McGuire Real Estate Offers Insights From Exclusive Research on "Young Affluents"

SAN FRANCISCO, CA--(Marketwired - Apr 22, 2014) - McGuire Real Estate is sharing insights collected from a white paper issued by the company's luxury marketing network, Luxury Portfolio International^®. Entitled "Young Affluents in the Digital World: The Impact to Real Estate," the white paper was developed to provide member real estate professionals a deeper understanding into this increasingly influential demographic -- 90 percent of whom indicate that homeownership is very important to them.

Available exclusively to affiliates of Luxury Portfolio, such as McGuire, the white paper offers unique insights on how to understand the changing role of the salesperson in the digital age and how the real estate industry can better serve a younger affluent demographic. The study is based on research from the Survey of Affluence and Wealth in America, produced by Harrison Group (a YouGov Company) and American Express Publishing, part of the Affluent Media Group, a Division of Time, Inc.

A summary of the white paper is available on mcguire.com/research with several key takeaways. For example, Young Affluents believe online access to user feedback is a valuable way to conduct research. Luxury Portfolio agents are coached to therefore assist their younger clientele with personally relevant information not easily found online.

"Working with a younger affluent demographic has helped our agents craft themselves into true 'Lifestyle Concierges,'" said Stephanie Pfeffer-Anton, Luxury Portfolio executive vice president. "While so much information is readily available to consumers, true market intelligence -- especially as it relates to the distinct needs of any given consumer -- has become more valued than ever and is a true differentiator of a great sales person."

Additional insights from the paper include the fact that, as a whole, Young Affluents consider time a commodity to be protected, and they view technology as a tool to help them maximize efficiency and make room for the things they love. With this focus, they conduct their own research initially, but then reach out directly to a listing agent, recognizing that approach as the most reliable way to get answers quickly.

Further, the research revealed that Young Affluents have a new sense of personal economic invulnerability, having achieved self-reliance during the recession. Despite this, they have maintained resourceful consumer habits developed during the recession and appreciate an excellent sales experience even more than their predecessors. They value professionals who are armed with statistics, tools and marketing expertise.

"The information from this Luxury Portfolio research report helps McGuire serve our clients better, by providing insight into how their behavior influences their real estate decisions," said Lauren Bensinger, Director of Business Development. "McGuire, together with Luxury Portfolio International, delivers the most robust real estate technology tools from mobile apps, to social media, to automated online resources, to ensure our clients get the best service no matter where they are and what they are doing -- saving them time and making their real estate process smooth and efficient."

In addition to this and other research on the high-end segment, affiliates of Luxury Portfolio market high-end homes to affluent consumers worldwide through the network's strategic marketing program. The award-winning website LuxuryPortfolio.com markets over 25,000 luxury homes to over three million high-net-worth visitors annually and features a total inventory of available properties totaling over $44 billion. Its magazine is distributed twice a year with a total distribution to over 100,000 high net-worth consumers per issue.

For more information about the research, contact Lauren Bensinger, Director of Business Development, lbensinger@mcguire.com.

ABOUT MCGUIRE REAL ESTATE
As a local, luxury boutique that focuses on the San Francisco Bay Area's high-end niche markets, McGuire Real Estate is a privately held corporation that was founded in 1919. We are headquartered in San Francisco's Marina District with offices in Noe Valley and SOMA as well Mill Valley, Berkeley, Burlingame, and Sonoma. McGuire is the exclusive international associate of Savills PLC, headquartered in London, and is a broker member of Luxury Portfolio® International, and Leading Real Estate Companies of the World®, which connects our McGuire agents and clients to a world-wide marketplace.

Visit mcguire.com for more information or contact McGuire Client Care at 1.800.4RESULT and clientcare@mcguire.com.