13 Real Estate Power Players Competing for the Attention of Billionaire Buyers

• The market for ultraluxury real estate is frothy and exclusive.
• But swanky parties and over-the-top stunts no longer grab the attention of well-heeled buyers.
• Here are 13 top publicists high-end developers are counting on to make sure their properties sell for top dollar.

The housing market has been brutal for middle-income consumers, but ultraluxury real estate has never been frothier.

The world’s wealthiest are putting their cash into property, and developers are vying for those millions with projects that only get glitzier, pricier, and more exclusive. Uncertainty in Europe and Latin America is funneling even more wealth into US real estate in cities like New York, Miami, and Los Angeles. 

To grab the attention of ultrarich consumers, developers rely on a small cadre of public-relations pros who specialize in promoting extravagant properties that command stratospheric prices. 

Insider has identified 13 of the most sought-after PR executives in luxury real estate based on research and conversations with industry insiders.

But these pros tell Insider their role has changed since the heady 2010s.  The days of blowout parties, gaudy promotions, and over-the-top buyer incentives have passed. Digital campaigns have become as important as traditional media coverage. Promotions now focus on discreet luxury, with high-net-worth buyers more interested in “quality and amenities,” said Vanessa Fioravante, co-founder and principal of Miami’s Ander & Co. “And buyers are saying, ‘instead of giving me a Lamborghini, just shave a couple hundred thousand dollars off the asking price.'”