Are You A Know-It-All? Or Do You Have A Brain Trust?

As a luxury real estate marketing professional, if you have embarked on what we call the “unabashed pursuit of market leadership” you are either an incumbent market leader or a challenger. To gain or sustain market leadership you need to be on the leading edge. And, that is why you need a “brain trust”. It is impossible to be a know-it-all.

The term brain trust originally referred to a group of close advisers to a political candidate or incumbent, prized for their expertise in particular fields.  A New York Times reporter, who wrote about the presidential advisers to Franklin Roosevelt, coined it.

Unless you are dominating an uncontested market niche, having a brain trust is essential because it is always a battle between incumbents and challengers. To be proactive you should have a brain trust to stay ahead of the competition even if no challenger is currently on the horizon. So much is at stake at this level of the game, where owning the lion’s share of business is the prize.

Recently, we had a conference call with our web developer and our partner who consults us on search engine marketing and optimization. He is the leading expert in the field of luxury real estate SEO.  Google is up to its old tricks again of changing algorithms that can affect everyone’s rankings.  So, we continuously need to stay up to speed and pool our knowledge.

After, thanking my team of experts for the call, our SEO partner said, “this is the way it should be; we have an awesome brain trust, here”.   There is no way to stay abreast of all of the important topics on our own.

If market leadership is your quest, surround yourself with the best talent in your field. Get beyond trying to be a know-it-all and form a brain trust.

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.

Know Your Target Market: Who Can Buy A 100 Million $ Plus Property?

As a luxury real estate marketing professional, you have to understand who the most likely buyers are for you high-end properties. Who can afford to buy them?  It makes sense that in order to afford these homes one must have a net worth of at least a billion dollars. 

Globally, there are 2,325 billionaires, based on the 2014 census done by UBS Warburg and Wealth X.  North America has 609 billionaires, Europe 775, Asia 569, Middle East 154, Latin American 153, Africa 40 and the Pacific 34. 

The psychographics of the target market narrows the potential buyers. The average age of the billionaire population is 64.   60% percent of these billionaires are self-made.  Those who are self-made are not necessarily interested in trophy acquisitions.  26.9% inherited and increased the inheritance by hard work and have the same ethic that self made people do.  13.9% have inherited their wealth.

Among the billionaire population 35% do not have a university degree, and 65% do.  The three top career paths are finance, banking and investments, industrial conglomerates are second, and real estate is third.  63% of billionaires businesses are privately held, and 31% are in publicly held companies.

Know your target market and be prepared to hold on to these 100 million dollar plus listings for some time.  Your target market is very, very narrow!

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.

Being In Alignment: The Difference Between Night And Day!

As autumn is upon us and 2016 is just around the corner, now is the best time to reaffirm or reassess your bearings in your luxury real estate practice.  This is the perfect time to check in and become acutely aware of where you stand in relationship to your surroundings, meaning your target market and your competition.

If you have lost your perspective or are not 100% confident that you are on track to reach your goals, take the time to regain your balance and re-align yourself.  Let Nature inspire you and set the tone of realignment.

The autumnal equinox will begin on September 23rd, at 1:21am PST.  This marks the moment when the axis of the earth and sun begin to align to their respective equatorial lines. This will occur on September 29th, when the sun will rise at 6:59 am and set at exactly 6:59 pm.  It is the moment when night and day share equal time.

To begin this process, ask yourself, whether or not your value proposition is crystal clear to your target market and sharply differentiates YOU from your competition.  The operative word here is YOUR VALUE.  If this is in question, make a list of all of your strongest attributes.  Don’t be modest.  Take the time to really appreciate yourself.  This will bring you into alignment.  If you are already there,  it will just strengthen your position.

You will see that being in alignment will change your perspective.  It is the difference between Night and Day!

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.

Is Your Visual Communication Eye-Catching, Immaterial Or Both?

Recently we were viewing a site that had an introductory video to the community it was serving.  We were surprised to see a few shots of large plump table grapes for an area that grows wine grapes.  There is a distinct difference in appearance between the two grapes. In luxury it is these details that make the difference. 

