Change Your Perspective: Say Yes To More Business!

People see and interpret things differently. Your ability to shift your point of view and see things their way may just be one of the most important skills to develop when dealing with affluent clients in real estate or any service business.

One of our most memorable travel experiences and life lessons occurred while visiting the Vasarely Museum in Aix-en-Provence, southern France. Victor Vasarely was known as the “grandfather of op art”, the art movement that incorporates optical illusions in abstract compositions. 

Vasarely’s works included huge carpets that were hung on walls, sculptures and many two-dimensional pieces that give the viewer a sense of movement, camouflaged images, vibrating patterns, or of three-dimensional warping or swelling.

Vasarely’s compositions often shift perspective completely as you gaze upon them. One moment they are concave and then convex the next moment.  When we left the museum we literally had to sit down and get acclimated again to our normal surroundings.

The take-away that left an indelible impression for us was the idea that we actually craft our own realities in our minds as we view the objects “out there”. The same set of “facts” can take on completely different meanings given the context or worldview that each of us holds.

That is why it is essential that we have agreed upon ground rules to facilitate our interactions with each other. Yet, it is so important that we also understand that people see and interpret things differently.

In tennis for example, with multiple cameras triangulate impressions digitally, a ball is objectively either on the line or out (within a minute agreed upon margin for error). All umpires, players and fans agree upon this objective rule, which eliminates subjective disputes.

Apart from these rules, we need to champion diversity and creativity in perception.  That is the source of innovation and of invention. Practice shifting your point of view and appreciating other’s perspectives more often. You will find that you will attract more affluent clients when you do

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.

Meet More People Face-to-Face. It’s Better than Social Media for Business

Many agents are getting lazy about meeting new people face-to-face. They spend too much time in front of their computers on social media hoping to generate business or referrals. This represents an excellent opportunity for YOU to stand out from the crowd, if you are willing to venture forth into your community.

We always encourage our real estate clients to focus on meeting as many people as possible and doing so face-to-face. This should become an integral part of your brand strategy as well.  You may find that this strategy works better than Social Media and is a lot more fun! Inevitably the question that follows is WHERE do I meet these people?

We say, “FOLLOW YOUR INTERESTS!” There are many opportunities to get involved in the community. Find those that speak to who you are; follow your passions.

Do not participate with the hidden agenda of just drumming up real estate business.  Participate because you enjoy it. Business will come naturally, because people like to do business with other like-mined people.

An agent in San Francisco is a fan of the opera.  San Francisco happens to have a great opera house with very passionate patrons and fans.  This agent became a volunteer in the organization. Her strong support and enthusiasm led to direct business and many referrals.

In communities where the great outdoor lifestyle is key, some of our clients get involved in cycling events and races.  One of them has his real estate company sponsor him.  Another is a top-notch tennis player and has joined the tennis club in the community in which he works. 

Another client is a ski instructor.  She takes her clients on ski tours of the mountains that surround her community. Since her niche is ski-in/ski-out condos, this strategy works quite well, especially when showing this type of property.

Take a moment and write down your interests. Find out what is happening in your community that matches your passions!  Meet more people face-to-face and you will enjoy Social Media itself even more. 

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.

The Winning Formula: Competence Plus Responsiveness1

Whether a lead comes your way via the phone, the Internet or through a personal referral, your rapid response may determine if you get the new client or if they move on to someone more responsive. The old adage still holds true that the early bird catches the worm.

Recently, our Squarespace (SQ) web developer, with whom we have worked for seven years, moved on to a different career. And, we needed a Squarespace expert to make two immediate adjustments on our own company website that is built on that platform.  We work both with SQ and Wordpress (WP) web developers depending on the scope of our projects.

So, we sent out invitations to establish a new business relationship (plus instructions to address the 2 items that required immediate action on our site) to two SQ developers that were recommended by the company itself. Neither of them responded within 24 hours.

The following day we sent out 10 additional invitations to SQ recommended developers.  Within a few minutes we received a response from one developer who could not take on our work immediately but kindly referred to three other SQ developer friends who could.

Co-incidentally, one of her recommendations was the one who responded next, as that firm was also on our list.  We had a brief conversation with this developer, who instantly established credibility with us, and within 20 minutes they took care of our immediate needs at a reasonable price. Although, the terms of payment in their invoice stated “due within 30 days”, we paid them within the hour by credit card because we appreciated their responsiveness.

