Home News Storytelling Resonates With Luxury Real Estate Buyers, Says Brown Harris Stevens Executive

Storytelling Resonates With Luxury Real Estate Buyers, Says Brown Harris Stevens Executive

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Caroline Macdonald has worked for her career in a very wonderful way. Before she switched to luxury real estate, she was completely absorbed in public relations, media and marketing in the world of art and luxury fashion. At Saks Fifth Avenue, she came to the minds of Chanel, Dior, and Burberry consumers while Ms. McDonald’s created corporate communications.

Currently, McDonald’s is Executive Vice President of Brown Harris Stevens Development Marketing and Head of Marketing and Brand Strategy. She brought to market some of New York City’s newest and most popular luxury real estate buildings.

At 200 Amsterdam, a 52-story Art Deco building on the site of the Lincoln Square Synagogue, she connected the developers of the building to the Lincoln Center and Central Park Conservancy. Due to its proximity to world-famous cultural institutions and city parks, McDonald’s is committed to appealing to performing arts enthusiasts.

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McDonald’s on 393 West End Avenue, a pre-war 16-story building on the Upper West Side, is in charge of marketing the building. She is aiming for another purchaser. Probably family friendly, but enjoys many of the same conveniences that the neighborhood offers.

We talked with McDonald’s about the nuances of luxury real estate marketing and how storytelling personally defines her luxury.

Mansion Global: What are the similarities between luxury goods and luxury real estate? How do you achieve them for your buyers?

Caroline Macdonald: It’s a matter of the story behind the brand. In luxury goods, there is a lot of brand vision and storytelling behind every respected luxury brand. The background is what I moved to real estate development. Real estate is a great industry in Manhattan. It’s a wealth of knowledge, and my work is my gorgeous background, familiar with the storytelling work I’ve experienced working with world-renowned luxury brands, and I’ve worked with them. It was to complement the highly respected team that has been.

MG: What are the luxury goods at first and now the luxury real estate that is intriguing to work in the luxury realm?

CM: Since I was a kid, I have loved stories and the art of developing stories. The luxurious world is a master of this craft. They are today’s modern narrators and I have always been inspired by the stories behind these experiences. They often weave into a perfect package that transcends myths, religions, literature, art, music, and even scents. For luxury real estate, the same marketing method is important and is now even more important. This is because we are discussing people’s homes and spaces. My goal has always been to stimulate and promote the emotions that lead to the beautiful homes we represent.

MG: What are your values ​​at work?

CM: When I was at the University of Virginia, my motto was “Work hard. Do your best.” In the modern world, it’s difficult to maintain this mantra because you can work anytime, anywhere (often it is), but for creative inspiration, it’s important to get away from the world of work altogether. think. Your weekend time. For me, it’s outdoors and separated from city life. Another important value at work is collaboration. Bringing a building to life requires a great many genres of training and experience. From developers to architects, designers, to the special teams that market and sell our space, I really value the unique knowledge that each of my colleagues and collaborators provide and the knowledge to make the project a reality. I am.

MG: What were the highlights of bringing 200 Amsterdam and 393 West End Avenue to market?

CM: 200 Amsterdam is clearly at the pinnacle of the luxury market. The building is unique to the neighborhood. It stands out in terms of its views and is a luxurious product in terms of equipment. It is a first-class property. 393 West End Avenue is a conversation that brings its classic pre-war style to life, modernizing it by introducing CetraRuddy to update the interior and make it more modern.

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MG: What do you need to bring to market some of the city’s most notable condominium developments?

CM: Really it’s a nice process we experience. We have a complete team, from sales teams to architecture teams to development partners. The element of marketing is that we all get together to figure out how to essentially differentiate our projects in the market. That is the key to luxury. It’s a way we find that differentiation, and a way to separate it from other developments on the market. How can you make it a unique life experience for buyers? That is the most exciting work.

MG: What’s in the storytelling aspect of amenities to turn your browser into a buyer?

CM: Our amenities are an important part of a luxury pie. What attracts buyers to each building is similar to what attracts buyers to amenities. Both have outdoor space, which is important after Covid. The intimate nature of the 393 West End amenities intentionally makes it feel like an extension of your home. We have created these really nice banquet corners with sliding doors that you can close. If you work from home, or if your child or teenager needs to study, you can hide from the amenity space or escape from home to another environment. In 200 Amsterdam, we have added a very popular “zoom room”. They are in a completely enclosed space. 200 Amsterdam has a large footprint and therefore has more amenity floors.


MG: Where is your inspiration for your work?

CM: I am inspired by my work from multiple cultures and media, especially art, fashion, interior design, music and exciting destinations around the world. I’m really a sponge to see how others live and are maximally inspired by the global art of life. I am also greatly influenced by the natural world and the way nature is woven into luxury life. Being related to the media, I still value the digital and juxtaposed printed matter and physical experience. It brings us so many different worlds every day.

MG: What is your personal definition of luxury?

CM: True luxury is very emotional, which quickly implies a story or vision in your head. Modern luxury can satisfy your desires for comfort, exhilaration and luxury. A beautifully designed space with attractive architectural bones, contemporary interiors and a breathtaking view. They are all emotions created together and thoughtfully, right? You can get it from fine leather Italian butter soft gloves. You can enjoy this luxury. It is offered in so many different physical forms, but the same emotional part of it is a common thread.

This interview has been edited for length and clarity.

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