Luxury Real Estate Marketing Tips: Understanding the Mindset of Your High Net Worth Clients - Part 2

Psychographics is the study of personality, values, attitudes, interests and lifestyle.  Understanding each of these components is key to building your luxury real estate marketing practice. 

It is very important, as a professional, not to be critical about your clients’ attitudes in regards to abundance or scarcity.  Get beyond these judgments and grasp what is at their root. 

Some of the wealthiest and most kindhearted people are those who “count their blessings” every day. Others are petrified that they can loose it all overnight. Some are so busy comparing their net worth to others that they miss opportunities that are right under their noses.  It all comes down to a mindset of abundance or scarcity, which is not dependent on their net worth so much as their sense of self. 

What is most amazing is that you can have an abundant mindset regardless of your demographic profile. Conversely, you can have a scarcity mindset with millions in the bank! 

At the core of the abundant/scarcity mindset, is either personal insecurity, or a sense of being OK with ones self.  Much of the pretentiousness that is often associated with the wealthy really comes from personal insecurity. Generosity, when it is genuine, comes from a strong sense of self.  Neither is right or wrong. And, that is the perspective that will help you earn more commissions. 

Have you heard the lyrics of the song “ Got the Sun In the Morning and the Moon at Night” from the 1946 Irving Berlin Broadway musical, Annie Get Your Guns

Got no diamond, got no pearl,

Still I think I'm a lucky girl.

I've got the sun in the morning

And the moon at night.

Got no mansion, got no yacht,

Still I'm happy with what I got.

I've got the sun in the morning

And the moon at night

Sunshine gives me a lovely day,

Moonlight gives me the Milky Way.

Got no checkbooks, got no banks,

Still, I'd like to express my thanks.

I've got the sun in the morning

And the moon at night.

And with the sun in the morning

And the moon in the evening

I'm alright.

Got no butler, got no maid.

Still I think I've been overpaid,

I've got the sun in the morning

And the moon at night.

Got no silver, got no gold,

What you've got can't be bought or sold.

I've got the sun in the morning

And the moon at night.

Sunshine gives me a lovely day,

Moonlight gives me the Milky Way.

Got no heirlooms for my kin,

Made no will but when I cash in

I'll leave the sun in the morning

And the moon at night.

And with the sun in the morning

And the moon in the evening

I'm alright.

 

As a luxury real estate marketing professional it is extremely important to understand the difference between the abundant and scarcity mindset of wealthy consumers.  This explains why you must take into consideration both the demographic and psychographic profile of your clients.  Most important, you must suspend your judgment of pretentiousness when you encounter a scarcity mindset.  Get beyond judgment and into a deeper understanding of what is at its source.  If you do you will win more business and referrals.

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: 10/17/2012 at 7:21 AM
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We're steps from the sand

Eileen and William Kedersha, a dynamo team from the Ft. Lauderdale office of Sotheby's Realty, survey the ocean from their condo at water's edge.  "We're steps from the sand," she says, "and we have been boating here for the past 30 years."

With the Intracoastal and the ocean this city is paradise for boaters, residents, and vacationers: "It's the Venice of America," she says. "A marvelous place for boating."

Ft. Lauderdale is alive with restaurants, hotels, and stylish shopping too. There's Las Olas Boulevard, the Galleria Mall, and the vast Sawgrass Mall outlet with Burberry, Prada, Ralph Lauren. "Amazing stores!" she says.

An international airport makes it a quick hop to anywhere and back.

Still, the town retains "a laid back quiet." The best of both worlds.  "It is such a beautiful area and we're so thrilled to be here and boast about it!"

Recently listed by the Kedershas, is a prized home on a prized lot in the particularly prized neighborhood of Coral Ridge in Ft. Lauderdale.  

Coveted for its fine public and private and proximity to golf and fine dining at the Coral Ridge Country Club, this 31-room estate features 23,859 square feet of living area and a double point lot with 650' spectacular feet of water frontage.

