Luxury Real Estate Marketing: From Confetti to Rosemary

As a luxury real estate marketing professional it is important to be well versed in all the cultures that surround us and particularly those in your marketplace.  It is a great way to establish rapport with a potential client, and to become the go to person for that community.

The Spring Season is a time of celebration.  It signifies rebirth, new life, and the beginning of a New Year.   Here are a few of the rites of spring from around the world.

The Persian New Year is known as Nowruz.  It is celebrated by the Iranians, as well other parts of the world, Central Asia, Crimea and some groups in the Balkans It is based on the Zoroastrian religion, and it celebrates the day of or the day after the spring vernal equinox, depending on the region.

The Buddhists celebrate the New Year with Buddha’s birthday on April 8th. In Thailand, Burma, Sri Lanka, Cambodia and Laos, the New Year is celebrated for three days from the first full moon day in April.

Easter is the Christian celebration of the resurrection of Christ.   Emperor Constantine decided the date would be celebrated on the first Sunday after the first full moon of the vernal equinox. This date may fall in a 35-day range from March 22 to April 25.

The Greek Orthodox Christians celebrate Easter after Passover.  The logic in their celebration is that Christ died after Passover, and this is a more accurate time to celebrate.  This year the Greek Orthodox Easter will be celebrated on April 15th.

Passover is observed to commemorate the freeing of the Jewish people from slavery in Egypt.  A special meal, (Seder) is prepared accompanied by a reading of the Passover story.

In South and Central America, Catholics celebrate Easter and La Semana Santa, or Holy Week as one of the highest holy days of the year.  In Latin America and Spain, the week leading up to Easter involves solemn processions, prayer, masses and other preparations for Jesus' rebirth.  Cascarones or confetti eggs are made by hollowing out a chicken egg and filling it with confetti or small toys.  The outside of the shell is also decorated.  To have a cascarone broken on your head signifies good luck.

In the Sweden Walpugisnacht is celebrated.  The legend is it that witches filled the skies on the eve of St. Walpurgis Day on April 30 or May 1st. Torches are made of rosemary and burned so that the smoke will repel the witches.  This festival is also celebrated by the Czechs, Dutch, Estonians, Finns, Germans, Latvians, Lithuanians, and Austrians.

Get acquainted with the people who are buying. As the planet seems to shrink and people from more nations are in the market for luxury real estate here in the United States, it is important to learn the different customs and unique slants on luxury. Being knowledgeable of the various cultures of our planet gives you an appreciation for all the people who make up our global melting pot. 

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 via the agents/brokers interviewed.


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Posted by: Nicole Lauber
Posted on: 4/5/2012 at 5:35 PM
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Bozeman, Montana


Considered one of the best small towns in America to live in, Bozeman, Montana rests on the lush, grass-filled Gallatin Valley, surrounded by five mountain ranges, a seemingly endless stretch of state and national forest lands with wonderful trails, and the sweetest water in the world. The area is full of open farm and ranch land, with a population where horses outnumber people.

As far as the area’s climate goes, “from mid May to the end of October, Bozeman is a paradise on earth,” says Sally Uhlmann, a local equestrian enthusiast and realtor with Pure West Properties/Christie's International Real Estate.  Sally also adds that the “winters make for the perfect opportunity to ski on a slew of gorgeous slopes in the neighboring Big Sky.”

Bozeman’s small town look and feel is all thanks to a downtown consisting of rows of turn-of-the-century buildings to the backdrop of majestic peaks and steep canyons. This centrally located community makes for an amazing launching point for exploring the stunning landscape. Whether your recreational interests include hiking or mountain biking park trails, fishing along nearby rivers, teeming with trout, or engaging in other aquatic sports such as canoeing and kayaking, or enjoying a number of equine disciplines, there is something for everyone!


From a housing standpoint, there is a great selection Equestrian real estate in the Gallatin Valley, which varies from small acreage to large ranches, some including live water or fishable ponds. Lastly, Sally says that concerning the housing market for the area, properties have decreased on an average of 30% from asking prices seen in 2006, however the market has stabilized and desirable properties are now trending upwards, making this an ideal time to buy a home in Montana and discover the beauty of old American west!




