Luxury Real Estate Personal & Company Branding: Be Ultra Thoughtful

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Luxury Real Estate Personal & Company Branding: Promises, Promises!

February 12, 2013

One of the biggest challenges that face luxury real estate marketing professionals is articulating their own unique value proposition. Yet, this is by far one of the most important aspects of personal or company branding. Your extraordinary promise of value is what your ideal clients can expect when doing business from you vs. your closest competition. It is what makes you stand out.

An empty or exaggerated promise can lead you into a trap where you disappoint your clients by under-delivering. Hype can be your worst enemy. Let the empty Beverly Hills store depicted in this post remind you about the fate of businesses that communicate empty promises.

Your reputation is your most important asset. Reputations are based on kept promises. It is always better deliver exactly what you promise, and then exceed their expectations.

If you take the time to identify a niche within your marketplace that is underserved it will not take much to deliver a superior value proposition. Keep in mind that your target market has settled for mediocre service. If you promise too much you will not be taken seriously.

To differentiate yourself or your company from your competition you need to offer an extraordinary promise of value. To do this you must be passionate about what you do and you find something specific that you can do better than anyone or any company in your marketplace. We call this your strategic differentiator.

The idea is to become known for your strategic differentiator. Your marketing messaging must focus on the communication of what makes you distinct, which is essentially your extraordinary promise of value.

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Real Estate Personal & Company Branding: Laugh Out Loud!

February 11, 2013

In personal and company branding for the luxury real estate industry, humor can be a great emotional branding tool. But, it has to fit your brand like a glove. It must fully resonate with the personality of the luxury real estate marketing professional or company who uses it.

Southwest Airlines has done a remarkable job of incorporating humor into their brand. On our last Southwest flight the flight attendant sang a obscure Christmas Carol to the passengers, off key mind you, and got a “seated ovation”

You may have heard the expression, “Laughter is the best medicine”. Benefit, the cosmetic company that took the market by storm and then was acquired by the luxury brand conglomerate, LVMH (Louis Vuitton, Moet, Hennesey),has a different twist: “Laughter is the best cosmetic!”

Other brands have attempted to imitate the “retro-humor” of Benefit and have not succeeded. This quirky brand position, when executed well, is truly inimitable. Another airline would have a tough time imitating Southwest’s brand of fun.

Many people associate laughter and fun with less formal brands and do not associate it with luxury. We have always believed that a great belly laugh is one of the greatest luxuries in life and unabashedly incorporated LOL (a text messaging shortcut for “laugh out loud”) into our company’s sub-brand, The Language of Luxury.

If humor is an important part of who you are as a luxury real estate marketing professional or company, by all means, find a way to express that as part of your brand. You will be surprised at how many people will resonate with it!

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Personal and Company Branding: A Brand is Not a Look

February 5, 2013

What is a Brand? Many refer to a brand as the logo (that includes the brand name), or the basic “look” of the collateral material or website. Many think that luxury real estate brands should have script fonts, gold-metallic embossed lettering, on business cards or presentation folders for example, or use the colors black, gold, burgundy, or dark green. While these elements may be used to help express the essence of a brand they are just superficial aspects of personal and company branding. A brand is not a look!

A luxury real estate marketing brand is the inimitable “soul” of the professional or company expressed via their exceptional manner of interaction with their target market. It is their distinctive way of doing business based on their priority values and their unique personality. The logo, the name and the look must symbolize this entire package and communicate the essence of the brand.

Nordstrom as a brand is known for wonderful customer service. That is what their brand stands for. One of Nordstrom’s signature ways of interacting with a customer is for the salesperson to come out from behind the counter and hand the customer the bag. It is a subtle way of saying, “I am accessible to you and I don’t hide behind the counter.”

Recently, we tested the latest and greatest ski equipment at Jan’s Mountain Outfitters in Deer Valley, Utah, where we have shopped for skis since Deer Valley opened. While in the store a couple seated next to us was raving about how the boot fitter spent quite a bit of time, adjusting each part, and insuring that their boots fit perfectly. It was a pleasure to hear that Jan’s remarkable service has been consistent throughout the years.

