luxury marketing tips: Luxury Real Estate Marketing: Ride the Wave of Change - Part 1
- 05/11/10 03:02 AM
Part 1: Capitalize on Trends Apple announced that it sold one million iPads in just 28 days. That is less than one half the time it took to sell 1million iPhones which took 74 days. Over 300,000 iPads were sold in one weekend upon the release of their 3G model (anytime internet access wherever there is 3G coverage vs. the less expensive model that accesses the web in Wi-Fi hotspots only). This phenomenon has very important implications for luxury real estate marketing professionals that we will cover in a three-part blog series.
The speed at which these … (7 comments)
|
luxury marketing tips: Luxury Real Estate Marketing: Tapping Into Your Passion
- 04/15/10 03:09 AM
Authenticity in your personal brand is essential when targeting high net worth clients in the realm of luxury real estate marketing. Pretense will not get your very far in the long run. For example, if you are representing that you are an eco-luxury expert, but you are not really passionate about all things “green”, people will eventually see right through you. However, if you are truly passionate about environmental stewardship, your passion will be palpable and your enthusiasm will be contagious to those who are also on your wavelength. Your passion is your natural resource and your … (1 comments)
|
luxury marketing tips: Achieve Market Leadership in the Blink of an Eye!
- 02/23/10 12:51 AM
In the arena of luxury real estate marketing, the entire competitive landscape needs to be redefined. A completely new paradigm needs to be considered that determines who the big winners in the industry will be in 2010 and beyond. Whoever wins the COMPETITION FOR ATTENTION (who stands out the most?) and the COMPETITION FOR RETENTION (who is remembered first?) will get the lion’s share of business.
In the Olympic Men’s Luge event Germany took first place, with Austria second and Latvia in third. The athletes were so close in technical skills that what separated gold, silver and bronze was the … (13 comments)
|
luxury marketing tips: Luxury Real Estate Branding: Is Your Message on Target?
- 02/18/10 01:58 AM
Expression of Joy? Luxury real estate marketing professionals take heed! A very valuable lesson in messaging, can be learned from the massive new ad campaign of luxury brand, BMW. Messaging is the words you select to communicate the essence of your brand to your target market. A brand’s message tells your audience how you or your company wants to be perceived as distinct from your closest competition. As such messaging is an extremely important component of personal and company branding.
BMW has set out to “own” a word in the mind of affluent consumers. They have staked a claim to … (4 comments)
|
luxury marketing tips: 2010: The Year to Unleash the Tiger within You
- 02/15/10 01:46 AM
2010 is the year of the tiger. According to the Chinese horoscope, drama, intensity, far reaching changes, and massive technological advances are in store for all of us. Seizing opportunities and maximizing your personal, individual talents is advised. We believe that 2010 heralds an era when personal branding and micro-niche marketing for luxury real estate marketing professionals is no longer an option. It is an imperative! 2010 is the year to unleash the tiger within you and embrace the unabashed pursuit of market leadership.
The internet has empowered consumers with self-service capabilities which enable them to ferret out most of … (6 comments)
|
luxury marketing tips: Luxury Real Estate Branding: Canned Content = Canned Brands
- 02/03/10 01:37 AM
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 canned, meaning unoriginal or generic, you will not stand out as a distinct brand nor will you be follow-worthy. Canned content equals canned brands.
Have you heard the expression “Content is King” in reference to the internet and social media in particular? Content refers to articles, web copy (text on web pages and blog posts), videos, podcasts and photos. … (2 comments)
|
luxury marketing tips: Luxury Real Estate Marketing: Lessons from Lamborghini
- 01/25/10 03:42 AM
Luxury real estate marketing professionals can learn an outstanding lesson from Automobilli Lamborghini and the Auto Gallery of North Los Angeles. The founders of Auto Gallery, Harry Gray and Tony Schwartz have experimented with a novel way to market these fine cars by opening a showroom adjacent to Neiman Marcus in the Topanga shopping mall. Their philosophy: Make the car buying process fun and hassle free!
GET FLUENT. GET AFFLUENT!
