Luxury Real Estate Marketing Tip: Define Your POV (Point of View)

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Luxury Real Estate Marketing Tip: English vs. “Googlish”

March 21, 2013

Recently, we saw an article by a Forbes magazine writer titled, Is Blogging Dead?” and that got us thinking about how that question might apply to luxury real estate marketing. Blogging has been around for some time now. Has it already become passé? We think blogging is alive and well providing you are blogging in English vs. “Googlish”.

Blogging isn’t going anywhere any time soon because good journalism is and always will be an integral part of our human experience. As long as people seek the opinion of experts in a given field and the Internet can instantly connect you to opinion leaders blogging in some form or another will always be relevant.

The real question for you is: Do you know who your target market is, precisely? Is your target comprised of humans or robots? Are you speaking to your audience in their language? Are you provided compelling original content that is newsworthy, buzz-worthy and follow-worthy? Or, are you cramming a bunch of empty keyword phrases together that are repeated far too many times in order to court the Google robots? If the latter is the case you must be blogging in “Googlish” not English.

Sure, there are excellent benefits from being recognized by Google as an authority. But, your page ranking will reflect that naturally. Google wants to match up the experts with those who seek their advice. They can sell more ads if they do this well.

Advertisers are looking for eyeballs that are seeking quality content. You may have heard the expression, “Content is King”. We say, ORIGINAL content is still king” because that is what builds an audience and raving fans. But, if your heart in not in your blog you are engaged in an activity that is a colossal waste of time, time that could be spent much more productively, like actually meeting new people who could become new referral sources for you.

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Luxury Real Estate Marketing: Innovate, Innovate, Innovate!

March 20, 2013

In marketing luxury real estate, being a market leader is not always a picnic. Why? As a market leader, you are often the target of many challengers. Just look at the onslaught of competition that the icon brand, Apple, is now facing.

Apple is known for consistently innovating, and introducing entirely new categories of products and services. The company became the market leader by creating brand new markets that did not even exist before.

Along comes challenger, Samsung with an interesting brand strategy. They recently spent over one-half billion dollars on advertising trying to convince consumers that Apple is now yesterday’s news with their smart phone slogan, “The next big thing is already here with The Galaxy S3 and even more recently, the S4.

Essentially, Samsung’s strategy is to create the perception that Apple is no longer the cool, hip contemporary brand, “it once was”. Instead, they want consumers to believe that Apple is now the more conservative heritage brand, not the edgy contemporary brand. Apple used this very same strategy in their highly successful advertising campaign comparing Macs to PCs depicting Microsoft as the stogy heritage brand.

But, one thing is for sure: Apple is not going to sit on their laurels. Nor, should you if you are the incumbent market leader in your luxury real estate marketing practice.

Prior to the introduction of the iPhone in 2007, Blackberry enjoyed its stint as a market leader in smart phones (especially in corporate America) by combining the Personal Digital Assistant (PDA) with secure email and some Internet browsing. They were late to the table in adapting the touch screen and an operating system to support it, not to mention supporting an eco-system of app developers.

Blackberry, is finally trying to catch up. Even CEO, Thorsten Heins, said that Apple’s iPhone is not the state-of-the-art smart phone it once was. In fact, it’s starting to look a little dusty, according his Wall Street Journal interview. Is this actually true? Maybe it is not. But, in our opinion, his remarks reflect a brand strategy of piggy-backing on Samsung’s attempt to dismiss the reigning market leader, Apple, as old.

Blackberry discovered that if you do not keep pace with the speed of innovation, you could easily be replaced. But, this does not apply only to the world of high-tech.

On Melrose Avenue directly across the street from the Pacific Design Center is the architecturally contemporary home accessories showroom of Robert Kuo, (pictured above). Originally, Kuo brought the magnificent art of cloisonné to America, but with a modern twist. He utilized the influences of Art Nouveau and Art Deco and introduced new shapes and finishes to this ancient art, which brought him notoriety. His work can be seen in the National Museum of Taipei and in exclusive international hotels. Now, his sophisticated designs have taken organic forms.

