Privacy Is the New Luxury: Turn Your Texts Into Cyber Dust!

In marketing luxury real estate many sellers/buyers would appreciate having a way to communicate with their agents privately online without a digital record of their conversation.   Now you can with a new app created by Mark Cuban’s new company, Cyber Dust!  In an interview with Piers Morgan, he mentioned that he uses this app to communicate with his attorney, bank, etc. 

Here is an excerpt from the CyberDust site:

A new type of communication is upon us. Leaving a track record of everything you've ever said is frightening. Not everything you share or say digitally should last forever. Cyber Dust allows you to escape the age of permanent digital conversations. Messages are ALWAYS permanently deleted forever and never stored anywhere upon disappearing. Once it's gone it's gone.  Forever!

Privacy is indeed the new luxury.  Now, we have a way to walk the Internet without leaving cyber footprints.   Turn Your Texts Into Cyber Dust, And It Is Free (for Apple devices only)!

Written by Ron & Alexandra Seigel-

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

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Luxury Real Estate Marketing: The Competitive Edge of Stellar Service

One of the deciding factors in choosing someone to work with in selling or buying luxury real estate by the high net worth or ultra high net worth individuals is stellar service.  This is what creates loyalty and referrals.  Here is an example.

Friday, we started having trouble with receiving email on our iPhones.  Since we are subscribed to Apple Care, Ron called in.  This was a problem that was resolved the first time and popped up again.  Apple had a record of the previous call, and brought in a senior tech to work with Ron on it.  After trying several solutions, which did not work, the tech person suggested that conference with our email provider, together.  When they did the wait was too long, and they decided to table it to Saturday morning, since we had dinner plans.

Saturday morning, the Apple tech called Ron.  Together, they talked to our email provider, and found out what could resolve the problem.  By process of elimination we come up with a work around after ruling out many variables.  After three hours of patient and fun tech support, it turned out that the email service provider is not up to speed yet with Apple’s latest technology. 

We cannot imagine Apple’s competitors reaching this level of quality of service consistently any time soon.  How can you achieve stellar service in your luxury real estate practice?

Written by Ron & Alexandra Seigel-

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

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Luxury Real Estate Marketing Tip: Who Do You Think You Are Fooling?

In one of our last posts on co-marketing we referred to Cost Plus’ campaign in promoting Downton Abbey, as an excellent co-marketing example.   They now are using the Downton Abbey brand to sell shortbread cookies and wine.  This, in our opinion, lessens the appeal of the Downton brand, and taints its luxury aspect.  

If you are a fan of the show, you know that the head butler, Mr. Carson and Robert, the Earl of Grantham, are wine connoisseurs.  They certainly would not drink either of these Cost Plus 2012 wines, bottled in Bordeaux, France.    Their chief cook, Mrs. Patmore makes shortbread.

The Cost Plus red wine is a Claret, which is a generic or semi-generic Bordeaux. The word Claret, used only for export, was used primarily for the British market and became the favorite of the less knowledgeable British upper classes.

The red grapes used in the soon to be released 2012 Bordeaux wines were battered by unusual weather patterns resulting in small yields, according to the Wine Cellar insider. 2012 has been referred to as a wine maker’s vintage, meaning that additional work and expense went into production to ensure a minimum yield.  Some of the white wines for 2012 fared better.

So how does this relate to luxury real estate marketing?  Be a student of every aspect of luxury. If you fake it, it will be obvious to your clients and prospects that are in the know. Eventually, you will be laughed out of a job. Check your facts, and then double-check them. Do not assert it, unless you can provide a reliable source (or online link) of where you found the fact.

Written by Ron & Alexandra Seigel-

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

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Luxury Real Estate Marketing Tip: A Matter of Honor

As we mentioned in a previous post, original content marketing for your luxury real estate practice is key to increasing your visibility on Google. It also increases the number of your followers.

Writing localism posts are a great way to make friends in the community providing that you are not paid in any form for doing so.  It is a matter of honor, which translates into long-term success and peace of mind.

