The Ultimate Aim of Brand Strategy: Winning At The “Listing Table”

3-Minute Video Case Study

On A Market-Leading Santa Barbara Team

Getting to the “Listing Table” in the first place is the first goal of brand strategy for luxury real estate marketing professionals.  Whoever achieves top-of-mind status in their marketplace or a niche therein has the greatest chance of getting that all-important job interview.  But, winning at the listing table is the ultimate goal.

What if you were able to instantly demonstrate that you market your competitor's listings better on your website than your competitor does on their own website?  That is something that we help our clients achieve when they are challenging a vulnerable market leader.  

When we work with an incumbent market leader, however, our job as brand strategists is to make sure they out-distance their would-be challengers by demonstrating their superior marketing savvy and their extensive track record.

Many times, home sellers make up their mind about which agent or company to hire BEFORE the interview.  That is why it is imperative that your website becomes your “silent sales person” demonstrating your extraordinary promise of value before you even arrive at the listing table.

Here is a case study of an incumbent marketing leading team in Santa Barbara, California, headed by Kerry Mormann, known as “The Land Guy”.

““Thank you, thank you, thank you!!! Thank you for your patience, gentle & consistent reminding and positive encouragement. We are very busy and finding the time to work on our team branding and new website felt ominous so thank you again for the support and guidance.””

— Kerry Mormann & Mary Elliot, Kerry Mormann & Associates

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.

Which Comes First? The Logo Or The Brand, The Horse In The Cart?

If you are looking to developing a personal or company brand as a luxury marketing professional you need to know which comes first, the logo or the brand.   Some designers, advertising agencies, web developers, marketing firms, and public relations firms claim to do branding, when they are actually referring to logo design.

How can you create a graphic representation of a brand when you don’t know what the brand stands for, i.e., its brand position? A logo is not a brand.  It is like putting the cart before the horse.  You may wind up with a cute design or even an image you like.  But, the logo will not do its job as a definitive statement of your brand.

The brand statement is a distillation of an extensive discovery process to determine the extraordinary promise (EVP) of the company, or person. The process is a review of a company’s or an individual’s visions, core values, preferences, goals, and experiences. It also includes a thorough analysis of the market place as well as the competitive landscape.

Determining the nuances of a brand’s personality is another part of the discovery process.  This is one of the criteria used in choosing fonts and colors, which also have to be in harmony with the target market.  All these actions create a precise expression and impression designed to attract your ideal clients.   

When this process is finished and agreed upon this information is then relayed to the graphic designer with specific art direction.  The designer can then expand upon the concept that eventually becomes the logo that communicates what the brand stands for in the mind of the target market.

Which comes first?  The Brand And Then the Logo, The Cart And Then The Horse!!

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.

We Have Come To Praise Naysayers, Not to Bury Them

As a luxury real estate marketing professional, it is important to maintain your vision when selling properties that have inherent challenges. Do not dismiss naysayers because they may be the very people who can spur you to success.

In our humble or esteemed opinion, we praise naysayers and value them.  Neither one of us has a reason to bury them.  They are part of the human equation and we need them.  They serve as the contrast, in our lives.  We would not know the difference between an optimist and a pessimist, if either side did not exist.  

Like gloomy days, they help us appreciate sunshiny days.  They also help us build our confidence, by giving us an opportunity to clarify our own perspective.

One of Ron’s first listings in commercial real estate was a three-story very skinny office building (30’ frontage x 80’) with two parking spaces on Wilshire Boulevard in West Los Angeles.  It had been used as a combination of office and retail. The owner of the building was an optimist.  And he chose the perfect optimistic agent to represent the property.

The majority who looked at the building said, “It will never sell, it is too skinny, overpriced, blah, blah, blah, and you are wasting your time!” Many of our friends echoed that opinion. All these comments strengthened Ron’s resolve.  As far as he was concerned, he only needed one buyer to buy the building, and he was certain that buyer would show up.

A month later, a mortgage company bought it for the price Ron listed it at.  Last year, as we were driving on Wilshire Boulevard, we noticed that the same owner was still occupying that building!

Praise naysayers, don’t bury them, they may be the very people who can spur you to success!

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 Slogan Trigger Interest And Differentiate You?

An excellent way to differentiate yourself from your competition as a luxury real estate marketing company or professional is to come up with a slogan that reflects both your market and your brand personality. 