We received three other responses later that day. Two of them noticed that the changes had already been made and the other one said they would call us the following week.

The early bird caught the worm! And, we look forward to working with this company on future projects based on their responsiveness.

Do everything you can to be more responsive than your competition.  Competence alone is no longer enough to assure others that you are worthy of their referrals. COMPETENCE + RESPONSIVENESS is the WINNING FORMULA!

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.

Source More Referrals: It Is Only Coffee!

Can you think of a single luxury real estate marketing professional who does not love getting referrals? Based on the law of reciprocity, generating referrals begets receiving them. The more you give the more you get. Yet, few agents make it their business to source referrals to non-competitive business owners or service professionals.

What if you deliberately set out to generate referrals to others as a primary brand strategy for your real estate practice?  The more people you know the more matches you can source.

Eventually you would become known as a “referral hub” someone who connects others in such a way that it leads to more business for all.  If you master the art of giving referrals you would emerge as the MVP (Most Valuable Professional to know).

Engaging the law of reciprocity begins by getting into a frame of mind of abundance.  It is a shift of focus away from scarcity and looking out only for #1. This does not mean that you need to become selfless and place the needs of others above your own.  An abundant mindset means that you simultaneously consider the needs of others AND yourself.

When you have achieved this abundant mindset you do not have to keep score about receiving referrals back from the very people to whom you have given them. Leveraging the law of reciprocity will often attract referrals “out of blue” from the most unexpected sources.

A great way to begin engaging the law of reciprocity is simply to invite more people to meet you for coffee.  The more you get out and meet people face-to-face the more opportunities you have for new business and also for building long-term high-trust relationships. We say, “whoever has the most high-trust relationships WINS!” because those that do create the most opportunities for referrals.

So, next time you find that you are hiding behind your computer or stretching out the busy work that you could easily delegate to others, pick up the phone and invite someone for coffee. Reach out, get out of the office and spread the love. Show people you care about their success.  And, they will start caring about yours. It is only coffee!

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.

Muumuu Marketing: Does One Size Fit All?

We are constantly asked about marketing strategies and advertising channels from luxury real estate marketing professional nationwide. We say, beware of muumuu** marketers who tell you that one size fits all.  Here are some of the questions:

---Should one advertise in the local paper, luxury real estate magazines, online, on social media, send postcards (how many and how big), or produce videos? 

---Should one buy a drone, a video camera, an expensive camera or leave it to the professionals? 

--What about SEO or SEM (search engine marketing) or the long tail? 

We are not being evasive, when we say no one size fits all.  It depends on the marketplace, the lifestyle, and what the target market responds to. In other words, muumuu marketing can be a colossal waste of your marketing dollars.

The best ad agencies spend time on the ground researching the marketplace. They address both the demographics and the psychographics of the target market.  These agencies understand that what works in Boston may not work in South Bend, Indiana, even if the demographics are the same in each locale.  The psychographics, i.e., mindset and values, may be vastly different.

Here in Santa Barbara, where we have well over a dozen billionaires and a healthy population of ultra high net worth consumers, there are no Rolls Royce, Bentley, Maserati, or Ferrari dealerships. Why? These automotive companies apparently did their market research.  Some Santa Barbara homeowners may own them and drive them here, but they purchased them elsewhere. Conversely, the new Tesla dealership is taking orders like hotcakes for their newest model, and we see many of their luxury sedans on the road that were purchased in Santa Barbara. 

Beware of muumuu marketers! Or, you will find yourself trolling the beach with a metal detector looking for spare change instead of raking in the big bucks! 

**(Muumuu is defined as a long loose-hanging dress worn by Hawaiian women and those wanting to hide a multitude of sins.  Origin of the word "muumuu" is expand.)

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.

Branding Lessons in Beverly Hills: Parking Meter & Pavement Plaques!

We love all aspects of branding, and we enjoy sharing them with our readers.  Our intention is that it may spark creativity in promoting your brand of doing business.  Brilliant examples inspire us, and we hope they will inspire you in marketing your luxury real estate practice.

We met Bijan the year he opened his store in Beverly Hills on famed Rodeo Drive.  What we learned is that he was a passionate men’s clothing designer.  His fame grew because of the quality and fit of his clothes, and his list of customers ranged from royalty and presidents to high and low profile business people, as well as celebrities.

