luxury real estate websites: Luxury Real Estate Marketing: Are You Riding the Wave of Change?
- 09/22/10 04:07 AM
The picture above was taken in our local neighborhood here in the Santa Barbara area. It tells an important story about our economy, but not necessarily the story you may have in mind. It is a manifestation of a mega-trend, a wave of change in the delivery and distribution of movies, a change that has been coming for over twenty years. As a luxury real estate marketing professional it is essential to anticipate trends in your local marketplace so that you are not caught off-guard. Positioning yourself or your company to ride the new waves can propel you to … (4 comments)
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luxury real estate websites: Luxury Real Estate Marketing Tips: Emotional Branding-It's All About "Amore"- Love!
- 09/20/10 07:05 PM
Marketing luxury real estate requires creating emotional rapport with your high net worth clients. The more your clients know that you understand their challenges, their interests and what they do to pursue happiness the quicker you can establish rapport and build trust. In fact, the speed of referrals is directly proportionate to the speed of trust that can be established through emotional branding.
Speed of referrals is also a factor of achieving top-of-mind status in a given category of business or a niche within your marketplace. When a buyer comes to town who is interested in purchasing a … (7 comments)
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luxury real estate websites: Luxury Real Estate Marketing Essentials: What you can learn from Emily Post and MickeyMouse
- 09/19/10 06:31 PM
<!--[if gte mso 10]> <![endif]--> Photo by JoeyGil in Los Angeles Chinatown Parade
In the luxury real estate marketing arena excellent manners are important to a successful career in selling fine homes. The concept of manners was developed as a way to express oneself in order to be viewed as polite, sophisticated and refined. Sociologists define it as a standard of conduct and as a norm. Manners adapt to reflect social changes. Manners differ from culture to culture and occasions such as a wedding, an audience with a royal, the president or the pope. If you intend to have an … (3 comments)
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luxury real estate websites: Luxury Real Estate Marketing Essentials: The Nest Egg of Your Brand
- 09/19/10 06:06 AM
It is said that ostriches and some people bury their heads in the sand when they don’t want to hear bad news. The fact is that most people should be like ostriches as they are not hiding themselves in avoidance. They are rearranging their eggs. So, as the bad news arrives, this is an opportunity to become a sophisticated investor in your brand which is one of your nest eggs. This applies to luxury real estate marketing professionals in particular.
For most the knee jerk response to bad news it to cut back on marketing their brand. By not reacting … (10 comments)
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luxury real estate websites: Luxury Realty Marketing Essentials: The Power of Brand Essence, When Praying Hands Applaud!
- 09/16/10 05:36 PM
A brand is not just a logo, slogan, font, color schemes, description of your business, or symbols. A brand includes the logo, slogan, etc. The purpose of a brand is to communicate and create a relationship of trust to the segment of the market you are targeting. It is nice to get your target market to choose you over your competition. However, in the context of luxury real estate marketing, the true objective of a brand is to instantly communicate that you or your company is the answer to your prospects’ most pressing problems or concerns.
Your brand needs … (6 comments)
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luxury real estate websites: Luxury Real Estate Marketing: Winning the Battle of Brand Perception – Part 2
- 09/14/10 05:10 PM
Photo courtesy of mbusa
How you are perceived by potential clients as a personal or company brand is a major factor in the decision making process of hiring you as a luxury real estate marketing professional. In Part 1 of this blog series, we showed the seven most important factors that car buyers consider when choosing a new car. We explained that Mercedes Benz has regained its dominance over other all other luxury cars in the battle of perception. Here are some examples of how the same brand perception categories referred to in Part 2 might apply to … (10 comments)
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luxury real estate websites: Luxury Real Estate Marketing: Winning the Battle of Brand Perception - Part 1
- 09/13/10 05:15 PM
Photo courtesy of mbusa
In luxury real estate marketing, brand perception is an extremely important determining factor for consumers when selecting an agent to assist them in buying or selling a home. Have you taken the time to consider how you are perceived by potential clients? What do you stand for in the minds of your target market? If market leadership is your quest, you must tell people how you want them to perceive you and in which of their mental categories you want to be held. Otherwise, by default, they will pigeonhole you themselves-accurately or not … (5 comments)
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luxury real estate websites: Luxury Real Estate Marketing: The Value of Local Knowledge--Off The Beaten Path
- 09/12/10 05:36 PM
As a luxury real estate marketing professional, you are a source of great information for anyone who is thinking of moving to your market. Because, you live there and have experienced so many things, you know the shortcuts as well as the special places in your town. Sharing them with your prospective market can lead them to make the decision to make a move or better yet hire you.
