Luxury Real Estate Marketing: So You Want To Be a Market Leader? - 05/31/11 12:53 AM
 

In luxury real estate marketing and in business in general, market leadership is measured in sales volume and market share.  It is also measured with an equally important indicator, “top-of-mind status” because mindshare always precedes market share.   Here are the two keys to becoming a market leader. 
The First Key to Becoming a Market Leader
If you want to be a market leader, the first key is to identify an uncontested or underserved market niche or category that you can serve more effectively than anyone else.  Then become the dominant player in that arena. 
Your marketplace does not have … (18 comments)

Luxury Real Estate Brandng: Life in the Pink - 05/30/11 09:20 AM

We found this beautiful pink starfish in a tide pool as we were exploring the beach.  It is the first pink one we have seen around here, usually they are orange yellow or a deep burgundy.  This one was a stand out!   Happy Memorial Day!
Cheers, Ron & Alexandra Seigel
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Luxury Real Estate Marketing: The California Poppy - 05/29/11 10:22 AM

Our official state flower blooms in springtime.  It can be found at the side of the road where this photo was taken.  You can see patches of them on hillsides.  They seem to appear everywhere.  We love seeing them as they can brighten up any spot in the landscape with their bright colors.  In the Antelope Valley, we have a 1745 acre poppy reserve, where you can view the assortment of wildflowers whcih bloom alongside of the poppy.
Wishing you all a delightful Sunday, Cheers Ron & Alexandra Seigel
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Luxury Real Estate Marketing: The Luxury of Succulents - 05/28/11 12:14 PM

One of the aspects of living in California is our awareness of water conservation.  When it comes to plants and flowers a lot of attention is given to planting gardens that are drought tolerant . Succulents store water in their leaves and do well in arid climates.. One of our favorite succulent plants is the rose like Echeveria pictured above.  This plant is native to Mexico and Northwestern South America, and it was named after the 18th century Mexican botanical artist, Atanasio Echeverria y Godoy.
HAPPY SATURDAY, CHEERS RON & ALEXANDRA SEIGEL
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Luxury Real Estate Marketing Tip: Cultivate Existing Relationships by Planting "Forget-Me-Nots" - 05/27/11 01:53 PM
 


Forget-Me-Not Flowers
Recently, we heard from an agent, how one of her best clients forgot about her, and ended buying a new house, and listing the old one with the listing agent of the house they bought.  She had stayed in touch with them sporadically, and was disappointed that they forgot about her.
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 … (21 comments)

Personal & Company Branding: Are You Looking for Your Soul Mates? - 05/26/11 11:10 AM
 
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Luxury real estate marketing professionals should spend zero time selling and much more time looking for soul mates.  If this sounds odd to you take a lesson from one of the greatest retail brands in the world, IKEA—a brand with a soul.
Are you a Frikadellers fan?  Frikadellers are flat pan-fried dumplings of minced meat--the Danish version of meatballs.  If you do not have a Danish restaurant nearby you can find Frikadellers most of the 300 IKEA stores in 38 countries.  IKEA is a privately held international home products company that originated in Sweden.  It designs and sells … (20 comments)

Personal & Company Branding: The Futility of Competing on Features-Soul vs. Sole - 05/25/11 12:27 AM
 

The essence of a personal or company brand in luxury real estate marketing could be considered the soul of your brand.  It is the meaning and the emotion that the brand evokes in the minds of your target market.  A feature can be imitated. Searching the MLS on your website is a feature that your competition can easily duplicate.  But, they cannot duplicate the soul of your brand. 
Christian Loubotin whose trademarked red soled shoes made its mark in the popular show, “Sex and the City”, is now suing two other companies who have had the audacity to color … (14 comments)

Personal & Company Branding: Is Your Brand a Conundrum? - 05/24/11 12:16 AM

Selecting the right brand name as a luxury real estate marketing professional is extremely important. Here are the criteria for excellent brand names:  
It should be easy to remember It should be easy to spell It should be easy to communicate for referral sources when they tell their friends about you or your company Ideally, it should summarize the experience of doing business with you. It should be inimitable. Here is an example of a brand that meets all of these criteria:  Conundrum—a extraordinary white table wine which is a product of the Wagner family who also produce … (22 comments)

