Personal & Company Branding: Super Bowl Cool

Courtesy of Mercedes Benz

A successful personal or company luxury real estate brand is the total package of precision communication that compels your target market to do business with you vs. your competition. For branding to work at this level the communication must instantly convey your extraordinary promise of value, i.e. how your service can readily satisfy your client’s most pressing needs. 

A great way to tune into branding on a grand scale is by watching Super Bowl commercials.  Some of them just try to be clever and create buzz, which misses the real point. People may talk about the ads but will the right people, the target market, actually go out and buy the products?  

Keep in mind that the same message that is spot on for your target market may not resonate with anyone else. That is why you need to know the psycho graphics (the mindset) as well as the demographic profile of your ideal client. For example, active teenagers will yawn when they see a commercial for a mobility scooter that is a lifesaver for the disabled or elderly, unless they see it as the perfect solution for a family member or friend. 

This year Mercedes Benz in on to something exciting and so is their Super Bowl commercial. Mercedes is out to attract a whole new generation of buyers—the young urban professionals who heretofore have snoozed through their commercials.  Making a huge bet at the 2013 Super Bowl, they are targeting this demographic with a very well crafted commercial for their 2014 CLA. 

Mercedes and their ad agency really understand the psycho graphics (mindset) of this target group.  First, their Super Bowl commercial shatters the perception that the MBZs are too expensive by driving home the message that the base price of the CLA is under $30K.   Then, they appeal to every male “yuppie” fantasy.  Note: If you cannot see the video below Click Here

Suddenly, Mercedes Benz is cool, hip and affordable. That is a very powerful message to get across in a one-minute commercial. It shifts the mindset of their target market from NO-INTEREST OR CAN’T HAVE (because it is too expensive) to MUST HAVE (because it is within my reach and it can satisfy my most pressing needs!). Mercedes shifts from a brand position of “TRADITIONAL AND SOPHISTICATED” to “CURRENT, STYLISH AND TRENDY” in an instant with a new class of car. This is a major feat of extending their brand to include a wider customer base, without alienating their core customer. 

A key component of brand strategy is taking control of how you want your brand to be perceived and by whom.  It is all in the total package of precision communication.

Are you controlling how your luxury real estate brand is perceived?

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.


Share | |

Posted by: Nicole Lauber
Posted on: 1/30/2013 at 7:30 AM
Tags: , ,
Categories: Luxury Guest Writers | Marketing Tips
Post Information: Permalink | Comments (0) | Post RSSRSS comment feed

Luxury Real Estate Marketing Buzz: Three Coins in a Fountain

Spending your dollars and coins wisely so that they have maximum impact (capturing the attention of your target market) should be the mission of luxury real estate marketing professionals.  One of the best ways to do that is through buzz marketing.   Buzz marketing involves getting others to pick up the story you have created through a remarkable action that makes news.

Here is an example of buzz marketing on a global scale. The same principles apply to local luxury real estate marketing.

Fendi is an Italian designer known for its furs, leather goods and its unique “baguette” handbags.  It is one of the luxury brands owned by LVMH (Louis Vuitton, Moet Hennessey).  When Fendi “adopted” the Trevi Fountain it sparked worldwide buzz.

London’s Daily Telegraph reported, “Storied Italian fashion house Fendi has announced a four-year initiative which will see the brand fund the restoration of five of Rome’s best-known fountains, starting with the iconic Trevi Fountain…

Women’s Wear Daily got into the action by interviewing Fendi’s CEO, Pietro Beccarri, “We are proud of being tied to the city, but I believe not everyone knows, and this is a great occasion to do something for the city that hosts us.  Rome is a home of Made in Italy".

CNN International reported the same story solidifying Fendi’s catchy tagline: “Fendi for Fountains”.  What a great way to bring attention to the brand and reinforce the FF logo!

