Iconoclasts: Dr. Martin Luther King

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Follow Us on Twitter: LuxuryMarketing

Luxury Real Estate Branding: Striking the Right Balance for Your Marketplace

January 14, 2011

Here is a recent email we received from a prospective client who wants to create/refresh their brand,

"In my marketplace, we have about 800 homes in our two town MLS with only about 16 priced from the mid-fives to about 2.6 million. Affluent buyers want someone who is very well-versed in luxury homes, but with so few available, is it wrong to also be a great agent for lesser priced properties? I don't want to be all things to all people, but I don't want to lock myself solely into a niche that may not have sufficient inventory to maintain a viable business. Your feedback would be greatly appreciated.

Here is our answer,

We understand what you are reaching for. It's a matter of striking the right balance. The key is to develop an upscale personal brand that is sophisticated but not pretentious. A perfect illustration of this concept is to view the big department store retailers: Saks Fifth Avenue, Neiman Marcus, Bergdorf Goodman are the luxury brands stores, Macy's brand appeals to a wide range of customers. and Nordstrom’s is more upscale. However, Nordstrom's does not intimidate Macy's customers.

Another example of a balanced brand is Ralph Lauren. He is known as the quintessential American designer. He has many lines that he manufactures for every demographic. The clothing line is accessible to everyone who likes his designs.

That is the balance you are looking for.

Iconoclasts: Katharine Hepburn- Suitable to Any Occasion.

January 12, 2011

An iconoclast is a person who challenges conventional wisdom and traditional beliefs, and often shatters the very foundations upon which traditional, institutions rest. Katharine Hepburn was no stranger to iconoclastic thinking and is, to this day, an inspiration to women who seek market leadership in their luxury real estate marketing practice.

When a flower variety is associated with a celebrity, that celebrity is most likely an iconoclast. Katharine Hepburn “owns” an association with calla lilies due to her famous lines about these flowers in an Academy Award nominated movie, Stage Door.

“The calla lilies are in bloom again-- such a strange flower, suitable to any occasion. I carried them on my wedding day and now I place them here in memory of something that has died. “

Katharine Hepburn was, indeed, an iconoclast. She danced to the beat of her own drum, with her refusal to bow to the Hollywood or the social conventions of her time. She spoke her mind, wore pantsuits and usually wore no makeup.

When her popularity waned with the studios, she was undeterred. Phillip Barry wrote a play expressly for her, The Philadelphia Story. The play got rave reviews. Hepburn secured the rights to the movie and picked her own director. When Clark Gable and Spencer Tracy were unavailable she chose Cary Grant and Jimmy Stewart as her leading men. She won the Oscar for playing the role of Tracie, a spoiled socialite.

All in all Katharine Hepburn was nominated for the best actress award twelve times. She won the award four times including the Oscar for her role in The Lion in the Winter in 1968, the year she tied with another iconoclast Barbara Streisand in Funny Girl.

Katharine Hepburn always seemed “comfortable in her own skin”. Like a calla lilies, she was suitable to any occasion.

If you like brownies, checkout our post on Ms. Hepburn’s fabulous brownie recipe. There is a great luxury real estate marketing tip in this post, too!

Marketing Luxury Real Estate: Discovering the Non-Obvious Market Niche

January 11, 2011

The advantages of niche marketing are numerous. Concentrating your attention and passionately focusing your unique talents on an uncontested or underserved market niche can yield outstanding results when marketing luxury real estate. Here is an example of local niche marketing that exemplifies this extremely important marketing principle.

Marketing Luxury Real Estate: Be Consistent-Just Say "Cheesecake"!

January 10, 2011

If you choose just one New Year’s resolution in 2011 for your luxury real estate marketing practice, the one that would have the biggest impact on improving your bottom line, what would that be? We would recommend making one single adjustment: Let 2011 be the year of consistency! Consistency does not require more work. It requires more focus.

Anyone who has mastered a skill knows that the secret of mastery is in practicing the fundamentals, the winning formula, repeatedly and consistently. For inspiration in mastering your own luxury real estate marketing skills, look for evidence of consistency in the most successful businesses you know. Take the Cheesecake Factory, for example.

