Luxury Real Estate Marketing Tip: Does Your Brand Command a Premium?

When you are passionate about what you do and you have aligned your passion with a career path that can deliver the economic benefits that you desire, opportunities seek you out.  And, you can perceive opportunities quicker than your competition.  In fact you can find the trail to opportunities in even the most mundane non-obvious places.

As passionate brand strategists in luxury real estate marketing we find the opportunity to expound upon the principles of branding everywhere we look.  Here is an example of the value of achieving top of mind status.  Recently, we had a minor overnight invasion of ants that attacked the cat food.  We were fortunate to nip this problem in the bud.  But, we decided to take preventative measures for potential midnight raids.  We sought out ant bait/traps.  Two brands were prominently displayed: Combat and Raid.  Both boxes were the same price.  We assumed they were equally efficient. 

Raid is the brand that comes to mind first for us and Combat is not even on our radar screen. Combat had 6 traps in the box and Raid had four.  Raid, obviously commanded a 50% premium based on their brand recognition.  In a time starved world the majority of people would select to brand that comes to mind first, underlines the value of brand recognition.  There is no inherent value of the actual ingredients of the product.  Trust in the brand is the added value.

We selected Combat overriding our natural proclivity to the brand that came to mind first.  This is a mega trend in luxury marketing today: luxury brands themselves getting away with a 50% plus premium on their name alone, they have to demonstrate actual value.

Sellers and buyers are getting smarter when it comes to luxury real estate.  One of the interesting outcomes of the global economic upheaval, luxury real estate consumers are looking for intrinsic value and are unwilling to pay a premium for a home or any other goods, if the intrinsic added value is non-existent.  As a luxury real estate marketing profession, it is now imperative to define your added value and it better be substantive, so that you can achieve top of mind status.   Does your brand command a premium?

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: 8/15/2012 at 1:44 PM
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Categories: Luxury Guest Writers | Luxury Real Estate
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Three Simple Home Upgrades to Revamp Your Living Space

Tired of looking at the same old decor in your home, but don't want to go through the hassle of an elaborate remodeling project? Simple finishes and fixtures can have a dramatic effect on virtually every room in the house and can easily be applied and exchanged as often as home decorating trends evolve. If you're looking for a fun and easy way to get creative with your living space without committing to a huge project, the following list of cool and contemporary ideas can give your home a brand-new look and feel in just a few hours.

Fashionable finishes are your friend

One of the quickest way to update your kitchen or bath is to choose a new finish for your fixtures. According to Judd Lord, the director of industrial design for Delta Faucet Co., chrome is one of the best-selling types of finishes on the market today. Although chrome offers an eye-catching, glamorous look, homeowners can also choose brass, copper, nickel, gold-plated, oil-rubbed metals, matte finishes, shiny finishes, satiny sheens or even customized textures for an entirely unique look. Lord claims that one of the most popular finishing trends is customization, which involves combining two different finishes such as brushed nickel with oil-rubbed bronze for twice the shine and an original appeal.

Start from the top with a modern ceiling fan

A lighting fixture without a ceiling fan is a wasted opportunity. Although some newer lighting fixture styles – such as skylights – may add a chic touch to your home, homeowners can derive much more functionality and personality from modern styles of ceiling fans. Ceiling fans come in a wide variety of different styles, and they all come with the added benefit of improving the air circulation in your home. You can choose a finish for ceiling fans that complements other fixtures in the home. 

Create a pop of color and comfort with decorative rugs

Rugs offer one of the simplest ways to completely change the look and feel of your living space. The best part? You can switch out a decorative rug frequently to match your mood or the season. Adding a rug to a hardwood or tiled area of the home keeps the floor warmer beneath your feet, which gives your home a cozier feeling and provides better insulation during the colder months. Add utilitarian low-pile rugs to areas of the home where you do a lot of standing, including in front of the refrigerator, sink, stove and doors for better support and comfort. For enhanced safety, make sure to include a slip-proof mat beneath each rug to prevent accidents.

Busy homeowners, have no fear. In just half a Saturday, you can freshen up the look of your home just in time for that dinner party or friendly get-together without hiring a professional designer. These simple projects can add a touch of elegance and newness to every room in the home, which can keep you on top of the latest trends between major renovations.

This post was provided by Jessica Sark, an architecture buff with a flair for interior design. In her spare time, she blogs on behalf of Sears and other prestigious brands. Image Source: koocbor


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Posted by: Nicole Lauber
Posted on: 8/14/2012 at 3:27 PM
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Luxury Real Estate Marketing Tip: Do You Speak Bespoke?

