Luxury Real Estate Marketing Tip: Have a Whale of a Good Time!

One of the keys to being successful as a luxury real estate marketing professional is having a wide range of interests, which enables you to connect on many levels with your clients and referrals sources.  Being more interested than interesting will serve you well in your career.  Setting aside time in your busy schedule to develop new interests, and meet new people, is just as important to own health and well being as it is to your career.  And, you will have a whale of a good time in life if you do!

Recently, we were invited to join a select group of people for a private, behind the scenes tour of the Santa Barbara Museum of Natural History.  The absolutely fascinating tour was conducted by two of the curators of the museum, both of whom are biologists.  Dr. Krista Fahy is in charge of vertebrates and Patricia Sadeghian specializes in invertebrates, particularly crustaceans. 

What made this an extraordinary experience was the level of passion that these professionals feel for their work and their commitment to excellence. We had no idea of the extent of research in which the museum is involved. Nor, did we realize the level of cooperation within the international community of Natural History Museums and universities throughout the world.

The skeleton of the 76-foot long, 10-12 year old blue whale (depicted here) weighs about 7000 pounds.  Live, this whale weighed 140,000 pounds. Adults can live into their nineties and grow to 96 feet.  Their calves consume 110 gallons of milk every day, and gain 200 lbs a day.

Blue whales, the largest known mammals, are found right off of our Santa Barbara coastline during their migration. At that time,(July-October) you can participate in a whale watching expedition by boat.

Get interested! Take the time to explore some of the wonders that are accessible in your own community. And, have a whale of a good time!

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: 4/5/2013 at 12:10 PM
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Luxury Real Estate Marketing: Great Marketing is Matchmaking - Part 2

In Part 1 of this article series we indicated that, as a luxury real estate marketing professional, a marketing mindset is an abundance-based mindset. A selling mindset is a scarcity-based mindset.  A shift to a marketing mindset can make all the difference in the world to your bottom line.  But, where do you begin?  

1. Shift Your Focus and Your Attitude 

First, you must shift your focus to a marketing mindset where you are OPEN to perceiving an abundance of potential new clients in your marketplace. Here is the catch, however:  If you do not also shift your general attitude, that is, your mental mindset from scarcity-based to abundance-based, then you simply will not perceive the new opportunities! 

2.  Narrow Your Focus.  Identify an Uncontested or Under served Market Niche That You Can Dominate 

You must identify a lucrative uncontested or under served market niche that you can dominate and also be passionate about serving better than anyone else.  By shifting your mindset from selling to marketing, you will discover that this niche has an abundance of potential client matches for you, a demand, in fact, for someone just like you. Here is how this principle played out in the field of online relationship matchmaking. 

Match.com and eHarmony.com are two of the biggest online relationship matchmaking services.  The competition is fierce at the top for customers in this field.  Does it make any sense to start another matchmaking service? Why fight over crumbs that the market leaders leave behind?  That would involve a scarcity-based mindset. 

Three companies answered this question by identifying an under served segment of the overall market and set out to serve their niche far better than the big brands.  OurTime.com specializes in the 50+year olds seeking a mate.  BlackPeopleMeet.com serves African American singles. And, ChristianMingle.com is the online community created specifically for Christian singles looking to find friends, romance or marriage. 

The customers of these online matchmaking services are more likely to find the right matches because the focus of the service is more aligned with their particular needs and values. It is highly unlikely that the big brands can serve these customers as well as those who specialize in their niches. 

By offering a superior value proposition to customers in these segments, the new companies are watching an abundance of “fish” jump into their boats rather than going fishing for prospects with a scarcity-based mindset.  Customers believe that the likelihood of finding like-minded matches is greater within a more focused niche. Therefore, the trust factor starts out high and trust accelerates sales. 

Can you see why you would not have to sell a 50-plus -year-old single on the value of using OurTime.com vs. Match.com?  That is the difference between a marketing mindset and a selling mindset, between an abundance-based mindset and a scarcity-based mindset.  It all begins with a shift in focus, a shift in attitude and a shift in mindset!

