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How Local Amenities Accelerate Home Buying Decisions – PART 1

By
Services for Real Estate Pros with Napa Consultants DRE00893924

 Luxury real estate marketing tips

Luxury real estate marketing professionals often underestimate the powerful part local amenities can play in the emotional buying decisions of high net worth consumers.  Buyers make mental maps of the location of amenities that are in proximity to the home they are considering. Then, there is certain point when the amenities start adding up and tip the scale, which accelerates the buying decision.

 

In this article series we will point out some of the non-obvious amenities that can clinch a sale.  You will be surprised how simple the amenities can be.

 

We were delighted to discover that the Los Angeles based Hillstone Restaurant Group just opened one of their concept restaurants here in Santa Barbara called The Honor Bar. One item on the menu is so good, that we plan on dining here just about once per week. 

 

It is Ding’s Crispy Chicken Sandwich with Baby Swiss cheese, sliced tomato & vinaigrette slaw on a homemade sesame seed bun that looks enormous, but is light as air.   The textures and spices compel you to stop whatever you are doing, close your eyes and just savor this simple yet layered culinary experience. And, it is plenty for two people to share.

 

Given that Los Angeles is the primary feeder market (no pun intended) for Santa Barbara homebuyers, The Honor Bar represents a sure bet for comfort food with the same polished level of service that they have come to expect from Hillstone’s LA restaurants (Houston’s, Bandera’s, Gulf Stream and R&D Bar). 

 

Can you imagine that a great sandwich could become an emotional reason to buy a home?  We are not saying that these amenities are the major emotional reasons to buy, just the ones that can tip the scale if there is indecision.

 

 

As a luxury real estate marketing professional you need to know all about these amenities and point them out to your buyers. What are some of the scale-tipping amenities in your marketplace?  Stay tuned for more on this topic!

 

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.

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Comments (34)

Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Debb Janes the schools are a huge draw for certain psychographics in Montecito, and people are willing to pay over $100,000 and additinal taxes for that.  Others disagree and prefer to live on the other side.

Michael Jacobs when we felt we had stayed too long in Napa, we were sitting at the Salt Lake airport waiting for our flight to Sacramento.  Then we heard that Delta flew from Salt Lake to Santa Barbara direct on the announcement.  In that moment we decided to definitely make the move.  Sadly, Delta has since discontinued that flight when the new airport was built.  We are hoping that they come back, but don't regret the move at all.  A

Mar 09, 2015 06:22 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Joanna Cohlan I have seen that decision made even in the commercial market which is considered logical (?).  I had an entertainment client whose offices were in Hollywood, and they were hiring guards to walk their female staff to their cars.  I learned this after he had really liked a floor of a building we were representing, and this floor had direct access to the parking structure, and we could dedicate the parking for his exclusive use.  The leasing rate was twice what he was paying for in Hollywood.  He was being extremely number conscious, etc.  My question to him was:  How much would a workman's comp lawsuit cost if something happened to one of your employees in your existing parking lot.  That did it!  I closed him on that one...the cost one of those suits would have taken a large chunk of their profits.  and loosing $$ would have not been fun, plus we were close withing walking distant to all kinds of eateries in different price ranges.  A

Mar 09, 2015 06:28 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Roger D. Mucci it just shows how smart you are.  We move and go where it is better, and smart agents shows us why it is better, and often it is the amenities that win us over.  

Roy Kelley we certainly asked when we moved to Napa, and it took TJ's 3 years to get there, and we drove 30 miles every so often to shop there and Costco.

 

Mar 09, 2015 06:31 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Andrew Mooers well said, and we love living here, it is perfect for all the things we love doing, like walks on the beach 3mns by car, or our Yoga studio 5mns by car, vet is 3mns by car, and so on.  A

Sally,

You are right, it is all emotional.  And logic is a way to explain emotion.  A

Mar 09, 2015 06:34 AM
Beth Atalay
Cam Realty and Property Management - Clermont, FL
Cam Realty of Clermont FL

Ron and Alexandra, buying a home is emotional and more often than not, the amenities play a huge part in the decision making. Location can make or break the deal no matter how well buyers like the home. Awesome post!

Mar 09, 2015 07:38 AM
Rob Thomas
Prestige Homes of The Tri Cities, Inc. CALL....423-341-6954 - Bristol, TN
Bristol TN-VA & Tri Cities Agent, ABR, GRI, e-Pro

Ron & Alexandra Seigel ....Great point ....Really nice post and by the way ....the sandwich looks great!

