No one on the planet needs a spa bathroom and/or a chef's kitchen or an infinity edge pool with spa and outdoor kitchen, these are not needs, they are wants. We are mostly in the "wants" marketing world, where even a basic $400,000 home in an inexpensive part of the US is far from what most in the world would consider basic. A dishwasher and Central air conditioning are not basic. 

Now, as we look forward to the future of luxury real estate marketing, we need to combine both the logical elements (comparable sales, square feet, location, replacement costs, scarcity, etc) with the magical elements (the gorgeous tree in the front yard, the pool, a butler service, an infrared sauna, etc). Both Logic and Magic matter.

There is no way Rolls Royce could sell a single $500,000 car were it not for their decades of brand-building, highlighting the exceptional, unique, and magical features of their cars (using between 800 and 2,000 hand placed fiber-optic lights woven directly into the leather roof lining to mimic a real night sky is an example). No one on earth needs that. However, if Rolls Royce were to exclusively market how their cars can get you comfortably and safely from your home to Whole Foods while seated (not unlike a Toyota Prius), that $500,000 price tag would be significantly lower. Often sellers seek a magical price: show me the magic, and I'll show you the magical price!

Convincing people to pay up for luxury requires demonstrating real value. Yes, an HVAC system that purifies the air and maintains perfect humidity is wonderful, but it's that back-lit Onyx wet bar counter that may matter as much and drive real, perceived value.

Great marketers focus more on value than price. Great real estate marketers know all the metrics and numbers, but they also recognize and message clearly, the value-adds that justify an aspirational, magical lifestyle and pricing. Both matter.