Luxury Real Estate Marketing: The Luxury of Eggs/The Gift that Keeps Giving

One of the most important aspect of gift giving, as a luxury real estate marketing professional, is knowing what is meaningful to your clients. It is easy to listen for the clues about the things they like, the hobbies they are involved in or the ideas about which they are passionate.  These listening moments will surely lead to finding the perfect gift that keeps giving.

As we were perusing the various gift catalogues that fill our mailbox this time of the year, we were intrigued by Williams Sonoma’s offerings under “Made By Hand:  Agrarian celebrates a lifestyle of healthy living, and all things homegrown and handmade.”

This offering is no doubt in response to the healthy living trend.  Our favorite is the chicken coop  (or in this case a luxury two story chicken manse with a glassed in veranda).  It reminded us of our Napa friends who have a chicken coop with beautiful Ameraucana chickens whose eggs shells are a bluish green.  Occasionally our friends would call us on a Sunday morning and asks us to join them for omelettes made with their chicken’s eggs.  Fresh picked eggs are one of the most delicious and luxurious treats

The other gift we loved is a beehive.  We recently had dinner with new friends who have a beehive in their yard.  The honey is unlike any honey they have ever tasted (and they are real foodies). By keeping a beehive, they are helping to increase the waning bee population.  Their neighbor reported to them that since their bees arrived, his avocado trees are improving.  To view these healthy lifestyle delights which include a cold frame for your edible garden, gardening tools, cheese making kits as well as various honeys, go to the agrarian section of their website.

If you give someone what he or she really is interested in (fresh eggs, etc.) you can consider yourself a great gift giver.  Listening to your clients all year-round, not just at Holiday time, and making a note under their name in your contact records is the key.  It is so much fun to see someone smile as they say, “Thanks, this is one the best gifts I have ever received.” That in and of itself is a delightful reward. But, the buzz you generate as a great gift giver can also lead to excellent referrals because you will most likely be on their mind whenever they cook with eggs.

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: 11/29/2012 at 10:51 AM
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Categories: Luxury Guest Writers | Luxury Real Estate
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Marketing Luxury Real Estate: One Way to Stay on Top of Your Game

One of the ways to stay on top of your game when it comes to marketing luxury real estate is watching HGTV when they feature extraordinary homes and million dollar rooms. It will help you expand your “vocabulary” in the Language of Luxury.  

For example, in a recent episode of Extreme Homes, an absolutely stunning custom designed, multilevel home was featured that was built on a cliff overlooking the Southern California coastline.  The homeowners are truly passionate not only about fine architectural design but also automotive design. In fact, when they drive one of their cars into the garage (on the upper level) the floor of the garage can descend into the lower level of the home where the car can be showcased like a work of art.  (See the photos above).

Understanding what your clients are passionate about can help you find them the home of their dreams.  It can also give you a competitive edge in a listing presentation when you can connect with homeowners on their level.

The more you are familiar with the many facets of the luxury realm the more you will have in common with your ideal clients.  The faster you can build rapport the faster you can build trust.  This also translates into the acceleration of referrals. And, that is a great way to stay on top of your 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. Photos courtesy of Ron and Alexandra.


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Posted by: Nicole Lauber
Posted on: 11/27/2012 at 7:09 AM
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Welcome to Texas

Amazing Texas lifestyle awaits the discerning buyer with so many features it is hard to list them all. 322 rolling acres with over 5100 sq. ft. 4/4.5/3 custom home with pool featuring huge breakfast room, formal living and dining, office, sunroom, 3 FP's, Den with vaulted ceiling, gormet kitchen with granite counters and stainless steel appliances.  There's a Drive thru RV Garage (which will accommodate the largest RV's )with gameroom and bath , 2/2/2 Guest house w/shop, Barn, DblWide mobile home, 5 lakes, 3 deep water wells, AND A 15 MILE VIEW AT THE TOP!!! So much to do...fish in the stocked lakes, go four wheeling, canoeing or paddleboating, abundant wildlife for hunting or watching, EXPLORING FOR INDIAN ARTIFACTS, AND MINUTES TO LAKE PALESTINE. $4.9 Million. Call 903-245-6829 or 903-245-6830 for more details.