Ron and I often write about our Santa Barbara local scene including what we think are the best places to wine, dine, or visit.  We are always able to mine luxury marketing or branding principles from our experiences, because local is where we are, and where we learn.   The chocolate/espresso amazing cookies pictured above are from our superb and delectable lunch experience at Baker’s Table in Santa Ynez.  A visit to this bakery is highly recommended for bread, lunch and sweets.  It is definitely worth a detour.

Many companies are reaching out to bloggers with a sizable following to have greater visibility on Google and gain what appears to be an objective third party review. On several occasions, we have been asked to write advertorial articles in exchange for dollars or gifts, and have consistently declined.   

We learned some of the fine points of journalism by following two journalistic luminaries: Walt Mossberg, Technology reviewer, (previously from the Wall Street Journal, now with re/code) and Ruth Reichl (previously food critic for the Los Angeles Times, now a writer and speaker).  In our opinion, both exemplify honor.

Walt always returns any product that he is asked to review, and buys his own gadgets.  His reviews are clear, concise, and easy to understand.  He makes reading about technology a pleasure.

Early in the game, Ruth observed that when she was recognized at a restaurant, her food looked better than the neighboring tables’ identical item.  Her solution was dining in disguise.  Her reviews were always interesting as well as honest.  As a result the restaurant patrons benefited. 

As a luxury real estate marketing professional, beware of those who are bearing gifts for a favorable word.  It is a matter of honor!

Written by Ron & Alexandra Seigel-

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

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Luxury Real Estate Marketing: So Five Minutes Ago?

It is said that the only people who like change are babies.  In the last two decades, the new technological advances have disrupted what once seemed to be the order of things.  In marketing luxury real estate or anything else, change is a constant. 

With the rapid means of communication via the Internet, we are aware that we constantly need to reformulate or refresh in order to adapt, (you snooze, you loose).  The experts tell you that yesterday’s marketing plan is so five minutes ago.   How do we stay sane and ready to adapt?

Focus on the fundamentals that represent a constant.  In luxury real estate marketing, the most important fundamental of success is impeccable communication. It is creating an ideal working relationship that gets the desired outcome.  It is only then, that you decide on the latest and greatest technological advance not because everyone says it works, but because it works for your marketplace.

For instance, many experts have insisted that print advertising in real estate is a waste of money.  However, there are many marketplaces where the target market has the paper delivered to them, read the real estate section, or pick up magazines to view the latest listings on the market.  So don’t tell those people that print advertising is so five minutes ago!

In life, we all have fundamental values that we enjoy living with, where we dismiss the technology.  Many enjoy reading books in print, rather than downloading them to their tablet reader, or shopping in stores to feel the fabric and see the colors of clothes they buy, rather than shopping on line.  This is what works for many, their fundamentals of life style.  It may be so five minutes ago for some, but not for others.

As a child living with my grandparents, I remember how every morning my grandfather would wind his pocket watch that sat on his desk.  Although he had a wristwatch, this pocket watch was his favorite timepiece, pictured above.  It was his grandfather’s given to him when he was child.  If he was alive today, I am sure he would wind it everyday, even if he had the latest timepiece.  For him, it would not be so five minutes ago.

Written by Ron & Alexandra Seigel-

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

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Luxury Real Estate Marketing Tip: "Tire-d" or Original Content Marketing?

As a luxury real estate marketing professional it is important to understand what effective content marketing means.   Google’s new algorithm, Hummingbird, is trying to assess the meaning contained in its users’ search queries and match that meaning to the most authoritative content on the web.  That is why "original" and not "tire-d" content marketing is here to stay.

It is more important now than ever to understand the mindset of your target market.  Knowing what their most pressing needs, their lifestyle and their values are should be the guiding principles for the content you publish expressly for them.  It is true that content is king as long as it is “original” (not what everyone knows or writes about)  that rates today.  This content is geared to the audience you are targeting in your luxury real estate practice.

When you write a localism post it is important to give it a point of view rather than just stating the facts, which can be easily found elsewhere.  Your point of view is what makes it “original”, it is old and tire-d". 

