Luxury Real Estate Marketing: It's All About Moo! - 08/31/10 10:05 AM
 

 

Instantly communicating your extraordinary promise of value as a luxury real estate marketing professional is the goal of strategic branding. It is a challenge to distill your marketing message, the benefits that will be derived by working with you, into just a few words. If you can do this through humor you have the opportunity to hit a home run.  If you can do this with video, you can hit a grand slam home run because video offers the opportunity to spark word-of mouth advertising and trigger viral marketing through social media channels.
You will remember the … (10 comments)

Simply Incredible Story That Really Makes You Think About Life - 08/30/10 11:43 AM
 
This post really is worth reading.  With the approaching holiday, we all have an opportunity to stop and appreciate the beauty around us, whether it is music or nature.  I have disable the comments, so that you can comment to Maya directly!
 
Via Maya Thomas (Sellstate Island Properties):
One of my friends sent this to me in one of those emails that your friends forward.  It was so incredible that I had to share this here so I can always come back to it and read it.

Perception and Mind 
THE SITUATION
In Washington , DC , at a Metro Station, on a … (0 comments)

Speechless Sunday: The Uniqueness of Bromeliads, Again! - 08/29/10 11:08 AM

These amazing flowers really stand out amid the various calla lilies in the background, even the purples and yellows and white ones cannot compete with their vivid red.  They look like swords as if they are saying, "En Garde!" Happy Sunday!
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… (16 comments)

Speechless Sunday: The Uniqueness of Bromeliads - 08/29/10 11:01 AM

These beautiful bromeliads caught our eyes yesterday as we were walking around the Farmers' Market.  They are a stand out among all the flower species!
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Follow Us on Twitter: LuxuryMarketing
… (10 comments)

Luxury Real Estate Marketing: Sunflowers for a gloomy day - 08/28/10 04:58 PM

"We have had the coldest summer in 60 years in Santa Barbara", and old timer just told me this morning as I was picking out heirloom tomatoes as this Saturday's market.  "Santa Barbara usually has more sunny days than any other coastal city, he continued."  I have counted, we have a 14 days of full sun so far (I am staying optimistic), and about 20 days of partial sun with MR or MS sunshine showing up late afternoon. 
Sunflowers were everywhere around us, and I decided that we need some for our house to brighten up the day, for now … (10 comments)

Luxury Real Estate Marketing : Become the Frank Gehry of Your Marketplace - 08/27/10 01:11 AM


Photo by Carol Highsmith
If market leadership is your quest, as a luxury real estate marketing professional, your goal is to be the first luxury real estate agent to come to mind in your marketplace. You actually want to become a celebrity in your local area. Think of a famous living, modern, avant garde, architect. Who comes to mind, first? Chances are, if you are interested in modern architecture, you answer will be Frank Gehry. Now, he is an outstanding example of a one man brand.
The picture above is Disney Hall, in downtown Los Angeles. It illustrates the … (10 comments)

Luxury Real Estate Branding: Dare to Dance to the Beat of a Different Drum - 08/26/10 12:07 AM
 

 


Personal branding in luxury real estate marketing is all about setting your own tone, listening to your gut instincts, finding your own rhythm and dancing to the beat of a different drum—your unique brand signal. Conforming to the norm will not get you very far. Distinguishing yourself from your competition, stepping out, and making a statement will help you reach top-of-mind status in your marketplace.
Standing out from the crowd sometimes takes fortitude. Blending in is often times considered to be safer. But, it is important to understand that a weak brand signal will not attract … (14 comments)

Personal Branding: Feather Your Clients' Nest with Bespoke (Personalized) Service - 08/25/10 01:16 AM
 


One of the most important words in the Language of Luxury to include in your vocabulary is “bespoke”.  It means tailored, made to order, personalized or custom-made.  As a luxury real estate marketing professional adopting a “bespoke mindset” and offering a customized service can go a long way to differentiate you from your competition.  Feather your client's nest with bespoke service. This will add another feather in your cap and give your clients a compelling reason to refer you to others.
Nothing defines your personal brand better than your own brand of clothing or your own custom-made perfume. … (14 comments)

