Luxury Real Estate Branding: How Strong is Your Brand Recognition, Part 3

Pierre-Auguste Renoir, Dance at Le Moulin de la Galette (Bal du moulin de la Galette), Musée d'Orsay, 1876

To further understand this concept of brand recognition, and just how important it is to your luxury real estate marketing practice, consider the subject of French Impressionists.  Who is the first artist in this category that comes to mind?  How many French Impressionist painters can you think of QUICKLY? Give yourself only 15 seconds. Then, try this question on a friend and see what names come up in just 15 seconds.

Unless you have studied this subject thoroughly or have visited the Quai D’Orsay museum in Paris and have a photographic memory you most likely do not know the top 12 French Impressionists.  Most people who have some exposure to this subject can come up with only 3 at best.   That is how our mind works. We think in categories and sub-categories or niches.

Claude Monet is the most prolific artist in this category. For most people, Renoir and Monet are perhaps the two artists who come to mind first.   But, there are at least a dozen top French Impressionist artists. Here they are in alphabetical order. 

Frédéric Bazille, Gustave Caillebotte, Mary Cassatt, Paul Cézanne, Edgar Degas, Armand Guillaumin, Édouard Manet , Claude Monet, Berthe Morisot, Camille Pissarro, Pierre-Auguste Renoir, Alfred Sisley

Try this question:  When you think of French Impressionists who are famous for paintings ballet dancers which one comes to mind first? Edgar Degas is known best for this subject.  Can you think of any other artists in general who are known for painting this subject? 

Edgar Degas, Stage Rehearsal, 1878–1879, The Metropolitan Museum of Art New York City

How about haystacks?  Claude Monet is famous for these.  But, Armand Guillaumin also painted haystacks.  Why does his name not come to mind as readily?  Claude Monet “owns” the word ‘haystacks’ like Degas owns ‘ballet dancers’.  And, that is exactly what your goal is as a luxury real estate marketing professional.  Find a niche or category of luxury real estate in your marketplace that you can own.  That is, if top-of-mind-status and instant brand recognition is your quest.

Claude Monet, Haystacks, (sunset), 1890–1891, Museum of Fine Arts, Boston

(All photos are in US public domain)

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: 7/24/2012 at 7:22 AM
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Categories: Luxury Guest Writers | Luxury Real Estate
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17th Anniversary Top 10: Outdoor Living Areas

Ondine, Vermont | www.ondinevt.com

Rancho Mirage, California | www.iamthedesert.com

Rancho Mirage, California | www.iamthedesert.com

Naples, Florida | www.billearls.com

Phoenix, Arizona | www.jeffpolettrealty.com

Miami Beach, Florida | www.oceanhousesouthbeach.com

Fort Lauderdale, Florida | www.luxuryrealestateftl.com

Cape Cod, Massachusetts | www.woodshadeestate.com

Bozeman, Montana | www.suplatinum.com

Las Vegas, Nevada | www.tanyamurray.com

Want to see more Top 10s? Click here to view our 17th Anniversary digital issue!


17th Anniversary Top 10: Living Rooms

Bozeman, Montana | www.suplatinum.com

Naples, Florida | www.billearls.com

Kentfield, California | www.marinkentfieldestate.com

Bozeman, Montana | www.suplatinum.com

Rancho Mirage, California | www.iamthedesert.com

Lake Tahoe | www.laketahoe-estates.com

Grand Isle Exuma, Bahamas | www.coldwellbankerbahamas.com

Muscle Shoals, Alabama | www.davidgardner.com

Beaver Creek, Colorado | www.vailmountainlifestyle.com

Beaver Creek, Colorado | www.vailmountainlifestyle.com

Want to see more Top 10s? Click here to view our 17th Anniversary Issue!


Personal and Company Branding: How Strong is Your Brand Recognition Part 2

Photo by Valentino Vicentini

Instant recognition, of your personal or company brand in marketing luxury real estate, is the ultimate goal of banding.  The fastest route to achieve this top-of-mind status is by specializing in a particular category or niche within your market place and becoming identified with that category. An example would be the waterfront property expert.

