Branding Moment: The Decision Making Process that Leads to a Yes!

By
Services for Real Estate Pros with Napa Consultants DRE00893924

www.luxuryrealestatemarketing.com

In crafting a brand, we are adamant about creating a great impression to the right audience. A first impression is what captures someones attention when looking to buy or list in real estate or in any other profession.  It also applies to products and how we make decisions.  

 

Decisions are not necessarily made solely consciously,(stats and endorsements) but also unconsciously (the gut feeling).  Quite often if we are smart, we will take that gut feeling and honor it by perhaps delaying the decision or nixing it.  A brand that is well crafted will attract the right person to it. Here is an analysis of a simple buy.

 

Pictured above is bottle of olive oil from a Turkish producer named Nefiss. This is how it ended up in my pantry. 

 

I am always interested in learning more, and to that day I had not tasted Turkish olive oil. I usually favor Italian or California olive oil.

 

I was attracted to it based on the design of the bottle, (attention to details).  

 

I read the little card attached to it describing the family and their story of the care and age of their olive trees in Turkey, (I like supporting family enterprises).

 

I was impressed that there was a sample of their balsamic vinegar on the bottle in the same shape as the bottle, (congruity in design and a sign of a generous spirit).

 

I found it in the take out store of Industrial Eats in Buellton, California.  We both admire the owners who are even more finicky than we are, when it comes to excellent products for their restaurant, and the products they sell...They became a subtle endorser brand.  In other words,  I trusted their judgment. 

 

Even, if I did not like or use olive oil, I would have bought it for a friend who does, based on my impressions. We all have an abundance of dominant impressions that guide our decision making.  When I ask people what led them to hiring someone, they come up with many of the thoughts I mentioned, and others that govern their decision making.  Quite often, the gut rules, because it is the least biased impression!

 

Have you ever analyzed your decision making process?

 

 

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
2,629,579
Myrl Jeffcoat
GreatWest Realty - Sacramento, CA
Greater Sacramento Real Estate Agent

I'm a loyal consumer of Bariani Olive Oil, which is produced fairly local to Sacramento.  But, the packaging on the olive oil pictured, certainly makes me want to try it!

Oct 23, 2019 05:45 PM #25
Rainmaker
2,629,579
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!  

Oct 23, 2019 05:47 PM #26
Rainmaker
5,569,175
Roy Kelley
Realty Group Referrals - Gaithersburg, MD

Thanks for sharing your experience. I will send this to Chef Dolores.

Oct 24, 2019 07:15 AM #27
Ambassador
4,008,073
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

                                       

                                       Thank you, Ron and Alexandra. 

Oct 26, 2019 07:23 PM #28
Rainmaker
5,174,422
Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
Marketing Agent for The Todaro Team

Good morning, Ron and Alexandra Seigel (A)... that bottle is a major factor with their Branding.... I'm not sure there would be a significant difference in the flavor or the oil, except to someone who is truly a connoisseur....  I would too would be attracted to the bottle.... and if there was a difference in taste, I'd be buying it consistently.... so, the FIRST purchase is the most important....many business owners never have that opportunity  because they are not thinking about Branding and intial attraction....

Oct 27, 2019 05:54 AM #29
Rainmaker
3,736,553
Sheila Anderson
Referral Group Incorporated - East Brunswick, NJ
The Real Estate Whisperer Who Listens 732-715-1133

Good morning again Alexandra. This is wonderful and I can't believe I missed it. Terrific job.

Oct 27, 2019 07:39 AM #30
Rainmaker
4,631,284
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Barbara Todaro How one packages their presentation should be memorable, and this shape reminded me of antiquities of clay bottles that were shipped on ships containing wine and oil. A

Oct 27, 2019 12:16 PM #31
Rainmaker
4,631,284
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Sheila Anderson Thank you for your nice words, and like you I miss great posts on occasion, and thank goodness for Kathy Streib and Carol Williams for doing this for all of us.  A

Oct 27, 2019 12:17 PM #32
Rainmaker
4,631,284
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Myrl Jeffcoat Thank you for the feature, we appreciate it.  We patronize local oil when it is on the fruitier side...very few CA producers wall on the wild side of fruit..Italian is my preference.  A

