Luxury Real Estate Personal & Company Branding: All You Need Is Love & Chocolate!

“All You Need is Love”-- Lennon-McCartney

 “All you need is love. But a little chocolate now and then doesn't hurt--Charles M. Schulz, Creator of “Peanuts”

As a luxury real estate marketing professional, emotional branding can sharply differentiate you from your competitors.  First you need to romanticize your marketplace.  Then, you need to create the perfect personal branding message so that potential clients experience “love at first sight” or on their first encounter with you.

People like to do business with people they trust. Excellent branding is all about accelerating the speed of trust.  The faster you can attract and convert potential clients into and an ever-increasing base of raving fans the more money you will make through referrals.

Emotions compel people to act faster than logic. That is why emotional branding is so important.  Luxury real estate marketing professionals who are passionate about their marketplace and their job have a greater chance of attracting more clients.  Passionate people are like natural magnets.  They draw like-minded people toward themselves.   If you can capture that passion in your branding and on your website your website can become a silent salesperson for you. 

Think of branding like packaging.  People who do not know a product will more than likely buy the product based on its packaging.  This is true of books, of wine labels and believe it or not, it is true when it comes to selecting a real estate agent.  Prospects searching for homes on the web from outside of your geographic area do not know one agent from another. Agents’ websites are basically seen as a commodity.  You usually can get the same basic information on any half-way decent agent website. In this scenario, you have a nano-second to make a first impression, to stand out and engage your prospect.

Today there is a glut of wine on the market.  Competition is extremely stiff in this industry. As a consumer, if you are not a connoisseur how can you tell one from the other?  Fine chocolate has also become commoditized.  Chocolate growers have followed in the footsteps of wine growers creating appellations for differentiation purposes, based on the “terroir” or earth in which it is grown.

But, when it comes to the point of sale, how does a consumer who is not a connoisseur know one brand from the other?  Trader Joe's markets has built a brand that commands a very high level of trust among its loyal customers. When they put their brand name on a product it usually is worth at least a try.

 Trader Joe's understands the value of emotional branding.  They did not just call their dark chocolate bar “Trader Joe’s Chocolate”.  They named it, “The Dark Chocolate Lovers' Bar”.  For the connoisseur the also added this to their packaging: “smooth & fruity from the Tumaco Region of Columbia." The chocolate connoisseur may appreciate these “chocolate notes” (like wine descriptions), recognize this appellation and make a buying decision based on logic.  But, average consumers (we are talking about the masses now) who love dark chocolate will grab the package for the first time just based on the name and the festive South American graphic design.  

When you are reaching for market leadership your branding must appeal both to logic and to emotions.  But, you will find that emotions are the fastest way to the heart of the majority of new prospects when they are in the process of selecting a agent to represent them.

PS. One of our favorite brands is Valhona pictured above with the purple arrow made from the finest African chocolate.  As unabashed chocolate lovers and self appointed experts of dark chocolate, we bought and enjoyed the "fruity taste." Now we have added another favorite to our list.-Ron & Alexandra Seigel-

This blog posting has been provided by Ron and Alexandra Seigel, the Language of Luxury Community Founders and managing partners of Napa Consultants, International, the leading luxury real estate strategic marketing firm. They specialize in personal and company branding, luxury real estate website design and social media marketing. Photos courtesy of Ron and Alexandra.


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Posted by: Nicole Lauber
Posted on: 11/30/2011 at 8:20 AM
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Luxury Real Estate Marketing: Brand In Alignment with Beauty

Here is a quick personal branding quiz:

What is most important when crafting your persional brand?

  1. Self expression
  2. Designing to meet the aethetic expectatons of  your target market
  3. Capturing attention with the WOW factor!
  4. Standing out from your competition
  5. All of the above

 If you answered (5), all of the above, you are correct.  Creating a personal brand is truly a balancing act!  

Capturing attention and standing out from your competition are both very important when crafting your personal brand as a luxury real estate marketing professional. However, the two most treacherous traps that luxury real estate marketing professionals fall into when attempting to brand themselves are these: 

  1. Factoring out the aesthetic expectations of their target market thinking that self expression is all that is needed
  2. Factoring out their personality, values and personal aesthetic preferences to please their target market.