The Mayor of Rome, Gianni Alemanno, held a news conference stating, "The restoration of the Trevi Fountain, one of the most known Roman monuments in the World, shows the importance of cooperation between public and private support and how the best Roman brands, such as Fendi, are involved in bringing back the historic center of Rome to its original shine,"

The Trevi Fountain is one of the most famous monuments in the world.  Hollywood paid a tribute with several films, Roman Holiday in 1953, Three Coins in a Fountain in 1954,( the song, Three Coins in a Fountain, written by Jules Styne and Sammy Cahn won the Academy Award for Best Song), and Gidget Goes to Rome in 1963. Disney's Epcot Center has part of the fountain replicated in the Italy Pavilion.

As part of your luxury real estate marketing practice look around your community.  There are always opportunities to contribute in meaningful ways that can also generate buzz for you.

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.


Share | |

Posted by: Nicole Lauber
Posted on: 1/29/2013 at 7:28 AM
Tags: ,
Categories: Luxury Guest Writers | Marketing Tips
Post Information: Permalink | Comments (0) | Post RSSRSS comment feed

Luxury Real Estate Marketing: Remarkable Service Cannot Be Overstated

Courtesy of Apple

As a luxury real estate marketing professional, generating word-of-mouth adverting is of paramount importance to your practice. But, for some reason people are more generous with their complaints about service than their compliments. So, when you personally receive remarkable service, go out of your way to spread the good word. You will discover that you attract more clients that will do the same for you.  Besides, it feels good to promote what you value the most.

Recently, we decided to convert all of our computer equipment and devices to Apple products for seamless interconnectivity.  But, the idea of setting everything up, networking, scheduling back ups, syncing documents, media, calendars, contacts and email was daunting. Fortunately, within a few blocks of us was a small company who specialized in this, and they made “house calls”. 

Within three hours our entire wish list was complete and we were ready to go to work with the latest and greatest business equipment, totally stress-free. This saved us a tremendous amount of time that would have been spent on the phone with Apple Care.

We wanted to tell all of Santa Barbara about our new friend, Tobias.  Then, we discovered that his company is not just a local service business.  His small global company, iPower Resale Group, specializes in resale of overstock, open box, refurbished, and used Apple hardware. He can deliver 1 or 100 units as soon as same or next day to small and large firms or to consumers.  Now, we can tell the world about Tobias!

For example if you are interested in purchasing a laptop for your college-bound kid, but you did not want to go full pop for a Mac Book Air, iPower Resale Group can ship you a new 11” Mac Book Air (the previous model) for $699 instead of $999 for the latest model.

Remarkable service cannot be overstated in any service sector. Become someone who is willing to go out of your way to rave about great service and watch how others will discover yours!

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.


Share | |

Posted by: Nicole Lauber
Posted on: 1/27/2013 at 12:47 PM
Tags: ,
Categories: Luxury Guest Writers | Marketing Tips
Post Information: Permalink | Comments (0) | Post RSSRSS comment feed

Fifty Shades of Bay in Osterville, Cape Cod

The West facing vistas over Cotuit Bay afford an ever changing palate of colors and hues throughout the day, week and season. Certain residences exude a feeling even as you approach the front door. The renowned architect of this home had the ability to capture and blend the historical and timeless style of Cape Cod in each of his homes. You can feel it from the front walk: This stunning Oyster Harbors waterfront estate is a prime example of his gift. The Classic Sea-side Colonial-style residence offers seven-bedrooms and 4,132 square feet of living space. Details including raised paneling, natural wood chair rails and moldings and signature curved ceilings. All in a floor plan that assures water views from nearly every room. A one-acre lot with over 200(+/-) feet of frontage on Cotuit Bay includes an extensive sandy beach and tree-framed views of Cotuit Bay. Located in Osterville’s highly desired gated island community. Don’t let this remarkable sea side opportunity escape you. Offered at $3.595 million. For more information, contact Jack Cotton at 508-776-0009.