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Posted by: Nicole Lauber
Posted on: 11/24/2012 at 12:00 AM
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Castello Sul Lago

A breathtaking personal home of the builder; designed with perfection in mind, no detail has ben left out. It is nestled on the largest lot in the beautiful golf/waterfront community of The Cascades.

The main floor has a 2-story study/library, exquisite master bedroom with morning kitchen and gorgeous bathroom, in-wall aquarium, wine cellar, serving kitchen, huge chef's kitchen with Viking appliances, giant glass walls seamlessly bring Lake Bellwood into the home. Three levels of outdoor living areas with outdoor kitchen and volleball court, perfect for lake entertaining. Downstairs to the game room and out to the canal which brings the lake and 2 boats eloquently under your home. Upstairs brings you to guest bedrooms, a mother-in-law suite, home gym, library and theater room. $3.75 million.


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Posted by: Nicole Lauber
Posted on: 11/23/2012 at 12:00 AM
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North Carolina Outer Banks Creek Front Estate

Private waterfront estate in the gated Martins Point community. Lush mature landscaping with live oaks, camellias, a labyrinth and flowering trees. Dock your boat behind your home, go crabbing and fishing off the pier, kayak and jet ski. Cookout with family and friends at your outdoor kitchen by the pool. Ideal one level ranch living, room for expansion on over 1 acre lot at the end of the peninsula. Fenced yard, circular drive, two car garage and large 500 sq.ft. attic. Heated, salt water pool. Two boat lifts at the end of pier. Eight person Jacuzzi spa. 16x12 detached waterfront studio/pool house with patio, disco ball, split vent system. Kitchen features include Subzero fridge, Dacor 5 burner gas cooktop, Bosch double ovens, Bosch dishwasher, Corian counters. Separate wet bar with granite counters, wine cooler and ice machine. $8,975,000.


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Posted by: Nicole Lauber
Posted on: 11/22/2012 at 12:00 AM
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Discover Beautiful Sarasota, Florida

While its white sand beaches and turquoise blue waters may be reminiscent of the Caribbean, Sarasota County has made a name for itself as a city that offers waterfront living, with all the amenities of a cosmopolitan city.

Sarasota is home to the anticipated Opera Season, the star-studded Sarasota Film Festival, and a slew of art galleries in the downtown area and St. Armands Key. A city that values the arts and cultural diversity, Sarasota has many creative entities usually associated with larger cities.

Bryan Guentner, broker and owner of Re/Max Platinum Realty, has been doing real estate in the Sarasota area for over two decades, and with five offices in the region, represents a large market share of properties.

Guentner holds the title of President of the Luxury Real Estate Association. He places a special emphasis on value-driven marketing for homebuyers, and helping them not fall into common pitfalls in the buying process.

With luxury waterfront homes as his specialty, Guentner says a common mistake he sees in the luxury property market seems to be a simple mistake, but one that happens very often.

More than one buyer has been swept up in the emotion and excitement of the buying process only to find themselves the owner of a home that is either too big or too small,” says Guentner. “Take the time upfront to clearly define and put in writing, your wants, needs, and dreams.

Bryan and the Re/Max Platinum Team are proud to present a custom North Casey Key home offering Deeded Beach Access. This home receives 180-degree bay vistas, promising sweeping sunsets from most of the rooms. The floor plan is spacious and airy, thanks to high ceilings and an open living, kitchen and dining concept. The upgrades do not stop indoors: outside the home features a covered outdoor kitchen,  pool deck with pavers, and the crowning gem, a new dock and boat lift.

