luxury real estate branding tips: Branding Moment: The Importance of the Right Personality/Image!
- 11/19/20 08:53 AM
Some brands like the idea of having a spokesperson who as an icon represent their style of business. In real estate, we have encountered several companies that can point to the company founder. They play an active (as a spokesperson) or passive role in the promotion of their company.
Pictured above is Audrey Hepburn in a clip from the movie, Breakfast at Tiffany's gazing into the New York Tiffany store. For many years her portrait hung in every Tiffany's store.
Photo 140369716 by Starstock/Dreamstime
Pictured above is Lady Gaga at the Oscars in 2017 wearing the same famed yellow diamond pendant that Audrey Hepburn … (29 comments)
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luxury real estate branding tips: Luxury Real Estate Branding: Communicating with Colors #2
- 08/04/14 01:09 AM
Last week, we wrote a post on the psychology of colors focusing on red and green as part of a brand’s color scheme. Alitalia incorporates these colors in their brand identity, as they are the colors of he Italian flag. Saturday, while in Beverly Hills, we spotted Gucci’s “camouflage” (barricade), a temporary façade erected during the remodeling of their Italian luxury fashion and leather goods store.
The barricade looks like a portal into the store. They are actually open for business during the transformation.
Gucci’s brand identity is comprised of red and green stripes on a beige background watermarked with … (26 comments)
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luxury real estate branding tips: It Takes Passion & Creativity to be a Success as a Real Estate Agent!
- 05/16/14 04:02 AM
In our opinion, one of the fundamental keys for success in real estate is passion and creativity. We don’t feel that these words are inseparable, because a passionate frame of mind is a creative one.
In our lives as commercial real estate broker owners, we found that our deep-seated passion for our commercial real estate practice served us well. One of our niches was finding properties in up and coming areas to develop that had a hidden value. This meant that we had to find a moneymaker. Here is an example:
A prominent architectural firm contacted us. They wanted to … (18 comments)
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luxury real estate branding tips: Speechless Sunday: Sunbathing Seals
- 05/04/14 10:16 AM
Every so often, we mix it up. Today we headed to the bluffs in Carpinteria a nature preserve comprised of over 50 acres. We wanted to take a look at the seal sanctuary, and they were all sunbathing...
My iPhone with the zoom captured them a bit out of focus. Next time, I will try the other camera, which is not as handy as putting my phone in my pocket. They are those torpedo shapes on the beach, and the lighter ones are the young pups that are probably 4 months old.
This shot will give you an idea … (16 comments)
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luxury real estate branding tips: Friday Fun : Discovering the Carpinteria Bluffs
- 04/25/14 03:42 AM
When Ron was taking a golf lesson, I decided to take a walk towards Johanes flower fields, which are behind the driving range. I noticed the sign pictured above, and an inviting trail to follow. Since I was not wearing hiking shoes, I decided to check out the trails the next day, when Ron would be practicing his strokes.
Yesterday, I ventured out to explore this land in my hiking shoes. I last wore them to climb around the Parthenon, this autumn, which was built in 448-432BC, and I could not help but wonder if the land I was walking … (11 comments)
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luxury real estate branding tips: Wordless Wednesday: Lunch at the Beach!
- 04/23/14 06:33 AM
The low tide this week have been lovely, and timed perfectly with our lunch breaks. It has been perfect to combine our lunch with a long walk on the beach...a good way to digest!
Today, we saw this sculpture that someone made from kelp trees, driftwood and flowers. The signs echoed our sentiments of the moment, "Life is Beautiful" and "Enjoy the Sunshine". We happily followed the advice!
Cheers,
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 … (19 comments)
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luxury real estate branding tips: Wordless Wednesday: Do You Have Statice?
- 04/23/14 02:09 AM
The flowers pictured above are one of our favorites, they are called statice. It is related to the Limonium genus, and is also known as Sea Lavender. It is easy to grow and it does well in xeriscaping. In the language of flowers it symbolizes remembrance. It is one of the most popular dried flowers and can be often found in craft stores.
I had statice flowers in my wedding bouquet, and as part of all the floral arrangements at our wedding. Although time has passed, whenever I see statice, it seems like it was yesterday.
Happy Wednesday,
Written by Ron & … (15 comments)
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luxury real estate branding tips: Real Estate Marketing: How to Dominate Your Niche - Intro & Part 1
- 04/22/14 02:28 AM
INTRODUCTION: IT'S ALL ABOUT FOCUS! Identifying and dominating the right niche for your business is a sure-fire route to gain and sustain market leadership. In this series we will preview a new online video course that we developed as an AGENT TRAINING TOOL FOR BROKERS called Which Niche Can Make You Rich? Each video is just 2 to 4 minutes.
We were inspired to create this video course after presenting the topic in a webinar for TRULIA/ActiveRain. When over 1000 people registering within 2 weeks and we were also invited to present the webinar for ZILLOW (May 5th) we … (23 comments)
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luxury real estate branding tips: Speechless Sunday: They Are Back!!!
