Branding Moments: Self-Expression VS The Aesthetics of Your Market!

By
Services for Real Estate Pros with Napa Consultants DRE00893924

www.luxuryrealestatemarketing.com

Capturing attention and standing out from your competition are both very important when crafting your personal brand as a luxury or other real estate marketing professional. However, the two most treacherous traps that luxury real estate marketing professionals fall into when attempting to brand themselves are these: 

  1. Factoring out the aesthetic expectations of their target market thinking that self expression is all that is needed
  2. Factoring out their personality, values and personal aesthetic preferences to please their target market.

Either one of these extremes is a recipe for failure in personal branding.  

Certainly, you have heard the expression “beauty is in the eyes of the beholder”.  There is no question that aesthetics is a subjective value judgment.  To some contemporary art design and architecture is the ultimate expression of the human spirit, while traditionalists see no value in it at all.  But, when it comes to branding, the entire exercise is to make the subjective, objective. Brand comes first and then in alignment with aesthetics

If you work in a conservative marketplace this objective fact must be respected if market leadership is your quest. Too much shock value may keep you out of the winner’s circle. The objective measurement is whether or not you are attracting the number of clients that you need to reach your goal. 

There are ways to express yourself to a conservative audience without offending them and still feel that you have not compromised your sense of self-expression.  Find a way to express yourself in your personal life if outrageousness is your “thing”, like the owner of the luxury car (Mercedes) pictured above.   

But, trying to please everyone is impossible.  Trying to be all things to all people is likewise futile.  Leaving YOU out of the branding equation eliminates perhaps the most important key to branding success: authenticity.

When we conduct a strategic brand analysis in our consulting practice, we dial into all of these factors in the quiz above to establish our client’s “brand signal”.  It is like finding the right combination when all of the tumblers click into place and the brand “unlocks”. 

Once you amplify your authentic brand signal and reach your target market through focused communication, those who resonate with that signal with naturally gravitate to it.  Therefore, it is essential to place brand before beauty.  You must sharply differentiate yourself from your competitor and you must do so with a wow factor.  But, with aesthetics, you must also strike the perfect balance between your personal tastes and the values of your target market

Posted by

Written by Ron & Alexandra Seigel-

 

CAN YOU STATE HOW YOU ARE DIFFERENT AND BETTER THAN YOUR COMPETITION IN LESS THAN 30 SECONDS?

 

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. 

close

This entry hasn't been re-blogged:

Re-Blogged By Re-Blogged At
Topic:
Real Estate Sales and Marketing
Groups:
Luxury Home Marketing
Luxury Real Estate
Luxury Home Agents
THE LANGUAGE OF LUXURY
Old Farts Club

Post a Comment
Spam prevention
Spam prevention
Show All Comments
Rainmaker
3,826,342
Dorie Dillard CRS GRI ABR
Coldwell Banker United Realtors® ~ 512.750.6899 - Austin, TX
Serving Buyers & Sellers in NW Austin Real Estate

Good evening Ron and Alexandra Seigel ,

I smell a gold star on this one! I love your terminology the "Brand Signal." I agree you must sharply differentiate your self from your competition and must do so with a Wow factor. I have 2 agents (they are sisters) who moved into my community 4 years ago with hopes of making a splash and taking over dominance in the market place. After 4 years they finally got a listing and proceeded to splash their directional signs on every corner with their photos (a clear violation of our HOA  rules) and were called down publicly on our community  website. They clearly dug their own grave by not finding their brand and making it known. They don't understand marketing just making a splas and not even a good one!

May 08, 2018 05:11 PM #10
Ambassador
3,983,135
Debbie Reynolds
Platinum Properties - Clarksville, TN
Your Dedicated Clarksville TN Real Estate Agent

There are many ways to differientiate. Each one of us has talents and expertise that make us who we are and set us apart and unique. We need to let people know what that is.

May 08, 2018 06:38 PM #11
Ambassador
3,896,328
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

Well said. There’s a balance you have to find between finding what will make you stand out and at the same time appealing to your target market.

May 08, 2018 06:47 PM #12
Ambassador
3,112,605
Paul S. Henderson, REALTOR®, CRS
RE/MAX Northwest. - Tacoma, WA
Tacoma Washington Agent/Broker & Market Authority!

As always Alexandra, you are the voice of reason. Thank you!

May 08, 2018 10:46 PM #13
Rainmaker
2,940,318
James Dray
Fathom Realty - Bentonville, AR
Exceptional Agents, Outstanding Results

Morning A.

Finding that balance is something I am always in search of.  Carol Williams, here you go.

May 09, 2018 01:55 AM #14
Ambassador
1,864,783
Debb Janes EcoBroker and Bernie Stea JD
ViewHomes of Clark County - Nature As Neighbors - Camas, WA
REALTORS® in Clark County, WA

Another gift of advice from you two. It's true, you do find the right combinations that unlock the brand. What an interesting way of explaining the process.  As usual, makes perfect sense. :)  I too hope to see the star.  