While strolling on Rodeo Drive in Beverly Hills, we noticed this eye-catching window by Dior from across the street.  On closer inspection, we had no idea what they were trying to communicate.  The purses on the mannequins are all the same; the difference is in the color and in the direction of the stripes on the flap.  What were they selling?

A few doors down is Rimowa luggage.  Their window tells the story of what they are selling. On top of the luggage they are featuring their matching covers for mobile devices.  Even the exterior of the building has the same grooves.  The theme of their brand is represented throughout the store, and also on their website..

Excellent visual communication is one of those important selling points in marketing luxury real estate.  This is why we insist on Architectural Digest level of photography for all listings and community photos.

Is Your Visual Communication Eye-Catching, Immaterial Or Both?

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.

Prepare to Reset Your Expectation for Luxury Real Estate Web Design

We are excited to announce a major breakthrough in luxury real estate web design that represents 2 years of research and development.  To be competitive in marketing multimillion dollar homes you need an extraordinary presentation that features total page-width slide shows on desktop computers not only of your own listing but ALL luxury homes in your marketplace.  For that reason we created the first and only luxury real estate IDX with this feature. 

Over 50% of all luxury homebuyers now conduct property searches on mobile devices.  Our proprietary customized map search technology includes pinpoints of lifestyle amenities and points of interest on every MLS search result. This provides a superior user experience that generates more qualified traffic and leads.

Please click here to view our 5-Minute video. Prepare to reset your expectations for luxury real estate web design!

What Does Your Brand Stand For? Part 2

Your choice between brands becomes clearer in buying decisions when you know exactly what each brand stands for. In marketing luxury real estate “Quality”, “integrity” and “exceeding expectations” are not brand positions that sharply differentiate.  If your competition is competent they embrace those values as well. In the realm of market leadership however, the best brand position is one that completely POLARIZES you and your competition as OPPOSITES, polar opposites like fire and ice.

Our local Trader Joe's in Santa Barbara has a sign (depicted above) that lets you know exactly what their private label products means. They are saying, “this is what is important to us; this is what we value” (as opposed to their competition).  And, they are saying in just two words what all this should means for you, “NO WORRIES!” 

Therefore, Trader Joe’s brand position is “Certainty About Product Attributes”.  By, default, this forces the competition into just the opposite brand position, “Uncertainty About Product Attributes” (where you never know for sure what is inside of the can, jar, bag or box). The buying choice becomes crystal clear.

Strategically, Trader Joe's has declared Certainty vs. Uncertainty as the battleground for achieving top-of-mind status as purveyors of healthy, pro-environmental products. In doing so they have taken control not only of how they want consumers to perceive their company, but also how they want consumers to perceive ALL other competitors. 

It galvanizes the common bond of shared values between the company and its loyal customers. It also facilitates word-of-mouth advertising among like-minded consumers, (i.e., referrals in real estate-speak).

This is what market leaders must do to dominate and prevail. It is the purpose of strategic brand positioning. And that, in a nutshell, is our expertise as the leading brand strategists in the luxury real estate arena.

What does your brand 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.

Will Your Target Market Block Your Ads Online?

One of the recommendations that some real estate advertising experts have made to luxury real estate marketing professionals is to buy online ads on social media sites to market homes. If you are thinking of using this mode of advertising, take a moment to read these statistics, because this report by Adobe and PageFair may change your mind

Ad blocking has increased by 41 percent worldwide

45 million online users in the United States have blocked ads in the second quarter of 2015, predominantly on social media, technology and gaming sites.  Ironically, these sites are frequented by those advertisers are trying to reach, the young tech savvy demographic.

This fall Apple will be releasing iOS 9.  Apple has told developers that in the name of privacy and user preference, it is adding ad-blocking capabilities in its upcoming release of their latest software.  “This is to let users decide what should load and not load, who can track them, what should be visible on pages, etc. The software will also allow them to install “blacklist” apps that can block certain links from ever activating.”

