In the context of your luxury real estate marketing practice, what is the most important core value that your personal brand stands for in the minds of your target market? What does your company stand for? How does that value differentiate you from your competition? Can you state your core value in just a single word?
The vast majority of luxury real estate marketing professionals and companies do not clearly articulate their brand’s position in contrast to their closest competitors. As a result, they miss the greatest marketing opportunity of all. That is, concentrating solely on attracting and cultivating those prospects and loyal clients who are a “VALUE-MATCH” to their own core values.
Trying to win over those with whom you are not a value-match is a waste of your time and money. We marvel at those agents who try one sales technique after another, techniques that simply cannot work because they are using them on prospects that are not on their wavelength to begin with.
Define your brand position. Then, take a stance! Watch how quickly your ideal prospects and supporters identify themselves while the others gravitate elsewhere.
In Part 2 of this article series, we will discuss a veritable master class in “brand positioning” that is taking place right now on the world stage.
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.