Marketing Luxury Real Estate: Luxury Camouflage in Beverly Hills 2

This photo is what Van Cleef & Arpels deemed appropriate for their remodel on the corner Rodeo Drvie and Dayton Drive in Beverly Hills.  Unlike Bulgari, Van Cleef Arpels' jewelry is classic in its luxury appeal.  It is an old world French jewelry compnay, founded in 1906 on the venerable Place Vendome in Paris. The brand is known for its signature mystery settings where the prongs are concealed.  Van Cleef & Arpels' customers have included the Duchess of Windsor, Grace Kelly and Elizabeth Taylor. Their remodel facade is subtle and understated like their mystery settings.

Last month we wrote a post illustrating how remodeling is creatively camouflaged  in  Beverly Hills.  We featured the Bulgari jewelry store who, in keeping with their brand identity, had designed a bright golden opulent camouflage while remodeling their store.  True to their idetity, the store board was colorful and attention getting. We feel it is spot on its brand signal.  It is perfect for who they are.

Every company has its point of attraction for their target market.  It is clear how two brands selling jewelry have a different approach because they understand their ideal client.  We happen to like and appreciate both because of their clarity in communicating who they are.  What do you think?

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: 5/31/2012 at 10:59 AM
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Categories: Luxury Guest Writers | Luxury Real Estate
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Marketing Luxury Real Estate Tip: Are You Playing Chess or Checkers

Brand strategy for luxury real estate marketing professionals is all about achieving top- of-mind status.  That takes superior, long-range, strategic thinking. But, what is at stake?  The lion’s share of the business in your market place or a niche therein, that is what is at stake!  

Who Needs Brand Strategy? 

The only players who have a use for brand strategy are the ones who are bent on gaining or sustaining market leadership Incumbents or Challengers.  Everyone else is fighting over the crumbs, doing the best they can.   To seize or maintain the lion’s share you must think strategically. 

Have you been watching the NBA Western Conference Playoffs with San Antonio and Oklahoma City? San Antonio is proving to be in a league of their own. Their teamwork is impeccable and their strategy is brilliant. They just won 20 straight games!  Kenny Smith, the retired NBA star and TV announcer, covering  Game 2 said something that explained the difference between the two teams:  “San Antonio is playing Chess while OKC is playing Checkers”.  

Chess or Checkers? 

That comment perfectly summarized what we have been saying about brand strategy for luxury real estate marketing professionals. If you are bent on the “unabashed pursuit of market leadership”, it is imperative  that you become a master of brand strategy.  Like Chess, brand strategy requires well-thought-out, long range thinking. 

You can make a lot of money by mastering internet marketing strategy by being the first to capture buyer leads.  Many incumbent market leaders are very vulnerable in this department because they are not up to speed yet and, in most cases, it is still a buyers’ market.  But, in the long run it is the agent, team or company who consistently wins listings that makes the most money.  Being a master of both disciplines, is the surest way to become the dominant player and significantly outdistance your closest competitors.    

Even though it appears that you are playing on the same game board, the true market leader is playing Chess, while everyone else is playing Checkers. However, If you want to challenge the market leader you need to outthink the incumbent at their strategic level and beat them at their own game.  The battle may ultimately be a fight for market share. But, you first have to win the battle for mind share. And, that takes strategy.  

Are you playing Chess or Checkers?

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: 5/30/2012 at 8:42 AM
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Categories: Luxury Guest Writers | Luxury Real Estate
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Luxury Real Estate Marketing: Maintaining Your Orbital Marketing Perspective

As a luxury real estate marketing professional it is easy to get bogged down with the day-to-day activities of“transaction engineering” and neglect the life-blood of your business: promotion and marketing.  Sometimes you need to step back from your practice to regain your “orbital marketing prospective”.  It is only when you view your practice from a broader perspective that out-of-the-box thinking is possible. 

Opportunities to out-think and out-market your competition abound.  This weekend we noticed that not a single real estate firm or agent sponsored one of the most well-attended community events of the year in our town of Santa Barbara, California.  What an great opportunity for standing out this was!

"I Madonnari, or street painters transformed the Santa Barbara Mission Plaza using pastels on pavement to create 150 vibrant and colorful, large scale images.  The festival benefits the Children's Creative Project, a nonprofit arts education program of the Santa Barbara County Education offices.  "The project serves 50,000 children in more than 100 schools with visual and performing arts workshops and performances throughout", according to their website.  This event is in partnership with Santa Barbara's sister city in Italy, Grazie di Curtatone.