Ask yourself; will your target market block your ads on line?

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.

What Does Your Brand Stand For?

Photo Courtesy of Apple

What does your personal or company brand stand for?  Where do you stand in the minds of their target market in relationship to your competition? This is your brand position. In the commoditized world of luxury real estate marketing, your ability to clearly define and effectively communicate your brand position is the most powerful way accelerate the pace at which you grow your business.

The perfect example of exceptional brand positioning is Apple’s partnership with Hermès, which is considered the most exclusive of the major luxury fashion houses.  Creating a Hermès Apple watch positions Apple at the pinnacle of the market and sharply differentiates it from the entire field of wearable electronic devices.

Apple consistently reinforces its position as a luxury brand compared to the entire field of consumer electronics.  Staking their claim on the luxury position forces their competitors to either find an alternative brand position that resonates with another market segment or become a commodity. Once rendered a commodity the only way to compete is on price.

Taking command of how your personal or company brand is perceived in the minds of your target market is essence of brand positioning. As a luxury real estate marketing professional, if you do this right you can become the game changer in your marketplace.

What does Your Brand Stand For?

Part 1

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.

Are You On Target With The Expression of Your Brand Personality?

If you are going to achieve top-of-mind in your marketplace, it is important that your brand stands out.  Brands like people have personalities.  For example, they can be traditional, edgy, humorous, or a combination of all of these.  Here is howTarget has expressed its personality of humor, and edginess.

The back cover of the September 2015, Fall Fashion Issue of Vogue Magazine illustrates this concept perfectly.  Target does a great job with this retro, edgy and humorous salute to its brand personality. The Vogue, May 1941 issue was the inspiration.

Target, which is not exactly considered a luxury brand, has done an excellent job in bridging this gap by creating a new luxury category:  “Luxury for Less”.  This worked well during the recession because it appealed to the budget conscious who still wanted to indulge their shopping cravings.

Are you on target with the expression of your brand personality?

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.

Trophy Listings: Gold Stars or Gold in the Bank?

Do you look at other luxury real estate marketing professionals who list “trophy” homes with envy? Or, do you believe that you create your own luck?

Many luxury real estate agents make the mistake of chasing after “trophy” listings.  These are the high profile homes that are architecturally significant, belong to a celebrity, or simply are the highest priced homes in the marketplace.

Sure, having these listings can shift the perception favorably about you in the minds of your target market and help you attract more of the same.  While these listings may bring you publicity, they may also come with a high cost, a high marketing cost, that is!

Owners of trophy listings often expect you to spend lavishly in terms of print ads, video production and other promotional activities.  It is rare that the trophy home seller is realistic about the true market price of the home. Once you have gotten your big burst of publicity and notoriety as the listing agent the price of fame can mount quickly as these trophy homes languish on the market.

Instead of being envious of those agents who list unrealistically priced trophy homes focus on acquiring more luxury listings that you can price to sell in the shortest time frame.  This will build a momentum of sales and a strong track record for you, and gold in your bank account.

Stop reaching just for gold stars so you can be the envy of your competitors. Start creating the luck of attracting trophy listings owned by sellers who are realistic about pricing.

So what will you choose, Gold Stars or Gold in The Bank?

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.

LEAVING YOUR COMPETITION IN THE DUST!

If you follow our logic of our previous post, that marketing luxury real estate is really a matter of pricing the home correctly, you will see that there is very little strategy involved here beyond a pricing strategy. When motivated sellers are willing to price the home correctly, and the property is exposed to the max a qualified buyer will eventually show up.

So, what then is marketing strategy? First you need to know the goal of marketing. Then you need to know how to get there in the soonest time frame. 

Strategy is calculating how you can attain top-of-mind status for listing luxury homes in your marketplace, and swiftly leave your competition in the dust (your goal).

The more focused you are and the faster you can convey that your value proposition is superior to your competition, the faster you will reach top-of-mind status among your entire potential referral base. It is your CERTAINTY of your extraordinary promise of value that gets customers chasing after you instead of you changing 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.

