Marketing Your Luxury Real Estate Practice: Social Proof or Social Spoof? Part 2

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Follow Us on Twitter: LuxuryMarketing

Marketing Your Luxury Real Estate Practice: Social Proof or Social Spoof?

November 18, 2013

As a luxury real estate marketing professional it is essential to have testimonials as part of your marketing package. That way you can leverage the highly effective marketing principle of “social proof”, a phenomenon that occurs when prospects defer to the judgment of others who endorse you.

Social proof is a powerful influencer when someone is about to choose a luxury real estate marketing professional to list their home or assist them when buying. When your social proof profile is authentic it can help to generate leads and sales.

The evolution of social media has several practices that attempt to create authentic social proof. Both Linked In and Facebook have endorsement systems, where your contacts can endorse you or like you as a professional. This can often lead to Social Spoof, which can be deceptive.

In our experience, many of these endorsements are from people who have no idea who you are or what you do. They just want you to reciprocate. This becomes a ridiculous numbers game that gives the recipients of endorsements bragging rights.

But, after the initial wave of this form of social proof who is really buying it as authentic?

And now, here comes Stik.com, a fee based service that sends messages to people in your Facebook or Linked In world prompting them to give you an endorsement. We recently received this e-mail sent via Stik.com on behalf a subscriber that we knew years ago:

“John Doe (we changed the name to protect the innocent) is waiting for your review. Lack of reviews can cost mortgage brokers $36,000 in lost revenue. John currently has only 7 reviews, so your endorsement can make a major impact on John’s bottom line. Please click here to support John with your recommendation. It takes less than 2 minutes to lend a hand. “

All the best

Your Friends at Stik/ Unsubscribe here

Do you feel the guilt that is heaped here? We may be responsible for this man’s failure, if we do not endorse him. We never used his services so we could not give a genuine testimonial. It really made us wonder about the authenticity of social media endorsements as a form of social proof.

Social proof or social spoof-what do you think?

Part 1 l Part 2 l Part 3

-WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Follow Us on Twitter: LuxuryMarketing

Luxury Real Estate Marketing Tip: Finding your X-Factor

November 15, 2013

As a luxury real estate marketing professional have you ever wondered why someone else was given a premium listing? Have you asked yourself why you were not even called to do a presentation in an area where you have sold many listings, and should be considered an expert? Could it be that you were missing your “X Factor” and simply did not stand out as a result?

To us the X Factor represents impeccable manners, amazing follow through, and the cultivation of a “high touch” relationship. That is what we strive to achieve in all of interactions and also look for in those professionals with whom we work.

Recently, we met with a Public Relations firm that we interviewed for a large real estate development project that we are working on. What was remarkable about this firm is that the CEO answered his own phone. The firm is sizable; it occupying a three- story building, and has an international clientele.

When we arrived at our first meeting, the receptionist greeted us warmly. As a matter of fact, there was a plaque with our name on it at the window, as well as a parking space assigned to us with our name on it! Everyone we met with was prepared for the meeting. They had read our brief and were ready with questions and comments. They toured us through their facilities and introduced us to their staff. This was the home of a happy family, which included some dogs of staff members, right in the workplace, who were allowed to be part of the creative team.

They even invited us to join the whole staff for lunch and brainstorming session, just to see how they work as a team. The CEO gave us a book that he authored and autographed it with the following note, “Let’s do something GREAT together!”

How to you define the X Factor for yourself? To answer that question ask yourself:

Why do you like shopping in a particular store, when there are other stores carrying the same exact products?

Why do you prefer spending more time with certain individuals?

Why do you choose certain service providers over others? Who do you recommend for services and why?

To embody the X Factor, give your prospects, your buyers, your sellers and all your service providers the same treatment that you enjoy and appreciate. Make that a habit and you will thrive.

-WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Follow Us on Twitter: LuxuryMarketing

Luxury Real Estate Marketing Tip: Concierge Service or Lip Service?

