Luxury Real Estate Website Design: Nature Can Inspire Extraordinary Design -Part 2

Many luxury home markets are in vacation destinations, which means buyers are seeking a relief from the stress of their current environment when they purchase a vacation home. Therefore, using intense colors in your personal and company branding may be jarring to your target market.  In our fast-paced world of luxury real estate marketing it is a good idea to slow down to a snail’s pace every so often to appreciate the exquisite subtlety of colors in nature that can be more soothing to the eye. 

It is important to select colors for your brand identity and website design that are your personal favorites.  However, tempering the shades and hues of your favorite colors to harmonize with local colors is often advisable. Conversely, if your personal favorites are subdued and your marketplace is more lifely you may consider amping up your color scheme.

Some of the obvious colors that are associated with luxury goods are burgundy, forest green, gold and black. Although, the simple use of two or three colors is often effective, an expanded color palate can add a rich diversity to the visual experience.

Green shells (left)

Snail shells (right)

In our luxury real estate strategic branding and website design practice, we often look to nature for inspiration when selecting a color palette for our clients based on their basic preferences. These snail shells provide some examples of non-obvious color schemes that depart from burgundy, forest green and gold.  

Always keep in mind that everyone has personal color preferences.  These colors may not resonate with you. There is an entire psychology of colors that we will delve into in future articles. Stay tuned for Part 3 where we take our color palette inspiration from sea scallops.

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: 4/9/2013 at 7:56 AM
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Categories: Luxury Guest Writers | Marketing Tips
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Luxury Real Estate Website Design: Nature Can Inspire Extraordinary Design - Part 1

In a recent article series, A Whale of a Good Time, we talked about the importance of setting aside time to get out, meet new people and pursue new interests that can broaden your knowledge base just for the joy of learning.  On our behind-the-scenes tour of Santa Barbara’s Natural History Museum one of the curators showed us samples of the millions of sea-shells and mollusks that they keep for research purposes.

We had a wonderful time on this outing, and we were also thoroughly inspired by this particular exquisite collection.  In the following articles in this series, we will demonstrate how Nature can be a fabulous source of inspiration for luxury real estate website design and branding.

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: 4/8/2013 at 10:48 AM
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Luxury Real Estate Website Design: The Magic of Quality Cues

Courtesy of Apple 

One of components of our Strategic Brand Analysis that we perform for each of our luxury real estate marketing clients is an audit or review of their current websites and those of their direct competitors. Among many factors, we look for what we call “quality cues”, those small details that add up to a remarkable user experience. Dropping the ball with quality cues is often where complacent market leaders become vulnerable. 

We cannot overemphasize the significance of quality cues, as they help to capture leads. And, they are also the sparks that trigger word-of-mouth advertising or buzz!  Here is an example of how quality cues add up to a remarkable customer experience. 

When your UPS delivery person smiles with delight and feels an instant sense of kinship with you (knowing what is inside the box) because he too has one and it changed his life.  And, he adds, “These guys make our job easier because of how well the boxes stack together due to their unique shape”. You know something remarkable is happening.

When unwrapping your newest business tool makes you feel the wonder of child opening a favorite Holiday present combined with the admiration of sheer packaging genius at work, something magical is happening.  You marvel at the ease of access to the product and the smooth texture of a single interior box that contain the additional components, how the cover slides, or actually glides open like a box of fine chocolates.  

When your package arrives ahead of schedule because customer service made an exception for you when you ordered it and did not charge extra, you feel cared for. And, all this is before you even plug in the machine that was hailed by PC magazine as “the pinnacle of desktop design and manufacturing” (the new 27” iMac).

Imagine if your website created this much user satisfaction before you ever met your prospective client who reached out to connect with you after visiting your site.  That is the magic of Quality Cues!

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: 1/3/2013 at 10:14 AM
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Categories: Luxury Guest Writers | Luxury Real Estate
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Luxury Real Estate Website Design: Capturing Attention Leads to Leads

With all the time and expense that goes into driving quality traffic to your website, you better make sure your first- time web visitors instantly have a great first impression when they get there. Successful luxury real estate website design instantly captures attention. Original quality content holds their attention, which increases your chances of actually capturing their lead.  

