The Two Biggest Thieves of Time in Our Digital Age: Tech Support & Learning Curves - 04/30/12 10:26 AM

When marketing luxury real estate, understanding the priority values of your high net worth clients is one of the keys to your success. Fine craftsmanship, innovation, elegance of design, uncompromising quality of materials, and superlative customer service are standards of excellence that must be understood by purveyors of luxury goods and service professionals who cater to this demographic.  
No one understood these benchmarks of luxury better than Steve Jobs, who infused these values into every aspect of Apple, the organization and its products. But, the one luxury priority value that Jobs knew that still baffles Apple’s competitors is the luxury … (10 comments)

Marketing Luxury Real Estate: Eucalyptus Dazzle, Speechless Sunday - 04/29/12 04:32 PM

We topped by Chase Palm Park in Santa Barbara known and named for the magnificent palms that surround the park.  This is where Thursday night musical concerts  are held during the summer, what caught our eye wa this magnificent Australian gum eucalyptus with its hot pink flowers.  This is their season to bloom! 
Have a great week ahead, Cheers, Ron & Alexandra
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Marketing Luxury Real Estate: Speechless Sunday Cruise Ship and Art in Santa Barbara - 04/29/12 12:56 PM

As we were heading out towards Santa Barbara this morning, we noticed a cruise ship in the distance.  We have smaller cruise ships that make a stop in Santa Barbara usually on Sunday.  There was a mist over the harbor this morning, so the ship appears ghostly.  It dwarfs the sailboats near by.

As the tourists disembark into Santa Barbara, they can enjoy meandering in the park, where the art walk takes place every Sunday, or head up State Street and shop or lunch at our many fine eateries.
Happy Sunday to all, Cheers Ron & Alexandra
… (6 comments)

Marketing Luxury Real Estate: Beyond Organic and Xeno's Density - 04/28/12 10:30 AM

This morning at the Santa Barbara Certified Organic Farmers' Market  was full of fun and surprises.  At Roots, the first stand where we buy little gems (small version of Romaine lettuce), they had a new lettuce (pictured above) called Xeno's Density.  Roots buys the seeds from Wild Garden seeds which specializes in the unusual combinations of Nature's creations.

As we were buying some Italian parsley at BD's, another favorite stand, an out of towner visitor asked, " Is this produce organic?", and the farmer answered, "Beyond Organic"!   The Farmers' Market in Santa Barbara has been in existence since the … (16 comments)

Marketing Luxury Real Estate: The Luxury of Shiny and New! - 04/28/12 08:10 AM

We were driving on the 101 freeway heading to visit one of our clients in Santa Barbara, when we spotted this flatbed truck with new tractors.  They were so shiny and beautiful, that I took the picture as Ron was driving to get a close up of these tractors. The new has promise and anticipation in its aura!

Here is the closeup, and I was surprised to see the moon as part of the picture.
Happy Saturday, Cheers Ron & Alexandra
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Marketing Luxury Real Estate: The Luxury of Infinite Possibilities & Rita Hayworth - 04/27/12 12:32 PM


“Logic will get you from A to Z; imagination will get you everywhere.”  Abert Einstein.
Here is a marvelous example of a 5 minute video that is entertaining because it blends two genres. This ia a mashup of Rita Hayworth a 1940's musical movie star, and disco.  In this video Rita, Fred Astaire, Gene Kelly are dancing to "Staying Alive!"  written in 1977, by the BeeGees.  What is fascinating is that the rhythm and the lyrics are unbelievably well- synched to the dancing of the 40's.
The embed code for the video was disablled by the author, so please, … (12 comments)

Marketing Luxury Real Estate: Luxury Camouflage in Beverly Hills - 04/26/12 01:31 PM

We had an early morning meeting in Beverly Hills today.  After grabbing a warm just out of the oven bagel from St Urbain, we had a few minutes to meander and look around at the newest retail. Whenever a store is remodeled in Beverly Hills, the business creates a beautiful structure to camouflage the constructing inside.  Here is the Bulgari version on Rodeo Drive which is one of the famous luxury retail streets in the Beverly Hills triangle.
The brilliance of erecting an aethetically pleasing camouflage is that it creates visibility and anticipation for the new store.  At the same … (14 comments)

Marketing Luxury Real Estate: Wordless Wednesday, Innovative Bouquet - 04/25/12 02:15 PM

