Marketing Luxury Real Estate: What the Cat Dragged In, Wild Wed. Early - 07/31/12 04:05 PM

Wild and Wordless Wednesday came into our world yesterday evening.  Our cat Kobe a.k.a, the Intrepid Red Hunter, brought us this beautiful yellow ringed king snake.  He does not kill them, just drops them at the door and hollers his head off for attention and praise.  In return, he expects a treat or two and a victory lap, which he derserves.
We figured out out how to relocate this lovely creature to a wilder locale.  Ron and I put a basket over him,. and then slid  stiff and thin cardboard sheet under him, turned him over and relocated it. 
Happy … (20 comments)

Luxury Real Estate Marketing Tips: Three Tips to Unleashing Social Media Power - 07/30/12 02:48 PM

Are people following your luxury real estate marketing blog? Are they watching your videos? If you do it right, you can build an entire personal brand and a large audience around your blog and videos. However, if your content is ordinary, meaning unoriginal or generic (content available on many sites and from many other sources) or just outright boring, you will not stand out as a worthwhile read.
You may at some point become number 1 on Google, (thanks to your SEO and the Google’s robots that drill the web), but will that number 1 equal referrals and new buyers/sellers?  … (31 comments)

Marketing Luxury Real Estate: Wedding Vows /Speechless Sunday - 07/29/12 08:53 AM

This Saturday evening, we attended the Celebration of Dance at The Music Center in Los Angeles.  This was an event put on by the Dizzy Feet Foundation at the Dorothy Chandler Theater.  The Foundation's mission is to bring the art of dance to underserved communities.  As we came out of the parking caverns, we spotted this lovely scene of a Japanese couple celebrating their marriage vows at the dancing fountains.
Wishing you a delightful Sunday, Cheers Ron & Alexandra
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Luxury Real Estate Marketing: Not Your Average Bean for a Summer Salad - 07/28/12 10:42 AM

We both love green beans.  We also love the yellow variety.  Today we discovered purple beans at the Farmers Market in Santa Barbara.  Of course we bought some purple beans.  We are planning on making a three color bean salad with sweet onions, a lemon and olive oil dressing, and topped with toasted walnuts and shaved parmesan cheese.  It is one of our favorite summer salads.  It is easy and delicious.
Happy Saturday, Cheers, Ron & Alexandra
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Marketing Luxury Real Estate: Time for the Simple Life - 07/28/12 07:22 AM

We can all agree that with our busy lives, time has become the ultimate luxury.  We recently heard this song called "The Simple Life" by Casey Abrams, a former contestant on American Idol.  Here is the link to the song, as there is no video as of yet.  It reminds us of taking time for the simple life.
Wishing you all a delightful Saturday, Cheers, Ron & Alexandra
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Luxury Real Estate Marketing: Luxury Your Way - 07/27/12 09:13 AM
The concept of luxury is a personal one.  Here is an example of luxury two ways.  The above photo is of our cat Kobe whose latest favorite sleeping spot is one of the flowerbeds. Our other cat Zoe prefers to sit in the leather chair by the window. 
Who has it better? We think they are both in the lap of luxury!
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Luxury Real Estate Branding: How Strong is Your Brand Recognition, Part 4 - 07/26/12 03:52 PM

Countdown Olympic Clock/Photo by Alison 14
As a luxury real estate marketing professional, the key to building strong brand recognition is associating you or your company with a category or niche that exists not just in your marketplace but also in the minds of your target market.  Studies have shown that most humans typically hold up to 3 brands per category at most in their minds.  If you do not come up as top-of-mind in a category your market share or lack thereof, will usually reflect this important branding phenomenon.  Try some 15 second categories quizzes to get more of … (6 comments)

Marketing Luxury Real Estate: Tide Child: Wordless & Wild Wednesday. - 07/25/12 07:03 AM

Low Tide on Sandyland Beach in Carpinteria brought this crab (tide child) to our feet upside down.  He/She was struggling to right itself, and just as I was about to give him/her an assist, a wave came in and helped him/her out. I squatted and took a picture of my new friend, who then turned around and met the next wave home.  It was a lovely moment.  I cropped this picture tight so you could see his/her eyes. 
Happy Wordless and Wild Wednesday, Cheers Ron & Alexandra
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Luxury Real Estate Branding: How Strong is Your Brand Recognition, Part 3 - 07/24/12 05:02 PM

