Luxury Real Estate Marketing Tip: Celebrate the Luxury of Diversity

America is known at the melting pot where different cultures live and work together. As a luxury real estate marketing professional it is paramount that you understand and appreciate the nature of your clients’ backgrounds, including their countries of origins, their cultures and the holidays they celebrate.  This is a great time of the year to celebrate the luxury of diversity!

Springtime is a time for holiday and religious observations. Here are some of the holidays to be aware of this time of the year:

The month of March ends with the observance of the Christian celebration of Easter.  In some countries (Central, and South American} the whole week prior to Easter Sunday is known as Santa Semana (the holy week). Many observe the holiday during the entire week by not working and going to church. 

Nowruz, the Persian New Year begins on March 31st.  Nowruz is celebrated by the people of Iran, Afghanistan, Tajikistan, Uzbekistan, Kyrgyzstan, Kazakhstan, Kashmir, Azerbaijan, the Kurdistan regions of Iran, Turkey, Iraq, Armenia, Syria and Georgia.

The  Jewish Passover began on the 26th and will be observed through April 2nd.  The Bahá'í Faith celebrates Ridvan (a twelve day period from April 21-May 2), signifying when Bahá'u'lláh proclaimed His Mission as God's Messenger for this age at a garden in Baghdad, which became known as the Garden of Ridván (Paradise).

This year, the Christian Orthodox faith celebrates its Easter on May 5th, as they follow the Julian calendar, instead of the universal Gregorian calendar.  One of the reasons the Christian Orthodox celebrate Easter according to the Julian calendar is that Christ died after celebrating Passover, so it makes sense that their Easter would follow after that.

In our commercial real estate practice, we had clients of all faiths and cultures.  They were always delighted that we knew their holidays.  We were often invited to celebrate with them, learn their beliefs and taste their celebratory foods.  Personally, (Alexandra here), I had the luxury of celebrating 2 Easters as my mother was Roman Catholic and my father was Greek Orthodox, and the same was true of Christmas.  Ron and I also celebrated Passover with Jewish friends, and Nowruz with Iranian clients.

We wish everyone of every faith and culture a very happy celebration during this wonderful time of year.  Celebrate the luxury of diversity!

* The illustration above is known at the diversity tree of love.

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: 3/29/2013 at 8:21 AM
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Luxury Real Estate Marketing Tip: Define Your POV (Point of View) Part 2

In part 1 of this article series, we discussed the importance of having a Point of View (POV) as a journalist via the media of your blog.  This is essential if you want to engage online readers and build a loyal audience of raving fans who are interested in what you are writing about, and are inspired to refer you, list with you, and buy from you. 

Your goal is to engage the attention of your target audience.  Put yourself in the shoes of your audience. Think of all the online marketing that is vying for their attention.   Your audience is actually voting with their attention.  Why should they vote for you?

People give their attention to people and things that resonates with their values and with their personality.  That is why it is so important to have a distinct Point of View that amplifies your values and your personality. With a distinct POV that is clearly articulated your target audience will be able to discover that you are attention-worthy, faster.  With all of the competition for attention, this is now an imperative.

If you are a fan of seafood as we are, you have many choices as to where you buy your fish and shellfish. Every major supermarket chain has a seafood section and also sells frozen fish. 

Here in Santa Barbara, we are very fortunate to have local fisherman who sell their catch of the day at the harbor and also at our local Farmers Market (when conditions are favorable).   We also have a spectacular wholesale seafood distributor, Kanaloa, which sells local and imported seafood to restaurants and markets all over the country.

The quality and variety of Kanaloa’s fish is unparalleled in California.  Lucky for us they are open to the public as well.  But, what is their POV as a company?  Here is their mission statement that thoroughly resonates with us making them worthy of our attention, our customer loyalty and rave reviews: 

“Doing the right thing, in the right way, at the right time, in the right place, for the right individual, for the right reason, with the right feeling…every time.”

Many luxury real estate marketing professionals and companies strive for excellence. But, few attain it consistently. Let Kanaloa be an inspiration to you. It certainly has inspired us.