The featured property is located at 100 Horsetail Lane. Offered at $8,950,000



Article by Camille Rabbat 


Sailfish Point


With over a mile of oceanfront, a private harbor, a Nicklaus Signature course, and a choice location where the Atlantic, St. Lucie Inlet and Indian River converge, there may be no better place to live and play on the water than Sailfish Point. For certain, there is nowhere else in Florida you can reach open water from a private marina in five minutes, and the Bahamas in a mere 75 minutes. Or head west for a day trip through the Okeechobee Waterway to the Gulf of Mexico.  The full-service, 77-slip marina accommodates vessels up to 125 feet long.


Sailfish Point’s Jack Nicklaus Signature course takes full advantage of its island location. Every hole offers exceptional views of the Atlantic, the inlet or the river. Never having to make a tee time at this very private club serves to enhance both the golf and the views.

Members of Sailfish Point have a wide variety of interests and find fulfillment in the abundance of activities offered. The social calendar is overflowing with cultural events, yachting, golf, tennis and more. A mile and a half of private beach and a pool with ocean views offer plenty of opportunity to sit back and relax. The spectacular oceanfront clubhouse is a gathering place for a casual al fresco meal or more formal coat-and-tie special occasions. However, what members love most is the island’s unassuming, friendly atmosphere.

Homes and homesites, with ocean, river or golf course views, are priced from $500,000 to upwards of $10 million, many with private deepwater slips. Luxury oceanfront condominiums, townhomes with marina frontage, and villas are also available.  For more information on the exclusive community of Sailfish Point, please contact Sailfish Point Sotheby’s International Realty at 800.799.7772 or visit online at www.SailfishPoint.com.

The featured home is located at 6976 SE Harbor Circle in the Sailfish Point community. The home is offered at $6,200,000.


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Posted by: Natalie Watson
Posted on: 4/5/2012 at 10:12 AM
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"The Cape"

Cape Cod, known by locals as “The Cape,” is a historic community located on the easternmost coast of Massachusetts, in the heart of the great Northeast.

 

 

“Cape Cod is made up of 15 wonderful towns, each with its own distinct look and feel,” says Chris Rhinesmith, a local resident and broker/owner of Pine Acres Realty. “The Cape’s old-fashioned, small-town feel and accessibility to the sea are its biggest draws, along with the beautiful landscape and the area’s bevy of coastal living activities. For many, coming to the Cape just to lie on the beach and unwind is a huge luxury.”

 

Residents have the pleasure of living in a very relaxed and carefree environment, says Chris, adding that, “Once you are over the bridge you are worlds away.” As far as the climate goes, the weather is milder in the winter and cooler in the summer compared to other northern counterparts.

 

Some of the area’s offerings include world-class resorts such as the Chatham Bars Inn and the Wequassett Inn and Resort. With the Cape’s close proximity to Nantucket and Martha’s Vineyard, day-trips to either are an easy option. Cape Cod is also home to many superb restaurants, theaters, art galleries, shops, and other luxurious options for day-trippers and yearlong and summer residents. Another draw to the area is the 300th anniversary of Chatham, which is expected to draw in visitors from all over this year.

 

While many cities are still suffering the effects of the economy, Cape Cod is thriving with home sales, most of which come from Pine Acres Realty. “In 2011, our company had the best year since our founding in 1948, and we were the No. 1 sales office in Cape Cod,” says Chris.

Featured property located on Seaview Street. Offered at $5,700,000


Contact information:
Chris Rhinesmith, Pine Acres Realty
(508) 945-1186
pineacresrealty.com
chris@pineacresrealty.com

 

Article by Camille Rabbat


A Horseman's Utopia


Ocala, Fla., in the north-central part of the state, is a horseman’s utopia. It’s what brought Realtor Joan Pletcher to the area 27 years ago – her husband operates a thoroughbred-training facility – and that utopia also affords Joan the opportunity of placing great people with great properties which is her passion.  

The ranch lifestyle defines Ocala. The city and the surrounding towns of Marion County are rich with horse farms, ranches and equestrian

estates. The area’s rolling hills and tropical climate complement an outdoors-oriented lifestyle year-round.

In contrast to the pastoral qualities of the land, Ocala also offers fine dining and boutique shopping. “It also lends its residents a full calendar of social and artistic events and benefits,” Pletcher says.