Luxury Real Estate Marketing: The Innate Luxury of Ginger Flowers - 08/24/10 10:44 PM

We took a picture of these ginger flowers that are grown right here in Carpinteria's numerous greenhouses.  These flowers are sold to various stores in the West.
They are tall and look like sculptures and other worldly, and be right at home on the set of Star Trek. The vendor and other eager buyers told us that just one stalk will perfume a whole house, and last for 2 weeks.  They have a lovely fragrance to them.
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Luxury Real Estate Marketing Tip: Cultivate Existing Relationships by Planting "Forget-Me-Nots" - 08/24/10 12:40 AM
 


Forget-Me-Not Flowers
As a luxury real estate marketing professional, it can take a considerable investment of time, energy and often money to acquire a new client. The key is to keep that client raving about your service long after you have worked with them, to insure a steady flow of referral business.  This involves creating a superior client experience in the first place. What does it take to accomplish this? In three words it takes: Client Experience Management.
Do you have a Client Lifecycle Strategy for managing a rich client experience  during the transaction and also for retaining … (14 comments)

Luxury Real Estate Marketing: Enjoying More Local Delights - 08/22/10 11:49 AM

Eggplants were not the only star at the Farmers' Market in Santa Barbara yesterday.  Peppers are beginning to show up, and the first to do so are the Pasilla peppers, the essential ingredient of chile rellenos.  They are really beautiful, and Ron took this picture.
They are a delightful treat and used in many dishes in Mexican cuisine.  One of local restaurants makes pasilla pepper omelette.  They stuff a chile relleno inside an omeler.  Yum!  Happy Sunday,  Alexandra
… (9 comments)

Luxury Real Estate Marketing: Enjoying the Local Delights - 08/22/10 11:26 AM

Our Saturday mornings usually begin with a trip to the Saturday Farmers Market in Santa Barbara.  We love seeing what ithe newest bounty in vegetables is.  Eggplants of every color and variety graced this farmer's table.  He was telling us that each eggplant had a distinct taste and was better suited for certain dishes.  For instance, the big light purple ones made great eggplant parmesan.  I took his word and bought some and made the dish.  He was right the eggplant tasted creamy and delicious. 
Just like brands, each one has its market and specialty, and it remind me of … (10 comments)

Luxury Real Estate Marketing: The Luxury of Giving Yourself Time - 08/20/10 01:19 PM
 

 

Sandyland Beach, Carpinteria
In defining what luxury means, the majority respond with one word: time.  Despite the plethora of time saving devices that we all accumulate, we are still time starved.  We feel that it is important at least once a day to turn off all those devices, and get away from it all.  Our favorite is to take a walk to the beach, our conference room.  The walk invigorates us, clears our heads,  inspires us, and feeds our souls.  What will you do to get away?
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Luxury Real Estate Websites: Heidi Bintz - Vail, Colorado - 08/19/10 11:18 AM
 
 
 
 
Luxury real estate marketing is a high stakes game. Today's luxury real estate websites must be designed with a rich graphic user interface that immediately engages the senses and holds the visitor's attention.  They also need to be designed to offer a high level of satisfaction on multiple devices including those with touch screens--think iPad and Smartphones. Watch video
Here is the luxury real estate website case study of Heidi Bintz, Forbes Sotheby's #1 highest volume produce in Vail Colorado: www.VailMountainLifestyle.com.
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Luxury Real Estate Marketing: Command the Competitive Edge—Follow Through! - 08/18/10 01:27 AM
 

 

Roger Federer has 16 Major Grand Slam Titles.  Photo by Mandj98
Today, marketing luxury real estate involves a much more expanded scope of activities than ever before.  Following through on details is more challenging now, especially with the added arena of social media which can be quite daunting.  Yet, to be a champion and command the competitive edge it is imperative that you devise and execute systems that allow you to consistently follow through on all of the luxury real estate marketing fundamentals.
In sports, such as golf, tennis, and baseball, coaches insist that their athletes follow … (6 comments)

LOL People: Introducing Yalile Alpizar- Costa Rica - 08/17/10 07:55 PM
 
Please introduce yourself to Yalile Alpizar, the President and Owner of Costa Rica Luxury Estates.  She is a member of the LOL Team of Experts and Discussion Leaders. You can find her Linked In Profile here.

