Luxury Real Estate Brand Strategy: What You Can Learn from the World's Most Highly Valued Brands - Part 2

iWORKS   - Photo Courtesy of Apple

In Part 1 of this articles series we discussed the importance of thinking strategically and studying the brand strategies of the most valued brands in the world if you want to sustain your own market leadership as a luxury real estate professional.   Here we continue with Microsoft’s biggest brand strategy challenge. 

Microsoft, a late comer in the race to dominate the world of mobile devices, has a potentially strong competitive advantage over Apple in the tablet war:  A deep corporate client database of satisfied Windows customers who use Microsoft Office, their productivity suite of software (Word, Excel, PowerPoint, etc).  Enterprises and governments, who represent a huge untapped market for tablets, are increasingly finding new ways of using tablets for light computing, rather than using PCs, on the job. Of course, Samsung and other Android-based tablet manufacturers want in on this market segment, too. 

Along with Apple’s recent launch of new iPads came a bombshell that may become Microsoft’s worst nightmare. On all new iPads, Apple is giving away iWorks (Apple’s own productivity suite: Pages, Numbers and Keynote) for FREE! Plus, they have developed a version of iWorks that works in iCloud, which is accessible by Macs, all PCs, and ANY mobile devise with a browser, including all Android and Windows mobile devices.  And, that is FREE, TOO!  We highly recommend iWorks for luxury real estate marketing professionals.

Microsoft charges up to $15 per user per month for their cloud-based Office 365! But, iWorks is fully compatible with Word, Excel and PowerPoint. For example, you can import a Word document into Pages, collaborate on the document with colleagues from all over the world via iCloud.com, then download it in either Pages or Word or PDF format to any computer. 

The one-two punch of FREE (and stunningly simple to use) iWorks creates a buffer zone for would-be tablet competitors like Microsoft, Samsung and (Google’s) Motorola. It also provides a switching barrier for customers who have all of their documents, spreadsheets and presentations stored in Apple’s locker, i.e., in iCloud. 

If tablets are going to replace PCs as the primary computing device Apple has a clear shot at sustaining and expanding their dominance in the post PC era.

Amazon’s Kindle, which is primarily a consumer tablet, may still have its niche. But, it has no chance of catching the iPad. And, as we will cover in Part 3 of this article series, Android’s greatest weakness in tablets is Apple’s greatest strength. We will also discuss how you can apply the same strategic thinking of the world's most highly valued brands to your own luxury real estate marketing practice to gain or sustain market leadership.

PART 1   l   PART 2   l   PART 3

Written by Ron & Alexandra Seigel-

-WATCH VIDEOS-

 Buzz-Worthy Luxury Real Estate Websites  

Personal Branding Case Studies   Company Branding Case Studies  

About Language of Luxury 

- JOIN THE LOL COMMUNTIY - 

 GET FLUENT. GET AFFLUENT! 

 Linked In, Facebook, Active Rain

Luxury Real Estate Brand Strategy: What You Can Learn from the World's Most Highly Valued Brands

Photo Courtesy of Apple

As a challenger, it takes a sharply focused strategy to secure top-of-mind status in your luxury real estate marketplace, and also to seize the lion’s share of business from the incumbent market leader. Complacent leaders can often be caught off-guard by a challenger with a fine-tuned brand strategy. If you want to sustain your own market leadership THINK STRATEGICALLY! Study the brand strategies of the most highly valued brands in the world.  And, that is what we begin to explore in this article series. 

Lately, doubts have been cast about the ability of Apple (#1 highest valued brand in the world) to fend off the fierce competition of Google (#2), Samsung (#30), Amazon (#14) and Microsoft (#7) in the realm of smart phones and tablet computers. Sustaining their market leadership will require Apple to create an impenetrable buffer zone to protect their overall lead in these combined categories, in terms of revenue, and create switching barriers, to hold on to existing customers. 

But, first let’s start with Google who wants to rule the world of online advertising. One of their key strategies is offering their Android operating system software for FREE.  Better yet, they entice device makers and app developers to use Android though profit sharing on the sale of apps in their app store. 

Some pundits believe that this "better than free" strategy along with Google’s Motorola acquisition will significantly drive down the prices of smart phones and tablet hardware, which could completely commissioned those devices.  The cost of offering cheap hardware, free software and cash incentives constitutes their buffer zone. And, it should be offset with Google’s increased ad revenue given their potential dominance over the highest volume of devices in the world, which are Android based.

