Branding Moment: Senryaku 戦 略 a.k.a. Brand Strategy

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Services for Real Estate Pros with Napa Consultants DRE00893924

As we were waiting in line for Arigato, our favorite Japanese restaurant, to open their doors, the gentleman in front of us asked if waiting in line for the doors to open a common sight for this restaurant.  He told us this is common in Japan at famous sushi places.   Three minutes after we were seated at the bar, he and his companion sat next to us.  

 

Conversation flowed, and when he heard what we do, he asked if we knew how the word "strategy" as drawn in Chinese characters meant 戦  略.  He explained: The first word drawing means "effort", The second means "without".  Strategy means working without effort.

 

Simply stated brand strategy is defining how you are planning to communicate with your market, now that you have defined your brand.  This means marketing your brand, so that you are known for what your specialty is whether it is in real estate or any other business.  Here is an example of a brand strategy we created for a home health care company to achieve their goal in building their brand.  

 

When we asked the co-owners, who is their ideal client, they kept talking about their patients, young and old who needed in-home care.  They described their patients, the young man with a broken leg, old people who needed home visits for grocery shopping,  and making sure they were faring well. They kept describing their services, and the excellent trained staff they have which were all bonded.  

 

Finally, they realized that it was the parents of young and grown children of the old who were contacting them...Those who made the call were their target market.  The parents of the young man who broke a leg in the football game called them to give their son home care, while they were at work. The son or daughter of the aging parents were the ones inquiring and home health care for their loved ones, while they also were at work, or needed time off.

 

The brand strategy made marketing easier. They knew who to target, and they realized that they were selling time/relief for those who needed it.  They were now working without effort.  That focus created their brand strategy and their income stream.  Within 5 years, they sold their company and retired.

 

In real estate speak, this is why we harp on finding a niche or several niches as a brand strategy.  Instead of trying to serve all who have real estate needs, why not pick one or several that you can excel at and be good at?

 

 Just make sure, that you will enjoy it, as well as the people you serve...In our opinion having a brand strategy in place makes work fun/without effort--with a strategy in place to build your business.  Do you have a brand strategy that does not involve effort?

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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?

 

As luxury real estate’s leading brand strategists we help you get to the listing table more often and win listings more frequently. ”

— Ron & Alexandra Seigel, Managing Partners 

 

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Re-Blogged 1 time:

Re-Blogged By Re-Blogged At
  1. Barbara Todaro 02/18/2020 03:50 AM
Topic:
Real Estate Sales and Marketing
Groups:
The Lounge at Active Rain
Luxury Home Marketing
Bartender, Make it a Double
Old Farts Club

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Rainmaker
4,734,262
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Candice A. Donofrio 

We agree with you, it is divine, joyful and fun.  Thank you for the feature.  A

Feb 18, 2020 08:10 AM #18
Rainmaker
1,335,699
Sheri Sperry - MCNE®
Coldwell Banker Realty - Sedona, AZ
(928) 274-7355 ~ YOUR Solutions REALTOR®

Hi Ron and Alexandra Seigel - Another outstanding article to better help those who may need to understand their brand strategy.

Feb 18, 2020 09:03 AM #19
Rainmaker
3,346,653
Will Hamm
Hamm Homes - Aurora, CO
"Where There's a Will, There's a Way!"

Hello Ron and A,  Effort, so important to get something done, without  interesting   Thanks for blogging this one.

 

Feb 18, 2020 09:23 AM #20
Rainmaker
3,813,326
Sheila Anderson
Referral Group Incorporated - East Brunswick, NJ
The Real Estate Whisperer Who Listens 732-715-1133

Good afternoon Alexandra. What a terrific and insightful post this is. Congratulations.