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: 3/26/2013 at 7:39 AM
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Luxury Real Estate Marketing Tip: Define Your POV (Point of View)

James Dean, 1955 movie, Rebel Without a Cause*

The world of professional journalism and the media in general are two subjects that are mostly unfamiliar to luxury real estate marketing professionals.  Yet, to fully engage in and leverage the amazing marketing benefits of social media you need to know at least two fundamentals:

  1. Social media is really not all that different from traditional media such as radio, newspapers, magazines and TV
  2. Without a distinct “Point of View (POV)” you are dead in the water before you even begin

A media is just a vehicle through which you can deliver content of interest that is compelling to your target market.  What is bewildering to those engaged in marketing luxury real estate is the concept of building an audience of raving fans. Suddenly, this has become part of your job description if you want to leverage social media to the fullest!  Making the time to do this on top of your normal business routine, however, can give you a spectacular competitive advantage because you will stand out from the crowd. 

If you just consider the importance of one word, “SHARE”, you will understand the primary added value that social media has brought about and where its opportunity truly is.  When you publish genuine, original and compelling content, the very mechanics of social media can facilitate the process of putting word-of-mouth advertising on steroids for you. 

But, you might as well abandon the idea of becoming a publisher of content if your content is not original. More importantly, if you do not have a distinct and consistent POV, no one will pay attention to you over time and no one will share your content with others.

Take a look at The Food Networks’ hit reality show, The Next Food Star where the winner is awarded his or her own series on the Food Network.On the show, they strongly encourage the contestants to articulate their POV so they can build a fan base who eventually will vote for them.

The winner of season two was Guy Fieri who went on to star in Dinners, Drive-Ins and Dives that now seems to be ubiquitous on the Network.  With a hip, rugged, down-to-earth personality he connects mightily with his target market as he showcases the best comfort food eateries in the country.  With his wild, spiked dyed white hair and pierced body parts, Guy has a very distinct POV. He also has a BBQ sauce (and other ancillary products) that is sold in markets throughout the USA.

Last season’s winner was Jason Wamer.  He defined his POV as "Rebel With a Culinary Cause".  Iron Chef, Bobby Flay, stated, “Jason’s zany ideas and quirkiness will ad a unique value to the Food Network”.  And, Giada De Laurentis, said, “Jason really knows who he is”.

As a luxury real estate marketing professional, have you defined your own POV (Point of View)?  This is one of the keys to developing your personal brand, which is exactly what we help our clients to do.

*The photo of James Dean is from the film "Giant"

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: 3/25/2013 at 9:17 AM
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Cordillera Ranch, Texas: An Unparalleled Lifestyle

Discover Cordillera Ranch—an exclusive community that redefines the phrase “luxury living.”  Nestled among the rolling hills and picturesque landscape of the Texas Hill Country and the Guadalupe River valley, this premier master-planned community offers a lifestyle unrivaled anywhere in Texas—or the Southwest for that matter.

A unique resort-style refuge, Cordillera Ranch allows you and your family to enjoy every day as if on vacation at a world-class resort.  Beyond the private gates, 8700 sprawling acres of majestic beauty become your playground. Stroll through hundreds of acres of community parks and trails. Enjoy a vast array of amenities including seven spectacular clubs featuring a Jack Nicklaus Signature golf course. Satisfy your adventurous urges with an abundance of outdoor Hill Country activities like kayaking, sporting clays, equestrian, tennis or swimming.  Refresh with a relaxing massage or facial.  Toast famous Texas sunsets with your favorite wine and regionally inspired dishes.  Whatever your preference, no two days here ever have to be the same.

Located just outside San Antonio and Boerne, Cordillera Ranch is within minutes of Boerne's top ranked schools, chic boutiques, quaint restaurants and small town USA Main Street.  It’s also just minutes from far NW San Antonio's world class medical center, transportation, shopping, dining, hotels, and amusement that abound at The Shops of La Cantera; Eilan and Six Flags Fiesta Texas.

 Another benefit of Cordillera Ranch’s locale is the tax benefits property owners can enjoy.   With lower taxes than big city counterparts like San Antonio, Austin, Houston and Dallas-Ft. Worth, buyers can afford more home for their dollar.   These tax benefits, combined with historical interest rates and low construction costs are producing unprecedented building activity at Cordillera Ranch.  

A casually elegant lifestyle full of opportunities to enjoy the outdoors and natural serenity are yours to discover in Cordillera Ranch. See the world-class amenities, great value and unparalleled lifestyle delivered by this Texas Hill Country treasure.