Luxury Real Estate Marketing: California's Best Luxury Real Estate Markets: Santa Ynez Valley - 05/23/11 01:07 PM

This is a blog series on the the Best Luxury Real Estate Markets in the USA. Please let us know if you think we should include YOUR marketplace in this series. CONTACT US
For those of you who wish to escape the intensity of the city and enjoy a quieter, more relaxed, simpler life with a graceful pace reminiscent of the 1950’s, the magnificent Santa Ynez Valley, in California’s Santa Barbara Wine Country, is the place for you.   We asked some of the top luxury real estate marketing professionals in the area to tell us what they loved about … (12 comments)

Luxury Real Estate Marketing: Rising Mist in The Napa Valley - 05/22/11 10:07 AM

We were visiting friends in the Napa Valley whose home was situated far from town in the hinterlands of the county.  It took us an hour to get there via the back roads.  We took this picture from their balcony.
Happy Sunday, Cheers, Ron and Alexandra
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Luxury Real Estate Marketing: The Luxury of Color - 05/21/11 11:32 AM

Yesterday, while walking out of a restaurant, we spotted this magnificent array of colors near a building in the commercial district of Santa Barbara.  The jacaranda trees are in bloom everywhere we go.  We love their blue flowers.  In China these flowers are used to make a purple dye. 
Wishing you a Happy Saturday, Cheers, Ron & Alexandra
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Luxury Real Estate Marketing: The Joy of Mozzarella and Niche Marketing - 05/20/11 12:54 PM

We love the concept of niche marketing.  Specialization is a great way to differentiate you in the marketplace, whether you are selling luxury real estate, or any type of real estate.  It is also easy for someone to refer you to their friends and acquaintances.  For example, a niche in real estate is equestrian.  On the Language of Luxury Group on LinkedIn, we have an equestrian group
We recently had dinner at Obika restaurant in Century City.  What attracted us?  The niche—Obika bills itself as a mozzarella bar- (Mozzarella did Buffala Campana) flown in three times a week from cheese … (24 comments)

Luxury Real Estate Marketing: The Five Principles of Successful Branding and Marketing - 05/19/11 01:24 PM
 

Ride the Wave
Last year Apple rolled out the iPad, an entirely new computer category, and they created a tidal wave of change in many industries.  We have been following this story closely because it speaks volumes about the principles of successful branding and marketing that can be applied to your luxury real estate marketing practice.   Here is a summary of these principles:
1. Spot the Trends:  Prior to the iPad a couple of companies came out with tablet computers. But, none were successful.  Apple saw two important trends emerge in other categories of consumer electronics:  The “net book” … (16 comments)

Luxury Real Estate Brand Strategy: The Perils of Monkey See, Monkey Do! - 05/18/11 01:37 PM
 

As a luxury real estate marketing professional, imitation of the market leader is definitely not a viable brand strategy for the challenger. It becomes a case of “Monkey see, Monkey do”. Imitation may be the sincerest form of flattery, but it will not result in increased market share.
On a recent trip to Los Angeles, we stopped by our favorite shopping center in Century City adjacent to Beverly Hills.  This is an outdoor mall with movie theaters, restaurants, department stores, boutique stores, and electronic equipment stores.  The mall is situated between several high rise office buildings with walkways and … (22 comments)

Personal & Company Branding: The Top 25 Ad Slogans of All Time - 05/17/11 10:18 AM
 

Brevity of communication when it comes to conveying your unique promise of value is of paramount importance for luxury real estate marketing professionals who seek market leadership. Millions of dollars are paid to advertising companies to achieve this for products and services.  Why not learn from the best when crafting your own marketing message? 
The top 25 ad slogans of all time is a great place to start.  See how many of these slogans you recognize.  If you score more than 50% you are certain to understand the core concept of branding.  These brands are forever imprinted on your … (15 comments)

Luxury Real Estate Marketing: Love the Moment Part 2/Speechless Sunday - 05/15/11 10:58 AM

We spotted this beautiful shrub of Matilija Poppies as we got off the 101 Freeway at the San Ysidro exit.  This lovely plant is a May bloomer and is native to the Southern California coastal and valley region.  It is drought tolerant requiring scant watering, and does well in most soils.  It reminded us of another Sister Corita quotes,
Love the moment.
Flowers grow out of dark moments.
Therefore, each moment is vital.
It affects the whole.
Life is a succession of such moments and to live each, is to succeed.
 