Yalile is the pioneer luxury real estate expert of Costa Rica, exclusively dedicated to the high-end market. It was back in 1997 when the company she leads closed on a multi million deal by selling a 123 acres farm near the International Airport, to INTEL Corporation to install their Latin American Regional operations. This sole transaction changed the future of the whole country. … (5 comments)

Luxury Real Estate Marketing Tip: Mind Your Own Elephant - 08/17/10 12:26 AM
 

 

Seizing control of what you focus your attention upon, as a luxury real estate marketing professional, is mission critical in a challenging economy. Your personal economy is actually the result of where you place and hold your attention.  Those who seek out and consistently focus on the positive opportunities of their marketplace experience an entirely different set of financial results compared to those who “rubberneck”, i.e., continuously fixate on what is going wrong.  
Have you ever heard the story about a group of people who are blindfolded and asked to describe a different part of an … (18 comments)

Luxury Real Estate Marketing Essentials-Creating Extraordinary Value - 08/16/10 12:13 PM
 

Pain au Chocolat
All of the fundamentals skills and character traits of luxury real estate marketing professionals including negotiating skills, honesty, integrity, expert transaction engineering, and even local market knowledge are not enough to sharply differentiate one agent from the next. Yet, agents try again and again to use these in their slogans and advertisements to distinguish themselves.
Today, in the luxury arena, these traits and skills are merely the price of admission to the luxury real estate marketing game. In a sense, they have become commodities because everyone in the business is expected to have them. The important … (45 comments)

Luxury Real Estate Marketing: Of Psychographics & Honey - 08/12/10 12:42 AM
 

 

Is it possible to roll back the hands of time? This is one of the most pressing questions on the minds of baby boomers who are entering their highest spending years en masse.  It is the keystone of this generation’s psycho graphics or mindset. When marketing luxury real estate you can actually accelerate the sales process by speaking to this perennial need.  This is done by expressing the features and benefits of the local lifestyle of your marketplace as means of rejuvenating the spirit.  
To learn the vernacular of rejuvenation study how the major cosmetic companies … (10 comments)

Personal Branding: Think Iconic-Achieve Top-of-Mind Status - 08/11/10 12:39 AM
 

 

Madonna

Eva Perón
Personal branding for luxury real estate marketing professionals is much more than getting a new “look”.  In the realm of market leadership it involves achieving top-of-mind status not only with potential clients but with anyone who could be a potential referral source for you. To understand the territory of the mind where brands reside it is helpful to consider the concept of  “icons”.
An icon is an object of uncritical devotion by admirers. When you think of the word iconic which entertainers, politicians or companies come to mind? 
In the music industry you … (11 comments)

Luxury Real Estate Marketing: Romancing Your Marketplace - 08/10/10 12:10 AM
 

 

As a luxury real estate marketing professionals you can steadily increase readership of your blog by expressing your personal views about what it is like to live and play in your area, your local marketplace.  Expressing your voice, your viewpoint is what will make your blog interesting and will attract your readers to do business with you.  People like doing business with people like themselves.  It is, therefore, important to express your personal point of view so other with the same values can identify with you.  We call this “romancing your marketplace”.  Here is an example.
One … (12 comments)

LOL People: Introducing Channing Boucher - Crested Butte, CO - 08/09/10 11:16 PM
 

 

Crested Butte is a mountain peak of the Elk Mountains in Colorado with a town of about 2000 people.  The town is well known as a recreational hub in the Rocky Mountains with great skiing rock climbing, mountaineering, backcountry skiing, hunting, mountain biking and fishing.

