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

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

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

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

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

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

Written by Ron & Alexandra Seigel- 

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

A Graphic Brand Identity Without Context Is Not A Brand!

When we craft a graphic brand identity as brand strategists for the luxury real estate industry, there is always a purpose behind the design.  The purpose provides the CONTEXT for the brand.   The purpose is threefold:

1) To express your unique personality, priority values and core strengths; 

2) To clearly state your extraordinary promise of value (in words and symbols) so that your target market instantly understands that you are the best match to their values and most pressing needs, and;

3) To SHARPLY CONTRAST YOU in relationship to your competition.

The process of designing the graphic brand identity is very exciting when you keep this context in mind.  Many talented people can simply create a a graphic brand identity for you. Without CONTEXT, it is not a brand. It most likely will result in an under performing graphic brand identity and thus, a colossal missed opportunity.

Taking our own preconceived ideas out of the equation, listening to YOU intently, and then staying true to YOUR essential nature (and the nature of your marketplace) is our guiding design principle. We practice this discipline by taking the time to quiet our minds and attune to Nature itself as often as possible.

We wanted you to have a visceral EXPERIENCE, right now, of this guiding design principle, not just an understanding of the words in this post. So, we went into our own backyard to photograph an exquisite transformation of Nature. The bottle-brush trees are bursting forth and putting on quite a show.  There is simply nothing on earth quite like this! Enjoy!

And, remember that your own brand, to perform its function to the fullest, must reflect the CONTEXT we define here. 

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.

Which Comes First? The Logo Or The Brand, The Horse In The Cart?

If you are looking to developing a personal or company brand as a luxury marketing professional you need to know which comes first, the logo or the brand.   Some designers, advertising agencies, web developers, marketing firms, and public relations firms claim to do branding, when they are actually referring to logo design.

How can you create a graphic representation of a brand when you don’t know what the brand stands for, i.e., its brand position? A logo is not a brand.  It is like putting the cart before the horse.  You may wind up with a cute design or even an image you like.  But, the logo will not do its job as a definitive statement of your brand.

The brand statement is a distillation of an extensive discovery process to determine the extraordinary promise (EVP) of the company, or person. The process is a review of a company’s or an individual’s visions, core values, preferences, goals, and experiences. It also includes a thorough analysis of the market place as well as the competitive landscape.

Determining the nuances of a brand’s personality is another part of the discovery process.  This is one of the criteria used in choosing fonts and colors, which also have to be in harmony with the target market.  All these actions create a precise expression and impression designed to attract your ideal clients.   

When this process is finished and agreed upon this information is then relayed to the graphic designer with specific art direction.  The designer can then expand upon the concept that eventually becomes the logo that communicates what the brand stands for in the mind of the target market.

Which comes first?  The Brand And Then the Logo, The Cart And Then The Horse!!

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.

Brand Surgery Or Brain Surgery: It Is Not As Simple As Buying A Logo

Refreshing your brand is a very important task if you want to maintain your position as a market leader.  Staying sharp, relevant and up-to-date technologically is imperative!  But, take it from us; get some expert help! Performing your own “brand surgery” is like performing your own brain surgery.

We are just now completing our own brand surgery. It was a grueling experience for many reasons.  The process of further distilling your own extraordinary promise of value to its bare essence and then communicating it with even fewer words and images is a daunting task.

This challenge is exacerbated by the new constraints of contemporary website design that has to work not only on desktop computers but also on all mobile devices (both in landscape orientation and portrait).  We are excited about the results. And, we will share the new Napa Consultants, Int’l website with our readers by the end of the month.

Refreshing your brand is not like shopping for a logo.  Sure, you can update your look. But, a look is not necessarily a brand.  Your brand needs to empower your entire current and future referral base to spread the good word about you. It needs to be remarkable to spark word-of-mouth advertising.

Your website needs to become your silent salesperson. It needs to be a polished presentation that communicates who you are and how you are different from your competition with an economy of words. 