In part 1 of this article series about brand recognition, we demonstrated the speed at which the mind recognizes an iconic brand. What is not as obvious, however, it the speed at which we categorize, or pigeon hole that which we observe in order to give it a context.  The ultimate goal of branding is to become top of mind in a category.  James Bond’s 007 enjoys top of mind status in a specific category or genre of films-spy thrillers.  Can you think of any other lead characters in this film niche?  How about Jason Bourne in the Bourne Identity, or Ethan Hunt in Mission Impossible?

Spy thrillers are a sub-category or a niche within the large category of action adventure files. For example there are numerous action adventure heroes such as Batman, Spiderman, Superman, Ironman, X Men and the Incredible Hulk. James Bond is an action hero. But, would James Bond be associated with this same group of characters?

Try another category! When you think of late night talk show hosts, who comes to mind?  Did you think of Jay Leno or David Letterman?  How about a daytime talk show host?  Did Ellen or Oprah come to mind?  Notice that Oprah did not come to mind in the late night category.

Our minds think in categories, whether it is products, services, plants, animals or entertainment. That is why it is so important for you as a luxury real estate marketing professional to stand out and become known for some specific niche within the minds of your target market.

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


Rosemary Beach, Florida

Located on 107 acres of land that faces the Gulf of Mexico is Rosemary Beach, Florida, a beautifully planned community with easy access to some of the most beautiful beaches in the world.

“Rosemary Beach is a traditional neighborhood development on the synergistic east end of Scenic Highway 30A in northwest Florida, between Destin and Panama City Beach,” says Linda Miller, Vice President, Broker and Realtor with Rosemary Beach Realty. “This development has a relaxed atmosphere of Caribbean charm and incorporates architectural and urban planning influences from around the world.”

While the beaches are obviously a major attraction for those who live in the area, Rosemary Beach also offers hiking trails, fine dining, great shopping, and a great quality of life with a sense of community and belonging, Linda notes.

One thing that makes Rosemary Beach different from the rest of Florida’s beaches is its balance of being a community and also a resort destination (you can catch a direct flight to the area from Orlando, Nashville, Houston and Baltimore). “Rosemary Beach mixes the virtues of urban density and pedestrian scale and accessibility. There’s no need for your car once you arrive because everything in town is less than 5-minute stroll away,” Linda says. “Everyone should come and visit – our town is a magical place and you’ll want to stay and play!”

For more information about Rosemary Beach, click here.


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Posted by: Nicole Lauber
Posted on: 7/22/2012 at 4:18 PM
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Categories: duPont Marketplace | Luxury Real Estate
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Castle of Rincon in Rincon, Puerto Rico

From its inception in 2006 and completion in 2009, no stone was left unturned in the creation of the picturesque Castle of Rincon, a modern-day Mediterranean-style castle perfectly set atop a private mountain peak on the west coast of Rincon, Puerto Rico. Sitting 800 feet above sea level, the Castle offers a 260-degree view of the ocean and a 100-degree view of green, lush scenery. Rincon has near perfect weather year-round with warm days, cool nights and tropical breezes.

The Castle was built with old-world elements in mind, while also adding in European styles of architecture. Inside, the Castle is filled with luxurious amenities including a glass elevator, a distilled water system, a water softener, a central vacuum system, a smart house wiring system for lighting, air conditioning in all bedrooms, and an elaborate intercom and security system that is unparalleled. Steep natural grades, high walls, cameras and security gates also protect the castle.

The most amazing feature about this home is its green technology, including two wind generators and 34 solar panels with computerized sun trackers – panels that move every 90 seconds to stay in exact alignment with the sun – that generate on average 50,000 watts per day. Maximum production is approximately 80,000 watts per day. The home is 95-percent “green power,” which is another term for renewable energy, and is produced from non-hazardous technologies such as air turbines and solar cells. The Castle is self-sufficient with its private 30,000-gallon cistern and water reserve, solar and wind power and abundance of fruit trees.