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Posted by: Nicole Lauber
Posted on: 3/24/2013 at 1:31 PM
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Two Story Tower Suite Penthouse in Las Vegas, Nevada

Welcome to this Magnificent Two Story Tower Suite; The Crown Atop Turnberry Place in Las Vegas. NV. Rarely Will You Find a 6,500 Square Foot Penthouse with The Most Opulent Custom Finishes From the Custom Hand-Woven Designer Carpeting to the Detailed Hand Crafted Ceiling Finishes. The Moment you Step Off Your Own Private Elevator, You are Transitioned Into a Timeless Foyer which Leads to the Main Level that Offers Sophisticated and Spectacular Full Strip Views. Every Inch of this Unique Penthouse was Immaculately Designed by Roy Sklarin of Beverly Hills with Over 2 Million Dollars Worth of Custom Carved Furnishings Created by Famed Designer Phyllis Morris of Beverly Hills as well.  State of the Art Crestron and Lutron Control Systems are in Place to Provide You with Easy Home Management. These Controls Afford You the Luxury of Internet Access to Be in Command of The Climate, Lighting, Cameras and Curtains From Anywhere in the World You May Be. The Main Level Includes a Fully Appointed Gourmet Kitchen, a Formal Dining Room, a Grand Entertaining Room, a Spacious Guest Suite and a Master Wing with Separate His & Hers Bathrooms and Walk-in Closets. Meander to the Unparalleled Observation Deck Offering Over 2,500 Square Feet of Outdoor Living Space with a Private Pool, Spa & Double Sided Fireplace. This Spectacular Lifestyle In The Sky is Second to None. Interested buyers can contact Luxe Estates Collection at 702-684-6100.


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Posted by: Nicole Lauber
Posted on: 3/23/2013 at 1:28 PM
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Las Vegas, Nevada: The Hot New Real Estate Market

It has been said that “as California goes so goes the nation”.   So it comes as no surprise that the Bell Weather State has identified Las Vegas as the hot new real estate market. 

"Californians are gobbling up the Las Vegas luxury real estate market," says Lee Medick, luxury real estate specialist and partner in Luxe Estates Collection.  "They know the deals are here" Lee stated.

As evidence, in the first three weeks of January, Medick’s Brokerage has put $19 million in escrow for Vegas luxury homes with each transaction being a cash buyer from California.

Lee is quick to point out the unmatched advantages of the Las Vegas market including; “no personal income tax, low property taxes (1% of the purchase price) and a state with a very low cost of living” Medick continued “Las Vegas simply delivers more bang for the buck than any other large city”.

That “bang” includes the excitement of world class entertainment, casinos, fine dining, and a surprising sophistication for the arts and culture.  Las Vegas has become an increasingly attractive place to live, with a renovated downtown, cultural activates, world-class shopping, recognized college-prep schools, and a climate that beckons outdoor activities.

"There'll always be a mystique to Las Vegas," says Medick, but as casinos have become increasingly popular outside this gambler's Mecca, the city was quick to diversify by offering both corporate incentives and affordable rewarding lifestyles to employees resulting in the relocation of non-gaming companies as PepsiCo and Zappos .

Lee also commented “thanks to former mayor Oscar Goodman, the  original downtown has been superbly renovated with beautiful malls, a hip arts district, and the Smith Center , a world class performing arts venue offering ballet, plays, and concerts. " 

Other than "three months of hot," which Medick admits to with a laugh, the climate is delightful; cooler in the evenings, warm during the day." Perfect for sports enthusiasts who enjoy excellent golf and tennis and beautiful outdoor swimming pools.

For home buyers: "Prices are the lowest they've been in the past ten years," she says, adding, "Homes in the $50,000 to $300,000 range? They're just gone; selling in six days, on average, with multiple offers."


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Posted by: Nicole Lauber
Posted on: 3/22/2013 at 1:24 PM
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Pawley Island, South Carolina

There is something magical about living in one of America’s oldest resort towns where, on the island itself, there’s no commercial activity other than a couple of charming oceanfront inns, heritage and culture are rich, and the population is diverse.

“The appeal of the natural beauty of the sea, inlets, creeks, rivers, century old moss draped Live Oak trees, historic plantations, challenging golf courses, fine dining and specialty shopping create a coveted lifestyle for the islanders as well as those residing across the creek on the mainland area of Pawleys!” says Laura Cole, Marketing Director of The Lachicotte Company, a 20-year successful real estate and vacation/long-term rental company on Pawleys Island, South Carolina. The list of desirable amenities that Pawleys Island offers residents and visitors goes on and on.