DNA STRAND

The word “bespoke” is what every luxury real estate marketing professional needs to know. The term "bespoke" comes from England where it originally referred to custom or tailor-made clothing. “In recent years, however, the term has been applied to information technology and also refers to custom services or products.”  (from techterms.com)

In our former lives as commercial real estate broker owners in Beverly Hills and environs, we practiced bespoke service.  Each buyer, seller, investor, lessor and lessee were treated and taken care of in a unique way based on their preferences.  At the very beginning of our relationship we sat down with each person found out what they needed and wanted from our services as well as their expectations.  We also clarified how they liked to be communicated with.  Some of our clients preferred weekly meetings and phone calls as well as a written report.  Buyers had other criteria, and our developer clients wanted an immediate call and offer written for their fax signature, when some gem came on the market. 

Today as branding and marketing strategists, we practice bespoke service.  We fly out to each client’s marketplace.  We spend time getting to know their marketplace and see the business of their luxury real estate through their eyes.  We establish our relationship and specify their preferred ways of communication and adhere to that.

By thoroughly studying our client’s competition, we help our clients identify and pioneer hidden, untapped market opportunities where they can passionately provide extraordinary value. By establishing and dominating an uncontested market niche their profit margins increase and their competition becomes inconsequential.  We also help our clients define their goals and their preferences.

With that knowledge in hand, we work on developing an over arching strategy.  From that strategy we develop a brand, brand graphics and subsequently a web site geared to fulfilling the strategy.  We also assist our clients in creating a work-style and lifestyle that’s in-sync, so that they can experience a profound sense of control over their personal and professional life.

Bespoke is our style of communication and is reflected in the brands and strategies we come up with.  We know that “one size does not fit all”, every market is unique, and every individual or company is unique and they deserve to be treated that way.  Do you speak bespoke?

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: 8/13/2012 at 12:52 PM
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Categories: Luxury Guest Writers | Luxury Real Estate
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Country Manor on the Mississippi

This 6-bedroom, 10-bathroom, Alpine log home is perfectly situated on 143+ rolling acres offering serene and stunning panoramic views of the Mississippi River. Located just 20 minutes from Dubuque, Iowa, this property will take your breath away.

The kitchen is a dream come true, granite countertops, Durasupreme custom cabinetry, 2 dishwashers, Sub-Zero refrigerator, 2 Sub-Zero drawers, Wolf stove with six burners, griddle and double oven, microwave drawer. Five gas fireplaces, 2 indoor masonry-wood burning fireplaces with gas starters, 1 outdoor masonry-wood burning fireplace and one gas stove. Spectacular bath features a custom rock waterfall. Office and library include custom cherry paneling, moldings and trim, lighted built-in book shelves. Three-story elevator. 30+ acres of tillable land currently used to farm. Numerous trails for hiking, horses or 4-wheelers. Includes a road to the Mississippi River, with a platform dock for kayaks, canoes or flat-bottom boat. BarnPro Custom barn with 6 stalls available. Walk out basement has a 120-foot theater, bar, exercise room, steam shower and built-in sauna. Floor heating system. Diesel generator for backup power, two large mechanical rooms with multiple water heaters and boosters, built-in vacuum system, whole house (smart-house) audio and video, security system with multiple cameras, humidification system, and pure air exchange system. Full apartment over the garage has a full kitchen with refrigerator, dishwasher, stove/oven, microwave, full bathroom and fireplace. Tons of storage. Too many amenities to list!

Offered at $4.9 million. For more information, click here.


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Posted by: Nicole Lauber
Posted on: 8/12/2012 at 8:02 AM
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Categories: duPont REGISTRY Featured Properties | Luxury Real Estate
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The Ocean Estate of Casa De Sueno in Samana, Dominican Republic

This spectacular estate offers a main Villa, apartment and a second home on a 10-acre professionally landscaped mature parcel. Have fresh flowers, organically grown fruits, and spices everyday. With over 320 feet of sea frontage, this estate is surrounded with a solid handmade rock wall. With an entrance at the main Los Galleries-Samana road, the lay of the land flows gently 1,150 feet to the deep blue sea. Featuring a front row seeat to view close up the nearly 3-month long show of the humpback whals. This fine property lends itself to make additions or new construction. This property is sold fully furnished and equipped (turnkey) with everything you need.

Offered at $1.3 million. For more information, click here.


