Luxury Real Estate Marketing Tip: Perform a Time-saving Audit

In a time-pressed world, time becomes the ultimate luxury. Affluent consumers will pay a premium if you can save them time and the aggravation of wasted time.  As a luxury real estate marketing professional, think about how you can save your clients time and aggravation every step of the way. Perform a Time-saving audit on all aspects of the service you provide.

Saving time applies to the user experience on your website from their first encounter with you. And, it applies to every other encounter they have with you or your team. Here are few items to consider when you perform your Time-saving Audit:  

  1. Does your website navigation save the user time in finding exactly what they came for? 
  2. The simple act of listening to your client’s specific needs and only showing them the properties that match those needs saves them time.  Do you preview the homes you show your clients.?
  3. If you are the listing broker, do you prepare detailed home-showing instructions for cooperating brokers so that they do not waste their clients’ time?  Their clients may be the perfect buyer for your listings. 

This will get you started with your Time-saving Audit. Your high net worth clients will certainly appreciate you for doing these things because time is the ultimate luxury.  But, just as important as it is to save your client’s time, you should also be including, in your audit, all of the ways you can save yourself time.  Value their time and value yours as well.  Only then will you see that the time your save can turn into money.  Does that make "cents"?

Let us know some of YOUR questions that you think should be included in the Time-saving Audit!

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: 5/1/2012 at 8:34 AM
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Categories: Luxury Guest Writers | Luxury Real Estate
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3 Hot Home Security Trends You Need To Know About

Every time a new home security gadget comes out, burglars figure out a way to bypass it. It’s hard to stay one step ahead of the bad guys, but there are three new technologies that you can employ here and now to protect your home and improve your family's safety:

1. Biometric Scanners

Biometric door locks can keep out everyone but you and your loved ones by using unique retinal and fingerprint scan technology. When equipped with a biometric lock, your front door will only give access to the people who you approve. It is virtually impossible to fake an eye or a finger and gain entry into homes with biometric locks as long as they are properly installed by professionals.

2. Home Automation

Xfinity is the latest company to jump on the home security bandwagon, but they are putting their mark on the industry. The newest trend is to incorporate home automation into home security systems to allow homeowners to not only program and control their security systems but also their lights, heating and cooling. Comcast (Xfinity's parent company) is the largest cable provider in the US, so this new technology is bound to have an impact on home security.

3. HD Video Surveillance

Cell phones and web cams can take HD video, so why not security systems? The latest trend in home security is to set up HD video cameras inside and outside your home to record video directly to a DVR. HD technology may not be new, but using it inside your home for security certainly is! These trends are popular because they meet the needs of homeowners who are trying to outsmart experienced criminals. Any law enforcement officer will tell you that reliable home security isn’t about a single trend, but rather about a combination of old and new security measures working together. Upgrade your security plans and include a few new tricks to keep away the burglars.

About the Author: Jane Leyman is an expert in home security and theft. She has worked in the home security field for 19 years. In addition to her work experience, she is a member of ASIS International, and has helped dozens of communities organize neighborhood watch groups. This blog posting has been provided by Ben Fisher, an agent at Summit Sotheby's International Realty in Park City, Utah. He services Park City, Utah and Deer Valley Luxury Homes.


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Posted by: Nicole Lauber
Posted on: 4/30/2012 at 12:23 PM
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The Two Biggest Thieves of Time in Our Digital Age: Tech Support & Learning Curves

When marketing luxury real estate, understanding the priority values of your high net worth clients is one of the keys to your success. Fine craftsmanship, innovation, elegance of design, uncompromising quality of materials, and superlative customer service are standards of excellence that must be understood by purveyors of luxury goods and service professionals who cater to this demographic.  

o one understood these benchmarks of luxury better than Steve Jobs, who infused these values into every aspect of Apple, the organization and its products. But, the one luxury priority value that Jobs knew that still baffles Apple’s competitors is the luxury of time saved. He understood that tech support and the learning curve are the two biggest thieves of time in the digital age and he set out to counter this by saving customers time. 

How does Apple save you time and aggravation?  Apple controls the customer experience of using computers and digital devices from end to end. Moreover, every product they produce is fully integrated with the others. An integrated product line saves you time in tech support because there is only one tech support number to call. It also saves your time on the learning curve because the various devices become more intuitive to learn having already understood the basics.  According to Jobs, 

 “People pay us to integrate things for them, because they don’t have time to think about this stuff 24/7.  If you have an extreme passion for producing great products, it pushes you to be integrated, to connect your hardware and your software and content management.  You want to break new ground, so you have to do it yourself.” 

