The word “bespoke” is what every luxury or other real estate marketing professional needs to know. “The term "bespoke" comes from England where it originally referred to custom or tailor-made clothing. “In recent years, however, the term has been applied to information technology and also refers to custom services or products.” (techterms.com)
In our former lives as commercial real estate broker owners in Beverly Hills and environs, we practiced bespoke service. Each buyer, seller, investor, lessor and lessee no matter how big or how small were treated and taken care of in a unique way based on his/her preferences.
At the very beginning of our relationship we sat down with each person found out what they needed and wanted from our services as well as their expectations. We also clarified how they liked to be communicated with. Some of our clients preferred weekly meetings and phone calls as well as a written report. Buyers had other criteria, and our developer clients wanted an immediate call and offer written for their signature when a gem came on the market.
Today as branding and marketing strategists, we practice bespoke service. We fly out to each client’s marketplace, or drive within Southern California. We spend time getting to know their marketplace and see the business of their luxury real estate through their eyes. We establish our relationship and specify their preferred ways of communication and adhere to that.
By thoroughly studying and researching our client’s competition, we help our clients identify and pioneer hidden, untapped market opportunities where they can passionately provide extraordinary value. By establishing and dominating an uncontested market niche their profit margins increase and their competition becomes inconsequential. We also help our clients define their goals and their preferences.
With that knowledge in hand, we work on developing an over arching strategy. From that strategy we develop a brand, brand graphics, choose colors and subsequently create a web site geared to fulfilling the strategy. Our graphic artist drew by hand the oak tree (pictured above) for our client. We took pictures of the California oak trees that grow on the ranches that our client represents.
One of our team members is a premier SEO specialist, and he creates the architecture of the entire site. He was instrumental in introducing Google to real estate, when he worked with a NYSE (New York Stock Exchange) real estate publishing company. He developed and operated 41 websites.
We also assist our clients in creating a work-style and lifestyle that’s in-sync, with their personality. This way they can experience a profound sense of control and happiness over their personal and professional life.
Bespoke is our style of communication and is reflected in the brands and strategies we come up with. We know that “one size does not fit all”, every market is unique, and every individual or company is unique and they deserve to be treated that way. Do you speak bespoke?
This is an entry in the September Challenge-Your Value Proposition
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