Do not attempt brand surgery on your own. It is hit or miss at best. It took us six months to figure out our own rebranding.  Think of how many homes you could sell in six months.  It is not as simple as buying a logo, get some expert help!

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: Buzz and Ants!

Word-of-mouth is, by far, your best form of advertising.  But, very few luxury real estate marketing professionals seize the opportunity to spark word-of-mouth advertising (buzz) ON PURPOSE. 

If you want to accelerate the pace at which you achieve top-of-mind status in your marketplace, or within your niche, the art of deliberately triggering buzz should definitely become part of your skillset.  If you can leverage social media channels such as You Tube or Twitter you could score a grand slam in publicity!

During the Holidays Disney released a trailer for its upcoming feature film, Ant-Man.  The screen size was tiny, so you could not actually view the trailer.  But, it said that the “human” size trailer could be viewed if you watch Agent Carter, the new ABC TV series starting on January 6th.  The clever trailer went “viral” with over 2 millions views on You Tube.  Both Ant-Man and Agent Carter are based on Marvel characters, a company owned by Disney.  Ant-Man premieres in July.

To capitalize on the buzz, Disney released a teaser of the full-length human sized trailer.  Huffington Post for one wrote an article on this and featured the teaser.

How can you leverage buzz to spark word-of-mouth advertising for your luxury real estate marketing practice, on purpose?

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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Manage Your Outlook or Throw Your Business Plan Out The Window!

A term you often hear in customer service training is “managing expectations” (of your clients). The recommended idea is to under-promise and over-deliver.  But, how does that apply to your own expectations of yourself?  Will 2015 be a year of great expectations for you, a year when your dreams come true? 

When it comes to managing your own expectations for 2015, here is a great tip.  Make your business plan; set your conservative goals and your optimistic goals.   Then, manage your OUTLOOK vs. your performance.

The value of “keeping things in perspective” rather than dwelling on an expectation that is not fully realized cannot be over-estimated.  The minute you allow things to get “out of perspective” and lose sight of all of things that are moving along swimmingly, you diminish your chances of success.  If you allow your diminished expectations to dominate your thinking you might as well throw your business plan out the window.

We are going to try an experiment this year and you are welcome to join us.  We are going to focus on a single theme for 2015 and that is VITALITY.  When you manage your feeling of vitality (with whatever method works best for you) you AUTOMATICALLY put yourself in the best position to maintain your perspective and a clear outlook. Solutions come to mind faster, an abundance of opportunities present themselves and your performance can far exceed even you own wildest expectations.  

Don't throw your business plan out the window. Manage your OUTLOOK versus your performance. Wishing you VITALITY in 2015!

Written by Ron & Alexandra Seigel-

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

Focus, And Say (Grilled) Cheese!

Focusing on doing a few things really well is a surefire way to success.  This was Steve Job’s mantra at Apple.  Yet, specialization is, by far, one of the most challenging concepts for luxury real estate marketing professionals to embrace. They are afraid of losing out on other opportunities that comes their way.

Recently we had lunch at a restaurant in our neighboring town of Ventura that exemplified the power of focus.  805 Bar & Grilled Cheese specializes in grilled sandwiches that are simply out of this world. In fact, grilled sandwiches comprises their entire menu (with a choice of complimentary side orders) And, they have an excellent wine list. The restaurant is located right on the marina in Ventura Harbor where you can sit outside, see the boats and enjoy waterfront ambiance.

Growing up, one of our most comforting comfort food combinations was a grilled cheese sandwiches and tomato soup. 805’s tomato bisque is best in class. It is rich and spicy with plenty of tomato chunks, the perfect compliment to the sandwich.

The name, 805 (our area code) Bar & Grilled Cheese tells you exactly what the brand category is, local comfort food, and also its niche within that category.  This not only makes it easy to remember, but also easy to spread the good word via word-of-mouth advertising. And, that is the power of focus and specialization!

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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A Branding Challenge: Don’t Sing Opera to a Rock & Roll Audience!