Here is an example:  In 1900, Michelin the tire maker published a book for travelers.  It included maps, their recommendations for accommodations, auto service, and restaurants.  These were given away free.  Today, the Michelin has evolved into a prestigious guidebook to the world’s travel locations sold worldwide.  A mere mention in their restaurant guidebook can assure a restaurant a continuous flow of business. 

Does your content marketing really meet  the needs of your target market?

Written by Ron & Alexandra Seigel-

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

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Luxury Real Estate Branding Tips: Define What You Stand For!

In branding and marketing yourself as a luxury real estate marketing professional it is important to declare what you stand for.  The optimal way to do that is to state it in a clear straightforward manner. People like doing business with people who are like themselves. Your statement of what you stand for can often be the deciding factor when it comes to choosing one agent/company over another.

Last week, on a recommendation from our local wine guru, we purchased the above-pictured bottle of wine.  Had our friend not recommended it, we would not have necessarily purchased it based on the label.  The word “effort” for us evokes the connotation of spinning one’s wheels and going nowhere.  Perhaps, the arrow in the brand meant that they actually had a direction.

In looking at their website, we understood the brand and the thought that went into producing this wine.  The first two sentences told the story: “There is nothing expedient in our winemaking approach.  We embrace the detailed labor-intensive methods that are required to produce the finest wines.”

Imagine if that concept could have been stated in just a few words on the label, we would have reached for that bottle without a recommendation. 

What do you stand for and how can you state it in just a few words?

Written by Ron & Alexandra Seigel-

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

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There Are Riches in Niches: Sign Up for the Webinar

We are honored that Active Rain is hosting this exciting presentation and hope you can attend!

--Ron & Alexandra

WATCH THE 2 MINUTE WEBINAR PREVIEW

 

There Are Riches in Niches - Developing a Niche for Your Business 

FEBRUARY 20, at 10AM (Pacific Time)

Join ActiveRain Community Evangelist Bob Stewart as he hosts Ron and Alexandra Seigel, managing partners of Napa Consultants, International for this special class on selecting and marketing to a niche. 

In this webinar we will learn: 

*How to pick the right niche for YOU

*How to harness the power of focus through niche marketing

*How to out-think your competition and achieve top-of-mind status in your niche

*How to strike the right balance between high tech and high touch in your niche

*How Ron and Alexandra have put this into practice to dominate their niche, helping luxury real estate professionals gain or sustain market leadership

Ron and Alexandra have a vast background in consulting agents and brokers on how to dominate a niche. Their particular specialty is the luxury homes market but the lessons learned here can and should be applied to any niche that you hope to dominate. 

We hope you can join us for this informative hour and we expect you'll walk away eager to dominate your own niche! 

Luxury Real Estate Branding Tips: Why and How StandOuts Thrive #3

In our first post, we identified that the first course of action was to find the under-served market niche.In our second post we emphasized studying the under served market niche.

The third course of action is to develop your primary strategic differentiator.You must differentiate oneself from the competitive landscape by being uniquely different, both in presentation and service.  Many of our restaurants here in Santa Barbara, are proponents of farm to table, great service, and good food. 

Although, The Lark offers a distinctly different menu from any other restaurant in Santa Barbara, they have an extraordinary strategic differentiator.  Every appetizer, starter, and main course can be shared and is priced the same as one entrée in any restaurant of this caliber.  They encourage family style dining, and do not charge “extra” for share plates.   

Pictured above is our 3 course meal: Our starter snack, Fried Castevetrano olives stuffed with goat cheese & rosemary chorizo aioli, (we had already eaten a few when I realized I had to take a picture). Next was a chicken confit stuffed in homemade phyllo dough on top of an arugula salad, again we , already eaten two of them.)

Our main course was whole grilled Branzino, Italian sea bass deboned, with a barley & caper risotto, kale & fennel slaw, grapefruit and salsa verde.  This was our first experience with barley risotto and it was great.   

Do you know your extraordinary strategic primary differentiator?