There's a 2000 square foot family room with 30-foot ceilings, a media room, a hair salon, a gym, a mirrored ballet studio, and a seven car air conditioned, marble floored garage.

The grounds are equally sensational. The 102-foot pool features waterfalls, a rock climbing wall and an in-pool Jacuzzi that seats twelve. Need sustenance while swimming? There's an in-pool bar and a BBQ.

A two-bedroom guest cottage is nestled in a private Spanish garden.

Smart home technology keeps it running: the 52 camera security system, intercoms, music, lights...all brilliantly computerized.

"It's just an amazing property," Kedersha says of the home, now listed at $18,900,000.


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Posted by: Keri Mahoney
Posted on: 10/16/2012 at 10:28 AM
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Luxury Real Estate Marketing Tips: Understanding the Mindset of Your High Net Worth Clients - Part 1

As a luxury real estate marketing professional, the more you know about the mindset of high net worth individuals the more able you will be to meet their needs. Understanding their affluent mindset will also help you attract more wealthy clients. 

Never assume that knowing your client’s demographics, i.e. gender, home ownership status, employment status, location, etc. is sufficient. Demographics may help you qualify potential clients.  But, demographics alone does not give you adequate insight into the decision making process of high net worth individual, which is the key to winning listings and successfully selling expensive homes. 

There is an important term to grasp when marketing luxury real estate, and that is psychographics, the study of personality, values, attitudes, interests and lifestyles. We use psychographics interchangeably with mindset.  You must have a command of both demographics and psychographics if you want to command the lion’s share of your marketplace. 

The television series, “Lifestyles of the Rich and Famous” focused on the extravagant lifestyles of wealthy entertainers, athletes and business moguls. While "champagne wishes and caviar dreams" may represent the mindset of a certain segment this demographic it certainly is not the mindset of all high net worth individuals.  

Actually, the majority of people in this demographic do not care to flaunt their financial status. Instead, they live modest, unassuming lifestyles.  They are the “millionaires next door” who drive practical cars, live in modest homes and do not take exotic vacations.  Warren Buffet, one of the wealthiest men in the world, still lives modestly in Nebraska. Sam Walton drove a beat-up truck long after Wall Mart became a household name. 

To better serve and attract more affluent clients, follow our series on psychograhics:  The Advantages of Understanding the Mindset of Your High Net Worth Clients.

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: 10/16/2012 at 7:20 AM
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Seaside in South Florida

Between the traditional architectural designs of Palm Beach and the wildly tantalizing and contemporary designs of Miami architecture, buyers interested in seaside and waterfront properties have a plethora of styles of residences to choose from – but they’re going quickly.
            Nicole Higgins of Seaside Properties Group, Inc. in South Florida, specializes in luxury oceanfront condominiums and single family homes on the water, from Palm Beach to Miami.  “Waterfront homes offer fabulous ocean views, as well as a certain tranquility that cannot be duplicated living in any other location,” says Higgins. In addition, waterfront property is so limited that part of its appeal is the constant demand and ease to maintain superior market value.
            Waterfront living, especially in South Florida, offers a variety of popular activities including all forms of boating and the newly popular paddle boarding. Being such a culturally diverse area, residents also have access to some of the finest dining in the country, professional sports venues, world-class shopping and exciting night life. Of course, there is the year-round sunshine and beautiful, ocean. .
 
           The Palms, Oceanfront Villa VI embodies splendorous beachfront living. This 5,580-square-foot property, on the market through Seaside Properties Group, Inc. for just over $3.5 million, is a gorgeous 4-story Villa. With 3 bedrooms, 4 ½ baths, a two-story great room and media rooms, this magnificent Villa is the perfect oceanfront single-family home. The living room has beautiful, calming views of the ocean through the two-story floor to ceiling glass walls. The Villa also has an 830-square-foot terrace where you can enjoy spectacular views of Florida sunrises and breathe in the tropical air. Between the private 2-car garage, 24-hour security guard gate and valet parking as well as full beach and pool service and state of the art recreational facilities, Villa VI located at Fort Lauderdales most elegant address, The Palms.

