HOW TO STAND OUT FROM THE FLOCK OF PIGEONS: PART 1

By
Services for Real Estate Pros with Napa Consultants

A very successful friend of ours told us a secret to his amazing success early in our career. He was truly a standout in his field. He said, “I just decided to ride the horse in the direction it was heading”. We applied his advice and want to share it with you, too. 

If you want to standout from the flock of pigeons as the market leader, here is what you need to do:  1) Tune into trends; 2) Dare to Digress: Position yourself ahead of the wave; 3) Enjoy the ride!

To practice this approach to success, just tune into the trends outside of the real estate realm.  The story of rosé wine is a great example. 

According to Nielsen, 40% of rosé wine consumers are females aged 21-34, and they are most likely scrolling through social media. It's still most popular in coastal, cosmopolitan settings. Metro New York City drinks 25% of all imported rosé, with Miami coming in second at 15%.

The rosé wine trend began in 2014 and peaked in 2017. Now, there is a plethora of rosé wine on the market. Standing out is a challenge. Packaging has become a key variable to success.  

 

We applaud “Digression”, depicted above for many reasons: 1) The name is easy to remember; 2) The square bottle (with a glass stopper instead of a cork) is a standout-you can use it as a decanter or water bottle after finishing the wine because the label can easily be removed; 3) It uses the flamingo as a symbol, which is also easy to remember because flamingos, like the wine color, are also pink, and; 4) Its slogans are so funny and memorable: “Be a flamingo in a flock of pigeons” and "Dare To Digress". 

As an aside, a pigeon is a gullible person, especially someone swindled in a gambling or the victim of a confidence trick.  Certainly, as a luxury real estate marketing professional, you want to standout from the pigeons (should there be any in your marketplace).

Now, we are halfway there. Is the wine itself remarkable? Stay tuned for Part 2 for the answer.

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

Re-Blogged 1 time:

Re-Blogged By Re-Blogged At
  1. Roy Kelley 09/09/2018 01:00 AM
Topic:
Real Estate Best Practices
Groups:
Luxury Real Estate
Luxury Home Agents
Bananatude
Old Farts Club
Tags:
luxury home marketing
luxury real estae personal and company branding

Post a Comment
Spam prevention
Spam prevention
Show All Comments
Rainmaker
2,855,791
Wayne Martin
Wayne M Martin - Chicago, IL
Real Estate Broker - Retired

Good morning Ron and Alexandra. Unique way to stand out from the crowd! We all must find a way! Enjoy your day!

Jun 05, 2018 05:20 AM #8
Rainmaker
3,198,719
Sheila Anderson
Referral Group Incorporated - East Brunswick, NJ
The Real Estate Whisperer Who Listens 732-715-1133

Good morning Ron and Alexandra. An excellent post that has me wanting for more.

Jun 05, 2018 05:42 AM #9
Rainmaker
4,856,480
Roy Kelley
Realty Group Referrals - Gaithersburg, MD
Roy and Dolores Kelley Photographs

Thank you very much for sharing this story. I like the idea of a reusable square bottle.

Jun 05, 2018 06:02 AM #10
Rainmaker
4,511,943
Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
"Franklin MA Homes"

Good morning, Ron and Alexandra Seigel (A)... I love the idea of reusing the bottle....wow... I'd buy it just for the bottle!!

Jun 05, 2018 06:12 AM #11
Rainmaker
1,323,589
Jeffrey DiMuria 321.223.6253 Waves Realty
Waves Realty - Melbourne, FL
Florida Space Coast Homes

That is some great advice guys. I think it is the absolute key to our success!!

Jun 05, 2018 08:02 AM #12
Rainmaker
1,653,247
Lottie Kendall
Compass - San Francisco, CA
Serving San Francisco and the Silicon Valley

Great packaging--I was wondering about the wine itself, so will stay tuned for Part 2.

Jun 05, 2018 08:03 AM #13
Rainmaker
1,358,690
Bob "RealMan" Timm
Tivoli Custom Homes - Minot, ND
Bob Timm, Project Coordinator for Tivoli Homes

A. although I clicked "like" I LOVE this post! Thank you Ron and Alexandra Seigel 

Jun 05, 2018 08:06 AM #14
Rainmaker
2,782,229
Will Hamm
Hamm Homes - Aurora, CO
"Where There's a Will, There's a Way!"

Great bottle Ron and Alexandra Seigel and of course I wonder about he wine also.