Either one of these extremes is a recipe for failure in personal branding.  

Certainly, you have heard the expression “beauty is in the eyes of the beholder”.  There is no question that aesthetics is a subjective value judgment.  To some contemporary art design and architecture is the ultimate expression of the human spirit, while traditionalists see no value in it at all.  But, when it comes to branding, the entire exercise is to make the subjective, objective. Brand comes first and then in alignment  with beauty.

If you work in a conservative marketplace this objective fact must be respected if market leadership is your quest. Too much shock value may keep you out of the winners circle. The objective measurement is whether or not you are attracting the number of clients that you need to reach your goal. There are ways to express yourself to a conservative audience without offending them and still feel that you have not compromised your sense of self expression.  Find a way to express yourself in your personal life if outrageousness is your “thing”, like the owners of these luxury cars (Mercedes and Jaguar) depicted in this article.   

But, trying to please everyone is impossible.  Trying to be all things to all people is likewise futile.  Leaving YOU out of the branding equation eliminates perhaps the most important key to branding success: authenticity.

When we conduct a strategic brand analysis in our consulting practice, we dial into all of these factors in the quiz above to establish our client’s “brand signal”.  It is like finding the right combination when all of the tumblers click into place and the brand “unlocks”. 

Once you amplify your authentic brand signal and reach your target market through focused communication, those who resonate with that signal with naturally gravitate to it.  Therefore, it is essential to place brand before beauty.  You must sharply differentiate yourself from your competitor and you must do so with a wow factor.  But, with aesthetics, you must also strike the perfect balance between your personal tastes and the values of your target market.

This blog posting has been provided by Ron and Alexandra Seigel, the Language of Luxury Community Founders and managing partners of Napa Consultants, International, the leading luxury real estate strategic marketing firm. They specialize in personal and company branding, luxury real estate website design and social media marketing. Photos courtesy of Ron and Alexandra.


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Posted by: Nicole Lauber
Posted on: 11/29/2011 at 8:50 AM
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The State of Maui’s Luxury Real Estate

For generations, Maui has been enthralling visitors with its boundless natural beauty, top-rated beaches, world-class amenities, and a laid back lifestyle with Aloha. And with every 'Best Island in the World' or 'Best Destination in the World' recognition, more and more are finding the charming ways of the Valley Isle. With more attention comes increasing interest by potential buyers, hoping to purchase their own piece of paradise. But as diligent buyers are well aware, the national real estate landscape has been deeply affected by the recession and continuing worries about the global economy.

So how is Maui doing in the current marketplace? It is upholding its well-deserved reputation as a long-term equity market by showing significant improvement year over year. Of particular note is the luxury sector. Affluent buyers are flocking to Maui yet again and it is reflected by some impressive statistics. In 2009, there were four sales of single family residences over $5 million, with 2010 showing a marked improvement with 10 sales. Yet 2011 has already seen 13 sales and additional sales may materialize before the end of the year, marking an incredible increase among the Maui luxury market over a 2-year period.  In addition, the North Shore experienced a record-breaker of its own in 2011 when a Spreckelsville beachfront property was sold for $9.65 million, easily surpassing the North Shore $5.85 million high mark set in 2007 (arguably the very peak of the market).  And last to illustrate the state of the luxury market, the highest amount ever paid for a property on Maui occurred this year, with co-founder of Paypal, Peter Thiel, purchasing a Makena property for an impressive $27 million (the very same property last sold in 2007 for $19.2 million). Consequently, 2011 has proven that high-end buyers are back with confidence. Only time will tell if 2012 will sustain this upward trend, but anecdotal evidence is leading that way.

This blog post is provided by Alex Cortez, a Maui Realtor with Island Sotheby’s International Realty specializing in Wailea Real Estate. Follow his Maui real estate blog for up-to-date market information.

