The prime directive in marketing is anticipating what is needed and wanted. This requires the ability to observe and predict trends. As a friend of ours used to say “ride the horse in the direction it is going”. When you have identified that direction and position your product or service accordingly, your target market will respond. Money talks!
Anticipation of needs is one of the most important subjects to research, if you want to achieve top-of-mind status in your luxury real estate marketing practice. We work with and have interviewed many of the top-producing agents in the US. The primary reason for their success is anticipating their clients’ needs and wants.
Here is an example of this principle in the food industry. There has been an increased demand for non-GMO foods (Genetically Modified Organism) due to health and environmental concerns. The DNA in Genetically Modified Seeds has been altered to include new traits from foreign organisms to withstand pests. This results in higher yields but often requires the use of synthetic pesticides that can be hurtful to the environment.
Large companies, such as General Mills and Post, are jumping on the non-GMO bandwagon by removing genetically modified ingredients from some of its products such as Original Cheerios. In the US non-GMO product sales increased to 15%, and is among the fastest growing segment of the food market according to Nielsen. According to WSJ, Asians are willing to pay a 14% premium per bushel for non-GMO soybeans. Money talks!
Before you spend your dollars on the latest and greatest marketing methodologies (like drone photography), take a step back, observe the trends and ask yourself what direction the “horse” in your marketplace is going. You may be surprised to find out that what is missing in your equation may be the marketing fundamentals, such as the personal touch, that luxury real estate buyers and sellers are craving. Then, listen to the money talk!
Written by Ron & Alexandra Seigel-
ABOUT: Napa Consultants, International is the leader in brand strategy for the luxury real estate industry. They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.