The opportunity to promote your name or your company as a sponsor was affordable. It ranged from the smallest ($125 for 4' x 6' format vertical format) to the largest (12’ x 12’ for $650). In addition, your name is on the festival poster,  it is inscribed on the pavement at the base of the Mission steps, it appears in full-page newspaper advertisements and  also appears on the festival kiosk.  The local news covers the event on TV which amplifies the effectiveness of your sponsorship.

You could either provide the painter, or the Children's Creative Project would provide the painter. Given what most luxury real estate marketing professionals spend to promote themselves, this was a no brainer. 

As hard as it may seen at times, you simply must take the time to regain your orbital marketing perspective. Step back and identify opportunities to out-smart your competition.  That is the surest route to soaring in your luxury real estate marketing practice.

Like the kids represented in this year's pavement pastel chalk painting, being backyard orbital explorers and looking out of their box/spaceship it is time to explore your own backyards for out-of-the box opportunities to promote yourself.  That means to make yourself well known and well thought of!

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: 5/29/2012 at 11:18 AM
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Marketing Luxury Real Estate: Happy Memorial Day From Santa Barbara

Memorial Day is a United States federal holiday observed on the last Monday of May.  It was formerly known as Decoration Day, and it is honors US men and women who died in the military Service.  The first Memorial Day was celebrated to honor Union soldiers of the American Civil War, it was expanded after World War 1. It is important to take a moment and reflect on all those who gave their lives for the freedom we enjoy.

If you happen to find yourself in Santa Barbara, here is an annual event that is fun and benefits children in Santa Barbara County and San Luis Obispo Counties.

"I Madonnari, or street painters will transform the Santa Barbara Mission Plaza using pastels on pavement to create 150 vibrant and colorful, large scale images.  The festival benefits the Children's Creative Project, a nonprofit arts education program of the Santa Barbara County Education offices.  The project serves 50,000 children in more than 100 schools with visual and performing arts workshops and performances throughout."--from the website,"  This event is in partnership with Santa Barbara's sister city in Italy, Grazie di Curtatone.

You can view the art work on the 26, 27, and 28th.  Admission is free. 

We wish you a wonderful relaxing long weekend, Cheers, Ron & Alexandra

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: 5/29/2012 at 9:17 AM
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Marketing Luxury Real Estate: The Luxury of Simple Pleasures

One of the subjects that comes up often as we advise our clients in marketing luxury real estate is the fine line between specializing in the top tier of the marketplace and not wanting to alienate previous clients whose home sold in the mid price range, our clients are concerned that they may come accross as too pretentions or aloof.  Inherent in that concern is a misconception of the meaning of luxury, because it is often associated with elitism and conspicuous consumption, whereas we firmly believe that this is a limited perspective because there is luxury in simple pleasures, for example, the luxury of tasting the first crop of sweet corn.

Corn on the cob is a quintessential American food of summer.  The first crop is here at our Farmers' Market in Santa Barbara, It reminds us of Richard Rodgers' song, Oh, What A Beautiful Morning, from the quintessential American musical Oklahoma, written in 1943.  Here is our favorite excerpt about corn.

There's a bright golden haze on the meadow,
There's a bright golden haze on the meadow,
The corn is as high as an elephant's eye,
An' it looks like its climbin' clear up to the sky.

Chorus:
Oh what a beautiful morning,
Oh what a beautiful day,
I've got a wonderful feeling,
Everything's going my way.

HAPPY WEDNESDAY, WE WISH THAT EVERYTHING IS GOING YOUR WAY 

 

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: 5/23/2012 at 3:24 PM
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Luxury Real Estate Marketing Tip: A Great Housewarming & Closing Gift

As luxury real estate marketing professional, it is a great idea to keep a list for closing and housewarming gifts. Our criteria for gifts of this nature are gifts that create a buzz and get people talking about you in a positive light.  We spotted these pineapple plants at our local Trader Joe’s.  

 This beautiful plant has throughout the history of the American continents symbolized a warm welcome and   hospitality.   In his writings Christopher Columbus described landing on the Caribbean island of Guadalupe where he and his sailors were served pineapple. 

In Colonial America, the pineapple expressed the warmest welcome a family could extend guests in their homes.   A pineapple was used as the center piece of the dining table and would be served as the dessert.   The pineapple symbol of friendship and hospitality was adopted by architects, artisans and craftsman of this era.  Mansions and homes adorned with carved wood or sculpted stone pineapples on its gates or doors announce the hospitality of the owners.