Pierre-Auguste Renoir, Dance at Le Moulin de la Galette (Bal du moulin de la Galette), Musée d'Orsay, 1876
To further understand this concept of brand recognition, and just how important it is to your luxury real estate marketing practice, consider the subject of French Impressionists.  Who is the first artist in this category that comes to mind?  How many French Impressionist painters can you think of QUICKLY? Give yourself only 15 seconds. Then, try this question on a friend and see what names come up in just 15 seconds.
Unless you have studied this subject thoroughly or have visited the … (11 comments)

Personal and Company Branding: How Strong is Your Brand Recognition Part 2 - 07/23/12 02:44 PM

Photo by Valentino Vicentini
Instant recognition, of your personal or company brand in marketing luxury real estate, is the ultimate goal of banding.  The fastest route to achieve this top-of-mind status is by specializing in a particular category or niche within your market place and becoming identified with that category. An example would be the waterfront property expert.
In part 1 of this article series about brand recognition, we demonstrated the speed at which the mind recognizes an iconic brand. What is not as obvious, however, it the speed at which we categorize, or pigeon hole that which we observe … (13 comments)

Marketing Luxury Real Estate: The Luxury of Gerberas/Speechless Sunday - 07/22/12 06:12 PM

One of the flower growers at the Santa Barbara Farmers Market is passionate about growing gerberas.  We stop by every week to see what is her latest combination of gerbera colors.  The above photo was this week's offering.  She is passionate about her gerberas, and these bright pink ones certainly speak of passion.
Happy Sunday evening, Wishing you a Great Week!  Cheers Ron & Alexandra
(11 comments)

Marketing Luxury Real Estate: Happiness is an Endless Beach to Walk On - 07/22/12 09:01 AM

This is a photo of the other side of Sandyland Beach once you cross the channel.  It was beautiful late in the afternoon on Saturday, and the various sea birds were gathering waiting for the low tide to bring them treats. 
Happy Sunday,  Cheers Alexandra
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Luxury Real Estate Marketing: A Donut of A Different Flavor & A Recipe - 07/21/12 11:11 AM

One of the peach varietals is the donut peach  as picture above.  They are equally tasty white peaches as their round cousins.  After the Santa Barbara's farmers' market our kitchen counters look like a fruit store.  We are trying a new recipe which includes peaches that was given to us by one of the peach growers.  Ron shared last week's recipe with her.
Peach, Tomato, Basil, & Mozarella Salad
Slice Peaches
Add Heirloom Tomatoes
Cut up fresh Buffalor Mozarella into cubes
Add 1 tbs of Aged Balsamic Vinegar
Shered some basil leaves
Salt and Pepper to taste
5-10 Chopped Kalamata … (13 comments)

Marketing Luxury Real Estate Marketing: What Ben Knew! - 07/21/12 07:22 AM

Last evening as we were walking out of one of our favorite restaurants in Santa Barbara, in the La Arcada  historical building, I took a picture of Ben Franklin's statue by Seward Johnson, Jr. reading the Declaration of Independence. 

In this election year, regardless of your political leanings, it is important to take a moment and reflect on the fundamental tenets of our country and the luxury of living here!  That bird on the bench is listening!
Cheers, Happy Saturday, Ron & Alexandra
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Marketing Luxury Real Estate: The Joy of Discovery Something Old - 07/20/12 08:07 AM
 
This huge tree (Moreton Bay Fig) took our breath away as we were walking back to the lot where our car was parked.  It takes up a whole block, and the City of Santa Barbara has created a small elegant fence around it. It  continues to thrive in its obscure location  on a stretch of Montecito Street, a block away from the main railroad station.
This section of  Montecito Street runs parallel to the freeway.  We both wondered whether this tree graced the entrance of a beautiful home at one time.  Now it delights all those who love to discover … (14 comments)

Personal & Company Branding: How Strong is Your Brand Recognition? - 07/19/12 11:20 AM

