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Luxury Real Estate Marketing: Say “Audi-os” to Vampires - 01/31/12 12:35 PM
Photo by Garytnt
One of the best venues to understand the marketing arena is by watching the Superbowl. The Superbowl reaches over 90 million viewers, and the advertisers’ intent is to generate “buzz”, and to firmly establish their position in the marketplace. As luxury real estate marketing and brand strategy consultants, we pay close attention to how luxury purveyors are differentiating themselves in their arena.
Luxury car makers such as BMW, Mercedes-Benz, Lexus, and now Audi are competing for eyeballs during the time outs of the most watched football events of the year. In 2011, Audi clearly wanted to continue … (12 comments)
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Luxury Real Estate Personal and Company Branding: Is Your Slogan on Point? - 01/30/12 04:57 PM
As a luxury real estate marketing professional you can distinguish yourself from the competition with a great slogan. The slogan is effective when you can distill in a few words the essence of your brand. How are you distinct from your competition?
In the highly competitive world of auto insurance, there are many slogans. One company is expressing its unique promise of value using this slogan: “Like a good neighbor, State Farm is there.” Here is Mercury Auto Insurance’s slogan: “It takes more than a good neighbor to save you money!”
State Farm is promising neighborly personal service when you … (9 comments)
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Luxury Real Estate Marketing: Speechless Sunday/Bunny Luxury - 01/29/12 07:14 PM
This particular farmer in Santa Barbara comes early and spends time aligning his beautiful carrots. When you pass by you can actually whiff the aroma that the carrots exude, which has never happened to me in a supermarket. Wishing you all a great week ahead as January comes to an end
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Luxury Real Estate Marketing: The Luxury of Pink Jasmine/Speechless Sunday - 01/29/12 03:16 PM
Our deck is bordered with pink jasmine. They make great hedges and have a sweet light scent when they bloom. The resident hummingbirds are attracted to their nectar. With ther warm spell of weather in Central and Southern California, this January, we have a"faux," spring, and many trees and in bloom as is one of our jasmines.
Happy Sunday, Cheers, Ron & Alexandra
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Luxury Real Estate Marketing: Another New "In" Vegetable - 01/28/12 01:37 PM
One of our favorite vegetable pushers (as he refers to himself) treated us to the new "in" vegetable. Heirloom broccoli ipictured above is the ancestor of the broccoli we now see in supermarkets. He explained that the taste of the heirloom broccoli is much more flavorful that the regular broccoli, and we are looking forward to tasting it. He feels that the heirloom variety is even more nutritious and contains higher levels of antioxidants. This heiloom variety is great in pasta, stir fried, steamed or sauteed with butter and garlic.
What makes this vegetable "in" are all the restaurants … (15 comments)
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Luxury Real Estate Marketing: Best Real Estate Agent Qualities - 01/27/12 01:51 PM
This post was inspired by Toni Wiedman's comment on our post, Is Customer Service a Luxury? Here is what one of our favorite bloggers said, " Your list of great customer service qualities should be called Best Real Estate Agent Qualities because it takes all those things to be a great agent."
1. Easy Acccess (no gatekeepers with 20 questions designed to stop progress)
2. Rapid Response, (phone calls, email, etc)
3. Returns phone calls personally or on occasion through assistant in case of time delay or any extenuating circumstance.
4. Is nice to everybody regadless of their status in … (21 comments)
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Luxury Real Estate Marketing: Saying Yes to Business and No to Busyness - 01/26/12 02:09 PM
"A 'no' uttered from the deepest conviction is better than a 'yes' merely uttered to please, or worse, to avoid trouble." Mahatma Gandhi.
We keep hearing from the majority of luxury real estate marketing professionals that they don’t have time! And given the condition of the market, they feel they need to do more. Life is out of control. They don’t have time to work on their business (meaning focus on promoting new business) they are so busy working in their business. Many take calls while eating lunch or dinner and are going to bed with their cell phones … (12 comments)
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Luxury Real Estate Marketing: Is Customer Service a Luxury? - 01/25/12 02:45 PM
“The greatest danger for a luxury firm is to lose its status as a differentiated, premium brand, but wealthy consumer perceptions suggest that luxury overall may be in danger of losing its cachet,” said Milton Pedraza, CEO of the Luxury Institute. “This calls for a renewal of efforts to be unique and exclusive and to execute well on customer service.