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: 4/2/2013 at 12:18 PM
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Luxury Real Estate Marketing: Great Marketing is Matchmaking

In marketing luxury real estate ideal transactions are those where buyers feels that they have found a home that is a perfect fit for their needs and wants at a price that is mutually acceptable to the seller.  The same principle applies to marketing you; that is, finding clients who are an ideal match to your core values and your personality. When like-minded people who share similar values and compatible personalities do business together business relationships and transactions just flow more smoothly.  

People like to do business with people they trust, those who share their values. People trust people like themselves. Trust accelerates sales. Mistrust introduces resistance and slows things down.  

Great luxury real estate marketing is actually great matchmaking because, when you find clients who are the right matches, selling becomes irrelevant.  If you find yourself selling, you are trying too hard to convince someone with dissimilar values that they should forego their own values (or buy something they actually do not need or want). It is like trying to pound a round peg in a square hole.  It is stressful to you and the client.

Essentially, if you feel you have to resort to selling, you need to step back, shift your mindset and re-examine your marketing. At some point you have convinced yourself that there is a scarcity of clients who are a match to your values and personality. That is ALWAYS an erroneous assumption, even though it appears to be the case from a scarcity-based mindset.  Shifting to an abundance-based mindset, you suddenly discover an abundance of clients who are looking for you as ardently as you are looking for them because you have the potential to be a perfect fit.

A marketing mindset is an abundance-based mindset. A selling mindset is your clue that you have slipped into a scarcity-based mindset. Stay tuned for part two of this article series to discover how shifting your focus from a selling mindset to a marketing mindset can make all the difference in the world to the bottom line of your luxury real estate marketing practice.

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: 4/1/2013 at 8:22 AM
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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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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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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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Luxury Real Estate Marketing Tip: Luxury is a Soul Supplement Part 5

Impeccable Manners! - The Secret to Becoming “Top Dog” in Your Marketplace

Throughout this article series, we have explored a new definition of luxury, “Supplement of the Soul”. Nothing feeds the soul of high net worth clients more than being treated like royalty. And, that requires impeccable manners.   If you are aiming to be “Top Dog” in your area, as a luxury real estate marketing professional, you can run circles around your competition simply by acquiring impeccable manners.

The secret ingredient in impeccable manners is impeccable communication skills. "Impeccable" means, “in accordance with the highest standards of propriety; faultless."  You have to approach manners as an art form and become a virtuoso, one who excels in the technique of an art.

Occasions such as a wedding, an audience with a royal, the president or the pope have specific rules. These are the techniques of the art of impeccable manners. If you intend to have an international clientele it is important that you become well versed in their customs and manners, and invest the time to master your craft.  

Impeccable communication and manners inspire trust and confidence.  Any newbie that acquires this skillset can outsell a seasoned grouchy veteran.  We saw it happen in a luxury car dealership, where a newbie (just hired/first time in car sales) outsold everyone on the floor in her first week on the job, because of her cheerful demeanor and impeccable manners. 

In luxury real estate one of our clients was given a prestigious listing because of his manners and impeccable follow-through.  For this seller, impeccable manners made the difference between choosing him over three other seasoned competitors.

One of our friends in Napa, California worked for one of the premier wineries as a host and event coordinator. At one of the wine events, a dignitary from another country noticed his skills and asked if he would be willing to become the head butler in their embassy in Washington.  Delighted with this opportunity, he accepted, and promptly enrolled in butler school.  Now he runs the embassy's social events and is their liaison for the other embassies.