Want to Get Ahead of the Crowd? Try Marketing You!

Let’s dispel the mystery of marketing luxury real estate.  The truth about marketing is pricing the home right.  Then showing it off in the best light.  That means providing the best possible presentation packaging and using those exposure tools to reach buyers and agents who represent them.

The real marketing challenge is getting the listing in the first place.  That means marketing you. It is doing what it takes to achieve top of mind status.  You, the brand, has to come to mind more frequently than anyone else. It also means doing what it takes to facilitate word of mouth advertising. And of course, you have to live up to your promise of value.

That way, they will be chasing you, not the other way around.

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.

Your Choice: Feel Old Or Feel Young!

Maintaining a youthful mindset is not just a frivolous notion.  It is essential to success in business, especially if you love what you do.

Since we are approaching Q4 we decided to check in on our January 2nd post in which we declared “vitality” as the focal point for 2015. One of the ways that we have chosen to stay focused on vitality has been to practice yoga consistently and take classes up to three times a week. It has really helped to manage our outlook and maintain a balance between business and life.

One yoga instructor mentioned a life lesson that he heard about staying young that was very inspiring to us.  So, we wanted to pass it along to our Language of Luxury community.

“Keep envisioning a future of growth and change and take action to move toward that vision”.

Innovation is the everlasting fount of new ideas. Even though yoga is centuries old there is still room for innovation.  Check out the video below on the latest expression of this ageless form of exercise and meditation.-“acroyoga”.  We do not practice this form of yoga. But, just watching it will give you a boost of vitality!

Keep innovating.  Taking actions that increase vitality and this will help to keep life in perspective.  Maintaining an expanded perspective keeps you alert to opportunities and also makes it easier to weather the bumps in the road.  That is the luxury of staying young!

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.

Mindless Mindfulness: Try It, You Will Really Like It!

Recently one of our good friends who is a highly sought after executive coach to the Fortune 500 companies, mentioned that the world of executive coaching is focusing on the subject of mindfulness as part of training successful management teams.

We have always felt that mindfulness is one of the most important aspects of developing and maintaining successful relationships, personal and business.  Real estate is a relationship business, and practicing mindfulness is of paramount importance if you intend to be the market leader in your community.

Mindfulness is the ultimate state of focus.   As defined in the book, You Are Here: Discovering the Magic of the Present Moment, and written by Thich Nhat Hanh (A Vietnamese Buddhist monk highly praised by the Dalai Lama for his work),

“Mindfulness is first of all the ability to recognize what is happening in the present moment.  It is simple recognition—without judgment or criticism, without suppression or attachment.”

Practicing this type of focus empowers you in a listing/listening presentation.  You are at the listing/listening table able to understand what is being said without the common filters of judgment or criticism.  What exists in that moment is your enhanced ability to really hear what the seller needs.  The same is true with a buyer you are working with. 

When you are with them, your thoughts stop.  We refer to it as a state of mindless mindfulness.   You hear everything, no details get past you, answer questions appropriately, and more often than not, you will get the listing and find the perfect home for your clients.

It is easy to achieve a state of mindfulness.  Like a muscle you have to exercise it daily.  It can be as simple as washing the dishes focusing on each moment, driving your car, taking a walk, pulling weeds all in a state of appreciating every moment of whatever you are doing.  It can be sitting down to mindfully breathe, fully filling your body with breath, and fully exhaling.   

Try it, You Will Really Like It.

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.

Localism: Take a tip from “CATstantinople” AKA Istanbul!

Writing blog posts on local stories that really matter to the locals in an excellent way to become known as a luxury real estate marketing professional who is a genuine human being. This is known as local journalism or localism.

 Think like a professional journalist. Take a tip from from newpapers and other publications who have a lifestyle section to fashion your own localism posts. Here is a great story about 7 orphaned cats in Istanbul (“CATstantinople) and the people who found them in the mosques and the bazaars of Istanbul. 

