Photo from Wikipedia in public domain. Maria Callas as Violetta in La Traviata
In order to attract the dominant share of the luxury real estate or other segments of the real estate constellation you have to stand out to attract and maintain an ideal client base.
In the late nineties playwright, Terrence McNally, wrote a award winning Broadway play called Master Class. It was based on the master classes that Maria Callas, one of the most famous and influential opera stars in the 20th Century, gave at Julliard School of Music.
A master class is an opportunity for accomplished students in a certain discipline to attend a class given by a true expert. In the play, Maria Callas tells her students, "If you want to be an opera star, your voice may not be enough. You have to have a 'look'. Get a look!"
We say, as a luxury real estate marketing professional, you not only need a look, you need a brand. The brand conveys who you are, what you stand for, and the extraordinary value you have to offer. Your personal brand must be impactfull, and it must enable you to sharply stand out from your competition.
We also have said that it is important to study luxury brands. Notice which brands speak to you and which do not. Model your brand after the ones you like, but do not copy.
Imitation is not the best form of flattery, it just shows your lack of imagination. Copying may result in a lawsuit by the brand. Many luxury brands are vigilant when it comes to protecting their trademarks and logos, and they do not hesitate to come after you with all guns blazing.
Get a look! Most importantly, be original!