Jun 05, 2018 08:42 AM #15
Rainmaker
2,157,401
Brian England
Arizona Focus Realty - Gilbert, AZ
MBA, GRI, REALTOR® Real Estate in East Valley AZ

Well, I don't want to be seen as a pigeon, so I better follow your tips and make myself stand out.

Jun 05, 2018 09:30 AM #16
Ambassador
1,773,195
Hannah Williams
Re/Max Eastern inc. - Philadelphia, PA
Expertise NE Philadelphia & Bucks 215-953-8818

Love the bottle Ron and Alexandra Seigel  so patiently waiting to find out if the taste is any good

Jun 05, 2018 11:31 AM #17
Ambassador
3,501,318
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

Ron and Alexandra- I would buy the wine just for the label and bottle!  I too will wait for the review. 

Jun 05, 2018 12:59 PM #18
Rainmaker
1,420,829
Yolanda Cordova-Gilbert
Richmond, TX

Ron and Alexandra Seigel ANother wonderful and intersting blog, I knew Rose was in when Bob and I went to NYC for our anniversary it was 2012 and they were serving it at one of the best restaurants in town. I was not wrong, I still like Rose in or out. I too love the bottle!

Jun 05, 2018 01:42 PM #19
Rainmaker
2,995,109
Michael Jacobs
Coldwell Banker Residential Brokerage - Pasadena, CA
Los Angeles Pasadena Area Real Estate 818.516.4393

Good afternoon, Alexandra and Ron --- well, I am quite fond of digressing and find the activity enlightening.  Looking forward to the next installment.

Jun 05, 2018 03:19 PM #20
Rainmaker
2,279,744
Myrl Jeffcoat
GreatWest Realty - Sacramento, CA
Greater Sacramento Real Estate Agent

That is a very classy looking bottle, Alexandra.  I remember once, an office manager stated that old adage, "You can't soar with Eagles if you are flying with Turkeys."  However, one agent said, "That's true, but while everyone else is striving to market to Eagles, make sure you don't miss the opportunity to sell to Turkeys while you are in their midst."

Jun 05, 2018 03:57 PM #21
Rainmaker
1,417,185
Beth Atalay
Cam Realty and Property Management - Clermont, FL
Cam Realty of Clermont FL

Hello Ron and Alexandra Seigel, great advice from you two. I would buy it just to have the bottle, brilliant packaging. 

Jun 05, 2018 05:59 PM #22
Ambassador
3,905,804
Debbie Reynolds
Platinum Properties - Clarksville, TN
Your Dedicated Clarksville TN Real Estate Agent

We all tend to want to stand out but in a positive way. They have succeeded in making a great impression.

Jun 05, 2018 06:35 PM #23
Ambassador
3,721,272
Jeff Dowler, CRS
Solutions Real Estate - Carlsbad, CA
The Southern California Relocation Dude

That's pretty powerful branding, and a great first impression (even for someone who is not a rose fan). Look forward to Part 2.

Jun 05, 2018 09:48 PM #24
Rainmaker
1,433,905
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Like a few others, I love the bottle and the marketing idea, even though I don't drink wine.

Jun 06, 2018 04:21 PM #25
Rainmaker
96,158
John Henry
John Henry Masterworks Design International, Inc. - Orlando, FL
Residential Architect, Custom Home Design

We don't buy wine but take in a glass occasionally.  (which means we have NO idea what is good or not, nor recognize any branding) One restaurant we really like is lined with spirits and wines.  While waiting for a meal we look for the distinctive marketing with the bottles, their shapes, names and labels.  There is one brand out there that has a human handprint on the bottle in multi-colors.  Another champagne has glitter glued on the bottle. We also noticed both cost somewhat higher than the others.  Of course this was interesting but did not persuade us to buy anything, just that the marketing was unique...

If anyone else who does not regularly drink is aware: There are countless thousands of manufactures and bottlers of whiskey, wine, rum, etc.  Trying to select one out of the morass is impossible.  

What is the analogy here?

So, when I should seek a Real Estate broker should I be looking for the ones that have over-hyped marketing or come with great referrals?

Jul 04, 2018 11:10 AM #26
Rainmaker
3,955,720
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Hi John Henry 

Thank you for your response and great question.  You are an Architect. You understand the importance of first impressions.  Great packaging and branding does that. But it does not guarantee  that the wine or the agent is really good (or competent in the case of an agent).  It will give the ones with great branding more "at bats".  But, when you do not know which one to choose, be it a wine or an agent, there is no better way to go than a reference from a trusted friend or colleague. 

Jul 05, 2018 09:34 AM #27
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
3,955,720

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