 


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Posted by: Nicole Lauber
Posted on: 11/28/2011 at 8:46 AM
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Luxury Real Estate Marketing: There still is Intrinsic Value in Great Locations

We are excited by the great feedback received on our new article series, highlighting 50 Top Luxury Real Estate Markets in the USA. For each of our articles we interview many of the top agents in the area and get their take on the positive aspects that make their marketplace distinct. We also showcase their high-profile luxury listings that can instantly be viewed in a slideshow within the article. Some of the recent markets we have covered include the South Central Coast of California (Santa Barbara, Santa Ynez Valley and the Channel Islands), the Hawaiian Islands and Park City / Deer Valley, Utah. Many have asked, “Why did we launch this series?” Here is our answer.  

First, for consumers, we wanted to shine a positive spotlight on some of the best marketplaces in the country because there are some outstanding opportunities out there for qualified buyers.  Secondly, we wanted to inspire our luxury real estate marketing professionals in our audience.  The inspiration comes from their peers, the ones who are not only surviving under current market conditions, but are, in many cases, thriving.  Thirdly, we believe that when you can be inspired by the success of others without feeling diminished yourself, that your own success is right around the corner. 

Lastly, through all of our research in the realm of luxury goods and services, we have noticed that, intrinsic value vs. getting approval from other for status purposes, is the focus of  high net worth consumers more so now than prior to the recession.   Generally, they are much more discerning now when it comes to paying a premium for luxury. Therefore, we have strived in our articles to bring out the intrinsic value such as natural settings, the tangible and the intangible aspects that come with living in the most desirable luxury real estate markets in the country.

Thanks to our media and syndication partners, the Language of Luxury (LOL) reaches over one million readers. It is syndicated on 25 channels including many of the finest luxury real estate publications in the world such as Dupont Registry, Unique Homes, Luxury Homes Magazine, Ocean Homes and LuxuryRealEstate.com. LOL (lLanguage of Luxury blog)  also appears on other real estate specific media including Active Rain, Proxio, Broker Agent Social, Real Blogging and NewsGenius .  Together, our hope is to remind luxury real estate marketing professionals, worldwide, that the old real estate adage, “location, location, location” still holds true.  Perhaps over-inflated prices have disappeared to a greater or lesser degree, which is obviously more advantageous for buyers than sellers. But, there still is intrinsic value in great locations!

This blog posting has been provided by Ron and Alexandra Seigel, the Language of Luxury Community Founders and managing partners of Napa Consultants, International, the leading luxury real estate strategic marketing firm. They specialize in personal and company branding, luxury real estate website design and social media marketing. Photos courtesy of Ron and Alexandra.


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Posted by: Nicole Lauber
Posted on: 11/23/2011 at 11:41 AM
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50 Top Luxury Real Estate Markets in the USA: Channel Island Region, CA

We began this article series on 50 Top Luxury Real Estate Markets in the USA in Santa Barbara, California and its adjacent wine country, the Santa Ynez Valley. But, the Santa Barbara Region is only one of the four regions that comprise California’s Central Coast which begins just north of Los Angeles and Malibu (and just south of Santa Barbara) in an area called the Channel Island Region. The other two Central Coast Regions (north of Santa Barbara) are San Luis Obispo (known for the Hearst Castle) and Monterey (famous for Carmel, Big Sur and Pebble Beach).  By far, the least known hidden gem of California’s Central Coast is the Channel Island Region, home to the coastal cities of Ventura and Oxnard.

Perhaps one of the most unique aspects of this area from a luxury real estate perspective is the Channel Island Harbor and Marina where you can own a home and dock your boat right in your own “backyard”. Dockside living offers an extraordinary lifestyle that is truly unique on the California Coast.  According to the leading expert in the waterfront home area, Kim Dolan, (a.k.a. “Mrs. Dockside”), “Numerous residents here own electric boats. They often visit neighbors by boat, or dine at dockside restaurants or visit their yacht clubs to meet friends which are also accessible by boat.  Many of my clients are retirees who have dreamed for years of living on the water, and have liquidated all their other assets in order to do so”. 

“There is always something to do here right on the water such as our wine tour of the harbor or just looking at people enjoying themselves” says Arlene Beckwith. She adds, “Most people who tour our boat dock homes on the waterway for the first time just say, ‘wow’, I had no idea that this kind of lifestyle even existed in central California”.

