Do You Have A Remarkable Slogan? Part 1

One of our biggest challenges as brand strategists is to refine, condense and distill our clients’ extraordinary promise of value into a remarkable slogan in just a few words. After brainstorming with our clients and gathering a tremendous amount of information about them and their marketplace, it usually comes to us in a flash! We know we have nailed it when the slogan sticks in the minds of their target market, including any potential referral source, and sparks word-of-mouth advertising.

You may have heard the expression, “Finders keepers, losers weepers”. Recently, we came across an ad for a service that conveys their extraordinary promise of value in just three words. It is a play on this expression.

FINDERS OF KEEPERS

For fun, we will not tell you the category of business this is. In part two of this article series we will reveal the answer and also analyze this brand’s other tag line that further defines its value proposition in 5 words. 

Do you have a remarkable slogan? Can you guess the category of business “Finders of Keepers” belongs to?

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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Planning For 2015: Dream Big Or Go Home!

The Garden of Dreams in Katmandu, Nepal, Photo by Jerry Way

Dream Big or Go Home is the saying our French partner’s father told her time after time.  If you are going to dream, why not dream big!  My father (A) had a similar mindset.  As a child when I admired a Rolls Royce, and indicated that I wanted one; his response was “Why just one, why not one for each day of the week?”

As many of you are planning for 2015, take a moment to dream big without limiting your thinking.  Shut down all negative thoughts and considerations, and take a flight into the realm of “everything is possible”. This is the wonderful world of creators and innovators.  Don’t focus on details and the how to.  Work on creating images and experience what it would feel like to be in the dream and realize all you want to achieve.

This past week in Florida, Ron and I walked into a dream, the inaugural event that launched a new venture that we have been creating with our ideal partners for over a year and a half. It was heady and exceeded our expectations.

Using your imagination without self-imposed limitations is what it takes to dream big.  Dream Big or Go Home!

Written by Ron & Alexandra Seigel-

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

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Is Your Home Page The Window to Your Brand Story?

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

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

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

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

Does your Home Page reflect your brand story? 

Written by Ron & Alexandra Seigel-

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

Personal & Company Branding: What Do You Stand For?

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

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

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

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

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

Written by Ron & Alexandra Seigel-

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

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Happy Thanksgiving To All Our Readers and Friends

Ron and I want to wish you all a very Happy Thanksgiving, and all the very best this holiday season!

Cheers!

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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Preparing for 2015: Is It Time to Update Your Website?

A recent inquiry by someone who wants to break into the luxury real estate market in 2015 spurred this question, “Is it time to update your existing website or create an additional website for the luxury market?” 

This morning, as we were reading our roundup of luxury news, this headline popped up. “Amazon Needs Image Overhaul to Attract Luxury Brands!”  This was a report generated by L2 Business Intelligence for Digital Marketing.  Although Amazon is a giant in the digital shopping arena, it is not perceived as a luxury brand, but rather as a discounter, which is a turn off to luxury brands.  Alibaba, the Chinese counterpart of Amazon has made promises to luxury brands that they would not allow competing sites that would undercut their prices.

Yesterday, we were going to refer someone to an agent who has a unique niche specialty.  When we reviewed that person’s website, not a word was written about their unique niche.  Instead, there is a generic website that looks good with search, etc.  In reading both profile and testimonials no mention was made of the niche the agent was known for.  We checked to see if there was an additional website for this person’s specialty, and there was not.  What a digital flub!

If your website lacks focus, or does not clearly articulate your brand position as a niche expert, or if you are a luxury agent and your site does not SCREAM all luxury, ask yourself this question; “Is it time to update my website?”

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 Kismet Marketing: Are You Aligned With The Stars?

You may have heard of the “star-crossed” lovers, Romeo and Juliet. You may have experience times when everything seemed to go your way, times when the “stars aligned”.  Some call it kismet; others call it luck or joss. But, in our opinion the stars cross and align ALL the time. The big question to ask yourself as a luxury real estate marketing professional is this: “Are YOU aligned with the stars?”