Although this plant will not ripen as a fruit indoors, (they may outdoors in a warm climate) its beauty and symbol will be appreciated, and you will be remembered.

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: 5/22/2012 at 4:55 PM
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Luxury Real Estate Marketing Tip: It's Time to Spend More Time in the Real World - Part 2

Dennis Hanlon, Park City Utah

Professional networking on Facebook and other social media platforms can contribute to your success as a luxury real estate marking professional.  But, participation in these venues simply does not replace in-person face time and consistently staying in touch with your colleagues in meaningful ways.  We think it’s time to spend more time in the real world. 

One of the best examples of professional networking in luxury real estate is the Western Mountain Resort Alliance (WMRA) that was spearheaded by Dennis Hanlon,  a visionary broker in Park City Deer Valley, Utah, in 1996.  Dennis, who was the president of his local board, suggested a meeting of six ski resort board presidents to explore ways that they could benefit from an alliance.  

According to Dennis, who also served as president of the WMRA through 2010, “ We all discovered that we had so much in common and that we faced the same kinds of issues.  We realized that marketing and selling resort real estate requires specialized knowledge and our clients demand a high level of expertise”. 

It became apparent that sharing sales information from the various resorts would benefit all members. Another benefit is sharing best practices for resolving common problems.  

Hanlon said, “An example of a common issues in mountain resort areas is finding suitable employment housing. We typically have limited space for development. Some other important challenges include how to address minimum revenue guarantees imposed by the airlines and how to obtain financing for condominiums”. 

One of the great outcomes of WMRA was bringing their network model to the attention of the National Association of REALTORS® (NAR) who started their own resort committee in order to help resort REALTORS® gain resort specific education. 

Professional networking can help you solve problems that are also faced by your peers in their luxury real estate markets.  It can also exponentially expand your referral base.   Facebook may be a good way to facilitate professional networking. But, there is nothing better than in-person, face time and staying in touch in meaningful ways. It's time to spend more time in the real world!

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.


50 Top Luxury Real Estate Markets in the USA: Big Sky & Bozeman, Montana

The great outdoor lifestyle, with its myriad of recreational activities, is highly revered among those who live and play in Big Sky and the nearby, upscale enclaves of Bozeman, Montana.  The spirit of this area was captured in the film, A River Runs Through It.  Shot on location in Montana, it starred Brad Pitt and was directed by Robert Redford. You get the sense that nature actually takes on the leading role in the story and fly fishing, becomes a path to zen-like meditation.

According to Martha Johnson, “Fly fishing in the Big Sky area is centered around the Gallatin River. You have a choice of five blue-ribbon trout streams. Because we are located close to the west entrance of Yellowstone National Park, it is not uncommon to observe a herd of elk walk by or a moose because we are in the migration corridor of Yellowstone.  In the winter, the snow is like down feathers. You use a broom instead of shovel to clear it from your porch”

“Everyone in the Bozeman- Big Sky area is here by choice, says. Robyn Erlenbush. “There are experiences to be had here like nowhere else in the USA.  For example, if exclusivity is what you seek, Yellow Stone Club, a private residential community,  may be perfect for you. Where else can you find ‘’Private Powder’ skiing?”

Denise Andres says, “Bozeman is a university town (MSU) teaming with intellectual vibrancy and vitality. Retirees love university towns like ours. There is so much to do here. For example, we have regularly scheduled art walks and music on Main Street.The Bridger Bowl ski area is only 20 minutes from downtown. People here smile a lot because they generally are not stressed”.

“The Big Sky Ski and Summer Resort offers best of class skiing that spans across three interconnected mountains with over 5,000 acres, 4000 vertical feet and  220 trails.  We get over 400 inches of snow annually.” Karen add,  “ Big Sky is known for having ‘the Biggest Skiing in America”, says Karen Davids.

According to Ernie Hall,”The average number of skiers on a busy day in Big Sky is about 5000 which  means one skier per acre. With high speed quad lifts there literally are no lift lines!  That means you can get more skiing packed into a single day”. 

“There are no ‘big box’ retailers in Big Sky. Main street in Bozeman still has the western Montana charm and it is thriving! , says Ania Bulis. “As a ski resort area, we do not have a big city draw like Denver, for example. Bozeman only has about 60,000 people. However,, according to Don Pilotte, “ We do have the most skiable terrain in the USA; it is very much like the Alps in Europe in that regard.And, it is built on private land”. 