Mar 09, 2015 09:11 AM
Dick Greenberg
New Paradigm Partners LLC - Fort Collins, CO
Northern Colorado Residential Real Estate

Hi Ron & Alexandra - I can dig it. I'll put a great sandwich very high on my priority list (but no sharing). Seriously, we are very familiar with the power of amenities - home sales in a couple of our neighborhoods are driven hugely by nearby amenities, and it pays to understand their power.

Mar 09, 2015 09:16 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Beth Atalay I so agree with you and thank you for the kind words.

Rob Thomas thank you, that sandwich is so good, and we will be there often I am sure of it. A

Mar 09, 2015 09:17 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Thanks Dick,

We agree with you, and the more informed people are the more likely they make a decision quicker.

James,

I hope you had a good lunch

John,

Like you, I don't want my life taken up with errands, it is nice to have things close by.  A

Mar 09, 2015 09:19 AM
Hannah Williams
HomeStarr Realty - Philadelphia, PA
Expertise NE Philadelphia & Bucks 215-820-3376

Ron & Alexandra Seigel   Good food is so important . It is 8 pm and I just had my first meal besides fruit .Grilled chicken with Broccoli rob, extra sharp provolone on a great Italian roll- oh with a long red hot grilled pepper ...We split it 3 ways ..very busy day -from the Italian Bakery

Your food always looks so inviting it is important to find great places to eat .

Mar 09, 2015 10:28 AM
Dorie Dillard Austin TX
Coldwell Banker Realty ~ 512.750.6899 - Austin, TX
NW Austin ~ Canyon Creek and Spicewood/Balcones

Hi Ron & Alexandra Seigel,

Your point is well taken! Often local amenities - restaurants, grocery stores, shops, museums, music venues parks, running trails  all- add to the mystic of a neighborhood and are definitely the tipping to point to score a sale!

Mar 09, 2015 12:16 PM
Debbie Reynolds, C21 Platinum Properties
Platinum Properties- (931)771-9070 - Clarksville, TN
The Dedicated Clarksville TN Realtor-(931)320-6730

The local amenities can enhance to buying experience but the home has to please as well. That sandwich looks delectable. 

Mar 09, 2015 01:14 PM
Lawrence "Larry" & Sheila Agranoff. Cell: 631-805-4400
The Top Team @ Charles Rutenberg Realty 255 Executive Dr, Plainview NY 11803 - Plainview, NY
Long Island Condo and Home Specialists

Oh my that photo is tempting. Yes, knowing the local amenities, whether it's what a community offers or the surrounding area is important to know in the home buying search...

Mar 09, 2015 07:30 PM
Joe Petrowsky
Mortgage Consultant, Right Trac Financial Group, Inc. NMLS # 2709 - Manchester, CT
Your Mortgage Consultant for Life

Good morning A & R. I have always considered residential real estate and romantic real estate. It is am emotional process when you hear words like love it, heat it or everything else in between. Great job with your post and bring the message home. Pardon the pun.

Mar 09, 2015 08:42 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Hannah Williams it is sometimes those small seemingly insignificant amenities that make life and moving very worthwhile.

Dorie Dillard those have always been a factor in our home selection decision making.  In Napa we chose it over the rest of the valley for its proximity to airports, because it would be less driving time.

Mar 10, 2015 03:57 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Debbie,

You are right, it is a combination of both.  It is, I highly recommend it if one comes to your neighborthood.

Larry and Sheila,

Absolutely right about that.

 

Mar 10, 2015 03:59 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Joe,

All real estate has romance, even an office space does.  A

Mar 10, 2015 03:59 AM
Patricia Feager, MBA, CRS, GRI,MRP
DFW FINE PROPERTIES - Flower Mound, TX
Selling Homes Changing Lives

With the cost for transportation and never enough time, this makes perfect sense!!!

Mar 10, 2015 01:59 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Patricia Feager, MBA, GRI, Cert Negotiations Expert, Military Relo Prof you are so right, it makes a difference having something right there.  We have a new yoga studio that is less than 5 minutes away.  Our former one took a half hour allowing to get there, and then walk over and get ready.  We appreciate the time saving.  A

Mar 10, 2015 02:31 PM
Tammie White, Broker
Franklin Homes Realty LLC - Franklin, TN
Franklin TN Homes for Sale

Franklin has a historic, downtown with lots of shops and restaurants. I play that up with buyers when they ask why they should choose Franklin over other locations. It absolutely has an impact. Fortunately, we have some great restaurants in our area.

Mar 19, 2015 10:20 AM