November 13, 2013

“Concierge Service” is a term that we advise luxury real estate marketing professionals against using when describing their own level of service because the term is so often misused. Unless you hire a highly trained professional concierge to offer authentic concierge services to our clients, you will just be offering lip service to those who know the difference.

For example, Target, the massive discount chain is deploying beauty concierges” to sell cosmetics in 300 of their stores by year's end, according to Wall Street Journal. Concierge service or lip service?

Nordstrom’s has a completely different approach. They call their specially trained employees in their cosmetic department, “beauty consultants”. These experts are knowledgeable about each of the many cosmetic brands and can help at any counter.

Perhaps, Nordstrom’s counterparts at Target are equally knowledgeable. But, the label of concierge would be misleading to Nordstrom’s ideal customers, who most likely have experienced the genuine article.

On our recent trip to Rome we were extremely impressed by the highly professional concierge service at our wonderful hotel. For instance, each of the staff’s restaurant recommendations was excellent and actually exceeded our expectations.

The concierges actually dined at each of the restaurants personally either with their colleagues, friends or families. They also based their recommendation on continuous feedback from guests. When we returned to the hotel we made a point of offering our own glowing reviews. With this level of feedback, they certainly would know if the restaurants were sustaining their outstanding reputations or declining.

Under some circumstances and with some clients t is great to provide extraordinary service above and beyond the call of duty, i.e., the real estate sales process and the transaction itself. Just do not call it “concierge service” as a standard offering. It dilutes your stature as a luxury real estate marketing professional, who is advising your clients on perhaps their most expensive assets and investments.

-WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Follow Us on Twitter: LuxuryMarketing

Luxury Real Estate Marketing Tip: When Dishing, Focus on Heroes, Not Zeroes!

November 12, 2013

All professions have tabloid style of stories to tell, and dish about. However, the stories that make the headlines in the tabloids or the legitimate press are not the only the stories that should be told. We think the untold story that inquiring minds should hear about are the tales of the heroic gestures that agents often make on behalf of their clients, which go undisclosed. Here is one of our favorites.

A luxury real estate marketing professional sold a magnificent estate. The negotiated deal included the majority of the furnishings as well as a piece of art, a serigraph. The seller fell in love with it. (A serigraph is a silk print of a painting, and has a limited run. Each print is signed by the artist, and assigned a number such as 2/25, signifying that this is the second print of 25).

As the deal was a week away from closing, the seller requested a meeting with his listing agent. He decided that he was going to keep the piece of art, and this was non-negotiable. The buyer was out of town, and unreachable. The agent knew that this change would probably break the deal. It was time to find the solution to the problem.

Being a lover of art, this individual had connections in the art world. As luck would have it, there was one available. This person bought it. The only difference was the number of the serigraph was different. This professional asked a well respected framer to duplicate the frame. Luck reigned: the framer had framed the original one, had all the materials on hand, and so he was able to duplicate it exactly!

It took three days to have the painting back in place. Everyone was happy. The only one who knew was the seller, who left town after signing all the papers. The agent was invited for celebratory glass of champagne in the room where the print hung. The buyer told this person that one of the reasons, he bought the house was because of the print.

In our opinion, inquiring minds should dish about heroes and not zeroes in our profession.

-WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Follow Us on Twitter: LuxuryMarketing

Luxury Real Estate Marketing Tip: How to Stay Ahead of Your Competition by Leveraging Your Strengths

November 6, 2013

As a Luxury real estate marketing professional, the best way to stay ahead of your competition is to continuously leverage your strengths or core competences to gain market share. Diffusing your efforts by trying to be all things to all people is definitely not the best route.

Google just launched a new service called Helpouts that matches people with questions or problems to professionals who can serve them via videophone calls on mobile devices or computers. For example, if you have a flat tire while on a mountain bike trail and you need advice on how to change it, chances are you will be able to find an expert who can help you on the spot, via your smartphone!

Helpouts has a Home and Garden section. This bodes well for lead generation if you are a home inspector, an interior designer, a plumber, a landscaper or other related service professional. You can offer your services for free or charge for the Helpout consultation.