The best slogans communicate the benefits of your brand for your target market.  This can also spark interest and demand for your services.  We noticed this slogan on the box (pictured above).  “Ripe to You” are three words, that tell the story.

The box contained packages of “Mini Me” mandarins.  This product also has a slogan that emphasized its unique benefits, “Great Flavor is Just A Peel Away ®”. 

Does Your Slogan Trigger Interest And Differentiate 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.

Take a Stance! Position Your Brand to Attract “Value-Matches” - Part 2

In Part 1 of this article series we stated the importance of clearly articulating your brand’s position, the core values that your brand stands for.  This speeds up the process of attracting potential clients who are a value-match to your brand vs. your competition and galvanizes the support of your loyal referral base.

A master class in brand positioning is now taking place on the world stage that will help us make this extremely important yet often misunderstood concept of brand positioning crystal clear. Tim Cook, CEO of Apple, is taking a firm position against the US Government’s court order to open up the iPhone of an alleged terrorist to the scrutiny of the FBI.  

Apple stands for PRIVACY. Steve Jobs established this core value early on (see 3-minute video below). This brand position allows Apple to sharply contrast their brand with regard to their closest competitor, Alphabet’s Google/Android, whose entire business model depends on collecting as much personal data about you as possible and then monetizing it via ads or revenue sharing on transactions.

As we move closer and closer to a world where artificial intelligence (AI) can anticipate your needs and desires because it knows so much about you, both Apple and Google/Android want to be on the forefront.  The difference is that your personal data from your iPhone, for example, is collected on your phone itself and not passed along to Apple. Whereas, with an Android phone your phone’s personal data is uploaded to the Android cloud where it is correlated and synthesized with all other data collected about you from all other Google products.

Consumers are divided on this subject of valuing their privacy. Some do not care. Others are not aware of the extent to which their personal information is being collected. Nor, are they aware of the potential consequences of this practice.

We are not trying to advocate one position over the other in this article. The point is that by taking a strong public stance for privacy as their brand position and gaining tremendous publicity, Apple is galvanizing their core customer base that values privacy and winning over others who were not aware of the extent to which their personal information was being collected or monetized. 

This amplification of their core value as a brand position may cost Apple some customers as well.  But if, in the future, privacy becomes even more important they will easily win them back.  That is because Apple stands for privacy in their minds regardless of whether or not privacy is their core value now.

Trying to win over those with whom you are not a value-match is a waste of time and money.  Using sales techniques simply cannot work because they are not on your wavelength to begin with. Define your brand position, take a stance, and then focus your marketing time and money on those who are value-matches!

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.

Take a Stance! Position Your Brand to Attract “Value-Matches” - Part 1

In the context of your luxury real estate marketing practice, what is the most important core value that your personal brand stands for in the minds of your target market?  What does your company stand for? How does that value differentiate you from your competition? Can you state your core value in just a single word?

The vast majority of luxury real estate marketing professionals and companies do not clearly articulate their brand’s position in contrast to their closest competitors.  As a result, they miss the greatest marketing opportunity of all.  That is, concentrating solely on attracting and cultivating those prospects and loyal clients who are a “VALUE-MATCH” to their own core values.

Trying to win over those with whom you are not a value-match is a waste of your time and money.  We marvel at those agents who try one sales technique after another, techniques that simply cannot work because they are using them on prospects that are not on their wavelength to begin with.

Define your brand position. Then, take a stance! Watch how quickly your ideal prospects and supporters identify themselves while the others gravitate elsewhere.

In Part 2 of this article series, we will discuss a veritable master class in “brand positioning” that is taking place right now on the world stage.

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.

Subtle Brand Details Can Make An Indelible Impression !

If you want to be top of mind in luxury real estate marketing, you need a brand that instantly communicates who you are.  Incorporating subtle details in your brand identity that evoke positive emotional connections to known elements in the minds of your target market can create an indelible impression.  Here is an example of a local brand that does just that!

One of our friends recently ordered an on tap Hoppy Poppy beer, which we learned is a beer made in Santa Barbara.  As an expert, she declared it a winner.

A few days later, we saw the beer on the shelf in the market.  The label is lovely and screams California.  The poppy flowers pictured is the California poppy, the state flower.  The colors are bright and summery. The picture looks like a watercolor evoking handcrafted, rather than machine crafted.  The name relates to the fact that it is brewed with poppy seeds. 