We love innovative minds, they challenge the status quo.  We have noticed this flower vendor at the Santa Barbara Farmers' Market and his flower bouquets are beautiful.  They have some many interesting flowers from callas, to bird of paradise, to pin cushions, and large protea. 
Happy Wednesday, Cheers, Ron & Alexandra
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50 Top Luxury Real Estate Markets in the USA: Jackson Hole, Wyoming - 04/24/12 07:42 AM

Most major ski resort can claim natural beauty as one of its greatest assets. But, only Jackson Hole, Wyoming is nestled between two of the most spectacular national parks in the United States: Yellowstone National Park and Grand Teton National Park.  Tourism helps to enrich the local community, year-round. But, the tax benefits of owning property here makes Jackson Hole one of the most compelling luxury real estate markets in the USA.
Click to read more ...and view the outstanding properties in Jackson Hole, Wyoming
… (9 comments)

Marketing Luxury Real Estate: Resting on your Laurels or Increasing Your Visibility? - 04/23/12 02:09 PM

As a luxury real estate marketing professional, when you are already the market leader maintaining your top-of-mind status should be your focus. Although, resting on your laurels (your achievements) is tempting, it is an invitation for your challenger to seize market share from you. Therefore, continuously increasing your visibility is very important.  Being active in your community and championing a good cause is one way of doing this.  Here is an example.
Ralph Lauren is the quintessential American clothing lifestyle brand.  It is also a world class brand recognized on every continent. One could ask, “Why is Ralph Lauren bothering … (10 comments)

Marketing Luxury Real Estate: Scilla You? Speechless Sunday - 04/22/12 10:24 AM

As I was buying gladiolas for the house, I spotted these flowers that looked like they had been created for a science fiction movie.  It left me speechless for a moment. After some search I found out they are scillas.  They are  bulbs  related to hyacinths.  They looked great anchoring my red and purple glads. This purple scilla is common to Mediterranean climates such as ours in Santa Barbara.
Happy Sunday, Happy Earth Day!  Cheers, Ron & Alexandra
… (9 comments)

Luxury Real Estate Marketing: The Luxury of Lilacs - 04/21/12 10:17 PM

This morning at theSanta Barbara Farmers' Market, we had a new stand.  On it were the loveliest lilacs I had seen in a long time.  I had heard that botanists had developed a lilac that could grow in California and there it was in all its splendor.
When I lived in Minnesota with my parents, our home had lilac bushes lining the driveway and one side of the house.  The fragrance and the color always enchanted me.  I am so happy we can have them here.
Have a great weekend, Cheers, Ron & Alexandra
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Marketing Luxury Real Estate: Saturday Smiles at the Santa Barbara Farmers' Market - 04/21/12 10:25 AM

This foggy misty morning, strawberries could be found on half the tables in the market.  There were varieties such as seascape, albion, gaviota, and chandler.  Bottom line, they are tasted good! The other prevalent vegetables were artichokes, aspargus and sweet onions.

Then we learned about aspargus.  The ones in the photo above are extra long and are delicious according to a gentelman who was buying them, they are reminiscent of extra long beans.

These aspargus were wild and artistically shaped.  The couple next to us said, they were the best aspargus they ever had, and they cooked them … (17 comments)

Marketing Luxury Real Estate: Entertainment Marketing—Lessons from Major Luxury Brands - 04/20/12 09:38 AM

The internet has ushered in a whole new way to reach prospective clients and develop a strong referral base of raving fans.  Entertainment marketing is no longer exclusive to major companies; it is now within your reach, too, as a luxury real estate marketing professional.  But, you can get some great marketing ideas by studying how the major luxury brands leverage new technology to create buzz.
German fashion label Hugo Boss has set a new standard for live streaming fashion shows for their event in China. Their Black Collection will be streamed in 3D!  This is a first which makes … (8 comments)

Luxury Real Estate Marketing: Luxury Treat in Thousand Oaks - 04/19/12 01:14 PM

It started out as a beautiful day this morning, then the fog started rolling in...We had a couple free hours so we decided to drive to Thousand Oaks (35minutes away) where the temperature was in the high 70's, and have lunch at the Cheesecake Factory.  We enjoy their service and their attitude which is "no problem" when it comes to special requests!. 
These roses were in full bloom on both sides of the entrance to the mall.  We had  a nice lunch and a walk enjoyed the summer like weather punctuated by ocean breezes, and headed home. As we … (9 comments)