The Cheesecake Factory is a nationwide chain of upscale coffee shops. They offers a very extensive menu that is conducive to casual business meetings and is also perfect for informal family gatherings. You can dine at any Cheesecake Factory around the country and have the identical experience. What is most remarkable about the Cheesecake Factory (in addition to very good food) is the consistency they have achieved in hiring upbeat, cheerful, courteous, attentive people to wait tables. They have all been trained to respond to customers’ requests for modifications to their menu with a “no problem” attitude.

At the Cheesecake Factory you never have to wait longer than 11 minutes to be served after you order. This is accomplished with brilliant systems and precision teamwork between the kitchen and the wait staff. It is like an ensemble of musicians who are all playing harmoniously, in key, with esprit de corps. When you leave the restaurant you usually feel uplifted.

Look over the various components of your winning formula. Focus on those things that you have done over the years that have brought you the most business. Then, be diligent about being consistent in executing those actions. The next time you feel tempted to be inconsistent, just say "Cheese"; think of the Cheesecake Factory.

- WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Buzz Marketing Tip #1 Buzz Marketing Tip #2

Follow Us on Twitter: LuxuryMarketing

Marketing Luxury Real Estate: The New Economy of “Free”- Part 3

January 5, 2011

Shakespeare in Central Park, New York Photo by AHodges7

This is Part 3 of our blog series about the New Economy of “Free. Here is a link to Part 1, and a link to Part 2

The Buzz Caper

This is Part 3 of the series, entitled, The New Economy of “Free“which is causing a major economic shift that will not go away even after we recover from the financial crisis. Buzz marketing involving a win-win scenario between enterprises and local governments is becoming an important trend in today’s marketing. Here is one of the latest buzz campaigns.

NBC is producing a new drama series, called The Cape. In order to promote this show, they have partnered with the New York City department of Parks and Recreation and have dressed the statues of the historic heroes with a cape. Besides adorning the statues with capes, they have added plaques near each statue that detail the achievements of each hero, while pointing out the similarity of traits that the character in the TV series share in common.

“This sponsorship will benefit the preservation of New York’s collection of public art in the parks while drawing new audiences to them,” said Vickie Karp, Director of Public Information for New York City Parks & Recreation. “The new NBC series is a novel way to remind even the most jaded New Yorker that heroes are all around us.”

From Europe a different twist on marketing buzz has emerged under a “Random Act of Kindness” philosophy. The English company, Interflora.UK (flower delivery service), monitors Twitter followers and look for those who could use a bright spot in their day. These individuals are contacted by via a tweet that says, for example, “Sorry to hear you’ve had a horrible journey into work, Hannah! Would you like us to send you some flowers to cheer you up?” Now, if you lived in England and heard about one of these random acts of kindness, who would come to mind first when you want flowers sent to someone?

We all know that buzz marketing is the “free-way” to success. Word-of-mouth advertising is not only free it is better than traditional advertising because people will more readily take the advice of trusted friends. In case you missed this in Part 2, here again are four low-cost tips to spark your creativity and help you expand your luxury real estate marketing practice.

Buzz Marketing Tip #3 Buzz Marketing Tip #4

- WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Buzz Marketing Tip #1 Buzz Marketing Tip #2

Broker Agent Social, Proxio, Real Town, & Bigger Pockets

Follow Us on Twitter: LuxuryMarketing

Marketing Luxury Real Estate: The New Economy of “Free”- Part 2

January 4, 2011

This is Part 2 of our blog series about the New Economy of “Free. Here is a link to Part 1

The new economy of “Free” is causing a major economic shift that will not go away even after we recover from the financial crisis. Here is an example of two high-end (expensive) Steak House chains and how they are adopting (or not adopting) to the new economy of “free”.

Steak House #1 created a new “happy hour” menu in which they offer upscale wines by the glass for $6 per glass and fabulous $6 appetizers that are the identical portions as the same item on their regular menu. Their seared Ahi tuna appetizer is $6. Their prime beef cheese burger including onion rings is $6. Every day the bar area is packed! As they break even in the bar, they have a three hour waiting list for their main dining room where the prices are extremely high.

Steak House #1 leveraged buzz marketing to “pack the house”. Customers may go to happy hour three times to every one time they go to the main dining room, but they will bring friends and tell everyone they know about it. Steak House #1 has capitalized on the new economy of “Free”. Even during the recession they are thriving.