For Gary Cuoco, a former fireman, “The Channel Island lifestyle is all about the endless, clean, wide sandy beaches, the unpolluted water and the gorgeous sunsets.  There are no crowds here and no traffic.  With all of this going for it, a beach home in our marketplace at this time is an excellent investment!”

Samantha Kirkpatrick, who is also a developer of beachfront homes in the area explains, “With a scarcity of oceanfront homes in California, the Channel Islands Region has a very attractive value proposition both for second home owners and vacation home renters.  Its proximity to Los Angeles and Santa Barbara offers a variety of cultural experiences. But, for some it is the simple pleasures of renting a kayak or a boat in a low key beach community. Or, perhaps it is just enjoying breakfast at Mrs. Olson’s Coffee Hut which was voted as one of the best breakfast eateries in the US by Esquire Magazine".

Lei Eberhardt says, “There tends to be a younger crowd in the beach neighborhoods. Surfing, windsurfing, and kite boarding are all very popular sports here.  Everyone seems to know each other. It is a small town feel. Yet, you are not far from big town activities. The people are really nice!”

For those who prefer big ocean and island views the hillside properties of the Channel Island Region, above the harbor and the beaches represent true luxury. Fred Evans, who specialized in marketing hillside properties here says, “This area offers the best of both worlds:  access to city life. like going to LA Dodgers and Lakers games, but with the hassle-free feeling of living in a Mediterranean setting overlooking the ocean.

If you are looking for the unexpected Ventura and Oxnard has much to be discovered.  It is the hidden gem of California’s Central Coast.

Photos Courtesty of the Agents & Brokers Interviewed. This blog posting has been provided by Ron and Alexandra Seigel, the Language of Luxury Community Founders and managing partners of Napa Consultants, International, the leading luxury real estate strategic marketing firm. They specialize in personal and company branding, luxury real estate website design and social media marketing.


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Posted by: Nicole Lauber
Posted on: 11/22/2011 at 8:27 AM
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Luxury Real Estate Marketing: Practical Luxury

We often hear that time is money.  Having time to enjoy the good things in life is a luxury. Yet, sometimes we are lured by lower prices or special offers, thinking we are saving money, when doing so can actually waste time.  Sometimes, paying more seems impractical.  But, think again!  Think about the concept of practical luxury. As a luxury real estate marketing professional, how much is your hour worth?

 Have you ever been offered a dollar to complete a survey that takes 10 minutes of your time?   That means that your time is worth only $6 per hour.  At a new upscale shopping center we were offered $10 to complete a survey that only took 3 minutes.  That equated to $200 per hour--a much better return on our time spent, especially for effortless work.   But, the key here is to stay focused on what your time is worth.

With gas prices skyrocketing, many are lured by gas stations wars.  Depicted here are two gas stations catty corner from each other.  Union 76 always has lower prices than its competitor, Chevron, across the street.  The majority of time, the owner of Union 76 is directing traffic around the narrow pump aisles, making sure that everyone is on the correct side of the pump.  At peak times, people are lined up to fill up while their engines are still running.

 At the Chevron station there is no wait whatsoever. There are more pumps and wider aisles for easy access.  What is your time worth while you are waiting to save a couple of bucks?  If your car uses premium gasoline you are spending $2.00 more per fill up of 20 gallons.  However, you are quickly in and out of the gas station. You can get to where you are going quicker and in a better mood.  Now that is practical luxury!  Are you worth it?

The best luxury real estate marketing professionals thoroughly understand the mindset of their clients and target market. This nuance of practical luxury can give you an insight as to why some affluent people do not bother to comparison shop.  While, there are those who became affluent because of a very frugal mindset. Neither is better.   Some just value their time in different ways.

This blog posting has been provided by Ron and Alexandra Seigel, the Language of Luxury Community Founders and managing partners of Napa Consultants, International, the leading luxury real estate strategic marketing firm. They specialize in personal and company branding, luxury real estate website design and social media marketing. Pictures provided by Ron and Alexandra.