So, let this be a lesson to those of you who are market leaders in your luxury real estate marketing practice. Be complacent at your own risk. Innovate, Innovate, Innovate!

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Luxury Real Estate Marketing Tip: Luxury is a Soul Supplement Part 5

February 28, 2013

Impeccable Manners! - The Secret to Becoming “Top Dog” in Your Marketplace

Throughout this article series, we have explored a new definition of luxury, “Supplement of the Soul”. Nothing feeds the soul of high net worth clients more than being treated like royalty. And, that requires impeccable manners. If you are aiming to be “Top Dog” in your area, as a luxury real estate marketing professional, you can run circles around your competition simply by acquiring impeccable manners.

The secret ingredient in impeccable manners is impeccable communication skills. "Impeccable" means, “in accordance with the highest standards of propriety; faultless." You have to approach manners as an art form and become a virtuoso, one who excels in the technique of an art.

Occasions such as a wedding, an audience with a royal, the president or the pope have specific rules. These are the techniques of the art of impeccable manners. If you intend to have an international clientele it is important that you become well versed in their customs and manners, and invest the time to master your craft.

Impeccable communication and manners inspire trust and confidence. Any newbie that acquires this skillset can outsell a seasoned grouchy veteran. We saw it happen in a luxury car dealership, where a newbie (just hired/first time in car sales) outsold everyone on the floor in her first week on the job, because of her cheerful demeanor and impeccable manners.

In luxury real estate one of our clients was given a prestigious listing because of his manners and impeccable follow-through. For this seller, impeccable manners made the difference between choosing him over three other seasoned competitors.

One of our friends in Napa, California worked for one of the premier wineries as a host and event coordinator. At one of the wine events, a dignitary from another country noticed his skills and asked if he would be willing to become the head butler in their embassy in Washington. Delighted with this opportunity, he accepted, and promptly enrolled in butler school. Now he runs the embassy's social events and is their liaison for the other embassies.

So now we have completed this article series. We discovered one of the most important universal principles that must be applied in your luxury real estate marketing practice if you sincerely desire to gain or sustain market leadership (be “Top Dog”). Here is a final recap:

Determine what feeds the soul of your client (Part 1)

Accurately assess the luxury mindset of your client ((Part 2)

Adopt what we call the “Objective Luxury Real Estate Agent Mindset" (Part 3)

Clear your mind of envy (Part 4)

Acquire impeccable manners (Part 5)

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Luxury Real Estate Marketing Tip: Luxury is a Soul Supplement - Part 4

February 27, 2013

PART 4 - ARE YOU GREEN WITH ENVY?

Inspired by a new definition of luxury, “supplement of the soul”, we embarked upon a very exciting journalistic journey in this article series. We discovered one of the most important universal principles that must be applied in your luxury real estate marketing practice if you sincerely desire to gain or sustain market leadership. Here is a recap:

Determine what feeds the soul of your client (Part 1)
Accurately assess the luxury mindset of your client (Part 2)
Adopt what we call the “Objective Luxury Real Estate Agent Mindset" (Part 3)

The next component of this universal principle may require some additional soul searching on your part: Clear your mind of envy! Nothing will impede your personal success more, as a luxury real estate marketing professional, than being “green with envy” when it comes to the wealth, possessions or social status of others.

Envy is:

“The pain caused by the good fortune of others” - Aristotle

"A reluctance to see our own well-being overshadowed by another's because the standard we use, to see how well off we are, is not the intrinsic worth of our own well-being but how it compares with that of others" – Kant

Are you green with envy?

If you secretly begrudge your clients for being able to afford the luxury homes you are marketing, this is important internal personal feedback (from you, when you are in your best state of mind) that you need an attitude adjustment. Instead of clubbing yourself over your head with this feedback, use it to propel yourself into a more affluent state of mind. And, watch your luxury real estate marketing practice soar!

