Case Study:Do You Have A Nose For SPIN, Or Eyes For Swiss Cheese

By
Services for Real Estate Pros with Napa Consultants

A good-looking brand identity supported with a brand story that does not ring true is not a guaranty for successfully marketing luxury real estate or any other real estate niche. A brand story needs to be congruent with the product, the marketplace, and the psychographics of the buyers and sellers. Taking control of how you want to be perceived as a real estate marketing professional is known as SPIN in marketing. Otherwise, it is what we would refer to as Swiss Cheese Marketing! You can see smell it and see through it!

 

SPIN is an acronym for the following words: S stands for situation (collect facts: noisy street, freeway nearby), P, stands for problem (identifying the problem-old home, desire for smaller home), I, stands for implication (higher costs of maintenance in an old home), and N, stands for need payoff/buying motive (value, importance or usefulness). These are considered the 4 top sales/marketing questions that need to be answered to entice a prospect into buying a home. These answers differ in each marketplace and solely depends on the psychographics of that marketplace—the attitude, aspirations and interests of those who live there.

 

SPIN has a negative association also. It is often used as a cover up for mistakes made by public figures and celebrities. An unflattering synonym for SPIN is propaganda, or what some would call a creative or deceptive use of facts in order to reflect favorably in a new venture or on a negative situation. It can also imply that the person doing the spinning has not done their research in order to contain the effect.

 

In a recent discussion (re: California problems) one of the attorneys in the group blamed the agricultural states for the problems we are having today. It was obvious that this person (although a California native) did not know that California is largest producers of food in the United States, and the 5th largest producer in the world. It is also the number one dairy state, the first largest producer of wine in the US, and the fourth largest wine producer in the world.

 

Pictured above is wine brand, which we both liked in terms of color and graphics. We thought that it was very creative in its choice of color and presentation. Our wine expert friend called it a mistake! He cautioned us not to buy it, and not even to use as a marinade. And that explains the bargain price from $14.99 to $2.99.

 

In 2015, Motto Wine launched its brand of wine. They hired winemaker, Reid Klei, who was the winemaker for Ste Michelle Wines Estates in Washington State for 10 years. Here is his spin:

 

"We wanted to put a Washington spin on California wines, so we implemented the same approach we use for our Washington wines, but with California grapes," said Motto winemaker Reid Klei. Our Story: Our winemakers didn’t set out to push boundaries. But they did. They didn’t mean to ruffle any feathers. But they did. So, they decided to embrace it and make it their motto, learn the rules so you can break them with style. The result? Rich dark wine like none you have had before.”

 

Here is their introductory video that reinforces their brand story!

 

Make sure that you are presenting yourself with a genuine SPIN, and not one that someone can see through, like a slice of Swiss cheese.

 

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. 

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Rainmaker
4,231,401
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Anna Banana Kruchten CRB, CRS 602-380-4886  Fortunately, we do too.  We had good training in Beverly Hills and working with various PR agencies as well as having friends who were the top in their company....I love good spin...A

Jan 23, 2019 11:42 AM #23
Rainmaker
4,231,401
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Myrl Jeffcoat One can be authentically pretentious as a brand position.  I have known people who may have been dubbed as pretentious, however, they were genuine in terms of buying things and wearing things to show their wealth...They were sweet, and lovely.  One of my friends joined me on ski trip.  When we got to the hotel, she wanted to put stuff in the hotel safe.  She had brought her morning/afternoon jewelry, as well as her evening jewelry.   She knew she was not impressing me, it was part of her identity...She was loyal, kind and very helpful to others....A

 

Jan 23, 2019 12:05 PM #24
Rainmaker
4,231,401
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Myrl Jeffcoat PS Thank you for the feature in the Old Farts Club.  A

Jan 23, 2019 12:05 PM #25
Rainmaker
2,079,881
Sharon Tara
Sharon Tara Transformations - Portsmouth, NH
New Hampshire Home Stager

Well it certainly wouldn't get my attention. 

As for spin...first thing that came to mind was the show Spin City. I LOVED that show. LOL

Jan 23, 2019 12:58 PM #26
Rainmaker
1,050,844
Margaret Goss
Baird & Warner Real Estate - Winnetka, IL
Chicago's North Shore & Winnetka Real Estate

SPIN - I only knew the 2nd one you mentioned (propaganda, or perhaps lying.) Your definition is finely tuned and makes sense to put things in perspective.

Jan 23, 2019 02:48 PM #27
Ambassador
3,714,635
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

Hi Ron and Alexandra- well deserved feature. Many of us are used to separating the spin from the swiss cheese these days.   It is so important in your marketing to be true to who you are. 

Jan 23, 2019 04:56 PM #28
Rainmaker
2,402,536
Richie Alan Naggar
people first...then business Ran Right Realty - Riverside, CA
agent & author

Bring back: Yes, No & I don't know. Add transparency and let the results come

Jan 24, 2019 07:46 AM #29
Ambassador
3,875,800
Jeff Dowler, CRS
Solutions Real Estate - Carlsbad, CA
The Southern California Relocation Dude

Ron and Alexandra

This was an interesting, and educational read. I didn't know what SPIN actually stood for. We certainly see plenty of positive SPINs and a ton of negative ones, too!

