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One of the important trends to take note is that many companies are considering alternative methods of packaging their products. For instance, the photo above shows eco Vino, a chardonnay from Mendocino County. The eco-friendly package (recyclable) contains the equivalent of 2 wine bottles. I asked my friend Walt (the wine expert at our local Trader Joe’s) if the wine was good. He said absolutely and added that this packaging was perfect for picnics, outdoor concerts (no glass is allowed).
Here is their mission statement as stated on their website.
“At ecoVINO, we proudly source responsible vineyards that practice organics, bio-dynamics and sustainability to bring you the purest, cleanest, highest quality wine available. We focus on varietals that pair effortlessly with your favorite foods while maintaining functionality at the family picnic to the biggest dinner parties. Lastly, the result is beautiful, friendly wines that are as easy on the palate as they are on the planet.”
Other luxury vendors are rethinking their packaging. A few years back gourmet biscotti and other cookies were packaged in beautifully decorated reusable tins. This trend is coming back, because the vendors are realizing that the luxury buyer is more than ever conscious of considering the environment.
Whether you are a luxury real estate marketing professional or not, why not have your listing presentation printed on beautiful recycled paper? It will definitely show where your values are.
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This morning I was at Trader Joes in Santa Barbara, and these beauties said, "buy me". I put two bunches in my cart. After having read Debb Janes post,our resident Active Rain eco-broker guru, Roses Are Red, Violets Are Blue, Don't Give Pesticides, If Your Love is True, I questioned my friends at Trader Joes' about the flowers they buy. They assured me that they do not buy anything with pesticides, and these tulips were grown in California in greenhouses close to us. Happiness is two vases of tulips and pesticide free!
Happy Wednesday, Cheers, Ron & Alexandra
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So much attention has been paid to get website visitors to find you, but what is going to keep them on your site and keep them coming back so you can capture their leads? In marketing luxury real estate online your website should give the visitor a strong level of confidence that you are the expert, the authority in your field. Visitors should feel like they do not need to look any further once they have discovered your site because they have found the most authoritative website in your marketplace or the niche in which you focus.
"Authoritativeness” is also one of the criteria used by Google in the page ranking system. They simply want to match the user with the expert who can best answer the user’s query. The more the user is satisfied with the answers the more often they will come back to Google for search, and that means more eyeballs for the ads they sell.
Here are 7 components that comprise a successful authoritative website:
- An interactive “brochure” about you or your company that gives an immediate positive first impression. Your portfolio of sold homes, especially if it is extensive, can quickly establish your authoritativeness.
- A strong marketing message in words and graphics that instantly sets you apart from your competition and demonstrates that you are the expert
- A user- friendly self-service environment that is easy to navigate
- A window to the lifestyle of your marketplace
- Original content, content that no one else has
- Content beyond just real estate information that offers compelling reasons to keep coming back to your site, especially for local visitors, those who are not currently in the market to buy or sell. These are your potential referral sources beyond just your immediate sphere of influence
- Remarkable content that sparks word-of-mouth advertising and builds an audience of raving fans.
If market leadership is your quest, building the most authoritative website in your marketplace or niche therein is of paramount importance. But, website visitors are becoming savvier. If you do not instantly differentiate yourself or your company from your competition and offer original content that is engaging your chances of capturing the all important lead is reduced significantly.
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You may have heard the phrase, “sticky website” bandied about. It has to do with the time a website visitor says on your website during a given visit. The stickier the site the more time they spend there and the more chance you have for capturing their lead which is important if you want to gain or sustain market leadership as a luxury real estate marketing professional. But, is there point where providing too much information is detrimental to your succcess?
Content rich websites are sticky to the extent they offer compelling information. But, how much information should you provide? It is possible to overwhelm your visitor with too much content. The key is to find the best balance for your target market. Compelling information is important, but compelling them to reach for more by contacting you is even more important.
Get the idea of feeling satiated after a good meal at a fine restaurant. Any more food beyond that point is an overdose. Now, get the idea of how you felt when the waiter brought you the dessert menu and offered you a choice of coffee or an after dinner drink. You were not satiated, yet. The meal was awesome up to that point and you wanted just a bit more. That is the point you want to achieve in terms of the amount of information on your website.
If you are a Monty Python fan you may have seen the film, “The Meaning of Life”. There is a scene in a French restaurant with an enormous man, Mr. Creosote, who is a glutton. The waiter offers him “one more petit four” and he literally explodes.
Think of Mr. Creosote, when it comes to de-cluttering your website and finding just the right balance of information that keeps your visitors hungry for more. That is an important factor to consider for a luxury real estate website, if you want to capture more leads.
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Back in the late 20th century, it was in vogue to have a mission statement in the entrance of every business establishment. Some were simple and easy to read and some were so complicated, lenghty and verbose that we would easily give up reading. We would notice and read these statements as we leased office buildings in our commercial real estate business. These days, these mission statements are gone and long forgotten.
This morning we stopped at one of our favortie markets in Santa Barbara, Gelsons. I noticed that one of their walls, the mission statement, still proudly displayed. We were pleased to see it as in the many years that we have shppped at Gelson's in Los Angeles and now in Santa Barbara, we can say without reservation that they have lived up to every word!
What is your mission statement?
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Ron & Alexandra Seigel (Luxury Real Estate Marketing)
Carpinteria,
CA
More about me…
ra@napaconsultants.com
Office Phone: (805) 684-8180
Email Me
GET FLUENT. GET AFFLUENT! (TM) Luxury real estate marketing is a high stakes game. We invite you to join our forum where we will discuss leading-edge luxury real estate marketing strategies that can give you a competitive edge and help you gain access to the wealth of the world.
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