One of the most important aspects in luxury real estate marketing is to be able to shift paradigms. The dictionary defines it: “as making a fundamental change in an individual’s or a society view of how things work in the world.” It is seeing life from a new perspective and aligning to it.
When you are looking for a niche, you may need to change your frame of mind on how you view your marketplace. If only for a moment, let go of your assumptions that tell you that there is nothing new to specialize, and you have the facts to prove it.
In the crowded wine industry, Yellow Tail wines is a perfect example of a company that found an under served market niche. Yellow Tail noticed that young adults wanted to drink wine, without having to be experts in grape varietals or vintages. CEO, John Cansella, expressed it this way: "People can’t be bothered by all the hype and nonsense of wine. They just want to drink it." Yellow Tail provided their target market with an easy way to select the right wine for the occasion.
This Australian company has become the number one imported wine to Britain in 2000 surpassing their usual import of French wine. In the USA they held that distinction in 2003. Yellow Tail established a new category, a niche for those who want to drink wine without confusion and intimidation. They have recently come out with bubbly versions and sangria.
Clue # 3 Practice looking at situations from new perspectives, and shift your paradigm. Focus on the picture above, you can see the different perspectives!
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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