Identify & Amplify Your Uniqueness in Your Marketing !

Services for Real Estate Pros with Napa Consultants

One of the keys to successfully marketing luxury real estate is to showcase the most outstanding aspects of the property. You need to distill your marketing message in just a few words and pictures that will have the greatest impact on your target market.  Capturing the property’s unique value proposition and expressing it succinctly is a skill you must practice continuously. 


This same skill is at the core of our work as brand strategists.  We identify what makes professionals and companies different, distinct and extraordinary. Our task is to amplify that uniqueness by making what is implicit, explicit, both verbally and graphically, and doing so with conciseness. 


You can train yourself to observe and discover uniqueness by taking the time to focus on the nuances of nature as often as possible. This is something we practice daily. 


Two of our favorite species of flowering plants are coleus and begonias for the very reason that they have so many divergent types, combinations of colors, hues, textures and shapes. We selected the plants depicted here for our front porch planter because they provide such a luscious visual contrast. The begonia is like antique roses, very muted, faded and smooth.  The coleus is comprised of vibrant intense colors with a course texture.

Check out the subtleties of the contrast in texture in the black and white version of the image.  It makes you appreciate what color adds to the richness of your experience. It also makes you thankful both for the abundance of nature and your ability to discern its splendor.  


Identify and amplify your own uniqueness in your marketing.  You will reach your target market faster if you do.

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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 less than 30 seconds?

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


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Jeremy K. Frost
Keller Williams Realty - Dripping Springs, TX
Associate Broker, CNE, CRS, ePro, PSA

This is a very informative post. Thank you for sharing and best of luck!

Nov 20, 2016 11:56 PM #1
Michael Jacobs
Coldwell Banker Residential Brokerage - Pasadena, CA
Los Angeles Pasadena Area Real Estate 818.516.4393

Good morning, Alexandra and Ron -- the nuances that we can highlight will make that property so much more memorable.  It's an important part of an overall marketing presentation to truly stand out from the competition.  

Nov 21, 2016 12:10 AM #2
Paul S. Henderson, REALTOR®,CRS,
RE/MAX Professionals. - Tacoma, WA
Tacoma Washington Agent/Broker & Market Authority!

 We always seem to point out the obvious but we never point out what makes us unique in our business Ron and Alexandra Seigel 

Nov 21, 2016 12:11 AM #3
Beth Atalay
Cam Realty and Property Management - Clermont, FL
Cam Realty of Clermont FL

Ron and Alexandra, often times, we might think property's uniqueness is too obvious and not necessary to point out, however, that's exactly what the buyers are looking for. Another great post! 

Nov 21, 2016 12:28 AM #4
Joe Pryor
The Virtual Real Estate Team - Oklahoma City, OK
REALTOR® - Oklahoma Investment Properties

One point of differentiation to me is to promote benefits not features. Feautres are static and benefits can create action either in the property or in your brand reputation which is about what you can do.

Nov 21, 2016 01:03 AM #5
Hannah Williams
Re/Max Eastern inc. - Philadelphia, PA
Expertise NE Philadelphia & Bucks 215-953-8818

Ron and Alexandra Seigel  What great details you have pointed out using plants There are so many ways we can stand out from the crowd

Nov 21, 2016 02:31 AM #6
Dick Greenberg
New Paradigm Partners LLC - Fort Collins, CO
Northern Colorado Residential Real Estate

Hi Ron & Alexandra - You always offer great advice on the exact things we need to focus on to make our marketing and branding effective. This one is simple in concept and not so easy to get right.

Nov 21, 2016 03:05 AM #7
Robert Bob Gilbert
Berkshire Hathaway HomeServices Anderson Properties - Katy, TX
Your Katy TX ( West of Houston) Real Estate Expert

Alexandra, Another well written and excellent post. The advice is something we all should try to achieve being our own uniqueness and market accordingly. 

Nov 21, 2016 05:03 AM #8
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Joe Pryor I agree with you, features last for only so long, and then everyone has them, and it becomes "so five minutes ago!"  A

Nov 21, 2016 05:03 AM #9
Yolanda Cordova-Gilbert
Sitterle Homes - Richmond, TX
Sitterle Homes


 Great blog, and I remember once reading about a property that was on the market for over a year...over a million dollars they changed realtors and the property sold within 24 hours why...because the realtor had one photo the ocean view from the back yard! The uniqueness.

Nov 21, 2016 05:52 AM #10
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
your real estate writer

Look to nature is always good advice - and so few do it! 

I love the colors - but have always loved black and white photos because you see so many details that go unnoticed when your eyes are feasting on color. 

Nov 21, 2016 01:27 PM #11
Alison Creamer
Keller Williams Elite - Virginia Beach, VA
Realtor,MRP,ABR, CDPE,IMSD,HamptonRoads

I agree. Capture the spirit of a house not just the rooms. Unique perspectives, angle and feature help a buys fall in lover. Home buying is emotional. If the buyer doesn't feel it they won't move forward. Great post and reminder about what our job really is.

Nov 21, 2016 07:02 PM #12
Robert Hicks
United Country River City Realty - Savannah, TN

Differentation seems to be the buzz word now days. Often figureing out how to differentate yourself and your marketing is paying close attention.

Nov 21, 2016 11:20 PM #13
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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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