 

Niki Higgins
Seaside Properties Group, Inc.
(888) 242-4422
nhiggins@spg.cc
www.spg.cc


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Posted by: Keri Mahoney
Posted on: 10/15/2012 at 10:22 AM
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Andaz Wailea: Maui's New Luxury Resort

At long last and after many years of speculation, the Wailea resort in South Maui will finally have a new luxury resort: Andaz Wailea. At the site of the old Renaissance hotel, the 15 acre beachfront resort will encompass 297 masterfully designed guest rooms/suites, as well as 19 beachfront villas – the bulk of which will be available for sale.

Located beachfront on arguably one of the best beaches in the world, Mokapu Beach, Andaz Maui at Wailea  is scheduled to debut Spring 2013. On-site amenities will include two highly acclaimed full service restaurants, four cascading infinity pools, two poolside venues and a Hawaiian food, beverage, and retail market. In addition, there will be ample room for events and meetings, with over 15,000 square feet dedicated for indoor/outdoor events. Weddings and other special events will enjoy a beachfront venue, setting the perfect stage for memories of a lifetime.

With 6 other Hyatt Andaz properties worldwide, the concept has been innovative: presenting a world-class experience that embraces the local culture.  Designed by world-renowned architects, the Rockwell Group, Andaz Maui at Wailea is set to deliver 5-star resort service in one of the most beautiful settings in the Pacific, with a touch of Aloha.

Long awaited, Andaz Maui at Wailea is set to exceed all expectations and redefine luxury living in Maui.

This blog post was provided by Alex Cortez, a Realtor with Island Sotheby’s Int. Realty. He specializes in Kihei Condos  and Wailea Homes .


Casa Maria Awaits!

Casa Maria awaits! This three story waterfront estate on Tampa Bay is suited for those who love to entertain year-round. Your exclusive bay front individually gated Mustique Bay home has views of St. Petersburg and Tampa Skylines. Escape the hustle bustle of downtown Tampa to this serene 9000+ sq. ft. home that boasts an elevator to the three floors that have a four car garage, a theater room, a bonus room, two offices, two large bar/entertainment areas, 6 bedrooms, 5.5 baths, formal dining and living areas, an oversized gourmet kitchen with high end appliances (two dishwashers & two full size wall ovens) and a great room and views of the open bay from most all rooms. Your search is over, welcome home.


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Posted by: Keri Mahoney
Posted on: 10/14/2012 at 10:19 AM
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Luxury in Miami – Versace Mansion

Located in the heart of South Beach at 1116 Ocean Drive is an iconic oasis that once belonged to renowned fashion designer Gianni Versace. The astounding estate, Casa Casuarina, more commonly known as the Versace Mansion, is a prime property currently on Miami’s housing market.

Walking through the gates of Casa Casuarina is like stepping back in time. Architect Alden Freeman was inspired by the oldest existing house in the Western Hemisphere, the “Alcazar de Colon” in the Dominican Republic, when building the estate in 1930. The 19,000-square-foot mansion has 10 bedrooms and 14 bathrooms, two professional kitchens, two dining rooms – one with its own bar. Each bedroom in Casa Casuarina is its own luxuriously themed suite, and every room has been professionally decorated to the last detail. The mansion was built with the finest stones and materials, not stopping at what lies in the center of the estate – a 54-foot-long mosaic pool lined with 24-karat gold and an outdoor dining area.


 

“Casa Casuarina is truly unique,” says Jill Eber of The Jills real estate services in Miami. “It is the crown jewel of luxury real estate in South Florida. It is a reflection of Versace’s impeccable taste.”
            Something not many people know is that the Versace Mansion has its own observatory that opens to the beautiful views of the South Hemisphere. At night, you can relax and witness some of nature’s most miraculous galaxial miracles.
            In addition to the amenities this property has to offer, the incomparable attention to detail and use of art, fabric and textures in the design of the house makes the Versace Mansion a beautiful place to entertain and indulge in all Miami has to offer. The potential buyer is someone who wants a trophy property; who understands Miami and has an appreciation for art, design and history.