Townsend Place in Boca Raton, Florida

Located at Townsend Place, Downtown Boca Raton, 3 bedroom, 3 bath, Best 2005, with amazing views of Boca Raton Resort golf course and ocean. Spectacular contemporary unit, masterfully remodeled with the finest and rarest finishes, including TOTO Neorest All-In-One electric toilets, MTI super-jet Jacuzzi bath rub, Miele cooktop and cappuccino machine, Sub-Zero refrigeration, rare East Coast/West Coast marble counters, hand-scarped maple and Tiger Wood floors, Lapis Lazuli sink, glass-tile backsplash, Sensomatic sink. Magic Chef wine cooler, LG quiet system washer and dryer. Master bedroom is a work of art that features deluxe shower with body misters and rain shower and TV inlayed behind mirror.

Offered at $1.399 million. For more information, email Michelle Farber Ross.


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Posted by: Nicole Lauber
Posted on: 8/10/2012 at 7:49 AM
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Categories: duPont Marketplace | Luxury Real Estate
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Luxury Real Estate Marketing: There is no “I” in Team

All winning teams will tell you that there is no “I” in the word Team.  As a luxury real estate marketing professional you form teams to work with in all aspects of your business.  Your ability to work as a team with all those involved in a transaction is an integral part of your success.

As we were driving back from an appointment, we noticed the hill burning on the other side of the freeway. A line of firefighters was working to extinguish the fire.  This picture is illustrative of teamwork.  (You will have to look closely at the picture.)  What matters here, in this dangerous situation, is not who will get the fire extinguished. What matters most is that the fire is extinguished.  In selling a home or representing a buyer the goal is not the credit to the individual, it is the accomplishment of the task.  It takes a team, and there is no “I” in team.

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: 8/10/2012 at 7:34 AM
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Categories: Luxury Guest Writers | Luxury Real Estate
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What’s better than a Deer Valley Ski In Ski Out Home?

Deer Valley ski homes have always been in high demand. Their luxurious access to the slopes makes them an ideal location for avid skiers looking for a perfect ski vacation. Ski-in ski-out homes always fetch a premium in mountain towns, and with good reason. However economical stressors have lowered homes values to a more affordable price range in the past few years for the high-end buyers. As such, more and more prospective buyers have been touring homes, trying to find the house of their dreams for more than an ideal price.

While there are other high-end mountain towns, Deer Valley ski homes are the most grand and luxurious. Some of the finest property in the state of Utah is located in this local area of Park City, Utah.  The local restaurants, spas, and shops are all of five star quality. Residents of Deer Valley have some of the finest amenities at their fingertips. The ski trails located within the area have been voted #1 in the country by Ski Magazine for five years in a row! Strict diligence is given to the maximum capacity of skiers; this creates a private and unique atmosphere, free of overcrowding.

Many homeowners in Deer Valley, choose this location for their second and even third homes. Owning a home in Deer Valley is not only a great lifestyle enhancer, but also a superb investment opportunity. Properties in Deer Valley, Utah have been given strong predictions for growth throughout the next five years. Home values are expected to recover steadily providing a great opportunity to buy luxury real estate while pricing is bouncing along the bottom end of the marketplace. 

If owning a house in the Deer Valley area has always been a dream for you, the time is now to make it a reality. There are so many perks to living in a ski resort town. Being so close to the mountain offers resident first tracks on those beautiful powder days every skier longs for. There is an entirely different vibe and atmosphere in the mountains as well. You’ll also meet a wealth of new people from all over the world. Deer Valley homes are exactly what you are looking for. Simply stated, this is the premier mountain skiing town in the entire country!

This post was provided by Ben Fisher, an agent at RE/MAX Associates in Park City, UT specializing in selling Park City Luxury Homes as well real estate in Deer Valley.


Luxury Real Estate Marketing Tip: "Farm to Table Marketing"

A key trend in luxury marketing is the concept of “farm-to-table marketing”. There are important clues here for marketing luxury real estate.  It is not just about offering the facts. It is about telling the story that adds color and engages the emotions.

Farm-to-table marketing in the arena of fine dining while traveling and also for local restaurants is based upon the premise that consumers want to know the point of origin from which their food comes. Chez Panisse restaurant in Berkeley (who pioneered this trend decades ago) credits menu items by mentioning the local purveyor.  Here is an excerpt from the appetizer section of their menu: “Cannard Farm rocket (arugula) and chervil salad with buttered radish and onion toasts.” 

In applying farm-to-table marketing, your luxury real estate message should include the overall story of the home you are selling.  The potential buyer wants the “back story” which allows them to become enchanted with the property.  When they purchase it, it becomes the story they tell their friends and their reasons for buying the home.  For instance, if the home is a rammed earth home, a video on the making of this type of home would make an excellent adjunct to the presentation of the listing on your website.