Google has leveraged Gmail (to schedule appointments), Hangout (its video chat product), Google Wallet (for payments), and no doubt will eventually monetize the pages with Google Adwords for paid advertisements. “Natural or organic” search results for experts are based on user ratings and reviews. Although, you can sort by price, ratings, soonest availability in addition to what Google determines is your best match. And, of course you can “share” an expert that you would like to recommend your social media channels.

Rosetta Stone has signed on as a major sponsor for languages in the Education & Careers section and Weight Watchers will appear under Fitness & Nutrition. In general, Google is leveraging its strengths to capitalize on an educational mega trend, which is the growing popularity of MOOCs (Massive Open Online Courses).

In your luxury real estate marketing practice, take the time to assess your core competences. How can you leverage your strengths to gain market share in 2014?

-WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Follow Us on Twitter: LuxuryMarketing

Marketing Luxury Real Estate: The Luxury of Slowing Down!

November 1, 2013

For fast acting relief, try slowing down-Lily Tomlin

We are always getting ready to live but never living-Ralph Waldo Emerson

There’s more to life than increasing its speed-Mahatma Gandhi

We recently read a post by an anonymous 78.4 year-old man, which inspired us to write this post, here is a brief excerpt:

“Even at my age, I can feel the pressure to pack my life full of activity and maximize my time by doing all I can…All this busy ness has overloaded our minds. We walk around with the nagging sense that there’s something we forgot to do. Or we feel guilty when we actually do take time to do nothing… There’s just no rest, no sense of completion. Ever. We go on living as if there’s nothing wrong with this system!”

Our smart phones have become our best friends. Last night we were out to dinner with one of our favorite people. He is in town for work, and we have not seen each other since June. At one point, he felt compelled to check his email…”oh good, he sighed, nothing pressing.”

There was a time when, we would have felt that it was rude to check your emails, while enjoying the company of friends, now we take it for granted, as if this is the natural progression of life in the 21^st century.

Is it not odd that we have gotten to the point that the government had to step in to create a law prohibiting us from texting or using a hand held phone while driving? Auto and smart phone technology has stepped up and created “safe” ways of continuing to talk on the phone while driving, as well as sending verbal emails and texts.

Have we become like the White Rabbit in Alice in Wonderland, singing, “I’m late/I’m late/For a very important date./No time to say “Hello, Goodbye”/I’m late, I’m late, I’m late.

There is no question that speed can be exhilarating. The key is to remember that you are in control of the accelerator. Having the certainty that you can slow down or speed up at will can actually help you enjoy your life more!

See you at the beach!

-WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Marketing Luxury Real Estate: What Marigolds Revealed about Cultures

October 31, 2013

As a luxury real estate marketing professional, it is important to understand the different cultures one deals with. Knowing about different cultures around the world and in our country's evergrowing melting pot creates a bridge of understanding, when dealing with citizens of other countries.

As we passed by a flower stand, we noticed more long stemmed marigolds as well as potted ones. There was a sign on the potted ones. The sign read "POR DIA DE MUERTOS!" This led us to investigate further. Dia de Muertos is an official Mexican holiday. The holiday is celebrated by getting together with family and friends and reminisce about those who have passed. These celebrations are on October 31, November 1, and 2nd.

Mexicans build altars honoring the dearly departed. These altars are decorated with sugar skulls, favorite foods, and beverages of the deceased and marigolds. The symbol of the Day of the Dead is know as Catrina, pictured above. This is a portrait done with seeds.

This holiday according to scholars can be traced back ot the Aztecs and was dedicated to the goddess Mictecacihuaff, who was the queen of the underworld. This celebration has spread throughout the world: Brazil has Dia de Finados, a public holiday, and Brazilians celebrate by visiting cemeteries and churches. In Spain, there are festivals and parades remembering the dead. Similar celebrations can be found in Europe, Asia and Africa.

Halloween is a contraction of All Hallows Eve. It is part of the trio known as Hallomas (All Saints' Day and All Soul's Day the other two), which lasts from October 31 to November 2nd. Hallowmas consists of all three celebrations is intended to remember the dead, including martyrs, saints and all departed Christians. We have more in common than we think.