What works in  creating a brand in your real estate market place is  focusing on your audience.  Choosing colors follows the same logic.  So when you are thinking of branding yourself, think twice and don’t necessarily default to your tastes. Take a moment to analyze why you are creating your brand and the audience you are appealing to.  In other words don’t sing opera to a rock and roll audience!

Recently, when we working with a client in the wine country, we identified her color preferences, and it was clear that they would not necessarily be a fit for the marketplace.  So we started to walk around and focused on at the environment and the colors of nature that surrounded us. 

We noted the colors she loved in the environment that represented her  her market niche in the wine county.  We took our inspiration from the golden hills, the tawny color of the light, the dark green and brown of the oaks growing on them and the reddish umber colors of the soil.  These colors became part of the brand’s identity, as represented in the color swatch above. 

By using a mix of the colors of the environment for her brand identity, she is singing on key, the right song for her marketplace.  Her brand is her silent salesperson.  It tells her story: who she is, where she is, and makes it easy for her clients to refer her.   We will be sharing her brand identity and web site which is presently under construction.

Remember your marketplace is the economic driver! Don't default to your tastes or someone else's ideas.  It is more important to create a brand that will work rather than one you like.  Don’t sing opera to a rock and roll audience! And if you are an opera singer, find your marketplace, and your audience!

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 Home Page The Window to Your Brand Story?

The home page on a website should not be all about you or your brand. It should reflect an elegant combination of your brand story and your marketplace.  It should tell your audience who you are and where you are.

On an early rainy morning, we are ogling the windows of the name brand stores in Beverly Hills.  There are several dozen stores on Rodeo Drive.  As people walk by or drive by, they have only seconds to capture your attention and tell you the essence of their brand story.  The home page of your website is like your storefront.  Does it accomplish this?

This Hermes window in our opinion says it all beautifully . It is a seascape with sea horses.  It is a subtle salute to horses (their heritage as saddle makers to the kings) and the sea (Pacific Ocean marketplace) where we are standing.  

The Signature Hermes Orange is well distributed in the display, and their legendary scarves are prominent.  Getting an Hermes scarf as a gift is like getting a work of art, which is why a book was written on the subject.  This is an invitation to come in and share the magic.  

Does your Home Page reflect your brand story? 

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. 

Personal & Company Branding: What Do You Stand For?

Now over 100 years old, Hallmark is a heritage brand that has re-invented itself over and over again. Yet, it has stayed true to its core values that can be summed up in a couple of words: “Wholesomeness” and “Sentimentality”. Consistently adhering to your values over time establishes your brand position.  It lets people know where you stand. This is a vital component of successful personal and company branding in the realm of luxury real estate marketing. 

Hallmark’s greeting card slogan, “For those who care to give the very best” exemplifies their company values. The same applies to The Hallmark Channel on cable, which is now known as the “Heart of TV”.  

If you need an infusion of sentimentality just watch a Hallmark Channel movie or TV series. You might find them mushy, syrupy, or even over sentimental.  But, you cannot accuse this brand of deviating from wholesome entertainment that consistently has happy endings. 

Wholesomeness and sentimentality together comprise Hallmark’s brand position. You will not find R rated entertainment here.  It is specifically targeted for the entire family and fully embraces the baby boomer generation, which has become an underserved market niche.  Most new movies now are targeted to the 18-34 year old crowd. 

Hallmark has one of the most clearly articulated brand positions we have ever encountered.  And, it sets an example of how important it is to make your own brand position, as a luxury real estate marketing professional, crystal clear to you ideal target market.  What do you stand for?

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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What’s The Use of Social Media Without Pictures or Conversation?

Looking back to the inception of social media, we pause to evaluate its meaning today.  In our title, we paraphrased the quote from Alice in Wonderland, “What is the use of a book, without pictures or conversation? ” We substituted social media for the book, to illustrate that some of social media is often without pictures or conversations.

As early adopters, we were impressed by the conversations and the genuine exchange of pictures and information.  We loved the eagerness of people reaching out to connect.   It was fun to converse with someone in Australia, Malta, Spain, and Tasmania via the Internet.  This was a form of having pen pals across the world without waiting for response through the mail.

