In my personal perspective and observations, rich people, who earn high incomes by virtue of their great ability, are active in social and political culture groups. They send their children to the best schools and own many expensive houses, and vehicles. When buying expensive houses, they are interested in location, the presence of surrounding homes, amenities, views, waterfronts, low crime-rate, and historical or architectural significance.
Plus, more high-income homebuyers search for housing, surrounding social infrastructures and seek others’ views about property brands in social media before meeting face-to-face with the property developers.
When viewing property brands in social media, homebuyer interest in visual content is not necessarily just a preference. It is actually easier and faster for humans to process. Visual content can make homebuyers feel emotion, evoke memories, and even make them act differently.
I also found that YouTube and websites of property brands are top video research destinations for homebuyers. From these sites, 86 % of homebuyers can find out more about the specific community of a residential area, 70 % can obtain detailed information about a house visually, and 30 % can watch other homebuyers’ testimonials about a residential area.
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