Marketing Luxury Real Estate: Champagne and Did You Say "Bacon"? - 04/18/12 04:29 PM

One of the great wine bar amd stores, Wine Expo in Santa Monica, California has an interesting event this weekend.  Champagne and Bacon will be served at their wine bar event.  Here is an except of the email we received,
Come experience the mystical bond between champagne and the glorious mea candy known as artisanal bacon.  We've just ordered a batch of  Apple Bottom Gene's Plump Rump Herb Bacon and Cracked Pepper and Garlic Bacon, Bac'n Tastes Good Sun Dried Tomato Bacon, Baby Bubba's Apple Cinammon Bacon..."
Call us at 310-828-4428 for reservations.
This sounds like a fun pairing, I … (12 comments)

Marketing Luxury Real Estate: Costa Rica Lush/Wordless Wednesday - 04/18/12 07:15 AM

As we walked the perimeter of our project, everywhere we looked there was an abundance of vegetation.  We were captivated by this beautiful ginger in the midst of so much green.
Happy Wednesday, Cheers Ron & Alexandra
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Luxury Real Estate Marketing: The Luxury Break: At the Beach in Carpinteria - 04/17/12 09:30 PM

It seemed like the whole day was busy.  We just had enough time to eat lunch, and then we were back at our desks busy with phone calls, emails, etc.  At 3PM, we checked the marine forecast.  It was low tide. We took a break and walked a couple of miles.  There were a few hearty sunbathers, (probably out of towners), a few surfers, and a few folks walking their dogs. 
We love the beach this time of the year, a wide open paradise to explore and breathe the salt air.  It is a great way to decompress, and begin … (9 comments)

Marketing Luxury Real Estate: Impressions of Costa Rica - 04/17/12 02:02 PM
 

We were fortunate to be invited to consult on the local and international marketing of a beautiful luxury residential development project on the east side of San Jose, in the Central Valley of Costa Rica.  From the Central Valley it is an hour to an hour and a half drive to either the Caribbean/ Atlantic coast or the Pacific coast.  The mild climate is consistently in the low 80’s with relatively low humidity.
Our experience in meeting our clients and the various people we were introduced to was nothing less than enchanting.  When discussing the various aspects of the … (10 comments)

Luxury Real Estate Branding: Identify, Define, Then Dominate Your Market Niche - 04/16/12 07:23 AM
 

Photo Courtesy of Apple
Most luxury real estate marketing professionals think of branding as a creating a new look for their product or service. But, the realm of branding actually occurs in the minds of your target market.  And, it occurs in product or service categories.  Whoever comes up “top-of-mind” in a category becomes the market leader. 
For every product or service category that is meaningful to us, we have a category. Often there are many sub-categories in our mind. For example, personal computers have a sub-category for desktops, laptops and tablets.  Some sub-categories even have their own sub-sub-categories. … (6 comments)

Luxury Real Estate Marketing: The Luxury of Walnuts-Brain Food - 04/15/12 02:33 PM

Yesterday, as we are passing the Peacock Farm stand at the Santa Barbara Saturday Farmer's Market, these fresh walnuts stood out.  One of the lovely Peacock clan assured me that walnuts are known as brain food, and of course I bought some, as we love to toss them into our tre colore salad with some Parmesa shavings (aragula, endive and radicchio).
I looked up this "brain food" comment, and here is what I found out,
"Both figuratively and literally speaking, walnuts are "brain food." As Rebecca Wood points out in her "New Foods Encyclopedia," the walnut looks remarkably like the … (12 comments)

Luxury Real Estate Marketing: Springing Into Summer in Santa Barbara/Speechless Sunday - 04/15/12 01:43 PM

Signs of summer in the form of sunflowers showed up yesterday at the Saturday Farmer's Market  The Lilies, tulips and irises are still everywhere!  These early summer beauties are heralding the promise of summer.
Happy Sunday, Cheers Ron & Alexandra
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Luxury Real Estate Marketing: The Luxury of Mother Nature's Palette - 04/14/12 02:31 PM

One of my favorite colors is purple.  As we passed by this farmer's stand at the Saturday market in Santa Barbara, I was struck by the beauty and the color of this cauliflower.  When I put my phone next to it, my cover matched it perfectly.  The gray-green leaves are perfect and emphasize the color. Mother Nature's palette is always perfect!
Happy Saturday! Cheers, Ron & Alexandra
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Luxury Real Estate Marketing: The Luxury of Artichokes in Santa Barbara - 04/14/12 12:31 PM