Internet users were told by the social media pundits to turn new friendships into dollars. They said, “all one has to do to tap into the Internet’s “river of gold” by encumbering the message with key words, and say nearly nothing, except,  “Give me your business, I am connected to you!” Then, as Google continued to change its algorithms, users were told to follow the new rules in order to appease the Google gods.

People forgot that social means talking to each other, and enjoying the conversation. They lost track of the fact that the media is simply a platform of communication.

We have always maintained that genuine conversation and connecting in a meaningful way brings business in.  It is good to be found on Google; there is no doubt about that.  However, will a Google search find the genuine article?  Or, will the result find someone who knows how to twist themself and their words to achieve the top positioning, but knows little else.

We still chuckle at the story of someone who hired the “expert” to speak about social media because he ranked #1.  It turned out that he knew less than the individual who hired him. His cheeky response was, “I know how to be #1!”

What is the use of social media without pictures or conversations?  For us, it has no life, no meaning and no reason for its existence.  With pictures and conversations it is a form of sharing, exchanging, connecting, learning and enjoying other’s perspectives.  Genuine sharing can lead to business. 

What do You think?

Written by Ron & Alexandra Seigel-

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

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Three Ways to Sharpen Your Strategic Thinking Part 1

If you are going to respond pro-actively to the ever-changing world we live in, it is important that you sharpen your strategic thinking.   This will help you to outthink your competition.

Take time to reexamine your opinions.  Challenge your own premises, and be open enough to admit you may be wrong.  For instance, many real estate marketing professionals are quick to tell you that print advertising is a colossal waste of money.

In our research and experience we have found that in some luxury markets, print ads are a strong source of leads for many brokers and agents.  The same is true in some communities with 55+ homeowners.  

Some luxury marketers are now beginning their campaigns in print first and online second.  This practice is a more effective way to reach their target market.  Research on the subject also shows that the younger generations are responding to print ads favorably.

Realize that opposing views are not negative views, they are just views. Negative views begin, continue and end with insults. Opposing views is simply a view that does not agree with yours. Read articles or have discussions with people with opposing views.  In practicing this you may glean something you are missing in your thinking, and it may actually strengthen your position.  

Take time to recharge your mind and learn something new.   Do something different outside of your routine; adapt it as part of your daily job.  This morning on our early beach walk, we walked to the left rather than our usual choice to the right.  It was a treat as there were tide pools to explore, and also seals and sea lions sunbathing on the rocks. 

We also saw a sign announcing that once again the grunions are running this evening. “Grunion are known for their unusual mating ritual wherein at very high tides, the females come up on to sandy beaches where they dig their tails into the sand to lay their eggs. The male then wraps himself around the female to deposit his sperm and for the next 10 days the grunion eggs remain hidden in the sand. At the next set of high tides, the eggs hatch and the young grunion are washed out to sea.” Wikipedia. This event occurs for several evenings, and we are going to catch the show.

Stay tuned for Part 2.  We will continue to discuss more ways to expand your strategic thinking, and outthink your competition.

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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Going the "Good to Great" Route?:Follow the Wisdom of the Hedgehog!

If you have the inner drive to go from “good to great” in your luxury real estate or real estate career, one of the concepts to take to heart in Jim Collins’ best selling book, Good to Great, is the hedgehog concept.  

The hedgehog strategy is a focused strategy.  Hedgehogs are by nature not predators.  They mind their own business, and they fend off predators (competitors) by simply rolling up into a ball exposing their sharp quills.  The predators are quick to move on without challenging.

In real estate, hedgehogs identify a market niche that they can master better than anyone else in the marketplace.  The choice of niche fits them like a glove and shows off their authenticity.  They are passionate and love what they are doing.  Because of their expertise and dedication, they become the first to come to mind, when someone wants to list or buy a property in a given niche.   

Authenticity and focused strategy differentiates the “good from the great,” and attracts the ideal clients. Follow the wisdom of the hedgehog!

"The fox has many tricks.  The hedgehog has but one. But that is the best of all" Ralph Waldo Emerson

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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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. 

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