It has the upscale and down-to-earth atmosphere that makes Ocala unique. “You can live in your dream home while still having acreage for your equestrian hobbies,” she says.

Perched on a knoll overlooking a rolling landscape and a picturesque spring-fed pond, a 5,000-sq.-ft. home epitomizes Ocala’s equestrian lifestyle. A gated entry and winding tree-lined drive lead to the main, five-bedroom residence. It boasts luxury amenities such as a chef’s kitchen with custom cabinets, a family room with built-in bookcases, high-end finishes like beveled glass, crown molding and high ceilings. The first-floor master suite is afforded privacy, as the other four bedrooms are on the second floor. A bright, glassed-in porch opens to colorful gardens surrounding the pool.

The property also includes a two-bedroom guest house that has a large great room and a screened porch overlooking the pond. An equestrian barn contains private living quarters. 

Offered at $4,599,000


Article by Kendra Gemma


Endless Luxury and Endless Possibilities


Resting on the east coast of south Florida, Naples is nothing short of a paradise to its residents. The city’s weather offers the sub-tropical breeze of the surrounding Gulf of Mexico along with some “sun, sun and more sun,” exclaims Tiffany McQuaid, lead real estate agent with Levitan-McQuaid Real Estate Services. But with spring in full force and summer quickly approaching, Naples residents will get a break from hot Florida rays as the upcoming months will be filled with calm breezes and occasional afternoon rains. 


Naples also offers its residents a rich downtown culture, with fine dining and entertainment options. The city is home to various art festivals and charity outings all year round, as well as professional sports tournaments. From a recreational standpoint, Naples has a slew of athletic opportunities at its disposal, from challenging golf courses to great beaches, which are ideal for waterfront activities like boating, fishing, swimming and other aquatic sports. “There is a long list of available activities to enjoy,” Tiffany says. “The problem with living in Naples is deciding what to do first!”

Article by Camille Rabbat


All photos credited to naples-florida.com


Bonita Springs: A lifestyle choice


Bonita Springs is both a city and a community that is opportunely located on the southwest coast of Florida, halfway between Fort Myers and Naples. “The best thing about Bonita Springs is its location,” says Barry DeNicola Sr., long-time resident and owner of Barry DeNicola Realty. “Living so close to two major cities just makes the day-to-day living experience much more convenient because both cities are less than a 30-minute drive away.

Bonita Springs has the feel of a tropical island: warm weather by the day and comfortable, cool breezes by night, yet it still has all the amenities of an urban setting without the usual overdevelopment seen in major cities. This unbelievable weather is perfect for the available activities, such as boating, fishing, other water-related activities, and golfing. There are two easily accessible beaches, Barefoot Beach and Bonita Beach. Both provide you with heavenly, white sand and turquoise aqua water, completing the ideal fairytale setting to this already magical, private world.



“There are many lifestyle choices when choosing the home that best suits your needs, including but not limited to beach properties, living properties, and golf properties,” Barry says. With so many lifestyle choices in such a serene, well-situated place, people may find their only problem is not wanting to leave such a brilliant, unspoiled place!

Article by Tabitha Baez


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Posted by: Natalie Watson
Posted on: 4/3/2012 at 10:33 AM
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Categories: duPont Marketplace | Luxury Real Estate
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50 Top Luxury Real Estate Markets in the USA: Steamboat Springs, CO

Steamboat Springs has a reputation as being one of the friendliest resort towns in the USA. The townspeople have a tradition of genuinely caring for each other, an “Old West” ranching tradition, that is engrained in the soul of the community. And, they are proud of it. Come Winter Olympics the entire town gathers to send off their local Olympic athletes. If a neighbor needs help they are there to help them.

According to Stephan Baden,”What is distinct about our community is that we are both a ranching community and a world class ski resort. This diversity, plus the diversity of people who have moved here from all over the world makes Steamboat Springs a great place to live and to raise a family”. 

“We were a community before we had a ski resort, not the other way around, states Ulrich Salzberger  If the mountain blew up we would still be a community. Our rugged ranching heritage runs deep in our psyche. It is said with great humor, that the only people who wear ties in Steamboat Springs are out-of-town attorneys and sales people, and we really do not need any of them.  This is a town where unpretentiousness and friendliness prevail; there is no class distinction or age distinction”.