Capturing attention leads to leads. This fundamental  is universal. Here is an example of how this plays out in purchasing wine without first getting a recommendation.  Recently, we were attracted to a bottle of wine (out of hundreds on the selves in the store).  The label simply was a question mark (?).  There was no name or description on the front of the bottle. 

The label instantly attracted our attention and the original story about it prompted us to buy it.  It was a fluke at the winery.  They combined two wines by mistake, admitted it and this was the very pleasant result.  (see our previous post about (?)

Had we not been attracted to the label we most likely would never have heard about the winery, Oreana.  The wine was very reasonably priced and delicious.  The way they handled this error with complete transparency commanded our respect and made a very strong first impression.  It also prompted us to later explore the Oreana Pinot Noir on a subsequent visit to the store. 

Oreana’s (?) label captured our attention.  Their story was original and compelling. The “content” was terrific.  And, the Pinot, our second Oreana experience exceeded the first.  Now, we are raving fans! 

This is exactly what you are trying to achieve with your luxury real estate website design and your original website content.   Capturing attention, leads to leads.  Does your site achieve this?

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.


Luxury Real Estate Website Design: The Winning Formula--Eye Catching Design + Original Content

Courtesty of Apple

In recent posts we have been focused on the importance of capturing attention with superior luxury real estate website design and holding attention with original content. We rarely include You Tube videos in our posts.  But, this one is so astonishing because it so clearly illustrates both of these concepts.  

Human beings tend to make snap judgments and pigeonhole people based on outward appearance.  That is why great web design is vital for capturing attention. Apple, the most highly valued company in the world, certainly understood the value of excellence in design. Without it you may be ignored, despite your talent, not to mention the time, energy and money you have spent getting people to your site in the first place. 

But, once you have captured their attention with eye-catching design, holding it is an entirely different challenge.  That is where continuously providing fresh, follow-worthy and share-worthy ORIGINAL content comes into play.  It can spark and accelerate word-of-mouth advertising for you or your company. This video has been viewed over 20 million times.  We hope it inspires you as much as it did the two of us.  If the video does not appear on your screen, here is the link.

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: 9/13/2012 at 10:32 AM
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Categories: Luxury Guest Writers | Luxury Real Estate
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Luxury Real Estate Website Design: Does Your Website Stir Emotions?

Great luxury real estate marketing begins with eye catching website design and emotional branding because, for many consumers, your site is their first impression of you or your company.  Does your webstie stir emotions?

You may be familiar with Ferrari and Lamborghini, two of Italy’s most famous sports cars.  But, unless you are a motorcycle enthusiast you may not have heard of Ducati, perhaps the most attractive motorcycles in the world. 

Ducati is committed to racing competitions and excellence in performance.  Yet, their unmistakable style is a pure expression of their passion for world-class design. Each bike Is built by hand not by robots.  Ducati designs stirs emotions!

Ducati understands emotional branding and their marketing message is communicated loud and clear. In their collateral material, they describe their design as having  “sinuous, seductive, flexible lines with a permanent, timeless quality that sets an unsurpassable standard”.  They know that their bikes dominate the dreams of the most discriminating motorcycle enthusiasts in over 60 countries where their bikes are sold. 

Before they ever discuss the unique mechanical features of their bikes or their impressive track record for winning 15 out of 18 World Superbike Championships they entice potential buyers with the opportunity to own a piece of kinetic art. Ducati’s impeccable design creates an immediate emotion sale. 

Pay close attention to your luxury real estate website design.  Favorable first impressions are so important. Before you start boasting about your top performance, let your superior website design be your silent salesperson.

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.


Luxury Real Estate Website Design: Are You Unforgettable?

More often than not the first impression you make with new prospects, as a luxury real estate marketing professional, occurs the first time they encounter your website.  Are you making a lasting first impression or are you forgettable? 

