“Celebrity endorsements and partnerships continue to be one of several factors influencing the sales and performance of branded residences and resort-based real estate. They drive consumer interest, can help to establish or affirm the developer’s reputation, and create desire for a home in a location that is unknown, emerging or fringe,” says Kitty Jones of Catherine Jones Marketing & Communications.
A trick to it
However, there’s a trick to achieving success in this regard. Simply having a high-profile individual lending their name and face to a project won’t work. The key is to understand what the target audience is passionate about—art, wine, sport—and then bringing in someone credible in that space.
A successful example is SIRO, the fitness-focused brand from Kerzner International, which has partnered with AC Milan and athletes like Olympic gold medallist Adam Peaty. The alignment between product and personality lends authenticity and aspirational appeal.
“Any celebrity would have to be relevant. For example, an athlete would make sense for a wellness product– the trick is that it has to play off the brand,” advises Justin Shaffer, senior vice president-development at Weller Development Partners.
But does star power actually translate into sales? In some cases, the answer is a clear yes. Chris Graham, managing director of Graham Associates recounts how Julien Alfred, the St. Lucian 100m sprinter and Olympic gold medallist, became an ambassador—and buyer—at the Destination by Hyatt’s Cas en Bas Beach Resort in St Lucia.
“Her purchase generated significant media buzz,” he notes. “And it directly led to seven or eight sales in the $400,000–$800,000 range. It was a powerful boost.”
One arrow in the quiver
However, experts note there are many other factors involved when seeking to leverage celebrity to boost sales, advising that celebrity affiliation is most effective as part of a broader, multi-channel marketing strategy and stressing that it’s not a silver bullet.
“People don’t just buy because a film star is involved,” says Graham. “But they may start paying attention because of it. It draws their interest, gives them a sense of comfort, and leads them to investigate further.”
Jones agrees, noting that these affiliations help to build awareness and generate leads through marketing, editorial and other communications channels, building a sense of expectation in the product, establishing market presence and helping to cement reputation for the location and developer.
“It anchors purchaser and peer interest from the outset and underpins the price premium. However, there are so many other factors involved in closing the deal beyond the celebrity’s name,” she says
Shaffer adds: “It’s one arrow in a quiver of sales strategies.”
They all agree that these affiliations work as one prong in the overall strategy where different campaign are working in tandem to achieve greater (and consistent) visibility and generate sales.
Influencers, too, play a role—particularly those with niche audiences and strong engagement. “A million-dollar investment is not going to come off the back of Instagram posts but it’s the ongoing presence—on feeds, in media, in conversations—that helps build familiarity and trust over time,” Graham says.
But the potential value of a celebrity partnership goes far beyond a single ad/marketing campaign. Jones describes how some developments create discreet “Friends of Friends” networks, offering select pricing or privileges to celebrities and their inner circles, generating word-of-mouth buzz in high-net-worth communities.
Some partnerships also lead to product collaborations. “If a celebrity has their own product line, it can be featured in the residences or hotel amenities, creating reciprocal brand amplification,” Jones says.
Graham also cites Mandarin Oriental’s long-running “Fans of MO” campaign, which features the likes of Michelle Yeoh and Helen Mirren—icons of elegance and the arts. “These aren’t just endorsements,” he says. “They’re symbolic of the brand’s ethos.”
Where and how?
But where will these celebrity endorsement strategies make the most impact?
Shaffer says they are most applicable to lifestyle or midscale branded residential products rather than ultra-prime developments.
This could be because celebrity flashiness plays well with the lifestyle crowd, but in ultra-luxury, buyers tend to be more discreet. Geography also plays a role, with markets like Miami and LA benefiting from these kinds of affiliations because of a culture which puts celebrities on a pedestal.
But everything that has an upside also has downsides, and celebrity involvement can be a double-edged sword.
“They’re human, and things can go wrong,” Graham warns. “If your ambassador is front and centre and ends up in a scandal, your brand is hit too.”
To mitigate this, developers could opt for partnerships where the celebrity supports the brand rather than becomes the face of it. “For example, bringing in a Michelin-star chef to curate the food and beverage experience can add tremendous value without relying on their image,” says Graham.
Jones echoes this sentiment, predicting more long-term success in appointing respected thought leaders who are less at the whim of popular culture to ally with a brand, noting that the key to successful brands, either as a person or institution, is that they are able to maintain relevance over many years while evolving.
Shaffer advises further. “It’s about having a controlled message with the celebrity and making sure it’s a targeted experience. Think about the messaging – is it an advertisement, is it about perception? It has to be methodical and strategic and it has to be clear that it’s an embodiment you’re selling, not the celebrity itself.”
Looking forward, experts predict that as branded residences continue to expand into more lifestyle-driven and experiential concepts—often with elements of wellness, fashion, and entertainment—the sector will see celebrity affiliations evolve alongside them. As niche segments like F&B, sustainability and art gain prominence, partnerships with experts and personalities in these fields are expected to become more common.
“As the branded residence market evolves, there is bound to be more celebrity-backed developments coming to the fore. The role of the influencer - or person of influence - will continue to grow, readily amplified by the growing communications channels available. With the increase of luxurious experience-led destinations, we are also likely to see a greater prevalence of music and art ‘celebrities’ coming into the residential sphere,” Jones says
By Ifeoluwa Taiwo