FOLLOW US ON TWITTER: LuxuryMarketing
… (5 comments)
|
luxury marketing tips: Luxury Real Estate Marketing Essentials: Best in Class Mexican Food
- 12/20/09 01:38 AM
La Superica, Santa Barbara, Calfiornia
To achieve and sustain market leadership as a luxury real estate marketing professional, you need to be able to answer these two important questions: What can you do better than anyone else in the world--at least the world of your local marketplace? Can you define your winning formula and can you deliver superior service, consistently?
We believe that it is essential to look outside the luxury real estate industry for examples of market leadership to continuously learn new things, and also for sheer inspiration, especially during challenging times. Here is a perfect example.
In … (2 comments)
|
luxury marketing tips: Luxury Real Estate Marketing: Thank You for NOT Calling Back
- 12/16/09 01:45 AM
Zoe Darla Seigel, Abyssinian Princess
Alexandra here… your reporter at large, covering great customer service or the lack thereof. There is definitely an important lesson in this for your luxury real estate marketing practice.
Recently, I was in the process of ordering flea meds for our cats online from a company with whom I had previously done business. The website was not working, so I picked up the phone and called them. They were extremely busy and could not take my order. But, they did promise to call back in five minutes.
As I sat at my desk waiting for … (2 comments)
|
luxury marketing tips: Time OUt! A Luxury Real Estate Marketing Tip
- 12/15/09 02:30 AM
Building a luxury real estate marketing practice can sometimes involve long hours and a considerable amount of focused mental activity. As marketing consultants and leadership coaches to the luxury real estate industry we understand the value of taking time to refresh, replenish one’s energy and just enjoy nature.
We were very busy this week putting the finishing touches on our own company website, creating several marketing strategies for clients, and working to finalize other projects. Whenever, we go through an intensive focused period of working, we often treat ourselves (the workers) to something very special. We have to take good care … (0 comments)
|
luxury marketing tips: Luxury Real Estate Marketing TIp--Be Authentiic!
- 12/14/09 03:02 AM
Luxury real estate marketing professionals can learn much about personal branding from certain celebrities. Take Cesar Millan, the Dog Whisperer.
“I rehabilitate dogs, I train people” is the opening line to the National Geographic Channel Show, The Dog Whisperer. Having worked with a wide demographic of people and their dogs, Cesar Millan has become a household word, particularly to dog lovers. He has also been nominated for an Emmy.
What makes him admirable? What makes him watchable? I am not a dog owner. Yet, I tape the show regularly, because I enjoy watching him rehabilitating dog after dog, and changing people’s … (5 comments)
|
luxury marketing tips: Marketing Your (Authentic) Self In Luxury Real Estate
- 12/08/09 08:16 AM
YOUR AUTHENTIC SIGNAL As long as we interact with people, we are continuously in the process of marketing ourselves to others, presenting ourselves in such a way as to attract what we want. But, are we projecting our authentic self? And, are we being deliberate about crafting our marketing message? These are the questions. By virtue of our very existence we send out broadcast signals about who we are. Our success in attracting the right people and circumstances depends on the clarity of our signal. This applies to personal relationships as well as business relationships.
Static reduces the fidelity … (2 comments)
|
luxury marketing tips: Luxury Real Estate Marketing: In Praise of Snail Mail!
- 12/04/09 02:01 AM
Photo by Jurgen Schoner
"Luxury is making an impression, without making a scene"-Yaffa Assouline.
A handwritten note to a prospective client expresses you care in a nanosecond. One of our clients welcomes his out of town buyers with a handwritten note placed in their hotel room along with a small box of chocolates from a local purveyor. Would you want to buy a home from anyone else? The initial conversation may have started by email, and he may have sent a text message alerting his client regarding a new listing.
In the not so distant past, people made beautiful … (2 comments)
|
luxury marketing tips: Luxury Real Estate Marketing: Creating Customer Loyalty Offline
- 11/23/09 12:56 AM
We are often asked by luxury real estate marketing professionals for some low cost, off-line vs. online, marketing strategies that produce high impact marketing results, especially client loyalty. We like to encourage our readers and our clients to think about what makes them loyal customers and clients of other professionals. Here are some ideas along those lines.