It is human nature to rely more on sight than any other mode of sensory perception.  That is why excellent graphic design is so important in capturing and holding the attention of your website visitors.  Great design is your sure-fire method of making a lasting first impression.  It is an integral part of capturing significantly more leads especially when it sparks a positive emotional response and resonates with the values of your website visitors. 

In the course of marketing luxury real estate, how can you expect to capture an online lead if you cannot first capture the attention of your prospect? People do “judge a book by its cover” or wine by its label or products by its packaging   This is true particularly when a recommendation from a trusted source is not a factor in the buying decision or when choosing a service professional.

We recently found two wineries that exemplified this principle by incorporating metal in their labels, something we have never seen before.  These bottles definitely stand out which is exactly what you need to do if you expect to capture and hold the attention of your web visitors. 

Keep in mind that your competitors’  sites are just a click away.  That is why it is imperative to  grab your visitors’ attention with compelling graphic design.  But, even more important than a great look, your graphics must communicate the essence of your brand values. Ideally, your graphics should tell the entire story of who you are in a nano-second!  That is the true test of great branding! 

If you want to be the standout in your marketplace your website must make a strong, positive first impression. Otherwise, you and your website become forgettable.  

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: 6/4/2012 at 4:47 PM
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Luxury Real Estate Branding: Achieving Authenticity in Your Brand Signal

Luxury real estate marketing professionals who are bent on gaining or sustaining market leadership should constantly be on the lookout for people and companies in other fields who achieve top-of-mind status in their product or service category. It is a way to stay inspired rather than get complacent or spend too much time focused on your competition.  

The British recording artist and songwriter, Adele, is a shining example of achieving top-of-mind status in the recording industry while staying authentic. This week Adele became the first solo female artist to have three singles in the top 10 of the Billboard Hot 100 at the same time, and the first female artist to have two albums in the top 5 of the Billboard 200 and two singles in the top 5 of the Billboard Hot 100 simultaneously.

Adele won awards in all six of the categories in which it was nominated at the Grammy Awards in 2012. Previously, Beyoncé Knowles was the only artist to won six awards in a single night. Adele has also broken the record for the longest number one album on the charts by a woman in Billboard history. She beat Whitney Houston's record for the soundtrack of The Bodyguard.

What is most remarkable about Adele is that she needs no quirky costumes or costume changes for that matter; she needs no gimmicks, or special effects or grand production numbers with dancers to sell-out her concert performances internationally.  She does not use her sexuality to beguile her audience. Her voice, her lyrics and the arrangement of her songs are pure. She strikes a raw emotional chord while demonstrating extraordinary artistic expression.  This chord reverberates and resonates, like an undeniable truth inside the souls of millions of fans who confirm that she has a fresh, distinct talent that they have not experienced before.

Adele has become a “one-woman-brand”, a brand that stands for authenticity. She does not hide behind her music.  She does not have one persona on-stage and another off-stage. She is genuine and her audience knows it.   

Now that Adele has declared this brand signal and the media has broadcasted it to all ends of the globe, her biggest challenge is to consistently stay true to her authentic signal.  Sustaining market leadership can be even more challenging than achieving it in the first place.  That is why it is so important to constantly watch for evidence of excellence in market leadership:  to stay inspired and not get complacent.

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. 


Luxury Real Estate Marketing: Does Your Website Have a Privacy Policy?

The Privacy issue continues to be a hot topic and one that has brought the warring factions of the Congress together.  Just yesterday, web firms have agreed to install a "Do Not Track button",and today's headline in the Wall Street Journal is "Tech Giants agree to Deal on Privacy Policies for Apps."

Some states such as California require that websites have a privacy policy. Luxury real estate buyers are usually privacy minded and guarded, when it comes to divulging personal information.  We have included a privacy policy in our websites and the websites whose designs we oversee.  They are written in plain English and not Legalese and are easy to understand.  We find that our web visitors do read that page.