- 04/20/14 02:10 PM
One of our favorite spring manifestations are the blooming jacaranda trees which can be found almost anywhere one looks in Santa Barbara. Sillouhetted against an azure sky, they make a beautiful contrast. They last through June, and they are definitely a welcome sight during gloomy days, when the marine layer takes over.
There are several streets lined with jacaranda trees. When we parked at the market today, we noticed many of the trees starting to bloom. What a glorious sight. We wish everyone on Active Rain a great week ahead.
Cheers, Ron & Alexandra
Written by Ron & Alexandra Seigel-
… (14 comments)
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luxury real estate branding tips: Saturday Smiles:Shades of Burgundy at the Santa Barbara Farmers Market
- 04/19/14 03:22 AM
Quite often when we are working on a branding project, we will take pictures of nature's offerings in a certain color range. We concentrated on the various shades of burgundy, as it is one of the hardest colors to print on paper as the hues vary, even when they are specified. So we usually recommend it as an accent color!
Here are some of our favorite burgundy veggies! The above is radicchio de Treviso. It is our favorite radicchio for tre colore salads, (arugula, endive & radicchio).
These are mulberries. They are considered by Dr, Oz "as a … (18 comments)
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luxury real estate branding tips: Luxury Real Estate Personal Branding: Class Personified!
- 04/15/14 03:13 AM
When some people think of luxury they associate the word with a lifestyle of conspicuous consumption, and with being ostentatious, flashy, affected, showy, brazen, flamboyant, and pretentious. This has given luxury a bad name.
For us, luxury is about reaching for the best that life has to offer because it is there to be enjoyed by you, not to impress others, and also because it affirms that you can have whatever makes you happy. When in comes to others, luxury is about having class in the way you interact with everyone you encounter, simply because it feels good.
Class … (16 comments)
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luxury real estate branding tips: Saturday Smiles: Rhapsody of Spring in Santa Barbara Part 1
- 04/12/14 04:08 AM
It is a cold morning, 52 degrees and the marine layer is thick with fog and clouds. We are expecting a high of 57. The Santa Barbara Farmers Market was abuzz as usual. There were mostly locals today, too cold for the tourists that usually head up this way. Once again the offerings did not disappoint. Pictured above are little gems which are small lettuce varieties. They are perfect for two, and one of the staples in our vegetable drawer.
Zucchini is starting to show up, and looked glorious in its two color variety. We loved the contrast of colors.
… (9 comments)
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luxury real estate branding tips: Follow Up to FOMO Marketing & Pinot Noir: A Personal Perspective
- 03/24/14 12:43 AM
This is a follow up to our recent post on FOMO Marketing. Recently, we visited a winery in our nearby central coast wine country. We tasted their Pinot Noir (“Limited Edition”), Merlot and Cabernet Sauvignon. Our favorite was their Limited Edition Pinot, which was absolutely outstanding and fairly priced.
But, we were told that we had to join their wine club to purchase it, as club members were re-ordering and they did not want to run out. That tugged at our F.O.M.O (fear of missing out) heartstrings. But, we resisted joining the club, knowing that we would be obligated … (13 comments)
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luxury real estate branding tips: GET MORE HUMAN: Re-Tool, Re-Think, Re-Invent YOU!
- 03/20/14 05:47 AM
Leonardo Da Vinci, Self Portrait, The Original Renaissance Man
At an accelerated pace, technology has consumed far too much time and energy for most luxury real estate marketing professionals. Let us regain some perspective on this ever-pervasive fact of modern life. After so much retooling, it is now time to rethink and re-invent YOU!
The Renaissance was considered one of the most explosive periods of change in human history. Due to the availability of paper and the invention of metal movable type the dissemination of ideas sped up faster than was ever thought possible. Today,, the internet is having … (38 comments)
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luxury real estate branding tips: Luxury Real Estate Marketing Tip: FOMO Marketing & Potatoes!
- 03/18/14 02:37 AM
There are a variety of marketing strategies. One of these is known as FOMO marketing. FOMO is the acronym for “FEAR OF MISSING OUT”. This is a natural human response and one that in our opinion was partially instrumental in building the behemoth we now know as social media. At the onset, we attended conferences whose speakers noted that the Internet was a river of gold (i.e. business), and all we had to do is join in to pan that gold.
FOMO is what bargain hunters respond to at midnight and early morning sales on Black Friday. It is based … (62 comments)
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luxury real estate branding tips: Luxury Real Estate Branding Tip: Dusty Marketing or Gimmick?
- 03/03/14 04:17 AM
Given the competitiveness in the wine industry, not unlike the real estate industry, we have often cited wine branding examples because every winery wants to stand out and sell out in order to continue its existence. Capturing attention is one thing, holding it is another.
The wine pictured above drew our attention for two reasons: the bottle had a heavy dust layer, and an unusual irregular shape. Was this a treasure trove from some dark, dusty and forgotten cellar? Would the content live up to its look? Or is it just a $35 gimmick that leaves dirt on your hands … (18 comments)
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