The Triumph of Substance Over Hype: What Color is Your Bus? #2

Making the shift to the “good to great” mindset requires dedication and a mindset of constant improvement.    There are many good real estate agents in this industry, and very few great real estate companies, teams, or individuals.

In the book, Good to Great, Jim Collins emphasizes getting “the right people on the bus, and in the right seats.”  First of all you have to know who you are, and what you stand for.  You have know your brand, so that the right people with the same core values can relate to and join your brand. 

In the case of the San Antonio Spurs, their brand is trust, humility, and teamwork. This is the driving force of their bus.  These are the core values, which their ownership, general manager and coaches embody.  The players are carefully selected in accordance to these values.   Other teams have other approaches.  There is no “right” approach, or “wrong” approach.  What is important in the “good to great” journey is the discipline to maintain your core values and brand, and not deviate from them, when selecting your teammates.  The key is to know the color of your bus.

In your real estate practice, congruency of shared core values creates substance.  Substance does not need hype; it shines on its own, like a diamond. 

“It is hard to be a diamond, in a rhinestone world.” Dolly Parton

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace. 

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Luxury Real Estate Marketing Tip: The Triumph of Substance Over Hype! Part 1.

In watching the NBA finals, and the widely unexpected results of the San Antonio Spurs beating the Heat, we were amused how the sportscasters are now embracing the concept that the coach of the Spurs, Greg Popovitch, had instilled in his team.  Keep passing the ball and look for the “great” shot instead of the “good” one.   The result of his “good to great” strategy has ushered a new era in the sport of basketball, “the triumph of substance over hype!”

The Heat had their big three superstars, all great players in their own right.  In our opinion, they expected their success, and progress stopped on their team causing their resounding defeat.  Once again, David had defeated Goliath!

Good to Great is the title of a management book written by Jim Collins, one of our favorite authors.  The first sentence of the book is: “Good is the enemy of great.”  He goes on to explain that it is easy to settle for good.

This is not a new concept.   Aristotle said:  “We are what we repeatedly do.  Excellence, therefore, is not an act but a habit.”  Thomas J Watson of IBM expressed it this way:  “Whenever, an individual or a business decides that success has been attained, progress stops.”

In part 2, we will be discussing the anatomy of a good to great mindset, and how it contributes to the triumph of substance over hype.  We will explore the conditions necessary to achieve these types of results, and our passionate stance on the subject.    In our luxury real estate branding strategy and marketing practice, we only work with those professionals who want to make the leap from good to great.  They are not satisfied doing things that are “good enough”. They are looking to practice excellence as a habit, and then keep improving on that.

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace. 

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Every Property Should be Luxuriously Marketed Regardless of its Price!

We have often pondered why every property is not being marketed luxuriously.   After all, everyone in real estate talks about the fact that purchasing a home is one of the most expensive assets that someone will buy. And yet, we are befuddled when we see flyers printed on substandard paper with bad photos, no staging, etc.  Regardless of the price, one is not acting in the sellers’ best interest.

A great example of luxurious marketing can be found in the auto industry.  When selling a Kia, a Fiat or any car at the lower end, the companies print beautiful brochures, create an advertising campaign, and treat the budget conscious buyer courteously and respectfully.   It is no different in the luxury car arena.  In Buying a Mercedes, a Porsche or a Rolls Royce you will still be treated luxuriously, the only difference is the number of zeros in the purchase price.

Can you imagine Tiffany’s snubbing a customer because they want to buy a silver item for $600, or a diamond for only $2,000 or $20,000?  Can you imagine their paying attention only to the customer who is willing to pay $100,000 for a diamond?  

What is different about Kia or Tiffany’s marketing versus real estate agencies is that they are thinking long range.  They understand the value of repeat business.  The buyer of the $600 silver necklace may become the buyer of the $100,000 diamond one day.  The buyer of the Kia, may come back and buy their more expensive model, or return to buy one for his/her children bound for college.

Kia and Tiffany’s have the same goal you do.  They want a customer for life who refers business to them and would not think of buying anywhere else.  To do that, you may have to invest into marketing every property luxuriously regardless of the price.

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace. 