As a luxury real estate marketing professional having a Privacy Policy engenders trust between you and your website visitors.  If you don't have one, stay ahead of the curve and add it to your website.  If you do, make sure you don't need to hire an attorney to understand it.

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. 


Luxury Real Estate Marketing: Pruning to Insure Your Success

What are the sweet spots in your business?  What are the most fruitful aspects of your luxury real estate marketing practice?  What is working to produce results consistently?  These are the questions that can get you focused on what works and know what needs to be discarded or pruned from your winning formula.

Once you are aware of the fruit bearing sources of your business, it is important to strengthen these sources.  A business can be likened to growing a fruit tree.  You need to prune and feed a tree in order to produce a healthy and bountiful crop.  The main reasons for pruning a tree are increased productivity, health and aesthetics.

It is crucial to your success to prune all those unusual solutions and business practices that that has not borne fruit—the time wasters.   Think of your luxury real estate practice as a money tree.  You need to eliminate all crossed branches that are at cross purposes to your success. 

Pruning may be a horticultural practice, but it truly does apply to marketing luxury real estate. Are some of your clients draining your energy and your resources by distracting you from those activities that bring you the best results?  It may be time to prune some of those toxic clients. If you are a broker, is it time to prune the dead wood in your office, the non-producing agents on your team?  These questions may sound harsh, but it is the health of your business and your own health that is at stake here.

Without pruning you cannot see the orchard through the trees!  Pruning lets in the light and allows for better air circulation which prevents disease as well. Your luxury real estate marketing practice should be a thing of beauty. It should be healthy and it should be bountiful.  Let in the light!

 

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. 


Luxury Real Estate Marketing Trends: Eco Friendly Packaging in 2012

One of the important trends to take note is that many companies are considering alternative methods of packaging their products.  For instance, the photo above shows eco Vino, a chardonnay from Mendocino County.  The eco-friendly package (recyclable) contains the equivalent of 2 wine bottles.  I asked my friend Walt (the wine expert at our local Trader Joe’s) if the wine was good.  He said absolutely and added that this packaging was perfect for picnics, outdoor concerts (no glass is allowed). 

Here is their mission statement as stated on their website.

“At ecoVINO, we proudly source responsible vineyards that practice organics, bio-dynamics and sustainability to bring you the purest, cleanest, highest quality wine available. We focus on varietals that pair effortlessly with your favorite foods while maintaining functionality at the family picnic to the biggest dinner parties. Lastly, the result is beautiful, friendly wines that are as easy on the palate as they are on the planet.”

Other luxury vendors are rethinking their packaging.  A few years back gourmet biscotti and other cookies were packaged in beautifully decorated reusable tins.   This trend is coming back, because the vendors are realizing that the luxury buyer is more than ever conscious of considering the environment.

Whether you are a luxury real estate marketing professional or not, why not have your listing presentation printed on beautiful recycled paper? It will definitely show where your values are.

  This blog posting has been provided by Ron and Alexandra Seigel, the Language of Luxury Community Founders and managing partners of Napa Consultants, International, the leading luxury real estate strategic marketing firm. They specialize in personal and company branding, luxury real estate website design and social media marketing. Photos courtesy of Ron and Alexandra. 


Marketing Luxury Real Estate: Focus is Your Crystal Ball

As a Luxury real estate marketing professional, have you taken the time to focus upon the source of your bona fide leads, i.e., those leads that have actually converted to sales or listings? What percentage of your overall sales volume comes from knocking on doors (cold calling), referrals, open houses, website leads, sign calls, your blog, networking (online or offline) or from some other source?  By focusing in this manner you can strengthen what is working, and also spend less time and resources on those things that do not produce strong results. Focusing can empower you to predict the future of your business. Focus is your crystal ball.

Focusing can also lead to discovering new ways to attract more business by finding alternative approaches that can yield more desirable results. By staying focused you have access to more solutions.  Your focus actually attracts answers that may be right under your nose. Being focused prompts you to ask better questions because you know more clearly what it is that you need to know. The need to know literally draws out answers from your environment and from people who have the answers or know where to find them. 