A few years ago a “rastra block” home was sold in the California wine country.  A rastra block is made from recycled Styrofoam.  This home had photo voltaic cells and solar panels.  The entire house was a story of “farm-to-table” origins.  The property site itself was originally a stone quarry that produced the stone used to build the streets of San Francisco.  The home has recycled architectural elements from France, Africa, and Mexico.   

By breaking down the property’s story and telling sub-stories of its various elements through ancillary rich media, i.e., photos and video, you can engage more buyers.  You also have a surefire way to standout from your competition.

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: 8/9/2012 at 11:16 AM
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Categories: Luxury Guest Writers | Luxury Real Estate
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An Island Vacation Every Day in Anna Maria Island

Come home to an island vacation every day. Do you love planning a great escape to a warm, tropical climate, walking with the sunrise in the morning? Imagine yourself drinking your cup of coffee outside on a spacious, priavte verandah overlooking a spectacular pool, spa and waterfall. Climb out of bed, throw on your favorite shorts and sandals. When you live here, you can jump in your boat and head out on the water for the day. Welcome to paradise. After a day of boating, fishing and sunning, head home to your personal resort. Select a bottle of your favorite wine from your temperature controlled (160 bottle) wine storage and head for the spa.

This home is perfect for entertaining. The entry foyer with elevator ofers views of the 60-foot putting green and the water beyond. The gracious gourmet kitchen has Wolf gas stove, Subzero refrigerator/freezers, Miele dishwasher and dry bar for catered events. The formal dining are seats 14 or more. This floor includes the perfect in-law or guest quarters. The waterside master suite will give you the privacy you desire and the closet you deserve, including a luxury bath. On the other side of the home are three additional bedrooms that will sleep 10 people, additional baths and a laundry room.

This home is centrally located on the island just minutes to Anna Maria's world famous beaches. Walk to the library, dog park, restaurants, shops and the trolley stop. Anna Maria Island is convenient to airports, theater, arts and cultural events of the Tampa Bay area. This is your chance to call the best vacation of your life, home.

Offered at $2.65 million. For more information, click here.


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Posted by: Nicole Lauber
Posted on: 8/9/2012 at 7:39 AM
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Categories: duPont Marketplace | Luxury Real Estate
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Evans Ridge Estate in Parker, Colorado

Step inside Evans Ridge and be immediately swept away by the beauty of this 42,000-square-foot, 70-acre family compound in Parker, Colorado. Designed by renowned architects and designers, Evans Ridge offers privacy, quiet and solitude, all while being just a 40-minute drive southeast of Denver.

"From the minute the sun rises to long after it sets, there is a pulse at Evans Ridge that is rarely found anywhere else," says Sandy Weigand, broker associate with Kentwood Real Estate in Denver. "A sense of Southern graciousness is prevalent throughout the estate, and sophisticated new furnishings blend with rich antiques and fine artwork to provide harmony at every turn."

When its current residents took ownership of Evans Ridge, they decided to upgrade the estate. Additions were made to the interiors, and the exterior was given a complete makeover with a redesign of the architecture and outdoor living spaces. The landscaping was also renovated to allow for a comfortable haven that adds to the warmth of Evans Ridge - ponds, fountains, trees, birds and a teahouse pavillion can all be found on the grounds.

With 11 bedrooms, 3 private guest suites - each with complete living and cooking quarters - 24 baths and a 16-car garage, Evans Ridge is the perfect estate to entertain and host guests, whether for a family renuion or a corporate retreat. Ten fireplaces, a bowling alley, game room, theater room, indoor pool and spa, his-and-her locker rooms, saunas and steam rooms will keep all guests entertained and relaxed.

From almost every room you can enjoy the breathtaking scenery surrounding Evans Ridge. Nestled into a gently sloped hillside, panoramic views of the Front Range peaks, including Devils Head and Mount Evans, can be enjoyed, whether you want to see the sunrise or sunset.

"Evans Ridge is reasy for a gracious family to begin their true enjoyment and appreciation of the significant estate," Sandy says.

Offered at $19.5 million. For more information, click here.


Mediterranean Estate in Cotton Point

Custom Mediterranean estate is built on the former grounds of President Nixon's "Western White House" in Cotton Point Estates. Cotton Point is a private double-gated community with 16 estate lots, each include deeded private-beach access. The community sits above the most premier West Coast surfing spots: Cotton Point, Trestles, Church and San Onofre.

The estate features 6 bedrooms, 5.5 bathrooms, approximately 6,730 square feet and a 30,000-square-foot lot. Elegant, yet warmly inviting with grand foyer, cathedral ceilings and majestic infoor fountain opens to the exquisite formal dining and living rooms that boast beautiful wood flooring.