Seeing that you’re in a private location, it’s natural to worry about how far some necessary amenities are. Owner of the Castle, Gary Hellings, says, “The castle is remote enough by choice, yet so very close to beaches, fine dining, shopping, airports, and docks. You can also fly onto your own heliport located adjacent to the courtyard.”

The Castle of Rincon is the perfect getaway from the stressors of life and truly a jewel of Puerto Rico.

For more information about the Castle of Rincon, click here.


17th Anniversary Top 10: Dream Kitchens

Las Vegas, Nevada | www.tanyamurray.com

Rancho Mirage, California | www.iamthedesert.com

Palm Springs, California | www.iamthedesert.com

Indian Harbour Beach, Florida | www.carpenterkessel.com

Muscle Shoals, Alabama | www.davidgardnerhomes.com

Charlotte, North Carolina | www.hmproperties.com

Malibu, California | www.premiermalibuestate.com

Miami Beach, Florida | www.oceanhousesouthbeach.com

Fort Lauderdale, Florida | www.luxuryrealestatefl.com

Bozeman, Montana | www.suplatinum.com

Get our 17th Anniversary issue here!


Personal & Company Branding: How Strong is Your Brand Recognition?

The branding goal for luxury real estate marketing professionals is instant brand recognition. When you first saw the image above in this post, what thoughts came to mind?  First, did you recognize the brand?  If so, how long did it take you to recognize it? If you are like most people who are attuned to popular culture you know that thist is James Bond’s logo and you recognized it in a Nano-second.

Isn’t it amazing how three numbers and a gun can communicate such a potent message?  That message is spy story (suspenseful action-adventure with international intrigue).  It conjures images of the main character in the story that has mass appeal. He is an archetypical action hero who is suave, debonair, charismatic, sexually attractive, a lady’s man, with tongue-and-cheek humor, who is bent on protecting mankind from evil.

Likewise, the words, “double 0 seven” have a similar impact. So do the first seven notes in the James Bond sound track (brand perfection in 7 notes). That image, the words and the sounds have made an indelible impression in your mind over the years and will likely be accessible to your recall for life. That is the power of branding! 

This is the 50th anniversary of the famed James Bond franchise.  The 23rd James Bond film, Skyfall, is coming out this winter, starring Daniel Craig. The James Bond fan club is global. Are you thinking of seeing it?  

Marketing luxury real estate at the level of market leadership requires that you establish an indelible brand in the minds of your target market.  It requires instant brand recognition to sustain market leadership.  How strong is your brand recognition?

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.


17th Anniversary Top 10: Entertainment Rooms

Canyon Lake, California | www.canyonlakebrentbestbuys.com

Fort Washington, Pennsylvania | www.christiesrealestate.com

Charlotte, North Carolina | www.hmproperties.com

Coronado, California | www.527oceanblvd.com

Gold Coast, Australia | www.sovereignislandhomes.com

Miami Beach, Florida | www.oceanhousesouthbeach.com

Orlando, Florida | www.oxfordrealty.com

Windermere, Florida | www.oxfordrealty.com

Las Vegas, Nevada | www.tanyamurray.com

Fort Myers, Florida | www.viprealty.com

Want to read more about these properties? Click here to view our 17th Anniversary Issue online!


17th Anniversary Top 10: Dining Rooms

Fort Washington, PA | www.christiesrealestate.com

Bethel, New York | www.chapinestate.com

Rincon, Puerto Rico | www.castleofrincon.com

Miami Beach, Florida | www.oceanhousesouthbeach.com

Bozeman, Montana | www.suplatinum.com

Bozeman, MT | www.suplatinum.com

Livingston, MT | www.suplatinum.com

Parker, CO | www.sandyweigand.com

Altanta, GA | www.kellyboudreau.com

Highlands, NC | www.sageemanor.com


Finding The Right Fireplace

Finding a home with all the right features can be a challenge. If your home doesn't have all the amenities you envisioned, you can usually add them at some point down the road And if you're lamenting the fact that you don't have a fireplace for cozy family get-togethers, you'll find that dream is not out of reach. Electric, gas and ethanol fireplaces are available in a variety of styles and sizes that complement any interior. 