“Locals treasure the simplicity of life in Big Sky”, says Eric Ossorio. “For that reason it is self-selective in terms of who is attracted to the area. We have a saying here:   ‘If we don't have it we don't need it‘.

According to Jerry Pape, “There still are cowboys in Montana who ride horses, wear cowboy hats and participate in rodeos.  It occurred to me early on that we do not sell real estate here in Big Sky.   We sell big dreams! “ 

“One of our greatest assets in Big Sky is wide open space”, says Shawna Winter . “The views  are simply majestic; I just want to be outdoors”.

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.


Marketing Luxury Real Estate Tip: It’s Time to Spend More Time in the Real World - Part 1

Luxury real estate marketing is a people to people business at its core.  Most of the top luxury real estate marketing professionals have succeeded because they understand the importance of maintaining in-person face time in the read world and consistently staying in touch in meaningful ways.  Many of the market leaders that we have consulted or interviewed for our article series, 50 Top Luxury Real Estate Markets in the USA, spend a minimum amount of time in the virtual arenas of Facebook, Linked-In, Twitter, etc.  

The Facebook IPO is debuting tomorrow.  Among all the excitement and predictions of astronomical valuations and financial gains for its investors, some interesting data has emerged about the actual effectiveness of using Facebook for attracting a loyal audience of raving fans.  Our research has revealed that the global marketing community is questioning the validity of  social media’s promise of value for business: “word of mouth on steroids”.  

For example, Dr. Karen Nelson-Field from the University of South Australia’s Ehrenberg-Bass Institute for Marketing Science, says, 

“Many brands moved quickly onto Facebook when it emerged as the new frontier for reaching an audience but it has since proved a challenge to engage with those who claim to ‘like’ them.”  

In her 6 week study of the top 200 brands, she found, that the reality of spreading news “like wild fire” is theoretically possible. However the reality shows that most links are shared with not more than 5-10 people. Furthermore she adds, 

“The huge legions of Facebook fans, it turns out, are not so actively engaged with the brands they once “liked. Less than 1% of brand fans on Facebook have any type of active involvement, bringing those huge numbers down to earth”. 

Dr Field concludes that, “Facebook is an important part of the marketing mix , we simply encourage marketers not to spend a disproportionate amount of time and money trying to facilitate engagement or drive loyalty when we know that’s not going to happen with the push of the ‘like’ button.”

 It’s time to spend more time in the real world and get back to basics. There is no getting around the fact that in -person face time and keeping in touch in meaningful ways works!  In Part 2 of this series we will discuss why real face time out-markets Facebook for business, according to our research.

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: 5/18/2012 at 8:35 AM
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Categories: Luxury Guest Writers | Luxury Real Estate
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Understanding Maui's Luxury Real Estate Sector

For those interested in South Maui's luxury sector of Wailea and Makena, it is critical to be cognizant of current market conditions, trends, and news, particularly broken down to a micro-market level. Our last Maui real estate update detailed decreasing inventories, which is resulting (anecdotally) in buyers across virtually every price point facing more competition for available properties, particularly for those that are priced well within their fair market value. So with that, let's dwell deeper into some factors that will provide better perspective of the general state of the market, with specific examples to demonstrate how different micro-markets are experiencing varying trends.

Inventory Available

A key metric is analyzing how much of all inventory is available for sale at a given time. With 1,830 condos in Wailea (plus an additional 145 in Makena), this South Maui luxury district certainly has a wide range of properties to satisfy from entry-level buyers ($400K's) to the uber affluent buyer ($10M+). At the time of this writing, there are 121 units available for sale, representing 6.12% of all Wailea/Makena condos. Please see the chart above to see inventory levels for the Wailea condo market (6.12%) and for examples of individual complexes, including Wailea Beach Villas (7.07%), Wailea Ekahi (4.39%) and Hoolei (10.83%). One could reasonably make the assumption that a higher percentage of units for sale would equate into higher supply for the same amount of demand, thereby possibly driving sales prices down and putting potential buyers in a position of advantage.

Absorption rates, which in essence is a metric of how much time it would take for available inventory to be depleted based on the current sales pace, has long been held to be a key signal of whether the market is moving from a buyer's market, to a balanced market, to a seller's market. Based on the previous 12 months, on average 8.16 Wailea condos are sold per month, as such it would take 14.8 months to exhaust the current supply of Wailea/Makena units for sale. One could make the assumption that a longer rate of absorption would make sellers more anxious to negotiate any reasonable offer presented as it could take a significant amount of time to receive another offer. Will it prove to true? Read on.