39 Whetstone RoadMt. Crested Butte, Colorado$4,499,000 View 360 Tour

Channing Boucher
Please introduce yourself to Channing Boucher, of Benson - Sotheby’s International Real Estate in Crested Butte, who is a member of the LOL Team of Experts and Discussion Leader.  Check out his trophy listing in Mt. Crested Butte, Colorado.
… (10 comments)

Sunday, Glorious Sunday: Lollygagging in Luxury Feline Style - 08/08/10 04:08 PM

We have decided that lollygagging is an art form.  We have hired our two cats Kobe on the left a sorrell Abyssinian, and Zoe on the right a ruddy Abyssinian.  This is an example of their mastery. This is what they enjoy doing on Sunday mornings, come to think of it, they like to do this on a daily basis.  The question is where do we sit and practice?
Happy Sunday to all!
… (11 comments)

Luxury Real Estate Marketing: Innovative Marketing Lessons from BMW - 08/06/10 01:19 PM
BMW GINA
Studying what has already been done in luxury real estate marketing may not yield the strategy you are looking for when marketing a multi-million dollar home. Networking with marketing professionals in other fields and gleaning ideas, is now a requirement for luxury real estate market leaders. It is important to study innovative marketing in other luxury industries, in particular.
For example, BMW recently unveiled a roadster model that was built to illustrate this type of thinking. They refer to it as GINA principle. The acronym stands for Geometry and Function In Adaptation. The company is promoting innovative thinking and … (12 comments)

Personal Branding: Does It Work to Use Your Name as Your Personal Brand? - 08/05/10 01:44 AM
 

 

Using your own name as your personal brand name can be tricky in luxury real estate marketing.  It may work well to help you sustain a “top-of-mind” position among sellers, if you already have achieved celebrity status in your marketplace.  But, buyers, particularly those from out of your marketplace, cannot differentiate one agent from another, especially if your website does not stand out as unique.
To grasp the significance of how using your name as your personal brand plays out in the minds of consumers here is an example in the realm of celebrity perfumes.
Last month … (14 comments)

Luxetera, Etcetera: Celebrating Fiesta, Santa Barbara Style - 08/04/10 12:37 AM
 

 

The Santa Barbara Mission
Luxury real estate marketing is all about romancing your marketplace. This week in Santa Barbara is our annual Fiesta known as “Old Spanish Days”. Each community has their special events, and an opportunity for involvement.  This five day event begins at the Santa Barbara Mission, the tenth California mission established by the Spanish Franciscan monks.
The original celebration began in 1924 for the purpose of commemorating and appreciating the history, customs, and traditions of the Santa Barbara cultural legacy.  Through the years, it has been an opportunity to enjoy the culture of the … (4 comments)

Luxury Real Estate Marketing Tip: Harness the Power of WOW in Your Marketing! - 08/03/10 09:17 AM
 

 

What if your closing gift could perpetually keep you “top-of-mind”, and create a buzz about you or your company for years after your clients take possession of the property?  If you have clients, in your luxury real estate marketing practice, who are passionate about the environment, here is a buzz marketing idea for you.
Buzz marketing is creating a remarkable story about you or your company that others feel compelled to pass along to their friends, co-workers and family. Great buzz attracts the media who is hungry for buzz-worthy stories. Online, buzz is like a virus that … (10 comments)

Luxury Real Estate Marketing Essentials: Know Your Caviar - 08/01/10 07:23 PM

 
 

 
High prices and scarcity often imply luxury, and so it is with caviar. Caviar is salted roe of certain fish, notably sturgeon for black caviar and salmon for red caviar. The sterlet fish (smaller specie of sturgeon) produces golden roe known to be the favorite of shahs and tsars. According to experts the best caviar comes from the Caspian Sea, home of the caviar sturgeons including the beluga sturgeon. The highest priced caviars are beluga, ossetra, and sevruga.
The Caspian Sea is one of the largest inland bodies of water. Its borders are shared by Azerbaijan, … (4 comments)

 
Ronalexandra_seigel1500 Rainmaker_large

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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