Often described as “arrogantly shabby,” Pawleys Island offers a casual and simplistic lifestyle that appeals to its most diverse population of generational residents, college students, small families and retirees. The distinct culture provides a warm sense of community that is unique, and many visitors find themselves moving to Pawleys Island permanently, or at the very least seasonally. Real estate properties in the area range from $150,000 for a charming cottage to $3.5 million for luxury, custom-built homes.

“From a financial perspective, Pawleys Island is desirable because of the scarcity of property that can ever be developed in our small unique community,” says Cole. One of the most magnificent properties currently on the market is at 62 Sandy Ridge Loop. A 9,900-square-foot (6,000 heated square feet) home with 5 bedrooms and 5.5 en-suite bathrooms, this waterfront property is located on over one acre with direct views of the Intracoastal Waterway and offers access to Litchfield By The Sea’s private beach.


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Posted by: Nicole Lauber
Posted on: 3/21/2013 at 1:21 PM
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Luxury Real Estate Marketing Tip: English vs. “Googlish”

Recently, we saw an article by a Forbes magazine writer titled, Is Blogging Dead?” and that got us thinking about how that question might apply to luxury real estate marketing.  Blogging has been around for some time now.  Has it already become passé?  We think blogging is alive and well providing you are blogging in English vs. “Googlish”. 

Blogging isn’t going anywhere any time soon because good journalism is and always will be an integral part of our human experience.  As long as people seek the opinion of experts in a given field and the Internet can instantly connect you to opinion leaders blogging in some form or another will always be relevant. 

The real question for you is: Do you know who your target market is, precisely? Is your target comprised of humans or robots? Are you speaking to your audience in their language? Are you provided compelling original content that is newsworthy, buzz-worthy and follow-worthy? Or, are you cramming a bunch of empty keyword phrases together that are repeated far too many times in order to court the Google robots?  If the latter is the case you must be blogging in “Googlish” not English. 

Sure, there are excellent benefits from being recognized by Google as an authority.  But, your page ranking will reflect that naturally. Google wants to match up the experts with those who seek their advice. They can sell more ads if they do this well. 

Advertisers are looking for eyeballs that are seeking quality content. You may have heard the expression, “Content is King”.  We say, ORIGINAL content is still king” because that is what builds an audience and raving fans.  But, if your heart in not in your blog you are engaged in an activity that is a colossal waste of time, time that could be spent much more productively, like actually meeting new people who could become new referral sources 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.


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Posted by: Nicole Lauber
Posted on: 3/21/2013 at 8:46 AM
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Fishers Island, New York

An island retreat is the perfect place to escape the hustle-and-bustle of the daily grind. The laid-back atmosphere and beautiful uncrowded beaches found on Fishers Island, New York provide tranquility not found in many other island destinations on the East Coast. In close proximity to New York City and Boston, Fishers Island is accessible by ferry, private charter, or Elizabeth Field airport.

Known as the “gem of Long Island Sound”, Fishers Island is situated between Montauk, Long Island and Mystic, Connecticut. Seven miles long and nearly two miles wide, Fishers Island has the charm and amenities of a New England town. “An Old World charm still exists here,” says Laurie Finan, broker/owner with Shutters & Sails.

With 250 year-round residents and 3,500 seasonal, Fishers Island is peaceful and safe, the perfect place for families. “The island isn’t overcrowded, even at the height of summer,” says Finan. “People mainly own or rent here.”

Blessed with unspoiled natural beauty, Fishers Island offers many outdoor activities. You will find some of the best fishing and sailing on the East Coast. The Fishers Island Club’s Seth Raynor-designed links golf course was ranked ninth on Golf Digest’s list of greatest golf courses in America.

Located on the east end of the island is Maddemar, a 5.73-acre beachfront home built in 1927 by renowned architect ErardMatty” Matthiessen. The $4.3-million home is part of the East End community maintained by the Fishers Island Development Company, which follows the original Frederick Law Olmsted plan.

