Versatile Lifestyle

Boca Raton has earned a reputation for its world-class amenities, upscale dining, and palatial waterfront homes. However, Realtor Tara West, of Miami’s Tara West Properties, Park Miami Realty, is focusing our attention on a different breed of Boca Raton home: a 5 acre sprawling estate set against the backdrop of a nature reserve. 

Rare to the Boca Raton market, this expansive property offers complete privacy amidst a lushly landscaped setting. The outside of this home has been as meticulously considered as the inside. Outdoor amenities include a 50-foot waterfall, a stylish pool with paver bricks, several large ponds and new tennis courts. Due to the sheer acreage of this estate and multiple use zoning, the lifestyle it offers can be versatile.

“It could be a ranch property or an equestrian house,” says Tara West. “The kind of person who would want this property is someone who demands complete privacy, because that’s what it offers.”

The upgrades do not stop outside the door. The home is a chef’s dream as it offers a modern kitchen with high-end appliances. The living room brings the outdoors in, with panoramic views of lush foliage and water accents. Unique architectural details are around every corner, some of which have taken the owner 20 years to develop.

One can relax by the pool, play a game of tennis, exercise in the 800 square foot gym or watch a movie in the stereo soundproof home theater room as well as having access to all the amenities Boca Raton is known for just minutes away. Travel is a breeze when you have both the Boca Raton and Fort Lauderdale Airports in close proximity.

This Boca Raton gem truly offers the best of both worlds: unparalleled luxury in a pristine location. A standout property in a sea of water-centered listings, the expansive estate will make you feel as if you are living a resort lifestyle, miles away from it all.


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Posted by: Keri Mahoney
Posted on: 10/23/2012 at 10:47 AM
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Sierra Nevada Mountains

In the foothills of the Sierra Nevada Mountains above the fog-line lays the historic town of Coarsegold, California.  The miners of the Gold Rush and Old West may be long gone, but what’s left behind is a treasure of its own--- Al Miki Ranch.

Retreat to 909 acres of unruffled wilderness located midway between Fresno and Yosemite National Park just off Highway 41 with an altitude over 2,000 feet.  Experience serenity, breathtaking valley vistas, two private lakes, abundant wildlife and towering oak trees across the gentle topography with this gold mine.  Enjoy mild winters in the 40s and casual summers in the 70s. 

Al Miki Ranch boasts miles of maintained trails throughout, lakes filled with Large Mouth Bass for the patient fisherman, and an abundance of forest and wildlife for both nature enthusiasts and outdoor sportsmen, alike.

Coarsegold and Al Miki are the perfect locations between nature and society, never far away from the big cities of Fresno, San Francisco, Los Angeles and endless entertainment attractions. Yosemite National Park, Resort Casinos, Bass Lake, golf courses and ski resorts with snow-shoeing, snowboarding and skiing are among the never-ending adventures when outside of the Ranch.  But why would anyone ever want to leave this piece of gold?

Currently zoned for several hundred units of residential development, Al Miki Ranch is also perfect for a horse farm, family compound, private estate, or to add to a portfolio of investments. 

The property presents a charming three-bedroom, two-bathroom home that epitomizes country living. Amenities include a wood-burning fireplace, separate office, and a barn.

“In the quiet morning bliss you often see a herd of deer basking in the shade outside the kitchen window, returning from  a sip of the refreshing lake water,” said current owner.

Al Miki Ranch and the treasures that await the potential new owner won't last long. Check out the listing before someone else pans out the gold.  Contact Jerry Baker, 310-819-2326 at CBS Development Corporation,  jlbaker2932@aol.com


 


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Posted by: Keri Mahoney
Posted on: 10/22/2012 at 10:45 AM
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Luxury Real Estate Marketing Tips: Understanding the Mindset of Your High Net Worth Clients - Part 4

How "Social Currency" Can Give You the Competitive Edge

In marketing luxury real estate one segment of your target demographic comprises entrepreneurs and employees of start-up companies who have recently been acquired by a larger company, or have gone public.  For example, when Facebook went public many of their employees became millionaires overnight.  If you are a luxury real estate marketing professional in the Silicon Valley area of California,   the probability of encountering this kind of buyer is quite high. 