The most frequently cited qualities that define luxury-superior quality (76%), craftsmanship (65%), and customer service (57%)-are the areas where wealthy consumers are finding the greatest dissatisfaction. More than half (56%) say that craftsmanship of luxury products is on the wane; … (10 comments)
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Luxury Real Estate Marketing: Wordless Wednesday, An Exceptional Sunrise - 01/25/12 11:30 AM
Yesterday morning we woke up to this magnificent sunrise outsied our bedroom window. Our Carpinteria sunrises are magnificent, I started taking pictures as it evolved, and the picture above is the final manifestation. This is the raw image, it has not been altered in any way. The colors are spectacular, and our love affair with Nature;s art form continues.
Happy Wednesday, Cheers, Ron & Alexandra
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50 Top Luxury Real Estate Markets in the USA: Malibu, CA - 01/24/12 01:11 AM
From the outside looking in Malibu has a very high profile due, in part, to the paparazzi and the media shining a spotlight on its glamorous surface. Certainly, it is known as getaway for many Hollywood celebrities and titans of business. The sitcom, Two and a Half Men takes place here. Even some Malibu real estate agents became local celebrities when they were featured on the reality TV show, Million Dollar Listing. But, beneath the surface Malibu has the intrinsic values of a small, rural California coastal beach town with a Mediterranean climate and a close-knit community. This, plus … (18 comments)
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Luxury Real Estate Marketing: Rainy Days and Mondays! - 01/23/12 04:41 PM
Yes, it does rain in Southern California, and when it does it sometimes pours. We are being treated to a storm that started last night and is continuing. Rain seems to slow people down,as we all need to slow down every now and then. Rain inspires us to remember songs about rain, hence the title Rainy Days and Mondays Make me Sad. Unlike the song, we are happy for the water that will fill the reservoirs, and the snow that will welcome skiers this coming weekend.
Monday is a good time to plan the week and reflect on the intended … (15 comments)
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Luxury Real Estate Marketing: Nature's Arrangement/Speechless Sunday - 01/22/12 08:05 PM
There is always something that fascinates us on the beach in Carpinteria. The picture above is simple, it is seaweed on sand. The color contrast is beautiful as we see it as is the texture...
The close up reveals how the strands are multiculored in shades of pale and dark green, woven by nature's invisible hands. This is natural art,
Happy Sunday, Cheers Ron & Alexandra
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Luxury Real Estate Marketing: The "New" and "In" Vegetable - 01/22/12 01:32 PM
When we first started exploring Chinese cuisine one of our favorite vegetables was sauteed snow pea leaves with garlic and ginger. Later when we lived in Napa, we often drove to San Francisco to eat deem sum at Yank Sing, and one our favorite dumplings was the snow pea leaf dumpling. The only places selling this delicacy was in Chinese markets.
This month at the Farmers' Market in Santa Barbara they are selling snow pea leaves. Of course, I bought it, and we will be having it this evening sauteed with garlic and leeks and topped with slivered toasted almonds. … (16 comments)
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Luxury Real Estate Marketing: The Wow of Unbridled Ingenuity in Design - 01/21/12 01:54 PM
We are constantly delighted with unbridled ingenuity, regardless what form it takes. The above is an example of rethinking something we use every day, shoes. This definitely fits into the category of making the non-obvious, obvious. It inspires us to look at things differently and let our imagination go to the leading edge of creativity.
Which one is your favorite?
Happy Saturday, Cheers, Ron & Alexandra
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Luxury Real Estate Marketing: Ending the Day Beautifully - 01/20/12 06:38 PM
It has been a long week, and as I write this post, I have 29 minutes before leaving for our Yoga class. We usually see the sun set as we drive in, and I am looking forward to tonight's. This was yesterday's sunset and it was lovely. We are so blessed living in the Santa Barbara area driving on a freeway with an ocean view.
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Luxury Real Estate Marketing: The Loveliness of Clivia - 01/20/12 01:11 PM
One of the joys of living in the Santa Barbara area is wonderful plant that lies dappled shade. At this time of the year you can see them growing wild in wooded areas, and also cultivated in flower beds that get very little sun. This plant which originated in South Africa is known by it Latin name as Clivia Miniata. Their intense orange red color makes a wonderful contrast with the dark leaves.
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Luxury Real Estate Marketing: Luxury on a Dime! - 01/19/12 12:19 PM
In our home town of Santa Barbara, California we are extremely fortunate to be able to shop year-round at outdoor farmers’ markets five days a week (except for relatively few rainy days). It is one of the many amenities that contribute to the quality of life here. To participate, all of the farmers’ produce must be certified organic.