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Posted by: Nicole Lauber
Posted on: 11/18/2011 at 7:32 AM
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A Punch of Color: Purple Reigns

Purple can be a somber color by itself but it adds a lot of atmosphere when mixed with another color. Decker Ross likes to include this shade on pillows for their shock value.

 

The Centennial Eggplant Velvet Club chair gets more attention. The seat is a generous size, and the tufter buttons and side bolsters add comfort. It is 41.5-inches wide by 34-inches high by 36-inches deep. $594. 800-782-1967 or www.lampsplus.com.

No one understands the power of large objects as Canadian designer, Martha Sturdy. These plum-purple resin round bowls set themselves apart as an eye-catcher. Available from 6-inches wide by 6-inches high for $188 to 17-inches wide by 16-inches high for $378. Fine Things, Boca Ratona, Florida; 561-392-5747 or www.finethingsboca.com.

Even your bathroom is not immune to a hit of fabulous color. Especially, when you add these luxurious Mossi Collection faucet and jeweled handles with Lalique amethyst crystals by the famed THG Designs from Paris. $12,081. Miller's Fine Decorative Hardware, Jupiter, Florida; 561-746-4800 or www.millershardware.com.

No one loved purple more than the creator of Marimekko designs, Maija Isola. She created Silkkikuikka Blue and Purple Bed Linens in 1961, and Crate and Barrel has re-issued them for today's enjoyment. Jazz up your bedroom. Prices start at $24.96 to $99.95. Crate and Barrel, International Plaza, Tampa; 813-241-2777 or www.crateandbarrel.com.


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Posted by: Nicole Lauber
Posted on: 11/16/2011 at 9:47 AM
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Luxury Real Estate Marketing: No-Tech Marketing

No-Tech marketing can pack a bigger wallop than internet marketing.  As a luxury real estate marketing professional it is important to have a balance of high-tech and no-tech marketing, as part of your strategy to achieve top-of-mind status in your marketplace.   Here are two examples.

Gelson's Market Santa Barbara

Gelson’s Markets like many other markets or food specialty stores in the USA prepares a takeout Thanksgiving dinner.  You can order in accordance to the number of people you are hosting.  The dinner is complete with hors d’oeuvres, side dishes and dessert. Additionally, they will suggest the perfect wines for the occasion.  This season, they added no-tech marketing to their promotion.  Last Saturday you could come to the store between the hours of 11AM to 2PM, to sample an entire Thanksgiving meal, without wine.

Williams Sonoma-Santa Barbara

Williams Sonoma had a special sale on all the cookware, accessories, and foods one may need to prepare a gourmet Thanksgiving dinner. This included their special cranberry relish, gravy, spices and more. You can even sign up for free cooking classes this week on how to make Thanksgiving easier.  During the classes, their chefs will be demonstrating time saving techniques.

The net result in both cases is increased good will and customer loyalty which, in the long term will pay off handsomely for both stores.  How can you implement no-tech marketing in your luxury real estate marketing strategy?

This blog posting has been provided by Ron and Alexandra Seigel, the Language of Luxury Community Founders and managing partners of Napa Consultants, International, the leading luxury real estate strategic marketing firm. They specialize in personal and company branding, luxury real estate website design and social media marketing. Pictures provided by Ron and Alexandra.


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Posted by: Nicole Lauber
Posted on: 11/16/2011 at 9:45 AM
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Charlie Sheen Sells Loz Feliz Masion

Charlie Sheen has become a household name for his recent ridiculous antics, but now the #Winning actor is making news again for his activity in the California real estate market. The star recently bought a home, listed a home and sold a home. Most recently, Sheen successfully sold his 1920’s Mediterranean style mansion in Las Angeles. The four-bedroom, 4,100 square-foot home was on the market in 2009 for $3.697 million, but failed to sell and was taken off the market in May of this year. The home, which has been occupied by Sheen’s Ex-wife Brook Mueller and their two young children, was recently relisted and  sold for just $2.9 million. The home includes a state-of-the-art commercial kitchen, high ceilings, and numerous outdoor terraces overlooking the swimming pool and lushly landscaped backyard.   