Evidence of alignment or misalignment “out-there” is merely a reflection of alignment or discord within caused by self-doubts.  A perfect example of alignment within is when you are doing what you love in your career. That is when the frequency of external alignment accelerates, when positive coincidences become commonplace. Real Estate transactions fall into place more easily. People refer business to you “out of the blue”. Agents decide to jump ship and join your company without having to recruit them. 

We are constantly on the lookout for evidence out there of personal alignment within.  Recently, we brought a new kitten into our family. We named him Quincy and nicknamed him, “The Mighty Quinn” after the song that Bob Dylan wrote. On a trip to Los Angeles from Santa Barbara on Highway 101, we happened to glance at a truck that pulled up along side of us.  The logo on the truck was for an equipment company called, Quinn Cat. 

It is always astounding when evidence of internal alignment appears with this level of specificity. At those moments it becomes undeniable that there is a reciprocal relationship between your state of mind and the circumstances and events you experience.

Your success in your luxury real estate marketing practice is proportionate to the degree of alignment or misalignment within you.  That is why it is imperative, for those of you who seek to gain or sustain market leadership, to consistently put aside self-doubts and keep reaching for the stars!

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Marketing Luxury Real Estate: No One Size Fits All!

Photo by Tupungato

Marketing strategies are like clothes no one size fits all.  Smart marketing is bespoke marketing, tailored to fit your marketplace.  To effectively implement this you have to know your target market.  It is a matter of knowing the measurements, so that you can reap maximum rewards for your marketing efforts.

Demographics, the statistical data of a population showing average age, income, and education is not enough.  Understanding the psychographics, the study and classification of people according to their attitudes, aspirations, and other psychological criteria is what will make you successful in your target market. 

In Santa Barbara, Louis Vuitton and Ruth Chris opened stores in a high net worth community.  A year and a half later they both closed their doors.  What both companies had neglected is their study of the psychographics of this particular community.    The values, attitudes and aspiration of the people who live in this community do not align with either of these brands.  If both companies had done their psychographic research, they would have located in another area of Santa Barbara, where they would have thrived and still be here today.

Today’s buyers and sellers expect to be understood in terms of their psychographics, even though they may not be aware of this term.   As a luxury real estate marketing professional, it is important to target your marketing to the exact people you want to do business with.  What works for them may not be a constant stream of postcard marketing, videos, social media, and print marketing.  It may be a combination of all these in various proportions.   If you want to succeed in your marketing you have to remember that no one size fits all.

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 for 2015: Get Hyper Personal!

Hyper-Personalization is emerging as an important marketing trend in 2015.  It may seem obvious but the level of personalization has eroded with the advent of the Internet.  Most companies have become reliant on automatic personalization, rather than the genuine article. We touched upon this trend in a previous post stating that in marketing real estate, no one size fits all. 

Studies done by the Aberdeen group; which surveys individuals and groups as to their decisions and experiences have shown that 75% of customers prefer when the message is personalized. 

People will more likely open an email or letter if it is personally addressed, rather than a salutation that reads “dear friend, or dear property owner”.  They are more likely to pay attention and to engage with you, if they feel that personal touch.  It can increase traffic, and conversion from lead to sale on your website.

The first software we bought for our commercial real estate company was for customer relationship management.  We kept detailed profiles of our clients and sphere of influence.  We knew their children and pets’ names, their birthdays, their anniversaries, their hobbies, and their likes and dislikes.  

Our assistant knew when to send birthday cards, anniversary cards, etc.  When the holidays would roll around, we would create a list of individualized gifts for each one of our clients and sphere, which were budget friendly. 

For instance, golfers would get a subscription to a golf magazine.  We like subscriptions, because for 12 months they remember you, and you are top of mind.  One of our friends collects Christmas ornaments and is a foodie.  Last year we found a copper sieve ornament at Williams Sonoma, which pleased him to no end. Rose gardeners would receive the newest bare root rose.   It was always a pleasure to hear how much they loved the new rose, year after year. Our coffee experts were sent an annual subscription to some of the world’s rare coffees, and the same for our tea drinkers.

Our strategy is giving gifts to delight the receiver.   It took more time on our part to find the perfect gift, for each person.  It was time well spent.   We created relationships through personalization that still exist long after we moved.  No one gifts fits all!

How can your hyper-personalize your marketing in 2015?