This could potentially be a huge threat to Apple  But, Apple is definitely not complacent.  In Part 2 of this article series we will explore what Apple’s strategy appears to be for maintaining their leadership position as the world’s most valuable brand.   

PART 1   l   PART 2   l   PART 3

Written by Ron & Alexandra Seigel-

-WATCH VIDEOS-

 Buzz-Worthy Luxury Real Estate Websites  

Personal Branding Case Studies   Company Branding Case Studies  

About Language of Luxury 

- JOIN THE LOL COMMUNTIY - 

 GET FLUENT. GET AFFLUENT! 

 Linked In, Facebook, Active Rain

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

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

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

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

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

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

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

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

Written by Ron & Alexandra Seigel-

-WATCH VIDEOS-

 Buzz-Worthy Luxury Real Estate Websites  

Personal Branding Case Studies   Company Branding Case Studies  

About Language of Luxury 

- JOIN THE LOL COMMUNTIY - 

 GET FLUENT. GET AFFLUENT! 

 Linked In, Facebook, Active Rain

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

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

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

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

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

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

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

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

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

Written by Ron & Alexandra Seigel-

-WATCH VIDEOS-

 Buzz-Worthy Luxury Real Estate Websites  

Personal Branding Case Studies   Company Branding Case Studies  

About Language of Luxury 

- JOIN THE LOL COMMUNTIY - 

 GET FLUENT. GET AFFLUENT! 

 Linked In, Facebook, Active Rain

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

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

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

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

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

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

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

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

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

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

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

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

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

Written by Ron & Alexandra Seigel-

-WATCH VIDEOS-

 Buzz-Worthy Luxury Real Estate Websites  

Personal Branding Case Studies   Company Branding Case Studies  

About Language of Luxury 

- JOIN THE LOL COMMUNTIY - 

 GET FLUENT. GET AFFLUENT! 

 Linked In, Facebook, Active Rain

Luxury Real Estate Personal & Company Branding: What is Your Brand Worth?

 

BANKSY  IN  BRISTOL, UK     Photo Courtesy © Lucavanzolini

Top-of-mind status for your personal or company brand is the ultimate goal for achieving market leadership because it can translate directly to your bottom line. More often than not there is a direct correlation between your annual commission income (vs. your closest competitors’) and the agent or company’ brand name that comes to mind first within a specific luxury real estate marketing category or niche therein.  

This phenomenon is known as your brand value. Not only can the perceived added value be reflected in your revenue, it can also reflected in the value of your company itself, in the form of brand equity, should you decide to sell or do a joint venture with another firm. 

The value of a personal or company brand was made explicitly clear in a Forbes article, (sent to us by Fort Collins real estate broker, Dick Greenberg), on Banksy, a British street artist who specializes in stencil graffiti. Banksy, recently conducted an experiment in New York’s Central Park, where he set up a simple, temporary stall selling original, signed canvasses of his “Spray Art” for just $60 each. Keep in mind that Banksy has sold some of his art pieces for over $1 million to the likes of Brad Pitt and Angelina Jolie.   

Photo Courtesy of Wikipedia

At the end of the day his total sales amounted to $420.  (Watch the Video). One article in the New York Times announcing this one-day event would have caused mayhem in Central Park and a complete sell-out of all canvasses to the first buyer in line. 

The agreed upon perceived value of a brand represents a mental shortcut when you think of a brand category or high trust factor when you need a recommendation for a product or service in that category.  If you trust a brand or the person who recommended it you may be more likely to choose it or pay a premium for it.

Here is a true story of how this plays out in the realm of luxury real estate.  An agent from a highly regarded major luxury brand brokerage firm was selected to list a multi-million dollar equestrian estate over an agent from another major company, but lesser known for selling expensive properties. The other agent was far more knowledgeable and more experienced in all things equestrian in this case, than the agent that was chosen because of the perceived added value of her company brand.

At the level of market leadership, when the lion’s share of business is at stake, getting your personal or company branding right is an imperative.  It is not essential if you are willing to settle for less.

Written by Ron & Alexandra Seigel-

-WATCH VIDEOS-

 Buzz-Worthy Luxury Real Estate Websites  

Personal Branding Case Studies   Company Branding Case Studies  

About Language of Luxury 

- JOIN THE LOL COMMUNTIY - 

 GET FLUENT. GET AFFLUENT! 