The branding goal for luxury real estate marketing professionals is instant brand recognition. When you first saw the image above in this post, what thoughts came to mind?  First, did you recognize the brand?  If so, how long did it take you to recognize it? If you are like most people who are attuned to popular culture you know that this is James Bond’s logo and you recognized it in a Nano-second.
Isn’t it amazing how three numbers and a gun can communicate such a potent message?  That message is spy story (suspenseful action-adventure with international intrigue).  It conjures images … (8 comments)

Marketing Luxury Real Estate: A Touch of Fabio--Late on Wordless Wed! - 07/19/12 10:14 AM

Last night as we were walking out of one of our favorite seafood eateries, Fish Enterprise, in Santa Barbara, our skies were magnificent and our weather was tropical.  Hurricane Fabio's remnants (a tropical cyclone) is moving up our coast from Mexico.  As a result we have have had sudden showers, tropical winds, and more humidity than we normally get. 
Cheers, Ron & Alexandra
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Luxury Real Estate Marketing: Happy As A Clam/Wordless Wednesday - 07/18/12 07:24 AM

On a small stretch of sand in Carpinteria, I saw this clam.  Is he happy as a clam, I don't know.  Do you?
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Luxury Real Estate Branding: Do You Need a Brand? - 07/17/12 03:32 PM

Do you need a brand for your luxury real estate marketing business?  You need a brand if you are in pursuit of market leadership in your chosen niche. A clearly articulated brand facilitates referrals and decision-making on both sides (sellers/buyers) of the real estate game. 
Like it or not, we are branded from the moment we are born.  Brands are labels; they are a shortcut and a time saver for the mind.  They are so obvious that we take them for granted. They become invisible. 
The moment we look at someone, our mind’s computer begins to assess and pigeonhole. The … (6 comments)

Luxury Real Estate Branding: What Color is Your Tomato? - 07/16/12 11:52 AM

In order to understand branding in the realm of luxury real estate marketing, it is important to understand brand categories. If market leadership is your quest, as a luxury real estate marketing professional, the key is to select a brand category or sub-category in your marketplace that you can dominate.  
Here is a simple illustration of brand categories.  The above picture shows a variety of heirloom red tomatoes with yellow stripes.  If all of real estate could be classified as a tomato, then the heirlooms could represent luxury real estate.  In the kingdom of heirlooms, there are many heirloom … (20 comments)

Luxury Real Estate Marketing: Guarding the Moat/Speechless Sunday - 07/15/12 03:39 PM

We took a walk on the beach in Carpinteria this afternoon.  These kds had dug a moat that was being refilled by the tide.  What we loved was their adorable apricot poodle garding the moat!  Happy Sunday, Cheers Ron & Alexandra
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Marketing Luxury Real Estate: Are You Currant? Speechless Sunday - 07/15/12 10:15 AM

Pudwill Farms near Pismo Beach (San Luis Obispo County) grows these beautiful red currants, and bring them to the Santa Barbara Farmers Market their beautiful variety of berries.  This tiny berry is related to the gooseberry.  Currants are black, red, or white.  The black ones are used for preserves, syrups and liqueurs. These lovely little gems grow on bushes.  They can be eaten off the vine, however they are quite tart. They are not related to what is sold as dried currants which are Zante grapes/raisins.
An article in the LA Times remarked "Their dense flavor is perfectly suited to … (10 comments)

Marketing Luxury Real Estate: The Ruling Stones, Yes, They Roll Also! - 07/14/12 11:43 AM

Today the Santa Barbara Farmers Market was resplendent with the colors, and the air was perfumed with the smell of ripe peaches,nectarines, plums and pluots.  The photo above is of "Fancy Lady Peaches".  When you cut into one, the fruit inside has a red starburst.

These are Glacier White nectarines.  They are very sweet and fragrant and beautiful to look at.

These are pluots, they come in a variety of colors, dappled green, yellows, purples and reds.  Pluots are also knows as plumcots (word originated by Luther Burbank) or apriplums, They have existed for hundreds of years in … (10 comments)

Marketing Luxury Real Estate: The Luxury of Summer Tomatoes: A Recipe - 07/14/12 06:53 AM

On Saturdays prior to going to the Farmers Market in Santa Barbara, we plan to try out a new recipe.  Last week the Wall Street Journal featured chef Johnny Monnis. Mr. Monnis is known for his two restaurants in Washington DC, Korni and Little Serow, both known for elevated Thai and Greek Cuisine. 
His description of the combination of the ingredients is enticing, "Dripping with sweet juices, ripe summer tomatoes are pure ambrosia. Toss them with sugary peaches, sweet corn, salty feta and slivered red onion, and you have a combination that's almost too good to be believed. A … (7 comments)

Marketing Luxury Real Estate: The Luxury is in the Details - 07/13/12 01:09 PM

Details can make an evironment feel more luxurious.  When we visited the Marina at Old  Saybrook  during our trip to Connecticut, we spotted these beautiful carvings at the marina.  Each post was different and added that extra pleasure of being by the ocean.