Steak House #2 attempted to match #1 but with cheap wine, mini-burgers and a $12 steak sandwich. The main dining room with a similarly priced menu and food that is of equal quality to Steak House #1 is nearly empty most of the week. They complain about the recession, but they are missing the new economic story of “free”. Will you?

We all know that buzz marketing is the “free-way” to success. Word-of-mouth advertising is not only free it is better than traditional advertising because people will more readily take the advice of trusted friends. Here are four tips to leverage buzz marketing for a nominal cost in your luxury real estate marketing practice.

Buzz Marketing Tip #3 Buzz Marketing Tip #4

Embrace the new economy of “Free”. Let us know how these tips works for you!

- WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Broker Agent Social, Proxio, Real Town, & Bigger Pockets

Follow Us on Twitter: LuxuryMarketing

Marketing Luxury Real Estate: How to Profit from the New Economy of “Free”- Part 1

January 3, 2011

A WEALTH OF FREE APPS! Courtesy of Apple

Pundits are still sorting out the underlying causes of the Great Recession triggered by the 2007 housing bubble burst that led to a high rate of defaults on subprime mortgages. But, there is a less obvious economic megatrend that has been brewing for years now that can significantly impact your luxury real estate marketing practice. The new economy of “Free” is causing a major economic shift that will not go away even after we recover from the financial crisis. Riding this wave of change, rather than resisting it, can empower you to take over the market leadership position in your marketplace.

Today, consumers not only expect discounts, they are increasingly expecting to get things for “free”, such as free shipping, or free video phone calls via Skype. With free apps for your smart phone or your tablet computer do you really need to buy a separate hand-held GPS device or a dictation device? With free word processing, spreadsheets and collaboration software available in the “cloud” (hosted by a remote servers) that perform the most commonly used functions do you really need to buy the more elaborate software that resides on your computer?

If you were in the market to buy an iPad during the Holidays you may have been enticed to purchase it at Walmart vs. Verizon or our local Apple store because they offered a $50 gift certificate for other Walmart items with your iPad purchase. If you were waiting in the checkout line you may have scanned the bar code of an item in your shopping cart with your smart phone and found that it was in stock at another store nearby for considerably less.

To fully get the impact of this major economic shift watch how Google fares in its competition with Apple and others as it gives away the Android operating system (to manufacturers of tablet computers and smart phones) for free! Google has a bigger picture in mind and that is more market share for its core business, advertising, as they expand into mobile ads. It now makes good economic sense to give things away for free to capture a bigger piece of the pie.

Do not mistake this for the old story about fending off discounted real estate commissions by your competition or even feeling like you have to outspend your competition in marketing dollars to win luxury home listings. For luxury real estate marketing professionals, this is about mastering the use of social media (which is a free form of advertising if it is done right) and social networking both on the web and in your local community, for example. It is also about "thinking big"and providing extraordinary value for your clients, way beyond that which your competition provides. It requires a mindset of abundance not scarcity.

The merchants and service providers who understand and master the new economy of “Free” will be the big winners of 2011 and beyond. Will you be one of them? In Part 2 we will show you specific ways to profit from the new economy of “Free"in your luxury real estate marketing practice.

- WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Broker Agent Social, Proxio, Real Town, & Bigger Pockets

Follow Us on Twitter: LuxuryMarketing

Happy New Year 2011

December 31, 2010

Wishing everyone a delightful celebration on New Year's Eve. and a wonderful 2011 filled with happiness and joy.

Finish each day and be done with it. You have done what you could; some blunders and absurdities have crept in; forget them as soon as you can. Tomorrow is a new day; you shall begin it serenely and with too high a spirit to be encumbered with your old nonsense. Ralph Waldo Emerson

- WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Broker Agent Social, Proxio, Real Town, & Bigger Pockets

Follow Us on Twitter: LuxuryMarketing

Luxury Real Estate Marketing: The Luxury of Working with Ideal Clients

December 29, 2010

Each year around this time we reflect back over the past twelve months and single out a song that captures the essence of the year. Last year it was Forever Young by Bob Dylan and sung exquisitely by Joan Baez. This year our choice is Seasons of Love from the Broadway musical, Rent with lyrics by Jonathan D. Larson. The Stevie Wonder’s version of this song is particularly inspired. (See the lyrics below)

When we coach our clients in our strategic branding and marketing practice we encourage them to describe who their ideal client is and to strive to work only with ideal clients. Imagine the concept of waking up in the morning and actually being excited about everyone with whom you are working. We truly have a “love – fest “ with our clients because we share the same core values, and we want to enjoy our 525,600 minutes of the next year in our life.