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Succeeding with Social Media Strategy: Crowdsourcing: Ten Do’s

If you want to succeed with a social media strategy, here is what has worked for us:

When writing a blog post, be genuine.  It is so obvious, when someone is faking it.  Take notice of media professionals you like, and why you like them.  Think Maria Bartiromo, CNBC financial reporter, Dianne Sawyer, Walter Cronkite, Anderson Cooper, Larry King, they all have large followings of fans.  Why? We are naturally attracted to authenticity, which resonates with who we are.

Do talk about yourself in the First Person, and not in the Third Person.  That smacks of artificiality and the assumption that your reader is too stupid to figure out who wrote the post.  Let your clients (real ones, not your friends and other imaginary persons) write your praises.

Be discerning when you ask someone for business.  Today, we received an email from someone we briefly met 4 years ago, asking us to refer him to our French partners, and “would we put him into touch with the proper people?”

Be modest about your achievements!  There is nothing more boring than someone who talks about themselves and their successes endlessly.  In the movie “Beaches”, you will not doubt remember Bette Middler’s immortal line, “Enough talking about me, let’s talk about YOU, what do YOU think of me?”

Do expand your conversation on line beyond real estate.  Let people know you have more than one-dimension. Look to connect on many levels of interest: gardening, cooking, collecting, etc.  

Do avoid the subjects of politics and religion.  Sell property not politics. Why lose clients because you don’t like their party affiliation?  It is none of your business what people think.

Do read the post you are commenting on, and know the authors’ profile. Your sincerity is on the line here, and people do read comments and form an opinion based on comments.  

Praise your profession.  Every profession has its bad apples. One gains nothing by pointing out someone else’s faults and lacks.

Do Teach instead of Preach.  Assume that your readers want to learn and appreciate your expertise.  Preaching is a turn off, appeal to their eagerness to learn rather than be force-fed.

Remember you are here to interact with others.  Follow the etiquette of social interaction.  Kindness is key.

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace. 

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Code of Ethics, Sharia Laws, Beverly Hills & Voting with Dollars!

Our code of Ethics, as real estate professionals emphasizes equal opportunity and equal housing opportunity. To obtain and renew our licenses, it is required that we regularly review this ethical foundation, and those who do not abide by this code can lose their licenses.

Given our busy schedule, we were not able to attend the Club E Luxe conference in Paris this year.  What made us proud is that this organization moved the venue of the conference from the Meurice Hotel to the Park Hyatt in Paris, in protest of the recently enacted Sharia laws by the Sultan of Brunei in his country. The Sultan owns the Dorchester Hotel Collection, which includes the Meurice Hotel.  Here in Southern California, he owns the Beverly Hills Hotel and the Bel Air hotel.

The Sharia as explained by CNN “Islamic criminal law is set to include punishments such as flogging, dismemberment and death by stoning for crimes such as rape, adultery and sodomy.” Worldwide protests followed which included the United Nations, whose spokesperson for Human Rights, Rupert Colville, expressed in a briefing, "Under international law, stoning people to death constitutes torture or other cruel, inhuman or degrading treatment or punishment and is thus clearly prohibited."

Moving an event is an expensive undertaking, as it involves the loss of a deposit and scrambling to find another location.  The prestigious Fashion Prize Award usually held in London’s Dorchester hotel has been canceled.  In the last two months several organizations have canceled their events at the Beverly Hills Hotel, including the Beverly Hills Bar Association.  The City of Beverly Hills went as far as passing a resolution urging the government of Brunei to divest itself of the Beverly Hills iconic hotel. 

We must note that the Sultan has the right to pass any law he wants in his country.  However, he is operating businesses in the United States, where our laws clearly state equal opportunity.  We can express our concern by not patronizing his businesses and voting with our dollars. 

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace. 

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Real Estate Marketing: How to Dominate Your Niche - Part 10

This series is a PREVIEW of our Online Video Course: Which Niche Can Make You Rich!

 PUTTING IT ALL TOGETHER

By applying the principles of niche marketing in the unabashed pursuit of market leadership you will discover that there truly are riches in niches!

 Part 1   l   Part 2   l   Part 3   l   Part 4   l   Part 5   l   Part 6 l  Part 7l    Part8 l  Part 9

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace. 

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Real Estate Marketing: How to Dominate Your Niche - Part 9

This series is a PREVIEW of our Online Video Course: Which Niche Can Make You Rich!