In our local supermarkets and specialty markets like our favorite, Trader Joe’s, you usually have a choice between organic and non organic produce. Organic is usually more expensive. Given the price differential, you could say that organic produce is a luxury. … (13 comments)
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50 Top Luxury Real Estate Markets in the USA: Carmel, CA - 01/18/12 06:30 PM
Actor-director Clint Eastwood once was the mayor of Carmel. Edward Weston and Ansel Adams, two of the most innovative and influential 20th century American photographers lived here. Each of these men are considered true masters in their own right and faithfully represent the rich artistic history that is at the core of Carmel-by the Sea, the center point of California’s North Central Coast.
Over the years, the natural beauty of the area has inspired poets, writers, painters, and architects alike. Mike Canning, who represents Carmel's legendary Butterfly House, says, “It is one of only 5 true oceanfront properties in … (15 comments)
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Luxury Real Estate Marketing: Serving the Ready Minded Consumer - 01/18/12 02:02 PM
In our previous post, we discussed ease of use for the consumers as one of the important keys to enhance your web site. Once the ready minded consumer contacts you, what is your response time? Availability and response time go hand in hand. If both are not in harmony, the consumer will go on to another site. According to Gary Beerman, vice president of Alert Site, “The Industry standard is that a brand’s website has to load within four seconds, or the probability that the consumers will leave the page is quite high.”
If the response time is more … (10 comments)
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Luxury Real Estate Marketing: The Evolution of Web Sites & the Consumers Who Use Them - 01/17/12 02:43 PM
As a luxury real estate marketing professional, it is important to continue to meet the current needs of potential clients on your web site. Luxury real estate sites need to evolve as consumers become more web-savvy, clearer about what they are looking for and more time-starved.
Consumers now expect to instantly find what they came for and also be able to control the speed at which they consume the information they find. “Flash” sites and rich media sites are a thing of the past. They can be a turn-off or a distraction for the “ready-minded” person.
For example, watching … (14 comments)
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Luxury Real Estate Marketing: The New Frontier/Original Content Marketing - 01/16/12 12:38 AM
Another leading trend in the affluent sector that impacts luxury real estate marketing is the growing technology IQ of the affluent consumer. The affluent consumer has become tech savvy, and understands the value of the internet as a source of original knowledge and up to date information.
One of the most effective ways of marketing yourself on line as a luxury real estate marketing professional is to blog. The old paradigm for blogging was to write posts that are laden with keywords interspersed with some relevant content, all for the purpose of extracting “Google Juice”. It also encouraged reposting … (12 comments)
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Luxury Real Estate Marketing: Speechless Sunday - 01/15/12 06:19 PM
After enjoying two weeks of sunny skies and warmer weather, the clouds arrived, and it looks like the rains will soon follow. The cloud show was superb. Santa Barbara gets an annual rain fall of 15 inches, and an average of 300 days of sunshine.
Happy Sunday, Cheers Ron & Alexandra
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Luxury Real Estate Marketing: Sunday Reflections/ A 100 years ago - 01/15/12 02:03 PM
1912 Simplex Auto
It is fun on occasion to focus on the past, and realize how much our lifestyle differs from what is was 100 years ago:
The average life expectancy for men was 47
Only 14 percent of home had a bathtub
8 percent of homes had a telephone
8000 cars and a 144 miles of paved road
The maximum speed limit was 10 MPH in most cities
The tallest structure in the world was the Eiffel Tower
95% of births happened at home
The average US wage was .22 cents per hour
The American flag had 47stars
Women … (9 comments)
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Luxury Real Estate Marketing: Cyclamen AKA Sowbread? - 01/14/12 01:33 PM
I love cyclamens. When I was a child I used to pick them in a forested area in Beirut, near our home, where they grew wild. I love their odd shape, their bright colors and their varegated leaves. Yesterday, we were walking by the Montecito Inn (formerly owned by Charlie Chaplin), and the flower beds were full of these lovely tuberous wonders.
Most people referred to them by their genus name of cyclamen, however, the British call it sow bread because they are a pig favorite, the French call it pain de pourceau and the Italians, pan porcino.
HAPPY SATURDAY, … (16 comments)
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Luxury Real Estate Marketing: Friday Fun, Examining Queen Anne Lace - 01/13/12 05:02 PM
Ron and I find ourselves often focused on the unusual as it is an inspiration for design and branding ideas. This morning at Gelson;s Ron noticed a bouquet with Queen Anne's Lace. We took a picture.