Feb 18, 2020 09:44 AM #21
Rainmaker
4,734,262
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Will Hamm I guess, I did not make myself clear.  A good strategy requires no effort. It is when you are throwing spaghetti on the wall and hoping something will stick, there is plenty of effort in doing that.  That is what most agents are doing, and that is why they are working 24/7.  A

Feb 18, 2020 09:44 AM #22
Rainmaker
4,734,262
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Sheri Sperry - MCNE® everyone needs to have a brand strategy and certainly to keep refining it and realigning it to the times.  It is not necessarily carved in stone.  A

Feb 18, 2020 09:47 AM #23
Rainmaker
4,734,262
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Sheila Anderson Thank you for your kind words.    We appreciate them.  Cheers, A

Feb 18, 2020 09:48 AM #24
Ambassador
4,094,206
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

Ron and Alexandra- I love it and what a serendipitous meeting at Arigato. Your explanation made so much sense when you lay it out as you did. Knowing you are, what your brand represents and who you are targeting gives you a strong platform to launch your business. 

Feb 18, 2020 11:27 AM #25
Rainmaker
851,201
Nick Vandekar, 610-203-4543
Long & Foster Real Estate Inc 610-225-7400 - Devon, PA
Tredyffrin Easttown Realtor, Philly Main Line

I found this very interesting. Describing your clients till you actually know who they are and what you need to do to attract, retain and give them what they want. 

Feb 18, 2020 01:18 PM #26
Rainmaker
2,679,367
Myrl Jeffcoat
GreatWest Realty - Sacramento, CA
Greater Sacramento Real Estate Agent

I like that branding as demonstrated in that photo, Alexandra.  It has the two important components working together via the gears!

Feb 18, 2020 01:24 PM #27
Rainmaker
2,679,367
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!  

Feb 18, 2020 01:25 PM #28
Rainmaker
4,734,262
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Kathy Streib True, and then the gears mesh and life becomes effortless.  A

Feb 18, 2020 01:40 PM #29
Rainmaker
4,734,262
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Nick Vandekar, 610-203-4543 They were doing well to begin with, they just did not understand who to market to. We knew the answer, but it is so much better to have them recognize it for themselves.  They were so excited.  A 

Feb 18, 2020 01:42 PM #30
Rainmaker
4,734,262
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Myrl Jeffcoat I was going to use another photo, but that was so perfect for the post, I just had to buy it.  A

Feb 18, 2020 01:43 PM #31
Ambassador
4,154,700
Jeff Dowler, CRS
eXp Realty of California - Carlsbad, CA
The Southern California Relocation Dude

Ron and Alexandra:

What a chance meeting that was at dinner! "Strategy means working without effort" is pretty powerful but you don't get to the point of a brand strategy without effort. The example you shared helped to make the importance of first defining your brand, and then developing a brand strategy to implement, so clear.

Jeff

Jeff

Feb 18, 2020 08:02 PM #32
Ambassador
1,977,615
Debb Janes EcoBroker and Bernie Stea JD
ViewHomes of Clark County - Nature As Neighbors - Camas, WA
REALTORS® in Clark County, WA

What a fascinating post and I too think your photo is perfect. I love the interpretation of strategy - working without effort. It's that serendipitous feeling we get in the zone.  And without clear branding, you cannot get in the zone. ( or vortex) 

Feb 19, 2020 06:55 AM #33
Rainmaker
1,053,096
Fred Carver Personal Real Estate Corporation
RE/MAX Camosun Victoria BC Real Estate - Victoria, BC
Accredited Real Estate Consultant

Ron and Alexandra Seigel great post short and to the point 

Feb 19, 2020 06:48 PM #34
Rainmaker
970,217
Thomas J. Nelson, Realtor e-Pro, CRS, RCS-D, Vets
Big Block Realty 858.232.8722 - La Jolla, CA
& Host of Postcards From Success Podcast

Ha, your favorite restaurant is called Thank You, cute.

I loved the use of Nihongo and explanation of Senryaku to demonstrate strategy!

Yoku yatta and domo arigato gozaimasu!

 

Feb 20, 2020 07:31 PM #35
Rainer
73,870
Steve Penner
Royal LePage / Moneyledgers Software - Winnipeg, MB
REALTOR / Owner of Moneyledgers

Excellent blog post, could not agree more!

Feb 21, 2020 07:24 AM #36
Rainmaker
2,824,740
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

The whole thing of like seeing worldwide branding is really interesting. The whole brand identity on an international concepts level.

Feb 21, 2020 09:36 AM #37
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