Arlene Zopf  says, “In our community, people of all generations are into the outdoor lifestyle; it is not just for the young. Steamboat's Over the Hill Gang has a ski program that is the only one of it's kind in the country. They offer guided skiing for anyone over the age of 50 at no charge, daily, throughout the season. Participation is open to anyone, even if you are not a local member. You always feel totally welcomed when you come back home to Steamboat Springs. Everyone smiles and says hello!”

According to Chris Paoli, “The vigorous outdoor lifestyle does attracts a  bright, young demographic to Steamboat Springs, those who are athletic and choose to live here year-round.  Cam Boyd says, “We notice that Steamboat Springs, with its outstanding schools, attracts quite a number of younger families, especially those whose careers are location neutral or those who are interested in starting new ventures.  Many small,local, lifestyle-oriented businesses thrive here such as Smart Wool, the makers of outdoor clothing and Honey Stinger, the nutritional protein bars”.

“In Steamboat Springs mother nature definitely plays favorites, says Nick Metzler, Our unique topography, our lower elevation and geographic position create four fabulous seasons. In addition to our strong sense of community, it is our climate that makes our town distinct from all other ski towns. Because we have little wind,  our Champagne Powder® lasts longer in the winter.  Our Chamber of Commerce claims 300 blue sky days a year with lots of sun. Our summers and falls last longer. In spring it is green like Ireland while the tops of the mountains are still white with snow”.

According to Jon Wade, “Steamboat is just far enough from Denver that people do not commute here that often. As a result, it is a lifestyle destination not just a weekend getaway.   Kids spend more time outdoors and get involved in more outdoor activities. Many of their friends are traveling around the world in Junior Olympics. They meet other kids from all over the world, who participate in this program.  It gives them a great perspective and creates the sense that anything is possible”.

Although it is not adjacent to a major city, Steamboat is easy to get to by plane. “Our local airport is just 20 miles away”, says Doug Labor.  There are direct flights from several major cities to Steamboat Springs.  Compared to many mountain resort town our airport is relatively easy to access even in challenging weather”.

Pam Vanatta  sums it up the Steamboat Springs lifestyle when she says,”It is easy to get here and live in our  small community. People are genuinely friendly and they are happy!”

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 via the agents/brokers interviewed.


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Posted by: Nicole Lauber
Posted on: 4/3/2012 at 10:23 AM
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Trident Farms in Nevada

Nevada is easily associated with the bright lights of the never-sleeping Las Vegas Strip or the exhilarating adventures found on ski trips in Lake Tahoe. One of the best-kept secrets of  The Silver State is nestled between three mountain ranges in northern Nevada.

The alluring Trident Farms sprawls 1,800 acres and is just a 4-hour drive between Reno, Nevada and Boise, Idaho. The farm offers residents and visitors the utmost privacy, breathtaking views of lush green alfalfa pastures and mountain peaks, and a neighborly community of antelope, deer and big horn sheep. “Life slows down when you are out here,” says Dolan Miller, owner of Trident Farms.

Trident Farms, listed at $7,979,000, is a great farming and hunting retreat for residents and guests. “Our goal was to have a place where grandkids could come during the summers and have a great time riding in tractors and learning about country life,” says Miller.

Among the property’s many amenities are five houses, a 1,000-yard shooting range, a private dirt landing strip and hundreds of miles of Jeep and ATV trails. The property also has high-speed Internet, an unusual and exciting convenience considering the distant to major cities.

There is something that is hard to explain when you live or visit the farm hunting retreat. You get to own something that very few people will ever have.”

Dolan Miller
Owner, Trident Farms
775-557-4595
tridentfarms@gmail.com

 

John Knipe
Knipe Land Company, Inc.
208-647-3225
www.johnknipe.com
knipelandcompany.com


Article by Natalie Watson
Photo credit to knipeland.com


Hip South Florida

Head south in the Sunshine State and you’ll hit the most populated metropolis in the Southeastern United States – the Miami-Fort Lauderdale metropolitan area.