HAPPY SUNDAY, Ron … (18 comments)

Luxury Real Estate Marketing: Love The Moment! - 05/14/11 01:12 PM

Our cat Zoe loves to constantly confirmi to us that Life is Good!  Actually she tells us she loves her every moment as she arranges herself on one of the pillows making sure that she is strategically positioned in the sun that pours through the sliding glass door.  She reminds us to  “Love the moment, and the energy of that moment will spread beyond all boundaries.” Sister Mary Corita.  Sister Corita was an artist, and is known for her best selling US postage stamp titled Love.
Happy Saturday!
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Luxury Real Estate Marketing: Happy Friday-Peonies,Banana Leaves and Innovation! - 05/13/11 10:27 AM

Yesterday, was a very busy day.  We left home at 5AM for an appointment at a hotel near LAX at 7AM.  After that, we had another appointment in Beverly Hills at 1:30PM.  We managed to have lunch, and had a little time to spare.  We stopped at the Nieman Marcus Store in Beverly Hills.  It is a lovely store full of buzz and innovation.  The buzz comes from the new products that they are encouraging customers to view and marvel at.  The innovation comes from their floral designers. Fresh flowers are beautifully arranged on every available spot.  We loved this … (19 comments)

Active Rain Photo Blogging Contest: Open House at the Beach - 05/11/11 05:50 PM

This picture was taken at the lowest of tides.  It is a wall of sea anemones, and it reminds us of all the joy we derive from living near the ocean.  We look forward to the lowest tides several times during the year.  At that time the ocean stages a magnificent open house.  Walls of reef appear encrusted with mussels, clams, sponges and other species.  Some have windows where pelicans and seagulls survey the ocean framed in these new openings.  Some of the reefs look like small hills and carved within them are caves, where crabs and starfish and other … (38 comments)

Luxury Real Estate Branding Strategy: Are You Getting the Lion's Share? - 05/11/11 01:41 AM

If you could do two things today that could significantly change your financial outlook for the better, here is what we would recommend:  1) start treating your luxury real estate marketing practice like a business instead of a profession; 2) Discover your competitive advantage, what you can do better that anyone else. Then make the decision to be either #1 or #2 in your marketplace or some niche within your marketplace that you can dominate. That is the journey we call the “unabashed pursuit of market leadership”. 
Take a page from the playbook of one of the greatest business leaders … (14 comments)

Luxury Real Estate Marketing: What Is Most Compelling About Your Marketplace? - 05/10/11 12:35 AM
 

In the field of marketing luxury real estate, one of the true tests of the market leader is the ability to quickly and concisely communicate your extraordinary promise of value. Another test is the ability to articulate the most compelling and unique aspects of your marketplace. 
In our area, Santa Barbara, California, one of the most charming attributes is the influence of Mexican culture in architecture and design.  For example, the 10th of the California missions, the Santa Barbara Mission (known as the Queen of missions) was founded on the Feast of St. Barbara, December 4, 1786. Over two … (28 comments)

Luxury Real Estate Marketing: The Luxury of Simplicity - 05/09/11 12:13 AM

This afternoon we went for a stroll through downtown Santa Barbara.  The place was packed.  We had to park on the highest level in one of the parking structures.  As we were lieaving our car, we spotted this pot of bougainvillea perfectly placed against the white wall.  With the Spanish tile roof above it and the bright white wall behind it, it made for a simple, lovely and elegant corner.
Have a great week, Ron & Alexandra
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Luxury Real Estate Marketing: Happy Mother's Day! - 05/08/11 02:48 PM

What a lovely day to appreciate Mothers!  We wish all the Moms a very delightful day filled with Laughter and Joy.
Cheers, Ron & Alexandra and a very Happy Sunday to all!
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Luxury Real Estate Marketing: Do You Know What Type of Tree This Is? - 05/07/11 12:24 AM