He was a great marketer of his brand, and to this day his son continues his legacy.  He has expanded to include women’s fragrances, accessories and jewelry. He maintains the brand’s visibility with two billboards across the street from each other on one of the busiest thoroughfares in West Los Angeles. This street leads to Beverly Hills and is flanked with high profile office buildings.

Today with moments to spare prior to our appointment in Beverly Hills, we noticed a brilliant branding addition in front of his store.  This is a branded parking meter, and on the sidewalk two plaques marking his contribution to Rodeo Drive.

What do You think?

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.

Sharply Focused Niche Marketing: A $1 Billion Idea!

The power of focus cannot be emphasized enough if you want to dominate a luxury real estate market niche in your area.  A single strategy that is sharply focused can make you rich while all others are faced with cutthroat competition!

Five years ago Mike Dubin launched an online business through which he sells razors as a subscription service, shipped by mail. His company, Dollar Shave Club in Venice, California, has been sold to Unilever for a cool $1Billion. 

His strategy is simple:  A great shave for a few bucks a month.  His slogan is precise, stating the unique promise of value in just 4 words:  “Shave Money. Shave Time!”

Knowing his target market’s psychographics inside and out, he got away with a big fat claim, using taboo marketing: “OUR BLADES ARE F**KING GREAT!

The Dollar Shave Club rapidly gained popularity with a You Tube video that went viral. It was viewed almost 23 million times. Check it out below!

A single strategy can make you rich if you have the right niche! Hopefully, this will help to dispel your fears of choosing a niche that is too narrow, providing there is a large enough target market that can potentially satisfy your financial goals.

To learn more about niche marketing click here: Which Niche Can Make You Rich? 

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.

Are You Marketing To Make It Rain, Or Just Selling Umbrellas?

There is a distinct difference between marketing and selling.  Selling is short-term thinking. Marketing is building a business to last.

An example of selling is the guy on the street who hawks cheap umbrellas to those who forgot theirs that morning. His business depends on the forgetful and on the weather. When the sale is complete, he does not have a long-term customer nor does he have a referral source to capitalize on.

Marketing means standing out in a sea of sameness by distinguishing yourself though the way you do business.  It is based on a plan that includes creating a loyal customer base. When you are thinking long-term, you are able to focus more on your clients than on your immediate personal need to close a quick deal.  Marketing comes from a mindset of self-confidence, rather than being driven by fear and insecurity.

Jan’s ski store in Deer Valley, Utah, is the only place we buy ski equipment. When the resort first opened, we came in with ill-fitting ski boots that we bought in Los Angeles.  They went out of their way to make our boots comfortable without charging us.  They also invited us to try their demo skis without charge.  This was long range thinking and marketing at its best.

At the end of that ski season, we bought new boots and skis, and have remained loyal customers ever since. Recently at Jan’s, we noticed that a customer sitting next to us, who was being fitted for boots, needed to take an important phone call.  His fitter took off the boots and handed him a plush pair of slippers to wear, so that he could take the call in private.  The guy was dumbfounded and said, “Why are you are giving me slippers to wear?” The fitter responded, “Because, that is Jan’s way!”

Marketing is demonstrating your long-range thinking, which should be your distinctive brand of doing business, if you want to stand out from your competition.  Stop selling umbrellas and waiting for it to rain!  Instead, start marketing and become a rainmaker!

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.

UPV: We Will Show You Ours, If You Show Us Yours!

What is the primary secret behind the success of market leading luxury real estate professionals?  They attract clients like a magnet because they have tuned their thoughts to EXPECT SUCCESS.  But, the real secret is that many market leaders have no special talents beyond persistence and consistency. They achieved their top ranking by default because their competition has not recognized their own Unique Promise of Value (UPV).

Do you know your UPV? Can you state it in just a few words? We will show you ours if you show us yours! Here is ours:

We empower people and companies to recognize and articulate their Unique Promise of Value, and then consistently communicate it in their marketplace.

Knowing what makes you or your company unique creates the most powerful magnet of all. Clearly articulating your UPV with precision accelerates the speed of attraction because your IDEAL CLIENTS can rapidly perceive that you are the answer to their most pressing needs. And, it makes it easy for others to refer YOU.

But, once you know and clearly articulate your UPV the key is to consistently get the word out to your target market.  What most would-be challengers are reluctant to do is continuously expand their pool of referral sources by meeting new people on a regular basis and consistently communicating their UPV.