 


Share | |

Posted by: Nicole Lauber
Posted on: 1/27/2013 at 9:58 AM
Tags: , , , , ,
Categories: duPont Marketplace
Post Information: Permalink | Comments (0) | Post RSSRSS comment feed

Java Head in Miami, Florida

Java Head is a beautiful estate built with old-world craftsmanship and the finest materials. 3-acre property includes gardens, tennis court, pool, 4-car garage, 2 cottages and 125-foot coral rock carved protected boat slip with ocean access. This 11,865-square-foot interior, 7-bedroom main house has art moderne theme. Massive living room has 23-foot cathedral ceiling with gargoyles and encased dark wood panels, oppulent stone fireplace. 2 round doorways, "moon gates" lead to living room and dining room. Stone pathways, ponds, fountains, waterfalls. All these features including the very dramatic troughs create nature's paradise! For more information, contact Joan Andre at 305-904-0007 or Kathleen Morris at 786-556-6166.


Share | |

Posted by: Nicole Lauber
Posted on: 1/26/2013 at 9:54 AM
Tags: , , , , ,
Categories: duPont Marketplace
Post Information: Permalink | Comments (0) | Post RSSRSS comment feed

Luxury Real Estate Marketing Trend: Leasing Luxury Equals Liquidity

Luxury Real Estate Marketing Trends- 2013 – Part 2

Here is a surprising luxury real estate marketing trend that the Wall Street Journal recently reported: Many high net worth individuals who can afford to buy are leasing luxury homes instead!

According to the WSJ, “The rise of the trophy rental comes as many Americans continue to abandon ownership in the wake of the country’s housing crisis and credit crunch.  The US homeownership rate was 65.3% in the third quarter of 2012, its lowest rate since 1996, according to the Census Bureau.  In the midst of the housing boom, in 2003, the homeownership rate reached 69.4%.”

Why are people willing to pay top dollar to lease a trophy property (in NY $35,000 per month or in LA $45,000 per month)? Renting offers the flexibility to change your mind about what neighborhood you want to live in.  Apparently, the sentiment is that your primary residence does not need necessarily need to be an investment. 

Some of these trendsetters do not want to tie up their money in colossal down payment. They would rather invest in the financial markets or in their own business.  Others want to maintain liquidity.

Recently, we were talking to a real estate company who specializes in relocating professional athletes.  The athletes’ financial managers are advising them to lease rather than buy in the new city they are playing in, even if they have long -term contracts in that city.

Some investors are purchasing luxury properties for the purpose of renting as an investment.  The growth in the rental market has made this an attractive real estate investment.

Stay tuned for our next luxury real estate trend.  Here is a clue, "dead tree marketing"!

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.


Share | |

Posted by: Nicole Lauber
Posted on: 1/25/2013 at 12:45 PM
Tags: ,
Categories: Luxury Guest Writers | Marketing Tips
Post Information: Permalink | Comments (0) | Post RSSRSS comment feed

An Entertainer's Dream Home in Naples, California

Premiering a very rare magnificent, three-level waterfront home with private boat dock. Hand-cut stone and architectural design like no other will greet you at the entrance and throughout the house. Impressive old-world craftsmanship and modern design for elaborate entertaining. This dream home, with 5,557 square feet, has 4 bedrooms, 4 full baths, 2 partial baths, 2 oversized master suites - one on the ground floor an one on the second floor, 2 queen suites with full baths and walk-in clsoets, gourmet kitchen with Teppan grill, rooftop deck and elevator. Offered at $10 million. For more information, contact Terry Rogers at 562-713-4630.


Share | |

Posted by: Nicole Lauber
Posted on: 1/25/2013 at 12:00 AM
Tags: , ,
Categories: duPont Marketplace
Post Information: Permalink | Comments (0) | Post RSSRSS comment feed

The Castle in Great Falls, Virginia

When your home is the statement of your success, this “castle” more than exceeds your expectations!  Opulent courtyard and fountain leading to the spectacular carved entry door and into the stunning foyer… that is just the beginning of the fantasy!  The main home consists of 14 living areas, 6 bedroom suites, separate dressing rooms, 4 custom walk-in closets, 8 bathrooms, a media room, a library and fitness center.  Attached staff/guest wing boasting 3,000 square feet offers private entrance for professional offices and staff access to maintain your privacy and security.  Tucked away in a small enclave of estate homes yet only 30 minutes to all that Washington, DC has to offer! Offered at $5,500,000. For more information, contact the Spear Realty Group at 703-618-6892.