 Linked In, Facebook, Active Rain

Luxury Real Estate Marketing Tip: Why Write Localism Posts

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

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

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

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

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

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

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

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

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

Written by Ron & Alexandra Seigel-

-WATCH VIDEOS-

 Buzz-Worthy Luxury Real Estate Websites  

Personal Branding Case Studies   Company Branding Case Studies  

About Language of Luxury 

- JOIN THE LOL COMMUNTIY - 

 GET FLUENT. GET AFFLUENT! 

 Linked In, Facebook, Active Rain

Luxury Real Estate Brand Strategy: The 2013 Emerging Luxury Brand of the Year - Part 3

Tesla Model X

PART 3:  Innovative Design & Dazzling Presentation

To achieve market leadership fast, as a luxury real estate marketing professional, you must identify an uncontested or under served market niche that you can service better than anyone else in your marketplace, with passion.  But, the quality of communication of your extraordinary promise of value in your listing presentations must be concise and compelling in order to spark instant demand and trigger buzz. 

In our opinion, the unveiling of Tesla’s Model X was equally as exciting for the automotive industry as Steve Job’s introduction of the iPad was to the digital world. That presentation was what prompted us to name Tesla as the 2013 Emerging Luxury Brand of the Year. These polished, dazzling presentations can serve as models for your own listing presentations. 

Each company identified an under served market niche that they could dominate by offering an extraordinary value proposition. Both companies are extremely passionate about their mission; they THINK BIG (see Part 2) and are driven by the desire to innovate, i.e., to “change the game”. 

Tesla understood that to create a truly successful all-electric crossover urban vehicle (CUV) it would have to be far superior to SUVs and Mini vans at some key things.  For example, Tesla included the 17” digital display that was also a standard feature in their Model S (see Part 2). They tapped the Mac Book Pro supply chain and actually achieved higher contrast and a higher lumen level because they did not have the same design constraints that a laptop has. Tesla also understood that consumers want at least the same digital experience that they have with their other devices. 

Tesla reasoned, “Mini Vans have lots of room but not much style. SUVs are big on the outside but tend to be small on the inside. What if you could have a seven-passenger car that has more FUNCTIONALITY than a Mini Van and more STYLE than an SUV?”  One key answer was the creation the best car door in the world. Another answer was offering tons of storage, both in the back, behind the third row of seats, and under the hood where gasoline-engine cars have no storage room at all. 

The Falcon Door is not only a sensational design it also allows easy access to the second and third rows of seats. Adults can actually stand up under the raised door and place a child in a car seat without straining their backs or getting wet from rain.  WATCH THE VIDEO.

But, the primary missing element in Mini Vans and SUVs is PERFORMANCE.  The Model X is the size of an SUV, but it has a better turning radius. It has dual motor all-wheel drive and is actually faster than a Porsche 911. It accelerates from 0-60 mph in 4.4 seconds vs. 4.6 for the Porsche. 

In your luxury real estate listing presentations you must be able to precisely articulate your extraordinary promise of value with passion.  When you can state in just three words how you are better than your competition, like Tesla can do (Functionality, Style & Performance), and clearly demonstrate this with your distinct features and benefits, then you may become the emerging luxury brand of the year in your own marketplace, and get there fast! 

PART 1   l   PART 2   l   PART 3

Written by Ron & Alexandra Seigel-

-WATCH VIDEOS-

Buzz-Worthy Luxury Real Estate Websites

Personal Branding Case Studies Company Branding Case Studies

About Language of Luxury

- JOIN THE LOL COMMUNTIY - 

 GET FLUENT. GET AFFLUENT! 

 Linked In, Facebook, Active Rain

Luxury Real Estate Brand Strategy: The 2013 Emerging Luxury Brand of the Year

Tesla Model S

PART 2: Tesla’s Innovative, Visionary Brand Strategy: 

If you are thinking of creating a new luxury real estate brand for yourself or your company, or if you are thinking of re-branding keep this in mind if market leadership is your quest:  THINK BIG! That is exactly what the founders and top executives did when they imagined Tesla Motors into existence.  

Since his college days, Tesla’s Chairman, Elon Musk, had the dream to commercialize electric vehicles. But, according to Musk, his BIG goal is “to help expedite the move from a mine-and-burn hydrocarbon economy towards a solar electric economy, which I believe to be the primary, but not exclusive, sustainable solution.”  

His visionary leadership is evidenced in the Tesla brand strategy: Start with a premium sports car aimed at early adopters, those who could afford the premium due to higher initial production costs, and then move as fast as possible into more mainstream vehicles, including sedans and affordable compacts.  This strategy has worked in Silicon Valley, but has not been attempted in the automotive industry. 