Now, we have shown you ours. Let’s see yours!

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.

Are You A Worrier Or A Warrior?

Being a warrior in the game of luxury real estate marketing requires that you develop a deep, rock-solid trust in yourself. Worrying erodes the very foundation of self-trust and is the ultimate cause of failure.  Are you a worrier or a warrior?

Warriors may have an initial reaction to sudden, dismal external conditions, but they quickly regain their balance and adjust their approach. LeBron James made basketball history, winning the NBA Championship by coming back from a 3-1 deficit.  He said that he looked within and adjusted his “blue-print” for success.

And, that is exactly what luxury real estate marketing professionals need to do when they encounter volatility in global markets like Brexit.  Worriers cannot see the opportunities that a condition may cause, because they are too busy assessing the negatives.  Warriors look for the opportunities and adjust their inner blue prints.

On the real estate front, Knight Frank, global residential and commercial real estate consultants are focused on the silver lining. They view is that the housing market will not be seriously impacted. The UK has 60 million wealthy individuals, and a highly skilled labor force.  High skilled labor is always in demand.

British second home buying in Europe and in the US may slow down.  Real estate will continue to be viewed as a long-term stable investment.  Some of the ultra high end may languish on the market. 

It is worth noting that Starbucks is going to continue its expansion plans in the United Kingdom.  Since the United Kingdom is one of the largest consumers of French Champagne, Taitttinger called its UK distributors to assure them that they will make up the losses caused by the devaluation of the Pound Sterling.  The legal profession is no doubt rejoicing based on all the work generated by the Brexit vote. 

If you are concerned about market conditions, readjust your inner blueprint for success.  Are you going to worry or be a warrior? 

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.

Is Your Brand Name Memorable Like Toast, Butter and Jam?

A great brand name for luxury real estate marketing, or any business endeavor, is one that is simple, memorable and ideally, instantly communicates its extraordinary promise of value. If your brand name is remarkable it will spark buzz, facilitates word-of-mouth advertising and sharply differentiate YOU from your competition.

In the crowded field of wines, wine brands have just a nano-second to capture your attention as you peruse the shelves and displays. If they do not capture your attention, the likelihood of your trying something new is somewhere between slim and none. Here is an example of  a wine brand that instantly grabbed our attention because of its cleverness and simplicity.

JaM (named for owners John and Michele) Cellars has just 3 offerings. They are all about “Easy to love everyday wines”, which is their value proposition distilled into only 5 words.   They named their Cabernet Sauvignon, JaM “dark berries and plum flavors”, the Chardonnay- Butter “lovely lingering finish” and Toast for their sparkling wine, “aromas of honeydew, white peach, and orange blossom."

There is no guesswork when it comes to picking out these wines.  The brand instantly tells you its identity, and it differentiates it from the pack!  Does your brand name sharply differentiate YOU?

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.

Making More DOUGH With Passion And A Well-Bread Strategy

Are you passionate about the luxury real estate niche you have chosen? If not, find a niche that you can become passionate about, because passion is what it takes to follow your dreams to fruition.

You may have heard the expression, “If you build it they will come”, from the movie, Field of Dreams. That is exactly what Bob Oswaks, marketing executive-turned baker did. He discovered his passion and calling to open a high quality, artisan bakery/restaurant and he had the guts to change careers and follow his bliss.

We recently drove north of Santa Barbara to the tiny, remote, Wine Country town of Los Alamos just to have breakfast at Bob’s Well Bread because the buzz was irresistible. We had heard exuberant, unsolicited recommendations from two friends on separate occasions; both were practically drooling when they described Bob’s hand-made, old-world style breads, croissants and other baked goods. And, the place was packed when we arrived!

Was it worth the one-hour drive?  Absolutely!  Bob’s almond croissant was spectacular; it had the perfect balance of crispy-crunchy crust on the outside and tender elasticity on the inside, and it also had just the right amount of sweetness. Our only disappointment was that we did not have room for the chocolate almond croissant. But, alas, this bakery is etched in our memory and a return trip is inevitable [i.e., soon].

Although it is best to eat your bread at the peak of freshness, according to Bob,  “From our natural fermentation, to our high-hydration doughs, Bob’s Well Bread is artisan bread that will last for many days (if you don’t eat it all!).”