HOW TO BALANCE HIGH TECH & HIGH TOUCH

Fear of missing out on the latest technology has thrown many real estate professionals off balance. It is time to regain your balance.

 Part 1   l   Part 2   l   Part 3   l   Part 4   l   Part 5   l   Part 6 l  Part 7l    Part8 l  Part 9

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace. 

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How and Where to Use Your Headshot Effectively: The Pajama Syndrome

Over the past few years, we have noticed that many agents are not adding their headshot to their business cards.  It seems to be a growing trend and a differentiator for many real estate professionals both in luxury and the median market.

From an aesthetic point of view having a photo on one’s card limits the design of a card.  The quality of paper has to be of a certain weight, be glossy and have a UV coating, so that the card and the photo looks good.  Personally, we are not fond of pictures on a business card, and there are exceptions.

When it comes to the website, the headshot should be on the “about” page, and the same goes for an introductory video, if you choose to have one.  If you write a blog, this also is an excellent place for your headshot.  But your blog had better have original content unique to your point of view, and not be full of canned content. 

Having your photo on every page of the website is similar to the salesperson in a store, who follows you when you are just browsing.  It makes one uncomfortable, which is exactly what one client told his favorite agent.  “I often search for properties on your site in my pajamas late at night, and I don’t want to see your face on every page, it is embarrassing.” 

The website is a self service venue, and a video introduction on the home page, that starts automatically playing is unnerving, and just knowing that it will show up each time someone wants to search, your potential leads will not return.  Your competition’s site is a click away.

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace. 

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Eight Headshots Do's & Don'ts: The Eyes Are the Windows of the Soul

Here is what we have gleaned from sitting in on numerous photo shoots with some of the top portrait professionals, and what you can observe from looking at movie posters when the stars are featured as part of the advertising.  The eyes are the “windows of the soul”.  Notice that Angelina Jolie’s eyes tell the story of her as the evil character.

Do wear a favorite business outfit, appropriate to your market place, that is comfortable, and you love.

Do use a makeup artist for the shoot. This also applies to men.

Do hire a professional portrait photographer. Interview to make sure you will be comfortable working with that individual.

Don’t strike a dramatic pose, (with your head to the side) remember this is not an audition for a role in a soap

Don’t cross your arms. It is a signal that you are unapproachable and set in your ways

Don’t pose with a phone in your ear. This says, I am too busy for you!

Don’t pose with your dog, cat or horse. This is a case of too much information

Don't pose with your significant other, if they are not in the business with you.  Don't pose with your child/children, it confuses the onlooker.

One of our favorite photographers in San Francisco taught us the art of the business head-shot.  His business head-shots illustrate these principles, the eyes tell the story.  In the photo shoots, he would ask our clients to tell him about their real estate practice, and what they loved about it.

He would urge the smile to their eyes, and this would make the perfect business head shot, and sometime we left it at that.  The smile was just in the eyes, the teeth were not needed.  The photo would communicate the warmth, openness and competence of the agent.

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace. 

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Real Estate Marketing: How to Dominate Your Niche - Part 8

This series is a PREVIEW of our Online Video Course: Which Niche Can Make You Rich!

HOW TO DOMINATE YOUR NICHE

If you cannot be #1 or #2 in a niche, do not compete! Find a niche you can dominate. Then, it is all about discovering the right strategy! 

Part 1   l   Part 2   l   Part 3   l   Part 4   l   Part 5   l   Part 6 l

Part 7 l  Part8

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace. 

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Real Estate Marketing: How to Dominate Your Niche - Part 7

This series is a PREVIEW of our Online Video Course: Which Niche Can Make You Rich!

PART 7:  PICKING THE RIGHT NICHE FOR YOU

Are you spinning your wheels in your current niche and not get getting rich? Or, have you not yet found the right niche? Here is what to do. 

Part 1   l   Part 2   l   Part 3   l   Part 4   l   Part 5   l   Part 6

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace. 

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Real Estate Marketing: How To Dominate Your Niche-Part 6

This series is a PREVIEW of our Online Video Course: Which Niche Can Make You Rich!

PART 6:  THE #1 MARKETING FEAR

The fear of being pigeonholed is the #1 marketing fear. The concern is all about losing out on potential referral business. The key is taking control of how YOU are perceived. 

