Storytelling Resonates With Luxury Real Estate Buyers

Storytelling Resonates With Luxury Real Estate Buyers – Caroline McDonald has spent her career working with very nice things. Before crossing over to luxury real estate, she was fully immersed in public relations, media and marketing for the art and luxury fashion worlds. At Saks Fifth Avenue, Ms. McDonald got into the heads of Chanel, Dior and Burberry consumers while crafting corporate communications.

Now, Ms. McDonald is executive vice president, head of marketing and brand strategy at Brown Harris Stevens Development Marketing. She brings some of New York City’s newest and most sought-after luxury real estate buildings to the market.

For 200 Amsterdam, the 52-story Art Deco-inspired building on the former site of the Lincoln Square Synagogue, she connected the building’s developers with Lincoln Center and Central Park Conservancy. Given its proximity to the world-renowned cultural institution and city park, Ms. McDonald is banking on appealing to performing arts lovers.

At 393 West End Avenue, a 16-story prewar building on the Upper West Side, Ms. McDonald is tasked with marketing the building. She’s aiming for a different set of buyers, one that is perhaps more family-oriented but enjoys many of the same conveniences the neighborhood has to offer.

We chatted with Ms. McDonald about the nuances of luxury real estate marketing and how storytelling personally defines luxury for her.

Mansion Global: What are some of the parallels between luxury goods and luxury real estate? How do you bring those to life for buyers?

Caroline McDonald: It’s a matter of the story behind the brand. In luxury goods, there’s a lot of brand vision and storytelling behind all the venerated luxury brands. That background is what I’ve transferred to real estate development. Real estate is an amazing industry in Manhattan.

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