During the day, residents of Casa Casuarina can lounge on the gorgeous white sandy beaches of South Beach or dine in some of the finest restaurants in the country. Miami offers residents something that can’t be found anywhere else. Living in the Versace Mansion would be living in a paradise within a paradise.
            “Very few people get the chance to own a museum or iconic property of this stature,” says Eber. “Casa Casuarina is rumored to be the second most photographed property next to the White House.”


Jill Eber
Coldwell Banker, The Jills
305-915-2556
www.thejills.com


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Posted by: Keri Mahoney
Posted on: 10/13/2012 at 10:13 AM
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The Luxury of White Peach Champagne, Venice, Love and a Great Gift

Yesterday, we were in Beverly Hills bright and early for business meetings.  The conversation turned to champagne as a gift, and we remembered one of our favorite aperitif (cocktail) champagnes-peach champagne.  Inspired by the famed Italian version (the Bellini, which is now the official cocktail of the International Bartenders Association), the French have bottled this wonderful elixir.

The Bellini was invented in Venice by Giuseppe Cipriani  at his restaurant called, Harry’s Bar in Venice, in 1934.  Legend has it that Signor Cipriani made the first Prosseco (Italian sparkling wine) and white peach puree cocktail for his beautiful girlfriend, and named it “Bellini” because it reminded him of a painting by the 15th century Venetian artist, Giovanni Bellini..  This was the seasonal specialty at this quintessential Venetian restaurant that was frequented by Ernest Hemmingway, Sinclair Lewis and Orson Welles. 

We were first introduced to this delight at a fresh fish restaurant in Paris.  We ordered the sea food platter with oysters, clams, langoustine, and pink shrimp.  Our waiter suggested peach champagne.  Both my mother and Ron laughed at me when I ordered it.  The moment it arrived and I tasted it, I was in love.  When Ron and Mom tasted it, I had to pry out of their hands…they also ordered it.

When we returned to Los Angeles, I promptly called every wine store to find this champagne.  I located it at DuVin in West Hollywood across from the Pacific Design Center.  It is a wonderful wine store specializing in European wines tucked behind a garden.  The owners are a delight and introduced us to many delicious French and Italian wines.  When we lived in Napa, I had them deliver a case to our home for holiday gifts several times.  In a wine savvy community, everyone was absolutely delighted and could not thank us enough for this amazing champagne treat. 

Wishing you all a great weekend, Cheers Ron & Alexandra

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: 10/12/2012 at 2:42 PM
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A Small Slice of Paradise Near Atlanta, Georgia

Discover complete tranquility in the lush foothills of the Appalachian Mountains in Georgia. Tate City, population 32, offers complete peace of mind, just a two hour drive from Atlanta.

 

Tate City’s centerpiece is the Tallulah River, a feature at sets the area apart as a haven for outdoor activities and flows intothe headwaters of Lake Burton, a 2,275-acre reservoir.

 

Once upon a time, Tate City was a teeming mining and lumbering community. Now, it is the sleepy home to a few full time residents, and serves as a vacation spot for countless sightseers. A quiet community cradled by a National forest, Tate City is also home to a residence that is just as charming as the city itself.

 

When Margie and Rick Cashatt completed their 6,000 square foot home, it represented a realized dream for the couple. Their home is set six miles into a winding forest road following the famous Tallulah River adorned with fisherman ready to catch the freshly stocked trout. Margie’s grandparents had lived in the area since the 1950s, so the pristine mountainsides held all ofthe nostalgia of her childhood days exploring what she considered her own paradise.

 

Expansive river views can be seen from the main floor. Free flowing pastures and manicured grounds provide an idyllicbackdrop for the home, complete with a pond for catfish and trout. If you are interested in learning more about this one-of-a-kind residence, please contact Julie Barnett with Harry Norman Realtors Luxury Lake and Mountain.