Part 1   l   Part 2   l   Part 3   l   Part 4   l   Part 5   l   Part 6

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace. 

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Real Estate Marketing: How to Dominate Your Niche - Part 5

This series is a PREVIEW of our Online Video Course: Which Niche Can Make You Rich!

PART 5: THE IMPERATIVE OF PERSONAL BRANDING

IN NICHE MARKETING

Achieving top-of-mind status is like achieving celebrity status among all your potential referral sources. Personal branding makes YOU eminently more promotable! 

Part 1   l   Part 2   l   Part 3   l   Part 4   l   Part 5   l   Part 6

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace. 

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Mind Share Marketing: How to Get A Bigger Slice of the Pie

We often hear the same story from agents who want to dominate a niche in their marketplace, but the incumbent market leader intimidates them.  Here is their story: 

“So and so is dominating this area in listings, they have been in the community for years, and they are well connected.  They are not tech savvy.  And, their integrity and competence is questionable.  They take overpriced listings, and spend lavishly on print advertising.  How can I compete?”

What these incumbents have is Mind Share.   And, Mind Share precedes Market Share.  They understand the importance of visibility in their marketplace, as a means of increasing their Mind Share.  

Each marketplace is unique.  Visibility on the web is important in some communities, but it is not the end all solution to achieving high visibility.  Keep in mind that once a consumer has bought or sold their home, they are not focused on real estate.  They are focused on enjoying their lifestyle, and lifestyle is all about the community.

One of our clients in the Napa Valley has a unique form of visibility, which may or may not work in your marketplace.  She has billboards at each entrance into Napa.  When she promoted a client’s listing (who is a car buff), she bought a billboard at Concours d’Elegance, (a prestigious car show) at Pebble Beach and had gift bags for all the attendees.  She sold his home, and gained several buyers in the process.

Maintaining visibility in your community can lead to Mind Share.  The more people who know you and think highly of you in your community, the bigger your slice of the pie.

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace. 

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Buzz-Worthy Luxury Real Estate Websites 

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CLICK HERE TO SIGN UP FOR THE LIVE ZILLOW WEBINAR

Luxury Real Estate Marketing: How Do I Find My Niche?

As we have been sharing the series on how to dominate your niche, we are getting many comments essentially asking, “How do I Find My Niche?” Here is one aspect to finding one’s niche.

The first one is what we call the broader perspective, as if you were viewing the possibilities from the International Space Station. This is known as outside in thinking, or viewing real estate from the client’s perspective.  From that viewpoint, what is something that is missing in your real estate community? What or where are the needs not being met?   That is known as the under-served marketplace. 

Naturally, this takes time, focus, and dedication:  you have to study the trends, the demographics, and the psychographics of your market place, as well as all the current trends and influences of the world at large on your market place.  You have to be well versed in every aspect of what is happening.   This is when the obvious is revealed.  “Nothing is more deceptive than an obvious fact.” Sir Arthur Conan Doyle, author of Sherlock Holmes.

If you recall our series on the Lark Restaurant, they looked at what was missing from a restaurant goer’s perspective in the Santa Barbara restaurant scene. They are catering to what was an under served market place. Understanding this concept is what made Cirque du Soleil, Yellow Tail Wines and Apple a resounding success.

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace. 

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Buzz-Worthy Luxury Real Estate Websites 

Personal Branding Case Studies Company Branding Case Studies 

About Language of Luxury

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 Linked In, Facebook, Active Rain & Twitter

CLICK HERE TO SIGN UP FOR THE LIVE ZILLOW WEBINAR

Real Estate Marketing: How to Dominate Your Niche - Part 4

This series is a PREVIEW of our Online Video Course: Which Niche Can Make You Rich!

PART 4: THE #1 MARKETING CHALLENGE

Capturing attention is the #1 marketing challenge for ALL businesses today. But, if you master the fundamentals of niche marketing you will not have to go fishing for clients. The fish will jump in your bowl!

Which Niche Can Make You Rich?

Part 1   l   Part 2   l   Part 3   l   Part 4   l   Part 5   l   Part 6

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. 

