Savvy Marketing: Thinking Differently, Like an Iconoclast!

By
Services for Real Estate Pros with Napa Consultants DRE00893924

To become a market leader as a luxury real estate marketing professional, or any other niche in real estate can seem easy.  However, to sustain market leadership in you should develop an iconoclastic mindset.

An iconoclast is a person who challenges conventional wisdom and traditional beliefs, and often shatters the very foundations upon which traditional, institutions rest.

 

In his book, Iconoclast: A Neuroscientist Reveals How to Think Differently, Gregory Berns profiles independent thinkers.  He focuses on people like investor Warren Buffet, glass sculptor Dale Chihuly, Apple’s Steve Jobs and Picasso.

 

As a professor of both psychology and economics Berne focuses primarily on successful iconoclasts. He identifies three major “mental roadblocks to innovative, iconoclastic thinking:

 

1.    Perception and visual imagery—seeing opportunities that others do not see

2.    Fear of failure and ridicule—becoming an non-conformist

3.    Social skills, social intelligence – excelling at social networking

 

A company can be iconoclastic but you will most likely find a visionary, unconventional thinker at its helm. Cirque du Soleil, the iconoclastic Canadian company, challenged one of the great American icons, Ringling Brothers Barnum and Bailey’s three ring circus.

The founders of “Cirque” did away with the expensive animal acts, musicians, the highly paid circus stars, such as the trapeze artists and created an entertainment venue to which you did not necessarily have to just invite children.  In the process, they created a multi-billion dollar industry that dominates the world of entertainment in Las Vegas. 

 

Essentially, Cirque identified an uncontested market niche that they could “own” and delivered extraordinary added value. That is the formula for market leadership.

                             Photo credit to ID 152280149© Usataro | Dreamstime.com

With multiple shows running simultaneously, not only in Vegas but, throughout the world, Cirque runs circles around its only viable competitor. They literally rendered the three ring circus, irrelevant, not to mention the notion of "the greatest show on earth".

 

How can you explore the realm of iconoclastic thinking in your real estate marketing practice?  To sustain market leadership innovative thinking is no longer an option it is an imperative.  In fact, it is not enough to just be an innovative thinker.  You must become an innovative doer.

Posted by

 

                                      

WE SPECIALIZE IN
STRATEGIC BUSINESS DEVELOPMENT FOR
LUXURY REAL ESTATE,
FINE WINES & PHILANTHROPIC EVENTS

                                           Watch the Video Case Study

                         Ron & Alexandra Seigel, Managing Partners

                                                  805.770.1129

                   If Gaining or Sustaining Market Leadership is Your Quest, we can help!

 

Comments (44)

Sheri Sperry - MCNE®
Coldwell Banker Realty - Sedona, AZ
(928) 274-7355 ~ YOUR Solutions REALTOR®

Hi Ron and Alexandra Seigel - Another outstanding post.  Your last two lines really hit it home.  You can't be just an innovative thinker.  You must be an innovative doer!  

Nov 02, 2021 02:30 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Sheri Sperry - MCNE® Thank you, and I am flattered that you noticed those two lines. 

Nov 02, 2021 03:40 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Aura Alex 

Marketing cannot stand still or be repeated over and over again.  

Zing, and innovation matter.

Nov 02, 2021 03:42 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Kathy Streib How wonderful to have worked for a man like that.  We enjoy watching Shark Tank.  There is a guy that found a solution for plastic ware, he inventeed edible plasticware.  Imagine getting a scoop of ice cream and your spoon is made of the same flavor as the ice cream..no throwing away!  A

Nov 02, 2021 03:45 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Wendy Rulnick fear of what, failure...If your read the Job's bio, he rethought and rethought the apple items, almost went out of biz, persevered nevertheless and the company became the first trillion dollar company....so much criticism was leveled his way...A

Nov 02, 2021 03:47 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Mark Don McInnes, Sandpoint-Idaho the first time we saw Chihuly thinking was on PBS!  He and his group joined the glass blowers in Venice Italy, and they floated glass bubbles in the canals...how cool is that?  A