Part boater’s paradise and part big city, Sarasota and its Keys present a coastal lifestyle unlike any other. After one visit, it is easy to see how a historically small city is turning heads. 


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Posted by: Nicole Lauber
Posted on: 11/21/2012 at 12:00 AM
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Luxury Real Estate Marketing Trends: My Kitchen has Bedrooms

As a luxury real estate marketing professional you understand the importance of an outstanding kitchen design when it comes to marketing luxury homes. You would be the first to advise your seller to remodel or upgrade the kitchen in order to get maximum value for their home.

An interesting trend has emerged in building or remodeling high-end homes.  According to the National Association of Home builders, the average square footage of kitchens has increased by about 50% in the last 30 years (from 303 to about 450 square feet on average). In the fourth quarter of 2011 the American Institute of Architects Home Design Trends Survey also noted that the size of the kitchen’s footprint in a home was growing.

Joanne Hudson, a Philadelphia based kitchen designer, says: “This trend is partly driven by a shift toward a more casual lifestyle, where people often want to prepare food with company either watching or helping them cook the meal. More people are cooking at home for health reasons—as well as wanting to show off the latest in increasingly pricey commercial-grade home cooking appliances.”

Toll Brothers has added an option for a 440 square foot kitchen in their model homes. Other builders, such as KB homes and The New Home Company have remarked that kitchen sizes, on average, account for about 15% of its homes' total floor plans in a typical 4,800-square-foot model. This is up from 10% of a similar home's plan seven years ago.

What comprises a supersized kitchen?  These kitchens now include a great room, a family room and are often connected to an outdoor kitchen. It is as if the kitchen has bedrooms and that make it a home.

How much does a supersized kitchen cost? Investing in a major kitchen remodel in an upscale home costs $111,000, on average. 57.4% of the costs typically are recouped in a resale, according the most recent annual Remodeling magazine report.

An extreme kitchen home in Beverly Hills is currently in escrow with an asking price of $58 million.  The home has a 5,000-square-foot kitchen with seating and dining areas, a glass walk in refrigerator and freezer as well as a butler’s pantry.  The entire room opens on to a beautifully manicured formal garden.

Become knowledgeable not only about kitchen design but also about top-of-the line appliances.  That way you can advise your clients about the potential value they can add to a home either as a buyer or a seller. Your expertise in this arena will also add value to the service you provide and enable you to run circles around 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: 11/20/2012 at 7:23 AM
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Florida's Best Kept Secret: Hammock Dunes

What's Florida's best kept secret?

"Hammock Dunes," says top-ranked realtor Molly Carey of Prudential East Coast Real Estate. This Florida native knew what she wanted when she and her family relocated from Washington, DC and settled here.

Just above the tropic/temperate line, in Palm Coast, buffered from the hurricanes and hubbub of south Florida, Hammock Dunes offers "lovely ocean breezes in summer and mild winters." She says, "We call it San Diego East."

A small town with all of the advantages of a big city, this planned community has Jacksonville, St Augustine, and Orlando within a brief drive.

It’s deliciously peaceful, with sea turtles nesting and dolphins and whales dancing in the waves. "You can walk for miles along those beaches," she says, "and never see a soul."

Carey specializes in luxury real estate, particularly the properties at Hammock Dunes, a rare private gated ocean front community, featuring two Audubon-certified golf courses.

She also lives there. "Our home is on the ocean and the golf course.  In another part of the community you can dock your boat on the ICW and walk to the ocean."

Residences range from small condos and villas, to multi-million dollar oceanfront estates, to lots for custom dream homes.

General Manager Jesse Thorpe oversees the community's epicenter, the member-owned Hammock Dunes Club, with two clubhouses, dining by Certified Master Chef Jason Hall, and exclusive facilities that include world class championship golf-courses, oceanfront croquet, tennis, bocce, fitness center, and heated pool and spa.