List to Sales Ratio

Based on the information above, it could be argued that properties with high percentage of units available for sale and a low absorption rate (thereby creating a micro buyer's market) will have a low list price to sales price ratio. Furthermore, Wailea Ekahi, which has a low percentage of its units currently for sale (4.39%) would presumably have the highest list-to-sale ratio. Take a look at the chart below:

Although Wailea Ekahi has a high-to-sales percentage at 93.72% (above the Wailea condo average of 91.93%), to some it may be surprising that Hoolei, which has the highest percentage of units actively for sale (10.83%) and one of the lowest absorption rates (19.5 months of inventory), also has the highest list-to-sales percentage at whooping 95.79%.

The point of this article is simple: Maui real estate is much more complex than a single metric could ever demonstrate. A deep understanding of the local real estate market goes well beyond looking at statistics and requires a thorough analysis at the micro-market level and representation by a knowledgeable Realtor can prove to be the difference between a smooth transaction at a good value and one muddled with issues. Aloha.

This guest post was contributed by Alex Cortez of Island Sotheby's International Realty on Maui, specializing in Wailea Homes on Maui's sunny South Coast.


Top 10 Baths

Often overlooked, a well-designed room can be a luxurious, private retreat. When we think of beautiful baths, modern, vintage, classic, comfortable and relaxing are only a few designs that come to mind. Here are some exquisitie concepts from a Jacuzzi tub in front of a bay window with a private view of the ocean to an ethereal room with a solid, modern-carved island tub to a beautiful, natural bathroom with grand windows and natural lighting. We hope these spaces will serve as inspiration for you to create your own intimate retreat for relaxatin after those long, hard days of work.

Atlanta, Georgia • Kelly Boudreau, Harry Norman Realtors • www.kellyboudreau.com

Suisun Valley, California • Bob and Rosemarie Ogan, Country Estates, Inc. • www.VillaDeMadreEstate.com

Kiawah Island, South Carolina • Holly Morrison, Kiawah Island Real Estaet • www.kiawahisland.com

Bozeman, Montana • Sally Uhimann, Pure West Christies • www.purewestproperties.com

Scottsdale, Arizona • Kris LaCroix, Russ Lyon Sotheby's International • www.lacroixsnep.com

Cayman Islands • Sheena Conolly, Cayman Islands Sotheby's International Realty • www.SIRCaymanIslands.com

Paradise Valley, Montana • Sally Uhlmann, Pure West Christies • www.purewestproperties.com

Cyaman Islands • Sheena Conolly, Cayman Islands Sotheby's International Realty • www.SIRCaymanIslands.com

Hilton Head Island, South Carolina • Steve Timperman, Charter 1 Realty & Marketing • www.SteveTimperman.com

Miami, Florida • Dora Puig, PA • www.dorapuig.com


Marketing Luxury Real Estate: The Ultimate Service- Providing Peace of Mind

Recently we were reading some of our clients’ testimonials, and one of them inspired this post.  Here is a direct quote, “This individual (agent) is truly a professional who can manage all the details involved in selling my home, and does it so effortlessly that I never had to worry about a thing.”

Given the rapid rate of our lives, we all want someone who gives us service at the level where we do not spend time worrying.  Worry is defined as: “ thoughts, images and negative emotions in which mental attempts are  imagined and discussed to avoid anticipated potential threats.”

What is peace of mind? The dictionary defines it as: “The absence of mental stress or anxiety, and the presence of serenity, calm, quiet, comfort of mind." That is exactly what a buyer/seller wants when working with you.”  Ultimately, they are signing with you because they feel that you will provide them with a seamless flow in reaching the grand finale of selling or buying a house.

How valuable is peace of mind?  It is so valuable that many agents who give this type of service are given a constant stream of referrals.  And, in many cases their clients are also giving them a closing gift.

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: 5/14/2012 at 3:00 PM
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Luxury Real Estate Marketing Tip: Put a New Twist in Your Marketing Approach

Remarkable service with a twist that distinguishes you from your competition can create an indelible impression and enchant your clients.. Look for evidence of enchantment, times when you have enjoyed exemplary service in your daily life, and reach for ways that you can incorporate enchantment into your own luxury real estate marketing practice.

