NEO World View
NEOs are constantly seeking out new and unique opportunities to enrich their lives and the products and services that will help them achieve this. They personify the concept of inconspicuous consumption; the shared secret or hidden treasure. They actively shun the obvious, such as representations of luxury or anything that feels mainstream. When they find what they are looking for they become high margin, loyal and vital customers.
They need information to be able to make decisions and if you want their business you had better be willing to provide it, without any pretense or affectation. Authenticity is one of the keys to winning their business.
NEOs are actively turned off by the marketing approach of branding, hype and incentives that dominates most strategies, especially in real estate. NEOs have a very strong sense of who they are and what they value and are seeking something that is a fit with them on a very individual level. They need to know about the people who they are considering buying from and what their motivations and values are, in order to make the decision that is right for them. To the NEOs, the world is something to be researched and discovered. If you understand how they see the world, you can start to appeal to the most resilient and important consumers in society.