Happy Halloween, Cheers, Ron & Alexandra

-WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Luxury Real Estate Tip: Fake it till You Make it? Not in Real Estate!

October 24, 2013

Not long ago someone sent us a link to a video, where a well-known speaker (a real estate broker) emphatically stated that all real estate is alike. As long as you know the basics, i.e., farming and writing an offer, you can be tops in any of the different categories of real estate.

This individual went on to say that all you need to be known as a Luxury Real Estate agent or a Commercial Real Estate agent is to print a card with your name and contact information. Just put Commercial or Luxury Real Estate Agent under your name, and get on the phone, because those agents who pretend to specialize in those arenas do not farm.

When we were managing a real estate office in Napa on behalf of a client, someone inquired about buying a vineyard. One of the agents said, I drink wine: therefore, I can take that lead! Really? What do you know about vineyards? Have you sold one? What are the permits, city restrictions, water rights involved in creating a new vineyard? How many plants can be in a row? Is it better to start a new vineyard, or buy an existing vineyard because one can add value if the vineyard was planted in the 60’s. Which area of Napa is better suited for Cabernet Sauvignon, or Chardonnay?

Here is another example. I work in a commercial building, and I can sell commercial real estate. Really? How do you compute an IRR (Internal Rate of Return)? Do you know what an Estoppel Certificate is? What is the Cap Rate of that building? Is the building up to handicap/earthquake codes?

I eat at restaurants: therefore I can lease and sell restaurants. Really? What are the handicap rules for the turning radius for a wheelchair in the bar area? What is the size of the gas line? What are the fire restrictions, and does it have the required parking ratio? Can you get a liquor license?

I own a Louis Vuitton purse: therefore I can sell luxury homes. Really? Can you tell the difference between mahogany floors and dark walnut ones? Have you ever seen Purple Heart wood? Do you know where the umbrella can be found in a Rolls Royce? Do you know the value of seamless glass for sliding glass doors? Have you heard of a La Cornue stove or an Aga stove, pictured above?

Passing the real estate agent/broker exam is a baby step in becoming a real estate expert in any field of real estate. In these areas of specialization, clients often know more than you do, and they will see right through your arrogance. The French have two applicable sayings: “You cannot jump higher than your derriere!”. The second one is:“There is nothing worse than the arrogance of ignorance!”

-WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Luxury Real Estate Websites: What You Need to Know About Google’s New Algorithms - Part 2

October 23, 2013

PART 2: Gourmet Food for Thought vs.. Junk Food for Robots

In Part 1 of this article series we discussed that Google’s new algorithm, Hummingbird, will be a game changer for many luxury real estate marketing professionals who have been building their online reputation through blogging. Content is still king. But, it is not necessarily the often-searched keywords that Google is trying to match with your keyword-laden content to bring traffic to your website.

The user’s intent is now what Google is trying to decipher, which may not be expressed explicitly in keywords when they type in their search queries. Thus, QUALITY CONTENT, what we call “gourmet food for thought”, that truly satisfies the user’s query will reign supreme and dethrone content that was merely “junk food for Goggle robots”.

To give you an idea of the significance of this change, look at what happened to Demand Media’s eHow, with its “content farm” business model. At eHow.com you can type in a ‘how-to” question and find multiple articles on just about any topic. To build its content library eHow was hiring freelance authors to churn out as many as 200,000 articles per month in order to capitalize on Google’s previous keyword-dominant algorithm. Today, Demand Media, which was valued at over $2 billion when they went public in 2011, has a market capitalization of below $500 million as their stock dropped 79% from its early peak.

For luxury real estate marketing professionals the take-away lesson from eHow’ dependency on Google is this: Take the time to examine your content “recipes”.

If you want to be a market leader you must become a gourmet when it comes to content. Creating satisfying, quality editorial content, (including excellent photos and videos that help tell your story), this is what it takes to be newsworthy, buzz-worthy and follow-worthy. Original, quality content will serve you far better than producing junk food for robots. But, the key is to have a unique “P.O.V” (Point of View).