When we were in commercial real estate in Beverly Hills and the West Los Angeles area we enjoyed  learning about some of the latest trends, technologies and new ventures before the general public even heard about them.  Our expertise was high-end retail and the entertainment industry. We worked with investors, developers, restaurateurs and companies who needed to purchase or lease their retail space or office buildings. This exposed us to the leading edge of what was to come in retail, technology, entertainment and restaurants. Imagine being one of the first to know that Apple was going to start opening retail stores!

When it comes to selling a luxury home to this demographic segment you need to also understand their psycho graphics. To increase your chances of winning their business you must be able to quickly build rapport with them and speak their “dialect” of the Language of Luxury:  Innovation.  You need to be up on the latest trends in their fields.  This gives you "social currency", which adds value to your professional practice and gives you an edge over your competition.

Here is an example of the kind of social currency in the realm of innovation.  Later this fall, Mozilla, the non-profit group who created the Firefox browser, is coming out with a free web-based video editor that will change how we tell stories on the Internet.  It is called Popcorn.  

In the same way that you edit video content now using a time line to combine video clips, audio elements, special effects and photos, Popcorn allows you to pull content right from existing web sites.  For instance, you can use a Google map as the background for an inserted video clip of you describing specific locations on the map.  You can also add call out boxes containing information about those locations that are hyper linked to more information or additional videos about those points on the map. Viewers can click on the call out boxes and watch those additional videos or view a photo gallery or a web page about it. 

It is fun to stay ahead of the curve by keeping up with new trends that affect your target market and ideal clients. This kind of social currency can give you a competitive edge when working with those clients, whose personal values include being innovative, which is a key element of their psycho graphics.

Read Part 3

Read Part 2

TO READ PART 1 OF THIS SERIES

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: 10/22/2012 at 8:18 AM
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Luxury Real Estate Website Design: Successful Single Property Websites Tell a Captivating Story

Successful luxury real estate website design must tell a captivating story about the homes you represent and it must also romanticize the marketplace in which you work.  This is particularly true about single property websites.  Here is a story within a story of the production of successful single property website.

We got a glimpse of quality online professional networking at its best on Active Rain, which is one of our distribution channel for the LOL Blog. “AR” is the largest online professional platform exclusively for real estate related professionals.   

Gayle Rich-Boxman, a fellow AR member (and LOL member) in Oregon, reached out to us with a special request.  She and her husband Larry were getting ready to put their own home on the market. Their exquisite lakeside estate is on Fishhawk Lake, which is a private, lake community about 1.5 hours drive from Portland International Airport. Gayle asked if we could help her create a marketing strategy just for this property. 

Although, our primary work is developing luxury real estate brand strategy for agents and independent brokerage firms who are bent on gaining or sustaining market leadership, we decided to make an exception, for Gayle.  When we flew out to meet the couple we became instant friends. 

They invited us to stay at the their home and experience their fabulous lakeside lifestyle first-hand.  During our visit we hatched the marketing strategy and the marketing plan. The strategy included developing a state-of-the art, mobile-enabled single property website that we share with you here in this post. (Click on the link below to view the website).

Shortly after our visit Gayle invited several other friends that she met on AR for a retreat at her home. Debb Janes created a video that was mostly shot on Gayle and Larry’s electric-powered pontoon. Kris Ginsberg took some wonderful photos for the website, video and the property brochure.  With our art direction and supervision our Napa Consultants’ web design team went to work to create the site, incorporating all of the contributed components. 

The site just launched and was immediately well received. The camaraderie and sense of community was heightened between network members who participated in the prodcution of the site and have all become friends in the process.