“There is an endless list of things to do in Fort Lauderdale and surrounding areas in South Florida,” says Michelle Farber Ross of MMD Realty. “During the day, one can cruise along the New River, walk down Las Olas and enjoy critically acclaimed restaurants, or enjoy the pristine beaches of Fort Lauderdale and Miami Beach.”

Similar to other luxury real estate markets, the Miami-Fort Lauderdale’s market is “picking up in momentum and sales,” Michelle notes. “We are seeing prices level off and inventory levels are down about 35 percent from this time last year. Buyers are taking advantage of the deals available right now.”

So why should someone decide to invest in South Florida, other than great deals on luxury real estate? “The beauty of South Florida is that activities can continue year-round without any interruption due to weather,” Michelle says. “The quality of life is so great here that we have happy residents who enjoy life!”

 

Article by Nicole Lauber


Marketing Luxury Real Estate: Tour and Brew to Impress

When you are marketing luxury real estate, here is a fun way to impress your clients while driving them from property to property.  Why not offer them an espresso?

Handpresso, a French company is the creator of an outdoor version of an espresso machine powered by a hand pump which is available in the US via importika.com, $199.95.  This model comes with 4 cups, a serving flask, and two small napkins in an elegant black carrying case,  As you are touring the gardens of a home you are showing, you can relax with your clients as you discuss the property and serve them a freshly brewed espresso.  We would suggest  packing a tin of biscotti and  some chocolate to sweeten the deal making process.  The coffee pods are also available in decaf.

The other gadget is a personal one. Since 2008, European drivers have had the advantage of being able to brew a creamy cup of espresso in their car.  This is very handy when you are rushing out of the door and have no time to stop at your favorite coffee place. The new gadget, HandpressoAuto, made by French company Handpresso is due to arrive in the US later this year (Christmas present?) plugs directly into the cigarette lighter of your auto.  It takes two minutes for the portable machine (size of an average thermos) to deliver a cup of espresso.  All you have to do is pour water into the thermos, place a coffee pod, hit the “on” button, and enjoy the hit of caffeine.  The personal one presently retails for 150 euros.

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


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Posted by: Nicole Lauber
Posted on: 4/2/2012 at 7:44 AM
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LoveStone Inn

Restore your soul today with this masterpiece manor, the LoveStone Inn, located on the shores of Smith Mountain Lake, Virginia. While the lake itself is known as the “Jewel of the Blue Ridge,” LoveStone Inn could easily be the “Jewel of Smith Mountain Lake.”

“This inn is different from other estates in Smith Mountain Lake due to the six acres of grounds, beautiful two-tiered beach, no-wake cove, and private neighborhood,” say Dawn Spencer and Tom Zirkelbach, current owners of LoveStone Inn. “In addition, the architecture is unique and unlike anything you will find around the lake area.”

Built as a private residence in 1977, the property now serves as the LoveStone Inn Bed and Breakfast and the PebbleStone Cottage and Conference Center. “We moved from Chicago to Virginia with a dream of being on Smith Mountain Lake and running a premier bed and breakfast,” say Dawn and Tom. The bed and breakfast has become just that – LoveStone Inn has been voted the “Best Place to Stay Overnight” on Smith Mountain Lake every year from 2003 to 2011.

The inn features four guest rooms, four full bathrooms, three large living spaces, a custom, gourmet kitchen with granite counters, two decks encompassing 2,500 square feet, and a hot tub. Just 100 feet away, the cottage has over 1,400 square feet with a master bedroom, massive loft great room, full bathroom, custom kitchen, laundry room, and storage room.

With two tiered beachfronts and a boat dock, the location is perfect for boating, kayaking, sailing, or fishing. Antiquing and wineries are favorite pastimes of Dawn and Tom, and Smith Mountain State Park is a short walk from their front door. Though the grounds are peaceful and private, you can enjoy city amenities with a quick 40-minute drive to Roanoke or Lynchburg.

“This lifestyle has renewed our faith in people, places and brought us peace of mind,” the couple says. “LoveStone Inn can bring a renewal of spirit and peace that is rare in the world we live in. It must be seen to believe.”