"The minute you walk in you realize this is a unique experience," says Thorpe, who has managed extraordinary properties for 30 years.

"You enjoy the benefits of living the resort lifestyle," he says, adding, "This facility desires and demands the best quality of everything, and has the resources to deliver it."

That's an attribute appreciated by the residents, who move between larger and smaller homes -- but rarely move away.

"They don't want to leave the area--or the clubhouse," says Carey. "That's the mark of a successful community."


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Posted by: Nicole Lauber
Posted on: 11/20/2012 at 12:00 AM
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Luxury Real Estate Marketing Tip: Pick Your Niche Wisely!

Identifying an undeserved or uncontested market niche, then dominating that category is the fastest route to market leadership in the field of luxury real estate marketing or any field of business for that matter.  To be successful in your chosen category, however, it must be a category that you or your company, can serve better than anyone else.

When Steve Jobs first introduced the iPad he presented perhaps the best demonstration in the digital age of this fundamental principle of brand strategy.  On the screen behind him was an image of the iPhone and a MacBook laptop, with a space between them.  He posed this very important question:  “Is there room for a third category of device in the middle?

In this article we are going to use Steve’s logic to analyze whether there is room for yet another category in the middle between a smartphone and a laptop. This is the question to which Microsoft answered, “yes”, with their new Surface device.

According to Jobs, to qualify as a legitimate third category the iPad would have to do some things far better than either of the other two devices.  For example, browsing the Internet, or using the device for email, photos, video, games and eBooks would have to be a far better experience than doing the same thing with a smartphone or laptop.  

At the time netbooks were selling like hotcakes.  But, Steve summarily dismissed the netbook as a “cheap laptop” not a new category.  With over 100,000,000 iPads sold to date consumers have confirmed the need for this distinct third category. 

When you are on the lookout for a luxury real estate category to dominate keep this netbook example in mind:  You need to define a niche that is clearly distinct from other categories, a niche to which you or your company can add extraordinary value. 

Microsoft’s Surface is their first foray into the category of tablets and laptops. In fact it is a hybrid of the two categories.  A flat keyboard (which costs extra) can snap into the tablet, while the tablet is in standing mode, and turns the tablet into a laptop.  But, at the end of the day, doesn’t that turn their tablet into a netbook—another cheap laptop? 

No doubt Microsoft is following in Apple’s footsteps in attempting to control the entire user experience from hardware to software.  Surface runs on Windows 8, which is a completely overhauled version of their flagship product that now works with touch screens.  

Windows 8 may help Microsoft become a distant third major player in the tablet arena in the same way that #2 Google became a challenger to #1 Apple with their Android platform used by multiple manufacturers of tablets But, the Surface itself does not create a new product category because it does nothing far better than a laptop (that can also run Windows 8) or any other tablet on the market.  As such, it confuses consumers as to which devise category it belongs.  Is the Surface a tablet or a laptop? 

Select your luxury real estate marketing category wisely.   Pick an underserved or uncontested market niche that you can serve better than anyone else!

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: 11/19/2012 at 7:21 AM
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A Rare Find in Cape Cod

Luxury buyers have always been attracted to Cape Cod, Massachusetts. Its quaint New England beachside communities still echo the rich traditions of early American life, yet keep pace with the modern amenities of today. Close proximity to the major city life of Boston adds to Cape Cod’s appeal.  

Centrally located on Cape Cod, the town of Dennis provides the perfect home base for exploring the rich history and beauty of this beloved part of the Massachusetts coast. Known as the cultural center of the Cape, Dennis is home to museums and theater, including the Cape Cod Museum of Art and the historic Cape Playhouse. Its history and traditions give it a slice of a classic New England hometown feel, while its residents provide a welcoming atmosphere.

Blessed with sixteen public beaches on the ocean, Dennis is home to Mayflower Beach, which is consistently rated as one of the top child-safe family beaches in the country. “Dennis is a great high-end beach community with great value,” says Bernie Klotz, owner broker of BK Real Estate, Inc. in Centerville, Massachusetts. “The taxes here are the lowest on the Cape.”  