Written by Ron & Alexandra Seigel-

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

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Luxury Real Estate Branding: Branding Starts With the Right Name!

What is in a name?  It should be everything!  When you select a name for your personal or company brand (apart from your own name) it should be the summation of your brand values, what you stand for and also your brand personality. Your logo, which contains your brand name, is a symbol that should be the distillation your entire brand story. It is the starting point of telling your brand story.  Therefore, branding is really the art of storytelling.

As brand strategists for the luxury real estate industry naming a company is one of the most exciting parts of our job.  The art of naming a brand involves part logic and part intuition. First we conduct a strategic brand analysis in which we assess our clients, their marketplace and their ideal target clients.  After this extensive “discovery process”, which is very analytical in nature, we switch to our left-brain, engage our creativity and open ourselves to be inspired. 

It is truly a magical experience when we develop a brand name that fully tells the brand’s story in a Nano-second. If it is spot-on it not only resonates with the individual or company we are branding, but becomes indelible in the minds of their target market. 

In a previous post we announced the launching of Cornerstone Coastal Properties,our Fort Meyers, Florida client who decided to go independent rather than renew their franchise agreement. After completely rebranding the company that is comprised of 50 agents, something amazing occurred. 

Many people who did even take notice of their previous brand have said, “We see your signs everywhere”.  Two homeowners approached them to list their multi-million dollar estates that would not have considered hiring them before, just based on a new perception of the brand and the new brand story. 

Branding is storytelling.  And, it all starts with the right name!

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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The Symbolism and Nuances of the Color Orange in Branding

Orange is a hot color.  It has many attributes such as; extroverted, energizing, thrilling, fun, awe inspiring and playful.  Orange is dramatic and friendly at the same time thanks to its ancestry of red (drama) and yellow (cheerful and good natured).  It is one of the dominant colors of autumn and sunsets.

Orange captures attention.  It entices people to buy.  Like red and yellow, it has an effect on the part of our nervous system that stimulates the appetite. Restaurant often use orange or lighter shades as part of their décor, and their brand identity.   One of the most iconic French brands, Hermes, has orange as part of its packaging and brand identity.  Like Tiffany’s blue box, the orange Hermes box promises a wonderful gift within it.

The lighter shades of orange also attract the affluent and the sophisticated.  Peach, apricot, coral and melon evoke pleasant feelings of warmth and comfort.   These colors are great for the beauty industry also.  Peach and coral walls evoke serenity and wellbeing. 

Is orange one of your colors?

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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The Symbolism and Nuances of the Color Blue in Branding

The color blue evokes consistency in our lives.  The sky is blue, the ocean is blue and they are still here.  It also is associated with reliability, trust, and dependability. We refer to loyal friends as true blue.  IBM is known as "big blue," even though its logo has transitioned to black and white! 

The other attribute of blue is that it is restful, which explains why we feel at peace, staring at a body of water or at the sky.  This also explains why hospitals use blue gowns for their surgical staff.

Not all blues are restful; turquoise, electric blue, royal blue engage as well as evoke exhilaration, vibrancy, and drama. Think of the many blue hues in the plumage of a peacock.  Royal Blue, navy blue and teal blue are associated with luxury and are considered rich and upscale.  Navy blue is also associated with authority and power and is seen in uniforms (naval, police, and pilots.)

In selecting your brand colors is blue true for you?  

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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The Symbolism and Nuances of The Color White In Branding

Recently we noticed two examples of extra virgin olive oil brands that are packaged in opaque white instead of the usual clear tinted bottles.  Although they stood out, the only connection we could make for the use of the color white is its association with the word, virgin, or the symbolism of a white wedding dress. Oddly, we were not inclined to buy either brand, because we are conditioned to purchase olive oil in see-through bottles.

Could this be a new trend?  Many national and international brands are re-packaging their websites and products using white as their dominant brand color.  Here are the reasons people are attracted to the color white.

The human eye interprets white as a bright color, which is why white is a good contrast color, and not a neutral.  Symbolically it expresses purity, simplicity, lightness, delicacy, minimalism, and sophistication. 

In the case of olive oil brand packaging, do you think this is taking this trend too far? Or, would you be tempted to try either of these brands because of the unique packaging?