Regardless of the ubiquitous reach of the Internet, local knowledge is still the property of the locals who live in the community. This is true of real estate and special places … (8 comments)
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luxury real estate websites: Speechless Sunday: The Beauty of Sweet Peas and Avocados
- 09/12/10 03:57 AM
We loved the display of avocados and sweet peas. Both are distinct and beautiful in their own right. Together they enhance each other. Happy Sunday!
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… (17 comments)
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luxury real estate websites: Luxury Real Estate Marketing: The Art of Creating A Brand
- 09/11/10 03:36 AM
Mississippi river (Minnesota) in the fall
In luxury real estate marketing, creating a brand is an exercise of finding your essence as an individual or a company. It must authentically reflect your core values and what you are passionate about. Ultimately, your brand must express, explicitly what is distinct and inimitable about your identity. Here is an example that illustrates this point.
The University of Minnesota (one of Alexandra’s alma maters) sends a quarterly journal which often features a story that illustrates life on campus. The latest issue tells of a fine arts student who devised an ingenious program … (2 comments)
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luxury real estate websites: Luxury Real Estate Marketing: The Luxury of Phalaenopsis
- 09/09/10 03:49 AM
Orchids have long been considered a luxury. However, thanks to the advances in propagation, they are plentiful here on the West Coat, where many greenhouses are engaged in the propagation of orchids.
Carpinteria is home to many greenhouses growing all types of flowers. One of our favorites are Phalaenopsis orchids. They last a long time, and occasionally if they like the spot you have them in send out new shoots of flowers. I have a lovely white one that has been doing that for 6 months now. They are a lovely gift for any occasion, and look wonderful … (6 comments)
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luxury real estate websites: Luxury Real Estate Branding: How to Grow Your Brand Equity
- 09/08/10 04:07 AM
If you think that creating your personal brand is not all that important, think again. Brand equity is a term that describes the financial value of a brand, the value that it contributes to the bottom line profit of a business. Brand equity in your luxury real estate marketing practice is the added value in revenue that your brand generates based on the degree to which you achieve top-of-mind status among potential referral sources. The best way to grow brand equity and achieve top-of-mind status is to “own” or dominate a specific category or niche within your … (6 comments)
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luxury real estate websites: Luxury Real Estate Marketing: Don't Blow it By Being a Generalist!
- 09/06/10 05:38 PM
Focus is the name of the game in luxury real estate marketing and branding today, particularly because internet marketing, an inescapable component of any successful marketing plan, is all about “expertness” on a given subject or category of business. Selecting and dominating an uncontested market niche is the fastest route to market leadership and top-of-mind status.
In business, niches are categories of products and services. The majority of people can only hold one or two brands in their mind in a given category. What is the first facial tissue that comes to your mind? Can you … (9 comments)
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luxury real estate websites: Luxury Real Estate Marketing: The Luxury of Time
- 09/02/10 06:29 PM
As luxury real estate marketing professionals, it is important to take time out, so here is an example of practicing what we preach. We have been very busy, working on four websites, corresponding with our clients, our web developer in England, and our graphic designer, as well as handling all the other stuff. We are trying to get everything done, prior to two of our speaking engagements in the third week of September.