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Luxury Real Estate Marketing Tip: Luxury is a Soul Supplement Part 3

February 26, 2013

PART 3: THE OBJECTIVE LUXURY REAL ESTATE AGENT’S MINDSET

In part 2 of this series we shared the two mindsets of luxury consumers. This post is about YOU, the luxury real estate marketing professional, developing your mindset. We emphasized that you have to suspend your judgments about your client’s lifestyle and personality. To do that you must adopt the Objective Luxury Real Estate Agent Mindset.

Easier said than done? Being truly objective is the key to a successful real estate transaction. Objectivity is the beginning of a successful and long- term client/agent relationship. Here is what is at stake: longevity in the business and an enviable reputation as the go-to person in your marketplace.

The easiest way to gain the Objective Luxury Real Estate Agent Mindset is to keep your purpose in mind at all times: closed transactions and clients becoming raving fans. Or, as one of our own mentors used to say, “Don’t let the ants get in the way of the elephant”. Here is an example:

Our company had a great listing. We were the listing broker for one of the premier entertainment office buildings in Los Angeles. We got a call from an assistant who was working for a celebrity to make an appointment to view one of the vacant floors in the building for their offices. We set a time, and she gave us a hint that the client may be a few minutes late. As a rule of thumb this could translate to an additional hour in our experience.

Prior to heading out for the appointment, we prepared by loading the car with items that could be done while waiting for them in the building owner’s conference room. The assistant arrived on time. She took a cursory look at the space, and told us that we would have to wait for her bosses as they were running late and coming in separate limos.

First to arrive was the wife. She was a famous actress in an Oscar winning movie. She threw the mink on the couch and proceeded to complain to her assistant and ignoring us. We waited until she ran out of breath with her tirade and suggested we take a look at the space. She had a blast critiquing the finishes, and after she was done, we explained that we would design the space to suit their particular needs. She left with the harassed assistant, and said she liked the space.

Then, the husband (the manager of a mega star) arrived and reenacted the same scenes his wife had just dramatized. When he was done we viewed the space. He calmed down and stated that he, too, liked it. We exchanged cards and he asked us to keep him informed of any other locations that we thought would match his needs. He thanked us profusely and apologized for being late. We had no doubts that he would refer us future business.

What kept us objective in this scenario? Our understanding that we were hired to do make sure that building was leased. We were not hired to pass judgment or psychoanalyze their personalities or to gossip about their celebrity histrionics. That was none of our business. What we kept in mind was this:

They were interested in the building

They were qualified to lease the space

The owners would be happy because their marquee name would add to the prestige of the building

The commission would be sizable

Keeping this vision clear in our minds was a great way not to let the ants get in the way of the elephants. And, that is how you, too, can adopt the Objective Luxury Real Estate Agent Mind as a luxury real estate marketing professional. This will supplement your soul and also your bank account!

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Luxury Real Estate Marketing Tip: Luxury is a Soul Supplement - Part 2

February 24, 2013

Part 2: THE TWO MINDSETS OF LUXURY CONSUMERS

In Part 1 of this series, we shared an inspired definition of luxury, "Supplement of the Soul". This prompted us to do some soul searching for this article series and define a universal principle that, if applied objectively, can give you a tremendous competitive edge as a luxury real estate marketing professional.

Here it is: If you really understand what feeds the soul of your clients you can better help them get what they want. And, they in turn will help you get what you want—more referrals!

But, here is the catch. You must suspend your own judgments about what feeds their soul. And, that does take some soul searching on your part.

If you secretly harbor judgments about your clients, sooner or later, they will feel it and that will definitely inhibit referrals. Being non-judgmental about what feeds their soul accelerates the speed of trust, which IS the accelerator of referrals. Once you get your own judgments out of the way you will find that you can work with a greater variety luxury real estate clients. And, that means more business.