Think about what your time is worth in dollars.Then, the value of saving time  and aggravation will become crystal clear.  Here are some questions to ponder:

  1. How much time did you spend in tech support last year? How much did that cost you in time if one of your hours is worth $100-500.
  2. How many different tech support providers did you need to go to for help because your computers and devices use separate operating systems or were manufactured by separate companies?
  3. How much time did you spend on the learning curve to use your various computers and digital devises? 

 If you are lucky enough to live near one of Apple’s physical stores you can have unlimited one-on-one sessions with an Apple expert for $100 per year!  If you have a specific project that you are working on and have questions you can also join a group session and get the personal help you need as needed.  

 Tech support via the phone is with support representatives who reside within your country and speak your language the way you do. This costs Apple 50% more than outsourcing tech support. But, the user experience is superlative. 

As a luxury real estate marketing professional, how can you save time for your clients and for your self?  Perform a Time-saving Audit.  See our next post to learn how.

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: 4/30/2012 at 8:44 AM
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Marketing Luxury Real Estate: Luxury Camouflage in Beverly Hills

We had an early morning meeting in Beverly Hills today.  After grabbing a warm just out of the oven bagel from St Urbain, we had a few minutes to meander and look around at the newest retail. Whenever a store is remodeled in Beverly Hills, the business creates a beautiful structure to camouflage the constructing inside.  Here is the Bulgari version on Rodeo Drive which is one of the famous luxury retail streets in the Beverly Hills triangle.

The brilliance of erecting an aethetically pleasing camouflage is that it creates visibility and anticipation for the new store.  At the same time it markets the Bulgari brand in a way that is harmonious to its luxury brand strategy!

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.


Tips for a Quick and Easy House Sale

The selling process can be long and frustrating. You may get a lot of viewings, but no respondents. You may not get any views at all. Whatever the case is, any homeowner can follow simple tips that will result in a quick house sale. Soon enough, everyone will be dying to get a sneak peek of what seems like the Trump Towers!

De-personalize

Removing personal photos, posters, and ornaments is a good place to start. Viewers want to imagine how life will be like living in their new home, not your old one. Having the hallways cleared out and simple makes it look bigger as well—throw furniture and excess items into the attic.

Make sure you do not completely empty out the house. Potential buyers shouldn’t need to try too hard to imagine living there.

Freshening up

New doors, new paint, and new tiles all make the house feel like it hasn’t been previously owned. Clear up the stains and spills and spray some air freshener in open spaces. Change up the color scheme of the house to something more neutral so it feels natural to potential buyers. If you cannot re-tile, then simply give the house a new look. Replace old and broken light bulbs with subtle lighting, re-paint the doors, iron and wash all the bedroom sheets, and place flowers and furniture to give a homely effect.

De-clutter

No one wants to come into your home and see toys, books, clothes and a bunch of irrelevant items spread around the house. Clear everything up or hire a house clearance service if the job is too big.

Clean

Probably the most important house selling tip—clean up! Seems simple, doesn’t it? A woman makes a house purchase decision 90% of the time—a girlfriend, wife, mother, sister, or whatever. And trust me, women can spot a spec of dirt miles away. The kitchen and bathroom tend to gather a lot of clutter. Organize bathroom items, put away towels, open up a new bar of soap, get rid of dishes, and clean the kitchen counter. De-cluttering and cleaning up can go hand in hand and takes little time. Just throw on some music and get into the zone and you’ll be finished before you know it.

Curb appeal

More than half of your potential buyers will drive by without even viewing the actual inside of your home. If a house looks like a cemetery from the outside, there’s no point seeing the grave. Fix up your entrance—make potential buyers say they “have a good feeling about this” as they walk in. If your garden’s too messy, hire a garden clearance service—pull the weeds out, mow the lawn, rake out leaves, trim tree limbs, clear out gutters and put away access garden tools.

Rooms

Make sure rooms are neutral and show potential size. If you have used a room as storage, well, clear it out! This is most likely more time consuming than everything else. If you have advertised your home as a three bedroom, then potential buyers want to see three bedrooms, not two rooms and another full of junk.

Estate-agents

If time is an issue but you have the money, hire multiple estate agents to sell your house. It will usually be the estate-agents themselves who show viewers around the house, so make sure they know what to do. If you have a specific order you want to show buyers your rooms, let the estate-agents know. Communicate with agents so you know when to get your pets out of the house. Never point out problems in the first visit such as neighbours, noise, boiler trouble, etc. On the other hand, do make sure you mention the good aspects—the view, neighbourhood, etc.