We call this a “peripheral” marketing strategy because it may not produce immediate results. But, over time peripheral marketing can pay off in big ways.  It allows the potential referral base in your area to get to know you in a role other than real estate professional.  It gives you a way to be multidimensional and approachable because you find avenues of common ground besides business.

Public relations could be defined as making yourself well known and well thought of in your marketplace. Peripheral marketing can accomplish that in ways that market reports and just sold post cards cannot do.  Use localism to connect with the locals!

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.

Localism Posts: Still Relevant or Outdated Marketing?

Santa Barbara Lighthouse on Butterfly Beach

Recently, there was a lively discussion on the subject of localism.  Some of the participants felt it was a waste of time, because no leads have been realized as a result of the effort.  Others felt that Google liked seeing agents with different perspectives, and for the sake of Google, this is was a must.  Some did get leads.

We have always encouraged our clients to write localism posts providing that it fit with their overall brand strategy, if they wanted to have a blog.  We also suggest that if they are going to write localism posts, it has to be editorial rather than just reporting the time, and date of the event.

One of our clients loved the idea.  She embraced the concept and reported back that several of their clients came from reading their posts for one to two years.  They enjoyed their reports on the growth of the town, the restaurants, and the sporting events. 

Another client is an avid boater, and specializes in waterfront properties.  The localism posts were on the subject of boating, where to get supplies, and or repairs done, and the best places to dock and visit in their waterfront area, based on personal experiences.

There are several agents around the country who can attribute their success to their localism posts.  One of them writes about chocolate.  She is passionate about the subject, and shares her finds on local chocolate. In the same city, there is an agent who covers the local neighborhood scene where he works and lives.  His readers look forward to his newsletter.

Another agent is a master of marketing reports (a definite localism post).  He has remained highly ranked on Google for years.  His marketing reports are interesting reads for everyone who lives in the area, because of his point of view.  We even check out his reports, because they are a fun read. 

If you review a restaurant, eat there.  If you enjoyed the experience, write about it.  The same goes for an event that is happening in town.  Be sure you have attended it, enjoyed it, or else forget reporting on it.

In conclusion, if you are going to write about localism as part of your marketing strategy, write it from your experience.  Make it personal, make it interesting and make it a fun read. Otherwise, don’t do it.

You decide, Localism Post: Relevant or Outdated?

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.

Your Competition: Friend or Enemy?

In the competitive arena of luxury real estate, it is important to treat your competitors as friends and a respected member of the luxury real estate community.  If you want to maximize your longevity in your luxury real estate market, forget treating your competitors as an enemy.

Make a habit of congratulating the opposition for their accomplishments. This will often result in a circle of trustworthy professionals who can become a great source of information and a delight to work with.

One of our clients regularly sends listings to another agent in another company, when she senses the sellers/buyers would be difficult for her to work with.  She knows her competitor is perfect for this type of seller.  Her competitor also reciprocates, and they send each other referral fees.

In many of the high-end marketplaces, luxury real estate agents from different firms have formed an alliance where they share private listings (sellers who don’t want their homes on the MLS).

The lesson here is to treat your competition as a friend and a respected member of your profession.  You will be surprised by the positive results, which will come from this attitude.  It is more rewarding that treating someone as an enemy.

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.

Are You Up To The Task Of Finding Your niche?

                       © Lostarts|Dreamstime.com-Retro HDR Manila Skyline Photo

Uncontested and under served market niches are usually not obvious.  That is why they are such outstanding opportunities for luxury real estate marketing professionals who want to dominate a niche.

Recently, we came across a relatively new outsourcing company called TaskUs headquartered in Santa Monica, California. The 29 year-old founders started out as a virtual assistant firm but later discovered an under served market niche that they could dominate. 

Today they provide the back office support and customer service support mostly for Internet start-ups and emerging internet superstars like Uber, Groupon, and even the hot, new online dating service, Tinder. This is not only an under served market niche but also an uncontested one. Most outsourcing firms target larger companies like big banks and telecommunication firms and would not consider working with start-ups.