The name of the company brewing Hoppy Poppy is Figueroa Mountain.  Figueroa Mountain is one of the highest mountains located in Santa Barbara County, in the Los Padres National Forest.  It is known for the magnificent wildflowers display found there, which includes the California poppy.

Does your brand have subtle details that evoke positive emotional connections to known elements and  can make and indelible impression?

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 Knowledge Power?

“Any fool can know. The point is to understand.”

— Albert Einstein

Luxury real estate marketing professionals are regularly inundated with marketing information and techniques. Knowing these techniques may give you knowhow, but without an in depth understanding of your particular target market, it will not empower you to win them over as clients.

Each luxury real estate marketplace is unique. What is relevant and works in one community does not necessarily work in another.  Here are two examples:

In the downtown area of Boston, two communities within blocks of each other are distinctly different in terms of the home buyers that are attracted to live there.  The Back Bay has a traditional feel vs. the South End, which is more contemporary.

Billboard marketing is an effective means of luxury real estate marketing in the Napa Valley, California.  One of our market leading clients has several billboards along the wine route. These billboards are effective.  Her phone rings with new business and her top-of-mind status is maintained.  In the neighboring City of Sonoma, this would not work.  However, in parts of Sonoma County along Highway 101, billboards bring in substantial business to real estate agents.

Is Knowledge Power? It is important to stay up to date with marketing ideas and techniques. Power comes from understanding the mindset of the people in your marketplace, their lifestyle preferences, attitudes, and aspirations.

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.

Tune Into The Psychographics Of Your Market - Part 2

In Part 1 of this article series we told the sad tale of three luxury brands, Saks Fifth Avenue, Louis Vuitton and Ruth Chris that shuttered their doors in Santa Barbara because they did not appeal to the population here.  Although, we have a sizable affluent sector their merchandising and pricing missed the mark.  “On paper” the demographics met their criteria.  But, they did not factor-in our informal, unpretentious lifestyle that comprises our local psychographics.

If you want to achieve top-of-mind status in the luxury realm you must understand not only the demographics but also the particular mindset of buyers and sellers in your marketplace. Not all luxury markets are the same.

Recently, we decided to stop for dinner at Lure Fish House in Westlake Village on our way back from LAX airport because we heard that Lure was also taking over the Ruth Chris space in Santa Barbara. For us, it was love at first sight and first taste.  We loved the look and feel of the décor (casual elegance with marine styling). The place was packed at 8pm, the food was delicious and the pricing was very reasonable.  Our server, Genevieve, was knowledgeable with every aspect of the menu, wine, appetizers and main courses. 

When the manager came by to greet us, he told us that the Santa Barbara location had already opened in December and was doing extremely well.  He also said, “We have a niche. Our concept is to serve the community and not the tourist trade.  We understand the community and how we fit there!” 

The next day we went to Lure in Santa Barbara for lunch.  At 11:35, the restaurant was full of happy customers (5000 square feet). Once again, we spoke to the manager, and she informed us that in the evenings, there is a two-hour wait for dinner.  Word-of-mouth advertising worked its magic already creating repeat business.

Lure understood what was needed and wanted by our community, and they nailed it! They understood our psychographics. Are you in tune with the psychographics of your market place? 

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.

Apples or Luxury Real Estate: 5 Ways To Make Your Brand Stand Out !

If you are going to be top of mind in your luxury real estate market place, be sure that your brand stands out, and you are who you claim to be! Here are 5 ways to stand out:

Yesterday, we noticed a big bin of these apples brightly packaged.  They stood among the rows of beautiful apples the market was offering.  The packaging drew us in.  Here are the 5 ways this new brand of apples stood out:

1. The EPV, extraordinary promise of value: “ An exotic sweetly tart apple with intense flavors.™” In our opinion, this describes a perfect tasting apple.

2. The playful slogan: ”Seduce life with Kanzi® apples.”

3. The colorful transparent packaging: This symbolizes authenticity (what you see is what you get!)

4. The provenance: Grown in the State of Washington, known for its outstanding apples

5. The heritage: A natural cross between a Gala apple and a Braeburn apple, discovered in Belgium

And when we tasted it, we were delighted. It was a perfect tasting apple!  This Kanzi® apple is now top of mind in our world.  And we love promoting 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.