We understand that this is challenging. to achieve. However, the rewards are immeasurable when you love your work and those with whom you invest your valuable time. It allows you to measure a year in your life in seasons of love.

We wish you a very prosperous 2011, a year that is also filled with an abundance of love!

Cheers, and All the best!

Ron & Alexandra Seigel

Seasons of Love (partial lyrics)

Five hundred twenty-five thousand
Six hundred minutes,
Five hundred twenty-five thousand
Moments so dear

Five hundred twenty-five thousand
Six hundred minutes
How do you measure, measure a year?

In daylights, in sunsets, in midnights
In cups of coffee
In inches, in miles, in laughter, in strife

In five hundred twenty-five thousand
Six hundred minutes
How do you measure a year in the life?

How about love? How about love?
How about love? Measure in love

Seasons of love

- WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Broker Agent Social, Proxio, Real Town, & Bigger Pockets

Follow Us on Twitter: LuxuryMarketing

Three Luxury Real Estate Marketing Trends for 2011

December 28, 2010

Three emerging marketing trends are worth considering when you develop your 2011 luxury real estate marketing plan. They are 1) The return to snail mail vs. email or social media; 2) The direct approach of using the telephone to connect with prospective clients/customers, and; 3) Consumers are seeking intrinsic value vs. status symbols when purchasing luxury goods. Collectively they represent a larger trend in consumer behavior: Contrarian and independent thinking!

The Return to Snail Mail

24-35 year olds are increasing choosing to connect with their peers, family and business prospects through fine greeting cards and other upscale stationery products. The stationery goods market is a $37.4 billion dollar industry that is not going away any time soon as we move increasingly to digital communication. In an over-communicated world a personal note still shows you care and is a good way to differentiate yourself from your competition. This is contrarian thinking.

The Direct Telephone Call

Over 81 million smart phones sold world-wide in the third quarter of 2010, according to the analysts at Gartner. That is almost twice as many as a year earlier. You would think that more people would use them to make more smart phone calls.

Surprisingly, Google, of all companies, understands the importance of the direct telephone call. They now have a huge sales force that reaches out to local small to mid-size businesses directly by telephone. According to BIA /Kelsey, local businesses will spend about $20 billion online this year in advertising. That number could increase to $35 billion by 2014.

An alarming number of luxury real estate agents do not respond to email in a timely manner, let alone return their phone calls consistently. How can you differentiate yourself from your competition by being more responsive with your telephone calls?

Intrinsic Value vs. Status Symbols in Luxury Goods

High net worth consumers are recovering from frugal fatigue and they are now out spending more. But, they are looking for intrinsic value. No longer can luxury brands get away with hyping the symbol of their brand a means of satisfying the consumer’s need of self-expression to impress others. The goods have to have the goods. Hype no longer sells to luxury consumers who are thinking more independently.

Are you spending your valuable time and money marketing luxury real estate properties that are based on their intrinsic value? Or, are you allowing sellers to dictate unrealistic inflated prices? Luxury consumers are much savvier now, due to the overwhelming amount of information at their finger tips online. Let your competitors work with sellers who are not in tune with the new luxury real estate buyer.

Be a contrarian and think independently! That is what your luxury real estate clients are responding to now.

- WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Broker Agent Social, Proxio, Real Town, & Bigger Pockets

Follow Us on Twitter: LuxuryMarketing

Marketing Luxury Real Estate: Chart a Steady Course When Targeting High Net Worth Buyers

December 27, 2010

This is a reposting of an article we wrote in January 2009. It seems that the luxury buyers are still alive and well. Here is a capsule of the spending habits of high net worth individuals that still hold true today. Luxury real estate marketing professionals take heed!

Exclusivity. The desire to have something better and less known to the mass audience remains strong. New niche labels can prosper in these circumstances, such as limited editions or homes with extraordinary architectural features.

Quality, Dependability and Authenticity. The consumer will want to know the provenance of the goods they are buying. They will want the manufacturer to stand by the product and take care of it, if something goes wrong. Social and environmental responsibility is an important key in the purchase making decision. If it’s “green”, they will part with their green bucks. In the days of “shop till you drop”, consumers were fascinated by novelty. Now they want the “real”, the authentic. They are no longer interested in high end reproductions or anything with “faux” in front of it. Along with authenticity is transparency. How someone does business, their ethics, has become an important part of the process.