Written by Ron & Alexandra Seigel-

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

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Luxury Real Estate Branding Tips: Why and How StandOuts Thrive #2

In Part 1, of this series we identified that the first course of action to be a standout as a luxury real estate marketing professional is to identify an under-served market niche.  The Lark Restaurant identified a huge underserved market of Santa Barbara Foodies.

The second course of action is to study and understand the mindset of your niche.  Understanding Foodies helped Lark create their brand strategy. It influenced the look and feel of the brand, the restaurant’s ambiance, as well as the appropriate location in the city of Santa Barbara.

The Foodies mindset (their psycho-graphics and lifestyle) has at least two subsets.  For instance, there are those who frequent Certified Organic Farmers markets when they cook at home. This subset may differ from those who simply enjoy fine dining and dine out frequently. Both, however, may promote “farm-to-table” dining at local restaurants.

Studying the psycho-graphics of your target market enables you to connect on a deep emotional level with your ideal customers. Another psycho-graphic subset of The Lark’s customers could be classified as innovators, open-minded, adventurers who enjoy the latest and great, the hip and modern.

For that reason, The Lark chose the Funk Zone, for their location.  The Funk Zone is an industrial area of Santa Barbara.  It has a sophisticated urban feel mixed with the slow lifestyle of a beach city resulting in an enticing experience that represents the new and innovative spirit of Santa Barbara.

The industrial building that they occupy is warm and inviting. Some of the outstanding features that we love are the exposed ceilings, the sandblasted brick walls, the oriental rugs on the concrete floor and the copper chandeliers that were specifically made for them.

 Are you studying the psycho-graphics of your ideal clients so you can make a strong emotional connection with them?

Written by Ron & Alexandra Seigel-

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

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Luxury Real Estate Branding: Why and How Stand Outs Thrive! # 1

If you are bound and determined to be the go to luxury real estate agent or company, you must find a way to stand out or suffer the consequence of blending into the great bland of business. 

We have a new restaurant, The Lark, in Santa Barbara’s Funk Zone. From the moment they opened 6 months ago, they were busy, and the buzz and raves continue.  What made them successful from the get go?

They identified an underserved market niche: the sophisticated Foodie set of the Central Coast who want a healthy, enjoyable meal with a creative twist, sourced by local artisans and purveyors of organic produce.  This market’s psychographics (lifestyle and mindset) has access to 6 Farmers Markets each week, are frequent travelers and have dined in big city restaurants nationally and internationally.

Stay tuned as we dissect step by step in this series why the newly opened The Lark Restaurant in Santa Barbara is an overnight success.

Can you identify your underserved market niche?

Written by Ron & Alexandra Seigel-

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

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Luxury Real Estate Branding: Why spend $4million to Market Your Brand?

As a luxury real estate marketing professional, maintaining visibility for what you stand for (in terms of brand values) in a crowded, competitive market is important. It tells a story loud and clear that you are here to stay, and not here to brag about yourself or your product. 

Furthermore, if your competitors are nipping at your heels, it is a good way to gain distance.  It engages your target market emotionally and differentiates you from the crowd.

Some of the comments that were made on our previous post regarding the Super Bowl Cheerios commercial brought up an important issue.  "Why did some brands spend $4 million for a 30 second spot on Super Sunday, and not focus on selling their product?

Both Cheerios and Budweiser made no direct reference to their products (verbally), and both of these ads were in the top ten as rated by the public and the media.  Therefore, these brands have renewed their place and status as top of mind.

If you are an established brand, how can you incorporate these brand principles in your own marketing?

Written by Ron & Alexandra Seigel-

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

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 Buzz-Worthy Luxury Real Estate Websites  

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Luxury Real Estate Branding Tips: Cheers to Cheerios Superbowl Spot!

Consistency is the hallmark of building a strong brand. Staying true to your brand values is essential in building a luxury real estate brand. For this reason, we applaud the Cheerio commercial for staying true to its message despite the controversy they generated last year for their depiction of an interracial family.  This year, they continued the story as aired today, in the video, above.  Love is love regardless what form it takes, it does not conform to artificially dictated standards.