Up close, the pattern of the flower was very special and we wanted to share it with you. It is reminiscent of lilies of the valley in their bell shape. The colors are amazing and they inspire us. Happy Friday, and have a great weekend,
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Luxury Real Estate Marketing: Friday Fun-View from the Market - 01/13/12 04:05 PM
We continue to appreciate where we live and the beauty around us. This morning bright and early, we zoomed up to Gelson's Market for a croissant and a cup of coffee. The temperature was 36 degrees, and the sky was clear, and you could see every rock on the mountains/hills from the parking lot. As I write this post, it is now 70 degrees and we are happy wearing our shorts and Tshirts.
Happy Friday, Cheers Ron & Alexandra
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Luxury Real Estate Marketing: Redefining Luxury in 2012 - 01/12/12 04:11 PM
One of the leading trends in the affluent sector that impacts luxury real estate marketing is the change in how the affluent define luxury. The affluent are becoming “value masters”, the new badge of smart consumers. The annual Ipsos Mendelsohn Affluent Survey (by Ad Age) is a nationally representative behavioral study of more than 14,000 adults living in households with at least $100,000 in annual household income.
Value Matters 89% responded “When I decide to purchase a luxury item, I go out of my way to find the best price possible.” 60% responded “Even though the recession is 'officially' over, … (15 comments)
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Luxury Real Estate Marketing: Day's End, Worldless Wednesday - 01/11/12 08:01 PM
We stopped at Cantwells Deli in Summerland to pick up some cheese. It is the perfect place to stop and get something special, if we don't feel like going to town. On our way out of the store we saw the sun had set signaling Day's End. Cheers, Ron & Alexandra
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Luxury Real Estate Marketing: The Difference between a Trademark and a “Trustmark” - 01/11/12 04:27 PM
From a branding standpoint, there is a huge difference between a trademark and a “Trustmark”. If market leadership is your quest, this distinction is of paramount importance.
Trust is the expectation that promises will be kept. Trust is earned by the demonstration of kept promises. In the context of market leadership trust is the consistent delivery of an extraordinary promise of value that results in achieving top-of-mind status in a given product or service category (or a niche within a category).
Obtaining a trademark is relatively easy. But, it takes the constant, steady, unswerving delivery of your unique value … (27 comments)
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Luxury Real Estate Marketing: Congruency vs. Spinning a Good Yarn - 01/10/12 01:46 PM
As a luxury real estate marketing professional, one of the most important, yet overlooked ingredients in building a successful practice is being congruent in your actions, your business systems your marketing message, in your website design (and content) and in your collateral material. Your entire story must be consistent.It is essential that you “spin a good yarn” by telling a compelling story that invites people to select you over your competition. Even if you come up first on Google you are not assured new business if consumers are dissatisfied when they arrive at your “store”. Before you spend money optimizing … (18 comments)
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50 Top Luxury Real Estate Markets in the USA: Aspen, Colorado - 01/09/12 11:44 AM
Aspen, Colorado has long been considered a world class ski resort that attracts wealthy and famous visitors who seek the Rocky Mountain high life. Yet, the Aspen lifestyle, as described by locals, evokes a deeper, richer story, a story centered on a very strong sense of community that began in the late 1800’s when it was known as the most productive silver-mining district in the United States.
Today Aspen has evolved into a “learning community” and a cultural mecca. It is a place to fill the senses, to commune with nature, to exercise your body and to give your brain … (27 comments)
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Luxury Real Estate Marketing: A Norman Rockwell Moment at the Beach - 01/08/12 08:40 PM
It was another lovely day at the beach in Carpinteria, and a walk at low tide completes our week. As we were walking splashing in the surf, I saw this lovely picture ahead of a grandfather and granddaughter fishing together. They looked so happy together, I just had to snap a picture.
As we got closer the gentleman asked me if I would email him the pictures, and I took several shots of the two of them up close. Ron and I memorized his email. He was so pleased and when we got home, I uploaded all the shots and … (7 comments)
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Luxury Real Estate Marketing: California Strawberries in January - 01/08/12 03:42 PM
Our favorite strawberry grower was here at the Santa Barbara Farmers' Market with the January strawberries. The January strawberries are big, meaty and very sweet. They are so beautiful to look at, and we are having them for dessert this evening with a touch of Grand Marnier and whipped cream.