The staff at Jan’s really takes the time to understand how you ski, where you ski, and your level of expertise. They are experts. They are passionate about skiing and they are thrilled to have you experience the very best! It is their way of doing business. It is their brand. Their consistency in expressing the soul of their brand is part of the soul of their brand.

A look can be easily imitated. How many auto makers copy the styles of the world’s most expensive cars? What cannot be imitated is the soul of a brand. What are you doing to consistently express the soul of your brand?

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Personal and Company Branding: Emotional Super Bowl Ads Fail to Connect

February 4, 2013

In personal and company branding, emotional branding is marketing communications that connect your unique value proposition with the emotional needs and aspirations of your target market. Emotional communications without that connection may feel good, but they will not significantly increase your bottom line.

The emotionally impactful commercials were some of the big winners in the Super Bowl advertising contests. The Jeep ad with Oprah’s voice-over took the top prize. But, will it sell Jeeps? While Oprah’s message was heartfelt it said nothing about the Jeep’s specific value proposition (as distinct from its closest competition) and how it can satisfy the needs and aspirations of its customers.

Budweiser has been using Clydesdale horses in 23 Super Bowl ads since 1986. In this year’s ad a horse was reunited with its trainer. It packed a wallop of emotion, but how will that sell more of this brand of beer? What about newcomers to these ads, those with zero connection to the previous horse ads—will they get why they should drink Bud vs. Coors in 60 seconds? If you cannot view the video below click here.

“The Ram and the farmer” was another emotional branding winner. It told a good story, but the story did not tell Ram’s target audience anything about what makes Ram different and better from a Ford.

In our pre-game Super Bowl post on the 2014 Mercedes CLA commercial we highlighted how the ad brilliantly communicated how the car could satisfy the most pressing needs and aspirations of its target market. In just a few seconds it established this MBZ model as a direct competitor of BMW and Audi who also target a younger demographic with certain models. It did so by revealing its affordable price tag.

Personal and company branding is precision communication that compels your target market to do business with you vs. your competition. Evoking emotions through your marketing communications can accelerate and strengthen the connection between you and your ideal clients. But, that can only occur if you first communicate your unique promise of value and how your brand can satisfy their priority needs and aspirations.

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Personal & Company Branding: Super Bowl Cool

January 30, 2013

Courtesy of Mercedes Benz

A successful personal or company luxury real estate brand is the total package of precision communication that compels your target market to do business with you vs. your competition. For branding to work at this level the communication must instantly convey your extraordinary promise of value, i.e. how your service can readily satisfy your client’s most pressing needs.

A great way to tune into branding on a grand scale is by watching Super Bowl commercials. Some of them just try to be clever and create buzz, which misses the real point. People may talk about the ads but will the right people, the target market, actually go out and buy the products?

Keep in mind that the same message that is spot on for your target market may not resonate with anyone else. That is why you need to know the psycho graphics (the mindset) as well as the demographic profile of your ideal client. For example, active teenagers will yawn when they see a commercial for a mobility scooter that is a lifesaver for the disabled or elderly, unless they see it as the perfect solution for a family member or friend.

This year Mercedes Benz in on to something exciting and so is their Super Bowl commercial. Mercedes is out to attract a whole new generation of buyers—the young urban professionals who heretofore have snoozed through their commercials. Making a huge bet at the 2013 Super Bowl, they are targeting this demographic with a very well crafted commercial for their 2014 CLA.

Mercedes and their ad agency really understand the psycho graphics (mindset) of this target group. First, their Super Bowl commercial shatters the perception that the MBZs are too expensive by driving home the message that the base price of the CLA is under $30K. Then, they appeal to every male “yuppie” fantasy. Note: If you cannot see the video below Click Here

Suddenly, Mercedes Benz is cool, hip and affordable. That is a very powerful message to get across in a one-minute commercial. It shifts the mindset of their target market from NO-INTEREST OR CAN’T HAVE (because it is too expensive) to MUST HAVE (because it is within my reach and it can satisfy my most pressing needs!). Mercedes shifts from a brand position of “TRADITIONAL AND SOPHISTICATED” to “CURRENT, STYLISH AND TRENDY” in an instant with a new class of car. This is a major feat of extending their brand to include a wider customer base, without alienating their core customer.