Our hats are off to Bob for building his dream bakery, for changing careers and pursuing an uncontested market niche in California’s Central Coast Wine Country. The moral of Bob’s story: If you want to make more “dough", find a luxury real estate market niche that you can be passionate about!

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.

Focus & An Extraordinary Brand Story Are the Keys to Niche Marketing – Part 2

In Part 1, we shared that owning top-of-mind status in a local restaurant category is what leads to owning the lion’s share of business in that niche. The same brand strategy principles apply to luxury real estate marketing; it is all about focus and a great brand story.  This is especially important in a crowded field if you want to stand out. 

The wine industry represents one of the most competitive product categories in the world. Right next door to Wildwood Kitchen that we reviewed in Part 1 is Potek Winery. Here is an excellent example of a heart-warming brand story coupled with the focus of a clearly stated niche value proposition that makes Potek a standout.

“The name Potek is drawn from the story of the immigration of my great–grandfather from Romania to the United States. Berl Potek’s name was changed to Benjamin Potter as he passed through Ellis Island in 1917. His courage to search for a better life, and the immigrants’ experience of adaptation in a new environment inspires my approach to winemaking with traditional French techniques and grapes, grown in California. Potek Winery is built on generations of hard work and the constant search for better. We pay tribute to the bravery of exploration and strength in family.”

The clarity and brevity of the brand story and value proposition (traditional French techniques and grapes grown in California) is remarkable, memorable and easy to share via word-of-mouth advertising. Regardless of your views about the immigration challenges that face our country and what the best solutions may be, this story of courage and the search for a better life, reminds us of the value of living here in the USA.

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.

Focus & An Extraordinary Brand Story Are the Keys to Niche Marketing – Part 1

Niche marketing in luxury real estate is easy to understand if you think in terms of restaurants.  If you are in the mood for BBQ you “auto-sort” the entire list of restaurants in town. Thus, you narrow your search down to just one category.  Focus is the key to niche marketing.

When you need a recommendation, you ask someone which BBQ restaurant is best in class in your town within your budget.  The BBQ restaurant that comes to their mind first enjoys what we call “top-of-mind” status.  Whoever achieves top-of-mind status gets the lion’s share of BBQ business.  It is that simple!

But, to keep people coming back, you need to deliver the goods. And, you need a compelling value proposition that differentiates you from the pack. You need an extraordinary promise of value (EVP). 

Recently, we were referred to the best new BBQ restaurant in Santa Barbara: Wildwood Kitchen. We ordered the BBQ Sampler, which included Trip Tip, Pork Ribs and a homemade sweet Italian sausage. Everything was outstanding including the Cole slaw and pickles.

Our waiter kindly let us sample their homemade vegan chili that featured fresh beans from our local Santa Barbara farmer’s market. Absolutely delicious! We were compelled to take home two orders and feast on the chili for dinner.

In addition to Wildwood Kitchen’s fabulous food the restaurant has a wonderful brand story that makes it extraordinary. Restaurateur Justin West, wanted to pay homage to his father’s successful BBQ restaurant in Oregon.  The original recipes are the cornerstones of his offerings. But, Justin has focused on including as much local produce and other local ingredients as possible, which was not readily available year-round in Oregon.

Wildwood’s next-door neighbors are Potek Winery and Three Window Brewery. They share a common courtyard area in the back with seating that makes for a synergistic, convivial atmosphere.  Together, their theme is sourcing the finest local Santa Barbara ingredients and building a sense of community.

In Part 2 of this article series we will cover the extraordinary brand story of Potek Winery. It is extremely challenging to stand out in the wine industry.  That is why this winery’s brand story provides a great example for luxury real estate marketing professionals who need to distinguish themselves in a crowded market.

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.

Are You Green With Envy?

Is there a luxury real estate marketing team in your marketplace that is just “knocking it out of the ball park”? Are you “green with envy” or are you inspired by them to excel in you own practice?

Envy can be a strong motivational force that can either spur you on to greatness or hold you right in place. There is nothing wrong with feeling jealousy or envy, providing that you do not hold on to those feelings too long. Instead, just move on as quickly as possible. Make a rapid transition from being motivated by envy to being inspired by your competition.

One symptom that you are holding on too long to envy is attempting to copy your competitor’ moves. If you are a basketball fan you may have noticed that more and more players are attempting to copy Stephen Curry’s (Golden State Warriors) remarkable three-point shots from well behind the three-point line.