There are two universal mindsets of luxury consumers. This does not mean that your clients are totally in one mindset or the other. It means that one is their dominant mindset. Luxury consumers are either predominately “self-actualizing consumers” or they are predominately “status seeking consumers”. The key is to accept that one mindset is not better than the other, no matter how you were raised or what you personally believe is right for you.

Stay objective and non-judgmental. Watch for the clues your clients give you about their dominant mindset. Then go about helping them get what they want, what feeds their soul.

Watch for Part 3 of Soul Supplement!

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Luxury Real Estate Marketing Tip: Luxury is a Soul Supplement

February 21, 2013

Part 1

Reaching international buyers is increasingly becoming a significantly component of your luxury real estate marketing practice. For that reason it is important to understand what luxury means to those in foreign countries because it can vary dramatically. But, what you will find is a common thread shared between luxury real estate buyers worldwide. Thoroughly understanding this universal principle can help you accelerate the speed of trust with all new clients and also can give you a tremendous competitive edge.

In our own strategic branding practice for luxury real estate agents and brokers worldwide we constantly look for new definitions of luxury. We found this very profound definition in the primary title of a book written by Jean Philippe Warren, professor of sociology and anthropology at Concordia University in Canada: Le Supplément d’ âme (“the supplement of the soul”). We interpret this as “that which feeds or adds to the soul”.

And, herein lies, the universal principle that can help you understand luxury buyers and better speak their language. You need to determine, what feeds the soul of your client!

In this article series we will provide you with the clues to watch for when you first meet your luxury buyer by phone, via email or in person. Identifying this vital value profile can propel you to make more sales and exponentially expand your referral base. Stay tuned for Part 2 of this series!

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Luxury Real Estate Marketing Buzz: Three Coins in a Fountain

January 29, 2013

Spending your dollars and coins wisely so that they have maximum impact (capturing the attention of your target market) should be the mission of luxury real estate marketing professionals. One of the best ways to do that is through buzz marketing. Buzz marketing involves getting others to pick up the story you have created through a remarkable action that makes news.

Here is an example of buzz marketing on a global scale. The same principles apply to local luxury real estate marketing.

Fendi is an Italian designer known for its furs, leather goods and its unique “baguette” handbags. It is one of the luxury brands owned by LVMH (Louis Vuitton, Moet Hennessey). When Fendi “adopted” the Trevi Fountain it sparked worldwide buzz.

London’s Daily Telegraph reported, “Storied Italian fashion house Fendi has announced a four-year initiative which will see the brand fund the restoration of five of Rome’s best-known fountains, starting with the iconic Trevi Fountain…

Women’s Wear Daily got into the action by interviewing Fendi’s CEO, Pietro Beccarri, “We are proud of being tied to the city, but I believe not everyone knows, and this is a great occasion to do something for the city that hosts us. Rome is a home of Made in Italy".

CNN International reported the same story solidifying Fendi’s catchy tagline: “Fendi for Fountains”. What a great way to bring attention to the brand and reinforce the FF logo!

The Mayor of Rome, Gianni Alemanno, held a news conference stating, "The restoration of the Trevi Fountain, one of the most known Roman monuments in the World, shows the importance of cooperation between public and private support and how the best Roman brands, such as Fendi, are involved in bringing back the historic center of Rome to its original shine,"

The Trevi Fountain is one of the most famous monuments in the world. Hollywood paid a tribute with several films, Roman Holiday in 1953, Three Coins in a Fountain in 1954,( the song, Three Coins in a Fountain, written by Jules Styne and Sammy Cahn won the Academy Award for Best Song), and Gidget Goes to Rome in 1963. Disney's Epcot Center has part of the fountain replicated in the Italy Pavilion.

As part of your luxury real estate marketing practice look around your community. There are always opportunities to contribute in meaningful ways that can also generate buzz for you.