A key component of brand strategy is taking control of how you want your brand to be perceived and by whom. It is all in the total package of precision communication.

Are you controlling how your luxury real estate brand is perceived?

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Luxury Real Estate Marketing Buzz: Three Coins in a Fountain

January 29, 2013

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

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

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

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

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

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

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

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

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

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Luxury Real Estate Marketing: Remarkable Service Cannot Be Overstated

January 27, 2013

Courtesy of Apple

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

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

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

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

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

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

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Luxury Real Estate Marketing Trend: Leasing Luxury Equals Liquidity

January 25, 2013

Luxury Real Estate Marketing Trends- 2013 – Part 2

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

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

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

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

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

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

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

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

January 23, 2013

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

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

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

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

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

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

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Personal & Company Branding: Are You Listening with Big Ears?

January 22, 2013

In order to engender brand loyalty and generate a continuous flow of referrals you must find ways to listen to and interact with your target market. If you listen with “big ears” you will come to know your target market very well and you will be able to serve them better than your competition does. Here is an example of how a LA radio station has built a loyal audience over 27 years by listening with big ears.

What is the first radio station that comes to your mind in your marketplace? For us, it is 94.7 THE WAVE. Their brand category is smooth, adult, contemporary music. Broadcast from, Los Angeles, it reaches us here in Santa Barbara. Some of the artists you hear on The WAVE are George Benson, Adele, Sade, John Legend, Beyonce, Kenny G, Simply Red, Vanessa Williams, Dave Koz, Santana, Anita Baker, Boney James, Luther Vandross, Chaka Khan, Sting, David Sanborn, Seal, Norman Brown, Mariah Carey and many others.

This station really has its branding act together! They call the station the “smoothest place on the dial”. And, they know their target market very well indeed. Each Sunday, the station broadcasts live from two restaurants in the area. Fans can meet the crew and each other while enjoying Sunday brunch during the broadcast. They also produce major concerts featuring the artists that they play on the air.

These live events allow the station to listen to and interact with their target market and that encourages brand loyalty. We have been listing to THE WAVE since they first launched in 1986 and missed them when we lived in Napa.

Organizing events that are not entirely focused on marketing luxury real estate and then inviting your sphere of influence can give you the opportunity to interact with and really listen to your target market. For example, host a wine tasting at your office and feature a local winery or purveyor of wines.

How can you listen and interact more with your own target market?

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Luxury Real Estate Marketing: Telling the Story Wordlessly

January 17, 2013

The Art of Photographing Luxury Real Estate - PART 2

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

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

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

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

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

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

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

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

January 15, 2013

Your Lead Listing Photo Must be a “Wow”

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

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

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

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

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

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

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

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

January 14, 2013

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

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

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

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

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Personal and Company Branding: Oprah's Brand Aid?

January 11, 2013

As a luxury real estate marketing professional your reputation is intimately connected to your personal brand. What happens when there is a breach of integrity? Can it be repaired? Following the Lance Armstrong story will offer many clues.

On November 1^st, 2012, I (Alexandra, here) wrote a post about the fate of the Lance Armstrong brand, “Can a Brand be Saved?” Given the silence of Lance Armstrong, it did not seem possible. However, a “ Brand-Aid” is on the horizon in the form of an interview with Oprah Winfrey.

A few days, ago Lance Armstrong had announced that on Thursday, January 17^th, Lance will be on Oprah for a “no holds, barred” interview. Why choose Oprah and not 60 Minutes or Dateline? Here is what Jason Gray from the Wall Street Journal had to say:

“Armstrong is a public figure amid a consuming scandal and Winfrey offers a chance to reboot” Lance chose Oprah, because the other shows, “could not deliver what Oprah Winfrey delivers, which is Oprah Winfrey herself. Winfrey’s camp has said there are no conditions or prohibited questions on the Lance time.”