The homes at 86 and 88 Horsefoot Path in Dennis provide a rare opportunity to own newly-built oceanfront properties on Cape Cod. The homes, each offered at $2.895-million, were custom-designed with a turn-of-the-century feel. “The design is a modern take on the classic New England shingle-style cottages of the late 19th Century,” says Klotz. Inviting front porches and expansive decks allow for maximum enjoyment of the sunsets and great panoramic views of the water.

Sharing a 1.4-acre lot and 113-feet of private sandy beach, the homes are built on an elevation that puts them above the flood plain. “Both homes own out to the low water mark so even at high tide there is always a sandy beach,” Klotz says. “Low tide provides acres of sandy beach and scattered tidal pools which are ideal for children to play in.”


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Posted by: Nicole Lauber
Posted on: 11/19/2012 at 12:00 AM
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Investing in Brazil

Brazil, with its bustling economy, provides a safe environment for investment and is appealing to global investors. Any entrepreneur with accurate vision can see that the water will be the future source of power to replace the current solution led by oil production. In this sense, the Amazon is a real oasis of support for many necessities of the human being. At the moment, acquisitions of this importance are facilitated by government policies that exist in Brazil, which allow and even encourage the overseas investment, especially if consistent with the vocation of socio-economic areas involved in these types of projects. One of the best opportunities available for business in the Brazilian Amazon region is the property below. This Enterprise is a postcard of the Brazilian Amazon itself.  

Right in front of the Hotel there is a phenomenon of the waters. it is the confluence of two rivers that bless this lush green region and gives even more value to the development as an unique and exotic jungle resort encompassing 111.000,000,00 square meters of land that is also part of the ongoing business opportunity. Beyond all the ecological structure the massive area has got a biologic sanctuary with several types of ecosystems including part of the Amazon Rain Forest itself. The beauty of this majestic place is very impressive and can be profitable in many aspects. The hotel also offers a wide range of investment possibilities, for example, an ‘Ecologic Advanced Center’ specialising in natural resources useful for research and production of biological products, an International Convention Center in Latin America, or even combined the two projects, all facilitated by the production of clean energy because of the Santo Antonio hydro-electric power station supplying this region.


MANY OPPORTUNITIES FOR A VERY AFFORDABLE PRICE – when considering the geographical location of the hotel and in addition the specification it offers comparing to the market value of a mansion in California, there is no doubt that it is worth considering the possibility of establishing a strategic choice of business continuity in an area of rare beauty and highly important for humanity as a whole, especially considering the production of pure oxygen as well as bio-civilisation. Besides the agro-ecological tourism there is the huge option to grow organic food in the fertile soil of the Amazonia region, which includes Brazil nuts, Cocoa, Cupuaçu trees, Peach palms, Acai, Babassu, Moriche palm, and many other diverse foods to the international market. From this enormous wealth of bio-diversity socially inclusive and environmentally sustainable, based on concepts of agro ecology and double green revolution, one can promote the multiple use of bio-mass food for humans and animals, green manure, bio energy, construction materials, fibers, plastics and an increasingly broad range of bio products green chemistry out of bio refineries, pharmaceuticals and cosmetics.

AN INVESTIMENT WITH AN EYE ON THE FUTUREWhy does the purchase of the Pakaas Palafitas Lodge  reach far beyond the mere acquisition  of the infra-structure that comprises of  the property and the land on which the hotel sits? Because in the not too distant future, as the Earth’s natural resources shrink to alarming levels due to anthropological causes, among them being the unbearable increase in population that implies an ever greater pressure on the environment, and the approaching end of the petroleum era, the power and influence of the nations will be measured by their reserves of clean, potable water, fresh air and arable land. Therefore, he who is farsighted and has the means, has also the opportunity to buy a property in the Brazilian Amazon region, by a large river, the Mamoré,  that holds a wealth of hydro-electric energy in a stable country with a growing steadfast economy and no racial or religious conflicts. Going by this place you can see all these massive offers and many possibilities in the development of botanical, biological and anthropological projects, also, the ‘Pakaas’ Jungle Hotel has an enjoyable and attractive neighborhood with many native communities who speak their own common language. To arrange an inspection trip please contact us.