So now we have completed this article series. We discovered one of the most important universal principles that must be applied in your luxury real estate marketing practice if you sincerely desire to gain or sustain market leadership (be “Top Dog”).  Here is a final recap:

Determine what feeds the soul of your client (Part 1)

Accurately assess the luxury mindset of your client ((Part 2)

Adopt what we call the “Objective Luxury Real Estate Agent Mindset" (Part 3) 

Clear your mind of envy (Part 4)

Acquire impeccable manners (Part 5)

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: 2/28/2013 at 2:25 PM
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Luxury Real Estate Marketing Tip: Luxury is a Soul Supplement - Part 4

PART 4 - ARE YOU GREEN WITH ENVY?

Inspired by a new definition of luxury, “supplement of the soul”, we embarked upon a very exciting journalistic journey in this article series. We discovered one of the most important universal principles that must be applied in your luxury real estate marketing practice if you sincerely desire to gain or sustain market leadership.  Here is a recap:

  1. Determine what feeds the soul of your client (Part 1) 
  2. Accurately assess the luxury mindset of your client (Part 2)
  3. Adopt what we call the “Objective Luxury Real Estate Agent Mindset" (Part 3) 

The next component of this universal principle may require some additional soul searching on your part:  Clear your mind of envy!  Nothing will impede your personal success more, as a luxury real estate marketing professional, than being  “green with envy” when it comes to the wealth, possessions or social status of others.

Envy is:

 “The pain caused by the good fortune of others”  - Aristotle

"A reluctance to see our own well-being overshadowed by another's because the standard we use, to see how well off we are, is not the intrinsic worth of our own well-being but how it compares with that of others" – Kant

Are you green with envy?

If you secretly begrudge your clients for being able to afford the luxury homes you are marketing, this is important internal personal feedback (from you, when you are in your best state of mind) that you need an attitude adjustment. Instead of clubbing yourself over your head with this feedback, use it to propel yourself into a more affluent state of mind. And, watch your luxury real estate marketing practice soar!

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: 2/27/2013 at 2:23 PM
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Luxury Real Estate Marketing Tip: Luxury is a Soul Supplement Part 3

PART 3: THE OBJECTIVE LUXURY REAL ESTATE AGENT’S MINDSET

In part 2 of this series we shared the two mindsets of luxury consumers.  This post is about YOU, the luxury real estate marketing professional, developing your mindset.  We emphasized that you have to suspend your judgments about your client’s lifestyle and personality.  To do that you must adopt the Objective Luxury Real Estate Agent Mindset.

Easier said than done?   Being truly objective is the key to a successful real estate transaction.  Objectivity is the beginning of a successful and long- term client/agent relationship.  Here is what is at stake: longevity in the business and an enviable reputation as the go-to person in your marketplace.

The easiest way to gain the Objective Luxury Real Estate Agent Mindset is to keep your purpose in mind at all times:  closed transactions and clients becoming raving fans. Or, as one of our own mentors used to say, “Don’t let the ants get in the way of the elephant”.  Here is an example:

Our company had a great listing.  We were the listing broker for one of the premier entertainment office buildings in Los Angeles.  We got a call from an assistant who was working for a celebrity to make an appointment to view one of the vacant floors in the building for their offices.  We set a time, and she gave us a hint that the client may be a few minutes late.  As a rule of thumb this could translate to an additional hour in our experience. 

Prior to heading out for the appointment, we prepared by loading the car with items that could be done while waiting for them in the building owner’s conference room.   The assistant arrived on time.  She took a cursory look at the space, and told us that we would have to wait for her bosses as they were running late and coming in separate limos. 

First to arrive was the wife.  She was a famous actress in an Oscar winning movie. She threw the mink on the couch and proceeded to complain to her assistant and ignoring us.  We waited until she ran out of breath with her tirade and suggested we take a look at the space.  She had a blast critiquing the finishes, and after she was done, we explained that we would design the space to suit their particular needs. She left with the harassed assistant, and said she liked the space. 

Then, the husband (the manager of a mega star) arrived and reenacted the same scenes his wife had just dramatized.  When he was done we viewed the space.  He calmed down and stated that he, too, liked it. We exchanged cards and he asked us to keep him informed of any other locations that we thought would match his needs. He thanked us profusely and apologized for being late. We had no doubts that he would refer us future business.