The interior has been renovated to maintain the home’s architectural integrity. Overlooking Fishers Island Sound and the Connecticut shoreline, the spacious five bedroom home is perfect for entertaining and has magnificent views of the gracious grounds, sandy beach, and a natural cove. A one bedroom guest house with a kitchenette is located on the property.


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Posted by: Nicole Lauber
Posted on: 3/20/2013 at 1:18 PM
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Luxury Real Estate Marketing: Innovate, Innovate, Innovate!

In marketing luxury real estate, being a market leader is not always a picnic. Why? As a market leader, you are often the target of many challengers. Just look at the onslaught of competition that the icon brand, Apple, is now facing. 

Apple is known for consistently innovating, and introducing entirely new categories of products and services. The company became the market leader by creating brand new markets that did even exist before. 

Along comes challenger, Samsung with an interesting brand strategy.  They recently spent over one-half billion dollars on advertising trying to convince consumers that Apple is now yesterday’s news with their smart phone slogan, “The next big thing is already here with The Galaxy S3 and even more recently, the S4. 

Essentially, Samsung’s strategy is to create the perception that Apple is no longer the cool, hip contemporary brand, “it once was”.  Instead, they want consumers to believe that Apple is now the more conservative heritage brand, not the edgy contemporary brand.   Apple used this very same strategy in their highly successful advertising campaign comparing Macs to PCs depicting Microsoft as the stogy heritage brand. 

But, one thing is for sure:  Apple is not going to sit on their laurels. Nor, should you if you are the incumbent market leader in your luxury real estate marketing practice.

Prior to the introduction of the iPhone in 2007, Blackberry enjoyed its stint as a market leader in smart phones (especially in corporate America) by combining the Personal Digital Assistant (PDA) with secure email and some Internet browsing.  They were late to the table in adapting the touch screen and an operating system to support it, not to mention supporting an eco-system of app developers. 

Blackberry, is finally trying to catch up. Even CEO, Thorsten Heins, said that Apple’s iPhone is not the state-of-the-art  smart phone it once was. In fact, it’s starting to look a little dusty, according his Wall Street Journal interview.  Is this actually true?  Maybe it is not.  But, in our opinion, his remarks reflect a brand strategy of piggy-backing on Samsung’s attempt to dismiss the reigning market leader, Apple, as old. 

Blackberry discovered that if you do not keep pace with the speed of innovation, you could easily be replaced. But, this does not apply only to the world of high-tech.

On Melrose Avenue directly across the street from the Pacific Design Center is the architecturally contemporary home accessories showroom of Robert Kuo, (pictured above).  Originally, Kuo brought the magnificent art of cloisonné to America, but with a modern twist. He utilized the influences of Art Nouveau and Art Deco and introduced new shapes and finishes to this ancient art, which brought him notoriety.  His work can be seen in the National Museum of Taipei and in exclusive international hotels. Now, his sophisticated designs have taken organic forms.

So, let this be a lesson to those of you who are market leaders in your luxury real estate marketing practice.  Be complacent at your own risk. Innovate, Innovate, Innovate!

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: 3/20/2013 at 6:35 AM
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203 Feet of Pristine Beach in Sarasota, Florida

Nestled behind the gates of the exclusive and prestigious Sanderling Club, this property boasts 203 linear feet of pristine beach that is protected by a hardened shore. The spacious beach home offers two bedrooms and three baths with additional space for an office. The screened lanai, open deck and Jacuzzi bring you the best of outdoor living and provide you with the true Siesta Key lifestyle. The lush and tropical foliage ensures privacy while the western exposure delights you with expansive and breathtaking ocean views and magnificent sunsets. A private inlet enables direct access to the gulf for water sports so bring your kayaks, fishing rods and water toys to soak up this magnificent piece of paradise that you will call home. Community amenities of the Sanderling Club include: 24 hour secured community entry, private beach, Paul Rudolph designed cabanas, 16 dock marina, beach house for entertaining, tennis courts and a playground. Interested buyers should contact Allen Hovis at 941-780-6567.