Early yesterday morning, we stopped to pick up some coffee.  When we parked the car, we notice this tree full of these lovely pink blossoms.  Does anyone know what type of tree this is?  We have looked on line and could not find anything!  Perhaps there is an arborist among all the Active Rain bloggers.
Have a great weekend, Happy Saturday, Cheers, Ron & Alexandra
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Luxury Real Estate Marketing: The Luxury of Spring in the Desert - 05/06/11 01:26 AM

Spring in the desert is very distinctive and beautiful.  On one of our first trips to Arizona many years ago we took a tour of the botanical garden and saw all the marvels of the desert plant and the blooms they produced.  When we were in Palm Springs several weeks ago, we spotted a block of these beauties.  The plant has a purple green hue and the blossoms are bright yellow.  It  once again illustrates for us the bounty of Nature's palette of colors, and that is the luxury of spring in the desert.
Happy Friday, Cheers, Ron & Alexandra … (17 comments)

Luxury Real Estate Marketing: Happy Cinco de Mayo - 05/05/11 08:01 PM

A very Happy Cinco de Mayo to all regardless of whether or not you are of Mexican heritage.  We think every holiday is an opportunity to celebrate and appreciate the opportunity to share good wishes and feelings with each other.  Enjoy, and we wish you all the best,  We are going to walk over to our local Mexican restaurant and join in and celebrate!
Cheers Ron & Alexandra
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Luxury Real Estate Marketing: The "Free" Effect! - 05/05/11 01:01 AM
 

We have been saying for some time now that there is more to our sluggish economy than real estate and mortgage woes.  Two of the non-obvious factors are the disruption of technology and the “Free Effect” that can render entire product or service categories obsolete, overnight.  We have all seen the tables quickly turn in the field of luxury real estate marketing due to both of these factors.
For example, an incumbent market leader is being besieged by a challenger who is “out-technologizing” them on the internet and is capturing the lion’s share of the buyer leads in their … (20 comments)

Luxury Real Estate Marketing: Peripheral Referral Marketing - 05/04/11 12:56 AM
 

As a luxury real estate marketing professional, you live and breathe real estate day in and day out. But, if you think referral marketing is primarily about real estate, think again.  The best referral marketing is peripheral.  Peripheral means tangential or secondary, only slightly relevant to your primary subject of real estate.
This is important to understand when it comes to staying in touch with clients who just purchased or sold a home and also with contacts in general. If you are a blogger, droning on about real estate alone will bore your audience to tears!
Traditionally, a person, … (18 comments)

Luxury Real Estate Personal Branding Case Study: Kristi Nelson, Bainbridge Island, WA - 05/03/11 12:13 AM

This is the VIDEO personal branding case study of luxury real estate marketing professional, Kristi Nelson of Buckley & Buckley on Bainbridge Island, Washington. Bainbridge is consistently voted one of the top five communities in the nation for good reason.  While the island retains a rural and friendly atmosphere Bainbridge is just a 30 minute ferry ride from cosmopolitan Seattle, a city rich in cultural attractions.
What really sets Kristi apart from her competitors’ is her extensive background and success as a real estate developer, investor and design consultant.
If you are unable to view the video CLICK HERE.

… (18 comments)

Luxury Real Estate Marketing: Did You Take A Spring Break? - 05/02/11 01:52 AM

Sunday afternoon, when we took our walk on the beach, we came upon this sign.  It was lovingly created by someone who enjoyed their spring break.  Take a note of the blue stones that this individual(s) chose to make this heart.  For us it was a reminder to spend some time being carefree and playing, like we did when we were in college.  All too soon, we grow up and get serious. 
Did You Take a Spring Break?
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Luxury Real Estate Marketing: Serenity at Low Tide/Speechless Sunday - 05/01/11 11:41 AM

We always look up the tide tables to determine when to take our walk.  We love the low tides because there is more beach to enjoy for all of us, kids, dogs and sunbathers. 
Happy Sunday, Cheers Ron & Alexandra Seigel
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… (17 comments)

 
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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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