-WATCH VIDEOS-

Buzz-Worthy Luxury Real Estate Websites 

Personal Branding Case Studies Company Branding Case Studies 

About Language of Luxury

 GET FLUENT. GET AFFLUENT! - JOIN THE LOL COMMUNTIY 

 Linked In, Facebook, Active Rain & Twitter

CLICK HERE TO SIGN UP FOR THE LIVE ZILLOW WEBINAR

Real Estate Marketing: How to Dominate Your Niche - Part 3

This series is a PREVIEW of our Online Video Course: Which Niche Can Make You Rich!

PART 3: THE #1 MARKETING MISTAKE

Learn how being a Jack of All Trades is the biggest marketing mistake. Being a generalist vs. a specialist is the most common marketing trap.

Part 1   l   Part 2   l   Part 3   l   Part 4   l   Part 5   l   Part 6

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. 

-WATCH VIDEOS-

Buzz-Worthy Luxury Real Estate Websites 

Personal Branding Case Studies Company Branding Case Studies 

About Language of Luxury

 GET FLUENT. GET AFFLUENT! - JOIN THE LOL COMMUNTIY 

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Real Estate Marketing: How to Dominate Your Niche - Part 2

This series is a PREVIEW of our Online Video Course: Which Niche Can Make You Rich!

PART 2:  THE MOST POWERFUL LAW OF NICHE MARKETING

Mindshare precedes market share. Focus on capturing MINDSHARE FIRST.  Market share will follow. It must follow according to this law.

Which Niche Can Make You Rich?

Part 1   l   Part 2   l   Part 3   l   Part 4   l   Part 5   l   Part 6

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace. 

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Buzz-Worthy Luxury Real Estate Websites 

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Real Estate Marketing: How to Dominate Your Niche - Intro & Part 1

NEW REAL ESTATE MARKETING VIDEO SERIES!

INTRODUCTION:  IT'S ALL ABOUT FOCUS!

Identifying and dominating the right niche for your business is a sure-fire route to gain and sustain market leadership.  In this series we will preview a new online video course that we developed as an AGENT TRAINING TOOL FOR BROKERS called Which Niche Can Make You Rich?  Each video is just 2 to 4 minutes.

We were inspired to create this video course after presenting the topic in a webinar for TRULIA/ActiveRain. When over 1000 people registering within 2 weeks and we were also invited to present the webinar for ZILLOW (May 5th) we realized just how timely niche marketing is to building a thriving luxury real estate practice in our improving economy.  Yet, all of the principles presented in our course can and should be applied to any niche you wish to dominate. (Note:  Click the link at the bottom to sign up for the live Zillow webinar)

In this video format we are able to include additional, expanded material. And, we are certain that you will find it fun, entertaining and insightful. Enjoy!

PART 1: THE #1 SECRET OF MARKET LEADERS 

You can literally go from zero to hero in the minds of your target market, overnight, with the right strategy.  Focusing on achieving top-of-mind status, on purpose, is the key.

Part 1   l   Part 2   l   Part 3   l   Part 4   l   Part 5   l   Part 6

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace. 

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Is Your Content Marketing Original or Karaoke?

If you are going to proclaim yourself as an expert in a particular niche of your marketplace, make sure that you have your bona fides.  Bona fides means you have a strong track record of listing or selling properties in that community.  A mere market report is not a demonstration of expertise.  Just parroting statistics is like singing karaoke.  It is imitation.

Prior to opening our own commercial real estate firm, our then broker put up billboards, with this quote: “We know every square foot on the Westside! (Los Angeles).  It was true; every agent in that office that specialized in office leasing stayed up to date with that inventory. 

We know several realtors in Santa Barbara who know the history of every home in their chosen niche.  When these experts write a market report, it is with authority based on firsthand experience.  They have either sold the homes themselves or they have shown the properties to prospective clients.   It is anything but Karaoke!  Their content and commentary is original, because of their interpretation of the facts.

With an avalanche of content marketers claiming to be experts on any given subject, it is hard for consumers to distinguish the real experts from the karaoke reporters. If you are going to publish a marketing report as a content marketing strategy, be sure your material reflects your unique point of view.

Is your content marketing original or karaoke?

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. 

-WATCH VIDEOS-

Buzz-Worthy Luxury Real Estate Websites 

Personal Branding Case Studies Company Branding Case Studies 

About Language of Luxury

 GET FLUENT. GET AFFLUENT! - JOIN THE LOL COMMUNTIY 

 Linked In, Facebook, Active Rain & Twitter