Happy Sunday, Cheers, Ron & Alexandra
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Luxury Real Estate Marketing: California Grown/Speechless Sunday - 01/08/12 12:03 PM
Although the world has become a global village, we love buying from our local farmers. Some drive 2-3 hours to Santa Barbara to grace us with their beautiful fruit and produce every Saturday morning. I loved this shot as it gave the message, clear and simple.
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Luxury Real Estate Marketing: The Joy & Luxury of Discovery - Fractal & Fibonacci - 01/07/12 02:14 PM
We always have our camra with us, when we go to the Saturday Farmers' Market in Santa Barbara. One of our favorite stands is on the right as you enter. Today, there was a surprise on the table. The photo above is a close up. Can you guess what it is?
Here is a wider shot. Do you know what it is? It is a type of green cauliflowe/broccoli known as Romanesco broccoli/cauliflower. It has a milder flavor than broccoli and cauliflower and can be eaten raw. The beautiful famer lady recommended that we roast it at 450 degrees … (28 comments)
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Luxury Real Estate Marketing: Creating Customers for Life - 01/06/12 10:57 AM
A consumer’s first impression of a company or luxury real estate marketing professional is of paramount importance. If you manage to make an indelible positive first impression, your next challenge is to be consistent with every subsequent encounter over time. That is if you want to have a customer for life. Here are a couple examples that illustrate this point.
Recently, we needed to get in touch with the manager of a branch office of one of the major luxury real estate brands in the USA, in a very high profile (and competitive) marketplace. But, we did not know … (11 comments)
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Luxury Real Estate Marketing: The Luxury of Resources - 01/05/12 05:54 PM
We spent part of our day in Beverly Hills today on appointments. We finished early, and decided to head out to a special deli/bakery in Santa Monica that we used to frequent when we lived in Brentwood. We could always find some imported culinary delight, that we had experienced in Italy or other places we had visited. They also make fabulous sandwiches on their freshly baked Italian breads. They have tables outside to enjoy your sandwich.
Our mission was to locate 00 Flour for pizza dough. I have almost perfected my pizza dough recipe, and the only thing I … (23 comments)
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Luxury Real Estate Marketing: The Luxury of Pastel Sunsets, Wordless Wednesday - 01/04/12 04:51 PM
Every Sunset is different, and yesterday's was no exception. Unlike Monday's which was fiery and full of oranges and reds, Tuesday's was pastel with the same pinks that inspiried pink housepaint which are still in style on Spanish homes in parts of Los Angeles, Beverly Hills and Santa Barbara.
This picture was taken in Summerland Beach Park, which is perched on a cliff above the ocean, and it has beach access also. It is a dog beach and a horse beach, and locals tell us that at one time it was a nude beach. On occasion, we have spotted some … (21 comments)
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50 Top Luxury Real Estate Markets in the USA: Hawaii - Part 4 - 01/04/12 12:20 PM
Maui - The Valley Isle Sure, Oprah and many other celebs own homes here. But, top celebrity status on Maui belongs to Laird Hamilton, often referred to as the “greatest big wave surfer to have lived”. He is also credited for igniting the popularity of stand up paddling (SUP), a sport that Hamilton says is a return to the traditional Hawaiian way of surfing, as practiced by King Kamehameha almost three hundred years ago.
The wind, the sea and year-round ideal weather provides the perfect storm for water sport enthusiasts on Maui. According to Billy Jalbert, who specializes in selling … (11 comments)
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Luxury Real Estate Marketing: Another Day to Lollygag - 01/02/12 04:50 PM
We have been delighted with warm weather to start the New Year. It seems to me than whenever it is time for the Rose Parade and the Rosebowl game, we have warm weather to tempt the follks from Wisconsin and other cold venues into moving to our side of the United States. The weather for the game today is forecast at 81 degrees.
We are going to lollygag (we did work for a couple of hours), watch the game, read, and then head on to our Yoga class. Hope you are taking time to do some lollygagging today! Cheers, Ron … (21 comments)
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Luxury Real Estate Marketing: Happy New Year/Dropping the Ball Nugget Style - 01/01/12 01:30 PM
We had lunch at one of our favorite local eateries, the Nugget. They have great food, and great service and the ownership has an absurd sense of humor. As we were crossing the street I noticed what looked like an oversize golf ball hanging on a fishing pole. When i asked, they said it was their New Year's ball to be dropped at midnight. It got us laughing.
May your New Year be filled with laughter, Cheers Ron & Alexandra
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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
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