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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Choosing A Real Estate Agent:“Purple Agents”Or Respectful & Capable?

Recently we were asked to join a group of “purple agents” (we are substituting the word “purple” for the actual category) real estate agents to advertise on their site.  Positive attributes were enumerated about the added value of purple people and their contributions to society.  We did not join the group. 

One of the conditions of a real estate license is the equal housing opportunity act which clearly delineates that discrimination of any kind is unacceptable. Why would a group of real estate agents and brokers want to band because of their color, gender, et al?  Is it to appeal to others like them?  Would that mean that if you were purple, you would not work with orange sellers and buyers?

Yesterday, we met with friends (purple, green, orange) in Beverly Hills who are savvy in real estate and business. We asked, how they made the choice of selecting a real estate agent.  If they were orange would they go to the orange real estate agent because of a kinship in color, rather than a purple one?

Hiring by category (purple, orange, etc.) was not an option for our friends.  They feel that this was a dumb way of judging people.  One or our friends remarked that when you put yourself in a category, you cut yourself off the rest of the world. Their hiring criteria are: respectful and capable real estate agents, and those exist in every category.

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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Marketing Luxury Real Estate: Focused Content Marketing !

A recent report by the Content Marketing Institute stated that those who are marketing without focus, by publishing general content on a daily basis are creating “content shock” for the consumer.  The consumer is overwhelmed by the amount of information, and cannot keep us with it. 

Put yourself in the shoes and the mindset of your target market.  Assess their most pressing needs.  A buyer ready to buy now has numerous questions and very specific requirements.  For example, if the buyer is looking for a home with a pool or even more specifically an infinity pool, you might want to write an article / blog post about infinity pools, and link to specific MLS listings on your website.

Focused content leads to interest, which may lead to a sale for you.  When you are discussing a featured listing, be sure to write about the specific features of that listing.  Be focused, and then stay focused!

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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Are Sneezers Spreading Your Remark-ability?

We all know that word-of-mouth is the best form of advertising. So, why do some luxury real estate marketing professionals get more than others?  The answer boils down to one word. Those that spark buzz have ‘REMARK-ABILITY”!  

While it has been proven time and again that many more negative remarks are made than positive remarks, it is imperative to understand what triggers people to spread the good word about YOU.  Some people are natural born “sneezers”.  They love to pass along good news or rave reviews about products or services that are remarkable.   Those that broadcast these good vibrations usually reach many people, even their entire sphere of influence, at times. 

Remarkable service sparks buzz.  But, that is only the beginning.  Regularly staying in touch with your prospects and your sphere with information that is valuable and truly buzz-worthy also is fodder for sneezers. 

Keep this in mind: It feels good to spread the word about products and services that you value.  Likeminded people usually hang out together.  So, when one sneezer spreads the word to his or her fellow sneezers a chain reaction is ignited. We call this the chain of gain.

Men hate to shave. Women are not crazy about either. When a breakaway technology comes along that can produce a superior, smoother, closer, effortless shave that is fabulous news. Gillette came out with a truly remarkable razor system called, FUSION® PROGLIDE® MANUAL RAZOR WITH FLEXBALL™ TECHNOLOGY.  The cartridge has 5 blades stacked closely together and the mechanics of the razor itself flexes to the contours of your face.  It actually glides. That is remarkable!

And, that is sneezing.  We are delighted to spread the word about remarkable products and services. Sneezers do not need to be bribed or otherwise induced to do this. It is part of being in on the fun as early adopters of new technologies and also discovering great talent or services. 

Deliver remarkable service.  Pass along remarkable information. And, you will gain remark-ability!

 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: Peripheral Chocolate Marketing!

Consistently staying in touch with your sphere of influence through a blog and/or a newsletter can reap a steady flow of referrals from those who already know you and also engage your prospects.   But, what is the secret that the most successful luxury real estate marketing professionals know about this important practice, that you may be missing?  The answer is Peripheral Marketing!  That is, sharing information that is fascinating and not just related to real estate.

Some of these people will occasionally be interested in market trends or what the home sold for on their street. However, if you constantly bombard them with real estate related information they will simply tune you out. They may eventually unsubscribe from your blog or newsletters.  Sustaining their interest in your regular communications is what peripheral marketing is all about.