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Luxury Real Estate Marketing: Remarkable Service Cannot Be Overstated

January 27, 2013

Courtesy of Apple

As a luxury real estate marketing professional, generating word-of-mouth adverting is of paramount importance to your practice. But, for some reason people are more generous with their complaints about service than their compliments. So, when you personally receive remarkable service, go out of your way to spread the good word. You will discover that you attract more clients that will do the same for you. Besides, it feels good to promote what you value the most.

Recently, we decided to convert all of our computer equipment and devices to Apple products for seamless interconnectivity. But, the idea of setting everything up, networking, scheduling back ups, syncing documents, media, calendars, contacts and email was daunting. Fortunately, within a few blocks of us was a small company who specialized in this, and they made “house calls”.

Within three hours our entire wish list was complete and we were ready to go to work with the latest and greatest business equipment, totally stress-free. This saved us a tremendous amount of time that would have been spent on the phone with Apple Care.

We wanted to tell all of Santa Barbara about our new friend, Tobias. Then, we discovered that his company is not just a local service business. His small global company, iPower Resale Group, specializes in resale of overstock, open box, refurbished, and used Apple hardware. He can deliver 1 or 100 units as soon as same or next day to small and large firms or to consumers. Now, we can tell the world about Tobias!

For example if you are interested in purchasing a laptop for your college-bound kid, but you did not want to go full pop for a Mac Book Air, iPower Resale Group can ship you a new 11” Mac Book Air (the previous model) for $699 instead of $999 for the latest model.

Remarkable service cannot be overstated in any service sector. Become someone who is willing to go out of your way to rave about great service and watch how others will discover yours!

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Luxury Real Estate Marketing Trend: Leasing Luxury Equals Liquidity

January 25, 2013

Luxury Real Estate Marketing Trends- 2013 – Part 2

Here is a surprising luxury real estate marketing trend that the Wall Street Journal recently reported: Many high net worth individuals who can afford to buy are leasing luxury homes instead!

According to the WSJ, “The rise of the trophy rental comes as many Americans continue to abandon ownership in the wake of the country’s housing crisis and credit crunch. The US homeownership rate was 65.3% in the third quarter of 2012, its lowest rate since 1996, according to the Census Bureau. In the midst of the housing boom, in 2003, the homeownership rate reached 69.4%.”

Why are people willing to pay top dollar to lease a trophy property (in NY $35,000 per month or in LA $45,000 per month)? Renting offers the flexibility to change your mind about what neighborhood you want to live in. Apparently, the sentiment is that your primary residence does not need necessarily need to be an investment.

Some of these trendsetters do not want to tie up their money in colossal down payment. They would rather invest in the financial markets or in their own business. Others want to maintain liquidity.

Recently, we were talking to a real estate company who specializes in relocating professional athletes. The athletes’ financial managers are advising them to lease rather than buy in the new city they are playing in, even if they have long -term contracts in that city.

Some investors are purchasing luxury properties for the purpose of renting as an investment. The growth in the rental market has made this an attractive real estate investment.

Stay tuned for our next luxury real estate trend. Here is a clue, "dead tree marketing"!

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Luxury Real Estate Marketing Trend: The Luxury Effect of Targeted Snail Mail

January 23, 2013

It is important for anyone involved in the Luxury Real Estate Marketing game to stay abreast of the trends. In this series, we will be discussing the marketing trends that are leading the way in the business of luxury marketing and luxury real estate marketing. One of the continuing trends we have been observing is the strong and effective return on investment of targeted snail mail.

With the advent of e-mail, the ease of jotting a quick note, and the no cost aspect, we are all being bombarded by email. As a result many of these emails are getting lost and go unread or are relegated to junk/spam mail.

What continues to work in the luxury industry is targeted snail mail campaigns for luxury auto makers and other purveyors of luxury goods and services. In order to bolster sales, Audi and BMW sent out beautiful oversized postcards and brochures to people who own other luxury autos to encourage switching brands by coming in for a test drive. Tiffany and Cartier sent personal letters signed by the store managers to their target market. Both of these campaigns resulted in new customers in the door as well as sales.