Blog and Photos via Curbed


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Posted by: Gabby P
Posted on: 11/15/2011 at 11:50 AM
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50 Top Luxury Real Estate Markets in the USA: Park City/Deer Valley

Robert Redford founded the Sundance Film Festival in Park City, Utah in 1979. Since then it has grown to become the largest film festival for independent film makers in the world.  Two years later Deer Valley opened.  This grand ski resort was destined to became a 2002 Winter Olympics venue site. It was also honored by Ski Magazine as the #1 ski resort in North America for an unprecedented five straight years including 2012.  For this article, we asked the top agents here why the Park City/ Deer Valley resort town has emerged not only as a great place to vacation but also to live.

Park City is considered to be one of the safest communities in the United States. According to Diane Rinehart, “It is a real town with real people; that’s what you want from a second home--you want it to be a home. It’s a small town where you feel you can make a difference”

With a population of under 10,000 people, Park City has a generosity of spirit that is unsurpassed.  According to Dena Flemming, “There are over 100 non-profit organizations here.  This is a place where second home owners want to participate in the community; it is not just a place to see and be seen”.

Although Park City/Deer Valley is known for having the “greatest snow on earth”,  Tyler Richardson says, “The locals will tell you that our summers are far superior to our winters. We are truly a year-round resort with exquisite golf courses, mountain biking, blue ribbon fly fishing and boating”. There is a saying in Park City that sums it up, “I came for the winter; I stayed for the summer”.

Tyler, and his mother/business partner, Peg Marty, specialize in marketing both ski-in/ski-out properties in Deer Valley and gentleman ranches-equestrian properties just outside of town.Peg comments that “this is one of the few places where you can enjoy the year-round ski town lifestyle while owning fee simple, (privately held) property in town, in a rural setting and also on the mountain next to the lifts”. 

Ann MacQuoid says, “The summer is all about recreation during the day and entertaining under the stars; it’s light until 10pm. At night there is something for everyone, from dining at one of 17 Zagat rated restaurants, to cocktail boat cruises on the Jordanelle Reservoir, to outdoor concerts".  

“It is easy to get around town all year long  by taking Park City’s free busses that come along just about every 20 minutes”, states Suzanne Harris. “This works out especially great in the winter for locals and visitors who want to experience the diversity, of the three major ski resorts, Deer Valley, Park City and The Canyons that are in close proximity to each other”.

As the summer season gained in popularity an interesting trend emerged. Heidi Gatch noticed that, “Many home owners who enjoyed being on the mountain for vacations are moving to town to be closer to local activities year-round. Some like Old Town properties that may not have as much land or square footage,  but they are within walking distance of restaurants, art galleries and shopping.” 

Others just like to walk! Carol Agle says, “With 150 miles of hiking and biking trails locals take fitness seriously.” She adds, “According to the Center of Disease Control our state is one of the healthiest (least obese) in the country".  

Steve Chin explains that “One of the main reasons for the huge success of the Park City/Deer Valley area is its proximity to a major international airport in Salt Lake City.  It is the only ski area in North America where you can take a morning flight from just about anywhere in the US and still ski for a half-day in the afternoon. In fact, if you present your boarding pass  to any ski ticket window from your morning flight you can go skiing free for the rest of the day!”

Steve adds, “Deer Valley in particular offers an extraordinary skier experience. It is so civilized--all the fun of skiing without the hassle factor”. Mary Leader points out that “the Deer Valley Ski School is second to none. If you own a home on the slopes your instructor will meet you at your home for your private lesson”.

At Deer Valley the number of skiers allowed on the mountain is limited.  This results in very  brief lift lines. There is usually tons of dry powder yet mostly mild weather. Kelly Rogers points out that,”even at the peak, Deer Valley is at a lower altitude than most ski resorts. With meticulously groomed slopes, that means more endurance and more runs!“ When asked to sum up the skier experience at Deer Valley Karen Keating said, “More blue sky days, white glove service and groomed, velvet, corduroy power runs”.

This blog posting has been provided by Ron and Alexandra Seigel, the Language of Luxury Community Founders and managing partners of Napa Consultants, International, the leading luxury real estate strategic marketing firm. They specialize in personal and company branding, luxury real estate website design and social media marketing. Pictures provided by Ron and Alexandra.