The Competitve Advantage of "Localism"

The value of luxury real estate has as much to do with the quality of the home as it does with the home’s proximity to local lifestyle amenities. The agent or company who can demonstrate superior marketing savvy of the local lifestyle has a distinct competitive advantage.  Here is a video case study in strategic branding that exemplifies the competitive advantage of "localism".

Click to View the Video

“Working with Ron and Alexandra is an absolute joy. The process of finding the perfect brand for us has been enlightening, both personally and professionally. The message of our brand rings true to our hearts and it’s easily conveyed in our logo and tag line. They nailed it! The confidence in knowing we’re the only ones who can own “our unique promise of value” is extremely empowering. After all, it’s the essence of who we are as people. To say they’re detail oriented is nearly an understatement. Ron and Alexandra take it to the next level. We are thrilled with the results and confident we’ll soon dominate in our niche market. Friends first, and now our brand developers and business consultants, we feel extremely fortunate to have them in our corner.”

— Debb Janes & Bernie Stea - Harcourts - The Carl Group

Visit NatureAsNeighbors.com

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 Answering Someone’s Prayers With Your Marketing?

Marketing done right is an answer to someone’s prayers.  This is as true for marketing luxury real estate as it is for marketing products and other services.

An ad, whether online or in print, should focus on addressing the pain point of its target audience.  It should have a message that is so clearly stated that even if the reader or listener is not the target market, they can easily tell someone else about the product or the service.

Many of us watched the Super Bowl to see the commercials.  When a company is willing to pay $5 million dollars for a 30 second slot, to sell its product, we expect to be dazzled by the message and the production.  At the very least, the ads should engender a desire to buy the product the next day, or as soon as our budgets can allow it.

We chuckled at the Dorito ads.  However, neither one of us eats Doritos.  We would not buy them for a party either.  Other ads were utterly confusing when it came to messaging, like puppy-monkey-baby?  How about avocados from Mexico in outer space?  Or the Budweiser political campaign twist?  Or the new laundry soap that is better than Tide?  Funny enough, we can’t remember the name of the soap, and are not even interested in looking it up.  

Are You Answering Someone's Prayers With Your 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.

Being Polite and Considerate: It is as Simple, As Saying Hello!

The majority of us are tired of the politically correct noose that has reduced our language to torturing synonyms, inventing hyphenated labels, and ridiculous expressions like “vertically challenged” for someone who is very short.  We think the antidote to all that is to focus on being polite and considerate to everyone we meet.      

This post is inspired by an American ex-pat living and working in Paris.   Her recent post in “The Expat Blog” was titled “The Power of Bonjour!”   Proper greetings are the backbone of French culture, so much so that they have an expression, “Simple comme bonjour”, which translates into simple as hello, or good morning, good afternoon, good evening.  Omitting, bonjour is considered by the French as insulting as spitting in someone’s face.

The French consider Americans rude and we think they are too. The majority of us will walk into a store, notice something we like and approach the salesperson with a request:  Do you have this item in black? We walk into a restaurant and tell the host, we have a reservation at 7PM for 6 people!  Rarely do you hear a sincere greeting, like hello!  We expect the salesperson or the host to greet us without the need to respond, we want them to just move and serve us.  

In France and other European countries the proper greeting is a way to pay respect and acknowledge our equality as human beings, not as master and servant. The simple bonjour opens the door to the possibility of a mutually beneficial relationship. 

We have recently focused on taking the time to say “hello” and mean it.   We have found that this is one of the ways to bring the best version of ourselves to our game. It is as simple as “hello!”

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.

2016 The Year of the Red Fire Monkey & Etiquette Tips

In Chinese culture, monkeys are considered very clever and smart. The red fire monkey is considered to be strong, dominant, and passionate.

This Saturday marks the beginning of the celebration of Chinese New Year. Beijing has declared that from Feb 7-13 is a national holiday.  This is a time when Chinese citizens book travel. In 2015, the count was 3.7 billion trips.

In California, we have a significant Chinese population. Both San Francisco and Los Angeles have Chinatowns. In great school districts such as San Marino, California, affluent Chinese have bought homes and placed their kids with nannies, so that they can benefit from the excellent school system. We heard similar stories from clients in Boston also, as many Chinese parents want their children to be prepared for attending Harvard and MIT.