Sometimes it seems that the answers to your most pressing questions are eluding you. But, once you get clear on what you need to know, the answers are sure to come your way.  That is, unless you spend your time doubting yourself or the power of focus.  If you get frustrated because your answers are not showing up as fast as you want them to you might want to consider just chilling out for awhile.   It takes a mental state of relaxed focus and openness for the best answers to show up in your crystal ball.


 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. 


Luxury Real Estate Marketing: Food for Thought: Is Free Really Free?

A few years ago we discovered a  company that gathers information about wealthy people and sells it to product and service providers and also charities who target high net worth individuals. Our interest was to see if there was a beneficial application for luxury real estate marketing professionals. 

The information they gathered about the wealthy is all public information. However, what is unique about their service is what they do the information.  They correlate the data using proprietary algorithms and are able to develop profiles on high net worth individuals (approximate net worth, likelihood to invest, donate, buy a second home or refinance, etc.) that would not be obvious if you just looked at the information piece-meal.  It is this sophisticated level of correlation that offers vendors and service providers added value when they pay for the service.  

This value proposition disturbed us because we felt that it was an infringement of privacy, even though all of the information was public. So, we discontinued our investigation into the company. 

Fast forward to Google’s announcement that they are about to  correlate the personal  information that they glean across the multiplicity of their platforms, i.e., Google +, You Tube, Gmail, its search engine, etc..  Given that the majority of Google’s revenue is derived from advertising, their intent is to deliver extraordinary value to advertisers, a value that is superior to that of their closest competitors.  

What they are saying to consumers is this correlation of personal information will provide a better user experience. After all, when you subscribe to Netflix, and rate movies in their system, they are able to make video recommendations based on your personal preferences. You may like the user experience on Amazon when they tell you people who purchased the same book you just bought “also liked” another book. This gives them a way to “up-sale” you (increase the amount of the current transaction). But, you may consider that there is value in getting suggestions.  This then, becomes  a value (theirs) for value (yours) exchange. There is no pretense of “free”. 

But, is this the same type of correlation of information that Google is now about to do?  Google is not just correlating information based on products you have purchased or videos you either purchased or expressly told the system that you like. It is also factoring in many, many more layers and dimensions of your personal preferences and personal information.  On top of all that it is factoring in your age and your current geographic location (based on your mobile devices), for example,  so that it can send you ads that are relevant to local vendors and service providers.

Are you comfortable with this?  You are giving your permission to all of this correlation of your personal information because you have opted-in by default when you sign in to you your Google account.  You do have the option to opt-out, but the onus is on you to take the action to do so, every step of the way which may represent an inconvenience to you.  You are given access to some wonderful applications, media, and tools for free.  But is free really free? 

Apart from any direct benefit to you, your preferences, buying patterns, web-surfing sequences, etc. is valuable information to Google because it helps them understand and predict others who have similar consuming profiles that you have.  This is yet another layer of correlation that factors into the ads that are selected to be displayed to you, ads that Google is being paid for not you.

Before subscription TV, which is brought to you via cable or satellite, TV was free. But, was it really free.  You paid for this with your time and attention as you also watched advertisements.  But, the networks did not collect information about your TV watching habits.  Through market research performed by companies such as Nielson, the networks were able to determine how many viewers were watching which shows.  The more viewers the more money they could command for their ads.

Today, you pay for cable or satellite service and you pay for the advertising with your attention unless you mute the commercials or fast-forward through them if you have recorded the program.  You have a choice to pay attention to ads or not. But, your cable or satellite provider does not know what programs you watch or record. They have no idea who in your family is watching the programs that are viewed on your TV.   

The cable and satellite companies may be able profile your household based on correlating your geographic location, the number of TVs you have connected to their service, the type of bundled entertainment packages to which you subscribe.  But, this is minor league compared to the mega-media of Google and Facebook.