Mission critical to executing this strategy was creating an exclusive luxury electric sports car, the Tesla Roadster (depicted in Part 1) that was “designed to beat a gasoline sports car like a Porsche or Ferrari in a head to head showdown… and have twice the energy efficiency as the Prius.  When someone buys the Tesla Roadster sports car, they are actually helping pay for development of the low cost family car”, said Musk. 

The next step was the creation of the fully electric Model S (see photo above), which won The Motor Trend Car of the Year awardin 2013 and competes price-wise with similar gasoline luxury sedans such as Mercedes, BMW, Lexus and Audi.  To market this magnificent sedan Tesla hired former Apple and Gap Executive George Blankenship as Vice President of Design and Store Development to build Tesla's retail strategy and network of retail locations worldwide.  Show-rooms in Los Angeles are in upscale shopping centers, where you can find Apple stores.

Then, they launched a network of Tesla Charging Stations in highly trafficked corridors. It takes only 30 minutes to recharge the battery at these stations.  But, if you are in a hurry, you can swap the entire battery in less than 2 minutes.  They call it "'The Fastest Charging station on  the Planet".The cost of electricity is a fraction of gasoline. And, the range per full charge is as much as 300 miles.

Launching a new luxury brand with the aim to achieve market leadership requires visionary thinking and strategizing; it requires that you THINK BIG! How can you think big in your own community? 

In Part 3 of this article series we will cover the launch of Tesla’s Model X. For us, this was the most exciting consumer product launch since Steve Jobs unveiled the iPad. By studying Tesla’s presentation of the Model X you can learn extremely important lessons when it comes to your own luxury real estate listing presentations.  (All photos, courtesy of Tesla)

PART 1   l   PART 2   l   PART 3

Written by Ron & Alexandra Seigel-

-WATCH VIDEOS-

Buzz-Worthy Luxury Real Estate Websites 

Personal Branding Case Studies Company Branding Case Studies 

About Language of Luxury

- JOIN THE LOL COMMUNTIY - 

 GET FLUENT. GET AFFLUENT! 

 Linked In, Facebook, Active Rain

Luxury Real Estate Brand Strategy: The 2013 Emerging Luxury Brand of the Year

PART 1

Many luxury real estate professionals set out to make a name for themselves or to establish a new independent firm and emerge as the standout luxury brand in their marketplace.  Few have the vision to start something truly unique with the idea of “making a dent in the universe” as Steve Jobs referred to his personal mission in life.  For those of you, who are genuine visionary leaders, let the exciting brand story of Tesla Motors become a vital source of inspiration.  We believe that California based Tesla Motors is the 2013 Emerging Luxury Brand of the Year in America, perhaps in the world. 

Stay tuned to this article series as the Tesla Motors brand story unfolds.  We are about to demonstrate how the same principles that have made this breakaway brand so successful can apply to your own luxury real estate personal or company brand.  From the Tesla Roadster (pictured above), the first fully electric sports car, to their fully electric luxury sedan, the S Model, to their fully electric crossover utility vehicle (CUV), the Model X, you will see for yourself how visionary leadership is the secret ingredient in market-leading luxury brand strategy.  (Photo courtesy of Tesla)

PART 1   l   PART 2   l   PART 3

Written by Ron & Alexandra Seigel-

-WATCH VIDEOS-

Buzz-Worthy Luxury Real Estate Websites 

Personal Branding Case Studies Company Branding Case Studies 

About Language of Luxury

- JOIN THE LOL COMMUNTIY - 

 GET FLUENT. GET AFFLUENT! 

 Linked In, Facebook, Active Rain

Luxury Real Estate Personal & Company Branding: Benefit by Studying Up-and-Coming Luxury Brands

Luxury real estate personal and company branding is an art. But, it is also a science, as it requires a considerable amount of research and objective analysis to get it right.  What is at stake when you nail a luxury brand?  A healthy share, if not the lion’s share of the business as you achieve top-of-mind status in your marketplace or a niche therein. That is the benefit of studying up-and-coming luxury brands. 

On a recent trip to Rome, Italy we studied many of the Italian up-and-coming brands as well as some of the global brands that also have store fronts on the same famous shopping streets. Some of these brands are well known, but not as famous as the majors like Ferragamo, Gucci, Pucci and Valentino.  