An agent on the East Coast turned her passion for chocolate into a goldmine of referrals by blogging about a topic that is near and dear to the hearts and stomachs of so many of us. She reports on every type of chocolate and explains the evolution from beans to chocolate bars or truffles. Her sphere looks forward to her newsletters with great anticipation because they are more interested in their lifestyle than real estate facts. 

Prospects may have a keener interest in real estate matters. But, if you want them to choose you, over your competition, as their agent you better let them know that you have more than one dimension and also a unique point of view.  That is the secret of highly successful luxury real estate marketing professionals.

Written by Ron & Alexandra Seigel-

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

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

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

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

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

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

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

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

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

What do You think?

Written by Ron & Alexandra Seigel-

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

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Marketing Real Estate: Local Expertise Makes A World of Difference

Photo by Jorisvo

In marketing luxury real estate, there is no substitute for local knowledge.  Some real estate portals have been collecting local insights from agents by offering them the carrot of a miniscule chance of winning a contest.  This information cannot replace personal contact with trusted content. 

Recently one of the chefs in town mentioned he was going to Paris for a week.  He asked us if we could recommend restaurants that we had recently eaten at.   He wanted to experience bistros, and wine bars where the Parisians ate.  So, we contacted our friend and partner in Paris with that criteria, and she sent back several of her favorites, along with a local’s perspective and descriptions.

When I searched Paris restaurant guidebooks, Google gave me 847,000 results.  This chef has even better resources than Google such as other chefs and customers who constantly travel.  What he was looking for was eating at places where the locals eat.  He wanted to be where the Parisians are, i.e., the local current experience.

Guidebooks and the Internet are great sources of local information, but is it really the genuine article, and can the reviews be really trusted to match our own standards and preferences?

When we travel to a client’s destination, we always ask for their recommendations of places to stay and at which to dine.  We are always looking for the local experience, and not the tourist’s experience.   The same is true for us regardless where we find ourselves in the world.  Local expertise makes a world of difference.

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 

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Brand Loyalty: Jaw-Dropping Service Makes The Difference!

As an independent luxury real estate marketing firm, who wants to compete against the big brand real estate franchises, you can have a distinct advantage by providing   “jaw-dropping service. It may cause potential clients to switch brand loyalty in your favor.

Recently, we visited our local independent pet store, instead of heading out to the national chain store in downtown Santa Barbara. They have only three locations in our area.

A young man cheerfully greeted us and was genuinely eager to find out how he could help us.  When we told him that cat food was our query he walked us over to that department and proceeded to go through every dry and wet food brand that they carry, explaining the pros and cons of each for our particular needs.  He knew the content of every product by heart, which thoroughly impressed us. 

Their cat food brands are not available at the national chain store or at supermarkets. We purchased two of each flavor of one brand for our two cats. The prices were the same as our typical choices at the national chain store.

After this gentleman explained the difference in each of their cat litter offerings, we decided to purchase a very large and heavy bag that he offered to carry to our car. He told us that this was what they do at their store unless we wanted him to divide it into smaller bags as a courtesy. Our jaws dropped!

What a difference in service between the local independent and the national chain store with 1000 locations!  Our cats love every one of the food items we purchased.  This actually represents a savings because it was always hit and miss with our finicky cats, which meant quite a bit of waste.

We started to contemplate defecting to the local independent store even thought we liked the convenient location of the chain store (next door to our most frequented market).  Then, came the clincher that overcame our switching barrier.

Ron wanted to return a defective cat toy purchased from the chain store. The checkout clerk, who knows us very well, refused to give him a full value credit ($3.99) because he did not have a receipt. He was offered a gift card for 70 cents, which is the current sales price of similar (defective) items.

An appeal to the store manager, who also knows us very well as frequent customers, was also fruitless.  He felt like he was talking with robots who were not allowed to override a policy to make important entrepreneurial customer retention decisions.

End of brand loyalty!  For about 3 dollars, they lost hundreds of dollars of business per year from us. Jaw-dropping service caused us to jump ship! 

How can you incorporate jaw-dropping 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. 

-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 COMMUNITY