Further Kudos to General Mills, maker of Cheerios announced on January 3, 2014, that is is switching to non GMO oats and sugar(genetically modified organism: an organism or microorganism whose genetic material has been altered by means of genetic engineering.) in its production of plain Cheerio cereal.

In these two instances, General Mills', Cheerio brand has demonstrated its understanding of the Modern Family and has responded to the growing concern of those who want foods to remain whole as nature intended them to be.  Cheers to Cheerios for staying true to their brand values!

Written by Ron & Alexandra Seigel-

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

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Friday Fun: Hummus & The Santa Barbara International Film Festival!

The City of Santa Barbara is known as the American Riviera ®.  Given that the Cannes Film Festival takes place on the French Riviera, it is fitting to have a festival here.  The Festival began on January 30th and ends on February 9th, 2014.

With the close proximity to Los Angeles, it is an ideal venue for the 29th annual Santa Barbara International Film Festival, began yesterday evening  with an opening party and the World premiere screening of Mission Blue, a feature documentary.  This film highlights the work of Sylvia Earle an oceanographer, who has spent more than 6,000 hours underwater.

Preparations for the opening party, yesterday afternoon, at the El Paseo Shopping Center

Among the celebrities expected to appear are those that the SBFilm Festival is honoring, such as Bruce Dern, Oprah Winfrey, Cate Blanchett, Martin Scorcese and Leonardo di Caprio, Robert Redford and David O, Russell.   In addition, seven actors will received the Virtuoso Award the year's standout performances.

The screen cuisine category is interesting to read: Make Hummus Not War, a humorous documentary filmed in the hummus bars and kitchens of Beirut, Tel Aviv, Jerusalem and New York, exploring the possibility that perhaps we can have peace in the Middle East via hummus eating.  Hummus is thought to be one of the oldest preparation of garbanzo beans and several countries claim as being the original source.  

Another  is the follow up to A Year in Burgundy, called A Year inChampagne.  This film chronicles four seasons of making champagne.  It portrays winemakers and their families revealing what is behind the scenes in producing the celebratory bubbly.

When you are tired of seeing films and want to explore some of the off the beaten path restaurants who focus on locavore produce and artisans. You can eat at the Lark, or for lighter fare check out Les Marchands, a wine bar with tasty treats to accompany your wine tasting.

Enjoy our town, Cheers Ron & Alexandra

Written by Ron & Alexandra Seigel-

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

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Luxury Real Estate Branding Tips: Does Your Brand Work? #3

In luxury real estate branding or any other branch of real estate, when the right brand is found everyone knows it.  It is and AHA moment!  In order to achieve that,  a brand identity and strategy is developed based on knowing the client or company's core values, personality and preferences. 

The brand identity is further amplified by a keen understanding of the marketplace, the demographics and psychographics of the target market.  We also analyze and study the competition to sharply differentiate our clients from anyone else. When everyone agrees on the brand  identity and strategy, the translation into graphic design can begin.  

Our style of branding involves visiting every client in their marketplace.  For a day, we share their work lives by traveling to their target market.  We put everyone through a barrage of questions, to accurately pinpoint their identity, goals and their target market psychographics.  

We work closely with the graphic designer to ensure that the brand identity is perfectly duplicated, right down to the perfect color hue, font choices and photos and graphics.  (As I am writing this post, Ron is looking at a brand we are working on  and just noticed that the shadow is 2 pixels off in height, the details tell all!)

This morning we noticed a change on downtown State Street in Santa Barbara (see yesterday's post).  The incomprehensible banners from yesterday are gone.  This time, I did not need to call the Chamber of Commerce, nor the Santa Barbara Downtown Association.  I knew exactly what they were for.  The Santa Barbara Film Festival begins this evening, and the banners represent that beautifully, mimicking a film strip countdown to the opening scene.

Anyone who strolls on State Street will know what these banners mean.  They are perfectly placed for the most views by people who may decide to pop into one of the theaters, where new films will be previewed.

Written by Ron & Alexandra Seigel-

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

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Luxury Real Estate Branding Tips: Does Your Brand Work? #2

In yesterday's post,we emphasized that a brand is not just design, or a logo. A brand is developed based on a fundamental strategy that if consistently applied, will bring top of mind status.