[1]Source: The journalist and Business Consultant Samuel Sales Saraiva, Momento Brasil Magazine correspondent and columnist for the website http://www.gentedeopiniao.com.br Contact: patricia@braziloverseasproperty.co.uk | +55 83 3031 2009 | www.braziloverseasproperty.co.uk



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Posted by: Nicole Lauber
Posted on: 11/18/2012 at 12:00 AM
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Stunning Mediterranean Estate in Winter Park, Florida

Spectacular, one of a kind, lakefront home. Surrounded by water on 3 sides with panoramic lake views from almost every room. Sweeping verandas and patios wrap around this lovely Mediterranean Custom Built Home located in the exclusive Estates Section of Winter Park. Kitchen is a gourmet cook and caterers dream w endless granite breakfast bar/buffet, oversized island, 6 burner gas stove, dual convection ovens, warmer...everything for gracious entertaining. The butler pantry includes full service bar, ice maker, separate dishwasher, sink, 42" maple cabinets. Master retreat is oversized and located next to a private exercise room and executive office. The upgrades and detailing on this home are stunning. It's simply a must see showstopper. Offered at $4,995,000. Call 407-595-4000 for more information.



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Posted by: Nicole Lauber
Posted on: 11/17/2012 at 12:00 AM
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Fort Lauderdale, Florida

Bozena J. Kaluza has a lilt to her speech, a charming vestige of her native Poland.  The owner and broker of Diplomat International Realty speaks seven languages and has lived...everywhere. But she now calls South Florida home.  

Ask about Ft. Lauderdale and she bubbles over. Besides the delight of living by the ocean, "Ft Lauderdale is a booming affluent city with fantastic restaurants and shopping."

For cultural options there's the Broward Center for the Performing Arts and wonderful museums like the Polk, the Museum of Art, and Bonnet House featuring art, 1920's Florida architecture and splendid gardens. There are championship golf courses, horse tracks, casinos, fishing, diving and Ft. Lauderdale is a boating and cruise ship capital of the world. 

"It's a city with idyllic sourroundings. There's no overwhelming rush. You feel like you're on vacation all the time."

"And the luxury home values right now are incredible!" she exclaims.

Case in point is a "fabulously private" Mediterranean mansion on offer for $5,499,000 in Harbor Beach, an exclusive community of serene waterways and lushly landscaped homes, just steps to the ocean.

On two levels, with an elevator to serve them, the 7,000 square foot, six bedroom home  features "20 foot ceilings hand painted by Italian craftsmen, fantastically carved and arched doorways, and marble floors throughout," she says.

And sunset views from the limestone patio with its gas fireplace, and from two balconies.

Built in 2005 with materials "custom made, hand-built, and imported from Europe, the home in an exquisite blend of contemporary design and the best of Italian Renaissance decor," she says. 

Outdoor living is exquisite as well. In the hush of the home's extraordinary gardens a dramatic, Italian tiled pool enjoys a jewel-like setting, a private beach is across the street, and there's a 100 foot dock on a deep water bay for your boating pleasure.

"No expense was spared on this home," says Bozena. "It is a magnificent Mediterranean mansion by the sea."


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Posted by: Nicole Lauber
Posted on: 11/16/2012 at 12:00 AM
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Miami, Florida

Just picture a 4,427 square foot penthouse with white glass floors, on the 46th floor of 3 Tequesta Point on Brickell Key, perhaps the most exceptional residence in this ultra-exclusive, island community.