Luxury retailers have come up with special themed items for Chinese New Year. Your can check them out on this blog written in Chinese with photos of the special collections. Las Vegas puts on the biggest show outside of China during Chinese New Year. Every casino has elaborate decorations, special menus, entertainment and live performances.

The NBA players will be wearing uniforms featuring their team’s name in Chinese characters. Rodeo Drive in Beverly Hills has Chinese banners, and red themes decorating their storefronts.

We have always encouraged our clients to become knowledgeable when it comes to the culture and place of origin of their luxury real estate clients.  This knowledge can facilitate understanding and mutually beneficial relationships.

Here are some important etiquette tips: 

Don’t use white or give gifts that are white (white is a symbol of death)

Don’t use the number “4” (unlucky number) 

Don’t use red writing in correspondence or ads

Do use: 

Lucky colors: gold, blue and red

Lucky numbers are 1,7,8.

Lucky flowers are chrysanthemums and alliums

Happy Chinese New Year!

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.

Common Courtesy: An Uncommon Idea That Can Enrich Your Life

How do you feel when your calls or emails are not returned when you are attempting to create new high-trust relationships?  Do you give the person the benefit of the doubt that the timing of your value proposition may not right?  Do you conclude that you may not be a match, and just move on? Or, do you take it personally?

Recently we reached out, both by email and by phone, to several broker-owners (and managers) of top luxury real estate firms to introduce ourselves and set up face-to-face meetings while we were traveling on business in their town.  We communicated our EVA (Extraordinary Promise of Value) very succinctly. We let it be known that we only work with one company within a given marketplace, although we may work with several agents in the same area providing that they work in non-competing niches.

We had only one free day on that trip to schedule these meetings and actually set up three of them. Most of the broker-owners or managers took our calls. One was just too busy to meet but helped us connect with some agents. Another, one said that he was not interested at this time.

Some did not respond to our email or our calls.  But, one broker-owner of a top independent firm called from out of the country, while on vacation to say, “I am calling to give you the courtesy of returning your call” even though he was not ready to discuss engaging our services at this time.  His was a class act!  It was instantly obvious to us how he and his partner (his wife) set the tone for their company to achieve $2 billion dollars in sales two years in a row.

We always respond to the phone calls or email (providing our name actually appears in the salutation) of those who clearly communicate their value position, even if we are not interested in becoming a customer or client. There is no excuse not to jot off a quick email or text that says, “sorry, too busy right now to chat” or, “thank you, not interested at this time”.  And, it makes everyone feel good (even you).

Common courtesy apparently is not that common. It is an idea that not only can set you apart from your competition, but also enrich your life!

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.

Attract More Business By Discovering Your “Inner Hero”

One of the true luxuries of life is discovering your own resourcefulness, your “inner hero”. As a luxury real estate marketing professional look for ways to become a local hero. It is a great way to become better known in your community and thus expand your potential referral base, because you will gain a reputation as a problem solver. But, more importantly, you will gain more certainty of your abilities. 

Here is an example of someone who discovered her inner hero by becoming a local hero.

The water hyacinth may look like an undamaging, even gorgeous flowering plant. Actually, it is an invasive aquatic weed that clogs waterways throughout the world. 

Water hyacinth is one of the fastest growing and virulent plants known. When not controlled it will cover lakes, rivers and ponds and dramatically impact water flow. Left unchecked it blocks sunlight, starves the water of oxygen, often killing fish and can become a prime habitat for mosquitos that can spread disease.

In Lagos, Nigeria it has stopped commerce, interfered with schooling and disrupted daily life.  But, one woman, a “green entrepreneur”, Achenyo Idachaba, saw an opportunity to turn weeds into beautiful woven products.  

Schooled in the USA, this modern “alchemist” returned to her native country and discovered a way to transform adversity into prosperity.  She orchestrated communities of workers to dry the plants and create rope, furniture, handbags that generated revenue. 

Discover your inner-hero, your inner resourcefulness. That alone can help you attract more business.

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.

Open Door Labs Is Here: Is Your Real Estate Job In Jeopardy?

It looks like self-driving cars will become the norm in the not so distant future. But, will self-selling homes be the next wave? If startup OpenDoor Labs, Inc. succeeds the future begins right now! Is your job, as a luxury real estate marketing professional, in jeopardy?