 

A winning combination of a slower pace of life and outdoor lifestyle, Tate City is a testament to all that once was. Relive a simpler time, and discover the benefits of all natural living in this sleepy Georgia city.


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Posted by: Keri Mahoney
Posted on: 10/12/2012 at 10:10 AM
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Ranch Marketing Associates

Buying or Selling ranch property is not a typical real estate transaction.    Many factors must first be considered in order to make a proper analysis of a ranch/agriculture or recreation property so that a prudent decision to buy or sell results.  Many traditional real estate brokers are unfamiliar with critical aspects of ranch brokerage that can make it different and challenging.  It is imperative that brokers involved in large land transactions of any kind be knowledgeable and experienced in land and livestock management, agricultural production, wildlife management, water and mineral rights and ranch contract issues.  This is why it is recommended and beneficial to utilize highly specialized services of a ranch real estate firm such as Ranch Marketing Associates. 

Co-Founding Partners, Ron Morris and Billy Long, have assembled the most knowledgeable Ranch Brokerage firm in the United States - creating the team, Ranch Marketing Associates.  With offices throughout the American West and capable of serving buyers and sellers throughout the United States and abroad, RMA brings decades of in-depth experience, individualized attention, and the most technologically  advanced marketing tools and strategies to assist clients in every aspect of a land transaction from beginning to end.     

Collectively, Morris and Long have extensive business backgrounds working in the corporate arena as well as in residential and commercial real estate for many years which has paved their reputation for outstanding marketing services and obtaining successful sales year after year.   Their experiences have given them both the ability to meet their client’s highly specialized needs, a keen eye for attracting some of the most vast and breathtaking properties in the United States and opportunities to work with many of the most influential real estate investors in the world who understand the value and importance of using an experienced Ranch Brokerage firm.  

“Ranch Brokers need a full arsenal of skills.  We have to know the land, know what we’re doing and know how to get along with people.  We also have to know how to conduct business,” says Morris.  RMA places an emphasis on honest relationships and business practices and provides responsive, top-level service in all aspects of ranch real estate.  In addition, the company understands the dynamic nature of the global marketplace, challenges of the current economy and the need to stay abreast of the changing political climate and their movements by their competition in order to be the best source for guiding their clients making high-end business decisions.  “We are our client’s business advocate and we never forget it,” Morris adds.  Ranch Marketing Associates’ knowledge, personalized attention and selectivity combined with a high work ethic makes this smart, insightful and passionate ranch real estate team one to be reckoned with.

Ron Morris
Co-Founding Partner
Ranch Marketing Associates
(970) 535-0881
www.rmabrokers.com


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Posted by: Keri Mahoney
Posted on: 10/11/2012 at 9:27 AM
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Awesome Jackson Hole, Wyoming

Jackson Hole has attracted the travel elite since the formation of Grand Teton National Park

in the 1920’s, but its current real estate climate is making it attainable for buyers to obtain

a slice of Jackson Hole heaven. With limited inventory, bottomed out prices, and realistic

sellers, now is the time to invest in a region that has one of the most favorable tax climates

in the nation.

 

Naturally, Jackson Hole is a haven for outdoor enthusiasts. Boasting three ski areas and

two National parks, the activities are endless. Temperate summer weather ensures hiking,

biking, golfing, canoeing, and a favorite past time, fly-fishing.

 

Carol Linton of Jackson Hole Real Estate Associates presents an extraordinary opportunity

to own a most exquisite property on the banks of the Snake River with unobstructed

Teton views. This property blends the rustic charm of a traditional log home with modern

elements like stone and iron. The interior spaces are well scaled with two master suites

on the main floor and four additional suites on the second level. The home offers custom

furnishings, six interior fireplaces, a theatre room, stone-lined wine cellar, tiled steam room

and a swimming pool, amenities one would expect in a grand lodge, just 15 minutes from

town.