What kept us objective in this scenario?  Our understanding that we were hired to do make sure that building was leased.  We were not hired to pass judgment or psychoanalyze their personalities or to gossip about their celebrity histrionics. That was none of our business.  What we kept in mind was this:

They were interested in the building

They were qualified to lease the space

The owners would be happy because their marquee name would add to the prestige of the building

The commission would be sizable

Keeping this vision clear in our minds was a great way not to let the ants get in the way of the elephants.  And, that is how you, too, can adopt the Objective Luxury Real Estate Agent Mind as a luxury real estate marketing professional.  This will supplement your soul and also your bank account!

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: 2/26/2013 at 2:21 PM
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Luxury Real Estate Marketing Tip: Luxury is a Soul Supplement - Part 2

In Part 1 of this series, we shared an inspired definition of luxury, "Supplement of the Soul". This prompted us to do some soul searching for this article series and define a universal principle that, if applied objectively, can give you a tremendous competitive edge as a luxury real estate marketing professional. 

Here it is: If you really understand what feeds the soul of your clients you can better help them get what they want. And, they in turn will help you get what you want—more referrals! 

But, here is the catch. You must suspend your own judgments about what feeds their soul. And, that does take some soul searching on your part.   

If you secretly harbor judgments about your clients, sooner or later, they will feel it and that will definitely inhibit referrals. Being non-judgmental about what feeds their soul accelerates the speed of trust, which IS the accelerator of referrals. Once you get your own judgments out of the way you will find that you can work with a greater variety luxury real estate clients. And, that means more business. 

There are two universal mindsets of luxury consumers.  This does not mean that your clients are totally in one mindset or the other. It means that one is their dominant mindset. Luxury consumers are either predominately “self-actualizing consumers” or they are predominately “status seeking consumers”. The key is to accept that one mindset is not better than the other, no matter how you were raised or what you personally believe is right for you.


Stay objective and non-judgmental. Watch for the clues your clients give you about their dominant mindset.  Then go about helping them get what they want, what feeds their soul. 

Watch for Part 3 of Soul Supplement!

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: 2/24/2013 at 10:59 PM
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Categories: Luxury Guest Writers | Marketing Tips
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Luxury Real Estate Marketing Tip: Luxury is a Soul Supplement

Part 1

Reaching international buyers is increasingly becoming a significantly component of your luxury real estate marketing practice.  For that reason it is important to understand what luxury means to those in foreign countries because it can vary dramatically.  But, what you will find is a common thread shared between luxury real estate buyers worldwide.  Thoroughly understanding this universal principle can help you accelerate the speed of trust with all new clients and also can give you a tremendous competitive edge. 

In our own strategic branding practice for luxury real estate agents and brokers worldwide we constantly look for new definitions of luxury.  We found this very profound definition in the primary title of a book written by Jean Philippe Warren, professor of sociology and anthropology at Concordia University in Canada:  Le Supplément d’ âme (“the supplement of the soul”).  We interpret this as “that which feeds or adds to the soul”. 

And, herein lies, the universal principle that can help you understand luxury buyers and better speak their language.  You need to determine, what feeds the soul of your client!  

In this article series we will provide you with the clues to watch for when you first meet your luxury buyer by phone, via email or in person. Identifying this vital value profile can propel you to make more sales and exponentially expand your referral base. Stay tuned for Part 2 of this series!

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: 2/21/2013 at 1:16 PM
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Categories: Luxury Guest Writers | Marketing Tips
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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.


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Posted by: Nicole Lauber
Posted on: 1/29/2013 at 7:28 AM
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Categories: Luxury Guest Writers | Marketing Tips
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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.


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Posted by: Nicole Lauber
Posted on: 1/27/2013 at 12:47 PM
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Categories: Luxury Guest Writers | Marketing Tips
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