 

For more information:

Leslie Becker
Smith Mountain Lake Properties
540-797-0477
Leslie@SmithMountainLakeProperties.org

 

Articel by Nicole Lauber


Marketing Luxury Real Estate: Understanding Your Client's Mindset

Understanding the mindset of your high net worth clients is a high priority when you are marketing luxury real estate.  The ability to temporarily step out of your own mode of thinking and see the world through they eyes is one of the keys to becoming a market leader. It is essential to maintaining any great relationship.

People take different routes to arrive at the same place.  They solve problems from different angles.  They see the world through different paradigms or frameworks of thought. Your ability to see   their way and demonstrate that you can solve problems using their methodology can go a long way in gaining their trust.  You do not have to abandon your own preferences in the process.  Most people just want to be understood.

Here is an example of how it works.  Remember word problems in math?  Some of you might cringe at  at the thought.  But, try this one for fun.

If you have 8 balls of yarn and it takes 2/3 of a ball to make a scarf, how many scarves can you make with this much yarn?

Using typical mathematic methodology this can be accomplished by dividing 8 by 2/3, which is the same as multiplying 8 by3/2 (inverting the fraction 2/3 to 3/2 and multiplying), 8/1 x3/2 =24/2 or 12 scarves.

Someone else might that I can get at least 8 scarves out of this because it does not take a whole ball to knit one.  That would leave a 1/3 ball from each of those 8 scarves, and I need 2 of those remaining 1/3 balls to make another one.  Since I have 8 (1/3 balls left, I need 2 of those for each additional scarf.  I can divide 8 by 2 and get 4 more scarves for a total of 12 scarves.

Both approaches get you to the same place.  Which method is right?  Which method is best?  Is there only one way to get there?  Perhaps you prefer one method over the other.  But if you can understand how others think and are willing to demonstrate that you understand their approach, you will find that they are suddenly more receptive to understanding your way, too.  This can translate into more listings and more closed transactions.

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


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Posted by: Nicole Lauber
Posted on: 3/28/2012 at 8:43 AM
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Marketing Luxury Real Estate: Enchantment Marketing - Part 3

In marketing luxury real estate always keep this vitally important concept in mind: When Your Marketing and Branding Is Enchanting It Accelerates the Speed of Trust and Enables You to Close More Transactions

When a home buyer or seller is not relying on a referral to select a luxury real estate marketing professional the big question on their mind is “Who can I trust?” This is certainly the dilemma of most website visitors from out of town. If you can quicken the time it takes to establish trust you can save your prospects time and anxiety, which they will appreciate. Because enchantment marketing and branding accelerates the speed of trust it also enables you to close more transactions.

Think about how enchantment marketing and branding plays out when you are shopping for unfamiliar luxury goods without a brand recommendation from a trusted friend. When you do not have a recommendation three things help to accelerate the speed of trust and thus speed up your buying decision: 1) Enchanting  Packaging; 2) Enchanting Messaging, and; 3) Enchanting Brand Strategy.

Do you have a special memory of enjoying ice cream or gelato somewhere in time, somewhere on earth? We have two enchanting gelato memories and they both occurred in Italy.  One memory is Vivoli Il Gelato in Florence and the other one is a gelateria on the central square of Turin, Piazza Castel. We are always open to new ice cream and gelato experiences that compare to these fond memories.

Enchanting Packaging

Recently, we passed by the frozen dessert display case in one of our favorite markets and something caught our attention.  It was a new brand of coffee ice cream called, Blackbean. The clever container is shaped like a coffee cup with a lid. As gourmet coffee lovers and coffee ice cream lovers we felt obliged to test out this new brand because we were instantly enchanted by the packaging. 

Enchanting Messaging

What is remarkable about the combination of the packaging, the graphic design and the brand name itself is Blackbean’s clearly articulated marketing message. First, it instantly let us know the product’s specific niche within the larger category of ice cream or gelato: coffee ice cream. This is focused niche marketing at its very best!  Then, it told us, in a nano-second, its distinct promise of value, i.e, its unique selling proposition: “Bolder Coffee Ice Cream”.  As a result we immediately expected that this product would taste like a great strong cup of gourmet coffee that you would buy at a specialty coffee store or expresso bar. That is enchanting packaging and messaging!