Translating this to luxury real estate marketing is simple.

Refresh your brand. Make sure your website and all your materials have the look and feel of luxury, and do not look like everyone else’s site. Remember they are looking for the exclusive feel.
Make sure you demonstrate your transparency in terms of your customer relationship management. Your word MUST BE your bond. Go out of your way to provide excellent service. This makes you easy to refer via word-of-mouth advertising.
Describe your listings by emphasizing the quality and the durability of the home’s appliances and finishes. Make sure that those finishes are the “real” thing. If they aren’t, point it out. If you are not sure, find out. This furthers your authenticity and your transparency.

In the long run remember. “A calm sea does not produce a skilled sailor. We cannot direct the wind, but we can adjust the sails. Anyone can hold the helm when the sea is calm.” Tom Culve

Luxury real estate marketing professionals: Happy Sailing and Selling in 2011!

- WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Broker Agent Social, Proxio, Real Town, & Bigger Pockets

Follow Us on Twitter: LuxuryMarketing

We Wish You Happy Holidays 2010

December 24, 2010

Live Orchid Ornament Tree

We took this photo yesterday at our favorite orchid greenhouse, Westerlay Orchids, in Carpinteria, California. This is a wonderful representation of a Christmas tree with orchid flowers. Each flower is attached to a tube filled with water. It celebrates nature and its beautiful bounty.

Merry Christmas, Happy Channukah, Happy Kwanzaa, Happy Winter Solstice, Happy Celebrations of Everyone and Everything that brings us joy and unconditional positive regard for each other.

- WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Broker Agent Social, Proxio, Real Town, & Bigger Pockets

Follow Us on Twitter: LuxuryMarketing

Luxetera, Etc: Orchids -The Gift Keeps Blooming

December 23, 2010

Here is a suggestion for last minute Santas. Giving an orchid plant reminds that person of you as the plant keeps blooming and brightening the room.

The orchids pictured above are phalaenopsis/moth orchid. They are lovely to look at and easy to care for. Native to the Asian tropics, they thrive in bright forests under the canopies of trees. They love the great indoors of homes blooming in sunny rooms away from indirect light. Their ideal temperature range is 65 to 80F.

WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Broker Agent Social, Proxio, Real Town, & Bigger Pockets

Follow Us on Twitter: LuxuryMarketing

Marketing Luxury Real Estate: Shoe Biz Buzz Marketing Lessons

December 21, 2010

Mark Parker, Nike president & CEO and Kobe Bryant

Important lessons can be learned about marketing luxury real estate by studying what works and what does not work in the marketing of major TV sports events. Because the games are live the likelihood that viewers mute the commercials (or not watch them at all in the case of digital video recorders) is considerably less. But, the surest way to reach viewers who have a hot hand on their remote control is “product placement”.

The best form of product placement in TV and movies triggers “buzz” or word-of-mouth advertising. And, buzz marketing is a skill set that should be a top priority for you in 2011.

If the media hype for LeBron James has not been enough for you this year, brace yourself for the basketball game of the year on Christmas Day when the Miami Heat take on the 2009-2010 World Champion Lakers in Los Angeles. Los Angeles is one of the biggest media markets in the United States for television advertising. Watch how Nike, the masters of product placement, will be “killing it” this year. Both Kobe and LeBron are Nike “spokesmen”.

The day after Christmas, Nike is coming out with a new Kobe basketball shoe named after Kobe’s “alter-ego” the black mamba snake, one of Africa’s most dangerous and feared snakes. The shoes are black and grey. But, for the Christmas Day game they made them in green. The LeBron Nike shoe will be in red for the game. Not only will Kobe be wearing the shoe in green but all of those LA ticket holders with courtside seats will get a pair of green Kobe Nike shoes. To afford those seats these people typically have huge spheres of influence (Jack Nicholson for example).

One of the best opportunities of social media is the ability to create buzz through contests. The prize does not necessarily have to cost you anything if you can find a co-marketing product or service provider who is also interested in reaching the same target market as you. For example, this season, one of our luxury real estate strategic branding clients will be raffling off two Super Bowl tickets which is certain to create a buzz.

