As the global economy faces challenges, real estate and other industries continue to focus on attracting high-spending customers, particularly high-net-worth individuals (HNWIs)* and ultra-high-net-worth individuals (UHNWIs)**. While a small proportion of the population, these groups are expected to grow significantly in both number and purchasing power, shaping the future of the global economy.

A global personal wealth survey in 2022 found that net assets worldwide totaled $450 trillion with 45.8% held by only 1.1% of the world's population. Projections indicate that this group will grow, especially in the United States (16%), China (112%), and Brazil (91%), reaching 1.5% of the global population by 2027.

In Thailand, high-spending real estate consumers currently make up 20% of the population but account for 50% of the country's income.

FutureTales LAB by MQDC invites you to explore the Future Personas profiles of major investors who could be the real estate buyers of 2030. This insight will help entrepreneurs and marketers analyze deeply and design strategies that meet the needs of 4 prospective customer groups across 10 profiles:

*High-net-worth individuals (HNWIs) have a net worth of at least 30 million THB or an annual income of at least 3 million THB.

**Ultra-high-net-worth individuals (UHNWIs) have a net worth of at least 60 million THB or an annual income of at least 6 million THB.

Group 1: Purpose-Driven Investors (Rational with Confidence Level Varying by Information)

1. Diversified Investor

Key Interests: Financial growth and diversification across regions and sectors, emphasizing tech and sustainable properties.

Decision Factors: Financial returns and social and environmental impact, property location in emerging markets or tech hubs.

Information Sources: Global financial news, diverse investment platforms, sustainability reports.

Examples: Domestic businesspeople, investors with local representatives, successful new entrepreneurs, and new millionaires seeking investment diversification.

2. Citizen Aspirant

Key Interests: Global migration, safety, financial opportunities, citizenship benefits through investment.

Decision Factors: Investment in stable political and economic countries, safety, privacy, and locations in emerging markets with growth potential.

Information Sources: Immigration experts, security consultants, citizenship-by-investment platforms.

Examples: Foreign investors, political refugees, interested in destinations like Dubai, UAE, Mauritius, etc.

3. Education Advocate

Key Interests: Housing in educational districts, student-friendly communities, promoting learning.

Decision Factors: Vibrant surrounding communities, infrastructure, and access to future-ready learning resources.

Information Sources: EdTech platforms, educational media, study abroad consultants.

Examples: Parents buying property near top international schools or universities, in destinations like London and Oxford in the UK and Brisbane, Sydney, and Melbourne in Australia.

4. Wellness Seeker

Key Interests: Access to top health services, living environments enhancing wellness.

Decision Factors: Locations with advanced medical infrastructure and wellness facilities.

Information Sources: Health industry reports, wellness tourism info, medical innovation news, and travel reviews.

Examples: Elderly, postnatal recovery patients, medical tourists, cosmetic surgery patients, wellness service seekers, in places like Bangkok and Phuket in Thailand and Seoul in South Korea.

Group 2: Long-Term Residents (Balanced Reasoning and Emotion)

5. Tech Inhabitant

Key Interests: Integrating technology for life quality and sustainability, community living, holistic health.

Decision Factors: Community and neighborhood, comfort, and convenience for moving in.

Information Sources: Innovators, sustainable lifestyle content, smart home and tech reviews.

Examples: Young professionals, stable working women without families (PANK), couples without children (DINK).

6. Family Haven Creator

Key Interests: Multi-generational family living, sustainability, smart home health technologies.

Decision Factors: Long-term investment value in family-friendly neighborhoods.

Information Sources: Family lifestyle bloggers, multi-generational living design experts, niche consultants.

Examples: 2nd-3rd generation heirs managing family relocations or expansions.

Group 3: Occasional Visitors (Emotion-Driven Decisions with Firm Commitment)

7. Vacation Wanderer

Key Interests: Adventure, cultural experiences, flexible living arrangements, multiple property ownership.

Decision Factors: Rental income potential, hassle-free management.

Information Sources: Digital nomads, travel and cultural content creators.

Examples: Holiday entrepreneurs, online workers.

8. Leisure Aficionado

Key Interests: Personal enjoyment, recreation, wellness, vibrant communities, beautiful locations.

Decision Factors: Access to leisure experiences and social connections, nature, and wellness facilities.

Information Sources: Wellness retreat reviews, local community info, destination promotion.

Examples: Retirees, tourists.

Group 4: Self-Focused Individuals (Emotion-Driven Decisions with Variable Confidence)

9. Lifestyle Curator

Key Interests: Beyond ownership experiences, flexible and personalized housing management, community engagement.

Decision Factors: Balance of lifestyle amenities and investment potential, flexibility, personalized experiences.

Information Sources: Lifestyle influencers, personal real estate advisors.

Examples: Interested in real estate investment and management.

10 Legacy Cultivator

Key Interests: Historical sites, cultural heritage, societal value stories, community value, role in history or recognition.

Decision Factors: Historical significance and value preservation potential, long-term value, societal interest.

Information Sources: Cultural preservation societies, antique and heritage communities, luxury lifestyle designers, historians, and architects.

Examples: High-spending investors seeking culturally significant living and leisure environments.

Guide to Action for Entrepreneurs and Marketers:

1. Personalized Marketing Campaigns: Create communication and marketing strategies that align with the cultural values, investment behaviors, and lifestyle inspirations of each target group, catering to the diverse needs across different life stages.

2. Tailored Experiences: Offer personalized services like private property tours, consultations with cross-border investment financial advisors, and integrate property sales programs with local international schools, providing deep insights into opportunities and benefits from real estate purchases or investments.

3. Luxury Lifestyle Brand Partnerships: Collaborate with high-value brands to offer attractive services to customers, including exclusive perks, discounts, or joint events that resonate with the target audience’s preferences.

4. Exclusive Events: Organize special experiences like art exhibitions, wine tastings, and golf tournaments to foster a sense of community and networking opportunities for potential investors with unique interests or lifestyles.

5. Strong Online Presence: Share compelling brand stories, unique selling points, and details about exclusive offers that attract the attention of the target audience.

6. Legal and Financial Advisory Services: Facilitate investors in navigating the complex legal and financial aspects of international real estate transactions, including tax strategies, estate planning, and investment structuring.