Article courtesy of Sohaib Siddique with AnyJunk, who provide house clearance through fantastic service and responsible disposal. Anyjunk is an easy and eco-friendly alternative to skip hire. Our crews take all types of waste, from furniture and electrical appliances to refurbishment waste and garden refuse.


50 Top Luxury Real Estate Markets in the USA: Jackson Hole, Wyoming

Most major ski resorts can claim natural beauty as one of its greatest assets. But, only Jackson Hole, Wyoming is nestled between two of the most spectacular national parks in the United States: Yellowstone National Park and Grand Teton National Park.  Tourism helps to enrich the local community, year-round. But, the tax benefits of owning property here makes Jackson Hole one of the most compelling luxury real estate markets in the USA.

Bloomberg Wealth Manager Magazine rates Wyoming as America’s Wealth-Friendliest state year after year. Julie  & Matt Faupel explain that, “ Teton County is one of the wealthiest counties in the United States.  And, the people here are among the most generous when it comes to Philanthropy”.

“Jackson Hole Mountain Resort has earned a reputation as Mecca for extreme skiers, because of its steps and chutes” says Scott Singleton, a ski instruction who later became a real estate professional.

But, recently there has been a considerable investment in making the resort family-friendly by adding more intermediate runs and faster lifts that serve beginners and intermediate skiers. 

According to Mercedes Huff , “In Jackson Hole only 3% of the land is privately owned; the balance is federally owned or state managed. Several affluent buyers purchase large ranches and they donate major portions of land to conservation.  This not only creates more privacy, but also increases property value because it creates a greater scarcity of available privately owned property”.

According to Ken Gangwer, “The lifestyle benefits of living in Jackson Hole, which is virtually crime-free, stretch through all four seasons.  We not only have some of the best skiing in the United States, but we also have the heritage of being a ranching community. There is no pretentiousness here”.

Living in the Wild West or working on a dude ranch in the summer is a fantasy for many “city slickers” young and old who vacation in Wyoming.  David Viehman says, “With the Jackson Hole airport just minutes from town and accessible from many major cities, this dream can readily become a reality.  Many of the dude ranches have summer programs for kids that include meals, fly fishing, mountain biking, kayaking, and horseback riding.  Adults can become ranchers for a week and actually drive cattle for summer grazing”.

Summertime offers many recreational opportunities in Jackson Hole. In addition to being a real estate broker, John Resor is also the president and developer of the family owned Shooting Star residential golf community that is built on his family’s ranch.  “We knew that it was critical to maintain the integrity and the purity of this land and its magnificent vistas. We brought in Tom Fazio to design the course which proudly respects the environment”.

Chad and Dianne Budge  rave about the lively summer arts scene in Jackson Hole. “The Center for the Arts was mostly privately funded.  The New York Ballet comes to Jackson Hole as an exclusive summer venue.  The Grand Teton Music Festival is outstanding and so are the local art galleries”.

But, with Yellowstone and Grand Teton National Parks as your backyard, there is endless opportunity in Jackson Hole for outdoor adventure. According to Tom Evans, “Fishing and pack trips into the backcountry remind me of why I live here. I call it my paid vacation. No telephones, and away from the office where grizzly bears are abundant and the occasional wolf pack or mountain lion will get your heart rate up”.

Ted Dawson says, “There is something about the majesty of the Grand Teton Mountains that is spiritual.  It just resonates with your soul like no other place on earth.  Although, I spent considerable time here, I ventured off to Australia to build an import company.  But, when my wife and I were ready to have kids we knew we wanted to raise them in Jackson Hole.  Sometimes, after I take off from work, our family gets together for a river raft ride, just to have fun together and commune with nature. To me, that is the true richness of living in Jackson Hole”.

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.


Marketing Luxury Real Estate: Resting on your Laurels or Increasing Your Visibility?

As a luxury real estate marketing professional, when you are already the market leader maintaining your top-of-mind status should be your focus. Although, resting on your laurels (your achievements) is tempting, it is an invitation for your challenger to seize market share from you. Therefore, continuously increasing your visibility is very important.  Being active in your community and championing a good cause is one way of doing this.  Here is an example.