We wanted to illustrate this with an example that would clarify it even further.  The photo above was taken today on State Street (the main downtown street) in Santa Barbara.  Both sides of State Street have these banner flags.

What is this logo? It is an interesting design, and someone went through the trouble and expense of registering the trademark.  We tried to figure out by wondering if this was a sign for the upcoming Santa Barbara Film Festival.  No, it was not.

Can you guess what it is?  We put on our investigative reporter's hat and called the Santa Barbara Chamber of Commerce.  They did not have the answer, and suggested that I call the Santa Barbara Downtown Association.  They had the answer: it is the Planned Parenthood logo!  Why is it there, and what is the strategy?  How many people would even go as far as we did to find out what the sign meant? Does this Brand work to reach their target market?

Contrast this with the FedEx Express logo.  It is straightforward, and if you look closer at the Ex part of the logo, you can see the arrow formed in the white space between the x and the lower part of the capital E.  The arrow communicates movement from one point to the other.

FedEx has top of mind status with major shippers all over the United States.  Some people have never used FedEx, but they still know the brand.  We certainly have known about the Planned Parenthood organization, and the fine work they do.  Their brand in this context does not communicate who they are and what they do.

Make sure your brand works: what should be your primary goal is top of mind status.

Written by Ron & Alexandra Seigel-

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

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Luxury Real Estate Branding Tips: Does Your Brand Work ?

We are always amused when an individual or company peruses our portfolio of luxury real estate branding and website design asks us: "Which one of these designs are your favorites?"  Invariably our answer is all of them, because our goal is to represent the individual or company, as well as their marketplace.   

What is design?  We like Steve Jobs' words on the subject: "Design is a funny word.  Some people think design means how it looks. But of course, if you dig deeper, it's really how it works." 

So how does a brand work?  A brand has to resonate with the target market by standing out in the sea of sameness, and fit like a glove based on one's personal preferences.  A brand is developed based on a fundamental strategy that, if consistently applied will bring top of mind status.  So, the criteria is: Does the brand work to accelerate the pace at which you achieve this result?

Written by Ron & Alexandra Seigel-

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

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Buzz-Worthy Luxury Real Estate Websites 

Personal Branding Case Studies Company Branding Case Studies 

About Language of Luxury

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Luxury Real Estate F.A.Q's: How Do I Break Into Luxury Real Estate?#3

This post is Part 3 on the subject of FAQ's, how to break into Luxury Real Estate. The subject is MONEY.  Be prepared to invest your marketing dollars wisely.  Don't be cheap.  It is OK to be wise, which is different than being cheap.  To a luxury buyer or seller, cheap is a REPELLENT.

Many think that what they immediately need to invest in is a luxury car and a premier designer wardrobe.  That in our opinion is thinking you can dance with the American Ballet Theatre, because you bought an expensive wardrobe of tutus and toe shoes.  

Here is where you should be investing your dollars, which is different than buying or leasing a car, or buying a wardrobe, which will be out of date next season.

Your first approach should be to develop a strategy of HOW to get your target market to know you exist.

Secondly, you have to know your competition, and how you have something of value to offer that they are not offering.  Don't get caught up in the trap of competing on features or qualities, such as integrity, experience, certifications...anyone can get certified and should have integrity to be in the business in the first place.

Finally, identify what is different and FRESH about you...That is your unique selling proposition.  Identify what you stand for, who you are as a business person/or company based on your core values, and create a graphic representation based on that.  Make sure you stand out from everyone out there!  These three steps represent a long-term investment.

One of our clients decided fresh out of getting her license that she wanted to break into to the luxury real estate market. She had made several real estate investments that paid off for her.  She also had business experience in launching a line of clothing, which she sold. Given her experience she was well versed in the language of luxury.

Her first investment was to develop her brand strategy and brand identity.  Secondly, she had a friend who had two luxury cars, and was willing to let her use his spare car as long as she paid the insurance on it. Thirdly, she studied fashion, talked to personal shoppers at the best stores who were willing to let her know when something was on sale.  