If you have ever watched The Next Food Star on HGTV, which is the contest to find talent for fresh new TV content, you have seen the mentors on the show insist that the contestants have a unique point of view, an angle, or a handle. For example, Rachel Ray’s POV is “the girl next door”. The 2013 winner, Damaris, offers Southern Style cooking lessons for men so they can attract or impress the girl of their dreams.

We understand that it can be challenging to figure out what your unique selling proposition is, or what your extraordinary promise of value is. We help each of our clients overcome this conundrum in our personal and company branding practice. Sharply articulating your POV is exactly what is required if you are going to offer unique editorial content and stand out from the crowd. You need to become a gourmet if you want to be an online thought leader and a luxury real estate market leader in your area.

-WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Luxury Real Estate Websites: What You Need to Know About Google’s New Algorithms

October 22, 2013

Google recently unveiled its new search algorithm, named “Hummingbird”. Once again they have changed their rules for search engine optimization and this can have a significant impact on your luxury real estate website ranking.

Prior to Hummingbird, their algorithm was based primarily on search terms. But, now people are more comfortable with Internet searches. They are typing in entire questions (vs.. just “topics” or keywords) hoping to find answers to their most pressing questions, needs, or to seek relief from whatever is concerning them.

Hummingbird is not just an update to the previous version of their algorithm. It is a COMPLETE REPLACEMENT, which is based on semantic searches. That means Google is putting emphasis on the INTENT OF THE USER, i.e. they are asking the question, “What does this user MEAN, what do they actually want?”

Here's an example from a recent Google TV commercial. A teenagers types in the question, "How to I ask a girl out?". Notice no keywords like dating advice. Hummingbird's ultimate goal would be to match the INTENT of the question with the most authoritative web pages out there. And, they are being very guarded about how they do it.

So, what does this mean to you as a luxury real estate marketing professional? It means that achieving or sustaining high ranking on Google search pages just got much more difficult. At the very least, it is the end of quick SEO: Sprinkling keywords in the articles on your luxury web sites or blogs, just to get “Google Juice”, i.e., more traffic.

What is the point of getting traffic through your organic Google ranking, if the users who arrive on your website are going to bounce right off of your pages because they are not getting satisfactory answers to their queries?

Think of Google as a matchmaker. They are looking for fresh, engaging content by the authority on a given subject who can provide real, satisfactory answers to their users. Worthless content that contains keywords that happen to be contained in the users’ queries, most likely, will no longer constitute a match.

Continued success in Internet marketing for luxury real estate, in light of Hummingbird, will require that you sharply define your unique selling proposition or your unique promise of value as an online authority in your field or your niche. All this takes time, to build your reputation online.

Lately, we have been asking the question, “Is it still worth it for luxury real estate marketing professionals to invest their time creating and publishing content just to establish their authority online in hopes of gaining or sustaining higher ranking?” We think it is time for anyone serious about achieving market leadership to revisit this question.

Would the same investment of time spent on expanding your sphere of influence and broadening your local referral base, produce a better and faster ROI (return on investment)? After all, not everyone is suited for this additional role that Google is now requiring of luxury real estate marketing professionals. And, hiring a ghost writer would mean you were an unauthentic authority.

Obviously, answers will vary from person to person, market to market. But, as we approach 2014, and you contemplate the allocation of your marketing resources, think about the value of your time. Perhaps, it may be advisable to get back to basics, and become less dependent on Google to generate new business for you.

In your opinion, if you had to choose, which would you prefer: Top-of-mind status as the Google of your marketplace or top ranking on Google?

-WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Luxury Real Estate Marketing Tip: Why Write Localism Posts

October 16, 2013

Luxury real estate marketing professionals should include as, part of their blog posts, a section covering local news. This would include restaurants, seasonal events, and locals of note. One of the comments, we recently received on one of our own posts in which we reviewed a local restaurant said,

“One of my blog posts about a wonderful little restaurant in Camas, has over 50,500 views.” –Debb Janes, Realtor in Camas, WA

Whether or not your audience is currently living in the marketplace you are writing about, these posts bring to life your place of work. They may even spark a desire to explore, even if it was not their original choice. For the locals, it may be fun news. We are certain that, if we polled the locals around here in the Santa Barbara area, very few would know that Sue Grafton lives in Montecito. Ms. Grafton is author of the best-selling alphabet mysteries, which she started in 1982, with A is for Alibi.