Ralph Lauren is the quintessential American clothing lifestyle brand.  It is also a world class brand recognized on every continent. One could ask, “Why is Ralph Lauren bothering to outfit the US Olympic Team and the Para Olympic Team?  The Olympics is one of the most global viewed events. It occurs every two years alternating summer and winter Olympics.  The publicity this event creates will add to the brand’s awareness among its target market. It also emphasizes the brand’s support of the US Team, which make people think highly of the brand. 

Ralph Lauren has also created a line for US Olympic fans that will range from $10 pins to $198 dresses that can be customized. The special Olympic web page on the company’s site includes a countdown clock and will also feature each individual on Team USA with their bios and their stats in their sporting venue.

If you are the market leader in your area, how can you maintain your visibility?  If you are the challenger, up against a market leader who is resting on its laurels, how can you seize this opportunity to outshine 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 via the agents/brokers interviewed.


Marketing Luxury Real Estate: Entertainment Marketing - Lessons from Major Luxury Brands

The internet has ushered in a whole new way to reach prospective clients and develop a strong referral base of raving fans.  Entertainment marketing is no longer exclusive to major companies; it is now within your reach, too, as a luxury real estate marketing professional.  But, you can get some great marketing ideas by studying how the major luxury brands leverage new technology to create buzz.

German fashion label Hugo Boss has set a new standard for live streaming fashion shows for their event in China. Their Black Collection will be streamed in 3D!  This is a first which makes it buzz-worthy. They also gave away a limited number of signature 3D glasses (too late, all gone) and offered fans a chance to win a trip to China.

The internet has ushered in a whole new way to reach prospective clients and develop a strong referral base of raving fans.  Entertainment marketing is no longer exclusive to major companies; it is now within your reach, too, as a luxury real estate marketing professional.  But, you can get some great marketing ideas by studying how the major luxury brands leverage new technology to create buzz.

German fashion label Hugo Boss has set a new standard for live streaming fashion shows for their event in China. Their Black Collection will be streamed in 3D!  This is a first which makes it buzz-worthy. They also gave away a limited number of signature 3D glasses (too late, all gone) and offered fans a chance to win a trip to the show in China.

For the event, Hugo Boss has launched a comprehensive multimedia campaign that includes print, Web, mobile, social media, and out of home advertising (outdoor advertising venues) for its runway show in Beijing. Their print ads will be embedded with “augmented reality”.  This is a technique that employs invisible watermarks that can be read by your smartphone which then has access to video and other added content. 

In October of 2007, Fendi and Karl Lagerfeld staged a fashion show atop the Great Wall of China.  It took Fendi one year to get permission for the show, and rumor has it that the show cost $10 million.  Five hundred guests attended the spectacle and giant logos were projected onto neighboring mountains.  The chairman of LVMH, Bernard Arnault, which owns Fendi joked, “This was the first fashion show visible from the moon.”

Paying attention to the ways that major luxury brands employ entertainment marketing can give you clues on how to outsmart your competition when marketing luxury real estate.  Leveraging the viral marketing capabilities of the internet and word-of-mouth advertising can significantly amplify the effectiveness of your marketing efforts and even reduce costs.

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: 4/23/2012 at 10:27 AM
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Marketing Luxury Real Estate: Impressions of Costa Rica

We were fortunate to be invited to consult on the local and international marketing of a beautiful luxury residential development project on the east side of San Jose, in the Central Valley of Costa Rica.  From the Central Valley it is an hour to an hour and a half drive to either the Caribbean/ Atlantic coast or the Pacific coast.  The mild climate is consistently in the low 80’s with relatively low humidity.

Our experience in meeting our clients and the various people we were introduced to was nothing less than enchanting.  When discussing the various aspects of the project, each individual in charge was passionate about their expertise.  In planning the site, the developers agreed to keep all the mature trees and bushes intact and incorporate them as part of the common areas. This included the coffee trees which had migrated on the property from the coffee bean plantation next door.  The landscape architect also decided to identify the trees and plants by both their Spanish and Latin names.  There are walkways designed to explore the grounds and benches to sit on where you can reflect upon the magnificent flora.

Our strongest impression on this adventure was the friendly nature of the people we met.  Everywhere we went, kindness and acceptance was abundant.  Time was not a pressing issue in the many meetings we attended.  There was no sense of urgency or the feeling of being rushed.  What was more important was feeling good about each other.  

We asked our new friends, colleagues and clients, “What makes Americans and Europeans move to Costa Rica?”  Here is what they said, essentially: “We have a strong sense of family, a deep caring for each other, and a slow paced lifestyle.  Our people are well educated with a 94% literacy rate. We are also pro-business as we attract many companies who want to move here.  These companies are aware of the value of an educated work force”.  