What are some ways that you can become well known as a luxury real estate marketing professional through buzz marketing in 2011?

- WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Broker Agent Social, Proxio, Real Town, & Bigger Pockets

Follow Us on Twitter: LuxuryMarketing

Personal & Company Branding: It Is Written!

December 20, 2010

A major key to success is identifying and focusing upon a market category or sub-category in which you can become the dominate player. To fully succeed however, it must be a niche that you believe you can do better than anyone else in your marketplace, a niche about which you are passionate. When you are passionate about what you are doing your interest in your work will be sustained, you will continuously be innovative and you will persevere during the most challenging moments in your career.

When you are passionate about what do you also attract people and events, almost magically, that can help you achieve your dreams and confirm that you are on the right path. Here is a fun true story that we experienced about this kind of serendipity.

Several years ago, we were walking on the beach and discussing the fact that we are truly passionate about our strategic branding practice that is focused on the luxury real estate industry. We were wondering if personal and company branding would be the vehicle that could lead to working internationally which was our desire.

Suddenly, we came upon some letters that someone had written in the sand upside down. When we walked around to read it our jaws dropped. A young man had written his own name which happened to be B R A N D! Luckily, we had our camera and took the picture posted above. It was like a “sign” to stay on our path.

Since then, the opportunities that social media has offered in terms of expanding internationally and also meeting more and more fascinating people have enriched our lives and added significantly to our career in strategic branding. There is no question that being passionate about your work makes life much more fun!

- WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Broker Agent Social, Proxio, Real Town, & Bigger Pockets

Follow Us on Twitter: LuxuryMarketing

Marketing Luxury Real Estate: What You Know is Equally as Important as Who You Know

December 15, 2010

Koa Wood Box

As a luxury real estate marking professional you are expected to know your product inside and out. Yes, the luxury home you are selling is a product and superior product knowledge is one of the factors that separate the sales pros from the amateurs. In marketing luxury real estate what you know is just as important as who you know.

Your command of everything from wood finishing to high-end kitchen appliances to the variety of roses in the garden can establish your level of expertise as superior to your competition. It can also determine the speed of trust that you establish with your client as you demonstrate that you understand the nuances of what is or may become their most prized possession.

For example, Hawaiian koa wood flooring found in a mainland home is a rarity. Exporting it from Hawaii is no longer permitted because the koa population has suffered severely from grazing and logging. The word koa itself means brave, fearless or warrior. Hawaiian crafts people have created magnificent hand-carved bowls, boxes and even guitars using this reddish wood which is very similar in strength to black walnut. If one of your listings happens to have koa wood floors you need to be able to passionately convey the significance of this to potential buyers.

One of the best aspects of being a luxury real estate marketing professional is also being a lifetime learner and a perennial student of the language of luxury. We suggest taking the time to go through each and every unique feature of your luxury home listing and doing some research on it. Your buyers and sellers will appreciate your interest and attention to details. Plus, your value as a professional will appreciate over time as a result.

- WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Broker Agent Social, Proxio, Real Town, & Bigger Pockets

Follow Us on Twitter: LuxuryMarketing

Marketing Luxury Real Estate: Do You Speak "Contemporary Art"?

December 14, 2010

As a luxury real estate marketing professional, do you have clients who are collectors of contemporary art? The more you understand about this category of art the more you will be able to connect and relate with those who appreciate it. The more these clients sense your connection on this subject the more likely they will be to refer you to their collector friends because you speak “their language”.

Recently, we happened to sit next to an up and coming contemporary Los Angeles artist on our flight to the East Coast. We took an interest in Cole Sternberg’s work and wanted to share it with you. Cole has been challenging society with his works for the last ten years, blending compelling visuals with issues ranging from pop culture to human rights to the environment. Schooled in the law and a published author on international law issues, Sternberg’s insight into his subject matter gives a unique twist rarely seen in the arts.

We were impressed by Cole’s take on the deterioration of quality journalism where the shock value of stories supersedes the truth. “The scary element is that this mentality, previously reserved for reality TV and celebrity culture, has crossed over to real issues, according to Cole.

On Thursday, January 27^th 2011, art collector Normandie Keith will open her home to unveil her latest acquisition, a massive room installation by Cole Sternberg. The Content is Bleeding Through is an installation with many layers meant to challenge the progression of media and society, questioning the celebrity manufacturing system of the media and the concentration of the news on falsities and trivialities. After collecting multiple paintings by Sternberg, Keith commissioned Cole to take over an external space on her property to produce his piece.