In luxury real estate marketing, many of our clients regularly send oversized postcards to communities/streets with luxury homes. The cards are beautifully designed with compelling images that are worth a second look. Some homeowners were so impressed that they had them on their refrigerators, and others put them in their purses to show friends over lunch.

The response has been great. The homeowners have called our clients to discuss selling their homes, and/or buying a new one. In some cases, homeowners have passed the card to a friend looking to buy a home in the area. A personally written hand-written note on beautiful stationary thanking the homeowner for taking the time to hear their listing presentation has clinched the listing for many of our clients.

Targeted snail mail will increase the probability of getting a luxury real estate listing as it speaks volumes. It says that you understand the language of luxury by taking time to write a note personally and treating people luxuriously. What a great way to stand out !

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Luxury Real Estate Marketing: Telling the Story Wordlessly

January 17, 2013

The Art of Photographing Luxury Real Estate - PART 2

Marketing luxury real estate is just as much an art as it is a skill. In this article series, we will cover the key principles of the art of photographing luxury real estate.

In Part 1, we talked about using a “wow” photo as the lead photo. We also emphasized that the lead photo should tell the entire “story” about the property as well as the lifestyle. The photos should tell the story wordlessly, and lets the viewer imagine himself/herself in the home.

The photos we are featuring is of an exquisite Spanish Villa estate in the “American Riviera®” in Santa Barbara. Casa della Riviera is located at 1105 Las Alturas Road is listed for $3,295,000 by our client, Chris Palme. The lead photo tells the whole story of the Santa Barbara Riviera’s Estate District.

This section of the Riviera overlooks the Pacific Ocean and Downtown Santa Barbara. The picture taken at Sunset has the shadow of a palm tree reflected on the home emphasizing the temperate climate. The adjoining deck with fire pit and hot tub brings to mind a serene moment of unwinding after a day’s work with a glass of wine while feasting your eyes on the view and warming your body by the fire pit. In this one picture the lifestyle of Santa Barbara is expressed.

Chris and his photographer, Tom Ploch, have included several close ups of the deck to emphasize the serenity and the lifestyle. Tom’s photography is exemplary, especially his superb sense of lighting.

Take the time to peruse the slide show on the site. Notice the balance of interior and exterior photos. Each picture tells the story of what it would be like to live there—waking up to an ocean view, having a cup of coffee on the terrace/balcony, gazing at the sunset, etc. It is easy to fall in love with this property without words or conversation. All one has to do is pick up the phone or jot an email to Chris and schedule a showing.

In Part 3 of this series, we will take you to Aspen, Colorado, where snow sports are part of the lifestyle.

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Marketing Luxury Real Estate: The Art of Photographing Luxury Real Estate – Part 1

January 15, 2013

Your Lead Listing Photo Must be a “Wow”

Marketing luxury real estate is just as much an art as it is a skill. In this article series, we will cover the key principles of the art of photographing luxury real estate.

For the vast majority of luxury real estate marketing professionals it would be unconscionable to submit a listing to the MLS without photos. Recent studies have proven that adding photos can increase the sales price of a home by 3-5%. Yet, far too many luxury agents provide mediocre photos that fail to capture the attention and the imagination of prospective buyers.

The lead photo in the presentation of your listing must be a “WOW”! Great first impressions can raise expectations about the value of a home. “WOW” photos can add thousands of dollars to the final sale price of a property because they can trigger positive emotional responses in the buyers’ minds.

Whenever possible, the composition of your lead photo should tell the entire “story” about the property, and also about the lifestyle the buyer can expect when they move in. You should think of what the home would look like on the cover of Architectural Digest. Not every listing will qualify for a cover story, but you should treat all of your listing as if they deserve to be on the cover!

The magnificent property featured in this article, 14 Sunrise Cay in Ocean Reef, (Upper Key Largo) Florida actually did appear in Florida Architecture magazine. Offered at $14,500,000 by Mary Lee, owner of Mary Lee Presents Ocean Reef Properties, this stunning custom built six-bedroom family retreat has over 100 feet of frontage on the Atlantic Ocean in one of the world’s finest private clubs.