Share | |

Posted by: Nicole Lauber
Posted on: 1/24/2013 at 9:49 AM
Tags: , , ,
Categories: duPont Marketplace
Post Information: Permalink | Comments (0) | Post RSSRSS comment feed

Brigadoon Farm in Middleburg, Virginia

225 impressive acres of rolling countryside in the prestigious Scott District; The Place to live in Middleburg!  The hears of the Orange County Hunt with a rich historical presence.  Award-winning English-style stone manor home built to perfections alongside a working cattle farm.  Studded with ponds, creeks, a fountain silo, outbuildings and a barn.  Two home sites for future residences or a family compound.  Over 500 feet of frontage on Route 50.  Stunning views and spectacular sunsets! Offered at $8,175,000. Contact The Spear Realty Group at 703-618-6892 for more information.



Share | |

Posted by: Nicole Lauber
Posted on: 1/23/2013 at 9:46 AM
Tags: , , ,
Categories: duPont Marketplace
Post Information: Permalink | Comments (0) | Post RSSRSS comment feed

Luxury Real Estate Marketing Trend: The Luxury Effect of Targeted Snail Mail

It is important for anyone involved in the Luxury Real Estate Marketing game to stay abreast of the trends.  In this series, we will be discussing the marketing trends that are leading the way in the business of luxury marketing and luxury real estate marketing.   One of the continuing trends we have been observing is the strong and effective return on investment of targeted snail mail.

With the advent of e-mail, the ease of jotting a quick note, and the no cost aspect, we are all being bombarded by email.  As a result many of these emails are getting lost and go unread or are relegated to junk/spam mail. 

What continues to work in the luxury industry is targeted snail mail campaigns for luxury auto makers and other purveyors of luxury goods and services. In order to bolster sales, Audi and BMW sent out beautiful oversized postcards and brochures to people who own other luxury autos to encourage switching brands by coming in for a test drive.   Tiffany and Cartier sent personal letters signed by the store managers to their target market.   Both of these campaigns resulted in new customers in the door as well as sales. 

In luxury real estate marketing, many of our clients regularly send oversized postcards to communities/streets with luxury homes.  The cards are beautifully designed with compelling images that are worth a second look.  Some homeowners were so impressed that they had them on their refrigerators, and others put them in their purses to show friends over lunch.

The response has been great.  The homeowners have called our clients to discuss selling their homes, and/or buying a new one. In some cases, homeowners have passed the card to a friend looking to buy a home in the area.  A personally written hand-written note on beautiful stationary thanking the homeowner for taking the time to hear their listing presentation has clinched the listing for many of our clients.

Targeted snail mail will increase the probability of getting a luxury real estate listing as it speaks volumes.  It says that you understand the language of luxury by taking time to write a note personally and treating people luxuriously.  What a great way to stand out !

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.


Share | |

Posted by: Nicole Lauber
Posted on: 1/23/2013 at 7:50 AM
Tags: ,
Categories: Luxury Guest Writers | Marketing Tips
Post Information: Permalink | Comments (0) | Post RSSRSS comment feed

1122 Crater Hill Drive in Nashville, Tennessee

This majestic hilltop contemporary home is conveniently located in Forest Hills, a premier area of Nashville, close to Radnor Lake. It is nestled on 2.86 wooded acres, totally private and boasts some of the most spectacular vistas in the community. One of the few homes that boasts the ambiance of a quiet, private retreat, yet is within ten minutes of upscale shopping, Vanderbilt Medical and University complex, and downtown Nashville. It is an easy twenty minute commute to Nashville’s international airport.

