It is said that the only people who like change are babies. In the last two decades, the new technological advances have disrupted what once seemed to be the order of things. In marketing luxury real estate or anything else, change is a constant.
With the rapid means of communication via the Internet, we are aware that we constantly need to reformulate or refresh in order to adapt, (you snooze, you loose). The experts tell you that yesterday’s marketing plan is so five minutes ago. How do we stay sane and ready to adapt?
Focus on the fundamentals that represent a constant. In luxury real estate marketing, the most important fundamental of success is impeccable communication. It is creating an ideal working relationship that gets the desired outcome. It is only then, that you decide on the latest and greatest technological advance not because everyone says it works, but because it works for your marketplace.
For instance, many experts have insisted that print advertising in real estate is a waste of money. However, there are many marketplaces where the target market has the paper delivered to them, read the real estate section, or pick up magazines to view the latest listings on the market. So don’t tell those people that print advertising is so five minutes ago!
In life, we all have fundamental values that we enjoy living with, where we dismiss the technology. Many enjoy reading books in print, rather than downloading them to their tablet reader, or shopping in stores to feel the fabric and see the colors of clothes they buy, rather than shopping on line. This is what works for many, their fundamentals of life style. It may be so five minutes ago for some, but not for others.
As a child living with my grandparents, I remember how every morning my grandfather would wind his pocket watch that sat on his desk. Although he had a wristwatch, this pocket watch was his favorite timepiece, pictured above. It was his grandfather’s given to him when he was child. If he was alive today, I am sure he would wind it everyday, even if he had the latest timepiece. For him, it would not be so five minutes ago.
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.
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