Choosing a Location 

Fireplaces can be part of any room in your home, or even outside on your patio, so decide where you want your fireplace to be. Many people install them in the living room or family room to act as a gathering place for the family and to warm spaces where guests spend time. Couples often install a fireplace in the master bedroom as well to make it feel cozier and more luxurious. Walk through your home and identify places where you would like to spend more time and where a fireplace would make the space more appealing and functional.

Selecting a Fireplace 

Although an old-fashioned wood-burning fireplace is not without charm, it isn't necessarily the best choice for your home. They require a chimney to vent, which can be complicated and expensive to install, and you have to clean and maintain them regularly. Consider an alternative fireplace that will act as a heater for your home as well:

  • Gas insert fireplaces are perfect if you have an older wood-burning fireplace that you want to convert into a gas fireplace that you will use more frequently. These are set back into the wall like a masonry fireplace, and you can either install them inside an existing fireplace or create a new one for your gas insert.
  • Vent-free ethanol fireplaces are perfect if you don't have a way to vent your fireplace. You can install them right in the middle of a room, or potentially as a room divider between two areas of a large space, without having to add a bulky chimney above them. You can also move these fireplaces, or even put them away during the summer.
  • Electric fireplaces are the easiest to install in any room because they simply plug in to an outlet. The electric "flames" can add a fun element to a media room or family room. 

Bringing Together the Right Look 

Choosing the correct size and design for your fireplace is the last step in matching the type of fireplace you have chosen to the space you have set aside for it. Options range from sleek modern inserts to fireplaces that look like they belong in old Victorian homes. Choose a color, design, and size that complements your décor without overwhelming it. Another option is to find a fireplace you love and redecorate the room to match that piece.

Installing a fireplace in your home will make it feel much cozier in the winter. Many people use fireplaces as space heaters in the rooms where they spend the most time. People will love gathering around your new fireplace to spend time together, and you'll probably find yourself wondering how you ever got by without it.

This post was provided by Jessica Stark, Jessica, who blogs for Sears and other prestigious brands, enjoys learning all there is to know about interior design and then writing about it.

[Image Source: http://www.flickr.com/photos/listener42/6723650149/]

 


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Posted by: Nicole Lauber
Posted on: 7/17/2012 at 4:34 PM
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17th Anniversary Top 10: Celebrity Estates

John Smoltz | Milton, GA | www.mcgrawandassociates.harrynorman.com

Pete & Bridgette Sampras | Thousand Oaks, CA | www.JordanCohen.com

Stephen Sommers | Malibu, CA | www.JordanCohen.com

Formerly Elizabeth Taylor's Estate | Middleburg, VA | www.brigadoonfarmmiddleburg.com

Trevor Immelman | Orlando, FL | www.lakenona.com

Siegfried & Roy's | Las Vegas, NV | www.luxeestatescollection.com

Brad Radke | Belleair Beach, FL | www.thethorncollection.com

Richard Childress | Livingston, MT | www.suplatinum.com

Formerly Katharine Hepburn's Estate | Old Saybrook, CT | www.coletteharron.williampitt.com

Allison Janney | Palm Springs, CA | www.scotthisted.com


Luxury Real Estate Branding: Do You Need a Brand?

Do you need a brand for your luxury real estate marketing business?  You need a brand if you are in pursuit of market leadership in your chosen niche. A clearly articulated brand facilitates referrals and decision-making on both sides (sellers/buyers) of the real estate game. 

Like it or not, we are branded from the moment we are born.  Brands are labels; they are a shortcut and a time saver for the mind.  They are so obvious that we take them for granted. They become invisible. 

The moment we look at someone, our mind’s computer begins to assess and pigeonhole. The more we are pressed for time the more we rely on snap judgments.  

With products and services, once we pigeonhole a product or service in a category we equate the category and the brand. And, we only have room for a few products or services in each category, at least from the standpoint of being able to readily recall the brand name. The goal of branding is to achieve top-of-mind status in that short list of products or services within any given category.