Here is a cute little duck

Happy Friday everyone, Cheers Ron & Alexandra
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Marketing Luxury Real Estate: The Agelessness of a Championship Mindset - 07/12/12 08:11 AM
 

Photo by Lucy Clark
Unlike some professions marketing luxury real estate is a game you can play at the level of market leadership at any age in your professional career. However, It takes the mindset of a champion and the championship mindset is ageless. 
Both Serena Williams and Roger Federer have proven that point at this year’s Wimbledon Tennis Tournament. Serena became the first woman over 30 to win a Grand Slam title since Martina Navratilova over 20 years ago.  And, she did so against odds that she would not return to the sport due to health problems.  Federer … (21 comments)

Personal & Company Branding: What Is Your Unique Promise of Value? - 07/11/12 07:18 AM

In marketing luxury real estate you only have a Nano-second to capture the attention of your ideal clients and communicate your unique promise of value. If your message promises to solve a problem or add significant value you have the best chance of gaining a new client.
When your branding is spot on it is your shortcut in this communication process. Your personal or company brand must send a clear, succinct message to your target through words, symbols and sounds, a message that must encapsulate the distinct benefits that will be derived from doing business with you vs. your competition. Identifying, … (12 comments)

Marketing Luxury Real Estate:Car Locator Santa Barbara Style - 07/10/12 01:11 PM

While running a multitude of errands today in Santa Barbara , I noticed this innovative way to locate one's vehicle in a crowded parking lot.  This lady was very creative.  She has a very tall California poppy bouquet as her car, which helps her find her car at all times, even above SUV's. 
HAPPY TUESDAY, CHEERS, RON & ALEXANDRA
(12 comments)

Personal and Company Branding: Is Your Slogan Engaging? - 07/09/12 09:52 AM

As a luxury real estate marketing professional do you have an engaging slogan? We have mentioned in a previous post, that using effective slogans as a personal branding and marketing strategy for real estate agents is an excellent way to differentiate you from the competition. The entire purpose of using a slogan is to engage your target market and get them talking about you.
Here is an example of a brand and a slogan that we noticed while dining in the town of Mathews, Virginia.  One glance and you know exactly what type of business this is and who their … (16 comments)

The Vibrance of Summer Colors at the Farmers Market: Speechless Sunday - 07/08/12 09:20 PM

As summer continues, we are constantly treated to vibrant colors in flowers, vegetables and fruit at the Santa Barbara Saturday, Farmers Market.  The photo above illustrates my point with these vibrant gerbera daiisies.

Then we passed by these gorgeous purple cauliflowers.  They leave me speechless!

 
And there there were these plump rainier cherries that screamed "Buy Me"
Summer is here, Enjoy it, it always seems to go buy so fast!
HAVE A SUPERB WEEK, CHEERS RON & ALEXANDRA
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Speechless Sunday: Santa Barbara Humor - 07/08/12 11:38 AM

The owners of this stand at the Santa Barbara Farmers Market have a great deal of fun selling to their customers.  We often stop here to get those baby blue lake beans, as they are some the best green beans we have eaten.  They love bantering with everyone who approaches their stand.  What is lovely is that we all leave happy.
Wishing you all a delightful Sunday, Cheers Ron & Alexandra
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Marketing Luxury Real Estate: The Luxury of Golden Beets-No Blush Here - 07/07/12 10:41 AM

The color of these golden beets at the Santa Barbara Farmer's market caught my attention.  Unlike their red cousins, these beets do not leave a red stain on your hands when you peel them. Prior to the invention of  blush makeup, a slice of red beet was used to add blush to one's cheeks.
According to the Tiny Urban Kitchen blog, they are best eaten chopped and roated in the oven until they caramelize.  Here is their recipe,
Oven Roasted Golden Beets 2-3 golden beets 2-3 T vegetable oil salt and pepper to taste Peel and chop into cubes golden … (14 comments)