"Cole is one of the most important artists of his generation and I'm so happy to be able to live with his amazing installation. It provides a sociological snapshot of where we are at, both disturbing and beautiful," states Keith.

Take the time to learn about what your clients are interested in. When you are interested in what matters most to them they will be more interested in promoting you.

- WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Broker Agent Social, Proxio, Real Town, & Bigger Pockets

Follow Us on Twitter: LuxuryMarketing

Iconoclast Series: Netflix's Reed Hasting's the Risk Taker

December 13, 2010

Netflix & Apple TV

This is another post in our iconoclast series featuring Reed Hastings, the CEO of Netflix, who recently was honored as Fortune’s No. 1 Businessperson of the Year. An iconoclast is somebody who challenges or overturns traditional beliefs, customs, and values. Understanding the mindset and the accomplishments of iconoclasts such as Mr. Hastings, can inspire you to develop new ways of marketing luxury real estate and also encourage you to out-think your competition.

Over the years, naysayers predicted that Netflix’s DVD distribution via snail mail business would be trounced by Blockbuster (now in bankruptcy) or other behemoths such as Wallmart or Amazon. But, now, with more than 16 million members in the United States and Canada, Netflix is the world’s leading Internet subscription service for enjoying movies and TV shows.

For $7.99 a month, Netflix members can instantly watch unlimited movies and TV episodes streamed over the Internet(in the same way you can watch unlimited You Tube videos) to PCs, Macs and TVs through digital video recorders and Internet video players, Apple’s iPhone, iPad and iPod touch, as well as Apple TV and Google TV. In all, more than 200 devices that stream from Netflix are available in the U.S. and a growing number are available in Canada. With instant streaming video which has surpassed even its own DVD mail order business, Netflix is destined to become a globally ubiquitous brand.

Netflix is also confounding the cable and satellite TV companies who offer movies on demand for as much as $4,99 for each movie. If you have Apple TV (a $99 mini box that connects to your TV and your home Wi-Fi) and an IPad you can now wirelessly send your movie (or streaming TV show) from your iPad to your TV screen with a new iPad feature called Air Play. It is truly amazing!

Reed Hastings has built his company on a risk-taking culture and a deep sense of trust that is the foundation of his executive team. Most of the original team is still at the helm.

There is a phrase in one of the songs (Look to the Rainbow) from the classic Broadway musical, Finian’s Rainbow that says, “Follow the fellow who follows a dream”. As a luxury real estate marketing professional it is important to follow fellows like Reed Hastings. It can inspire you to take the risks your competition will not take. Netflix’s stock soared 200% since January 2010. The S&P 500 by contrast increased by only 7%.

- WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Broker Agent Social, Proxio, Real Town, & Bigger Pockets

Follow Us on Twitter: LuxuryMarketing

Marketing Luxury Real Estate: The Advantage of Working with a Professional Videography Crew

December 8, 2010

We were recently in Key Largo, Florida orchestrating a video shoot for our client, a luxury real estate marketing professional in Ocean Reef, which is an exclusive private community. We had the distinct pleasure of working with Frazier Nivens, the Emmy award winning film maker of “Sharks, Killers of the Caribbean”. Frazier has over 30 years of experience as a videographer and also as a diving instructor. He has produced thousands of videos above and below water.

It makes an enormous difference when you work with professionals who are experts at their craft. The difference is in the attention to details. This was immediately evident with Frazier’s command of lighting, his camera angles, and his overall ease of production logistics. The savvy videographer views the video shoot with an editor’s eye, making post-production in the editing room easier for the editor.

Getting the sound just right is also crucial to the success of video production. This is particularly important when you need to mix the sound of multiple “actors”. We also had the privilege of working with an outstanding sound technician, Gustavo, a professional who is truly passionate about his work.

When you see the end result, which we will soon share here on our Language of Luxury blog, you will immediately be able to sense the high caliber of video production which is important for marketing luxury real estate and also for video blogging in the luxury realm.

Raising the quality bar in video production on your website and set you apart from your competition and help you to amass an audience of raving fans. Anyone can point and shoot a video camera. Working with professionals makes all the difference in the world. It can give you the superior competitive edge.

- WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!