The setting of her novels is a thinly veiled or “artfully arranged” Southern California town named Santa Teresa, is actually based on Santa Barbara. Montecito is “Montebello”. Her latest novel, “W is for Wasted”, is set around the bird sanctuary (there is actually a bird preserve across from the beach) and near a Mexican café that also exists near the preserve.

This novel is one of my favorites thus far, and I think that these statements summarize my feelings best:

“I’ve come to believe that Grafton is not only the most talented woman writing crime fiction today but also that, regardless of gender, her Millhone books are among the five or six best series any American has ever written.”—The Washington Post.

“Millhone’s (the heroine of her novels) complexity is mirrored by the novels that document her cases: books that nestle comfortably within the mystery genre even as they push and prod its contours.”—The Wall Street Journal.

Ron and I had the pleasure of meeting Sue at the home of a mutual friend. I asked her about the fate of Millhone. She said that she had received many suggestions from fans but was not sure where it would all end up. However, she did know that the last of the alphabet series is going to be named “Z is for Zero”.

Locals of note make a perfect subject for interviews in your location-based posts. As a luxury real estate marketing professional expand your horizons beyond just homes. High net worth consumers fall in love with a location before any particular home in it. Spark love affairs between your potential buyers and your local marketplace.

-WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Marketing Luxury Real Estate: Telling the Brand Story in Beverly Hills

October 2, 2013

As a luxury real estate marketing professional, it is important to pay attention to details. Attention to details is what give an item or a marketing piece that luxurious feel... Whenever a store is remodeled in Beverly Hills, the business creates a beautiful structure to camouflage the construction.

The one we saw today pictured above on our monthly trip to Beverly Hills is of Nespresso coffee makers. We thought that the little capsules that contain coffee (actual capsules sized for the barricade) for use in the Nespresso machine really told the brand story and emphasized the details beautifully. What a way for this Swiss brand to make an entrance on a street with several coffee places!

We are looking forward to the big reveal for this store on Beverly Drive.

-WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Luxury Real Estate Marketing Tip: Balancing High Tech and High Touch

October 1, 2013

Luxury real estate marketing professionals are faced with the double-edged sword: the dilemma of finding the balance between high tech and high touch. In the long run, it is high touch that will win out. Here is how high tech is currently winning the luxury real estate game and what you can do about it.

Recently we have noticed when searching for a particular property by address, that companies such as Zillow and Trulia are outranking the agents who have the listing.

We have also noticed right behind Zillow and Trulia are the company brands, then the agents who are promoted by Zillow and Trulia. The probability is that the listing agent ranks # 4 or #5 in the natural search order. When searching using keywords for an area, similar results are likely to be found. Zillow, Trulia and the company brands have more pages indexed by Google than an individual agent or small firm could possibly accumulate. This accounts for their priority ranking.

How can a luxury real estate marketing professional compete in this high tech environment? Shift your emphasis from high tech to high touch!

Have a great online presence. Make sure you web site is up to date and shows off your listings. Write a blog with a follow worthy point of view. Make it so interesting, that people want to subscribe to it, because they know you have the inside scoop, and shows off your expertise.

Develop a high touch system. This is something that high tech cannot do. Although we are all digitally dazzled and connected, realize that the big fundamental secret of caring for your sellers/buyers cannot be transmitted digitally.

One of our clients is a mortgage broker team. They attribute their success as the #1 team in their marketplace to their high touches system. Their referral numbers are through the roof.

Maintain high visibility in your community. Our clients have adopted the local elementary schools in honor of their wives who are teachers. They are always willing to lend a hand by either funding a project or coaching the little league and soccer. The possibilities for community involvement are endless.

