What comprises a model luxury real estate personal brand? It is the fusion of your marketplace and its lifestyle, the spirit of your own personality, your personal values and personal preferences, tempered in such a way that it clearly communicates on the wavelength of your ideal target clients.
Nothing shouts out Santa Barbara like the hot colors of fuchsia bougainvillea and terracotta Spanish rooftops against a backdrop of the Pacific Ocean with the coastal mountain range snuggled up right behind you. How do you capture the essence of this semi-tropical paradise with a year-round temperate climate and a relaxed vacation lifestyle, and then incorporate all that into a very personal luxury real estate brand?
When you are a market leader and you have a name like YOLANDA and no other agent in your marketplace has that name you want to seize this opportunity. Think, Cher, Madonna, and Beyoncé! Hence, the personal brand, YolandaSB was born. (Check out YolandaSB.com)
Yolanda van Wingerden hails from one of the fine Dutch families that emigrated from Holland to Santa Barbara and created what has become a mecca for the wholesale floral industry. Claiming bougainvillea as part of Yolanda’s personal brand was a natural.
Yolanda specializes in selling luxury real estate in the area called Upper East (adjacent to our fabulous downtown shopping and dining streets) and also The Mesa (the trendy beachfront neighborhood). Yolanda’s friends know her simply as Yo. As an ambassador of the Santa Barbara lifestyle we featured Yo’s Picks on her website (best restaurants, shopping and points of interest). Be sure to check out this great local resource before you come to town! http://yolandasb.com/sb-info-tips/yos-picks-downtown/
When we work with luxury real estate personal and company branding clients we always travel to meet face-to-face with them, study the marketplace and understand their areas of expertise. Although, we live right here in Santa Barbara, Yolanda gave us a comprehensive tour of her target market so we could understand it through her eyes. And, we were surprised to learn so much about the place we already love.
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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