On Oprah’s nature and style, Mr. Gray stated, “Oprah is Oprah. She is a master of her medium, a friend, a confessional, fully control, at peace in her own Oprah atmosphere. Oprah time is not harshly lit, painful awkwardness. Oprah envelops you in ‘Oprahness’. She asks. You talk, because it’s Oprah Winfrey. And Oprah listens. This is comforting.”

What is next? Some speculate that a “tell all book” is in the works; lawsuits, and other consequences will follow. Will Lance weather all this? Will his personal brand survive? What will the public reaction be after the interview? Will he redeem himself in the court of public opinion? Will Oprah's "Brand- Aid "make a difference? What do you think?

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

January 10, 2013

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

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

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

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Personal and Company Branding: Do You Have a Branding Exit Strategy?

January 8, 2013

photo by Oliver7perez

Do You Have a Branding Exit Strategy?

If your quest is gaining or sustaining market leadership in your luxury real estate marketing arena, it is a good idea to develop a personal or company brand that appreciates in value over time. That way it can become part of your exit strategy when you are ready to either retire, merge or sell your practice or get involved in a new venture.

Hostess Brands, maker of Twinkies and Wonder Bread, is in bankruptcy. Other than their physical plants (their equipment and real estate) their other salable assets are the Hostess brands. These include: Nature’s Pride, Merita , Home Pride, Butternut, Wonder Bread and Twinkie. According to the Wall Street Journal, “Hostess’s bread brands could fetch more than $350 million.”

Why would someone buy someone else’s brand names?

Instant brand recognition

Buzz-worthiness—PR opportunities

The brand stands for something in a consumer’s mind—positive emotional associations

It is easy to re-label an existing product with an iconic brand name

No need to establish a new brand name—reduced marketing expenses

One of our clients for whom we developed a strong real estate brand decided to exit the real estate business. This broker had a viable brand and a website with a proven track record of generating and converting leads. A new real estate company that wanted to enter the marketplace bought our client’s name and the website. And, our client ended up with a substantial nest egg for their next venture. The new company was able to have an immediate source of revenue when the signs and staff changed.

Think of your own potential exit strategies as you develop your luxury real estate marketing brand. Forward thinking will payoff down the line.

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Luxury Real Estate Marketing Trends: The Tech Free Get Away

January 7, 2013

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

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

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

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

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

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

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Luxury Real Estate Website Design: The Magic of Quality Cues

January 3, 2013

Courtesy of Apple

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

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

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

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

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

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

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

December 31, 2012

Photo by Petifrere

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

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

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

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

I'm gonna make a chicken gumbo

Toss some sausage in the pot

I'm gonna flavor it with okra

CAYENNE pepper to make it hot

You know life is what we make of it

So beautiful or so what

I'm gonna tell my kids a bedtime story

A play without a plot

Will it have a happy ending?

Maybe yeah, Maybe not

I tell them life is what you make of it

So beautiful or so what

So beautiful, so beautiful

So what

I'm just a raindrop in a bucket

A coin DROPPED in a slot

I am an empty house on Weed Street

Across the road from a vacant lot

You know life is what you make of it

So beautiful or so what

Aint it strange the way we're ignorant

How we seek out bad advice

How we jigger it and figure it

Mistaking value for the price

And play a game with time and Love

Like a pair of rolling dice

So beautiful, so beautiful

So what

Four men on the balcony

Overlooking the parking lot

Pointing at a figure in the distance

Dr. King has just been shot

And the sirens long melody

Singing savior pass me not

Aint it strange the way we're ignorant

How we seek out bad advice

How we jigger it and figure it

Mistaking value for the price

And play a game with time and love

Like a pair of rolling dice

So beautiful, so beautiful

So what!

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

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