To stand out and reach the top of the list you have to make it easy for others to communicate about your brand to others.  That is the challenge of branding. It is all about making a compelling case to be at the top of the mental list, in your category, for your target market.  If they are convinced that you should be at the top of their list, you must empower them to convince others.

Think of a brand that you like.  What would you tell someone about it?  How did that brand get to the top of your list? Getting to the point where one wants to refer you requires a continuous strategy and marketing plan that secures your brand recognition and your dominance in the marketplace. 

Tiffany’s is the quintessential luxurious American brand when it comes to engagement rings.  That is an example of equating a brand with a category.  In the minds of young women about to be engaged, Tiffany’s is the place to go.  It is at the top of the list in the engagement ring category.  Tiffany’s has cultivated that top-of-mind status through brilliant strategy on all fronts.  Last year, they premiered their now successful interactive site, What Makes Love True, solidifying their position as the premiere place for engagement rings.

Are you on the top of the list in your category for marketing luxury real estate?  Or, do you need a 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.


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Posted by: Nicole Lauber
Posted on: 7/17/2012 at 4:55 AM
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Categories: Luxury Guest Writers | Luxury Real Estate
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Luxury Real Estate Branding: What Color is Your Tomato?

In order to understand branding in the realm of luxury real estate marketing, it is important to understand brand categories. If market leadership is your quest, as a luxury real estate marketing professional, the key is to select a brand category or sub-category in your marketplace that you can dominate.  

Here is a simple illustration of brand categories.  The above picture shows a variety of heirloom red tomatoes with yellow stripes.  If all of real estate could be classified as a tomato, then the heirlooms could represent luxury real estate.  In the kingdom of heirlooms, there are many heirloom varieties. 

This photo shows a darker red heirloom with green stripes, and beside it is the yellow heirloom with red striping.  These three varieties could be classified as sub-categories in your marketplace.  If yellow tomatoes represent luxury condos, the opportunity here is to be the king/queen (the yellow tomato) of the luxury condo market.

The differences in the DNA makeup of these categories are minor, but the characteristics in terms of shape, color and flavor are distinctive. The heirloom tomato’s target market is discerning tomato lovers in general, but each customer has their preferences. The key to branding is to clearly amplify the difference so that the customer looking for sweet, low acidic tomatoes, for instance, can quickly be matched with the right brand, yellow tomatoes.

Buying from or listing with a dedicated specialist gives your client confidence, that they are dealing with an expert. Branding therefore, accelerates the selection process in a sea of choices, and saves time for everyone.

What color is your tomato?

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: 7/16/2012 at 12:05 PM
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Categories: Luxury Guest Writers | Luxury Real Estate
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Luxury Lakes Region Style in New Hampshire

Susan Bradley is uniquely skilled at accurately sensing the customer's needs, and is acutely aware that her considerable success is a direct result of her client’s satisfaction. The qualities that define excellence in a real estate representative; in-depth market  knowledge, a vast business network, highly effective negotiation skills, community awareness and personal integrity, are each the mark of any true professional. Susan Bradley takes professionalism one step further. Sue maintains a strong commitment to not only representing her clients, but advocating for them. Each transaction is carried out efficiently but with great care, with the confidence of an expert but always in cooperation with her client. Susan is the Lakes Region’s premier agent, representing the cream-of-the-crop in Lakes Region real estate.

On the Northwest corner of gorgeous Lake Winnipesaukee in the heart of New Hampshire’s beautiful Lakes Region sits Susan’s domain, Governor’s Island. As the fourth largest island on the lake, upscale Governor’s Island offers the most amazing high-end properties as well as bridge access, exclusive Governor’s Island Club amenities, and comfortable proximity to all area services; marinas, golf courses, skiing, wonderful restaurants and unique shopping. From gated estates to historic landmarks, Susan Bradley has something for everyone.

For Susan Bradley's information and listings, click here.


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Posted by: Nicole Lauber
Posted on: 7/14/2012 at 4:03 PM
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Categories: duPont Marketplace | Featured Realtors | Luxury Real Estate
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