Intel was offered as an example.  They had identified 10 cities where they could open offices in the South and Central America’s.  With everyone wooing them, Costa Rica was not even on their radar.  The people rallied, as did the President and all other luminaries, to convince Intel to choose Costa Rica, which they finally did.  Now, Intel continues to grow and expand there.

Advising our Costa Rican clients on marketing luxury real estate was a sheer delight and we have made some wonderful friends in the process.  We encourage you to reach out and connect with your counterparts in this fine country.

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.


Luxury Real Estate Branding: Identify, Define, Then Dominate Your Market Niche

Photo Courtesy of Apple

Most luxury real estate marketing professionals think of branding as a creating a new look for their product or service. But, the realm of branding actually occurs in the minds of your target market.  And, it occurs in product or service categories.  Whoever comes up “top-of-mind” in a category becomes the market leader. 

For every product or service category that is meaningful to us, we have a category. Often there are many sub-categories in our mind. For example, personal computers have a sub-category for desktops, laptops and tablets.  Some sub-categories even have their own sub-sub-categories.  

For example, when Apple introduced that Mac Air, a very slim and light-weight laptop that runs on a Flash drive (not a hard drive) a new sub-sub-category was born. As Intel and many other companies jumped on the band-wagon to copy the success of the Mac Air,  the category was given a name: “Ultrabooks”.

 It can also be said that ultrabooks are a niche within the product category of computers.  A niche is a specialized but profitable corner of the market Identifying and dominating an uncontested or under served market niche is the fastest route to market leadership in that niche.  The operative word in the definition of niche is ‘profitable’.  A niche would simply not exist if there was not a market for it that was profitable. 

The iPad actually redefined the category of tablet computing, as there were several attempts at creating this new category prior to its launch.  Apple has so outdistanced any of its competitors in both quality and quantity of units sold that it is next to impossible for any other company to catch up.   

Only Amazon’s Kindle Fire which uses Android as its operating system, has been successful at making a dent.  But, the Kindle Fire can only complete on price (not on features and not on the the number of available apps).  Because, Amazon sells their tablet at cost or below they have made it very difficult for other Android based competitors to enter this category.  And, other tablets using alternative operating systems, such as Windows 8, will have a very tough time entering the market. 

We offer this discussion of market categories to get you thinking about potential uncontested or under-served market niches, as luxury real estate marketing professionals.  Here is why:  What is the first brand to come to mind when you think of the category of tablet computer?  For most people tablet and iPad are synonymous.  What would it mean to you if your name was synonymous with the profitable niche that you decided to dominate?

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.


Hulk Hogan's Belleair Estate Sells for $6.2 Million

Formerly listed on duPontREGISTRY.com, Hulk Hogan's Chateau de Willadel in Belleair, Florida has sold for $6.7 million. Modeled after a French country chateau, the 17,000-square-foot chateau features 5 bedrooms, 8 full bathrooms, a gourmet kitchen with a butler's pantry, a large exercise room with a glass-enclosed spa next to it, an outdoor patio, a 2-tier waterfall pool, a boathouse, two boat lifts, and gorgeous views of Tampa Bay. Chateau de Willadel has been featured on the cover of duPont REGISTRY A Buyers Gallery of Fine Homes® with an original asking price of $25 million.


Marketing Luxury Real Estate: Fine-tuning Your Appreciation of Landscaping-Part 2

One of the many skills involved with successfully marketing luxury real estate is having an appreciation for fine landscaping.  For example, do you know your tropical flowering plants?  Each time you spot a plant or a tree that you have not seen or have not focused upon before, you have the opportunity to learn something new. This quest for a greater depth of knowledge about landscaping  can enrich your life and also  demonstrate your marketing savvy when you are showing a potential buyer a property.

If tropical plants thrive in your marketplace, it would be time well spent to take an occasional trip to your local nursery and learn about these magnificent species. The more common ground you have with your clients the faster you can establish rapport and trust.  The speed of trust can translate into more transactions and significantly increase your earning power.

 Can you identify this plant?  Don't go bananas!  It's a Plantain.

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: 4/13/2012 at 10:39 AM
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Marketing Luxury Real Estate: Fine-tuning Your Appreciation of Landscaping

One of the many skills involved with successfully marketing luxury real estate is having an appreciation for fine landscaping.  When we lived in Los Angeles we looked forward to seeing the coral trees bloom each year.  They were planted along the center divide of a 4 mile long boulevard that lead to the ocean.  We spotted this one at the Santa Barbara Airport.  The sculpture of the branches of the tree depicted above, silhouetted against the bright blue sky reminded us about these magnificent deciduous trees.