Remember to tell a captivating story with your luxury real estate website design and also romanticize your marketplace.  Do not be affraid to reach out and get input from others who can also help you tell the story.

CLICK HERE TO VIEW THE SINGLE PROPERTY WEBSITE

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: 10/22/2012 at 7:27 AM
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The Beauty of the West -- Nevada

When most people think of Nevada, they might think of  the desert, cactuses, or maybe even a constant party, 24/7 and the flashing lights of the Vegas strip. Susan Lowe, Senior Vice President and Corporate Broker of Chase International in Nevada, couldn’t have proved us more wrong.
            Buyers looking for property in the Western United States should be cautious before looking past Nevada. The Silver State offers residents access to unlimited outdoor recreation in every season. “Summer here is absolutely magical,” says Lowe. “The temperature averages 75-degrees during the day and 50-degrees at night. We have a very dry climate, so even during the winter when it’s snowing, everyone goes outside because the cold isn’t biting.” With over 300 days of annual sunshine, you can be outdoors year round.. Residents indulge in biking, hiking, world class snow and waterskiing, mountain biking, backpacking and boating. Northern Nevada also hosts Art Town every year, a festival showcasing fantastic artwork, as well as the renown Shakespeare Festival on Lake Tahoe.
            In addition its astounding natural beauty, Nevada is also within close proximity to many major cities including San Francisco, Los Angeles, Las Vegas and Salt Lake, making it a very convenient location on the West Coast.
            As an ideal buyer in Nevada, you would love outdoor recreational activities; enjoy the smaller, more intimate “town” atmosphere; and be friendly, relaxed and carefree. Potential home buyers who are financially savvy often flock to Nevada for its financial advantages of being a tax-friendly state.
            Without a doubt, Nevada lives up to its reputation of being a less expensive place to live without having to sacrifice a high quality of life. Nevadans are known for being hearty, authentic, steadfast and rugged individuals with an entrepreneurial mindset. And hey, we don’t think that’s such a bad thing.

Susan Lowe CRB CRS CLHMS ABR
Senior Vice President/Corporate Broker
Chase International
slowe@chaseinternational.com
(775) 588-1444


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Posted by: Keri Mahoney
Posted on: 10/21/2012 at 10:42 AM
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Quality Coastal Living!

Privately located between two spectacular beach coves and protected by its own headland, the Circle T Shores family compound offers comfortable coastal living on 34+ acres. The gated entry leads down a well maintained road to several structures on the property.  The main home speaks warmth and livability without dominating the natural beauty surrounding it. From the moment you enter the home you are greeted by spectacular ocean and headland views with windows in every direction.  The 9,000+ SF post and beam main home features 4 bedrooms, 4 full bathrooms and 3 half bathrooms as well as a theater room, a private office, a gourmet kitchen with mahogany cabinets, a pantry, a wet bar and a living area that boasts 30 foot ceilings,      a large, two story fireplace and floor-to-ceiling windows.

The log guest cabin is completely self-contained including a living area with fireplace, bedroom / 1.5  bathrooms and a two-car garage.  A fully functioning, commercial greenhouse accompanied by a large barn with a loft and workshop complete the property and provide endless opportunities to customize the estate to one’s desires.

The grounds are meticulously maintained with numerous walking paths around the property including direct access to the private beach.  The private pond provides fishing for grandchildren and the orchard supplies fresh fruit.

Local wildlife also call Circle T Shores home, including deer and elk.

While the estate boasts unrivaled privacy, it is also conveniently located one hour south from the North Bend jet airport, ½ hour from world class golf at Bandon Dunes, and 15 minutes from the world famous Rogue River fishery and downtown Gold Beach.


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Posted by: Keri Mahoney
Posted on: 10/20/2012 at 10:39 AM
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Waterfront Living: Dominican Republic

“There’s a majestic power to the ocean,” says David Rash, who is selling his home in the Dominican Republic. But what drew him to the property was its tranquility.

