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Luxury Real Estate Blogging: Do You Feel Like a Fish Out of Water?

By
Services for Real Estate Pros with Napa Consultants DRE00893924

 

As a luxury real estate marketing blogger do you feel like a fish out of water?  The source of the “disconnect” that you are experiencing could very well be your lack of passion about that which you are writing. If so, you are OFF your personal brand signal. Unless you discover both your passion AND your own unique voice, which is your personal brand and style as a blogger, you are much better off channeling your energy into other marketing strategies.

Passion alone is not enough! If you are passionate about what you are blogging, the trick is to discover how to present your content CONSISTENTLY in your own inimitable way.  You must be relentless, as your own editor, to STAY ON YOUR UNQUE BRAND SIGNAL.  If you need an outside opinion, hire an editor who can immediately tell when you are on or off your brand signal.

As we stated in Part 1 of this series, ORIGINAL content is what your target audience is craving! Regurgitated or generic information is worthless because your audience can find it elsewhere.  Eventually, they see right through you.  They will brand you as a copycat and stop following you.  Even worse, you will feel hollow (if you are honest with yourself) when you publish non-original material because you are cheating yourself out of the satisfaction that can only come from being original. 

When we coach authors and bloggers, which is a subset of our strategic branding practice, we are hired to help our clients discover their unique voice and DNA, to identify their inimitable brand signal, and also what they are most passionate about.   Usually, it is not a question of discovering something new. But, by drawing out their unique way of expressing their passion it confirms or reaffirms what they already know intrinsically. We help them by reminding them that they are like fish swimming in water but have taken the water for granted.  And, that is always a revelation!

We learned how to decipher and refine our own original ideas when we wrote an internet advertising technology patent in 2002 with our partner, John Ullmen.  It took us two years to file.  Our patent attorney was an absolute task master.  He was the fourth patent attorney that Bill Gates hired and actually wrote many of the patent policies for Microsoft.   He was unrelenting in insisting that what we wrote was original because it simply would not fly at the US Patent Office, otherwise.

Many, many times after arduous work, putting in many 18 hour days we would realize that what we thought was original was already originated by someone else. Finally, we were granted our patent in 2007 because there simply was no precedent (what is known as prior art) for our original work.

Without passion, you simply will not sustain your course of action over time, as a luxury real estate marketing blogger. The real rewards of blogging occur, in addition to generating new business, when your audience offers you feedback that you are indeed a one-of-a-kind author.

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WE SPECIALIZE IN
STRATEGIC BUSINESS DEVELOPMENT FOR
LUXURY REAL ESTATE,
FINE WINES & PHILANTHROPIC EVENTS

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                         Ron & Alexandra Seigel, Managing Partners

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                   If Gaining or Sustaining Market Leadership is Your Quest, we can help!

 

Comments (5)

Carra Riley & Declan Kenyon
Brokers Guild Cherry Creek Ltd - Westminster, CO
Helping people Transition at all ages!

Ron and Alexandra,

Passion is the key!  Time and energy with correct direction guarantees success.  I look forward to your time on Blogtalkradion this coming Thursday 2-11-10 at 9:00 MST.  Talk to you on Thusday in cyberspace! 

 

Feb 05, 2010 05:51 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Cara,

Yes indeed, we are looking forward to our time in cyberspace...You certainly examplify passion!

Feb 06, 2010 03:42 AM
Dean Carver
United Brokers Group/Carver Home Team - Ahwatukee, AZ

We always enjoy your blog. We don't struggle with passion per se, but the lack of luxury properties that are moving in our market place is an issue (mostly due to pricing and short sales). Love marketing luxury properties -- especially very unique ones. We've branched out. Those who are sticking strictly to luxury here are starving or going out of business.

Feb 07, 2010 10:05 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Dear Dean and Sonia,

We have client who specializes in Lux Props, and had her best year in 09, by doing a mix of props lux, and everything else...we always tell our clients you have to go where the fish are biting, can't just go fishing!

Feb 08, 2010 01:56 AM
Mary Douglas
United Country Ponderosa Realty, Red Feather Lakes, Colorado - Red Feather Lakes, CO
REALTOR, Red Feather Lakes, Colorado

Hi Ron and Alexandra,  Great ideas, and yes -without passion it is really difficult to be consistent in anything.

Feb 08, 2010 10:30 AM