Branding Moments: The Importance of Heritage vs High Tech Auto Pilot!

By
Services for Real Estate Pros with Napa Consultants

In branding a company or an individual in luxury real estate or in any other real estate field, the concept of heritage is an asset and a  great differentiator. Brand heritage (something handed from the past: experience or a way of doing business). There is plenty of merit is high touch (incorporating the old fashioned) versus high tech (auto pilot) real estate. 

 

This can inspire confidence when a consumer is making a choice of which agency or agent to pick when buying or selling a home.  It can also imply great service or what is often referred to as high human touch or white glove service. Here is an example of a trend we have noticed in wine-making that is applicable in real estate.

 

In the world of wine production, which is even more competitive that the world of real estate, we are noticing heritage as a differentiator. Pictured above in the window of a wine store in Paris is the le Puy wine brand.  They have been in existence since 1610.  Their slogan "authenticity reflected in their terroir, (terroir is the composition of the soil that gives the wine its unique flavor)." 

 

The authenticity is the illustration of the horse and the plow, which means that their wines are produced bio dynamically. They are still using horses to plow the soil around the vines, because horses are lighter than tractors and do not damage the vine roots.  They also use natural fertilizers, as they did in the old days of wine making, which contributes to the health of the vineyard. 

 

More wine producers are reverting to bio-dynamics.  "In a blind tasting of 10 pairs of bio-dynamic and conventionally made wines, conducted by Fortune Magazine and judged by seven wine experts including a Master of Wine and head sommeliers (wine stewards), nine of the bio-dynamic wines were judged superior to their conventional counterpart. The bio-dynamic wines "were found to have better expressions of terroir, the way in which a wine can represent its specific place of origin in its aroma, flavor, and texture."(Wikipedia)

 

We have often preached the importance of high touch in all real estate whether it is luxury or industrial real estate.  Not a day goes by when a new technology is offered to bypass the human touch, essentially being on auto pilot as the end all be all.  The clients and companies we work with are known  and praised for their impeccable customer service which software will never replace. 

 

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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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Old Farts Club
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Rainmaker
1,867,616
Grant Schneider
Performance Development Strategies - Armonk, NY
Your Coach Helping You Create Successful Outcomes

Good morning Ron and Alexandra - every little detail goes into that brand  Old world luxury!

Jul 09, 2019 10:00 AM #5
Rainmaker
3,139,068
Lawrence "Larry" & Sheila Agranoff. Cell: 631-805-4400
The Top Team @ Charles Rutenberg Realty 255 Executive Dr, Plainview NY 11803 - Plainview, NY
Long Island Home and Condo Specialists

You two are the experts and know how to market and brand your clients. Always learning from your examples.

Jul 09, 2019 10:36 AM #6
Rainmaker
3,009,660
Nina Hollander
Coldwell Banker Residential Brokerage - Charlotte, NC
Your Charlotte/Ballantyne/Waxhaw/Fort Mill Realtor

HI Alexandra, I've always believed that the technology is there to support and enhance the high-touch of my business, not to replace it. Great explanation of heritage branding, which is probably a term many realtors are not aware of.

Jul 09, 2019 12:13 PM #7
Rainmaker
4,350,946
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Nina Hollander thank you for that nice compliment.  Heritage branding is an endorser especially for those starting in real estate.  It gives them credibility.  You are one of the few who are not looking for technology in order to replace the time is takes to cultivate a great relationship in business.  A

Jul 09, 2019 12:25 PM #8
Rainmaker
4,350,946
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Michael Jacobs the variety of branding is open to the imagination.  Heritage is often dismissed among the younger generation and that is very good, because in the long run, they see that those brands mean something after all and they have lasted through many bad seasons in wine or real estate...A

Jul 09, 2019 12:27 PM #9
Rainmaker
4,350,946
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Grant Schneider and I was told today as we were designing an engraved invitation for one of our client's event that the "millenials" are embracing old world ways...who knew?  LOL A

Jul 09, 2019 02:18 PM #10
Rainmaker
4,350,946
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Debb Janes EcoBroker and Bernie Stea JD  they are truly trying to replace the high touch human being.  A recent report I read from Forrester is that customer service is waning among the biggies in luxury in the US...and the #1 retailer is , are you ready for this?  TRADER JOE'S"!