Oct 27, 2019 12:19 PM #33
Rainmaker
206,803
John Henry, Florida Architect
John Henry Masterworks Design International, Inc. - Orlando, FL
Residential Architect, Luxury Custom Home Design

Good branding rundown.  On the subject of olive oil, I have been reading recently that only the extra virgin, first press is worth consuming.  In Turkey, this oil came in 2 to 10-gallon tins!!!  I have gone into Italian restaurant franchises where the table olive oil was suitable for industrial use only.  Also, do not fry in olive oil too long as it becomes carcinogenic.  Apparently.  Mom fried lamb chops, thin-sliced, in olive oil.  We fry eggs in olive oil.  So many are blended now between north Africa and the southern olive oil-producing countries of Europe.   Here in the states, we do have to rely on the branding, as in buying just about anything else 'over the counter', on which to make a buying decision.  There is a shop here in Winter Park that sells primarily olive oil.  If you can get a chance to find a place like that you can best compare Greek to Turkish to Italian to Spanish, etc.  I think the darker bottles keep the oil fresher longer but obviously the consumer can't see the oil that way....  Thanks!

Oct 27, 2019 12:58 PM #34
Rainmaker
4,631,284
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

John Henry 

I grew up with olive oil.  When we moved to the US, it was difficult to find good olive oil.  Now CA has some wonderful selection, and all the wine country areas have beautiful olive oil trees.  I agree with you re dark bottles, and mine are on the counter in a dark spot.  Thanks for your comment.  A

PS.  Butter for my eggs, it is my French side speaking...LOL

Oct 27, 2019 01:17 PM #35
Ambassador
4,102,282
Jeff Dowler, CRS
Solutions Real Estate - Carlsbad, CA
The Southern California Relocation Dude

I've never tried Turkish olive oil but your decision making process, and your endorsement, certainly convinced me that this brand would be worth buying. I will be on the lookout.

Jeff

Oct 28, 2019 07:42 AM #36
Rainmaker
4,631,284
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Jeff Dowler, CRS there is a first time for everything, and I am looking forward to hearing how you like it.  A

Oct 28, 2019 12:14 PM #37
Rainmaker
764,342
Jill Sackler
Charles Rutenberg Realty Inc. 516-575-7500 - Long Beach, NY
LI South Shore Real Estate - Broker Associate

Nicely summarized. I remember sending my kids to a sleepaway camp based on someone else's opinion. I trusted she had already done the leg work, ".They became a subtle endorser brand.  In other words,  I trusted their judgment."

Oct 28, 2019 01:45 PM #38
Rainmaker
4,631,284
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Jill Sackler 

I appreciate your comment, and it is nice when someone trustworthy had done the research for you.  Wishing you a delightful week ahead. A

Oct 28, 2019 03:32 PM #39
Ambassador
3,501,270
Debe Maxwell, CRS
www.iCharlotteHomes.com | The Maxwell House Group | RE/MAX Executive | (704) 491-3310 - Charlotte, NC
Charlotte Homes for Sale - Charlotte Neighborhoods

I've never had Turkish olive oil but, I do appreciate the bottle, Alexandra!

Oct 28, 2019 08:18 PM #40
Rainmaker
651,324
Carla Freund
Keller Williams Preferred Realty - Raleigh, NC
Carolina Life RealEstate & Relocation 919-602-8489

Wow, this olive oil company did a great job on branding. It tells me they're for the discerning cook. Thanks for sharing!

Nov 21, 2019 08:38 AM #41
Rainmaker
4,631,284
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Carla Freund yes they did, and we recently tried it on a salad.  It was good, but I would not say it was remarkable...their packaging was.  A

Nov 21, 2019 08:56 AM #42
Rainmaker
2,137,923
Sharon Tara
Sharon Tara Transformations - Portsmouth, NH
New Hampshire Home Stager

I've only tried Spanish and Italian...Italian is my oil of choice. 

I've never had Turkish, but the bottle is gorgeous!

Dec 03, 2019 03:17 PM #43
Rainmaker
4,631,284
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Sharon Tara like you I am a fan of Italian.  Yes the bottle is gorgeous, and I will keep it.  A

Dec 03, 2019 03:41 PM #44
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