Cascade Living | March 2020

Enjoy our Cascade Living events and newsletter! We cover notable events and news happening in Central Oregon, Portland, Southwest Washington, The Columbia River Gorge, The Oregon Coast, and Eugene.

Click below to see the newsletter for your region:

Central Oregon
Columbia River Gorge
Eugene
Oregon Coast
Portland
Southwest Washington


Dreams Do Come True in These Bedrooms With a View

It’s hard to wake up on the wrong side of the bed when your lavish private suite has a vista of city lights, mountains, vineyards, sunsets or the sea.

Glass Oceanfront Modern

80644 Hwy 101, Cannon Beach
Listed by Sally Conrad

An organic fusion of glass, slab stone and steel create a stunning, yet simplistic, seamless design connecting nature and architecture offering amazing ocean views and access. This home spans 3,348 square feet on 1+ acre with unparalleled quality and construction!

Masterpiece in the Sky

10699 SE Ridgeway Dr, Happy Valley
Listed by Jason Mendell & Veronica Park

A modern masterpiece in the sky. Quality, design and expansive views come together that make this one of the most private and exclusive gated properties in Oregon. An entertainers dream home with Lake, River, Mountain and City views. Waking up and gazing out at this view will surely be the pinnacle of one’s day.

Private Oceanfront Estate

5555 Kimball Ct, Yachats
Listed by Lisa Morrigan

Inspiration, thought and craftsmanship went into the details of this private oceanfront estate home on the Oregon Coast. This estate home provides a level of tranquility and comfort that is rare on the Oregon Coast. The gated entrance leads to a circular driveway framed by a peaceful coastal pond that spreads alongside the main house to a guest house/garage with a swim spa. The main house is oriented 15 degrees to the south to take advantage of sweeping ocean views and built on 44 steel pilings. Main level living with oceanview master bedroom, living room and gourmet kitchen. The spacious deck just steps away from miles of sandy beach.

Cascade View Home

60990 Bachelor View Rd, Bend
Listed by Brian Ladd

Here is a home quite like no other, built following appropriate mathematical elements in its design, harkening the builders of old, creating what is known as the Divine Proportion. The Divine Proportion exists everywhere in nature, but here the principle is applied to modern architecture. Famed cathedrals and the like adhered to this concept in an attempt to inspire all those who entered, and this home does not disappoint. Upon entry, the pavered drive is reminiscent of an Italian villa courtyard with authentically proportional solid limestone columns quarried in Indiana, shaped in Michigan and sent by train to Oregon. From a grand foyer, you can see the home is perfectly symmetrical, each wing a mirror image of the other, perfectly proportionate.

World Class Ocean Views

640 N Oak St, Cannon Beach
Listed by Cole Horsley

Unparalleled oceanfront at Chapman Point. Constructed by renowned builder Rich Elstrom. Distinguished by world-class views of Haystack Rock, Ecola State Park, and the ocean surf from the living and family rooms and master suite; the chef’s kitchen, wine cellar, and four gas fireplaces. The west side deck gives you ample room to lounge and enjoy your view and a hot tub for soothing comfort.


3 Takeaways From the Latest Trends in Home Goods and Brands

How the luxury world is changing, and how real estate agents can adapt.

It’s been a while since luxury was synonymous with excess. Today, what matters most to high-end consumers is that their purchases have a larger positive impact on the world, and provide them with a meaningful personal experience. Brands are looking beyond mere material opulence, and thinking about how to create a genuine sense of novelty, authenticity, and global stewardship — socially and environmentally — through the goods and services they provide.

These social responsibility and experiential purchases trends are alive and well in the world of luxury real estate: homebuyers want properties that complement their individual lifestyles while minimizing their ecological impact, and they’re connecting with agents and listings through inspirational content and storytelling on social media.

Yet the real estate market is only one piece of the luxury puzzle. Time and time again, the most successful agents are able to build relationships and close deals because they understand the world their clients live in.