So much creative energy goes into creating a great brand identity, the logo, the packaging and the store design, etc.  But, does that symbol summarize the essence of how the brand stands apart from its competition that is right next door?  Does it tell the entire brand story that engages you as a luxury consumer to want to “join” the brand and become its brand ambassador?  Does it tell you what the brand stands for so you can readily identify with it? Does it quickly communicate its brand values so you know if you are a match to them or not? 

These are some of the questions that you need to ask yourself about your own brand as a luxury real estate marketing professional or company.  That is, if you are truly interested in gaining or sustaining market leadership. 

Join us for a quick trip along two of Rome’s famous shopping streets, Via dei Condotti and Via del Babuino. See if you recognize some of the up-and-coming luxury brands.  [Click Here to Watch the Video If it Does Not Appear Below]

Written by Ron & Alexandra Seigel-

-WATCH VIDEOS-

 Buzz-Worthy Luxury Real Estate Websites  

Personal Branding Case Studies   Company Branding Case Studies  

About Language of Luxury 

- JOIN THE LOL COMMUNTIY - 

 GET FLUENT. GET AFFLUENT! 

 Linked In, Facebook, Active Rain

Marketing Luxury Real Estate: Local is Where You Are Now! Windmills

On September 16th, we were on the island of Mykonos, Greece, one of the Cyclades Islands in the Aegean sea.  This picture is of the iconic Mykonos windmills which are from the 16th century.  

With ample year round winds, these windmills processed wheat and supplied the major sea trade route to Venice, and were built by the Venetians.  They can be found in most of the Cyclades Islands.  Venice was the gateway for Europe to Asia.

When you are a citizen of the world, "local" is where you are now.

Written by Ron & Alexandra Seigel-

-WATCH VIDEOS-

 Buzz-Worthy Luxury Real Estate Websites  

Personal Branding Case Studies   Company Branding Case Studies  

About Language of Luxury 

- JOIN THE LOL COMMUNTIY - 

 GET FLUENT. GET AFFLUENT! 

 Linked In, Facebook, Active Rain

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

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

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

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

Written by Ron & Alexandra Seigel-

-WATCH VIDEOS-

 Buzz-Worthy Luxury Real Estate Websites  

Personal Branding Case Studies   Company Branding Case Studies  

About Language of Luxury 

- JOIN THE LOL COMMUNTIY - 

 GET FLUENT. GET AFFLUENT! 

 Linked In, Facebook, Active Rain

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

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

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

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

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

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

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

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

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

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

Written by Ron & Alexandra Seigel-

-WATCH VIDEOS-

 Buzz-Worthy Luxury Real Estate Websites  

Personal Branding Case Studies   Company Branding Case Studies  

About Language of Luxury 

- JOIN THE LOL COMMUNTIY - 

 GET FLUENT. GET AFFLUENT! 

 Linked In, Facebook, Active Rain

Luxury Real Estate Personal & Company Branding: The Complete Brand Package

Luxury real estate personal and company branding is truly an art.  At its finest, the result is something exceptional: a complete brand package that just stands out and stays in your mind long after your first impression of the brand.

To get inspired about creating a brand package for yourself or your company Look for evidence of innovation, creativity and brand packaging IQ when new companies in other arenas first launch in your area.  Here is an example of a new local brand in the Santa Barbara area that has its branding act together.

BRAND NAME:

Crazy Good Bread Company has selected a catchy brand name that is hard to forget. That is very important first step.  But, if you are going to go out on a limb and describe the quality of your services within your brand name you had better live up to your claim.  This company’s breads are indeed, amazingly good!

SLOGANS:

Catchy slogans reinforce the catchy name:

“Share the Love.  Then Spread It with Butter”

“Bliss Disguised as Bread”

DISTINCT PRODUCT LINE

Like wines, they refer to their “bread varietals”, here are some:

Lavender, Lemon or Walnut Country Loafs

Chocolate Black Pepper, Orange Chocolate

Fig Masala

Rosemary Olive

PHYSICAL PACKAGING

The company’s packages are consistent with the theme of fun and adventure with bread.  See the image above.

MAKE GOOD ON YOUR UNIQUE PROMISE OF VALUE:

Crazy Good Bread Company also has the best French Baguette and croissant in all of Santa Barbara County.  As frequent European travelers, we are very tough customers to please when it comes to these particular items.  They truly are crazy good!  A very clever feature is offering a sampler, which is three smaller loaves of different varietals baked together.