We personally toured this exquisite home. Both of us were deeply moved by the atmosphere created by the warmth of the impeccably designed living room with its barrel ceiling and the fine craftsmanship of its furnishings, juxtaposed to the expansiveness of the ocean before us.

In Part 2 of this series we will take you to the “American Riviera”, in Santa Barbara, California and will discuss the art of conveying the local lifestyle in your listing photos.

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Luxury Real Estate Marketing Tip: The Potter's Green Thumb

January 14, 2013

Staging the entry to a luxury home, condo or estate is very important. Many elegant homes feature topiaries flanking the front entrances. However in the winter months, where flowers don't grow, or for those who want low maintenance plants, here is a clever and artistic solution.

Yesterday, we went up to the Santa Barbara Wine country to the quaint little town of Los Olivos. After lunch at our favorite restaurant, Sides, we took a long walk. A garden and accessories store delighted us in cleverly staging flowers made by local potters in ground cover plants planted in terra cotta pots. All is needed is a little water to keep the ground cover going, and if that is too much, then you can even opt in for artificial ground cover...

Some of these are very realistic looking, and even though Ron and I have green thumbs, I would definitely plant some of these in my yard for a touch of whimsy.

Wishing you all a wonderful Monday, Cheers, Ron & Alexandra

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Marketing Luxury Real Estate:Skiing on Rodeo Drive in Beverly Hills

January 10, 2013

Once a month, we have a meeting in Beverly Hills. We always get there early to avoid traffic, have a fresh bagel right out of the oven, and peruse Rodeo Drive's latest luxury windows. For us, it is a study/lesson in branding and seeing how our friends in the luxury industry are marketing themselves and their products.

This morning delighted us with the Jeddhi/Darth Vader look. And no doubt the force would be with you in a white on white ski outfit, and keep away the dark forces with that formidable helmet goggle gear. What a way to be noticed on the hills, and given the design of the helmet, not a hair would be out of place.

Wishing you all a great Thursday, Cheers, Ron & Alexandra

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Luxury Real Estate Marketing Trends: The Tech Free Get Away

January 7, 2013

There is a trend emerging among luxury real estate buyers when it comes to their second or third homes. As a luxury real estate marketing professional, have you heard any outcries from your clients about their need to get away from it all? Many buyers are now looking for beauty and solitude: no email, no cellphones and social obligations.

In the US, the state of Maine has over 4,000 islands that offer the perfect getaway. These islands are accessible by boat from the mainland. Some of these islands have no plumbing, power lines or paved roads. Many of these buyers build homes that are self sufficient with solar power, composting toilets, and gravity driven cisterns for drinking water.

According, to Privateislandsonline.com, “The majority of American private islands properties are located near the eastern seaboard, especially in Maine, New York and Florida. Islands for sale in the US range from tropical Florida Keys to rugged lodges in Alaska”.

Internationally, there are some interesting places for the total getaway, according to the Wall Street Journal. Here are some of their choices for truly remote locations:

The Kimberley Region, in Northern Australia
Langkawi, Malaysia
The Northern Coast of Ecuador

It would be a good idea to get acquainted with luxury real estate marketing professionals who are specializing in island properties nationally and internationally, so that you can be in the know, when your world-weary client wants to get away!

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Luxury Real Estate Website Design: The Magic of Quality Cues

January 3, 2013

Courtesy of Apple

One of components of our Strategic Brand Analysis that we perform for each of our luxury real estate marketing clients is an audit or review of their current websites and those of their direct competitors. Among many factors, we look for what we call “quality cues”, those small details that add up to a remarkable user experience. Dropping the ball with quality cues is often where complacent market leaders become vulnerable.