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Posted by: Nicole Lauber
Posted on: 3/19/2013 at 1:12 PM
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Unique South Florida Opportunity

Experience the ambiance and privacy of old south Florida with this amazing opportunity.  This unique property comprises 4.56 acres of land and 1,127 ± feet of deepwater frontage perfect for protected multi vessel or large vessel dockage.  The water frontage includes a deeded boat slip of 200 x 60 feet.  This is the perfect site for an expansive water front mansion or the residential zoning RS-8 permits for development of a walled and gated enclave of luxury residence. Perfectly located close to major highways, airports, downtown Fort Lauderdale with easy access to famous Las Olas and beaches.  This is a property worthy of serious consideration. Exclusively offered for $5,605,000. For more information on this and other Fort Lauderdale opportunities please call Julie Jones at 954-328-3665 or Timothy R. Murphy at 954-347-1981.


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Posted by: Nicole Lauber
Posted on: 3/18/2013 at 1:09 PM
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Backs to Tonto National Forest

Situated on a prime mountainside lot providing a remote location that where nature surrounds you with breathtaking mountain and city light views! Meticulous attention to detail! Custom ceiling murals, exquisite lighting fixtures, hand laid floor accents, Canterra columns & fireplace surrounds, wood beamed ceilings, & custom built-ins. Elegant formal living & dining, handsome office, media room w/120'' screen & Stevenson speakers. Control 4 home automation system and electronic & manual sunshades. Chef’s kitchen opens to family room boasting mountain & city light views! Luxurious master suite with fireplace and sitting area with views! Casita encompassed by views. Negative edge salt water pool, spa with cut glass inlay & water feature, multiple entertaining areas, outdoor billiard & view deck. 9-car garage with bottom garage designed for ''Man Cave''. $3,300,000. Interested buyers can contact Charlie Randall with Russ Lyon Sotheby's at 480-325-1000.


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Posted by: Nicole Lauber
Posted on: 3/17/2013 at 4:45 PM
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Personal & Company Branding: The Added Value of Provenance - Part 7

Pacific Design Center on Melrose Avenue -  Adjacent to Beverly Hills, CA

Stay on the Leading Edge - Don't  Sit on Your Laurels!

In this article series we explored an essential principle that can play a big role in adding value to luxury real estate personal and company branding.  Your provenance, which is your history, background, lineage, pedigree, or heritage, can contribute mightily to the story of your brand. It is where your brand “comes from”.   

If you are the market leader in your area, one of your core strengths in relationship to your closest competitors is your track record, which is a key component in establishing your provenance.  A strong track record is virtually irrefutable and it is intimidating to your challengers. 

With a strong track record, however, it is very easy for market leaders to become complacent. To sustain market leadership it is extremely important that you do not “sit on your laurels”.  You must stay current and relevant.  You must keep innovating to stay on the leading edge ahead of your competition. 

In our strategic branding practice we work exclusively with those luxury real estate marketing professionals and companies who are bent on gaining or sustaining market leadership in their marketplace or a niche therein.  True brand strategy is a battle for mind-share and market share between incumbents and challengers.  Our clients take this seriously because, at this level, it is the lion’s share of business in their area or niche that is at stake. 

We coach our market leading clients to stay on the leading edge and not to sit on their laurels. We also help them to amplify the provenance of their brand story, by clearly displaying their formidable track records in their Gallery or Portfolio of Sold Homes on their web sites.  Just one look at their track records can be enough to instantly convince a home seller to list with them, and not even bother to investigate the competition.   

Here are two examples of how our market leading Santa Barbara clients communicate their provenance.  Linda Lorenzen Hughes is the market leader in the Hope Ranch area and Chris Palme is the market leader in the Santa Barbara Riviera niche. (Click on their names)

We hope you enjoyed our 7 Part  series on the added value of provenance.  If you are a market leader in your area of expertise or you are serious about challenging the incumbent, check out our track record (Client Testimonials) and contact us.

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: 3/17/2013 at 7:33 AM
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Rare Island Estate

Privately sited, this truly incomparable waterfront estate is surrounded by 16 acres of lake, 30 palms, a bridged entry and private gate. The main residence offers gracious open floor plan with stunning finishes. Office, game room, basement, media room and multiple guest suites. Amenities galore!! The resort like grounds feature a lighted tennis court, playground, pool with swim-up bar, 2 spas, cabana, outdoor kitchen, helicopter pad and hangar. 6-car garage + covered parking and workshops.  11 bedrooms, 10 baths, & 12,415 square feet. A true tropical escape! Interested buyers can contact Charlie Randall with Russ Lyon Sotheby's at 480-325-1000.


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Posted by: Nicole Lauber
Posted on: 3/16/2013 at 4:43 PM
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