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Posted by: Nicole Lauber
Posted on: 11/14/2011 at 11:58 AM
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Luxury Real Estate Marketing: What is Your Luxury Brand Personality?

As a luxury real estate marketing professional you have to identify the luxury brand  personality of your marketplace and make sure it is harmonious with your personality.  If it is a match, then it will be a match made in heaven as those with similar likes will be attracted to you.  Here are three examples of luxury personalities.

Sophisticated

The Louis Vuitton store pictured above defines a sophisticated luxury brand personality.  This is reflected in the look of the store, with fine leather furniture, beautifully crafted wood and glass counters and display cases, and top of the line accessories.  The merchandise is traditional and elegant.

Hip

All Saints Company as is an example of hip brand luxury.  The windows are filled with antique sewing machines emphasizing their quality manufacturing and tradition.  The lighting is industrial reminding one of a factory, and the clothes are chic, edgy and hip.  The clothing tags are handwritten and some of the beaded garments sport an additional “manually embellished.”

Photo by Pietro Cruciatti, Dreamstime

Fun

Moschino, an Italian designer is known for the fun brand personality in luxury, as seen in the helmet above.  His tagline is “A Stylish Attitude”.   The motorcycle helmet definitely screams attitude. The clothes are quirky and fun.  The jewelry is one of a kind.  The picture of the brooch below shows three dangling enameled and articulated fish hanging. The inscription on the top of the circle, says in Italian, “If you sleep, you don’t catch. 

How does your luxury brand personalityand what is the brand personality of your marketplace?  Is it a match made in heaven?

This blog posting has been provided by Ron and Alexandra Seigel, the Language of Luxury Community Founders and managing partners of Napa Consultants, International, the leading luxury real estate strategic marketing firm. They specialize in personal and company branding, luxury real estate website design and social media marketing. Pictures provided by Ron and Alexandra.


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Posted by: Nicole Lauber
Posted on: 11/10/2011 at 8:20 AM
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Luxury Real Estate Marketing: New Trends in the Brand Naming Game

All Saints Store in Santa Monica

In luxury real estate marketing, it is of paramount importance to come up with the right name for your business.  One of the traditional rules of branding has been to keep a name short because they are easy to remember, and easy to spell!  As the new century dawned the rules have been challenged and some of the new the names became descriptive of their mission statement, their marketplace or who they are. 

Some of the pioneers in the longer version name game can be found in the fashion industry.  Here are some of our favorite brand names and the story behind them.

Not Your Daughter’s Jeans:  This is a brand of women’s clothing including chic jeans designed to flatter every woman’s figure.

Citizens of Humanity:  This is a Luxury Denim & Apparel for Women & Men.  A portion of proceeds are given charity.

Band of Outsiders:  This is a clothing company for “geek chic”, hence outsiders.

All Saints Spittafield:  This is a manufacturer and retailer of quality garments. Their stores are decorated with assorted antique sewing machines. All Saints donates to “Not For Sale” a worldwide movement to stop human trafficking.

Rag & Bones: Fashion for men and women, the name is a British phrase for junk dealers of old with a pushcart who bought and sold and recycled discarded items.

Is it time for you to play the brand naming game?

This blog posting has been provided by Ron and Alexandra Seigel, the Language of Luxury Community Founders and managing partners of Napa Consultants, International, the leading luxury real estate strategic marketing firm. They specialize in personal and company branding, luxury real estate website design and social media marketing. Pictures provided by Ron and Alexandra.


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Posted by: Nicole Lauber
Posted on: 11/9/2011 at 1:44 PM
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A Punch of Color: In The Pink

Pink is a little less intense than red and can be very flattering to the skin. Decker Ross adds it to master bedrooms as an accent to freshen up the space.

Lilly Pulitzer is synonymous with pink, and her Boulevard Arm Chair from the Lilly Pulitzer Home Collection reflects her snappy taste. 23.5-inches wide by 23.5-inches deep by 36-inches high. $935. Excenticities, North Palm Beach, 561-845-3250 and Delray Beach, 561-278-0886 or www.excentricities.com.