In the bigger picture, high touch will always beat out high tech. Apple is a high tech company who understood the importance of high touch by caring for their customers unlike any other tech company. They have just displaced Coca Cola as the #1 highest valued brand in the world.

-WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Luxury Real Estate Marketing Tip: Follow Your Passion for Architecture!

September 26, 2013

As a luxury real estate marketing professional, the more you understand about great architecture the more you will be able to relate to buyers and sellers of architecturally significant homes. If you have a passion for architecture specializing in selling these types of luxury homes could be the perfect niche for you. Follow your passion for architecture!

On our recent trip to the Acropolis in Athens, Greece we had the privilege of visiting one the most spectacular museums in the world: The Acropolis Museum. It is an architectural masterpiece!

The unique constraints  and circumstances of the site provide an extraordinary architectural opportunity, “offering a simple and precise museum with the mathematical and conceptual clarity of ancient Greece”, according to Bernard Tschumi, Architect.

An abundance of natural light is a major factor that contributes to the enjoyment of the exhibits, as a visitor. This is possible due to the fact that the majority of the objects displayed in the museum are sculptures (vs. paintings, photographs or drawings). Through large high-tech glass windows that protect the structure from over-heating, you also have a magnificent, direct view of the Acropolis itself.

The visitors’ route through the museum forms a clear three-dimensional loop. The base (ground floor) of the museum floats over the existing archaeological excavations on columns that protect and sanctify the site. The ground floor is primarily made of clear glass allowing over 10,000 visitors per day to view and literally walk over the ruins. From the very top of the museum, through an open atrium, you can actually see all the way down to the excavations.

Perhaps the most amazing aspect of the architectural design is the exterior of the building. Viewing the museum from one angle it appears that there are metal columns that mirror the ancient columns of the Parthenon. But, as you continue to walk around the structure it becomes clear that these are just the rounded edges of massive striated overlapping steel walls. Absolutely brilliant design!

Study great architecture at every opportunity. It will pay off for you in your luxury real estate marketing career. Follow your passion for architecture!

-WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Marketing Luxury Real Estate: Capture Attention with Motion Graphics

September 24, 2013

Capturing the attention of luxury homebuyers is often the first step toward success as a luxury real estate marketing professional. But, how does one accomplish this in a time-starved world, where competition for attention is fierce? Many luxury brands use motion graphics to lure customers into their stores and on to their web sites. Perhaps, there are some clues here for you or your company.

On the top luxury retail streets in the world, rent is expensive and space is often scarce. Not all stores have massive window displays. Therefore, maximizing the impact of small store fronts has become an art. Getting customers to climb to a second story in a luxury retail store can also be a challenge. In the video below see how Louis Vuitton lures customers to the second floor of their Via Condotti store in Rome and also how an emerging luxury brand grabs customers off the street on Via Babuino with a stunning storefront motion graphic display.

When designing your luxury real estate website think of your site as it will appear on small screens. Mobile devices (including the latest smart watches) will increasingly play an important role as a marketing channel. How can you use motion graphics to capture attention online? If your company occupies a retail location on a highly trafficked street, how can motion graphics help to capture attention for your “store”?

-WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Marketing Luxury Real Estate: Luxury Neighborhoods are Like Luxury Brands

September 23, 2013

In marketing luxury real estate, location can play a big role in pricing a home for sale. The most exclusive luxury neighborhoods stand out in the buyers mind like popular luxury brands. Homes in neighborhoods that come to mind first often command the highest prices.

Some neighborhoods are more expensive because of intrinsic value such as proximity to amenities or to landmarks. Others are more desirable due to the presence of highly regarded people or simply offer the intangibles of prestige and bragging rights that cannot be duplicated even by homes one street beyond.

An interesting phenomenon is how a prestigious neighborhood can become its own brand. When individuals or a families relocate to a new city it is not uncommon for them to request showings in the well-known neighborhoods first. The rules of top-of-mind status thus apply to neighborhoods as well as personal or company branding.