 

The town of Jackson radiates an energetic vibe. Jackson’s town square, with its famous

elk antler arches, has all the charm of a western village, along with great restaurants and

eclectic art galleries. In the winter months, the city teems with the ski set.

 

A close examination of Jackson Hole reveals a pristine location, holding residents who have

Invested in the wellbeing of their all-natural home. It’s an awe-inspiring location to take a

step back and enjoy a slower pace of life.


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Posted by: Keri Mahoney
Posted on: 10/10/2012 at 9:25 AM
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Luxury Real Estate Personal & Company Branding: Escaping the Brand Extension Trap

If you are already a successful real estate professional in your marketplace and would like to break into the luxury end of the business heed this warning.  Do not fall into the trap of thinking that your current personal or company brand will work to your advantage because it is already well known and well thought of. 

You most likely will need a separate luxury real estate brand because your current brand is identified with a different pricing tier in the minds of your target market.  This is not about snobbery.  It is about one of the most perilous challenges of branding for any type of business large or small: brand extension. 

Here is an example of a brand extension misstep made by one of the biggest brands in the world:  General Electric. 

Recently, we began forwarding our business landline to our iPhone.  For me,  (Ron here), finding the right headset was quite a challenge. I tried the two best blue tooth models on the market. In each case I got feedback from friends and clients who said I sounded like I was in an echo chamber and my voice broke up in far too many calls.  

I went to Staples and tried the leading brands for over the head models with volume control, which worked fine, on my landline, but not with an adaptor for the iPhone.The General Electric model had all of the features that I needed without an adapter. But, I completely dismissed G (general) E as an iPhone headset brand over the leading brands in this category that specialize just in telephony accessories:  Plantronics and Jabra. 

What does GE stand for in your mind: Appliances, Aviation, Consumer Products, Customer Training, Electrical Distribution, Energy, Finance, Healthcare, Lighting Oil & Gas, Rail, or Software & Services? 

Had GE come up with a cool brand name for this category of their business, the brand extension would have been far more successful. I certainly would have discovered it immediately and at least tried it.  It was only after the others did not work for my needs that I finally tried GE, which works just fine.

Like GE you could use your current brand name when you extend your brand into the luxury realm. But, your speed of success will be much slower. You or your company may be the best choice.  But, you will not be readily identified with your new category of business with your current brand name. Think of the pace of brand acceptance that Toyota would have faced if the did not use the brand name Lexus for their luxury model. The same applies to Accura, which is the luxury car brand of Honda.  

Toyota and Honda are both outstanding brands in their price category. But, these brands are very strongly identified with that category.  You just need a new brand name that works for your new business category as a luxury real estate marketing professional.

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: 10/10/2012 at 6:51 AM
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Lake Tahoe Living

"Lake Tahoe is the most beautiful place in the world," says Chris Plastiras of Lakeshore Realty. "I swim in the lake on summer afternoons, hike in the fall, ski in the winter, and bike in the spring."

Just three and a half hours from San Francisco by car or an hour flight--so close that many commute-- the activities are endless. We have two private beaches, two golf courses, a recreation center and a beautiful ski resort all for residents of Incline Village.

Of course there's the lure of casinos, and world class entertainment throughout the year. There are also seasonal events like the Shakespeare Festival at Sand Harbor,  a symphony orchestra,  balloon races, and the Hot August Nights antique car show.  

Plastiras, a San Francisco native, fell in love with Tahoe as a child. In 1975, he tried a winter here, and never went home, getting his real estate license in 1979.

His wife Patti, a marketing graduate, also hales from the Bay area. The two opened independently owned Lakeshore Realty in 1994. Chris and Patti boast, " We're extremely fortunate to have so many successful people on our team.

Overlook Lake Tahoe, Incline Village and all we have to offer from 405 Tracy Ct., offered for $3,895,000.

Situated on a private knoll, and surrounded by decks, this 6,330 square foot home strikes a stunning balance between the past and present, with rough hewn beams and railings meeting vast expanses of glass and towering ceilings.