The real secret to the success of GSW, including Stephen’s personal achievements, is the team’s esprit de corps. GSW ended the 2015-2016 regular season with the best record in the history of basketball. Having fun and getting all players engaged takes a higher priority than individual accomplishment. It is from that ground of being that Stephen has soared.

Those players who attempt to copy Stephen wind up playing “hero ball”. Fixated on getting admiration from others, which they think is the prize, these heroes try to take their entire team on their shoulders to save the day.

The funny thing about GSW is that their team spirit is inimitable! If you are able to duplicate it, you make it your own in your own way. This is different from copying the moves of other teams.

The only other team that has this philosophy in the NBA is the San Antonio Spurs. It is very likely that the Western Conference will be a battle between the Warriors and Spurs. You may prefer one to the other. But, true basketball fans will be thoroughly entertained and richly rewarded simply by watching basketball played at its highest level in that playoff series.

There is no scarcity of admiration for these two teams or their individual players. They have both transcended the need to fan the flames of hero worship. The respect for each other is high because each of the members of these teams know the secret that esprit de corps is more important than playing hero ball.

Remember; if you find yourself feeling green with envy in your luxury real estate marketing practice, quickly make the transition from being jealous of your competitors and worrying that they are getting too much admiration, to being inspired by them.

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.

The Secret to Longevity In Luxury Real Estate Marketing

Creating and cultivating high-trust, long-term friendships in business and in your personal life is the name of the game for luxury real estate marketing. The more you make, the more you make-money that is! 

The ability to create and maintain long-term, high-trust relationships is also the key to LONGEVITY in this profession. The best luxury real estate marketing professionals know the secret of longevity.  

With a long-range perspective they are able to transcend the notion of seeing their contacts as merely a means to an end, i.e., referrals. Instead, they treat people as ends unto themselves, confident that only wonderful things can spring forth from such relationships. They take a genuine interest in other people’s lives.

When you honestly care about the well being of others, others spontaneously want to see you thrive. That is the secret to longevity in real estate.

Recently, we reconnected with a close childhood friend of Ron’s after not being in touch for over 20 years. With a solid base of trust that was built over time it was as if no time had elapsed between visits; we just picked up where we last left off.

For fun we took a drive through the neighborhood where they grew up and recognized a pomegranate tree that was still thriving and bearing fruit a half-century later. Seeing this tree (photo below), ten times its original size, was a magical moment that created a touchstone for our relationship that is flourishing once again. The CONTINUITY of trust between us is simply extraordinary!

The Chinese and Japanese cultures reflect the value of continuity and longevity through the art of bonsai. Ron had the privilege of studying bonsai with John Naka, the #1 bonsai master in the United State at the time. The Bonsai Pavilion at the National Arboretum in Washington DC is named after Mr. Naka.

Alexandra spotted the pomegranate tree (depicted at the top) as a “baby” in a tree nursery in Los Angeles over 30 years ago. Ron brought it to class and shaped it, with John’s help, into the windswept style it is today.

Pomegranates are steeped in history and symbolism for many cultures around the world, particularly in the Mediterranean countries where they are plentiful. Typically they represent fruitfulness, abundance, knowledge, learning and wisdom.

High-trust, long-term relationships are the keys to continuity and longevity in the luxury real estate marketing game. Treat people with genuine care and interest, as ends unto themselves, and you will thrive.

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.

Are You Bringing The Best Version of Yourself To The Game?

Last week marked the end of the 2015-16 NBA season for the Los Angeles Lakers and the end of the stellar 20-year basketball career for our hero, Kobe Bryant. It was Kobe who inspired our New Year’s Theme of 2016: “Always Bring the Best Version of Yourself To the Game!”.

Scoring 60 points in his final game gave fans across the globe an epic master class in this principle that was akin to watching fireworks exploding at the end of Tchaikovsky’s 1812 Overture.

Bill Plaschke, LA Times Sportswriter, said it this way: “He didn’t walk away, he flew away, on the wings of legend, through the clouds of Hollywood, with a final act unmatched in Los Angeles sports history.”

Every hour of every day, as luxury real estate marketing professionals, we have a choice to bring our best version of ourselves to the game. Few actually set this intention each and every day. Yet, simply doing just that can make a huge difference in the outcome of your interactions with prospects, clients and co-workers.