Jul 09, 2019 02:21 PM #11
Rainmaker
4,350,946
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Lawrence "Larry" & Sheila Agranoff. Cell: 631-805-4400 Thank you for your kind words. The company your are with is certainly recognized as a heritage brand.  A

Jul 09, 2019 02:22 PM #12
Rainmaker
2,492,870
Myrl Jeffcoat
GreatWest Realty - Sacramento, CA
Greater Sacramento Real Estate Agent

You have done a little co-mingling of branding between wine and real estate.  Now, may I suggest you gather in branding for breweries into the mix!

Jul 09, 2019 03:52 PM #13
Ambassador
3,800,787
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

Ron and Alexandra- when you look at brands that have been around forever you look at what has made them last the test of time. It is their dedication to doing not what is fast or newest but doing what's best. 

Jul 09, 2019 06:44 PM #14
Rainmaker
2,850,322
James Dray
Fathom Realty - Bentonville, AR
Exceptional Agents, Outstanding Results

Morning Alexandra.

Congratulations one the feature.  I believe our logo speak volumes, but that's just me

Jul 10, 2019 02:11 AM #15
Rainmaker
2,492,870
Myrl Jeffcoat
GreatWest Realty - Sacramento, CA
Greater Sacramento Real Estate Agent

CONGRATULATIONS Ron and Alexandra, on having this blog FEATURED in the Old Farts Club group!  

Jul 10, 2019 04:06 AM #16
Rainmaker
5,303,720
Roy Kelley
Realty Group Referrals - Gaithersburg, MD

Good Wednesday morning. We have a beautiful day in Maryland for Chef Dolores' birthday. She is going to play cards and have lunch with friends at Montgomery County Club.

Jul 10, 2019 06:00 AM #17
Rainmaker
676,999
Peter den Boer
Atlanta Communities - Woodstock, GA
MBA,GRI, Associate Broker, Realtor

Amen! Well said...

Jul 10, 2019 07:07 AM #18
Rainmaker
4,350,946
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Myrl Jeffcoat I enjoy looking at the branding of breweries.  I like beer, but not as fond of it as I am of wine...

Thank you for the feature is OFC, it is one of our favorite groups.  A

Jul 10, 2019 07:53 AM #19
Rainmaker
4,350,946
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Kathy Streib Oh so true.  It is fun to experiment, to try new ideas, new trends, however, the fundamentals have to be respected.  They are the building blocks of a great business.  A

Jul 10, 2019 07:55 AM #20
Rainmaker
4,350,946
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Roy Kelley Please give our birthday wishes to Chef Dolores.  She has a great day planned, and I imagine that you will be celebrating at dinner time too.  A

Jul 10, 2019 07:56 AM #21
Rainmaker
4,350,946
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

James Dray precisely, we all have brands that appeal to us.  A

Jul 10, 2019 07:57 AM #22
Rainmaker
155,893
John Henry
John Henry Masterworks Design International, Inc. - Orlando, FL
Residential Architect, Luxury Custom Home Design

Very interesting review on the heritage advantage and the test between bio-dynamics and mechanized farming.  I think this works as long as the product or service remains consistent.  Thanks, Ron and Alexandra Seigel 

Jul 10, 2019 08:54 AM #23
Rainmaker
2,434,058
Richie Alan Naggar
people first...then business Ran Right Realty - Riverside, CA
agent & author

I heard/seen a video where the sponsor not only talked about his product but his competitors in such a way that I took note. It only strengthened his point

Jul 11, 2019 01:55 PM #24
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