Located on the island of Hispaniola, the Dominican Republic is bounded by the Atlantic Ocean on the north side and the Caribbean Sea on the south.

Rash’s property occupies 10 acres on the Samaná Peninsula on the island’s north shore, where he can view the sun rise over the Atlantic every morning. “There are not adequate words in the English language to describe it,” he says.

His nearest neighbor lives 1/4-mile away. “It’s not isolated, but it’s quiet and peaceful,” Rash says. “You can actually hear yourself breathe.”

Despite the property’s seclusion, the towns of Samaná and Las Galeras can easily be accessed, and special visitors stop by every January through March. Humpback whales migrate from Newfoundland to the deep-water bay off the property to give birth and put on a show.

Called Casa de Sueños, or House of Dreams, the estate has a main villa, an apartment and a second home. The landscape boasts organically grown fruit, flowers and spices.    

Rash designed the main villa as an open floor plan to take advantage of the fresh air that the windward location affords. The interior’s natural colors of peach and brown mimic the exterior to blend in with the surroundings.

Rash’s favorite room in the house has his personal touch all over it. He hand-selected the seashells that grace the wall of the master bedroom’s open-air shower. “You can look up and see the stars [in there],” he says. 

The property has more than 320 feet of sea-frontage and the home comes fully furnished and equipped, including a full-time staff.


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Posted by: Keri Mahoney
Posted on: 10/19/2012 at 10:36 AM
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Luxury Real Estate Marketing Tips: Understanding the Mindset of Your High Net Worth Clients-Part 3

In our last post, we stated, “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.”  In this post we propose that the best way to connect with your target market is to learn the various “dialects” of the Language of Luxury.

One of the ways you can have fun with those clients who may not be a match to your personal priority values is to learn their particular “dialect” of the Language of Luxury.  The ones whose priority is how others perceive them will likely want to talk about the latest and greatest finds in the luxury world.  They probably know each luxury brand, what is on trend this season, and who the “hot” artists are, for example.  So, if you stay informed on these subjects, you will have plenty to talk about, in their dialect. They will be thrilled to work with you because you “understand” them; you are simpatico. In some cases you will discover a truly delightful individual who is well versed in their dialect, but also down to earth.

I (Alexandra, here) met one of my first commercial real estate clients while showing him an office building for his entertainment business.  He arrived in a bright red Ferrari, carrying an alligator briefcase, dressed in the latest brands. On his wrist was a beautiful Piaget watch.  I had admired that watch because of its intricate design of woven individual gold pieces.  I commented on it, and we became the best of friends in that moment.  I understood exactly what type of offices he would love.  And, he agreed.

I also met the partner of one the world’s premier recording stars.  He was very low key in terms of appearance.  As we toured several offices in the building, he explained that he was not looking for flashy offices; a modest one on a lower floor would be perfect.   He was looking for value.  We had a delightful time discussing philosophy, places we had lived, our mutual love of travel, and discovered that our fathers may have actually known each other. This rich conversation reflected his dialect of the Language of Luxury.

To be a market leader you need to learn all dialects of the Language of Luxury that pertain to your target market.  As shallow as some dialects may seem to some of you, you must respect your clients’ attitudes when it comes to their wealth and what is important to them.

For example, it will serve you well to know that every Rolls Royce has a cleverly hidden door-mounted umbrella in each door of the Phantom model. That way, when a valet opens the door he can reach in and pull out in the umbrella to protect you from the rain.  You might also want to be up on this trend: in 2012, the yellow diamond has become more sought after than white ones and Harry Winston Jewelers specialize in colored stones. 