Walk outdoors on every level to enjoy soaring views, star-filled skies, or to entertain from the spacious decks. Use the grassy outdoor acreage to host large fun times or build it out for tennis, a pool, or a studio. Indoors, this gorgeous light-filled home has 5 bedrooms, 4 baths, 3 half baths and all high-end finishes and custom features, including granite, hardwoods, stainless steel appliances, crown molding, security system, intercom, elevator, wine cellar, artist studio, 3 car garage and so much more.

This unique home features a gourmet kitchen to satisfy the most discriminating culinary needs, a master suite to completely refresh you overnight, with a fireplace to cozy up to with your favorite book.

Live, Play, Shop, and Work in your own peaceful villa in this luxury community close to all that Music City offers!

For more information on this property, contact Nancy Miller at 615-896-5656.



Personal & Company Branding: Are You Listening with Big Ears?

In order to engender brand loyalty and generate a continuous flow of referrals you must find ways to listen to and interact with your target market. If you listen with “big ears” you will come to know your target market very well and you will be able to serve them better than your competition does.  Here is an example of how a LA radio station has built a loyal audience over 27 years by listening with big ears.

What is the first radio station that comes to your mind in your marketplace? For us, it is 94.7 THE WAVE.  Their brand category is smooth, adult, contemporary music. Broadcast from, Los Angeles, it reaches us here in Santa Barbara.  Some of the artists you hear on The WAVE are George Benson, Adele, Sade, John Legend, Beyonce, Kenny G, Simply Red, Vanessa Williams, Dave Koz, Santana, Anita Baker, Boney James, Luther Vandross, Chaka Khan, Sting, David Sanborn, Seal, Norman Brown, Mariah Carey and many others.

This station really has its branding act together! They call the station the “smoothest place on the dial”. And, they know their target market very well indeed.  Each Sunday, the station broadcasts live from two restaurants in the area.  Fans can meet the crew and each other while enjoying Sunday brunch during the broadcast.  They also produce major concerts featuring the artists that they play on the air.

These live events allow the station to listen to and interact with their target market and that encourages brand loyalty.  We have been listing to THE WAVE since they first launched in 1986 and missed them when we lived in Napa.

Organizing events that are not entirely focused on marketing luxury real estate and then inviting your sphere of influence can give you the opportunity to interact with and really listen to your target market.  For example, host a wine tasting at your office and feature a local winery or purveyor of wines.

How can you listen and interact more with your own 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.


Share | |

Posted by: Nicole Lauber
Posted on: 1/22/2013 at 7:48 AM
Tags: , ,
Categories: Luxury Guest Writers | Marketing Tips
Post Information: Permalink | Comments (0) | Post RSSRSS comment feed

Boca Grande & Gasparilla Island, Florida: Waterfront Serenity

There is a certain sense of calm that waterfront living provides. You can wake up every morning and have a front row seat to the sun rising over the waterfront. The water may be smooth and untouched, like a large table of glass, or you may hear the waves crash upon the shore.

In Boca Grande, Fla., on Gasparilla Island, the open views and serenity are the greatest aspect of owning a waterfront property. “Here, waterfront properties are limited,” says Peter Sieglaff, realtor at Gulf to Bay Sotheby’s International Realty. “Gasparilla Island has beautiful properties, ranging from Mediterranean style homes with tile roofs, to old Florida wooden stilt homes and elaborate modern masterpieces. You have options of living on the Gulf of Mexico, with a white sandy beach as your backyard oasis, to living on the bay front or on a canal.”

Popular activities on Gasparilla Island include fishing, boating and shelling as well as recreational activities such as biking, golf and tennis. The islanders also indulge in many social activities offered in the community including men’s and women’s clubs, events at the local repertory theatre, and nature and environmental groups. Residents of Boca Grande are known to be strong environmental advocates and have a high interest in land conservancy, the perfect explanation as to why the island has maintained such natural beauty.