Nov 02, 2021 03:49 PM
Ron and Alexandra Seigel

We saw his exhibits in San Francisco and other places.  The one that stood out was for the winter Olympics in Salt Lake.  You had to lay down on the floor to see the anemones...A

Nov 02, 2021 03:51 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Kat Palmiotti Cirque was an incredible feat. We saw several of them, and they are so creative and outside of the box thinkers...A

Nov 02, 2021 03:53 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Tony Busanich Thank you for the kind words.  We like helping our clients be iconoclast in the business, and those apply that kind of thinking keep maintaining their success.  May have great ideas but do not follow through.  A

Nov 02, 2021 03:55 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Bob "RealMan" Timm I remember asking my father for $$ to go to the movies.  He gave it to me, but he also asked me to think on this question:  Everybody can do it with money, how can you do it without?  I got a job working as a banquet waitress at  13 athe college, and I had an amazing mentor.  A

Nov 02, 2021 03:58 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Raymond Henson, eXp Realty they are well worth seeing...

Nov 02, 2021 03:59 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Bill Salvatore - YVP Blog we shared a tostada for lunch...even though tacos are on special on Tuesday.  A

Nov 02, 2021 04:01 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Nina Hollander, Broker I am not surprised.  I have always admired people who think outside of the proverbial box.  We have had several clients like that, they are a joy to work with, and definitely have no fear.  A

Nov 02, 2021 04:06 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Jeffrey DiMuria 321.223.6253 Waves Realty there are so many people who tout they can make you successful overnight in real estate, and they end up parting you with your few dollars.  LOL A

Nov 02, 2021 04:07 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Brian England would you turn down working with Musk in some aspect? A

Nov 02, 2021 04:09 PM
Brian England

No way, no how Ron and Alexandra Seigel I respect him

Nov 02, 2021 04:37 PM
Endre Barath, Jr.
Berkshire Hathaway HomeServices - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

Ron and Alexandra Seigel  wow this post resonated with me a great deal and two out of three I can confirm has always worked for me:

1.    Perception and visual imagery—seeing opportunities that others do not see

2.    Fear of failure and ridicule—becoming an non-conformist

Nov 02, 2021 10:52 PM
Steffy Hristova
HomeSmart Elite Group Tempe AZ Tel: 602.710.8161 - Tempe, AZ
Tempe AZ Realtor - Your Home Close to Your Work!

Ron and Alex, what a talent it is to see opportunities that others do not see. I work with a couple of talented investors/designers and it is such a pleasure to watch them discuss the potential of buildings. Those three highlights from your post will definitely be questions during my business planning this November.

Nov 03, 2021 07:32 AM
Margaret Rome Baltimore 410-530-2400
HomeRome Realty 410-530-2400 - Pikesville, MD
Sell Your Home With Margaret Rome

This is one of my favorite AR posts. I have read, reread and book marked your words. And if possible I would definitely give it an extra featured star! Thank you for sharing. Go make it another fantastic day together

Nov 03, 2021 10:04 AM
Dorte Engel
RE/MAX Leading Edge - Bowie, MD
ABC - Annapolis, Bowie, Crofton & rest of Maryland

Dear Ron & Alexandra,

Very sage advice. Now we all just need some genius idea that makes this happen.

Nov 03, 2021 06:54 PM
John Juarez
The Medford Real Estate Team - Fremont, CA
ePRO, SRES, GRI, PMN

An "iconoclast" does not describe me. That is a large part of the reason that I work on a real estate team lead by one who is an out of the box thinker and creator. He is iconoclast enough for our team.

Nov 04, 2021 10:37 AM
Ed Silva
Mapleridge Realty, CT 203-206-0754 - Waterbury, CT
Central CT Real Estate Broker Serving all equally

An interesting post.  Fear of failure cannot even be on the mind to succeed and if one is to be successful the first failure is just a learning step and hopefully the climb is not a long one

Nov 05, 2021 06:31 AM