Are You Marketing To Labels Or Core Values?

Services for Real Estate Pros with Napa Consultants

Many luxury real estate marketing professionals are often trapped into directing their marketing efforts to labels and concepts. Here are some examples of labels: millennials, baby boomers, generation X, Y, Z, and so on and so forth.  These labels are indicative of trends only. Some marketing pundits feel that marketing to different labels is what attracts them to buy from you.


We wholeheartedly disagree. We find that many core values apply to all those labels. The photo above states the core values of Green Star coffee roasters, where we buy our coffee beans.   These core values are true for many, regardless of their generation label.  Core values are the guiding principles that dictate our paths in life and in business.  It explains why we choose one product over another, or one real estate professional over another.


Marketing to a label is the lazy solution, however, it is not as effective as marketing to core values.   Marketing to core values involves research of the target market.  That research will determine the marketing effort needed to attract the right buyers and the right sellers in your real estate target market.


Are You Marketing To Labels Or Core Values?

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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. 


Re-Blogged 1 time:

Re-Blogged By Re-Blogged At
  1. Roy Kelley 03/14/2017 01:00 AM
Real Estate Sales and Marketing
Luxury Home Marketing
Sotheby's International Realty
Luxury Real Estate
Luxury Home Agents
Old Farts Club
luxury real estate marketing tipsketing tips

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Sally K. & David L. Hanson
Keller Williams 414-525-0563 - Brookfield, WI
WI Realtors - Luxury - Divorce - Short Sale

Finding the core connection and marketing to it...spells success.

Feb 16, 2017 04:26 AM #22
Kenneth J. "Ken" Jones, Associate Broker
VRI Realty, Inc. - Metuchen, NJ
Premium Plus Real Estate Service

Ron and Alexandra Seigel While the premise of your post is 100% spot on, many (excluding me) believe, that by stating one's "core values" they will alienate those who don't subscribe to those core values, thus, will eliminate potential business opportunities.

Frankly, I'd rather not do business with those who hold substantially different core values, simply because I see those differences as probable points of conflict that are likely to create an unpleasant experience and outcome for all.

Feb 16, 2017 05:06 AM #23
Hannah Williams
Re/Max Eastern inc. - Philadelphia, PA
Expertise NE Philadelphia & Bucks 215-953-8818

Ron and Alexandra Seigel I love this post - You are brilliant

Feb 16, 2017 05:35 AM #24
Joe Pryor
The Virtual Real Estate Team - Oklahoma City, OK
REALTOR® - Oklahoma Investment Properties

My wife and I years ago wrote down our five main core values to support a positive culture and have accountability. it is what our business is based on and is taken to a conscious level.

Feb 16, 2017 06:04 AM #25
Andrew Mooers | 207.532.6573
Northern Maine Real Estate-Aroostook County Broker

The buyer does not want to be "sold" and the trust in so much spin and insincerity makes them distrustful. The input from a buyer who loves your marketing and highlights the core values, that circulation online gets noticed and shared. When we upload a video, and facebook comments are what an attractive home that needs nothing for repairs, the views go up because the herd bee-lines because of the commenters endorsement or teaser that most in the audience want to see what all the buzz is about. But that Johnny on the street communication is being manipulated too like bought reviews and when they go over the top and seem a little "thou doth  promote and gush too much" ..

Feb 16, 2017 06:31 AM #26
Alesha A. Wilson, M.Ed., MRP
525 Realty Group - Edmond, OK
Buy and Sell with Confidence

Definitely Core Values (:

Like several commented ~ Brilliant post!

Feb 16, 2017 06:32 AM #27
Michael Jacobs
Coldwell Banker Residential Brokerage - Pasadena, CA
Los Angeles Pasadena Area Real Estate 818.516.4393

Hi Alexandra and Ron -- another smart look at the world of marketing.  Spot on.

Feb 16, 2017 06:35 AM #28
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy


We are not in the millienial generation, yet we both have the same values in many aspects.  And those values are not NEW they existed in the B.C. generations.  You alienate a lot of people in all age groups if you just market to one sector of the population.  Values do not alienate, they get referred...A

Feb 16, 2017 06:46 AM #29
Nick & Trudy Vandekar, 610-203-4543
Long & Foster Real Estate Inc 610-225-7400 - Devon, PA
Tredyffrin Easttown Realtors, Philly Main Line

Good reminder to tighten up who we are marketing to and what motivates them, develop that picture in your mind and speak to that person.

Feb 16, 2017 07:57 AM #30
Mick Michaud
Distinctly Texas Lifestyle Properties, LLC Office:682/498-3107 - Granbury, TX
Your Texas Lifestyle is Here!

Two ways to do this. 

1) Chase the labels and hope you connect.

2) Put out into the world who/what/how you are in your business and you'll attract the right clients because your message resonates with similar people.

Feb 16, 2017 08:16 AM #31
Olga Simoncelli
Veritas Prime, LLC dba Veritas Prime Real Estate - New Fairfield, CT
CONSULTANT, Real Estate Services & Risk Management

Hello Ron and Alexandra - a very subtle, yet astute distinction.  I think the "labels" are so generalized that you would only reach a certain percentage within a specific label anyway, while the core values should appeal to those across all sectors, be more on target and for a more sustained period of time. 

Feb 16, 2017 08:43 AM #32
Jeff Dowler, CRS
Solutions Real Estate - Carlsbad, CA
The Southern California Relocation Dude - Carlsbad

I think you've made an important, indeed essential, distinction. Core values are more likely to help form a common bond and relationship as opposed to a commonality of labels which may simply be on the surface.

Feb 16, 2017 08:45 AM #33
Richie Alan Naggar
people first...then business Ran Right Realty - Riverside, CA
agent & author

I look for substance as well as dish it out...Why anything less than that?

Feb 16, 2017 09:30 AM #34
Roy Kelley
Realty Group Referrals - Gaithersburg, MD
Roy and Dolores Kelley Photographs

Congratulations on your feature recognition. This is excellent advice to share with real estate professionals.

Feb 16, 2017 10:04 AM #35
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Jeff Dowler I appreciate your insightful comment.  That bond you are talking about is way better than any leads one could get, because it leads to referrals.  We have friends in all ages!  From the very young to the very old.  We all share the same core values.  No one wants to be pigeonholed by their age or anything else like that.  A

Feb 16, 2017 10:41 AM #36
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Hannah Williams Thank you for the lovely kudo.  I am blushing!  Wishing you a wonderful day.  A

Feb 16, 2017 10:42 AM #37
Mary Jo Quay
Remax Results - Edina, MN

Values transcend age groups, and are human.  All business is human, and we need to touch the real person to make a connection. 

Feb 17, 2017 05:59 PM #38
Debb Janes EcoBroker and Bernie Stea JD
ViewHomes of Clark County - Nature As Neighbors - Camas, WA
REALTORS® in Clark County, WA

I'm enjoying all of the thoughtful comments your post evoked. The mark of a great topic, right?  Shared values are what create lasting connections - and you're right, age doesn't matter. 

Feb 18, 2017 01:24 PM #39
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Mary Jo Quay Thank you for that beautiful comment, and we agree with you whole heartedly.  A

Feb 18, 2017 01:27 PM #40
Grant Schneider
Performance Development Strategies - Armonk, NY
Your Coach Helping You Create Successful Outcomes

Hi Ron and Alexandra - I saw your wonderful post thanks to Roy Kelley .  You really spoke to by feelings here.  I am always promoting the fact the you must have core values and that drives everything!

Mar 14, 2017 12:26 PM #41
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