the five forces and to grow your profit? 

If you're interested in a strategy that can deliver against all five of those, while bringing on new clients in an affordable acquisition cost, you have to look into a different type of strategy to expand your competitive advantage. To that end, Brandora uses data-driven insight technology to help brokers market solely to prospects who are ready to buy now (active buyers) or looking to sell their property (real sellers). 

Brandora eliminates wasteful ad spend, drives down the cost per client acquisition and increases real estate brokers’ profits. 

Related Article: If you are interested in finding out how to grow your profit and how to beat these five forces, click here.