Branding Moments: Finding Your Sweet Spot Or Spots

Services for Real Estate Pros with Napa Consultants

Kevincollins123 photographer


We are often asked to describe the process of developing a personal or company brand for luxury real estate or any other category of real estate marketing professionals. Our very first step is what we call the discovery process.


Our job is to transcend the layers of superficiality where it is next to impossible to detect distinctions between real estate agents and companies within the same marketplace. With a battery of very pointed questions and two-way communication we reach for and identify the authentic brand signal, the core identity, or the sweet spot(s).


The philosophy behind this quest is the notion that things cannot change their innate nature, NOR SHOULD THEY. Instead, ones innate nature (or the nature of your company) should be proudly amplified and expressed vividly. Those who value what you have to offer are attracted to your core identity and recognize you as a match to their needs.


Have you ever heard the proverb that a leopard cannot change its spots? Nor, can a leopard spotted moth (pictured above) become a butterfly. Some people look at this as a limitation. But, in fact, they are attributes to distinctly express your core identity.


Furthermore, there is no scarcity of potential clients who would be attracted to your authentic brand signal if you clearly bring it into focus, sharply differentiate it from your competition, and simply make it obvious. Those who seek the impossible task of trying to change their “spots” are trying to be all things to all people and will fail.


The art of branding is tuning into the deepest concerns of your target market and expressing your core identity as the solution to their problem, their challenge or their predicament in an inimitable way. It is all about finding your sweet spot or spots.

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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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Andrew Mooers | 207.532.6573
Northern Maine Real Estate-Aroostook County Broker

Be who you are, develop the right stuff inside to shine and radiate your approach to life and business. Otherwise you are only doing covers songs and watching how the rest of the herd does it. Dare to be different and you stand out in today's sea of sameness. Great points to sharpen the perception of your brand but knowing what it is. Building it from the ground up to stand out.

May 18, 2017 02:56 AM #22
Dorie Dillard
Coldwell Banker United Realtors® ~ 512.346.1799 - Austin, TX
Serving Buyers & Sellers in NW Austin Real Estate

Good morning Ron and Alexandra Seigel ,

Oh my finding that sweet spot can come naturally or its a tough nut to crack. If you understand who you are and your core identity its easy to portray that and attract like-minded people! You take time through your discovery process to drill down to that core value of your clients so you can find that sweet spot and establish their brand. Congratulations on a well deserved featured post!

May 18, 2017 04:14 AM #23
Jeff Dowler, CRS
Solutions Real Estate - Carlsbad, CA
The Southern California Relocation Dude - Carlsbad

Great title and photo to illustrate a key concept, and which further demonstrates how and why you are so good at what you do.

May 18, 2017 05:13 AM #24
Mick Michaud
Distinctly Texas Lifestyle Properties, LLC Office:682/498-3107 - Granbury, TX
Your Texas Lifestyle is Here!

Know your market.  Know who you want to target for business.  Simple concept, hard to execute consistently.

May 18, 2017 05:14 AM #25
Roy Kelley
Realty Group Referrals - Gaithersburg, MD
Roy and Dolores Kelley Photographs

Congratulations on your feature recognition. Identifying those sweet spots is a challenge for many real estate professionals.

May 18, 2017 06:08 AM #26
Beth Atalay
Cam Realty and Property Management - Clermont, FL
Cam Realty of Clermont FL

Good morning Ron and Alexandra, trying to be someone other than ourselves will never work, we can't possibly be all things to all people for sure. Another great post, well deserved feature.

May 18, 2017 06:52 AM #27
John Wiley
Right Move Real Estate Group- EXP Realty - Fort Myers, FL
Lee County, FL Real Estate GRI, SRES,GREEN,PSA

Great post. Too often people who are working on their branding are just copying from someone else.

That process will hardly get you noticed in the crowd.

I love the process you lay out to be yourself.

May 18, 2017 07:10 AM #28
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

I somehow skipped over the bug with my last comment! I'm not sure how I missed it, but I did! Lol :)

May 18, 2017 10:51 PM #29
Lise Howe
Keller Williams Capital Properties - Washington, DC
Assoc. Broker and Attorney Licensed in DC, MD, VA,

This is a wonderful explanation of the process of defining a brand when working with you two. Thanks for sharing with us! You are still on my "to do" list.

May 19, 2017 04:18 AM #30
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

John Wiley copying really gets on my nerves,  It is such a testimonial of someone's laziness and lack of creativity.  Everyone knows it is a copy, and subsequently that person's credibility goes downhill fast.  A

May 19, 2017 08:53 AM #31
Hannah Williams
Re/Max Eastern inc. - Philadelphia, PA
Expertise NE Philadelphia & Bucks 215-953-8818

very well said Ron and Alexandra Seigel  I worked for a company for a very short time where we had to be a company person first and ask permission  . This concept did not work for me as I am a free thinker to many rules for me .For some it works well

May 19, 2017 12:32 PM #32
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Hannah Williams We worked consulting a company like that, and their workers were some of the most unhappy and overworked people I have ever met.  One of the first things we did was to give everyone time off.  And the stats came up on production..I could not even begin to do that.  Both of us are such rugged individuals, conformity is not our language.  Thank you for your comment.  A

May 19, 2017 12:35 PM #33
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

                               Thank you Ron and Alexandra Seigel 

May 20, 2017 09:04 PM #34
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Kathy Streib  Thank you so much for choosing our post for you wonderful weekly Ah-ha moments.  Happy Sunday.  A

May 20, 2017 09:17 PM #35
Sandy Padula and Norm Padula, JD, GRI
Realty National - Carlsbad, CA
Presence, Persistence & Perseverance

Great post, Ron and Alexandra Seigel and to differentiate ourselves from the 5000+ other local real estate agents is a monumental task when you consider that when the day is over, we all put our pants on the same way, i.e., one leg at a time. All another reason why you are so successful!

May 21, 2017 05:00 AM #36
Kristin Johnston - REALTOR®
RE/MAX Realty Center - Waukesha, WI
Giving Back With Each Home Sold!

I can see why Kathy chose to high light your post this week...well done!

May 21, 2017 07:42 AM #37
Jan Green
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

Great post!  Setting ourselves apart is key to finding business!

May 21, 2017 04:34 PM #38
Sharon Tara
Sharon Tara Transformations - Portsmouth, NH
New Hampshire Home Stager

A well deserved Feature! We must be our real selves!

Those who seek the impossible task of trying to change their “spots” are trying to be all things to all people and will fail.

May 21, 2017 05:09 PM #39
Beth Bromund
Coldwell Banker Weir Manuel - Rochester, MI
REALTOR (248) 651-3500

Know thyself and embrace who you are.  Thanks for the introspective column.  I needed this today.

May 22, 2017 03:07 AM #40
Luke Acree
ReminderMedia - King of Prussia, PA
Making Agents Memorable

Tapping into the buyer's journey and identifying primary motivators will always give agents the perfect foundation for branding.

Jun 15, 2017 06:52 AM #41
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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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