In Phoenix, Arizona OpenDoor Labs is already offering sellers immediate cash (below market value) and quick closes for their homes, with no need for a listing broker.  They then put the homes back on the market and are netting an average of $10-15,000 (after renovation costs and broker commissions to buyer representatives). 

So far, they have bought over 500 homes with an average price of $230,000 and sold 300 of them. They charge sellers between 7% and 12% in fees and the seller selects the closing date.

Their unique, 24-hour, self-serve “open houses” are quite remarkable.  They let it be known that video cameras are in use to prevent vandalism. To gain entry to the home, you text a password to a phone number and enter a code to unlock the front door.  In the house there is a plaque with the instructions on how to buy an OpenDoor Home.

We do not think that this a threat to luxury real estate which represents the top 10% of the price range of homes.  But, it could signal a change in the industry at lower price points. 

What do you think?  Is Your Real Estate Job in Jeopardy?

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.

The Essence Of Marketing: Communicate Your "E. P. V."

The best luxury real estate marketing accomplishes what great marketing does for any product or service. It clearly articulates and communicates your Extraordinary Promise of Value (EPV) to your target market. It magnifies the “pain or stress points” and promises to alleviate the pain.  Essentially, it is the answer to the prayers of your target market.

If you are a fan of Shark Tank you may have heard of The Beard King.  Their slogan is “Fear the Beard, not the Mess”.

The Beard King is a bib that you tie around your neck and then attach the corners to your mirror using its built-in suction cups.  When you trim your beard the bib catches your shaved facial hair and prevents a mess to occur in the sink and counter. This makes cleanup easy for guys and averts aggravation for gals when those pesky missed facial follicles wind up in their make up or on the counter.

To amplify the pain this hilarious video, that reportedly has gone viral, goes for the male jugular: the possibility of no sex if the problem is not solved. And, it appeals to women who very well might be the one who purchases The Beard King for her beau. A better sex life is one compelling EPV!

In marketing luxury real estate one of the greatest pain points is a concern about not being able to trust the person you hire to list your home.  To alleviate that stress you need to be able to let your target market immediately know that you share their values, you understand their particular needs and can thus be trusted.

Communicating your Extraordinary Promise of Value to your target market is the essence of marketing.  If, and only if, it is your personal style, humor can be a great way to accomplish this.

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.

Details Make Perfection, And Perfection Is Not A Detail!

The title of this post is a quote from our favorite muse, Leonardo da Vinci.  This Mini has the wonderful details of a racing flag on the rear view mirrors, which highlights the bright yellow paint color of the body.  This detail in our opinion makes it perfect!

Details often complete the look and feel of the brand and its logo.  Although they may seen unimportant in the whole scheme of things, it is what makes a brand stand out.  It may amount to a thin line, a pop of color, or an unexpected image.  Combined they give the design cohesiveness and makes the brand remarkable and unforgettable.

If you ever find yourself in Milan, make a point of visiting the Museum of Science and Technology dedicate Leonardo da Vinci.  It is an inspiring place where they have created working models based on Leonardo's drawings.

Happy Friday

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 Logo Eligible For A Copyright © ?

Does your luxury real estate logo consist of simple geometric shapes or text? If so, it may not meet the threshold of originality needed for copyright protection and could end up in the public domain. 

That is the case of Airbnb, the website where people list, find and rent lodging. Airbnb has over 1,500,00 listings in 34,000 cities and 190 countries.  It started in 2008 and has experienced hyper-growth due to its very clear, simple and easy to understand value proposition.  Their logo may be over-simplified but their messaging, i.e., their slogans are spot on.

In the past 18 months Airbnb has introduced the new logo that they call “the Bélo” which stands for belonging and their slogan “Never a Stranger” to reinforce the notion of belonging.  Their magazine is called “Pineapple” which is a classic symbol of the intangible assets we appreciate in a home: warmth, welcome, friendship and hospitality.

Conceiving of slogans or taglines is one of the biggest challenges in strategic branding. The process of developing a slogan for our clients in the luxury real estate industry is no different than crafting a slogan for a major global brand.  It involves the distillation of their unique promise of value into just a few words.  One word is even better and a contraction of that word, like “the Bélo” is a stunning feat of branding!  But, make sure your logo is eligible for a copyright.

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.