Saint Alexandra’s Day (Alexandra’s Name Day) provided the perfect opportunity to seek out evidence of enchantment marketing. We googled “the best steak house in Thousand Oaks” (nearby Santa Barbara and close to Malibu) and found an entire page dominated by great reviews of Mastro’s.  Since we very rarely order beef we wanted to find the best place.But we were seeking an restaurant just outside of town so we could turn it into a new adventure. 

Mastro’s, we discovered, has multiple locations in Arizona, Nevada, California and Illinois.  It definitely lived up to its reviews.   Here are some of the quality cues that lead us to a very favorable opinion of this fine establishment:

We were served an assortment of scrumptious artisan breads that were fresh out of the oven.  That could have been a meal unto itself. Our favorite was the pretzel bread. 

Our server reminded us of a European professional waiter who really knew his wines. We were allowed to taste a couple of them prior to ordering and the dialogue was educational. 

 He was equally knowledgable about the extensive menu. He had definite personal opinions about it when asked. 

We ordered creamed spinach and the crunchiest snap peas as our vegetables.  We asked if the creamed spinach was made with bacon.  Our server said, “No.  But, everything tastes better with bacon”, and he disappeared only to return with some of the  best bacon we had ever tasted.

We did not order dessert. But, we were presented with an enormous slice of St. Alexandra’s Names Day cake and a side of whipped cream that must have been more than a pint.  With only room for a couple of nibbles, we were more than delighted.

When we left the restaurant, the valet brought our car and handed us some bottled water for the road with the Mastro’s logo on the bottle.  We had previously been given a shopping bag with handles to cary three box full of food items that we could not finish.

Seek out quality cues, evidence of enchantment marketing in peripheral aspects of your life, not just in  your field.  Get a sense of how it feels when you are treated exceptionally well.  Then incorporate as many ways as possible to enchant your clients. It will put a twist in your marketing approach that will help you to standout from your competition.

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: 5/14/2012 at 2:40 PM
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Nova Scotia, Canada

Lakefront living is an incomparable way of life. It is a way of life that offers different things to different people.  “There is a feeling of serenity after waking up to a spectacular sunrise over the calm water,” says Ron Hollett, Associate Broker at RE/MAX Nova in Canada. “And in the evening, feeling the cool breeze on a boat ride while enjoying a spectacular sunset offers the same feeling all over again.”

Nova Scotia is the perfect location to embrace the allure of nature in a lakeside home while being a short distance away from the rich culture and heritage neighboring cities provide. Local sportsmen have the ability to fish from shore or boat on one of Nova Scotia’s largest lakes, and other residents can enjoy a leisurely swim in the warm water of the lakes. Close-by ocean beaches offer plenty of family friendly activities.

“The nearby cities are thriving,” says Hollett. Following a short 20-minute drive you can surround yourself with the theatre, various sports activities, shopping and night life entertainment. Slip back to the lake after a bustling day in the city for an evening of rest and relaxation.

One of the most charming properties on the market today is the stunning sprawling estate at 19 Narrows Lane on Porters Lake in Nova Scotia. This 5,873-square-foot, 7 bedroom, 6 bath home is fully furnished with a professionally equipped gym, heated pool and hot tub. The gated property offers privacy for residents as they coast along 250-feet of water frontage on the 26-foot Pontoon boat or Seadoos.


Washington D.C.

“Representing a significant portion of suburban Washington, D.C., northern Virginia’s proximity to the nation’s capital attracts a wonderful collection of successful and highly educated residents from across the country and around the world,” says Rob Carney, Vice President of TTR Sotheby’s International Realty. 

The social and cultural activities available, including the Smithsonian Museum, Kennedy Center and Foreign Embassies, to name just a few, assure a vast array of activities to keep residents entertained year round.  Several rail systems throughout the area allow for easy access to the nation’s capital, making the northern Virginia area the ideal location for D.C. area commuters looking for the suburban family lifestyle.

One property that fits the bill, located about an hour south of Washington, D.C. in Virginia’s Hunt Country, is the grand estate of Horsefields.  The main residence is an elegant stone manor with an expansive main level well suited for both grand entertaining and quiet relaxation. Two guest houses mirror the high standard of the main residence’s interior and there is garage parking for six cars.   Encompassing over 140 acres, the property boasts rolling hills, charming ponds and seven paddocks.  “The focal point of the equestrian facilities is an exquisite stone barn, with 14 stalls and two wash bays, which has been featured on the Hunt Country Stable Tour,” explains Rob.  “Over the past 5 years, Horsefields has undergone an extensive renovation which added luxurious finishes and modern mechanical systems while preserving the historic charm which exemplifies the grand estates of this community.”