Bring your favorite color into the kitchen with this 1950s-retro-style 24-inch refrigerator by SMEG. Dimensions are 57.5-inches high by 23 and 5/8-wide by 27.5-inches deep. $1,999. Vita Moderna, Sarasota; 941-487-7016 or www.vitamoderna.us.

This traditional style, 4-light electric candelabra with pink and clear crystals (plus pink fabric mini shades) will dress up the quietest powder room or bedroom. No one will guess that it is made from cast resion construction and uses four 20-watt halogen bulbs. It sits 20.5-inches high. $99. 800-479-6188 or www.shoptablelamps.com.

Talk about a colorful fan! With a sleek, round shape, sharp retro lok and hot pink color, Deco Breeze retro look fan re-defines cool! Features all steel construction with two speed motors and great portability. Measuring 12.5-inches by 10-inches. $51. Sears, Westshore Plaza Mall, Tampa; 813-288-6000 or www.sears.com.


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Posted by: Nicole Lauber
Posted on: 11/8/2011 at 8:30 AM
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Categories: Things We Love
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duPont Marketplace: Palm Beach, Florida

Miami Beach, just a few short minutes from metropolitan Miami, has been a popular resort destination for decades. Both International and Domestic buyers flock to this South Florida gem to enjoy the sunshine, pleasant weather and beautiful ocean.

The diverse culture and exploding arts scene have secured the Miami area as a stable market among buyers looking for homes or investment properties. “Miami Beach didn’t see such a dramatic ‘crash’ as some of the other areas did, it has been and always will be a playground for the international jetsetter.  Our buyers are not only looking for 2nd and 3rd homes, but also for lucrative investment properties,” explains Diane Lieberman, Broker/Owner of South Beach Investment Realty, “The influx of Miami buyers are International, they are coming because of the opportunities available in the market. And above everything else, they come for the beautiful weather, the beaches and the ocean…”

The Miami area’s international draw has made it the ideal home for five-star restaurants, The New World Symphony, The Miami City Ballet, the Opera, The MOCA and the MAM as well as countless nightly cultural activities. Residents looking to relax and take in the year-round sunshine and agreeable climate can relax on Miami Beach’s miles of pristine coastline or participate in unlimited water sports on Biscayne Bay or the glistening Atlantic Ocean. 

 


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Posted by: Admin
Posted on: 11/4/2011 at 2:07 PM
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Choosing the Right Color Palette for Your Home

It’s a long held notion that color can affect the senses, emotions and mood of the person they surround. Color palettes influence the ambiance of your home, what your guests feel and most importantly, how you feel. Turns out, there’s more to picking a palette than just choosing your favorite color. For years designers have used outside inspiration, personal experiences and cultural influence to plan themes and color groups for homes. What should you consider when painting your space?

The colors you choose should compliment your lifestyle. Someone who comes home to relax should steer clear of warm tones like red and orange. One should pick their palette by considering atmospheres they enjoy. Choosing cooler blue and green tones will evoke the feeling of the great outdoors and relaxation, or using contrasting colors will give a modern, contemporary feel.

Others choose their home colors based on experiences. Did your adventure in India last summer inspire you? Then you may want to use that experience to influence the décor of your home office or art studio. Childhood adventures or romantic excursions to the beach could inspire you using the soft tones of sea foam and sand to influence their bedrooms.

For every person who is energized by color, there is another who fears brights and should opt for a more neutral, relaxing color scheme. Neutral color palettes make a home look timeless, and are great for selling homes, but can also be bland and emotionless. It is important to mix in varying textures, such as leather and cashmere, or interesting furniture to add depth and interest to an otherwise monochromatic room.

The style of the home should also be considered when choosing a color palette. That modern red wall may not look quite right in a classically designed 1920’s home. Look out your windows for inspiration. The colors of nature in your area are often great options for adding splashes of color to a classic and neutral color palette.

Whatever path you take to creating your dream décor having a personal connection with your home will make it more enjoyable for years to come.

Blog and Photo via freshome


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Posted by: Gabby P
Posted on: 11/3/2011 at 12:26 PM
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