"These are extraordinary views," said Diane Lieberman, the broker/owner of SBI Realty, which is handling the property.  "Two story, unobstructed views of the bay and the ocean beyond."

Fabulously customized by the owner of the haute design firm Baltus, this open plan, 3-bedroom condo soars to gasp inducing heights and glitters with expanses of glass that frame that view from every window.  

In a location second to none,  minutes to Coral Gables, South Beach and the downtown business district, the condo offers rarified facilities to match, including valet service, a pool and spa, racquet-ball and squash courts, and a fantastic two-level gym.

As the owners of the South Beach Group, Diane and her husband Alan have snapped up and restored apartment buildings and hotel gems like the Catalina, Rivera and the Metropole, becoming "the largest boutique hoteliers in Miami Beach," she says.

SBI Realty, with its two offices and multi-lingual staff is, however, entirely her own baby: "I started it in 1999 and have been growing it ever since," she says. 

A couple that plays as hard as they work, the Lieberman's make the most of Miami's sophisticated tropical lifestyle, playing polo and tennis and serving on the boards of the New World Symphony, the Greater Miami Jewish Federation and  MOCA, the Museum of Contemporary Art.

"Living in Miami is the best kept secret in the world," she says. "To wake up every day to sunshine puts a positive spin on the rest of your day."


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Posted by: Nicole Lauber
Posted on: 11/15/2012 at 12:00 AM
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Luxury Real Estate Personal and Company Branding: Are You a Jack of All Trades?

Brand positioning is one of the most misunderstood concepts in marketing.  Yet, it is, by far, one of the most important concepts for you to understand as a luxury real estate marketing professional if your quest is market leadership.  

To accelerate word-of-mouth advertising, you need to make it clear to your target market exactly what category of services (or market niche) your brand stands for. The goal is to be the first brand name that comes to mind in your chosen category or niche.

Positioning your personal or company brand in the minds of your target market enables YOU to establish the brand category with which YOU want to be associated in their minds. If you do not make your brand position abundantly clear by staking a claim to a specific category, or if you try to be all things to all people, they will undoubtedly pigeonhole you in the wrong category.

We know a very talented real estate agent who dabbles in many categories including investments, single family homes, condos, REOs, fractionals, foreclosures, international, commercial, etc. She is a “jack of all trades” and not a master of one. To her credit, she makes a decent income by most standards.  But, she does not even come close to realizing her full potential as a market leader, which is easily within her reach if she were to focus on a single profitable category or market niche.

Companies spend millions of dollars each year trying to get their products’ brand names to come to your mind first when you think of their product categories.  Here is an example of brand positioning that illustrates the importance of “owning” a single category.

Did you ever hear the commercial about a couple arguing over the subject of mints? One says,  “Certs is a candy mint”. The other says, “Certs is a breath mint”. Then, the announcer says, “Stop! You are both right. Certs is the only mint that is two, two, two mints in one”.  Obviously, the company positioned their product in two categories.

Here is the challenge: If you personally wanted to buy a candy mint would you think of Certs first?  Or, if someone asked for a recommendation for candy mint would Certs come to your mind first? Ironically, this product does not contain even one drop of oil from a mint plant.

Later, they focused their ads on a single brand category (breath mints) with laser sharp communication. They magnified the pain of having bad breath and also the need for their product with a crystal clear value proposition in this brilliant slogan: “ If he kissed you once, will he kiss you again? Be certain with Certs!”

In marketing luxury real estate you already have narrowed your category in the overall real estate field.  Now, narrow your category further. Position yourself or your company as the expert in that niche!  Become the big fish in a smaller pond, provided that the category has the potential to generate the income you desire. Go for the lion’s share of a smaller category and “own” the category in the minds of your target market.  Only then can you capitalize on the amazing economic benefits of word-of-mouth advertising, because your brand comes to mind first in that category.

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.