This magnificent 5-bedroom lodge features a breathtaking three-story great room with living, dining and gourmet kitchen combined. Two balconies, hovering above, open to the home's five bedrooms and baths.

For more casual entertaining, there's a family room with second kitchen, and an outdoor hot tub. Wonderfully secluded, the .85 acre property is adjacent to protected forest, yielding views that seem to go on forever.  

 

Virtual tour at 405Tracy.com.

 


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Posted by: Keri Mahoney
Posted on: 10/9/2012 at 9:02 AM
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Marketing Luxury Real Estate: The Difference between Marketing and Selling - Part 3

Selling Ice to Eskimos

In Part 1 & 2 of this article series, we stated that in marketing luxury real estate great marketing necessitates great strategy. Selling requires tactics, scheming and maneuvering. When marketing is done right selling is unnecessary and your competition becomes irrelevant.

Have you heard the expression “selling ice to an Eskimo”?   It usually means attempting to persuade people to go against their best interest to accept something that they do not really need or want.   This is at the heart of what selling is in relationship to marketing. 

Selling is at best a complete waste of time and it usually annoys the customer.  It does so because it goes against the self-interest of the client instead of focusing on the client’s most pressing needs. 

Marketing is the alignment of purpose. It is tuning into the emotional needs of the client and allowing them to see how your products or services can either relieve their pain or help them gain what they want.

Have you every wondered how Apple became the most valuable company in the world without a sales force? How is it that they can consistently sell out of a new product offering within days or even hours of putting it on the market without any sales people?  

Steve Jobs and company introduced us all to must have products and services that we did not even know we needed or wanted.  Apple did not just invent new products; they invented new product categories.  In the process they created news that unleashed unparalleled media coverage.  It also sparked word-of-mouth advertising, which turned very satisfied customers into evangelical salespeople. 

Have you been to an Apple store? You may see some amazing products there, but what you will not see is a single salesperson. One thing that Apple’s competitors have not come close to is in-store and online customer service. Having knowledgeable people, people who speak our language from our own country available to answer our questions, this is a luxury that satisfies some very important needs in our time-starved world.

The key to marketing, in your luxury real estate marketing practice, is to focus on marketing vs. selling.  Do not waste your time trying to sell ice to Eskimos. Make news! Find ways to align with the most pressing needs of your potential clients. Ideally, find an uncontested or underserved market niche where you can create news and trigger word-of-mouth advertising.

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: 10/9/2012 at 8:07 AM
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Akasha

“In Hindu mysticism, this akasha is thought to be the primary principle of nature from which the other four natural principles, fire, air, earth, and water, are created. These five principles also represent the five senses of the human being.”

Ancient Cedar logs found deep in the Coastal Rainforest have been carefully selected and masterfully incorporated into this magnificent Mountain Home.

The home is filled with unique and beautiful antiques, native and local art pieces and state of the art appliances and technology.

Situated near the top of Sunridge Plateau, one of Whistler‟s most exclusive neighborhoods where both the ski slopes of Whistler Mountain and the heart of Whistler Village are close at hand. Spectacular Mountain and Valley views can be enjoyed from almost every one of the more than 28 rooms in the homeThe Grande Cedar.

The 50 foot high ancient Pole acts as an axis from which the rest of the home radiates. It is encircled like the inside of a Nautilus Shell with a magnificent spiral wooden staircase and banister made from one of Whistlers original chairlift cables.

The 30 foot long lap pool with a cascading waterfall at one end is flanked by four totems carved by local Native carver XwaLack Tun representing the 4 directions in the Salish Medicine Wheel,  Thunderbird— north Eagle, — south, Bear— east and Wolf—west.

The best chance to own it right now. The price was reduced again and again, from originally 14,900,000, to 12,500,000 to now 9,750,000.


  


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Posted by: Keri Mahoney
Posted on: 10/8/2012 at 8:27 AM
Tags: ,
Categories: duPont Marketplace
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