May 09, 2018 06:29 AM #15
Rainmaker
2,574,872
Brian England
Arizona Focus Realty - Gilbert, AZ
MBA, GRI, REALTOR® Real Estate in East Valley AZ

Whoa, when I first saw the picture, I thought that was Barbara Todaro's car, but then I remembered that she drives a BMW, haha.

May 09, 2018 06:29 AM #16
Rainmaker
3,358,003
Michael Jacobs
Pasadena, CA
Los Angeles Pasadena 818.516.4393

Hello Alexandra and Ron - Brand before "beauty" makes a lot of sense.  Choice is a good thing most of the time...

May 09, 2018 06:33 AM #17
Rainmaker
5,419,739
Roy Kelley
Realty Group Referrals - Gaithersburg, MD

This is excellent advice to share. Many real estate agents are lacking the 'Wow' factor.

May 09, 2018 06:47 AM #18
Rainmaker
401,223
John Wiley
Right Move Real Estate Group- EXP Realty - Fort Myers, FL
Lee County, FL, ECO Broker, GRI, SRES,GREEN,PSA

If you watch the news or just open your eyes as you drive around town, you will see people, signs,etc. that stand out. Sometimes we laugh, sometimes we cringe at what we see.

You are right that it is important to carefully consider how our standing out is perceived by others.

Thanks

May 09, 2018 07:30 AM #19
Rainmaker
4,482,027
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

James Dray  Thank you for the recommendation to Carol Williams.  We appreciate it.  A

May 09, 2018 08:41 AM #20
Rainmaker
4,482,027
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Dorie Dillard Thank you for your nice words.  I love your story of the sisters trying to brand themselves in your neck of the woods.  People just do not understand what branding means, or want to understand.

That gold star has been eluding us these days, we appear on the daily drop, but no feature.  In the long run, we feel that those who are interested in our message will find us.  

Congratulations on your latest sale  A

May 09, 2018 08:44 AM #21
Ambassador
4,009,697
Jeff Dowler, CRS
Solutions Real Estate - Carlsbad, CA
The Southern California Relocation Dude

There are so many good points in your post, where do I begin?! Why is this not featured? I second James Dray ‘s recommendation to Carol Williams . I particularly like “brand comes first and then in alignment with aesthetics.”

Jeff

May 09, 2018 07:24 PM #22
Rainmaker
4,482,027
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

James Dray and Jeff Dowler, CRS thank you for suggesting our post to Carol.  We appreciate both of you for that recommendation.  A

May 12, 2018 07:22 AM #23
Ambassador
4,009,697
Jeff Dowler, CRS
Solutions Real Estate - Carlsbad, CA
The Southern California Relocation Dude

I'm glad to see Carol Williams took the advice to feature this. I thought I recalled reading it, and really enjoying it, before. And of course that pink Mercedes is a most memorable visual, and good example of your point about aesthetic expectations.

Jeff

Jun 16, 2018 01:55 PM #24
Rainmaker
4,482,027
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Jeff Dowler, CRS thank you for taking the time to recomment on the post.  We appreciate and wish you a great Sunday.  A

Jun 16, 2018 02:39 PM #25
Rainmaker
1,939,096
Grant Schneider
Performance Development Strategies - Armonk, NY
Your Coach Helping You Create Successful Outcomes

Good afternoon Ron and Alexandra - sometimes self expression will alienate you from your market. Good post!

Jun 17, 2018 03:17 PM #26
Rainmaker
388,427
PropertyMinder (AccelerAgent)
PropertyMinder, Inc. - San Jose, CA
Modern Tools for the Modern Agent

So many insightful and powerful facets to this post, Ron and Alexandra Seigel. Branding is certainly a balancing act that takes practice and careful thinking to fully master. Thank you very much for (and big congratulations on) a truly illuminating, empowering, and exciting post. It should be FEATURED. - Tim 

Jun 19, 2018 04:40 PM #27
Rainer
500,051
Dörte Engel
RE/MAX Leading Edge - Bowie, MD
ABC - Annapolis, Bowie, Crofton & rest of Maryland

Dear Ron & Alexandra,

Maybe it is time to develop a new brand strategy. Lots of things are changing.

Aug 12, 2018 03:03 PM #28
Rainmaker
4,482,027
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Dörte Engel 

Indeed they are changing.  And it is time to do that.  Wishing you a wonderful week ahead.  A

Aug 13, 2018 07:30 AM #29
Post a Comment
Spam prevention
Show All Comments

What's the reason you're reporting this blog entry?

Are you sure you want to report this blog entry as spam?

Rainmaker
4,482,027

Ron and Alexandra Seigel

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

Additional Information