In six months of consistently applying her strategy, she earned enough commission income to be able to buy a  home in her preferred community, and the car she always wanted.  After an excellent run, she retired in splendor.

Written by Ron & Alexandra Seigel-

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

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Buzz-Worthy Luxury Real Estate Websites 

Personal Branding Case Studies Company Branding Case Studies 

About Language of Luxury

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Luxury Real Estate F.A.Q's: How Do I Break Into Luxury Real Estate?#1

We get several inquiries a month asking us, how do I break into to the Luxury Real Estate Market?

Here is one of our answers:

If your only intention is to make more money, because of the higher prices on homes, forget it!  You have to be passionate about this unique section of real estate, if you want to be a success and eventually dominate a niche in that area.

You have to become a student of luxury of every kind.  You have to speak and understand the language of luxury.  In a talk we gave at NAR in San Francisco for Prudential Fine Homes, we suggested that at the break agents should wander into the high end San Francisco stores such as Nieman Marcus, Saks Fifth Avenue, and Tiffany's.

After the break, some of the agents reported that their perspective had changed in being able to understand luxury more clearly.  Educate yourself on high end building materials: stone, wood, wall finishes as well as luxury home furnishings   Luxury car showrooms areanother great place in understanding the nature of luxury possessions.  The car in the photo is a Bugatti Veyron.

Stay tuned for more answers in Part 2!  

Part1 ,  Part 2

Part3

Written by Ron & Alexandra Seigel-

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

-WATCH VIDEOS-

Buzz-Worthy Luxury Real Estate Websites

Personal Branding Case Studies Company Branding Case Studies

About Language of Luxury

 GET FLUENT. GET AFFLUENT! - JOIN THE LOL COMMUNTIY

 Linked In, Facebook, Active Rain & Twitter

Luxury Real Estate Marketing Tips: How to Practice Safe Phone...

This is a follow up to our last post,Is Your Phone Sharing Secrets About YOU?  How do you stop the madness of sensors that track your whereabouts as a shopper, or as a luxury real estate marketing professional, as you move around town?  The answer is simple: just flip the switch! 

Go to your settings and turn off Wi-Fi when you are not deliberately using it.  This will stop them from tracking you, your current location and your movements. 

We went one step further in our investigation of this important topic.  We checked with the managers of Nordstrom’s in two locations that offer Wi-Fi as a convenience to shoppers. They both confirmed that they do not also use tracking sensors within the stores, or otherwise.  We also spoke with the managers in two Apple Stores who do have in-store sensors, but theirs do not work with Wi-Fi. 

Apple has developed a new in-store sensor tracking technology called iBeacon and they are testing it in 254 of their stores. These sensors are short-range low-energy Bluetooth transmitters that can detect a device's location more precisely than GPS to determine when to push a notification, offer or other communication to your phone.  But, you have to have the Apple Store App for it to work.  It differs from the Wi-Fi sensors because it is just short range. 

IBeacon is strictly an Opt-In arrangement. But, keep in mind that Apple has your account information and your credit card on file if you purchase something through your app.  

It is the correlation of your personal information with the general data collected that is most disconcerting here with these types of tracking systems. We trust Apple more than just about any brand and do not believe they will sell the data to third parties.  But, this technology will be licensed to many other major companies and local merchants.  Beware of the privacy policies of those who gather and correlate your personal information with the data collected by either Wi-Fi sensors or Blue Tooth. 

Here is our recommendation:  Practice Safe Phone! Ask yourself if the bargains or other communications are worth sacrificing your privacy. When in doubt, just flip the switch, on or off, Wi-Fi, Blue Tooth or both.  The choice is yours.

Written by Ron & Alexandra Seigel-

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

-WATCH VIDEOS-

Buzz-Worthy Luxury Real Estate Websites 

Personal Branding Case Studies Company Branding Case Studies 

About Language of Luxury

 GET FLUENT. GET AFFLUENT! - JOIN THE LOL COMMUNTIY 

 Linked In, Facebook, Active Rain & Twitter