Jeff

Jan 24, 2019 09:44 AM #30
Rainmaker
737,185
Nick Vandekar, 610-203-4543
Long & Foster Real Estate Inc 610-225-7400 - Devon, PA
Tredyffrin Easttown Realtor, Philly Main Line

Interesting post and a bargain bottle of wine. I know Trudy would drink it. I am wondering if the story is true, and not SPIN, that all California wines include traces of Monsanto's Roundup in them if that will affect their sales however much SPIN is put on it.

Jan 24, 2019 09:52 AM #31
Rainmaker
4,231,401
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Nick Vandekar, 610-203-4543 no roundup in the wines we drink.  Most are bio-dynamically farmed in our area, in France and in Italy.  Our favorite Napa wines are also that way.   A

Jan 24, 2019 09:56 AM #32
Rainmaker
4,231,401
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Jeff Dowler, CRS yes we do, and it is easy to realize when it is outright BS and the opposite.  A smart marketing campaign adheres the acronym of SPIN.  A

Jan 24, 2019 09:58 AM #33
Rainmaker
1,503,753
Mike Cooper, GRI
Cornerstone Business Group Inc - Winchester, VA
Your Neighborhood Real Estate Sales Pro

Excellent blog, Ron and Alexandra. The word SPIN conjures up so many images. Some are good and some are bad, but all the Spinners take on whatever they want to convince you of. I like straight talk. The wine video gave me the impression I was about to have a liquid in my mouth that was thick and bold. I'd prefer my wine to be smooth and sassy. I think I see why they went to $2.99.

Jan 24, 2019 10:07 AM #34
Rainmaker
4,231,401
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Mike Cooper, GRI Thank you for your kind words.  Straight talk does have the SPIN elements.  I agree with you about the video, we refer to that kid of wine per our tastes as "plonk".  And I think that because of a mistake of branding and marketing, their existence is very shaky.  Arrogance does not work in the wine world, every winemaker we have ever met is humble, why? because growing wine grapes depends on nature, and nature is not predictable and can humble you fast!  Wishing you a great weekend. A

Jan 24, 2019 01:52 PM #35
Ambassador
1,770,554
Debb Janes EcoBroker and Bernie Stea JD
ViewHomes of Clark County - Nature As Neighbors - Camas, WA
REALTORS® in Clark County, WA

Right now, a certain media spin is painting California wines with the tainted brush of Monsanto. (Nick's comment)  I know the wines you drink come from organic vineyards, how sad though, many won't take the time to do the research.  As for the $2.99 swill - no thanks. Sorry to see the Washington state connection. 

Jan 24, 2019 03:02 PM #36
Rainmaker
4,231,401
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Debb Janes EcoBroker and Bernie Stea JD And not long ago some nincompoop from France claimed that the Cal vineyards especially Napa were tainted with the Japanese Tsunami effect and may be radioactive...Can you JEALOUS of the success.  When we lived in Napa I walked with the manager of the vineyards at Etude through the rows, and she explained how every day, she was there montioring water, any damage to the leaves, watching for critters, etc.  Round up is not part of their arsenal.  They have not changed the habitat of creatures surrounding the ranches where the grapes grow, letting all the creatures continue to prosper in their own way...

That is so insidious...Especially after so many vineyards were damaged by the fires...Me too, about Washington, I have not tasted a fruit forward "plonk" from Washington.  And too bad the winemaker left Chateau St, Michelle which produces good wines.  A

Jan 24, 2019 03:09 PM #37
Rainmaker
1,493,622
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Since I don't drink wine and know nothing about how it should be advertised or described, this one lost me!

Jan 24, 2019 04:09 PM #38
Rainmaker
4,231,401
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Marte Cliff well a good marketing campaign should entice to want to drink wine, not that you would.  It just goes to prove my point. A

Jan 24, 2019 04:34 PM #39
Rainmaker
142,209
John Henry
John Henry Masterworks Design International, Inc. - Orlando, FL
Residential Architect, Luxury Custom Home Design

neat story and expanded definition of spin.  you'd think after seeing that video that the wine was really amazing.  this happens so often, unfortunately: Cars, movies, books, politicians, services, etc.  good one.

btw: can you recommend any wines available here that don't have sulfites.

you can drink french and italian table wine all day long and it is wonderful.

Jan 24, 2019 04:45 PM #40
Rainmaker
4,231,401
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

John Henry Most wineries that we buy from are very careful when it comes to sulfite use (another spin) item.  Wines without sulfites turn and are not drinkable in a short time.

Both Italy and France have used sulfites. since Roman times.  A

Jan 25, 2019 07:13 AM #42
Rainmaker
777,756
Kevin Mackessy
Blue Olive Properties, LLC - Highlands Ranch, CO
Dedicated. Qualified. Local.

Spin has definitely taken on a more negative connotation recently, but attempts to make it a positive one should still be encouraged. 

Jan 25, 2019 01:00 PM #43
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