Recently we visited our local produce market,Tri-County Produce, Santa Barbara, two blocks from the ocean. It is a small store with a great view. They often carry items that we cannot find in the outdoor Farmer’s Market. There was a sign posted … (0 comments)
|
luxury marketing tips: Luxury Real Estate Marketing: Virtual Virtuosos- Part 2
- 09/23/09 05:50 AM
Michael Marquette & Simon Turner--Marquette Turner Luxury Homes
In Part 1 of Virtual Virtuosos we featured Jim Walberg’s virtual company, Caribbean Islands Realty. Clear across the globe another virtual company is breaking new ground and changing the face of luxury real estate marketing as we have come to know it.
At the Luxury Real Estate Awards (Who’s Who in Luxury Real Estate)held on September 18th in Vail, Colorado Marquette Turner Luxury Homes (MTLH) was awarded “Best Luxury Real Estate Brand Integration”, ahead of more than 1700 companies from more than 65 countries around the World. MTLH is headquartered in Sydney, … (0 comments)
|
luxury marketing tips: Luxury Real Estate Marketing: Speak to Me in My Language! Part 1
- 09/11/09 01:01 AM
One of the most important aspects of personal and company branding for luxury real estate marketing professionals is messaging. That is, how you tell the story of your brand of doing business. The key is to be authentic, be genuine and speak to your target market in their language.
The clearer you are about your ideal client’s psychographics, i.e., what makes them “tick”, the easier it is to connect with them in a way that is personally meaningful to them. Your potential clients are saying “please speak to me, to my personal needs, in my language, and I will give … (0 comments)
|
luxury marketing tips: Luxury Real Estate Marketing Essentials: The Value of Transparency
- 06/26/09 08:35 AM
TRANSPARENT BUTTERFLY
Luxury Real Estate Marketing Professionals know the importance of disclosure when it comes to representing and selling a property. There are laws that ensure the protection of all parties and the adherence to these is the price of admission, when it comes to longevity in the real estate business. In luxury real estate marketing, it is important to maintain the spirit of transparency regardless of the circumstances that present themselves.
Yesterday, we were in Seattle for the day. Our return was delayed, first for an hour, then another half hour, and finally another 15 minutes. When the plane finally … (4 comments)
|
luxury marketing tips: Luxury Real Estate Marketing Essentials: Be In the Know & Know Your Goats
- 05/19/09 04:24 AM
ANGORA GOAT
There is so much that can be gleaned by luxury real estate marketing professionals in studying the finest products and services that money can buy. The more you know, the more you will have in common with your target market, the wealth of the world. The more you have in common the faster potential clients or referral sources will come to trust and recommend you. Being known as a luxury real estate professional who is “in the know” is one way to distinguish your personal brand of doing business.
Be in the Know About CashmereThe finest cashmere wool … (0 comments)
|
luxury marketing tips: Personal Branding for Real Estate Agents: What Is Your DNA Code?
- 05/18/09 03:48 AM
DNA = Different Not Alike
The entire exercise of personal branding for real estate agents is geared to cracking your DNA Code. That is, clearly and succinctly articulating your unique selling proposition—how you are different, not alike (not like your competition).
DNA profiling or genetic fingerprinting is a technique employed by forensic scientists to assist in the identification of individuals on the basis of their DNA profile. Although 99.9% of human DNA sequences are the same in every person, enough of the DNA is different to distinguish one individual from another In real estate agent personal branding we identify … (0 comments)
|
luxury marketing tips: Luxury Real Estate Marketing Essentials: Outhink, not Out-Spend Your Competition
- 04/29/09 08:39 AM
THE ZUNE
Perhaps one of the most important principles that luxury real estate marketing professionals need to understand about personal branding for real estate agents is this: Out-think, not out-spend your competition. If you want to out-smart your competition find something, some niche that you can do better than anyone else in your marketplace. Choose an arena in which you can become the break-away brand. Don’t waste your time or your money becoming a “me-too” in a niche that your competitor dominates.
Every year in the United States companies invest close to $300 billion in marketing products and services. A … (0 comments)
|
;)
;)
;)