Taken all together, the brand name, the slogans, the distinct product line, the physical packaging, and also making good on their promise of value, Crazy Good Bread Company has the complete brand package.  Best of all the fun experience of shopping at the store and the excellent service provided by store manager, Lisa, demonstrates the overall integrity and the passion that the owners obviously have in their new company.  It makes you want to spread the love, so you, too, can spread the butter!

Do you have the complete brand package in your luxury real estate personal or company branding? 

Written by Ron & Alexandra Seigel-

-WATCH VIDEOS-

 Buzz-Worthy Luxury Real Estate Websites  

Personal Branding Case Studies   Company Branding Case Studies  

About Language of Luxury 

- JOIN THE LOL COMMUNTIY - 

 GET FLUENT. GET AFFLUENT! 

 Linked In, Facebook, Active Rain

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

 

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

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

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

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

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

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

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

Written by Ron & Alexandra Seigel-

-WATCH VIDEOS-

 Buzz-Worthy Luxury Real Estate Websites  

Personal Branding Case Studies   Company Branding Case Studies  

About Language of Luxury 

- JOIN THE LOL COMMUNTIY - 

 GET FLUENT. GET AFFLUENT! 

 Linked In, Facebook, Active Rain

Marketing Luxury Real Estate: Capture Attention with Motion Graphics

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

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

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

Written by Ron & Alexandra Seigel-

-WATCH VIDEOS-

 Buzz-Worthy Luxury Real Estate Websites  

Personal Branding Case Studies   Company Branding Case Studies  

About Language of Luxury 

- JOIN THE LOL COMMUNTIY - 

 GET FLUENT. GET AFFLUENT! 

 Linked In, Facebook, Active Rain

Marketing Luxury Real Estate: Luxury Neighborhoods are Like Luxury Brands

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

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

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

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

Babuino "Baboon" Fountain

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

Written by Ron & Alexandra Seigel-

-WATCH VIDEOS-

 Buzz-Worthy Luxury Real Estate Websites  

Personal Branding Case Studies   Company Branding Case Studies  

About Language of Luxury 

- JOIN THE LOL COMMUNTIY - 

 GET FLUENT. GET AFFLUENT! 

 Linked In, Facebook, Active Rain

Luxury Real Estate Personal & Company Branding: If the Shoe Fits

Luxury goods and services companies who tie their brand to popularity of celebrities as ambassadors of their brand as a luxury brand strategy, run the risk of the celebrity falling out of good graces with their target market, But some iconic personal celebrity brands endure over time and sometimes outlive the person who is actually branded. Judy Garland and Marilyn Monroe are two cases in point. 

Salvatore Ferragamo became a famous name in fine footwear and other leather goods such as handbags as a result of courting internationally known celebrities.  One-of-a-kind shoe styles designed expressly for certain celebrities and royals can be viewed in the museum of their flagship store in Florence, Italy on Via Turnabone. 

But, great global luxury brands like Ferragamo understands the importance of staying current, reinventing themselves and not resting on their laurels.  This is evidenced by their exclusive line of Ferragamo Creations, which are reproductions of shoes and handbags from their museum, sold in limited editions.   

 The first image is the famous “Rainbow” shoe designed for Judy Garland and the next is the shoe designed exclusively for Marilyn Monroe. To make this offering “au current” Ferragamo also created a miniature of the shoe as a “charm” that can be worn around the neck.  When you pull apart the charm you discover that it is actually a computer flash drive.  Brilliant idea—a conversation piece that is truly buzz worthy! 

It is not for everyone and Ferragamo (and certain customers) want it that way.  Si, if these shoes fits, wear them! 

Staying current and reinventing yourself is an intricate component to personal and company branding if you want to sustain market leadership over time.  What are you or your company doing to stay relevant, to re-invent yourself?

Written by Ron & Alexandra Seigel-

-WATCH VIDEOS-

 Buzz-Worthy Luxury Real Estate Websites  

Personal Branding Case Studies   Company Branding Case Studies  

About Language of Luxury 

- JOIN THE LOL COMMUNTIY - 

 GET FLUENT. GET AFFLUENT! 

 Linked In, Facebook, Active Rain

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

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

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

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

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

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

Ciao for now from Rome, Ron & Alexandra Seigel

Written by Ron & Alexandra Seigel-

-WATCH VIDEOS-

 Buzz-Worthy Luxury Real Estate Websites  

Personal Branding Case Studies   Company Branding Case Studies  

About Language of Luxury 

- JOIN THE LOL COMMUNTIY - 

 GET FLUENT. GET AFFLUENT! 

 Linked In, Facebook, Active Rain