Enchanting Brand Strategy

The price was also remarkable. Because of the smaller size of the container (12 oz.),it cost less than the other brands on the same shelf that have larger pint size containers (16 oz.).  The price per ounce may be identical to other premium ice cream and gelato brands on the same shelf that we had not yet tried.  But, with a lower price it offered yet another compelling reason to try Blackbean first.  That is enchanting brand strategy!

Promise of Value Fulfilled

After just a couple of spoonfuls, Blackbean became our favorite coffee ice cream!  It is very creamy and has a strong, rich coffee flavor which is exactly what we expected based on the enchantment of the packaging, messaging and brand strategy. Taken together these marketing and branding elements  propelled  Blackbean from total obcurity to top of our minds, in the niche of coffee ice cream.

To our surprise and delight, the mocha chips are actually unsweetened chocolate. We are fans of 80-85% cacao dark chocolate. So, we appreciated that the crunchy chocolate bits had a distinct bittersweet character that required our taste buds to “borrow” from the sweetness of the ice cream itself to balance the overall flavor. This engaged our minds as well as our palette in the tasting experience which is the hallmark of outstanding gourmet food. It adds another dimension to fine dining when you can also appreciate the thought behind the flavor sensations and aromas.

Enchantment Marketing and  Branding Accelerates the Speed of Trust.  

Delivery on Your Promise of Value Seals the Deal!

Based on our enchanted Italian gelato experiences and our love for strong gourmet coffee we were the perfect target market for Blackbean Mocca Chip ice cream. But, had the packaging not grabbed our attention in the first place, the probability of discovering this brand would have been very slim. We were not even thinking of buying ice cream that day.

Enchantment marketing and branding accelerated the speed of trust.  We were a match to the innovative thinking that went into this brand strategy and were wiling to risk $2.29 for a new culinary adventure. But, if Blackbean did not deliver on its value proposition that was so brilliantly communicated, we would not become loyal customers and raving fans. 

Luxury is all about heightened, uplifting experiences that convert to enchanted memories, whether it is buying a home or buying dessert.  When it comes to selecting a luxury real estate marketing professional without the recommendation of a trusted friend a risk must be taken by your prospects.  That is why enchantment marketing and branding is so vital to your luxury real estate marketing practice. How many out of town prospective buyers know one local broker from another? Enchantment marketing and branding can encourage prospects to take a chance on you by accelerating the speed of trust.  If you consistently deliver on your promise of value, you will definitely close more transactions.

The concept of Enchantment Marketing was inspired by Guy Kawasaki.

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.


Wonderful Estate Home in Windermere, Fla.

Windermere
A charming country-club community offering a wealth of lifestyle choices

Just 15 minutes from Disney and all of Orlando’s attractions is the quaint, family-friendly town of Windermere.  This quiet town is nestled on the shores of the famed Butler Chain of Lakes, a series of 11 lakes connected by navigable canals.  Windermere’s magnificent luxury homes are snuggled along the shorelines and embraced by lush Florida landscapes.  It’s no wonder that several well-known corporate leaders and sports celebrities call Windermere their home.

Windermere offers a pedestrian-friendly downtown, where you will find passersby seated on benches enjoying an ice cream cone or stopping in for a barbeque sandwich in a bustling local cafe.  To add to the quaintness, and at the request of residents, some of the roads leading to the lakes are still unpaved.  Just a short drive away are mansions in exclusive gated communities, where homes boast elaborate theaters, billiard rooms, polished marble floors and ornate towering ceilings.

What is so special about Windermere is the tremendous variety of lifestyle choices. For those who love city life, fine shopping and cultural activities, Orlando is just a short drive.  For those who favor a more relaxed approach, the town of Windermere offers access to all its beautiful lakes and golf courses.  Activities for young children, such as fishing, swimming, water sports, tennis and golfing, can often be found right in their own back yard or within their own community. At Windermere, you will discover a rare combination of small-town conviviality and sophisticated country club living, with an array of amenities for all ages. Windermere is simply a wonderful place to raise a family—or enjoy your retirement years.

 

Offered at $5,499,000

Carol Ann Hewitt, CIPS, CLHMS
President/Founder
Oxford Realty, Inc. – International Luxury & Estate Brokers
sales@oxfordrealty.com | www.oxfordrealty.com


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Posted by: Natalie Watson
Posted on: 3/24/2012 at 9:46 AM
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