This morning, I was eager to get back to our Saturday morning routine.  The Farmers Market new exciting vegetable was artichokes.  These were picked early this morning at the crack of dawn.  California artichokes are a $50million dollar crop  for  the Pajaro Valley,  The main citiy in the valley is  Castroville  known as the artichoke capital of the world.  They are wonderful steamed and flavored with lemon/lime butter with a healthy dash of Tabasco as a dip. 
Happy Saturday, Cheers Ron & Alexandra
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Luxury Real Estate Marketing: Costa Rica Journey: When Face to Face Equals Referral! - 04/13/12 05:33 PM

We left for Costa Rica this past Tuesday morning to consult on a condominium project in San Jose, the capital of Costa Rica.  Our lastt evening was cloudy and I caught a bit of sunshine in the clouds.  This was the view from our hotel.

We are back home, and this is a shot of the coral tree that greeted us by our car at the new Santa Barbara Airport. It was cloudy here also.  It is an easy airport and we were so delighted that our drive home was 20 minutes.  The trip was wonderful, and we were … (10 comments)

Marketing Luxury Real Estate: Fine-tuning Your Appreciation of Landscaping - Part 2 - 04/12/12 05:29 PM

One of the many skills involved with successfully marketing luxury real estate is having an appreciation for fine landscaping.  For example, do you know your tropical flowering plants?  Each time you spot a plant or a tree that you have not seen or have not focused upon before, you have the opportunity to learn something new. This quest for a greater depth of knowledge about landscaping  can enrich your life and also  demonstrate your marketing savvy when you are showing a potential buyer a property.
If tropical plants thrive in your marketplace, it would be time well spent to take … (9 comments)

Marketing Luxury Real Estate: Fine-tuning Your Appreciation of Landscaping - 04/11/12 06:48 AM

One of the many skills involved with successfully marketing luxury real estate is having an appreciation for fine landscaping.  When we lived in Los Angeles we looked forward to seeing the coral trees bloom each year.  They were planted along the center divide of a 4 mile long boulevard that lead to the ocean.  We spotted this one at the Santa Barbara Airport.  The sculpture of the branches of the tree depicted above, silhouetted against the bright blue sky reminded us about these magnificent deciduous trees.
… (10 comments)

Marketing Luxury Real Estate: Message on the Bottle - 04/10/12 05:14 AM
 

As a luxury real estate marketing professional you can have a superior value proposition, but will you be able to capture the attention of your ideal client?  As the world becomes more democratized with technology, the competition for attention has become one of the biggest marketing challenges.  First, you have to capture the attention of your ideal clients, (so they can hear you loud and clear above the din of your competition), and then you have to hold on to it.
Here is a clear example from the world of wine.  According to 2009 figures, over 20 billion bottles … (16 comments)

Luxury Real Estate Marketing: Making it Easy to be Green in Santa Barbara - 04/09/12 11:17 PM

Santa Barbara is renown for hosting the largest Earth Day Celebration in California.  This event is hosted by The Community Environmental Council.  All types of shows are ready to demonstrate living green.  There will be a cutting edge green car exhibit, and over 200 exhibitors showing us how to live green with style.  This Festival draws thousands of Eco-minded folks from across the Southland every April.  This event will be held in Alameda Park on April 21th and 22nd.
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Marketing Luxury Real Estate: The Power of Passionate Messaging - 04/09/12 06:48 AM
 

One of the key components of strategic branding and marketing, when marketing luxury real estate is thoroughly knowing the mindset of your target market and speaking to them in their language.  That is what is known in marketing terms as messaging.  When you can communicate your extraordinary promise of value succinctly, i.e., with an economy of words and graphics, and you can do so on an emotional level, with passion, your chances of success increase exponentially. 
While we were interviewing the top brokers in Steamboat Springs for our series, 50 Top Luxury Real Estate Markets in the USA,  one … (11 comments)

Luxury Real Estate Marketing: To Your Health! Vintners Fesitval in Santa Barbara - 04/08/12 06:13 PM

