Beyond the 4th of July...

Last month, I wrote about avoiding politics in marketing messaging. You can find the article at https://bydesignhomes.com/blogs/politics-and-property-do-n't-mix-in-marketing.

Affluent homeowners have specific preferences regarding how companies engage with them. Among various types of content, three stand out for their effectiveness:

1. Practical How-To Guides: These guides, covering home improvement, investment, and lifestyle tips, provide actionable insights that empower homeowners to make informed decisions and improve their lives.

2. Well-written Articles: Articles on topics of interest keep affluent homeowners informed and engaged, enhancing their knowledge and keeping them up-to-date. They should be well-researched and offer deep analysis and perspectives on subjects that matter to this audience.

3. Curated E-Newsletters: Regularly delivered e-newsletters covering various topics provide updates and insights catering to the varied interests of wealthy homeowners, making them feel catered to and valued.

Understanding the topics that matter to affluent homeowners is essential for effective engagement. Recent trends indicate a significant interest in several key areas:

- Climate Change: Apart from a small sceptical minority, wealthy homeowners are increasingly concerned about the impact of climate change. Brands that address environmental issues and actively support sustainability and green energy initiatives will likely grab their attention and earn their respect. There is a growing expectation that companies should take ecological responsibility seriously. Brands that commit to shrinking their environmental footprint can build stronger ties with this group.

- Community and Local Loyalty: Aligning with specific regions builds a strong sense of community and local loyalty. This approach is particularly effective for real estate and home-related businesses. Demonstrating support for charitable causes resonates well with affluent homeowners. Brands that give to charity and engage in social responsibility projects can improve their image and become more appealing.

- Sports Sponsorship: This is a more niche area, but aligning with popular local sports teams can create a strong bond with wealthy sports fans. After TV sponsorship, sports team sponsorship is the most popular.

- Corporate Regulation and Wealth Tax: Affluent homeowners are divided on corporate regulation, particularly concerning wealth tax. Brands must navigate this topic carefully, understanding and considering the diverse viewpoints within this group. Be a good corporate citizen.

In the post-election period, affluent homeowners have diverse interests that extend beyond politics. Brands can capture their attention by focusing on practical content like how-to guides, insightful articles, and engaging e-newsletters. Additionally, supporting causes and topics that match their values, such as environmental responsibility and community engagement, can help brands build connections. Ultimately, understanding and respecting the interests and values of affluent homeowners is not just a strategy but a way to show them that they are valued and respected.

*Wealthy refers to the three highest income and highest residential property geodemographic groups.