Taking time out for many of us in the real estate industry, seems to be a luxury. However, we find it important as it refreshes us, clears … (12 comments)
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luxury real estate websites: Luxury Real Estate Marketing: Are You Expressing Your Difference?
- 09/01/10 06:38 AM
In our work with luxury real estate marketing professionals we encourage our clients to stand out or bow out. It is important to have a look and make a statement about you as well as the marketplace you are part of.
Recently while having a quick bite in Sly's American Restaurant in Carpinteria, we snapped a picture of the bar area, because it our opinion it was buzzworthy seeing a real Vespa sitting above the bar. The Vespa illustrates Sly's love of all devices that move us and his spirit of fun. It is definitely out of the proverbial box … (9 comments)
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luxury real estate websites: Luxury Real Estate Company & Personal Branding: What Is Your Claim to Fame?
- 08/31/10 06:06 PM
Ariana Rose holding up an Amaranth, Team Member of B.D's Earththrine Farms, Ojai, California
One of the most common mistakes that luxury real estate marketing professionals make is trying to be all things to all people. Focus is mission critical in marketing luxury real estate and in company and personal branding as well. If you can focus on a specific niche, whether it is a neighborhood, or a demographic or a type of property and also be the best in your marketplace in that one niche, your chances of success will improve exponentially.
The idea is to … (6 comments)
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luxury real estate websites: Luxury Real Estate Marketing: It's All About Moo!
- 08/31/10 03:05 AM
Instantly communicating your extraordinary promise of value as a luxury real estate marketing professional is the goal of strategic branding. It is a challenge to distill your marketing message, the benefits that will be derived by working with you, into just a few words. If you can do this through humor you have the opportunity to hit a home run. If you can do this with video, you can hit a grand slam home run because video offers the opportunity to spark word-of mouth advertising and trigger viral marketing through social media channels.
You will remember the … (10 comments)
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luxury real estate websites: Speechless Sunday: The Uniqueness of Bromeliads
- 08/29/10 04:01 AM
These beautiful bromeliads caught our eyes yesterday as we were walking around the Farmers' Market. They are a stand out among all the flower species!
- WATCH VIDEOS-
Buzz-Worthy Luxury Real Estate Websites
Personal Branding Case Studies Company Branding Case Studies
About Language of Luxury
- JOIN THE LOL COMMUNTIY - GET FLUENT. GET AFFLUENT! Linked In, Facebook, Active Rain
Broker Agent Social, Proxio, Real Town, & Bigger Pockets
Follow Us on Twitter: LuxuryMarketing
… (10 comments)
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luxury real estate websites: Luxury Real Estate Marketing: Sunflowers for a gloomy day
- 08/28/10 09:58 AM
"We have had the coldest summer in 60 years in Santa Barbara", and old timer just told me this morning as I was picking out heirloom tomatoes as this Saturday's market. "Santa Barbara usually has more sunny days than any other coastal city, he continued." I have counted, we have a 14 days of full sun so far (I am staying optimistic), and about 20 days of partial sun with MR or MS sunshine showing up late afternoon.
Sunflowers were everywhere around us, and I decided that we need some for our house to brighten up the day, for now … (10 comments)
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luxury real estate websites: Luxury Real Estate Marketing : Become the Frank Gehry of Your Marketplace
- 08/26/10 06:11 PM
Photo by Carol Highsmith
If market leadership is your quest, as a luxury real estate marketing professional, your goal is to be the first luxury real estate agent to come to mind in your marketplace. You actually want to become a celebrity in your local area. Think of a famous living, modern, avant garde, architect. Who comes to mind, first? Chances are, if you are interested in modern architecture, you answer will be Frank Gehry. Now, he is an outstanding example of a one man brand.
The picture above is Disney Hall, in downtown Los Angeles. It illustrates the … (10 comments)
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