We noticed that a certain retail street in Rome actually created a logo for the association of stores on the street to stand out in the minds of tourists and locals alike. Via del Babuino is located between the iconic Spanish Steps in Piazza di Spagna and Piazza del Popolo. Tiffany’s, Moschino and Chanel are located here. In 2004, Via Babuino was named as the "twin" to Madison Avenue (like a sister city). It may not yet be as famous as Via Condotti, home of the likes of Salvatore Ferragamo and Gucci, Botega Veneta, Louis Vuitton and Hermes. But, whoever decided to brand Via del Babuinio was definitely on the right track to attract upscale shoppers.

Babuino "Baboon" Fountain

When you are showing homes to luxury real estate home buyers, pay attention to their need (or lack thereof) to impress others based on the selection of neighborhoods. Brand consciousness definitely applies to neighborhood selection and it will save you time to understand this as a buyer’s representative.

-WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Luxury Real Estate Marketing Tip: Celebrate Cultural Diversity/When in Rome

September 9, 2013

When marketing luxury real estate to an international clientele, the more you understand about their culture the faster you will be able to gain their trust. The key is to not feel like your own culture is superior-just different. Appreciating diversity in cultures is an essential attribute of a market leader in the luxury real estate realm.

When we arrived at the airport in Rome for a recent business trip we were amazed at the apparent disorganized manner in which customs was handled compared to Paris or the USA, for example. Then, we realized that it was actually "organized chaos" that functioned just fine. We just relaxed, went with the flow and all was fine once we remembered the phrase, "When in Rome do as the Romans do!"

La Traviata was playing at the opera house near the Spanish Steps in central Rome. Purchasing tickets was another example of organized chaos. You buy tickets for a general section of the theatre, but not specific seats. When you get to the theatre (a bit early to get the best seats), they let you in after waiting in line and you choose your seats once you are inside.

After the fist act they served pasta to the entire audience during the 20-minute intermission. We almost died laughing while consuming pasta in anticipation of Violetta, the main character, dying of “consumption” (now known as tuberculosis) during the finale in Act 3.

To success in marketing luxury real estate internationally, you truly need to celebrate cultural diversity. Seek it out and embrace it or be left behind because your competitors will have the edge, otherwise. So remember, "When in Rome..."

Ciao for now from Rome, Ron & Alexandra Seigel

-WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Luxury Real Estate Marketing: Make A Scene/Luxury Brand Personalitty

September 6, 2013

To distinguish yourself or your luxury real estate marketing company from your competitors, you can always use the concept of "fun" personality in your branding and marketing materials. This will work well if your market is in the same frame of mind and represents your personality and the way you do business. There has to be a harmony between you and your marketplace, otherwise this will come off as a sour note.

The above slogan, "Make A Scene", belongs to Puma a sportswear company, that produces, produces athletic footwear, clothing, and racing drivers suits. It is part of the Kering group of luxury brands with headquarters in Germany. Everywhere we looked in their store in Rome, there was a fun atmosphere. This next photo shows their dressing rooms. The customer can try the clothes in the company of the Puma. The rug on the floor says "Ciao", which in Italian can be used for "hello and goodbye".

As we were exiting the store, we noticed this fun representation of their Puma on a T-shirt. This is reminiscent of the Pink Panther movies logo, which were very funny.

In your luxury real estate marketing, the concept of "fun" does not have to be your dominant personality statement. You can always incorporate a bit of "fun" in the look. For instance, if you look at the Language of Luxury logo, you many notice on the orange (a fun color) "L", a tiny "LOL". This also means: "Laughing Out Loud" in Internet speak, as well as the initials for Language of Luxury.

Ciao for now from Rome, Ron & Alexandra Seigel

-WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Marketing Luxury Real Estate: Levitating for Euros or Selling a Dream?

September 5, 2013

Taking a walk after an excellent lunch near the Trevi Fountain, we came upon this levitating meditating duo...And they had a basket where the believers could drop their Euro donations, and they did!

As Ron was explaing the trick to me, another gentleman was explainng in Italian to his little girl how this worked. I was translating it to Ron.

Can you figure it out? Sometimes, marketing luxury real estate is selling the dream, it takes a little magic!

-WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!