All high net worth clients speak a dialect of the Language of Luxury.  Tune into their values and their attitudes, and become fluent.  Understand their lifestyle.  That way, you can still have fun with them even if their priority values are dissimilar to your own.  I leave you with our slogan: “Get Fluent. Get Affluent!,TM

Read Part 2

TO READ PART 1 OF THIS SERIES

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: 10/18/2012 at 3:44 PM
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Lakefront Living At Smith Mountain Lake

Leslie Becker of Smith Mountain Lake Properties, multi-award winning member of Luxury Home Marketing Guild, specializes in the extraordinary homes that surround Virginia's Smith Mountain Lake, a sublime expanse of water that covers 23,000 acres and has over 500 miles of shoreline, all against the majestic backdrop that is Smith Mountain.

An architect as well as an agent, this former New Yorker discovered the joys of lake-side living 15 years ago.

Why here? "When lake shopping, your really want it to be there when you wake up the next morning," Becker says. "This lake doesn't drop. Every other lake on the east coast can drop 20 to 30 feet, but this lake is controlled, so it never falls more than five feet."

There's always superb kayaking, fishing, and sailing in this sylvan spot. Her four dogs of no one breed -- "I either found them or they found me" -- all have life jackets for the canoe.

Off the lake there's riding, golf, hiking, biking, running..."If you're an outdoor person, it's idyllic, and it's all outside your door. "

The arts are covered as well, with museums and galleries and concerts every Saturday night.

As for convenience, it's just three hours via bullet train from Washington, DC and a hop from the local airport to New York, Atlanta, Tampa, Detroit, and even the west coast.

"You can be in a meeting in New York by 9 A.M. and be back the same day. And you don't have to pay the taxes or deal with the traffic."

Now on offer, a 7800 square foot wood and stone lodge with cathedral ceilings set on a one acre lake front property with private dock, an infinity pool, and even a putt putt course.

Mission-styled, the custom built 4 bedroom, 4 bath, home features cathedral ceilings, two stack stone fireplaces, a home theater, and a spectacular kitchen with an Italian stove, African granite counters, and a wet bar with wine cooler.

"The whole house is spectacular," says Becker, "an indoor- outdoor home that incorporates the lake and lake living so excellently, you can't tell where the house ends and the outdoors begins."


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Posted by: Keri Mahoney
Posted on: 10/18/2012 at 10:34 AM
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Nantucket Island

When it comes to relaxing and getting away from life’s stresses, vacationers usually head to an island. In choosing a premier island in the United States, vacationers flock to Nantucket. Boasting homes with unmatched charm and an understated yet luxurious lease on life, Nantucket Island is a peaceful sanctuary that will make everyday spent here feel like a vacation.

Nantucket Island long ago established itself as an elite vacation destination, and has upheld that title to this day. There are approximately 10,000-12,000 permanent residents. According to Gary Winn, owner of Maury People Sotheby’s International Realty, the population can jump to 40,000-50,000 during peak season. 

Winn has watched Nantucket evolve since 1977. While things have changed, he says much has remained the same, and it is still as beautiful as when he first set foot there.

“50% of the island is conserved, and will not be developed,” says Winn. Strict zoning will ensure that the oceanfront views synonymous with the Island will not be blocked by towering structures.

Maury People Sotheby’s offers a rare opportunity to own an expansive harbor front estate on exclusive Nantucket Island. This 9-bedroom home, known as “Swain’s Neck,” boasts 180-degree views of Polpis Harbor. The estate spans nearly 70 acres, and features a grand main residence, a guest cottage, private office, a boat house, gatehouse with apartment, fenced in pastures, and a sport court, all set against a backdrop of unobstructed ocean views and manicured gardens. The interior upgrades are endless, notably a gourmet kitchen, wood inlay and paneling, and a den with a top quality sound system for media.

With vacationers who have been enjoying Nantucket since the turn of the century, Nantucket Island has been captivating an audience for quite some time. Perhaps it is because it promises temporary and permanent residents alike a different kind of waterfront lifestyle: one where a person can enjoy simple luxuries in historical style.


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Posted by: Keri Mahoney
Posted on: 10/17/2012 at 10:31 AM
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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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Categories: duPont Marketplace
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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 .