Located at 1644 Treasure Lane in a magnificent waterfront neighborhood called Boca Grande Isles is a stunning property with views of Gasparilla Sound and the Gasparilla Inn Golf Course. Designed around a charming front courtyard filled with walk paths and palm trees, this spacious property has 5-bedrooms and 5 ½-bathrooms, a breakfast room, artist/exercise studio, and a fantastic second-floor office retreat with beautiful wood flooring, wood paneled walls, private balcony and fireplace. On the main level of this marvelous home the master bedroom, living room, dining area and breakfast room all open to a glass screen piazza and an unobstructed view of Charlotte Harbor and Mother Nature’s breathtaking sunrises.

Waterfront living in Boca Grande and on Gasparilla Island is a getaway, whether you’re seeking tranquility or activity outside your daily routine.


Share | |

Posted by: Nicole Lauber
Posted on: 1/21/2013 at 9:37 AM
Tags: , , , , ,
Categories: duPont Marketplace
Post Information: Permalink | Comments (0) | Post RSSRSS comment feed

2905 Safe Harbor Drive in Tampa, Florida

The Estates at White Trout Lake, the exclusive gated community in which this home in located, is twenty minutes from downtown Tampa, University of Florida, USF Medical School, all major hospitals and most area attractions. The central location makes this home a must for the discriminating buyer.

This lovely contemporary home has almost 6,000 square feet and top of the line everything! The master bedroom has an abundance of closet and storage space, a morning kitchen, a gas fireplace and opens to a private balcony overlooking the spring fed lake. The children's suite has two bedrooms, each with a private bath, and a playroom located in between, all with beautiful vistas of the lake. An exercise room and an enormous laundry and craft room are also located upstairs.

Downstairs is an entertainer's dream with lake views from every angle, formal living and dining rooms and a spectacular circulat family room, all of which overlook the lanai and heated pool. The gourmet kitchen has Sub Zero appliances, two walk-in pantries, gorgeous granite, a center island and lots and lots of cabinets. A huge game room with wine refrigerator and wet bar, a downstairs bedroom and an office complete the first floor of this incredible home. A Bose indoor/outdoor music system, endless hot water, a commercial roof and a dock with a lift are a few of the additional amenities.

Offered at $1.575 million. For more information, contact Madeleine Courtney at 813-293-3237.


Share | |

Posted by: Nicole Lauber
Posted on: 1/20/2013 at 9:30 AM
Tags: , , , ,
Categories: duPont Marketplace
Post Information: Permalink | Comments (0) | Post RSSRSS comment feed

Barrier Island Living in Southwest Florida

Picture turquoise waters of the Gulf of Mexico, brilliant blue skies, and pristine white sand beaches, where you could walk for miles and see only a few people splashing in the warm, calm sea.  

Barrier-island living off the Southwest Florida Coast is quiet and secluded, yet still close to shopping and dining. South of Tampa Bay and north of Naples, Don Pedro-Knight-Palm and Little Gasparilla Islands are seven miles long and one-and-a-half miles wide. Don Pedro-Knight-Palm Island is accessible via a 4-minute, car-passenger ferry or private boat and is on the north end of the island, while Little Gasparilla Island is accessible via private boat or water taxi and is on the south end of the island. You can walk the beach to get to the south end with only Don Pedro State Park in between.

Single-family homes, villas and some condos are available to buy or rent on the islands, and 45-percent of the island’s properties is vacant land. Most properties are on the water, while Little Gasparilla Island boasts beach-to-bay properties. 

Water sports are favorites amongst residents and visitors. Fishing is one of the most popular activities—the World's Richest Tarpon Fishing Tournament is held at Boca Grande Pass, and captains for hire are available to take you to the best fishing holes in the area.

Many visitors fall in love with the islands and decide to stay. Robin Madden and Courtney DeFilippis of Islander Properties can help you fulfill that ultimate dream. Courtney grew up on Don Pedro-Knight-Palm Island and Robin has lived on the islands for eight years, after vacationing for 16 years prior to moving. By joining forces, this luxury real estate team provides outstanding service to both buyers and sellers, and their combined knowledge of the intricacies of island living is unparalleled.

"Our goal is to be sure that every one of our buyers and sellers is confident that we have the knowledge, technology and communication skills to take care of their real estate needs with integrity and professionalism."