A Luxury Moment: Happy Hour in Santa Barbara - 07/06/12 04:40 PM

What better day than on a Friday evening to check out after a truncated week with a holiday?  Here is where we went last evening.  The Fish Enterprise in Santa Barbara has one of the best happy hours in Santa Barbara.  They have a great selection of draught beers, wines and several special appetizers.  As far as we are concerned, they make the best spicy calimaries with fried strips of jalepenos.  The atmosphere is lively.  Last night we shared a table with another couple we just met.  We had a great conversation and shared lots of laughs.
Wishing you all … (14 comments)

Marketing Luxury Real Estate: Fun in the Sand in Santa Barbara - 07/06/12 09:00 AM

One of the delights in taking a walk on Sandyland beach in Carpinteria is viewing the art in the sand.  This particular rendering of an octopus caught our attention and delighted us.  It was the first of this kind we have seen, a welcome change from the usual castles and moats rendition.

A little further down away from the crowds we found this natural art evolving in the sand.  There is always something new in the sand on the beach.  Happy Friday, Cheers, Ron & Alexandra
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Luxury Real Estate Marketing: America’s Luxury-The New Entrepreneurial Spirit - 07/05/12 04:03 PM

It is a luxury to live in America. In the spirit of celebrating America’s birthday, we are sharing with you some quintessential American places  (and fabulous people we have met there) during our recent travels to work with some East Coast clients.  The definition for quintessential: is representing the most perfect or typical example of a quality or class.  Quintessential is an essential word to know in the Language of Luxury.
We discovered The Inn at Tabbs Creek on the Internet.  Every online comment about the place was positive.  After a 3-hour drive in traffic from Reagan National on a … (9 comments)

The Luxury of A Pefect Bouquet/ Wordless Wednesday - 07/04/12 10:31 AM

Last Saturday, we spotted this perfect bouquet at one of the flower and vegetable growers stalls at the Santa Barbara Farmers' market.  The variety of flowers and the color combination took our breath away.  Everyone among us is an artist in some fashion or another. Wishing you a wonderful Wednesday off. 
Cheers, Ron & Alexandra
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HAPPY BIRTHDAY AMERICA - 07/04/12 09:58 AM
 

“We must be free not because we claim freedom, but because we practice it.”William Faulkner
 
We want to wish all of you a wonderful 4th of July.
Enjoy the day, Cheers! Ron & Alexandra
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(7 comments)

Luxury Real Estate Marketing: America’s Luxury: Localvores - 07/03/12 10:47 AM

Localvores, a word coined in 2007 in San Francisco, defines a growing trend of eating foods grown in one’s geographical area.   The numbers of farmers selling directly to consumers has doubled in the years between 1997 and 2007, and is continuing that doubling trend according to the US Department of Agriculture.  This trend has enhanced the economy of local communities. Eating local is considered important as part of a healthy diet.
Part of our luxury real estate marketing research, as we travel to our clients’ marketplaces, includes exploring the local foods.  In Virginia’s Chesapeake Bay our clients took us to … (11 comments)

Luxury Real Estate Marketing: America’s Luxury: Warm, Welcoming People - 07/02/12 12:45 PM
 

It is a luxury to live in America, and in the spirit of celebrating America’s birthday, we are sharing with you some of the most quintessential places and people we have experienced in our recent travels to our clients marketplaces.  The definition for quintessential: is representing the most perfect or typical example of a quality or class.  This is also in our opinion one of the facets which defines luxury.
Captain Stannard House
Country Inn in Westbrook, Connecticut
This is where we learned from Jim and Mary Brewster (the owners of this wonderful bed and breakfast), … (16 comments)

Luxury Real Estate Marketing: All Choked Up? Speechless Sunday - 07/01/12 08:08 AM

The Farmers' Market never ceases to amaze us in the variety of things displayed on the farmers' tables in Santa Barbara.  Can you guess what plant this?  That long bit of leaf  is your clue...It is an artichoke that was not cut for eating, it was left on the plant to continue its cycle and bloom.  By the way, artichokes are still in season here!
Wishing you a wonderful Sunday, 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

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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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