TaskUs has a staff of 4000 people in Manila who speak fluent English and enjoy the same kind of relaxed work environment (with tons of perks) that has become the norm for Silicon Valley tech companies. This year TaskUs is projecting $50 million in revenues, up from $14 million in 2014. 

TaskUs just landed a funding round of $15 million to expand into yet another uncontested and under served market niche:  Spanish-speaking customers.  With an eye on tripling their revenue by 2016, they plan on opening new offices in El Salvador, Nicaragua and Columbia.

Start thinking like this startup, TaskUs and you to may discover an under served or even an uncontested market niche that you can dominate as a luxury real estate marketing professional.  Are you up to the task of finding your 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.

Bridge Communication; Do Not Jump Off the Bridge

              © Alchena/ Dreamstime.com-Python Bridge In Amsterdam-Night Scene Photo

In marketing luxury real estate have you ever had the experience of prospects that do not return your phone calls after you have established what you thought was an excellent rapport? Or, have you waited in vain for a promised call from prospects that never materialized?  What about missed appointments without as much as a quick note via email or text?

It is always a good practice to give people the benefit of the doubt because something urgent may have became a priority.  But, now with just about everyone using smartphones there is little excuse not to provide some form of Communication Bridge to resolve the mystery.

Why is it so difficult for people to say, “I have decided not to avail myself of your services” or, “my plans have changed”, or “something came up”? Doesn’t this seem like common courtesy? If they do not provide a bridge of communication do they expect that you will just take the hint and go away? Why does it seem like common courtesy is a luxury instead of the norm? 

If it appears that common courtesy is in short supply in your world you may want to take this an important clue. It is a clue more about YOU than THEM. 

It may appear like there is a scarcity of truly courteous people out there. But, in reality the courteous ones are just as plentiful. You just have been spending too much of your attention on the non-courteous ones and too much time complaining about them. The unfortunate result is that your expectations have diminished and your self-esteem has most likely suffered in the process.

The good news is that this can be remedied! Decide that you deserve common courtesy at all times. Practice it consistently yourself in regard to others. Be mindful of providing communication bridges if you are not interested in services that others offer you or if you cannot keep an appointment.

When you do encounter the lack of common courtesy, do not jump off the bridge! Give them the benefit of the doubt. Do not dwell on the disappointment. Just write it off as quickly as possible and move on others who are more a match to your standards of courtesy. Remember they are looking for you as much as you want to find 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.

Does Your Brand Amount to A Hill of Chocolate Beans?

The purpose of branding is to accelerate the communication cycle between expressing your extraordinary promise of value and hearing your target market say, “I want it, I need it or I’ll try it!” Contrary to what most luxury real estate professionals think there is no salesmanship required here, whatsoever. To be really successful you just need to tell your clearly articulated brand story to enough of the RIGHT people, those who resonate with your unique value proposition.  

Luxury is a premium we are willing to pay for above and beyond a commodity.  Chocolate is a commodity.  You can buy a giant 6.8-ounce bar of Hershey’s Special Dark Chocolate at Walmart for $2 (29.4 cents per ounce).

Being lovers of fine chocolate in its purest forms, we recently discovered Ritual Chocolate, a very small company located in Park City, Utah. They make handcrafted chocolate in small batches, from fair trade markets such as Ecuador, Madagascar, and Belize. Ritual sells a 1.5-ounce bar of dark chocolate from Ecuador for $6.75 ($4.50 per ounce). We feel it is the best 85% Cacao chocolate bar we have tasted thus far that is made in the US.

If you are a true chocolate lover, you will fully resonate with Ritual’s brand story that is depicted in the video (See below). Their goal is to “revive the focus on quality”. In the spirit of “farm-to-table dining” their slogan is “Bean to Bar.” 

Notice the use of vintage imagery of Park City Utah to create the feeling of a heritage brand for this young company. It emphasizes the traditional values of the chocolate making ritual. Also note that the wrapper has the batch number and the year the beans were harvested.

Paraphrasing Humphrey Bogart in Casablanca, here is a question for you: “Does your brand amount to a hill of [chocolate] beans in this crazy world?” What is 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.