Facebook is another “free” media that derives the majority of its revenues from advertising based on the correlation of your personal information.  With an IPO about to be launched thousands of enthusiastic fans and would-be investors are going to sanction this type of media advertising. A tidal wave of agreement is going to validate this model.

Unlike the company that gathers and correlates public information about high net worth individuals, the information that Google and Facebook gather and correlate about you is your private information.  The specificity of information about you is unprecedented. 

We are not trying to buck this current, just question it. Nor, are we here to pass judgment on Google or Facebook or their users. These are extremely valuable services. We are simply here to dispel the notion that you get Google and Facebook for free and also to propose an alternative idea.

What if you had the choice, like you do with your TV, to pay a subscription fee for the use of Facebook and/or Google services, even Google search, and not receive any ads whatsoever, with the understanding that they cannot use or correlate your personal information?  We would appreciate your opinion.  Would you pay (value for value) for such a subscription?  We would!


 This blog posting has been provided by Ron and Alexandra Seigel, the Language of Luxury Community Founders and managing partners of Napa Consultants, International, the leading luxury real estate strategic marketing firm. They specialize in personal and company branding, luxury real estate website design and social media marketing. Photos courtesy of Ron and Alexandra. 


Marketing Luxury Real Estate: Is Power Schmoozing for YOU?

Have you ever wondered  how it is possible that certain luxury real estate marketing professionals can earn a massive income with just a basic website that is not well optimized to appease the Google Gods and  logging into Facebook only occasionally, if at all?  Marketing luxury real estate is more of a people business than a technology business.  And, these agents get that point loud and clear. They excel at the art of the in-person Power Schmoozing, the ultimate social networking skill, in our opinion.

With all of the hoopla over social networking and internet marketing too many very capable luxury real estate marketing professionals have gotten distracted, lost their perspective and have lost sight of their priorities.  Online schmoozing and blogging, when done right, can be effective.  But, how much time does it take in your day? How much time is the right amount of time for YOU?  This is something that you must ask yourself, personally.

In luxury real estate marketing, mega-incomes do not just happen. You need to consistently expand your sphere of influence if you want to expand your referral base. There is no getting around this.  However, If you are more shy than gregarious online schmoozing  and blogging may fit your personality better than a round of golf with highly connected friends. 

Recently, the WSJ reported that the game of golf is losing 1,000,000 players each year.  They referred to “time-squeezed, electronically-addicted” business people who think four hours or more is too much time away from the pulse of their business. But, how much time are you spending online?  It may be worth your time to measure the effectiveness, in terms of referrals, between online schmoozing and blogging and in- person power schmoozing.  Then, set your priorities accordingly. You may be surprised with the results.

 

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. 

 


Luxury Real Estate Marketing: When Your Name Becomes a Brand

 

Achieving celebrity status within your marketplace as a luxury real estate marketing professional can elevate you to “top-of-mind”.  At this point you become both well-known and well thought of locally by your target market and potential referral sources. Only then, when your name itself becomes very well-known, is it worthwhile to use your name as your brand and also as your website address.

The sudden death of Whitney Houston, one of the great voices of her generation, amplifies this phenomenon. Just the mention of her first name associated with the recording industry sparks immediate recognition of the performer.  Rihanna has recently achieved this status.  So, has Adele.  

Recently, famed Italian chef, author, restaurateur, and regular contributor to PBS cooking shows such as Lidia’s Italy, Lidia Bastianich, launched a product line.  This line includes pastas, sauces, and more.  Every item is known as Lidia’s.  Accompanying the picture and simple logo is her Italian slogan, “Tutti a Tavola, A Mangiare!”  This means, “come all to the table to eat!”  She ends each of her shows with these words.

If you have not reached this level as local celebrity think again about using your name as your brand, and your website address.  Think of it from the standpoint of a website visitor who knows no agent in your marketplace, let alone which name is the true market leader.  You would be much better served branding your practice and your website address as a resource, an authority on the lifestyle in your area. But, if you have established a name for yourself as the leading authority in your area or a niche therein, stick with your name as your brand.

 

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.