Here are three macro trends that are shaping today’s luxury market — and tomorrow’s.

1. Conscious consumption

Luxury consumers tend to be well-informed, and the majority are concerned about climate change: 56% of those 55 and older, 62% of those between 35 and 54 years old, and 70% of 18 to 34-year-olds. Moreover, that last group — millennials and Generation Z — will constitute as much as 40% of the luxury market by 2025.

This emerging demographic cares more than its predecessors about ethical and transparent production processes, philanthropic brand purposes, and personalized experiences. And 89% are willing to spend more on companies they consider ethical and sustainable.

It’s no surprise, then, to see leading fashion brands embracing environmental awareness. Stella McCartney’s “World of Sustainability” platform is just one high-profile example of how brands are leading the conversation on conservation. Others are sourcing premium materials for products, and creating distinctive, eco-friendly packaging that lends itself to a unique — and highly Instragrammable — unboxing experience for social media-savvy consumers without creating unnecessary waste.

For agents, this means that every aspect of your engagement with a client should be considered through the lens of transparency and sustainability. Has your business made strides to become more efficient and less wasteful? Do you have a clearly defined set of ethics? Give these initiatives pride of place on your website and social media channels so that clients can identify you by your values. And consider your interactive offerings: make every open house an experience, whether that’s laying out apéritifs at a remarkable property at sunset or sharing a virtual reality showing with a remote client. Your clients may not be unboxing a home, but the experience should impart joy nonetheless.

2. Purposeful collaboration

Individuality and creativity are of central importance to the emerging affluent consumer, so it comes as no surprise that exclusive collaborations are still a mainstay in the luxury market. However, their magic could be starting to wear off: after all, these collaborations — and the buzz they generate — often signify social status over social engagement. Without a fresh, forward-thinking take, such partnerships could fall out of favor.

In the 2020s, expect to see leading luxury brands keeping the collaboration ethos alive by embarking on innovative, cooperative projects that resonate with the values of affluent consumers while taking a longer view of social and environmental issues — subverting and exceeding their expectations as a result.

Think about the collaborations that would feel authentic to your business. Is there a leading renewable energy company in your market you could partner with on a project? A notable designer? Without going overboard, seek out partnerships that make sense from a brand perspective: collaboration should feel in step with the work you’re already doing while exposing your initiatives to a fresh audience.

3. In-person touchpoints supported by digital tools

A major factor in the growth of the global luxury market has been a year-over-year increase in online sales. And that’s only going to get stronger as millennials and Generation Z drive even greater engagement on digital channels. Today, around 10% of luxury sales take place through ecommerce; by 2025, that’s projected to be 25% — from one in 10 purchases to one in four.

In response, brands are more focused than ever on creating “phygital” touchpoints that merge the physical and digital worlds into a frictionless, omnichannel experience. Data analytics, facial recognition, and Internet of Things (IoT) sensors are just a few of the technologies that will help companies build more complete customer profiles, providing adaptive, hyper-personalized service while also enabling consumers to connect more deeply with their favorite brands.

Agents will be familiar with balancing digital and in-person customer interactions. Whether through virtual reality tours that enable potential buyers to visually inhabit a listing, or the rise of social media as a way for agents to connect personally and professionally with clients while positioning themselves as industry experts and lifestyle influencers, digital is on the rise in the luxury real estate space. But it doesn’t replace the personal touch. Customer relationship management (CRM) systems leverage data analytics to keep agents informed of their clients’ needs, preferences, and milestones, reminding them when to reach out to clients and why. Personalized service has long been a central pillar of luxury real estate, and digital tools are making it even easier for agents to reach out in person.

The merging of online and real-world experiences, along with the aforementioned trends in luxury, provide the background context in which today’s luxury buyers live and work — and it sets the tone for how they purchase homes as well. Whether it’s marketing materials that grab attention or listings more appealingly designed for social, agents should be thinking about how to engage with clients who are already attuned to the cutting edge of luxury.

See the original article on Inman.com