Luxury Real Estate Marketing Tip: Do The Green Thing!

By
Services for Real Estate Pros with Napa Consultants



Luxury real estate agents, take head: Eco-luxury has become a key trend. Championing the “great Green way” can be one way to set yourself apart from your competition; providing it is your passion and not just another marketing scheme that sounds good. If you are a marginal Green person, don’t do it.

According to a survey by The Luxury Institute, 60% of wealthy women buy “Green” products and favor eco-friendly services. Custom home builders are jumping on the Green band wagon. They know that luxury Green homes reflect a national trend; more than 80 local and regional Green home-building programs now exist in the United States, according to the U.S. Green Building Council. Instead of emphasizing the words ‘square footage’ and ‘floor plans’, the dominant words to describe luxury homes are ‘sustainable’, ‘built to last’, ‘healthy and energy efficient’, ‘ultra efficient windows’, and ‘top line insulation’.

Eco-luxury is a new term in our vocabulary: recycling stone pavers, beams, etc. Some of these recycled items have more prestige if they have an origin, such as a castle in France, a fountain from a villa in Italy, statues from a home in Spain. These items are a point of prestige eclipsing granite counters, Aga ranges, and Brazilian onyx bathtubs. These builders freely admit that building Green is a good way to differentiate their companies in a down market. Perhaps, this may be worth investigating for your luxury real estate marketing practice.

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Written by Ron & Alexandra Seigel-

 

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ABOUT:  Luxury Real Estate is a high stakes game. Commissions are substantial! We help luxury real estate professionals get to the listing table more often and win listings more frequently.  If you want to be the market leader, the personal or company brand that your target market thinks of first and refers most often, you need an Elevator Statement to accelerate the process.  We can get you there!

Your Elevator Statement is a succinct and persuasive summary of your extraordinary promise of value, your unique selling proposition.  In a time-starved world the attention span of your target market is shrinking.  To instantly convey what sets you apart from the crowd you need to be able to answer EACH ONE of these 3 questions in less than 30 seconds.: 1) What Do You Do?; 2)  How Do You Do It?, and;  3) How Are You Different?.  Can you state how you are different and better than your competition in under 30 seconds?

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Rainmaker
1,284,272
Li Read
Sea to Sky Premier Properties (Salt Spring) - Salt Spring Island, BC
Caring expertise...knowledge for you!

As usual, excellent advice for us!   

Apr 16, 2010 08:36 AM #1
Rainer
232,295
Sara Woolford & Steve Golson, ALHS
iTexas Realty Co. - San Antonio, TX

Hi Ron and Alexandra-

Thanks for the updated vocab.  We are expecting this to really get trendy and way beyond - nationwide.  That's exciting for those of us up who grew up more conservation-minded.

Sara in San Antonio

Apr 16, 2010 12:40 PM #2
Rainer
225,110
Kirsten Lindquist
Pacific Union International - Sonoma, CA
Realtor - Sonoma Wine Country

Hi Ron and Alexandra:

Nice post with a great message.  What's good for the planet is good for all of us.  Hope you are both well!

Apr 16, 2010 05:13 PM #3
Rainmaker
3,643,892
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Li, Thanks !

Apr 17, 2010 04:22 AM #4
Rainer
321,367
Russel Ray, San Diego Business & Marketing Consultant & Photographer
Russel Ray - San Diego State University, CA

I was reading someone's blog yesterday about a house where the back patio had been created using headstones from the cemetery that was destroyed to build the subdivision. I was thinking Poltergeist but now maybe I'll just think of it as an eco-friendly patio. Let's hear it for recycling! Yahooooooooooo!

Apr 18, 2010 04:33 AM #5
Rainer
140,489
c m
Colorado Springs, CO

I used to live in the Vail area, and before that in the Aspen area.  Everything had "provenance".  A hand carved railing from India, barnwood from a torn down structure in Pennsylvania, timbers from Canada, ancient doors from China...When we went on the Christmas fundraising Tour of Homes, we were in awe at the beautiful pieces we saw, and also at how much was spent to get the "green piece" to that particular spot on the planet.  Personally, I'd rather these builders/owners be honest and make a decor choice, based on what they want, and not sell it as "going green" if it isn't. Lots of folks come to Colorado, planning to be "earth mothers" and end up doing damage "going green".   When  people who have means, really DO go green, (like Ed Begley Jr.), it is generally not quite as exciting or interesting, as when the choice is made with aesthetics included.  My complaint is when choices have all the MARKINGS of being green, (recycled) but the associated costs are higher than the benefit.  California probably suffers as much as Colorado in this regard...

Apr 19, 2010 06:02 PM #6
Rainmaker
3,643,892
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Russel,

Funny story, where the names of the deceased still on the headstones? This becomes a patio of many names.

Apr 20, 2010 03:51 AM #7
Rainmaker
3,643,892
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Cheryl,

Point well taken, it may not be the best way to be green, but it is a beginning.  When the concept of separating trash came about, very few were even willing to do it, now it is unthinkable not to.  Thanks for your excellent commentary.

Apr 20, 2010 03:54 AM #8
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Ron and Alexandra Seigel

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