It is easy to get sloppy and settle for a lesser version of yourself that results in pettiness and mediocre results. If you find yourself slipping, whatever you do, do not chastise yourself! That only prolongs the pettiness. Just begin anew, start over, and let yourself shine!

Are You Bringing The Best Version Of Yourself To The Game?

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.

Standing Out In A Crowded Field By Sliming In (LOL)

The South Korean cosmetic industry has exploded in recent years.  In 2015 it became a $2.75 billion industry growing 54% over the previous year.  The Koreans, both men and women, are even more fastidious about their complexions and vibrancy regimen than their US counterparts.  However, they have found true believers in Americans who are now spending more than ever on anti-aging creams and treatments.

One of the main ingredients in some of the most popular South Korean cosmetic products is snail slime. To go along with the regimen, you simply have to get over your mental connotations of these creatures.   Snails were first used in Greece to reduce inflammation. Workers farming escargots noticed that their hands looked younger and smoother.

What is exciting about this trend, from a strategic branding standpoint, is that the South Korean cosmetic companies discovered a niche that they could collectively dominate in their quest for global market leadership.  This is an industry that has been dominated by the French and Americans for centuries.  The South Koreans have created a luxury product category that stands out in a very crowded field. 

Both mainstream American and European cosmetic lines are now playing catch up by including snail slime in their products.  If you are in New York, there is even a plastic surgeon offering the “Escarglow” facial for $300, which includes needling in the slime.

If you find yourself in a highly competitive luxury real estate marketplace, do not panic. The key to standing out is to “slime in” with a new angle for which you can become well known.  But, will it last? Yes, we are laughing out loud!

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.

It Is Much Easier to “Sell Down” Than to “Sell up”, Price-wise!

Courtesy of Tesla

Many real estate agents and firms face a challenge when they contemplate breaking into the luxury end of the market or increasing their luxury market share. The challenge is shifting the perception held by high net worth consumers about their “mid-price range” personal or company brand. One of their biggest concerns is alienating their core referral base because they do not want to be perceived as pretentious snobs or as elitists.

The truth from a strategic branding standpoint is that it is much harder to “sell up” than it is to “sell down” price-wise. This means it is more difficult to have a brand perception of “middle of the road” while trying to list $1M+ homes. It is easier to have a luxury brand perception and attract mid-price home sellers. 

The key is striking a balance of sophistication without coming across as pretentious. Apple, who hired the head of the British luxury brand, Burberry, to head their retail store division has nailed this balance.  They understand the “halo effect” of including a Hermès watchband in their offerings to attract high net worth buyers.  They may not sell many of them, but this strategy casts a glow of luxury on all the other less expensive bands and also their entire range of products.

Tesla just achieved the same result from the halo effect strategy.  They launched their company as a sophisticated yet not pretentious luxury brand competing with Mercedes, BMW, Audi and Lexus, but squarely in the electric car niche.

We happened by our Tesla dealership in Santa Barbara last week and could not believe what we saw! There was a line of customers around the block waiting to reserve a Model 3. This is their new $35K mid-price sedan capable of seating five and going 215 miles on a charge, and 0-60 mph in less than 6 seconds. It is coming out in late 2017. 

In just a few days over 276,000 people reserved a Tesla Model 3. That equates to an $11.6 billion backlog of orders!  It is much easier to "Sell Down" than to "Sell up", price-wise.

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.

Did The Devil Make You Do It? Credibility On Social Media!

We have over 200 endorsements on Linked In, which we have not accepted.  We have had at least that many like requests on Facebook, which we have ignored. And, recently were asked by a real estate agent to recommend him, which we declined.  The common thread in all these endorsements, “likes” and recommendations is that there are credibility issues.

The endorsements on Linked-In are from people whom we have never met or with whom we have not done business.  We do not understand how they can recommend our services without really knowing about them. The endorsers expect us to recommend them as well under the same cirmcumstances.

The like requests on Facebook are equally puzzling.  The majority of the requests are from folks with whom we may be connected, but with whom we do not have a personal relationship. On the rare occasions we have liked a business on Facebook, the powers that be have inundated us with ads there.

The real estate agent who asked us for a recommendation is someone we have never met. Do we tell our actual friends to use this agent just because he is in our social media network? 

To paraphrase Geraldine Jones (pictured above), a character created by comedian Flip Wilson, “Don’t [touch me] endorse us, honey you don’t know us that well!”  And, we know the devil did not make you do it! 

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.