Marketing Luxury Real Estate: Focus is Your Crystal Ball

Services for Real Estate Pros with Napa Consultants


As a Luxury real estate marketing professional, have you taken the time to focus upon the source of your bona fide leads, i.e., those leads that have actually converted to sales or listings? What percentage of your overall sales volume comes from knocking on doors (cold calling), referrals, open houses, website leads, sign calls, your blog, networking (online or offline) or from some other source?  By focusing in this manner you can strengthen what is working, and also spend less time and resources on those things that do not produce strong results. Focusing can empower you to predict the future of your business. Focus is your crystal ball.

Focusing can also lead to discovering new ways to attract more business by finding alternative approaches that can yield more desirable results. By staying focused you have access to more solutions.  Your focus actually attracts answers that may be right under your nose. Being focused prompts you to ask better questions because you know more clearly what it is that you need to know. The need to know literally draws out answers from your environment and from people who have the answers or know where to find them. 

Sometimes it seems that the answers to your most pressing questions are eluding you. But, once you get clear on what you need to know, the answers are sure to come your way.  That is, unless you spend your time doubting yourself or the power of focus.  If you get frustrated because your answers are not showing up as fast as you want them to you might want to consider just chilling out for awhile.   It takes a mental state of relaxed focus and openness for the best answers to show up in your crystal ball.


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Written by Ron & Alexandra Seigel-




ABOUT:  Luxury Real Estate is a high stakes game. Commissions are substantial! We help luxury real estate professionals get to the listing table more often and win listings more frequently.  If you want to be the market leader, the personal or company brand that your target market thinks of first and refers most often, you need an Elevator Statement to accelerate the process.  We can get you there!

Your Elevator Statement is a succinct and persuasive summary of your extraordinary promise of value, your unique selling proposition.  In a time-starved world the attention span of your target market is shrinking.  To instantly convey what sets you apart from the crowd you need to be able to answer EACH ONE of these 3 questions in less than 30 seconds.: 1) What Do You Do?; 2)  How Do You Do It?, and;  3) How Are You Different?.  Can you state how you are different and better than your competition in under 30 seconds?

Watch the video above to see and hear how we do it. 


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Don Sabinske
Don Sabinske, Sabinske & Associates Inc. - Zimmerman, MN
Sabinske & Associates Inc.

Ninety percent of my entire business comes from referrals, and perhaps five percent from banks.  And, I can count on one hand the number that haven't closed in the last dozen years.  They do tend to stand out in one's memory, after all. 

Good point to focus on your primary market.  Thanks.

Feb 21, 2012 12:14 AM #1
John McCormack
Albuquerque Homes Realty * - Albuquerque, NM, Albuquerque Homes Realty

My business actually thrives on referrals or re-peat clients.  The others come from the web.  I am a big believer in keeping in close touch with my data base of the past 12 years!  I never stop communicating with them. 

Feb 21, 2012 12:26 AM #2
Debb Janes EcoBroker and Bernie Stea JD
ViewHomes of Clark County - Nature As Neighbors - Camas, WA
REALTORS® in Clark County, WA

Most of my business comes from referrals and repeat clients - I did get a recent lead because I kept showing up (thanks to AR's blogging efforts) as the "EcoBroker" in Clark County, Washington. Currently working on getting more leads from Website optimization...we'll see. ;) Really agree with the idea of stepping back and chilling if we're trying to darn hard.

Feb 21, 2012 05:17 AM #3
Gayle Rich-Boxman Fishhawk Lake Real Estate
John L Scott Market Center - Birkenfeld, OR
"Your Local Expert!" 503-755-2905

R&A~One of my favorite mantras (if you will) is simply this:

Chance Favors the Prepared Mind

Feb 21, 2012 06:41 AM #4
Patty Da Silva, Davie, Southwest Ranches Cooper City, Plantation, Weston, REALTOR
BROKER of Green Realty Properties® - 954-667-7253 - Davie, FL
Top Listing Broker

R & A - Great post. I keep a list of where all the leads come from - it is so important to know what works and what does not so we can invest time and resources accordingly.

Feb 21, 2012 08:58 AM #5
Toni Weidman
Sailwinds Realty - Trinity, FL
26 Years Selling Homes in New Port Richey, FL

I have always sourced my listings and closings, Alexandra. It is important to have an idea of where to place most of your marketing dollars. Most of mine come from referrals.

Feb 21, 2012 09:31 PM #6
Cherise Selley
Selley Group Real Estate, LLC - Colorado Springs, CO
Colorado Springs Realtor


I don't think the issue of focus is underscored enough in business.  We constantly being bombarded by tempting distractions that are supposed to increase our business pool.  But the truth is you can hear a splash in the water as many unfocused strategies sink to the bottom.  You've hit the nail on squarely on the head with this one... g

Feb 22, 2012 01:23 AM #7
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy


We are delighted that so much of your business is referrals.   This determines where to put your marketing dollars.  We met an agent whose marketing budget is wholly spent on his referral sources.  A

Feb 22, 2012 02:24 AM #8
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Ron and Alexandra Seigel

Luxury Real Estate Branding, Marketing & Strategy
How do I become First to Come to Mind in My Marketplace?
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