Marketing Your Brand: Is Your Brand Sharp (Sharpei) or Dull?

By
Services for Real Estate Pros with Napa Consultants DRE00893924

If you are looking for a way to stand out from the crowd as a real estate marketing professional consider taking a page from the play-book of the best luxury retailers during the Holiday season.  

 

For many retail businesses the vast majority of sales occur in the last quarter of the year.  With so much competition for attention how do you stand out? 

 

In 1939, one major high-end retailer created a tradition that continues to WOW its customers to this day:  His and Hers extravagant gifts.  Do you know which retailer that is?

Stanley Marcus, of Neiman Marcus fame developed this buzz marketing strategy that still has customers eager to discover what His & Hers gift they selected for the current season and discuss it with friends.  One of our favorite gift offering is His & Her Shar Pei pups for $7750.00 back in 1983.

 

The Shar Pei, is known for its distinctive features of deep wrinkles and a blue-black tongue. The breed comes from China. As puppies, Shar Pei have many wrinkles but they disappear as the pups "grow into their skin".  

 

Back then, they were still considered one of the world’s rarest breeds and were not recognized by the American Kennel Club until 1991.

 

With an abundance of choices in just about every category of service and product you have a nano-second to sharply distinguish your brand from your competition. Be Shar Pei. Don't be dull.

 

What tradition can you create that can keep you "top-of-mind" year after year like Neiman Marcus’ His & Hers Holiday gifts has done?

 

 

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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?

 

 

CALL US FOR A COMPLIMENTARY CONSULTATION TO ASSESS YOUR BUSINESS DEVELOPMENT NEEDS. WE ARE HERE TO HELP YOU CREATE BUZZ!

—Ron & Alexandra Seigel, Managing Partners

805.770.1129

Click Here to Email Us

 

 

— Ron & Alexandra Seigel, Managing Partners 

 

Comments (44)

Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

Hi Ron and Alexandra- growing up in Texas I am very familiar with N-M and the much treasured Christmas Catalog. It was fun seeing what the His and Her gifts were going to be each year. 

Oct 12, 2021 09:38 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Kathy Streib I scoured the internet to see if I could find what N-M's Christmas gift was going to be for 2021.  All I could find was 2020.  And I learned that N-M came out of brankruptcy this August.  Also, that catalog (The book) is available for $15, and refunded if you purchase something off the catalog. The only notice I have from N-M is that their site was hacked.  Luckily when they issued their new cards, I had not called in ours. A

Oct 12, 2021 11:10 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Jeffrey DiMuria 321.223.6253 Waves Realty there is no doubt that they can outspend any real estate agent out there.  However, you can outsmart them by doing something they cannot do given their vast footprint.  This is something that can be found if you take the time to research and find that knife's edge.  It is true of every business.  Yesterday we met with a new winery in Santa Barbara County.  Napa County is the richest County in California, not because of rich people who live there, but because of the revenue that wine genrates, and the big firms from Australia and other conglomerates that have stepped in...Then there are small vineyards whose are doing well, very very well. Why, because big companies cannot compete, they are too busy cutting cost and making a mess of things. A

Oct 12, 2021 11:18 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Will Hamm we talked to you several years ago when you were in a partnership.  It is as easy as that button, you just have to invest in researching.  A

Oct 12, 2021 11:20 AM
Myrl Jeffcoat
GreatWest Realty - Sacramento, CA
Greater Sacramento Real Estate Agent

How adorable - "His and Her's Sharpei Pups."  I hope their stockings were filled with wrinkle cream!😊

Oct 12, 2021 05:19 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Myrl Jeffcoat I really appreciate your sense of humor.  It is spot on and delightful.  A

Oct 12, 2021 07:27 PM
Dick Betts
TOUCHSTONE REAL ESTATE - The Villages, FL
REALTOR® The Villages, Florida

Ron and Alexandra Seigel hmmm now you have me thinking what over the top marketing plan might work for me.....  Let me list or help you buy a home in November and December and I will .......

Oct 12, 2021 07:33 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Dick Betts keep in mind that it has to be in tune with your marketplace...what would float their boat?  We have done a lot of work in Florida, and each community is really different in your beautiful state...A

Oct 12, 2021 07:43 PM
Ed Silva
Mapleridge Realty, CT 203-206-0754 - Waterbury, CT
Central CT Real Estate Broker Serving all equally

With the competition for hones as tight as it is this year, a push for a few buyers to carry us over unto the new year might be a thought

Oct 13, 2021 06:04 AM
Elena Smith
Instapostlikes - New York, NY

Marketing increases our brand awareness and visibilty in a brief time and makes our brand more noticeable among our target audience. Thanks for your informative post about marketing. 

Oct 13, 2021 06:12 AM
Matthew O'Hare
Osterville, MA

"Branding" can be such a daunting task for many, especially when your brand is you. We all fall into the idea that we must create a shiny polished version of ourselves but that can be exhausting and counterproductive. Balancing an authentic but polished brand is a struggle we all understand.

Oct 13, 2021 08:14 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Thank you Elena for your comment.

Oct 13, 2021 08:47 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Matthew O'Hare I do not see it as a daunting task, because we help agents, companies, and otherr businesses do that.  The daunting part is that we are often laden with other people's ideas, thoughts and commandments as to how to do business.  One has to get rid of all that to find the truth of oneself.  A

Oct 13, 2021 08:49 AM
Sheri Sperry - MCNE®
Coldwell Banker Realty - Sedona, AZ
(928) 274-7355 ~ YOUR Solutions REALTOR®

Hi Ron and Alexandra Seigel - I remember getting the NM catalogs and some of the outrageous offerings. Anytime I get something online, I get put on a catalog list. During this time of year, the catalogs never stop,  With many, you have to actually write the company to stop sending their catalogs. 

Oct 13, 2021 08:57 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Sheri Sperry - MCNE® N-M no longer sends catalogs. You can buy it for $15, which be credited upon purchase of an item from the catalog. They are very expensive to produce and print.  

We do two insets in the local newspaper for one of our clients, anywhere from 20-40 pages. The printing costs are very high, but the results justify the costs big time.  A

Oct 13, 2021 09:31 AM
Erik Hiss
Keller Williams Capital Partners Realty - Worthington, OH
You can trust me for all your real estate needs!

Very good thought provoking question about how I can be different. I will have to start brainstorming!

Oct 13, 2021 10:49 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Erik Hiss So delighted you are brainstorming.  Let us know what you come up with.  A

Oct 13, 2021 03:30 PM
Mark Don McInnes, Sandpoint-Idaho
Sandpoint Realty LLC - Sandpoint, ID
North Idaho Real Estate - 208-255.6227

Your post is drawing out some inner fears I believe.  Concerns on the future.  Nicely done anytime you can put someone to thinking.  Mark

Oct 14, 2021 10:26 AM
Dorie Dillard Austin TX
Coldwell Banker Realty ~ 512.750.6899 - Austin, TX
NW Austin ~ Canyon Creek and Spicewood/Balcones

Hi Ron and Alexandra Seigel ,

I remember the NM catalogs well...the buzz really generated spectacular sales for them and everyone was talking about the his and her gifts..brilliant!

Oct 15, 2021 01:06 PM
Lynn B. Friedman CRS Atlanta, GA 404-939-2727
Atlanta Homes ODAT Realty - Love our Great City - Love our Clients! Buckhead - Midtown - Westside - Atlanta, GA
Concierge Service for Our Atlanta Sellers & Buyers

Ron and Alexandra Seigel 

Loved the example -
I think I could  Be Shar Pei.

Oct 17, 2021 08:35 PM