Fabulous gourmet granite kitchen with large split entertaining island, double ovens and dishwashers, butler's pantry with work center. The great room, ideal for entertaining, features gorgeous custom built-ins with a dramatic focal fireplace, granite wine/martini bar, saltwater aquarium and billiard's room that all open to kitchen. Impressive main floor office has handsome custom wood built-ins and filing cabinets.

Large main floor has an attached, full one-bedroom Casita - perfect for in-law, guest, or service quarters. Master bedroom suite features fireplace, hugh walk-in closet with island built-ins and panic room. Enjoy the beautiful grounds and ocean view from the master bedroom balcony.

Resort grounds include fountain, pool and spa, fire-pit area, built-in BBQ, rose gardens, trampoline and shuffle board court. Three-car garage plus carport accommodates 4 covered parking spaces with plenty of room for additional cars, golf carts or other "toys." Gated driveway wraps around back of the estate and also features a front circular drive.

Offered at $4.5 million. For more information, click here.


Luxury Real Estate Marketing Tip: Be Consistently Remarkable!

Being at the top of your game as a luxury real estate marketing professional requires being consistently remarkable. Market leadership requires it. 

When was the last time you felt uplifted by a customer service experience?  How many people did you tell about it? Did you go out of your way to acknowledge this to the service provider and or their superiors? 

You may consider this a random act of kindness. But, it is just as important as leaving big TIPS (to insure prompt service). And, it keeps you focused on being remarkable, yourself. 

People tend to pass along, to others, their negative experiences at  a significantly higher rate than their positive ones.  So what can you do to ignite a chain reaction of positive buzz about YOU?  Be remarkable in some way that stands out from your competition.  Then be consistent at being remarkable! 

Being consistently remarkable is a true sign of a market leader. Trader Joes exemplifies this principle, brilliantly. TJs, as many loyal customer refer to the company, is a privately owned, specialty grocery store with 365 stores in 31 states.  Their company culture is very strong. They take great care of their people and they have a knack for consistently selecting great people. 

One of the most consistently remarkable attributes of this fine company is their esprit de corps, otherwise known as team spirit. You always feel uplifted by the high positive energy among the employees. Everyone pitches in to help each other, too.  Job satisfaction must be very high as we often ask the TJ staff if they enjoy their job. The answer is a resounding yes,, every time. 

Discover what you can be consistently remarkable about in your luxury real estate marketing practice.  Then, practice deliberate acts of kindness by letting others know that you appreciate their remarkable service.  This keeps you focused on being remarkable, too.

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: 8/6/2012 at 10:07 AM
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Categories: Luxury Guest Writers | Luxury Real Estate
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Jack Rabbit Ranch in Carmel Valley

Enjoy the dazzling splendors of the Monterey Peninsula from high above the fog on this mountaintop property in sunny Carmel Valley. This 262-acre parcel has sweeping 360-degree views of the Santa Lucia mountains, Carmel Valley, Corral De Tierra and both Carmel and Monterey Bays. This extraordinary land is a peaceful haven, an unspoiled local that is home to abundant wildlife, deer, foxes, soaring birds and amazing wildflowers. Carmel Valley is renowned for its great weather with almost year-round sunshine and mild climate.

This property is a rare offering of mountain top property with elevations of up to 2010 feet, conveniently located close to quaint Carmel Valley village. Jack Rabbit Ranch is a blank canvas just waiting for that visionary individual. It has numerous potential building sites all with breathtaking views, vines and equestrian are permitted.

Priced at $3.95 million. For more information, click here.


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Posted by: Nicole Lauber
Posted on: 8/5/2012 at 7:00 AM
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Categories: Luxury Real Estate
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Architectural Masterpiece in St. Petersburg, Florida

The centerpiece of the home is an expansive great room under a soaring three-story atrium. Clerestory windows welcome abundant light and can be opened to take advantage of the gentle breezes across the waters. While the artful architectural style is undeniably impressive, the living spaces of this 5,144-square foot home with 5 bedroom, 4.5 bath, 4-car garage, are welcoming and comfortable. The kitchen is spacious and lavishly appointed with an adjoining breakfast nook. The master bedroom opens onto the back patio with a custom-designed pool. Behind the home is abundant space for outdoor entertaining and a private dock. Located close to downtown St. Petersburg on Snell Isle, this residence proudly proclaims a truly inspired lifestyle. And the half-acre home site is favored by more than 100 feet of frontage along the protected waters of Coffee Pot Bayou.

Offered at $1.85 million. For more information, click here.


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Posted by: Nicole Lauber
Posted on: 8/4/2012 at 6:55 AM
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Categories: duPont Marketplace | Luxury Real Estate
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