For wine lovers everywhere, the Santa Barbara County Vintners Association is presenting their 30th Annual Wine Festival on April 20th through the 23rd.  We have a wonderful friend from Napa who never misses this event.  She is a   wine connoisseur and has the distinction of having earned the prestigious silver tasting cup of a Chevalier de Tastevins. In simple terms, she knows her wines.
The highlight of the weekend is on Saturday, April 21st, when every one of the 100+ wineries gather on the outskirts of Los Olivos from 1-4PM to present their wines.  Local food eateries as well … (9 comments)

Luxury Real Estate Marketing: Happy Easter from Santa Barbara! - 04/08/12 12:51 PM

Wishing you all a beautiful day.  We have plenty of sunshine here in Santa Barbara, and in case you don't, we are sending it your way, wherever you may be. 
Happy Sunday, Cheers, Ron & Alexandra
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Luxury Real Estate Marketing: Saturday Smiles:Colors of Easter at the Santa Barbara Market - 04/07/12 02:33 PM

Today the weather is sunny and in the mid 70's.  The Farmers' Market was mobbed with tourists and locals shopping for their Easter Dinners.  Here are some of the vegetables and fruit that had that Easter. The color of the beets was remarkable!

Above is baby bok choy, tender stems with the brightest yellow flowers.

And finally, these beautiful strawberries for that special Easter dessert. 
Wishing you all a delightful Saturday, and wonderful Easter feast, Cheers, Ron & Alexandra
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Luxury Real Estate Marketing: Are you Ready to Bury the Sardine? - 04/06/12 02:14 PM

As a luxury real estate marketing professional it is important to be well versed in all the cultures that surround us and particularly those in your marketplace.  It is a great way to establish rapport with a potential client, and to become the go to person for that community.  In our previous post, we discussed several spring events; here is one from Murcia, Spain that is delightful, and would be well worth attending if you find yourself in Spain.
One of the autonomous regions of Spain is Murcia.  Murcia borders are the Mediterranean Sea, Andalucía and Valencia.  Unlike its neighboring … (12 comments)

Luxury Real Estate Marketing: From Confetti to Rosemary - 04/05/12 02:20 PM
 

As a luxury real estate marketing professional it is important to be well versed in all the cultures that surround us and particularly those in your marketplace.  It is a great way to establish rapport with a potential client, and to become the go to person for that community.
The Spring Season is a time of celebration.  It signifies rebirth, new life, and the beginning of a New Year.   Here are a few of the rites of spring from around the world.
The Persian New Year is known as Nowruz.  It is celebrated by the Iranians, as well other … (11 comments)

Luxury Real Estate Marketing: The Luxury of Cats and other Furry Creatures - 04/04/12 11:13 AM

We find that having pets is one of the best aspects of our life.  Ron and I have two Abyssinian cats.  Abyssinians are the Jack Russell version of cats.  They are interested in everything you do, (checking out your toothpaste as you are putting it on your brush, or sitting in your lap and watching you work on the computer, and batting at everything that moves).  One of our Abby;s used to sit on my shoulder and watch me cook and often stick her paw out to ask for a tidbit.   They are also great hunters, and enjoy working … (15 comments)

50 Top Luxury Real Estate Markets in the USA: Steamboat Springs, CO - 04/03/12 08:17 AM
 

Steamboat Springs has a reputation as being one of the friendliest resort towns in the USA. The townspeople have a tradition of genuinely caring for each other, an “Old West” ranching tradition, that is engrained in the soul of the community. And, they are proud of it. Come Winter Olympics the entire town gathers to send off their local Olympic athletes. If a neighbor needs help they are there to help them. 
To view the beautiful homes of Steamboat Springs,
Click to read more ...
… (11 comments)

Luxury Real Estate Marketing: Monday Smiles: The Luxury of Apple Blossoms - 04/02/12 03:17 PM

These apple blossoms made us smile and so we snapped a picture of these gorgeous blooms in Santa Barbara.  They are simple, yet profoundly beautiful, and then we read a quote from an unknwon author,
ALL PEOPLE SMILE IN THE SAME LANGUAGE 
Wishing you lots of smiles this week.  Cheers, Ron & Alexandra
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Luxury Real Estate Marketing: Succulent Spread--Speechless Sunday - 04/01/12 10:30 AM

We had a new plant vendor at the Santa Barbara Farmers' Market.  He was selling succulent plants, and we loved the display of them.  We just had to share them with you all.
Happy Sunday, Cheers Ron & Alexandra
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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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