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: 4/11/2012 at 12:43 PM
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Marketing Luxury Real Estate: Message on the Bottle

As a luxury real estate marketing professional you can have a superior value proposition, but will you be able to capture the attention of your ideal client?  As the world becomes more democratized with technology, the competition for attention has become one of the biggest marketing challenges.  First, you have to capture the attention of your ideal clients, (so they can hear you loud and clear above the din of your competition), and then you have to hold on to it.

Here is a clear example from the world of wine.  According to 2009 figures, over 20 billion bottles of wine were produced globally.  Competition for attention is fierce.   We recently discovered two Spanish wines produced by La Granja (the farm) 360 from Spain.  Modestly priced at $3.99 and $4.99 a bottle, it is thriving in sales side by side with similarly priced California wines (California makes 90% of wines in the US).  What makes is different is its message on the bottle.

Both wines have eye catching labels.  The first bottle pictured above is a 50/50 blend of Tempranillo and Garnacha grapes.  Wine connoisseurs describe it as, “An everyday drinking soft rounded juicy red wine, with rich ripe raspberry flavors, and great match for barbecue, roasted pork chops, spare ribs, sausages, grilled vegetables and cheeses.”  The ordinary zebra has made itself extraordinary by painting his back end in red!

The second is a Syrah with a 100% juice Syrah grapes, planted for the first time in this region.  Unlike its North American cousins, this wine is not jammy.  Here is the review, “It's ripe with blackberry-fresh-off-the-bramble flavor with hints of dried herbs and well-balanced tannins. And as the label of the rooster with the golden egg portends, this wine is provocatively irreverent... it keeps you pouring.”  The rooster is crowing about producing a golden egg!

Like wine there may be several comparable luxury real estate marketing professional in your market place.  This is where graphics and design come into play.  Graphics are a shortcut to get the message across of how you are different, and to be great it has to convey your message at a glance.

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: 4/10/2012 at 8:32 AM
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Marketing Luxury Real Estate: Passionate Messaging

One of the key components of strategic branding and marketing, when marketing luxury real estate is thoroughly knowing the mindset of your target market and speaking to them in their language.  That is what is known in marketing terms as messaging.  When you can communicate your extraordinary promise of value succinctly, i.e., with an economy of words and graphics, and you can do so on an emotional level, with passion, your chances of success increase exponentially. 

While we were interviewing the top brokers in Steamboat Springs for our series, 50 Top Luxury Real Estate Markets in the USA,  one of the brokers told us about a local mountain sports and lifestyle clothing company called Smartwool.  This company has their passionate messaging, the articulation of their unique promise of value, spot on!  Here tis how they do it: 

WE WERE
MADE FOR
EACH OTHER.

What you get from us isn't just a product; it's the ability to do more of what you love, for as long as you want. That's our promise. 

This value proposition zeros right in to the emotion core of mountain athletes who are passionate about their sports, those who aim for endurance or just want to be able to stay outside, longer.  Messaging at its best is “speed matchmaking”  And, that is what happens here. 

The faster you can create an emotional bond with your target market the faster you can build trust.  And, trust is the prerequisite for buying products or hiring a service professional. 

Then, Smartwool goes on about “The Power of Comfort”. They say,

“When you're comfortable, your body performs better, allowing you to forget about what you're wearing and enjoy the moment”.  

High performance is the archetypical quest of athletes, especially competitive ones. It also appeals to their spiritual side in that it addresses one of the greatest benefits of outdoor sports (and simply communing with nature, for that matter): quieting the mind and being in the present. 

Smartwool as a company is obviously passionate about mountain sports and the outdoor lifestyle.  Their messaging makes their passion palpable. Their ability to communicate their passion clearly, and with an economy of words that resonate within the heart and soul of their target market, is remarkable. 

Do you know what you are passionate about?  Do you know what your target market is passionate about? How can you communicate your extraordinary promise of value to your target market, as a luxury real estate marketing professional, succinctly so that they quickly bond with you and trust you?  The sharper your messaging is, the more you deliver it with passion,  the faster the matchmaking process can happen and that is what great marketing is all about.

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: 4/9/2012 at 10:46 AM
Tags: , ,
Categories: Luxury Guest Writers
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