We cannot overemphasize the significance of quality cues, as they help to capture leads. And, they are also the sparks that trigger word-of-mouth advertising or buzz! Here is an example of how quality cues add up to a remarkable customer experience.

When your UPS delivery person smiles with delight and feels an instant sense of kinship with you (knowing what is inside the box) because he too has one and it changed his life. And, he adds, “These guys make our job easier because of how well the boxes stack together due to their unique shape”. You know something remarkable is happening.

When unwrapping your newest business tool makes you feel the wonder of child opening a favorite Holiday present combined with the admiration of sheer packaging genius at work, something magical is happening. You marvel at the ease of access to the product and the smooth texture of a single interior box that contain the additional components, how the cover slides, or actually glides open like a box of fine chocolates.

When your package arrives ahead of schedule because customer service made an exception for you when you ordered it and did not charge extra, you feel cared for. And, all this is before you even plug in the machine that was hailed by PC magazine as “the pinnacle of desktop design and manufacturing” (the new 27” iMac).

Imagine if your website created this much user satisfaction before you ever met your prospective client who reached out to connect with you after visiting your site. That is the magic of Quality Cues!

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Luxury Real Estate Marketing Tip: Life is What You Make of It

December 31, 2012

Photo by Petifrere

One of the great poets/songwriters of our time is Paul Simon. His genius is getting under your skin with words that appear to be non-sequitur (out of context). But somehow, the meaning comes through and moves you, profoundly.

This New Year’s Eve, when many are making resolutions, the lyrics of one of his most recent great songs, So Beautiful or So What (April 8, 2011) inspired us. He felt it was his best work 20 years. And, we wanted to share it with you. We believe deeply that life is truly what you make of it.

Here is the video of his performance of the song. See lyrics below. This is not an official video but you can hear the song on You Tube Here

So Beautiful or So What (Music and Lyrics by Paul Simon)

I'm gonna make a chicken gumbo

Toss some sausage in the pot

I'm gonna flavor it with okra

CAYENNE pepper to make it hot

You know life is what we make of it

So beautiful or so what

I'm gonna tell my kids a bedtime story

A play without a plot

Will it have a happy ending?

Maybe yeah, Maybe not

I tell them life is what you make of it

So beautiful or so what

So beautiful, so beautiful

So what

I'm just a raindrop in a bucket

A coin DROPPED in a slot

I am an empty house on Weed Street

Across the road from a vacant lot

You know life is what you make of it

So beautiful or so what

Aint it strange the way we're ignorant

How we seek out bad advice

How we jigger it and figure it

Mistaking value for the price

And play a game with time and Love

Like a pair of rolling dice

So beautiful, so beautiful

So what

Four men on the balcony

Overlooking the parking lot

Pointing at a figure in the distance

Dr. King has just been shot

And the sirens long melody

Singing savior pass me not

Aint it strange the way we're ignorant

How we seek out bad advice

How we jigger it and figure it

Mistaking value for the price

And play a game with time and love

Like a pair of rolling dice

So beautiful, so beautiful

So what!

Wishing everyone a happy and prosperous 2013, Cheers, Ron & Alexandra

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Marketing Luxury Real Estate: The Quest for the Best!

December 30, 2012

On August 20,2008, we wrote about the best in class of taquerias in Santa Barbara. It is still one of our favorite places here. Friday, we were there for lunch and marveled that each time we go, it is as good as we remembered from the last time we were there. This restaurant has existed since the early 80's and each time we leave there is a line forming out of the door, and it continues to form down the block daily.

We used this example as being the best in class in their niche and consistently getting the best results and the best word of mouth referral. When tourists are in town, we make sure we get there just before they open at 11:00 AM, and get in line with the other smart locals...

La Superica is the best in its class, the best Mexican food in town at any price. The Robb Report, known as “the Global Luxury Source”, listed La Surperica as one of the top 100 restaurants in the world. We call this practical luxury. It’s not about the money. It’s about the quest for the best!

Wishing you all the best in 2013, Cheers, Ron & Alexandra

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